The Commercial Confidence Podcast

In this episode of the Commercial Confidence Podcast, we hear from Lindsay Forster, CEO of Shepper.  Shepper is revolutionizing the way retailers and brands collect insight on their performance in stores. Lindsay has taken all of her learnings from a 20+ year career in Marketing with businesses such as Lloyds and Aviva, to build a hugely customer-centric organization.
Lindsay shares her wisdom on how to make difficult strategic decisions with often partial information and limited resources – the challenge of many challenger businesses! Hear how Lindsay believes that people are you biggest asset, you can't do everything you want to do, few things in life are permanent and the worst thing is to make no decision. Lindsay talks about creating an environment where people are encouraged to take risks, it's easy to sell sail and course correct.

In this episode of the Commercial Confidence Podcast, we hear from Atheon Analytics CEO, Guy Cuthbert. Here, Ant talks to Guy about the building of the Atheon business over the last 18 years. The UK retail landscape is amongst the most insight rich in the World. Guy shares fantastic insights in how brand owners need to operate to maximise sales and availability and how very often, global solutions to tacking sales data are not up to the standards required for developed markets, such as the UK.
As an introvert, Guy also talks about the need to overcome his challenges with speaking in public and presenting to achieve his career goals, his admiration for the preparation and persistence of the very best sales people.
Guy shares his blueprint for deep customer understanding – Be Curious, Be Thoughtful, Be Experimental, Be Humble,

In this episode of the Commercial Confidence Podcast, we hear from celebrity CMO, Jon Evans. Jon and his team have successfully launched a 1m+ download podcast, The Uncensored CMO, whilst driving fantastic growth with their business, System1. System1 allows brand owners to “Create with Confidence”, just as Sellex is all about Commercial Confidence.
Jon has had a stellar career as a marketeer, working on brands including Lucozade, Pepsi, Brewdog and Juice Burst. But, as importantly, Jon has always adopted a mentality that the battle is won “ on the ground” not “up in the air”. Jon is a very sales-oriented marketer, as you will hear in this episode.
Join us as we talk about the 160 mentors Jon has made through the creation of his podcast, how he learned about the power of loyalty data as a real-time tool to measure brand health and how all marketers need to understand how the sales team operates better, and vice-versa.

With over 20 years of experience in commercial consultancy, training, and change management, our mission is to instill Commercial Confidence in the industry we’re passionate about.
We are committed to empowering the future leaders of our sector to excel and succeed.
In every action we take, we prioritize a balanced focus on people, planet, and profitability—encouraging our clients to adopt the same holistic approach.
Our purpose is simple: to nurture growth in individuals and businesses alike.
Through our podcast, we share insights and inspiration from trailblazers across the consumer goods industry—brand owners, technology innovators, sales experts, marketers, and more. Each guest is a carefully chosen thought leader, challenging norms and driving progress in their fields.