My Secret Work Weapon: Show no fear when it comes to change - it's inevitable

At the time, I was startled by it, because when you're little, continuity is incredibly important to you.

I was nine and we lived in the Tropics; he said it was because our house had been struck by lightning and burned down, which was shattering to a nine-year-old.

I've found it an incredibly helpful mantra because understanding the inevitability, as well as the positive nature, of change - if you can see it as a natural part of life, ride the wave of it and not be afraid - is a grounding thought.

Brands are all about consistency, but underneath that, there is evolution. It makes me feel settled about the changing economic position, attitude of customers, media and competitor sets and to think constructively about the future.

This article was first published on marketingmagazine.co.uk