Why creative leadership is a business function.

For most of my career, creative leadership has been sold as the opposite of business. It is not. The best creative leaders I know are, quietly, the sharpest business minds in the room. They just refuse to speak in the language of decks.

Creative leadership is a business function because it decides where a company spends its scarcest resource: belief. Every design decision, every campaign, every hire — they are all wagers on what customers, employees and investors will believe next.

That is the whole job. Not making things. Deciding what a company will stand for long enough for the world to notice.