The Creative Mindset I&CO

Opportunities are everywhere. It’s just a matter of recognizing them and bringing those ideas to life.




On this week’s episode, we welcome Sho Rust, the Founder & CEO of SHO.AI, to hear about his journey from studying design to starting his own AI platform for content creation. Sharing Sho’s challenges in building his own company, the discussion highlights the importance of passion, execution, and recognizing opportunities for success.




Sho Rust, an entrepreneur with a deep commitment to AI and design in brand content generation, has a rich professional background marked by significant contributions to the industry. His career includes roles at the United Nations, B-Reel, co-founding RAREFORM, and impactful work for brands like Disney, Google, and Nike. At the Boston Consulting Group's Digital Ventures Division, he excelled as a Lead Brand Technical Designer, skillfully blending AI with design. 




In 2018, he launched SHO.AI, a Generative AI platform that predates ChatGPT. This platform has been embraced by universities, global agencies, and Fortune 100 brands, revolutionizing their creative processes. Additionally, Sho dedicates his Saturday mornings to teaching at the same college he graduated from, sharing his knowledge and passion for AI and design. 







Timestamps:

0:04 Exploring AI's Impact on Content Creation with Sho Rust

1:24 Bridging Design, Technology, and Entrepreneurship

3:20 From Art to AI: A Designer's Evolution

6:52 From AI Projects to Disruptive Startups at BCG

9:51 Rapid Growth and Japanese Expansion

10:33 Scaling Design Systems With AI Across Global Brands

14:11 Early Experiments with Language Models Transforming Brand Management

15:31 From Cushy Jobs to Grandma's Basement Startup

18:13 Startup Challenges and the Importance of Simplification

20:21 Rapid Growth and Strategic Focus in Tech Startups

24:58 Three Takeaways




Episode References:

SHO.AI | Corporate Site

Sho Rust | LinkedIn

Rei Inamoto | Instagram

Rei Inamoto | X

I&CO | Corporate Site

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A campaign worth numerous advertising awards doesn’t necessarily mean your community of customers will like the idea.




On this week’s episode, we welcome Ginny Golden, the Executive Creative Director at YETI, to hear about YETI’s rapid revenue growth and the importance of staying true to the brand’s authenticity. Ginny shares her experience transitioning from agency-side to in-house at YETI, insights on building an in-house agency, and the value in cultivating a strong community of dedicated customers.







Timestamps:0:03 From Agency Creative to Executive Director at Yeti2:38 Transitioning to Yeti for a Broader Creative Experience3:36 Transforming an In-House Creative Agency at Yeti5:26 Challenges of Onboarding and Brand Stewardship at Yeti8:12 Yeti's Multidimensional Brand and Community Authenticity11:46 Embracing Outdoor Lifestyles: From Casual to Hardcore12:33 Tensions Between Creativity and Capitalism in Corporate Culture13:32 Yeti's Growth: Brand Heart and Founders' Spirit17:32 Nike's Ethos and History Through Maxims and Booklets19:26 Crafting Artifacts to Preserve a Rapidly Growing Company's Story21:10 Yeti's Brand Growth and Marketing Strategy Discussed22:51 Unlocking Yeti's Growth Through Authenticity and Versatility25:41 Innovative Brand Building and Community Engagement at Yeti29:40 Turning Lost Gear Into Delightful Surprises30:28 Cultivating Authentic Community Connections in Marketing32:55 A Surfer, Skater, and Pitmaster's Old World Hog Hunt33:24 Authenticity as a Brand's Defining Characteristic35:52 Balancing Short-Term Demands With Long-Term Brand Strategy37:11 Lightning Questions41:51 Three Takeaways








Episode References:YETI | Corporate SiteGinny Golden | LinkedInRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate Site


See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Rei answers questions about hiring in the creative industry with guest Roy Husada. This AMA segment dives into challenges that small studios face when competing with big agencies and tech companies for talent, the importance of codifying a company’s operational principles, and practical tips such as the strategic use of in-house recruiters who understand the company’s DNA.




Roy Husada comes on our show with questions as Founder & Managing Director at Rival Schools Japan, a creative agency specializing in brand localization for the Japanese market.







Episode References:Rival Schools Japan | Corporate SiteRoy Husada | LinkedInRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate Site

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Is the decline of elitism of creativity inevitable? as read by Simon Osmont.




The Intersection is Rei’s weekly newsletter that explores what the future holds at the intersection of creativity and technology. Subscribe to The Intersection to receive his latest editions directly in your inbox.




Episode References:The Cult of Productivity | ArticleRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate Site

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Offending someone by not taking the time to understand their culture can be unintentional but impactful.




