Michael Schell has been a prominent figure in the game industry since 2002, with a strong emphasis on quality assurance and game design innovations. Over the years, he has contributed to the development of numerous successful titles, ensuring that gameplay experiences meet high standards of quality and engagement. In 2019, he embarked on a transformative career shift, transitioning into a consultancy role where he dedicated his expertise to empowering marketing teams and various design departments. His mission is to help these teams identify and connect with their core audiences, paving the way for the creation of content that resonates on a profound level. Schell introduced the "Decide, Evaluate, and Innovate" method, a strategic framework that highlights the critical importance of understanding and selecting a target audience. By guiding teams to delve deeply into their audience's preferences and desires, he emphasizes the significance of designing content that genuinely meets their needs. His approach advocates for the development of engaging and meaningful experiences, deliberately avoiding the influence of political agendas or ideological biases that can cloud the creative process. Through this methodology, Schell aims to foster genuine connections between creators and their audiences, ultimately leading to more impactful and resonant gaming experiences.