The Time I Messed Up: Ex-Tesco marketing boss Alessandra Bellini
Tesco’s recently departed chief customer officer, Alessandra Bellini, has been part of many innovation successes; however, it’s those that didn’t work from which she has learnt the most. She explores these lessons in the latest edition of our series exploring marketers’ mistakes.
When setting out on a journey, preparation is crucial. Researching your route and making sure you have everything you need will help you get to your destination.
Equally as important is your ability to adapt to your circumstances en route. Say your preferred train is delayed, hopping on an alternative will serve you much better than obstinately sticking with your first plan.
The path to innovation isn’t as quick as a day trip, but the principle remains the same, a willingness to intervene is as crucial as thorough preparation to drive success.
Any brand or marketer launching an innovation should be ready to quickly tweak the formula to ensure success, says Alessandra Bellini, something she has learned throughout her career.
