1 00:00:01,760 --> 00:00:07,840 Speaker 1: You're listening to Math and Magic production my heart radio 2 00:00:07,920 --> 00:00:12,240 Speaker 1: for me, my humanity came out more than ever through 3 00:00:12,280 --> 00:00:16,680 Speaker 1: the pandemic. And maybe it was the combination of COVID, 4 00:00:16,840 --> 00:00:21,360 Speaker 1: but also what was happening with George Floyd and kind 5 00:00:21,400 --> 00:00:25,400 Speaker 1: of the awakening that the world was having to racism. 6 00:00:25,440 --> 00:00:29,520 Speaker 1: I think I was more myself than I had ever 7 00:00:29,640 --> 00:00:34,440 Speaker 1: been and bringing my full self to work. I am 8 00:00:34,479 --> 00:00:37,159 Speaker 1: Bob Pittman, and welcome to Math and Magic. Stories from 9 00:00:37,159 --> 00:00:40,599 Speaker 1: the Frontiers and Marketing. We explored marketing and business from 10 00:00:40,600 --> 00:00:44,720 Speaker 1: the analytical side, math and the creative side magic. Today 11 00:00:44,720 --> 00:00:47,960 Speaker 1: we have someone who stepped into the CMO job just 12 00:00:48,159 --> 00:00:51,480 Speaker 1: as COVID was beginning to hit and had to reimagine 13 00:00:51,520 --> 00:00:55,160 Speaker 1: marketing in the pandemic, both the math and the magic. 14 00:00:55,480 --> 00:01:01,840 Speaker 1: She's the CMO of three m Raymie Kent. Raymie was 15 00:01:01,920 --> 00:01:04,760 Speaker 1: born in the seventies grew up in Atlanta, influenced by 16 00:01:04,920 --> 00:01:08,280 Speaker 1: right brain and left brain parents, giving her that special 17 00:01:08,280 --> 00:01:11,800 Speaker 1: blend of analytics and creativity that makes strong marketers. She 18 00:01:11,880 --> 00:01:14,720 Speaker 1: has an alum of p And, where she had her 19 00:01:14,800 --> 00:01:18,119 Speaker 1: first big successes. She has much to share about growing 20 00:01:18,200 --> 00:01:21,240 Speaker 1: up in environments where she was minority and also where 21 00:01:21,319 --> 00:01:23,800 Speaker 1: she was the majority, and what we can do in 22 00:01:23,840 --> 00:01:28,120 Speaker 1: American business to help achieve racial justice and address racial 23 00:01:28,160 --> 00:01:32,240 Speaker 1: opportunity gaps. She also can share her lessons about marketing 24 00:01:32,360 --> 00:01:35,880 Speaker 1: through the pandemic and the permanent changes to her craft 25 00:01:35,920 --> 00:01:38,720 Speaker 1: as a result. She was named one of forty under 26 00:01:38,760 --> 00:01:42,400 Speaker 1: forty marketers by ad Age, and Savoy magazine named her 27 00:01:42,440 --> 00:01:46,360 Speaker 1: one of the most influential women in Corporate America. Raymie, welcome. 28 00:01:46,800 --> 00:01:50,760 Speaker 1: Thank you so much for having me. Bob. I'm truly honored. Well, 29 00:01:50,800 --> 00:01:52,960 Speaker 1: we are delighted to have you, and we're gonna dig 30 00:01:52,960 --> 00:01:55,800 Speaker 1: into some meaty stuff. But before we do that, I'd 31 00:01:55,800 --> 00:01:59,560 Speaker 1: like to do you in sixties seconds. Are you ready? 32 00:02:00,280 --> 00:02:03,560 Speaker 1: Do you prefer early mornings or late nights, late night? 33 00:02:04,120 --> 00:02:10,840 Speaker 1: Introvert or extrovert, introvert, Scotch tape or Scotch liquor Scotch tape, 34 00:02:11,520 --> 00:02:17,240 Speaker 1: meeting or email meeting? Cats or dogs? Dogs? Salty or 35 00:02:17,280 --> 00:02:21,920 Speaker 1: sweet sweet. It's about to get harder. Smartest person you know, 36 00:02:22,760 --> 00:02:28,440 Speaker 1: Sundar Ram secret talent. I'm a pretty good writer. Favorite 37 00:02:28,440 --> 00:02:33,960 Speaker 1: city Atlanta, Georgia. Your first job I was a library 38 00:02:34,040 --> 00:02:39,560 Speaker 1: page favorite app um, probably the posted app favorite book. 39 00:02:40,120 --> 00:02:42,760 Speaker 1: I haven't been reading much lately, But I would have 40 00:02:42,880 --> 00:02:47,120 Speaker 1: to say the Bible, childhood hero, my mom, she could 41 00:02:47,120 --> 00:02:50,920 Speaker 1: do everything. Let's jump in. I read that when you 42 00:02:51,040 --> 00:02:55,880 Speaker 1: stepped into the three mcmo job, which was I think January, 43 00:02:56,040 --> 00:02:58,480 Speaker 1: you were all set to get out, hit the road, 44 00:02:58,960 --> 00:03:03,000 Speaker 1: go see the markets worldwide. When did you realize that 45 00:03:03,200 --> 00:03:05,520 Speaker 1: wasn't gonna happen and how bad did you think this 46 00:03:05,639 --> 00:03:09,799 Speaker 1: was going to be? Well, in January, I think it 47 00:03:09,880 --> 00:03:14,320 Speaker 1: was just kind of a caution that was thrown out 48 00:03:14,360 --> 00:03:17,960 Speaker 1: in terms of the pandemics. So I still had plans 49 00:03:18,000 --> 00:03:22,480 Speaker 1: to visit all of my global counterparts across the world. 50 00:03:22,639 --> 00:03:26,080 Speaker 1: And then I would say by February, I knew that 51 00:03:26,160 --> 00:03:29,360 Speaker 1: I was not going anywhere, and I knew that life 52 00:03:29,440 --> 00:03:32,680 Speaker 1: was dramatically about to change. So I would say by 53 00:03:32,720 --> 00:03:35,440 Speaker 1: the end of February, it was very clear that we 54 00:03:35,440 --> 00:03:38,040 Speaker 1: were in this for longer than a couple of weeks. 55 00:03:38,640 --> 00:03:41,440 Speaker 1: So talk to me a minute about how your job 56 00:03:41,640 --> 00:03:46,080 Speaker 1: changed as a result of the pandemic. What became your 57 00:03:46,160 --> 00:03:50,920 Speaker 1: key metrics? Well, Bob our key metrics actually did not 58 00:03:51,160 --> 00:03:56,840 Speaker 1: change vastly. We still focused on brand awareness, sales, growth, 59 00:03:57,400 --> 00:04:02,640 Speaker 1: conversion and traffic and engagement it and overall r O 60 00:04:02,840 --> 00:04:05,200 Speaker 1: I S to make sure that our dollars were being 61 00:04:05,240 --> 00:04:09,680 Speaker 1: spent effectively and we were driving the right outcomes. But 62 00:04:09,760 --> 00:04:12,960 Speaker 1: what I think we really did is focused even more 63 00:04:13,080 --> 00:04:18,279 Speaker 1: deeply on keen understanding of consumers and getting that voice 64 00:04:18,320 --> 00:04:23,640 Speaker 1: of consumer into our marketers hands. Really understanding the sentiment 65 00:04:24,120 --> 00:04:28,360 Speaker 1: and how needs were changing post COVID was really really important, 66 00:04:28,839 --> 00:04:33,599 Speaker 1: and it became our focus area. So that consumer understanding 67 00:04:33,800 --> 00:04:38,800 Speaker 1: just elevated itself during this time. Three M has in 68 00:04:39,000 --> 00:04:46,039 Speaker 1: ninety five respirators pandemic hits. Tell me that story. Yeah, 69 00:04:46,160 --> 00:04:50,560 Speaker 1: so I kind of breathe in as you asked the question, 70 00:04:50,760 --> 00:04:55,920 Speaker 1: because there's nothing more critical than