By Alisa Dereza

1. Purpose
   – “If you have a purpose, everything comes easier.” → Nico Rosberg, the 2016 Formula One champion and tech investor, and Stephen Kaufer, the CEO of TripAdvisor
   – “Any idea needs to have an impact” → Olivier Robert-Murphy, Global Head of New Business, Universal Music Group
   – “Having purpose for the brand is important for customers as well as employees” → Elaine Rodrigo, Chief Strategy & Insight Officer, Danone
   – “Authenticity and clarity of purpose is critical for brand… Think where you come from, who you are. Get internal fuel (people within the team)” → Jessica Spence, Chief Commercial Officer, Carlsberg
   – “What kind of world do we want to live in?” → Lisa Jackson, Vice President — Environment, Policy and Social Initiatives, Apple
2. Innovation
   – “The hardest thing is to break habits. However, as a leader you always need to think of what’s the next step strategically (when we have more employees, more customers etc.)” → Cal Henderson, CTO and co-founder, Slack
   – “Creativity can be trained” → Olivier Robert-Murphy, Global Head of New Business, Universal Music Group
   – “Experiment, seed, scale” → Jessica Spence, Chief Commercial Officer, Carlsberg
3. Failure 
   – “Every mistake is an opportunity to get better”→ Jessica Spence, Chief Commercial Officer, Carlsberg
   – “Pain + Reflection = Progress…” → Ray Dalio, Founder, Co-Chief Investment Officer & Co-Chairman, Bridgewater Associates
   – “Don’t break what works? No, you have to continue innovating and changing”
4. Data vs. human
   – “Not everything that can be counted counts. Not everything that counts can be counted. Brand = Tangible+Intangible. Brand=Trust+Reputation” → Nigel Morris, Chief Strategy & Innovation Officer, Dentsu Aegis
   – “If something works well in numbers, it doesn’t mean that people leave feeling good” → Jessica Spence, Chief Commercial Officer, Carlsberg
   – Data-driven human-like solutions
   – Data informed instead of data driven decisions
5. Storytelling
   – “From storytelling to storydoing… Reinvest in a core product first. Listen more than talk. Build the product accordingly” → Adam Petrick, Global Director of Brand Marketing, PUMA
   – “Turning data into tales” → Elaine Rodrigo, Chief Strategy & Insight Officer, Danone
   – “You need characters to tell the stories” → Eric Darnell, Co-founder and Chief Creative Officer, Baobab Studios
   – “To winGrand Prix you need a story, engagements, emotions and a touch of luck” → Olivier Robert-Murphy, Global Head of New Business, Universal Music Group