Gilbert Ghostine4:53
Thank you very much. Good afternoon everyone. Delighted and thrilled to be with you this afternoon. Actually I landed in Lebanon last night, and we've planned this well with John Mark; he'll be able to send this afternoon in two hours. You're right, everything started a few blocks away. I was born in Jamaica 63 years ago, and you mentioned the number 37. Yes, I've had a career for the last 37 years, and at the same time I've been married to the same wife. Thank you. Together we have two kids and four grandchildren. So yes, my journey starting from Lebanon, I'm very emotionally attached to Lebanon. I have so many friends in Lebanon, and I'm really touched that they call me friends because I really highly value this special relationship. I keep investing and nurturing these special relationships. Now what I think I would like to do alternatly to speak for 20 minutes because I don't like these interactions; I want them to be a dialogue. So if we could try, maybe I would share with you the brief from John Mark was 'tell me about your leadership journey, your leadership lessons.' I don't like the word 'lessons' because they look like more patronizing, so I would share with you a few learnings that I had throughout my career, and I would mainly fast forward into the future. I will share with you what I think the world will be in 2030 with all the changes recent coming, and I will also tell you what from my perspective you need to check that your businesses are future ready. So that's the way I would spend the next 20 minutes before I can turn it over to you for questions. Leadership is the base of everything. Leadership is about choices, leadership about all the decisions that you make in our lives, and leadership will make sure that we stand out. Yes, I was fortunate that I had a career spanning 37 years across five continents, worked for creative companies, learned so much from so many outstanding colleagues. When people ask me, 'If you want to put down the success of your career to one thing, what should it be?' And if you ask me one thing, I would say I always surrounded myself with people even better than me. And I'm always surprised at people who look at CEOs and say, 'You guys walk on water, you are outstanding.' I always answer, 'I am as good as my team. You are as good as your people. If you surround yourself with the best people, you succeed.' This has been one of the secret recipes that I use across all the continents, across all the companies that I worked for throughout my career, and this is universal. I am not the person who is taking people with me from a region X, religion Y, or from company A, company B. If you surround yourself with people better than you, you will succeed because you are not needed to be the expert in everything. You just need to make sure that you surround yourself with A-plus people, and when you get around the table A-plus people, you need to work even harder because you need to move them very quickly from individual stars to team stars, and the journey will be very hard. That's why you will be as successful as your team. If you know how to surround yourself with the best people, you'll be very successful. I'll give you one example. Lots of people are surprised, 'Okay, you are an FMCG person, you started your career as a marketer and moved into general management, you run the four continents of the world, but you don't understand science. You are joining a science company.' Back in 1939, to give you an idea of how much science is important, yes, I realized that I had this gap. I personality communicative human to be my head of science is part of a surgeon the airport professor general Berkeley had appreciations she used to be the head of R&D for Unity but she used to sit on the board of AstraZeneca and on the board of editing. So this is the type of how you pinch it. You surround yourself with people that are smarter than you, more capable than you in the areas of their expertise, and then you work very hard with them to harvest their capabilities so together as a team you could run faster than any other company in the world and you could win bigger. So that's one element.
The second element that I learned throughout my career is get yourself out of your comfort zone, challenge orthodoxies. If you stick with comfort zone and you say 'I'm comfortable with what I do, I'm comfortable with this side of business, I don't want to expose myself, I don't want to take this,' you end up limiting your potential. I'll give you an example. When I used to work for Diageo, I was happy with my performance and they kept adding new markets, so I found myself running Middle Eastern Africa, Eastern Europe, and Central Europe, and at the same time four or five countries in Asia, so I was around 70 countries out of Dubai. And then they actually came to me and said, 'Look, we have an opportunity for you. We want to move you to the US.' So very seamlessly well organized life and the opportunity to move to the US, to Chicago. The weather difference between Chicago and Dubai, if there is some difference. And at the same time I was approached by two of the top five FMCG companies in the world, both offered me to be the president of the Middle Eastern African business. What do you think I decided to do? Go to the US, get myself out of the comfort zone, let's go and learn. I learned a huge from the US, from the culture, the exposure, scope of the business, ways of working, etc., that helped me to become an international leader instead of being a regional leader. So get yourself out of your comfort zone, challenge orthodoxy, don't make sure that you stick with what you know, always aspire to keep developing yourself, growing, etc.
