A story on creative leadership.

Hi there, creative being!

As you know, we had our event THE CREATIVE YOU DAY ~ Boosting your Creative Leadership last January, and we've met a bunch of inspiring creative leaders.

After inviting them for a relaxed conversation to get to know more about their professional paths, some of the stories stood in our heads in a way we feel would do more good if we share them with our audience — you :)

Curious?

Our SUPER CREATIVE LEADER for April is...

Patrícia Pimenta , a passionate marketer and a Monopoly enthusiast, is fueled by her curiosity and creative judgement. She has been paving her path through event organization, client relations, and marketing strategy. An adept at transforming data into actionable insights, while tackling any challenge with grace, Patrícia is committed to embodying level-5 leadership qualities of humility and determination — as per the inspiration gathered from "Good to Great" by Jim Collins.

Scroll down to discover her superpower: creativity!

CY: We're thrilled you could join us at THE CREATIVE YOU DAY. — How was your experience at the event? Any standout moments or insights that really got your gears turning?

PP: After participating in the event "THE CREATIVE YOU DAY," I thought: "Indeed it takes a day like this to realise that I'm creative too!". Inspired by Alex Vasconcelos 's presentation — about storytelling and the power of stories — I reconsidered our marketing campaign approach for Espor?o olive oil. Instead of simply asking people to tell me the most impactful stories about the brand and the product, I decided to discover and present our own narratives. In collaboration with my boss, I highlighted the unique story behind our hand-painted labels after visiting the factory in the North of Portugal, where the products are made traditionally and ecologically — using hand-mixed, lead-free paints that are nature-friendly. Surprisingly, we uncovered an untold story about the bottle manufacturing process. This discovery has led to the launch of a new narrative [currently in progress], starting with the story of a new olive oil being released to the market [very soon].?

Undoubtedly, my major inspiration at the event was "THE STORIES" — I've already encouraged the team to share more stories, focusing on the transformative power these can have.

CY: Creativity is often seen as this elusive, abstract concept. But we know it's so much more! How do you personally define creativity, especially in the context of your leadership?

PP: Since I can remember, I've always started to prepare my presentations from the visual aspect — rather than the obvious start from content. My creative process is mainly visual, which sets the tone for narrative construction and the selection of information to share. For me, the visual and sensory, particularly touch — and especially for packaging — are essential to my ideation and creation processes.

Creativity can be so many things! In a home office context, it's more difficult; I end up focusing more on delivery, on topics, and on completing tasks. At the office, I feel it to be easier and to flow better, especially during conversations with colleagues and with the opportunity to interact with materials, as we have them physically available. Trying out formats, experimenting with samples from suppliers, for example, or simply co-creating with colleagues, along with moments of brainstorming is essential. Sometimes, an unexpected meeting helps to solve problems quickly. For me, human contact is fundamental. Furthermore, I am very inspired by the easy access to interacting with colleagues from other departments; the spontaneous visits I regularly make to the Wine or Tourism teams always inspire me.

On the other hand, I like to draw inspiration from other types of brands beyond my sector, and that search and careful observation positively impact my delivery, as well as the fluidity of my creativity.

I feel that the diversity of my professional journey across different sectors has had a very positive impact on my delivery and my creativity on a day-to-day basis.

CY: One of the aims of our event is to explore how creativity intersects with leadership. Can you share a specific instance where creativity played a pivotal role in your leadership journey or within your organization?

PP: Oh, so many stories come to mind! Creativity is incredible for solving challenges.

During my time working at ERA Portugal , I faced challenges in the internal communication of brand guidelines for a diverse network of stores. I proposed the creation of a manual adapted to the Portuguese market, and in the process of listening to the field teams — where I visited partners and their realities — we identified the need for professional empowerment. So, I rolled up my sleeves and, in total collaboration with the local teams and the IT team, I co-organized a personalised digital training cycle, which addressed the different challenges reported. Thus was born, in the midst of the pandemic, the project "Ser ERA em casa" which resulted in an increase in sales, during an adverse socio-economic context where diverse industries were facing uncertainty. In just 48 hours, we completed the project, including the content and the training schedule. Of course, it was a successful teamwork effort. And a lot of creativity went into it!

My motto: Creativity is fueled by human contact. Often, going out into the field, talking to the people involved in the production, and seeking to understand everyone's reality — as I currently do at Espor?o — is what sets us apart.

CY: They say great leaders are great listeners. How do you create an environment where your team feels comfortable sharing their creative ideas, no matter how out-of-the-box they may seem?

PP: I remember an incredible leader I once had who told me, "To listen well to people, you have to ask them the right questions." I truly believe in that. Being a good leader is about listening, being transparent, and putting yourself in the other person's shoes. Another leader I recall was once one who inspired me to explore new opportunities in the market — because he listened and knew what was best for me — by demonstrating his vulnerability while encouraging me.

For example, nowadays, I recognize when my director is under stress and openly share that with her, showing how it impacts me and my colleagues — and it's very inspiring and motivating to receive the same openness and her willingness to talk.

Often, problems in companies, such as team demotivation, for example, are linked to the insecurity of leaders, which ultimately impacts their willingness to listen. However, emotional intelligence is fundamental for the well-being of teams and to catalyse their creativity. Indeed, truly knowing your employees, going to the production line and chatting with them, for example, being willing to learn more about the people inside, is uncommon and inspiring.

This has reminded me of a book I do recommend — "Good to Great" by Jim Collins —, in which the author differentiates leaders by various levels. For example, between levels 4 and 5, we have level 5 leaders on the one hand, who empower and listen to their teams, promoting growth, and we have level 4 leaders on the other hand, who do not want to be replaced, so they do not empower their teams. Now, the leader I aspire to be is undoubtedly the one who listens and leverages their team.

CY: If you could swap roles with any character known for their creativity, who would it be and why?

PP: Mr. Walt Disney himself! I would love to understand how he had the vision and the ability to imagine and develop everything that is the Disney universe. There's a documentary about his story that I watched and it has impressed and inspired me so much. Seeing how he made mistakes and corrected them, how he learned along the way, with all of them. I am amazed by the world he created and would love to understand how he got there, and what the process was like. I would love to be in his head at that time.

Are you curious about the amount of creative potential within your leadership?

Try out our free online survey CREATIVE YOU ?.

If you want to know more about other ways to bring creativity to your team, we're listening: drop us a DM ;)