Why Looking Outside Your Industry Is the Fastest Way to Win Attention скачать в хорошем качестве

Why Looking Outside Your Industry Is the Fastest Way to Win Attention

In this episode, I sit down with Alex Stelmacovich, a creative strategist with a background in photography, production, and performance marketing, to break down how creativity, data, and storytelling intersect to drive real brand growth. We unpack the real story behind Alex’s journey from a 19-year-old photographer published in National Geographic to leading creative strategy for high-growth brands. We talk through what worked, what failed, and the exact decisions that shaped how he thinks about creativity today. We cover how creative strategy actually drives growth across paid media and brand, why most brands misunderstand the role, and how blending intuition with performance data becomes the real leverage point. Alex also shares how concepts are tested, graduated, and scaled, how to balance speed with craft, and why looking outside your category is often the key to standing out. This conversation is for anyone building brands, running growth, or working in creative roles who wants practical, non-theoretical insight into how modern creative strategy really works inside fast-moving companies. What we cover 00:00 – Intro 01:50 – Early creativity and learning storytelling through photography 02:40 – Getting published in National Geographic at 19 04:00 – What a creative strategist actually does 06:30 – Balancing creativity with data and performance metrics 09:15 – What really gets attention in crowded feeds 11:50 – Finding inspiration outside your industry 13:20 – Why great stories focus on small, specific moments 14:30 – Creative testing, graduating concepts, and scaling ideas 17:10 – Metrics that actually matter vs vanity signals 18:40 – Why copying competitors only gets you so far 20:20 – Liquid Death, culture hacking, and creative differentiation 22:50 – Creative strategy influencing product and R&D 23:45 – What most people misunderstand about creative strategy 24:30 – Where creative strategy is heading next 27:00 – Staying close to culture and adjacent industries Why this matters As execution becomes commoditized, the brands that win are the ones that understand how to combine story, strategy, and distribution. Creative strategy is no longer optional. It is the edge. Resources mentioned • National Geographic • Liquid Death • Performance marketing testing frameworks • Cross-disciplinary creative inspiration Hosted & produced by Luke Nelmes   / lukenelmes   Guest: Alex Stelmacovich   / alexstelmacovich