As a creative person in largely corporate settings, I've developed an approach that demonstrates the value of having creative beings in the board room.
It's simple. I just ask "why" when presented with a business problem. For example, if sales are down, why? In Energizer's case, it ended up being due to the holiday season - shoppers were busy buying big-ticket items, but typically forgot batteries. This unlocked a big idea that boosted sales by 30% in a single quarter.
Tap play to see how I've applied this approach over the years in my various roles as Creative Director.
WORK & AWARDS
TEMPO AWARD 2007
"Lil Dude" mailer
GOLD REGGIE 2008
LOCAL ADDY 2013
Chicago Shakespeare Theater