Rei dives deeper into the critical imperatives of diversity, equity, and inclusion (DEI) practices with Darren Wesley Martin Jr. and Dr. Rubina Malik from Bold Culture. Together, they talk about detailed lessons gleaned from a firsthand collaboration between I&CO and Bold Culture, shedding light on the blind spots that hinder fostering inclusive workplaces. From unintentional offenses to impactful consequences, the discussion underscores the importance of grace, education, and open dialogue in addressing biases. 




Founded by Darren Martin Jr, Ahmad Barber and their independent parent company Streamlined Media & Communications (SMC) in 2016, Bold Culture was born as a response to the slew of culturally uninformed marketing messages being put out by brands and their agencies, and the apparent lack of representation and inclusion in the offices of the communication and tech industry at all levels.




Bold Culture is inspired by the necessity of diversity and inclusion in the communications-tech ecosystem. How brands communicate with their consumers, how they build their products, how their products are perceived and used, are all connected to diversity, equity and inclusion. That is why Bold Culture is within the intersection of developing inclusive workplaces and ensuring inclusive marketing messages are authentically delivered.







Timestamps:0:00:00　Intro0:01:20　Discussion on the specific example of cultural context in a video series0:03:41　Importance of considering styling, setting, and storytelling in representation0:05:16　Impact of harmful advertisements and the need for immediate action0:06:31　Addressing blind spots and biases in the workplace0:08:30　Common blind spots and pitfalls in diversity, equity, and inclusion0:09:35　Importance of education and grace in addressing biases0:11:16　Blind spots related to assumptions and cultural understanding0:12:49　Personal experience with a DEI officer's assumption about Ramadan0:13:16　Reflecting on how to address the situation with education and empowerment0:13:16　Diversity encompasses race, gender, ability, sexuality, and socioeconomic status.0:13:49　It is disrespectful to represent women in a stereotypical way. Education on the history of women globally is necessary.0:14:36　Calling in and calling out are two approaches to addressing bias and microaggressions.0:15:18　Calling in allows for self-correction, while calling out is a more direct approach to stopping harmful language.0:16:19　It is important to challenge harmful language and educate others about diversity.0:17:06　Offending someone by not taking the time to understand their culture can be unintentional but impactful.0:18:11　The post-affirmative action era raises concerns about future college admissions for minority students.0:19:21　Offense can be taken when assumptions are made about cultural practices. Taking an extra step to understand can make a big difference.0:20:02　It is everyone's responsibility to avoid assumptions and take the time to understand different cultures.0:22:02　Small actions can contribute to creating inclusive and equitable communication.


Episode References:Bold Culture | Corporate SiteDarren Martin Jr. | LinkedInDr. Rubina Malik | LinkedInRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate Site

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Understanding DEIB requires recognizing subtle nuances beyond the surface, including socioeconomic and cultural backgrounds not immediately visible to the human eye.




On this week’s episode, we welcome Darren Wesley Martin Jr. and Dr. Rubina Malik from Bold Culture to hear about the intricate relationship between the visibility of diversity, tangible actions for equitable workplaces, and the cultural shifts post-George Floyd. The discussion dives deep into the distinction between equality and equity, how biases cloud corporate spaces, and the proactive paths companies can venture toward inclusion. 




Founded by Darren Martin Jr, Ahmad Barber and their independent parent company Streamlined Media & Communications (SMC) in 2016, Bold Culture was born as a response to the slew of culturally uninformed marketing messages being put out by brands and their agencies, and the apparent lack of representation and inclusion in the offices of the communication and tech industry at all levels.




Bold Culture is inspired by the necessity of diversity and inclusion in the communications-tech ecosystem. How brands communicate with their consumers, how they build their products, how their products are perceived and used, are all connected to diversity, equity and inclusion. That is why Bold Culture is within the intersection of developing inclusive workplaces and ensuring inclusive marketing messages are authentically delivered.







Timestamps:0:00:00　Intro0:02:12　Definition of DEI: diversity, equity, inclusion, and belonging0:03:49　Importance of equity in creating equal opportunities0:05:59　DEI and B require action, not just conversation0:07:53　Difference between equality and equity0:09:29　Examples of equity in the corporate and educational world0:11:54　Tangible examples of how Bold Culture helps companies provide equity0:13:44　Recap and conclusion of the conversation0:13:28　Darren Wesley Martin Jr. discusses the challenges of getting paid in the creative industry for diverse influencers0:16:03　Rei Inamoto asks about the backlash against diversity, equity, and inclusion (DEI) initiatives in the corporate space0:18:15　Darren Wesley Martin Jr. explains the reasons for the DEI backlash and the importance of companies being transparent about their efforts0:20:14　Darren Wesley Martin Jr. suggests implementing competency-based hiring and diverse hiring committees to increase diversity and equity in the workplace0:22:45　Three takeaways


Episode References:Bold Culture | Corporate SiteDarren Martin Jr. | LinkedInDr. Rubina Malik | LinkedInRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate Site

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.