Disrupting beliefs and breaking inertia (with Lucinda Barlow)

How engaging do you have to be, really, to break inertia? To disrupt beliefs? And what does that take in your communication and in your culture? In this episode of Let’s Make This More Interesting, Adam Morgan is joined by Lucinda Barlow, who leads International Marketing at Uber across more than 60 countries. Drawing on a remarkable body of evidence spanning 19 communications campaigns around the world, Lucinda shares the two approaches that created real impact and drove growth, and the ones that didn’t.  They discuss the cultural forces driving dull work: mechanistic thinking, an obsession with productivity, the quiet presence of fear as the “8th passenger” in the room: how, together, they create a system that rewards mediocrity.  And Lucinda shares how and why she champions a challenger mindset in her team, even in a large company like Uber, and what it means for the way they both push for and protect more interesting ideas from those forces of Dull. __Let's Make This More Interesting is a podcast from eatbigfish: the strategic consultancy that helps ambitious Challengers to grow.Follow Adam on Linkedin.Thanks to our editor Ruth and our producer Rachael. Hosted on Acast. See acast.com/privacy for more information. Hosted on Acast. See acast.com/privacy for more information.