Wedgwood: The 18th-Century Potter Who Wrote the Playbook on Luxury Marketing

In many ways, Wedgwood wrote the original rulebook for today’s luxury brands. If you’ve ever joined a “members-only” mailing list, attended an exclusive brand event, or seen a product tour pop up in your city, you’ve witnessed an echo of Josiah Wedgwood’s pioneering spirit.

He started as just another potter in Staffordshire, but his curiosity, relentless experimentation, and knack for self-promotion catapulted him into the annals of history. And honestly? It’s not a stretch to say he helped invent the concept of marketing itself, centuries before it became an academic discipline.

A Potter’s Roots and Early Experiments

Born in 1730 in Burslem (an area now known as “The Potteries”), Wedgwood practically grew up around clay. By his teens, he was an apprentice, honing his craft under his brother’s guidance. A childhood bout with smallpox led to an amputation of his leg, but the setback only intensified his focus on pottery rather than diminishing it.

Before long, he began experimenting with new clays, glazes, and firing techniques—rather like a scientist in the studio, constantly testing fresh ideas. One of his first major hits was Creamware, a lighter, more refined earthenware that quickly earned the admiration of the upper classes and even caught royal attention.

Building a Brand (Before “Branding” Was a Thing)

Wedgwood wasn’t content merely to create beautiful pottery; he wanted to sell it in ways nobody had imagined. Thus began his deep dive into what we’d now call modern marketing.

He gave his products evocative names like “Queen’s Ware” and “Jasperware,” imbuing them with an aura of exclusivity. He also set up elegant showrooms where visitors could sip tea while admiring the craftsmanship, turning shopping into an experience rather than a mere transaction. To stir up excitement, he kept careful tabs on his most devoted clients, often extending them sneak peeks of his latest designs and sending samples—a clever precursor to today’s VIP previews.

Wedgwood also broke new ground by offering money-back guarantees—practically unheard of in his day—and occasionally used promotional deals to woo sceptical customers. By pairing exquisite products with these bold sales methods, he ensured his pottery was both admired and eagerly purchased.

An Influential Ally and Grand European Tours

Wedgwood wasn’t a lone genius. He had a key partner in Thomas Bentley, a Liverpool merchant whose connections opened doors to influential people both in England and abroad. Bentley’s suave networking skills complemented Wedgwood’s creativity and technical prowess, giving them a powerful one-two punch for expanding their brand.

To show off his wares, Wedgwood arranged for them to be transported across Europe, effectively turning these trips into travelling trunk shows. Imagine a carefully packed case of pottery arriving at the courts of Europe, where aristocrats could experience Wedgwood’s designs firsthand. It wasn’t just a sales tactic; it was storytelling—securing Wedgwood’s place as the talk of royal courts and fashionable salons.

Going Global: Canals, Exports, and the World at Large

Wedgwood knew there was a bigger stage than England alone. He eyed America and the Continent, shipping his delicately crafted ceramics far and wide. At a time when road travel was bumpy at best, he seized upon Britain’s evolving canal system, reducing the risk of breakage and speeding up deliveries. Aristocrats and well-heeled merchants from London to Paris clamoured for his pottery.

With each safe arrival, Wedgwood’s reputation grew. His pieces—renowned for their refined look and consistent quality—quickly became synonymous with elegance, long before anyone used the term “global brand recognition.”

Why Wedgwood Still Matters Today

So, why does an 18th-century potter still inspire modern brands? Because Josiah Wedgwood did something extraordinary: he blended creativity, marketing savvy, strategic partnerships, and a global mindset into one enduring vision.

He showed that memorable product names, immersive shopping experiences, travelling trunk shows, and the right alliances can transform a craftsperson into an international powerhouse. And, crucially, he demonstrated that personal convictions and commercial success needn’t be at odds.

A Blueprint for the Future

Wedgwood’s story reminds us that many “new” marketing ideas are actually older than we think—simply adapted for our times. The next time you see a members-only shopping event or get a first-look email from a brand, tip your hat to Josiah Wedgwood. He started as a humble potter in Staffordshire but ended up shaping not just the art of pottery, but the art of selling itself.

