What they didn’t teach me at Business School

Raoul Pinnell

In this article, Raoul Pinnell - a leading marketer who has worked at companies including Heinz, Nestlé, Prudential, NatWest and Shell - reflects on ten lessons he learned purely from practical experience, rather than at business school.

What they didn't teach me at Business School

Raoul PinnellShell Brands International AG

I've spent a lifetime in marketing creating new products, briefing new campaigns, starting new companies. I've worked in different sectors: fast-moving consumer goods, financial services and oil among others. And with world-class brands: Heinz, Nestlé, Prudential, NatWest and Shell – where latterly I was Chairman of Shell Brands International AG.

I have learnt much, made mistakes and enjoyed success. As a marketer, I have always tried to take the 'customer point of view', believed in the 'power of research data' and the value of 'impactful communications'....

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