“I used to think a great idea was enough,” says Alexandra Mathieu, who currently serves as VP of strategy and creative at Open Influence. “It isn’t. Great ideas need conviction, storytelling and exceptional execution to survive. There are graveyards full of brilliant ideas that couldn’t convince enough people to believe in them.”
Alexandra has spent her career in marketing and advertising at agencies such as 72andSunny, Deutsch and Ayzenberg, on accounts such as Taco Bell, Oculus and Truth. A huge fan of fandom, she believes that creators make everything better, and loves finding new ways for them to show up with brands on social and IRL.
We spent a few minutes with Alexandra to learn more about her background, inspirations and advice for team building.
Where did you grow up, where do you live now, and how do the two compare?
Originally from France, I was fortunate to grow up in Singapore, England, the Philippines, Belgium and eventually the United States, collecting perspectives that continue to shape how I see people, culture and creativity. Today I live in Los Angeles, a city that rewards curiosity. There’s always something new to explore, experience or learn. Ultimately though, I’ve learned that places are less about geography than what your mind, heart and appetite for life make of them. The sunshine certainly doesn’t hurt.
Finish this sentence: When I am in a creative rut, I _______.
I do what I call “input sessions,” where I revisit all the tabs, articles, videos, books and Instagram saves that once sparked my curiosity but never got my full attention. If that doesn’t work, I’ll go for a walk, look up at the sky, eavesdrop a little or simply let myself be bored. Some of my best ideas have come from giving my brain permission to wander instead of forcing it to produce.
Read the full article here.