During my years working in MNCs, leaders often say, “We’re aligned on goals.” ‍

But when I work with these teams, what I often see is this: misalignment on behaviour.

Teams may agree on the destination but no one’s aligned on how they’ll get there. That’s when performance stalls, tensions build, and collaboration quietly breaks down.

Shared goals don’t mean much if they’re not backed by shared behaviours.

What Behaviour Has to Do With Performance

According to Gallup’s 2024 meta-analysis of 183,000+ teams, those in the top quartile of engagement were:

• 23% more profitable
  
  
• 18% more productive in sales
  
  
• 66% more successful at employee well-being and retention
  
  

And what drives engagement?

Not just strategy, not perks, not offsites. It’s day-to-day interactions, how team members communicate, challenge, support, and follow through. The things that live in your behaviour, not your business plan.

Gallup also found that 70% of team engagement is driven by the manager. That means leadership behaviour isn’t just influential, it’s actually pivotal.

Cultural Nuances in Asia: Why Shared Behaviours Matter Even More

In Asia-Pacific, shared behaviours can be harder to surface because of cultural dynamics like hierarchy, deference to authority, or avoiding conflict.

Studies across Singapore, India, and China show that in high power-distance environments, team members are often less likely to challenge ideas or speak up when there’s tension. But in today’s complex environments, psychological safety and collaborative culture are make-or-break factors for innovation and speed.

Without shared behaviours, even the smartest people play small, and creativity suffers.

What Can You Do?

The smartest leaders I work with aren’t the loudest in the room.  They’re the ones still learning. The ones willing to pause and ask:

• How are we showing up for each other?
  
  
• Where is behaviour holding us back?
  
  
• What do we need to name in order to move forward?
  
  

This is where CliftonStrengths® and coaching can play a game-changing role, not just as tools, but as facilitation spaces. Real conversations. Practical alignment. Working agreements that stick.

Because until your team agrees on how to behave together, goals are just words on a slide.

In today's evolving creative landscape, there's a delicate balance between honouring the dedication required to master artistic crafts and embracing the new possibilities that technology offers. True artists and creators know that exceptional work comes from years of practice, discipline, and commitment.

The Enduring Value of Artistic Mastery

While Helen Cammock, a Turner Prize winner in 2019, notes that "just because you can't draw something in a representative, representational way, it doesn't mean that you're not creative," this doesn't diminish the importance of developing genuine artistic skill. Cammock's work across "film, photography, print, performance, writing and text" represents years of dedicated practice and refinement.

Professional artists understand that mastering their craft requires countless hours of focused work. The digital revolution hasn't changed this fundamental reality. But it has provided established artists with powerful new tools to enhance their already formidable skills. For serious creators, technology doesn't replace craft; it extends and amplifies it.

The Rise of Artistic Consumption

The recent sensation of Pop Mart and similar artistic collectables demonstrates how today's consumers are increasingly drawn to artsy, cute items with emotional appeal. People aren't just buying products; they're collecting art pieces that speak to them on a sentimental level. This trend guarantees a growing appreciation for art collections, further blurring the line between consumer products and artistic expression.

This shift toward art appreciation is evident in prestigious auction houses as well. At Christie's Bangkok, a renowned global auction house, Prapavadee Sophonpanich has witnessed this transformation firsthand during her seven-year tenure. She has successfully guided collectors who initially focused exclusively on luxury items to develop a genuine enthusiasm for art.

"We have observed a significant growth in art appreciation among collectors," Prapavadee notes. "While the proportion between luxury goods and artwork sales varies annually, Christie's has seen a substantial increase in revenue from art sales. Currently, luxury items represent approximately 50%-70% of our revenue, with art sales contributing a remarkable 30%-50%—a considerable improvement from previous years. This positive trend is particularly encouraging for the art market."

Creativity Across the Lifespan

The idea that creativity declines with age is a harmful myth. Many of history's most revered artists produced their greatest works after decades of refining their skills. Claude Monet's late-career paintings came after a lifetime of studying light and colour. Folk artist Grandma Moses may have started painting in her 70s, but her work reflected decades of observing and understanding rural life. Georgia O'Keeffe's later works demonstrated the culmination of a lifetime of artistic exploration.

Professional artists understand that their craft deepens with time and experience. Each year brings new insights that inform their work, creating a richness that can only come from sustained practice.

Commitment to Continual Growth

Cammock began studying art formally at 35 after a decade as a social worker, but this represents a shift in focus rather than a beginning from zero. Many established artists explore new techniques or mediums throughout their careers, building upon their existing foundation of skills.

Successful artists recognise that growth never stops. Anne Ryan, an Irish artist with years of experience in painting, ceramics and sculpture, has taken up tap dancing not as a beginner's hobby but as a way to bring fresh energy to her already-developed artistic practice.

