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If you really think about brands, you have brand positioning,
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which has things like mission, like vision values is core
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to that, in my opinion, your value, proposition and your promise.
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Now your whole bunch of other pieces like who's your audience,
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and like what's your go to market and all that,
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but like mission and vision and values are really really,
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really corely fundamental.
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Welcome to the Warriors at Work Show. This is Genie Coomber,
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your guide and host. This is a show for men
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and women in the workplace who want to move from
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the predictable to the potent. This is your weekly dose
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of inspiration with an edge. I talk with CEOs and Shaman's,
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sports marketing executives and therapists. All of us are like
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minded thinkers and doers who tell stories, share wisdom, and
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challenge each other to have the best life possible inside
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and outside the office. Welcome to your Warrior Conversation. Hey everybody,
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it's Genni. Thanks so much for joining me here today.
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Warriors at Work Today, I am bringing to you an
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interview with a thinker, a visionary, a force in strategy
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and brand building. Lisa Grownick. Her career has spanned senior
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roles at Adidas, Chobanimoo dot Com, the Boston Consulting Group,
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and Walmart. Lisa is currently the US Managing Director and
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Global head of Sustainability and Impact at IF Design. IF
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Design is the prestigious international design institution and host of
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the annual IF Design Award. Lisa is the go to
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resource on values driven leadership. Her work has been featured
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in The New York Times, Fast Company, and Fortune, and
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today she shares her gifts with us. Enjoy Lisa Grownnick,
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thank you so much for joining me here today. I'm
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really looking forward to having this conversation with you.
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Thanks so much for having me.
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Janie me also, so, where I'm going to start with
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like a big, juicy question. There's so much that I
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want to get to in terms of this beautiful work
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that you're doing in the world. But what I want
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to do is take a step back and how do
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you tell us who's Lisa in the world.
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Oh? I love starting with small questions. Well, professionally, I
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hold a couple of different roles. I host a podcast
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as well that I started five years ago. We just
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celebrated our one hundred and fiftieth anniversary last month. One
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hundred and fiftieth episode anniversary. It's called Future of Xyz,
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so I love doing that. But I also work for
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an organization called IF Design, which is a German nonprofit
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and we run the world's largest independent design award as
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well as a design academy, and I am the managing
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director for the US as well as heading up sustainability
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and impact globally.
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So just a couple of things that you're doing in
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the world. I want to jump into something that you
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shared with me relating to what you do for sustainability.
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For sure, you shared with me when we were preparing
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for this conversation that when you were growing up you
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were passionate about nature and sustainability. I would love for
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you to tell us more about how that has informed
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you in terms of what you do for a career,
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what you get up every day to do in the world.
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Yeah, I mean it's interesting. I think you know.
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I grew up in southern California kind of on the beach,
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so nature was the beauty around me all the time,
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and I spent my summers with my grandparents on an
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island with no electricity off the coast of Maine, which
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couldn't be more beautiful and I've often said, you know,
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nature is my religion, and I really see the natural
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world as being the only thing that actually matters, not
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only because it sustains our life for us as humans,
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but as part of an ecosystem that we are just
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a little piece of. So I think, you know, that's
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kind of where it all comes from. But of course,
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growing up in southern California in the seventies and eighties,
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I mean, we were still already having pollution days, where
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in elementary and junior high you weren't allowed to go
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to pe or the playground because of the air quality.
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We had major wildfires, you know, and I remember watching
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houses burn and you know, hosing off the roof, not
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even to mention the things that humans were doing to
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each other. I mean, you know, so, I think I
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just always was very sensitive to the state of the
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planet as well as the state of society.
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And when you think about what you do today, how
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often are you refer colecting on all those early life
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experiences in how you make choices, how you're making recommendations,
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how you're showing up in the world. How do you
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connect the two?
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Oh, I mean, I you know, I don't see them
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as separated. I mean, in some ways, I've been speaking
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about values driven leadership and values based brand building for
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I mean twenty five plus years now, and you know,
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it all informs us. I think, you know, my first
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I studied political science in my undergrad years, and I
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wrote a senior thesis on identity politics which was called
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Self versus Other capital S capital O, which seems increasingly
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relevant these days, which was basically, we're all self to
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ourselves and we're all other to everyone else, and then
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that we're exactly the same, and it requires the respect
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of recognition that it doesn't make any difference any other
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of the differences because we're exactly the same in our difference.
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So a little esoteric or more than a little esoteric,
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but that really ended up become kind of blueprint for
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how I try to show up in the world, and
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so between you know, my nature is my religion and
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and you know, kind of that sense of respect everyone equally.
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I really do try to show up that way. And
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it led to this.
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Kind of values driven attitude towards leadership, towards business, towards
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brand especially, and and I've always been kind of in
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the intersection of business and design I've I've joked for years,
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and it's not very funny, to be honest, but I've
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joked for years that I'm equally left and right brained.
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There are very few people who are who are not.
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I think some engineers, I think a lot of architects.
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But it's this kind of art and science blend, and
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it's in. There aren't a lot of places in the
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world for that because the world has moved more and
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more towards data, data, data analytics, analytics, analytics, and then
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and then you have you're creative, right, which we are
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got to Even though we elevate and celebrate creativity, it
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has moved further and further into the realm of business.
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I feel like in a lot of different ways.
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And so as someone who's always kind of approached in
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that holistic seeing it from the art and science perspective
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and the it being whatever it is, especially my career
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or business, coming back to the values really allows that
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intersection between the left and the right brain, between the
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art and the science, between what you hold dear you know,
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which for me is that nature and that humanity mixed
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with the fact that we live in a capitalist society
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and we all need to survive, so I think it
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kind of informs everything I do, and design is kind
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of where this intersection lives, even though that's considered a
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creative pursuit.
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Design in every form, whether.
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You're talking about a big building or a master plan
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for a city, or an infrastructure project, or a an
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interface on a cell phone, or even the data centers
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themselves or the AI and just think about anything that's
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modern right now, the rocket ships like go on and
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on and on, and design at the end of the
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day is this intersection between the left and the right brain.
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Because you need all of the human inputs and the
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insights in order and the business fundamentals right in order
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to bring something reasonable to market, even if it's a
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painting these days that you actually want to make money on.
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You have to have that business underpinnings, which again is
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left brain, and then you have to have the creativity
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to be able to imagine something that never existed before,
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which actually we're creating more and more things that already
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existed and it's totally uninteresting. But like that's really where
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design comes in, and creativity and innovation is you know,
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this this really awesome kind of combination of the two things.
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You know, you said something that I'd love for you
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to expand upon, and you start of touching upon it
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when you were expanding there. But I want to go
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back back to this idea that values. You're very focused
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on how values drive a brand, so I'd love for
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you to say a little bit more there.
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Yeah, I mean, look, I've been a brand strategist for
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a lot of my career, I including right before I
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joined IF, I was running my own consultancy, which was
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a brand strategy consultancy for seven and a half years,
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doing work with Ikea and Walmart and lots of big
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companies as well as as an advisor to a lot
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of smaller companies on nonprofits, etc. At the end of
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the day, if you really think about brand, you have
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brand positioning, which has things like mission, like vision values
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is core to that, in my opinion, your value proposition
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and your promise. Now the a whole bunch of other
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pieces like who's your audience and like what's your go
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to market and all that, But like mission and vision
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and values are really really really corely fundamental, and your
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value proposition and your brand promise emerge out.
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Of those, and the values are the underpinnings.
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I mean I often will describe them as like the
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true north or like the north star, you know.
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And if you're a tiny.
