Andrea is joined by Stefano Volpetti, President of Smoke-Free Inhalable Products and Chief Consumer Officer at Philip Morris International. They discuss PMI's bold vision to replace cigarettes with smoke-free alternatives for the 1.1 billion adult smokers globally. Stefano provides insights into PMI's transformation into a consumer-centric company driven by data, science and technology to accelerate the end of smoking. Stefano also discusses his leadership approach during this unprecedented industry transformation, the importance of courage and learning from mistakes, and his humble background that gives him a sense of lightness in leading change! KEY TAKEAWAYS PMI aims to convert 70,000+ employees and 1.1 billion smokers to embrace smoke-free alternatives to improve public health. PMI had to transform into a consumer-centric company focused on data, science and technology to enable this disruptive change. PMI uses the "4As" model - awareness, acceptability, availability and affordability - to change behaviours and transition smokers to smoke-free products. Leading unprecedented industry change requires courage, surrounding yourself with diverse experts, and humility to learn from mistakes. Having overachieved his early life dreams gives Stefano an inner lightness that enables him to lead boldly without heavy pressure. Choosing who you work for based on trust and freedom is more important than choosing the role or compensation. Never forget the human element when making decisions, this will help you avoid mistakes. Stefano learns the most from other people, he describes his learning as ‘human-centric’ and says he learns the most from interactions with a diverse range of people BEST MOMENTS "The faster we get there, the better the impact on public health globally is." "When you are trying to do something you’ve never done before the probability that you will do some mistakes is very high." "The higher I go, the more lightness I feel on my shoulders because I know that I have already overachieved my best life dreams." “Choose the people you work for instead of which business you work for” VALUABLE RESOURCES Like the show? Please leave or write a review on your favourite podcast platform! Let Andrea know your thoughts or share your comments via LinkedIn or via email For more information on Andrea’s work and access to other valuable resources, please visit the website If you don’t want to miss any episode and receive the full article in your inbox, subscribe today to our blog Need more? Book a 30 min call here: https://calendly.com/andreapetrone/strategy-call-30. ABOUT THE HOST My name is Andrea Petrone. I'm a Human Performance and Leadership Advisor, Executive Coach and International Speaker. I help leaders and their teams to change their mindsets and master their leadership capabilities so they can achieve extraordinary performance. I've been in the corporate world for more than 20 years working globally - in 6 countries and 3 continents - for medium-large companies.

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