The Paradox of Luxury in Digital Spaces

When almost everything is just a click away, luxury brands face a unique challenge: how do you maintain an aura of exclusivity while embracing the accessibility that digital spaces demand? At the heart of this challenge lies a paradox.

Luxury, by definition, is rare and exclusive—qualities that can be tricky to uphold in the open, egalitarian landscape of the internet. Yet, in a world that values connection and immediacy, digital platforms offer unparalleled opportunities to engage audiences.

For luxury brands, the task is to bridge these two worlds: to remain aspirational yet approachable, desirable yet just out of reach. The question is, how can brands craft this delicate balance?

Balancing Mystique with Connection

Luxury brands thrive on mystique, exclusivity, and unparalleled quality. But platforms like Instagram, TikTok, and LinkedIn operate on openness and engagement. To maintain luxury’s allure without compromising on reach, brands must be selective in what and how they share.

At Darkside Eyewear, I leaned into this balance by drawing customers into the brand ethos with intentional, story-driven content. Each post wasn’t just about showing a product; it was about crafting a narrative of slow, intentional luxury rather than succumbing to “always-on” marketing. Through visually compelling posts and stories that celebrated craftsmanship and heritage, we created intrigue—positioning the brand as something worth seeking out, not just another commodity.

Showcasing Craftsmanship, Not Just Product

An effective strategy for luxury brands in digital spaces is to offer behind-the-scenes glimpses—not everything, but enough to showcase the craft and quality that define luxury. This transparency invites audiences in while preserving the brand’s prestige.

At Fromental, for instance, I curated content that highlighted the artistry and detail behind each piece. Instead of simply showcasing the “final product,” we emphasised the meticulous craftsmanship involved. This approach allowed audiences to appreciate the story behind the luxury without diminishing its mystique.

The Art of Digital Exclusivity

Though the internet is an open forum, luxury brands can cultivate exclusivity through digital strategies that mirror the experience of limited availability. Think exclusive previews, members-only content, or curated virtual events. Luxury doesn’t have to mean inaccessible; it can mean crafting intimate digital spaces that invite deeper engagement.

During Paris Déco Off, for example, I created online content that offered our most engaged followers a preview of our designs before the event. By selectively revealing elements to a curated audience, we generated anticipation and preserved a sense of exclusivity—even in a digital format.

The Role of Influencer Partnerships in the Luxury Space

Influencer marketing is a powerful bridge between exclusivity and accessibility, but not every influencer is the right fit. Luxury brands need collaborators who elevate their image rather than dilute it.

With Darkside Eyewear, I worked with individuals whose influence spanned art, music, fashion, and even football. These collaborators weren’t just endorsers; they were storytellers who embodied the brand’s ethos. By choosing partners whose values aligned with ours, we built authentic connections and strengthened the brand’s credibility without risking overexposure.

Staying Authentic in a Digital Age

At its core, the luxury market is about integrity and consistency—both online and offline. Authenticity in content creation ensures that every interaction feels aspirational yet approachable. By carefully curating products and sharing thoughtful stories about each object, we transformed content into narratives that resonated deeply with our audience.

Seth Godin aptly describes this philosophy: great marketing isn’t about reaching the largest audience but about connecting with the right one. His perspective aligns seamlessly with luxury branding. The moment a brand recognises that it’s not for everyone, it can focus on building meaningful connections with its ideal audience. Authenticity, thoughtful storytelling, and aligning with the right customers create relationships that last far beyond the initial purchase.

“Velvet Rope”

Striking the balance between exclusivity and accessibility means crafting a digital “velvet rope” that invites audiences into something extraordinary. Thoughtfully executed digital strategies can enhance a brand’s mystique rather than erode it. By balancing transparency with intrigue and connection with restraint, luxury brands can thrive in a digital world without losing the qualities that make them desirable.

