‘Marketers must swap tactics for strategy to remain relevant in the board room’

The dawn of my career was with Heinz. I sold baked beans during the day and studied at night. My first lesson: the original Mr Heinz took dried horseradish (added value) to market (where he got instant feedback) and returned to his home town, not with an empty wagon, but a pay load (extra margin) of other goods.
I then had the joy of serving customers by bringing their voices into the boardroom while working for Nestlé, Prudential, NatWest and Shell. I have been working longer than Marke