This was the hardest part of the engagement, and in some ways the reason we won it. I came in on the strength of a teaching background and a broad client portfolio, which set the expectation early that I could lead the room.

I was accountable for everything the team produced across BA, PO, UX and Product Design, which in practice meant presenting directly to the CEO and CTO at every session, often joined by the CFO, the chain and store sales directors, and directors from the parent group.

Working at that level, I leaned on 3 principles, each one an intentional move.