The Creative Mindset I&CO

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

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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

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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

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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

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Uncharted territories are intimidating, but being the first to step out and take risks could help your brand set yourself apart. 




On this week’s episode, we welcome back Greg Hoffman, former CMO of Nike, to hear about the role of risk-taking in fostering Nike’s pioneering brand ethos and how companies and brands can take risks while staying authentic and true to company values. Drawing inspiration from the world of sports, Greg highlights the Brazilian national football team as a compelling example of not just prioritizing the victory, but the ‘how’ behind the win.




Greg Hoffman is a global brand leader, former NIKE Chief Marketing Officer, and founder and principal of the brand advisory group Modern Arena.




For over 27 years, Greg held marketing, design, and innovation leadership roles at NIKE, including time as the brand’s CMO. In his most recent role as NIKE’s Vice President of Global Brand Innovation, he led teams tasked with envisioning the future of storytelling and consumer experiences for the brand.




Timestamps:0:00:00 Intro0:00:10 Greg Hoffman's background at Nike0:01:00 Taking risks as a leader and brand0:03:33 Greg's personal risk of choosing marketing over design0:04:08 Failure as a step towards success0:06:23 Taking risks with concepts and projects0:08:20 Incentivizing risk-taking and creativity0:09:56 Going first and creating a revolution in the industry0:11:19 Carving out time and space for parallel ideas0:12:47 Brazil national team as an example of risk-taking0:14:11 Greg's childhood admiration for Brazilian football0:15:41 Brazil's focus on playing the game beautifully0:15:41 Brazil's success belongs to the people as well as the team.0:16:26 The story of the photo shoot with the Brazilian national team and the fans.0:17:22 Open scrimmage and training session with the Brazil team.0:18:41 Fans storm the field during the training session.0:19:26 The connection between Brazilian athletes and the people.0:20:04 Including the fans in the Brazil World Tour campaign.0:21:21 Creating an emotional connection through human characteristics.0:21:47 Capturing the fans was not initially part of the plan.0:22:13 Being resourceful and adjusting on the fly.0:22:40 The authenticity of capturing the fans organically.0:23:46 Authenticity is paramount in building a resonating brand.0:25:14 Revealing different aspects of brand personality over time.0:25:56 The risks and backlashes considered in the "Dream Crazy" campaign.0:26:10 Building on previous campaigns to challenge the status quo.0:27:36 Using the 30th anniversary of "Just Do It" to inspire and challenge.0:28:35 The personal connection between Greg and Colin Kaepernick.0:29:21 The importance of authenticity and amplifying athlete voices.0:30:00 The personal and professional connection in the room during the campaign.0:30:39 Telling a story authentically and reaching the most people.0:31:17 The importance of objectivity in creative work0:31:57 Bringing out work that is never forgotten0:32:33 Lightning questions0:35:33 Three takeaways


Episode References:Emotion by Design | Greg's Bestselling BookThe Modern Arena | Corporate SiteGreg Hoffman | InstagramRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate Site

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Innovation doesn’t spring up by chance but at intersections of different factors such as cultures, disciplines, and points of view.




On this week’s episode, we welcome Greg Hoffman, former CMO of Nike, to hear how he made his way up from design intern at Nike, Nike’s most iconic campaigns across his 27-year career, and links between creativity and leadership. Beyond a professional narrative, Greg also unravels emotional experiences and his journey from youth to rediscovery and connection with his birth family.




Greg Hoffman is a global brand leader, former NIKE Chief Marketing Officer, and founder and principal of the brand advisory group Modern Arena.




For over 27 years, Greg held marketing, design, and innovation leadership roles at NIKE, including time as the brand’s CMO. In his most recent role as NIKE’s Vice President of Global Brand Innovation, he led teams tasked with envisioning the future of storytelling and consumer experiences for the brand.







Timestamps:00:00:00 Intro00:03:31 Greg’s background and rise to a leadership role at Nike0:08:13 Designing the Nike Shox logo0:10:08 Going back to the first logo design after exploring 80 different versions0:13:28 The importance of diverse voices and perspectives in decision-making0:14:09 The success of the Nike Shox launch and its disruptive nature0:20:07 Reflecting on impactful work in football marketing0:21:58 Personal and professional challenges as a minority0:23:47 Leveraging early life experiences for empathy and inclusivity0:26:06 Lack of diversity in marketing, design, and advertising industries0:28:28 Adoption and the recent ability to discuss experiences openly0:30:11 Nature vs. nurture and unlocking hidden talents in leadership roles0:34:55 Emotional impact of discovering biological family ties0:43:30 An eclectic family and how Innovation happens at intersections0:48:06 Inspiration drives creativity and curiosity drives inspiration0:51:40 Three takeaways


Episode References:Emotion by Design | Greg's Bestselling BookThe Modern Arena | Corporate SiteGreg Hoffman | InstagramRei 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.