I believe that data is the best indicator of what strategy needs to be applied to a problem & there is no one way to solve a problem, hence a complete team player & involves the team in decision making. Thus creating more leaders than followers in the team.
I would also like to believe that core essence of a digitally alive brand would be about creative experimenting by being involved in developing a customer from being just a visitor to your website/online property to a loyalist, who would repeat the purchase decision & choose your brand over your competitors.
My job at the end of the day is to come up with ideas that influence choice & buying behavior and ideas that transform audiences into customers for the brands/clients that I work with.