Euro RSCG Kyiv, 2003
The CEO should be able to set priorities. Here's a small example.
When I moved to a new office, I didn't hesitate to spend money on a few things:
A round table for 8 people in the meeting room.
Comfortable chairs from Steelcase.
A huge wallboard, framed like a museum painting.
Why this choice? I wanted our advertising agency to be the most creative one in the country.
The essence of this business isn't just about clients, pricing, or branding. It's about systematically generating Wow-ideas.
Sure, talented people come up with ideas, but the environment can either boost or hinder them.
A crucial step in our process was group brainstorming. Sometimes, a multidisciplinary team would sit around one table for many hours. Twenty years ago, clients wanted everything yesterday )
Through experience, I've come up with a few simple rules:
Participants should feel that they are all equal.
When the body is comfortable, the brain works at its best.
Visualizing vague ideas helps them grow faster.
I have fond memories of our brainstorming sessions. Especially the moment when the darkness of despair suddenly lit up with a flash of ideas. It became clear to me that investing in building a team and creating the right conditions made sense.
Sincerely yours,
-Alexander
You can help Ukraine defend itself and the World from Russian aggression here.
”Who are you and what do you do?"
As a business therapist, I help tech founders quickly solve dilemmas at the intersection of business and personality, and boost company value as a result.
"I have an important business decision to make. Can you help me?
Reserve a time on my calendar that is convenient for you to meet with me. We'll clarify your request and discuss options for how you can help.