The third thing that I learned that I found interesting and I was testing the idea with a few of you when we were chatting before we started, is that whatever I started doing when I was in junior marketing year or a junior censor, I do the same now as a CEO, and I will be doing the same as a chairman, but the time allocation is different. So let me give you an example. Let's say you work for any company at the junior level and I am the salesman who handles experience and the faculture. What do I need to do? I do three things. The first one is performance: they give me targets that I need to hit. The second one is the relationships with the buyers to make sure that they have a good relationship. The third thing is strategically which part of the portfolio I need to favor, the parts that are most profitable, have higher margins so I can have a better mix and better profit. But how does a salesman allocate their time? 80% of their time on performance management, 10% of their time on relationship building, 10% of their time on what we call strategies. Fast forward 37 years, now you are a CEO running a global company, or every one of you running your company, how do you allocate your time? If you allocate your time the same way that the salesman allocated his time, then you have an issue. The way I allocate my time as a CEO over the last nine years: 20% of my time is on performance management, 40% of my time on strategy - our acquisitions, our consolidations, the way we need to make investments, what are the new consumer plans, how do we want to lead our innovations, how do we want to shift the center of gravity for our business from chemistry to life science, etc. And 40% of my time on organization building, making sure that you have the right talents, making sure that the right talents are inspired by the dream, and at the same time we have a culture that empowers people. So this is my third learning: the same things that you do when you are a junior starting your career, you do those also when you are a CEO and a chairman, but your time allocation is different. So that's mainly what I learned.
Now fast forward into the future. We live in a world that is evolving very fast, nothing is static, everything is moving around us. And what we are going to do is quite unusual because for the first time in the history of mankind we have a convergence of three major crises: a biotherapy crisis which is the healthcare crisis, combined with the geopolitical crisis, and combined with the economic crisis, and they are interrelated because from the pandemic started the complexity around supply chain, shortages, inflation started creeping, shortages of materials, so the three of them are interrelated and they are immersed into a digital war. So this is the environment in which we operate. Now if I think about 2030, the world in 2030 will be completely different from the world today. And the common words across all the things that I will mention is more. So the world in 2030 will be older: more aging population. In 2030, one out of six people in the world will be over 60, compared to one out of eight today. So the population is aging. A greener world: more than 100 trillion US dollars will be invested behind the decarbonization and carbon neutral environment. The world will be more regional: 70% of the trade in 2030 will be regional, 50% of the consumption will be local. Consumers will be looking for more local brands, and they will look at it from different angles: environmental angle, local angle, cultural, etc. The world will be more regulated: more regulation on different companies that work in all countries, more regulation on head, on digitalization, on technology. And the world will be more digital: 70% of the world will be covered by 5G by 2030. Think about quantum computing, think about AI, think about ChatGPT, all of this. So the world in 2030 will be a world of more, more regional, more local, more green, older, and at the same time more regulated. So the question that I always ask myself and my people is: are you, is your business future ready? I think if you want to be obsessed with one thing, are you future ready? Is your business future ready? How are you making sure that your business is ready for what we will be facing in seven years time? 2030 is not 2050, it will be hitting us very fast. And my advice for people who say 'Okay, what do we need to do?' maybe we could focus on five key things before turning over to you.
The first one: please make sure you are surrounded by the best talents. You will run faster and you will definitely be in the competition. So the first thing is to make sure that you are able to retain, attract, inspire, motivate the best team, and trust me, in Lebanon, I have kids and I see the young generation joining our companies. You need to make two times, three times, five times the effort to inspire them and to engage them emotionally with your company. So that's the first one. The second one: make sure that the operating model you have is agile and flexible, because we live in a world with lots of volatility. You need to adapt your business model in a very quick way, so make sure that you have a business model that is flexible, agile, and at the same time resilient. The third one: do you have in your company an innovation culture, or are you stuck living in the past? If you stimulate an innovation culture, you will be able to outpace the competition, keep coming up with new business models, new opportunities, new technologies, understanding the new consumer needs, turning that into new consumption opportunities, and coming with solutions that will be relevant for your customers and consumers. The fourth one: have you embraced the world of digitalization? Are you leveraging the data you have? I'm sure all of you have companies that are 40 years, 15 years, 100 years old, you have so much data. How do harness the data and adapt your model into that digitalization platform, the artificial intelligence, the machine learning that exists? This gives you a significant competitive edge. And the last one: make sure that your company has a great purpose that can inspire others, and you as a company play a significantly important role in society, from leading on the social and environmental standards, in terms of transparency, establishing trust, and make sure that you unite everyone in the organization behind this purpose. When you have that, you will make a social and environmental impact in society and at the same time create value. That's mainly what I wanted to share with you, so I thank you.
Thank you, Celestine. With all these changes that you've done, that I'll be moving around, and even with wets, yes, I have one regret. The only regret I have is that we had two kids and not four kids. But we have less children. We changed 21 houses in 37 years of marriage, so you can imagine how intense this was. And when you make a choice to have an international career, it gives and it takes. And the only thing I regret is not our opportunities.