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Outside In with Charles Trevail

C Space

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Outside In with Charles Trevail

Outside In with Charles Trevail

C Space

22
Followers
60
Plays
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About Us

Outside In explores how the world is changing and how business is changing with it. Host Charles Trevail interviews executives, journalists, authors, and thinkers, exploring the customer-centric strategies and philosophies that are working successfully inside companies, and the consumer trends, industry disruptions, and cultural forces that are influencing business from the outside.

Latest Episodes

Chris Capossela, CMO, Microsoft: The Cultural Reinvention of a Tech Giant

**Our 100th Episode** Early in his career, Chris Capossela got an inside look into Microsoft that few, if any, 20-somethings get. As a speechwriter for Bill Gates, Chris traveled the world and learned about the company and its leadership through the perspective of the CEO. Today, he’s Microsoft’s CMO, working under the leadership of Satya Nadella. After a 30-year tenure at Microsoft, Chris believes the last six years have been an “awesome transformation” for the company, as it’s shifted from a know-it-all culture to a learn-it-all culture. He joins the podcast to talk about how Microsoft discovered its new purpose and how the company is helping enterprise and small business customers recover from the pandemic crisis, and, for some, enter a new phase of reimagining their business for a post-Covid world. Listen to this podcast episode to learn: • How, at Microsoft, it’s all about culture and mission -- and the brand is embedded in that mission • Why there is no simple path to ...

24 min1 w ago
Comments
Chris Capossela, CMO, Microsoft: The Cultural Reinvention of a Tech Giant

Tiffani Bova, Salesforce: Recovering from a Growth Stall

During the years Tiffani Bova was advising startups and Fortune 500 companies, she kept coming up against the same questions: how do we accelerate growth? And, more importantly, how do we recover from slow, flat, or even negative growth? The answers to these questions were complex, and they inspired Bova to write the best-selling book, Growth IQ, which details the ten paths to growth that any company can take. Today, Bova is the global customer growth and innovation evangelist at Salesforce and host of the business podcast, What’s Next! She joins us to talk about how companies can put the systems, people, and processes in place to spot the signs of what she calls a “growth stall” early -- and the many ways companies across industries can take a customer-led, rather than a product-led, path to growth. Listen to this podcast to learn: • Why focusing squarely on the competition can be paralyzing for companies - and what they should be focusing on instead • How McDonald’s recovere...

21 min2 w ago
Comments
Tiffani Bova, Salesforce: Recovering from a Growth Stall

Kirti Singh, Chief Analytics and Insights Officer, P&G: Connecting with Consumers During a Pandemic

Ninety-five years ago, an economist named Paul "Doc" Smelser was working for Procter & Gamble when he set out to answer a simple question: What percentage of Ivory soap were people using to wash their face and hands vs. for washing dishes? The journey to answering that question was the catalyst for what is today known as consumer insights and market research. Today, 5 billion consumers around the world use P&G products everyday. Trusted brands like Gillette razors. Crest toothpaste. Tide detergent. And, of course, Ivory soap. Now, as COVID-19 has forced the world to stay home, these household staple brands have become an even more trusted and central part of our lives. Kirti Singh is the Chief Analytics & Insights Officer at P&G where he leads a consumer insights department, which has been named as one of the world’s most innovative client-side research teams. Kirti joins us to talk about the philosophy and purpose behind P&G’s insights team, and how advancements in technology and...

25 min3 w ago
Comments
Kirti Singh, Chief Analytics and Insights Officer, P&G: Connecting with Consumers During a Pandemic

David Lee, Impossible Foods: The Mission to Replace Meat by 2035

It seems impossible: replace the animal-based meat industry with plant-based alternatives by 2035. But that’s what Impossible Foods believes it will do. Why such an audacious mission? Because the animal agriculture industry is depleting the world's natural resources and releasing harmful greenhouse gases into our environment. The key to the fulfilling Impossible’s mission isn’t targeting vegetarians or vegans, but hardcore meat-eaters. Give them everything they crave about meat...just make it plant-based. Impossible Foods CFO David Lee joins the podcast to talk about how the company is taking a product- and market-based approach to solving the climate crisis; and the company's rapid growth in the U.S. and globally, partnering with chains like Burger King and Starbucks, and expanding into grocery retailers like Trader Joe’s and Walmart. Listen to this podcast to learn: • Why the plant-based food industry is poised for multi-billion dollar growth over the next decade • How the a...

