Janyce Fadden Director of Strategic Engagement, Agile Strategy Lab, University of North Alabama
Jaslyin Qiyu Founder, Mad About Marketing Consulting
Laura West Founder, Agencywise
Ronan Massez Regional Marketing Manager LatAm, MedTech Expert
Andreas Buhr Founder and Member of the Supervisory Board, Buhr & Team Academy
DRIVING INNOVATION AND FOSTERING COLLABORATION IN THE GLOBAL LOGISTICS INDUSTRY
June 2024
Managing Editor
Consultant Editors
Sarath Shyam
Dr. John Andrews
Emma James
Sabrina Samson
Naomi Wilson
Andrew Scott
Kwith Alexander
Editorial Enquiry: admin@cxoomagazine.com
Art & Design
Branding & Marketing Partnership
Charlie Jameson
Louis Bernard
Shirley David
Jennifer Anderson
Monica Davis
Rachel Roy Anna Elza
Sales Enquiry: admin@cxoomagazine.com
Free Subscription
www.cxomagazine.com
Vol - 02 Issue - 07
admin@cxoomagazine.com
Americas 16192 Coastal Highway, Lewes, DE 19958, USA
Europe 27, Old Gloucester Street, London, WC1N 3AX, UK
Middle East & Africa P.O. Box 48299, Dubai Silicon Oasis, Dubai, UAE
Asia-Pacific Ramanashree Arcade, 18 MG Road, Bangalore, India
Picture this: You're at a bustling airport, waiting for a flight. You notice the intricate ballet of planes taking off and landing, the synchronized dance of baggage handlers, and the seamless flow of passengers. This choreography, while complex, is crucial for smooth operations. Much like the airport, the supply chain is the invisible force ensuring everything runs smoothly in the business world.
In our interconnected world, the supply chain is the backbone of global commerce. It's the unsung hero that keeps businesses thriving. As markets grow and customer expectations change, the importance of a robust supply chain becomes even more evident. From sourcing raw materials to delivering finished products, the efficiency and resilience of supply chains can make or break a business.
Our cover story features Sonia Ferreira, the Global Key Client Director at A.P. Moller - Maersk. Sonia embodies innovative leadership in global logistics. With a wealth of experience and a unique take on international trade and cultural diversity, she stands out as a key figure in the field. Her journey through the multifaceted world of global logistics offers valuable insights that are both profound and practical.
Inside this issue, you'll find a treasure trove of wisdom from top industry experts. We delve into cutting-edge technologies that are shaping the future of logistics, highlighting how innovation is boosting efficiency and sustainability. You'll also discover strategies for navigating organizational changes in an ever-evolving market, emphasizing the importance of adaptability and vision.
As we celebrate these leaders and their achievements, we also stress the importance of continuous learning and adaptation. The stories and strategies in this issue aim to not only recognize excellence but also inspire you to innovate and lead with purpose.
We invite you to dive into this issue of CXO Magazine. Explore, learn, and be inspired by the pioneering leaders and groundbreaking innovations redefining the supply chain landscape. Let their journeys and insights guide you on your own path to leadership and success in the dynamic world of global business.
Happy reading!
Sarath Shyam
Andreas Buhr, Founder and Member of the Supervisory Board, Buhr & Team Academy
Shaping the Future of Business with Integrity and Insight
20 Emma Hulbert, Senior Principal Consultant, Lily Shippen Recruitment
Navigating the Evolution of AI in Modern Recruitment
38 Kate Horsley, Founder of Chai Digital The Evolution of Digital Marketing: Trends, Strategies, and Future Outlook
50
Jacqueline Watts, Head of Commercial Law at A City Law Firm
Legal Services in the Age of AI, Web3, and the Metaverse
44 Vanessa Milan, Head of Voice of the Customer, Cambridge University Press & Assessment
Fostering a Customer-Centric Culture
GLOBAL KEY CLIENT DIRECTOR, A.P. MOLLER - MAERSK
Sonia Ferreira started her business journey with a strong background in Economics. Her early career led her to Chambers of Commerce in two very different parts of the world: New Zealand and Portugal. From the beginning, she was interested in international trade, fascinated by the potential of cultural diversity and the way business connections could bridge global divides.
After spending several years in these roles and traveling extensively across the Asia Pacific and Europe, Sonia discovered the fascinating world of logistics. "It was almost like seeing an invisible world for the first time," she recalls. The realization of how products journey across the globe to reach store shelves intrigued her, sparking a passion that has fueled her career in the logistics industry for the past 20 years.
Her early career in the Asia Pacific region proved invaluable. "Working with a variety of countries helped me understand the importance of cultural awareness very early on," Sonia explains. This experience ignited a curiosity and open-mindedness that has remained a constant throughout her career, as her work has taken her to over 40 countries.
Another pivotal moment came when Sonia began working with startups on a project. This experience underscored the significance of innovation in everyday work, regardless of one's role or company. "It sparked a drive for experimentation, to constantly be open to learning from others and challenging oneself to look for new perspectives," she says.
Through her diverse experiences, Sonia Ferreira has developed a unique perspective on international trade, cultural diversity, and innovative leadership, making her a key figure in the global logistics industry
Most recently, Sonia has been managing a global team, which has taught her valuable lessons in leadership. She emphasizes the importance of empowering her team and developing a decentralized leadership approach. "Allowing them to grow in their roles and take on additional responsibility positively impacts their current and future roles," she notes.
Through her diverse experiences, Sonia Ferreira has developed a unique perspective on international trade, cultural diversity, and innovative leadership, making her a key figure in the global logistics industry.
Sonia's first role at Maersk Group was in Supply Chain Management operations, where she managed suppliers for global clients. This
To foster a culture of innovation within her team, Sonia emphasizes the importance of leveraging individual strengths and skill sets, maintaining an open mind, practicing constant learning, and creating a safe space for experimenting with new ideas
experience laid a crucial foundation for her career. "It's extremely important to understand how the business works in detail—the processes, the systems we operate, and what is possible or not—before we can build new solutions," she says. This role also helped her grasp the pain points of customers and how the industry operates across a complex network involving customs authorities, brokers, trucking companies, carriers, and various service providers. She describes it as "an extremely complex ecosystem, where you need to manage uncertainty and deal with disruptions daily."