Here are ways to help you become more creative:

1. Finding Your Creative Space

Establishing a personal space for creativity is essential. Cammock refers to this as finding your "container." For her, walking serves this purpose: "It is a way of being in a particular space, emotionally, psychologically and intellectually."

This container might be as simple as "a desk that you have in a busy house, or it could be a window, or it could be lying in the bath." The key is "affording yourself time and space where you are somehow in your own head."

2. Get Moving to Get Creating

Physical movement often catalyses creativity. Babak Ganjei, an east London artist, prefers walking to generate ideas for his text-based paintings. "All the thinking happens while moving," he explains. "I actually find it really hard to sit still."

Similarly, Anne Ryan describes being "very physical" in her studio: "It's like music goes through my body." When inspiration is lacking, Barbadian-Scottish artist Alberta Whittle recommends dancing: "Sometimes, I really need to move my body and shake things up, so having a solo dance party can really help."

3. Embracing the Creative Process

Successful artists share certain habits that nurture creativity:

• Work at your peak hours: Identify when you're most productive. Some artists are morning people, while others find their creative flow in the evenings.
• Create consistently: As experienced artists suggest, "Try to sketch each day. Within the visual arts, that is a very good discipline."
• Disconnect to connect: Put away digital distractions. Carrying a sketchbook/ iPad can help capture inspiration throughout the day.
• Embrace doing nothing: Sometimes creativity emerges from stillness. As seasoned creators note, "Sometimes, to make you have to do nothing... and then suddenly something is happening."

Today's most innovative artists aren't abandoning traditional skills, they're integrating new technologies into practices built on solid foundations. Digital tools offer established artists new ways to express their vision, streamline certain aspects of production, and reach wider audiences. For the dedicated artist who has invested years in developing their craft, technology becomes not a shortcut but a powerful extension of their artistic voice.

Reference: The experts: artists on 20 easy, mind-expanding ways to be much more creative

Leaders face a unique challenge. That is, balancing performance expectations with human energy, innovation, and team engagement. Especially in hybrid or high-output environments, creativity can’t be forced, but it can be fostered.

Why the People-First Approach Matters More Than Ever

Whether you're running a global creative team, building an agency, or leading innovation in-house, your greatest asset is not your product, it’s your people.

A 2023 Gallup report showed that only 21% of employees feel connected to their company’s mission, and even fewer feel engaged. That’s a huge problem in industries where passion, originality, and trust are essential to performance.

So why does this happen? Because many leaders default to measuring output, chasing deadlines, and micromanaging delivery, while missing what truly drives creative performance: clarity, autonomy, and purpose.

Three Ways to Build a People-First Strategy That Drives Real Results

Here’s how creative business leaders can shift the way they lead without compromising on performance:

1. Redefine What Performance Looks Like

Not all performance is visible or easily measured. In creative work, performance often looks like collaboration, emotional investment, or even taking risks that might fail.

Instead of only focusing on deliverables and timelines, ask:

• Are people aligned on what matters most?
  
  
• Are they working from their strengths, or burning out trying to meet unrealistic expectations?
  
  
• Are your leaders clear on how to support, not just manage their teams?
  
  

Using strengths-based conversations (like CliftonStrengths®) to help individuals and teams understand what energises them and how they naturally contribute is a great foundation for teams to learn more about themselves and each other.

2. Start with Clarity, Not Control

People don’t need micromanagement, they need clarity, trust, and space.
If your team lacks clarity, they’ll overwork to compensate. If they don’t feel trusted, they’ll under-deliver. Performance suffers either way.

The best creative leaders lead with context and vision, they provide a strong direction, then get out of the way.

Ask yourself:

• Am I giving enough context for people to make smart decisions?
  
  
• Does my team know how their work connects to the bigger picture?
  
  
• Do my people feel safe to test, question, and create?
  
  

3. Coach, Don’t Just Manage

The shift from managing people to coaching them is what separates good leaders from great ones.

Performance thrives when people feel seen, challenged, and supported, not just checked on. This is especially true for high-potential creatives and future leaders who need space to grow, not just be told what to do.

Coaching-style leadership means:

• Asking better questions instead of giving all the answers
  
  
• Recognising effort and potential, not just results
  
  
• Helping your people set meaningful goals they actually care about
  
  

Final Thought: Your People Drive the Numbers

It’s easy to default to KPIs, deadlines, and targets. But if you really want performance—real, sustainable, high-impact performance—start by investing in your people.

Because the teams who feel valued, connected, and led with intention are the ones who will bring their best thinking, creativity, and energy to the work.

Lead the people well, and the numbers will follow.

The conversation around AI isn't just about its potential anymore; it's about its practical application in our daily work. We're seeing AI evolve from a novelty to a critical collaborator, capable of tackling complex problems and sparking new creative avenues. This shift is happening rapidly, with projections indicating a significant reshaping of the professional landscape by 2030, particularly in areas like AI-driven information processing (where 86% of employers anticipate change) and automation.