The goal isn’t to shout the loudest but to communicate in a way that’s captivating, genuine, and always true to the brand. This is the paradox of luxury in digital spaces, and when done well, it’s a strategy that creates lasting, meaningful connections with a global audience.

Storytelling in Luxury Marketing

In the luxury ecosystem, storytelling isn’t just a marketing tool; it’s the heartbeat of every brand. Luxury isn’t defined solely by a price tag but by a sense of history, craftsmanship, and a unique narrative that sets it apart. In a world that’s constantly vying for attention, luxury brands stand out by doing something different—they invite us into a story, one that weaves heritage, artistry, and purpose into every product.

Why Storytelling Matters in Luxury

Storytelling in luxury marketing goes beyond features or benefits. It’s about evoking emotion, tapping into the audience's aspirations, and creating an experience. Research by Harvard Business School professor Gerald Zaltman shows that 95% of purchase decisions are subconscious, driven by emotion rather than logic. When a customer engages with a brand, they’re not simply buying a product; they’re buying into a lifestyle, a set of values, and a legacy. This is where storytelling has the power to transform a brand from a mere name into a memorable experience.

Crafting a Narrative That Resonates

Great luxury stories are layered and nuanced, reflecting the brand’s core values. Take, for instance, brands like Chanel, Hermès, or Aston Martin—their stories aren’t built around what they make but why they make it. Their narratives delve into the inspiration behind the product, the dedication of their artisans, and the timeless quality of their materials. As Simon Sinek famously said in Start with Why, people don’t buy what you do; they buy why you do it. Luxury storytelling is an art that invites the audience to become part of this journey, to feel like an insider with a shared understanding of the brand's soul.

Building Brand Legacy

In luxury marketing, storytelling is also a way to build a lasting legacy. A brand’s story connects past, present, and future, tying its heritage to modern aspirations. When brands share stories about their commitment to sustainability or the people who craft each piece, it deepens the emotional bond with their audience. It tells customers, “This is more than a product; this is something meaningful.” The most enduring luxury brands have mastered this, cultivating a sense of trust and authenticity that resonates across generations.

Making It Personal

Luxury storytelling is most impactful when it’s personal. In a world that often feels impersonal, the luxury sector has a unique ability to create a human connection. Behind-the-scenes glimpses of the creative process, personal stories of the founders, or the meticulous craftsmanship that goes into each piece make a brand feel approachable and human. According to a 2022 report by McKinsey, 75% of luxury consumers appreciate brands that reflect their personal values and ethos. This personal touch is often what makes customers feel like they’re part of something special.

The Art of Building Customer Loyalty

No matter what a company offers—whether it’s a product or a service—the way it makes people feel is its greatest asset. Marketing, at its core, is about creating connections—moments that resonate and linger in people’s minds.

Unreasonable Hospitality, a concept popularised by Will Guidara, embodies this idea: exceeding expectations to build memorable, meaningful experiences that forge lasting relationships.

One Size Fits One

Marketing isn’t just about communicating value—it’s about delivering it in a way that feels personal. It’s not one-size-fits-all; it’s one-size-fits-one. People remember how you made them feel, and a brand's ability to foster a sense of belonging and joy defines its success.

Take Spotify Wrapped, for example. The campaign uses personal listening data to create something unique for each user, transforming what could have been a mundane year-end review into a highly shareable, personalised celebration. The addition of personal touches, like a video message from a favourite artist, builds emotional connections and inspires users to advocate for the brand organically.

Creating Communities, Not Just Customers

Unreasonable hospitality also means creating spaces where people feel they belong. Brands that embrace this philosophy don’t just sell—they cultivate a sense of community. For example, Minor Figures creates immersive events for coffee lovers. These aren’t just marketing initiatives—they’re shared experiences that connect the brand to its audience on a deeper level, sparking stories participants love to share.

Community-building can also extend to digital spaces, loyalty programs, and interactive campaigns. By fostering shared experiences, brands create a sense of unity that resonates beyond individual transactions.

