Have the courage to be wrong: What I learned about finding a better way to grow

Earlier this year around mid-March, Wavemaker rebranded. At the time, our Global CEO Toby Jenner said “Exceptional growth now requires uncomfortable change. This change demands courage from our clients and from our people. Wavemaker understands this. We must live up to our name which reflects a provocative, even fearless attitude.”

Toby set us a challenge, which could have easily been missed in the chaos of 2020, but it was so crucial to for us at Wavemaker to understand and adopt. He challenged us to be courageous and fearless.

But what does courage and fearlessness mean in the work of a media and advertising agency? I’ve thought about this question a lot, as being courageous and fearless are not necessarily aligned. Franklin Roosevelt said “courage is not the absence of fear, but rather the assessment that something else is more important than fear.” So, perhaps we need to view this in order; either be fearless, or if that’s not possible, be courageous.

But courageous in pursuit of what?


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