Create With Conviction, Says Instrument’s Laurel Burton

What should clients be focusing on the most right now? How has it changed from last year?

Right now, clients must stop dwelling in uncertainty and start creating with conviction. Last year was about hesitation — playing it safe, trying to ride out the storm. That time is over. The focus now should be on building the next big thing — products, stories and ideas that not only stand out but also stand for something.

It’s about owning who you are as a brand and having the courage to deliver work that’s undeniably true to you. Your customers deserve more than a placeholder — they want something that feels real, meaningful and useful in their lives.

The shift? It’s about moving from fear to radical optimism and asking, “What if this does work?” If your product matters and makes people’s lives better, then you owe it to them to go all in. Stop holding back. Build boldly. Create the work that will define what’s next.

How are Instrument and the Code and Theory Network uniquely suited to deliver what’s needed?

Instrument and the Code and Theory Network thrive because we’re inspired by the art of creating what’s next, what hasn’t been created yet and what should be created, rather than just reacting to what’s happening.

The power lies in how we approach every brief through the lens of technology — whether it’s brand, marketing, web or product development. We pair imagination with technology to deliver solutions that are wide, not narrow. Our talent and service offerings are expansive across all solutions, which means our thinking isn’t limited to “what we can do,” but driven by “what can’t we do?”

Your agency partners’ capabilities shouldn’t limit your solution. It’s about your audience — what they need, where they are and how to meet them there. As network partners, we bring the scale, expertise and systems to think bigger than the brief — pushing innovation and inspiration into the systemic root of our client’s business. This is about building work that resonates and matters. No fluff, no fear — just impact.

What’s the best way to keep your team motivated and working at a high level?

Give them work that matters. Work they believe in, work they’re proud to own. People step up when they feel seen, trusted and part of something bigger.

As leaders, it’s simple: Stop talking. Start doing. Say no to work that doesn’t align with the vision. Say yes to projects with purpose — even if they’re risky or under budget. Clear the roadblocks, fix broken processes and move fast. If your team is stuck in operations, they’re not being strategic.

Listen to what your team needs. Unblock them. Create an environment where creativity thrives. Trust them, push them and invest in them as people. Careers are made when the work matters. Get out of their way and let them crush it.

What’s a current trend you’ve seen that excites you?

Hybrid work is the future. If we can’t figure out how to work in this world, no trend or tech (AI, the metaverse, whatever) will save us. If we’re stuck defining the rules of work, we’re already behind. Hybrid is the future. Mandating office work as the driver? That’s outdated. Creativity doesn’t thrive under control — it thrives in environments built for flexibility, inspiration and connection.

Change starts with how we work, collaborate, connect and create. We need to build systems and spaces that remove friction, empower creativity and let people do their best work — wherever they are. Get this right and innovation happens naturally. Hybrid is more than a trend; it’s a mindset. Creativity thrives on flexibility, inspiration and connection.

We have to do better. Hybrid expands access, redefines creativity and sets the standard for what’s next. Adapt, innovate or get left behind.

How have you seen the industry transform throughout your career?

When I started my career in agencies, phone book ads were still part of annual planning, and I vividly remember a client saying, “We’ll consider a website next year.” I believed in it so much that, as an account coordinator, I built them a website myself using Microsoft FrontPage 94 (don’t laugh).

The outputs of strategy have changed drastically since then, but the core of my relationships with partners has stayed the same. Clients and brands have questions, and they turn to agencies for answers. They want experts and agile partners who can keep up with the pace of change.

What’s different now is that the pace of evolution has accelerated. Back then, change came every 1–2 years. Now it feels like every month. The biggest transformation in our industry is learning to navigate that speed — to identify what’s a fleeting trend, what’s evergreen and what trends we need to lean into or leave behind. It’s about constantly upskilling, so we remain the expert, the industry-first partner that clients can rely on.

For Instrument and Code and Theory, transformation is in our DNA. It’s not just about responding to change; it’s about driving it — year after year. Our strong point of view on what matters, paired with our commitment to innovation and evolution, keeps us relevant and ahead of the curve. That’s the difference between being just another agency and being the partner that shapes what’s next.

What’s your biggest source of inspiration?

Breaking every rule. That’s what fuels me. Somewhere under this CEO suit is my inner teenage anarchist, still pushing boundaries, still chasing the thrill of doing what hasn’t been done before and defying norms. I’m inspired by the idea that I get to be part of a place that’s breaking the rules and shaping how the world works in ways we’re only beginning to understand.

Instrument has given me opportunities to grow, to see the world differently, and I want to give that same chance to as many people as possible. I’m inspired by stories of founders like Phil Knight and Steve Jobs — people with wild ideas, staring up at impossible mountains, climbing anyway, only to have the ropes rip out from the rock and start again. And here’s the thing: at the time, they didn’t know where it was going. They didn’t know what they were building. They just knew they were doing something they believed in. That’s what resonates most — we never fully know where we’re headed, but we know we’re always moving forward, always building something that matters.

I’m fueled by the failures, the surprises and the unknowns ahead. This industry never lets me get comfortable. It keeps me guessing, keeps me reading, keeps me learning. The chance to grow, to try, to spark something bigger than myself? That’s the fire that drives me every day.

What is the one thing you’d tell your younger self?

Life will always give you opportunities, but it won’t give you hustle. My advice? Work harder than anyone around you. Never stick to your job description and don’t ever let anyone use the word “imposter syndrome” on you — it’s not your narrative.

It’s not advice for everyone, but it’s what I’d tell my younger self: your hustle, determination and ability to not just have an opinion but turn ideas into reality will set you apart. Be the kindest voice in the room, but never forget you have the strongest fire in your belly. That fire will drive you further than you can imagine.