Will Critchlow
speaker
1,140 appearances
7 recordings
1 series
first heard Mar 2025
last heard 6 Feb
Will Critchlow’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 5 in all, peaking in Feb 2026 with 5.
Appearances
Yeah, we we often talk about yeah, conservative, on track, on target.
Um, like that you can have different I I think of this stuff much more in scenario planning than in a scenario is much more interesting than a forecast.
A forecast is just a central scenario or like a best guess scenario, but actually of course there's a range of scenarios, and of course some of it is depends what you do.
And so I think people are always scared about being on the hook for
for these things and I think they worry about that too much.
Not that that's not a problem, not a thing.
It is a thing.
But being on the hook for nothing is not a safe place to be.
Either.
And you know, the thing that is safe but delivering no value is you know subject to a lot of budget cuts in in my experience.
And uh the the the more that you can tell that long term story, as I say, you're getting that reputation for being a capable operator.
And even if the world turns against you, even if you know inflation and cost of living means search traffic drops and Google changes mean that visibility.
drops and and and all these bad things, bad luck happen to you.
You're in a position where you can explain the variance against plan.
You're in a position to explain how the p plan is now changing, and the impact that that has on your forward looking numbers.
Is there's a radically different world than the world where you you didn't do that that kind of communication upfront.
W which is the dream.
And and that is what companies want.
That's what the everyone from the CEO on down wants people to step up and take that accountability so that they can be accountable in turn.
They can be accountable and say, you know, across the portfolio of channels that I manage, this channel's facing headwinds, this channel is um operating ahead of plan through
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