If you don't want fries with your Happy Meal, you can switch it for a fruit bag or a portion of carrot sticks. I think that is the sign of a progressive business.
As you get little pockets of success, then suddenly the light bulbs go on in everyone's head, and more leaders get more confident and make more, bigger decisions, and customers respond well, and it becomes a bit of a flywheel.
Whether that's in communications or marketing or strategy, you need people to come in with a fresh perspective.
What I've looked to do is try and become a change agent for good, to create the behavioral changes, the cultural changes to really embrace urgency, adopt a higher tolerance to risk, and just encourage people to make decisions.
I think the greatest demand actually comes from within, not from outside.
There's a lot of businesses that are working hard, who are at the top of their games. Therefore, it's always going to be a market share fight.
Long-term sustaining growth is a minimum expectation for us.
We need to execute fewer things better.
I take it personally when people belittle our employees and misrepresent our record as an employer.
Part of how we decide how we allocate our media is we have fairly sophisticated ways of measuring our return on marketing spend, which helps us best analyze the most effective way and medium in which to spend our marketing dollars.
We're guided by consumer data, and it helps give us the confidence to invest where the consumer is going.
We can see what works in one part of the world and one market, and we can share that knowledge and expertise with markets that are facing challenges.
Ordering food has not changed for 30 or 40 years.
When we look at some of the greatest creative ideas we've come up with, they have originated literally from all corners of the world and have crossed all different types of media as well. So while there's still traditional TV, which is clearly a very compelling media, it's also cyber, mobile, outdoor.
