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The Whole Marketer Podcast – Episode 21 - Labyrinth Marketing
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The Whole Marketer Podcast – Episode 21

Developing Next Generation Marketing Leaders: with guest Sherilyn Shackell

Episode #21. This episode focuses on the skills that the next generation of marketing leaders need as a whole, but with a particular focus on personal development. Abby is joined by the legend that is Sherilyn Shackell, founder and global CEO of The Marketing Academy, who provide scholarships and mentoring programmes to the brightest in our industry to step change the ability of our marketing leaders from around the world. Sherilyn shares her inspirational story of why she was driven to start The Marketing Academy, what you will gain from the programmes and how you can apply. This episode will leave you feeling pumped and ready to take on anything!

Host: linkedin.com/in/abigailcdixon/

Guest: linkedin.com/in/sherilynshackell/

 

Resources/brands mentioned in this podcast:

The Marketing Academy

 

Sponsored by Labyrinth Marketing

 

FULL TRANSCRIPT (with timecode)

 

00:00:00:20 – 00:00:06:27

This podcast is brought to you by Labyrinth Marketing. Hello and welcome to the Whole Marketer podcast.

 

00:00:13:03 – 00:00:40:18

To be shortly joined by Sherilyn Shackell, the founder and global CMO of the Marketing Academy, in this podcast, we’ll talk about all the different skills it takes to be a marketing leader, the soft skills, the personal understanding and the technical skills. The Marketing Academy has provided world class learning for all levels of talent, from emerging leaders to CMO’s due to the work that Sherilyn has done for the marketing academy, she is one of accolade of awards, as well as being seen as a thought leader for the industry.

 

00:00:40:25 – 00:00:56:17

It is my absolute honour to have Sherilyn this awesome human being on our podcast today. So, Sherilyn, welcome to the Whole Marketer podcast. It’s a pleasure. Absolute pleasure to be here. Obviously, with all of your legacy and everything that you’ve done with the marketing academy, it’d be great if you could tell us more about why you set that up?

 

00:00:56:19 – 00:01:25:11

Yeah, sure. In one sense, it feels like ages ago in any other sense, it feels like five minutes ago. But we actually launched it in 2010. So we’ve done the first decade of the marketing academy. And at the time when I started thinking about the marketing academy, that was not my kind of path in life. I had spent 20 years as a head-hunter and owned my own executive search firm, not in marketing, media or advertising.

 

00:01:25:13 – 00:01:59:08

So never been a marketer and never really done a huge amount within that industry per say. But I had always been passionate about the power of marketing specifically and growth for companies and so part of my role as a head-hunter would be to coach CEOs and to talk to board members about what they should and could be doing within their businesses. And I used to get really frustrated with the lack of CMO representation in the boardrooms, particularly in the FTSE 100 companies, and I couldn’t get my head around it.

 

00:01:59:10 – 00:02:36:04

If I’m completely honest, I would always say to the CEO, don’t understand it. You clearly got an issue with the customer. Why isn’t your CMO in the boardroom? And it always had seemed to me to be an under-invested-in function and the function that wasn’t taken seriously enough by some boards, well the majority of boards really, there are some exceptions. There are some very marketing brand led global businesses that have always had huge high regard for marketers, but it wasn’t prevalent. I would work with some CMO’s who were clients who would often say that they were worried about the amount of leadership capability that was coming through the ranks underneath them.

 

00:02:36:23 – 00:02:54:18

And I started to think even way before the academy, I really wish someone would do something about this, whereas the real high-end development that’s happening within companies within the marketers what investment are agencies putting on the development of the capability of their talent?

 

00:02:55:02 – 00:03:26:05

And I didn’t see a huge amount of it about. So I think I’d been seeking to do something within the industry for the industry. And then it’s a long story, but I have my own kind of epiphany moment. I was very, very ill in my early 40s, about two or three years before I launched the academy, and I realized that I had been living a life that was kind of incongruent with my own purpose. I wasn’t a happy head-hunter. I was I was earning a lot of money and very good at it.

