Strands of Genius: Shannon Washington + TikTok Whats Next Trend Report
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 ::
2023 saw the TikTok community gain the confidence to break away and reinvent the status quo in how they create and consume content. More people are creating more often, as the barriers and learning curve lessen, creating an endless abundance of relevant content.
:: DIVE IN | THE INTERVIEW ::
SHANNON WASHINGTON, GLOBAL CHIEF CREATIVE OFFICER, GOTHAM
>> Shannon Washington guest curated Strands on February 22nd, 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 am a failed pre-med student who realized that a talent for photography and design was more than just a hustle to get into clubs for free - it was marketing!
I love what I do, I love bringing the best out of teams, clients and solving real business problems with unreal imagination.
What excites you most about what you do?
Seeing an idea go from just a passing thought to a real thing, a production or a product. And then watching people go “oooohhh that’t cool/interesting/etc.”
For example when my team and I did The Gentle Giant PSA film for The Ad Council’s Love Has No Labels…I watched a room of everyday people watch the film, it’s 6 minutes so its an investment of attention. This was a room of 28-60+ year old people from all walk of life…and hearing them all audibly gasp at the end. Watching a burly very “conservative looking” white man wipe a tear. My God. That was a moment.
What beliefs define your approach to work? How would you define your leadership style?
I think the term is servant leadership? But honestly I lead with a blend of logic and emotional intel. Yes we need to be successful, discerning, etc…but I don’t want to do anything that keeps me up at night in worry. In fear or shame. I am very open about myself, I expect much but I get right in the trenches regularly. In all, I want people to feel confident about their surroundings so I create a space where people feel safe pushing theirselves.
There’s a pendant in my house that sums it up: “smile on my face but machete in hand.”
What has been the most rewarding project you’ve worked on and why?
Me :)
And a project that was never released for Apple and ‘The Oprah Conversation’ that I did with the Ummah Chroma. No one has seen it, but to stand with a force like Ms Winfrey as a writer and a creative leader, and represent the like…13 of Black women in creative leadership positions in front of her and her team was incredibly rewarding.
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?
To tell you the truth? I don’t! I am unapologetically, globally Black and naturally inclusive so if I have to work to frame it I wonder “well what did they expect” lol?
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?
Yes it is possible but you just can’t do everything at the same time. That’s the trick. Do it all, just not all at once.
What’s your media diet? Where do you find inspiration?
- Local newspapers when I travel.
- Ear hustling in rum shops, beauty salons, stoops, airports and the subway.
I give myself daily time for NPR and other news sources to stay informed, but the inspiration is always more analog.
What’s the best piece of advice/knowledge you’ve stolen, and who/where’d you steal it from?
You can’t fake fresh - Fuse Green
You can keep in touch with Shannon 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
@faris is always tweeting
@rosieyakob hangs out on instagram
@ashley also writes for deaf, tattooed & employed