Uncensored CMO

Walter Susini, former CMO of Coca-Cola Europe, joins us to share what it really takes to succeed inside one of the world’s most iconic brands. From the enduring power of “Holidays Are Coming” to the role of jingles and distinctive assets.We also dive into innovation at Coca-Cola, including the lessons from Coke Zero and the failed launch of Coke Energy, and where brands often get innovation wrong.But beyond marketing, Walter offers a candid look at the political reality of being a CMO, a theme he explores in his book Bullsh*t Inc., an unfiltered guide to how companies really operate behind the scenes. Drawing on decades of experience, he shares why performance alone isn’t enough, how decisions actually get made, and what it takes to survive and succeed inside large organisations. Get Walter's book here:https://www.amazon.co.uk/BULLSH-INC-Unfiltered-Survival-Corporate/dp/B0G6PVDM11Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861Subscribe to our newsletter, The One Thing:https://newsletter.uncensoredcmo.com/Listen to our new podcast, Uncensored Renegades:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Start00:58 - Walter Susini’s career journey02:38 - Why Coke ran the holidays are coming ads for so long?05:51 - The power of distinctive assets for Coca Cola - especially jingles08:34 - Why Pepsi used Coke’s polar bear11:50 - What the data says about the Pepsi polar bear ad15:41 - Why Walter is a “Professor of Practice”18:10 - The failed launch of Coke Energy21:29 - Innovation in the drinks industry: launching Coke Zero23:32 - The sweet spot for innovation25:53 - The political reality of being a CMO34:00 - Why Walter’s book cover is yellow37:11 - Why Walter wrote a book on corporate politics40:29 - How to navigate the politics in a business42:27 - Why you can still be fired if your performance is great44:54 - Performance theatre beats actual theatre47:15 - Why decisions don’t get made in meetings47:57 - Why vulnerability and psychological safety are non-existent in business49:33 - Dealing with buzzword hyperfocus53:39 - How to survive the corporate jungle

Leadership at the top level doesn't come free it costs time, energy, and often the comfort of a predictable life. In this episode, Kory and Jon get honest about what it really takes to lead as a CMO: the personal sacrifices, the travel, the pressure, and the constant balancing act between work and home. From managing time zones on the road to the surprisingly powerful concept of strategic laziness, this is a candid look at what high-performance leadership actually demands, and how to make it sustainable.Get Uncensored Renegades every week:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Start00:39 - What sacrifices do CMOs need to make04:37 - How to balance work with home life06:36 - Managing time zone differences when you travel10:41 - How to apply strategic laziness14:15 - How to lead effectively under pressure from travelling

Last year, I sat down with Jaguar MD Rawdon Glover to unpack one of the most controversial rebrands in automotive history. Now, the car is real and I got a chance to ride around the test track in it.Joined by Rory Sutherland, we travelled to Jaguar’s HQ to experience the new car in prototype form. What followed was a conversation on whether this radical reinvention is genius or madness.We dive into the thinking behind the design, the disappearing trade-offs between performance and comfort, and why Jaguar is deliberately challenging convention. Rory brings his trademark perspective on behaviour and perception, including how to rethink “range anxiety” and what makes a product feel truly desirable.This is a rare look inside a brand attempting one of the boldest transformations in modern automotive history.Timestamps00:00 - Start01:10 - What has gone into creating the new Jaguar?04:00 - Balancing performance and comfort05:43 - The power of choosing conflicting goals07:51 - Why the new Jaguar is being tested on ice?10:32 - How close is the concept car to the production car?12:54 - Who is the target audience for the new Jaguar?14:30 - The design process of the new Jaguar18:41 - The Spirit of Jaguar Campaign20:46 - Why the metrics for electric cars need to change22:13 - Why the new Jaguar is a bargain at £130,00025:34 - Will petrolheads like this car?26:37 - Why electrification changes the paradigm of what’s possible30:47 - Rory’s pitch for removing battery anxiety33:08 - Why Ferrari and Lamborghini took different approaches to EVs35:21 - Will the new Jaguar be a Waymo?36:27 - How are Jaguar predicting demand for this car?36:41 - How will Jaguar predict demand for the car?37:57 - The marketing plan for the new Jaguar40:57 - Is the residual value of electric cars a worry?42:12 - Customisation options for the new Jaguar46:03 - What would Rory do if he was in charge of Jaguar49:26 - The decision behind the bold car colours

