Danni Mohammed: “Ask yourself what drives you, versus what sounds cool”

Danni Mohammed is the Founder and CEO of GentleForces, a practice for strategy, craft and innovation. Many years ago, I placed her in a role at Saatchi & Saatchi and helped her navigate her move to New York. We quickly became close friends and have stayed in touch ever since. We share a rich history—and believe it or not, it was Danni who introduced me to my husband. I admire Danni’s creativity, her ambition, and her ease, naturalness and humor in any situation life throws her way. In this installment of my interview series on purpose-driven leadership, Danni shares her love of exchanging ideas with others, how she embraces tension to spark new thinking, and the need for open-mindedness and resilience in the face of change.

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🗨 Hi Danni! Can you start by telling us who you are and what you do?

My name is Danni Mohammed. I'm the founder and CEO of GentleForces, a practice for strategy, craft and innovation.

🗨 What energizes and inspires you at work and outside of work?

People. Hearing different perspectives. There may be similar styles of working, but everyone has a different perspective when given the space and conditions to share it. This is where we can learn the most.

Also, I’d say creativity between people and solving a challenge or opportunity together. The camaraderie, the moments of reflection, listening to where the idea is going, and how it's being shaped. Probably the best thing at work is when we riff. I love an open exchange of ideas that pushes and tests thinking in real time.

Outside of work, it's probably the opposite. I'm more introverted at home and enjoy spending quiet time with my husband and dog. Good food, listening to jazz and walking in the countryside. Time for enjoying the other side to my personality and what I need.

🗨 What pivotal experiences in your life or career have been influential in shaping your leadership style and values?

My parents. I realize now how integral they were to who I am as a person. Mum was from England and dad was from Trinidad and Tobago. They were both nurses and left the NHS (the National Health Service in England) to set up their own care home for residents with dementia.

GentleForces embraces tension to get to new thinking. I'm dual heritage and experienced a lot of difference in my upbringing. From food, to music, dancing, ceremonies and nationalities. I feel comfortable where difference can belong in life and work. I inherently build GentleForces in this way—it's second nature for me. That's why my company feels different in what has traditionally been a very mono industry.

🗨 How will your organization’s talent and culture strategies need to evolve in the coming years?

The world is changing constantly but then it always has. Nothing in life is certain. Having an open mindset helps you navigate and move into change. Talent needs to be comfortable with change. One of the biggest skills I've personally developed in recent years is resilience. Building this muscle helps you in life and work.

🗨 In your experience, what are the ingredients of a successful hiring process?

Hiring is one of the most difficult parts of the job given we’re a people business. Quickly understanding how the candidate can work in your organization is almost impossible. So, I would say chemistry to start, then followed with due diligence to get a quicker understanding of skills, but then the soft measures which are so important. Mindset, attitude, values and of course, their appetite for growth.

🗨 What advice would you give to individuals aspiring to work in the creative industry?

Ask yourself what drives you, versus what sounds cool. What do you love doing on a day to day basis? What do you hate doing? Dig a bit deeper and find out what excites you the most. Energy comes from this. You'll end up enjoying what you do, and who you're interviewing will feel it instantly.

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