In this conversation, Helen Dawson speaks with Chief Growth Officer William Lidston about his career journey and insights into marketing and growth strategies. They discuss the concept of 'super useful super brands' and how brands can create meaningful roles in consumers' lives. William shares his experiences working with McDonald's and emphasizes the importance of product quality, positioning, and technology in building successful brands. He introduces his philosophy of 'win by an inch,' focusing on incremental improvements in business practices. The conversation also touches on the need for collaboration between product, technology, and security teams to create cohesive customer experiences. Finally, William shares a valuable lesson learned in his career: that OK is not OK if you want to win in a competitive landscape.

00:00 Becoming a Chief Growth Officer

04:10 Understanding Super Useful Super Brands

10:45 The Magic of McDonalds

14:28 Win by An Inch

22:13 Delivering Technology with Complete Assurance

29:24 OK is not OK