18 minAUG 6
Comments
David Lee, Impossible Foods: The Mission to Replace Meat by 2035

Pamela Newkirk: Confronting the Reality of Racism in Corporate America

America was founded on principles of justice and equality. Yet, it has never lived up to these ideals in regards to how citizens of color are treated. The same can be said for many U.S. businesses, which, despite investing billions in ‘diversity and inclusion’ training programs, have also failed to truly diversify their workforces and leadership teams. Pamela Newkirk is an award-winning journalist, an NYU professor of journalism, and author of the critically-acclaimed book Diversity, Inc., which examines the efforts over the last 50 years to diversify the American workforce. She joins the podcast to talk about corporate America’s diversity problem, and why she believes we’re living in a “moment of reckoning” where we might be finally ready to confront the reality of racism and start fostering genuinely diverse workplaces. Listen to this podcast to learn: • A brief history of systemic racism in America, and why the nation is becoming “post-White,” which makes race more of an issue than ever • Why the everyday decisions made in our racially homogeneous worlds perpetuate the system of racism and injustice and denies opportunity to non-white people • Reasons why the most progressive industries like entertainment, academia, and fashion are the least diverse • How, after a 2000 landmark class-action discrimination lawsuit against Coca Cola, the company embarked on one of the most successful diversity transformations ever seen in corporate America • The delusion of the colorblind or post-race mindset that many progressives fell into after the election of Barack Obama • The reasons why diversity programs and mandatory anti-bias training in companies often do more harm than good • Why progress comes not from having more strategies for change, but rather the will to change

29 minJUL 15
Comments
Pamela Newkirk: Confronting the Reality of Racism in Corporate America

Scott Uzzell, CEO, Converse: Leading and Listening During a Pivotal Moment

The importance of this moment isn’t lost on Scott Uzzell, the CEO of Converse. “How do I bring the unique experiences of being a Black man in America to help people around me, other executives, society, the consumers that care about and love our brand...to make us better?” Uzzell also recognizes that, as the CEO of a global brand, he has a responsibility to listen and learn from others from diverse backgrounds with different perspectives -- and then, take bold action to create a more diverse and inclusive culture inside Converse and fight injustice and inequality outside of it. Uzzell joins the podcast to talk about what this moment means for him, what he’s learned while leading his company through unprecedented change, and why he thinks we’re about to see way more progress than we've seen before. Listen to this podcast to learn: • Why the urgency of this moment demands that all CEOs “get off the couch” and do something • What Uzzell learned about being “color brave” from Mellody Hobson, Vice Chair of the Board of Starbucks • Why companies must confront and address tough political and racial issues • How influencers help shape the Converse brand in local markets and inspire product innovation • Why the original basketball sneaker is returning to the NBA -- and aligning with creatively-driven athletes like Draymond Green and Kelly Oubre Jr. • The effects Covid-19 has had on the business and why Uzzell is optimistic about the future

22 minJUL 6
Comments
Scott Uzzell, CEO, Converse: Leading and Listening During a Pivotal Moment

Ravi Dhar, Yale School of Management: A Shift Towards Forward-Looking Insights

For decades, market research was considered an “auditing function” -- a department inside the business that looks backwards at an ad campaign or a product, and identifies all the reasons why it performed either well or poorly. But as organic growth became more important to a company’s success, market research transformed into a forward-looking insights function. “You can't have organic growth unless you understand your customers,” says Ravi Dhar, professor at Yale School of Management and Director of Yale’s Center for Customer Insights. He joins the podcast to talk about the evolution and role of insights and how to fix the tension that exists between insights departments and the C-suite. Listen to this podcast to learn: • The four stages of insights, based on Ravi’s research with Boston Consulting Group • Why insights leaders should be in the room when strategic decisions are being made • Changes in consumer behavior during the pandemic, and which new behaviors might persist • The effects that two concepts -- “out of sight, out of mind” and “absence makes the heart grow fonder” -- could have on consumer demand after the pandemic subsides • The inherent risk in looking to “consumers as scientists” • Why insights require a collaboration of analytics, anthropology, and psychology • The skills you need to become a successful insights professional now and in the future For more information: https://som.yale.edu/faculty/ravi-dhar

25 minJUN 11
Comments
Ravi Dhar, Yale School of Management: A Shift Towards Forward-Looking Insights

Nicholas Thompson, Editor-in-Chief, WIRED: The Big Questions Ahead of Us

Nicholas Thompson once wrote that WIRED’s purview is the future and that “the only way to think creatively about the future is with something like optimism.” But it’s hard to think optimistically right now. Our old ways of living have been fundamentally altered -- and may never return. Nicholas joins the podcast to talk about the profound changes we’re all living through and the broad implications this pandemic will have for society, businesses, technology, governments, and our environment. Listen to this podcast episode to learn: • Reasons to feel optimistic about our future (and challenges that will need to be solved) • People’s perceptions of and attitudes towards Big Tech during this crisis • The perilous state of data privacy when our health is on the line • Are we experiencing a “work from home bubble” and overestimating the value of remote work? • Whether the environmental movement may lose momentum in the years ahead • How technologies like AI and blockchain ma...

