Business
Soft Skills and Leadership: Building Creative Teams
Roberto Kim argues that attitude, psychological safety, and team protection matter more than purely technical metrics.
In a conversation with Bruno Gimenes, Roberto Kim analyzes the impact of soft skills on managing creative teams. The CEO of EDGE Productions explains how to build approachable leadership, handle process errors, and align purpose in business.
Roberto Kim, CEO of EDGE Productions, spoke with Bruno Gimenes on Marketing - The Podcast about the importance of soft skills in team building, the leadership mindset required for younger generations, and defining business purpose. The discussion covers workplace dynamics in audiovisual production and practical management challenges.
To watch the full discussion and explore the practical examples shared during the conversation, check out the complete video recording above.
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Soft skills and technical training
When analyzing hiring criteria and talent development for audiovisual operations, Kim prioritizes behavioral competencies over immediate technical mastery. In his view, operating equipment and tools can be taught quickly on the job, whereas traits like drive and integrity depend on personal background.
"If I pick up a camera right now, even the best one out there, man, at most it takes six months and we can start working," Kim states, contrasting the ease of technical training with the complexity of professional attitudes. According to him, hiring processes must prioritize a willingness to learn: "What's hardest to teach is soft skills. So what I look for in people is drive—first comes willingness, then I look at aptitudes and what they're naturally inclined to do."
Navigating mistakes and managing the new generation
The management model Kim advocates centers on demystifying mistakes in the production process. Instead of resorting to formal punishments, leadership should focus on guiding how team members respond to failures, establishing clear standards for accountability and resolution.
"Making mistakes is part of the process. If you don't allow mistakes, there is no process," Kim notes, adding that a leader's job is to coach corrective behavior: "And if you make a mistake, I'll teach you how to respond to it." For him, connecting with younger workers demands clear expectations and direct communication, rather than relying on external motivational speeches: "Being a good person has to come from home. Having drive comes from within you, not me."
Long-term purpose and metrics of success
Defining business goals was another key topic in the conversation. Kim argues that financial gain serves as a means to sustain operations and company growth, but it cannot stand alone as the ultimate purpose of a sustainable career.
"What I've come to understand about business is that the journey of trying to get where you want to be—that pursuit of perfection—is what's exciting," Kim explains. Reflecting on yearly company milestones and professional growth, he emphasizes evaluating the tangible value created: "Purpose has to be somewhat intangible. It has to be something so much bigger than me that it's not just about reaching the finish line." Bruno agreed, pointing out that money acts as a resource enabling teams to deliver meaningful projects.
Executive accessibility and protecting the team
Kim also addressed how senior leadership should handle friction with clients and corporate hierarchies. For the executive, intermediaries often filter out real issues, making direct and open communication channels between leadership and frontline staff essential for resolving operational bottlenecks.
"I have to show them that I'm on their team. That's the CEO's job," Kim states. He recounts stopping productions when clients treated his crew with disrespect, arguing that leaders must take on financial risks to ensure fair working conditions. For Kim, psychological safety translates directly into operational transparency: "You shouldn't be afraid to work. If you made a mistake, you made a mistake. Have a good attitude about it: 'I messed up, I'm sorry, how can I help fix it, what can I do for you?'"
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