Future Leaders Lunch Steven Pearson
Something I learned at ADL….
Something I learned at ADL‌.
Strategy is simple if you do 3 things 1. Choose what to do 2. Make sure you can execute what you choose to do
3. More importantly choose what not to do
Something I learned at ADL….
Respect people’s palaces
Something I learned at BD‌.
Good marketing = Logic + Magic
Something I learned at BD‌.
People buy Creativity and Confidence
Something I learned at SCB‌.
How to handle a crisis
Something I learned at Coke:To move product you have to move people‌
There is nothing more powerful than an idea whose time has come Victor Hugo
Something I learned at Coke:Great brands are built from the inside out‌ Internal Colleague resonance
motivational
own-able
External Consumer relevance
directional
Something I learned at Coke:Great brand ideas can inspire confidence in internal decision making
only
can
‌.and can move people
Brand idea
Optimism in a bottle
Creative idea
Campaign idea
Some stuff I remember from my second time at BD‌.. Coca-Cola Win a Player
Diet Coke Do Lunch
SCIAF Wee Box Big Change
8% of UK population participated
11% sales uplift Ad recall 166% over Coke benchmarks
52% sales uplift yoy
Something I learned from my second time at BD ‌.
The useful insight is obvious in hindsight
Something I learned from my second time at BD ‌.
People are key to success
Something I learned from my second time at BD ….
Work towards a goal; have a plan once you’ve achieved it……
Our owners in that time‌
Something I learned at Whyte & Mackay ‌.
Uncertainty can be liberating
Something I learned at Whyte & Mackay‌.
Short term thinking inhibits growth
Something I remembered at Whyte & Mackay‌.
Strategy is simple if you do 3 things 1. Choose what to do 2. Make sure you can execute what you choose to do
3. More importantly choose what not to do
Something I learned at Whyte & Mackay‌.
To create a habit you need to break a habit
SWEET
SMOKY
1. Accessible & consistent product experience
2. Distinctive & premium new packaging
3. Memorable & contemporary new communications
Tamnavulin launched at Christmas 2016 and is closing in on the established brands*
One-third the size of Glenfiddich
Two-fifths the size of Glenmorangie
Half the size of Glenlivet
Three-quarters the size of Jura
Source: Nielsen Scantrack 52 weeks to 30.12.17
Something I learned at Whyte & Mackay‌.
People from different cultures really do think differently every day
Some personal observations about leadership‌.
Take personal risk
Some personal observations about leadership‌.
Take things personally
Some personal observations about leadership….
We not I…
Some personal observations about leadership‌.
0 to 1 is harder than 2 to 10
Some personal observations about leadership‌.
Shoulder pain – Share gain
Some personal observations about leadership‌.
Its easier to act a new way of thinking than think a new way of acting
Some personal observations about leadership‌.
Only dive as deep as you need, not as deep as you can
Some personal observations about leadership….
“I don’t like…” is lazy.
Some personal observations about leadership‌.
Don’t be afraid to repeat yourself
Some personal observations about leadership‌.
Encourage creativity as an attitude not an output
Some personal observations about leadership‌.
Leadership is about behaviour not position