As Vanessa Williams once said, ‘Save the best for last’, and that’s exactly what the LMA did this year. The conference wrapped up with a packed room and a great session from Kelly MacKinnon (Gibson Dunn), Kate Cain (Sheppard), and Cindy Bare (FBT Gibbons). They shared practical ideas on how to have more impact and drive innovation, all centred around three simple themes: make friends, stay curious, and invest with intent.

1. Make Friends
The old saying ‘it's not what you know, but who you know’ applies here. Innovation is a team sport. 

Building strong relationships, both internally and externally, is crucial. As Kelly MacKinnon emphasised, “true innovation is not a solo sport. It takes a team”. Connect with your peers in marketing and BD, and actively leverage professional networks like the LMA or platforms like LinkedIn to gather inspiration and diverse perspectives. 

Kelly talked about building a network of people internally and externally, with whom you can pick up the phone and discuss ideas and opportunities. Volunteering for professional organisations also offers a powerful avenue to develop leadership skills and expand your network, creating a supportive ecosystem for shared learning and advancement. 

Connections are vital for new ideas and collaborative success.

2. Be Curious
Cultivating curiosity is essential for truly understanding your environment. Go beyond surface-level requests, strive to understand why people do what they do. 

When engaging with lawyers or other stakeholders, frame your questions thoughtfully, try to get to the bottom of things, and reveal the underlying needs. The genuine desire to understand allows you to identify true challenges and opportunities, rather than just reacting to perceived problems. 

Kelly framed it as, “Tell me more about your world and what's going on there”. Instead of merely presenting a list of solutions, approach conversations by asking, "What's the real challenge here?" 

This inquisitive approach transforms you into a strategic partner.

3. Invest with Intent
Strategic action is what defines impactful BD and Marketing, the opposite of passive reaction. Seek out opportunities to be present where critical decisions are made that are actively driving change within your organisation.

 Look for chances to be in the rooms where decisions are happening and exciting ideas are taking shape.  Focus on closing the gap between delivering solutions and truly transforming how people operate. This means being intentional about every interaction and ensuring your efforts contribute to a larger, well-thought-out plan.

Identify small, incremental actions that can collectively make a significant difference. And one thing the group all stressed was to reframe challenges as opportunities, always looking for the upside. Take the initiative to drive projects forward, understanding that your role is not just to respond but to lead. 

By investing your energy with clear intent, you position yourself as a proactive force for progress.