Creation: A New Frontier of Productivity

AI tools are redefining how we work across multiple domains. The possibilities of leveraging AI to overcome professional challenges, enhance workflows, or explore entirely new approaches are truly remarkable.

AI Tools by Category

Let's explore the diverse landscape of AI tools that are reshaping different aspects of work:

Creative and Design

• Image Generation:
  
  • Midjourney: From US$11/month (Basic Plan)
  • DALL·E 3: Integrated with ChatGPT Plus at US$20/month
• Graphic Design:
  
  • Canva Magic Studio: Free basic tier, Pro plan at US$150/user/year
  • Looka: Free Ai logo maker
• Music Generation:
  
  • Suno: Free tier available, Pro plan at US$10/month
  • Udio: Free tier available, Standard plan at US$10/month

Productivity and Communication

• AI Assistants:
  
  • ChatGPT: Free tier, Plus version at $20/month
  • Claude: Free access, Enterprise pricing varies
  • Gemini: Free tier, Advanced features priced by Google Workspace
• Writing Tools:
  
  • Jasper: Starts at US$39/month
  • SEOWind: Pricing from US$49/month
  • Rytr: Free tier, Unlimited plan at US$7.50/month
• Grammar Improvement:
  
  • Grammarly: Free basic version, Premium at US$12/month
  • Wordtune: Free tier, Unlimited at US$9.99/month
• Email Management:
  
  • HubSpot Email Writer: Included in Marketing Hub starting at US$18/month
  • Shortwave: Free tier, Pro at $14/month

Professional Services

• Project Management:
  
  • Asana: Free basic plan, Business tier from US$24.99/user/month
  • ClickUp: Free forever plan, Unlimited at US$7/user/month
  • Time Doctor: Starts at US$6.70/user/month
• Scheduling:
  
  • Clockwise: Free individual tier, Team plans from US$6.75/user/month
  • Calendly: Free individual tier, Team plans from US$10/user/month
• Customer Service:
  
  • Tidio AI: Free plan, Professional at US$29/month
  • Hiver: Starts at US$15/user/month
• Recruitment:
  
  • Textio: Custom pricing, contact for quote
  • CVViZ: Plans from $49/month
• Meeting Assistants:
  
  • Otter.ai: Free basic plan, Pro at US$8.33/user/month
  • Fathom: Free basic version, Teams plan at US$40/month

PS: Prices are accurate as of March 2025 and subject to change. Always check the latest pricing on official websites.

Final Thoughts

While AI tools offer immense potential, we must address the ethical implications. Issues like data privacy, algorithmic bias, and the potential for job displacement require careful consideration. The future of work isn't about AI replacing humans, but about humans and AI collaborating effectively. To thrive in this new era, professionals must develop skills in AI literacy, critical thinking, and adaptability.

To delve deeper into the transformative impact of AI on creativity and the ethical questions it raises, explore my previous article: "AI is transforming creativity. Will it amplify our genius or steal its soul?"

The landscape of work is transforming at an unprecedented pace. As I've navigated my own career journey, I've come to recognise that staying relevant isn't optional. It's essential for both professional survival and personal fulfilment. The intersection of emerging technologies and evolving market demands creates both challenges and opportunities for all of us seeking to thrive in this new reality.

My journey began by carving my own path, launching a digital and music lifestyle marketing startup. 

This early venture ignited my entrepreneurial spirit and planted the seeds of a lifelong passion for people, building, innovating, culture, and driving growth. Unafraid to embrace change, I have consistently ventured into dynamic leadership roles, from Managing Director at Warner Music to tackling diverse Marketing leadership positions at Discovery Asia, General Electric (GE), SingTel, and BlackBerry, regionally, globally, and locally. Throughout these experiences, I've thrived on understanding the intricate relationship between people and performance. 

I believe deeply in building culturally vibrant teams fueled by the CliftonStrengths® methodology. I became a Gallup Certified Coach during my time in Corporate, and I upskilled to be an ICF Certified ACC coach. Having honed my leadership skills through personal experience and professional training, I champion a leadership and coaching style that empowers individuals, unlocks potential, and fosters collaboration. These principles have formed the bedrock of my leadership and coaching philosophy. Living and working in dynamic hubs like Singapore, Toronto, Melbourne, and Shanghai has further enriched my perspective, offering invaluable insights into diverse cultures and markets. Today, I stand as a seasoned business leader and a passionate coach and mentor, energised by complex challenges, captivated by the thrill of growth, and driven by the belief in human potential. 

Currently, I am exploring a 2nd Degree in Organisational Psychology (applied but waiting to be accepted by the university). Understanding how to adapt through continuous learning has become my anchor in these shifting times. Over the years, I've discovered that embracing new skills isn't just about remaining competitive. It's about creating a sustainable foundation for long-term career resilience. This journey involves two distinct but complementary approaches: upskilling and reskilling. When I upskill, I'm building upon my existing expertise, refining and expanding what I already know to stay current with industry developments. It's like adding new floors to a house with strong foundations. Reskilling, however, has meant venturing into entirely new territories, learning skills outside my comfort zone when I recognise that certain expertise is becoming obsolete or when I'm drawn to explore fresh career pathways.

