Question: Creative media professionals tend to be underrepresented in MBA programs. Why are there few creatives enrolled in business schools, Justine?
Justine Dharni: It’s no secret that there are fewer of us “creatives” enrolled in business schools when compared with classmates who come from consulting and financial services. While I can’t speak for my fellow marketers and media professionals, the rationale might range from costs, a perceived lack of career need (hat tip to the many successful marketers who are nailing it without the need for advanced degrees), to a lack of sense of belonging, potentially. It’s a very personal choice. For me, I felt it was both necessary for my desired next steps and that I was welcomed by the warm admissions staff at Columbia Business School.
Question: How would you describe your journey at CBS?
Justine Dharni: My journey at CBS has been focused on marrying creativity with data-driven strategy. Imagine blending artistic flair with hardcore business know-how and cutting-edge tech. That’s exactly what I’ve been diving into, and the access to information has been eye-opening.
Question: What was one of the highlights of your time at Columbia Business School?
Justine Dharni: One of the highlights of my time at Columbia was taking Professor Sheena Iyengar’s “Think Bigger” course and acing it—something that didn’t happen as often in accounting, with a curve! This course equipped students with a format for creativity, one which is designed to promote repeatable success in today’s fast-paced business world. I was honored when Professor Iyengar invited me back to serve as a teaching assistant, ultimately becoming a mentor and judge the following semester.
Question: Who is Sheena Iyengar?
Justine Dharni: She’s a professor at Columbia Business School, famous for her groundbreaking work on decision-making and choice. I first came to know of her when she was being interviewed by “60 Minutes” Leslie Stahl on campus—yeah, she’s kind of a big deal.
Question: What are the six steps for unearthing innovative ideas taught in “Think Bigger”?
Justine Dharni:
- Choose the Problem: Start by identifying the right problem.
- Break It Down: Divide the problem into smaller, manageable parts.
- Compare Wants: Weigh different desires and outcomes.
- Search In and Out of the Box: Explore creative solutions inside and outside the box.
- Choice Map: Map out the choices and their consequences.
- The Third Eye: See things differently and think beyond conventional boundaries.
In today’s tech industry, this sequence is a secret weapon for cooking up killer products and solving sticky problems. Chef’s kiss to the choice map—perfect for designing features that stand out in the market.
Question: What did you learn about creating a space where creativity thrives?
Justine Dharni: As it turns out, creating a space where creativity thrives is more than just bean bags and brainstorming. It’s about fostering a mindset where risks are welcome and ideas flow freely. That’s how you build teams that dream up game-changing products.
When your workplace celebrates creativity and values every voice, you’re not just working—you’re innovating, day in and day out. In our group, we regularly followed the rules of improv: “yes, and…” to build upon one another’s ideas!
Question: Why is developing a long-term strategic vision important?
Justine Dharni: Think about the Fortune 100—creative strategy is where foresight has turned ideas into market leaders. “Think Bigger” hammered home the importance of seeing the big picture; spotting trends before they trend and aligning innovation with a company’s grand plan.
Question: What is human-centered design, and why is it important?
Justine Dharni: It’s about crafting products people love. At hardware companies, for example, it’s all about making tech feel like magic—intuitive, sleek, and irresistible.
By understanding users’ needs and iterating until we nail them, we can create products that not only work but dazzle. That’s the kind of innovation that gets noticed.
Question: How does behavioral economics influence product development?
Justine Dharni: Compassionate curiosity about your target consumers can shape features that make people feel understood. And when you get people, you get engagement, customer satisfaction, and win-win success for years to come.
Question: What role does teamwork play in creative innovation, according to “Think Bigger”?
Justine Dharni: “Think Bigger” was big on teamwork. My group possessed completely different talents, but we all came together to cook up ideas that no one brain could dream up alone.
At the top streaming companies, where storytelling meets tech wizardry, this kind of collaboration is essential to success. When creativity meets code, you get binge-worthy innovation.
Question: Why is storytelling important in business?
Justine Dharni: Every great idea needs a champion, someone who can share a tale that makes heads nod. Whether it’s pitching a wild idea or rallying the team behind a new vision, storytelling is how you make the unimaginable come to life. A compelling story is essential.
Question: What impact did Sheena Iyengar’s “Think Bigger” course have on you?
Justine Dharni: Sheena Iyengar’s “Think Bigger” course was a crash course in creative firepower. Armed with these skills, I’m ready to dive into work and steward growth.