If being creative is about doing new original things, then adopting a challenger mindset is essential if we want to progress and enjoy a truly fulfilling career. Normal is boring, which is why it’s no coincidence that some of the most successful people and agencies in our industry have never settled for standard.

However, before I get too carried away and start claiming that every brief I’ve worked on, or career move I’ve made, has been the work of a maverick, it’s worth pointing out that a warm bath is inviting for a reason. So, whilst industry veterans love to rewrite history and will endlessly talk about ‘zagging’ when others ‘zig’, knowing when to do so is a skill in itself.

Unsurprisingly, my challenger mindset has been inspired by those I’ve worked with. The best agency leaders set the tone for what they expect from their team, and when it comes to new business, have the emotional intelligence to understand how brilliant ideas should be pitched to prospective clients. One size certainly doesn’t fit all, and I learnt pretty quickly that expecting an idea to be bought just because it challenges the status quo is a recipe for disaster. To quote Jose Mourinho, ‘sometimes you just need to take the three points and move on.’

At this point, I should probably name-check the lateral creative thinkers who have shaped my career, but it was actually a major event that really led me to question the way things are done. The birth of my daughter when I was 27 not only re-prioritised what was important in life, but also reminded me that toddlers have a challenger mindset like no other. I quickly discovered that a talking child is relentless in their pursuit of answers, never settling for the obvious. With an insatiable curiosity, they constantly question, investigate, and challenge assumptions, forcing deeper thought and refusing to accept the status quo. Their persistent 'why?' is their defining trait. So, if I wanted to be better at my job, I concluded that I needed to be more like my daughter. Four kids later, I stand by this mantra.

In fact, it’s my children and their varied attitudes to sleep that bring me to the thorny issue of following best practice. To quote an old boss: “Don't accept 'best practice', because it isn't usually BEST anything. It's just something someone has done before, so lazy people love it”. I think he has a point. How can we expect to make an impression if we simply follow the letter of the law? So, whilst I’m not suggesting anarchy in the workplace, being prepared to think differently is what separates the true pioneers like Coco Chanel, The Beatles and Andy Warhol from those who are happy to simply plod along.

Interestingly, challenging convention wasn’t always a recipe for success for these individuals, but that didn’t stop them from experimenting. The Fab Four’s ‘Revolution 9’ track on the White Album is a prime example. For me, the big lesson here is that those with a true challenger mindset don’t fear making mistakes. They recognise that getting it wrong helps move you forward, makes you interesting, and helps you learn and grow to become a wiser human – and a better leader.

That being said, as an agency strategist, I recognise that it’s my job to separate the useful from the interesting. I was taught this on day one of my career, but it seems more relevant than ever given all the hype around artificial intelligence. So, whilst we don’t always have to get it right and there are a million potential answers, a challenger mindset is not an excuse to neglect the rigour that should be applied to every strategy. In fact, it probably demands even more given you’re asking people to step out of their comfort zones.

I could go on but given I’ve just talked about the importance of separating the useful from the interesting, I’ll refrain from rambling on.

To summarise, the challenger mindset isn't about wild, unthinking rebellion, but a deliberate, curious approach to everything we do. Inspired by the persistent ‘why’ of a child and the experimental spirit of pioneers, it calls us to question established norms, learn boldly from every attempt, and always ground our creative leaps in solid strategic thinking. This balance – between daring to be different and applying sharp insight – is what truly separates a fulfilling, progressive career from one that simply adheres to convention.