Finding people, the right people. Interesting, opinionated, with an amazing sense of style, knows what is happening in the world, has knowledge of trends etc. Aspirational people can give great vision of what a brand or company could and should do or why people do what they do.
Recruiting or casting through my extensive network, always looking for different angles to find te right person and apply my gut intuition. It is key in conducting great research and getting inspiring insights, finding creatives to co-create with or models with the rigth look and attitude.