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Little brand, you know your values, like you really really
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need to hold to those or you can get put
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off course really really quickly.
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But if you're a.
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Huge corporate conglomerate, your north star is actually easier to
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steer to. But if you get just even a little
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points off, you're you've completely steered the ship in the
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wrong direction.
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I mean, because a big tanker versus a little ship.
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So I think.
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Values are really, really, really kind of the guiding light
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about who are we in the world, what do we
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believe in, what do we want to achieve? And they
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tie in nicely with your mission and vision and everything else.
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But values are really core beliefs.
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I've loved when you talk about your strengths as today
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plus tomorrow.
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Oh on my LinkedIn profile. You mean, yes, I was like,
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brilliant and say more about that. I mean, look, you
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know I already talked about I think left brain right
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brain is on there too, or maybe I've changed it
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subsequently to creative and analytical because most people don't know
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what left brain and right brain means, but I have
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a bunch of dichotomies. You know, grow up on West Coast,
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East Coast. I've lived most of my life in the US,
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but I've spent enormous time in Europe and worked mostly
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for European companies. You know, they are a whole bunch
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of these dichotomies within me. But also the biggest one
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probably is this idea of today and tomorrow. I mean,
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I was calling myself a futurist over twelve years ago,
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and I don't call myself that anymore because there's actually
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a practice where people are selling futurism as a skill
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and as a profession, and that's not what I'm doing
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at the moment. Even though my podcast is Future of Xyz,
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I'm not advising on it and I'm not anticipating. But
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the ability to extrapolate from where we have been to
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where we are and looking ahead it is a core
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skill set, I mean. And if you're a strategist and
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that isn't one of your core skill sets, you probably
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should be looking for a different job. That's humble opinion,
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But I do I love the today and the tomorrow
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because I mean, we're supposed to psychologically be very mindful
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and stay in the presence. But the end of the day,
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the interesting thing for me, intellectually as well as intuitively.
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Is where's it all going? Where is it leading?
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And so I mean I think about that in business,
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like if you're not thinking ahead and I'm not talking
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about next quarter, I'm talking about like further ahead.
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You know.
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That's why I have today plus tomorrow on there, because
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I don't know how you can do business, much less
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design without that.
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It's such a clever way to capture the importance of
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being present and aware of your current state but planning
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for and thinking about tomorrow. And I had just never
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seen anybody articulate it that way, and I just loved it.
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You often say, we must understand that design belongs on
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top as we move into the future of a world
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addressing growing complexity, climate shifts, and change. Good design is
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the answer and we must support it. And so for
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all those people listening watching, going okay, so what is
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this design thing, how does this all fit? What would
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you say?
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I mean again, I work for an organization called I
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Have Design, where one of the old is design institutions
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in the world, and our mission is really, you know,
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to elevate design excellence as it serves the world and
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makes it better. That's the core belief that we have,
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and it's a core belief that I have. As I
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mentioned before, I believe that design is kind of that
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intersectction of creativity, you know, left brain with with the
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analytical piece of the right brain, because you're bringing something
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new into the world.
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And at the end of the day, design.
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Not the not the beauty, not the prettiness, not the
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you know what we all talk about, like the sexiness
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of like design. But design is everything. I mean, design
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is the products for sure. Design is our packaging.
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For sure. Design are our places, whether we're.
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Talking about a home or an interior, or a public
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square or a commercial building or a hotel or or
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even uh you know a place on Mars you know
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that that Elon's imagining or someone else.
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And it's also our platforms.
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I mean, I mean AI platforms, social media platforms, news
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media platforms, and it's policies.
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I call it the new five piece.
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It's like design is really product packaging right places, you know,
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policies and of course platforms.
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And this is really important to me.
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So I think design is everything, and I really want
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us to be using design thinking, which is kind of
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an ugly word these days, but design thinking is really
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critical thinking. It's integrative thinking, it's holistic thinking. It's thinking
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again across left and right brain. It's about collaboration, and
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it's needed to be elevated into the C suite because
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we're at risk right now as a culture, as a
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world of racing to the bottom, because we're looking at
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margin margin, margin, efficiency, efficiency, efficiency, and at the end
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of the day, where's the love, where's the beauty? Where's
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the efficacy for the planet or for the people in that?
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I mean, then we're just human doings and like we're
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supposed to be being.
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Wow, that is so important what you just said completely
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see the same thing, overly focused on productivity, performance over people,
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over experience, over humanity. So so important. I wanted to
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go a step further into the work. I'd love for
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you to share what are the patterns of thinking and
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feelings associated with what you're seeing? Is their patterns? Is
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there things that you're noticing? And then how are you
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addressing it?
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Oh that's a big question.
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Look, I think we're living in challenging times. I don't
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think anyone can deny that, and they're more challenging today
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than they were even two years ago or ten years ago.
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For sure.
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Now, my grandfather used to say to me, you know,
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every generation thinks it's living in the hardest time, and
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he went through history to show me and prove to
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me his case.
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I agreed with.
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Him, and respectfully, this was I was nineteen and in
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the heart of my colleague years, and respectfully also disagreed
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because I saw some things on the horizon coming back
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to today and tomorrow that I was concerned about. And
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I will avoid some of those topics right now for listeners.
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Who wouldn't agree.
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But I think we are seeing the ramifications of uncertainty,
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of growing division, of uncertainty and insecurity manifest into really
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a lack of innovation, real innovation, and a lack of
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real creativity and a lack.
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Of real problem solving.
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There's a lot of band aids, and it's been happening
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for the last thirty years. There's a lot of band
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aiding that's happening.
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And frankly, i'm speaking in the Western world.
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I mean it's not exclusive, but like what's happening in
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other parts of the world leads for a lot more
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because the status quo was less developed, at least in
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the twentieth century, and.
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So you see a lot more room.
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For master planning type situations. And that's the stuff that
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excites me. And so you see these kind of dichotomies
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of like, you know, I think that there's an arrogance
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in the West broadly, and there's a shrinkage of influence
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and confidence among those who travel and know and who
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really are looking to have impact, and that insecurity of
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where is all of this going, Where is the balance
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of power? What is happening with our planet right has
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really infiltrated You asked me about my work, Like that
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sense of insecurity is infiltrating every organization I know right now.
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And you know, not everyone is able to articulate that
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or even see it, perhaps, but I think that is
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just the truth of it. And this has been going
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on for quite a while, and it just the speed
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of change is on the technological side is increasing so
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rapidly and has been. I mean, like the exponentialization of
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technological innovation slash change over the last thirty five years
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is remarkable. It's unparalleled. I mean, you think about from
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the start of the Industrial Revolution to nineteen eighty four.
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Really when we started, you know, with with kind of
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personal computers to now in twenty twenty five, I mean,
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it is a whole different universe. And as you see,
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generations are not adapting as some generations aren't adapting as well.
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So all of this is creating uncertainty and a little
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bit of chaos. And at the same time, those organizations
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and those leaders and those entrepreneurs and those artists and
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those activists who have a vision have a chance to
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really have a big impact.
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And that excites me.
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That's that's where I really want to lean in on,
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not on the incrementality of things, but on like where's
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where's where's there a real opportunity for inclusion versus exclusion
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and innovation versus incrementalization.
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Well that that was leading me actually to my next
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question is like, how do we get ourselves and the
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conversation back to being more human centered? Hmmm.
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We have to be human first, I mean, and we
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have to recognize what humanity is because it's not us
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versus them. Humanity is a species on this planet that
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frankly has been incredibly destructive and continues to get worse
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and worse. There is more than enough to go around
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for every one of the eight and a half billion
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people on this planet right now to have basic you know, food, shelter,
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medical education. We are the richest world we have ever been,
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with the most efficiency and the most resources. How we
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are treating the planet and how we are treating each
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other is abominable. Frankly sorry, I feel very passionately about.