Getting fired is one of the most humbling experiences in business, and one of the most instructive. In this episode, Kory and Jon get candid about the times they've been let go, what went wrong, and the hard-won lessons that followed. Jon in particular has a story or two to share (including getting fired twice in 18 months), and between them they unpack what it really takes to survive and thrive in high-stakes leadership roles.Get Uncensored Renegades every week:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Start01:22 - What Jon learned from being fired twice03:35 - How not to get fired08:20 - How to understand your boss (so you don’t get fired)10:50 - Align yourself with the company, not just personal goals13:11 - How Jon got fired for the second time in 18 months16:12 - Are you the right person to work for a high growth company?17:50 - Be careful where you get hired

It’s not often you meet a CMO who helped build a unicorn from the ground up while creating an entirely new category. Steve Beckett, CMO of Zwift, joined as employee number five and played a key role in turning Zwift into the global sporting powerhouse it now is.In this episode, Steve shares how Zwift balanced performance marketing with brand building, deeply understanding the acquisition metrics while making bold brand bets, including becoming the founding sponsor of the Tour de France Femmes avec Zwift. We also explore how the business scaled through COVID, the bold move to launch their own hardware, and the role brand played in raising capital.This is a conversation about what it really takes to build a category-defining company and why the best CMOs understand both the metrics and the magic.Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861Subscribe to our newsletter, The One Thing:https://newsletter.uncensoredcmo.com/Listen to our new podcast, Uncensored Renegades:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Start02:51 - Steve’s work with team Sky05:05 - Learning about success inside Team Sky07:09 - From Sky to employee number 5 at Zwift08:36 - How Zwift invented the indoor training category13:37 - The behavioural science behind Zwift14:51 - Has anyone turned pro from riding on Zwift?17:18 - How Covid impacted Zwift23:11 - Growing at all costs vs profitability27:28 - Whats it like working for a founder led startup29:50 - How brand helped Zwift raise money32:06 - From selling software to selling hardware34:14 - Why Zwift sponsor the women’s Tour De France38:09 - Advice on how to create a unicorn business

Companies have boards of directors to make big decisions, so why don't individuals? Kory does exactly this in her life, so she breaks down why she does it, how she chose the people to be a part of her board, and the kind of decisions they helps her make.Get Uncensored Renegades every week:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Start01:17 - What is a personal board of directors?04:07 - When to use your board of directors04:51 - What makes a good personal board of directors?06:21 - How to choose your board08:58 - The power of networking11:41 - What not to do with your personal board of directors12:37 - Finding people outside your industry19:09 - Why you learn more deeper into your career

Carly Natalizia, Chief Commercial Officer at Gymshark, joins us to share how one of the UK’s most exciting brands continues to grow while staying close to its community. From starting her career in finance to leading commercial strategy at Gymshark, Carly offers a unique perspective on leadership, growth, and customer obsession.We discuss Gymshark’s rise as a challenger brand taking on global sportswear giants, what it’s like working alongside founder Ben Francis, and how the business balances brand and commercial priorities. Carly also shares lessons on sustainable growth, executing big ideas, and how Gymshark keeps its finger on the pulse of its customers.Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861Subscribe to our newsletter, The One Thing:https://newsletter.uncensoredcmo.com/Listen to our new podcast, Uncensored Renegades:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimstamps00:00 - Start01:08 - How Carly went from finance to marketing02:19 - Career advice to Carly’s younger self04:09 - Why Carly moved from finance to retail and the differences between them07:28 - The Gymshark story: taking on the sportswear giants09:02 - What its like working for the UK’s youngest billionaire, Ben Francis15:07 - Carly’s promotion from Chief Digital Officer to Chief Commercial Officer16:01 - How Gymshark stay close to the customer17:21 - How to be an effective leader in the c-suite at Gymshark18:44 - How the Chief Commercial Officer and Chief Brand Officer work together25:04 - How do you maintain sustainable growth26:46 - Gymshark NYC store launch29:25 - The success of Gymshark’s “We Do Gym” campaign31:24 - How to execute great ideas well

e.l.f. lives by the mission of being "a bold disruptor with a kind heart" a refreshing stance when disruption is rarely paired with kindness. Kory explains why kindness is at the core of how e.l.f. operates, what it actually looks like in practice, and what holds most people back from embracing it.Get Uncensored Renegades every week:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cWatch the Uncensored CMO episode with James Watt:https://www.youtube.com/watch?v=rOp1CPZ0CNMLinksUnreasonable Hospitality by Will GuidaraG.O.A.T. Wisdom by Dr Brent RidgeTimestamps00:00 - Start00:53 - Being a bold disruptor with a kind heart03:11 - The difference between being kind and being nice08:02 - Why we should be kind to our competitors09:30 - The science to kindness10:56 - Why fear of embarrassment stops us being kind17:02 - The power of kindness for your career19:08 - Kindness doesn’t have to be big gestures

