REIMAGINING THE 10 MOST CREATIVE PEOPLE IN BUSINESS
Of our 100 Most Creative People in Business, who intrigued readers the
most? Based on traffic to fastcompany.com, we re-created the top 10.
Here’s a musician who gets it. It is more important to
have a high rate of engagement in your community
than a large number of followers. Amen to Mr. Leto
and 30 Seconds to Mars.
S TEPHANIE GUERRERO
It takes great fortitude
and an understanding
of self to find the right
working in communications, the realities
of market share and
shareholder value, and
the honest humanity
of wanting to give a
MAT THE W MAGINLE Y
best magazine cover ever
MIKE S TENGER
Rebecca Van Dyck
HeAD OF CONSuMeR
MARKe TING, FACebOOK
Actual Rank: 2
Actual Rank: 72
Meet the man who
keeps your iPhone
from killing people.
DIReCTOR, INSTITu Te OF PubLIC
AND eNVIRONMeNTAL AFFAIRS
Actual Rank: 1
Love the dipes and wipes
from this company!
We switched from
and never looked back.
COFOuNDeR, THe HONeS T
Actual Rank: 17
A NEW PASSION
Mauro Porcini, whose savvy as 3M’s first chief design
officer we explored in “The Nine Passions of 3M’s
Mauro Porcini” (October 2011), is now PepsiCo’s first
chief design officer. “They want to bring design
thinking to every brand touch point—packaging,
communications, online experiences,” says Porcini.
PepsiCo recently announced plans to invest nearly
$600 million in advertising and marketing to grow
its biggest brands, including Pepsi, Gatorade, and
Doritos. And though 3M and PepsiCo are worlds
apart, Porcini sees a similar opportunity to be, as
3M’s then–CEO George Buckley described him, “an
infectious agent for design.” —Chuck Salter
A NEW SCHOOL
Actual Rank: 5
CHIeF DIGI TAL OFFICeR,
Actual Rank: 3
my favorite app
I think you guys may
have jumped the gun
on this one, unless
your idea of “creative”
is someone who takes
such a behemoth of a
business as JCPenney,
whose model sucks, and
changes that make it
suck even more (and
drive share price into
the ground). If that’s the
case, then Ron Johnson
is your poster child.
Actual Rank: 8
SVP OF DIGI TAL
PAR TNeRSHIPS, AMeRICAN
exPReSS; Actual Rank: 6
I recently met Leslie
at Mashable Connect
in Orlando. Her advice
on staying authentic:
“Ninety percent of strategy is defined by what
we don’t do.” Right on.
Wes is more!
Actual Rank: 28
In June, our story on ethan Marcotte (“How to Make a Web Page
Dynamic”) incorrectly stated that bostonGlobe.com became a
responsive website in December 2011. It was in September 2011.
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Before class let out for the summer, we checked in
with the former students of Beijing’s Second High,
whom we profiled in “The People’s Education
Army” (September 2011). Now that their first year
of college was behind them, what had they most
enjoyed? Independence. “In high school, everything
was arranged. In college, you’re on your own,” says
Bob Zhao Tianshu, now studying Chinese literature
and French at Peking University. Though college culture in China includes three weeks of military exercise and parties that are organized by school
authorities, the students still feel a sense of control.
“You have to self-discipline. It’s easy to get lost on
Renren,” says Sophie Bai Yang, now an accounting
major at Tsinghua University. “But the habits we
learned at Second High stay with you.” —April Rabkin
DAVID bOWMAN (PORCINI)