27 minMAY 28
Comments
Nicholas Thompson, Editor-in-Chief, WIRED: The Big Questions Ahead of Us

Mathew Sweezey: Contextual Marketing in an Infinite Media World

Mathew Sweezey is a marketing futurist for Salesforce. Based on his research, he discovered that June 24, 2009, was a tipping point for media and marketing. That’s the day consumers officially overtook brands and businesses as the dominant media creators. Since then, an infinite and uncontrollable stream of noise -- tweets, Facebook updates, texts, blog posts, Amazon reviews -- has been the foundation of the new media environment. It has inspired new consumer behaviors and forced marketers to play by new rules. Matt joins the podcast to talk about his new book, Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media, and why brands can no longer simply force messaging into the marketplace and expect that will be enough to persuade people to buy. Instead, brands must now market with context in mind and co-create with the very people who create and consume. Listen to this podcast episode to learn: • What is contextual marketing and how does it differ from w...

22 minMAR 26
Comments
Mathew Sweezey: Contextual Marketing in an Infinite Media World

Bill Walshe, CEO, Viceroy Hotel Group: What People Want From a Luxury Experience

In luxury, “cookie cutter” doesn’t cut it. And for a luxury hotel brand, it has to strike a delicate balance between delivering a guest experience that’s both consistent and one-of-a-kind. Bill Walshe, CEO at Viceroy Hotel Group, says that consistency shouldn’t stifle the things that guests remember: spontaneity, authenticity, individuality, and creativity. He calls his philosophy “consistent individuality.” Viceroy Hotel Group maintains 15 properties around the world, from St. Lucia to Los Cabos to Beverly Hills and beyond, with another 8 soon to enter the brand’s portfolio. Each maintains its own distinct sense of location and destination while also sharing Viceroy’s brand essence. Walshe joins the podcast to give his take on what luxury means in the service industry today, and how Viceroy designs its experience around changing guest preferences, new technologies, brand partnerships, and shared values. Listen to this podcast episode to learn: • Why hotels aren’t just se...

22 minMAR 11
Comments
Bill Walshe, CEO, Viceroy Hotel Group: What People Want From a Luxury Experience

Latest Episodes

Chris Capossela, CMO, Microsoft: The Cultural Reinvention of a Tech Giant

**Our 100th Episode** Early in his career, Chris Capossela got an inside look into Microsoft that few, if any, 20-somethings get. As a speechwriter for Bill Gates, Chris traveled the world and learned about the company and its leadership through the perspective of the CEO. Today, he’s Microsoft’s CMO, working under the leadership of Satya Nadella. After a 30-year tenure at Microsoft, Chris believes the last six years have been an “awesome transformation” for the company, as it’s shifted from a know-it-all culture to a learn-it-all culture. He joins the podcast to talk about how Microsoft discovered its new purpose and how the company is helping enterprise and small business customers recover from the pandemic crisis, and, for some, enter a new phase of reimagining their business for a post-Covid world. Listen to this podcast episode to learn: • How, at Microsoft, it’s all about culture and mission -- and the brand is embedded in that mission • Why there is no simple path to ...

24 min1 w ago
Comments
Chris Capossela, CMO, Microsoft: The Cultural Reinvention of a Tech Giant

Tiffani Bova, Salesforce: Recovering from a Growth Stall

During the years Tiffani Bova was advising startups and Fortune 500 companies, she kept coming up against the same questions: how do we accelerate growth? And, more importantly, how do we recover from slow, flat, or even negative growth? The answers to these questions were complex, and they inspired Bova to write the best-selling book, Growth IQ, which details the ten paths to growth that any company can take. Today, Bova is the global customer growth and innovation evangelist at Salesforce and host of the business podcast, What’s Next! She joins us to talk about how companies can put the systems, people, and processes in place to spot the signs of what she calls a “growth stall” early -- and the many ways companies across industries can take a customer-led, rather than a product-led, path to growth. Listen to this podcast to learn: • Why focusing squarely on the competition can be paralyzing for companies - and what they should be focusing on instead • How McDonald’s recovere...

