From Executive Education to EMBA
Richard Winchell shares how joining the 2019 cohort of Business Perspectives for Creative Leaders ultimately drove him to pursue the EMBA program at Yale SOM.
In 2019, Richard Winchell was working at IBM, using design thinking to help its largest business unit deliver client-centric solutions. As a design leader working with executive-level clients, he recognized the value of strengthening his leadership prowess. This led him to Yale’s Business Perspectives for Creative Leaders (BPCL) program—what he refers to as “an MBA tasting menu.” Inspired and energized by his learning experience, Richard decided to further his education by joining the Yale School of Management’s MBA for Executives (EMBA) program. In May, he proudly graduated as one of the 76 leaders in the EMBA Class of 2023.
When you attended BPCL, where were you in your career?
I attended BPCL at a point when I was doing a lot of work at IBM with internal business teams and executive-level clients. Having a better grasp of business financials, influence, and leading change seemed to be things that would help me level up and do that work from a more informed perspective. (It did.)
How did your experience in BPCL motivate you to pursue the EMBA program?
By the end of BPCL, I was hit with how much I had enjoyed learning and expanding my horizons and found myself wanting to go much deeper across the board. An MBA for Executives program seemed to be the best option for doing so. It turned out that BPCL prepared me very well for the EMBA experience; I had many of the same professors for courses and workshops, and the rhythm of in-class instruction was the same.
Having now done an MBA, I think of BPCL as more of an MBA tasting menu—it’s a curated set of information and concepts that are very relevant to creative leaders.
What learnings from BPCL have been the most useful to you?
Norman Bartczak’s reading financial statements class was very useful, but there are a few things I refer back to regularly. The guided meditation Emma Seppälä took us through has stuck with me as a calming influence. The Reflected Best Self exercise was the single most impactful and meaningful feedback loop I have ever had. Zoe Chance introduced us to the magic question ("What would it take?”), which I have introduced to my design teams since. And Marissa King introduced us to the Vroom-Yetton decision-making framework.
I think it’s worth noting that some of the BPCL modules were great preparation for courses in the EMBA program.
How would you describe BPCL and its value to someone considering it?
At the time it felt like a mini-MBA. Having now done an MBA, I think of BPCL as more of an MBA tasting menu—it’s a curated set of information and concepts that are very relevant to creative leaders.
What advice do you have for creative professionals looking to advance their careers?
I’m a hardcore generalist, so I tend to believe creative professionals should have a wide range of experiences and interests. Getting a grounding in the language and concerns of business allows us to communicate better, empathize more, and positively influence project and business direction.
Learn more about BPCL (now held live online).
About Richard: Richard Winchell is an experienced design leader, bringing vision, leadership, passion, and curiosity to organizations for over 20 years. He works at the intersection of design, business strategy, and technology.
Currently, Richard manages a team of software product designers at Ceridian. Previously, he was a Product Design Manager on contract at Evernorth, a Cigna subsidiary. Before that, Richard worked at IBM, using design thinking to help its largest business unit deliver client-centric solutions. He also managed a team of ten designers and researchers for IBM’s Watson Customer Engagement business unit. He has worked with dozens of startups, large corporations, artists, and cultural organizations across industries and geographies. Richard has managed teams, helped a company get acquired, and helped launch multiple market-leading products and businesses. He also designed Baltimore’s local currency.
Richard grew up in Silicon Valley, studied architecture at UC Berkeley and Rice University, and earned an MBA with a focus in sustainability from Yale. He lives and works in New York City with his wife, renowned artist Rhonda Weppler. He enjoys art, books, coffee, pinball, travel, and wine.
