Lessons from the frontline of growth – Will Anderson’s 6 Month Impact

“If you can’t learn to love change, learn to live with it”. Words of advice shared with me by a wise Commanding Officer almost 20 years ago when I was the operations leader for one of the UK’s Aviation Regiments.

Six months ago, I joined StrategiQ as CGO…and that advice still feels pretty fresh. Thankfully I love a bit of change…new role, new team, new energy. 180 days of insightful conversations, coffee, travel, pitch decks, wins, stumbles, recalibration, and the occasional reminder that ‘growth’ is not a straight line.

In that time, I’ve been lucky to sit down with clients, colleagues, candidates, industry experts…super cool people at the start of their careers, and sage business leaders with stories to tell. The chats have been illuminating, sometimes challenging, and always energising. And when I step back, three themes keep surfacing:

1. Chaos and resilience.
2. Getting the basics right.
3. Creativity, courage and fun.

1. Chaos and resilience: “yep, its just Tuesday”
Let me start with the obvious: it’s noisy out there. Every leader I speak to has a version of the same story: tariffs that change overnight, military interventions, tax hikes, regulatory red tape, economic jitters, AI disruption, employee wellbeing challenges…the list is long.

In 2024 McKinsey reported that 84% of leaders feel underprepared for future disruptions. Even more sobering: 60% of board members say their companies aren’t resilient enough to withstand the next major shock.

Yet resilience isn’t about surviving…it’s our ability to adapt quickly and bounce forward, sharper and stronger. The organisations doing this well share a few traits:

1. Clarity of purpose: they know who they are and why they exist, so the storms don’t shake their foundations. Looking back on the multiple crises I’ve advised on, the CEOs and organisations that knew what they stood for fared best.  Today however, I’m seeing the restless, continuous search by organisations for relevance, profile, and money by attaching themselves to cultural issues…often without a clear strategy or sense of authenticity. This is called Issue Drift. Remember Black Lives Matter?
   
2. Integrated growth strategies: business, brand and technology are aligned, not in silos. Oh my… how many times have we all read the consultancy summary that starts with, “Your business is operating in silos”? It’s 2025 FFS…if you’re still surprised by that diagnosis, you’ve not been paying attention. The truth is, organisations thriving now are the ones where sales, product and marketing are in synch, tech and CX strategies are in place and the board isn’t treating marketing as ‘the colouring-in department’.
    
3. High standards: a ruthless focus on excellence. Winners don’t tolerate mediocrity. It doesn’t matter if you’re a global brand or a scale-up; excellence is contagious, mediocrity is corrosive. The best leaders I’ve worked with set standards that feel almost uncomfortably high, then hold themselves to them first. Excellence isn’t perfection; it’s refusing to accept ‘good enough’ when better is possible. In my military days, we called it ‘drill’ l…do it until it’s second nature. In business, it’s the same. High standards are the habit that wins.
   
4. Care for people: because growth doesn’t come from spreadsheets. It comes from teams that are supported and empowered, that feel free to be creative. We know the Parent-Child versus autonomy balance can be hard to find. This emphasises the importance of hiring responsible, self-motivated individuals who rely on reason and common sense rather than formal policies. The phrase ‘we only hire fully-formed adults’ is a key principle of Netflix’s HR philosophy, developed by former Chief Talent Officer Patty McCord.

I’ll be writing more about these topics.

2. Doing the basics right: why the simple stuff matters
Here’s something that still surprises me. So many of the brilliant candidates I’ve interviewed lately aren’t leaving jobs because of the work. They’re leaving because of leadership.

They tell me about:

1. Not having 1:1s for months.
2. A vision that’s foggy at best.
3. Leadership panicking about AI.

And from clients, I hear:

1. Advisors without cultural insight.
2. Marketing tech being underused or misused.
3. ROI not being measured, or worse, measured badly.
4. Projects without the right delivery discipline.

Gartner’s 2025 CMO Spend Survey reports that marketing budgets have flatlined at 7.7% of company revenue for a second year running, with 59% of CMOs saying they don’t have sufficient budget to execute their strategy (Gartner, 2025).

