The point being, we've got to be pushing the organisation. If we're not pushing boundaries as marketers and business leaders, the rest of the organisation will stick only within traditional boundaries. So I have to push people, and I expect to be pushed and asked questions: 'Are we sure, are we really sure?'
Our brand world is too difficult to just churn out the same stuff; you've got to be breaking new ground. Engineers and manufacturers need marketers and business leaders to push their boundaries and help them; then they'll go with it - they won't necessarily go there themselves.
I'm aware of what it's like the other side of the fence and would have wanted marketers and business leaders to stretch me.