 

00:03:26:07 – 00:03:59:21

But it wasn’t something that I truly loved. And when I got ill and it was very bad, very quickly, very bad, and I could have died, I kind of had to go through a period of psychological recovery whereby I had to question why I was doing what I was doing, how I was living my life, what choices I was making in my life, what might I have manifested in my illness from some of the choices that I was making my life and decided that I needed to make some real changes. And if I’m completely honest, over a period, about two years, the academy was a result of that.

 

00:04:00:07 – 00:04:31:03

So I’ve always been massively passionate about people development. I sat on the board of a leadership development company that its programs actually embedded in our scholarship programs and they had opened my eyes to the power of phenomenal leadership. I’d had this itch to scratch around developing other talent. So I knew I wanted to do something in that space and I wanted to do it philanthropically. So the important thing to me, my life at that stage was I wanted off the commercial rat race.

 

00:04:31:05 – 00:05:05:08

I needed to opt out of that treadmill that we get on where we get a bit of success and then we’re afraid of losing it. So we work harder to keep it. And, you know, and then we work even harder and then we get even more scared. And then we’ve got to buy an even bigger house and better holidays and bigger cars. And I’d fallen into that trap and I needed to get out. So I wanted to do something philanthropic, so non-commercial. And it needed to be in an industry or a function that was going to have the widest ripple effect in terms of impact. And our belief has always been that marketing, media and advertising can change the world.

 

00:05:05:23 – 00:05:43:11

It has an impact and an influence of every citizen on the planet, every single one through the medium of media. Through the creativity and advertising and through the skill set of the marketers and the brands, you know, we influence people on how to make decisions, how to make choices, how to live their lives. So I felt it needed to be in an industry and function that could have a bigger impact. And the marketing academy really was the result of it. So it was a combination really of stuff happening personally, a big recession looming where I knew that investment in talent would take a cut and I wanted to make sure it didn’t and the desire to do something within this industry.

 

00:05:43:13 – 00:06:11:15

And then the really fortunate thing was that over 20 years you build quite a nice network of really fabulous people at C-suite predominantly. And I was able to utilize those relationships for the power of the marketing academy. And so with the help of what was probably about 200 people really spread over two years, we came up with the overarching strategy that the marketing academy became, and we launched it in February 2010.

 

00:06:12:02 – 00:06:47:29

And just wonderful that you did. You know, I’ve seen the level of talent that comes through your program is just phenomenal. Thank you. What I love about the reason why you set up the marketing academy is it’s a combination of, you know, your own personal vision, the impact and purpose you wants to make, coupled with an opportunity that you felt that needed to be rectified. And I think, you know, not many people do take that time to think about what they do want for themselves, for others, and to satisfy something in the marketplace. Which is a shame, isn’t it? Oh it’s such a shame. You know, I know we spoke about this before, but it just resonates with me massively, you know, with covid so many people are sitting here looking at as a negative.

 

00:06:48:01 – 00:07:15:05

And, you know, these things have changed. I think what an opportunity to just stop for a second and just think, is this what I want to be doing for the rest of my life? Does this fill me in my soul? Does this place in my values? Is there another avenue, another career or a different industry that I want to work in, you know, and just take that time to stop and pause and actually think and I think you did that because of that personal situation that happened in your life. But, you know, there opportunities well, situations don’t come along very often.

 

00:07:15:07 – 00:07:51:22

And I think people need to take the bull by the horns and make the time to think, well, I’m quite hopeful that everything is happening in the world at the moment is going to promote just that, because it is enabling people to have a pause. It’s also causing people to really rethink what’s important to them. So we teach these principles within the scholarship. We take it right the way down to heart and soul level. You know, basically we’re talking to our scholars and our fellows in the CMO program. And who are you and what are you on this planet to achieve? You know, who are you, where are you going and what kind of legacy are you going to leave? So we go right to the core and we give them the space on the programs to be able to work some of that stuff out.

 

00:07:51:24 – 00:08:05:12

I’m just hoping that given the whole world has paused a little bit at the moment, that we’re going to see much more really exciting and interesting creative ways of making a difference to the planet and the industries across the board going forward.

 

00:08:05:28 – 00:08:07:12

So I think more people should be doing it.

 

00:08:07:14 – 00:08:19:15

I agree. And I think that’s for me is the whole behind the whole market here is the technical skills, the social skills, but then actually the personal understanding about you and what you want for yourself and your life and your values, that makes a difference.

