Will Guidara is the author of Unreasonable Hospitality and co-founder of the world’s #1 restaurant, Eleven Madison Park. He joins us to share how lessons from hospitality can be a huge competitive advantage for your brand. We discuss the power of small but impactful gestures, intelligent naivety, the 95/5 rule and investing in the things that can’t be measured but make all the difference.

Will also reflects on the mindset that took Eleven Madison Park to the top, what businesses can learn from restaurants, and how applying unreasonable hospitality can turn any customer experience into something truly extraordinary.

Timestamps

00:00:00 - Start
00:00:57 - Will’s experience writing his book
00:02:11 - Getting 4 stars from The New York Times
00:04:43 - What marketers can learn from Unreasonable Hospitality
00:08:08 - Where did the term “unreasonable hospitality” come from?
00:14:13 - Why Will is fine being “The Dining Room Guy”
00:16:40 - Why Will added a beer sommelier - reverse benchmarking
00:20:29 - Intelligent naivety and the advantages of youth
00:23:30 - The power of small thoughtful gestures that make a lasting impact
00:27:22 - The 95/5 rule - how to succeed with things that cannot be measured
00:31:47 - Restaurant smart vs corporate smart
00:36:50 - Why you sometimes need conflicting goals
00:41:34 - Is the customer always right?
00:45:55 - Turning pain points into highlights
00:48:06 - How Will Guidara makes getting the bill a memorable experience
00:51:38 - Why nothing in the world can replace persistence
00:53:40 - Never waste a good crisis
00:56:52 - What Will would do at Cannes with no budget
00:59:56 - How Shake Shack kept 11 Madison Park going
01:00:48 - Which fast food chains does Will admire
01:03:51 - Hiring exceptional talent
01:06:17 - Getting siloed teams to work together in harmony
01:09:07 - What would you do if you knew you couldn’t fail

Jess Butcher MBE has built a career at the intersection of technology and consumer behaviour. She co-founded AR pioneer Blippar and has since turned her attention to a growing issue: how AI and social media are shaping our brains, behaviour, and wellbeing.

In this episode, Jess shares what she’s learned as a founder, why female entrepreneurs still struggle to access funding, and why she believes brands must take responsibility for the attention economy they help create. We discuss how “More Soul, Less Scroll” is encouraging healthier digital habits, and the practical steps companies can take to drive positive change.

Timestamps

00:00 - Intro
01:41 - Jess’ background as a female founder
05:56 - How Jon used Jess’ QR code startup
13:19 - Why Blippar ultimately failed
17:34 - The lessons from Blippar’s failure
21:30 - Why female founders struggle to get funding
25:50 - The characteristics of successful founders
31:15 - How AI is re-wiring our brains negatively
34:05 - Why social media is ruining our lives
40:09 - Why is this problem getting worse if we know about it?
44:17 - What ScrollAware is trying to do about the problem
48:38 - Which brands are taking responsibility for this problem best?
54:46 - Less Scroll More Soul sleeping bags

Craig Brommers, CMO of American Eagle, joins us to go behind the scenes of one of the most talked-about campaigns of the year; Sydney Sweeney for American Eagle. Craig reveals what really happened, why the brand partnered with Sydney, and how they handled the extreme social-media reaction. We discuss the data behind the campaign’s success, the decision to pause before responding, and what the advertising press got wrong. Craig also shares lessons in brand leadership, navigating public scrutiny, and what it takes to be a successful CMO in 2025.

Timestamps

00:00 - Intro
00:35 - The Travis Kelce x American Eagle collaboration
01:51 - Why American Eagle partnered with Sydney Sweeney
03:21 - Did American Eagle know the campaign was going to explode on social media
04:24 - What caused the extreme reaction to the campaign?
06:08 - The System1 scores for the Sydney Sweeney x American Eagle campaign
08:11 - How did it feel seeing the campaign come under so much scrutiny?
11:50 - Choosing to pause instead of reacting immediately
13:41 - Dealing with the personal side of some of the comments
15:09 - The actual results of the Sydney Sweeney campaign
16:51 - The reaction vs the media buy - what was the impact?
18:11 - When Jon almost closed the London Underground with Amaretto
20:53 - Did the advertising press get it wrong about the American Eagle campaign?
22:14 - Craig’s advice for other marketers facing a crisis
27:15 - Will American Eagle continue to work with Sydney Sweeney?
28:31 - Are we entering a “Jeans Wars” era?
29:40 - The product strategy for American Eagle
30:51 - How important are celebrity endorsements in Fashion
31:45 - What are the elements for success for American Eagle
33:26 - 3 things that make a successful CMO in 2025
39:56 - What does a successful CMO look like?
40:44 - The one thing to remember from this conversation

After an illustrious 37-year career in advertising, legend David Droga is stepping down as CEO of Accenture Song and retiring. Under his leadership, Song grew 8% to $20 billion in FY25, up from $19 billion the previous year. A fitting closing act for one of the industry’s most creative leaders.

In this second conversation with David, we reflect on his career, the lessons he’s learned, and what he would do if he were starting from scratch. From creativity’s place at the heart of business to the power of simple ideas, David shares the philosophies, failures, and insights that have defined his journey.

