The hunt is on for a vaccine for the current COVID-19 pandemic — and vaccination for other diseases is now commonplace. But did you know that Catherine the Great, the famed Tsarina of Russia, was one of the early champions of inoculation?

Catherine the Great is Russia’s longest-serving female leader in more ways than one. She embraced new medical advancements and was an early endorser of vaccines. When she came to power in 1762, Russia was a poor, struggling country. In 1767, a smallpox epidemic swept Siberia, swiftly killing some 20,000 people. Smallpox was one of the worst diseases in history — killing nearly 400,000 people every year, 60 million in all — during the 18th century. (And it is the only human disease that has been successfully eradicated.) The Royal family was no exception — Catherine’s husband, the emperor Peter III, survived a severe case of smallpox when he was 16, which left him with disfiguring scars and very little hair.

In 1767, wanting to spare Russian lives, Catherine invited Thomas Dimsdale to court. He was a distinguished British physician who had built upon existing knowledge and created an experimental technique to immunize people to smallpox. It involved deliberately infecting a person with fluid from smallpox pustules, taken from a patient with a milder form of the disease, which resulted in a very mild smallpox infection that was less dangerous than if one contracted the disease by natural means, providing immunity to future attacks. He published his findings in a paper titled: The present methods of inoculation for the smallpox in 1767, which impressed Catherine at a moment when a smallpox epidemic was ravaging Russia.

She became convinced that she and her 14-year-old son, Paul, should be inoculated — and also wanted to prove to the Russian people that this was a safe and effective procedure. She and her son were quietly inoculated on October 12, 1768. The procedure was a success: Catherine developed a mild case of smallpox after but recovered fully two weeks later. She herself then donated pus for the inoculations of various members of her court. They all survived — and inoculation quickly became widely accepted. By the end of the century, nearly 2 million Russians had been inoculated against smallpox. Her belief in science saved the lives of millions of Russians, making Catherine quite

Great indeed.

My objective was, through my example, to save from death the multitude of my subjects who, not knowing the value of this technique, and frightened of it, were left in danger.

Catherine the Great


About the author.
An award-winning creator and digital health, wellness, and lifestyle content strategist — Karina writes, edits, and produces compelling content across multiple platforms — including articles, video, interactive tools, and documentary film. Her work has been featured on MSN Lifestyle, Apartment Therapy, Goop, Psycom, Pregnancy & Newborn, Eat This Not That, thirdAGE, and Remedy Health Media digital properties.

I’m sure, by now, you have settled into the new normal, you have stocked up on provisions to the best of your ability, you’ve considered your pet for employee of the month at your new office, and if you’re living with a partner or roommate, you’ve come up with an imaginary co-worker to blame everything on. Your office is a stable and friendly environment now that Sarah is taking all the blame for the dishes.

As a creative freelancer, the most valuable resource has always been “time.” Oh, how I always dreamed to just have enough time in a day to work on the projects I am assigned, as well as any personal artistic ventures I’ve left on my “Someday” shelf. So what happens when the assigned projects slip away as companies shutter their operations, your “Someday” shelf suddenly becomes your “Right Now” shelf, and you have all of the time in the world?

The first and most important thing to consider is the idea of prioritization. In a completely unstructured environment, priorities become the most important structure you can have. Make a list of your immediate concerns and goals for the foreseeable future and order them based on importance. This will help you at least compartmentalize the issues so they don’t get overwhelming.

I imagine money will fall at the top or near the top of that list, and as it should. For us creative professionals, with a lack of work comes a lack of money, and it’s a great idea to start thinking about that right away. You will not be able to create transcendent art if your mind is overcome with financial stress, so take a moment to do an inventory of your most valuable skills and start researching how you can apply them remotely. Can you teach a class via Skype? Can you send out some emails to old contacts and drum up some business that way? Can you create and monetize a podcast? If you at least begin to work towards financial stability in these unstable times, it will give your mind peace to focus on other projects.

Next, take some time for self-care. Don’t just dive head first into your personal projects and manically work towards finishing as many of them as you can so you can call yourself productive. They won’t be your best work, and you’ll drive yourself crazy! Take a moment to get in touch with yourself, maybe start a journal that you write in every morning, maybe find 5-10 minutes a day to meditate and get your thoughts in order. Once you have given yourself some time to adjust and adapt to the new normal, you will have a much easier time feeling productive when it’s time to work.

