Magda Nenycz-Thiel is Professor at the Ehrenberg Bass Institute for Marketing Science at the University of South Australia. She has been the first Mars-funded chair at the Ehrenberg-Bass Institute and led for three years the Mars Marketing Lab. Magda is one of the leading experts in helping organizations on their transformational journey to better marketing results through science. Together with her team, she pioneered the category growth research at the Ehrenberg Bass and founded the Industry Growth Initiative. Magda contributed to “How brands grow” Part 2 and her academic work has been published widely. She regularly presents at academic and industry conferences around the world and was an associate editor at the Journal of Advertising Research. Among many other topics we talk about: 🚀 why building relationships drive sales and pushing for sales destroys the relationship 🚀 how you inoffensively change someones view and their mental models 🚀 why it is important to understand that attitudes don´t influence behaviour, but habits do. 🚀 why an evidence based company culture can bulletproof your organization from the shiny-new-thing-syndrome 🚀 how categories grow, how you can identify potential for growth and why it is important to know