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That at the moment.
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And you ask the very basic question, how do we
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get more human centered? Well, we have to recognize what
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humanity means. Human centered isn't a design principle. It's not
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to have better ux or UI, although it serves that purpose.
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It's about how do you bring It comes back to
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the word inclusive versus exclusive, how do you bring as
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many people into the fold? Inclusive design is actually thinking
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about like all the different needs, the neurodivergence, right. I
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mean you have great case studies of like supermarkets in
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England who have like created like autistic hours, you know,
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so for like a people to be able to shop
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and they're not getting like the blaring lights and the
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blaring sound like or elderly people shopping differently, or experience
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sing a night at the movies differently, like, thinking about
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experiences of life through a human lens that is inclusive
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to as many or all as possible is how we
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get back to human centered everything. It's just it's again
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respect and understanding, empathy.
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I love what you just said, and I loved how
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much power and passion you have for what you just said.
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That one's gonna stick with me for a couple of days.
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How you just said that. I'm so curious, Like, who
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do you follow? Who you inspired by God?
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I mean, if you look at my Instagram account, I
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mean I have like eight hundred followers or something, and
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I follow like thirty five hundred accounts by like by
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by algorithmic awareness.
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That is a disaster. Like that's just basically they don't know.
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Who you are. They don't know what's going on.
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And also, like the algorithm thinks that if you follow
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more than you are followed, you're a loser.
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And so you don't get you don't get shown, which
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you know, at the end of the day.
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In the world that we're living in now, we have
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to I believe we have to source our own information.
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And I follow increasingly an enormous number not just on
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social media but in general, an enormous number of activists
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and non and NGOs who are doing real work that
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really matters on the ground, whether they're the big ones
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like med San Sanfontier, you know, or even World Central
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Kitchen you know, Jose Andress, or you know, the UN
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as a non governmental organization. I follow a lot of artists,
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whether you're talking street artists and performers and culture and
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design and really again non commercially leaning.
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We're not talking about like El Decore.
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Which I follow too and I like, but like that's
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not where I'm getting my information anymore. It's really like
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and obviously substack, but I'm thinking just strictly in terms
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of like Instagram and how I curate. I'm following an
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enormous number of politicians at local and national levels and
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international levels. Claudia Scheinbaum, who's the President of Mexico, I
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think is absolutely phenomenal, you know, And and there are
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a number of leaders in the world today at local
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brother Jones, you know, down in Tennessee.
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You know, people who are putting their necks out.
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And then the change makers and business, the change makers
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in impact, the change makers in climate. I mean, Jane
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Goodall just passed away, right when we're recording this, I
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mean that is a loss.
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For the world. You have you have you have leaders
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in the arts and entertainment industry. Like it's just I
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curate broadly.
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It's it's music and culture and entertainment and art and
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design and politics and nonprofit and shelter trust, you know,
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like in Africa saving elephants, and I mean, you know,
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Greta Turnberg coming out of like you know, her her
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Israeli prison situation, you know, to support Palestine, like people
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who are putting their necks out there. And I'm inspired,
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and you know, I hope one day that you know,
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I really find my own dumption to do what a
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lot of these people are doing in a time when
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we need those voices and we need that activism.
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Such an example of being human centered. How you just
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articulated that and who you follow and what they embody
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that you're inspired by. It's just really cool how you
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just articulated that. So when you think about anybody listening
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watching to this conversation, what do you want them to
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hear or do as a result of listening to you
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and I chat today.
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I mean I always answer similar questions in the same way.
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Like I think we all we all need to do
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what we can do and not get overwhelmed that what
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we do isn't enough. Often it isn't. I mean I
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feel that way every day. It's it's definitely not enough.
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But what can we do? How can you show up
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in the world and make it better, just even in
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incremental pieces. Is that that you get crazy about recycling?
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That's one of my things. I'm like a little I'm
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a little I'm a little insane.
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You know.
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I'll pull people's trash out of the trash and recycle
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it for them differently. But that's like a little example.
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How do you think about your digital footprint? How do
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you help someone out? How do you even just give
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a smile? I mean, there are so many opportunities right
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now at a very very micro level that don't take
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a lot of lifting, no matter what you know, And
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then they're really really big things. I think putting your
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money where your mouth is. You know a lot of
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people are struggling right now. How can you help if
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you have enough? You know, there's there are unteen gazillion
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ways to get involved, even if you don't put your
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own physical, bloody or time on the line. And if
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you can do that in addition or separately. So I mean,
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I guess my point is figure out what matters to
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you and do something small every day and teach the
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people around you that you're doing it and why and
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encourage them to do the same. That's like, that's the
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first thing.
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I guess.
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The second thing professionally is, you know, if you are
476
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in the design and or business world and you have
477
00:27:26.799 --> 00:27:33.839
a product, a service, an interface, packaging, branding, communications, a building,
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00:27:33.880 --> 00:27:36.960
an interior, and you want to apply for the largest
479
00:27:36.960 --> 00:27:41.079
international independent design award in the world. The deadline for
480
00:27:41.119 --> 00:27:44.039
the IF Design Award twenty twenty six is coming up
481
00:27:44.039 --> 00:27:48.319
on November fifth, so you visit ifdesign dot com to
482
00:27:48.480 --> 00:27:51.240
do that or just look through the awesome content. You
483
00:27:51.279 --> 00:27:54.079
can find the links for Future of Xyz there as well.
484
00:27:54.960 --> 00:27:57.680
You can find out about the Design Academy which we've launched,
485
00:27:57.680 --> 00:27:59.519
which talks about a lot of these skills that we
486
00:27:59.519 --> 00:28:06.119
were just discussing. And yeah, I guess that's uh, and
487
00:28:06.160 --> 00:28:07.279
listen to the Future of xy Z.
488
00:28:09.119 --> 00:28:11.519
So I love how you think, and I love your
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00:28:11.680 --> 00:28:14.160
energy and this really important work that you're doing in
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00:28:14.200 --> 00:28:16.799
the world. My last question is just look out over
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00:28:16.839 --> 00:28:20.480
the next three to five years. How has Lisa had
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00:28:20.519 --> 00:28:21.160
an impact?
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00:28:24.359 --> 00:28:28.599
I mean, look, I I guess I'm struggling with it
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00:28:28.640 --> 00:28:33.119
myself as a question, Jeannie, I mean for me right
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00:28:33.160 --> 00:28:37.440
now with the roles that I play, you know, at
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00:28:37.480 --> 00:28:41.960
IF Design, I'm really proud that sustainability is now twenty
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00:28:42.000 --> 00:28:45.279
percent of the overall scoring criteria across ninety three categories
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00:28:45.279 --> 00:28:48.240
of design. We are the only and that includes both
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00:28:48.240 --> 00:28:51.680
social and environmental impact, and we have leading questions and
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00:28:51.720 --> 00:28:54.119
accreditations and things. We are the only design award that
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00:28:54.160 --> 00:28:59.359
has embedded sustainability into the primary during criteria. I am very,
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00:28:59.559 --> 00:29:04.279
very proud of that work. And so what I'm hoping
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00:29:04.599 --> 00:29:08.720
is through this organization that really has a global impact
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00:29:08.720 --> 00:29:11.680
and is one of the largest stages for international design
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00:29:11.759 --> 00:29:15.160
excellence and impact in the world, that we can elevate
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00:29:15.279 --> 00:29:19.240
this conversation around what is design excellence? What is the
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00:29:19.279 --> 00:29:23.680
impact of design excellence which equates to sustainability and doing
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00:29:23.720 --> 00:29:27.599
better for both people in planet without foregoing profit necessarily.