Finally, without structure, there is madness. Give yourself some structure. Decide when you will work on what. Maybe devote the first few hours of your day to job hunting and drumming up financial leads, and the second half of your day to creativity, and the evening for yourself. If you are more creative at night, then take the morning to take a nice healing walk, come back, work on business, and end the night with your personal ventures over some boxed wine and frozen pizza.

The most important thing is to not let yourself get overwhelmed by the amount you have to do, the amount of time you have, and the stress of maintaining your life. Take each minute, hour, or day as it comes and find your groove without forcing it. You will adapt. You will find a way through it, and you will come out more disciplined on the other side.

Now go tell Sarah to stop leaving her shoes all over the office, and finally hang that nice headshot of Mr. Sniffles on your wall, he’s worked hard to earn employee of the month, and he deserves the recognition!


About the author.
Greg Berman is a stand up comedian, writer, and actor in Los Angeles, CA. Although he spends most of his day as an artist creating content in any and every medium, he also moonlights as a copywriter and data analyst at night, in order to make enough money to feed his dog. A dog, he’d like you to know, that eats better than he does.

We <3 You, Ladies.

Madonna. Florence and the Machine. Dolly Parton. Aretha Franklin. Katy Perry. Beyonce. Billie Eilish. Christine and the Queens. Joan Jett and the Blackhearts. Shania Twain. Kelis. Stevie Nicks. Demi Lovato. India. Sheryl Crow. Dixie Chicks. Lady Gaga. Helen Reddy. Melissa Etheridge. We <3 you, ladies.

It’s March, traditionally a time we honor women via Women’s History Month — but this year’s celebration has been overshadowed by news surrounding the novel coronavirus. As we settle into our new normal, here’s a bright spot to help take your mind off of everything it’s been consumed by … and it may even be the perfect soundtrack as you work from home.

Check out this Spotify playlist put together by the music mavens at Creative Circle. Titled Women at Work, this musical ode is an homage to all the ladies out there that are breaking barriers and honing their hustle.

Click here to view the playlist.

A few cool facts we bet you didn’t know about some of the artists on our fantastic playlist (if we do say so, ourselves).

ARETHA FRANKLIN

Aretha Franklin’s feminist anthem ‘Respect,’ the powerhouse hit that skyrocketed her to fame at the age of 24, was written by a man. Yes, written by a man. The fact that this iconic song was originally written and recorded by Otis Redding makes Aretha Franklin’s interpretation of the song — and its message of empowerment — all the more powerful.

STEVIE NICKS

At one point—before fame, fortune, or Fleetwood Mac, Stevie Nicks and Lindsey Buckingham lived together in extreme poverty, sleeping together on a single mattress strewn directly on the floor, no money for a bed frame. The song “Gypsy is about um … going back to the gypsy that I was prior to Fleetwood Mac,” says Stevie Nicks. In later interviews, Nicks shares that she would take her mattress off the frame, “back to the floor” to get back to her gypsy roots — literally, figuratively — when her famous life felt cloying and overwhelming.

DOLLY PARTON

Not only is she beloved as one of the most iconic country music stars, Dolly Parton, born in a one-room cabin with little electricity and no indoor plumbing, went on to release 41 Top-10 country albums, 25 number one singles, and has gone on to amass a net worth of $600 million — and counting. Born the fourth of 12 children, her parents didn’t have the money to pay the doctor who delivered her — so they gave him a bag of oatmeal instead. Her humble beginnings inspired her to be super smart about her business. Dolly launched her own publishing company early on, hanging on to the rights of all her songs — part of what’s made her one of the most successful musical artists ever.

LIZZO

Lizzo, the body-positive singer-songwriter-rapper making major waves in the music industry, started her musical career in a somewhat unexpected place: as a member of her elementary school’s band! Yes, Lizzo is a classically trained flautist who went on to play in the marching band at the University of Houston before becoming the mega-pop star she is today. And she can do something really unique: play flute and twerk at the same time — it’s a bit racy but awe-inspiring: check it here.

