Breaking New Ground at the National Park Service
Building on three decades of design and communications expertise with strategic insights from Yale’s Business Perspectives for Creative Leaders, Greg Aylsworth pioneered the National Park Service’s first brand management program.
What motivated you to attend Business Perspectives for Creative Leaders (BPCL)?
I always had my eye on the program, thinking it might be something interesting one day, but had never quite gotten around to pursuing it. In the process of trying to build a new program for the National Park Service (NPS), I realized I was having trouble communicating concepts and strategies to higher levels of the organization, due to its existing culture and organizational structure. I had always thought my experience running my own business made me a natural at making creative concepts clear to business-minded individuals and C-suiters. But I came to discover communicating to management within a government bureaucracy is something completely different than I had been used to in the past. This propelled me into applying for the program to help unlock tools and tactics to be able to better present my programmatic ideas and pursue my career aspirations in the process.
When you attended the program, where were you in your career?
I was in a bit of a second career moment when I attended the program. I had worked previously as an employee for 10-12 years, then ran my own shop for over 10 years after. Accepting the original position with NPS put a wonderful thought into action from when I was eight-years-old and fulfilled a career ambition I had set for myself in 2002. Upon arriving at NPS, I was where I wanted to be, but not necessarily in the position I desired, because it didn't yet exist. Being elevated to my current role was a direct result of being selected for the BPCL program. I was able to use something from all the lessons to set in motion building the case for a real-world in-house brand management program for the National Park Service. I can honestly say without the community aspect of my cohort, and the attention and care from faculty and the industry professionals brought in to facilitate the course, I'm not sure I would have been able to achieve such a high level and rate of success for what we are now building at NPS.
Since your time in the program, what professional accomplishments bring you the greatest pride?
Obviously, building the case and showing proof of concept for the NPS's first holistic and comprehensive brand management program is a rewarding accomplishment. But what I feel brings me the greatest pride is to have done so in the most professional way possible, staying true to my authentic self, while also respecting the organization and individuals along the way. I assume it would be much easier to bulldoze through a process without regard for others and without respecting traditions and ignoring the work that came before. But with knowledge gained during the program about communication, empathy, and strategy, I was able to make a rocky road a bit smoother for myself and others. I am proud to have done the extra work to set the course for a successful endeavor that considers my colleagues at all levels of the organization, as well as those shoulders that I was able to stand upon.
You are receiving one of the best educations possible with content that is tailored to your area of expertise. Looking at case studies and content that reflect problems that take place in real life creative situations offers a much richer experience than general courses and classes.
What are some key program learnings that you have implemented in your work?
Emma Seppälä's Reflected Best Self and meditation exercises were really illuminating, not only for helping you become your best self, but also infusing empathy and selflessness into work situations. Zoe Chance's teachings on influence and Daylian Cain's sessions on negotiating were a dynamic coupling of how to be confident in your ability to successfully accomplish things. Understanding how and when to interject the question "what would it take," is so powerful in unlocking higher levels of successfully communicating, especially with management. And the lesson of "asking until the 'no' makes sense," is also critical to successfully pushing forward in situations that normally may seem impossible.
How would you describe the program and its value to someone considering it?
The program offers a business educational experience that is like no other. The value comes in that you are receiving one of the best educations possible with content that is tailored to your area of expertise. Looking at case studies and content that reflect problems that take place in real life creative situations offers a much richer experience than general courses and classes. And let's be honest, you simply feel special to even be able to engage within an Ivy League curriculum structure. The Yale ball cap that arrived in my welcome package sits proudly in a prominent area of my office. It is significant to have completed this program.
Is there anything else you would like to share about your program experience?
One of the most striking and inspirational things about the faculty and lecturers was how gracious they were with their time. I was able to have some expanded discussions outside of and after the conclusion of the program with many of them. We were lucky enough to have a fireside chat with Michael Bierut and Debbie Millman, two industry titans of the creative world. I was able to engage with Emma Seppälä, only to discover her husband also works for the National Park Service. She was able to make that point of connection for me to have some great discussions and receive insight from an area of the organization we needed to target for research. Those moments are invaluable, and made possible by being part of BPCL. And they're still pretty surreal. All these accomplished individuals are willing to spend their limited time helping me attain my goals? That's no small thing at all.