A few years later, Sonia transitioned to a Commercial role, initially at a national level and subsequently at Regional and Global levels. Her work spanned multiple industries, including Retail, Lifestyle/Fashion, FMCG, Automotive, and Chemical. This breadth of experience gave her deep insights into the diverse needs of supply chains across different sectors. "Some industries heavily favor speed, like retail or fashion, while others focus on consistency or resilience, like automotive or chemical," she explains. This understanding helped her identify key supply chain drivers
and how they relate to the final market and end consumers.
After several years in Commercial roles, Sonia became a Customer Solutions Manager, where she developed new solutions for clients. These ranged from establishing a new warehouse location in Vietnam to creating a service that could save three days of lead time. "The aim was to create tailored solutions based on customers' needs, and it was very rewarding to create innovative solutions across different geographies and industries," she recalls. This role significantly expanded her experience with innovation, which would later become a central theme in her career, both within and outside Maersk.
Eventually, Sonia decided to dedicate herself to innovation full-time and joined Maersk Growth, the company's venture arm, based at their headquarters in Copenhagen. Here, she worked with startups and facilitated collaboration between external innovation partners and internal product teams. "It was an amazing experience to be part of strategic projects that could determine what the future of the industry could be," she says.
When the opportunity arose to return to the Commercial side of the business as a Global Key Client Director, Sonia felt it was the perfect chance to apply her knowledge of innovation to develop new solutions for one of Maersk's top clients. "I've learned a lot from the experience, especially the impact of complexities in geopolitical situations and economic unrest on our clients and the ripple effect small disruptions have across the network," she notes.
One of the first challenges Sonia faced in her career was introducing new ideas and dealing with resistance to change. "People may not always understand your vision or see the same possibilities you do, so you need to guide them on that journey and take them along with you," she explains. To foster a culture of innovation within her team, she emphasizes the importance of leveraging individual strengths and skill
By co-creating a shared culture of innovation and growth, Sonia helps her team navigate uncertainty and change effectively
sets, maintaining an open mind, practicing constant learning, and creating a safe space for experimenting with new ideas.
Another significant challenge for Sonia was how to deal with failure, whether in a new project or while developing a new solution. She recognizes that this is a crucial part of experimentation. "It's normal to learn through trial and error as you develop new ideas and solutions," she notes. By understanding this and supporting a culture of co-creation across the organization, she is supporting a collaborative experimentation culture in the projects she is involved in.
Lastly, Sonia highlights the challenge of dealing with others' expectations. She believes that everyone has an identity and internal drivers that make them unique, and that individuality is crucial. "Diversity of thought is one of the most important characteristics of high-performing teams," she asserts. Staying true to oneself is a vital lesson she has learned and one she frequently shares.
Through these experiences, Sonia Ferreira has navigated the complexities of change management, embraced the learning opportunities presented by failure, and upheld the importance of individuality and diversity in her leadership approach. Her insights offer valuable lessons for anyone looking to drive innovation and build resilient, high-performing teams.
Sonia describes her leadership style as "distributed co-creator leadership." This approach leverages the leadership capabilities of individuals within an open, collaborative, and decentralized environment. By co-creating a shared culture of innovation and growth,
she helps her team navigate uncertainty and change effectively.
The cornerstone of Sonia's leadership philosophy is purpose. "I believe there should be meaning in everything we do, and it should be guided by the change we want to bring to the world," she emphasizes. Her other core values include empathy, openness to change, accountability, and authenticity.
Sonia credits her development as a leader to the influence of strong role models who inspired her to think differently and develop her own vision. These role models include managers and peers, as well as a variety of strong female leaders from different industries who have championed equality and diversity. "They have empowered me to lead my career towards what I am most passionate about," she says.
Through her distributed co-creator leadership style, Sonia Ferreira fosters an environment where innovation thrives, purpose drives action, and diverse perspectives are valued, making her an emergent transformative figure in the logistics industry.
Innovation in the logistics and transport industry, according to Sonia, is driven by curiosity and the ability to view existing solutions or situations from a different perspective, practicing divergent thinking. "The logistics and transportation industry is extremely complex and fragmented," she notes. Therefore, innovation requires openness to collaboration, as many current problems can only be solved through collective change.
Technology plays a crucial role in this sector. "What cannot be measured cannot be improved," Sonia emphasizes. Digital tools
To stay informed and maintain a diverse perspective, Sonia regularly follows leading sources on innovation, technology, and sustainability
are being developed that will significantly impact the industry by providing measurable data to drive improvements. Connectivity is another key driver. By connecting various supply chains—from raw material providers to producers, brand owners, distributors, wholesalers, and final consumers—inefficiencies can be reduced, improving resource utilization and minimizing waste.
One of the most exciting trends in logistics is the increasing use of technology. This includes big data analytics, IoT, digital twins, automation in warehouses or vehicles, and predictive planning. "Data plays a key role in transforming the logistics space," Sonia explains. Another notable trend is the shift in business models from activity-based to outcome-based models. Supply chains are
designed and updated based on companies' key drivers, creating elastic logistics—flexible and agile systems that can adjust according to market demand fluctuations.
Sustainability is also a critical and urgent trend. Green logistics focuses on minimizing environmental impact throughout the supply chain by reducing waste, energy consumption, and emissions, and creating more circular models.
To stay informed and maintain a diverse perspective, Sonia regularly follows leading sources on innovation, technology, and sustainability. She combines this with insights from community-based platforms and experts from various fields and industries. "I also attend events linked to the innovation ecosystem, so it is key to build a wide and knowledgeable network," she adds.
