Interview with Carissa Justice, Founder of Nimble Creative
"The old-school leadership style of being the loudest voice in the room is dead."
‘Word to the Wise’ is a Client Interview Series. I have had the privilege of working with many extraordinary creative leaders over the years and this is my way of sharing snippets of their experiences. Not just because they are inspiring but because they are relatable.
Carissa Justice is a writer, strategist, and founder of Nimble Creative, a studio that turns complex ideas into compelling brand narratives. With over a decade in the industry, she’s worked with big names like DoorDash, ThirdLove, Strava, Figma, Google, and Coinbase—along with dozens of under-the-radar startups doing quietly brilliant things.
She also founded The Subtext, an online publication and community dedicated to the overlooked art of brand language. Frustrated by the lack of recognition and resources for non-designers, she decided to build a space of her own—a destination for writers and strategists to not only see and be seen, but to elevate the craft of brand language industry wide. On top of her two businesses, she also has two kids and two dogs. She really likes doing things in twos.
You’ve had such an interesting career path that you’ve authentically navigated. What advice would you give to someone trying to find their path and make an impact in a meaningful way?
I would say finding your path and making an impact are two different sides of the same coin. I’ve always found my way forward by staying open to change, being curious and hungry for new experiences, and being someone people genuinely enjoy working with.
As for making an impact in a meaningful way, I’m still trying to figure that one out. Branding isn’t the obvious path to a purposeful life, but I try to find meaning in my professional relationships and in the way I run my business.
What’s the hardest lesson you've learned from a personal or professional experience? How has it influenced your current approach to navigating challenges?
One of the hardest lessons I’ve learned over the last few years is that I’ll never go as far as I want alone. I had a business partner for years, and when we parted ways, it was incredibly hard for me to regain my footing. I’m proud of what I’ve been able to accomplish on my own as a business owner, but I’m also pretty confident that my next set of goals will be better served in the company of others.
You’ve been a creative entrepreneur for quite a long time now. What have you learned are the most important skills and mindsets to lean into for entrepreneurial success?
Great question! The #1 skill that has served me is being an active and engaged listener. I find that when I go into conversations (creative reviews, new business pitches, etc.) with an intention to listen, I get so much farther than if I go in selling my own POV. I aim to make people feel heard and understood. Even if I’m proposing a new idea or trying to convince them to do something different, it’s always rooted in what I heard in our conversations.
As for mindset, it’s all about staying flexible and rolling with the punches. Projects rarely go to plan, so you might as well plan for that. I let myself have a moan, but then I get the vibes up and keep it moving.
What brings you the most joy or meaning in the work you do, and what keeps you motivated during challenging times?
For each project, I try to focus on the good. Maybe it’s not a sexy brand, but the team is lovely. I’ll get curious about the people and then feel more engaged in the work because I want to do right by them. Sometimes I go into projects not understanding anything about the product or technology—but the discovery and learning is what I get really excited about. One day I’m researching the electromagnetic spectrum and getting smart on fiber optics, and the next I’m presenting a strategy for a fertility company and speaking semi-confidently about HcG levels. This is what I love about the work: I get to learn about things I have no business in.
And when things feel hard or less inspiring, I remind myself of all the other jobs I could have had. I get to be curious and creative every day—and I get paid pretty well for it. That’s always a good reality check.
If you could only accomplish one thing in the next decade, what would it be, and why is that your priority?
Woof. This is a real doozy of a question. I like to do 10 things at once, so this is breaking my brain a bit. As a mom of two, I feel like the right answer is to accomplish something in that realm. In 10 years, if my boys (they’ll be 19 and 15!) still want to hang out with me, that might just trump most professional accomplishments.
But that also feels like a safe answer. I think building a business that people genuinely want to work for, and clients feel lucky to work with, would be a great accomplishment. It would mean we’re doing good work and doing right by people. That’s a win-win.
How would you describe your leadership style?
I can answer this one easily after working with you! I lead with openness, candor, and a healthy dose of humor. At my best, I know how to disarm a room, get people talking, and create the kind of trust that brings out ideas. I believe creative work gets better when people feel comfortable, supported, and challenged in equal measure. I push for clarity, style, and craft—and I try to help creatives build the confidence to push themselves further. I’m direct with my feedback because I care about the work, not ego. I don’t linger on disagreement. I keep it moving, and I keep it fun.
How’d I do, coach?
What do you think is the most important leadership attribute in today’s world?
I would say the ability to get the best out of the people around you. The old-school leadership style of being the loudest voice in the room is dead. How you nurture and elevate those around you is key—and something I continue to work on in my own leadership. It’s not easy when your natural inclination is to just do everything yourself.
What do you typically feel anxious or worried about and how do you work through your anxieties and worries?
I tend to get anxious about things I can’t control—I love a good disruptive, catastrophic thought! Jokes aside, processing my worries out loud is the only remedy I’ve found to be somewhat helpful. My husband is an expert listener, and when I’m really spinning out, he’s there to wade through it with me.
I’m also new to therapy, and boy oh boy, am I being schooled on how to deal with my emotions. Turns out, bottling them up and only crying in the shower isn’t a healthy long-term strategy. A wild revelation, indeed.
Is there a podcast, substack or book you’ve recently enjoyed that you’d recommend?
My favorites right now:
On the podcast front, Good Hang by Amy Poehler—she can do no wrong in my book, and her laugh is contagious. My friends also started a podcast called I Love You, Mean It—they’re sisters, immensely funny, and talk about random bits from entertainment and culture. It feels like I’m just hanging out with them, which I love.
On Substack, I devour A La Cart by Ali Labelle. Her moodboards, aesthetic, and attention to detail are perfection. I also love Sandy Sanchez’s Small Pleasures. It reminds me to find beauty in the little things and to romanticize life a bit more. I also have a Substack for The Subtext (say that five times fast), so that’s a must-read, obviously : )
As for books—I’ve been a terrible reader this year, but I’m currently into Neko Case’s memoir and recently devoured Miranda July’s All Fours, along with the other 10 million 40-something women in this country. That book will get the dinner party talking.
It’s been a bit, but when you reflect on our coaching sessions what has been your biggest takeaway?
My biggest takeaway is a greater sense of self. Your coaching helped me understand my motivations behind my business and career. It shined a light on my strengths and gave me concrete steps to work on my weaknesses. You also brought positive and kind vibes during a tough transition—which was instrumental in getting me back on my feet.
If you’re interested in learning about coaching or are seeking personalised guidance, feel free to explore the Sageform coaching studio or book an intro call.