At Emory I had the opportunity of being part of Joey Reiman’s Ideation class. Through this experience, I learned the process he uses at his own company Brighthouse to discover the true purpose of a company.

From its founding date of 1895, all the way up to its bankruptcy 3 years short of its centennial, Schwinn had become an American symbol of excellence. But due to poor leadership, Schwinn lost its purpose and all that its founder Ignaz Schwinn had worked for.

Today, a stable company owned by Pacific Cycle, Schwinn continues to produce bicycles but it is not the company it used to be.

Through Joey’s process, we engaged in three stages: Investigation, Incubation, and Illustration. We gained a deeper understanding of Schwinn’s history and its purpose. As a result, we extrapolated the Master Idea: Freedom begins with a bike.

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Here is the 3-minute purpose film I directed that concluded the illustration stage; a film that connects Schwinn’s history and purpose with a Master Idea that is a timeless truth.