The Art of the Unexpected

Small, thoughtful gestures often make the biggest impact. In Unreasonable Hospitality, Will Guidara shares the story of a guest dining at Eleven Madison Park who casually mentioned he was missing his favourite food—hot dogs from a New York cart. Recognising this as an opportunity to delight, Guidara's team sprang into action. When the guest finished his meal, they surprised him with a beautifully plated hot dog, complete with the restaurant’s signature elegance. This simple, thoughtful gesture turned a fleeting comment into an unforgettable moment, demonstrating the power of listening and responding with care.

Similarly, Apple elevates the experience of buying a product with its signature "unboxing" moments. Every detail, from the packaging to the tactile joy of opening it, evokes excitement and creates memorable feelings that turn customers into lifelong fans.

Exceeding Expectations to Build Loyalty

Exceeding expectations isn’t about grand gestures—it’s about showing customers they matter. Dove’s "Real Beauty" campaign exemplifies this by challenging traditional beauty standards and celebrating authenticity. It didn’t just market products—it created a deeply emotional connection, fostering trust and loyalty.

Brands that go above and beyond in their marketing strategies create bonds that withstand competition. They inspire audiences to remain loyal, not just because of the product itself, but because of how the brand makes them feel.

Building Relationships That Last

At the heart of unreasonable hospitality in marketing is the understanding that relationships are the foundation of lasting success. These take time to build, but the rewards are unmatched. By prioritising trust, loyalty, and emotional connections, brands can inspire customers to share their positive experiences, amplifying their reach and impact.

When companies go beyond the expected and create meaningful moments, they move beyond transactions to build genuine connections. This approach fosters trust, inspires loyalty, and ensures the brand’s story lingers long after the initial interaction.

Ultimately, it’s not just about what you sell—it’s about how you make people feel. Make every touchpoint remarkable, and you’ll create stories worth sharing, advocates worth celebrating, and a brand that truly stands the test of time.

What Football Taught Me About Building Great Teams

Football has a unique magic—the power to unite people from all walks of life, no matter where they’re from or where they’re headed. It’s a shared language, a universal passion, and a source of unforgettable moments. I’ve always loved how it brings people together!

In both marketing and football, it’s tempting to believe that stacking a team with top talent guarantees success. On paper, having the brightest minds in the room or the most gifted players on the pitch seems like a foolproof strategy. But anyone who works in the creative field—or follows football—knows this isn’t always the case.

The truth is, a team of stars doesn’t automatically make a star team. In fact, the very qualities that make someone exceptional individually can sometimes hinder the collective success of a group. Without cohesion, collaboration, and a shared sense of purpose, even the most talented lineup can falter.

Why Star Power Alone Isn’t Enough

Consider some of the most star-studded football teams in history. The Galácticos era at Real Madrid in the early 2000s brought together legends like Zinedine Zidane, Ronaldo, Luís Figo, and David Beckham. Yet, despite their undeniable individual brilliance, the team didn’t dominate European football as expected. Why? Because a collection of stars doesn’t inherently translate into a cohesive unit. Without synergy and the humility to pass the ball (both literally and figuratively), brilliance becomes fragmented, and the goal—whether on the pitch or in a campaign—becomes harder to achieve.

In marketing, this dynamic plays out in much the same way. A team of high performers, each determined to prove the brilliance of their individual ideas, can become a chaotic battlefield. Instead of collaborating to craft a unified message, team members may compete for attention, pushing their own agendas while neglecting the bigger picture. Just as a footballer who refuses to pass the ball weakens the play, a marketer who focuses solely on their own idea disrupts the collective momentum.

A Team Is More Than the Sum of Its Parts

A truly great team—whether on the pitch or in the office—isn’t just about talent. It’s about balance, trust, and an understanding of how individual strengths complement one another.

Take Leicester City’s Premier League-winning season in 2015-16. The team lacked the superstar names of clubs like Manchester United or Chelsea, but they played with an extraordinary sense of unity and purpose. Every player understood their role and contributed selflessly to the team’s shared goal. It was a triumph not of individual brilliance, but of cohesion, discipline, and a shared belief in the collective.

