Video

Neil Gaught reports from the 2022 Manufacturer’s and Supply Chain UK Conference where he talks to leaders increasingly concerned with ensuring their businesses remain relevant and aligned with what stakeholders want and expect from them.

Neil Gaught explores the power of positioning strategy in this insightful video, highlighting how memorable brands tend to dominate markets. He shares his experience of asking participants in workshops worldwide to name mobile phone brands, revealing how few can name more than a few—despite there being hundreds of brands. Gaught explains how market share is closely linked to being memorable and positioned in the minds of consumers. He dives into the concept that if you’re in the top three of any sector, you control 80% of the market, with the leader and challenger holding the strongest positions. The video emphasizes how the best organizations differentiate themselves in ways that resonate deeply with both the mind and heart of consumers.

NESTA Head of Development Innovation Glen Mehn discusses the concept of the Single Organizing Idea as a modern-day reboot of the business compact, reflecting ideas reminiscent of the Victorian and Enlightenment eras. He contrasts this with the rise of shareholder-driven capitalism in the late 20th century, suggesting that the traditional focus on profit is increasingly being challenged.

Karen Hamilton from Unilever encourages companies that have not yet started their journey toward purpose-driven business to take the first step. She advises them to open their eyes to the changes happening around them and to look for practical guidance on how to begin this transformative journey.

Jonathan Glennie of Ipsos discusses the growing movement of radical thinkers, like Neil, who are advocating for businesses to focus not only on profit but also on making a positive social and environmental impact. He highlights the tension between traditional political views on business, with some arguing against social responsibility, while others believe government should regulate business. Glennie notes the increasing recognition of business’s role in driving both profit and change, though the challenge remains in figuring out how to do it effectively.

Kirsty Sadler, Director of Brand, Marketing & Sustainability at Leon discusses the importance of not just having a good idea, but ensuring its viability from both a mission and business perspective. She emphasises the need for urgency and commitment in making the idea a reality, stressing that change must be applied across the entire business—not just in the easiest, most visible areas—to truly make an impact.

Be Inspired Films Founder Ravinol Chambers expresses his view on the power of stories and their role in making the world a better place.

Steve Crabb from Centrica discusses the limitations of traditional corporate social responsibility (CSR) policies, which are often handled separately from core business operations. While these policies may do good, Crabb emphasizes the importance of integrating social responsibility into the heart of the business rather than treating it as an external or supplementary activity.

Ravinol Chambers, Founder of Be Inspired Films, highlights the limited impact of charities and social enterprises compared to the scale of mainstream business. He discusses the exciting potential of movements like B Corporation and ideas from Neil’s book CORE, which he believes can create real change rather than just altering peripheral aspects.