The Importance of Incentivizing Risk

I was never necessarily one that I was always ambitious, but I wasn't overly motivated by the next big thing. Part of that is just the passion for creating, for building and that you could see it in the world taking shape back to that idea of creating these movements each year around a particular event. The great brands always create space where people don't have to ask for permission to use their imagination. They feel incentivized to not play it safe.

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