#Beyond Limits: Curiosity is not a personality trait, it is how growth happens

#Beyond Limits is the series exploring the stories & experiences that have helped our leaders in Vietnam continuously expand their limits and grow.

In the first edition, let’s meet Trinh Le Quynh, Head of Marketing Services and Strategic Partnership at AnyMind Group Vietnam.

Over the past eight years at AnyMind, Quynh has continuously expanded her scope of work from Account Management to Business Development, Digital Marketing and Influencer Marketing before taking on the leadership of Marketing Services and Strategic Partnership, focusing on social, influencer marketing, and growth solutions powered by data and technology.

For Quynh, each role was more than just a career move. It was an opportunity to better understand how businesses operate, connect different capabilities, and create sustainable growth.

The biggest reason was curiosity. Working on the brand side helped me understand how brands build and execute marketing campaigns. But the more I learned, the more curious I became. How are different solutions brought together? What truly influences consumer behavior? And how can marketing, creators, commerce, data and technology work together to create greater impact?

At that point, I wasn’t simply looking for a new job. I was looking for an opportunity to broaden my perspective on growth and solve business challenges at a larger scale. That’s what led me to AnyMind.

I believe growth begins when we’re willing to learn beyond the boundaries of our own role.

One of the biggest turning points in my career was moving into Business Development. Before that, I never imagined I would work in sales. But instead of asking whether I was the right fit, I was more interested in what I could learn from the experience.

That period completely changed the way I viewed my work. I started asking different questions: What problems are clients really trying to solve? What influences their decisions? And how can different capabilities come together to create long-term value?

Later, when I took on the responsibility of leading Marketing Services, that perspective continued to expand. I realized growth doesn’t come only from developing deeper expertise in one discipline. It also comes from connecting strategy, people, operations, and different capabilities to solve increasingly complex business challenges.

For me, curiosity isn’t simply a personality trait. It’s a habit in the way I work and make decisions.That habit begins with asking “why” before trying to answer “how.”

Why do consumers make certain purchase decisions? Why can one creator generate massive reach but still struggle to build trust? Those questions help me look beyond surface-level metrics to understand what truly drives consumer behavior.

This is especially important in Social and Influencer Marketing, where platforms, consumer behavior, and the role of creators are constantly evolving. Curiosity allows us to continuously update our perspective, challenge old assumptions, and find the right approach for each business challenge instead of relying on a single formula.

Marketing is no longer just about individual campaigns. Today, marketing is closely connected with creators, commerce, data, technology and AnyAI. Marketing creates demand. Creators shape how consumers discover and evaluate products. Commerce turns interest into business outcomes. Data and technology help businesses understand what is truly driving growth.

Influencer Marketing is a great example of this shift. Today, creators do much more than generate awareness. Depending on the business challenge, they can help brands capture attention, build trust, drive consideration, or influence conversion.

This is also how we approach Influencer Marketing at AnyMind. The question is no longer, “Which creators should we work with?” Instead, it becomes, “What role should creators play in solving this business challenge?”

When signals from social, creators and commerce are connected through data and technology, brands no longer measure success only by reach or engagement. They gain a much clearer understanding of the role creators play throughout the consumer journey and how they contribute to long-term business growth.

I’ve come to realize that business challenges are rarely solved by a single solution. A social or influencer campaign may generate reach and conversation, but it only creates real value when it plays the right role within the consumer journey. Likewise, data only becomes valuable when businesses know the questions they want it to answer.

To truly become a partner to our clients, we first need to understand the real business challenge, then connect the right strategies and capabilities to solve it. That’s also what excites me about working at AnyMind. Our strength doesn’t lie in any single solution. It lies in our ability to connect marketing, commerce and intelligence within one unified ecosystem. When these capabilities work together, every campaign and every consumer interaction generates new signals that help businesses better understand their customers and make smarter decisions.

When leading Marketing Services and Strategic Partnership, what matters most to me isn’t just delivering effective campaigns. It’s building a team that can connect strategic thinking with execution to create long-term value for our clients.

And that’s where curiosity becomes most important. Only when we’re willing to step beyond what feels familiar, keep asking questions, and connect different perspectives can we discover new opportunities.

For me, curiosity doesn’t just help individuals grow. When it becomes part of how a team thinks and works, it enables an entire organization to adapt faster, create better solutions, and continuously move beyond its own limits.