reason I have had some success in what I have done is that I am a sense maker by nature . I am pragmatic and practical .” Pushed further he admits that the sense making starts with his own process of rationalisation . “ I simply can ’ t engage until it makes sense to me . Once I get it , I am very intuitive . Once I see the shape of the story , what the value is and how we might influence the business in the right direction , I will really go with it .”

In pushing forward the digitisation of the business he pays tribute to the support he ’ s had from chairman and CEO José Maria Álvarez-Pallete López . “ I believe in what we are doing . Sometimes my convictions are tested sorely , but I stick to them .” Being an outsider , an Englishman in a predominantly Spanish and

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