In the mid-'90s, Matthew Waldman had one of those jobs that sitcoms often devote 22 minutes to making fun of. "My background is in corporate identity development," he recounts over lunch at his studio one day. "I used to do those big fact-finding whiteboard meetings in conference rooms — you’re at a cocktail party, let’s make believe, let’s do some role playing, now tell me what you do. Or, imagine your product, and give me the first three adjectives that come to mind." He thinks for a minute. "It was actually really successful. I should probably write a book." Or, we suggest, you should found a watch-design company, wear your influences on your sleeve, and thus remain instantly-recognizable in a saturated market despite expanding into wallets, belts, a fragrance, and a certain forthcoming fashion accessory that's top secret for now.