The next wave of strategy - with Stephen Fairchild

Understanding community to win a cultural dividend

As part of our ongoing series “The next wave of strategy”, ReD partner Filip Lau speaks to Stephen Fairchild, Chief Product Officer at Pandora, on how a deep and nuanced understanding of culture and community has been a key part of the global jewellery brand’s growth story. He also discusses why a Chief Product Officer needs to stay close to culture, Pandora’s secret sauce for nurturing communities, and how culture will help determine the brand’s future direction.

Watch the video below.

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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 lenses, 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.

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 “Great brands – and why I think Pandora’s a great brand – it comes down to one simple thing, storytelling. They wanted to tell their story and we were willing to listen to their story.”

“If you’re not part of culture and don’t understand it, you will not get a dividend.”

‘“Roots and Feet’ was a gamechanger for Pandora. It is embedded in this organisation and with a lot of different leaders in this organisation. And that is a testament to the great work that ReD did for us.”

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