The Art of Living URGENTLY: What can this strategy teach you about career and courage? [Tuesday: Return Driven Strategy]

From the desk of Miles Everson:

Happy Tuesday!

Welcome to today’s “Return Driven Strategy (RDS)!”

For those of you who are new to this term, RDS is a pyramid-shaped framework with 11 tenets and 3 foundations. When applied properly, these concepts help businesses and individuals achieve their professional and organizational goals.

Today, let’s put the spotlight on a particular individual’s remarkable professional endeavors.

Continue reading below to see how her ventures align with the principles of Career Driven Strategy (CDS), the counterpart of RDS when applied to individuals and their careers.

The Art of Living URGENTLY: What can this strategy teach you about career and courage?

There’s a moment in everyone’s life when the universe dares you to choose: Stay safe… or show up boldly?

It’s that split second when the familiar feels too small, the unknown feels terrifying, and yet something deep inside whispers, “Go anyway.”

Most people retreat. A few lean in. Then there are the rare ones who sprint toward the unknown with heels clicking and head held high, rewriting the rules as they go.

Bozoma Saint John is one of those rare ones.

Born in Middletown, Connecticut, and raised across continents—from Ghana to Kenya to the United States—Saint John grew up between worlds.

Her father, a Ghanaian clarinetist and scholar, and her mother, a devoted educator, taught her to value both intellect and identity.

However, it was her global upbringing that shaped her understanding of what it truly means to belong everywhere and nowhere all at once.

That duality became her superpower.

By the time she graduated from Wesleyan University with a degree in English and African-American Studies, Saint John had developed a keen sense of how culture and emotion shape connection—a foundation that would later make her one of the most influential marketing leaders of her generation.

Her early career saw her working at ad agencies like Spike Lee’s SpikeDDB and later leading entertainment marketing at PepsiCo , where she infused the brand with music, pop culture, and storytelling.

… but it wasn’t until her time at Beats Music (later acquired by Apple ) that her star power went mainstream.

Her commanding presence during Apple’s 2016 WWDC presentation, where she debuted the redesigned Apple Music, turned heads and made headlines.

From there, she went on to hold some of the most high-profile CMO roles in the world: Uber , Endeavor , and Netflix .

Each role wasn’t just a title; it was a transformation. A chance to rebuild, rebrand, and reimagine how global companies could connect with people through authenticity, creativity, and courage.

Saint John’s Path in Motion: Living the Career Driven Strategy (CDS) Framework

Professor Joel Litman and Dr. Mark L. Frigo ’s CDS teaches that a successful and fulfilling career isn’t an accident but the result of intentional, ethical, and strategic choices.

It’s about applying the same disciplined thinking that drives great businesses to your personal and professional life.

Saint John’s story mirrors this philosophy with striking precision!

Let’s unpack how her career embodies some of CDS’s most essential tenets:

• Ethically Maximize Wealth: Defining Success on Her Own Terms

  In CDS, “wealth” isn’t just financial; it’s the TOTAL value you create for yourself and others: purpose , joy , fulfillment , and legacy .

  For Saint John, success has never been about the corner office or the corporate title. It’s about living authentically and using her influence to inspire others to do the same.

  Even as she climbed to the top of global organizations, she made it her mission to bring her full self to every room she entered.

  She’s said it herself:

  “You can’t be excellent and invisible at the same time.”

  Her approach reflects a deep understanding of the CDS mindset—your career isn’t just a job; it’s also a platform for ethical impact and self-defined success.

• Fulfill Unmet Needs: Creating Connection Through Culture

  One of the key tenets of the CDS (and its parent model, Return Driven Strategy ) is the power of fulfilling unmet needs. Saint John didn’t just sell products but also created cultural moments.

  At Pepsi, she connected the brand with the pulse of pop culture. At Apple, she made tech human and emotional. At Uber, she brought empathy and transparency to a brand struggling with trust. At Netflix, she reimagined how storytelling could feel inclusive and global.

  Her secret?

  She understood that people don’t just buy things; they buy meaning .

  That’s CDS in action: Seeing beyond surface-level work to the deeper human needs that drive value.

• Brand Your Offerings: Turning Identity into Influence

  Saint John isn’t just a marketer; she is also a brand. Her style, voice, and authenticity are instantly recognizable.

  She turned her personal narrative into her greatest asset—a masterclass in personal branding that aligns perfectly with the CDS principle of “branding your offerings.”

  Her personal brand is built on unapologetic visibility. Whether she’s walking into a boardroom in bold colors or sharing personal stories of love, loss, and resilience, Saint John embodies the idea that your uniqueness is your advantage .

  In the CDS lens, this isn’t vanity but strategy. After all, your “brand” is how others perceive your value.

• Engage and Partner Deliberately: Building Empowering Relationships

  Another cornerstone of CDS is strategic collaboration , or the idea that success thrives on relationships built with purpose and integrity.

  Throughout her career, Saint John has worked with visionary leaders—from Jimmy Iovine to Ari Emanuel—and built bridges across industries.

  Yet, she also uplifts others, especially women and people of color, creating opportunities for those who haven’t always been seen.

  Simply said, she doesn’t compete for space; she expands it.

  This mirrors CDS’s emphasis on engaging ethically and building alliances that align with your mission and values.

• Balance Focus and Options: Reinventing Without Losing Direction

  Few executives have reinvented themselves as fluidly as Saint John. From advertising to music to tech to entertainment, each chapter in her career reflects adaptability without compromise.

  CDS calls this balancing focus and options: Staying centered on your purpose while embracing change and innovation .

  Saint John’s life—marked by personal tragedy, career pivots, and bold new ventures (like her beauty brand, Eve by Boz )—illustrates this balance.

Her memoir, “The Urgent Life,” chronicles how loss taught her not to delay joy, success, or authenticity.

It’s a philosophy that echoes the CDS foundation of vigilance to change—remaining aware, adaptable, and ready to evolve.

Clearly, Saint John’s story isn’t just about career triumph; it’s about how to live urgently.

In the same way that Professor Litman and Dr. Frigo’s CDS urges individuals to define wealth, align their strengths with unmet needs, and act with integrity, Saint John’s journey is proof that success is not a ladder but a canvas.

She paints with bold strokes—culture, authenticity, courage, and vulnerability—and in doing so, she shows that the best careers aren’t built by following someone else’s playbook.

Her career is not just a testament to professional excellence; it’s a living embodiment of the CDS mindset: purpose-driven , ethically ambitious , and authentically unstoppable .

… because when you live urgently, lead boldly, and align your passion with your purpose, you don’t just build a career.

You build a LEGACY.

—

If you’re looking to gain a better understanding of Return Driven Strategy and Career Driven Strategy, we highly recommend checking out “Driven” by Professor Litman and Dr. Frigo.

Click here to get your copy and learn how this framework can help you in your business strategies and ultimately, in ethically maximizing wealth for your firm.

Click here to get your copy and learn how this framework can help you in your business strategies and ultimately, in ethically maximizing wealth for your firm.

Stay tuned for next Tuesday’s Return Driven Strategy!

It’s been found that 41% of workers no longer want to be managers. In an age where the middle layer is shrinking, this might seem good. However, there’s more to it than meets the eye.

Learn more about the importance of engaged employees in next week’s article!