509
00:29:27.720 --> 00:29:29.960
It doesn't have to. That's the that's the old triple
510
00:29:30.000 --> 00:29:33.400
bottom line idea. It does not have to. You just
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00:29:33.480 --> 00:29:37.440
have to be more inclusive and thoughtful. So I would
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00:29:37.480 --> 00:29:41.799
really love to be able to speak with more business leaders,
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00:29:41.839 --> 00:29:44.680
because I think that's really the consultants, the investors, the
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00:29:44.680 --> 00:29:48.119
private equity and the venture capitalist and really start, you know, thinking,
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00:29:48.200 --> 00:29:51.759
how do we how do we bring design not as
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00:29:51.880 --> 00:29:55.359
a cost center or as a function, but how do
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00:29:55.400 --> 00:30:00.160
we elevate design excellence and impact into kind of the
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00:30:00.200 --> 00:30:04.680
broader business community. And it's not only business, but everything
519
00:30:04.720 --> 00:30:07.680
is business these days, so it's policy and infrastructure and
520
00:30:08.039 --> 00:30:10.400
all of it. I think we need to be thinking differently.
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00:30:11.160 --> 00:30:13.720
As as Steve Jobs came up with when he was
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00:30:13.759 --> 00:30:16.799
at Apple, it wasn't it wasn't so so such a
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00:30:16.839 --> 00:30:21.400
hard cry of a tagline, and there's an education component
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00:30:21.440 --> 00:30:23.799
to that that needs to happen, and that can happen
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00:30:23.880 --> 00:30:28.480
both at the grassroots level as well as the academic level.
526
00:30:28.960 --> 00:30:34.039
And then I guess, you know, I'd just like to
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00:30:34.079 --> 00:30:38.759
be an advocate for like a lot less exclusion and
528
00:30:38.839 --> 00:30:43.720
a lot less extraction, a lot less focus.
529
00:30:43.559 --> 00:30:49.240
On me, me, me and money, money, money, and a
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00:30:49.279 --> 00:30:56.279
lot more empathy, a lot more respect, a lot more culture,
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00:30:58.039 --> 00:31:03.519
a lot more compassion, a lot more collaboration, a lot
532
00:31:03.559 --> 00:31:04.240
more beauty.
533
00:31:06.759 --> 00:31:10.160
Yeah, that would be that would be, That would be
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00:31:10.200 --> 00:31:11.559
what I'd be advocating for.
535
00:31:12.400 --> 00:31:13.839
That is what I'm advocating for.
536
00:31:14.400 --> 00:31:18.000
The word I will add to that is more awe.
537
00:31:19.440 --> 00:31:22.480
Awe is good. I don't think AWE takes a lot, Jeannie.
538
00:31:22.599 --> 00:31:25.160
I think aw is like every single day. There's a
539
00:31:25.160 --> 00:31:27.039
great old quote about it that I'll mess up, but
540
00:31:27.079 --> 00:31:30.559
it's basically, you can find awe everywhere, and especially if
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00:31:30.599 --> 00:31:32.559
you look at nature, and if you look at you know,
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00:31:32.720 --> 00:31:37.039
human human beings, not human beings, and human beings and
543
00:31:37.119 --> 00:31:41.519
humanity as part of the natural ecosystem, the natural order.
544
00:31:42.319 --> 00:31:43.759
It's it is awe inspiring.
545
00:31:45.599 --> 00:31:49.200
I am so grateful to have connected with you, and
546
00:31:49.359 --> 00:31:53.640
this has been a fascinating conversation. I'm really grateful that
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00:31:53.799 --> 00:31:57.240
you're doing this amazing work in the world and that
548
00:31:57.279 --> 00:31:58.960
you took the time to be with me today. So
549
00:31:59.079 --> 00:32:00.839
thank you so much for being here.
550
00:32:01.279 --> 00:32:03.720
Thanks so much for having me, Jennie. I really enjoyed
551
00:32:03.759 --> 00:32:07.200
this conversation. It's fun to get a platform to just
552
00:32:07.240 --> 00:32:07.839
spout off.
553
00:32:08.880 --> 00:32:10.960
Thank you for joining me for another episode of the
554
00:32:11.000 --> 00:32:15.279
Warriors at Work Show. If you are interested in learning
555
00:32:15.319 --> 00:32:18.279
more about what we do at the Warriors at Work
556
00:32:18.359 --> 00:32:21.200
Show and platform, be sure to go over to my
557
00:32:21.279 --> 00:32:27.640
website Genie Komber and subscribe to my monthly Warrior Playbook newsletter.
558
00:32:27.839 --> 00:32:30.240
I share everything that I'm up to month by month,
559
00:32:30.319 --> 00:32:32.759
as well as some lessons and insights that I've learned.
560
00:32:33.079 --> 00:32:36.000
I'm also interested in hearing any feedback you have about
561
00:32:36.000 --> 00:32:39.400
this conversation or future topics, so reach out to me
562
00:32:39.480 --> 00:32:45.279
directly on JC at geniecoomber dot com or on LinkedIn.
563
00:32:45.839 --> 00:32:48.440
Be sure to tell your friends and your colleagues about
564
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this Warriors at Work conversation. Subscribe, review and rate us.
565
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It's the best way to get this message out into
566
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the world.
567
00:32:57.559 --> 00:32:58.119
Be well,
1
00:00:00.000 --> 00:00:03.759
If you really think about brands, you have brand positioning,
2
00:00:03.839 --> 00:00:09.359
which has things like mission, like vision values is core
3
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to that, in my opinion, your value, proposition and your promise.
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Now your whole bunch of other pieces like who's your audience,
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and like what's your go to market and all that,
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but like mission and vision and values are really really,
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really corely fundamental.
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Welcome to the Warriors at Work Show. This is Genie Coomber,
9
00:00:28.160 --> 00:00:31.280
your guide and host. This is a show for men
10
00:00:31.320 --> 00:00:34.280
and women in the workplace who want to move from
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00:00:34.359 --> 00:00:38.719
the predictable to the potent. This is your weekly dose
12
00:00:38.880 --> 00:00:43.520
of inspiration with an edge. I talk with CEOs and Shaman's,
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sports marketing executives and therapists. All of us are like
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00:00:48.479 --> 00:00:53.320
minded thinkers and doers who tell stories, share wisdom, and
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challenge each other to have the best life possible inside
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00:00:57.920 --> 00:01:04.200
and outside the office. Welcome to your Warrior Conversation. Hey everybody,
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it's Genni. Thanks so much for joining me here today.
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Warriors at Work Today, I am bringing to you an
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interview with a thinker, a visionary, a force in strategy
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and brand building. Lisa Grownick. Her career has spanned senior
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roles at Adidas, Chobanimoo dot Com, the Boston Consulting Group,
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and Walmart. Lisa is currently the US Managing Director and
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Global head of Sustainability and Impact at IF Design. IF
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Design is the prestigious international design institution and host of
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the annual IF Design Award. Lisa is the go to
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resource on values driven leadership. Her work has been featured
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in The New York Times, Fast Company, and Fortune, and
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today she shares her gifts with us. Enjoy Lisa Grownnick,
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thank you so much for joining me here today. I'm
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really looking forward to having this conversation with you.
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Thanks so much for having me.
