idea of clear vision of where we are going in the future, it is as important now as ever

but possibly more so, so I think some of it is about leaning forward, being active in

the important conversations at a senior level and just making sure that you’re going forward

with a strong point of view. But that should always be informed by what’s going on with

the users; again given the pace of change, given the huge numbers of people who are connected

in new ways, given all of this technology, what does that actually mean for the ways

that people are leading their lives and really understanding that. And being able to play

that back to the organisation, to make sure that they are focused on the right objectives

for customers is really, really important and is critical to the role of marketing.

In terms of taking people with you and engaging the wider organisation of what you are trying

to achieve, for me it is a lot about creating your own movement. Obviously as marketers

we look to create movements externally but I think that it’s equally important internally.

So I think there are 2 key things here, firstly, thinking big, making sure you are focused

on a problem or a challenge or opportunity that is going to inspire people. If you set

some crazy goals about something that you believe people really care about, it is actually

very easy to get people to want to sign up for that stuff. Then I think it is about story-telling,

so with all of the change and the complexity in all of this technology that is happening

right now some things really don’t change, it is still about knowing how to pitch something

and telling a really good story and getting people excited and that’s always been the

case in business and I think that is just as true today. So those 2 things combined,

so think big, you know, create a movement internally and then know how to tell that

story to get people excited I think is the way to get people on board.