The business wisdom of hiring those born to think differently

In the three decades since Apple co-founder Steve Jobs urged the world to “Think Different,” the business world has embraced this mantra in countless ways — and with countless cliches. Now, imagine unlocking a deeper level of power and possibility in building a successful business inspired by a boy with autism.

I met him in Buenos Aires while I was onboarding as the marketing manager of a confectionery company. While visiting his family, I found myself captivated by his honesty and boundless creativity: sweetness indeed. At that point in my career, I already knew I would pursue an executive MBA but I hadn’t yet connected it to making a broader contribution to the world. Watching him light up the room, I experienced an intuitive flash: harness the untapped potential of neurodivergent people so novel in their thinking that truly, there was no box for them to think outside of.

After my initial inspiration, I got in touch with La Casa De Carlota, a graphic design firm that works with neurodivergent talent. I became a partner with them, helping to open an office in Lima. As I was midway through the Kellogg EMBA program, I realized this area could be my calling as well, and I was inspired to found NeuroXplorers, a full-service divergent design lab, in February 2024. We specialize in transforming cultures through empathy-driven insights, fueling innovation and crafting engaging brand narratives that deeply connect with audiences. Our approach is built on the insights of neurodiverse employees who transcend traditional design thinking. But it’s not because they’re trying out some formula from a book. Rather, they write new ones with every assignment and client, adding dimension and depth to the efforts of our neurotypical staff. 

The smell of creativity 

Here’s an example of neurodivergent thought at work. I asked Jossi, who has autism, “What's the smell of creativity?” She did not hesitate with her answer: “It smells like mint because it clears up all your airways, allowing much more air in.” Aside from being a wholly original take, this also describes what she and her colleagues bring to the marketing field: fresh air.  

To begin with, neurodivergent thinkers are honest — sometimes alarmingly so. They are less concerned with winning your favor than finding ways to improve an idea or find a better way. They aren’t encumbered by the social norms neurotypical thinkers find useful at work. Where we get along to go along, they maintain unflinching loyalty to the task at hand. They often say what they think without hesitation. In my experience, neurodivergent people are equally honest with their own feelings and quick to give a hug.   

Their contributions to our business have been essential. The ideas and creativity they have contributed to campaigns for clients including Kimberly-Clark, SAP, the United Nations and fintech startups Peigo and Solvento have earned high praise — and all these clients have returned to work with us again.  

Critical support from the Kellogg community 

The Kellogg network started playing a crucial role when Thamara Ramirez-Walker ’21 MBA introduced us to SAP. This connection opened the door to one of our most successful partnerships. Similarly, our work with Solvento, a fast-growing fintech company, was made possible thanks to Jaime Tabachnik ’22 MBA, whose introduction allowed us to showcase our expertise in the financial sector. Both connections, facilitated by the Kellogg network, have been vital in shaping NeuroXplorers' growth and success. 

We have also worked alongside Aparna Labroo, a professor of Marketing, whose strategic insights and connections with key stakeholders have been invaluable to our growth. We’re also proud to collaborate with Rob Feng ’24 MBA, an Emmy award-winning creative consultant and business strategist whose innovative ideas and forward-thinking approach have helped define new horizons for our business, pushing us to explore uncharted territories and expand our impact. 

Overlooked no more 

That the neurodivergent often stand at the margins of “normal” social behavior may explain why their unemployment rate approaches 80%. Yet what enlightened CEO wouldn’t jump to access a class of talent that breaks the echo chamber time and again? Integrating neurodivergent perspectives enhances problem-solving efficiency by up to 30%. For us, it’s like having access to rocket fuel the rest of the business world has somehow overlooked. 

The future of NeuroXplorers is bright: We are training neurodivergent talent in Chicago now with plans to open our first U.S. office in the coming year. Meanwhile, we continue to stake our success in our core identity: We are outliers. We break the rules. We defy normal. We don’t have to try to “Think Different” because that is who we are. 

The Portfolio

The firm’s creative work has won high praise and return projects from high-profile clients. Here, Paredes details how some of their campaigns came together and what they achieved.

Andres Ramiro Paredes ’24 is a graduate of the Executive MBA Program at Kellogg and the founder of NeuroXplorers, a marketing design lab based in Lima, Peru.