Changing how we think about food
Today, Daniel is setting up a new initiative focused on improving consumption practices, building on his experiences at the World Resources Institute and the UN. The goal is to shift from corporate-led to citizen-led consumption, empowering individuals to influence the the way the food market works.
The Wonders of Nature
As a young boy in Surrey, Daniel Vennard lived in an old cottage next to a woodland, with the farm next door and an enchanting forest next door. He has a vivid memory of stumbling upon a small tree with leaves that were entirely pink. At around 12 or 13 years old, Daniel was both intrigued and excited by this. The discovery was so captivating that he took a leaf to his biology teacher, eager to understand why it was pink. This early curiosity and sense of wonder about the natural world shaped his childhood and laid the foundation for his future passions.
Driving Change Through Connection
Daniel's journey has been anything but linear, filled with challenges, understanding resistance and how to overcome it. By staying true to his passions and continuously learning from experiences, he has been able to drive significant change. Understanding the power of connection, collaboration, and the shared human desire to create a better world is nuanced but simple and effective. As he moves forward, Daniel remains committed to inspiring others and leveraging business as a force for good.
Imposter Syndrome?
As he has moved through his career, Daniel has learnt how to assert his ideas confidently, and what is crucial for effective leadership and persuasion. He learned that imposter syndrome can make individuals second-guess themselves, leading to less decisive actions and missed opportunities for making an impact.
Bridging Business and Sustainability
Daniel's professional journey accelerated when he entered a company competition at Procter & Gamble, run by Paul Polman, who later became the CEO of Unilever. The essay he wrote on how the company could improve the world won him the chance to attend the Nobel Laureate Summit in Rome. There, he met the Dalai Lama and Russian President Mikail Gorbachev. The summit's discussions made him realise that making a difference was not just for a select few but something achievable by ordinary people through innovative ideas and determination. This experience solidified his resolve to merge his passion for the environment with his business acumen.
Leading with Purpose
Daniel's next significant role was at Mars, where he spent nine years, initially working on sustainability in their coffee division before moving on to lead global brand sustainability initiatives. This period was pivotal as he worked closely with senior leaders, including the CEO and the Chief Marketing Officer, to integrate sustainability into Mars' brand strategy. They developed purpose-driven campaigns for major brands like Whiskas and Dove, proving that sustainability could drive both positive impact and business growth.
The Art of Persuasion: Frameworks for Success
Throughout his career, Daniel has used structured frameworks for sales and persuasion. One of the most impactful was the Persuasive Selling Format (PSF), which he learned during his early years at Procter & Gamble. This format rests on a simple structure: establishing the background, presenting the opportunity, explaining the idea, outlining key benefits, and specifying the next steps. This methodical approach helps ensure that all critical points are covered and that the narrative is easy to follow.
In addition to PSF, Daniel embraced narrative storytelling techniques to add an emotional dimension to his presentations. Drawing inspiration from classic story arcs like those in "The Lord of the Rings," he learned to frame his messages in a way that connected with the audience on a deeper level. This involved setting the scene with a relatable context, introducing a challenge or problem, and then presenting a vision of a better future where the audience plays a heroic role. Combining these logical and emotional elements has been key to his success in persuading others, with a particular focus on how to position those you want to persuade as the hero.
Embracing Soft Power and Collaboration
Throughout his career, Daniel learned that inspiring and influencing others is more effective than dictating orders. Creating environments where people feel motivated and recognised for their contributions is the cornerstone of his leadership style. This attitude of fostering collaboration and shared purpose has led to significant breakthroughs.
Reflections and Advice
Looking back, the journey from being a curious child exploring the woods to leading sustainability efforts in major corporations has been driven by a deep sense of wonder and a desire to make a meaningful impact. Daniel’s advice to young professionals is to invest time in understanding who they are and what drives them. Balancing personal growth with professional development can unlock immense potential and lead to a more fulfilling career.