Both approaches have transformed not just my professional capabilities but my entire outlook. Beyond the tangible benefits of increased marketability and earning potential, I've experienced profound personal growth: enhanced confidence in tackling unfamiliar challenges, sharper problem-solving abilities, and a deeper satisfaction in my work. This continuous learning mindset has become my compass in navigating the ever-changing workplace landscape across multiple industries and geographies.

The future of work demands a carefully curated portfolio of skills that balance technological proficiency with uniquely human capabilities.

Through my observations and experiences across various leadership roles from startups to multinational corporations, I've identified several skill categories that consistently prove valuable across industries:

• Digital fluency forms the foundation of modern work effectiveness. Beyond basic software competence, today's professionals need comfort with cloud platforms, data interpretation, and cybersecurity awareness. This digital literacy has become as fundamental as reading and writing were in previous generations.
  
  
• Behavioural skills and mindsets represent our most distinctly human advantage. As automation increasingly handles routine tasks, our capacity for nuanced communication, collaborative teamwork, inspiring leadership, and creative problem-solving becomes our most valuable currency in the workplace.
  
  
• Creative thinking and innovation allow us to transcend the capabilities of machines. I've found that deliberately cultivating my imagination and ability to envision novel solutions has differentiated my contributions in ways algorithms simply cannot replicate, a skill that served me well from my startup days through corporate leadership roles at Warner Music, Discovery Asia, and beyond.
  
  
• Emotional intelligence serves as the bridge between technical expertise and meaningful human connection. Developing self-awareness alongside empathy for others has enabled me to navigate increasingly diverse and complex workplace dynamics with authenticity and effectiveness, particularly when leading multicultural teams across Singapore, Toronto, Melbourne, and Shanghai.
  
  
• Industry-specific expertise remains crucial despite technological disruption. In my experience, identifying and developing specialised knowledge relevant to your field creates unique value that complements broader skill development.
  

Turning aspiration into action requires intentional strategies and consistent practice.

My personal journey from entrepreneur to multinational corporate leader has taught me several approaches that yield meaningful results:

• Structured learning through courses and certification programmes provides essential knowledge frameworks. Whether through traditional education or online platforms, these formal pathways offer guided skill development tailored to specific needs.

• Immersive experiences like workshops and industry conferences have accelerated my learning through direct engagement with experts and peers. These environments blend instruction with valuable relationship-building opportunities that often lead to mentorship connections.

• Continuous self-education through reading and research keeps me aligned with emerging trends and best practices. This habit of curiosity has proven particularly effective for developing my soft skills and maintaining industry awareness between formal training opportunities.

• Mentorship relationships have provided me with invaluable guidance from those who've already mastered skills I'm working to develop. These connections offer not just technical advice but wisdom about applying new capabilities in real-world contexts, wisdom I now aim to pass on through my own coaching and mentoring work.

• Deliberate practice remains the cornerstone of skill mastery. I've learned that theoretical knowledge transforms into practical ability only through consistent application—whether through projects at work, side ventures, or volunteer opportunities that allow me to exercise new capabilities in meaningful ways.

The journey of continuous learning isn't always comfortable, but I've found it to be invariably rewarding. By embracing skill development as both a professional necessity and a personal value, I've discovered that adaptability itself becomes a strength, one that has provided security and fulfillment throughout my diverse career path from a digital marketing startup to leadership roles at global corporations.

Today, as I continue my professional evolution as a business leader, coach, and mentor, I remain energised by complex challenges, captivated by the thrill of growth, and driven by my belief in human potential. This commitment to continuous learning and development has not only shaped my own career journey but now fuels my passion for helping others navigate their paths in our ever-changing workplace landscape.

Whether you're fresh out of college, hunting for a new job, or looking to level up your career, having a solid network can make all the difference. Building those connections doesn't have to be awkward or intimidating. Here are 7 tips to help you network like a pro and build relationships that actually matter.

1. Know What You're After

Before you start collecting business cards or adding LinkedIn connections, take a minute to think about what you're really hoping to get out of networking:

• Want to switch careers and need an insider's perspective?
• Looking to learn new skills from people in the know?
• Eyeing a promotion and could use some advice?

Once you've got a clear picture of your goals, you can focus on connecting with the right people and communities. This saves you from wasting time at events that don't serve your purpose or reaching out to folks who can't help you move forward.

