"Zen and the Art of Marketing Maintenance. ID takes both a romantic and classical approach to marketing. As classicists, they quickly jump into the company engine, dissect the inner workings, and divulge the leaky, rusty, and gritty bits. (In a very respectful way, might I add!). As romantics, ID has the ability to transcend conventional thought and interject an other-worldly breath of ideas, possibilities, and dimensions (and can whoop up one hell of a metaphor when called upon). But what they do best is marry them both so you get a true partner that is side-by-side for the practical tactician and dreamer in us all. It’s the “marketing al dente” that we should all strive for."