In a highly competitive industry, Givaudan differentiates itself by not just responding to client briefs, but actively co-developing them. By helping clients define consumer targets and product positioning, they transform a potentially transactional sales process into a deep, collaborative partnership from the very beginning.
Givaudan operates in 5-year cycles, setting intimidatingly ambitious goals and, crucially, always delivering on them. This practice of publicly committing and consistently executing builds deep internal and external credibility, forcing the organization to stretch beyond its comfort zone and making delivery non-negotiable.
Contrary to the idea of a leader imposing their will, Givaudan's CEO attributes his 20-year success to a natural alignment between his personal values and the company's pre-existing culture. This suggests sustainable leadership hinges on authentic cultural resonance, not a top-down transformation.
Givaudan’s elite perfumers face a brutal creative process, losing 8-9 out of 10 competitive briefs. This highlights that for high-stakes creative roles, resilience and persistence in handling constant setbacks are more crucial for long-term success than just innate talent like a sensitive nose.