Timestamps

00:00:00 - Start
00:02:45 - Lessons from being CEO of Accenture Song
00:06:01 - Why creativity needs to be at the forefront of businesses
00:11:01 - How technology can enable creativity, rather than kill it
00:18:42 - What is David Droga most proud of leaving as his legacy
00:27:40 - What what David Droga do if he was starting from scratch
00:29:59 - What are the traits of David Droga’s favourite clients
00:34:59 - What trends are overrated and underrated according to David Droga
00:40:52 - David Droga ideas that never saw the light of day
00:43:58 - The business that almost came before Droga5
00:46:49 - The size of the idea is 50x more important than the budget
00:48:10 - Droga’s best campaign on a small budget
00:56:31 - Power of building on a campaign platform
01:02:06 - The power of simple ideas
01:07:48 - The most "Aussie" thing Droga has ever done

Richard Shotton, author of The Choice Factory and the newly released Hacking the Human Mind, joins us to explore the behavioural science behind the world’s most iconic brands. From Guinness’ 119.5 second pour to Red Bull’s unconventional rise, Richard explains the psychological shortcuts that drive consumer decisions. We cover why 4-star reviews beat 5-stars, the secret behind Liquid Death’s success, and how humour, jingles, and even “concrete expressions” can help brands stick in our minds.

Timestamps:

00:00 - Start
01:07 - Why Richard is launching a new book
02:54 - Why Guinness takes 119.5 seconds to pour
05:46 - Why a 4 star review is better than a 5 star review
07:50 - Why the Pratfall effect is so powerful
11:00 - Why Aperol Spritz has become so popular
18:18 - The behavioural science behind the Liquid Death success
21:06 - Why consistency works according to behavioural science
27:49 - Why Red Bull succeeds while defying convention
34:15 - The labour illusion; Dyson Example
41:03 - Why does the “You’re Not You When You’re Hungry” strapline work
43:01 - Why we need to use humour more
45:12 - Why has KFC dominated the fried chicken market?
49:41 - The secrets behind the success of Pringles
53:58 - Why jingles stick in our heads
58:23 - How Apple used “Concrete Expressions”

Dame Carolyn McCall OBE is the CEO of ITV, the UK’s biggest commercial broadcaster. She was previously CEO of The Guardian Media Group and easyJet, and currently serves as President of The Marketing Society.

This year marks 70 years of TV advertising, celebrated with the launch of the new report, Living Room Legends, which explores the best ads of the past seven decades.

Dame Carolyn joins Jon to discuss the report, why TV advertising is here to stay, and to reflect on some of the greatest ads of all time.

Timestamps
00:00 – Intro
00:42 – 70 years of advertising
02:11 – Carolyn’s vision for the future of marketing
04:15 – Why we need more marketers on boards
05:25 – How a CMO can become a CEO
08:15 – Overseeing the UK’s biggest commercial broadcaster
11:35 – How ITV is competing with global streaming giants
13:19 – How ITV collaborates with the streaming giants
15:15 – The recipe for a long-term hit TV show
17:37 – Is TV advertising dead?
22:47 – Is TV effective for Gen Z?
24:31 – The Living Room Legends report, celebrating 70 years of advertising
27:08 – The most emotional ad for Carolyn
28:06 – What ads have made Carolyn McCall laugh
29:10 – Advertising campaigns that have changed culture
31:42 – Airing an ad within 72 hours of Christian Eriksen’s cardiac arrest
32:23 – Which campaigns have improved over the years
33:34 – The best examples of romanticising the product
35:13 – Why more SMEs are advertising
35:52 – The future of TV advertising

What separates an ordinary manager from an extraordinary leader? Psychologist, best-selling author, and former NBA player John Amaechi joins us to explore the qualities that define great leadership in today’s world. From self-awareness and vulnerability to empowering others and giving credit, John shares why intimidation fails, how to harness your personal value proposition, and why leaders must keep learning.

Timestamps

00:00:00 - Intro
00:01:17 - Reflecting on masculinity
00:03:42 - What does “ordinary” actually mean?
00:07:51 - Discovering your personal value proposition
00:09:24 - Going from functional manager to leader
00:15:03 - Misconceptions on leadership
00:17:16 - Is Trump having an effect on how we see leadership?
00:19:22 - Why intimidation is a terrible leadership tactic
00:23:14 - The importance of self awareness as a leader
00:29:56 - Do highly accomplished people lack self assurance?
00:32:58 - The desire to learn and having vulnerability
00:40:37 - The importance of giving people credit
00:44:22 - Accessing your library of experiences
00:51:53 - Reconising our own weaknesses
00:57:03 - The power of empowering others
00:59:41 - Do different generations lead differently?
01:02:49 - How to find time to learn as a leader

What makes a world-class CMO? In this masterclass, we’re joined by Jane Wakely, CMO of PepsiCo, and Neil Barrie, founder of 21st Century Brands, to explore the strategies that drive growth of billion dollar brands. We discuss why CFO partnerships matter, how to reappraise established brands, and why creativity, whether through celebrity campaigns or a giant Cheetos thumb, still drives results. Plus, Jane and Neil share practical lessons on making change happen inside complex organisations.

Timestamps

00:00 - Intro
01:28 - What are the attributes of a successful CMO?
07:57 - Why Neil created the CMO Thrive Guide
10:32 - Surprising things about Neil’s CMO research
12:44 - How Jane approached the first 90 days at PepsiCo
16:27 - The importance of the CFO and CMO relationship
22:22 - How marketers can influence the boardroom
25:44 - Managing over 20 $1b+ brands
27:52 - Navigating the complexity of a huge portfolio
32:25 - How large brands can “Stay Up”
34:49 - Why you should reappraise brands
41:05 - The impact of celebs in advertising
44:45 - Why the Cheetos giant thumb was effective
47:51 - PepsiCo’s involvement in Women’s sport
52:41 - How to make change happen in an organisation