For example, he helped Disney create the backstory around Pirates of the Caribbean, is assisting James Cameron in expanding Avatar from a concept into a world and helped Microsoft answer the question "just who is Master Chief." Jeff has also worked with brands such as Coke. The stories he helps create result in more authentic brands and product lines which add hundreds of millions of dollars in additional sales.
We had the chance to swap visions of the future especially around how brands could get consumers involved in telling these stories.
I think my job is the greatest in the world, but Jeff's might just be second best :)