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Published Nov 6, 2017

Bozoma Saint John: Make Your Brand The Best In the World with Lewis Howes

Bozoma Saint John shares her journey from navigating cultural dynamics with hip hop to becoming one of the most prominent brand leaders, discussing the importance of authenticity, urgency in life, and trusting intuition. Her insights on building powerful, authentic brands from her experiences with Pepsi and Apple Music highlight resilience and transformative career shifts.
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Episode Highlights

  • New Beginnings

    Bozoma Saint John's journey to New York City marked a pivotal new beginning in her career. She moved to Harlem with the confidence of youth, expecting to easily find a job, only to face months of struggle and uncertainty. Her resilience during this period was evident as she navigated the challenges of living on a friend's couch and relying on local community support.

    I thought I was going to walk into New York City and get a job, right? What? Look at me. Of course I'm going to win. I don't even understand why somebody wouldn't give me a job.

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    Eventually, her determination paid off when she transitioned from an intern to an executive role, marking the start of her illustrious career 1 2.

       

    Creative Breakthroughs

    Bozoma's time at Spike DDB was marked by creative breakthroughs in advertising that significantly impacted brand visibility. She was involved in iconic campaigns, including those for Nike and Pepsi, which were pivotal in changing the advertising narrative. Her innovative approach was evident in her ability to identify emerging talents like Beyoncé, who was transitioning from Destiny's Child to a solo career.

    It was like, critically panned. But I thought it was great because think about opera being interpreted through hip hop to a young audience.

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    These experiences honed her skills in crafting compelling brand stories and engaging diverse audiences 3.

       

    Career Shift

    Bozoma's career path shift from aspiring doctor to a marketing executive was driven by her passion for storytelling and culture. Initially pursuing a premed track, her exposure to African American studies ignited a new interest that led her away from the sciences. This academic shift was catalyzed by a charismatic professor and the rich cultural content of the course.

    I went to college premed, took full course load in the sciences. I was a biology major, and then I took a class in my freshman year called African American studies because there was a guy in there that was real hot.

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    This newfound passion ultimately guided her towards a career where she could leverage her creativity and cultural insights 4.

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