In today’s fast-changing world, standing still is the biggest risk. For businesses to thrive, they must embrace change, drive innovation, and question everything – all of which require courage.
According to the 2025 CMO Barometer, the need for innovative thinking has jumped from 5th to 2nd place among the most essential skills for a CMO’s success. Only leadership and team building ranked higher, cited by 38% of global marketing decision-makers. And when you think about it, effective leadership and innovation have one crucial ingredient in common: courage. But courage isn’t just an individual trait; it’s a cultural mindset. When organizations create an environment where courage thrives, their people are empowered to take bold steps that lead to meaningful growth. So, how can leaders build a culture that fosters courageous thinking?
At Mediaplus Group, we’ve learned that courage isn’t optional – it’s essential. Here are five strategies that have helped our teams drive innovation and growth across 21 countries.
1. Create a Safe Space for Risks
Innovation requires experimentation, and experimentation comes with mistakes. The key is creating an environment where failure is treated as a learning opportunity, not a setback.
How to bring it to life: Celebrate bold decisions, even when they don’t succeed. Encourage open discussions about what went wrong and what was learned. This builds confidence and a willingness to try again. At Mediaplus, we launched an internal Innovation Award to spotlight creative risk-taking across our teams. This recognition motivates employees to push boundaries, leading to new ideas that drive real impact. Ideas are judged on their level of creativity, contagiousness, disruptiveness and troubleshooting ability.
2. Lead by Example
Courage starts at the top. Leaders who take bold steps, admit their own missteps, and remain transparent inspire their teams to do the same.
How to bring it to life: Share your own challenges and lessons learned openly. Your vulnerability will foster trust and encourage others to embrace their own bold ideas. At Mediaplus International, weekly meetings include a “Hits and Shits” segment, where team members, including leaders, discuss their successes and failures. For example, massive technical problems at a crucial meeting. The team reacted brilliantly, the customer was full of praise and all colleagues can benefit from their experience. This openness strengthens team dynamics and sparks new ideas.
3. Encourage Creativity and Fresh Perspectives
True innovation often comes from ideas that challenge the status quo. Businesses must create an environment where unconventional thinking is not just accepted but actively encouraged.
How to bring it to life: Ask teams to approach problems from new angles or question assumptions. Foster brainstorming sessions that reward originality, even if the ideas aren’t immediately actionable.This mindset has helped Mediaplus maintain consistent growth – even through market disruptions. By fostering creativity, our teams continue to deliver award-winning campaigns that stand out in global competitions. Among others at Cannes Lions 2024 the team won gold in the Media category and was named Number 3 Media Network of the Year. They were awarded gold 5 times at the Festival of Media Global and won the Grand Prix and seven times gold at IAB EUROPE MIXX AWARD.
4. Empower Independent Action
Micromanagement stifles creativity. When employees feel trusted to take initiative, they’re more likely to pursue bold ideas and take calculated risks.
How to bring it to life: Delegate decision-making authority where possible. Give your team members the resources and freedom to pursue their ideas while providing guidance when needed. At Mediaplus Group, “ownership projects” empower employees to pitch and lead their own ideas. Over the years, these projects have led to transformative initiatives that have been rolled out internationally. Like the BÄM collective, a group of 50 colleagues worldwide who develop and realize exceptional creative media ideas alongside their actual work.
5. Celebrate Bold Ideas – Big and Small
Recognizing courageous efforts, even those that don’t lead to immediate success, fosters a culture of innovation. Celebrate small wins and the lessons learned along the way.
How to bring it to life: Highlight and reward efforts that demonstrate bold thinking. This builds a positive feedback loop, encouraging employees to continue taking risks.Each year, Mediaplus Group teams set personal goals that challenge them to step out of their comfort zones. The aim is to promote entrepreneurial thinking instead of focusing purely on getting the job done. A core component of this is the personal innovation performance. These incremental challenges boost confidence and contribute to long-term growth for both: individuals and the company.
Courage Drives Growth
Courage is contagious. When leaders create a culture that empowers bold thinking, innovation flourishes, teams grow stronger, and businesses gain the resilience to navigate an uncertain future. The takeaway? Start small. Encourage risk-taking, celebrate creativity, and lead with transparency. By fostering a culture of courage, your organization can unlock its full potential. And perhaps my personal favourite quote will help you along the way: ‘It is not because it is difficult that we do not dare, but because we do not dare that it is difficult.’ (Seneca)
First published at Little Black Book.
What does courage mean to you?
Being able to act even when things are scary.
How do you practice courage in your daily agency life?
Honestly, I don't think I am courageous every day and sometimes I am not even courageous in big moments. When I have displayed courage, it has been when attempting new things that you know may fail.
How do you encourage courageous thinking and behaviour in your teams?
By being genuine. By being supportive when things don't work out. By taking more than your share of blame and less than your share of credit. By being an example of the courage, you want to see in others.
Thomas Laranjo
CEO Mediaplus UK
What does courage mean to you?
For me, courage is the driving force behind true innovation. It means breaking through resistance, making clear decisions, and constantly challenging myself and others. It can be tough, but being courageous is crucial for driving real change.
How do you practice courage in your daily agency life?
In my role, I lead by example, fostering a culture of out-of-the-box thinking, and supporting my team in taking bold steps to achieve greater impact for our clients. Embracing the courage to make mistakes is part of the process. Those who know me understand that I challenge norms and push boundaries daily, driving innovation and excellence in all areas of our work.
