Driving Disruption: Lori Stout Of Bigleaf Networks On The Innovative Approaches They Are Taking To Disrupt Their Industry

An Interview With Cynthia Corsetti

Seamless Cloud Integration: Understanding the growing reliance on cloud platforms, we’ve developed solutions for streamlined cloud connectivity, reducing the complexity traditionally involved in multi-cloud integration. This approach allows businesses to enjoy enhanced flexibility and improved performance from their cloud applications, irrespective of the platform or scale of deployment.

In an age where industries evolve at lightning speed, there exists a special breed of C-suite executives who are not just navigating the changes, but driving them. These are the pioneers who think outside the box, championing novel strategies that shatter the status quo and set new industry standards. Their approach fosters innovation, spurs growth, and leads to disruptive change that redefines their sectors. In this interview series, we are talking to disruptive C-suite executives to share their experiences, insights, and the secrets behind the innovative approaches they are taking to disrupt their industries. As part of this series, we had the pleasure of interviewing Lori Stout, CMO of Bigleaf Networks.

Lori Stout is the Chief Marketing Officer at Bigleaf Networks, a leading provider of network optimization solutions. Lori has nearly two decades of experience in developing cutting-edge digital marketing tactics in the B2B software sector.

Thank you so much for joining us in this interview series. Before we dive into our discussion about disruption, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?

While working as a business analyst, I discovered a passion for marketing, which deeply resonated with my creative and strategic instincts. Seizing the opportunity, I persuaded my boss to let me transition into the field, effectively sneaking my way into my true calling. I embraced this path with full vigor, climbing the ranks from Marketing Manager to VP of Marketing, and now, I proudly steer brand narratives and strategies as the Chief Marketing Officer at Bigleaf.

What do you think makes your company stand out? Can you share a story?

Bigleaf Networks really stands out because of its unique approach to simplifying cloud connectivity, ensuring a seamless, reliable, and truly scalable experience for our clients. Our innovation lies in our proprietary Intelligent Load Balancing and Dynamic QoS solutions, which adapt in real-time to internet performance, safeguarding business-critical applications. I would add that our commitment to customer-centric service, underscored by a team of dedicated experts, positions us not merely as a service provider, but as a steadfast partner in our clients’ growth and success.

You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

Reflecting on my journey, I can pinpoint three character traits that were pivotal to my success:

1. Resilience: Navigating the competitive landscape of marketing, I faced campaigns that didn’t always hit the mark and initiatives that were met with unexpected challenges. For instance, during one of our major product launches, we encountered a series of setbacks, including a key partnership falling through at the last minute. It was resilience that kept my team and me pushing forward, re-strategizing, and eventually executing a launch that exceeded our initial expectations despite the hurdles.
2. Willingness to Fail: Embracing failure as a stepping stone was crucial. Early in my role as a marketing manager, I spearheaded a campaign that, bluntly, failed to resonate with our audience. Instead of letting that derail my confidence, I dissected the experience to understand the disconnect, gathered insights from the audience feedback, and applied those lessons in future strategies. This willingness to fail forward was instrumental in shaping the subsequent successes and fostering a culture of innovation and risk-taking within my team.
3. Adaptability: The dynamic realm of marketing demands an agile mindset. I remember during a sudden shift in market trends, we were at risk of falling behind with an outdated campaign strategy. Instead of persisting on the same path, I rallied my team to pivot our approach, realigning with consumer needs and industry standards. This adaptability not only salvaged the campaign but reinforced our position as industry leaders who stay ahead of the curve, ready to evolve with changing scenarios.

Leadership often entails making difficult decisions or hard choices between two apparently good paths. Can you share a story with us about a hard decision or choice you had to make as a leader? I’m curious to understand how these challenges have shaped your leadership.

I’ve had the pleasure of leading some of the most creative marketing professionals I’ve ever met. Along with that, creativity often comes with a strong will. Marketers are notoriously passionate about their ideas, and rightfully so — it’s our job to not only convince our peers and colleagues but the market as a whole. At a previous company, I had two exceptional employees who felt equally strongly about the direction they believed we should take the campaign. Each had data to support their idea and both were convinced that their approach would yield the best results. All things appearing equal, I made a gut decision on which approach to take, disappointing one of my employees and delighting the other. Ultimately, it was the right course of action, and it spurred conversations with the disappointed employee that eventually helped guide them toward a leadership role. Navigating disappointment and demonstrating fair decision-making are two imperative qualities for every marketing leader. Today, that employee continues to flourish in their career as a marketing leader.

Ok, thank you for that. Let’s now jump to the primary focus of our interview. Let’s begin with a basic definition so that all of us are on the same page. In the context of a business, what exactly is “Disruption”?

I would refer to a “disruption” as anything that upends established industries or creates new categories within them by introducing groundbreaking products, services, or technologies. A true disruption could alter consumer behavior and expectations and compel market participants to change, adapt, or risk becoming obsolete.

How do you perceive the role of ‘disruption’ within your industry, and how have you personally embraced it? Is it a necessity, a strategy, or something else entirely in your view?

Disruption within the internet connectivity drives continuous innovation, enhances competition, and ensures consumer needs are met with cutting-edge solutions. Personally, I’ve embraced it by championing adaptive, forward-thinking initiatives — such as the development of proprietary technologies or unique service propositions — that challenge industry standards and redefine what’s possible in connectivity. This mindset is essential for keeping pace with evolving technological landscapes and consumer expectations, ensuring we’re not just participants but proactive leaders in market transformation.

What lessons have you learned from challenging conventional wisdom, and how have those lessons shaped your leadership style?