MADONNA

One of music’s most radical icons is also its wealthiest. Born in Michigan in 1958, this famous musician was the third of six children in a working-class Italian-American family. Cheers to you, Madonna, for being the wealthiest woman in the music biz, with a net worth of $850 million — and for showing us what grit, determination, and talent can achieve.

. . . . . . . .

We hope you find inspiration in this music and amazing musicians. In these unusual times, we are happy to bring you a break from the coronavirus — let’s celebrate the genius of these (mostly) female artists and get our groove on!


About the author.
An award-winning creator and digital health, wellness, and lifestyle content strategist — Karina writes, edits, and produces compelling content across multiple platforms — including articles, video, interactive tools, and documentary film. Her work has been featured on MSN Lifestyle, Apartment Therapy, Goop, Psycom, Pregnancy & Newborn, Eat This Not That, thirdAGE, and Remedy Health Media digital properties.

One Working Mom’s Perspective During COVID-19

Here we are, in the midst of a worldwide pandemic, and I — like many of you — have a lot of “macro anxiety” about our community, our nation, our world as we know it. I’m freaking out a little on the inside (and sometimes the outside), but I’m also hyper-aware that I have to stay sane for my colleagues and teammates at work, and — most importantly — for my family at home, including my two young children.

My husband and I are now both working from home, full-time, and we are so grateful that we have the types of jobs where we CAN remain employed and work remotely. Many, I know, do not have this option. And there are two of us — those without spouses to help are in a far more difficult situation. While we are trying to keep our jobs as uninterrupted as possible, we are also expected to put on our homeschool teacher hats and keep our 1st and 3rd graders busy with enriching activities — overseeing schoolwork or setting them up on apps or websites to work through various parts of their curriculum. Like many of you, we are a little lost.

Don’t worry — this is NOT yet another well-meaning aggregation of activities and websites to keep your little ones busy, but rather a real perspective from someone who is also trying to adjust to this new way of getting through our days.

Here are a few of the things I’m trying with my family — who knows what will work and what won’t, but we can all figure it out together:

  1. Minimize unnecessary meetings. It’s tough, but I’ve asked my team to hold off on scheduling phone calls where decisions can be made on Slack/email/elsewhere. It’s just HARD to have quiet in a house full of kids and a barking dog and the UPS delivery person — unless it’s ESSENTIAL to have a phone call, push to Slack/email. I’ve tried to be fully transparent with my team, so they can understand my work-from-home-reality, and so I can understand theirs. Dogs will bark. Kids will interrupt. Roommates will be roommates.
  2. Start time blocking. My husband and I plan to review our upcoming schedules each evening, and figure out when one of us can be on “kid duty,” while the other takes calls/handles work that requires focus/gets to be alone in an office with the door closed. The minimization of meetings will help this, but we’ve also quickly learned that we can’t expect the kids to be patient and quiet when we’re on the phone. So, one person has to pay attention to the kids while the other tends to their work. It’s just reality.
  3. Get outdoors. We’re making sure the kids go outside once every 2 hours. They can’t take walks or walk the dog on their own, so we have to join. We are trying to institute a no phone policy on these outings — just take the time, breathe the fresh air, let the emails pile up. It’s good for the kids; it’s good for us.
  4. Give the kids a break. Speaking only for our kids here, but this is hard on them. They love school and they love their teachers and friends. This is a huge adjustment — one none of us wanted. They are going to be whiney, they are going to fight, they are going to frustrate each other and us. So, we’re telling ourselves (repeatedly, honestly) that it’s okay if they are upset or not perfectly behaved. This isn’t easy. This WILL pass, but we have to get through it day by day.
  5. Do what you can! I am trying to force myself to accept that my days will be interrupted, truncated, unscheduled. This is reality. All you can do is what you can — as much as you can — during the day. Try to make yourself sign off at a normal time — be present in the evening/during nighttime routines. Speaking for myself, I will need to work after kids’ bedtimes and before wake-ups, but it will give me some peace of mind knowing that I’ve dedicated a few hours to uninterrupted family time so we can talk about all that we managed to do that day.