Zach Kitschke joined Canva as employee number five. Today, the company serves hundreds of millions of users worldwide.In this episode, Zach shares the inside story of Canva’s growth, from the scrappy early marketing that put the company on the map to scaling a brand and product used across the world. We discuss the power of Canva’s freemium model, their bold “Make the Logo Bigger” campaign, and how the company approaches both brand and B2B marketing.Zach also explains how Canva scaled from a team of five to thousands of employees, the leadership lessons he learned from the founders, and how AI is shaping the next chapter for the business.Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861Subscribe to our newsletter, The One Thing:https://newsletter.uncensoredcmo.com/Listen to our new podcast, Uncensored Renegades:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Start00:53 - Being employee #5 at Canva01:46 - The marketing that got Canva noticed at the start03:50 - How big is Canva?04:45 - The challenges growing Canva into a unicorn07:26 - What makes good design according to Canva09:24 - The freemium business model11:46 - Why the Canva founders are giving away 30% of their wealth13:21 - Do Canva invest more in product or brand?14:41 - Canva’s make the logo bigger campaign16:33 - How Canva approaches B2B marketing18:59 - The AI tools that are driving Canva forward22:19 - The most innovative things Zach has done as Canva CMO24:58 - Zach’s tips for delivering a keynote26:59 - Being a CMO scaling from 5 to 5000 employees29:52 - How to run multiple business functions; HR, marketing, customer service31:49 - What Zach has learned from the Canva founders33:32 - How to define the cuture at Canva35:39 - What’s next for Canva?36:35 - What has made Canva so successul?

Every week, Jon and Kory pull back the curtain on the messy, unfiltered reality of building a career on your own terms. Throughout their long and successful careers, they've had their fair share of sh*tty moments and even sh*ttier bosses. From Kory being literally barked orders at in her first job, to Jon being fired after just 3 months at his dream job. These are the moments that make you question everything. But they're also the moments that shape you. Tune in for the lessons, the laughs, and zero sugarcoating.Get Uncensored Renegades every week:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cWatch the Uncensored CMO episode with James Watt:https://www.youtube.com/watch?v=rOp1CPZ0CNMTimestamps00:00 - Start00:37 - Why sh*tty moments?01:24 - Kory moment #1 - the fire that fuels you04:20 - How to be a good boss05:43 - Jon moment #1 - when to have the hard conversations11:13 - Kory moment #2 - a lesson in de-escalation16:28 - Jon moment #2 - impossible and unreasonable expectations20:59 - Kory moment #3 - be careful of the bridges you burn25:51 - Jon moment #3 - the power of being vulnerable

Jessica Jensen, CMO of LinkedIn, joins us for a high-energy conversation on careers, personal branding, and the future of B2B marketing.We dive into the latest job market data (it might surprise you), the skills employers are actively looking for, and how to grow your personal profile on LinkedIn (which could include posting with flamingo glasses). We also unpack the LinkedIn algorithm, handling negative comments, new features creators and brands should be using, and why B2B marketing absolutely doesn’t have to be boring.Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861Subscribe to our newsletter, The One Thing:https://newsletter.uncensoredcmo.com/Listen to our new podcast, Uncensored Renegades:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Intro01:04 - Jessica Jensen’s backstory02:02 - The benefits of being a marketer from a non-marketing background02:42 - The difference between B2B and B2C according to LinkedIn03:38 - How to build high-performing teams06:32 - The data on the job market according to LinkedIn10:02 - What skills are employers looking for?12:04 - How do you build a personal brand on LinkedIn (when working for another company)18:25 - 3 tips for building your personal brand on LinkedIn20:04 - What is going on with the LinkedIn algorithm?21:35 - How to make the most of an ever changing algorithm23:16 - Does LinkedIn suppress posts based on gender?26:14 - How to deal with negative comments on LinkedIn28:00 - What new LinkedIn features should people be using?30:48 - What features can brands use to make the most of LinkedIn32:19 - B2B does not have to be boring35:02 - LinkedIn’s billboards poking fun at AI36:21 - How are LinkedIn marketing LinkedIn?41:12 - How are LinkedIn helping younger people get into work43:28 - Addressing the Open to Work badge stigma44:17 - Advice to creators on LinkedIn

