Learn, explore and unleash your inner chef.

“Organisational processes should be designed to achieve business and brand growth, not hinder them,” says Andy Mack, Global Brand Director TENA, Essity. They need to adopt an entrepreneurial mindset to drive the business forward, allow system flexibility and failure, while always having the end consumer’s desires and needs in mind, advises Mack.

Mack is the chairman and a speaker at the marcus evans FMCG Marketing Summit 2017 in Montreux, Switzerland, 18 - 19 September.

What is “entrepreneurial thinking”? 

I define it as driving the business, brand and organisation forward in a more effective and dynamic way. It is also important to not have unnecessary constraints. Processes are needed in both, start-ups and in large organisations, but they should not get in the way of business growth. Because otherwise, you will lose against competitors if they are more entrepreneurial.

What structure is needed to enhance entrepreneurial thinking? How should organisations be positioned to enhance this mentality?

One often neglected area is the reward system. People should get rewarded on business and brand equity growth. Secondly, organisations should also reward flexibility and agility so that new trends and opportunities can be explored. Thirdly, organisations should “allow failure”. It is important to encourage people to try things and fail cheaply, and to learn from their mistakes. Because this mindset facilitates to win big with the ideas that are successful – even if only one out of ten ideas qualifies for that big success.

What obstacles do companies usually face when attempting such a mindset transformation?

Many of them are too reliant on their processes, and the bigger they get the more processes they have. Processes should be designed to achieve business and brand growth, not hinder them. Of course they are not created to harm the organisation, but it happens. Management must see and change them, remove processes that are not needed. However, they should never compromise on quality and safety.  

What makes the biggest impact on innovation, efficiency and competitiveness? What don’t marketers think of?

One is to always have the end user or buyer in mind, and address their needs fully. It sounds obvious, but it is often not addressed enough; and it is crucial. The question should be “What excites and delights people?” Secondly, do not be shy about applying what proved successful in another business areas or an unrelated industry. Some of the biggest innovations have been simple reapplications to address a key consumer need.

What marketing channels deliver real value today?

All of them. It depends on the consumer, the country, your goals and where you are with your brand. The traditional channels still work for many brands, but of course digital is growing. Marketers need to combine the two to deliver a great consumer experience.

And finally, what does it take to win over today’s empowered consumers? 

Understand what people’s desires and needs are this year and beyond, do not just look backwards. What do they need now? What will they need next year? People and needs change. If you understand what they need, you can win.

You must also always be authentic and true to your product and service. Do not overpromise, but deliver and ideally exceed their expectations.