The team at Olsen lives by a mantra that reminds them that they are not marketers, they are people who work in marketing. They use this saying to remind them that their job is not about data, technology, and marketing, but is instead an answer to the questions: what are people doing, what do they want, and why do they care? Olsen starts at the beginning, by looking at data from a human standpoint, a process they call Anthrolytics. Their strategic process is driven by experience and creative development, from beginning to end. They strive to look at their work realistically, asking hard questions like why would an individual want to engage with this information? The marketing done by Olsen is a result of asking questions and watching people. They believe that one can discover the next trend in marketing by simply watching people, and understanding what it is they want.