Nigel Tordoff is the former Chief Customer Officer USA  for the brewer Molson Corrs. Now semi-retired he continues his passion for customers, in particular the independent trade, and is now chair of the industry group Consumer Packaged Goods (CPG) Experience Council. Nigel talks about what he learned in a 4 am discussion on the brewery product line - using the concept of positively framing a seemingly unsolvable paradox.  And with more than 2% of the global working population involved in the CPG value chain, he talks about how it’s more important than ever to spread best practices of customer experiences. He’s a passionate believer that companies can pool resources to go beyond the capabilities of today - and that’s for the greater good of all the employees in the traditional trade.  Nigel Tordoff can be contacted via https://www.cpgexperiencecouncil.org/