"This linear construct that we've created and that we believe works, that we can actually create these measured, progressive steps forward and that we can control outcomes, I don't believe any of that's relevant anymore. For me, it becomes really important that we do question the rules that exist."
In 2002, Ms Batten helped establish Massive Inc, which specialised in advertising within online video games.
The technology - which allowed clients to advertise in real time - put them into the world of gamers; an audience that had become increasingly difficult to connect with.
In 2006, the company was sold to Microsoft in a multi-million dollar deal.
In 2009, Ms Batten helped set up another advertising company - Victor & Soils - which hooked into the principles of crowdsourcing.
Today, she is making headway in the US in her work for NZ Trade and Enterprise, based in Los Angeles.
In her role as the regional director of North American operations, she helps Kiwi businesses tap into that huge market.
Regarding her Sir Peter Blake award, Ms Batten said she was still coming to terms with the idea that people might consider her a leader.
"It's an interesting label. I follow my intuition and all that I do has been something that's been a very intuitive journey or path for me.
"So to have a label - and such a big label - put on it, I don't know that I've fully got a consciousness around that."
Ms Batten, who is married to American sculptor Mark Castator, grew up in Wellington and has always been fascinated by business, even as a child. "There's just something about the game of business that I'm naturally attracted to," she said. "I read up and started listening in and probably participated in conversations with my parents' friends while they were talking about business."
Claudia Batten
• Digital entrepreneur.
• NZ Trade and Enterprise's director of North American operations, based in Los Angeles.
• Grew up in Wellington.
• Based in the US for several years.
• Married to American sculptor Mark Castator.