working at a company 71 00:04:55,960 --> 00:05:02,640 Speaker 1: that is responsible for in I have mass and we 72 00:05:02,839 --> 00:05:06,680 Speaker 1: are the number one producer, and there's a pandemic, and 73 00:05:07,720 --> 00:05:11,920 Speaker 1: mask and PPE are the things that are keeping people safe. 74 00:05:12,200 --> 00:05:16,760 Speaker 1: It is a tremendous responsibility. I couldn't have been prouder 75 00:05:16,800 --> 00:05:23,400 Speaker 1: of the company, and especially Mike Roman's leadership in saying 76 00:05:24,200 --> 00:05:29,080 Speaker 1: we have a responsibility here. This is not about making money, 77 00:05:29,120 --> 00:05:34,840 Speaker 1: This is not about anything beyond keeping people safe. And 78 00:05:36,000 --> 00:05:41,120 Speaker 1: he took the creativity and the innovation and then know 79 00:05:41,360 --> 00:05:44,160 Speaker 1: how of three M R S and he focused it 80 00:05:44,279 --> 00:05:49,040 Speaker 1: towards production of those masks, and we delivered about two 81 00:05:49,080 --> 00:05:53,640 Speaker 1: billion mass in. Well, we all thank you because you 82 00:05:54,000 --> 00:05:57,800 Speaker 1: really did step up. So how did your role as 83 00:05:57,800 --> 00:06:02,960 Speaker 1: a leader changed during the pandemic. All of us were 84 00:06:03,080 --> 00:06:09,599 Speaker 1: handling work and home and everything was melding together and 85 00:06:09,960 --> 00:06:15,080 Speaker 1: people were scared. I think people were going through dramatic 86 00:06:15,200 --> 00:06:19,800 Speaker 1: changes depending upon what their home lives were a lot 87 00:06:19,839 --> 00:06:23,120 Speaker 1: of my people have young kids that they had to manage, 88 00:06:23,200 --> 00:06:27,440 Speaker 1: and so my leadership style, I would say, I consider 89 00:06:27,560 --> 00:06:32,359 Speaker 1: myself a human centered leader. I had to really really 90 00:06:32,600 --> 00:06:35,520 Speaker 1: make sure that I showed up that way, and that 91 00:06:35,680 --> 00:06:41,560 Speaker 1: was making myself more accessible. I tried to be as 92 00:06:41,720 --> 00:06:47,640 Speaker 1: clear as possible. I tried to remove busy work or 93 00:06:47,680 --> 00:06:51,719 Speaker 1: excess work that was not focused. I tried to just 94 00:06:51,839 --> 00:06:55,880 Speaker 1: have real conversations with people and check in and let 95 00:06:55,920 --> 00:06:59,159 Speaker 1: them know that it was okay not to be okay, 96 00:06:59,360 --> 00:07:03,320 Speaker 1: and be relatable. That was really important, and so I 97 00:07:03,360 --> 00:07:07,320 Speaker 1: think that's how my leadership shifted. I think people started 98 00:07:07,360 --> 00:07:09,720 Speaker 1: to know more about me, and I started to know 99 00:07:09,840 --> 00:07:13,400 Speaker 1: more about others. I think all of us suddenly found 100 00:07:13,400 --> 00:07:16,160 Speaker 1: ourselves as a work from home company, which most of 101 00:07:16,240 --> 00:07:19,480 Speaker 1: us never imagined we would do, and it certainly turned 102 00:07:19,480 --> 00:07:22,840 Speaker 1: our world upside down. What surprised you about it that 103 00:07:22,920 --> 00:07:27,560 Speaker 1: you would not have anticipated. What surprised me the most 104 00:07:27,840 --> 00:07:32,840 Speaker 1: was that for me, my humanity came out more than 105 00:07:33,000 --> 00:07:37,640 Speaker 1: ever through the pandemic. And maybe it was the combination 106 00:07:37,760 --> 00:07:41,480 Speaker 1: of COVID, but also what was happening with George Floyd 107 00:07:42,360 --> 00:07:45,480 Speaker 1: and kind of the awakening that the world was having 108 00:07:45,520 --> 00:07:50,800 Speaker 1: to racism. I think I was more myself than I 109 00:07:50,840 --> 00:07:53,920 Speaker 1: had ever been and bringing my full self to work. 110 00:07:54,560 --> 00:07:57,160 Speaker 1: Do you think as a leader, and you you have 111 00:07:57,440 --> 00:08:02,440 Speaker 1: had a great career that you before this pandemic that 112 00:08:02,480 --> 00:08:05,040 Speaker 1: you had to sort of suppress your humanity, put a 113 00:08:05,080 --> 00:08:07,600 Speaker 1: face on it, put a mask on, and that somehow 114 00:08:07,600 --> 00:08:14,000 Speaker 1: the pandemic changed that. I think what the pandemic did was, 115 00:08:14,600 --> 00:08:17,679 Speaker 1: of course, when there is something that is a threat 116 00:08:17,760 --> 00:08:20,640 Speaker 1: to you or your family or your well being, you 117 00:08:20,680 --> 00:08:26,280 Speaker 1: really think about what's important. And for me, love is important. 118 00:08:26,600 --> 00:08:30,320 Speaker 1: People are important, and so that's what brought that to 119 00:08:30,400 --> 00:08:34,600 Speaker 1: the forefront for me. And I just think that as 120 00:08:34,679 --> 00:08:38,480 Speaker 1: I've matured as a leader, I know that to be 121 00:08:39,160 --> 00:08:43,080 Speaker 1: most effective in the magic that I bring to my work, 122 00:08:44,000 --> 00:08:47,520 Speaker 1: the more I can be more human, be more myself, 123 00:08:48,000 --> 00:08:53,040 Speaker 1: accept the good and the flaws and fully embrace myself 124 00:08:53,080 --> 00:08:56,240 Speaker 1: and others. Just the better work I do and the 125 00:08:56,360 --> 00:09:00,320 Speaker 1: more high performance teams I build, It's more and more 126 00:09:00,320 --> 00:09:03,880 Speaker 1: people are vaccinated and the economy comes roaring back, And 127 00:09:03,960 --> 00:09:06,839 Speaker 1: it does look like it's roaring back. How is it 128 00:09:07,080 --> 00:09:10,920 Speaker 1: changing your priorities and how you work for me? One 129 00:09:10,960 --> 00:09:13,520 Speaker 1: of my number one priorities and what I lead in 130 00:09:13,600 --> 00:09:18,520 Speaker 1: my organization is the data and digital transformation and really 131 00:09:18,880 --> 00:09:22,800 Speaker 1: trying to accelerate e commerce. Um, It's always been there, 132 00:09:22,840 --> 00:09:26,360 Speaker 1: but I would say that it's super charged. And then 133 00:09:26,400 --> 00:09:31,360 Speaker 1: I would say the other is really making sure that 134 00:09:31,760 --> 00:09:35,560 Speaker 1: as we're building our brands, we are getting closer and 135 00:09:35,640 --> 00:09:39,400 Speaker 1: closer to the consumer. So how are we building those 136 00:09:39,480 --> 00:09:45,559 Speaker 1: one to one meaningful relationships with consumers and understanding what 137 00:09:45,679 --> 00:09:50,120 Speaker 1: information really is driving their decision making. So let's go 138 00:09:50,160 --> 00:09:53,120 Speaker 1: back in time. I want to get some context on you. 139 00:09:53,480 --> 00:09:56,040 Speaker 1: Let's go to the early years that shaped you. You 140 00:09:56,040 --> 00:09:58,880 Speaker 1: were born in the mid seventies, born in Atlanta. Can 141 00:09:58,920 --> 00:10:02,160 Speaker 1: you paint the picture of that time and place and 142 00:10:02,240 --> 00:10:05,600 Speaker 1: how it impacted you. I was an only child. My 143 00:10:05,800 --> 00:10:10,720 Speaker 1: father is from Sara Leone, West Africa, and my mother 144 00:10:11,040 --> 00:10:15,679 Speaker 1: is from Knoxville, Tennessee, and they met in college, and 145 00:10:16,040 --> 00:10:19,680 Speaker 1: we had a small family. And because my father was 146 00:10:19,760 --> 00:10:23,520 Speaker 1: from sarah Leone, West Africa, he grew up and came 147 00:10:23,600 --> 00:10:28,640 Speaker 1: from small beginnings but really had a yearning for more 148 00:10:28,760 --> 00:10:33,240 Speaker 1: opportunity and saw education as the way to get there. 