In his Co-Lab talk, Ashton Snook (Head of Design and Research at Vodafone) takes us on a candid, personal journey—eschewing frameworks for real reflection. He explores the tension between leadership and creativity, sharing how he found himself increasingly disconnected from the work that once inspired him.

Through the concept of “creator mode,” Ashton challenges the conventional narrative that leaders must trade craft for coordination. He recounts his own shift from management-heavy enterprise roles back into the heart of design—reconnecting with his team, jumping into workshops, and rediscovering the energy that comes from being close to the work.

By choosing to lead through making rather than managing, Ashton reignited his team’s momentum and earned renewed trust from stakeholders. His shift didn’t just drive better outcomes—it unlocked new strategic opportunities and a multi-million-dollar investment.

Drawing parallels to design visionaries and leaders like Brian Chesky, Ashton makes the case that in a world reshaped by AI, human connection, judgment, and creativity will be what differentiates organizations. His call to action is simple but powerful: when leaders lean in, everyone wins.