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Janie me also, so, where I'm going to start with
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like a big, juicy question. There's so much that I
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want to get to in terms of this beautiful work
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that you're doing in the world. But what I want
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to do is take a step back and how do
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you tell us who's Lisa in the world.
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Oh? I love starting with small questions. Well, professionally, I
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hold a couple of different roles. I host a podcast
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as well that I started five years ago. We just
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celebrated our one hundred and fiftieth anniversary last month. One
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hundred and fiftieth episode anniversary. It's called Future of Xyz,
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so I love doing that. But I also work for
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an organization called IF Design, which is a German nonprofit
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and we run the world's largest independent design award as
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well as a design academy, and I am the managing
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director for the US as well as heading up sustainability
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and impact globally.
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So just a couple of things that you're doing in
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the world. I want to jump into something that you
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shared with me relating to what you do for sustainability.
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For sure, you shared with me when we were preparing
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for this conversation that when you were growing up you
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were passionate about nature and sustainability. I would love for
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you to tell us more about how that has informed
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you in terms of what you do for a career,
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what you get up every day to do in the world.
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Yeah, I mean it's interesting. I think you know.
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I grew up in southern California kind of on the beach,
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so nature was the beauty around me all the time,
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and I spent my summers with my grandparents on an
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island with no electricity off the coast of Maine, which
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couldn't be more beautiful and I've often said, you know,
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nature is my religion, and I really see the natural
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world as being the only thing that actually matters, not
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only because it sustains our life for us as humans,
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but as part of an ecosystem that we are just
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a little piece of. So I think, you know, that's
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kind of where it all comes from. But of course,
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growing up in southern California in the seventies and eighties,
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I mean, we were still already having pollution days, where
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in elementary and junior high you weren't allowed to go
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to pe or the playground because of the air quality.
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We had major wildfires, you know, and I remember watching
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houses burn and you know, hosing off the roof, not
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even to mention the things that humans were doing to
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each other. I mean, you know, so, I think I
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just always was very sensitive to the state of the
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planet as well as the state of society.
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And when you think about what you do today, how
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often are you refer colecting on all those early life
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experiences in how you make choices, how you're making recommendations,
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how you're showing up in the world. How do you
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connect the two?
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Oh, I mean, I you know, I don't see them
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as separated. I mean, in some ways, I've been speaking
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about values driven leadership and values based brand building for
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I mean twenty five plus years now, and you know,
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it all informs us. I think, you know, my first
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I studied political science in my undergrad years, and I
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wrote a senior thesis on identity politics which was called
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Self versus Other capital S capital O, which seems increasingly
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relevant these days, which was basically, we're all self to
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ourselves and we're all other to everyone else, and then
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that we're exactly the same, and it requires the respect
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of recognition that it doesn't make any difference any other
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of the differences because we're exactly the same in our difference.
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So a little esoteric or more than a little esoteric,
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but that really ended up become kind of blueprint for
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how I try to show up in the world, and
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so between you know, my nature is my religion and
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and you know, kind of that sense of respect everyone equally.
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I really do try to show up that way. And
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it led to this.
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Kind of values driven attitude towards leadership, towards business, towards
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brand especially, and and I've always been kind of in
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the intersection of business and design I've I've joked for years,
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and it's not very funny, to be honest, but I've
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joked for years that I'm equally left and right brained.
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There are very few people who are who are not.
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I think some engineers, I think a lot of architects.
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But it's this kind of art and science blend, and
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it's in. There aren't a lot of places in the
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world for that because the world has moved more and
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more towards data, data, data analytics, analytics, analytics, and then
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and then you have you're creative, right, which we are
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got to Even though we elevate and celebrate creativity, it
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has moved further and further into the realm of business.
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I feel like in a lot of different ways.
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And so as someone who's always kind of approached in
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that holistic seeing it from the art and science perspective
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and the it being whatever it is, especially my career
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or business, coming back to the values really allows that
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intersection between the left and the right brain, between the
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art and the science, between what you hold dear you know,
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which for me is that nature and that humanity mixed
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with the fact that we live in a capitalist society
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and we all need to survive, so I think it
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kind of informs everything I do, and design is kind
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of where this intersection lives, even though that's considered a
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creative pursuit.
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Design in every form, whether.
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You're talking about a big building or a master plan
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for a city, or an infrastructure project, or a an
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interface on a cell phone, or even the data centers
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themselves or the AI and just think about anything that's
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modern right now, the rocket ships like go on and
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on and on, and design at the end of the
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day is this intersection between the left and the right brain.
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Because you need all of the human inputs and the
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insights in order and the business fundamentals right in order
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to bring something reasonable to market, even if it's a
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painting these days that you actually want to make money on.
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You have to have that business underpinnings, which again is
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left brain, and then you have to have the creativity
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to be able to imagine something that never existed before,
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which actually we're creating more and more things that already
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existed and it's totally uninteresting. But like that's really where
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design comes in, and creativity and innovation is you know,
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this this really awesome kind of combination of the two things.
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You know, you said something that I'd love for you
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to expand upon, and you start of touching upon it
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when you were expanding there. But I want to go
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back back to this idea that values. You're very focused
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on how values drive a brand, so I'd love for
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you to say a little bit more there.
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Yeah, I mean, look, I've been a brand strategist for
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a lot of my career, I including right before I
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joined IF, I was running my own consultancy, which was
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a brand strategy consultancy for seven and a half years,
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doing work with Ikea and Walmart and lots of big
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companies as well as as an advisor to a lot
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of smaller companies on nonprofits, etc. At the end of
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the day, if you really think about brand, you have
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brand positioning, which has things like mission, like vision values
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is core to that, in my opinion, your value proposition
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and your promise. Now the a whole bunch of other
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pieces like who's your audience and like what's your go
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to market and all that, But like mission and vision
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and values are really really really corely fundamental, and your
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value proposition and your brand promise emerge out.
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Of those, and the values are the underpinnings.
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I mean I often will describe them as like the
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true north or like the north star, you know.
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And if you're a tiny.
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Little brand, you know your values, like you really really
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need to hold to those or you can get put
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off course really really quickly.
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But if you're a.
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Huge corporate conglomerate, your north star is actually easier to
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steer to. But if you get just even a little
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points off, you're you've completely steered the ship in the
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wrong direction.
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I mean, because a big tanker versus a little ship.
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So I think.
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Values are really, really, really kind of the guiding light
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about who are we in the world, what do we
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believe in, what do we want to achieve? And they
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tie in nicely with your mission and vision and everything else.
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But values are really core beliefs.
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I've loved when you talk about your strengths as today
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plus tomorrow.
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Oh on my LinkedIn profile. You mean, yes, I was like,
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brilliant and say more about that. I mean, look, you
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know I already talked about I think left brain right
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brain is on there too, or maybe I've changed it
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subsequently to creative and analytical because most people don't know
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what left brain and right brain means, but I have
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a bunch of dichotomies. You know, grow up on West Coast,
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East Coast. I've lived most of my life in the US,
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but I've spent enormous time in Europe and worked mostly
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for European companies. You know, they are a whole bunch
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of these dichotomies within me. But also the biggest one
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probably is this idea of today and tomorrow. I mean,
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I was calling myself a futurist over twelve years ago,
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and I don't call myself that anymore because there's actually
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a practice where people are selling futurism as a skill
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and as a profession, and that's not what I'm doing
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at the moment. Even though my podcast is Future of Xyz,
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I'm not advising on it and I'm not anticipating. But
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the ability to extrapolate from where we have been to
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where we are and looking ahead it is a core
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skill set, I mean. And if you're a strategist and
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that isn't one of your core skill sets, you probably
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should be looking for a different job. That's humble opinion,
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But I do I love the today and the tomorrow
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because I mean, we're supposed to psychologically be very mindful
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and stay in the presence. But the end of the day,
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the interesting thing for me, intellectually as well as intuitively.
