John B. Johnson of ‘a small studio’: 5 Steps We Must Take To Truly Create An Inclusive, Representative, and Equitable Society
Get uncomfortable. We have to move outside of our zones of comfort. In terms of the bubble of people we surround ourselves with, the things we experience, what we read, watch and listen to. It’s only by opening ourselves up to things that may seem uncomfortable at first that we will begin to experience and better understand other perspectives. We don’t have to agree, but it will help develop empathy.
As part of our series about ‘5 Steps We Must Take To Truly Create An Inclusive, Representative, and Equitable Society,’ I had the pleasure of interviewing John Johnson.
John Johnson is an Identity Architect — a term that comes from his experience as a student of architecture and the yearning to bridge the gap between different communities. With the belief that everything starts with identity and understanding who you are, he created [a small studio], a brand identity and digital design agency. As an agency leader, John works with a collection of creatives to help impact-driven leaders understand their identity and translate them into powerful brands and digital products.
Thank you so much for doing this with us! Before we dig in, our readers would like to ‘get to know you’. Can you tell us a bit about how you grew up?
I grew up in a pretty rough part of inner-city Cleveland and was raised by a single mother. I actually never knew my father. When I was just 10-years-old, my older brother was arrested for gang-related violence and sentenced to a minimum of 18 years in prison. That was obviously very difficult for me, but it also inspired me to do more with my life and forge my own path. Since then, my life has been about overcoming the odds, but I never forget where I came from, which is why I try to build up other people in my brother’s shoes.
Is there a particular book that made a significant impact on you? Can you share a story or explain why it resonated with you so much?
The Artist’s Way by Julia Cameron really aligns with what we’re attempting to create at a small studio. I believe everyone is a creative, and we just have to get past the logical part of our mind. In the book, Cameron gives a simple framework for unlocking that creativity to bring your gifts to the world. It’s a very accessible framework, providing the tools and activities to unlock yourself. It really helped me understand and nurture myself, allowing me to better lead and build an environment that fosters creativity, identity and empathy.
Do you have a favorite “Life Lesson Quote”? Do you have a story about how that was relevant in your life or your work?
One of my favorites is from Jim Whittaker, the first American to summit Everest: “If you’re not living on the edge, you’re taking up too much space.” This quote is extremely relevant to what we’re trying to achieve at a small studio. Design is about taking risks and being bold. It’s about removing self-doubt and allowing yourself to be truly creative.
How do you define “Leadership”? Can you explain what you mean or give an example?
To me, leadership is the balance of two extremes: Confidence and extreme empathy. Unless you are confident in yourself, people won’t be confident in you to lead them. But you also have to have extreme empathy. It’s the dichotomy of stepping out in front where no one has been and leading from behind to nurture others. That balance of confidence and empathy empowers you to help others grow.
As a busy leader, what do you do to prepare your mind and body before a stressful or high stakes meeting, talk, or decision? Can you share a story or some examples?
I turn to prayer. When these situations present themselves, I say, “I can’t, but you can, God. Make sure I disappear so you can appear.”
That’s how I ease my mind. That’s how I make sure my ego isn’t showing up. It’s something much bigger than me showing up.
The United States is currently facing a very important self-reckoning about race, diversity, equality and inclusion. This is of course a huge topic. But briefly, can you share your view on how this crisis inexorably evolved to the boiling point that it’s at now?
It all stems from a lack of empathy toward other humans. We’ve isolated ourselves to our social circles because it’s comfortable. But now we need people to realize they need to get uncomfortable to better understand and empathize with individuals. They need to hear perspectives different from their own, from people who have lived different experiences.
It’s just a switch between being comfortable and uncomfortable.
Can you tell our readers a bit about your experience working with initiatives to promote Diversity and Inclusion? Can you share a story with us?
Shortly after the George Floyd shooting, I put all our operations on hold so we could brainstorm ways to contribute to the movement. We decided to build Dose, a website where users are prompted to share their experiences related to racial justice and learn from each other. The idea was to promote conversation to guide people just to that edge of uncomfortable and then have our common experiences lift each other up.
This may be obvious to you, but it will be helpful to spell this out. Can you articulate to our readers a few reasons why it is so important for a business or organization to have a diverse executive team?
People with different backgrounds and experiences have different perspectives. Organizations that limit the number of different perspectives they have in leadership roles are limiting their own problem-solving capabilities and creativity.
This is very relevant in the design and branding world, because of how much influence advertising agencies have on shaping society. The messaging used in ad campaigns often spills into the real world, and if the people creating those brands all have the same experiences and backgrounds, the messaging will not be truly representative of our society.
You are an influential business leader. Can you please share your “5 Steps We Must Take To Truly Create An Inclusive, Representative, and Equitable Society”. Kindly share a story or example for each.
- Get uncomfortable. We have to move outside of our zones of comfort. In terms of the bubble of people we surround ourselves with, the things we experience, what we read, watch and listen to. It’s only by opening ourselves up to things that may seem uncomfortable at first that we will begin to experience and better understand other perspectives. We don’t have to agree, but it will help develop empathy.
- Focus on diversity of experiences. I believe we have to shift away from thinking about diversity in terms of race, gender or color, and instead focus on diversity of experiences.
- Intimately seek to understand our own identities. It’s only by first understanding ourselves that we can bring our greatest selves to this world. Through self exploration, we also develop greater empathy for others.
- Expand diversity among leadership. This goes across all industries, but particularly in branding, advertising and product design. Our society becomes a product of what we consume and the individuals who shape the messages and products we see and engage with every day have a real responsibility to consider diverse perspectives. Only by getting individuals with diverse perspectives and experiences in these leadership roles will that occur.
- Start small. Some of the most important changes in our society happened because of the actions of one individual or one small movement. It’s easy to think we can’t make a difference unless we create a grandiose movement. And that often creates overwhelm, which leads to inaction. But we’re all capable of starting small. We can make changes for ourselves, within our group of friends and families or within our neighborhoods that will have a significant impact.
We are going through a rough period now. Are you optimistic that this issue can eventually be resolved? Can you explain?
Yes. I’m optimistic because it’s already being resolved in small groups and communities and businesses. Change doesn’t start in Washington D.C. or at the top. It starts with one small group, one person at a time. It will then make its way through society. That’s what happened in 1963 with Dr. Martin Luther King and Rosa Parks, labor strikes and boycotts.
Is there a person in the world, or in the US, with whom you would like to have a private breakfast or lunch, and why? He or she might just see this, especially if we tag them. :-)
I have two. One is Lebron James, but not for the reason you think. I was born and raised in Cleveland, OH and I will be moving back soon to build a home, my family, my business, and integrate myself into the city. I know he would have a priceless perspective of the city and I would love to have his perspective as I attempt to impact my hometown positively.
The other is Duane Johnson. He is by far one of the most impressive people I have watched from afar since I was a child. From wrestling (when that was popular) to his unbelievable workout regimen to watching him in the movies. Yes, he is an entertainer but he is also the most lovable/popular guy in the world! You can learn a lot from someone like that when you are attempting to make the world a better place.
How can our readers follow you online?
