How a leadership opportunity instilled a greater sense of self-confidence

It’s not only MBA students who get involved in the Kellogg community but their spouses and partners as well. A “JV” shares more about her experience leading the world's largest MBA design challenge.
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Susan Salinas (middle right, grey blazer) alongside her KDC team members who helped organized this year's challenge.
Susan Salinas (grey blazer) with the rest of the organizing team and Professor Achal Basssamboo (tan blazer).

Susan Salinas has made the most of her time while her partner Guillermo Nevado ’ 24 MBA, MS completed his Full-Time MBA Program. As a “Joint Venture” (JV), Salinas has been able to participate in activities and clubs across Kellogg and even sit in on classes. This past year, she took the opportunity to get involved with the Kellogg Design Challenge (KDC) and co-lead the event alongside other Kellogg students.

This year’s challenge sought to shift paradigms with the organizing committee applying design thinking to enhance the experience for everyone involved from participants to sponsors and everyone in between. More than 80 participants from business schools around the world came together to explore how AI can expand design boundaries and innovate processes within product management and development.

Learn more about how Salinas and her team leveraged design thinking to elevate this year’s challenge advancing diversity, fostering deeper connections and championing human-centered design as a valuable approach for any business effort, regardless of industry. 

 

Why motivated you to take on a leadership role with KDC this year?

Susan Salinas: For me, this was a significant leadership opportunity and a huge way to contribute to the Kellogg community. I was able to lead a diverse team of members who were from different countries and backgrounds. I also coordinated a wide range of stakeholders including students, faculty, sponsors and vendors to bring this event to life. 

What was your goal and strategy for this yea’s KDC?

Salinas: We started by reviewing feedback from last year's event to understand the challenges and opportunities for this year’s challenge. Through interviews with previous participants, we understood the positive aspects of their journey and areas we could improve. Using these insights, we aimed to design an engaging and inclusive experience that considered the end-to-end involvement of not only the participants but also the sponsors and the KDC team. 

What were some of the new ideas that introduced for this year’s design challenge?

Salinas: Our interviews revealed the need to expand our reach to include more diverse perspectives from students nationwide, internationally and beyond MBA backgrounds. We worked to expand KDC’s reach both inside and outside of Northwestern University and Kellogg. This included collaborating with Northwestern’s Engineering Design Innovation (EDI) program for the first time and expanding the competition to 16 semi-finalists — which for the first time welcomed international participants!

The KDC organizing committee with this year's first place team.
The KDC organizing committee with this year's first place team and Professor Bassamboo (tan blazer).

What were some ways you introduced more connection, collaboration and creativity?

Salinas: We wanted to create more spaces for the teams to get to know one another outside of the competition. So, we created connection spaces before, during and after the event. This included activities such as a pre-event mixer, collaborative mini contests during the event, and a post-event reception. We also collaborated with Booth for the first time to host a KDC social in Chicago to help close out the event.

“KDC has allowed me to learn two main things. First, how to leverage my capabilities in a new environment and bring my team along on the journey. Second, the importance of designing experiences that surprise and delight people.”
Susan Salinas
"Joint Venture" (JV)

 

In what ways do you think this experience prepared you for life after Kellogg? 

Salinas: KDC has allowed me to learn two main things. First, how to leverage my capabilities in a new environment and bring my team along on the journey. Second, the importance of designing experiences that surprise and delight people, which involves listening and anticipating needs, attention to detail and disciplined execution.  

This will not only help me navigate complex challenges but also understand how to create greater impact in the future projects I am involved in.

Reflecting on your days at Kellogg, what's one lesson you’ve carried on?

Salinas: Reflecting on my days at Kellogg, one lesson I've carried on is the importance of pushing through the impostor syndrome and finding my authentic voice as a leader. There were moments when I doubted my abilities and felt out of place but embracing my unique perspective and strengths has helped me find my voice and lead with confidence.  

This experience has been invaluable because it’s empowered me and made me feel comfortable with my own leadership style allowing me to make a genuine impact on my team. A huge thank you to my co-leader, Farah, to support me all the way. 

Is there any advice you’d give to incoming MBA students or those interested in participating in the design challenge?

Salinas: Absolutely. Participating in the design challenge is a fantastic opportunity to immerse yourself in the design process. Even if you don't plan to pursue a career in design, the skills you gain are incredibly valuable in any field. The ability to think creatively, solve complex problems, and approach challenges with a design-thinking mindset will serve you well in any professional path you choose. Don’t hesitate to try it!  


Read next: From ideas to impact: Meet some of this year’s Kellogg Design Challenge winners