What it takes to be a brave leader

Over 300 marketing folks breathed in and squashed into the packed Curzon Burlington to hear Syl Saller, CMO of Diagio and Craig Inglis, Customer Director of John Lewis talking ‘openly’ with Marketing Society CEO, Gemma Greaves on Wednesday night’s Under the Spotlight event. And what did we learn?

First, that actually they are not great marketers. But, hold the sharp intake of breath. They are more than that. They are great business people. Principled, committed and striving for business growth.

They were also obviously great team builders and brave leaders – where bravery means both taking on jobs other people would find daunting (deliver $1bn net new revenue in 5 years) or achieving the impossible (a John Lewis Christmas ad that beats the one from the previous year). I’m not sure which is the meaner feat.

Second, they talked passionately about how marketing drives growth for a company.  Their view of marketing was broader than just making great commercials (although they both have that accolade under their belts). For them marketing had to connect with and harness to the entire business to achieve their goals. The connections are both within their own teams, encouraging them to strive for epic, and across other teams – ‘collaborating brilliantly’ as Inglis put it, whether with the supply chain, IT or customer services. It was that connectivity with people that truly made the difference.This was brilliantly illustrated by Saller saying she only achieved her massive financial targets because she inspired people internally to think differently about innovation. As Inglis said, ‘We can’t do this alone’.  

But despite all this success, it turns out they’re not perfect.  Both bravely admitted to self doubt.

Saller told how she cries on her husband’s shoulder at the beginning of huge initiatives, whilst Inglis talked about his own ‘imposter syndrome’, even when he was on the Board.

For me, that’s a crucial learning. #braveleaders are human as well.  

By Francesca Brosan, Omobono chairman & founder