How are great products created through innovation? Jon and Kory tackle this topic bringing entertaining examples from their careers, including the runaway success of e.l.f.'s Power Grip primer. So what's the key to innovation? Culture, constraints, and most importantly, being close to your customer.Get Uncensored Renegades every week:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Start01:04 - Why innovation is Jon’s favourite marketing topic01:35 - Creating the cultural conditions necessary for innovation04:25 - The measuring stick for innovation06:23 - Why innovation fails08:19 - The innovation of e.l.f.’s Power Grip Primer15:09 - How constraint breeds innovation20:07 - Innovation when you’re close to your customer

Jim Cregan built Jimmy’s Iced Coffee from scratch, spotting an untapped market, designing a product that stood out, and making its way onto the shelves of Selfridges in just 4 months.In this episode, Jim shares the founding story, the thinking behind Jimmy’s distinctive “BottleCan” packaging, and how personal touches and relentless energy helped build a brand people loved. We also dive into retail strategy, going direct-to-consumer, treating suppliers as humans, and how the £25m exit to Britvic finally came together.Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/204486100:00 - Start00:59 - The founding story of Jimmy’s Iced Coffee06:04 - The iced coffee market at the time09:44 - How Jimmy designed and packaged the product12:21 - Why Jimmy’s is in “Cottles” or “BottleCans”19:56 - How Jimmy’s got into Selfridges 4 months after launching20:50 - Hustling their way into Whole Foods and other stores26:58 - How Jimmy’s got a listing in Tesco28:05 - Treating suppliers like humans31:15 - Choosing to go Direct to Consumer in addition to retail32:53 - Adding the personal details that matter34:20 - How Jim marketed Jimmy’s Iced Coffee39:39 - Jim’s advice to aspiring founders41:57 - How the £25m exit to Britvic happened

How do you distil something as complex as marketing into something simple?In this special episode of Uncensored Renegades, Kory delivers a powerful seven-minute poem (originally written as a pattern-disrupting acceptance speech) that captures the emotional weight, pressure, and responsibility of modern marketing leadership.Born from a flash of inspiration at an AC/DC concert, the poem explores the trials of being a CMO, the burden of accountability, and the mental fortitude required to lead.After the performance, Jon reacts candidly, unpacking the themes of ownership, bravery, and the uncomfortable truth that in leadership, pretty much everything is down to you.Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Start00:28 - Why marketing is poetry to Kory02:25 - Where did Kory’s love for poetry start?03:58 - How poetry makes complex things simple04:56 - Why Kory wrote a poem and not an acceptance speech12:29 - Kory Marchisotto’s marketing poem19:43 - Jon reacts to Kory’s poem21:04 - The power of mental fortitude24:34 - Pretty much everything is down to you, and you alone26:45 - You don’t have to have all the answers28:05 - Seek out what you don’t know

Thomas Barta is one of the world’s leading experts on marketing leadership. A former McKinsey partner, CEO of the Marketing Leadership Institute, and co-author of The 12 Powers of a Marketing Leader, Thomas has studied what makes CMOs successful through the largest global research project of its kind, over 68,000 leadership assessments.In this episode, we explore what CEOs really expect from CMOs, why so few marketers make it to the boardroom, and what needs to change if marketing is to lead growth again. Thomas shares practical tactics for building stronger CFO relationships, acting with more bravery, and avoiding the “safe” behaviours that quietly kill careers. A must-listen for any marketer serious about leadership.Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861Timestamps00:00 - Intro00:43 - How Thomas Barta got into marketing02:24 - The surprising thing about marketing at the board level03:52 - What is the CEO looking for a CMO to deliver04:41 - Why are there so few marketers in the boardroom08:38 - What tactics should marketers use to make sure they are delivering growth11:20 - How can CMOs build the relationship with their CFO12:53 - CMO Tenure - is it going up or down?18:59 - What do CMOs need to change?21:13 - Fitting in is the safest way to fail28:11 - The bravery formula29:48 - Why you need to act quickly31:07 - Confessions of a CMO

With Cannes Lions deadlines looming, Jon and Kory dive into what it really takes to pitch, and win, at Cannes.We recorded this episode on the final day of Cannes 2025, with Kory in the thick of e.l.f’s "So Many D*cks" campaign submission for both a Glass and Titanium Lion. With the experience fresh in her mind, she breaks down the realities of the process.Jon brings a different perspective, reflecting on his own Bronze and Silver Lion wins from years past, and the hard-earned lessons that came with them.This is an episode of the Uncensored Renegades podcast. We'll only be posting a few more episodes of Renegades on this feed. To hear episodes of this new show, subscribe in your podcast app of choice:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Intro00:49 - The pitching process for a Cannes Lion03:14 - The pitch process for a Glass Lion06:51 - The power of the Pratfall Effect08:39 - Pitching for a Titanium Lion10:41 - Jon’s tips from winning his Silver and Bronze Lions12:17 - Audience before content14:14 - How to make your campaign interesting (and not dull)16:25 - How e.l.f. makes their campaigns interesting18:58 - How to hack your campaign; babies or animals

