Matt McCoy (00:00):
What’s the most important lesson you’ve learned in leading a creative team for over 19 years?

Paul-Étienne Côté (00:06):
Oh man, that everything takes time — and so much more time than you think.

Think about the time it took you to come up with an idea or a concept, bring it out there, and finally announce the big news. That probably took a year, two years, even three.

And when you finally share it with the world, you expect people to immediately say, “Oh my God, this is such a great idea — I’m going to buy now or work with this person.”

But no, no, no.

It’s going to take every single person you approach that same amount of time. Whether it was one, three, or five years — be patient.

They need time to digest and distill the idea. And eventually, it’ll make its way into their heart. Then they’ll work with you. But be patient.