3 Ways to Think Like a Successful Advertiser

And keep growth in mind

A lightbulb on top of four people with arrows pointing to the lightbulb
Advertisers see their performance as a dynamic relentless quest for improvement. Getty Images

In my role at Facebook, I’m in daily discussions with leaders at large multinational organizations. These global brands are relentlessly focused on one key thing: growth. When I meet with them, the tone of the meeting is often set by the most senior person, saying, “Don’t tell us what we want to hear; tell us what we need to know.” They are impatient for progress. Typically, the questions asked are: How can we create a competitive advantage? Who can we learn from? Who’s doing it best creatively?

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Will Platt-Higgins is the vice president of global account partnerships for Facebook.