The next wave of strategy - with Alexander Lacik

How to anchor a long-term growth strategy in consumer brand desire

As part of our ongoing series “The next wave of strategy”, ReD partner Filip Lau speaks to Pandora CEO Alexander Lacik on how rooting Pandora’s corporate strategy in a deep, sophisticated understanding of the consumer and their world, has brought the company back onto a growth trajectory. He also discusses how Pandora has organically evolved into a community-based brand and shares his advice for leaders looking to transform consumer insights into growth.

Watch the video below.

---

THE NEXT WAVE OF STRATEGY

At ReD, we have been developing a new perspective on strategy in collaboration with Roger Martin, one that extends beyond economic optimisation and user-centricity. Building on these two pillars, this new approach to strategy also incorporates understanding complex social dynamics in order to sharpen a company’s perspective on the culture or “world” they’re operating in, and in turn, unlock growth. In this video series, we hear from leaders on why this is the way forward.

---

---

“One of the disciplines I try to exercise is to stay close to the market and the consumer ultimately. So sitting in the office acting on superficial data sets, I don’t think is gonna make you successful.”

“So the fight is really about creating desire. That’s the number one growth pillar in our four pillar strategy. It’s about brand desire.”

“We have a lot of customers today that create content. Not controlled by us, not infused by us... And there is something about this connective tissue between people that happens without us even trying to tell you that’s the way to behave.”

---