Get Your Feet Moving
December 5th, 2025 — Montreal Qc, Canada

Inside The Netflix Method: How One Project Impacted My Creative Vision

Efficiency seems to be the buzzword of the moment. From Silicon Valley evangelists extolling data-driven workflows to global corporations launching ambitious efficiency initiatives, the relentless pursuit of productivity has become emblematic of our times. 

This obsession with optimization reflects a broader cultural shift, where metrics and measurable outcomes increasingly shape our understanding of success.
For us creative professionals, who navigate the unpredictable currents of imagination and innovation, this obsession with output at any cost can sometimes feel at odds with the nature of our role. Creativity isn't a mechanized process — it's a deeply personal, unpredictable, and often chaotic evolution. Each of us has our own way of achieving the best results, and these paths don't always lend themselves to an orderly and rational progression.

That said, there must be a middle ground. As a creative with over 25 years of experience, one of my essential pursuits has been finding this balance: that point of harmony where efficiency and excellence converge.

I witnessed a beautiful example of this equilibrium when I had the opportunity to work with Netflix during the pandemic. This chance to work with a renowned international client allowed me to step into their world, to better understand their inner workings. The mission of the mandate I was on? Design a website aimed at simplifying the application process for one of Netflix's most popular, yet surprising, content categories: reality TV.

The pandemic had made traditional open calls nearly impossible. The digital world became the solution: a centralized platform where candidates could submit their applications, making life easier for Netflix's overwhelmed teams while expanding their talent pool. But beyond this operational necessity lay a strategic opportunity - a chance to transform a logistical challenge into a cultural moment. Netflix recognized that this platform could serve as more than just a submission portal; it could become a digital stage where the next generation of reality TV stars would begin their journey, creating buzz and anticipation long before any show went into production. The platform itself would become part of the Netflix story, a testament to how constraints can spark innovation in the entertainment industry.

In leading this project, I had a front-row seat to Netflix's unique work culture, one of the most influential companies of our era. It was a revealing experience; here are the five most striking lessons I took away from it.

Embrace Radical Transparency

At Netflix, communication transcends traditional corporate hierarchies, forming the foundation of their creative ecosystem. During our first meeting, their product owner's words crystallized this philosophy with striking clarity: "We hired you to tell us what to do, not the other way around." This wasn't mere rhetoric – it was a fundamental reimagining of client-agency dynamics. If you're part of the team, your value is already established; the traditional dance of impressing superiors gives way to something more vital: the courage to shape direction. This approach strips away the performative aspects of creative work, replacing them with genuine dialogue. When everyone operates from this shared understanding, the usual friction points of creative development simply dissolve, allowing innovation to flow unencumbered by traditional corporate choreography.

Differentiate between what's necessary and what's excessive
At Netflix, engineers trust their technology and rely on robust infrastructure. Their priority is to reassure partners while avoiding unnecessary excess. They take a very pragmatic approach to testing, prioritizing efficiency without going overboard. While digital security remains a priority, the goal isn't to over-invest in endless testing cycles. Spending two full weeks running repetitive tests would be a poor use of this precious time. What's remarkable is that this streamlined approach comes from one of the world's largest streaming platforms, serving millions of users across continents. In an era where big corporations often default to exhaustive testing protocols and layers of validation, Netflix's lean methodology represents a bold departure from Enterprise Behemoths – a testament to their commitment to balancing innovation with practical efficiency.

Empower, Then Step Back

In his seminal work "No Rules Rules: The Culture of Reinvention," Netflix's chairman Reed Hastings introduces a concept that fundamentally reshapes traditional hiring wisdom: "talent density." Having witnessed this principle in action, I can attest to its transformative power. The premise is deceptively simple – build teams of exceptional performers who elevate each other – but its implications challenge conventional scaling strategies. While many organizations reflexively expand headcount to meet growing demands, Netflix's approach suggests a bolder path: investing in fewer, more capable individuals who can reimagine what's possible.

Beyond Hours: Redefining Worth

The project served as a real-world demonstration of a principle I’ve often heard discussed, but rarely seen in practice: measuring value by impact rather than time spent. Creatives often struggle to find time to think, reflect, or generate great ideas when their work is measured in hours instead of outcomes. With a more value-driven approach, we don't hesitate to propose ideas, even if they "take more time" or "cost more." Getting there requires a real mindset shift that, in my opinion, will require deep cultural evolution.

When in doubt, move your feet

This expression, inherited from my hours spent playing hockey, perfectly illustrates the mindset that prevails at Netflix. On the ice, staying still is not only ineffective but dangerous: you become an easy target and lose any chance to contribute. It's exactly the same in the professional world. At Netflix, the idea is clear: better to make mistakes and correct course than to wait and do nothing.

The transformation happening at Netflix isn't just a singular success story—it's a harbinger of a fundamental shift in how creative work can be structured in our AI/Digital age. As traditional advertising and creative agencies grapple with shrinking margins and increasing client demands, Netflix's philosophy offers a compelling alternative to the conventional billable-hours treadmill. Their emphasis on talent density and outcome-focused work suggests a path forward for an industry in crisis: rather than spreading resources thin across numerous projects, agencies might consider consolidating their creative firepower into focused, high-impact teams. This approach, while potentially disruptive to established business models, could ultimately deliver greater value to clients while nurturing rather than exhausting creative talent.

This shift is already taking root in forward-thinking creative organizations. At Leeroy, where digital innovation meets creative services, we've begun implementing a system that echoes Netflix's efficiency-creativity balance. By limiting creative professionals to a maximum of three concurrent projects and structuring their work weeks around focused sprints, we're seeing a remarkable transformation. This isn't just about managing workload—it's about creating the mental space necessary for innovation to flourish. The results challenge the industry's long-held assumption that creative output must come at the cost of personal sustainability. Instead, we're discovering that when given the right conditions—adequate time for deep work, permission to take calculated risks, and clarity of purpose—creative professionals don't just become more efficient; they become more imaginative, more strategic, and ultimately more valuable to our clients. This approach represents more than an operational shift; it's a fundamental reimagining of how creative work can be both more human and more impactful in the digital age.