Russ draws on his personal experiences as a filmmaker, adventurer, leader and accomplished business person to illustrate the importance of developing both individual and team creativity in the modern working environment. He recounts the profound impact this action has had on his company’s success and brand. Creativity has been the cornerstone of everything that Russ has achieved, regardless of the size and scale of the project, it has always started with a simple idea. For Russ the importance of developing a creative culture is paramount to having a motivated and engaged team behind you. Russ has always encouraged others to think and act creatively whether on the road or in the production office, in doing so he created a dynamic working environment with an empowered team that excelled, whatever the challenge. Russ truly believes that even if an idea is not developed or proves unsuccessful, it must never be seen as a failure but rather one step closer to success. His innate understanding of the need to embrace creativity in all its forms, while simultaneously grounding it in reality, has undoubtedly contributed to his career’s longevity and success.