Paul Polman on Purpose, People and the Core
Paul Polman talks to Marc de Swaan Arons about why purpose is not new, and what it took to turn Unilever toward multiple stakeholders.
Publication Type: <span>Interview</span>
The Future CEOs Will Be the World’s Greatest CMOs
Angela Ahrendts on making investors watch a three-minute film before discussing the numbers, teaching 80,000 classes a week in Apple stores, and why marketers have to get out of their lane.
Marketing Is the Intelligence That Drives the Growth
Ramon Laguarta on aggregating conflicting stakeholder needs into one strategy, empowering twenty markets end to end, and why regenerative agriculture is a business risk question.
A Force for Good and a Force for Growth
Marc Pritchard on building purpose into the business rather than bolting it on, what a public setback taught him about listening, and why he fires himself every 18 months.
Eighty Percent of the Effort Goes Into Knowledge and Ability
Lubomira Rochet on why digital transformation is a people problem, what it took to move 52,000 colleagues, and why she refused to build a digital silo.
Deepak Chopra on Grief, Wellbeing and the Dinosaurs
Deepak Chopra talks to Marc de Swaan Arons about the stages a year of crisis put people through, why employee wellbeing completes the economic circle, and where he thinks new business is coming from.
Grab Them by the Heart: How Real Beauty Got Approved
Silvia Lagnado on the film that changed an executive committee’s mind, a company founded fifty years ago to make a difference, and what she thinks has and has not changed about the CMO role.
Jim Stengel on the Missing Third of Purpose
The former P&G global marketing officer argues that purpose has been found and activated but never measured, and that this is why the skeptics remain.
Antonio Lucio on Purpose, Platforms and the Diversity Playbook
The CMO of Facebook talks to Marc de Swaan Arons about stakeholder convergence, finding a company’s founding purpose, and what he says marketers can actually control.
I’d Love to See the Business Case for the Alternative
Keith Weed walks through ten years of the Unilever Sustainable Living Plan: how the strategy was built, how it was communicated to 90,000 people in person, and what he thinks marketers should actually be good at.