2. Get Social (Media) Smart

LinkedIn isn't just for job hunting - it's networking gold. Here's how to make the most of it:

• Upload a decent photo (no, not that beach selfie)
• Fill out your profile completely - don't be mysterious
• Jump into conversations by commenting on posts that catch your eye
• Join groups where your people hang out

Regularly popping up in people's feeds (in a helpful way, not a spammy one) keeps you on their radar. Post articles, share insights, or just drop a thoughtful comment now and then.

3. Show Up in Real Life

While online networking is convenient, nothing beats face-to-face connections. Make time for:

• Industry meetups and conferences
• Local professional happy hours or coffee mornings
• Workshops where you can learn and meet people at the same time
• Career events where everyone's there to mingle

Before you go, come up with a quick and natural way to introduce yourself. No need for a rehearsed elevator pitch - just be ready to explain what you do and what you're interested in without umming and ahhing. Remember, everyone else is there to meet new people too - they want to talk to you!

4. Don't Ghost Your New Connections

Meeting someone once doesn't make them part of your network. The magic happens in the follow-up:

• Connect online within a day or two while you're still fresh in their mind
• Send a quick message mentioning something specific you talked about
• Share that article or podcast you mentioned in your conversation
• Suggest grabbing coffee if you really hit it off

Staying in touch doesn't have to be time-consuming. Even a quick "saw this and thought of our conversation" message every few months keeps the connection warm.

5. Give Before You Get

The best networkers aren't just takers - they're givers too. Look for ways to help others out:

• Spot an article or newsletter that would be perfect for someone? Send it their way
• Know two people who should definitely meet? Make the intro
• Have knowledge that could help someone? Offer it up
• See someone in your network win big? Celebrate them publicly

When you focus on being helpful rather than just "what's in it for me," people remember you for all the right reasons. Plus, what goes around comes around in the networking world.

6. Join the Club

Professional associations aren't just for old-school industries. They're networking on easy mode:

• Regular events where you can become a familiar face
• Built-in conversation starters (you're all there for the same reason)
• Chances to volunteer and work alongside potential connections
• Access to people at different stages of careers similar to yours

These groups bring together people who share your professional interests, making it natural to strike up conversations and build relationships. Many even offer mentorship programmes or special events for newcomers.

7. Be Real and Present

Nothing kills a potential connection faster than feeling like someone's just collecting contacts or constantly scanning the room for someone "more important" to talk to:

• Actually listen when people talk (put the phone away!)
• Ask questions that show you're interested in them as a person
• Do what you say you'll do - flakiness is networking kryptonite
• Be honest about what you can offer
• Show genuine appreciation when someone helps you out

One authentic connection is worth more than 50 superficial ones and don't get discouraged if you don't see results right away. The person you have a quick chat with today might be the one who calls you about an amazing opportunity next year. Stick with it, be yourself, and focus on building genuine connections rather than just collecting contacts.

Just as the influx of a new generation necessitates evolving management styles, the growing demographic of older workers also demands a paradigm shift. The traditional, one-size-fits-all approach to talent management is rapidly becoming obsolete. 

We must recognise that worker motivations evolve with age, with attributes like interesting work and autonomy rising to the top around age 60, as demonstrated by Bain & Company research. This isn't just a trend; it's a fundamental shift in the workforce landscape.

Today's dynamic business environment requires a specific programme/workshop that fosters growth and creativity across all age demographics, particularly for those with decades of experience. This programme/workshop, however, must be tailored to resonate with the specific needs of older workers, building resilient teams prepared to navigate complex challenges.

Organisations or leaders shifting towards embracing and empowering older workers can focus on three essential concepts:

• Recognising evolving motivations and fostering autonomy
• Targeted reskilling and goal alignment
• Cultivating a culture of respect and intergenerational knowledge-sharing

Recognising Evolving Motivations and Fostering Autonomy

Just as active listening leaders empower younger teams, recognising the evolving motivations of older workers is fundamental. Bain research underscores that autonomy and interesting work become paramount. 

Creative Leaders must create environments where experienced professionals feel valued and empowered to leverage their expertise and strength. This means understanding that, as Gallup notes, 41% of American workers expect to work beyond 65, and that this is not a "Great Sabbatical" but a long-term trend. Strength-based leaders need to genuinely listen to the specific needs of their older employees, address immediate issues, and empower them to take initiative and contribute meaningfully.

Targeted Reskilling and Goal Alignment

Thoughtful reskilling and goal alignment are critical for professional growth at any age. Both workers and employers need to shift their thinking on retraining. Companies must design programmes that appeal to older workers, emphasising how training accelerates their pursuit of interesting work and their unique skills. 

As seen with Atos' successful programme, providing free, tailored courses and certifications empowers older employees to set goals and remain relevant. This echoes the importance of constructive feedback and goal setting in general coaching methodologies, but with a specific focus on the unique aspirations of seasoned professionals. Encouraging leaders can also be an important motivator of participation of older workers (and workers of all ages).