 

00:08:19:17 – 00:08:37:09

Yeah, I couldn’t agree more. I mean, you can’t even be nominated for a place on our programs unless you’ve already got the technical stuff. So, you know, we come from the position that most talent that’s doing good work in marketing, media and advertising have got enough technical skill to be able to do the job that they’re currently doing quite well.

 

00:08:37:23 – 00:09:08:22

But if you don’t have everything else, if you don’t have the leadership capability, understand how to communicate a fundamental different level, really understand what responsibility and accountability is, have the curiosity, the ambition and all the softer stuff. If you don’t have that, it doesn’t matter how good your technical skills are. You’re capped in our view anyway. There should be far more focus on unleashing all of the potential that’s within everybody. The skill stuff’s quite easy to learn. You know, you’ve still got to invest in it. You still got to go and find the right places to learn it.

 

00:09:09:00 – 00:09:29:10

You have to get mentors to help you. You know, you’ve got to do that stuff. But if you don’t understand what you’re on the planet to achieve, what you’re truly, deeply passionate about, what you’re brilliant at, what your spikes are, what your areas in which you excel are, then it doesn’t matter how good your technical skills are, it’s going to hold you back.

 

00:09:29:12 – 00:09:30:24

And that’s our focus, really.

 

00:09:31:05 – 00:09:41:01

You know obviously you have many applicants come to you looking for a place every single year, regardless of where they are geographically. What are you looking for? What are your panel looking for that ideal delegate?

 

00:09:41:07 – 00:10:11:23

What we’ve got core criteria that they need to hit. So we want to programs for context. So we have the scholarship program, which is for the emerging leaders. So they’re in their first leadership role mostly. And then we have the fellowship program, which is exclusively for CMO’s. So the number one position within their organisation, two separate programs, but run along similar principles and framework. So there’s an entry criteria to the scholarship program, which in the UK.

 

00:10:12:01 – 00:10:46:20

And the US is that you have to have between five and 15 years experience in Australia, it’s between 10 and 20 years experience and you need to be in first leadership role outside of that, if I’m quite honest, we look for everything else. So we look for commitment to want to be a change maker. We want we look for evidence of generosity and paying things back and paying things forward, because it’s very important that our scholars cause a ripple effect in the learning.

 

00:10:47:01 – 00:11:07:24

You know, if we only teach a class size of 30 in each country every year, there’s only 90 people a year that go through the scholarship. We need to make sure that they’re going to have an impact on thousands. So they need to be quite generous in their personality trait, know we need them to be sharers, not savers.

 

00:11:08:20 – 00:11:39:22

So we look for evidence of that. So, you know, what have they been involved in in the past that’s philanthropic? What have they been involved in in the past that they can evidence nurturing care? A viewpoint that’s wider than just themselves or their own jobs? How interested are they in broadening their horizons? How keen are they to learn? How committed are they to their self-development? How committed are they to the organisations that they’re working in? You know, how creative are they? What do they do outside of the work environment? They’ve got stuff going on. You know, we love side hustles. I love to see evidence, side hustles.

 

00:11:39:24 – 00:11:47:18

I think that’s just one way that you see, you know, how much that person is prepared to spread their boundaries a bit. And all of our scholars are into side hussles.

 

00:11:47:20 – 00:11:57:28

But we do think it’s quite an exciting area. And then, you know, are they curious? Are they courageous, are resilient, are a great communicators?

 

00:11:58:00 – 00:12:07:21

Not that I mean, extroverts really don’t need to be extroverts, but can they communicate well? Do they listen? Do they put others first? Are they carers?

 

00:12:07:25 – 00:12:11:06

Its those sorts of things that we look for? But there is a core criteria.

 

00:12:11:14 – 00:12:24:27

And so long as you meet the core criteria and somebody nominates you, which is the mechanism, you have to be nominated by somebody in the industry who feels that you’re worthy of a place on a scholarship, then you get an invitation to apply and then you go through a fairly rigorous selection process.

 

00:12:24:29 – 00:12:31:04

So if the marketers listening to this good. Yes, I do that. Yes, I do that all. Yes. And whatnot. How do they apply?