Logistics is integral to our daily lives, influencing everything from the coffee we drink in the morning to the clothes we buy, the homes we live in, the vehicles we use, and the technology we rely on. "Most products have multiple supply chains associated with them, including raw materials, production, distribution, and increasingly, returns," explains Sonia. These supply chains are in constant motion around the world.
Recent disruptions have highlighted how deeply interconnected global supply chains are. "When there's an increase in demand for one product, it can create a shortage in another because they use the same raw materials," she notes. Events like the Suez Canal blockage have worldwide impacts, causing container equipment imbalances and capacity constraints even on unrelated routes.
Efficiency is a key driver in logistics, helping to reduce waste, overproduction, and excess stock. However, Sonia emphasizes that sustainability must also be a priority, necessitating the establishment of new solutions and business models. "Most logistics flows are still linear, moving from point A to B to C," she observes. There is a pressing need to develop circular logistics models through collaboration and co-creation among logistics players, clients, and institutions. "This is the vision I would be proud to be part of," she adds.
Sonia has gained invaluable insights from her mentorship experiences with university students, early-stage startups, and mature companies. "What they all have in common is the passion to create something new, the drive to make a
difference, and the urgency for change," she notes. These attributes serve as daily learnings for her work and life.
Sonia seeks projects where she can create a meaningful impact. "It is extremely important to use our skillset and knowledge to give back to the community and help others learn from our experience," she emphasizes. Over the years, she has supported projects from leading institutions such as MIT Sandbox Innovation Fund, London School of Economics Generate, and SDA Bocconi for Innovation. Through these engagements, she has connected with brilliant young entrepreneurs who are developing the next generation of solutions and products that will shape the way we live, work, and interact.
She is particularly proud of her work with the European Innovation Council (EIC). As a coach for the European Social Innovation Competition and a mentor for the EIC Scaling Club, Sonia has supported leading scaleups in Europe within the scope of Smart Mobility. "It is a pleasure to be part of this community, where investors, corporate innovators, and other industry stakeholders work together to support high-potential deep tech companies focusing on major global challenges," she says.
In her role as a mentor and coach for aspiring leaders, Sonia identifies several essential qualities for future leaders to develop. "The first quality is curiosity. Only a curious mind can be constantly open to learning and improving while
As
a coach for the European Social Innovation Competition and a mentor for the EIC Scaling Club, Sonia has supported leading scaleups in Europe within the scope of Smart Mobility
being attentive to the world around," she explains. The second quality is empathy, as understanding others' perspectives and ways of thinking is crucial. She also highlights the importance of courage to make tough decisions or disagree with the majority and humility to comfortably ask for help. Lastly, she emphasizes purpose, noting that "leading towards the greater good is an extremely powerful driver for change."
Sonia is a continuous learner, always focused on personal and professional development. In the short term, she aims to continue driving innovation, adding value to clients, and addressing some of the industry's biggest challenges. Simultaneously, she remains dedicated to supporting impactful projects and institutions. "In the long term, I want to increase
my contribution to transnational and global strategic projects that bring together corporates, academic institutions, NGOs, and governments to make this world a better place," she says. Her advice to young professionals aspiring to leadership roles in the logistics and transport industry is clear: "Be bold, be creative, pay attention to detail, but most of all, be yourself. We need a wide diversity of profiles to solve the challenges that lie ahead." She encourages them to learn from others, ask for help, and stay informed about market trends, even those not directly related to logistics or transportation. "If it is impacting the consumer, it will eventually have an impact on the supply chain network," she explains.
Through her commitment to continuous learning and innovation, Sonia Ferreira embodies the qualities of a forward-thinking leader dedicated to making a lasting impact on the industry and the world.
Emma Hulbert joined Lily Shippen in April 2018 as Candidate Manager and has since progressed to Senior Principal Consultant. As a Psychology and Forensic Psychology Masters' graduate with a background in hospitality, she prides herself on being a people person, taking the time to get to know candidates and clients alike to find candidates their dream jobs and clients their ideal hires. Emma covers temporary, contract, and permanent recruitment and manages our Virtual Assistant offering. With six years of experience behind her, Emma has become a go-to person within the Manchester market, receiving five-star testimonials from clients and candidates.
Emma Hulbert
Senior Principal Consultant, Lily Shippen Recruitment
As a Senior Principal Consultant deeply embedded in the realm of bespoke recruitment for the Executive Support industry, I had the privilege of co-presenting with our Managing Director (Lily Shippen), at the HR Summit held at the Raddison Blu Hotel, Manchester Airport, earlier this year.
Our session was dedicated to exploring the multifaceted role of Artificial Intelligence (AI) in contemporary recruitment practices.
With a focus on both the present and future, we delved into the transformative potential of AI while navigating the inherent challenges and ethical considerations (something we feel very strongly about internally).
Our discussion began with a comprehensive overview of how AI is revolutionising recruitment methodologies:
Efficiency and Time Management:
AI's capability to automate mundane tasks such as CV screening allows recruiters to channel their efforts towards strategic initiatives, enhancing overall efficiency and time management.
Enhanced Candidate Experience:
The personalised communication and realtime feedback facilitated by AI platforms serve to elevate the candidate experience, fostering deeper engagement and rapport throughout the recruitment journey.
Through the deployment of sophisticated algorithms, AI empowers recruiters to make more informed hiring decisions by assessing candidates based on a holistic evaluation of skills, experience, and cultural fit
Through the deployment of sophisticated algorithms, AI empowers recruiters to make more informed hiring decisions by assessing candidates based on a holistic evaluation of skills, experience, and cultural fit.
However, amidst the promises of progress, we acknowledged the nuanced challenges associated with AI integration in recruitment:
While AI holds the potential to mitigate biases in recruitment processes, the reliance on historical data poses the risk of perpetuating existing
disparities and inequities, necessitating vigilance and proactive measures to ensure fairness.
The mechanised nature of AI-driven processes raises concerns about the erosion of the human element in recruitment, highlighting the importance of maintaining empathetic interactions and nuanced assessments of candidates' soft skills.
