The Financial Times described Rita Clifton CBE as the 'brand guru'. In her illustrious career, she has worked at multiple high profile branding companies, including Saatchi & Saatchi, Interbrand and BrandCap; and sits on the board of several businesses like John Lewis Partnership and Nationwide Building Society. She talks to Richard about how her childhood shaped her in life and business, what makes leaders like Jacinda Ardern so successful, and the power of role models. You can find out more about Rita Clifton on her website and get her book Love Your Imposter: Be Your Best Self, Flaws and All  in a library near you.Things mentioned in the episode:Jacinda Ardern is the current Prime Minister of New Zealand, who has been widely praised for being able to control and alter the spread of Covid 19 in her country, as other leaders struggled around the globe.According to Freud, the id is the impulsive (and unconscious) part of our psyche which responds directly and immediately to basic urges, needs, and desires. (source) This is an Earshot Strategies production. Get in touch if you're looking to make a podcast!