Kristin McPeak wears a small domino chain around her neck as a constant reminder of the impact of small actions. Today, as Urban Emu’s Chief of Staff, she looks for little dominoes everywhere  – small inflection points that, if tipped, could make a big difference for our employees and clients. We’re so fortunate that Kristin is a part of the Urban Emu team.

Q. You’re the chief of staff at Urban Emu. In your opinion, what is the primary role of the Chief of Staff?

A. My primary role will be to align the major functions of the business with Urban Emu’s purpose. Right now, much of that work is behind the scenes as I learn how work flows through the agency and how teams collaborate. I’m looking for patterns, shining a light on achievements, and refining our processes.

Q. When building cohesive teams, what things do you like to focus on? 

A. I focus on three things: orientation, safety, and connection. 

Orientation means ensuring everyone faces the same direction and strives for the same result. I want everyone to see how their personal contribution fuels the team’s success.

As for safety, I want to ensure everyone feels safe to share big ideas and exchange constructive feedback. Do people trust that teammates will meet their commitments? Is failure seen as part of innovation? These things all make teams stronger.

Finally, I focus on ensuring opportunities to connect with and learn from various people. I have a theory that three is the magic number for how many groups each person needs to feel affiliated with at work. For instance, a designer is likely part of a project team where they work with teammates in various disciplines, like developers and strategists, on client needs and deliverables. They’re also part of a functional team of fellow designers where they share common challenges and inspire each other. And there is often something else – maybe a special interest channel on Slack, a short-term project, or a leadership team. Each of the groups nourishes and stretches that designer in a variety of ways. Plus, when people are part of a variety of groups, there is always a space to go for connection when one of them hits a rugged patch. No one should ever feel alone.

Q. Your background includes extensive work in design. How does that experience shape your current role as Chief of Staff? 

A. The most precious lesson I’ve learned from my years as a designer is how to be user-centered. User-centered design is about putting yourself in the shoes of the user, the person who will interact with the product, system, or service you’re creating, and making sure that what you design is not only functional but also enjoyable and easy to use. When you think about it, most (maybe all?) of our work has an end-user: an email you send, a process you develop, a meeting you facilitate, a presentation you give, the feedback you deliver… you get the idea! There is a human on the other side of all of those interactions. Considering that person’s experience and trying to make it seamless and purposeful is central to my work as Chief of Staff.

Q. I know you’re a big fan of music! You created a Slack channel for us to share our musical obsessions – which I love. Can you pinpoint where that love of music started?

A. I had a yellow Sony Walkman with me at all times growing up. Car rides with my parents, walking to school, doing homework. Press that giant play button, and In My Tribe by 10,000 Maniacs, Green by R.E.M., Dark Side of the Moon by Pink Floyd took over until it was time to flip the cassette. 

My first concert was C+C Music Factory when I was in high school. I lived in Panama, Central America, which isn’t exactly a regular stop for big American bands. So, when they came to town, I was pumped! I love that my first concert is so quintessentially 90s. 

Q. Have you been listening to any artists in particular lately?

A. Right now, I’m listening to anything on vinyl. My Dad gave me the Sansui turntable he bought in 1969 while stationed in Japan with the U.S. Marine Corps. It’s a beautifully simple machine that is still spinning decades later (cue the “They don’t make ‘em like they used to” grumble).

Early dates with my husband Tim were spent flipping through the bargain CD bins at Tower and Amoeba Records. Getting back into shopping for music together, this time for vinyl, is a treat. Our daughter Sophie is getting into it, too. Now, we’re working on a storage solution for our new family hobby!

Q. I love that! You’re also right on trend – vinyl seems to be a very popular hobby these days. In addition to music, we’ve talked about our mutual love of reading. What are some standout books you’ve read in the last year?

A. I try to keep pace with my personal book club, a wise group of women in Raleigh, NC, who have been gathering to share and discuss books for ten years. We just finished reading The Women by Kristin Hannah.

I typically have a couple of non-fiction, often work-related, books that I keep on my desk near a highlighter. (Yes, I’m the scribble in the margins type.) Smart Brevity, by Jim VandeHei, Mike Allen, and Roy Schwartz, is one I reach for a lot. We’re drowning in a sea of words. This book is my reminder that saying more with less helps punch through the noise.

Another book that I revisit is The One Thing by Gary W. Keller and Jay Papasan. Inspired by the book, I wear a domino charm on my necklace to remind me what’s possible to put in motion with just a single nudge in the right direction.

Q. What’s your favorite thing about working at Urban Emu? 

A. That’s the easiest question of all! My favorite thing is our shared purpose to do good work that has a positive influence on people’s lives.

We’re so grateful to have Kristin on our team to help us keep our eyes on the north star: purpose.
Stay tuned for more teammate spotlights.