Strands of Genius: Emma Neale + Marketing Trends 2024
featuring: an interview with our guest editor and a research report
Welcome to the Bonus edition of Strands of Genius! On Fridays, we’ll be publishing interviews from our guest editors, and sharing a research report. Thanks for being along for the ride. Oh and by the way, you look great today :)
:: STEAL THIS THINKING | RESEARCH REPORT ::
According to Kantar’s Media Reactions 2023, 67% of marketers feel positive about the possibilities of Gen AI. This optimism indicates a rapid and exciting adoption of the new technology. The industry is exploring opportunities to use Gen AI to create efficiencies in the way we develop and personalise creative and innovate at scale.
In 2024, as AI brings more opportunities for scale, efficiency and creativity, there will be even more content competing for eyeballs. In this landscape, the need to understand the effectiveness of creative content will grow further, and those who use AI measurement approaches that match the pace and scale will be better prepared.
:: DIVE IN | THE INTERVIEW ::
EMMA NEALE, IMPACT INVESTMENT OPS, NESTA
>> Emma Neale guest curated Strands on March 21st, 2024. Read it here.
Tell us a little bit about yourself and what keeps you busy. How did you end up doing what you’re doing today?
I fell in love with impact investment, which flips the old adage, and sees money as the potential solution to all evil, if, and only if it is used in the right way. I love my job (Ops Manager for Nesta Impact Investments) because I get to network with creative and inspiring innovators and investors who are directing their brain power towards doing good with money, love their energy, enthusiasm, drive and pragmatic prowess. I am driven by the potential of the power of unlocking innovation for good, and innovation in everyone. I am currently obsessing over the transformative power of coaching, and learning about coaching that factors in cultural experiences; in work, for founders, for parenting. My Dad was a laser physicist, and an early environmental inventor, who started life in a remote village in Bangladesh, and travelled to the UK, where he met my Mum, who was an occupational therapist. So, that's where my interest in inclusive science, innovation, creativity, the arts and wellbeing stem from. I find it super enriching to go to scientific lectures about things I have no clue about, and little chance of fully grasping, so I always have something of a handle on the vast extent of the things I don’t know.
What excites you most about what you do?
I think it's the level of hope that excites me. I also just love the creative spark that comes from the clashes and synergies of bringing together science, technology and the arts. In my mind, sparks come from friction, and reframing. Just being in that space, in the heart of London, in a building with vistas on to the Thames, feels like a perfect, peaceful home for busy minds to find calm and communicate. I love that we get to be creative, while also trying to do good. I spent 20 years working with a passion for people centered research and innovation across the community and charities sectors. I was delighted to land a job at Nesta, which is full of awesome, kind, thoughtful, creative people, who I learn from daily. I am endlessly inspired by Nesta's Discovery Team who ideate about the future of technology for good; and the Challenge Works team, who give out big prizes to solve the unsolvable, their Centre for Collective Intelligence…
What beliefs define your approach to work? How would you define your leadership style?
I believe that everyone should have the right to innovate, which implies a whole raft of other rights. I believe that every single person on the planet, that's 8 billion and counting, has a start-up, for profit, or not, that could and should change the world. I have alway been quiet, collegiate, inclusive but passionate, enthusiastic and belief driven in leadership style.
What has been the most rewarding project you’ve worked on and why?
The most rewarding work I have done in my lifetime has been with young people in challenging circumstances who have been excluded from mainstream schools, some in institutions, looking at creative ways to help them re engage and tap into their potential. This has ranged from 'architectural inclusion' getting them to put on 3d light shows reimagining their city post Olympics, to teaching literacy through digital music classes. I can't rate the energy and resilience of youth workers and young people facing challenging circumstances highly enough. Their hope and energy continues to inspire me. At Nesta I was asked by another team, the Challenge Works, to judge part of the Mombasa Plastics Prize, where young innovators sent in their ideas for eliminating plastic waste in their neighbourhoods. I was moved to tears by their authentic passion.
We are big believers in diversity -- Not only because we believe in equality, but because we also think it’s better for business. How do you frame these kinds of conversations, both internally and with clients? Is there an emphasis on action, or are the conversations really more about communication?
I believe that diversity of thought, of practice, of experience, is where innovation happens. It's more than the numbers, it's about the culture and the organisational dialogue. We are individually on our own journeys to understanding each other better, and if you can create safe psychological spaces for expression, that's when diversity can thrive. Nesta has a brilliant Diversity lead who I really appreciate, who facilitates a rich cultural conversation and keeps issues arising on the agenda, so it's a part of what we think about in our everyday interactions and work.
Switching gears a bit, how do you find time to balance personal interests with your career? Do you believe work/life balance is possible? Anything you’ve implemented that you recommend that others try?
It's currently just gone 5 am. I have recently started something like my own personal 5 o'clock club, where I get up and dedicate the first few hours of my day to my own interests outside of work. Yes, work life balance is possible. It's about boundaries and a commitment to self care. I think though this is life after kids growing up, as there is a lot of space once filled up with them, which they don't need me for anymore. The best thing though is that my work ties in with my personal interest. So, there isn't so much a separation. Late in life I have also discovered classical music, which my son introduced me to…can’t get enough of London’s intimate venues for live classical musical talent, such a joy and a great way to switch into a meditative zone.
What’s your media diet? Where do you find inspiration?
I love action oriented messaging to the world about what can practically be done to improve things. Mostly, I find inspiration from the start ups I hear about and meet through work. So, I have switched off all news alerts, and only the Good News Network pops up on my phone. That way, if I want to inform myself of world news, I can do so at a time when I feel ok to. I love the randomness, open-ness and democratic nature of Medium. I also find inspiration rambles through audible, listening to what I feel I need to learn, taking recommendation walks from one book to another.
What’s the best piece of advice/knowledge you’ve stolen, and who/where’d you steal it from?
I love the idea that schools should be structured to teach for polymathy, rather than siloing kids into science or arts - I borrowed this thinking from Waqas Ahmad who’s book Polymath is really thought provoking. I feel like we have the technology to do this sort of thing now…we just need the courage to change existing structures.
‘The mind, once stretched by a new idea, never returns to its original dimensions'. Emerson.
What would you do if money was no object?
I'd chip into the cultural landscape and make movies about the joy and potential of inclusive innovation for a more peaceful, equitable and fun filled world.
You can keep in touch with Emma on LinkedIn.
If we can ever be of help to you, even outside of a formal engagement, please don’t hesitate to let us know.
rockON,
faris & rosie | your friends over at geniussteals.co
(still want more? @faris is still “tweeting” while @rosieyakob prefers instagram stories)