The New Abnormal
Faris Yakob 'Collaboration is the way to solve problems'
Apr 3, 2025
Faris Yakob, co-founder of Genius Steals, is a creative consultant and strategist who began his career during the dot-com explosion. In their conversation, he discusses the transformative impact of AI on advertising and the importance of philosophical insights from thinkers like Kant and Marx on modern marketing. He emphasizes the need for diverse perspectives in creativity and shares his views on collaboration as a solution to complex industry challenges. Faris also reflects on the evolving dynamics of advertising and the significance of being well-read in the field.
38:05
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Quick takeaways
- Faris Yakob emphasizes that diverse career experiences enhance understanding of industry dynamics and promote innovative thinking in advertising.
- He highlights the importance of human creativity and emotional connection in marketing, despite the rise of AI in the creative process.
Deep dives
Career Evolution and Nomadic Consulting
The guest reflects on his diverse career path, noting that he has rarely held the same role more than once. This variety has enriched his experience, transitioning from a management consultant to advertising and finally to branded business consultancy. He embarked on a nomadic consulting journey after a sabbatical idea turned into a decade-long experiment, which shifted his perspective on work and home due to the pandemic. Ultimately, this journey has allowed him to gather insights from different sectors globally, which he believes enhances his understanding of industry dynamics.
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