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Outside In with Charles Trevail

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Lego & Gatorade: Innovation as “Dating” Your Customers, Not Fighting Competitors

David Robertson, MIT Sloan Senior Lecturer, speaker, and author explains why any innovation success – whether it’s a sports drink or a plastic brick toy – is cyclical and requires looking both inward, at the brand’s essence, and outward, at customers. Listen to this episode to learn: • How Lego, Gatorade, and GoPro have overcome adversity by innovating around their core brand offerings • The key question every brand must ask themselves before innovation • Why brands must look at innovation...

Duration: 00:23:57

Hyatt Hotels: Knowing What to Innovate Next

Hyatt Hotels Corporation is one of the world’s leading hospitality brands. Jennifer Kirby, Managing Director of Innovation at Hyatt, talks about how her team finds, tests, and prioritizes which new ideas to pursue in order to create and deliver the very best guest experiences. Listen to this episode to learn: · How to balance customers’ desires against financial feasibility and scalability · Why adopting technology for technology’s sake is never a good idea · How to promote innovation...

Duration: 00:15:31

JetBlue: Inspiring Humanity in Travel

JetBlue is one of those rare companies that customers simply love. Jamie Perry, Vice President of Marketing at JetBlue, talks about how the company does it through a mission of “Inspiring Humanity” – creating a better flying experience that’s accessible to all. Listen to this episode to learn: • How a framework of values can empower employees to do right by customers • How JetBlue developed its first premium service while staying true to its ethos • Why breaking from constraints of the...

Duration: 00:24:05

MSNBC’s Ali Velshi: Journalism and the Business of Making People Smarter

Ali Velshi, MSNBC Anchor and Business Correspondent for NBC News and MSNBC, joins the podcast to talk about the big issues of our time: fake news, the global decline in trust, corporate responsibility, wealth inequality, and Donald Trump. It’s all on the table. Listen to this episode to learn: • Why we all have to “triangulate” our news from a variety of sources • What’s contributing to society’s rapid decline in trust, and what we can do about it • The consequences of wealth inequality...

Duration: 00:23:28

What if Lincoln had Email? What History Teaches Us About Leadership

Great leaders are made, not born. Harvard Business School professor and historian Nancy Koehn shares lessons in leadership from her new book, Forged in Crisis: The Power of Courageous Leadership in Turbulent Times. Listen to this episode to learn: • How leaders like Abraham Lincoln, Howard Schultz, and Ernest Shackleton have overcome great adversity to succeed • The characteristics and behaviors that all successful leaders share • Guidance for all who aspire to be great leaders

Duration: 00:24:18

Boston Celtics: The Global Business of Sports, Fans, and Legacy

The Boston Celtics are one of the world’s most popular and valuable pro sports teams. Celtics President Rich Gotham shares how he engages with passionate fans, turning them into profitable customers. Listen to this episode to learn: ● How Gotham helped turn the Celtics from “an under-managed asset” to a high-functioning business operation ● Why the value of pro sports is increasingly about “creating experiences and access through content” ● How the NBA and the sport of basketball is...

Duration: 00:21:06

Citizens Bank CMO: Winning the Hearts and Minds of Employees in “the Middle”

Citizens Bank CMO and Head of Consumer Strategy Beth Johnson doesn’t rely on a score to get closer to customers. She uses data, insight, and company culture to think differently and grow the business. Listen to this episode to learn: -Why Net Promoter Score is one tool in a system to drive customer loyalty -Practical ways to encourage mid-level colleagues to feel invested in customer success -Why companies need to think differently about customers and challenge assumptions

Duration: 00:18:01

Big Data: “A Fishing Expedition on Steroids”

Michael Solomon, Professor of Marketing at Saint Joseph University, is with us to explain why marketing isn’t about finding data patterns and segmentation. It’s about emotions, feelings, and connecting with the human mind. Listen to this episode to learn: • Why big data can sometimes mislead • The value of marketers giving up control of their brand • Why the line between consumer and producer is blurry • How consumers’ desires for perfection can work in a brand’s favor

Duration: 00:21:12

Jaguar Land Rover: Understanding Every Customer’s Perspective (Even the Dog’s)

Jaguar Land Rover, the UK’s biggest car maker, is a global icon in luxury, performance, and style. Joanne Pearson, the company’s director of global customer insights, is with us to talk about how Jaguar Land Rover runs a fine-tuned, “customer-first” machine. Listen to this episode to learn: • Why “customer-first” is an advantage in the competitive global luxury automotive space • How to build internal collaborative teams around empathy for the customer • Practical techniques to employ for...

