In this episode of Brand Story, our president, Steve Gilman, and Carrie Willetts, Chief Administrative Officer of WVU Medicine, unpack why leadership isn’t about having it all figured out — it’s about staying relevant, embracing the mess, and protecting culture as organizations grow.
Leadership isn’t clean. It isn’t linear. And it certainly isn’t static.
In this episode, Carrie Willetts reflects on how leadership evolves as scope expands — from leading locally to helping guide a large, multi-state healthcare system. She shares why culture is inseparable from brand, how healthcare systems balance standardization with local needs, and why maintaining relevance requires constant reinvention.
The conversation explores what it really means to lead through complexity: embracing the messiness of human dynamics, communicating with clarity, and surrounding yourself with people who complement your strengths. Carrie also reflects on confidence, community, and self-care — and why sustainable leadership depends on self-awareness as much as strategy.
This episode is a candid look at leadership in healthcare — and a reminder that growth, relevance, and culture are never accidental.
