Breaking Boundaries: A Journey Through Creativity and Leadership with Neda Sehat
The latest episode of Cozy Corner with Hossein Nasiri dives deep into the mind of Neda Sehat, a trailblazing figure in Iran’s advertising industry. As the Creative Director and CEO of NetBina Advertising Agency, Neda embodies resilience and innovation in a sector traditionally dominated by men. Her journey is a testament to overcoming societal norms, redefining leadership, and fostering creativity.
The Elephant and the Tree: Overcoming Mental Barriers
Neda opens the discussion with a poignant analogy: the story of an elephant tied to a tree. She explains how societal conditioning often limits individuals, much like the elephant, which, despite its strength, doesn’t realize it can break free. For Neda, this symbolizes the mental barriers ingrained from a young age, particularly regarding gender roles and expectations.
This realization wasn’t sudden but unfolded gradually. As a child, Neda once declared her ambition to become a CEO’s secretary—a reflection of the limited portrayals of women in professional roles she had observed in media. Her father’s response, “Why not the CEO?” disrupted her worldview, sowing seeds of self-awareness and ambition. This pivotal moment planted the idea that limitations, especially those based on gender, are often illusions shaped by societal norms.
The analogy of the elephant is one many can relate to. Whether due to cultural expectations, family pressures, or societal norms, people often internalize constraints that no longer serve them. For Neda, recognizing and breaking free from these constraints became a lifelong journey.
Challenging Gender Perceptions
In a male-dominated industry, one might expect Neda to focus heavily on gender issues. However, she rarely views her gender as a defining factor. Instead, she prioritizes capabilities and perspectives. “When I interact with others,” she says, “I don’t think about their gender. I focus on how they think, their values, and how they approach challenges.”
That said, society has often reminded her of her gender—sometimes in subtle ways and other times more overtly. Neda recalls instances where her gender surprised others, not as a barrier but as a novelty. Comments like, “It’s interesting that a woman is leading an agency,” serve as constant reminders of the gendered expectations she has quietly defied.
Interestingly, Neda’s vibrant appearance, characterized by colorful hair and unconventional attire, often garners more attention than her gender. While some might see this as a hindrance in professional settings, she embraces it as part of her identity. By staying true to herself, she challenges not only gender stereotypes but also expectations about what professionalism should look like. Her approach sparks curiosity and encourages others to think beyond appearances.
Leadership Philosophy: From Inclusion to Inspiration
At the core of Neda’s leadership style is a commitment to fostering an inclusive, growth-oriented culture. She ensures that NetBina offers equal opportunities for all, regardless of gender, background, or experience. Her leadership is not about enforcing hierarchies but about creating a space where everyone can thrive.
One striking example of this is her response to unconscious biases within her team. When a female team member hesitated to take on a challenging project, describing it as a “manly” task, Neda recognized the subtle impact of societal conditioning. Rather than dismissing the concern, she used the opportunity to encourage reflection and growth, helping the team member see beyond such limiting narratives.
This inclusive approach extends beyond gender. Neda is a firm believer in the power of collaboration and the importance of diverse perspectives. For her, a successful team is one where individuals feel valued, supported, and inspired to contribute their unique ideas.
Creativity Beyond Limits
Creativity, for Neda, is a way of life. Her diverse background—ranging from industrial design to advertising—has shaped her as a generalist. She describes herself as someone who thrives on exploring various disciplines, combining insights from different fields to generate innovative ideas.
Her childhood fascination with storytelling and design laid the foundation for her creative journey. Inspired by films like Jumanji, she once designed an entire game in a day—a testament to her boundless curiosity and drive to create. This spirit carried through to her professional life, where she constantly seeks to push boundaries and challenge norms.
As a creative leader, Neda emphasizes the importance of experimentation. Whether it’s exploring new advertising techniques or rethinking traditional approaches to problem-solving, she believes that creativity flourishes when one steps out of their comfort zone. Her mantra is simple yet powerful: “Today doesn’t have to look like yesterday.”
Breaking the Glass Ceiling
Reflecting on her journey, Neda acknowledges the systemic challenges faced by women in leadership roles. However, she refuses to let these obstacles define her narrative. “The cost of focusing on negativity is too high,” she says, emphasizing the importance of channeling energy into constructive endeavors.
One of the most inspiring stories from her childhood illustrates her resilience. As the only girl at a boys’ running competition, Neda initially faced exclusion. Undeterred, she kept showing up, eventually prompting the organizers to create a girls’ race. This determination to be taken seriously, regardless of societal expectations, echoes throughout her career.
Her story highlights an important lesson: change often starts with persistence. By consistently showing up and challenging the status quo, Neda not only creates opportunities for herself but also paves the way for others.
The Role of Ecosystems in Shaping Perspectives
Neda credits much of her growth to the ecosystems she has created and nurtured. By exposing herself to diverse ideas, people, and experiences, she has expanded her worldview and developed a unique leadership style. “Questioning norms and experimenting with unconventional ideas,” she says, “are essential for personal and professional growth.”
This philosophy extends to her work at NetBina. Neda has cultivated an environment where creativity is not just encouraged but expected. By emphasizing values like innovation and inspiration, she ensures that her team remains dynamic and adaptable, ready to tackle the challenges of a fast-evolving industry.
Inspiration Across Borders
Neda’s perspective on creativity transcends borders. She draws inspiration from global success stories, adapting lessons from various industries to her work in advertising. For her, creativity is a universal language that connects people and ideas, enabling her to build bridges across cultures.
Representation, she believes, plays a crucial role in fostering innovation. By leading with authenticity and embracing her unique identity, Neda hopes to inspire others to break free from societal constraints and pursue their ambitions fearlessly.
Lessons in Leadership and Creativity
Neda’s journey offers profound insights into the intersection of leadership and creativity. As a CEO with a creative background, she seamlessly blends analytical thinking with imaginative problem-solving. Her ability to delegate while maintaining a hands-on approach ensures that her vision is consistently realized across projects.
For aspiring leaders, Neda emphasizes the importance of creating systems that empower others. Her leadership philosophy revolves around practical creativity—finding solutions that are not only innovative but also effective in achieving their intended goals.
The Power of Positive Narratives
Amidst challenges, Neda chooses to focus on the positive. While she acknowledges the existence of societal biases and glass ceilings, she refuses to let them dominate her story. Instead, she channels her energy into building better systems—for herself, her team, and the industry at large.
Her outlook is encapsulated in a simple yet profound question: “Why dwell on the negatives when you can create a more beautiful story?” This mindset has not only shaped her career but also serves as an inspiration for those around her.
A Call to Action
Neda Sehat’s story is a powerful reminder of the importance of resilience, self-awareness, and creativity in overcoming challenges. Her journey underscores the need to question societal norms, redefine traditional roles, and pave the way for a more inclusive future.
For aspiring creatives and leaders, Neda’s advice is clear: embrace variety, challenge assumptions, and focus on your strengths. By doing so, you can break free from the limitations imposed by society and chart a path uniquely your own.
