Taking on New Experiences and Challenges
After three years as vice president, marketing of the Asia-Pacific Division for Campbell Soup Company, David McNeil understands the need to stay ahead of emerging trends in marketing. With this challenge in mind, he applied to the Driving Digital Strategy program at Harvard Business School (HBS) Executive Education—and thereby fulfilled a long-time goal to advance his education at Harvard. He details some of the many benefits he gained from attending the program.
Why did you apply to this program?
The two main reasons were the program's content and HBS's reputation. As CMO, I need to be as up to date as possible on advances in marketing thinking, practice, and technology. The Driving Digital Strategy program fits squarely in the center of these three concepts. On top of that, Harvard is the preeminent business institution in the world, and for a long time it has been a target destination for me in terms of executive education.
What are your thoughts on the case study method of teaching?
The case study method works particularly well with my style of learning. It links the practical with the theoretical and is therefore far more memorable. It allows participants to "eat the elephant, one bite at a time"—in other words, because cases are 10 pages long at most, they are easier to digest than a 300-page book. In addition, case studies enable a more focused discussion with others around specific situations and facts, thereby facilitating much more productive and enjoyable group work. They also allow more efficient cascading with my colleagues outside the program. And lastly, I believe the quality and energy level of the teaching was elevated because the professors in the classroom actually wrote many of the cases we studied.
What are your key takeaways from the program?
I came away from the program with several important lessons. First, never forget the end consumer and how they will view strategy choices (digital or otherwise). Second, the program opened my eyes to how visionary leaders can build amazing and enduring companies when they are prepared to take risks and challenge the status quo. And finally, it can be highly beneficial to look outside one's own industry and company to find parallel situations where similar problems have been solved or where expertise and advice may reside.
How would you summarize the program's value to someone who is considering it?
For someone in a role similar to mine, the value comes from three areas of the program. The program provides fast-track foundational technical knowledge of the digital landscape and how it is changing. In addition, it clearly demonstrates how a well-formed digital strategy can contribute to a holistic business strategy but doesn't replace it. Also, by offering the opportunity to mix with leaders across industries and geographies, the program quickly reassures you that you're not alone—everyone is trying to get a grip on this fast-moving and complex topic.