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Is where's it all going? Where is it leading?
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And so I mean I think about that in business,
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like if you're not thinking ahead and I'm not talking
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about next quarter, I'm talking about like further ahead.
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You know.
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That's why I have today plus tomorrow on there, because
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I don't know how you can do business, much less
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design without that.
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It's such a clever way to capture the importance of
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being present and aware of your current state but planning
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for and thinking about tomorrow. And I had just never
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seen anybody articulate it that way, and I just loved it.
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You often say, we must understand that design belongs on
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top as we move into the future of a world
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addressing growing complexity, climate shifts, and change. Good design is
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the answer and we must support it. And so for
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all those people listening watching, going okay, so what is
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this design thing, how does this all fit? What would
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you say?
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I mean again, I work for an organization called I
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Have Design, where one of the old is design institutions
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in the world, and our mission is really, you know,
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to elevate design excellence as it serves the world and
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makes it better. That's the core belief that we have,
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and it's a core belief that I have. As I
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mentioned before, I believe that design is kind of that
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intersectction of creativity, you know, left brain with with the
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analytical piece of the right brain, because you're bringing something
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new into the world.
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And at the end of the day, design.
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Not the not the beauty, not the prettiness, not the
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you know what we all talk about, like the sexiness
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of like design. But design is everything. I mean, design
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is the products for sure. Design is our packaging.
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For sure. Design are our places, whether we're.
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Talking about a home or an interior, or a public
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square or a commercial building or a hotel or or
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even uh you know a place on Mars you know
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that that Elon's imagining or someone else.
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And it's also our platforms.
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I mean, I mean AI platforms, social media platforms, news
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media platforms, and it's policies.
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I call it the new five piece.
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It's like design is really product packaging right places, you know,
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policies and of course platforms.
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And this is really important to me.
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So I think design is everything, and I really want
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us to be using design thinking, which is kind of
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an ugly word these days, but design thinking is really
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critical thinking. It's integrative thinking, it's holistic thinking. It's thinking
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again across left and right brain. It's about collaboration, and
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it's needed to be elevated into the C suite because
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we're at risk right now as a culture, as a
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world of racing to the bottom, because we're looking at
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margin margin, margin, efficiency, efficiency, efficiency, and at the end
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of the day, where's the love, where's the beauty? Where's
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the efficacy for the planet or for the people in that?
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I mean, then we're just human doings and like we're
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supposed to be being.
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Wow, that is so important what you just said completely
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see the same thing, overly focused on productivity, performance over people,
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over experience, over humanity. So so important. I wanted to
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go a step further into the work. I'd love for
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you to share what are the patterns of thinking and
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feelings associated with what you're seeing? Is their patterns? Is
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there things that you're noticing? And then how are you
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addressing it?
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Oh that's a big question.
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Look, I think we're living in challenging times. I don't
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think anyone can deny that, and they're more challenging today
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than they were even two years ago or ten years ago.
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For sure.
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Now, my grandfather used to say to me, you know,
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every generation thinks it's living in the hardest time, and
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he went through history to show me and prove to
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me his case.
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I agreed with.
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Him, and respectfully, this was I was nineteen and in
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the heart of my colleague years, and respectfully also disagreed
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because I saw some things on the horizon coming back
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to today and tomorrow that I was concerned about. And
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I will avoid some of those topics right now for listeners.
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Who wouldn't agree.
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But I think we are seeing the ramifications of uncertainty,
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of growing division, of uncertainty and insecurity manifest into really
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a lack of innovation, real innovation, and a lack of
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real creativity and a lack.
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Of real problem solving.
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There's a lot of band aids, and it's been happening
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for the last thirty years. There's a lot of band
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aiding that's happening.
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And frankly, i'm speaking in the Western world.
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I mean it's not exclusive, but like what's happening in
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other parts of the world leads for a lot more
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because the status quo was less developed, at least in
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the twentieth century, and.
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So you see a lot more room.
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For master planning type situations. And that's the stuff that
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excites me. And so you see these kind of dichotomies
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of like, you know, I think that there's an arrogance
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in the West broadly, and there's a shrinkage of influence
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and confidence among those who travel and know and who
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really are looking to have impact, and that insecurity of
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where is all of this going, Where is the balance
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of power? What is happening with our planet right has
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really infiltrated You asked me about my work, Like that
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sense of insecurity is infiltrating every organization I know right now.
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And you know, not everyone is able to articulate that
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or even see it, perhaps, but I think that is
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just the truth of it. And this has been going
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on for quite a while, and it just the speed
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of change is on the technological side is increasing so
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rapidly and has been. I mean, like the exponentialization of
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technological innovation slash change over the last thirty five years
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is remarkable. It's unparalleled. I mean, you think about from
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the start of the Industrial Revolution to nineteen eighty four.
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Really when we started, you know, with with kind of
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personal computers to now in twenty twenty five, I mean,
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it is a whole different universe. And as you see,
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generations are not adapting as some generations aren't adapting as well.
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So all of this is creating uncertainty and a little
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bit of chaos. And at the same time, those organizations
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and those leaders and those entrepreneurs and those artists and
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those activists who have a vision have a chance to
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really have a big impact.
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And that excites me.
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That's that's where I really want to lean in on,
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not on the incrementality of things, but on like where's
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where's where's there a real opportunity for inclusion versus exclusion
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and innovation versus incrementalization.
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Well that that was leading me actually to my next
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question is like, how do we get ourselves and the
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conversation back to being more human centered? Hmmm.
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We have to be human first, I mean, and we
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have to recognize what humanity is because it's not us
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versus them. Humanity is a species on this planet that
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frankly has been incredibly destructive and continues to get worse
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and worse. There is more than enough to go around
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for every one of the eight and a half billion
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people on this planet right now to have basic you know, food, shelter,
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medical education. We are the richest world we have ever been,
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with the most efficiency and the most resources. How we
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are treating the planet and how we are treating each
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other is abominable. Frankly sorry, I feel very passionately about.
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That at the moment.
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And you ask the very basic question, how do we
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get more human centered? Well, we have to recognize what
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humanity means. Human centered isn't a design principle. It's not
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to have better ux or UI, although it serves that purpose.
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It's about how do you bring It comes back to
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the word inclusive versus exclusive, how do you bring as
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many people into the fold? Inclusive design is actually thinking
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about like all the different needs, the neurodivergence, right. I
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mean you have great case studies of like supermarkets in
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England who have like created like autistic hours, you know,
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so for like a people to be able to shop
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and they're not getting like the blaring lights and the
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blaring sound like or elderly people shopping differently, or experience
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sing a night at the movies differently, like, thinking about
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experiences of life through a human lens that is inclusive
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to as many or all as possible is how we
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get back to human centered everything. It's just it's again
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respect and understanding, empathy.
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I love what you just said, and I loved how
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much power and passion you have for what you just said.
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That one's gonna stick with me for a couple of days.
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How you just said that. I'm so curious, Like, who
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do you follow? Who you inspired by God?
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I mean, if you look at my Instagram account, I
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mean I have like eight hundred followers or something, and
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I follow like thirty five hundred accounts by like by
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by algorithmic awareness.
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That is a disaster. Like that's just basically they don't know.
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Who you are. They don't know what's going on.
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And also, like the algorithm thinks that if you follow
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more than you are followed, you're a loser.
