Charlie Wrench

17/20

Organisations can become internally focused and miss out on changes in the environment and in the needs of their customers. The larger and more well established the company, the more likely.

I learnt an important lesson on staying close to both the aspirations and the anxieties of your largest customers from Charlie Wrench who was CEO of Landor for many years.

We've stayed in touch over the years. On one such of our catch-ups, Charlie was reminding me about how the needs of our biggest customer had been the catalyst of our company's evolution over the years. And how clients are now looking for agile and entrepreneurial partners who truly understand their business and provide strategically sound brand and design solutions at previously unheard of turnaround times. Clients care about innovating and getting things out rather than getting it absolutely right. Momentum beats perfection. It’s about calculated risks. Charlie encouraged me to have more conversations with our clients to validate these points, stay close to their needs and rapidly adapt. Simple in theory. Not so simple to execute. Change is tough!

Are you staying close to your top customers? What are your thoughts on organisational transformation?

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