The Everyday Practice of Confidence with Lindsay Perkins
Within a creative agency dedicated to creating bold, meaningful marketing that connects brands to culture and people to ideas, Lindsay Perkins has been a constant source of guidance and support for the pack.
After starting her career at VICE Media, Lindsay joined Lupine at its inception and has since helped shape the agency’s insight-driven approach. She now leads award-winning work for partners including Spotify, HBO Max, LG, Google, FX, Paramount, Teva, Hot Topic, and Colgate.
A third-culture kid raised between Paris and London, Lindsay later lived and worked across Milan, Istanbul, New York, and Beirut – experiences that fuel her global creative lens. Her passion for both the trends that take off and those emerging from subcultures, she continually infuses inspiration from the larger world into her approach to storytelling and the brand work she champions.
Lindsay sat down with LBB to reflect on learning to trust her own taste and make her decisions with conviction and not having to wait for validation.
The piece of advice that’s stayed with me: trust your taste and stop overexplaining yourself. The biggest shifts in my career came when I leaned into what genuinely interested me, and made decisions with conviction.
I learned this specific lesson in my late twenties. I was working at VICE Media in branded content during a period of rapid growth for the publisher. The year was 2015 and the company was beginning to form VICELAND. I’d already been there a couple of years – long enough to understand the expectations, the pace, and the internal dynamics, but still navigating what confidence looked like in a constantly shifting environment. It was an in-between moment: I was energised by the work and the opportunity, but still questioning whether I was getting it right. I was keenly aware of how much I felt I still had to prove.
From there, the lesson wasn’t sparked from a single moment; rather, it was borne from a pattern. The projects that gained traction were the ones where I trusted my instincts, moved quickly, and didn’t over-edit my thinking. When I tried to make everything universally agreeable, things stalled. Only over time did it become clear that clarity and decisiveness mattered more than pausing to over-contextualise every decision.
The pattern reframed confidence as something you practice, not as a trait that’s fixed from the start. I didn’t suddenly feel more qualified; I just gave myself permission to move forward without constant validation. That shift suddenly felt practical and achievable, not aspirational. Confidence was an ongoing, everyday practice.
The epiphany made me more decisive and more comfortable taking up space. I stopped treating my point of view as something that needed approval, and I started treating my perspective as a foundation to develop and stand behind. That change naturally led to better work and stronger professional relationships.
I see the practice now as a balance. I’ve learned that trusting your taste doesn’t mean never questioning yourself; it means knowing when to stop. Keep learning, keep listening and learn by doing. The goal isn’t certainty. It’s forward motion.
I find the lesson really resonates, especially with people earlier in their careers. Their response is usually relief. Sometimes people don’t need more instruction – they need permission to trust themselves and keep going. If I can share that relief and permission with anyone, then it was definitely a lesson worth the effort for me to learn.
