We are delighted to bring you a Member Interview with Emma Gordon, Owner/Director, Bydand Strategic Communications
What’s your golden rule?
Say what you mean. Do what you promise. Don't waste people's time.
Who has been your biggest influence?
I can't really pin it down to one person, I'm influenced by so much. Two examples though, Stephen King. If you haven't read 'On Writing', you really should. And Heather Murray from AI for Non-Techies, who's been genuinely inspirational for my AI journey.
What is your most hated business expression?
How much space do you have? Jargon in general makes my teeth itch – but if I had to pick one, it's 'utilise.' It's just 'use' with delusions of grandeur.
What’s the smartest business idea you’ve ever had?
Specialising in hands-on AI training for regulated industries and marketing agencies. I spend hours daily testing tools, finding use cases, working out what's safe and what genuinely takes boring, repetitive stuff off people's desks so they can focus on the high-value strategic work that needs that all-important human judgement.
Which leader do you admire most and why?
Again, hard to pin down to one. A recent example though is Jennifer Young, my former line manager and previous managing partner at Ledingham Chalmers. She managed to combine strategic vision, emotional intelligence, proper leadership skills, and (most importantly) enough humour to keep people grounded.
Those are key elements for any leader.
What is on your mind the most right now as a marketing leader?
How we adopt AI in ways that make marketing more effective, not just more efficient. Because AI makes volume easy, but trust, judgement, and credibility are still earned the hard way.
Why is being part of The Marketing Society important for your career?
To learn from people doing serious marketing work, and to share what I'm learning about practical AI adoption, particularly in regulated industries. It's a conversation the profession needs – and I want to be part of shaping it with people who are committed to getting it right.
Why does marketing matter to you?
Because clarity matters. Marketing is how organisations make complex work understandable – and when it's done well, it helps the right people find each other.
Tell us something that’s not on your CV
I'm a fan of the random.
For example, as a journalist, I interviewed the late Robin Cook MP in a bookies on Union Street in Aberdeen. Can't remember why.
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