Transcript

CEO Diaries: Bozoma Saint John on Growing Through Grief & Leading with Purpose

0:00 In today's moments episode, we're featuring one of the most iconic brand builders of all time, the former CMO of Netflix and chief brand officer of Uber, Bosma St. John. Bosma's perspective on marketing is fresh because it's not just about algorithms or trends, it's about something far more powerful. It's about curiosity. Curiosity about people, why they choose what they choose, what moves them, what scares them. And what makes them say yes. in B to B marketing, just like in life.

0:26 We're not talking to businesses, we're talking to people. So if you want to understand the real edge behind influential marketing, this is the moment to listen in. encounter with Spike Lee's agency. Yeah. So for people that don't know who is Spike Lee. And how did that happen?

0:45 Spikely is blacky blackity black, first of all. All the blackness. Uh no, but he he is a Um Film director. Really?

0:57 at his core, filmmaker, let's call it that. 'Cause he certainly produces and does other things and writes. Um but he has a An advertising agency in New York. Uh when I was there was on Madison Avenue.

1:10 So Madden Avenue is like the place for advertising in the world, right? It's um the place where the show Mad Men Was made. From? So D D B is one of the biggest agencies and Spike had a J V. with them.

1:24 What brought you to New York in the first place? Um Curiosity. I was I graduated from Western University, which was in Middletown, Connecticut.

1:33 And um It was just time to Apply to med school. And I really didn't want to. And New York was right there. It's like an hour and a half.

1:41 from school and I really didn't have a plan. Yeah, I just I just went. Trying to escape What I thought was my destiny. And like

1:53 Many people say I think sometimes in this business, I kinda fell into this. But I think my destiny actually came to find me. That's what it was. I opened up And allowed

2:02 for something greater that I didn't even No was possible. To find me instead. So many people are in in that chapter of their life where they're trying to find their destiny or trying to Mm-hmm.

2:15 F figure out a way to let their destiny find them. Yeah. when you look back and connect the dots as to how your career came to be and you think about that first moment where you, you know, you went to New York and then you're on Madison Avenue, you're working for Spike Lee and you find If your if your daughter um comes to you and says, Mum, what advice have you got for me on finding my destiny? Like what have I got to do to actively bring it about? Mm!

2:39 Have you ever heard that statement like let go and let God? Have you heard that before? No. It's a very Christian thing. Like black church, there's a lot of that Let go and let God You know, as if God is just gonna just sprinkle magic dust over you, you know?

2:54 And I'm like, No, I don't I don't necessarily believe that. Just as a plain statement. I think the letting go is an action. You know, it's not Surrender.

3:06 It's like you just lay down. And it's gonna find you. You're not gonna find your destiny sitting on the couch. You know, the letting go. For me is like the letting go of preconceived ideas.

3:18 About what it is that You are going to do. Letting go of Mm sometimes you're like trying to do something and keep hitting a wall. You ain't just like, Oh, if I just hit it one more time, it's gonna break.

3:33 Mm. Sometimes it's like You know that's a cement wall, right? If you just move five feet to the right It's actually Plaster.

3:41 And you're gonna go right through it. It was like sometimes it's the letting go of this thought that you had, which is like oh I'm going to do this thing right here. Is the magic. And I'll tell you this, look, it didn't just happen At that stage in my life, it's happening right now.

3:58 Where Yeah, I'm like, Okay, well I think I am done. with my corporate CMO Work.

4:07 I believe I'm finished. So I'm going to Let go of it. I'm not going to be actively looking For the next CMO job.

4:18 I want Whatever is coming for me. Come. Gonna allow space for it. Now it doesn't mean I'm just sitting around.

4:28 I'm also, you know, trying to polish other skills. I'm trying to Create. No, because perhaps the next thing that's coming is somewhere

4:38 More in that space. I can feel it. Like in my spirit. And That understanding of like your intuition

4:47 And if you're listening to it It's like a magnet's gonna just draw you closer to the thing that you're supposed to do. And it has happened Every single time Like every time, without fail.

4:59 Like every job Every move I've made Hasn't been because somebody said, Oh, you know what, this makes logical sense. One plus one equals two. Sometimes I'm just like

5:10 Mm, but it's not math, though. No, it's physics. It's not It's not the addition, it's the subtraction. I'm just gonna sit here.

5:18 And I'm gonna get up. And I'm gonna go talk to this person. And I'm gonna talk to that person. I'm gonna sit back down again. I'm gonna write this thing out. Then

5:28 Like magic. I don't know how else to describe it. It's like The destiny appears! I'm telling you every time it has happened.