21 min2 w ago
Comments
Tiffani Bova, Salesforce: Recovering from a Growth Stall

Kirti Singh, Chief Analytics and Insights Officer, P&G: Connecting with Consumers During a Pandemic

Ninety-five years ago, an economist named Paul "Doc" Smelser was working for Procter & Gamble when he set out to answer a simple question: What percentage of Ivory soap were people using to wash their face and hands vs. for washing dishes? The journey to answering that question was the catalyst for what is today known as consumer insights and market research. Today, 5 billion consumers around the world use P&G products everyday. Trusted brands like Gillette razors. Crest toothpaste. Tide detergent. And, of course, Ivory soap. Now, as COVID-19 has forced the world to stay home, these household staple brands have become an even more trusted and central part of our lives. Kirti Singh is the Chief Analytics & Insights Officer at P&G where he leads a consumer insights department, which has been named as one of the world’s most innovative client-side research teams. Kirti joins us to talk about the philosophy and purpose behind P&G’s insights team, and how advancements in technology and...

25 min3 w ago
Comments
Kirti Singh, Chief Analytics and Insights Officer, P&G: Connecting with Consumers During a Pandemic

David Lee, Impossible Foods: The Mission to Replace Meat by 2035

It seems impossible: replace the animal-based meat industry with plant-based alternatives by 2035. But that’s what Impossible Foods believes it will do. Why such an audacious mission? Because the animal agriculture industry is depleting the world's natural resources and releasing harmful greenhouse gases into our environment. The key to the fulfilling Impossible’s mission isn’t targeting vegetarians or vegans, but hardcore meat-eaters. Give them everything they crave about meat...just make it plant-based. Impossible Foods CFO David Lee joins the podcast to talk about how the company is taking a product- and market-based approach to solving the climate crisis; and the company's rapid growth in the U.S. and globally, partnering with chains like Burger King and Starbucks, and expanding into grocery retailers like Trader Joe’s and Walmart. Listen to this podcast to learn: • Why the plant-based food industry is poised for multi-billion dollar growth over the next decade • How the a...

18 minAUG 6
Comments
David Lee, Impossible Foods: The Mission to Replace Meat by 2035

Pamela Newkirk: Confronting the Reality of Racism in Corporate America

America was founded on principles of justice and equality. Yet, it has never lived up to these ideals in regards to how citizens of color are treated. The same can be said for many U.S. businesses, which, despite investing billions in ‘diversity and inclusion’ training programs, have also failed to truly diversify their workforces and leadership teams. Pamela Newkirk is an award-winning journalist, an NYU professor of journalism, and author of the critically-acclaimed book Diversity, Inc., which examines the efforts over the last 50 years to diversify the American workforce. She joins the podcast to talk about corporate America’s diversity problem, and why she believes we’re living in a “moment of reckoning” where we might be finally ready to confront the reality of racism and start fostering genuinely diverse workplaces. Listen to this podcast to learn: • A brief history of systemic racism in America, and why the nation is becoming “post-White,” which makes race more of an issue than ever • Why the everyday decisions made in our racially homogeneous worlds perpetuate the system of racism and injustice and denies opportunity to non-white people • Reasons why the most progressive industries like entertainment, academia, and fashion are the least diverse • How, after a 2000 landmark class-action discrimination lawsuit against Coca Cola, the company embarked on one of the most successful diversity transformations ever seen in corporate America • The delusion of the colorblind or post-race mindset that many progressives fell into after the election of Barack Obama • The reasons why diversity programs and mandatory anti-bias training in companies often do more harm than good • Why progress comes not from having more strategies for change, but rather the will to change

29 minJUL 15
Comments
Pamela Newkirk: Confronting the Reality of Racism in Corporate America

Scott Uzzell, CEO, Converse: Leading and Listening During a Pivotal Moment

The importance of this moment isn’t lost on Scott Uzzell, the CEO of Converse. “How do I bring the unique experiences of being a Black man in America to help people around me, other executives, society, the consumers that care about and love our brand...to make us better?” Uzzell also recognizes that, as the CEO of a global brand, he has a responsibility to listen and learn from others from diverse backgrounds with different perspectives -- and then, take bold action to create a more diverse and inclusive culture inside Converse and fight injustice and inequality outside of it. Uzzell joins the podcast to talk about what this moment means for him, what he’s learned while leading his company through unprecedented change, and why he thinks we’re about to see way more progress than we've seen before. Listen to this podcast to learn: • Why the urgency of this moment demands that all CEOs “get off the couch” and do something • What Uzzell learned about being “color brave” from Mellody Hobson, Vice Chair of the Board of Starbucks • Why companies must confront and address tough political and racial issues • How influencers help shape the Converse brand in local markets and inspire product innovation • Why the original basketball sneaker is returning to the NBA -- and aligning with creatively-driven athletes like Draymond Green and Kelly Oubre Jr. • The effects Covid-19 has had on the business and why Uzzell is optimistic about the future

