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Leo Burnett Business
300 Park Avenue South
New York, New York 10010
United States


Lisa Abbatiello

CEO, Leo Burnett Business


Billie Smith

EVP Director of Talent Management

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Big Omaha: Why We Do What We Do?

I love this question: Why? Why do we do what we do?

Sahil Lavingia of Gumroad posed this question to himself and shared it with the audience here at Big Omaha. His answer was pretty interesting. He knows one day he will die and so he makes things to give himself a chance to live even when he's gone. Pretty deep!

But it made me think, why do we do what we do at Leo? Day to day, week to week, the answer can seem obvious because more likely than not, if we ask ourselves "why" our response will be something around 'to solve a client's problem.' Great! That is our job, for sure. But, did we really chose advertising - of all the things we could have done - for that reason? I suspect we all chose it because, at some level and in some way, we wanted to scratch some creative itch. We did it for some intrinsic reason that over time has been replaced by extrinsic factors like clients, awards, or maybe even money.

It's for these reasons that I'm pretty inspired by that question. The answer doesn't really matter, though. The asking and the reminding is enough. Try it! Reach back in your memory and try to conjure up that initial impulse or motivation. Forget the day to day and think of why you wanted to get into advertising in the first place. You may find the answer. You may not. But just thinking about it may put that spark (and maybe even a swagger) back in what are doing day to day.