149 00:10:33,840 --> 00:10:36,600 Speaker 1: And so what I would say in my younger years, 150 00:10:37,000 --> 00:10:42,760 Speaker 1: especially with my father's influence, education was really really important 151 00:10:42,760 --> 00:10:46,360 Speaker 1: to me. So I spent a lot of time studying 152 00:10:46,559 --> 00:10:52,079 Speaker 1: and reading. What'd you like to read? I almost I 153 00:10:52,120 --> 00:10:55,640 Speaker 1: feel like I read everything. I mentioned that I my 154 00:10:55,760 --> 00:10:59,560 Speaker 1: first job was a page in the library, and I 155 00:10:59,600 --> 00:11:05,439 Speaker 1: would pick up nonfiction, I'd pick up fiction. I loved mysteries. 156 00:11:06,240 --> 00:11:10,000 Speaker 1: I loved it all. I really love to learn, and 157 00:11:10,080 --> 00:11:13,960 Speaker 1: so that that means any book is kind of of 158 00:11:14,120 --> 00:11:17,440 Speaker 1: interest to me. You know, it's a shame that people 159 00:11:17,480 --> 00:11:19,720 Speaker 1: don't spend more time in the libraries. Now we have 160 00:11:19,840 --> 00:11:22,280 Speaker 1: this point of connection which I didn't know that I 161 00:11:22,320 --> 00:11:26,480 Speaker 1: actually worked in the library in my small town in Mississippi, 162 00:11:26,720 --> 00:11:30,040 Speaker 1: and I saw so many books and discovered so many 163 00:11:30,080 --> 00:11:32,920 Speaker 1: ideas just from going that looks sort of interesting and 164 00:11:32,960 --> 00:11:35,920 Speaker 1: opening and thumbing through even a few pages and taking 165 00:11:35,960 --> 00:11:38,120 Speaker 1: a few of them home. It's one of those jobs 166 00:11:38,120 --> 00:11:40,040 Speaker 1: you would never think that it would have a value 167 00:11:40,080 --> 00:11:43,000 Speaker 1: to you, but it's it's funny how it does. UM 168 00:11:43,280 --> 00:11:46,240 Speaker 1: talk about your early aspirations, you know you were in 169 00:11:46,240 --> 00:11:50,360 Speaker 1: this environment. Clearly education was important, your parents valued it. 170 00:11:50,400 --> 00:11:53,320 Speaker 1: They spent a lot of time focused on you. What 171 00:11:53,440 --> 00:11:56,480 Speaker 1: did you aspire to be and how were they helping 172 00:11:56,559 --> 00:12:01,480 Speaker 1: you achieve those aspirations. I when I was younger, I 173 00:12:01,640 --> 00:12:03,959 Speaker 1: really thought that I was going to be a lawyer. 174 00:12:04,520 --> 00:12:08,840 Speaker 1: I loved English, and I was told that I was 175 00:12:08,880 --> 00:12:14,439 Speaker 1: pretty persuasive, So that really is where I was tilting. 176 00:12:14,880 --> 00:12:19,520 Speaker 1: And my parents were just highly supportive. In fact, they 177 00:12:19,600 --> 00:12:23,120 Speaker 1: never told me what type of occupation I should have. 178 00:12:24,000 --> 00:12:28,120 Speaker 1: And as I got older, and then when I chose 179 00:12:28,200 --> 00:12:32,560 Speaker 1: to go to Florida A and M, I saw that, 180 00:12:32,720 --> 00:12:35,680 Speaker 1: you know, Florida A and M had a program which 181 00:12:35,800 --> 00:12:42,120 Speaker 1: was an MBA program, and I did the undergraduate piece 182 00:12:42,160 --> 00:12:45,640 Speaker 1: and I said, oh, you know, I'll focus because English 183 00:12:45,720 --> 00:12:50,160 Speaker 1: is too limiting. I'll get a business degree and then 184 00:12:50,240 --> 00:12:52,559 Speaker 1: maybe I'll get an m b A. And then maybe 185 00:12:52,559 --> 00:12:55,439 Speaker 1: I'll go to law school. And so what I learned 186 00:12:55,520 --> 00:12:59,679 Speaker 1: as I was getting interested in marketing curriculum, as I 187 00:12:59,720 --> 00:13:03,640 Speaker 1: was going through school, I felt like I was able 188 00:13:03,679 --> 00:13:07,480 Speaker 1: to bring the persuasive aspects that I loved about being 189 00:13:07,520 --> 00:13:12,320 Speaker 1: a lawyer, looking at multiple sides or views of things 190 00:13:12,400 --> 00:13:15,000 Speaker 1: and then coming to a clear point of view, and 191 00:13:15,040 --> 00:13:19,080 Speaker 1: then being able to persuade others to that. I really 192 00:13:19,160 --> 00:13:22,000 Speaker 1: just started to love marketing, and that's the path that 193 00:13:22,080 --> 00:13:25,120 Speaker 1: I chose. So let's jump on college for a minute. 194 00:13:25,160 --> 00:13:28,280 Speaker 1: I read that you had first decided you wanted to 195 00:13:28,320 --> 00:13:31,600 Speaker 1: go to an HBCU and then set out to figure 196 00:13:31,640 --> 00:13:35,119 Speaker 1: out which one. Talk to us a little bit about 197 00:13:35,120 --> 00:13:38,599 Speaker 1: your thoughts on the power and value of the HBCUs. 198 00:13:38,640 --> 00:13:41,440 Speaker 1: And oh, by the way, Florida A and m Useiversity's 199 00:13:41,480 --> 00:13:45,320 Speaker 1: marching band is unbelievable, world famous, and they were actually 200 00:13:45,320 --> 00:13:49,560 Speaker 1: featured in our I Heart HBCU homecoming celebration last year. 201 00:13:50,000 --> 00:13:55,480 Speaker 1: Oh that's awesome. They are fantastic. I really grew up 202 00:13:55,520 --> 00:13:59,599 Speaker 1: and I felt like I had a lot of experiences 203 00:13:59,679 --> 00:14:04,760 Speaker 1: where I was the minority. I mostly um went to 204 00:14:04,880 --> 00:14:10,679 Speaker 1: predominantly white schools, and I moved into a neighborhood that 205 00:14:10,760 --> 00:14:16,280 Speaker 1: was predominantly black right into high school, and I realized that, 206 00:14:16,960 --> 00:14:20,440 Speaker 1: you know, I felt like I could use more of 207 00:14:20,480 --> 00:14:25,000 Speaker 1: the black experience to be totally honest, and so I 208 00:14:25,040 --> 00:14:27,480 Speaker 1: think my parents thought I was going to go to 209 00:14:27,520 --> 00:14:33,120 Speaker 1: school at Duke or Emery, and I really decided for 210 00:14:33,200 --> 00:14:37,320 Speaker 1: myself that I wanted an HBCU. And the way I 211 00:14:37,440 --> 00:14:41,560 Speaker 1: chose Florida A and M University was that my counselor 212 00:14:41,680 --> 00:14:45,800 Speaker 1: at the time spoke very highly of the business school, 213 00:14:46,480 --> 00:14:50,560 Speaker 1: and I said, Okay, I'll go, and it was close 214 00:14:50,640 --> 00:14:54,560 Speaker 1: to home. It was four hours away, and it felt 215 00:14:54,640 --> 00:14:57,560 Speaker 1: like it was the right choice for me to really 216 00:14:57,600 --> 00:15:01,000 Speaker 1: immerse myself with people that looked like me on a 217 00:15:01,120 --> 00:15:04,760 Speaker 1: daily basis as I matriculated, and it's one of the 218 00:15:04,800 --> 00:15:10,000 Speaker 1: best choices I've ever made. So you leave college, you 219 00:15:10,120 --> 00:15:12,200 Speaker 1: have an undergrad degree, you have an m b A. 220 00:15:12,720 --> 00:15:15,120 Speaker 1: And you land at bell South and that was before 221 00:15:15,160 --> 00:15:18,239 Speaker 1: it was acquired by A T and T. What attracted 222 00:15:18,280 --> 00:15:23,760 Speaker 1: you to that business? You know? It was funny. I 223 00:15:23,760 --> 00:15:30,800 Speaker 1: I definitely always have loved technology, and so when the 224 00:15:30,920 --> 00:15:36,320 Speaker 1: opportunity came up for bell South number one from family, 225 00:15:36,440 --> 00:15:40,120 Speaker 1: I really wanted to get back to Atlanta. So that 226 00:15:40,200 --> 00:15:43,600 Speaker 1: recruitment was great because it allowed me to do so, 227 00:15:44,120 --> 00:15:47,120 Speaker 1: but then also to be in the technology sphere of 228 00:15:47,240 --> 00:15:51,560 Speaker 1: things UM at the time, Bell South was really getting 229 00:15:51,600 --> 00:15:57,360 Speaker 1: into its bundling of your home phone, your internet, your 230 00:15:57,400 --> 00:16:00,920 Speaker 1: cell phone. That was of interest to me, and so 231 00:16:01,120 --> 00:16:03,680 Speaker 1: I was only there for a short period of time 232 00:16:03,800 --> 00:16:07,800 Speaker 1: before I then went to PNG. But it was great 233 00:16:07,840 --> 00:16:10,800 Speaker 1: to be home and it was great to be UM 234 00:16:10,840 --> 00:16:14,000 Speaker 1: at a company that was kind of in Atlanta steadfast 235 00:16:14,080 --> 00:16:18,520 Speaker 1: if you will. Well. PNG is certainly the mecca for marketers, 236 00:16:18,520 --> 00:16:21,920 Speaker 1: and so many brilliant marketers and business people have done 237 00:16:21,960 --> 00:16:25,880 Speaker 1: their time at P and everybody wants to get their 238 00:16:26,200 --> 00:16:29,760 Speaker 1: huge demand for a limited number of jobs. How did 239 00:16:29,800 --> 00:16:33,480 Speaker 1: you get there and why did you get there? Yeah, 240 00:16:33,800 --> 00:16:37,720 Speaker 1: I was actually quite different in my route of PNG 241 00:16:38,080 --> 00:16:43,960 Speaker 1: at the time. Um. This was in two thousand. Really 242 00:16:44,400 --> 00:16:49,560 Speaker 1: PNG only recruited from schools, so it was either you know, 243 00:16:49,680 --> 00:16:52,880 Speaker 1: you had an m b A and they took you 244 00:16:52,960 --> 00:16:56,200 Speaker 1: straight from your m b A. And there were not 245 00:16:56,360 --> 00:17:02,000 Speaker 1: experienced workers at the time. And my ex husband was 246 00:17:02,160 --> 00:17:08,360 Speaker 1: actually still at FAM you interviewing with PNG, and he 247 00:17:08,600 --> 00:17:14,440 Speaker 1: proposed at the same time he was interviewing and really said, Hey, 248 00:17:14,600 --> 00:17:19,720 Speaker 1: my fiance needs to look at opportunities and she's a 249 00:17:19,760 --> 00:17:23,000 Speaker 1: great marketer, would love for her to talk to marketing. 250 00:17:23,680 --> 00:17:26,840 Speaker 1: And I got to take the PNG tests. So I 251 00:17:27,320 --> 00:17:31,000 Speaker 1: took that and I passed, and I interviewed. I remember 252 00:17:31,160 --> 00:17:36,440 Speaker 1: interviewing with marketing as well as purchasing, and my purchasing 253 00:17:36,480 --> 00:17:40,200 Speaker 1: interview was the first day went really well. They gave 254 00:17:40,240 --> 00:17:42,919 Speaker 1: me the offer at the end of the course of 255 00:17:42,960 --> 00:17:49,879 Speaker 1: maybe talking to four people. My marketing interview was pretty rigorous. UM, 256 00:17:49,920 --> 00:17:53,320 Speaker 1: I had some great people that I'm still in contact 257 00:17:53,680 --> 00:17:57,040 Speaker 1: with today that interviewed me. But at the end I 258 00:17:57,160 --> 00:18:00,680 Speaker 1: left and they didn't give me the offer. And everybody 259 00:18:00,720 --> 00:18:03,879 Speaker 1: knew that if you didn't get extended the offer, you 260 00:18:03,880 --> 00:18:08,040 Speaker 1: weren't getting a job. And so I was checking my 261 00:18:08,240 --> 00:18:12,560 Speaker 1: voicemail and the HR person was like, you weren't supposed 262 00:18:12,560 --> 00:18:14,800 Speaker 1: to leave the building. We would like to extend you 263 00:18:14,880 --> 00:18:18,880 Speaker 1: an offer. And that's how I went into marketing. So 264 00:18:19,280 --> 00:18:22,040 Speaker 1: it tells us for a second about why PNG is 265 00:18:22,040 --> 00:18:25,720 Speaker 1: such a great education for marketers. What I would say 266 00:18:25,760 --> 00:18:30,080 Speaker 1: that PNG does really well is we say it's a 267 00:18:30,160 --> 00:18:34,399 Speaker 1: great education for marketing, but what it is is really 268 00:18:35,000 --> 00:18:41,600 Speaker 1: a great education for business leadership and marketing mastery. And 269 00:18:41,720 --> 00:18:47,440 Speaker 1: so at PNG uniquely brand building. So owning the brand 270 00:18:47,760 --> 00:18:54,560 Speaker 1: and driving demand for that brand is in concert with 271 00:18:54,760 --> 00:18:58,920 Speaker 1: owning the p n L and the multi functional leadership 272 00:18:59,119 --> 00:19:02,960 Speaker 1: that ives that p n L and you orchestrate it 273 00:19:03,040 --> 00:19:07,320 Speaker 1: like a general manager. And what I think PNG does 274 00:19:07,520 --> 00:19:11,960 Speaker 1: really well is that it has a growth mindset in 275 00:19:12,080 --> 00:19:16,840 Speaker 1: its organization, where even if you do really well the 276 00:19:16,960 --> 00:19:20,760 Speaker 1: year before, it's always about how do you step change 277 00:19:20,800 --> 00:19:25,480 Speaker 1: your performance? And I think by really driving excellence year 278 00:19:25,600 --> 00:19:31,080 Speaker 1: on year, training their people in not only the creative 279 00:19:31,200 --> 00:19:35,600 Speaker 1: aspects of marketing, but the measurement and the analytical aspects 280 00:19:35,600 --> 00:19:39,280 Speaker 1: of marketing, it just makes you a really great business leader. 281 00:19:39,720 --> 00:19:43,959 Speaker 1: And I'm thankful for the opportunity more Mathew Magic right 282 00:19:43,960 --> 00:19:51,280 Speaker 1: after this quick break, welcome back to Math and Magic. 