Zeev Farbman is cofounder and CEO at Lightricks, a pioneer in innovative technology that bridges the gap between imagination and creation.
In the ever-evolving landscape of technology, particularly at the intersection of AI and creativity, lies the opportunity to transform how we envision and produce visual content. As leaders, sometimes we are reminded that the future is best seen from the frontlines.
Last year, my company surveyed more than 1,000 creators and aspiring creators about the state of AI and found that the majority of them would embrace AI if it saved time and money or increased their creativity. This year, my company embarked on a journey to tap into this potential with our latest venture, a generative AI storytelling platform called LTX Studio. This project marked a special moment for me, not only in terms of product development but also because it allowed me to test my approach to leadership and inspiration.
Working on an entirely new product presented a unique chance for me to revisit the roots of my journey—as a researcher, a developer and an innovator. I was driven back to the “coding room”—also known as my computer screen—where the core of our creativity and technological advancement lies.
In today’s fast-paced tech environment, the role of business leaders and C-level managers is often confined to strategic oversight. Yet, there is an unparalleled value in leadership that engages directly with the creation process. It fosters a culture where ideas can flourish from all levels, and challenges are met with collective ingenuity.
Reintegrating into the hands-on development process is not without its challenges. Balancing the overarching responsibilities of a CEO with the nitty-gritty of product development required a recalibration of my daily tasks and priorities. I entrusted my team with tasks I had previously done, freeing up the time needed to dive into the details of our new project—coding, troubleshooting and iterating alongside our team.
This also gave me an opportunity to work more closely than usual with the next layer of managers and leaders within the company, and I hope they enjoyed it as much as I did. This journey reinforced the importance of adaptability, continuous learning and the power of a collaborative team ethos. It was a reminder that innovation is not just about new ideas but about bringing those ideas to life through teamwork and perseverance.
Every teammate brought their unique perspective and creativity, driven by a shared vision to simplify and enhance a new approach to visual creation with AI. These experiences have not only shaped this particular product but also strengthened our already existing beliefs about the benefits of powerful cross-company collaboration, and I see their effects spilling over into our other business verticals.
Spending a significant amount of time acting as a researcher and innovator, rather than a traditional CEO, reminded me of several key actions that any business leader can follow to build the strength of their product pipeline while empowering all the teams around them to innovate.
1. Engage directly with your teams.
Immersing yourself in the creative and development processes can provide invaluable insights into your team’s challenges and triumphs, fostering a culture of mutual respect and collaboration. It also allows you to understand the strengths of each and every employee, as well as what you should seek to improve.
2. Embrace continuous learning.
The tech industry is perpetually evolving, making continuous learning essential for leaders. It’s one thing to stay informed about the latest technologies and methodologies; it’s something completely different when you need to lead your team effectively through innovation and make sure they are aware of the latest and greatest things out there
3. Foster a culture of innovation.
Encourage your team to explore new ideas and take calculated risks. Innovation thrives in environments where creativity is nurtured and failure is viewed as a step toward success.
The lessons learned from developing LTX Studio will continue to inspire our approach to innovation, leadership and the endless possibilities of technology. It is a reminder that at the heart of every technological advancement lies the spirit of collaboration, reaffirming my belief that true technology leadership is not just about guiding from the sidelines but being actively engaged in the creative process—and, of course, a relentless pursuit of excellence.
Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. Do I qualify?
