We first met Daryl Travis on a sunny morning in Miami, it was the first day of TMRE and we had a meeting of minds over coffee and pastries (hum… pastries). We’ve been working together ever since. He’s the founder and CEO of BrandTrust, a research and strategy firm that utilises applied social and behavioural sciences to solve complex business challenges. He’s built an inspiring team out of Chicago where their unique approach to uncovering human truth is amazing to watch.
We were lucky enough to catch up with him again recently.
What was your first-ever job?
Projectionist in a local television station—loading programs and commercials on film projectors and videotape machines for airing.
Who would you most love to share a coffee with / go for a drink with?
I’m not much of a celebrity worshiper so I’d say most anyone with a lively, curious mind, a kind heart and an intriguing question.
Highlight of your career (so far?)
Creating the Centers for Disease Control Second Hand Smoke campaign—forever reducing the incidence of public smoking in the US.
Nature or nurture?
Chicken or egg?
Best advice you ever heard or received?
Golden Rule—treat everyone as you would like to be treated.
What talent do you yearn for?
What is your favourite brand and why?
Audi, because I can’t afford a Porsche.
What book do you most recommend to others?
Little Things Big Returns (by me).
What last impressed you at work?
My people—how smart and kind they are.
Which lesson has been the hardest to learn?
My favourite ideas aren’t always good ideas. What failure did you learn the most from? Unfortunately, it’s a cumulative effect.
What do you want to do when you retire?