105 episodes

Outside In explores how the world is changing and how business is changing with it. Host Charles Trevail interviews executives, journalists, authors, and thinkers, exploring the customer-centric strategies and philosophies that are working successfully inside companies, and the consumer trends, industry disruptions, and cultural forces that are influencing business from the outside.

Outside In with Charles Trevail C Space

    • Business

Outside In explores how the world is changing and how business is changing with it. Host Charles Trevail interviews executives, journalists, authors, and thinkers, exploring the customer-centric strategies and philosophies that are working successfully inside companies, and the consumer trends, industry disruptions, and cultural forces that are influencing business from the outside.

    Lorraine Twohill, CMO, Google: Represent the World

    Lorraine Twohill, CMO, Google: Represent the World

    When Lorraine Twohill joined Google in 2003, the nascent tech company was just beginning to expand beyond the United States into other countries. Google was also expanding beyond search, building new products like Gmail and Google Maps. Twohill’s role at the time was to help engineers get these products right for each country, taking into account local differences and cultural nuances. Today, as Google’s Chief Marketing Officer, Twohill says those early days built the foundation for the company’s ability to understand multicultural audiences and build diversity and representation into Google’s products and marketing. But there’s more work to be done and diversity needs to exist inside the company, too. “I don't think you can fully represent the world unless you have the world working for you,” she says. Twohill joins the podcast to share how Google’s diverse global marketing team takes thoughtful steps to put great work out into the world that makes you feel something, helps make life easier, and represents us all.

    Listen to this episode to learn:

    • Why, in tech, if you fail at product marketing, you will fail at all marketing

    • How machine learning and a partnership with the Geena Davis Institute helped Google identify stereotypes in their advertising and improve racial, age, and gender representation

    • The thinking behind some of Google’s most famous ads, and why showing the company’s humanity, playfulness, and empathy is so important

    • How Google is partnering with the WHO, the CDC, and the Ad Council to promote COVID-19 safety and vaccination efforts

    • Why Google aims to be for everyone but will always fight against injustices that are antithetical to its values, like xenophobia, homophobia, and racial and gender inequality

    • Why a career in tech gives people an extraordinary opportunity to create impact at scale in the world -- and advice for those who want to enter or advance their careers in the industry

    • 28 min
    Alessandra Bellini, Chief Customer Officer, Tesco: Revitalizing a Grocery Icon

    Alessandra Bellini, Chief Customer Officer, Tesco: Revitalizing a Grocery Icon

    For a century, Tesco has been synonymous with British life. Today, the grocery retailer serves 80 million customers a week from the UK to Malaysia. But in the 2010s the business was faltering and becoming disconnected from its customers. The Tesco brand had become a drag on people’s perception of the quality of the food it sold. In 2014, Dave Lewis joined Tesco to turn the business around and in 2017, Alessandra Bellini joined the team as Chief Customer Officer, charged with revitalizing the brand and re-engaging Tesco with its shoppers. Bellini joins the podcast to take us inside how the retailer turned around its business by simplifying its product lines and shifting its focus towards customers and their love for food. She also talks about how Tesco responded to the Covid-19 crisis with unprecedented speed at scale -- from implementing safety protocols to hiring and training thousands of new colleagues -- forcing the company to flex its 100-year-old “memory muscle” where everyone instinctively knew what to do to help customers and colleagues.

    Listen to this episode to learn:

    • A brief history of Tesco and how it earned a reputation for innovative retail experiences

    • The difference in responsibility and scope between a Chief Customer Officer and a Chief Marketing Officer

    • How Tesco changed its brand strategy and simplified its value own-label brands to remove confusion and regain customer trust

    • How Tesco responded fast in the early days of the pandemic -- including daily customer sentiment check-ins and launching a multi-channel campaign in 72 hours

    • How values guide Tesco’s decisions to take a stand on social and political issues

    • 29 min
    John Mackey, CEO, Whole Foods Market: Being a Conscious Leader

    John Mackey, CEO, Whole Foods Market: Being a Conscious Leader

    Many people are skeptical that companies set out to achieve a higher purpose other than profit and serve any group other than shareholders. But John Mackey, founder and CEO of Whole Foods Market, has always pushed back against this notion. In 2013, he co-wrote the best-selling book, “Conscious Capitalism,” which laid out a philosophy that businesses should be guided by the value and good they can contribute to the world, not solely the profits they generate. His new book, “Conscious Leadership,” applies this thinking to leadership and building purpose-driven cultures. Mackey joins the podcast to explain how leaders can become more awake and intentional (that is, more conscious) -- creating greater value for companies and their employees, the customers they serve, and the communities they live in.

