Publications

Paul Polman on the third kind of authority, the trade association memberships that quietly undo a climate pledge, and why the boundaries a leader sets are the reason

Lorraine Twohill describes how marketing at Google moved from late-stage packaging to early product definition, and what a personal purpose looks like when it becomes a program.

Kirsten Allegri Williams and Alex Atzberger describe merging Episerver and Optimizely into a single identity, and what the partnership between a CMO and a CEO has to survive

Halla Tómasdóttir on the compass she first wrote at thirty and has rewritten sixteen times, what a presidential campaign at one percent taught her about principles, and why

UNICEF's deputy executive director on why money is the wrong opening offer, the homework a good partner has done before the first meeting, and admitting your own organization

WPP China's chief executive on why the country is a continent rather than a market, why the winning recipe has to be held lightly, and what a leap

Kees Kruythoff on the phone call that ended a twenty seven year plan, the rule he used when Unilever bought founder-led companies, and why he thinks the marketing

Vodafone Business's chief executive and chief marketing officer on the two intersections marketing sits between, why the free service for small firms was the strategic move, and being

L'Oreal's chief digital officer on why she refused to build a digital silo, what a translator actually does, and the ocean of sameness she found at the bottom