283 00:19:51,600 --> 00:19:54,080 Speaker 1: Now let's hear more from my conversation with Raymie Kent. 284 00:19:56,400 --> 00:19:59,679 Speaker 1: So by two thousand and five, you had you had 285 00:19:59,760 --> 00:20:02,760 Speaker 1: risen to become the brand manager of ol A Skincare 286 00:20:03,440 --> 00:20:06,359 Speaker 1: you lad that brand to remarkable growth with sales up 287 00:20:06,480 --> 00:20:10,360 Speaker 1: nine and profits up thirty? How did you do that? 288 00:20:11,160 --> 00:20:14,960 Speaker 1: One of the things that I love is to reimagine brands, 289 00:20:15,320 --> 00:20:18,760 Speaker 1: and Ola really had been known as kind of your 290 00:20:18,800 --> 00:20:23,639 Speaker 1: mother's brand. And Michael Krensky at the time was my 291 00:20:23,760 --> 00:20:28,120 Speaker 1: general manager, and he had this great vision for we 292 00:20:28,160 --> 00:20:31,679 Speaker 1: are going to reinvent this brand. And so what we 293 00:20:31,800 --> 00:20:34,919 Speaker 1: really started to look at is what were the superior 294 00:20:35,040 --> 00:20:40,240 Speaker 1: technologies that we had in anti aging and how do 295 00:20:40,320 --> 00:20:45,120 Speaker 1: we position those two be very different And so one 296 00:20:45,160 --> 00:20:48,239 Speaker 1: of the first launches that um I was on the 297 00:20:48,240 --> 00:20:52,280 Speaker 1: brand for was the launch of Total Effects, and that 298 00:20:52,760 --> 00:20:57,320 Speaker 1: skincare brand was compared to department store skin care products 299 00:20:57,960 --> 00:21:00,840 Speaker 1: and you know, at a fract and of the cost. 300 00:21:01,240 --> 00:21:04,520 Speaker 1: And then we followed with the launch of ol A Regeneras, 301 00:21:04,680 --> 00:21:09,880 Speaker 1: which I had the responsibility for. We reframed that brand 302 00:21:10,119 --> 00:21:15,280 Speaker 1: against cosmetic procedures and really we're able to show superior 303 00:21:15,359 --> 00:21:21,639 Speaker 1: skin results. And so by really understanding the consumer and 304 00:21:21,720 --> 00:21:28,040 Speaker 1: what was happening in the marketplace, the buying of prestige products, 305 00:21:28,040 --> 00:21:31,600 Speaker 1: and then we created mass stage with Total Effects and 306 00:21:31,640 --> 00:21:35,840 Speaker 1: then the move to well I don't want a cosmetic procedure, 307 00:21:35,920 --> 00:21:37,879 Speaker 1: but I would love to have the results of a 308 00:21:37,880 --> 00:21:42,720 Speaker 1: cosmetic procedure. By providing products that came close to those 309 00:21:42,760 --> 00:21:47,040 Speaker 1: gold standards really changed the trajectory of growth on l A. 310 00:21:48,040 --> 00:21:51,000 Speaker 1: Why does P and G do so much socially responsible 311 00:21:51,119 --> 00:21:55,040 Speaker 1: and focused community programs? Why is it good for them? 312 00:21:55,240 --> 00:21:59,359 Speaker 1: And why did they do it so well? Yeah, you know, 313 00:22:00,160 --> 00:22:03,679 Speaker 1: that's a good question for Mark Pritchard. I really feel 314 00:22:03,720 --> 00:22:08,480 Speaker 1: like he has led the way um in that and 315 00:22:08,480 --> 00:22:14,640 Speaker 1: and knowing him, I would say that PNG's brands are 316 00:22:15,080 --> 00:22:21,320 Speaker 1: when you think of them, they are brands for the people, Right, Tied, Pampers, Allay, 317 00:22:21,520 --> 00:22:26,400 Speaker 1: these are leaders in the categories. And so at the end, 318 00:22:26,680 --> 00:22:30,800 Speaker 1: if your goal is to really attract a consumer and 319 00:22:30,880 --> 00:22:35,199 Speaker 1: build loyalty and love they have, Yes, you want to 320 00:22:35,240 --> 00:22:39,119 Speaker 1: provide superior products, but you also want to do good 321 00:22:39,160 --> 00:22:42,040 Speaker 1: while you're doing it. And I think we all have 322 00:22:42,160 --> 00:22:45,960 Speaker 1: a responsibility with that, and I think what Mark Saul 323 00:22:46,320 --> 00:22:51,639 Speaker 1: was that, yes, our responsibility is to build brands and sales, 324 00:22:52,119 --> 00:22:56,679 Speaker 1: but we also can move and change what right looks 325 00:22:56,760 --> 00:23:01,159 Speaker 1: like for brands and for companies. And I think that 326 00:23:01,240 --> 00:23:04,400 Speaker 1: they've played a leadership role in that and I've been 327 00:23:04,400 --> 00:23:07,440 Speaker 1: proud to watch it, and I think what it does 328 00:23:07,720 --> 00:23:14,159 Speaker 1: is clearly tells consumers that not only is this a 329 00:23:14,240 --> 00:23:16,720 Speaker 1: brand that's going to meet the utility that I have, 330 00:23:17,400 --> 00:23:21,800 Speaker 1: but it's also a brand that understands me as a consumer. 331 00:23:22,440 --> 00:23:25,720 Speaker 1: And I think that's a winning formula. You know, you're 332 00:23:25,800 --> 00:23:28,800 Speaker 1: you're so right. And by the way, at our company, 333 00:23:28,960 --> 00:23:30,959 Speaker 1: we've done a lot with P and G and always 334 00:23:30,960 --> 00:23:35,760 Speaker 1: find them to be a remarkable partner and always willing 335 00:23:35,800 --> 00:23:38,879 Speaker 1: to go that extra step to do something important for 336 00:23:38,920 --> 00:23:41,919 Speaker 1: the community and as you say, defining what right is. 337 00:23:42,240 --> 00:23:44,440 Speaker 1: And by the way, we have Mark Pritchard has been 338 00:23:44,440 --> 00:23:47,479 Speaker 1: on Mathemagic, So anyone listening right now, you can go 339 00:23:47,520 --> 00:23:50,080 Speaker 1: back and look at the library there and find the 340 00:23:50,119 --> 00:23:53,080 Speaker 1: episode with Mark who who does get into these Uh, 341 00:23:53,160 --> 00:23:58,200 Speaker 1: these topics are very enlightened. Guy in you joined three 342 00:23:58,400 --> 00:24:03,080 Speaker 1: mst Global Brand and Strategy leader of the Consumer Business Group. Uh. 343 00:24:03,200 --> 00:24:06,480 Speaker 1: How how did you wind up at three M and 344 00:24:06,920 --> 00:24:11,240 Speaker 1: what excited you about three M. I actually came to 345 00:24:11,440 --> 00:24:15,600 Speaker 1: Minnesota with PNG. We had to make a choice for 346 00:24:15,640 --> 00:24:19,679 Speaker 1: our family to stay in Minnesota, and you know, I 347 00:24:19,760 --> 00:24:22,480 Speaker 1: had a short list of companies here that I would 348 00:24:22,520 --> 00:24:26,040 Speaker 1: be interested in, and of course three M has a 349 00:24:26,080 --> 00:24:32,520 Speaker 1: wonderful reputation of innovation and reliability, and at the time, 350 00:24:32,680 --> 00:24:37,960 Speaker 1: there was the opportunity to really come and lead the 351 00:24:38,000 --> 00:24:42,399 Speaker 1: frameworks for the iconic brands that we had, And what 352 00:24:42,560 --> 00:24:46,520 Speaker 1: I did was spend time really building the brand purpose 353 00:24:47,280 --> 00:24:50,439 Speaker 1: and a lot of the fundamentals for each of these 354 00:24:50,920 --> 00:24:56,360 Speaker 1: wonderful brands on their own. But really tightening their equities 355 00:24:56,440 --> 00:24:59,760 Speaker 1: and making sure that they had a real reason for being, 356 00:25:00,080 --> 00:25:02,920 Speaker 1: a purpose that would lead them to growth in the future. 