The co-founders of JXM discuss the perception of control in a creative process and when to keep a creative idea zipped up. Matt talks about how he found his way to developing a metaphor for JXM fractional marketing services right from his living couch once he found it. This wouldn’t be a Tangent by JXM without the appearances of trains, delivery trucks, and what sounded to us like a mechanized pachyderm of some sort. Perhaps a Tangelephant?