Strands of Genius: Katya Kotlyar + Future 2043
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 ::
To celebrate two decades spent in the service of showcasing sustainable innovation, the Springwise team has put twenty pivotal questions to global experts for a snapshot of 2043. The questions range from the metaverse and autonomous transport to decentralized renewable energy. They seem resolutely futuristic. But strangely in future casting, we are following a long tradition. The social theorist Barbara Adam reminds us that future-gazing (or the art of prophecy) originated some 5000 years ago in Mesopotamia, likely in the form of dream interpretations. Later methods included Hepatoscopy, the inspection of the liver to understand what might come next.
:: DIVE IN | THE INTERVIEW ::
KATYA KOTLYAR, CO-FOUNDER OF DONUT
>> Katya Kotlyar guest curated Strands on November 2nd 2023. 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?
After moving to NYC as an accidental immigrant from Ukraine over 13 years ago, my professional journey began at incredible agencies and continued with working with dozens of wonderful teams as a freelance strat. My passion has always been centered around behavioral economics, tech, creative arts, and emerging media. I'm fascinated by digging into how and why people engage with the world around them and make decisions. Advertising felt like the perfect combination of everything that I enjoyed doing with added intensity and sometimes unnecessary levels of stress, so I tried it and stuck around.
What excites you most about what you do?
I like to think about something like this in big / small terms. The big moments underscore my passion, like when I recall why I ventured into this field. Right now, my 'big' is solving a very clear problem with a huge positive potential for society through my startup, which we've just debuted in the App Store after extensive beta testing! As many can probably relate, part of it is also trying to build something of my own. Then there are the 'small' motivations – the frequent boosts of morale. This might be in the form of positive user feedback, troubleshooting an unexpected challenge, or the daily encounters with amazing individuals tackling significant global issues. Along the way, I'm also gaining new skills (Figma, I love you #notanad).
What beliefs define your approach to work? How would you define your leadership style?
I consider bringing the best out of people I work with to be a big part of my job as a leader. I try to understand what people need to excel and give it to them as early as possible. I've been fortunate to learn from remarkable mentors who underscored that my own growth is intertwined with the development of those around me. There's a genuine thrill in witnessing people who I work or mentor with succeed.
What has been the most rewarding project you’ve worked on and why?
I’ve worked on a lot of social good campaigns in the past and I can't stress enough how rewarding it is. However, experience with donut made me rethink how to approach this better. So here’s my two cents: I encourage everyone to volunteer their services to an organization or a nonprofit. It doesn't have to be just through big CSR campaigns that we usually have easy access to. Reach out to a local nonprofit solving a societal problem you care about, especially the smaller ones. They can benefit immensely from skills like communication planning and strategy in addition to creative help.
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?
During my freelance tenure, I was invited to work on some projects that I was definitely not the right fit for. While I had the autonomy to decline these projects (and I did), I made it a point to explain my reasons and suggest alternative solutions. Taking time to do this is always worth it.
In my opinion, it's also time to shift from just discussions to tangible actions. As planners often put it, we're entering "phase II." In various sectors, we've seen a lot of talk and many initiatives that haven't quite hit the mark. So, transforming each discussion into a clear action item is our path forward to achieve genuine intersectional diversity. Spoiler alert: these action items have to be more than creating a new position with “diversity” in it.
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?
Sometimes my hobbies blend with work in an amusing way. Take poker - it’s both how I like to spend time with friends and a game that I’ve been a huge advocate of for professional skill development. It sharpens decision-making and observation skills. If you're curious, check out #pokertok or dive into David Sklansky's “The Theory of Poker” and get friends together for a fun night at the table.
Someone recently said that to me you can have everything, just not all at once. This approach resonates with me because it takes a certain societal pressure off and helps me be honest about things with yourself, friends and people. “I have to do this now, please accept that this other thing has to wait a bit” or making sure that an important work sprint ends with a proper break that I wouldn’t be able to squeeze in otherwise. The key is not to lose sight of all the pieces on the “balancing board”, ensuring no area becomes disproportionately dominant.
What’s your media diet? Where do you find inspiration?
My general media diet is heavy on Puck News because of much analytical and below the surface value it provides. During the beginning of the full scale invasion of Ukraine, The Ringer’s movie & TV podcasts almost single-handedly kept me sane and the hosts are also some of the best people covering movies and TV out there. I’m a cinemaniac and I dig deep into the art of TV & filmmaking to feed my soul and steal ideas on how to get creatively inspired from the people who clearly know a thing or two about it. Listening to the right conversations with creative people isn’t just about that. It’s also a reminder that even the most successful people who made $500M movies have imposter syndrome and struggle creatively. My secret inspiration weapon is Team Deakins - the podcast hosted by one of the best cinematographers of all time (I will die on this hill) Roger Deakins and his wife James. Go for the lesser known names!
What’s the best piece of advice/knowledge you’ve stolen, and who/where’d you steal it from?
Let yourself be young (regardless of your biological age), foolish and open to different people.
Talk to strangers and meet people like my friend Maia, a multimedia artist and international woman of mystery who sailed across the Atlantic alone, among other things.
Steal her advice: Time is probably the only high-value asset that we truly own. It’s up to us how to spend it and what to invest it in, no matter what others say. Watch closely who spends their most precious asset on you and make sure to give it to people you love.
You can keep in touch with Katya 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 & ashley | your friends over at geniussteals.co
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