Get To Know Our Guest: Bob Sheard Bob Sheard is a leading brand strategist and practitioner, and the author of The Brand New Future: How Brands Can Save the World (LID Publishing), a book shortlisted for the Business Book Awards that sets out a practical roadmap for building successful brands that contribute to a more just and regenerative world. As the founder of the brand design agency FreshBritain, Bob has designed more than 200 global brands across his career, working with names such as Nike, Levi's, Dr. Martens, Arc'teryx, and New Balance. His approach is defined by going deep to find a brand's truth and the results speak for themselves: FreshBritain helped reposition Dr. Martens around "rebellious self-expression," guiding the brand from €90 million in turnover, amid a double-digit decline, to a €3.5 billion flotation in eleven years. Today, Bob is widely recognized as one of the most influential voices on what brands are for and what they owe the world. HIGHLIGHTS & TAKEAWAYS:KG: You've had such an interesting career. A brand strategist, C suite advisor, founder, sustainability advocate, author, educator, mentor, just to name a few. Is there a red thread that connects all of this for you? What was the driving force behind all that you do?BOB: The red thread is opportunism, just seeing where I think I can add value and going there. Others would say it's a heavy dose of ADHD, continuously moving on to the next thing. I'd say sort of it's really the product of a restless mind, ambition. It's part restless mind.BOB: For someone who used to work on a market stall in Bradford, it's an exciting prospect to see where that kind of thinking and that the way my brain works and see where that will take me. so that and it has taken me into education, into boardrooms, into publishers and yeah, just that's the red thread really.KG: At some point you must have made a conscious decision that, well, I'm going to do this. I'm going to pursue the curiosity of my mind. When did that happen?BOB: I went to a school, comprehensive school in Halifax, West Yorkshire, which has since been closed down and I was studying for my A levels. I did my A levels and I did four and I did them in economics art, general studies and history and I got three Es, so just about scrape to pass and then one A. And that A along with another guy at the school was the first A our school had ever got at A level. And they were beaming that the school had managed to get this A. And so at that point I realised maybe there's a brain inside there somehow that can, once I know where the goalposts are, I can figure out a way.BOB: Retook my A levels, so I got sufficient N grades to get to the London College of Fashion. And it was a very interesting conversation to go onto the building site to tell the guys I'd got entry into the London College of Fashion, because I kept that secret. So was at that point you kind of realize, I've got the ability to find a way. So then I realized, I didn't quite know, but it's a continuous journey, isn't it? It's just trying to figure out that sometimes your thinking thoughts are the people don't have and they add value.KG: I've always wondered, you're a branding expert, and I always wonder what that does to a child's mind to be categorized or branded, if you'll permit, that they are a certain way, that they should follow a certain path. And for that child to break those shackles and then decide to be creative and pursue and make up a path as they go along?BOB: You've got these three brothers who went to this local primary school, couldn't speak a word of Indian English, didn't have a great time in the industrial North, but managed to find a way to create the most amazing careers and what really struck me was I went to Chicago and the three brothers were there and all their kids were there but for the first time. I said, the really interesting powerful thing is the harvest of your mother's and father's sacrifice in being first generation. I just think that's such a powerful argument for immigration that actually there is a dynamic dynamo type power in a second generation immigrant to not want their parents life to be a sacrifice in vain and therefore they go a bit further, a bit faster to make their lives worthy of the sacrifice of their parents. And so I just don't think anyone makes the case, the economic case for that enough.KG: You're a futurist and you talk about how countries have brands, and those brands can change a people, a cultural ethos of the future itself of the entire planet. When I think about this vision, it comes across to me as very humanist, very universal, a kind and compassionate one. In that context, I was curious about the theme of this podcast being ethics and integrity, what do these terms mean to you?BOB: I think with ethics, that's kind of our moral compass. That's guiding principles and protocols of our life. And integrity is how we deploy our behavior to meet that compass. So that's our moral codes, if you like. So moral compass, ethics, integrity is moral code.BOB: Ethics for me is all about saying what you're going to do and do what you're going to say. There's a level of authenticity and intent around it. Integrity is being transparent, open and honest when you don't match your ethics. It's all about authenticity. It's all about being transparent and open. I think true integrity is like acknowledging we're all human at the end of the day. We all have frailties, vulnerabilities, fragilities, and sometimes you don't match your ethical code. And I suppose being honest and authentic about when you've not met your own standards is where integrity lives.KG: Perhaps an organization or leader may need to make a decision one way, and when it doesn't feel like it's aligned. With ethics, stated ethics, then what you're saying is integrity would help you understand that transparency about that decision, that call between the push and pull between two values or two types of stakeholders, integrity would guide you in being transparent about it. And that's that's the way to manage that kind of complexity.BOB: It's one of the biggest problems in politics right now. The way we've designed politics means that in terms of leadership, they're always seeking perfection. And so it's very, very, very, very difficult for them to make a mistake and admit to the mistake or be inconsistent, but then admit to the inconsistency because they have to present some kind of political perfection. And what they forget is that we don't, we don't love perfection, we respect it, but we don't really love it.BOB: Actually if they just were honest and had integrity about the gap that exists between their moral code and their moral compass, then we're more likely to believe them and more likely to follow them.KG: You've had such a fascinating career. one of the things that holds my attention, I'd love to hear more about your adventures, advising leaders doing spectacular things and creating whole new things that didn't exist before, that changed the course of a country, of a brand, of the story of a particular product in all of these experiences, was there a time when you personally felt challenged by an ethical dilemma? What was the lesson you learned so that we can learn along with you?BOB: For the ethical dilemma, I'm just a little guy in a room asking for my fees, which were agreed, which are basically a rounding error, you know, on a sovereign wealth fund and on a private equity fund. It's just nuts. And I was faced with having to cut costs and we're having to say, we've got to now, look at our headroom and how do we cut costs? Well, in a business like mine, you've got your offices and you've got your people.BOB: I went to a party that night and it was a 54th birthday party and I met a guy there that used to work for me. He runs brands and everything and he's a bit of a name. He just said, you know what, the three years I worked for you were the best three years of my career and your team are amazing, you've got the best team I've ever worked with.BOB: It was a really poignant moment because I was like, I'm having to decide to make these cuts and the easy thing to do is first, know, last in first out kind of thing. And I just thought, I'm not gonna do that. I'm just gonna do everything I can do, whether it's bringing in my own personal money to keep the team together and do what we have to do to keep our team together, to keep our talent together. Cause at the end of the day, without them, we've got nothing. We've got a history, we've got a heritage, but it's without the team, without the people. We don't have anything. And I'm not going to let the bad decisions, I'm being generous there, the bad decisions of my clients forced me to make bad decisions with regard to my people.KG: As a business leader, has this informed your radar for bad clients? Are you now able to discern faster red flags and say, these are the kinds of people I won't work with?BOB: I'm a people pleaser. I don't necessarily see what I should see straight away. The process of having a conversation and dialogue and the intent to pay means everything. And the fact we talk, you know, once a month about it and there's been no angst, there's been no anger. It's just them having to deal with it the way they have to deal with it and we have to deal with it the way we have to deal with it. But we've had continuing conversations. The worst thing that can happen is when, which happened with the fund, they just stop email, they stop being in touch and you're left in a vacuum of knowledge and a vacuum of conversation and you just feel not loved. You feel abused and not loved.BOB: Whereas with the guys in New York, I still felt valued by them even though they couldn't pay me the value of my work in the way I wanted to, but I will get the money. And if it takes another three years, we'll still have, we'll get it eventually, but we'll still have maintained really stron