We are all figuring this out together, and some people in this community may have more experience than I do. But in the meantime, stay safe and remember that our Creative Circle family will keep working on your behalf. Even if our workspace is loud and sometimes messy.


About the author.
Katherine Forbes is the VP of Marketing at Creative Circle. She is also now a part-time homeschool teacher to her 8 year old daughter and 6 year old son.

When many of us start thinking about working in advertising, we’re really dreaming about making Super Bowl commercials, seeing our name in Adweek, and all of the other opportunities that come with working at a name-brand agency. The good news is it’s an attainable dream! But whether you’re someone who’s just starting out or want to make a mid-career upgrade, getting in the storied doors of an agency like TBWA\Chiat\Day, Wieden + Kennedy, or Droga5 won’t be easy.

Creative Director Nick Liebeskind has spent the last eight years helping aspiring creative superstars tip the odds in their favor. In addition to having a career working on brands like Lexus, The Ritz-Carlton, and TrueCar, he’s also a student-turned-teacher at The Book Shop School for Ads, an intensive series of workshops designed to teach students how to do great work and build award-winning and job-winning portfolios. During his time as a Book Shop instructor, he’s helped nurture and advise talent that’s later ended up at shops like Saatchi & Saatchi, 72andSunny, Deutsch, and other big-name agencies. He spoke with me and shared his thoughts about what it takes to get noticed and get hired.

So how important is your portfolio?

Your book is your leverage; it’s everything. More and more, agencies at every level care more about your book than your resume.

How much does previous experience matter?

There used to be this Catch-22: to get into a big agency, you needed to have big agency experience, but then, how do you even get in the door? I think that trend has dissipated, and more people are being considered just on the strength of their book.

What else factors in?

It’s been my experience that besides your book, it’s also your connections, it’s luck, timing, and to some extent, it’s also having work in your book that might be similar to a piece of business an agency already has. For example, I had some students that had gaming work in their portfolios and were big gamers themselves, and I knew that AKQA was looking for people with gaming experience, so it worked out for them. It can be very serendipitous, with an agency having a specific need, and then the right book coming across the CD’s desk at the right time.

Also, it depends on the agency. For example, I’ve heard that an agency like 72andSunny tends to like people whose artistic interests and talents go beyond just advertising. They covet people with a more interesting background than just ad school. Even if those talents, like painting and photography, aren’t strictly related to advertising or what their career goals are, they add to a person’s value as a creative and that makes them appealing to that kind of agency.

Increasingly, companies value culture and want to promote the culture they’ve created. They’ll create content around it, and it becomes a recruiting mechanism, a way to find the right people that fit what they’re doing. For a long time, agencies have been the brand stewards, now they are becoming brands themselves.

What about mid-level creatives who are at agencies that aren’t giving them the quality of work they’d need, and so instead, they have a lot of spec work in their portfolios?

I’ve had quite a few students over the years come to The Book Shop because, while they’re already working in the business, they aren’t being given the kind of assignments that allow them to flex their muscles creatively. In this case, I don’t mind if they have some spec work in their book. But one thing I do ask them to look at is the work they ARE doing professionally and to build on it. Flesh it out, see if there are actual creative opportunities they’re missing.

It’s easy sometimes to get work and think it isn’t interesting or lacks potential to be book-worthy. Sometimes it’s true, but sometimes it isn’t. So again, I ask my students (or former students if that’s the case), to use what they ARE producing as a beginning and to get with their partner and dig deeper. True, this new, fleshed-out work might not ever be produced. But at least it’s your ideas and the work you would have done had the brief been more robust, and it’s for an existing client whose account you’re actually working on. It’s still spec, but more like “spec adjacent.”

Full disclosure: I went to The Book Shop, and while I don’t want to sound like I’m making an ad for them, the experience was invaluable in helping me learn advertising and define my career goals, and I can attest to the fact that Book Shop alums do end up at amazing agencies. As Nick said, your portfolio is everything and connections matter a lot, too, and participating in an IRL portfolio workshop or school is how you can get both.

However, it’s not the only way. The key is doing the best work you possibly can at every stage of your career, continuing to grow your network, and keep putting yourself out there. If you have the right work in the right place at the right time, you could get the opportunity you’ve been dreaming of.


