Dr Margaret Heffernan is one of the world's leading thinkers on uncertainty, leadership and creativity. A bestselling author, entrepreneur and former CEO, her latest book, Embracing Uncertainty, challenges one of the biggest assumptions in business that the future can, and should, be predicted.

In this episode, Margaret explains why forecasting often fails, where great ideas really come from, and why spending more time with uncertainty can actually make us better leaders and marketers. We discuss the dangers of relying too heavily on data, the surprising habits of highly creative people, and why walking might be one of the best things you can do for your thinking.

Timestamps

00:00 - Trailer
01:09 - Why pick uncertainty as a topic
05:31 - Why some companies shouldn’t forecast
09:04 - Why smart people are wasting time on forecasting
14:41 - The problem with having too much data
19:07 - Predictability only happens at scale
24:41 - Where do ideas come from?
27:19 - Why the Chief Economist of the Bank of England goes on walks
30:29 - Are we becoming too left brain dominant?
32:32 - The problem with AI
36:10 - Is AI killing our ability to think?
41:17 - How to make good ideas happen
44:11 - The power of surprise
46:15 - The improvisers paradox
49:31 - The correlation between the artists mind and the entrepreneur’s mind
51:57 - What human skills do we need to survive?
58:43 - The best advice Margaret has ever been given

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Thank you to our sponsors System1 and HubSpot

Download System1's creator effectiveness report here:
https://system1group.com/the-creator-effectiveness-playbook

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Ali Payne, CMO of Heineken, joins us to discuss how one of the world's most iconic beer brands became Creative Brand of the Year at Cannes Lions - and what it takes to keep a 150-year-old brand feeling fresh.

From being the "Official Beer of Soccer" as a non-sponsor of the FIFA World Cup to reviving the legendary "Most Interesting Man in the World" campaign, Ali shares how Heineken balances long-term brand building with cultural relevance. We explore what it takes to get an entire organisation behind bold creative ideas, the role of sport in Heineken's marketing strategy, and how brands like Birra Moretti continue to grow through innovation.

Timestamps

00:00 - Trailer
00:56 - World Cup fever for the USA and Heineken
02:51 - Jumping on cultural moments
04:25 - Becoming the official beer of soccer (unofficially)
06:50 - How non sponsors got more coverage than sponsors for the World Cup
10:18 - How to manage a 150 year old brand
12:31 - Winning Cannes creative brand of the year
14:46 - Getting the wider business on board with creative work
17:06 - Ali’s favourite Cannes Lions winner
18:38 - Bringing back Dos Equis most interesting man
22:58 - The success of Birra Moretti
24:49 - Heineken’s sports sponsorship strategy
28:32 - How are Heineken bringing new people into the category
29:56 - The ingredients for a successful innovation
33:12 - Heineken’s partnership with Heinz
37:08 - How great CMOs keep creativity alive
40:11 - What makes a great CMO?
41:58 - What’s the best advice you’ve ever recieved?

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Thank you to our sponsors System1 and HubSpot

Download System1's creator effectiveness report here:
https://system1group.com/the-creator-effectiveness-playbook

Find about more about HubSpot's AEO product here:
https://www.hubspot.com/products/aeo

Najoh Tita-Reid, former Chief Growth Officer at Mars Petcare, joins us to discuss why she made the unusual decision to step away from one of the biggest roles in marketing to embark on a self-described "learning safari", immersing herself in the world of AI and exploring what it means for the future of business.

In this conversation, Najoh shares why she believes too many organisations are using AI purely to drive efficiency, when its greatest opportunity lies in unlocking growth. We explore how AI is changing creativity, leadership and the role of the CMO, why marketers risk becoming tacticians instead of strategic business leaders, and what today's CEOs really expect from marketing.

Timestamps

00:00 - Start
00:57 - Why Najoh left Mars
02:18 - Why F1 is the perfect metaphor for AI in 2026
05:18 - Using AI for growth vs efficiency
08:01 - The impact AI is having on creativity
09:17 - Why AI is the colonisation of inefficiency
16:21 - Are we at risk of becoming tacticians and not strategy leaders?
18:52 - Does the CEO understand your role?
22:40 - Can AI actually delivery higher efficiency?
25:00 - What’s the secret to delivering growth
28:24 - What having a different job title gives you permission to do
33:11 - They key leadership skills for a great CMO
34:02 - Why great CMOs are accountable for making change
36:06 - Lessons from Najoh’s biggest failure
40:01 - The difference between culture in the UK and USA
44:09 - What Najoh has learnt on her learning safari
49:47 - The best advice Najoh has ever been given

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Thank you to our sponsors System1 and HubSpot

Download System1's creator effectiveness report here:
https://system1group.com/the-creator-effectiveness-playbook

Find about more about HubSpot's AEO product here:
https://www.hubspot.com/products/aeo