{"id":20695,"date":"2026-10-07T19:57:49","date_gmt":"2026-10-07T23:57:49","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20695"},"modified":"2026-10-07T19:57:50","modified_gmt":"2026-10-07T23:57:50","slug":"stop-pitching-and-start-building-featuring-laurel-burton-of-instrument","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/stop-pitching-and-start-building-featuring-laurel-burton-of-instrument\/20695\/","title":{"rendered":"Stop Pitching and Start Building Featuring Laurel Burton of Instrument"},"content":{"rendered":"<\/p>\n\n\n<p class=\"wp-block-paragraph\">Welcome to Great Minds, recorded live at Advertising Week New York 2026 in the Salesforce Podcast Studio.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">An idea can be hard to explain in a brief, but showing someone a working version gives the conversation a different starting point. This episode explores how new tools are helping clients and creative teams build things they previously could only describe. It also asks whether the real value of AI lies in producing work faster or giving people room to experiment with something new.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Joining us is <a href=\"https:\/\/www.linkedin.com\/in\/laurelbb\/\">Laurel Burton, CEO of Instrument<\/a>, 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\u2019s brand tools directly into its team\u2019s 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.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\t\t<div class=\"brand-logos wp-block-advertising-week-brand-logos\">\n\t\t\t\t\t\t\t\t\t<div class=\"container brand-logos__content\">\n\t\t\t\t\t\t\t\t\t<h2\t\t\t\t\t\tclass=\"brand-logos__heading h1 brand-logos__heading--align-center\"\n\t\t\t\t\t\tstyle=\"--aw-iac-underline:#ffeb3b\"\n\t\t\t\t\t>Subscribe &amp; Listen<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__grid has-3-columns\">\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item\">\n\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image-content\">\n\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image\" style=\"background-color:#ffffff\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"brand-logos__item-link\"\n\t\t\t\t\t\t\t\t\t\t\t\t\thref=\"https:\/\/podcasts.apple.com\/us\/podcast\/great-minds\/id1501617733\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t><img decoding=\"async\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/06\/applepodcasts-badge.3ef14700864f.svg\" alt=\"applepodcasts-badge.3ef14700864f\" \/><\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item\">\n\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image-content\">\n\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image\" 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