You need to have a long-term perspective. This is not a one-and-done quick fix or marketing campaign promotional idea. This is about deep fundamental change and how you think about your brand and your business and how it operates. And if you’re going to make that kind of change, you have to have a long-term orientation.

You also need perspective. It’s more than just the business or the brand and all the traditional measures of success: volume, profit and sales. You have to understand the organizational impact, how the people think and behave and the deep impact it can have on your business model.

You need to have a high tolerance for experimentation and a willingness to try things that will fail. You know you are challenging things effectively when you’re actually making mistakes because that means you’re trying new things. If you’re not making mistakes, you’re not learning. If you’re not learning, you’re probably not challenging enough.

You need an almost insatiable, never-ending curiosity. And the curiosity can either be in the pursuit of ideas and insights but it could also be the never-ending desire to question whether you are doing things in the best possible way.

You need to have intolerance for complacency.