Similarly, in marketing, a campaign succeeds when every piece—content creation, social media, SEO, PR, design—works together in harmony. It’s not about who gets the credit but about delivering a message that resonates, inspires, and ultimately drives results.

Building a Balanced Team

In football, a balanced team isn’t just about having attackers who can score goals. It’s about midfielders who can control the game, defenders who provide stability, and goalkeepers who bring composure and vision. Marketing teams require the same balance—a mix of strategists, creatives, analysts, and executors who understand that their role contributes to a larger effort.

But balance isn’t just about skills; it’s also about attitudes. Humility, adaptability, and empathy are just as important as expertise. A great marketing team isn’t one where everyone tries to be the star; it’s one where individuals are willing to support each other, share ideas, and adapt their approach for the good of the project.

Pass The Ball

At its core, success in both football and marketing comes down to mindset. Teams that thrive in ambiguity and uncertainty are those that trust each other, communicate openly, and remain focused on the shared goal. It’s not about being the loudest or flashiest player on the field; it’s about making the right pass, supporting your teammates, and staying aligned in the face of challenges.

In football, as in marketing, the ultimate success isn’t in individual glory but in achieving the shared goal—whether that’s winning a match or delivering a campaign that resonates. Passing the ball, trusting your teammates, and staying focused on the bigger picture are what turn potential into performance.

Going for The Goal

So, as you build your marketing team or approach your next campaign, ask yourself: are we playing as a team, or are we just a group of talented individuals? The answer could make all the difference.

And just like in football, the most memorable victories aren’t won by a single star but by a team that moves together with purpose, precision, and a little bit of magic.

The Power of Holistic Marketing

Where many brands focus on single campaigns or immediate wins, a holistic approach to marketing offers a refreshing counterbalance. It’s about looking at the bigger picture and seeing each marketing effort as a part of a larger ecosystem, where every piece—social media, storytelling, design, partnerships—works together to build a narrative that’s cohesive, meaningful, and impactful.

But what does “holistic” really mean in the context of marketing? At its core, it’s a philosophy that rejects siloed efforts. Instead, it embraces the idea that each part of a brand’s messaging, aesthetic, and touchpoints are interconnected. When a brand achieves this unity, it doesn’t just catch attention—it earns trust, loyalty, and a genuine connection with its audience. Holistic marketing creates not just consumers, but brand advocates who feel aligned with the brand’s values and vision.

Connecting Storytelling and Strategy

For luxury brands especially, marketing isn’t just about selling; it’s about crafting an experience. This means every campaign, every piece of content, and every customer touchpoint should feel like it’s woven from the same fabric. A brand story shouldn’t start and stop with a product launch; it should evolve, deepening as audiences grow familiar with the brand’s ethos.

A holistic strategy anchors this evolution by blending storytelling with business goals. When the narrative aligns with strategic objectives, campaigns aren’t just impressive; they’re meaningful. Whether it’s an Instagram post, a website update, or a press release, each element reinforces the brand’s values, inviting audiences to step into the story themselves.

Synergy Across Channels

A holistic approach to marketing also leverages the power of each channel, using them not as standalone outlets but as interconnected platforms that amplify each other. Social media posts echo themes found on the website, email newsletters reinforce the storytelling in press releases, and in-person events reflect the aesthetic that’s present across digital touchpoints.

For example, a brand launch may include content across Instagram, LinkedIn, and a blog, but rather than repeating the same message verbatim, each channel offers a new layer or angle. A holistic approach invites the audience to engage with the brand on multiple levels, discovering new facets each time they interact.

Building Emotional Connections

Marketing that’s driven by a holistic approach speaks directly to the heart of its audience, blending the rational with the emotional. Luxury clients, in particular, are looking for brands that share their values and align with their ideals. A brand that consistently shows up—whether through thoughtful social content, meaningful partnerships, or behind-the-scenes stories—builds emotional resonance that extends beyond a single purchase.