 

00:12:31:09 – 00:12:46:15

So you’re nominated first by someone. So if you’re listening to this and you have a team underneath you and it’s a team that’s got people within five to 15 years experience in it, then you should be thinking about which ones, if not all of them, that you want to nominate for a place on the program.

 

00:12:46:23 – 00:13:00:17

If you’re in an organisation and attracted to being on the scholarship, then you’ve got to talk to somebody around you that might well nominate you. So you have to be nominated by someone you can’t nominate yourself. When you get nominated, you receive an invitation to apply.

 

00:13:00:19 – 00:13:39:19

And that invitation to apply gives you all of the information you need to be able to put together an application submission. And the application submission is in three parts. So we need a CV, we need an endorsement from your employer. That means as high up in your organisations. You can get someone needs to write about three hundred words on why you should be considered for a scholarship. And then the third is we ask you to give us a two minute showcase, and that is you have two minutes in any medium of your choosing to demonstrate an evidence why you should be given a place on a programme and why you want one. That can be digital.

 

00:13:39:21 – 00:13:51:09

It can be physical, especially in the UK. It can be a physical showcase, but it is something that shows who you are rather than what you do. Your CV will show us what you do. We need to know who you are.

 

00:13:52:01 – 00:14:23:16

So that’s the first entry level, really. That’s the application stage. Those that get through the application stage go forward to what we call the pitch, and that is that it’s a half an hour scripted interview in. They’re asked five questions and everybody’s asked exactly the same questions. They’re given an opportunity to take ten minutes of that interview to actually pitch, so to tell the interviewer exactly why they should be selected. And then if you get through that stage, then go to a final interview with our panel. We have a panel of twentytwo judges.

 

00:14:23:28 – 00:14:57:09

We have eleven days of interviewing. We shortlist sixty to that stage in total, no matter how many has come in at the front end. And the judging panel are put into two-man teams that usually it’s an H.R. director and a CMO quite common. We split an HR practitioner and a marketing practitioner. They interview five to six of the shortlisted candidates for about an hour. So it’s quite a deep dive. And then if you get through that, you’ll be selected one of thirty and you get all of the amazing programs that you have to offer.

 

00:14:57:11 – 00:15:29:21

Yeah. So as a scholar, you know, it’s a full on thing. It’s a nine-month program. It’s four different learning streams. It’s a combination of inspirational learning workshops, master classes, et cetera, delivered through what we call the boot camps, which are usually physical but this year some of them had to be virtual for obvious reasons, and then they have an executive coach, so every scholar is matched one on one with an executive coach, and that’s a real red thread that goes throughout the entire program, is the single deepest relationship they’ll have with one person throughout the entire program.

 

00:15:30:06 – 00:15:52:21

They get matched up with eight mentors within the industry. We’ve got two hundred and fifty mentors around the world are either CEO’s CMO’s or subject matter experts, and each scholar gets to meet up to eight of them. And then they also get full access to the virtual campus, which is our series of lectures, master classes and workshops which are open to more than just our scholars and fellows.

 

00:15:52:24 – 00:16:08:22

So our alumni go on the virtual campus, their teams can go on the virtual campus and our partners go on the virtual campus. And that’s twenty four lessons spread over 12 months. And that supplements the scholarship program and fellowship program.

 

00:16:08:28 – 00:16:14:11

Just incredible the marketing-geek in me is my heart’s pounding out my chest and it’s really this is brilliant.

 

00:16:15:26 – 00:16:18:26

So for those that are interested, please do apply.

 

00:16:18:28 – 00:16:32:24

And interestingly, after you started this 10 years ago Sherilyn, what have you seen have been the kind of the differences of marketeers then and now either in kind of their technical skills or soft skills or, you know, when you’re building that program, what goes onto that syllabus?

 

00:16:32:28 – 00:16:57:22

So 25 percent of the syllabus is around the marketing capability bit. And so we do focus on all of the ways in which marketing, media and advertising has evolved quite a lot over this last decade. I mean, it’s been a period of quite phenomenal change hasn’t it. Fortunately, marketing has been taken far more seriously, in my view, over the last 10 years.

 

00:16:58:14 – 00:17:14:08

So the kinds of things we’ve added into the programs at both levels is broadening the marketing skill set because it’s no longer just brand and comms. Yes, preach. It’s so much more than that.

