Alex Borgusky has been in advertising for a while. He’s pitched billion-dollar clients, but these days he’s pitching, well, ten-dollar clients. See, Alex started a collection of cardboard signs, marked simply with a black permanent marker. You’ve probably seen them yourself. The ad executive is buying the very signs the homeless use to ask for help. Why? He thinks there’s something beautifully simple about the stark communication, and something inimitable about generosity – not what they do with his money, merely that he gives it. Check out his powerful reflection on communication, homelessness and generosity in the short film below.