Gabriela Lendo (creative director, brand & culture) rethinks her own discipline — 'if you want a brand to succeed, you need to learn about law and governance'

Gabriela Lendo has spent her career helping companies turn purpose into everyday decisions through brand and culture work. Halfway through the book she concludes that work isn't enough on its own: brand should come from operations, and the people in her field need to learn governance. She says the premise is slow going because she has watched it happen first-hand.

“I’ve been slowly chipping away at Eric Ries’ 'Incorruptible'. It's taking me time because the book's premise is something I have seen happen with my own eyes. And it’s painful. It doesn’t matter how great your company is or how smart you think you are. If you have a company with a mission, but you don’t have the right legal guardrails to protect it, success will crush you.” — Gabriela Lendo on LinkedIn