We’re so happy to welcome Senior Strategist Olivia Luterbach to the Superhuman team! Fresh off her time in Colorado, we’re having a great time connecting—and for some of us, reconnecting—with Olivia. Read on for more about our new thoughtful and brilliant strategist.
Tell us about your background and what led you to strategy.
Like many strategists, it was a winding path of happy accidents. I originally went to school for social work, but took a class called Argumentation and Advocacy and was lured into a Rhetorical Communications degree by the rush of a good debate. I’m grateful that studying persuasion taught me how to think – not what to think – and fortuitously, it was the perfect training for business and brand strategy.
The most literal answer to this question is also that I met Meredith many years ago during an informational interview. We connected quickly, and ended up working together at Olson a few years later. Since then, I’ve taken the winding path to Carmichael Lynch and Colorado State University, but reuniting with Mere (and a few other Superhumans) was no accident.
What do you think is one of the biggest challenges facing brands today?
Balancing the long game with short-term returns. There is so much pressure to demonstrate growth on a quarterly basis, and the average tenure for C-suite marketers is only 12-14 quarters. How do you build trust with consistency but maintain enough flexibility to be relevant and responsive? I think it’s tempting to prioritize one over the other, but a solid strategy accounts for both in tandem.
How do you want to help solve it?
Superhuman helps brands be more human. That means considering the many facets of how they can show up in the world, and building a foundation that unites an organization and has legs to manifest in not only marketing, but also sales, internal communications, R&D, customer service and events. It’s really exciting to be stretching the confines of traditional brand strategy or campaign planning, and work with our clients to build and grow brands that are around for the long-haul and the big headline.
What do you hope to experience at Superhuman?
I hope to keep growing as a creative practitioner. Everyone here takes accountability for the entire process, which means we speak the same language and anticipate each other’s next move. It means that no matter your title, you have to learn other people’s jobs, too. It has created a wonderful learning environment and collective humility, and I can’t wait to keep learning from the geniuses here.
What’s the best book you’ve read lately and why?
I am a newly ordained minister in the Universal Life Church. This high honor required just $18 and an email address… but I’m taking it really seriously. I will be officiating a friends’ wedding in November, so much of my reading material has been about marriage as a ceremony and an institution. It’s a fascinating category to dig into; nuptials are chock-full of expectations. I think culturally we are very close to a breaking point for wedding day excess, so it’s a good time to question the “shoulds” and “shouldn’ts.” The reality is that people are messy, and approaching it instead with “why” and “why not?” can be a really liberating experience. It has given me a lot to think about, especially in this 27 Dresses stage of life.