The CEO of one of America's most innovative creative companies, Mekanism, shows Cal how to build a campaign through understanding an audience. This is new territory for Cal, who's spent a lifetime asking questions of people who've built great things – without ever having built anything himself. As Cal sets off on his journey to try to reshape healthcare, he knows he will have to build a platform. Jason sets the groundwork, and shows everybody how to shape their own messaging by using the right questions.