357 00:25:03,600 --> 00:25:07,120 Speaker 1: And that job excited me, like I wanted to work 358 00:25:07,160 --> 00:25:12,000 Speaker 1: on the brands posted scotch Um, had a passion for 359 00:25:12,040 --> 00:25:14,439 Speaker 1: them and thought that they were in a place where 360 00:25:14,800 --> 00:25:18,800 Speaker 1: they could really be reimagined and continue to grow for 361 00:25:18,920 --> 00:25:24,200 Speaker 1: years to come. So I was honored to take the opportunity. Well, everybody, 362 00:25:24,240 --> 00:25:26,320 Speaker 1: of course wants to know about post it, because that's 363 00:25:26,359 --> 00:25:28,520 Speaker 1: got to be the hot brand and the one with 364 00:25:28,600 --> 00:25:32,080 Speaker 1: that incredible backstory. You were alluding to this how do 365 00:25:32,119 --> 00:25:34,920 Speaker 1: you keep it relevant? Uh? And can you talk a 366 00:25:34,920 --> 00:25:39,080 Speaker 1: little bit about how you made it digital? Yeah, So 367 00:25:39,600 --> 00:25:41,679 Speaker 1: I wish I could say that I came up with 368 00:25:41,720 --> 00:25:44,600 Speaker 1: that brilliant idea, but I didn't. The post it app 369 00:25:44,680 --> 00:25:49,560 Speaker 1: launched in two fourteen, but what happened was it launched 370 00:25:49,600 --> 00:25:52,919 Speaker 1: then we didn't let anyone know about it, so we 371 00:25:53,000 --> 00:25:56,159 Speaker 1: really did not bring marketing to bear to bring it 372 00:25:56,240 --> 00:26:00,720 Speaker 1: to life. And so in seventeen I re launched it 373 00:26:01,440 --> 00:26:07,320 Speaker 1: and really connected it to our physical products, so things like, 374 00:26:08,040 --> 00:26:12,199 Speaker 1: you know, making sure that people understood that there was 375 00:26:12,240 --> 00:26:14,840 Speaker 1: an app available when they bought the products, so on 376 00:26:14,920 --> 00:26:20,000 Speaker 1: the packaging, the posted apps present, really building out the 377 00:26:20,040 --> 00:26:24,600 Speaker 1: functionality of the app and making sure that not only 378 00:26:24,640 --> 00:26:28,960 Speaker 1: could you capture the physical note, but creating a digital 379 00:26:29,000 --> 00:26:33,000 Speaker 1: note and really being able to share that to anybody 380 00:26:33,040 --> 00:26:39,200 Speaker 1: that you wanted to organize it and then brainstorm over time, 381 00:26:39,880 --> 00:26:43,679 Speaker 1: um or over space, I should say, with whoever you 382 00:26:43,720 --> 00:26:48,480 Speaker 1: wanted to. And so it was simply reading through the 383 00:26:48,520 --> 00:26:53,120 Speaker 1: consumer inputs. When we talk to people. The number one 384 00:26:53,200 --> 00:26:58,000 Speaker 1: reason that LAPS users stopped using their post it note 385 00:26:58,160 --> 00:27:01,119 Speaker 1: was because that they were using a digital choice to 386 00:27:01,280 --> 00:27:05,119 Speaker 1: keep notes. But what they complained about was it didn't 387 00:27:05,160 --> 00:27:08,320 Speaker 1: have the tactile nature of the three by three the 388 00:27:08,440 --> 00:27:12,560 Speaker 1: physical They couldn't write things down, which often helped them 389 00:27:12,600 --> 00:27:16,480 Speaker 1: to remember. And what we saw was the opportunity was 390 00:27:16,520 --> 00:27:19,239 Speaker 1: to bridge the two. It's not either or. It's not 391 00:27:19,400 --> 00:27:24,520 Speaker 1: physical or digital, it's both. Let's move You talked about 392 00:27:24,640 --> 00:27:29,159 Speaker 1: George Floyd earlier, the other big major event of and 393 00:27:29,240 --> 00:27:32,280 Speaker 1: let's go back there for a minute. UM, I mean 394 00:27:32,520 --> 00:27:37,679 Speaker 1: an awful murder. It's captured on video. All of America 395 00:27:37,760 --> 00:27:41,480 Speaker 1: really came face to face with the issue of racial injustice. 396 00:27:41,920 --> 00:27:46,160 Speaker 1: You're a black woman in a major American Corporation. How 397 00:27:46,200 --> 00:27:48,560 Speaker 1: did you use your position at three M to make 398 00:27:48,600 --> 00:27:51,920 Speaker 1: a difference and how did it affect you? This has 399 00:27:51,960 --> 00:27:57,960 Speaker 1: been interesting and frankly continues to be an interesting daily challenge. 400 00:27:58,119 --> 00:28:02,160 Speaker 1: So your question of about how did I use my position? 401 00:28:02,400 --> 00:28:06,840 Speaker 1: Number one? I think I have a responsibility as a 402 00:28:06,880 --> 00:28:12,359 Speaker 1: black woman to be the voice for others that maybe 403 00:28:12,520 --> 00:28:16,400 Speaker 1: don't feel heard or don't have the ability to speak up, 404 00:28:17,080 --> 00:28:22,560 Speaker 1: especially in corporate America, as to how racial injustice shows 405 00:28:22,640 --> 00:28:26,359 Speaker 1: up for them every day in their workplace, and so 406 00:28:27,200 --> 00:28:34,520 Speaker 1: really using those moments to listen first hear kind of 407 00:28:34,560 --> 00:28:38,240 Speaker 1: what our workforce is saying, and making sure that we're 408 00:28:38,240 --> 00:28:43,520 Speaker 1: talking to those underrepresented people in the workforce, black and 409 00:28:43,640 --> 00:28:48,840 Speaker 1: Hispanic and really getting their true experience and being willing 410 00:28:48,960 --> 00:28:54,800 Speaker 1: to listen even when it I think when you talk 411 00:28:54,840 --> 00:29:00,200 Speaker 1: about racism, often the word just evokes rejection, right. I 412 00:29:00,240 --> 00:29:03,840 Speaker 1: think people want to say, well, I'm not racist, and 413 00:29:03,960 --> 00:29:08,800 Speaker 1: so that defense often gets in the way of hearing 414 00:29:09,000 --> 00:29:13,080 Speaker 1: real life experiences for people. So what I used my 415 00:29:13,280 --> 00:29:17,240 Speaker 1: role to do is is to definitely speak up myself 416 00:29:17,480 --> 00:29:23,320 Speaker 1: and then be a conduit for others then actively saying 417 00:29:23,640 --> 00:29:26,160 Speaker 1: what are we gonna do about it? So I sit 418 00:29:26,280 --> 00:29:32,720 Speaker 1: on my CEO Advisory Council UM and really really helping 419 00:29:32,840 --> 00:29:38,760 Speaker 1: to provide input as too. Corporate America has a responsibility 420 00:29:38,920 --> 00:29:43,920 Speaker 1: here and we need to get our house in order first, right, 421 00:29:44,080 --> 00:29:47,760 Speaker 1: and so what does that look like? Are we are 422 00:29:47,760 --> 00:29:52,560 Speaker 1: we clear on the data? Are we disaggregating the data? 423 00:29:52,640 --> 00:29:56,840 Speaker 1: Are we publishing the data and making ourselves accountable? And 424 00:29:56,880 --> 00:30:02,320 Speaker 1: so really being a partner in that and frankly being 425 00:30:02,360 --> 00:30:07,320 Speaker 1: a safe place for people to bounce things off of that. 426 00:30:07,560 --> 00:30:10,240 Speaker 1: You know, there's the fear of saying the wrong thing, 427 00:30:11,120 --> 00:30:13,840 Speaker 1: and I wanted to be a person who could have 428 00:30:14,040 --> 00:30:18,960 Speaker 1: that exchange and hopefully that person walk away better educated. 