    Listen to this episode to learn:
    • How to lead with love and create cultures in which people can flourish and maximize their potential -- and how it’s done at Whole Foods Market

    • What Mackey told Milton Friedman he got wrong about the purpose of a business

    • Why applying a “win-win-win” framework to your thinking can open up creativity and innovation and reveal higher purpose

    • Why appreciation is the “gateway” to love -- and companies could use a lot more of it these days

    • How to apply the Jungian psychological concept of “the shadow” to business and leadership

    • How an animal rights activist opened Mackey’s eyes to what needed to be changed at Whole Foods Market

    • 24 min
    Dan Schulman, CEO, PayPal: The Philosophy of Never Standing Still

    Dan Schulman, CEO, PayPal: The Philosophy of Never Standing Still

    Five years ago, PayPal was considered a dinosaur in Silicon Valley. With an antiquated structure and business model, and new competitors like Apple Pay entering the market, the digital payments company’s future looked questionable. But in 2015, Dan Schulman took over as PayPal’s CEO. He brought with him a philosophy shaped by his experience studying the Israeli martial art of Krav Maga: never stand still. To constantly move forward, always be learning, and think expansively about the challenges you face. Today, PayPal is “a radically different company” than it once was, says Schulman. Under his leadership, PayPal has become one of the most successful tech companies in the world. He joins the podcast to talk about the mission to democratize financial services, why profit and purpose should never be at odds, and why being a “customer champion” means sometimes going against your own business model to do what’s right for customers.

    Listen to this episode to learn:
    • Why a company’s single biggest competitive advantage is its ability to attract and retain the best talent -- and pay them enough to be financially healthy

    • How PayPal created the “Net Disposable Income” metric to measure its employees’ financial well-being, and why other companies should do the same

    • Lessons from Schulman’s working relationship and kinship with Sir Richard Branson

    • How understanding someone’s life through experiencing it (rather than reading a report about it) engenders the authenticity and insight to design relevant products and services

    • Why CEOs shouldn’t be focused on politics, but rather consistently standing for a set of values

    • 24 min
    John Sauven, Greenpeace UK: The Fight to Save our Planet

    John Sauven, Greenpeace UK: The Fight to Save our Planet

    Humanity is facing an existential threat. The destruction of ecosystems and rainforests, the extraction and burning of fossil fuels, rising carbon emissions and sea levels -- these wounds to our planet have dire consequences that affect us all. Since 1971, Greenpeace has been bringing attention to these threats through peaceful, direct action and standing up to the people and companies who are destroying the planet -- while risking arrest and harsh penalty. “You have to stand up for what you believe in and hope that people will support you and that ultimately you will prevail,” says John Sauven, the Executive Director at Greenpeace UK. He’s worked in various roles at Greenpeace for nearly 30 years and has been an instrumental figure in the organization’s success. John joins the podcast to talk about Greenpeace’s mission and fierce independence; the interconnectedness between Covid-19, racial justice, and climate; and how governments, companies, and consumers each have a critical role to play in the fight against climate change.

    Listen to this episode to learn:
    • The current state of the environment and why we’re leaving “the Garden of Eden”

    • Why no matter what climate deniers believe or say, market forces are already driving us away from fossil fuels towards cheaper renewable sources of energy

    • Why confronting the animal agriculture industry is the next chapter in the fight to save the rainforest and biodiverse ecosystems

    • How Greenpeace stands up to multinational corporations like Unilever and BP, while also working with some companies to create positive change

    • Lessons the climate change movement can learn from the global response to the Covid-19 pandemic

    • How the younger generation is leading, organizing, and acting on climate issues

    • 26 min
    Chris Capossela, CMO, Microsoft: The Cultural Reinvention of a Tech Giant

    Chris Capossela, CMO, Microsoft: The Cultural Reinvention of a Tech Giant

    **Our 100th Episode** Early in his career, Chris Capossela got an inside look into Microsoft that few, if any, 20-somethings get. As a speechwriter for Bill Gates, Chris traveled the world and learned about the company and its leadership through the perspective of the CEO. Today, he’s Microsoft’s CMO, working under the leadership of Satya Nadella. After a 30-year tenure at Microsoft, Chris believes the last six years have been an “awesome transformation” for the company, as it’s shifted from a know-it-all culture to a learn-it-all culture. He joins the podcast to talk about how Microsoft discovered its new purpose and how the company is helping enterprise and small business customers recover from the pandemic crisis, and, for some, enter a new phase of reimagining their business for a post-Covid world.

    Listen to this podcast episode to learn:
    • How, at Microsoft, it’s all about culture and mission -- and the brand is embedded in that mission

    • Why there is no simple path to cultural reinvention

    • Why marketers should avoid layering too many high-level frameworks over their mission and brand

    • The importance of having a growth mindset inside an organization

    • Why Microsoft has changed its physical retail strategy, as more of its products are cloud-based and purchases are made digitally

    • Why everything you read about Bill Gates’ humility and curiosity is true

    • 24 min

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