creative director at a hundred monkeys, author of don’t call it that, and run studio run. oakland, calif.
I interview my dad, A Hundred Monkeys founder Danny Altman, on the early days of the company and the evolution of naming.
Every creative process has its limitations, you just need to find them.
When I wrote Don’t Call It That, the goal was to walk people through a naming process start-to-finish. It was an experiment. I…