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Some CMOs walk into a new role with a playbook already in hand. Frameworks that worked before, campaigns that grew the last company from five to fifty million. Handy. Except when it isn't.
In this episode of CMO Therapy, Lucy is joined by the brilliant Louise Beaumont to talk about exactly that moment: when the playbook that made you look like a genius somewhere else suddenly doesn't fit, because the category's different, the audience doesn't even know they have the problem yet, and the map you're used to following just... doesn't exist.
So what do you do? Burn it. Literally the title of this episode.
Louise sums up the mindset perfectly: "if you get it right, if you shift enough worldviews, if you create a category that didn't exist before, it's the best feeling in the world."
If you've ever walked into a role and quietly wondered whether what worked before will work again, this one's going to hit home.

Music clip by Filo Starquez, Divergence