In this episode of Beyond the Blend, Rob sits down with Yana Wilkinson to explore the role of insight, decision-making and leadership in an industry that is constantly evolving.

Yana brings a fresh perspective on what market research really is. It’s not just data, reports or databases, it’s about helping businesses make better decisions. Whether that’s through insight, structured thinking or simply acting as a sounding board, the focus is always the same: be useful.

A key theme in this conversation is the difference between information and insight. In today’s world, most businesses have access to the same information. The real advantage comes from how that information is interpreted, connected and applied to real decisions.

Yana also shares her thoughts on culture and leadership, challenging the idea that culture is something abstract. Instead, it shows up in daily behaviours, decisions and how leaders act under pressure. Strategy and culture aren’t separate, they need to work together.

The discussion also explores talent, collaboration and the future of the industry. From attracting the next generation to building meaningful careers, Yana highlights the importance of purpose, learning and creating environments where people can grow.

And of course, AI plays a part. Rather than seeing it as something to fear, Yana frames it as a leadership challenge. The question is no longer whether AI will change things, but how leaders choose to understand it, engage with it and guide their teams through it.

If you’re interested in how better thinking leads to better decisions, and how leadership, insight and curiosity come together, this episode is well worth your time.

If this resonates, take a look at:

Selling Lubricants Smarter - A Lubricant Seller’s Journey from Crisis to Success https://sellinglubricantssmarter.com/