The implementation of AI in recruitment mandates careful consideration of technical, legal, and ethical dimensions. Ensuring compliance, transparency,
and accountability are paramount to navigating the ethical complexities inherent in AI-powered recruitment practices and it is our belief that this is non-negotiable, for any AI user.
Looking toward the year ahead, I anticipate significant advancements and trends in AI's role in recruitment processes by 2025, making them more efficient, unbiased, and tailored to the needs of both candidates and employers.
However, ethical considerations and data privacy concerns will remain important considerations in the development and implementation of AI in recruitment, whilst we see the below areas push forward:
AI algorithms will evolve to offer more robust predictive analytics, enabling recruiters to anticipate future hiring needs and identify top talent with greater precision.
AI-driven decision support systems will become more sophisticated, providing recruiters with comprehensive insights and recommendations to facilitate more informed hiring decisions
Organisations will increasingly leverage AI to promote diversity and inclusion in recruitment practices, with a heightened
emphasis on mitigating biases and fostering equitable hiring processes.
In conclusion, our exploration of AI in recruitment underscores the importance of adopting a nuanced and ethical approach.
While AI offers unparalleled opportunities for efficiency and innovation, it is our belief that preserving the human touch and upholding ethical standards remains imperative. By embracing AI as an enhancement tool rather than a substitute for human judgment, organisations can optimise recruitment processes while fostering a culture of inclusivity and fairness.
As we journey towards 2025 and beyond, the relationship between AI and recruitment will continue to evolve. By navigating the complexities with foresight and integrity, we can harness the transformative potential of AI to create more equitable, efficient, and human-centric recruitment practices.
It is my personal opinion that whilst AI offers tremendous potential for automation and efficiency, human connection is essential to ensure the ethical, trustworthy, and effective deployment of AI technologies.
As a specialised recruitment agency for Executive Support and HR roles, we believe that human oversight, involvement, and interaction complement AI capabilities, enhancing its impact and ensuring its alignment with human values and needs, cementing the unrivalled need for human connection in all that we do.
Andreas Buhr is a man on a mission:
"More success in business!"
This simple yet powerful slogan encapsulates his ethos as a speaker, entrepreneur, and author. With a career spanning decades, Buhr has cemented himself as a beacon of success in the business world. "At 28, I found myself leading one of Europe's largest sales organizations. It was a pivotal moment that shaped my approach to business," reflects Buhr.
Over 25 years, he nurtured this company into a juggernaut, boasting 280,000 customers, €3 billion in turnover, and a workforce of 1,000 employees. In 2005, Buhr made a pivotal decision, selling his first company to embark on a new journey. "The decision to start Buhr
& Team Academy was driven by a desire to make a meaningful impact," explains Buhr. "I wanted to empower individuals and businesses to achieve greater success." Buhr's motivation stems from three core principles: shaping the future of the economy, helping others succeed, and embracing lifelong learning.
Buhr's influence extends far beyond the boardroom. With over 4,000 speeches delivered in 29 countries to a diverse audience of 800,000 participants, his impact is undeniable. Additionally, he has trained 150 trainers and authored and co-authored over 40 books, solidifying his status as a thought leader in leadership and sales.
Under Buhr's leadership, Buhr & Team Academy has become synonymous with
With a career marked by innovation, dedication, and a relentless pursuit of excellence, Andreas Buhr continues to inspire and empower others to reach new heights of success
excellence in corporate training. "Our track record speaks for itself – 'More success in business' is not just a promise, but an assurance," Buhr asserts confidently. As a former President of the German Speakers Association and a member of the American National Speakers Association, he is recognized globally for his contributions to the industry. Awards such as "Trainer of the Year" and the Human Excellence Award further underscore his impact.
"Innovation and dedication have been the cornerstones of my career," reflects Buhr. "I'm honored to continue inspiring and empowering others to reach new heights of success." In 2021, Buhr was appointed to the Federal Business Senate (BVMW), solidifying his position as a key figure in the German business landscape. With a career marked by innovation, dedication, and a relentless pursuit of excellence, Andreas Buhr continues to inspire and empower others to reach new heights of success.
At Buhr & Team AG, a distinctive approach sets them apart in the competitive landscape of corporate training and development. "We've always prioritized needs-oriented competence models," emphasizes Buhr. These models serve as the cornerstone for content and training system development, with a sharp focus on CLEAN LEADERSHIP, CLEAN SALES, and CLEAN PERFORMANCE.
"Collaboration with universities has been instrumental in our success," Buhr highlights. "No nonsense, just evidence-based practices." This commitment to scientific rigor ensures that Buhr & Team AG's methodologies remain grounded in research and analysis.
A hallmark of the company is its commitment to innovation. "We're dedicated to developing
genuinely new topics," explains Buhr, "and mapping the learner journey from start to finish." From gap analysis to masterclasses, every aspect of the training process is meticulously designed for maximum impact. "Our competency models form the backbone of our success," Buhr asserts. By aligning training programs with the evolving needs of businesses, Buhr & Team AG ensures relevance and effectiveness.
"As a speaker and publicist, I've consistently championed these brands and topics, Clean Leadership, Clean Sales, Clean Performance,"
Buhr notes. "Buhr & Team is synonymous with expertise in these areas." Through collaboration with third parties, the company has developed comprehensive teaching and training programs tailored to each brand, catering to the diverse needs of clients. "Our commitment to mapping the Learners' Journey sets us apart," states Buhr. With a blend of offline and online solutions, including hybrid formats, Buhr & Team AG ensures that clients receive personalized and impactful training experiences.
Buhr has distilled decades of experience and wisdom into a wealth of resources aimed at empowering individuals and businesses to thrive in today's dynamic landscape. Through his prolific writing, podcast series, blogs, and the esteemed business magazine "Magazine for Business and Entrepreneurial Training," Buhr shares invaluable strategies for success in sales and leadership.