5:35 Every single time. Even when people were like oh that is never gonna happen. Like You're wasting your time. I don't know why you'd go over there and do that. And I Mm, I don't know.

5:46 Something something inside, I'm telling you. Telling me that this is the way to go. I'm gonna go over there. Every time it's worked. You work to Endeavor.

5:54 big company that owned like the UFC and WWE, et cetera. Yes, yes, yes. Um Beats Uber Netflix. Mm-hmm.

6:03 Apple. Apple. All the things. Time for pause.

6:13 And for You know. 'Cause you just seem to get right back at it all the time. I mean that's what it appears when you look at the chronological Nature of

6:23 These events. Yeah. Um How have all of these personal Tragedies. Fed into your career.

6:31 And what role has your career continued to play in Mm-hmm. Dealing with These personal tragedies. Yeah, um

6:40 Well, I think especially Peter's death, um Made me impatient. Impatient is the wrong word. But it kinda feels like impatience with life. I can't.

6:53 Yes. Urgent. For sure. The origin life. Um Because

7:00 I just have a much better understanding. Uh Not wasting. My timer and my energy.

7:09 Well I look at your story and I see someone who doesn't hang around if they don't like something. Yeah. You know. Um

7:16 And this kinda brings on another point'cause there's contri contradictory career advice often we get. It says, you know, you should stay somewhere long enough because if you leave too quickly, then people are gonna look at your resume and think, Why were you only there for two years or why were you only there for a little while? But then if you know, so like where do you sit on this? Um And when to know to quit. And also there's this overarching phrase which is like quitting is for looses. Yes, yes, yes, yes. Oh gosh. Well look, I get crisis criticism of that all the time. Where people are just like, Oh well, she can't handle Adversity. And I'm like, me? Are you out of your mind? It's like if there was a poster child, it would be me!

7:50 It would be me! You know, it's not that I can't handle adversity. I just put myself First. Are you selfish? Yes!

7:59 Very much so. But that is not a bad thing. I am at the center of my life. No one. is above me in my life.

8:08 No one. Not even my kid! And she knows that. And I try to instill the same in her. No one should be above her in her life. Because the thing is that like look, the life that you're living is yours.

8:22 And I cannot be A great contributor. to society and this sounds a little like counterintuitive, but I can't be a great contribute to society. I can't be a good friend. I can't even be a good mom. If I am not living the life that I want to live.

8:38 If I'm not wholly happy in it. So absolutely I'm selfish. When you left Uber you're quoted as saying you don't need to be the savior. I think when referencing the state of the company'cause it was going through a very tumultuous time, you can save yourself too. Yes. And save yourself first, is what I should have said. You know, it's like it's all of the Yeah.

8:56 Ways in which we think about it now, right? You get on a plane, they're going through the safety demonstration, they tell you to put your mask on first before you help anybody else. Yes! And in your life too. Yes, save yourself first. What was the career advice that you wish someone had given you? You know, like that young spikely receptionist Be selfish.

9:17 In your life, in your career. Think about yourself. All of the time. What does being selfish mean? Meaning that

9:25 When you're in a situation that doesn't serve you, you think of yourself first. Oftentimes we're in these situations that aren't serving us and we're thinking about how the other person's gonna feel. But that may that means that I have to Yeah. It's the uncertainty that that creates that scares people, right? Like, well, I can j I've got this job and I quit it. Where am I gonna go? And like, what am I gonna do if I leave this relationship? What am I gonna do? Where am I gonna go? Well, but you should answer that.

9:48 I'm not saying that you quit without the answer. I'm saying you quit. You know, it's like If you keep putting it off.

9:56 If you keep saying, Well, I don't know what I'm gonna do, so I'm just gonna then you're gonna waste your life away. You're gonna be so unhappy. You're gonna have the Sunday scary all the time. You're gonna feel the ick when you're with that person. You are going to be unsatisfied with your life, and that. Is the scariest thing. I do not want to be on my deathbed. Being unsatisfied with the life that I lived. I could go tomorrow.

10:19 And I would be so satisfied. With this life. Why? 'Cause I've done the things I wanted to do.

10:25 Now look, I have goals. It doesn't mean I don't have ambition. It's not like I don't want to do the next thing. I do want to go to Antarctica at some point. I have not been yet. You know? But if I Went now. I've lived this life on my own terms.

10:40 Like there's nothing that I did where I feel like, Oh man I should have made a different choice. What are you good at? Like when you when you do the diagnosis of your skill set and what brought you here,'cause you've had these incredible, incredible, incredible career. Yeah. But you know, when we're we're all bad at loads of stuff. And I think typically people are good at like a couple of things. Yeah. But that's enough. Yeah. What are you good at? I'm good at seeing the forest.