So, when money is tight, doing the basics right isn’t optional;  it’s critical. Someone once told me: “Business is simple. Do what you say you’ll do, on time, on budget, and to a higher standard than expected.”

It’s still true. It’s just rare. And that’s why those who master the basics are standing out.

3. Creativity, courage and fun: why humans still matter
Here’s the joyful part: creativity is making a comeback.

People don’t want more ‘stuff’. They don’t want generic, optimised, lowest-common-denominator campaigns. They want experiences that make them feel and connect with something.

Look at Heineken’s “Beer Power” campaign in Brazil, which literally turned wasted brewery heat into energy that powered football stadiums… a smart, human, joyful idea that tied product, purpose, and experience together.

Or our AI-illustrated campaign for David Shepherd Wildlife Foundation, seeing the plight of pangolins being trafficked ‘through their eyes’. Reminding viewers of the grim reality of this pervasive trade, raising their awareness and encouraging support for the charity. 

When you take a look at the Cannes Lions winners this year (the real ones), many focussed on intimacy and impact over scale. Brands leaning into cultural truth, creating IRL experiences, and pushing against the tide of digital wallpaper.

As my friend Shingy says: “The future isn’t more noise. It’s better signal.”

What I’ve learned (and unlearned)
Six months in, here’s my checklist:

1. Resilience is leadership, not lip service. Here’s my favourite quote around Red Threaded Leadership:“Leaders operate at all levels. They stay connected to the details, audit frequently, and are skeptical when metrics and anecdotes differ. No task is beneath them.”
2. Basics aren’t boring. They’re what makes the whole thing stand up… and actually clear time for the fun stuff.
3. Creativity needs protecting. It’s easy to sacrifice it for efficiency, yet without it, we’re beige. Be courageous peeps! 
4. Humility please. I’ve made mistakes and I’ve been wrong. I’ve had to relearn things I thought I knew and I love it… that’s the point.
5. Celebrate more. We’re in an industry that still has magic. We should cheer for the people who are making it better.

Six months in, I’m blessed… to have found a place where I can channel my experience and energy into something meaningful. Lucky to work with clients who trust us, colleagues who challenge and inspire me, and an industry that, for all its chaos, still has courage and joy at its heart… plus a load of weirdos. Slay.

What colleagues say about Will:
“The amount of work that has gone into building up the growth team (amazing hires!!), writing a clear and exciting growth strategy and embedding our New Future Value positioning must mean he is exhausted! I am very excited for the next year, the blood, sweat and tears that have gone into the last few months have set up us to hit the ground running into the financial year.”

“Will’s relentless positive energy is backed by his evident passion for empowering and supporting those around him. He always looks to build people up, to create an environment where they can thrive and to push us all to meet our collective ambitions. His drive for success is matched by clear empathy and care for the team around him. As we push for more growth he continues to do so in a way that brings people on the journey together.”

“Will has to be one of our most upbeat optimistic and genuinely caring leaders. His impact has already been huge and it’s clear that his focus on developing and supporting team members will be vital as we pursue our bigger ambitions. Will’s genuine care is truly felt and has already gone much further than he will probably realise. I’m excited to see how he continues to inspire us all.”

“It all started with a quick chat on the train home, a small moment that made me realise just how much this man has contributed to StrategiQ in such a short time. He doesn’t just hold the title “Chief Growth Officer”, he lives it. Growth isn’t just part of his job, it’s the result of everything he does. His commitment is clear and consistent. It’s easy to overlook the day-to-day work happening at the C-suite level, but not with him. His presence is felt throughout the business. He’s quickly got to grips with the strategy, the people, the clients, and most importantly – the direction we’re heading. He’s not just talking about growth, he’s delivering it. Every decision, conversation, and action is focused on building momentum. With the support of a brilliant Growth team, he’s building something special. The brand x performance strategy is just a glimpse of what’s ahead. It’s a privilege to be part of this journey. Every day feels like a step forward, and StrategiQ’s growth has a clear leader driving it.”

“Will has demonstrated an incredible work ethic focus and drive for our growth. Balanced with a great energy and smile.”