In Episode #37, Ross is joined by Karin Fyhrie, Founder & CCO of Sovereign Objects. Under 15% of global executive creative agency leaders are women — Karin Fyhrie is one of them. She confidently steers Top 50 brands, globally renowned cultural institutions, and market-leading start-ups into the future, thanks to her unconventional path. Over two decades, she’s evolved as quickly as the industry has, building a uniquely diverse perspective as expansive as the word ‘design’ has become thanks to tenures at COLLINS, IDEO, Google Creative Lab, Imaginary Forces, and even a VR residency through Stanford. Ross and Karin discuss why it’s so important for your brand to build an emotional connection with your customers and why your company's purpose and values are probably wrong.