"My latest book, 'Business geht heute anders' ('Business is different today'), offers 100 brand new business hacks for the future of business,"
Buhr explains. "Additionally, 'Vertrieb geht heute anders' ('Sales is different today') and 'Vertriebsführung' ('Sales Leadership') delve into current digital strategies for sales." These resources, including the English version of his bestselling book, provide actionable insights for navigating the complexities of today's business landscape.
Buhr's principles of leadership, outlined in his long-standing bestsellers "Machen statt Meckern" ('Doing instead of booing') and "Leadership principles. Führung geht heute
By aligning training programs with the evolving needs of businesses, Buhr & Team AG ensures relevance and effectiveness
Through his prolific writing, podcast series, blogs, and the esteemed business magazine "Magazine for Business and Entrepreneurial Training," Buhr shares invaluable strategies for success in sales and leadership
anders" ('Principles of Leadership. Leadership is different today'), offer a roadmap for ethical and value-oriented leadership. These twelve principles serve as a guiding light for leaders seeking to navigate the challenges of the modern business world:
1. Strengthen your entrepreneurial mindset - only those who can lead themselves can lead others.
2. Focus on the essential things with leverage.
3. Leadership is personal: act reliably as a proving role model.
4. Pursue the right goals based on values.
5. Train your own decision-maker DNA.
6. Put people really at the core of your actions.
7. Lead with values to more performance and better results.
8. Implement next-level management processes.
9. Always excite and inspire yourself and others.
10. See profit as a reward for sense and understanding.
11. Use and nurture the wisdom of the many.
12. Remain a learner, curious, and humble.
"These principles aren't just theoretical," Buhr emphasizes. "We implement them in our own company, leading to growth and future-proofing." Through the Buhr & Team training academy, Buhr has trained over 500 companies based on the principles of Clean Leadership, Clean Sales, and Clean Performance, resulting in tangible success stories.
Buhr exemplifies Principle No. 11: Use and nurture the wisdom of the many. "I've built up a large international network of inspirational speakers, collaborated with scientists and universities, and contributed to industry networks," Buhr shares. "Continuous learning and adaptation are essential – standing still is akin to moving backward."
In reflecting on his journey, Buhr acknowledges the pivotal role of intuition in his success. "Whenever I followed my head more than my gut feeling in business, the defeats were recognizable," he observes. Buhr emphasizes the importance of mindfulness and introspection, learning to listen and observe rather than simply offering opinions.
"Intuition is the coagulated experience of hundreds or thousands of small decisions and experienced consequences," Buhr explains. Drawing on this wealth of subconscious knowledge, he has honed his ability to navigate complex business scenarios with clarity and insight.
Buhr's integration of mindfulness, intuition, and self-reflection into his speeches and books marked a paradigm shift in the German-speaking market. "For a long time, especially in sales, it was all about being faster, louder, and more expensive," he notes. However, Buhr recognized the pitfalls of this approach – overwhelm, burnout, and a loss of meaning in work.
"Inspiring the meaning-oriented generations – Gen Y, Gen Z, and Gen Alpha – requires a different approach," Buhr asserts. Through his "experience of defeat" and the lessons learned, he has developed a balanced mix of successoriented, mindful, and meaningful principles that resonate with managers, employees, and readers alike.
"I am constantly working on my own personal development," Buhr shares. "This journey of self-discovery not only enhances my own learning and skills but also enriches my ability to empower others." Buhr's journey serves as a testament to the transformative power
of mindfulness and intuition in navigating the complexities of modern business. By embracing these principles, he has not only achieved success but has also inspired others to lead more purposeful and fulfilling lives.
"My greatest entrepreneurial successes certainly included the establishment and subsequent highly lucrative sale of my first business in the financial services sector," Buhr recalls. "And then the successful development of my current second company, Buhr & Team AG."
At Buhr & Team AG, Buhr and his team remain at the forefront of innovation, offering a comprehensive suite of services to B2B customers. "We keep our finger on the pulse of the markets," Buhr explains, "exciting our customers with keynote speeches, workshops, consulting, company training, online and offline media, and personal coaching at C-level."
Buhr's entrepreneurial achievements extend beyond financial success. "Remaining attractive as an employer
brand and training provider for Gen Z is essential in the war for talent," he notes. "But it's also about preparing for the future."
Buhr is actively involved in succession planning, ensuring a seamless transition for the company's continued success.
"As a member of the Supervisory Board," Buhr shares, "I have the opportunity to provide guidance and inspiration for Buhr & Team's future." He sees this role as an opportunity to change perspective, develop greater visions, and nurture new ideas. "True inner entrepreneurship never stops," he asserts. "The goal is always beyond the horizon."
For Buhr, the horizon represents not an endpoint, but a gateway to new possibilities. "It's a step beyond which a new blue ocean, a world of possibilities, opens up," he explains. "A world that will challenge us with new technologies and needs, but one that we can also shape."
In his prolific career, Buhr has been influenced by leaders and visionaries in management and sales. "There are certainly some great leaders and forethinkers who
Buhr's integration of mindfulness, intuition, and self-reflection into his speeches and books marked a paradigm shift in the German-speaking market
inspired me during my 'first career' in the financial sector," he notes. "I had the privilege of meeting many of them personally during my business and speaking trips to the USA."
Buhr credits these encounters with shaping his entrepreneurial ethos. "Like all entrepreneurs who strive to make a difference in the markets," he observes, "I found role models in the USA." Their insights and achievements served as a source of inspiration as he charted his own path.
Among these encounters, Buhr highlights a particularly impactful meeting with the Dalai Lama. "Personally, what perhaps has touched and inspired me the most was my encounter with the Dalai Lama," he shares. "The conversation with him strengthened my belief that I can give something back to the world."
Buhr's interaction with the Dalai Lama reaffirmed his commitment to leading with strong values and self-leadership. "Building a company that embodies these values and fosters success became a guiding principle for me," he explains. "It's about carrying forward these values, new knowledge, and the opportunity to succeed."
"People often overestimate the short-term impact of new technologies and underestimate their longterm effects," Buhr observes. This perspective underscores the need for leaders to adopt a forwardthinking approach that accounts for both immediate challenges and future opportunities.