This kind of connection isn’t built overnight. It’s the result of carefully layering consistent, authentic messaging over time. Brands that take a holistic approach tend to cultivate loyalty not by shouting the loudest, but by staying true to a clear and authentic message.

Bridging the Gap Between Digital and Physical Experiences

In luxury marketing, the in-person experience is just as essential as the digital one. A holistic approach ensures that the brand story feels just as powerful in a showroom as it does on a smartphone. From the texture of materials used in physical spaces to the visual aesthetic on social feeds, a unified brand experience reinforces trust and recognition.

For instance, a well-curated showroom that mirrors the brand’s online aesthetic allows clients to feel as though they’re stepping into a physical version of the digital world they’ve come to know and love. When digital and physical experiences are in harmony, it gives clients a sense of continuity, reinforcing their connection to the brand.

The Long-Game Approach to ROI

Holistic marketing is a long-game strategy, but it yields returns that are well worth the wait. Metrics like engagement rates, customer retention, and brand sentiment often surpass the traditional metrics of immediate sales because they reflect a relationship that’s being cultivated over time.

This doesn’t mean that a holistic approach ignores ROI; rather, it redefines it. Success isn’t just measured by short-term gains but by the sustained loyalty and enthusiasm of a brand’s audience. Over time, this relationship-focused strategy leads to lasting impact, as loyal clients not only return but also become advocates for the brand.

Creating a Lasting Impact

A holistic approach to marketing is about creating a brand that resonates deeply with its audience and stands the test of time. In a market flooded with loud, attention-seeking campaigns, a thoughtfully integrated strategy that puts quality, authenticity, and connection first becomes a quiet but powerful standout.

This isn’t about doing everything at once—it’s about doing everything with purpose. It’s about recognizing that each part of a brand’s identity, from storytelling to client touchpoints, is interconnected, forming a whole that’s far greater than the sum of its parts. And for luxury brands especially, this approach doesn’t just make a statement; it leaves a lasting impression that clients carry with them well beyond the initial engagement.

The Quiet Marketing Manifesto

In a world filled with constant buzz and flash, quiet marketing stands as a refreshing, grounded approach. It’s not about dazzling at every turn or adding layers of glitz for show. Quiet marketing takes a step back, embraces authenticity, and lets the details speak for themselves. It’s not loud; it’s not brash—and that’s exactly the point.

Embracing Quality, Not Clutter

Quiet luxury values the craft, not just the outcome. Every stitch, each chosen material, every detail—it’s all part of a thoughtful process. Think of it as a love letter to timeless craftsmanship. When we embrace quality over quantity, we choose pieces and ideas that feel intentional, lasting, and true. Fewer things, but things that feel “just right” every time.

Storytelling Through Subtlety

Quiet marketing doesn’t need to shout; its impact lies in how it resonates with those who truly understand. This approach creates space for stories to unfold, free from the hard sell or flashy gimmicks. It’s a quiet confidence, a certain elegance that whispers of a story rather than spelling it out. And in that space, there’s room for connection—a chance for the audience to step into the story and find themselves within it.

A Legacy of Thoughtfulness

To choose quiet luxury is to choose legacy over trend. It’s about creating with meaning and a commitment to the long-term. Whether a bespoke piece of furniture, a curated wardrobe, or a crafted piece of jewellery, quiet luxury speaks to a purpose and permanence.

More Connection, Less Noise

Quiet marketing, at its core, invites us to slow down and connect—not just with what we own, but why we own it. In a market crowded with “more, now, faster,” it’s a breath of fresh air to remember that not everything needs to chase attention. Quiet marketing believes the right people will find the right pieces. It’s about letting connections grow naturally, building relationships as lasting as the craftsmanship behind each creation.

The Quiet Luxury Mindset

This mindset is one of respect—for the process, the maker, and the material. It’s an appreciation for the artistry in every detail. It’s about letting go of “keeping up” and instead embracing a style, a product, or a way of living that resonates. It’s choosing integrity over hype, and authenticity over excess.

