Talking to Brian McBride

Ahead of his appearance at our Annual Conference on November 26, he spoke to Elen Lewis about the loneliness of leadership and Coronation Street.

What do all marketers needs to know about technology today?
They need to understand trends from PC to tablet and smartphone. They need to understand the devices and more importantly, usage and social media implications. WhatsApp, Pinterest and Instagram are more important than Facebook likes.

What does bold marketing leadership look like?
Don’t need bold. Digital is about being data driven, about experimenting, about A-B testing. This stuff is logical, doesn’t need bold.

What advice would you give to brands looking to harness the power of technology?
Know your customer. Start with the customer and work backwards, as my old boss Jeff Bezos always said. Think of how they want to connect with you, not vice versa.

What is the most valuable lesson you've learnt about leadership?
It’s lonely and while you need to consult and listen, ultimately, you need to make the call. But you also need to build a great team around you. Very few leaders are sustainable as a one-person band.

What advice would you offer to businesses looking to reset the agenda for the future?
Get on with it. Try stuff. Annoy your competitors. Overinvest in social/digital.

What lessons has working as a non-executive director across a number of different businesses from ASOS to the BBC and Scottish Equity Partners taught you that you wish you'd known earlier in your career?
None really. I love the diversity and variety I have but I could only do it and contribute because of the great foundations I learned at IBM, Dell, T-Mobile and Amazon. So make sure you realise every job, every role is a great learning experience that will define what you will be when get to my ripe old age!

What has been the tensest moment of your career?
As MD of Crosfield Electronics we almost went bust. I had to develop a plan to cut divisions, close country operations, lay off 50% of employees. Horrible, painful, saddening but it saved the company.

What would you say to your 17-year-old self?
Trust your gut. First impressions are usually right. Do judge a book by the cover!

What’s your guilty pleasure?
Don’t think I have one!

What are you reading?
Jeffrey Archer's Clifton Chronicles, a brilliant set of thrillers from the master storyteller.

Tell us a secret
I am a Coronation Street nut. I have not missed an episode since I started watching in about 1965.

Brian is speaking at our Annual Conference 2014 this 26 November, themed around Resetting the Agenda. To find out more visit our Events Gallery.