Understanding the ‘why’ of what we do in business creates a compelling connection with customers. Through his global brand firm, We First, CEO Simon Mainwaring has helped a variety of significant companies discover and articulate their ‘why’. Listen as Simon shares insights into how successful organisations have brought their purpose alive both internally and externally.

Can young, edgy marketers change the world? Enter Daniel Flynn, the Co-founder and Managing Director of FMCG social enterprise, Thankyou. Daniel and the Thankyou team have created a new hyper disruptive business model with a substantial market share. This is a purpose-driven business that is making the world a better place. Daniel shares the why, how and who behind his dynamic philanthro-entrepreneurial culture.

CitizenM General Manager Noreen Chadha is leading the formation of a hotel group that sets out to create a new experience for the next generation of traveller – the mobile citizen. Customer insights have resulted in rethinking the hotel experience from the ground up, focusing on details that matter most to their target market. How do you maintain a culture with the customer, Citizen M, at the centre of every decision? Noreen explains.

How do you reinvigorate a declining FMCG category and create a culture of customer centric design excellence? The success of Lewis Road Creamery is attributable to more than clever branding and marketing. Founder Peter Cullinane describes how a challenger brand mentality inside the organisation continues to maintain a culture of innovation and excellence.

Innovation, what does the word even mean? Like ''disruption'', businesses are being constantly reminded that they need to be striving for both, to the point that they are starting to lose their meaning. At the Better By Design CEO Summit in Auckland, David Gram, former Senior Innovation Director at Lego Group, told the story of how Lego sees the word "innovation". Scientist Michelle Dickinson dives in.

Lululemon is well known for its yogi following, but what about its innovations? Idealog picked the brains of Summit speaker, lululemon's Tom Waller, and found out there’s more to this brand than meets the eye.

When Better by Design coach Georgina Clarke talks to many of her NZ-based clients, they are often investing heavily in above the line advertising, and yet place very little emphasis on their social media channels. But if there's one theme that stood out on day #1 of the Summit, it's that New Zealand companies need to get on board. Georgina explains why.