Syl Saller CBE is one of the most respected marketing leaders of her generation. Former Global Chief Marketing and Innovation Officer at Diageo, Syl helped lead a FTSE 10 business with more than 200 brands across 180 countries. Today, she’s an executive coach and mentor, President of The Marketing Society, and works closely with C-suite leaders to develop the next generation of marketing leadership.In this episode, Syl shares what the CMO role at Diageo is really like, how to build strong relationships with CEOs and boards, and how to navigate imposter syndrome, difficult conversations, and career-defining moments. We also discuss why she left Diageo, what she’d do differently looking back, and the leadership lessons she now passes on to others.Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861Timestamps00:00 - Intro00:53 - What’s a CMO role at Diageo really like?02:56 - How to have difficult conversations03:59 - Whats it like being on the board of Diageo?05:04 - Working with Sir Ivan Menezes, legendary Diageo CEO09:10 - How to foster a great relationship with your CEO12:38 - How Syl Saller’s childhood shaped her into the leader she is today18:57 - What would Syl Saller do differently in her career21:29 - How to deal with imposter syndrome as a leader25:31 - How to figure out your life and career plan28:08 - The toolkit for planning success31:40 - Why the challenging moments in life can have the best outcomes34:17 - Maintaining a good work life balance with a senior job38:51 - Why Syl left Diageo in 202040:11 - Why Syl Saller became a leadership coach after leaving Diageo43:10 - Three bits of leadership advice from Syl Saller

This is an episode of the Uncensored Renegades podcast. To hear episodes of this new show, subscribe here:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cWhen you define any other business function, the answer is simple. What is finance? What is HR? What is IT?When you ask, what is marketing? The answer is broad. Is it sales? Is it storytelling? Is it brand?In this episode, Kory and Jon dig into some of the words used to define marketing and decrypt some of the findings.Timestamps00:00 - Intro00:15 - Why is marketing hard to define?04:35 - Why brand is so important08:36 - How your brand shows up when hiring people10:36 - The words that describe marketing14:47 - Do marketers neglect the role of strategy?17:25 - The most surprising words that define marketing18:39 - The power of storytelling

The last time I spoke to today's guest, James Watt, he fired me. It's the first thing we talk about in the episode, but I have nothing but respect for the man who built Brewdog into the Unicorn it is today. Through their impressive marketing stunts, focus on product quality and immense speed of execution, Brewdog successfully took on the beer behemoths and solidified its place in the industry. In this episode we talk about why James made a mistake hiring an executive team (including me), how they convinced a bank to give them a loan in the global financial crisis and how he almost lost £50m to a Russian bank account. Now, James has launched a new venture, Social Tip, a new way brands can connect with consumers.Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861Timestamps00:00 - Intro00:58 - Why did James fire Jon?01:56 - Being in the detail and close to the customer06:07 - Brewdog founding story: how they got funding08:54 - Why Brewdog is so passionate about making a great product13:07 - How Brewdog won their Tesco listing15:58 - How a Tesco listing transformed Brewdog17:37 - The secret to an overnight success20:22 - Why constraints led to great marketing for Brewdog22:09 - Examples of Brewdog’s incredible marketing stunts27:43 - Why James changed his name to Elvis29:28 - Collaborating with copycats: launching ALD IPA31:14 - When marketing stunts go wrong33:28 - How James almost lost £50 million37:48 - James Watt’s favourite business books41:17 - How James Watt felt when he left Brewdog43:01 - Leadership lessons from James Watt about scaling46:05 - Dealing with public scrutiny47:26 - Why James started his new business: Social Tip54:03 - How to pitch your business to James Watt

This is the first episode of the Uncensored Renegades podcast. To hear episodes of this new show, subscribe here:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cKnow your e.l.f.ing numbers - it's your responsibility as a leader. Jon and Kory share stories of when this has helped them in roles, and share advice on how CMOs can be successful in getting more budget, taking bigger risks and, ultimately, grow the brand (for 25 consecutive quarters in Kory’s case).Timestamps00:00 - Intro00:34 - You just do the cutting, sticking and colouring in01:42 - Why knowing your numbers is so important for CMOs05:25 - Making the case for long term marketing investment08:10 - Why CMOs need to earn the right to take risks12:05 - Managing internal politics in the c-suite15:16 - Kory’s formula to create successful work