Buhr outlines three key characteristics of "clean leaders" that define their approach to effective and sustainable leadership. "Firstly, they have the ability to telescope," he explains. "This means they can articulate a clear 'why' that guides their leadership decisions."
"Clean leaders also understand the importance of microscoping," Buhr continues. "They focus on
Photo credits: Jörg Brand
designing and implementing effective processes that drive team performance and results."
"Lastly, created agreement is crucial," Buhr emphasizes. "An atmosphere conducive to achieving goals and top results is essential for success."
Buhr highlights the interplay between team morale and performance. "When the mood is positive, results follow," he notes. "Clean leaders prioritize fostering a supportive environment where team members feel empowered to excel."
Navigating change is another hallmark of clean leadership. Buhr recognizes the inherent resistance to change but stresses the importance of finding a balance between comfort and growth. "Change and disruption are necessary for growth," he asserts. "Clean leaders strike a balance between familiarity and innovation, inspiring their teams to embrace new challenges."
Buhr's approach to leadership is pragmatic yet insightful. "It's not about getting everyone on board at once," he explains. "Effective leadership is about focusing on the individuals who are committed to progress and empowering them to drive change. Others will follow suit."
Buhr delves into the core principles of true leadership, emphasizing the importance of inner authority over assigned power. "As a true
leader, you embody real inner authority," he observes. "It's the kind of authority that others voluntarily grant you."
Buhr stresses the necessity of meeting people where they are and leading them in a manner that resonates with their individual needs and preferences. "Leading everyone equally and expecting the same from everybody is not fair," he asserts. "True leadership requires an understanding of each individual's unique strengths and motivations."
"To achieve this," Buhr continues, "leaders must make the effort to find the best way to reach their goals." He advocates for the use of personality and competence diagnostic tools to tailor management styles effectively, fostering transparency and reliability in leadership.
Buhr highlights the importance of Clean Leadership principles in guiding effective leadership practices. "Focus on the essential things with a lever," he emphasizes, echoing Principle No. 2. "Act reliably as a proving role model," he adds, referencing Principle No. 3. "And remain a learner, curious, and humble," he concludes, citing Principle No. 12.
By embodying these principles, leaders can cultivate a culture of trust, transparency, and continuous improvement. Buhr's insights serve as a reminder that true leadership is not about wielding power but about inspiring and empowering others to achieve their full potential.
Kate Horsley is the founder of Chai Digital, a digital marketing agency for companies and public figures who want to lead in their industry through building engaged digital communities. Chai is the word for tea in many languages, and the name stems from the belief that there's no problem that can’t be solved over a good cup of tea. (Yes, Kate is British!) Following an International career in PR & Marketing for large hospitality chains, and for the beverage brands Heineken and Diageo, she saw the need for more authentic conversations online and recognized the power that communities held for brands. And so, while living in Dubai in 2014, Kate founded Chai Digital with a mission to spark authentic conversations and ‘Empower brands to empower people.’ Since then, the company has been on a non-stop growth curve helping companies and brands to create authentic communities that empower their members.
In a recent interview with CXO Magazine, Kate Horsley discussed her experience with digital marketing and SEO. She shared her views on the landscape of digital marketing evolved and digital marketing strategies, SEO to drive organic traffic and improve online visibility, and many more.
How has the landscape of digital marketing evolved in recent years, and what are the key trends that businesses should be aware of?
Digital marketing has had to evolve over the last decade as people have become more tech-savvy - People are more educated about the purposes behind digital marketing, which are not always honest, and also the ways companies are using their data- Consumers are looking for authenticity and trust in the brands they engage with, so this has forced brands and digital marketers to evolve to deliver on that expectation - The key trend that I am seeing taking off this year especially, although it’s been picking up speed the last couple of years is the demand for UGC - many brands are realizing that as consumers become wise to the purpose of influencers, they find microinfluencers with less followers or a UGC who authentically uses the product more authentic, and therefore are more like to buy from thenfor the brands it’s a win-win as they get greater buy-in at a much lower budget.
What role does data analysis and insights play in shaping digital marketing strategies and optimizing campaign performance?
Data is everything in digital marketingbecause you can’t test what you can’t measure - you need data to analysise to know what success is and also to avoid assumptions - in digital marketing it’s easy to choose a certain strategy based on your personal preferencebut the campaign is not catered to the digital marketer, or their personal preferences, it’s for the target audience - yes you can have a hypothesis on the what might/should work,
but the hypothesis needs to be data backed to make business sense and also as a benchmark for future decisions - otherwise the strategy is not strategic, it’s just guesswork.
How to approach targeting and reaching the right audience in digital marketing, and what tools or techniques can someone utilize?
A big issue that we see in organizations is that they look to the marketing teams to tell them who their target market is - the target market should not be defined by the marketing team - it should be decided at a business level and then shared with the marketing teams to define how to reach that target audience - the role of the marketing team is then need to break down all the attributes of the target market to understand all the different places that audience may be found online - once they have a map of where they think they will be found - they need to test each of the channels with different messaging - they can use ads to get the messaging out to more people and speed up this part of the project - once they see what channel and messaging achieves their business goals, they can double down - but as people and digital marketing trends change so oftenit is important to always maintain some sort of assumption testing for your target audience to maximise your impact in the longterm.
Can you discuss the importance of content marketing in the digital landscape and how businesses can create compelling and engaging content?
As users and consumers increasingly demand authenticity and trust, content marketing becomes ever more important - content marketing gives
It is important to always maintain some sort of assumption testing for your target audience to maximise your impact in the longterm
the brand a face and a personality - Creating compelling and engaging content is not easy as many brands have come to realize - it requires a deep understanding from the entire company - from the c suite to the customer service and delivery teams on what the company and the brand stand for - because the key to an effective and compelling content strategy is consistency and you can only be consistent if you know your brand inside and out - once you know your brand inside and out - you know the way it looks, the way it speaks, who it’s speaking to and it’s easy to creating engaging content that resonates with your target audience.
