Katrina Hercules

What do I love most about my work?

I love solving problems in general, helping businesses become their "best selves". I especially like working with business founders to help bring their dreams to life.

What do I think is the biggest misconception newcomers often have about my field of work?

The misconception that brand strategists only belong in advertising. In reality, their expertise is vital across various areas of business, and much of their strategic work should happen well before any advertising efforts begin.

What do I think is the biggest threat to my industry and/or field of work?

I feel the greatest threat to our industry right now will be an over-reliance on AI tools without expert oversight. While AI offers efficiency, it falls short in providing the nuanced insights and deep understanding that experienced strategists bring to the table.

What is your personal approach for maintaining work-life satisfaction?

I always try to keep my life goals in mind when comparing or evaluating my career progression against others. Success looks different based on each person’s personal goals, and as long as I’m making progress towards the life I want, my career is in good shape.

How do I think people in my field should adapt to stay relevant throughout their career?

Pick a path and commit to it:
(a) Work to become a manager, mastering leadership and corporate business dynamics.

(b) Become an indispensable specialist, constantly updating your knowledge of the latest tools, trends, and technology.

(c) Create your own company, focusing on assembling the best team and processes.

Being a middle-level individual contributor is an inevitable dead-end.

Looking back, what's one thing I wish I knew about my field before I started?

I wish I had understood how poorly marketing is positioned to actually drive real business change. Marketing is treated as little more than an necessary evil to make money, not a well nurtured or supported initiative within most companies.

What POV do I bring to the table that challenges the status quo of my industry?

Advertising is not, should not, nor ever will be art. People who try to position it as some great creative endeavor are totally kidding themselves and need to understand that the only thing businesses care about is what works, not what's cool. If you can't make it work, your artistic creativity is completely worthless.

General insights on what it's like to work in my role within my field.

Insights and strategies on navigating school, and the training, skills, and qualifications needed for success in my profession.

Navigating gig work, securing contracts, and managing a freelance career in my industry.

Insights and strategies for shifting roles and handling career changes in my field.

Insights on common misconceptions and challenges that people encounter in my industry.

Building and maintaining strong client relationships in my field.