Meet The Disruptors: Graham Nolan Of Do the WeRQ On The Five Things You Need To Shake Up Your Industry
An Interview With Fotis Georgiadis
The aforementioned advice not to play games I can’t win has been incredibly vital. I was talking to a friend recently, whose job is becoming dominated by new obstacles. We’ve discussed: If we see those obstacles and parameters as rules to a game, and the goal of the game is “to be happy at work,” is the game winnable? This perspective may lead us to see the game as winnable in a new light, or inspire us to change the rules of the game, or to expend our energy toward a different game where the objective is far more achievable.
As a part of our series about business leaders who are shaking things up in their industry, I had the pleasure of interviewing Graham Nolan.
As Co-Chair, Storytelling and Partnerships for Do the WeRQ, Graham helps tell the platform’s story and connect the movement to partners who embrace the value of queer creativity. The mission of Do the WeRQ is simple: increase queer creativity, representation and share of voice in the advertising industry. The organization brings people across the industry together to foster connections, share experiences and collaborate on cultural transformations that support the LGBTQ+ community 365 days a year. He is also an Austin-based reputation management, public relations and communications consultant — empowered by nearly 20 years of experience advancing meaningful brand conversations.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
My path to active disruption began with an ability to accept disruption — and my ability to manage it. I’d had specific goals in mind upon graduation: Get an advertising job at a big agency! Move to Chicago with established friends! Work my way towards a career as a creative! And of course, life had other plans. I was able to get a job in the advertising industry at Leo Burnett, but in a corporate communications function; I admittedly had very little idea what that job function entailed when I accepted my internship, but had confidence I could make it work. I moved to Chicago the day after graduation, with three very new friends from Ohio University — whom I’d probably known a combined 10 hours before we cohabitated in a city that was new for all of us. And I never veered toward a traditional creative role, only because I found the ability to imbue creativity into everything I did as a corporate communications professional. My high school and college studies were always a mix of art and theater, plus structured coursework and sciences. The balance that brought me to my industry characterized the course of my full career.
I brought structure and operations to the communication function at Leo Burnett; conversely, I brought creative storytelling to the media-focused world of Starcom. At my next position at Momentum Worldwide, I used research and data to substantiate storytelling around sports, music and live events. Then, at Grey, I was able to apply my comedy and improv education towards human narratives and research efforts.
My path has — first subconsciously, and now very intentionally — been forged by the knowledge that I can manage change. And that while my definition of success may shift, I have always moved forward with the people who are fighting for progress and innovation.
Can you tell our readers what it is about the work you’re doing that’s disruptive?
Every year, brands celebrate the LGBTQIA+ community by sponsoring or participating in Pride Month events. But while June sees many logos transformed into rainbow-colored versions, members of the community have become increasingly skeptical, questioning brands’ real commitment beyond the spending power of LGBTQIA+ consumers.
Amidst all this “rainbow-washing,” there was no national organization for LGBTQ+ advertising and marketing talent until May 2020. Enter: Do the WeRQ — our LGBTQ+ grassroots organization and platform for disruptive change specifically geared for the advertising and marketing industry. The mission, created with Co-Chair Kate Wolff and a team of incredible volunteer leaders, is loud and queer. Make the logo bigger? No. Make inclusion bigger and increase queer creativity, representation and share-of-voice. Because only when queer marketing talent is inspired, mobilized and celebrated — by brands and marketing leaders — will queer cultural creativity translate into meaningful business solutions.
The community, data, programming, publishing and partnerships being created by this volunteer-based organization has already begin to shake up established norms around LGBTQ+ inclusion in the advertising industry. And we’re already changing industry discussions. For example, data we’ve discerned with consumer insights platform DISQO found that minority communities may be marginalized in creating advertising content. Only 43.6% of respondents said that it was important to them that advertising and content are made with the involvement of people who are part of depicted communities (e.g., LGBTQ+ and multicultural communities). However, 70.55% of respondents who self-identified as LGBTQ+ said that it was important to them, a stark contrast to the 40.7% of non-LGBTQ+ identifying respondents who said the same. The findings show a need to support LGBTQ+ ideas and representation in advertising — and the importance of having LGBTQ+ talent creating those ads.
Our data defines challenges, and that changes discussion; our discussions shape connections; our connections form communities. And nothing disrupts like a community focused on progress.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
I’ve been rethinking my perspective on “mistakes.” Because how do those stories usually go? “I wore an excessively crude t-shirt, not knowing I’d be invited to a huge meeting.” “I sent an email with the wrong person BCCed.” “I made pitches to reporters without getting sign-on from every single stakeholder.” The common thread is a common human error; a well-intentioned violation of standard business protocol; a benevolent mentor who guides and corrects; a vow to make a new approach, inspired by guilt around the mistake. I don’t know that I learn a lesson from this besides that I’m a human, I mess up sometimes, and I should hope that people will forgive me — as I’ve supported and forgiven the same people in return. The lesson of mistakes is simply: If there’s an imbalance between who you help and who helps you, reconsider how you’re spending your energy. Y’all know the deal: progress is great, and perfection is impossible.