How do you measure the effectiveness and return on investment of digital marketing efforts?
Again, ROI needs to be decided at a business level - what is it that the business needs to achieve that quarter or that year - Only once the business goals are defined, can marketing set KPIs for initiatives that help achieve those business goals - these KPIs and the way to measure the KPI can be anything that makes sense for the business as long as they are SMART - specific, measurable, achievable, relevant and time-bound.
Can you provide examples of how you have leveraged search engine optimization (SEO) to drive organic traffic and improve online visibility for businesses?
SEO can be done through websites, blogs, YouTube channels - anything associated with Google - but the struggle I see with many SEO strategies is tying them to the brand - often articles are written with a keyword focus to make them effective in terms of SEO but they sound completely off-brand - we work with our SEO team and copywriters to find that
Social media is the touch point where consumers feel the closest to brands but only if it's done authentically
sweet spot where brand meets SEO to ensure the new traffic is receiving the authentic brand experience - not SEO nonsense.
Can you discuss the role of social media advertising in digital marketing and how businesses can effectively utilize different social media platforms?
Social media is the touch point where consumers feel the closest to brands but only if it's done authentically - to effectively do this on social media - the brand needs to know its target audience and show up consistently where they are - if their target audience is B2B then LinkedIn is probably more relevant for them than Facebook - and if brands show up every day for a week but then disappear for a month this will cancel out any trust they have builtcustomers want to feel they can rely on brands.
How to approach developing a social media strategy for businesses, considering their target audience, industry, and marketing objectives? Start with your business goals and go from there - once you know what the business needs
to achieve, to whom, and by when - you can easily map out your marketing and digital marketing plan - marketing departments fail when the business doesn’t have clarity.
What are some effective ways to increase engagement and reach on social media platforms?
1) Make relevant, good-quality content 2) Be authentic and speak to your target audience 3) Show up consistently where your target market are 4) Reach out to your audience and start conversations with them, don’t expect them to come to you 5) Leverage UGC
How do you handle social media crisis management and negative feedback on social media platforms?
Be authentic, have an authentic purpose, and stay consistent - use this as your north star and you will never get lost - things go wrong with all businesses, it’s the nature of business, the key is to be honest and transparent, as long as you don’t try to hide anything, and reach out to resolve any issues in good faith, trust will be maintained.
Want to Sell or find Investor for your Business?
Vanessa Milan is a passionate Voice of the Customer manager and a natural advocate for customers, skilled at engaging internal stakeholders to strategically improve the customer experience across the organisation. She is a self-starter and multi-disciplinary person who leads the development and execution of the Voice of the Customer programme, strategy and governance across various departments at Cambridge University Press & Assessment.
Recently, in an exclusive interview with CXO Magazine, Vanessa shared her professional trajectory, the most favorite aspect of her current role, personal leadership philosophy, hobbies and interests, future plans, pearls of wisdom, and much more. The following excerpts are taken from the interview.
Head of Voice of the Customer, Cambridge University Press & Assessment
What I enjoy the most is the variety of my job, ranging from culture change, cross-functional collaborations, investigating root causes and figuring out process improvements and, unbeknownst to me, even data analysis
Hi Vanessa. Please tell us about your background and areas of expertise.
I was born in Italy, and I moved to England 20 years ago. I have always yearned to make a mark on the world, inspired by my studies in literature and languages. When I started working in England, I developed a sense of urgency for helping our customers by translating their needs into business requirements. I then moved on to marketing, social media and events, project coordination, employer marketing, recruitment and finally, all the previous dots joined into Voice of the Customer and customer experience, which I am very passionate about and has become my area of expertise, my career purpose, my why.
What part of your current role do you enjoy the most?
What I enjoy the most is the variety of my job, ranging from culture change, cross-functional collaborations, investigating root causes and figuring out process improvements and, unbeknownst to me, even data analysis.
In your experience, how can organizations effectively bridge the gap between customer experience (CX), employee experience (EX), and user experience (UX) to create a holistic approach that benefits all stakeholders?
In my experience, I’ve learned that to bridge the gap between customer experience (CX), employee
experience (EX) and user experience (UX), it is key to listen to customers, employees and users and to close the loop using one methodology, technology and metric to break down siloes in these three areas.
As a customer experience expert, what key performance indicators (KPIs) or metrics do you recommend organizations should track to gauge the effectiveness of their CX, EX, and UX initiatives?
I recommend using NPS and eNPS and to link financial data with CX and UX data to prioritize high revenue customer/user segments to have the highest impact on innovation and revenue. Indeed, 80% of revenue comes from 20% of customers, so it makes sense to prioritise areas that will deliver the biggest benefit.
How do you see the role of technology, specifically data analytics and AI, in shaping the future of customer experience? Are there any specific tools or platforms that you believe are essential for organizations to adopt?
Adopting the right technology to implement your Voice of the Customer programme is key for its success, followed by the use of data analytics and AI to extrapolate actionable insights that are easy to understand by the business. It is important to choose tools and technologies developed by companies that walk the talk and listen to their customers and develop with them. In the market there are some excellent providers, I particularly enjoy working with CustomerGauge for their ethos, methodology and innovative approach to Account Experience and the Bain & Co. NPS X 3rd wave of customer experience.
My leadership style is ENFP and to foster a culture of collaboration and excellence I listen to my colleagues, and I ask them how I can help them support their CX goals and their career goals
What is your leadership style, and how do you foster a culture of collaboration and excellence within the team?
My leadership style is ENFP and to foster a culture of collaboration and excellence I listen to my colleagues, and I ask them how I can help them support their CX goals and their career goals. I then challenge them to think outside of the box to improve internal processes, policies and to identify training needs that will help them improve their experience as employees as well as our customer experience.
Looking back now, what is one thing you wish you knew at the beginning of your career?
Reflecting on the start of my career, I wish I had known about Lean Six Sigma, as it was my introduction to listening to the voices of customers, aiming to reduce waste and streamline processes to enhance customer experience.
