The idea is rarely the hard part. The real challenge is getting an ambitious one through the building intact, with the strategy, the business case, the team, and the craft still standing on the other side, carrying its full weight to the person on the other end.

That’s the outcome I care about, and it’s shaped how I lead: set the conditions for the team to make great work, strengthen the foundation, then get out of its way.

The work only travels as far as the organization behind it. I’ve turned a single creative resource into a full-fledged team and built out new disciplines as the work demanded them. That approach to building creative functions has paid off in the work itself, across a career recognized with more than 20 international awards, including multiple Cannes Lions.

What hasn’t changed is the part that still excites me: making work that helps brands grow and moves the people it reaches into a new relationship.