The Art of Creative Risk w. Christina Lang

Christina Lang has built her career asking one deceptively simple question: does this opportunity give me more of what I like and less of what I don't? That question took her from AOL to Outbrain to Facebook to Twitch, and most recently to Mozilla, where as VP of Global Marketing she led a challenger brand competing against the biggest players in tech. In this episode of What's The Big Idea, Christina breaks down what it really means to show up as a challenger brand, how Mozilla turned a 2,000-person event into 900 million impressions, and why she tells her agencies to give her something she has to say no to. She shares the community-first marketing playbook that made Firefox a cultural force, and the leadership philosophy that unlocks the best creative from any team.  Timestamps: 00:00 Intro – Give Me Something I Have to Say No To 01:20 Christina's Career Compass: More of What I Like 04:44 Moving to Outbrain and Filling the Knowledge Gap 08:00 What It Really Means to Be a Challenger Brand 12:08 Marketing Firefox Against the Default Browser 14:52 The Bathroom Stall Activation at TwitchCon 16:00 Billionaire Blast Off – Shooting Billionaires Into Space 17:04 Earning Attention You Can't Buy: The Integrated Playbook 22:24 Building Community From Scratch 24:08 Free to Browse: The Chicago Community Event 28:48 Give Me Something I Have to Say No To 29:00 From Rule-Following Nerd to Creative Risk Taker 30:00 The Shit Umbrella: Leading by Protecting Your Team 38:48 Lightning Round Follow Jim and Christina: Connect with Jim:  LinkedIn: https://www.linkedin.com/in/jimdipiazza/ Website: https://www.jimdipiazza.com/ Connect with Christina:  LinkedIn: https://www.linkedin.com/in/christinalang/