Lisa is a Creative Circle candidate and seasoned advertising copywriter who lives in Los Angeles. Her background includes both in-house and agency work on Fortune 500 and global accounts in the consumer and healthcare/pharmaceutical fields. She excels at words, fashion, and cats. If you want to work with Lisa, contact Creative Circle Los Angeles.

On the surface, my roles as father and businessman seem unrelated.

I am an executive coach, and in my experience of being coached myself, I’ve learned that the two identities are intertwined. The strengths and learning edges that show up in my professional life are also present in my personal life.

Even though I’m more than 20 years into my career, lessons from my three years as a father of two have made me a more effective executive. I’m compelled to share seven of them:

1. Embrace the good with the bad.

I recently took a day off to spend with my 3-year-old son. I let him pick the agenda. Inspiration in the grocery checkout lane landed an inexpensive kite, and we spent a magical hour wading in the ocean waves while I taught him to fly it.

Creative Circle - 7 Ways Fatherhood Made Me a More Effective Executive

Before we continued our day with his first visit to an ice-skating rink, I took him for a quick pizza lunch. It was a disaster. He refused to eat, pressed random buttons on the soda fountain and made the experience unpleasant for everyone around us.

As challenging as the lunch was, though, it didn’t diminish the wonder of kite-flying or the joy of ice skating.

At work, few things are a complete success or an utter failure. Acceptance of this helps me see the bright spots in presentations that weren’t home runs. It also keeps me humble when the ratings from a workshop are glowing. A willingness to let the good and the bad coexist helps avoid black-and-white thinking and emotional roller coasters.

2. Clear feedback is compassionate.

It’s my duty as a father to let my sons know, kindly but firmly, when their words or actions are out of line. And because they’re so young, I know my words must be simple and clear.

At work, I used to think that softened delivery of feedback to direct reports was kind. I failed to realize that sugarcoating doesn’t help anyone. If I really care about a person, I owe it to them to be clear and honest. And I know I can trust myself to give this feedback in a caring way, just as I do with my sons.

3. Get comfortable with being uncomfortable.

Raising my boys consistently presents new challenges. First, I had to keep them alive while surviving on two hours of sleep! Now, I chase little speed demons who don’t understand that running too far ahead of me isn’t funny or safe. Years from now, I will deal with the more emotionally complex situations of raising teenagers.

Stanford University psychologist Carol Dweck, in her book “Mindset,” presents two states: fixed mindset and growth mindset. People with a fixed mindset believe their abilities are a fixed trait, meaning they don’t have to work at them. Those with a growth mindset embrace lifelong learning through new experiences, ideas and challenges. In more recent years, in researching the collective mindsets of organizations, Dweck and three colleagues found that employees in companies with a fixed mindset pursued fewer innovative projects because of a fear of failure.

If my work isn’t making me a little uncomfortable, then I’m not pushing myself enough. I remind myself that my sons learned to walk by falling down — a lot. If I want to grow, I must embrace failure, knowing I will learn from it.

4. Avoid surprises.

Whether it’s changing a diaper or leaving the playground, my boys need advance notice. If I just spring something on them, they are likely to throw a fit. Such transitions are insignificant to me, but not to them. I need to keep things moving, but they need a sense of security and predictability.

Similarly, colleagues and direct reports need clear expectations. I explain what needs doing and why, and I set clear deadlines. I also explain the reasoning behind these plans. Team members, particularly millennials, value understanding how they contribute to the goals of the organization.

5. Adapt to the audience.

My older son is motivated by dessert and threats of closing his bedroom door at night. My younger son could take or leave sweets, and he is completely fine with the bedroom door closed. He responds to gaining or losing access to his toy cars. I’ve had to tailor my parenting approach to each of them.

Too often, managers issue orders and expect their direct reports to do all the adjusting. I find it more productive to meet in the middle. I see employees as customers, and I take to heart Peter Drucker’s questions “Who is your customer?” and “What does your customer value?” These questions are from “The Five Most Important Questions You Will Ever Ask About Your Organization,” and he used them in consulting corporate leaders.

Yes, employees need to adapt to my working style. But I make reasonable adjustments based on how they like to work and how they best receive feedback. This keeps them motivated and engaged, which makes my job as a manager much easier.