Cultivating a Culture of Respect and Intergenerational Knowledge Sharing

Organisations that offer proper team workshops recognise that innovation flourishes in an environment where all experience levels are valued. This means cultivating a culture of respect and intergenerational knowledge sharing. As BMW's Senior Experts programme demonstrates, retired workers returning to share their expertise with younger colleagues creates a mutually beneficial exchange. This fosters a resilient mindset and addresses the looming demographic reality, where, as Bain estimates, approximately 150 million jobs will shift to workers 55 and older by the end of the decade. Creating roles that benefit both older workers and the company is not just the right thing to do, it’s also a business imperative.

Ultimately, shifting to a strength-based leadership that embraces older workers requires a fundamental change in perspective. It demands that leaders not only direct but also mentor, guide, and inspire their seasoned professionals to reach their full potential.

By recognising evolving motivations, implementing targeted reskilling, and fostering a culture of respect and intergenerational knowledge sharing, creative leaders create environments where individuals of all ages thrive and collective success is achieved.

As demographic realities catch up, those firms that invest in recruiting, reskilling, and respecting the strengths of older workers will not just solve a part of their talent gap problem, they’ll create a workforce that’s more productive, more balanced, more diverse, and more loyal than the one they have today. Embrace this evolution today and witness remarkable growth.

If you are thinking of making the leap from agency life to an in-house role, or looking for your next big opportunity in the fast-moving world of advertising, It all starts with who you know and also your resume.  

Your resume needs to do more than just look good. it needs to get noticed with powerful features that will showcase you and your work.

In 2025, standing out as an ad creative means balancing creativity with strategy, ensuring your resume is both compelling and ATS-friendly. Here are some suggestions on how to craft a resume that lands in the right hands and makes a lasting impression.

Make It ATS Ready

Your portfolio is where you showcase your creative genius. Your resume, however, is about clarity and function. Most companies use Applicant Tracking Systems (ATS) to filter resumes before a human even sees them.

• Keep the design simple and scannable: Avoid fancy graphics, images, or non-standard fonts.
  
  
• Use a clean, text-based format that can be read by ATS software.
  
  
• Save the bold creativity for your portfolio and website. Your resume is about getting you through the first filter.

Have good ‘Headliners’ = The Professional Story

Think of this as your elevator pitch on paper. Hiring managers don’t have time to read your life story. They skim, they scan, and they move on if nothing grabs them.

• Start with who you are, what you do best, and where you’re heading.
  
  
• Make it short, impactful, and tailored to the role.
  
  
• Example: Creative Director with 8+ years in digital campaigns and brand storytelling, specialising in audience engagement and conversion-driven strategies.

Keep It Professional

Your email is one of the first things a recruiter sees, so keep it clean and professional.  

• Use firstname.lastname@domain.com instead of a quirky or outdated email.
  
  
• Avoid anything too personal or creative—this is not the place for "ad_guru_99" or "pixel_wizard_creative".

Stories for the Right Audience

Ad creatives live for storytelling—so make sure your resume tells the right story for each job.

• Don’t send a generic resume. Adjust it for each role based on the job description.
  
  
• Highlight campaigns, projects, and achievements that match the company’s goals.
  
  
• Research the company’s brand voice and weave in relevant keywords.

Do your homework. Think of it like knowing your audience. You wouldn’t pitch a minimalist branding campaign to a company known for bold, maximalist visuals.

‍

List out your Achievements and Outcomes

Everyone does the ’same work’.  We all have "worked on various campaigns” So this isn’t going to be enough. Hiring managers want impact, not tasks.

• Use metrics and results to show what you accomplished. Example: Instead of “Managed multiple social media campaigns”, say “Increased social media engagement by 40% through targeted storytelling strategies.”
  
  
• Quantify where possible: Use percentages, growth figures, ROI, and engagement metrics.

Combine art and science. Cool work without business impact is just a piece of work with no business direction.  Be specific about the purpose of your creative work.

Power Up with Action Words for the Win

Skip the weak, passive language and go for strong, action-driven verbs that show impact.

• Use words like created, launched, optimised, led, transformed, strategised, executed.
  
  
• Avoid vague phrases like "responsible for"—get straight to the action.
  Example: Instead of “Responsible for rebranding project”, say “Led full-scale brand refresh that increased engagement by 50%.”

Experience Over Education (Unless You're a Rookie)

If you have years of industry experience, your portfolio and career history are your strongest assets.

• Put experience before education if you’re a seasoned professional.
  
  
• If you’re new to the field, highlight relevant coursework, internships, and projects.

Know when to play your biggest hits, experienced creatives lead with work while emerging professionals showcase learning and potential.

‍

Both Tech Skills & Soft Skills Matter

While hiring managers want to see that you’re proficient in Adobe Creative Suite, UI/UX tools, video editing software, or data analytics.

But they also want to know you can collaborate, lead, and communicate effectively.