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And so you don't get you don't get shown, which
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you know, at the end of the day.
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In the world that we're living in now, we have
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to I believe we have to source our own information.
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And I follow increasingly an enormous number not just on
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social media but in general, an enormous number of activists
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and non and NGOs who are doing real work that
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really matters on the ground, whether they're the big ones
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like med San Sanfontier, you know, or even World Central
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Kitchen you know, Jose Andress, or you know, the UN
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as a non governmental organization. I follow a lot of artists,
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whether you're talking street artists and performers and culture and
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design and really again non commercially leaning.
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00:23:44.359 --> 00:23:46.200
We're not talking about like El Decore.
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00:23:46.039 --> 00:23:48.359
Which I follow too and I like, but like that's
411
00:23:48.359 --> 00:23:51.599
not where I'm getting my information anymore. It's really like
412
00:23:52.440 --> 00:23:55.559
and obviously substack, but I'm thinking just strictly in terms
413
00:23:55.559 --> 00:23:58.559
of like Instagram and how I curate. I'm following an
414
00:23:58.680 --> 00:24:01.880
enormous number of politicians at local and national levels and
415
00:24:01.960 --> 00:24:06.119
international levels. Claudia Scheinbaum, who's the President of Mexico, I
416
00:24:06.200 --> 00:24:10.039
think is absolutely phenomenal, you know, And and there are
417
00:24:10.039 --> 00:24:14.000
a number of leaders in the world today at local
418
00:24:14.960 --> 00:24:17.079
brother Jones, you know, down in Tennessee.
419
00:24:18.720 --> 00:24:20.680
You know, people who are putting their necks out.
420
00:24:21.000 --> 00:24:24.039
And then the change makers and business, the change makers
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00:24:24.039 --> 00:24:27.119
in impact, the change makers in climate. I mean, Jane
422
00:24:27.160 --> 00:24:30.000
Goodall just passed away, right when we're recording this, I
423
00:24:30.039 --> 00:24:32.119
mean that is a loss.
424
00:24:31.799 --> 00:24:34.960
For the world. You have you have you have leaders
425
00:24:35.039 --> 00:24:38.559
in the arts and entertainment industry. Like it's just I
426
00:24:39.359 --> 00:24:40.319
curate broadly.
427
00:24:40.759 --> 00:24:44.000
It's it's music and culture and entertainment and art and
428
00:24:44.039 --> 00:24:49.400
design and politics and nonprofit and shelter trust, you know,
429
00:24:49.519 --> 00:24:53.680
like in Africa saving elephants, and I mean, you know,
430
00:24:53.759 --> 00:24:56.359
Greta Turnberg coming out of like you know, her her
431
00:24:56.400 --> 00:25:00.519
Israeli prison situation, you know, to support Palestine, like people
432
00:25:00.559 --> 00:25:03.680
who are putting their necks out there. And I'm inspired,
433
00:25:03.720 --> 00:25:06.400
and you know, I hope one day that you know,
434
00:25:06.599 --> 00:25:10.119
I really find my own dumption to do what a
435
00:25:10.119 --> 00:25:12.759
lot of these people are doing in a time when
436
00:25:12.799 --> 00:25:15.480
we need those voices and we need that activism.
437
00:25:16.559 --> 00:25:19.759
Such an example of being human centered. How you just
438
00:25:19.920 --> 00:25:24.039
articulated that and who you follow and what they embody
439
00:25:24.119 --> 00:25:27.960
that you're inspired by. It's just really cool how you
440
00:25:28.039 --> 00:25:32.400
just articulated that. So when you think about anybody listening
441
00:25:32.440 --> 00:25:39.880
watching to this conversation, what do you want them to
442
00:25:40.680 --> 00:25:45.720
hear or do as a result of listening to you
443
00:25:45.799 --> 00:25:46.920
and I chat today.
444
00:25:49.279 --> 00:25:52.680
I mean I always answer similar questions in the same way.
445
00:25:52.559 --> 00:25:56.400
Like I think we all we all need to do
446
00:25:56.440 --> 00:25:59.839
what we can do and not get overwhelmed that what
447
00:26:00.119 --> 00:26:03.759
we do isn't enough. Often it isn't. I mean I
448
00:26:04.079 --> 00:26:07.000
feel that way every day. It's it's definitely not enough.
449
00:26:07.039 --> 00:26:09.599
But what can we do? How can you show up
450
00:26:09.599 --> 00:26:12.119
in the world and make it better, just even in
451
00:26:12.119 --> 00:26:15.240
incremental pieces. Is that that you get crazy about recycling?
452
00:26:15.240 --> 00:26:16.720
That's one of my things. I'm like a little I'm
453
00:26:16.759 --> 00:26:18.440
a little I'm a little insane.
454
00:26:18.440 --> 00:26:18.599
You know.
455
00:26:18.599 --> 00:26:21.359
I'll pull people's trash out of the trash and recycle
456
00:26:21.400 --> 00:26:25.599
it for them differently. But that's like a little example.
457
00:26:25.720 --> 00:26:28.440
How do you think about your digital footprint? How do
458
00:26:28.640 --> 00:26:32.200
you help someone out? How do you even just give
459
00:26:32.240 --> 00:26:35.839
a smile? I mean, there are so many opportunities right
460
00:26:35.880 --> 00:26:40.160
now at a very very micro level that don't take
461
00:26:40.200 --> 00:26:43.240
a lot of lifting, no matter what you know, And
462
00:26:43.279 --> 00:26:45.680
then they're really really big things. I think putting your
463
00:26:45.720 --> 00:26:48.519
money where your mouth is. You know a lot of
464
00:26:48.519 --> 00:26:50.839
people are struggling right now. How can you help if
465
00:26:50.880 --> 00:26:56.119
you have enough? You know, there's there are unteen gazillion
466
00:26:56.200 --> 00:26:59.119
ways to get involved, even if you don't put your
467
00:26:59.160 --> 00:27:02.799
own physical, bloody or time on the line. And if
468
00:27:02.799 --> 00:27:05.799
you can do that in addition or separately. So I mean,
469
00:27:05.839 --> 00:27:07.640
I guess my point is figure out what matters to
470
00:27:07.680 --> 00:27:11.799
you and do something small every day and teach the
471
00:27:11.839 --> 00:27:14.119
people around you that you're doing it and why and
472
00:27:14.200 --> 00:27:17.920
encourage them to do the same. That's like, that's the
473
00:27:17.920 --> 00:27:18.359
first thing.
474
00:27:19.799 --> 00:27:20.119
I guess.
475
00:27:20.119 --> 00:27:23.319
The second thing professionally is, you know, if you are
476
00:27:23.519 --> 00:27:26.079
in the design and or business world and you have
477
00:27:26.799 --> 00:27:33.839
a product, a service, an interface, packaging, branding, communications, a building,
478
00:27:33.880 --> 00:27:36.960
an interior, and you want to apply for the largest
479
00:27:36.960 --> 00:27:41.079
international independent design award in the world. The deadline for
480
00:27:41.119 --> 00:27:44.039
the IF Design Award twenty twenty six is coming up
481
00:27:44.039 --> 00:27:48.319
on November fifth, so you visit ifdesign dot com to
482
00:27:48.480 --> 00:27:51.240
do that or just look through the awesome content. You
483
00:27:51.279 --> 00:27:54.079
can find the links for Future of Xyz there as well.
484
00:27:54.960 --> 00:27:57.680
You can find out about the Design Academy which we've launched,
485
00:27:57.680 --> 00:27:59.519
which talks about a lot of these skills that we
486
00:27:59.519 --> 00:28:06.119
were just discussing. And yeah, I guess that's uh, and
487
00:28:06.160 --> 00:28:07.279
listen to the Future of xy Z.
