EVP and Managing Director of LAPIZ, Gustavo Razzetti, states that in order to change the game in the industry, it is necessary to start by changing your perspective. During a {Chicago Ideas Member Lab;http://blog.chicagoideas.com}, Razzetti discussed his agency’s experience with implementing change. “At LAPIZ, our experience has taught us that the biggest challenge in solving a problem might be you, or rather your perspectivethe biased way in which you see the world and which might hinder the discovery of fresh solutions” he expressed.The executive mentioned that in LAPIZ they carry out innovation workshops with different organizations to adopt new perspectives and achieve unexpected solutions. Their approach is to become more mindful about your own perspective, let go of it and experiment with new lenses. Razzetti suggests practicing empathy and walking in someone else’s shoes to reach this change of perspective. “Once, working on a project to fight food disparity, I lived as a homeless for one day. The experience was moving and revealing. I felt the suffering of a homeless person, as it was mine. I learned that, for homeless people, theres something more precious than food and clothes, that is, dignity” he said.Another piece of advice is to distance yourself from problems to find solutions and inspiration in new spaces. Also, adding the perspective of people that are unusual at the agency, such as children, can be very positive. Allowing people of a different hierarchy in the agency take the driver’s seat in a creative discussion can also be productive.
Gustavo Razzetti de LAPIZ: El modelo de negocios de las agencias está roto
Gustavo Razzetti de LAPIZ: La industria publicitaria necesita renovar su mirada