Crafting a Lasting Legacy

When I founded Darkside Eyewear, this ethos of quiet marketing was my guiding principle. “Buy better, buy less” became the heart of everything we did. Each pair of sunglasses was crafted with purpose, with quality meant to outlast trends. Quiet luxury isn’t about what catches your eye first; it’s about what holds your attention over time, and that’s the essence of quiet marketing.

So here’s to a revolution in subtlety—to a world where what we create and surround ourselves with tells a deeper story. To a commitment to lasting quality, meaningful connections, and an appreciation for life’s quiet luxuries.

Becoming a Chaos Pilot

When it comes to leading a team, we all know that a one-size-fits-all approach doesn’t really work. Each day brings new twists, and while having a clear vision is essential, there’s a lot to be said for leaving room to adjust course. That’s where the idea of being a “Chaos Pilot” comes in—a concept that encourages leaders to think ahead but stay flexible, to be grounded but ready to steer the ship when things get bumpy.

Rooted in a unique Danish school called Kaospilot, founded in the early ‘90s, the concept of a Chaos Pilot is all about equipping leaders to navigate uncertainty with agility, resilience, and purpose. It’s a guiding philosophy, not about having a rigid plan but about leading with adaptability, creativity, and empathy—qualities that prepare us to face whatever twists and turns come our way.

This approach isn’t just about navigating uncertainty; it’s about embracing it. A Chaos Pilot leads with confidence and empathy, showing their team that it’s okay to pivot and reframe when the unexpected happens. It’s about building a culture where creativity and agility are valued as much as precision.

The Art of Leading Like a Chaos Pilot

Some of the most compelling voices in leadership, like Brené Brown and Ronald Heifetz, agree: agility and empathy are the secret weapons of great leaders. Heifetz’s “balcony view” metaphor encourages leaders to step back and see the bigger picture while staying connected to the day-to-day. When we shift our focus between strategy and the pulse of our team, we’re better prepared to guide them through challenges with clarity and insight.

Brené Brown’s work on vulnerability and empathy underscores this idea beautifully. Dare to Lead speaks to the power of showing up fully human—acknowledging that none of us have it all figured out but that we’re stronger when we’re honest about that. When we’re willing to be real, our teams feel safer and more supported, creating a space where they’re free to innovate and take risks.

Lessons from Atomic Habits

James Clear’s Atomic Habits adds another layer here by championing the idea of systems over rigid goals. Chaos Pilots understand that it’s not just about hitting a target but setting up sustainable systems that allow us to adapt and grow along the way. This aligns with the mindset shift needed for an agile team: we’re building a structure that supports progress, not just results.

Growth Mindset in Action

This is where Carol Dweck’s research on growth mindset comes into play. In the world of a Chaos Pilot, challenges are opportunities, not obstacles. Dweck’s work encourages us to approach setbacks with curiosity and openness, using them as stepping stones for growth rather than roadblocks.

Creating a Safe Space for Innovation

One of the key findings from Google’s Project Aristotle was that psychological safety is the foundation of high-performing teams. People need to feel they can take risks and share ideas without judgment. As a Chaos Pilot, fostering that trust is part of the job description. It’s about leading with empathy and creating a culture where mistakes aren’t the end of the world; they’re learning moments.

The Real-Life Impact

Look at companies like Netflix and Airbnb. They’ve not only weathered massive disruptions but thrived by embracing adaptability and encouraging teams to make bold moves. Netflix’s culture of flexibility and open feedback, as detailed in No Rules Rules, is a masterclass in Chaos Piloting at scale. And Airbnb’s response to the pandemic showed how quickly a company could shift gears when the going got tough, all while keeping their teams motivated and engaged.

Being a Chaos Pilot in Today’s World

The Chaos Pilot approach is about blending the strength of clear vision with the agility of adaptable systems. It’s about leading teams with a mix of purpose and playfulness, knowing that not everything is going to be flawless—and that’s perfectly okay. At its core, it’s about embracing change as a constant companion, approaching each day with confidence and empathy, and inviting your team to do the same.

Sometimes, the best journeys are the ones that leave a bit of room for surprise.