The Birthplace of Ideas

Alexander Lyadov
2 min readSep 26, 2023
Euro RSCG Kyiv, 2003

The CEO should be able to set priorities. Here’s a small example.

When I moved to a new office, I didn’t hesitate to spend money on a few things:

  1. A round table for 8 people in the meeting room.
  2. Comfortable chairs from Steelcase.
  3. A huge wallboard (framed like a museum painting).

Why this choice? I wanted our advertising agency to be the most creative one in the country.

The essence of this business isn’t just about clients, pricing, or branding. It’s about systematically generating Wow-ideas.

Sure, talented people come up with ideas, but the environment can either boost or hinder them.

A crucial step in our process was group brainstorming. Sometimes, a multidisciplinary team would sit around one table for many hours. Twenty years ago, clients wanted everything yesterday )

Through experience, I’ve come up with a few simple rules:

  1. Participants should feel that they are all equal.
  2. When the body is comfortable, the brain works at its best.
  3. Visualizing vague ideas helps them grow faster.

I have fond memories of our brainstorming sessions. Especially the moment when the darkness of despair suddenly lit up with a flash of ideas. It became clear to me that investing in building a team and creating the right conditions made sense.

Sincerely yours,

-Alexander

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Alexander Lyadov

As a business therapist, I help tech founders increase the value of their business by unlocking the potential of their personality.