 

00:17:14:21 – 00:17:44:25

And, you know, over the last five years, there’s been such a big emphasis on the commercial capability of marketers. Some organisations have had that embedded for years. Right. Procter and Gamble have always had the marketers owning pencils, but it’s really rare. And so even though a marketer might feel a commercial because they kind of understand the financial levers around the business, they don’t understand them anywhere near as much as they need to or how much they could do if they really want to make a bigger impact. So really understanding the commercial levers.

 

00:17:44:27 – 00:18:19:08

So finance, procurement, all of the other functions really around the business, understanding more about agile thinking and innovation, understanding more about A.I. and digital and social media, et cetera. You know, all of that stuff has been happening over the last five to six years. And so every year we look at refreshing what goes in and we survey the scholars at the end of every year and we say, what should we put in next year? And they tell us so the whole community is helping to let us know what it is we need to bring into the curriculum. And the syllabus is we got a lot in the syllabus at the moment, the surround diversity and inclusion.

 

00:18:19:10 – 00:18:50:01

Right. Because, you know, we’ve responded to finally a global call around the role of marketing, media and advertising plays in this space. And so we’ve included a lot of that stuff into the curriculum and the syllabus in the virtual campus. You know, we’ve put in quite a lot of future thinking because we’re fully aware that we’re kind of on this precipice where things are going to go through that next level of real profound change. So we’ve included more around that this year, particularly.

 

00:18:50:03 – 00:19:04:20

We included much more around wellness because, you know, everybody from March went into this period of complete frozen animation with fear, terror, confusion, burnout, and we needed to adapt to that.

 

00:19:05:07 – 00:19:12:04

So we brought in mental well-being. We brought in energy sessions, we brought in mindfulness, but we focused quite a bit on resilience.

 

00:19:12:06 – 00:19:20:24

So we’re quite adaptive. We can respond quite quickly and shape the syllabuses accordingly. You know, there’s four areas that we cover, right?

 

00:19:20:26 – 00:19:50:02

Inspirational leadership, personal development, purpose and professional skills. Within those four modules, we can adapt the curriculum and the content daily. So we’re able to respond very quickly to the needs of our community. And I guess that’s just the beauty of how it transpired. I got to tell you, this was all accident rather than design. We just learn and we’re still learning every single day.

 

00:19:50:12 – 00:20:10:01

I think we’ve just been lucky that the model was quite stable and that the industry embraced us and that, you know, in total, twelve hundred people around the world are involved on a daily basis with the academy at some level, and that they constantly helping to support us and giving us their knowledge and wisdom and advice and insight, etc.. So we’re really fortunate.

 

00:20:10:03 – 00:20:17:01

And I think that’s the great thing about the academy. I think there’s two things to me. One is the community of marketers, from marketers to marketers.

 

00:20:17:03 – 00:20:35:17

So those that are creating the ripple effect that have been through your program, but also those that are feeding into it for the marketers of tomorrow. And I think the second thing for me is the quality of what I have seen for those that have been through the program. In fact, actually I saw those people first and then kind of went, ah, they’ve been through the marketing academy.

 

00:20:35:19 – 00:20:36:11

That makes sense.

 

00:20:36:26 – 00:20:44:22

So, you know, and a lot of those, you know, colleagues and peers and what have you now and yeah, just incredible humans. And I think it’s inspirational what you’re doing.

 

00:20:45:00 – 00:21:25:20

Oh, thank you so much. Well, see, the thing is, some people are resistant to apply, right? They feel a bit of trepidation about applying and you know, how we all carry that imposter syndrome and that fear of failure and all that rubbish that we tell ourselves in our heads. And and I know that that sort of inner voice stops a lot of people from actually applying. And it grieves me because, you know, we are not looking for the finished article at all. You know, if you met a scholar at the end of the program, you are likely to meet somebody slightly different from who you would have met at the beginning, because, you know, our programs will give so much around the development of themselves as people and as human beings and they don’t have to be the finished article at the beginning.

 

00:21:26:05 – 00:21:58:03

You know, in fact, I’d rather not, because polishing and refining doesn’t an interest us at all, because here’s the thing, right? We can only give the places to 30 people now and it’s free and hundreds of people around the world give their time in to enable us to do it for free. So are investing in that talent and all of our brand partners around the world. There’s 20 of them that provide us with the finance to actually run this thing. They’re all doing that to develop this talent. Right. There is a huge area of the talent pool out there who are going to get there without us.