What are your passions outside of work?
Outside work, my passions are travelling, visiting places near and far, learning about history and art to better understand other fellow human beings’ visions of the world. I also love nature, geography and geology. I recently visited Iceland, and it was
fascinating to see how nature constantly shapes the landscape and how it also shaped Icelandic culture and language. Last Sunday, I went on a walking tour in Cambridge near where I live. It was exciting to learn about the scientific discoveries made at the Cavendish laboratory and to see the Eagle pub where scientists announced the discovery of DNA in 1953, as well as the inscriptions in the ceiling made of wax candles, petrol lighters, and lipstick by Allied airmen during WWII.
Where do you see yourself in the next 5 years?
In five years, I see myself as a CX director who keeps learning and influencing the organisation to include CX in any improvement initiatives, to foster innovation and to truly become customer obsessed.
Can you share some tips or best practices for organizations looking to foster a culture of learning and innovation within their teams?
In my experience, embedding Lean Six Sigma in an organisation is key to keeping learning, improving and innovating. However, celebrating, recognising and rewarding the right behaviours are as important as training people to identify root cause analysis and take action to improve.
Jacqueline Watts, Head of Commercial Law at A City Law Firm, a boutique firm of Solicitors in the City of London is a company commercial Solicitor specialising in innovative and pioneering technologies. Jacqueline deals with the cutting edge of legal landscapes, where traditional laws intersect with the digital frontier. Her career reflects the ever-evolving nature of the legal profession in an age of rapid technological advancement. With a keen eye for emerging trends and a dedication to staying ahead of the curve, Jacqueline navigates complex legal frameworks, providing invaluable counsel to clients navigating the intricacies of modern business.
Jacqueline Watts
Head of Commercial Law at A City Law Firm
With a rapidly evolving digital landscape, where artificial intelligence (AI), Web3, and the metaverse are not just buzzwords but part of society, the legal profession stands at a crossroads. As a technology lawyer with many years of experience navigating the complex intersections of law and technology, I have witnessed first-hand the enormous shifts brought about by digital innovation. The legal profession has been compelled to adapt and evolve in ways previously unimaginable to meet the demands of this new era.
The first step in adapting legal services for this new era is for lawyers to become technologically proficient. Genuinely understanding the intricacies of AI, blockchain technology, and virtual reality is no longer optional; it's imperative. This goes beyond mere familiarity; lawyers must now be capable of navigating these technologies with ease and understanding.
Lawyers need to be able to identify where these underlying technologies, as well as their implementation and use, fit within current laws and underlying legal principles. They need to be able to identify the risks for their clients and how they can be properly protected. To do this they need to understand how the technologies work and why. They need, for example, to be able to identify why there may be issues with data privacy and intellectual property in AI or how an agreement is formed during a transaction on the blockchain. For instance, smart contracts— self-executing contracts with the terms directly written into code—are revolutionising the way agreements are made and enforced. To effectively advise clients in the Web3 space, lawyers must not only understand the legal implications but also the technical underpinnings of these contracts.
As the digital and physical worlds become increasingly intertwined, the legal frameworks governing them must also evolve. Traditional laws, designed for a world where interactions were predominantly offline, often fall short in addressing some of the complexities of virtual spaces and pioneering technologies. Issues of intellectual property, privacy, and even jurisdiction take on new dimensions in the context of the metaverse. For example, when a dispute arises over a digital asset in a virtual world, determining the applicable jurisdiction itself can be complex.
Many regulators are taking steps to implement laws and regulations governing new technologies, but this issue goes beyond merely looking at traditional jurisdictions and laws and moves into questions concerning self-regulation and the use of technology itself to restrain and control behaviours and protect against harm.
The rise of AI poses profound ethical and legal questions, from accountability for AI-generated content to the implications of autonomous decision-making systems. Lawyers must be at the forefront of these discussions, advising and advocating for regulations that ensure AI is developed and deployed responsibly. This includes addressing bias in AI algorithms, safeguarding data privacy, and establishing clear guidelines for intellectual property rights.
Furthermore, as AI becomes more integrated into legal research and practice, we must also examine the ethical implications of relying on these technologies in our own work, ensuring that they augment rather than replace the
To effectively advise clients in the Web3 space, lawyers must not only understand the legal implications but also the technical underpinnings of these contracts
human judgment critical to legal analysis and considerations concerning human behaviour, disputes, and decision making.
The way lawyers interact with clients is also undergoing a transformation. The metaverse offers a platform for innovative client services, from virtual law offices and courtrooms to
immersive legal education and training. This not only makes legal services more accessible but also allows for new forms of client-lawyer interaction that can enhance understanding and engagement. However, this shift also requires lawyers to be adept at managing digital identities and protecting client confidentiality in virtual spaces, where the boundaries of privacy are constantly being redefined.
The metaverse offers a platform for innovative client services, from virtual law offices and courtrooms to immersive legal education and training
The transition into the age of AI, Web3, and the metaverse is not merely a technological upgrade but a fundamental shift in how we interact in the world. For lawyers, this shift presents both challenges and opportunities. By embracing technological proficiency, pushing for suitable legal frameworks, championing ethical and responsible AI use, and innovatively reimagining client services, we can ensure that the legal profession not only survives but thrives in this new era.
As we navigate these uncharted waters, our guiding principle should be a commitment to upholding the core values of the legal profession and law—justice, integrity, and the protection of rights—while being open
to the transformative potential of technology. The future of law is not just about adapting to change; it's about leading it. With a blend of expertise, foresight, and adaptability, we can help redefine legal practice for the digital age, ensuring it remains a vital pillar of society, capable of properly addressing the needs and challenges of an increasingly complex and interconnected world.
As a technology lawyer, I am optimistic about our ability to harness these changes for the betterment of the clients we serve. The age of AI, Web3, and the metaverse is upon us, and it's time for the legal profession to embrace the digital revolution, rise to the occasion, and transform our practices and our thinking, to meet the demands of this new frontier.
