Sue Bird believes change starts with a simple question: Why? She has used this question to accelerate progress, whether it’s negotiating more equitable contracts with the WNBA or co-founding a production company that focuses on historically marginalized voices

“Why are contracts set up this way? Why is this the way we do things? When you really start asking why, you being to realize, ‘oh, this world was set up one way for one type of person, men,’” she said. “You can unlock a whole new way of doing things and create more opportunities for people who have historically been excluded when you question how things are done.”

Speaking of people who have historically been excluded, Kara Nortman said it’s vital to surround yourself with a diverse group of people who can bring different backgrounds, perspectives and experiences to problem-solving and innovation. While being around like-minded people can be validating, it can also result in homogeneity and myopic thinking.

“Look for the places where this diversity will drive different decisions around planning, marketing and revenue streams,” she said. “And remember to map actual outcomes for people who want to replicate this strategy.”

The success of Allyson Felix’s clothing brand Saysh exemplifies the benefits of questioning the status quo and seeking diverse perspectives when creating a product. She realized many existing shoe and clothing brands didn’t evolve with their women customers and adapted her products to meet women’s needs at all life phases.

“It’s about listening to what people — customers and employees — need,” she said. “And doing better than we have in the past.”

Read more insights from our In the Lead event.