The last time I worked with Allison, I gave her a challenge: create website copy for an unreleased/unfinished product! We knew we wanted ‘matter-of-fact,’ non-technical, and personable writing, but other than a potential name and logo, that was the extent of the direction. Luckily, all it took was meeting with Allison once and we got our copy a few days before deadline. I was surprised by how much I liked it (given how little direction we gave her!) and it fit with our vision. Ultimately, I was extremely happy with the copy.