“So, the way that I choose a project — for me, my theory, is I choose it like I choose a business. The way I choose a project is the same way that I would choose to be involved in a business. I start with the story first. If it’s a really good story and not jus the story itself but the type of emotion it elicits, it is a big deal. And then I also think about the marketability of this idea. Because sometime you can have a good story, but it’s not a story that anyone wants to see or is interested in. And then lastly, I go by the people that are involved in the project. Because the directors and the actors and the writers because a poorly executed story is actually useless. So those are usually the three factors that matter to me. And the fourth factor would be opportunity costs. You know, what projects would be prevented from me by being in this project? So, that’s pretty much it. — Romany MalcoAB
collectionsInnovation FestivalCurrent Issue
World Changing Ideas
New workplaces, new food sources, new medicine--even an entirely new economic system.
The major tech ecosystems that battle for our attention and dollars.
What’s next for hardware, software, and services.
The brave new world of automation, from AI to drones.
How our urban centers are building toward the future.
Most Creative People
See members of our Most Creative People in Business community: leaders who are shaping the future of business in creative ways.
An award-winning team of journalists, designers, and videographers who tell brand stories through Fast Company's distinctive lens.