How to Lead People First in Uncertain Times with Dara Treseder

Overview

Dara Treseder, Chief Marketing Officer of Autodesk, discusses the importance of people-first leadership in uncertain times, the evolution of Autodesk's brand, and her personal journey navigating bias and imposter syndrome. She shares insights on bold marketing strategies, the convergence of technology and storytelling, and the power of resilience and authenticity in leadership.

Notable Quotes

- A brand is the sum of the promises you make and the experiences you deliver. - Dara Treseder, on the essence of branding.

- I start from a place of doubt. I better have my receipts. - Dara Treseder, on the challenges of being a young Black woman in corporate America.

- Turn the volume up on the support and down on the noise. - Dara Treseder, advising young Black women on overcoming societal pressures.

🌍 People-First Leadership

- Dara Treseder defines a people-first leader as someone who prioritizes the needs and impacts on employees, customers, and stakeholders when making decisions.

- She emphasizes the importance of understanding the human impact of business changes and planning accordingly.

- While acknowledging the success of leaders like Elon Musk and Steve Jobs, she advocates for authenticity and doing what’s right for the people affected by decisions.

📈 The Role of a Modern CMO

- CMOs today are responsible for driving business growth, articulating the company’s vision, and adapting to rapid changes in technology and consumer behavior.

- Dara Treseder highlights the importance of balancing data, insights, and perspectives to make informed decisions.

- She explains Autodesk’s dual identity as both a product-driven and purpose-driven company, focusing on technology innovation and designing a better world.

🎥 Storytelling and Brand Evolution

- Autodesk’s software has been integral to creating Oscar-winning films, iconic TV shows, and major architectural projects like Notre Dame’s reconstruction.

- Dara Treseder shares how elevating customer stories has helped Autodesk transition from being known primarily for AutoCAD to a broader design-and-make platform.

- She underscores the importance of celebrating customers as the heroes of the brand narrative.

🏅 Bold Marketing Moves

- Autodesk’s partnership with the LA28 Olympics was a courageous decision, aligning with the company’s sustainability goals and showcasing its design capabilities.

- Dara Treseder explains how this partnership reflects Autodesk’s commitment to creating a better world while delivering significant ROI.

- She emphasizes the importance of taking calculated risks and earning the right to tell impactful stories.

💪 Navigating Bias and Imposter Syndrome

- Dara Treseder candidly discusses the challenges of being a young Black woman in corporate America, often starting from a place of doubt and needing to prove herself repeatedly.

- She advises focusing on what you can control, seeking supportive mentors, and tuning out societal negativity.

- Her approach to overcoming imposter syndrome includes preparation, hard work, and embracing authenticity over “faking it.”