Our ‘Leadership Stories’ event series brings together the worlds of business and academia with the aim of sharing thought-provoking insights from some of the most prominent names in business.

Dates for your diary

Date: Tuesday 26 October, 17:00

Speaker: Martin McCourt, former CEO of Dyson and UK Business Leader of the Year

Professor Martin McCourt, former CEO of Dyson and UK Business Leader of the Year, will share knowledge from over 40 years of experience working at the heart of British-based manufacturing, design and marketing in a free online lecture as part of Aston University’s Leadership Stories series on Tuesday 26 October.

Professor McCourt, who has been appointed as a visiting professor at Aston University, was the CEO of Dyson for 15 years and transformed the company from a single product, single market producer into one where 80 per cent of the business came from over 60 markets around the world, while also growing profits to over £300 million.

He was directly responsible for the establishment of Dyson subsidiaries in the USA, Japan, Switzerland, Austria and Germany.

His talk, entitled What’s the big idea? will take attendees on an entertaining journey, revealing how to tap into your teams’ thinking to encourage ideas, the importance of keeping pace with changing consumer attitudes and values, turning adversity into opportunity, confronting failure and reacting correctly, retaining your brand identity as you grow and learn about the mistakes competitors made that helped Dyson to US market leadership within two years of launch.

Professor McCourt, who has also worked in sales and marketing for some of the most successful global brands, including Mars, Duracell, Toshiba and Pelikan, said:

“Most businesses will say that they wish to be innovative and that they wish their people would be more creative. Easy to say, much harder to do.

“Ideas are the lifeblood of truly inventive businesses.

“Failing to have an effective approach to generating ideas is the equivalent of opening the door for your competitors to walk in and take what they fancy!”

Aston Leadership Stories is a digital address series dedicated to sharing thought-provoking stories from some of the most prominent names in business.

The talk is free to attend and open to all and will take place on Microsoft Teams Live from 17:00 to 18:15 on Tuesday 26 October 2021.

Register your place in advance through Eventbrite HERE

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