I was Co-Creative Group Head on The Home Depot for several years. While the brand was not the juggernaut then that it is today, Richards was engaged to get them ready for take-off. The strategy the team developed was pretty simple: “All the tools and expertise you need to give you confidence your project will be a success.” All these years later, Home Depot is the DIY market leader and all of us are in the stores at least once or twice a month. The strategy, however, hasn’t changed all that much when you consider the present tagline: “How doers get more done.”