This week, I talk with Bonnie Wan, a trailblazing strategist who spent 30 years in advertising, eventually becoming a partner and Head of Brand Strategy at Goodby Silverstein & Partners. She earned Ad Age’s Chief Strategy Officer of the Year award, but perhaps her most impactful work is The Life Brief—a tool she developed to transform her own life, which became the foundation of her book. We explore Bonnie’s remarkable journey—from immigrating from Taiwan and overcoming bullying and abuse to rising to the top of her field. We also dive into the power of brand storytelling as a force for good, including a national campaign she led to prevent child pornography online. Finally, we discuss Bonnie’s current career transition and what it means to embrace change as a lifelong practice. If you’ve ever questioned your path or felt trapped by your success, Bonnie’s story will challenge and inspire you. Let’s get to it!

In this episode:

(00:00) - Intro
(04:01) - Bonnie discovers her dark sense of humor
(07:34) - Wanting to belong
(14:23) - Confronting difficult childhood memories as an adult
(20:03) - The power of storytelling and writing
(24:31) - Why is practice so important?
(28:33) - "I am committed to" vs "I am a commitment to"
(33:53) - Somatic sensory experience
(39:36) - What is worth wanting?
(47:47) - Where lasting change comes from
(53:31) - How a moment of vulnerability redefined Bonnie's leadership
(01:04:35) - Pay gaps and gender bias
(01:12:22) - How Bonnie became a strategist
(01:16:58) - The most meaningful ad campaign that Bonnie has worked on
(01:23:55) - That moment Bonnie found out she was being made a partner
(01:29:05) - How Bonnie knew it was time to move on
(01:30:17) - The shift from career to vocation
(01:34:24) - Bonnie's most beautiful future
(01:35:53) - Who Bonnie is becoming

Get full show notes and links at https://GoodWorkShow.com.

Watch the episode on YouTube: https://www.youtube.com/@barrettabrooks.

What is worth wanting? Bonnie Wan on Trauma, Transformation, and Courage