In retrospect, my biggest mistakes were times I stayed silent on microaggressions. And while I am not motivated powerfully by guilt, I am fully focused on calling out opportunities for progress. I won’t persecute my past self for not speaking up when I had less power, while still ignorant to the privilege I possessed. But I will hold my present self accountable for calling out the tensions that will lead to solutions and alignment. It’s our small cultural behaviors that aggregate as our systemic societal issues. It’s the citation of problems and injustices that transform moments of unfairness into moments of clarity.
We all need a little help along the journey. Who have been some of your mentors? Can you share a story about how they made an impact?
Cassandra Reese was my academic advisor at Ohio University. She taught me that everything is negotiable. She also imparted the wisdom not to expend energy on games you can’t win. Those two pieces of guidance are not mutually exclusive, and the nuance between them has guided me forward through some challenging times. The giant cardboard cutout of Bart Simpson in her office taught me not to take any of this too seriously.
My high school guidance counselor helped me realize that I could combine art and science in an advertising career. Jeremy Miller at McCann Worldgroup helped me realize I could play a role in guiding the communications function in our industry. Toni Lee gave me insight into how to become a PR freelancer, and the emotional bearing to take the step forward. Anne Marie Saviano and Michael Gellman taught me, within Second City, that I could create without overthinking. My friend Marni Sabin taught me to get off my damn phone sometimes and to live in the moment.
I’ve never sought out a particular mentor, but I am trying more and more to understand that everyone has something to teach us. We don’t need one north star; we do need to look up at the constellations before us and accept their light in order to navigate our course. Every one of these stars has been so generous with their light.
In today’s parlance, being disruptive is usually a positive adjective. But is disrupting always good? When do we say the converse, that a system or structure has ‘withstood the test of time’? Can you articulate to our readers when disrupting an industry is positive, and when disrupting an industry is ‘not so positive’? Can you share some examples of what you mean?
Disruption is positive when it moves us toward truth. I wish that didn’t feel like such a bold statement; I wish that most of our innovation and societal progress was shaped in the context of truth. But much disruption is solely focused on desire; the idea that if we want something enough, we can make it happen. That if we see what no one else does, that we can build around that vision. And those perspectives are only part of the equation: desire and passion are the fuel, but truth needs to be the direction.
In the specific context of Do the WeRQ: we’ve often seen well-intentioned efforts towards inclusion that largely amount to adding a rainbow flag to a logo. Brands show up at the Pride parade; they say “henny” and reference “the tea” in an ad; they demonstrate a knowledge of the dated, restrictive sexual dichotomy of tops and bottoms; they make a vague statement of commitment to inclusion for all, while carrying out policies rooted in heteronormative patriarchy. The desire to connect is there, but there’s no truth to their understanding of our community. The desire is in their intention; the truth is in our existence. Both need to connect for disruption in a positive direction.
Do the WeRQ is a platform for data, discussion and connection specifically to unearth truths. When we know the community’s reality and goals, that allows our community and our allies to apply their desires, passions and energies toward change that means something to people. A rainbow flag isn’t disruption. Disruption is an acknowledgement of bi erasure in business culture. Disruption is the creation of resources to solve diverse family challenges. Disruption bypasses a celebrity cameo in favor of corrective action toward fairness and equity. Let the truth guide your disruptive efforts, in an unprecedented era of misinformation.
And most importantly, admit that you may not know the truth before you advance. Move towards enlightenment before you move towards action for strategic disruption, versus performative spectacle.
Can you share five of the best words of advice you’ve gotten along your journey? Please give a story or example for each.
The aforementioned advice not to play games I can’t win has been incredibly vital. I was talking to a friend recently, whose job is becoming dominated by new obstacles. We’ve discussed: If we see those obstacles and parameters as rules to a game, and the goal of the game is “to be happy at work,” is the game winnable? This perspective may lead us to see the game as winnable in a new light, or inspire us to change the rules of the game, or to expend our energy toward a different game where the objective is far more achievable.
During the early days of Do the WeRQ, ADCOLOR founder Tiffany R. Warren gave great early guidance, which I’ll paraphrase: If you’re going to start this organization for change, make sure you’re eager for a long-term commitment. The ability to understand the long haul of the fight for progress, and the insight that the commitment itself should be a source of fuel for the fight, helps me pace myself in this work. Thinking ahead, in anticipation of ongoing victories or setbacks, helps set the tone for when I assertively push, or actively listen, or intentionally recharge.
