During the creative input meeting for the first ever Freebairn Mini Marketing Hack I actually uttered the words, "So what's a hack?" Everyone laughed and when I returned with my ideas I presented them with the image of two giant fingers holding a tiny axe. Everyone loved it. So I produced a logo, poster, several interactive htmls, a concert poster, lobby cards and wine labels. Even during the function I was still asking, "So what's a hack?"