Tools of the Trade is an AgencySpy feature to help highlight the many tools that help make advertising and marketing folks successful. The tools can be anything that helps people perform at their top form, from a favorite drafting table to the best software program to a lucky pen, a vintage typewriter or a pair of headphones.

Next up is Doni Goodman, executive creative director at Bald.

What is one tool you use all the time at work, and how does it inspire your work?

A bit unorthodox, and would it be considered a tool? I guess that’s up to the reader, but my favorite tool I use all the time is my motorcycle. It’s provided some of the most profound breakthroughs in my career and life.

Why is it your favorite?

I could easily choose the actual things I use every day that physically make my work happen, i.e., MacBook, AirPods, Apple Pencil, iPad, Smartmouse (a.k.a. the Steve Jobs special). But I thought about a tool that I use as often as possible to find inspiration. Our roles as creatives are about discovery and exploration. When we get stuck staring at a screen, sitting at a desk, in a little room, the interesting ideas make themselves pretty impossible to find. So, for me, sticking my noggin in a helmet and hurling myself through the open road, carving, breathing, and just thinking in ways that are hard to find outside of an open-face helmet.

How did you acquire your tool or hear about it for the first time?

I was about 20 when I got my first motorcycle. I didn’t know how to ride at all, but like most things I’ve faced in my short time here, I just turned the key and held on for dear life.

How does it help you be successful?

Fresh perspectives, that’s key to creative breakthroughs. And with every ride comes a new story.

Does it have sentimental value?

Absolutely, every motorcycle is different. So, getting on an adventure bike takes me back to riding across Morocco with friends. Getting on a custom street bike reminds me of working on my first bike, trying to fix all the little things that would inevitably go wrong.

Do you think your tool could go TikTok viral? Why or why not?

I guess? Evel Knievel comes to mind.

We want to know what tools you use to make you successful. If you’d like to contribute or know someone who would want to be featured in Tools of the Trade, contact kyle.obrien@adweek.com and fill out our survey.