Include both technical and soft skills to present yourself as a well-rounded professional.
Example:

• Tech Skills: Photoshop, Illustrator, After Effects, UX/UI design, HTML/CSS
• Soft Skills: Leadership, collaboration, problem-solving, adaptability

‍

Unique Skills That Set You Apart

What makes you different from every other ad creative applying for this role?

• Do you speak multiple languages? That’s a global advantage.
  
  
• Have you mastered a niche software others overlook?
  
  
• Do you have deep expertise in a specific industry (fashion, tech, finance)?

These details could be the deciding factor between your resume landing on top or getting lost in the stack.

‍

Make It Count

Your resume is not just about getting a job, it’s about finding the right place where your creativity, skills, and vision can thrive.

• Keep it clean, tailored, and results-driven.
  
  
• Highlight your strengths and impact rather than just listing responsibilities.
  
  
• Show you’re not just an artist, you’re a strategic, business-minded creative.

Stand out, make an impact, and land the opportunity you’ve been working toward.

All the very best!

The term "midlife crisis" has carried a negative connotation for far too long. Typically known and defined as a period of doubt, regret, and drastic (sometimes reckless) changes. I’m no stranger to it, especially when I was in my early 30s.

Fast forward to today and having worked with millennials going through career transitions and changes, it’s time we re-framed what previous generations donned upon us with the term ‘midlife crisis’.  

Let’s stop calling it a crisis and reframe this old-school term for the modern world we live in today. 

Let’s look at this phase not as an identity breakdown, but as an opportunity for reinvention.

Millennial leaders and professionals in their 30s and 40s are entering a stage where career challenges evolve. Some feel stagnant, wondering if they have reached their peak. Others have outgrown their current roles but are uncertain about their next step. Some are considering a complete career pivot but feel restricted by financial responsibilities and external expectations.

Instead of a crisis, it is a midlife transition, a midlife pivot, or even a midlife awakening. Call it what serves you best positively and optimistically.

It is not the end of the road, it is a turning point toward something new.

When Success No Longer Feels Fulfilling

For many professionals, early career success follows a linear path: work hard, get promoted, increase salary, and build stability.

At some point, external success stops feeling like enough. You might start asking:

• Is this the career I want for the next 10 to 20 years?
• Am I truly using my strengths, or just going through the motions?
• What is next? Do I climb higher, switch lanes, or start fresh?

These questions are not signs of failure, in fact, look at them as signs of growth. Let these be signals for a transition, a purposeful exploration. Not a crisis.

Reframing the Midlife Pivot. From Doubt to Purposeful Progress

Instead of seeing this as a career dead-end, shift the mindset to career reinvention. Here is how:

Accept That Transitions Are Normal and Necessary

Careers are no longer linear. They are fluid and evolving.

• More than half of professionals will change careers at least twice in their lifetime.
• Leadership roles increasingly seek multi-industry experience, leading and influencing people and stakeholders, not just deep specialisation.
• The skills built in one industry can often transfer to another.

A shift in mindset is needed: This is not being stuck. It is about evolving.

Find Clarity Before Making a Move

Before making drastic changes, pause and assess strengths, values, and aspirations.

Ask:

• What activities bring the most energy?
• What skills bring the most fulfilment?
• What kind of impact do I want to create in the next five to ten years?

This is not about quitting but more importantly, it is about aligning work with who you are today.

Explore Without Pressure to Have It All Figured Out

A fully mapped-out ten-year plan is not necessary before making a move.

• Take on projects outside of the job that align with your interests.
• Expand your network and have conversations with professionals in roles or industries that seem exciting.
• Invest in coaching, mentorship, or courses to gain clarity and direction.

You need time to gain insights and expand your horizons. This is an exploration, not an all-or-nothing decision.

Leverage Strengths for the Next Chapter

Instead of focusing on what is missing, recognise the strengths already in place. 

Leadership skills can enhance decision-making, team dynamics, and influence at higher levels. Industry expertise can lead to roles that require strategic insight, operational excellence, or innovation. A strong problem-solving mindset can be applied to complex challenges, process improvements, or new initiatives. 

It is about maximising existing strengths to step into a more fulfilling and impactful career path.

Often we focus on fixing what we are not good at but imagine if we could really anchor on your unique strengths instead. Leveraging tools like CliftonStrengths® can help identify your strengths and aim them to help shape your career path.

The Path Forward

A midlife pivot is not about escaping discomfort. It is about moving toward something that excites and challenges you.

• If feeling stuck, start exploring possibilities.
• If unsure, invest in clarity through coaching, mentorship, or personal reflection.
• If afraid, reframe fear as a sign that growth is on the horizon.

The next chapter of a career is not something to fear. 

It is something to design with intention, purpose, and clarity.

Today's job market is wild, and Gen Z is stepping into a workplace that's nothing like what previous generations experienced. Between the constant tech upgrades and changing job expectations, it's tough to find your footing. That's where the CliftonStrengths® assessment comes in. It's basically a scientific way of figuring out what you're naturally good at, which is pretty handy when you're trying to carve out your career path.

