Swim Against The Tide


In this podcast episode, James Rigg shares his unique career journey from aspiring research chemist to CEO of Trojan, part of the Buy It Direct Group.

James shares his journey from being chased by a hippo, to working in a lab and then moving into the IT sector, where he built his successful career.

He discusses the importance of adaptability, the impact of diverse experiences on leadership, and the significance of sustainability in business.

James emphasizes the value of understanding consumer needs and the role of e-commerce in modern retail.

He reflects on his leadership style, the challenges of scaling a business, and his vision for the future, including potential acquisitions and a commitment to really building out the circular economy.

The SATT Team :) 

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What is Swim Against The Tide?

The idea behind Swim Against The Tide podcast is to meet founders and leaders of businesses who have launched and operate in competitive markets, taking the bigger, more established players head on. It is about exploring what drove them, how their brand stood out, what they had to do to win and what lessons they have learned that they can share with the listeners to hopefully inspire them to take their own journey.

The show is presented by Steve Henry, Co-Founder of the specialist marketing group Audience Collective. Steve has enjoyed a 30-year career in advertising helping 100s of brands win and grow. He is passionate about telling these stories and sharing their journeys, both good and bad, to help the next generation learn and encourage them to one day start their own challenger brand.

If you would like to be a guest on the podcast, please email satt@thisisaudience.com and we will be in touch.