11:08 The whole picture. And sometimes in a forest you know that like oh you have to clear this area. In order to make space for the little village. Ha Because then those villagers can take care of the rest of the f this part of the forest that is like burning.

11:25 You know what I'm saying? But sometimes people are only down at the trees and then they can't see the burning part and they can't see that they should clear over there. So that those people can get to the fire. I can see the forest. I can I can see the whole thing. And I can see like okay, this needs to move there. This it's helped me so much in my career for sure. It's like the change maker. And what how how does that make you a

11:45 Great market here. Mm. Because I never look at a problem just as the problem. You know, it's like when I got to Uber The problem was that

11:54 there was a huge campaign that was like delete Uber, right? People are like, Oh, they're mad at the company because of lack of diversity in the C suite and they treat women horribly and they're not paying the drivers and oh it's unsafe even to get in the car. And I went in and it's like if I had just tried to like go after one thing, it would have been whack-a-mole. Yeah.

12:15 Pop this one down, this one pops up. You hit that one and that one pops up. But I can see the forest. I can say ah this is not an issue. About whether or not Travis Kalanick hates women or hates black people.

12:27 This is not about whether or not your driver's gonna kidnap you. This is about trust. Do you trust The CO of the company? Do you trust the driver when you get in the car?

12:40 Yeah. Do you trust anything about this whole situation, self driving cars? You trust any of it? If you don't trust it, nothing I do is going to make you like the company. I could fix the issue of like hell make half of the C suite. People of colour and women. And you would still be like, Yeah, but they're gonna kidnap me.

12:58 But the best people you've encountered in marketing, what do they have in common? They're great storytellers. They can make you believe anything. Those are great marketers. The ones who make you believe that

13:12 You put on a pair of Nike's and somehow you're now LeBron James. And how do they what what constitutes what makes a great story? Mm. Um it's close enough to the truth. For you to believe it. Yes.

13:24 When w when I put on the any parachute, I'm no LeBron James. But you probably walk more confidently. True. So maybe you weren't LeBron, but Your better version of yourself.

13:36 If I if I want to be a great marketer and I'm currently not, what would you you know, if Leo comes to you and she goes, Mom, I want to work in marketing, what's the best um what do I need to do to become a great marketer, what would you say to Leo? Um, be more curious about people. Ask a lot of questions about people. Why do they do the things they do? Why they like the things.

13:56 And ask keep asking the questions. Like you've gotta be really curious. about people in order to be a great marketer. Because you can't just rely on what you know and your experiences, even though I do say that you should be a focus group of one. It's like if you like the thing, maybe somebody else will like the thing. If you make you laugh, maybe somebody else will laugh. If it makes you scared, somebody else is gonna get scared. If somebody inspired, somebody else will be inspired. I believe that. But you also have to like be really curious about why people choose the things that they choose.

14:21 They like the things that they like. If you're not curious about people, you're gonna suck at this job. What's the most important thing we've not talked about? And I I really want to focus this a little bit more. There's gonna be so many young people, not so young people, that are listening to this conversation now. They look at your career and they go, I wanna walk.

14:40 that path. I you know, I wanna get to I wanna be the CMO of yeah the biggest companies in the world. Yeah. CEO of this company. Mm-hmm. What's your parting words to those people? Because the thing is that there is no There is no path. You know, if somebody tells you like do these steps in order to get to where I've got, they're lying to you. You're not gonna get there.

15:01 Based on the things I've done. The only way you're gonna get there is by listening to yourself, is by following your intuition, is by doing the things that you're really good at. And leave the rest of that stuff that you're not good at, that other people are trying to advise you, leave that alone. So there's any advice, get to know yourself better. That's it.

15:22 We often confuse Aspiration with admiration. Mm-hmm. Can admire someone without aspiring to walk their path. I think yeah, I remember reading a poem one day about like the only great person you can be is the

15:33 greatest version of yourself. It's super cliche, but it's unbelievably shit. Because I could not be Steve Jobs or Thomas Edison or Martin Luther King. It's not my greatness. No, exactly. Don't try to be me. Ever. If this conversation today has challenged your assumptions in any way, that's probably a good thing, because that's where growth begins. And if you're ready to start reaching people in a way that actually connects, our sponsor LinkedIn is offering you a one hundred dollar ad credit. Head over to LinkedIn.com slash diary to get started. That's LinkedIn dot com slash diary.