"Perpetual innovation is the new normal, so leaders who are brave enough to unlock a culture that enables creativity through calculated risk-taking will come out ahead of their competition. In order to do this, leaders need team members who can build this type of environment. Ultimately, people are the drivers of culture. This means some of the most important decisions you make as a business leader are related to talent and team structure.
Marketing is a hotbed of innovation, and it’s always changing. To ensure my teams can keep up, I look for talent with agility, open-mindedness, and sharp critical thinking. These qualities are often more important to me than an individual’s hard skills or career trajectory. I’m very open to nontraditional career paths because a network of people with diverse experiences creates the foundation for a creative culture.
I am a big believer in cross-functional teams. They foster creativity by allowing team members with vastly different experiences to think critically about the same problem. The tension between different ways of thinking is what ultimately creates that spark of genius. Additionally, within marketing, there’s huge value in rotational programs that allow team members to test-drive different roles. These programs build empathy among teammates. Empathy enables them to work as a hive and use their collective knowledge and experience to find creative solutions to the most pressing business problems."