6. Build the team to round out strengths.

There was never a discussion with my husband about which roles each of us would play as parents. I naturally stepped into managing operations for the family. I plan meals, schedule lessons, keep up with immunizations. I was recently out of town, and my husband brought one of the boys to a swimming lesson on the wrong day, even though it was on the calendar.

He, on the other hand, is the dreamer and maker of magical experiences. He plans great vacations, makes sure birthday parties are original and fun, and chooses cute and unique clothes for the boys. While each of us can play different roles in other parts of our lives, it just wouldn’t work if we both tried to play the same role at home.

At a recent conference for Hudson Institute coaches, Todd Kashdan, professor of psychology at George Mason University, introduced me to defensive pessimists (DP) and strategic optimists (SO) in a talk on the importance of both in teams. I later learned that these terms originated in the research of social psychologist Nancy Cantor. The DP’s role is to anticipate everything that could go wrong. The SO’s role is to believe inherently that things will work out right.

A team exclusively of DPs would be paralyzed ever to move forward. A team exclusively of SOs would always be at risk for crashing and burning the minute something threw them off their trajectory of certain success. But when a team has at least one person playing each role, that’s a powerful combination.

When I introduced this concept to colleagues, it gave us all language to understand a dynamic we’d observed for years, and it allowed both the SOs and the DPs to see the value in their roles instead of feeling apologetic.

7. Set personal goals.

At 34, I was newly single. Too old to put off my dream of becoming a father and too young to give up on it, I set a goal of becoming a father by age 40, though I had no idea how I was going to make that happen.

Having a goal, however, gave me the clarity to make decisions that moved me in the right direction. I passed up long-term international assignments and avoided dating people who didn’t want kids. 18 months later, I met my now-husband, and our first son was born six weeks before my 40th birthday.

Goal-setting isn’t new to management, but few leaders think through their individual strategic plans. I’m not referring to career planning facilitated by human resources. I mean asking yourself specific, detailed questions: Do I want to be in the same company or career in three years? What information should I gather to bring clarity to possible paths? What experiences will prepare me for my desired future?

Having goals doesn’t guarantee that they will come to fruition, but why not increase the chances?

In closing, the lessons I’ve learned from fatherhood have been valuable in helping me become more effective in my professional life. My commitment to lifelong learning will help me embrace future challenges, and I will continue to look for connections between these two roles that are so important to me.


Peter Gandolfo is an executive coach and founder of Gandolfo Group Coaching & Consulting. He’s passionate about helping men achieve professionally while being present fathers and about creating a more diverse workforce by helping leaders develop their authentic leadership styles.

In addition to individual coaching, Peter facilitates team workshops and gives talks on marketing strategy, listening to customers, effective communication and more. He lives in Los Angeles with his husband Andrew and their two sons.

This article was originally published on the Gandolfo Group blog.

As an executive coach based in Los Angeles, I often work with leaders in creative industries: content creation, entertainment management, marketing services, tech, and consumer products. While each of these fields is unique, they bring together teams of cross-functional leaders from marketing, design, development, finance, and legal, to name a few. Leaders from each of these functions arrive at their work with diverse education, professional experience, personalities, and working styles. Layer in the competing objectives of different functions, and it’s easy to imagine a group that struggles to get much accomplished.

Differences can be most pronounced between business leaders and designers. The formal education needed to secure roles in each of these groups is quite different. Business leaders are assumed to be focused on profit, while the creative process is much more personal for designers. Despite these differences, I’ve been part of many dynamic partnerships between business teams and design teams, and I’ve figured out how they work best.

1. They build on each other’s ideas.

The phrase “good ideas can come from anyone” gets thrown around a lot, but I’ve seen it in practice.

On a 2005 trip to Egypt, I was inspired by the elaborate details of the treasures from Tutankhamun’s tomb in the Egyptian Museum in Cairo. I returned to my junior position in marketing for a toy company with the belief that this aesthetic — glitter, shine, elaborate jewelry — would appeal to the fashion doll consumer. I shared my idea with my design partners in a brainstorm session.

