9: A great definition of strategy with Murray Calder

Listen to how we nearly lost one of the finest strategic minds in the industry to the ski instructing game. Murray Calder learnt his craft managing internationally renowned Scotch Whisky brands like Macallan, Highland Park, and The Famous Grouse, and his first job in the industry saw him do everything EXCEPT marketing, giving him a great grounding and a fundamentally important first lesson. He’s been with MediaCom Edinburgh since 2006, where he is currently Strategy Director, and numerous honours bestowed on his bonce include a period as Chairman for the IPA in Scotland. He also now dabbles in wood block printing and typesetting, so plenty to lend your ears to. Listen and enjoy. /////Twitter: @ScotStratGuyLinkedIn: Murray Calder Culture series by Iain M Banks The Makery Dunbar websiteThe Makery Dunbar Instagram/////