There have been magical moments in my life when the penny dropped, the insight landed, the way forward became clear. I knew what needed to change!
I’ll never forget those moments, often sparked by an unexpected conversation with someone who unlocked the way forward.
Each one fundamentally changed the course of my life. They led to years out, travel, career paths, resignations, redirections and reinventions.
Which makes it sound like the changes were easy. If only!
Back in the day, when I was a brand manager on Lucozade Sport, one of my favourite things to do was write a brief.
It was a collaborative process, and I loved weaving together the threads to help tell the story of the brand:
What was it about?
Where had it come from and where was it now?
Where did it want to go, and why?
It was so useful to take the learning from the past and use it to shape the future.
And also to be specific about the edges - what was in and what was out, what was fixed and what was flexible.
