Creativity in Unexpected Places

Valvoline's Jake Lestan built his career bringing creativity to the "unsexy" places: oil changes.  His philosophy unlocks what matters: brands don't have a performance problem, they have a memory problem, and you can't optimize what people forget. At Valvoline, he's transforming an everyday experience into something surprisingly delightful because meaning beats metrics every time. From his Real Housewives ritual to the hard-won lesson on patience he's still practicing today, Jake breaks down why being memorable matters more than being measurable.