429 00:30:19,120 --> 00:30:24,240 Speaker 1: And so it's been tiring, but it has been These 430 00:30:24,280 --> 00:30:28,320 Speaker 1: conversations have to happen, and I think it's the only 431 00:30:28,360 --> 00:30:32,200 Speaker 1: thing that leads to change people listening to this episode. 432 00:30:32,720 --> 00:30:37,000 Speaker 1: How can people have an impact? What can they do 433 00:30:37,040 --> 00:30:40,320 Speaker 1: that maybe they're not doing now? Yeah, the first thing 434 00:30:40,480 --> 00:30:44,160 Speaker 1: that I would say is, um, you have to educate 435 00:30:44,240 --> 00:30:49,240 Speaker 1: yourself on systemic racism. And that can be daunting in 436 00:30:49,320 --> 00:30:54,480 Speaker 1: itself because it's hard to acknowledge. Wow, maybe I've been 437 00:30:54,520 --> 00:30:57,640 Speaker 1: a part of this. It hasn't been my intention, but 438 00:30:57,960 --> 00:31:01,480 Speaker 1: maybe I'm a part of this system, right, And so 439 00:31:01,600 --> 00:31:06,000 Speaker 1: there are many books out there, there are many talks um, 440 00:31:06,040 --> 00:31:10,160 Speaker 1: there are many ways to educate yourself without asking another 441 00:31:10,240 --> 00:31:13,160 Speaker 1: black person, right, And so I say job number one 442 00:31:13,320 --> 00:31:17,360 Speaker 1: is educate yourself on what exists in this country and 443 00:31:17,400 --> 00:31:21,040 Speaker 1: the way the country has been built. And it's everything 444 00:31:21,240 --> 00:31:27,040 Speaker 1: from the education systems to the home ownership, to police 445 00:31:27,240 --> 00:31:31,440 Speaker 1: to corporate America. It runs deep. And so then I 446 00:31:31,480 --> 00:31:37,400 Speaker 1: would say it is really about an act. A small 447 00:31:37,440 --> 00:31:40,680 Speaker 1: act can make a difference. So and when I say 448 00:31:40,800 --> 00:31:44,680 Speaker 1: small act, when you are at work and you hear 449 00:31:44,760 --> 00:31:50,160 Speaker 1: someone saying something inappropriate, correct them, have the courage to 450 00:31:50,280 --> 00:31:56,120 Speaker 1: correct them. And that's a small act. But if everybody 451 00:31:56,200 --> 00:32:00,560 Speaker 1: just takes on one small act or multiple small acts, 452 00:32:01,120 --> 00:32:05,680 Speaker 1: that's where change happens. And so you know, my small 453 00:32:05,720 --> 00:32:09,800 Speaker 1: act is I've brought women together, black and white women, 454 00:32:10,120 --> 00:32:13,200 Speaker 1: and I am taking the opportunity to have what we 455 00:32:13,280 --> 00:32:19,360 Speaker 1: call courageous conversations. And it's a intimate setting where we 456 00:32:19,440 --> 00:32:22,920 Speaker 1: are trying to allow people to say what gets in 457 00:32:23,000 --> 00:32:27,200 Speaker 1: the way of breaking down racism, what the beliefs are, 458 00:32:27,720 --> 00:32:32,320 Speaker 1: what the stereotypes might be, what the situations maybe and 459 00:32:32,600 --> 00:32:37,720 Speaker 1: by allowing those conversations. I am hoping that people learn 460 00:32:37,960 --> 00:32:40,760 Speaker 1: and then they go out and make a change, And 461 00:32:40,880 --> 00:32:44,200 Speaker 1: so that would be my advice. Well a song. We're 462 00:32:44,200 --> 00:32:46,840 Speaker 1: on the subject of advice. Let's let's keep going here. 463 00:32:47,240 --> 00:32:50,040 Speaker 1: Let's talk about some advice you have as a senior 464 00:32:50,200 --> 00:32:55,680 Speaker 1: corporate executive. How do you build corporate cultures to support 465 00:32:55,720 --> 00:32:59,880 Speaker 1: your brand and marketing goals? Bob, This is a good question, 466 00:33:00,000 --> 00:33:02,800 Speaker 1: and it's an important one, and I am in the 467 00:33:02,840 --> 00:33:07,000 Speaker 1: midst of it. I I think building culture is one 468 00:33:07,000 --> 00:33:09,560 Speaker 1: of the most important things we can do as a leader. 469 00:33:10,200 --> 00:33:14,080 Speaker 1: And I don't know that there is a recipe for it, 470 00:33:14,160 --> 00:33:17,440 Speaker 1: but I think it starts with being the culture that 471 00:33:17,520 --> 00:33:22,320 Speaker 1: you want to see and really making sure that that 472 00:33:22,440 --> 00:33:26,840 Speaker 1: culture is set. But then also, I hate to use 473 00:33:26,880 --> 00:33:30,720 Speaker 1: the word governance, but I'm going to use it rewarding 474 00:33:30,960 --> 00:33:36,360 Speaker 1: and recognizing those who exhibit the cultural attributes that you 475 00:33:36,400 --> 00:33:42,560 Speaker 1: are setting forward and really really bringing visibility to those 476 00:33:42,600 --> 00:33:47,800 Speaker 1: behaviors broadly. And so I would say that you know there, 477 00:33:48,520 --> 00:33:52,840 Speaker 1: culture is important. Um when we think about the talent 478 00:33:53,000 --> 00:33:55,440 Speaker 1: that we want to attract, when we think about the 479 00:33:55,480 --> 00:33:58,520 Speaker 1: teams that we want to build, when we think about 480 00:33:58,560 --> 00:34:02,400 Speaker 1: the brands the business that we want to build. I 481 00:34:02,440 --> 00:34:05,160 Speaker 1: think culture is one of the single most things that 482 00:34:05,280 --> 00:34:07,480 Speaker 1: we can do that's going to make a difference and 483 00:34:07,560 --> 00:34:10,799 Speaker 1: set us out to win. So in this when you're 484 00:34:10,840 --> 00:34:15,160 Speaker 1: building this culture, how do you keep everyone from playing 485 00:34:15,200 --> 00:34:17,520 Speaker 1: it safe? Especially in a company like yours where you've 486 00:34:17,520 --> 00:34:20,719 Speaker 1: got these big brands. I'm sure people are scared to 487 00:34:20,760 --> 00:34:23,800 Speaker 1: death to to to take risk on some of these 488 00:34:24,080 --> 00:34:26,120 Speaker 1: How do you make that okay so that you can 489 00:34:26,200 --> 00:34:31,440 Speaker 1: keep innovation going? Yeah, I wish I had a silver 490 00:34:31,560 --> 00:34:35,120 Speaker 1: bullet on that. I am trying to figure that out myself. 