Episode 151 – Step Change Growth with guest Jo McClintock: Trainline's Brand & Marketing VP on How Marketers Can Drive Step Change Growth Through Curiosity and Collaboration

Episode #151. Today's focus is a technical skill on how to step change growth of your brand or business. When we refer to step change, we don't mean incremental movements in growth, but a bold, substantial shift; whether that's a significant reversal of brand decline or stepping out into new categories and territories in pursuit of brand-new growth opportunities. It requires a real mindset shift – plus bravery and curiosity – to step change growth of your brand of business.  Joining Abby is her guest Jo McClintock, award-winning marketer and Trainline's VP Brand and Marketing. Jo is known in the industry for her strategic thinking, combining brand purpose and commercial strategy for brands such as Moonpig, Skyscanner, Screwfix and today at Trainline. This has really shown up in big ideas such as the award-winning 'I Came By Train' sustainable train initiative to get more people out of cars and planes and onto the rails, as well as scaling Trainline into four new international markets.  In this episode, Jo shares her definition of a step changing growth, how to bring new ideas to your team, building a collaborative culture that supports bold ideas, helping others to visualise to bring to life and making space for curiosity.  Plus, her career highs and lows and advice for marketers of tomorrow.    00:00:00 Welcome and Introduction to Step Change Growth 00:02:42 Defining Step Change Growth (00:02:42)   00:04:15 Approach to Achieving Step Change   00:05:36 Culture of Curiosity and Psychological Safety   00:07:05 Critical Thinking and Accountability  00:09:31 Building and Evolving Ideas Collaboratively   00:12:33 Examples of Step Change at Trainline   00:17:21 The "Four Worlds" framework (customer, culture, business, category)  00:18:40 Permission to Think Big  00:20:00 Jo's Strategic Thinking Process  00:25:03 Career Highs and Lows   00:27:31 Advice for Marketers of Tomorrow   Book Recommendation: Where Ideas Come From     Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Jo McClintock | LinkedIn   The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com