book

This much I’ve learned

This much I’ve learned

The best advice I ever got…

Make sure you are clear, not only on your strategy and tactics, but also your objectives and what you are actually trying to achieve – the ‘why’ - and then communicate this well.

The worst advice I ever got...

There are more important things to worry about than the brand.

Don’t underestimate...

The value of having an opinion.

Don’t overestimate...

Always having the answer.

The experience that taught me most...

I was leading the relaunch of a soap brand and didn’t check if the artwork had arrived at the factory. I had a niggling feeling they hadn’t received it but presumed, wrongly, that someone would call me if they hadn’t. The lesson? Always listen to that gut feeling and act on it.

The most fun I had...

Was in the early days of my career with British Airways – great people, great brand and a job that travelled the world.

The worst moment...

When I realised I had misplaced a zero in a business case presentation to a Finance Director – awkward.

My peak career experience...

Being made chief executive of McDonald’s for UK and northern Europe.

This article featured in Market Leader, July 2012.

Jill McDonald is chief executive of McDonald’s UK and northern Europe

[email protected]


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