Changing mindset from cost-reducing efficiency to innovation-driven growth

Helped by acquisitions, SABMiller grew to become one of the world’s biggest brewers. After years of driving profitability via synergies and cost cutting, the company changed its strategic focus from bottom line to top line growth. To activate this strategy, their people needed to adopt a different, more expansive and innovative mindset.

The new strategy was launched at SABMiller’s annual Global Technical Conference at which we acted as keynote speaker and facilitator. The talk and subsequent workshop-style exercise aimed to open peoples’ eyes to the fact that everyone is creative in their own unique way. Prior to the event each of the 300 attendees completed the Creative Creatures online survey. This enabled us to identify everyone’s Creative ID which in turn made the messages much more personal, relevant and therefore impactful.