Once at a party, the actor Jean Smart gave me the advice to never buy a motorcycle. And you know what? I never did. That may not be so related to the disruption subject, but I’ve stayed safe enough to support all this progress, so who knows?
We are sure you aren’t done. How are you going to shake things up next?
The past year has presented some visible progress, but also presented a continued mystery. The power of community is what’s going to unlock that mystery. Given all the challenges we face, what IS the actual way forward for LGBTQ+ representation and equity in this industry of advertising and marketing and brands?
Do the WeRQ is relatively new and fast-growing, and we know that the creative power that’s unlocked — for talent and companies alike — when LGBTQ+ self-expression is supported and empowered. But from the outset, we’ve been confused and frustrated. What problems to tackle first? What needle is most important to move for effective progress — and who has the most power to move it?
For the LGBTQ+ sector, the metrics of success are unclear, and our in-progress collaborations will illustrate the way forward. Generating actionable data has long been impeded and stalled by social and legal challenges to LGBTQ+ self-identification in the workplace. It makes a difference in data collection that two years ago, I could have legally been fired for being gay, without federal protections.
What I’ve seen is: the creative work in the market is getting better, but when it works out, we have no idea why. I don’t think we should keep upgrading the process without examination of the process. We all have questions that we can answer together, to make sure more fortified inclusion, for reliably improved creativity and business results.
As far as a focus from industry leadership, we’re pushing for more engagement. We keep getting connected directly to supportive leaders. We see an increasing number of public statements from leaders. There’s a range of certainty and humility, all of which have their place. What we need to see is alignment that leads to action at scale.
Do the WeRQ hopes to be a lighthouse for those captains, so we can assemble. We need more direct conversations.
Do you have a book, podcast, or talk that’s had a deep impact on your thinking? Can you share a story with us? Can you explain why it was so resonant with you?
Science fiction has long been my staple of creative inspiration around what’s possible in this world. I’m done trying to convince people that comic books, in particular, aren’t “just for kids.” They are inherently stories of exaggerated human possibility, potential and consequence. They are literally the illustration of concepts outside our reach. They are arguably the foremost storytelling format for hybrid published content and collaboration, leading the way for the world of film and interactive media.
In my teen years, the New Warriors taught me that there are consequences to acting boldly on intentions. Teens in surreal costumes drove home the very real point that idealism must be balanced with responsibility, and that found family could help us find the right way forward.
Later, StormWatch taught me that the binary of good guys and bad guys was dominated by gray areas. The modern classic sequel The Authority gave me hope around the premise that changing the world was a higher calling than simply saving it.
Foremost among all these stories, the X-Men are a powerfully committed allegory for the power of diversity and immersion in the face of zealous persecution. The recent story House of X has presented an impressive exploration of what happens when you stop fighting for a seat at the table; to instead create your own table — built on legs of common language, culture, design and technology.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
The quotes I seem to cite the most are essentially very similar, but from different sources. I’ve seen many attributions of “Never confuse movement with action” to Ernest Hemingway. And “If you have to talk to more than three people about the same problem, you don’t want help, you want attention” is a quote I’ve seen attributed to Naomi Campbell. Look at the name of our movement to see the connection, loud and clear. Talking and discussion and listening have their place, but if you don’t make decisive moves based on the truths that arise, then nothing happens. Both these quotes speak to disruption that applies passion to truth, and to the potential that’s only unleashed by those who work toward impact.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
Do the WeRQ is that movement, for me and the people behind our quickly increasing momentum.
We’re living proof that inclusion is innovation. We designed a very simple, relevant mission that has endured amid the turbulent times we launched in: to elevate queer creativity, representation and share-of-voice in our industry. And that mission allows people to find us, and make the mission their own. Every new volunteer unlocks a new possibility in support of that mission, whether that’s a tool, a discussion, an expertise, a network, a data set… but we meet people, include their perspective, celebrate their ideas, elevate their work and advance the mission. Currently, Do the WeRQ efforts include ongoing public programming and discussion forums, development of data resources for equity, a monthly newsletter for intel-sharing and talent recognition, bespoke partner consultation and program development, in-progress live experience opportunities, talent identification and equity initiatives, and more. Further, we’ve been a responsive resource to any person or organization who’s raised a hand to ask a question.
Each new connection opens a new door. More doors lie ahead, and we race towards them.
How can our readers follow you online?
@dothewerq on Instagram and Twitter.
On LinkedIn.
On our soon-to-be-relaunched website.
And I personally respond to any and all questions and raised hands regarding the movement, via LinkedIn.
This was very inspiring. Thank you so much for joining us!
Meet The Disruptors: Graham Nolan Of Do the WeRQ On The Five Things You Need To Shake Up Your… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.
