There’s no blueprint for success – and that’s the point
InDaily Queensland 40 Under 40 keynote speaker Rachel Burke says the next generation of leaders is redefining success through creativity and impact.
Rachel Burke has built a career by saying yes to opportunities that seemed just beyond her reach.
Known for her unmistakable use of colour, texture and joyful creativity, the Brisbane artist, designer and creative entrepreneur has transformed her distinctive aesthetic into a thriving business that has attracted global brands, built devoted audiences and challenged the idea that creativity belongs solely in the arts.
From styling international campaigns for Airbnb across Japan, India and New Zealand to becoming Brisbane Powerhouse’s inaugural Artist in Residence, Burke’s career has been defined not by following a conventional path, but by creating one.
It’s an approach she believes any business leader can adopt.
“Creative thinking (and creative living, too) makes everything better,” Burke says. “To me, it means staying actively engaged with life: remaining curious, asking questions, and always wondering, ‘What if we tried this?’ It’s about staying open long after everyone else has settled on the obvious answer and then, most importantly, taking action.”
Far from being an artistic luxury, she sees creativity as a practical business skill that helps leaders innovate, solve problems and build organisations people genuinely connect with.
“Real innovation comes from questioning the status quo and embracing the idea that things don’t have to be done the way they’ve always been done,” she says. “This mindset isn’t just reserved for artists – it’s valuable in every industry.”
For Burke, the businesses that leave a lasting impression are those brave enough to stand for something.
“The businesses that stay with us have a clear point of view. They tell stories, create memorable experiences, and aren’t afraid to let their values shape both the work they create and the way they work with others.”
In a world increasingly influenced by artificial intelligence and automation, authenticity has become one of the strongest competitive advantages.
“I believe one of the greatest competitive advantages today is being unapologetically and authentically yourself,” she says. “In a world that feels increasingly polished and automated, people are drawn to genuine ideas, thoughtful details and businesses that feel deeply human. Those are the things that can’t be replicated and they’re often what people remember most.”
Although best known as an artist, Burke says some of her biggest creative lessons have come outside the studio.
Working with Airbnb as a global stylist required much more than artistic vision.
“Those projects demanded logistics, communication, budgets, timelines and problem-solving,” she says. “It wasn’t just my artistic skills that made them possible: it was a creative mindset that helped me adapt, stay nimble and find solutions along the way.”
It’s why she encourages leaders to embrace uncertainty rather than avoid it.
“Throughout my career I’ve pretty much always said yes to opportunities that felt bigger than me, then relied on creative thinking to figure out how to make them happen.”
That philosophy has also shaped the opportunities she’s created herself.
Her community-focused project Flower. Puppy. Show., developed with friend and collaborator Patience Hodgson, began as a grassroots idea driven by purpose rather than commercial outcomes.
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“We approached it with a ‘build it and they will come’ mentality, focusing less on future outcomes and more on creating a generous, joyful experience for our community,” she says.
Seeing the project restaged at Brisbane Powerhouse reinforced an important lesson.
“Sometimes you have to make your own opportunities. Don’t wait for someone to tap you on the shoulder – you have to believe in your ideas, grab onto your dreams, and drag them into reality.”
It’s this blend of creativity, entrepreneurship and purpose that saw Burke recognised at last year’s InDaily Queensland 40 Under 40 Awards, where she was named Creative Thinker Award winner and celebrated as one of the state’s outstanding young leaders.
This year, she’ll return to the event in a different role as keynote speaker.
“It feels incredibly surreal,” Burke says. “I feel so grateful and honoured to be the keynote speaker at this year’s event – it feels like coming full circle. It’s given me the chance to reflect on just how much can happen when you keep showing up and doing the work and always staying curious about the journey ahead.”
As she prepares to address this year’s finalists, Burke isn’t interested in offering a formula for success.
“I hope they leave knowing that there is no single blueprint for success,” she says. “The things that make you different – your quirks, your interests, your lived experiences – are often your greatest strengths.”
Instead, she encourages emerging leaders to keep asking themselves one simple question: What do I want my contribution to the world to be?
“We have one precious life,” she says. “Let’s use it to make work we are proud of, build meaningful connections and contribute something that leaves the world a little better than we found it.
“What excites me most is seeing people build businesses with generosity at their core. I’m seeing more leaders embrace kindness, collaboration and community, thinking beyond profit and asking how their work can create connection, improve lives and leave something meaningful behind.”
The 2026 InDaily Queensland 40 Under 40 Awards will be held at the Rivershed, Howard Smith Wharves, Brisbane, on Thursday, August 27. Purchase your tickets today and join Queensland’s business community in celebrating the state’s next generation of leaders.
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