{"id":32367,"date":"2019-02-28T13:33:49","date_gmt":"2019-02-28T18:33:49","guid":{"rendered":"https:\/\/www.wework.com\/creator\/creator\/?p=32367"},"modified":"2020-02-26T14:30:40","modified_gmt":"2020-02-26T19:30:40","slug":"whitney-houston-helped-jonathan-mildenhall-find-his-purpose","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/research-insights\/expert-insights\/whitney-houston-helped-jonathan-mildenhall-find-his-purpose","title":{"rendered":"Whitney Houston helped Jonathan Mildenhall find his purpose"},"content":{"rendered":"\n

For Jonathan Mildenhall, co-founder and CEO of TwentyFirstCenturyBrand<\/a>, life has been a series of \u201caha moments,\u201d finding inspiration through yoga, meditation, and his twins, due next month. Even at moments when he\u2019s felt out of his depth, he admitted to a crowded room of WeWork employees earlier this month, he likes to \u201csit in [the] beautiful space of knowing that you\u2019re completely out of your depth\u2014because what comes of that is incredible growth.\u201d <\/span><\/p>\n\n\n\n

Mildenhall was addressing attendees of the \u201cStudent for Life\u201d session at WeWork\u2019s Global Summit in Los Angeles. It\u2019s a topic he\u2019s passionate about\u2014Mildenhall prides himself on being in learning mode at all times. One of his biggest life lessons: We all need to find our sense of purpose. <\/span><\/p>\n\n\n\n

Over his 30-year career, Mildenhall has changed the face of marketing by introducing the power of purpose. \u201cPurpose-driven companies outperform all of their competitors on pretty much every single metric,\u201d says Mildenhall, who got his start in 1990 as an account manager at London-based advertising firm McCann Erickson, making history as one of its first ethnic-minority hires. His passion for purpose has fueled campaigns such as Coca-Cola\u2019s \u201cOpen Happiness\u201d and Airbnb\u2019s \u201cBelong Everywhere.\u201d <\/span><\/p>\n\n\n\n

Personally and professionally, Mildenhall strives to do everything with the intention of influencing people to embrace humanity, inclusivity, and diversity. Even when he has faced backlash\u2014such as the xenophobic comments people made after Coke unveiled its \u201cAmerica the Beautiful\u201d Super Bowl ad in 2013\u2014he hasn\u2019t let it damp his own sense of purpose. \u201cWhen you try to do something brave, it\u2019s always the haters who come out first,\u201d Mildenhall warns. <\/span><\/p>\n\n\n\n

Rather than cater to haters, Mildenhall uses their energy to fuel his own. He\u2019s never hidden the fact that he\u2019s a gay black man in the workplace, and when he\u2019s felt ostracized, he has simply shown his spirit even more, he says\u2014adding a pointed leg cross for emphasis. “It\u2019s becoming easier and easier for me to sit in the comfort of my genuine identity.\u201d<\/span><\/p>\n\n\n\n

Throughout his career, Mildenhall says, his inspiration has come from influential women\u2014and for him, singer Whitney Houston tops that list. \u201cThere is no more powerful channel of inspiration than the powerful voice of a female singer,\u201d he says, citing her live version of \u201cThe Greatest Love of All\u201d performed at Radio City Music Hall in 1990<\/a> as his guiding light. <\/span><\/p>\n\n\n\n

\u201cIf you don\u2019t love yourself, then you can\u2019t hope to love anybody else,\u201d Mildenhall says of the song\u2019s message, and it\u2019s clear this mantra drives his work. He believes his new marketing firm, TwentyFirstCenturyBrand (21CB), shares a mission with WeWork. \u201cYour purpose is to help entrepreneurs and businesses reach <\/span>their<\/em><\/span><\/i> purpose,\u201d says Mildenhall, and 21CB aims to do the same. \u201cBeing conscious of what your true source of inspiration is and then finding the ultimate within that genre can be a gift for life,\u201d he says.<\/span><\/p>\n\n\n\n

21CB is all about building community, he says, which is \u201cthe next frontier in excellence in business and excellence in marketing.\u201d Mildenhall\u2019s passion and willingness to teach others to find their purpose is evident, so much so that even after speaking for 45 minutes and spending an extra 15 minutes to meet, shake hands, and chat with a long line of admirers, he\u2019s still upbeat. \u201cI feel so energetic, I feel like it\u2019s Christmas,\u201d he says. It\u2019s a sure sign of someone with an unbeatable sense of purpose. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

The co-founder and CEO of TwentyFirstCenturyBrand prides himself on being in learning mode at all times<\/p>\n","protected":false},"author":1711,"featured_media":32386,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43906,43901],"tags":[512,525],"class_list":["post-32367","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expert-insights","category-research-insights","tag-impact","tag-personal-growth"],"acf":[],"yoast_head":"\nWhitney Houston helped Jonathan Mildenhall find his purpose<\/title>\n<meta name=\"description\" content=\"Personally and professionally, the co-founder and CEO of TwentyFirstCenturyBrand prides himself on being in learning mode at all times.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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