Jack doesn't do guesswork. Like any good scientist, he ring-fences time to define the proposition, gather the evidence and examine it. Only then does he begin constructing and testing his theories. And if those theories don't seem to be working, Jack's the first to challenge them and move on.

Does that makes Jack sound like he walks around in a white lab coat? Nothing could be further from the truth. He's pulled in by the human nature in a project. He psychoanalyzes it, probing to understand how a client thinks, what they think they need, and how that matches with what their users really want. And he's friendly to all new ideas as long as they will help make a website or digital tool easier for the end user.