How do you encourage courageous thinking and behaviour in your teams?
I strive to create a safe environment where innovative ideas are celebrated, and failures are viewed as learning opportunities. By promoting open communication and valuing diverse perspectives, I encourage my team to ask the right questions, driving us forward.
Tanja Pöltl
Head of Strategy & Business Innovation and Member of the Management Board Mediaplus Austria
What does courage mean to you?
Courage in life to me is when you stand up for a situation, for a feeling, for an another person or for yourself – which probably is the most important part of being courageous!
When it comes to business situations, collaborations or partnerships – it is the same – but it is for sure set alive in professional metrics – such as standing up for your colleague, your business recommendations, your innovative media solutions, your tech solutions etc. It can also be the courage of taking on a new role outside your comfort zone – because the business situation needs you to, or the client wants you to.
How do you practice courage in your daily agency life?
Always encourage to say “Yes of course” – when the possibility or demand pops up being courageous – or innovative. Say “Yes of course” even if it is something totally new, something you haven’t tried or mastered before.
New situations and solutions always carries you and your clients forward! And that makes your relationship stronger – building the prosperous future together!
How do you encourage courageous thinking and behaviour in your teams?
I encourage my team members to take on new assignments and tasks – with my support of course – if needed. We have great task forces to be part of within Mediaplus – such as the BÄM Collective, Cannes Young Lions, Growth hubs within in all disciplines of Serviceplan group to be part of and contribute to – and with - the company.
Eva Bodecker Thunborg
CEO Mediaplus Nordics
What does courage mean to you?
It means trusting and believing in yourself.
How do you practice courage in your daily agency life?
Facing the day to day challenges with confidence and a calm state of mind.
How do you encourage courageous thinking and behaviour in your teams?
We believe the most important part of our job is to generate ideas.
All ideas are encouraged, and we believe everyone is creative.
No process is set in stone, and it can always be changed or improved.
We believe traditions are important, but innovation is the way forward and both can go hand in hand.
We encourage our team to dream and dream big – for the clients, for the agency and most importantly for themselves.
Azhar Siddiqui
Managing Partner Mediaplus Middle East
What does courage mean to you?
In the context of work, courage means leaving the well-trodden path and seeking out new ones. For example, we have to keep rethinking how we innovate impact. For me, it takes courage to develop new approaches beyond the familiar KPIs and to answer the question of where the journey is headed in order to achieve even more impact in the future.
How do you practice courage in your daily agency life?
By constantly questioning things. In a positive sense. It is very important to me to talk to my colleagues about whether something couldn't be done differently or better. Not to criticise, but to help them and me and all of us to achieve the best possible result.
How do you encourage courageous thinking and behaviour in your teams?
It is important to us to make our colleagues feel that they are not at fault when mistakes happen. After all, you can only do something truly wrong if you do nothing.
Barbara Evans
Managing Partner & Board Member Mediaplus Group
What does courage mean to you?
Courage, to me, is about stepping into the unknown with confidence and conviction, even when the outcome is uncertain. It’s about making tough decisions, standing by your values, regardless of the challenges. In a fast-paced and ever-changing industry like ours, courage is essential to innovate and stay ahead.
How do you practice courage in your daily agency life?
Every day, I practice courage by embracing new ideas and encouraging our team to push the boundaries. It’s about making decisions that are not always the easiest but are necessary for the long-term success of our agency. I also ensure that I listen to and support my team, even when it means taking calculated risks or challenging the status quo.
How do you encourage courageous thinking and behaviour in your teams?
I foster an environment where bold ideas are welcomed, and mistakes are viewed as learning opportunities. We celebrate creativity and out-of-the-box thinking, and I make it clear that each team member's voice matters. By leading by example and recognizing acts of courage, I encourage my team to take initiative and own their decisions.
Menno Westinga
Managing Director Mediaplus Netherlands
What does courage mean to you?
To me, courage means possessing strength in the face of adversity, having the determination to stand up for what is right, and taking calculated risks to drive growth and progress. It's about stepping outside your comfort zone, embracing vulnerability, and challenging the status quo in pursuit of innovation and positive change.
How do you practice courage in your daily agency life?
At Mediaplus North America, I practice courage by being open to new ideas, fostering a culture of continuous curiosity and learning, and encouraging collaboration among team members. I also strive to stay informed about industry trends and developments to ensure our agency remains adaptable and prepared to tackle challenges head-on.
How do you encourage courageous thinking and behaviour in your teams?
I encourage courageous thinking and behavior in my teams by providing a safe space for open communication, acknowledging and rewarding innovative ideas, and promoting a growth mindset. I believe that embracing mistakes as learning opportunities and recognizing the value of diverse perspectives are crucial for cultivating a courageous and thriving team environment.
Tamara Alesi
CEO Mediaplus North America
What does courage mean to you?
To dare to do something that may involve an increased risk, that may not work out as desired and that you then have to live with the consequences. Or in your private life, to overcome your fear of doing something that triggers an increased feeling of anxiety...
How do you practice courage in your daily agency life?
In the media sector, we are always striving for new, creative solutions that go beyond the classic norm, and we try to exemplify this in the entire team.
How do you encourage courageous thinking and behaviour in your teams?
We live an open culture, give our employees trust and freedom in their actions.
Pascal Fröhli
Managing Partner Mediaplus Switzerland