David Meikle, business consultant, intermediary and author, provides a 10 minute dive into challenging conventional thinking around risk. If organisations are expected to generate greater returns from fewer resources, he argues simply doing the same things more efficiently is not a sustainable approach. Successful underdogs understand that risk cannot be eliminated; it must be understood, managed and where appropriate used strategically. Caroline Ayling will then introduce Richard Temple co-author of new book The Underdog Advantage™ for a high octane Q&A on why the pair joined forces to outline the secrets to marketing success by flipping the odds in your favour.