Bonnie Wan, a trailblazing strategist with 30 years in advertising, shares her inspiring journey from a bullied immigrant to a leading figure in brand strategy. She discusses her transformative tool, The Life Brief, and how storytelling can drive social change, including a national campaign against child pornography. Bonnie reflects on embracing vulnerability as a leader, navigating the complexities of gender dynamics in personal growth, and the importance of confronting trauma to foster empowerment. Her insights challenge us to redefine what truly matters in our lives.
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question_answer ANECDOTE
Discovering Dark Humor
Bonnie discovered her dark humor in 8th grade by memorizing raunchy jokes from a library book.
Telling these jokes helped her gain acceptance and belonging, transforming her from a shy immigrant to a more confident person.
question_answer ANECDOTE
Brother's Experience with Racism
Bonnie's younger brother, who looked like a girl, would come to her classroom after school.
Other kids would laugh and make fun of him, deeply hurting Bonnie and highlighting the casual racism of the 70s.
question_answer ANECDOTE
Suppressed Trauma
Bonnie suppressed a traumatic memory of being abused by a friend's father during a sleepover when she was eight.
This memory resurfaced in her 20s, demonstrating the power of disassociation as a survival tactic.
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In 'The Second Mountain', David Brooks explores the concept of two mountains in life: the first mountain, which represents individual success and ego-driven achievements, and the second mountain, which symbolizes a life of deeper meaning, commitment, and contribution to a greater good. Brooks argues that our society's extreme individualism has torn the social fabric, and the path to repair is through making deeper commitments to a spouse and family, a vocation, a philosophy or faith, and a community. The book is both a personal reflection on Brooks' own life journey and a broader social commentary, offering practical advice and stories of people who have lived joyous, committed lives[2][4][5].
The Three Marriages
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The Psychology of Money
Timeless Lessons on Wealth, Greed, and Happiness
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Anatomy of the Spirit
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Caroline Myss's "Anatomy of the Spirit" delves into the interconnectedness of physical and spiritual well-being. Myss explores the seven stages of spiritual growth, highlighting the importance of understanding our spiritual gifts and challenges. The book emphasizes the role of intuition, self-awareness, and emotional healing in achieving wholeness. Myss's work blends medical knowledge with spiritual insights, offering a holistic approach to personal transformation. The book has resonated with readers seeking a deeper understanding of their spiritual journey and the connection between body, mind, and spirit.
The Life Brief
The Life Brief
Bonnie Wan
This week, I talk with Bonnie Wan, a trailblazing strategist who spent 30 years in advertising, eventually becoming a partner and Head of Brand Strategy at Goodby Silverstein & Partners. She earned Ad Age’s Chief Strategy Officer of the Year award, but perhaps her most impactful work is The Life Brief—a tool she developed to transform her own life, which became the foundation of her book. We explore Bonnie’s remarkable journey—from immigrating from Taiwan and overcoming bullying and abuse to rising to the top of her field. We also dive into the power of brand storytelling as a force for good, including a national campaign she led to prevent child pornography online. Finally, we discuss Bonnie’s current career transition and what it means to embrace change as a lifelong practice. If you’ve ever questioned your path or felt trapped by your success, Bonnie’s story will challenge and inspire you. Let’s get to it!
In this episode:
(00:00) - Intro
(04:01) - Bonnie discovers her dark sense of humor
(07:34) - Wanting to belong
(14:23) - Confronting difficult childhood memories as an adult
(20:03) - The power of storytelling and writing
(24:31) - Why is practice so important?
(28:33) - "I am committed to" vs "I am a commitment to"
(33:53) - Somatic sensory experience
(39:36) - What is worth wanting?
(47:47) - Where lasting change comes from
(53:31) - How a moment of vulnerability redefined Bonnie's leadership
(01:04:35) - Pay gaps and gender bias
(01:12:22) - How Bonnie became a strategist
(01:16:58) - The most meaningful ad campaign that Bonnie has worked on
(01:23:55) - That moment Bonnie found out she was being made a partner
(01:29:05) - How Bonnie knew it was time to move on
Good Work with Barrett Brooks 
