As Diageo’s chief marketing officer, Cristina Diezhandino oversees marketing for some of the world’s best-known brands, including Guinness, Johnnie Walker and Smirnoff. An 18-year veteran of the global drinks business and recently named Inspirational Marketing Leader of the Year, here are her tips for leading with a “mindset of possibility”.
1 Be curious and open-minded. Seek to approach challenges without a preconceived idea of how to solve them. Look at the data you have objectively: don’t overplay what reinforces your existing mindset or what you already know or expect; and don’t fight to debunk what doesn’t.
2 Find time for a chat. Talk to your colleagues, your customers, your partners. Unstructured interactions, the conversations you have when you share a few moments, perhaps when you
