Interview with Matt O'Rourke, Head of Creative Development & Co-Founder of SUPER SERIOUS

'There is this incredible thing about failure - it provides much better data than success does.'

‘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.

Over the course of his 20 years in advertising, Matt O’Rourke has had the great fortune to lead creative efforts for some of the world’s most renowned brands including Paramount, Netflix, Sony, Nike, Burger King, Taco Bell, Volvo, Levis, Coca Cola, Nintendo, X-Box and more.

Matt met Terry Crews met almost a decade ago while working together on the ‘Muscle Music’ campaign for Old Spice, and from there the two developed the working relationship that ultimately led them to start SUPER SERIOUS, a Creative Development company that reflects the duos unwavering commitment to imaginative storytelling and innovative collaborations.

You have an impressive career track record Matt, what has helped you to learn, grow and transform?

When I was a kid, my mom instilled this understanding in me that you should never wish for something to happen, but instead wish for the right thing to happen. I honestly believe that I owe a lot of my success to being receptive to the opportunities that weren’t immediately obvious to me. My partners and I talk a lot about being open to what the universe is putting in front of you - instead of being married to your own ideas, be receptive to the ones that are all around you. I know that sounds a little ethereal, but I really do believe that the best creativity is born out of heightened receptivity.

Was there a time when you failed or faced a major setback in your career? How did you turn it around?

Setbacks are an absolute inevitability. If you’re going to break new ground, or create something truly unique in the world, you’re going to face setbacks along the way. If it were easy, someone would have already done it. The answer isn’t how to avoid them, but how to embrace them. I’ll give you a great example - Four years ago I was pushed out of a job that I thought I’d have forever. It really stung, and it took a lot of reflection (and work with you!) to move on from it - but the outcome of all of that personal work and reflection was that I was able to really hone in on what I wanted next for myself and my career - inevitably self-reflection allowed me to walk away from an industry I’d just spent 20 years in, and focus on a completely new chapter of my career that has quickly become the most fulfilling one yet.

You’ve been a creative leader for a good amount of time now. How do you think you’ve been able to routinely inspire and influence the people around you?

I truly believe that every human being on earth is unique, and that if you take the time to understand what is different about the individual you’re working with, you will find ideas and perspectives that you would never be exposed to otherwise. That’s been a guiding principle of my career for a long time. In-turn, giving that individual the space and safety to share their perspective, leads to the best work. I am a much happier, much more fulfilled person when I shine my light on the best ideas rather than just my own ideas.

What do you think is the most important leadership attribute in today’s world? Why?

Integrity. A vast majority of creativity has an incredibly short shelf-life - you make something, you put it out into the world, the world does with it what it will, and then we all move on. Our work is the least permanent thing about us, but our reputation follows us everywhere. Being true to your word, and treating the people around you with respect and empathy will get you everywhere as a creative leader.

What scares you the most, and how do you manage that fear?

Failure. It’s totally irrational - I am going to fail. Failure is inevitable, but I still worry about it all the time, I think we all do. There is this incredible thing about failure though - it provides much better data than success does. I learn far more from failing than I do from succeeding. That understanding helps me manage that fear.

Do you have specific rituals you engage in that help to give a sense of flow to your day-to-day life? Can you describe them for us?

I used to live my life on constant shuffle - I subscribed to the understanding that routine is the enemy of creativity. It wasn’t until I started working with you that I realized that self-awareness is a practice, and that repetition is fundamental to that practice. For me, running, good sleep, and meditation are the most important parts of my practice. When I skip them, I feel it, and so I don’t skip them anymore. 

Have you ever come to a fork in the road in your personal or professional life? How did you decide what path to take?

So many forks! My life looks like a silverware drawer. This is a tough question to answer, but I think it doesn’t really matter which fork you choose as long as you don’t look back at it. Once you commit to a direction, there’s no point in lamenting choosing it, even if it was the wrong choice - you made it, so now what? My business partner has this great saying - “We make our decisions work” - and what he means is that once we choose something, we don’t lament the decision, we figure out how to make the most of it. 

And finally, when you think back on our years of coaching, what would you say has been your biggest takeaway?

Having someone to talk to from outside of your world, with a perspective and values you respect, is crucial to growing professionally. I like to explain you to my friends as a really good mirror - a mirror doesn’t lie, it reflects what’s really there, and allows you to examine yourself in as much detail as you’re willing to let it. I can’t imagine not working with you at this point.