What Makes Gen Z Different?

Before diving into how CliftonStrengths® can help you, let's talk about what makes Gen Z stand out:

The Gen Z Superpowers

You bring some pretty awesome qualities to the table:

• Digital Wizards: You grew up with smartphones and can figure out new apps before the download even finishes.
• Future Entrepreneurs: Many of you have side hustles or dreams of launching your own thing someday.
• Global Mindset: Thanks to TikTok and Instagram, you've seen more of the world by 18 than previous generations saw by 40.
• Independent Thinkers: You're not big on following someone else's rulebook for success.
• Tech Confidence: While your parents might still ask how to rotate a PDF, you're coding websites from scratch.
• Tough Cookies: Between growing up post-9/11, watching the 2008 crisis hit your family, and having your high school or college years derailed by COVID, you've seen some stuff.
• Adaptability Kings & Queens: Change doesn't freak you out – it's just Tuesday.
• Google-Fu Masters: You know how to find solutions to pretty much anything online.
• Open to Everything: Different lifestyles, backgrounds, ideas? You're cool with it all.
• Realistic Optimists: You believe you can change things while acknowledging the world is complicated.
• Education Champions: More of you have pursued higher education than any generation before.

How CliftonStrengths® Helps Gen Z

So why invest in this assessment when you've probably already taken countless personality quizzes? Here's the real value:

1. Figure Yourself Out (Without the Existential Crisis)

Figuring out what you want to do with your life is overwhelming. CliftonStrengths® cuts through the noise and points out what you're naturally good at. Instead of that vague "follow your passion" advice, you get concrete insights about your specific talents. It's like having a cheat sheet for the "tell me about yourself" question in job interviews.

2. Find Jobs That Don't Make You Miserable

Nothing's worse than forcing yourself into a job that drains your soul. Knowing your strengths helps you target roles where you'll actually thrive instead of just surviving. If your strengths include strategic thinking and relationship building, you might hate data entry but excel at project management. That kind of insight saves you from job-hopping until you accidentally find the right fit.

3. Team Up Without the Drama

We've all been in those group projects where everyone wants to be the leader or nobody does. Understanding your strengths and recognising others creates way less friction. When you know your teammate is amazing at coming up with ideas while you rock at executing them, you can divide and conquer instead of stepping on each other's toes.

4. Boost Your Confidence

Imposter syndrome is real, especially when you're new to the workforce. CliftonStrengths® gives you the receipts to prove what you're good at. When your boss asks why you should lead a project, you can confidently say, "My Strategic and Activator strengths make me great at both planning and getting things started" instead of mumbling something about being "detail-oriented."

5. Roll With the Changes

Jobs are changing faster than streaming platforms update their content. CliftonStrengths® helps you identify the transferable talents that stay valuable no matter what industry you're in. Your Adaptability strength might make you perfect for project management in tech today and crisis communications tomorrow.

Why CliftonStrengths® Isn't Just Another Personality Quiz

Unlike those social media quizzes that tell you which Disney villain you are, CliftonStrengths® offers some actual benefits:

It's About What's Right With You, Not What's Wrong

CliftonStrengths® doesn't try to "fix" you. Instead of pointing out your flaws, it shows what you're already doing well and how to do more of it. It's like having a friend who actually notices your strengths instead of just pointing out when you mess up.

Practical Advice You Can Use

The assessment doesn't just slap a label on you and call it a day. It gives you specific ways to use your strengths in different situations. If you're high in Communication, it might suggest ways to leverage that in presentations or team settings.

It Gets That You're Unique

With 34 different strength themes and countless combinations, CliftonStrengths® recognises that no two people are exactly alike – even if you're both classified as "introverts" or whatever other broad category most assessments use.

Getting Started Without Overthinking It

Want to give this a shot? Here's the no-stress approach:

1. Take the assessment (the official one is on Gallup's website)

2. Gain deep valuable insights with your Top 5 or Full 34 Strengths Report

3. Notice when you're already using these strengths in your daily life

4. Think about how these strengths make your personal brand or leadership style (great for updating that LinkedIn profile)

5. Chat with someone you trust about how your strengths could shape your career choices

Here's What to Remember

The working world is chaotic right now, and having some solid insights about yourself gives you an edge. CliftonStrengths® isn't about putting you in a box – it's about recognising what you naturally do well so you can do more of it.

As a Gen Zer, you already have amazing adaptability, tech-savviness, and resilience. Imagine what you could do if you actually knew how to leverage those traits strategically. CliftonStrengths® doesn't just help you find a job it enables you to have the awareness to help you build a career that actually feels like it fits who you are.

So before you apply to another job that looks good on paper but doesn't energise you inside, maybe take an hour to figure out what you're actually built for. 

Future You will probably appreciate it.