In our most recent Innovators in Action session, Brian Pearl, Managing Partner at NATIONAL Toronto, moderated a thoughtful conversation with Tina Hahn, Managing Partner and President at AXON. Together, they explored Tina’s career journey and the pivotal lessons that continue to guide her leadership, offering colleagues an inside look at how humility, adaptability, and purpose shape lasting success.
What stood out were five key themes that speak directly about how we can all grow as colleagues, advisors, and leaders within the AVENIR GLOBAL network.
- Leading with humility. Tina’s earliest lesson in leadership came at her first job in a local burger bar, where on her first day a young man with Down syndrome “tricked” her by paying far less than the cost of a large meal—a setup arranged with the manager as a rite of passage for new employees to see how they’d react. What could have been a frustrating moment instead taught her that work isn’t just about rules and transactions, but about dignity, respect, and kindness. That early experience still shapes how she approaches relationships today, reminding Tina that leading with humanity is often what earns the deepest trust.
- Seeing through the client’s eyes. With experience both as a client and now as an agency leader, Tina brings a rare dual perspective on partnership. She recalled how, as a client, she often placed last-minute requests on agencies, expecting immediate turnaround, and recognized the difference between being a “demanding” client and a “kind” one. That memory now shapes how she leads AXON, reminding colleagues that while all clients face tight timelines, they are also navigating internal politics, shifting priorities, and unseen pressures. Understanding those realities, she noted, allows us to do more than deliver quality work. It positions us to act as trusted advisors who help clients shine under difficult circumstances.
- Challenging the status quo. Tina emphasized that challenging the status quo is less about dramatic gestures and more about mindset—for example, constantly asking “why” or “why not” throughout the day. She acknowledged that receiving those questions as a leader can sometimes feel uncomfortable, even irritating, but stressed that it’s necessary to evolve. Without it, both teams and clients risk stagnation. She tied this to broader industry change, noting how disruptions like AI are forcing everyone from partners to junior staff to hold one another accountable, adapt processes, and find smarter, more efficient ways to deliver results to clients.
- Growth beyond comfort. Reflecting on her own career, Tina reminded us that personal and professional growth almost always happens outside of our comfort zones. She shared how, as a young researcher without a medical degree, she embedded herself in hospital teams alongside doctors. This was a daunting step that left her feeling out of place but ultimately expanded her expertise and credibility. For colleagues across the firm, she encouraged making small but intentional choices to test themselves, whether through cross-firm collaboration, exploring new scientific areas, or taking on challenging assignments—because staying comfortable rarely leads to transformation.
- Nurturing long-term client relationships. When discussing AXON’s long-standing relationship with Novo Nordisk, Tina underlined the importance of never assuming today’s strong relationship will remain the same tomorrow. Clients evolve, sometimes gradually and sometimes in big leaps, and agencies must evolve with them to preserve their relationship. She pointed to practices like using client surveys, embedding secondees, and even training client teams as ways AXON has maintained trust through leadership turnover and shifting priorities. Just as importantly, she noted that building multiple touchpoints across both organizations ensures continuity, resilience, and the ability to keep bringing fresh ideas year after year.
Tina’s perspective reinforces that our growth as individuals and as a network comes from curiosity, courage, and connection. By leaning into discomfort, challenging norms, and truly seeing through the eyes of those we serve, we strengthen not just our client relationships, but also our culture of collaboration and leadership.
