Episode 31 – Lasagna with a Slice of Digital – Darren Goldsby – Chief Digital Officer – The Jamie Oliver Group


How do you come away from a workshop dedicated to getting you geared up to tackle a CIM assignment? There are a couple of hints and tips I want to share with you that can really improve your experience. Also in this episode we’ll be looking at an exam question about setting corporate and individual objectives.

But first, let’s have a little natter with Darren Goldsby, the Chief Digital Officer for The Jamie Oliver Group. But what you think a Chief Digital Officer does and what they actually do are probably two very different thinks as Darren goes on to explain, it’s a lot more than just a website, clicks and followers.



– Digital touches everything, whether you realise it or not. It is available to effectively help a business grow and develop. This doesn’t just mean a website. It can be customer focused, internally focused, process driven, supplier driven, but it is utilising the appropriate levels of technology and data within the business that makes it work

– Use examples to sell your ideas, which Darren has to do when trying to convince the digitally uneducated. And this is what I preach all the time, especially when writing for an assignment. Real life examples can help to back up your statements and produce compelling answers. Darren’s  example of searching for commercial property online is a great one as it sounds so archaic to think that it was done any other way now, but that is the power of the example – proof that something works and these are undeniable truths

– The way people find content has changed massively over recent years and this is now predominantly done via a preferred social platform and perhaps one other app, such as a news app. This is why it’s so important to know your audience and where their attention is.


Top Tip – How to Master the Workshop!

Have you ever been to a seminar or workshop and not quite got out of it what you hoped? If so, here are a few tips that help you get the most out of a CIM workshop:

– It starts even before the workshop, by having an end goal in mind and what you want to achieve and learn. What are those takeaways that will make is a success for you specifically.

– Ask questions. There are no stupid questions and the chances are, if you’re thinking it, others are. We are all here to learn. So make sure you take this chance to do just that

– Listen and learn. Don’t try and take notes that stretch to the moon. Only those notes that are the golden nuggets, the ones that will help you in the future. It is much more important to take in what is being said than it is be distracted by note taking

– Take the breaks offered. This will help you reset and get ready to be more engaged than simply trying to plough on through until the very end

– Finally, it sounds basic but eat food and keep hydrated. It is easy to lose concentration if you are not doing this and you may not pick up on the elements you need to and do the opposite of what this tip is about – winning during your workshop.


Level 4 Marketing Exam Question

Which of the following do organisations use to set both corporate and individual objectives?

  1. APIC
  3. SMART
  4. SWOT

Although the answer may be obvious to some, to others, these acronyms may cause some problems so it’s important to look at what each one means and by doing this uncover the correct answer.

APIC – as we discussed in episode 30 is a simplified planning framework that covers Analyse, Planning, Implementation and Control and may including objectives in the initial stages of planning.

PESTLE and SWOT are analysis tools that may also feature within the APIC framework. PESTLE (Political, Environmental, Social, Technological, Legal and Economic) offers a good basis to explore the external environment an organisation finds itself working in whereas SWOT (Strengths, Weaknesses, Opportunities and Threats) is very much used as a tool to internally review the good, the bad and the ugly.

Which leave SMART. SMART is a tool that is specific to setting objectives. Standing for Specific, Measurable, Achievable, Relevant, Timed, if applied to an objective it make sure that the aim of either the business or a unit or division within the business has a clear focus and is in no doubt what their objective is. Failing to apply this model means objectives may be misinterpreted or lack the specific content required to provide direction.

  1. SMART



Darren Goldsby:
@dmgoldsby – https://twitter.com/dmgoldsby

Good to Great – Jim Collins : https://amzn.to/2OJED4z

Wood Puzzle:

Here is a great article from the Harvard Business Review about Old v New Power: https://hbr.org/2014/12/understanding-new-power