What do you currently do?
I am currently CEO of Immedia Group plc, which provides core music strategies and in-store media technologies designed to empower effective experiential marketing plans.
I work with a team of music production specialists and psychology experts to understand patterns in consumer and workforce behaviour to provide core music strategies and on-site media technologies for the retail, banking and hospitality sectors. The company creates “The Sound of a Brand,” to deliver an improved and targeted customer experience that will encourage sales and productivity.
Formed in 2000, we currently work with clients including HSBC, SPA UK, Topshop and Bupa.
What is your inspiration in business?
People – I strive to make the retail, banking and hospitality environments a better place to be for both customers and staff.
Our senses are an important part of how individuals process their surroundings. In a retail environment for example, people are more likely to spend more time and money in a shop if they feel comfortable to browse without being hassled.
Using my radio experience, I am constantly speaking to consumer facing businesses, explaining how effective on-site media can be. Music especially is woven into our identity as human beings and influences or mood and energy levels. I take great satisfaction in opening a business’s eyes into how media can be used to improve a customer’s space and experience with a brand.Who do you admire?
I admire determined characters that aren’t afraid to stand up and fight for what they believe in. Nelson Mandela is a worldwide icon who has battled against adversity to get where he is today. He is a man of great strength and integrity, which is something I particularly admire. He refused to compromise his position for equality and justice for all.
I believe we can all learn something from Nelson Mandela.
In business, it is vital that you believe in yourself and fight your own corner when you have to. However, leadership is a not all about being selfish in your demands. It’s about believing in others too and combining ideas to better yourself and your business.
Looking back, are there things you would have done differently?
Every day is a new day and I am on a constant learning curve to improve myself as a business leader. There are plenty of things I would have I would have done differently, but I simply wouldn’t be where I am today without making the odd mistake and learning from it.
Tomorrow is a new day and you cannot afford to dwell on what might have been. You have to look forward to the next new opportunities and experiences and make the most of them when they arise.
What defines your way of doing business?
The way I do business centres on honesty, knowledge and experience. I make a lot of effort get to know clients and gain a deep understanding of their needs. I believe that in building relationships, it’s important to be upfront and realistic, using your experience to give informed feedback.
At the end of the day, knowledge is power and having as much information available as possible will enable you to deliver or even over-deliver on your customer’s expectations.
What advice would you give to someone just starting out?
Consider the company’s finances and make sure that your business is well capitalised. There are always unexpected obstacles to tackle and unforeseen costs, so it’s important to give yourself plenty of room to manage sudden changes.
You need to plan for the unexpected as it can take longer than you think to capitalise your business properly.