Challenging conventional wisdom has taught me the value of courage in decision-making and the importance of fostering a culture of innovation and open-mindedness. These experiences have shaped my leadership style into one that encourages calculated risk-taking, promotes continuous learning from both successes and failures, and prioritizes a collaborative environment where unique ideas are valued and explored. This approach not only drives progress and keeps the team ahead of the curve but also nurtures resilience and adaptability within the organization.

Disruptive ideas often meet resistance. Could you describe a time when you faced significant pushback for a disruptive idea? How did you navigate the opposition, and what advice would you give to others in a similar situation?

As is the case with most leadership positions, the executive team doesn’t always see eye to eye. I’ve found this to be especially true in organizations where several of the company leaders have been with the company long-term (sometimes from its founding). In one of my previous roles, I came in as a new face in a new industry, and it was immediately obvious that we needed to start from square one with our tone and voice in order to connect with our audience. For a company that had just survived the ten-year mark as a startup and was doing “just fine,” I created a bit of panic and resistance when I insisted that we drop our product-first, B2B jargon and shift to a conversational B2B2C voice. I’m proud to say that company still employs that voice today, and they have some of the most loyal and passionate customers of any organization I’ve ever been a part of.

Ok super. Here is the main question of our interview. What are your “Five Innovative Approaches We Are Using To Disrupt Our Industry”?

At Bigleaf Networks, we pride ourselves on being at the forefront of industry innovation, and here are five key approaches we’re utilizing to disrupt our sector:

1. AI-Driven Network Optimization: We’re leveraging artificial intelligence to dynamically assess network conditions and automatically optimize internet traffic. This ensures smoother performance, especially during critical operations, and provides users with a consistently robust internet experience, adapting to issues in real time before they affect connectivity.
2. Seamless Cloud Integration: Understanding the growing reliance on cloud platforms, we’ve developed solutions for streamlined cloud connectivity, reducing the complexity traditionally involved in multi-cloud integration. This approach allows businesses to enjoy enhanced flexibility and improved performance from their cloud applications, irrespective of the platform or scale of deployment.
3. SD-WAN Solutions: Our unique take on SD-WAN (Software-Defined Wide Area Network) technology is industry-leading, simplifying the once-complex management of wide-area networks by integrating physical and virtual layers. This disruption means companies can rapidly scale, adjust, and manage their networks with unprecedented ease and reliability.
4. Customer-Centric Connectivity: Rather than a one-size-fits-all solution, we’re pioneering personalized connection strategies. By utilizing data analytics, we craft bespoke connectivity solutions that consider the unique circumstances and needs of each business, enhancing performance, reliability, and customer satisfaction.
5. Enhanced Security Protocols: In an age where data breaches and cyber threats are ever-present, we are innovating by embedding advanced security measures into our connectivity solutions. By integrating cutting-edge cybersecurity protocols, we’re ensuring that data integrity and privacy aren’t just add-ons but are at the forefront of the connectivity services we provide.

Through these initiatives, we’re not just following the trends; we’re setting them, marking ourselves as disruptors who are shaping the future of internet connectivity.

Looking back at your career, in what ways has being disruptive defined or redefined your path? What surprises have you encountered along the way?

Embracing disruption has constantly pushed me to question the status quo, drive innovation, and create value in unexpected ways. This mindset helped me change my career path to one where I make brave and creative decisions. What surprised me was how ready and strong the teams were in accepting and trying out new ideas; their readiness to step into the unknown made us all more successful. This showed me that being disruptive isn’t just about new technology or products, but also about empowering people and nurturing a culture of embracing change.

Beyond professional accomplishments, how has embracing disruption affected you on a personal level?

Similar to how it shaped my professional life, embracing disruption in my personal life has encouraged me to welcome change, seek out growth opportunities, and approach challenges with a solution-oriented mindset. It’s taught me resilience in uncertainty and the value of curiosity, keeping me engaged and passionate about not just work, but life’s pursuits.

In your role as a C-suite leader, driving innovation and embracing disruption, what thoughts or concerns keep you awake at night? How do these reflections guide your decisions and leadership?

The thoughts I often have involve maintaining the delicate balance between pushing boundaries and ensuring consistent, reliable service delivery to our customers. I’m constantly considering how to keep our team inspired, cohesive, and forward-thinking without overextending and how to sustain our growth while staying adaptable. These reflections shape my leadership approach, prompting decisions that prioritize a clear, agile strategy, robust support for talent development, and a company culture that understands failure not as a setback but as a springboard for innovation and learning. This mindset helps navigate the complexities of constant evolution in the tech landscape, ensuring we’re not just reacting to change but leading it.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

If I were to start a movement, it would be one deeply rooted in ‘Digital Empowerment,’ ensuring equitable access to quality internet connectivity across the globe. It’s something I’m passionate about, which is why I joined Bigleaf. Recognizing the internet as a fundamental enabler of opportunities, this movement would strive to bridge the digital divide, especially in underserved communities, facilitating advancements in education, healthcare, and economic growth. By rallying industry leaders, policymakers, and communities, we could ignite a global change in how internet access is perceived — not as a luxury, but as a basic right, unlocking an untold potential in innovation and societal progress. This endeavor, above all, would democratize the digital landscape, fostering inclusivity and empowerment on an unprecedented scale.

How can our readers further follow your work online?

I’d love you all to connect with me on social media! Bigleaf Networks is on Twitter, Instagram, and LinkedIn — we’d love to chat with you there.

Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!

About the Interviewer: Cynthia Corsetti is an esteemed executive coach with over two decades in corporate leadership and 11 years in executive coaching. Author of the upcoming book, “Dark Drivers,” she guides high-performing professionals and Fortune 500 firms to recognize and manage underlying influences affecting their leadership. Beyond individual coaching, Cynthia offers a 6-month executive transition program and partners with organizations to nurture the next wave of leadership excellence.