The design team easily could have rejected my ideas on the basis that creativity is their responsibility (and privilege). Instead, a year later, when they presented their initial concepts for the next season, I was surprised and pleased to see an Egyptian-inspired option.

And what they presented was so much better than I had ever imagined. By running with “yes and,” a key principle of both improv comedy and design thinking, they had opened their minds to an unusual idea and built on it to make it stronger.

The teamwork didn’t stop there. Once the dolls were designed, the packaging team created a logo, structure, and environment that brought the theme to life, and the advertising agency created new animation and music for a commercial that integrated Egyptian elements into a modern and aspirational world for children.

By the time the dolls landed on retail shelves, countless team members on at least three continents had contributed to the brand experience, and all of us could see the value of our contributions in creating something greater.

2. They use curiosity to build trust.

I’ve worked with two different types of creative leaders: ones who want to focus exclusively on being creative and ones who want to better understand the business. The latter use new insights about the consumer, the priorities of key stakeholders, and the state of the business to bring focus to their team’s work. By listening to what’s said and discovering what’s unsaid, they identify opportunities to address problems or build on opportunities.

Similarly, business leaders build trust with their design partners when they listen to those partners’ goals. Whether your partners want to build expertise in a new technology or expand a product segment to support the professional growth of their teams, understanding their goals invites you to help them make those goals a reality. This commitment to better understanding also increases the likelihood that your partners will be receptive to your goals.

I am not advocating for tacitly agreeing with your partners just to build trust. There will be plenty of times when you see a situation differently. That’s when, instead of clashing over who is right, you can listen to one another and work together to find the best way forward. For instance, a few years back, my team was developing an innovation segment for a classic fairytale toy brand. There were a few concepts that I just didn’t get, as well as one that I was far more excited about than the design team was. Rather than narrowing the list of options down to the much smaller list that we all could agree on, we committed to collecting feedback from parents and children through qualitative research.

To our surprise, the concepts that were more polarizing to the team generated the most positive feedback from our audience. The new insights about why customers were drawn to these ideas built support for the ideas throughout team, ultimately allowing us to bring to market a more innovative and successful product line.

3. They build in flexibility.

Any initiative — an advertising campaign, a new vehicle, a new product range — can originate within a variety of functions, often determined by what function is at the hub of the wheel of the cross-functional team. You can find advertising agencies where creative, account service or even account planning (strategy) takes the lead. In automotive, often the engineers have the greatest influence. Within the toy industry, the pendulum will swing back and forth between marketing-led and design-led cultures, often changing when the prior structure stops working.
From my perspective, a team’s success is not dependent on one function taking the lead. I’ve seen product lines grounded in sound strategies fall flat because they fail to inspire. Conversely, a great creative idea without a clear customer or strategy holds little value. In every environment I’ve worked in, the cross-functional team delivered better results when they didn’t cling to one process.

Tim Brown’s “Change by Design,” an introduction to design thinking, presents the “Ways to Grow” matrix. He organizes the innovation efforts within a team into four categories determined by pursuing existing and new users with existing and new offerings. While most resources should be allocated to support incremental innovations to the core business, this framework is flexible enough to make room for the unexpected and sometimes game-changing innovation that didn’t begin with an ironclad strategic insight.

The opportunity to create something new carries high risks, but you manage that risk by not depending on its success. Exploring fresh initiatives creates a halo of energy across the line and across the team. If one of these ideas sticks, it has the potential to create explosive growth. And even if it doesn’t, the team will appreciate that they had the opportunity to flex their innovation muscles.

Each of these insights on well-functioning teams comes down to communication. Truly listen to your customers and your colleagues to solve problems and build on success. Ensure that your colleagues feel heard, and enjoy the opportunity to talk about different points of view. Listen for opportunity. It may not always arrive the way you expect, but that doesn’t make it any less valuable.


Peter Gandolfo is an executive coach and founder of Gandolfo Group Coaching & Consulting. He’s passionate about helping men achieve professionally while being present fathers and about creating a more diverse workforce by helping leaders develop their authentic leadership styles.

In addition to individual coaching, Peter facilitates team workshops and gives talks on marketing strategy, listening to customers, effective communication and more. He lives in Los Angeles with his husband Andrew and their two sons.

This article was originally published on the Gandolfo Group blog.