Welcome to Great Minds, recorded live at Advertising Week New York 2026 in the Salesforce Podcast Studio. Joining us is Laurel Burton, CEO of Instrument, a design and technology company whose work includes Nike, Oura, Google, and Nordstrom. Laurel shares why she pushes back on the language of AI efficiency, how Instrument builds technology into its work from day one, and what delivering Nordstrom’s brand tools directly into its team’s hands looked like. We also discuss creative judgment, the responsibility of leading an agency through change, and why she believes the future still depends on people making things together.
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