Strands of Genius: Goonj Sardana + Technology Trends Outlook 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 ::
Despite challenging overall market conditions in 2023, continuing investments in frontier technologies promise substantial future growth in enterprise adoption. Generative AI (gen AI) has been a standout trend since 2022, with the extraordinary uptick in interest and investment in this technology unlocking innovative possibilities across interconnected trends such as robotics and immersive reality. While the macroeconomic environment with elevated interest rates has affected equity capital investment and hiring, underlying indicators—including optimism, innovation, and longerterm talent needs—reflect a positive long-term trajectory in the 15 technology trends analyzed.
:: DIVE IN | THE INTERVIEW ::
GOONJ SARDANA, ACCOUNT EXECUTIVE AT HAVANAS ENTERTAINMENT
>> Goonj Sardana guest curated Strands on August 15th, 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?
Who loves to approach things differently. I geek out over new studies in behavioral science, constantly researching emerging trends and developing my own theories and concepts. What truly fascinates me, and what drew me into the advertising industry, is understanding how people make everyday choices. This might seem unusual to some, but I'm an unabashed eavesdropper of sorts. When I'm on public transport, I choose to skip the headphones and absorb the conversations around me. While riding the public transport, I often skip the headphones to absorb the conversations around me. It's not just about listening; it's a way to discover new perspectives and challenge my thinking.
Today, as a client planning executive at a media agency, I'm immersed in the fascinating world of how advertisements effectively communicate with diverse audiences. This role perfectly combines my passion for creativity with a keen interest in consumer behaviour, allowing me to continuously learn and apply insights that drive impactful strategies.
What excites you most about what you do?
It is the opportunity for continuous learning. Each day feels like a new chapter, especially in the media industry, which I only began exploring recently. At this stage, I'm eager to absorb as much knowledge as possible to fuel my growth and uncover more about myself along the way.
What beliefs define your approach to work? How would you define your leadership style?
My approach to work is straightforward: always strive to give your best effort. Some days can feel mundane and make me question if I'm in the right place, but I live by the belief of persevering and moving forward. Keeping the bigger picture in mind transforms even the most routine days into exciting opportunities.
As for my leadership style, I consider myself a democratic leader. When leading a group, I prioritise listening, sharing ideas, and respecting everyone's opinions and skills. It's essential to me that everyone working under my leadership feels empowered to contribute their unique perspectives and creativity, ensuring they take ownership of their work.
What has been the most rewarding project you’ve worked on and why?
The most rewarding project I've worked on was during my first role as an account executive in an ad agency, where I assisted the CSO in a new business pitch for a popular cosmetics brand in India. I was determined to be part of this opportunity and, despite my role initially limited to desktop research, my enthusiasm led my boss to invite me along to present the pitch. As a 22 year old this was an unbelievable opportunity and I grasped it with both hands.
The pitch had to come together in a short duration of four days. The adrenaline of working tirelessly, collaborating to brainstorm ideas and executing deliverables to be presented was unmatched. We won the pitch and were highly appreciated for it by the client and our agency. The victory drinks post-presentation is a core memory of mine. During this project, I pushed myself beyond my comfort zone , developed new skills and took up responsibilities beyond my assigned role. This experience was so rewarding because it boosted my confidence in my abilities and reaffirmed my passion for pursuing a career in strategy.
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 see diversity as a catalyst for unique and innovative ideas. When you bring together individuals with varied experiences and perspectives, the potential for creative solutions and breakthroughs increases significantly. As someone from an ethnic-minority background, working alongside colleagues of diverse ethnicities, genders, and ages has reinforced the understanding that everyone brings a distinct journey and valuable insights to the table . There is so much to learn if you just listen.
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?
I do believe work life balance is possible but it requires intentional effort. Currently, I am on a mission to find interests outside of work and make them an important part of my weekly routine. It can be challenging to cultivate hobbies in your 20s, where there's often pressure to excel in every aspect of life. However, I've realised that the key is not to excel in hobbies but to enjoy them purely for personal satisfaction, without judgement or expectationsWhen you look at it that way, it’s exciting to come back home and paint or cook or knit and all it does is give you that 30 mins a day of relaxation where you are not hustling to build the perfect life.
What’s your media diet? Where do you find inspiration?
I sign up to a lot of newsletters to get interesting bits delivered to my inbox. Some of my favourites include The Media Leader, Geekout, and Case Studied, which keep me informed about emerging trends in the industry. I also enjoy delving into research reports.
For inspiration, I rely heavily on LS:N Global. It's an invaluable platform for collecting thought starters and gaining fresh perspectives when I need inspiration or encounter creative blocks.
What’s the best piece of advice/knowledge you’ve stolen, and who/where’d you steal it from?
Last year, I was in a tough spot trying to find a place to live in London, which as many probably know, can be a real challenge. I was getting really anxious about it. That's when my dad gave me this simple advice: "Be excited to see what new experiences come out of this.” And just like that, I stopped stressing about the situation. Once I changed my mindset, everything shifted. Instead of worrying about the outcome, I started enjoying the process. I met interesting people, stayed in short-term rentals at locations I had never explored and finally landed a place I love. Sometimes you can't control everything, but you can control how you approach things. Staying curious and open to new possibilities can turn a stressful situation into a fun journey of discovery.
You can keep in touch with Goonj on LinkedIn.
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rockON,
faris & rosie | your friends over at geniussteals.co
(still want more? @faris is still “tweeting” while @rosieyakob prefers instagram stories)