488
00:28:09.119 --> 00:28:11.519
So I love how you think, and I love your
489
00:28:11.680 --> 00:28:14.160
energy and this really important work that you're doing in
490
00:28:14.200 --> 00:28:16.799
the world. My last question is just look out over
491
00:28:16.839 --> 00:28:20.480
the next three to five years. How has Lisa had
492
00:28:20.519 --> 00:28:21.160
an impact?
493
00:28:24.359 --> 00:28:28.599
I mean, look, I I guess I'm struggling with it
494
00:28:28.640 --> 00:28:33.119
myself as a question, Jeannie, I mean for me right
495
00:28:33.160 --> 00:28:37.440
now with the roles that I play, you know, at
496
00:28:37.480 --> 00:28:41.960
IF Design, I'm really proud that sustainability is now twenty
497
00:28:42.000 --> 00:28:45.279
percent of the overall scoring criteria across ninety three categories
498
00:28:45.279 --> 00:28:48.240
of design. We are the only and that includes both
499
00:28:48.240 --> 00:28:51.680
social and environmental impact, and we have leading questions and
500
00:28:51.720 --> 00:28:54.119
accreditations and things. We are the only design award that
501
00:28:54.160 --> 00:28:59.359
has embedded sustainability into the primary during criteria. I am very,
502
00:28:59.559 --> 00:29:04.279
very proud of that work. And so what I'm hoping
503
00:29:04.599 --> 00:29:08.720
is through this organization that really has a global impact
504
00:29:08.720 --> 00:29:11.680
and is one of the largest stages for international design
505
00:29:11.759 --> 00:29:15.160
excellence and impact in the world, that we can elevate
506
00:29:15.279 --> 00:29:19.240
this conversation around what is design excellence? What is the
507
00:29:19.279 --> 00:29:23.680
impact of design excellence which equates to sustainability and doing
508
00:29:23.720 --> 00:29:27.599
better for both people in planet without foregoing profit necessarily.
509
00:29:27.720 --> 00:29:29.960
It doesn't have to. That's the that's the old triple
510
00:29:30.000 --> 00:29:33.400
bottom line idea. It does not have to. You just
511
00:29:33.480 --> 00:29:37.440
have to be more inclusive and thoughtful. So I would
512
00:29:37.480 --> 00:29:41.799
really love to be able to speak with more business leaders,
513
00:29:41.839 --> 00:29:44.680
because I think that's really the consultants, the investors, the
514
00:29:44.680 --> 00:29:48.119
private equity and the venture capitalist and really start, you know, thinking,
515
00:29:48.200 --> 00:29:51.759
how do we how do we bring design not as
516
00:29:51.880 --> 00:29:55.359
a cost center or as a function, but how do
517
00:29:55.400 --> 00:30:00.160
we elevate design excellence and impact into kind of the
518
00:30:00.200 --> 00:30:04.680
broader business community. And it's not only business, but everything
519
00:30:04.720 --> 00:30:07.680
is business these days, so it's policy and infrastructure and
520
00:30:08.039 --> 00:30:10.400
all of it. I think we need to be thinking differently.
521
00:30:11.160 --> 00:30:13.720
As as Steve Jobs came up with when he was
522
00:30:13.759 --> 00:30:16.799
at Apple, it wasn't it wasn't so so such a
523
00:30:16.839 --> 00:30:21.400
hard cry of a tagline, and there's an education component
524
00:30:21.440 --> 00:30:23.799
to that that needs to happen, and that can happen
525
00:30:23.880 --> 00:30:28.480
both at the grassroots level as well as the academic level.
526
00:30:28.960 --> 00:30:34.039
And then I guess, you know, I'd just like to
527
00:30:34.079 --> 00:30:38.759
be an advocate for like a lot less exclusion and
528
00:30:38.839 --> 00:30:43.720
a lot less extraction, a lot less focus.
529
00:30:43.559 --> 00:30:49.240
On me, me, me and money, money, money, and a
530
00:30:49.279 --> 00:30:56.279
lot more empathy, a lot more respect, a lot more culture,
531
00:30:58.039 --> 00:31:03.519
a lot more compassion, a lot more collaboration, a lot
532
00:31:03.559 --> 00:31:04.240
more beauty.
533
00:31:06.759 --> 00:31:10.160
Yeah, that would be that would be, That would be
534
00:31:10.200 --> 00:31:11.559
what I'd be advocating for.
535
00:31:12.400 --> 00:31:13.839
That is what I'm advocating for.
536
00:31:14.400 --> 00:31:18.000
The word I will add to that is more awe.
537
00:31:19.440 --> 00:31:22.480
Awe is good. I don't think AWE takes a lot, Jeannie.
538
00:31:22.599 --> 00:31:25.160
I think aw is like every single day. There's a
539
00:31:25.160 --> 00:31:27.039
great old quote about it that I'll mess up, but
540
00:31:27.079 --> 00:31:30.559
it's basically, you can find awe everywhere, and especially if
541
00:31:30.599 --> 00:31:32.559
you look at nature, and if you look at you know,
542
00:31:32.720 --> 00:31:37.039
human human beings, not human beings, and human beings and
543
00:31:37.119 --> 00:31:41.519
humanity as part of the natural ecosystem, the natural order.
544
00:31:42.319 --> 00:31:43.759
It's it is awe inspiring.
545
00:31:45.599 --> 00:31:49.200
I am so grateful to have connected with you, and
546
00:31:49.359 --> 00:31:53.640
this has been a fascinating conversation. I'm really grateful that
547
00:31:53.799 --> 00:31:57.240
you're doing this amazing work in the world and that
548
00:31:57.279 --> 00:31:58.960
you took the time to be with me today. So
549
00:31:59.079 --> 00:32:00.839
thank you so much for being here.
550
00:32:01.279 --> 00:32:03.720
Thanks so much for having me, Jennie. I really enjoyed
551
00:32:03.759 --> 00:32:07.200
this conversation. It's fun to get a platform to just
552
00:32:07.240 --> 00:32:07.839
spout off.
553
00:32:08.880 --> 00:32:10.960
Thank you for joining me for another episode of the
554
00:32:11.000 --> 00:32:15.279
Warriors at Work Show. If you are interested in learning
555
00:32:15.319 --> 00:32:18.279
more about what we do at the Warriors at Work
556
00:32:18.359 --> 00:32:21.200
Show and platform, be sure to go over to my
557
00:32:21.279 --> 00:32:27.640
website Genie Komber and subscribe to my monthly Warrior Playbook newsletter.
558
00:32:27.839 --> 00:32:30.240
I share everything that I'm up to month by month,
559
00:32:30.319 --> 00:32:32.759
as well as some lessons and insights that I've learned.
560
00:32:33.079 --> 00:32:36.000
I'm also interested in hearing any feedback you have about
561
00:32:36.000 --> 00:32:39.400
this conversation or future topics, so reach out to me
562
00:32:39.480 --> 00:32:45.279
directly on JC at geniecoomber dot com or on LinkedIn.
563
00:32:45.839 --> 00:32:48.440
Be sure to tell your friends and your colleagues about
564
00:32:48.559 --> 00:32:53.680
this Warriors at Work conversation. Subscribe, review and rate us.
565
00:32:53.759 --> 00:32:56.599
It's the best way to get this message out into
566
00:32:56.680 --> 00:32:57.160
the world.
567
00:32:57.559 --> 00:32:58.119
Be well,