What happens when rapid growth exposes cracks in your structure - and you decide to rebuild from the inside out?

In this episode of Leadership Levers, Jimi Gibson, VP of Brand Communications at Thrive Agency, shares how his team preserved culture while scaling fast - and what marketing and magic have in common.

Jimi's leadership journey spans from graphic designer to creative director to executive leader. Along the way, he’s stayed focused on what matters most: culture, communication, and connection. 

At Thrive, where industry turnover can reach 50%, his team maintains a voluntary turnover rate of just 5% - a direct result of intentional culture-building and leadership decisions.

When a hierarchical structure started to crumble under the weight of growth, Jimi led the company through a major transformation, shifting to a matrix model. Their approach included an “alpha team,” a communications plan that invited team feedback, and a strong commitment to protecting trust and continuity.

Why setting clear expectations - and setting realistic expectations about the difficulty of change - was essential to success.

Jimi also breaks down his magic-to-marketing framework that taps into core human neurological responses - to drive better connection and communication.

We cover:

• How Thrive maintained stability while transforming operations
• Why matrix teams helped restore trust and clarity internally
• The neuroscience behind compelling messaging—and what magicians know that marketers forget
• How clear expectations and structured pilots kept their culture strong during change

For agency leaders, marketing executives or any team navigating growth and restructuring, this conversation is full of insight - and a reminder that the best culture strategies are the ones that stick when pressure hits.

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