 

00:21:59:01 – 00:22:01:21

Right. They will succeed anyway.

 

00:22:02:15 – 00:22:08:09

So we get them there a bit quicker. If they’re already up amongst the finished article, we’ll get them there quicker.

 

00:22:08:29 – 00:22:28:10

But what an opportunity to take someone who maybe really needs that input to make a real step change to game change their impact in that performance is those individuals who, you know, the leaders think, oh, everything, they’re brilliant.

 

00:22:28:12 – 00:22:35:28

But, you know, maybe they’re just not, I don’t know, quite powerful enough in the way that they communicate or influence internally.

 

00:22:36:19 – 00:22:41:26

That’s the talent I’m going to give them to us. We can do that.

 

00:22:42:06 – 00:22:54:29

And to be honest, so can companies, which drives me mad as well. And individuals can also do a huge amount for themselves, a huge amount. But you know, what I’m saying is some people look at our alumni, they look at the list of alumni.

 

00:22:55:01 – 00:23:10:08

And of course, there’s five hundred and eighty alumni of the scholarship program around the world. And if you look at their profiles on LinkedIn, they are all amazing. But if you look at their profiles and LinkedIn, you think, oh, my God, that person’s a CMO. Yeah, they’re the CMO now, but they probably went through the program six years ago.

 

00:23:11:06 – 00:23:18:11

So, you know, you can’t compare it to our alumni. And our alumni are all in a program. Right? They’re all in on a development program.

 

00:23:18:13 – 00:23:43:17

Our alumni programs are huge and fabulous. But, you know, at a scholar level, we need them to be in a leadership role because they learn so much from immediately implementing the learning. And if they’re not already in a leadership role or a role of quite wide influence within the organisation, they simply can’t practice and implement the learning. So the learning curve is much harder for them.

 

00:23:43:19 – 00:23:53:21

Yeah, so it’s best when they’re in a position of leadership. And they can apply those learnings straight away. Well they apply them in real time like the following day. I agree.

 

00:23:54:04 – 00:24:07:25

And so they’ve got to be at that tipping point of their career where they’re just about to make that really big jump. You know, the jump that goes from junior to middle manager into something much bigger, that’s probably the right point in their careers.

 

00:24:07:27 – 00:24:40:21

And I think what’s really exciting for me, though, is, you know, yes, they’re in leadership positions. They can apply these skills straight away, which, you know, as a trainer is absolutely vital for those skills. I think there’s like a two-week window of, you know, lost information for being taught. It’s actually embedding it. If it’s not embed almost straight away, every day is kind of being lost. I think the other thing for me is the type of leaders that you’re building, you were building those that have that level of self-awareness, that level of personal understanding, such a greater connection with purpose and their values and how they behave and how they communicate.

 

00:24:40:23 – 00:24:57:29

So we’re not just having. Yes, people that progress and become CMO because of their technical skills is because they’re actually having that level of understanding and connection with themselves and therefore, they can cascade that on, which is going to make for nicer, more inspirational, aspirational, authentic leaders and higher performance.

 

00:24:58:01 – 00:24:59:02

That’s the key to what we teach.

 

00:24:59:04 – 00:25:08:16

Now, as I said, most of them already in a leadership role of a level, but quite a lot of stretch in it. We can have somebody with five years experience and somebody with 15 years experience has quite a stretch.

 

00:25:08:18 – 00:25:11:15

I thought that when he said that at the beginning. Tell me why you’ve given such a.

 

00:25:11:17 – 00:25:24:19

Big stretch, because there are some really special, exceptional diamonds that are in their 20s, right. The scholarship experience leapfrogs them in a completely different way.

 

00:25:24:26 – 00:25:56:09

So that’s one of the reasons. The other reason is it’s a blended cohort, 30 of them. So a scholar learns just as much, probably more from the other 29 than they do from any of the rest of the learning. Right. And if you don’t have diversity in every context in that scholarship, make up, somebody is going to miss out. So it’s right to have more experienced people in there and less experienced people, people at different levels of their career, people at different levels of their life.