22 minJUL 6
Comments
Scott Uzzell, CEO, Converse: Leading and Listening During a Pivotal Moment

Ravi Dhar, Yale School of Management: A Shift Towards Forward-Looking Insights

For decades, market research was considered an “auditing function” -- a department inside the business that looks backwards at an ad campaign or a product, and identifies all the reasons why it performed either well or poorly. But as organic growth became more important to a company’s success, market research transformed into a forward-looking insights function. “You can't have organic growth unless you understand your customers,” says Ravi Dhar, professor at Yale School of Management and Director of Yale’s Center for Customer Insights. He joins the podcast to talk about the evolution and role of insights and how to fix the tension that exists between insights departments and the C-suite. Listen to this podcast to learn: • The four stages of insights, based on Ravi’s research with Boston Consulting Group • Why insights leaders should be in the room when strategic decisions are being made • Changes in consumer behavior during the pandemic, and which new behaviors might persist • The effects that two concepts -- “out of sight, out of mind” and “absence makes the heart grow fonder” -- could have on consumer demand after the pandemic subsides • The inherent risk in looking to “consumers as scientists” • Why insights require a collaboration of analytics, anthropology, and psychology • The skills you need to become a successful insights professional now and in the future For more information: https://som.yale.edu/faculty/ravi-dhar

25 minJUN 11
Comments
Ravi Dhar, Yale School of Management: A Shift Towards Forward-Looking Insights

Nicholas Thompson, Editor-in-Chief, WIRED: The Big Questions Ahead of Us

Nicholas Thompson once wrote that WIRED’s purview is the future and that “the only way to think creatively about the future is with something like optimism.” But it’s hard to think optimistically right now. Our old ways of living have been fundamentally altered -- and may never return. Nicholas joins the podcast to talk about the profound changes we’re all living through and the broad implications this pandemic will have for society, businesses, technology, governments, and our environment. Listen to this podcast episode to learn: • Reasons to feel optimistic about our future (and challenges that will need to be solved) • People’s perceptions of and attitudes towards Big Tech during this crisis • The perilous state of data privacy when our health is on the line • Are we experiencing a “work from home bubble” and overestimating the value of remote work? • Whether the environmental movement may lose momentum in the years ahead • How technologies like AI and blockchain ma...

27 minMAY 28
Comments
Nicholas Thompson, Editor-in-Chief, WIRED: The Big Questions Ahead of Us

Mathew Sweezey: Contextual Marketing in an Infinite Media World

Mathew Sweezey is a marketing futurist for Salesforce. Based on his research, he discovered that June 24, 2009, was a tipping point for media and marketing. That’s the day consumers officially overtook brands and businesses as the dominant media creators. Since then, an infinite and uncontrollable stream of noise -- tweets, Facebook updates, texts, blog posts, Amazon reviews -- has been the foundation of the new media environment. It has inspired new consumer behaviors and forced marketers to play by new rules. Matt joins the podcast to talk about his new book, Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media, and why brands can no longer simply force messaging into the marketplace and expect that will be enough to persuade people to buy. Instead, brands must now market with context in mind and co-create with the very people who create and consume. Listen to this podcast episode to learn: • What is contextual marketing and how does it differ from w...

22 minMAR 26
Comments
Mathew Sweezey: Contextual Marketing in an Infinite Media World

Bill Walshe, CEO, Viceroy Hotel Group: What People Want From a Luxury Experience

In luxury, “cookie cutter” doesn’t cut it. And for a luxury hotel brand, it has to strike a delicate balance between delivering a guest experience that’s both consistent and one-of-a-kind. Bill Walshe, CEO at Viceroy Hotel Group, says that consistency shouldn’t stifle the things that guests remember: spontaneity, authenticity, individuality, and creativity. He calls his philosophy “consistent individuality.” Viceroy Hotel Group maintains 15 properties around the world, from St. Lucia to Los Cabos to Beverly Hills and beyond, with another 8 soon to enter the brand’s portfolio. Each maintains its own distinct sense of location and destination while also sharing Viceroy’s brand essence. Walshe joins the podcast to give his take on what luxury means in the service industry today, and how Viceroy designs its experience around changing guest preferences, new technologies, brand partnerships, and shared values. Listen to this podcast episode to learn: • Why hotels aren’t just se...

22 minMAR 11
Comments
Bill Walshe, CEO, Viceroy Hotel Group: What People Want From a Luxury Experience
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