Duration: 00:21:16

Deconstructing Innovation Challenges (and how to Overcome Them)

Innovation is hard. At big companies, that’s an understatement. Scott Kirsner, journalist, author, and editor & co-founder of Innovation Leader, helps us understand why, and what big companies can do about it. Listen to this episode to learn: ● The cultural barriers that inhibit innovation at large organizations ● Real-world strategies for bringing out the best ideas from employees and customers ● Where innovation at large organizations is headed

Duration: 00:22:25

Global Hotel Alliance CEO on Building Loyalty Through Experience (Not Points)

With 10 million loyalty members spanning 76 countries around the world, Global Hotel Alliance (GHA) is a force in the hospitality industry. CEO Christopher Hartley discusses GHA’s collaborative approach to building loyalty and a different kind of guest experience. Listen to this episode to learn: ● Why it’s important to innovate with consumers and stop chasing the competition ● How to create a loyalty program that isn’t just about the points ● What it means to provide local experiences on...

Duration: 00:21:26

PepsiCo is on a Nutrition Mission

PepsiCo’s President of Global Nutrition and acting North American CMO, Lisa Mann, is on a mission: promote health, wellness, and innovation at one of the world’s largest food and beverage companies. Is that even possible for a company known for soda and salty snacks? Listen to this episode to learn: • Why simplicity is such an innovative concept in the food and beverage industry • The effectiveness of transparency and authenticity in marketing • Advice on transforming the perception of a...

Duration: 00:14:48

Jet.com Isn’t a Unicorn, It’s a Hippo

Jet.com has built its e-commerce business on transparency, fairness, and trust. Jet President Liza Landsman joins the podcast to share how Jet, now part of Walmart, is making online shopping more efficient and a lot more fun. Listen to this episode to learn: • How Jet.com creates “last mile” supply chain efficiencies by putting shoppers in control • Why pivoting is less risky when customers drive the decision • Ways Jet ensures senior leaders and employees stay connected to shoppers

Duration: 00:20:42

How Can Marketers Close the Empathy Gap?

Professor Patrick Barwise of London Business School is an expert on brand marketing, an accomplished speaker, and award-winning author. He joins the podcast to share advice and perspectives on the state of marketing today. Listen to this episode to learn: • How having a deep understanding of customers increases marketing’s efficacy • Why marketers need to shift their mindset away from brand differentiation • Why marketing leaders are in a unique position to close the customer empathy gap

Duration: 00:14:55

Oracle’s Chief Customer Officer on Being a Trusted Advisor

At Oracle, customer success is company success. We’re with Jeb Dasteel, Chief Customer Officer at Oracle, to learn how one of the world’s largest software and technology companies keeps this promise. Listen to this episode to learn: ● Practical advice for anyone in the role of Chief Customer Officer ● How to listen, engage, and ensure that customers know the value of your product or service ● Why it’s important to target, track, and measure throughout the customer partnership

Duration: 00:22:37

Is Innovation a Dirty Word at GE?

From aviation to healthcare to renewable energy, General Electric is world renowned as an innovation powerhouse. But, is “innovation” a dirty word at GE? We’re with Ann Marie Dumais, Open Innovation Leader at GE’s GENIUSLINK™, to learn more. Listen to this episode to learn: ● Why innovation demands democratization ● Why GE’s entrepreneurial culture is not afraid to question assumptions, celebrate risk, and learn from failure ● How to increase agility and create buy-in using innovative...

Duration: 00:20:27

HPE on Transforming the Research Function Into a Consulting Agency

Paul Logue, Vice President of Growth Analytics, Market Insights and Customer Experience leads a team at Hewlett Packard Enterprise (HPE) tasked with unearthing hidden customer insights. Just don’t call them the research department. Listen to this episode to learn: • How to take an integrated approach to delivering actionable customer intelligence across the business • Why conditioning the organization to partner with you as an “agency” is worthwhile • Why sometimes saying “no” delivers the...

Duration: 00:20:05

Charles Schwab CMO on Leading the Industry with a Challenger Mentality

Charles Schwab is the largest brokerage firm in the U.S. It leads the industry by running its business “Through Clients’ Eyes.” Schwab CMO Jonathan Craig joins the podcast to explain. Listen to this episode to learn: • How Schwab maintains a challenger mentality • The CMO’s management philosophy • Why trust is critical for future growth

Duration: 00:19:48

Citi Lives Banking So Customers Don’t Have To

Alice Milligan, Chief Customer & Digital Experience Officer for Citi’s Global Cards business, explains how Citi is making banking more seamless and simple by putting customers at the center of everything. Listen to this episode to learn: ● How Citi is testing assumptions with customers to design next-gen digital banking experiences, fast ● Why broad ownership and accountability gets employees more invested in a customer-centric company vision ● Why it’s so important to align with...

Duration: 00:20:58

Ep. 13: Keds CMO on Being a ‘Student of Her’ for 100 Years

Since 1916, Keds has a built its iconic footwear brand on understanding what women want. Keds CMO Emily Culp visits the podcast to talk fashion, female empowerment, and understanding “her.” Listen to this episode to learn: ● How a centenarian brand stays relevant and desirable in 2017 ● The nuances of understanding and connecting with modern female consumers ● How to maintain a culture of fast learning and constant testing

Duration: 00:15:06

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