 

00:25:56:18 – 00:26:31:18

You know, parents of three kids in their early teens versus someone who hasn’t even found their life partner yet. You know, there’s that richness that happens with the relationships between them is really quite profound. So, you know, a younger scholar might be they might be 25, right? I think that’s been our youngest scholar ever was probably 25, up to 40. You know, it’s quite a wide stretch and it works and it works for that reason. There’s so much learning goes on between them so that, you know, the people with 15 years experience can learn shedloads from the people that age group below them.

 

00:26:31:27 – 00:26:36:03

So it just adds to the richness. So we already want them to be in leadership positions.

 

00:26:36:05 – 00:27:00:22

But our definition of leadership is nothing to do with how many people you manage, how many people are in your team, what your job title is. Our belief is if you’re in a position to influence anyone in your life in any context, then you’re already leading. You may not be the best leader at it yet, but that’s only because, you know, whether some fundamentals that you need to understand to be able to influence people in a most profound way.

 

00:27:01:05 – 00:27:04:14

But anybody can be a leader from tomorrow.

 

00:27:04:22 – 00:27:19:03

As soon as they realize that what they say, what they do, their actions, their words, their feelings have an impact on someone else and therefore they’re responsible for what they’re putting out there in terms of their impact and influence.

 

00:27:19:14 – 00:27:40:24

That’s the kind of leadership that we teach because leaders all they really need to understand is what behaviours am I going to choose to demonstrate that will have a profoundly positive impact and up the performance level. Or what might I choose to leak is a behaviour that might have a detrimental impact? And what do I do about that?

 

00:27:40:26 – 00:27:52:16

And so the leadership we teach just puts a spotlight on that kind of really profound influence, impact power that everyone has at their fingertips.

 

00:27:52:18 – 00:28:22:20

And I believe that we’re doing that in a marketing and media and advertising as well, because, you know, even putting the work out that we put out right. Putting out the media messages, putting out the brand messages, putting out the ads, putting up this stuff on social media, you’ve got to think about what thoughts sitting behind it. And if you have marketers and leaders in our industry that are constantly thinking with a wider view of just their own gain, then you’ll have a better impact on everybody. And, you know, we teach that from inside out.

 

00:28:22:22 – 00:28:36:15

Really, it’s incredible. So I always finish with one big, juicy question. What one piece of advice would you give for the marketers of tomorrow? Owning and embracing your own future. Our companies

 

00:28:36:17 – 00:28:39:04

Our employees are not responsible for developing us.

 

00:28:39:23 – 00:28:50:05

They are not responsible for promoting us, only we are responsible for how good we are going to be every single day that only we have that in us as our gift.

 

00:28:50:19 – 00:29:01:08

So anybody that’s ever tried for a place on the program and hasn’t got in is thinking about the program, but maybe can’t do it or just want to do the dates or is at any level.

 

00:29:01:15 – 00:29:27:19

And it’s just thinking, how do I get even better? Invest in yourself, write your own development program and execute on it. So get yourself some mentors, hire a coach, sign up for conferences and seminars, watch TED talks, but dialyzed your learning time. You know, invest in yourself with the objective of being the best human being.

 

00:29:27:21 – 00:29:46:20

You can be the most inspirational leader. You can be the most exceptional marketer. And to understand what legacy and shadow you’re going to create in the world once you leave it, if you do those things honestly, you don’t have to get the scholarship ever. You can do all of those things yourself.

 

00:29:46:28 – 00:29:51:18

It’s just that we never really think about doing that in those terms in best.

 

00:29:51:26 – 00:29:56:08

Write yourself a budget, write yourself a development program and invest in yourself.

 

00:29:57:08 – 00:30:10:28

Great advice. Thank you so much for your time today. Oh it’s an absolute pleasure. Absolute pleasure. If you’re interested in any of the programs that we’ve discussed today for the Marketing Academy, then please go to WWW. the marketing academy.

 

00:30:11:29 – 00:30:15:11

And click the flag for the country in which you’re interested in applying for.

 

00:30:15:28 – 00:30:24:27

Thank you for tuning in to the Whole Marketer podcast if you’ve enjoyed today’s episode. Please do click follow below for more weekly podcasts. Thank you.

 

 

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