Our Head of Strategy, William Allen, was recently interviewed on Social Media Week about his role at Behance, strategy for building community and the importance of company culture.
You’ve been at Behance for over a year now. What’s been your biggest challenge leading strategy at Behance?
WA: The biggest challenge is what to focus on. If you’re ambitious, your attention can be pulled in thousands of directions; the challenge is to figure out what are the most important things you can accomplish and include them in your strategy. Choosing the right thing is hard. We focus on our mission which is to empower the creative world. At Behance, we want to be the “wind at their backs,” which means giving them anything they need to be successful and also means matching the talent with opportunity. The reason why Behance gets 70M pageviews a month is because of these creatives–we step back and showcase their work, allowing them to be their own best representatives. We give them the tools.
What’s been your strategy in building the community? How do you know what to include and what to leave out?
WA: You have to have a world view and you have to have a compass of where you want to go. That mission shapes every action that you take: for us it means building deliberately and intelligently. We’ve been concerned about building the right kind of community, the right people for the right platform. It’s important that we fulfill the mission which is giving our user the resources they need to be successful at their careers versus growing quickly. And that takes time. The human quality of curation has been an important part of our strategy, where the good quality work really bubbles up, and it make the site aspirational.
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