491 00:34:36,000 --> 00:34:39,040 Speaker 1: I think one of the things that I have seen 492 00:34:39,280 --> 00:34:45,600 Speaker 1: work effectively is really really putting test and learned dollars 493 00:34:45,680 --> 00:34:48,920 Speaker 1: and investment and allowing people to try some things at 494 00:34:48,920 --> 00:34:53,200 Speaker 1: a smaller scale to demonstrate results and then grow with 495 00:34:54,120 --> 00:34:56,719 Speaker 1: So I would say that that's the number one thing 496 00:34:56,840 --> 00:35:01,520 Speaker 1: that I've seen have people lean in, especially when they're 497 00:35:01,520 --> 00:35:06,960 Speaker 1: not having to bet everything on what they're doing. It's 498 00:35:07,000 --> 00:35:11,800 Speaker 1: a small, calculated risk, and I think people will step 499 00:35:11,840 --> 00:35:15,839 Speaker 1: into that. Good people will step into that. We end 500 00:35:15,880 --> 00:35:18,960 Speaker 1: each episode with a shout out to the great marketers 501 00:35:18,960 --> 00:35:22,640 Speaker 1: of the world. Business people too. We we you've seen 502 00:35:22,680 --> 00:35:26,799 Speaker 1: many you've studied even more, who is the best if 503 00:35:26,880 --> 00:35:29,319 Speaker 1: we think we're thinking math and magic now, so as 504 00:35:29,360 --> 00:35:32,040 Speaker 1: we think about it, who's the best marketer you can 505 00:35:32,080 --> 00:35:35,359 Speaker 1: think of looking at it from the analytical side, the math, 506 00:35:35,440 --> 00:35:38,280 Speaker 1: the mathematician, and who do you think is the best 507 00:35:38,320 --> 00:35:42,680 Speaker 1: from the creative side, the magician if you will mhmm, 508 00:35:44,040 --> 00:35:48,160 Speaker 1: you know, I will say that, Um, I won't name 509 00:35:48,200 --> 00:35:50,440 Speaker 1: a name because I think it's a lot of people, 510 00:35:50,600 --> 00:35:56,480 Speaker 1: but I will say from a mathematicians standpoint, I would 511 00:35:56,480 --> 00:36:00,640 Speaker 1: say that what Netflix is doing with data and under standing, 512 00:36:01,600 --> 00:36:07,880 Speaker 1: in their programming, in their customization, in how they delight 513 00:36:08,000 --> 00:36:12,000 Speaker 1: you with kind of what you need at the right moments, 514 00:36:12,120 --> 00:36:16,160 Speaker 1: I think it's pretty interesting and so I've been really 515 00:36:16,200 --> 00:36:19,480 Speaker 1: impressed there. Okay, so give it to us on the 516 00:36:19,480 --> 00:36:23,879 Speaker 1: creative side, on the magician's side. Yeah, I'm gonna say so. 517 00:36:24,120 --> 00:36:26,920 Speaker 1: I may tilt this a little bit, but I'm anna 518 00:36:26,920 --> 00:36:29,759 Speaker 1: same magician, and I don't know if I would call 519 00:36:29,840 --> 00:36:34,640 Speaker 1: it creative as much, but it definitely is magic by 520 00:36:34,719 --> 00:36:38,399 Speaker 1: what Amazon has been able to do, and not so 521 00:36:38,480 --> 00:36:44,279 Speaker 1: much that they are an incredible logistics company and they have. Honestly, 522 00:36:44,880 --> 00:36:47,760 Speaker 1: I feel like they're taking over the world for sure. 523 00:36:48,600 --> 00:36:51,840 Speaker 1: What I really love about what they've been able to 524 00:36:51,880 --> 00:36:57,759 Speaker 1: do is I think, as a consumer and customer of Amazon, 525 00:36:58,560 --> 00:37:03,160 Speaker 1: when you do not get a package on your doorstep, 526 00:37:03,760 --> 00:37:08,120 Speaker 1: there is a psychological trigger that's happening that almost feels 527 00:37:08,160 --> 00:37:12,560 Speaker 1: like something's wrong, that your behavior is not right. Once 528 00:37:12,600 --> 00:37:16,760 Speaker 1: you've gotten into that kind of fly will of getting 529 00:37:17,400 --> 00:37:21,520 Speaker 1: packaging whenever you need it with whatever items you need, 530 00:37:21,680 --> 00:37:24,920 Speaker 1: and when it doesn't happen that way, it feels off. 531 00:37:25,400 --> 00:37:30,520 Speaker 1: So they're becoming the norm, and I think it's magical. Raymie, 532 00:37:30,800 --> 00:37:34,239 Speaker 1: thanks for joining us and congrats on all your success. 533 00:37:35,080 --> 00:37:38,000 Speaker 1: Thank you so much for the opportunity. It's really been 534 00:37:38,080 --> 00:37:43,319 Speaker 1: fun to talk to you. Here are a few things 535 00:37:43,360 --> 00:37:46,560 Speaker 1: I picked up in my conversation with Raymie. One, when 536 00:37:46,600 --> 00:37:49,879 Speaker 1: responding to a crisis, leaders have to consider more than 537 00:37:49,880 --> 00:37:53,680 Speaker 1: the bottom line. During a pandemic, three M symmetrics for 538 00:37:53,760 --> 00:37:57,759 Speaker 1: success shifted from growth and innovation to consumer safety, and 539 00:37:57,840 --> 00:38:01,719 Speaker 1: consequently made the decision to reality a production resources to 540 00:38:01,800 --> 00:38:06,320 Speaker 1: deliver in ninety five mass to be a human centered leader. 541 00:38:06,719 --> 00:38:11,239 Speaker 1: When COVID nineteen hit, Raymie's leadership priorities changed. Not only 542 00:38:11,280 --> 00:38:13,880 Speaker 1: did she make sure she was accessible to her team 543 00:38:13,920 --> 00:38:17,120 Speaker 1: and created a more flexible work environment, but she also 544 00:38:17,200 --> 00:38:22,240 Speaker 1: communicated that it was okay to not be okay. Three. 545 00:38:22,680 --> 00:38:25,840 Speaker 1: The secret to big ideas is often to start small. 546 00:38:26,320 --> 00:38:29,400 Speaker 1: As Raymie says, one effective way of fostering innovation is 547 00:38:29,400 --> 00:38:33,240 Speaker 1: to let smaller groups within the company experiment. These tests 548 00:38:33,239 --> 00:38:36,759 Speaker 1: and learn opportunities create a sense of ownership among employees 549 00:38:37,040 --> 00:38:42,480 Speaker 1: and lead to accelerated progress. Four. Listen first and then 550 00:38:42,560 --> 00:38:45,880 Speaker 1: speak up on how injustice shows up at work. Raymy 551 00:38:45,960 --> 00:38:48,840 Speaker 1: shared that to understand the needs of underrepresented people in 552 00:38:48,840 --> 00:38:51,920 Speaker 1: the workforce, leaders have to be willing to put down 553 00:38:51,960 --> 00:38:57,240 Speaker 1: any feelings of defensiveness, listen well, and then take informed action. 554 00:39:03,560 --> 00:39:09,360 Speaker 1: I'm Bob Pittman. Thanks for listening. That's it for today's episode. 555 00:39:09,560 --> 00:39:11,920 Speaker 1: Thanks so much for listening to Math and Magic, a 556 00:39:11,960 --> 00:39:14,960 Speaker 1: production of I Heart Radio. The show is hosted by 557 00:39:15,000 --> 00:39:18,440 Speaker 1: Bob Pittman. Special thanks to Sue Schillinger for booking and 558 00:39:18,480 --> 00:39:21,720 Speaker 1: wrangling our wonderful talent, which is no small feed, Merissa 559 00:39:21,760 --> 00:39:25,640 Speaker 1: Brown for pulling research, our editor, Derek Clements, our producer, 560 00:39:25,640 --> 00:39:29,480 Speaker 1: Morgan Levoy, our executive producer, Nikki Etor, and of course 561 00:39:29,560 --> 00:39:33,960 Speaker 1: Gayle Rahul, Eric Angel, Noel Mango, and everyone who helped 562 00:39:33,960 --> 00:39:36,439 Speaker 1: bring this show to your ears until next time.