Should T mobile Continue to Introduce Unconventional User Policies

Allan Samson, Senior Vice President of Marketing, T-Mobile for Business

Most business leaders would say they take an outside-the-box approach to running their company. But organizations that truly take the road less traveled often reap the benefits of their innovative approaches. They're scaling faster than their peers, gobbling up market share and even disrupting the status quo in their industries. In short, they're the companies to watch.

T-Mobile's Unconventional Awards celebrate these businesses and their leaders, recognizing that creative thinking is a powerful fuel to accelerate success. Whether it's taking a unique approach to building a better customer experience or empowering teams and creating a culture of innovation, these companies are charting their own distinctive courses.

Allan Samson, senior vice president of marketing at T-Mobile for Business, believes that innovation not only serves as a catalyst for growth, but also plays a crucial role in changing entire industries. We sat down with Samson to discuss why unconventional thinking is so important for businesses in today's highly competitive environment—and why the Unconventional Awards are drawing attention to those companies determined to cut a new, innovative path toward success.

Q: How do you define unconventionality in business, and how does it impact which brands have staying power and make a lasting impact on the world?

Allan Samson: Being unconventional in business means different things to different businesses. But at its core, it's about pushing against the status quo. It can be anything from how you interact with your customers to how you enable your employees to how you influence your entire industry—whatever makes you and your organization stand out. It's a restless desire to be sure there isn't a better way to solve a problem or seize an opportunity.

The businesses that think outside of the box are the ones changing the way industries operate for everyone else. Just look at how individual sectors are being disrupted. New players have entered the automotive industry to enable online car shopping and buying. Now consumers can choose their experience—including shopping from their phones in the comfort of their home. It's a seamless process from first click to delivery.

In today's market, you either keep evolving or you get left behind. Unconventional thinking is key to avoiding business stagnation or losing the competitive edge.

Q: What is it about our current moment that especially demands business leaders think unconventionally?

Samson: It's clear the world we're living in today is not the world we lived in two years ago. Things are different—and not just in terms of where and how we work. Now, in addition to driving growth, businesses also need to focus on mitigating supply chain issues or overcoming workforce challenges or handling a growing number of security threats. And they can succeed in tackling these challenges with unconventional thinking and the power of advanced connectivity and new technology.

Q: By thinking outside the box, what can businesses achieve that might not be possible via a more traditional approach?

Samson: The possibilities are endless with unconventional thinking. With 5G, businesses are going to start using connectivity, data, collaboration tools and automation in completely different ways.

"In today's market, you either keep evolving or you get left behind. Unconventional thinking is key to avoiding business stagnation or losing the competitive edge."

There are capabilities in the works right now that we never thought would be possible, and it's all happening because of this unconventional mindset. From university students examining cadavers via augmented reality, to farmers monitoring the temperature of cattle to ensure optimal health, to trading experts consulting with rookies from afar, there are virtually limitless use cases. At T-Mobile for Business, we have created a canvas for customer innovation, disruption and breakthrough technology so our customers can paint new possibilities. I am excited to see their creations.

Q: Tell us about the Unconventional Awards. What prompted T-Mobile for Business to create this event? What are you looking for in your nominees?

Samson: The Unconventional Awards are a celebration of the trailblazers that drive industries forward. We created this event to celebrate our like-minded customers who rely on our network, support and value to create their next industry disruption.

We're looking for innovative solutions that really challenge the status quo. Something that changes the game for an industry. The more the nomination stands out from the crowd, the better.

The first thing is obviously originality. The ideal submission would be the first to market in its industry and really show off the creativity of the team. We would also want the entry to highlight the value of technology in an industry—whether that's with 5G, Internet of Things, edge computing or something else in that realm. And then, of course, we would love to see something that's made a tangible impact for a business. Maybe it's helped cut costs or increased ROI or made operations more efficient. Because we believe the best innovations are the ones that build better businesses.

At the end of the day, we're really looking for solutions that are evolving industries and pushing business forward. So if you have something that fits those criteria, we would love to see it.

Q: Lastly, what is it about the importance of unconventional thinking that resonates with T-Mobile for Business and its mission?

Samson: We've seen a fundamental shift in business culture that aligns nicely with our values. We approach things differently than our competitors, and that comes through in how we connect our customers, deliver support and provide unmatched value.

Research shows that leaders in organizations of all sizes over-index on statements like "I like to stand out in a crowd," "I like to try things no one else has," "I like to travel the unbeaten path," and "I'm not afraid of appearing unconventional." We see ourselves as the perfect partner for those who strongly believe in that groundbreaking mindset and want something that's more effective, more flexible and creates a natural avenue for collaboration.

Learn more about the T-Mobile for Business Unconventional Awards.

Custom Content from WSJ is a unit of The Wall Street Journal Advertising Department. The Wall Street Journal news organization was not involved in the creation of this content.

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