An innovative decision
It was while on stage at SXSW a few years ago that Hiatt’s next job came calling. Chris Thurling, Executive Chair of the board at Armadillo saw her speak and, although the two didn’t meet, they corresponded afterwards online.
When Hiatt was over in London, they met for a coffee after which she was offered a position on the board of directors. The move aligned with what was happening in her life as she left Google in September 2018, married a Spaniard and moved to Spain.
Of Armadillo, Hiatt is honest about how she felt taking the leap, as she explains, “At first I was like well I know absolutely nothing about CRM,” she explains. But she was curious about what she didn’t know and interested by what was happening at Armadillo: “I believed I could learn a lot.”
Hiatt adds that she was impressed by the agency’s decision to choose her, not least because it demonstrated their desire for innovation: “Inviting me to join their board shows the kind of innovative and revolutionary disruptive thinking they have because I’m so non-obvious as a choice.”
The diversity of the agency’s decision is an essential part of maintaining their innovative approach believes Hiatt. Difference of attitude, opinion and life experience is vital. Hiatt explains, “Diversity of position and experience and age and background informs decisions and helps you be more innovative, and solution orientated.”
A cultural fit
Aside from the focus on innovation, for Hiatt, the most essential factor in her ongoing relationship with Armadillo is the fact that their internal culture suits her. She explains, “The most important thing for me is the people. The culture has really resonated with me. They’re all about people first, not only their clients, but in developing their internal talent.”
For creative businesses, where the primary asset in people, culture has to sit inside more than just a positioning document. Hiatt believes that a positive culture ultimately creates the best business. If your employees are happy, they will produce the best work and your clients will notice.