Andy Milligan

So that was just kind of like a working name.

And then a friend of mine called Andy Milligan, who's a branding expert, said, Nick, Nick, I think we should come up with a better name.

So we went through a whole kind of exercise and we came up with the name Orchard because what we really want to do is represent ourselves as kind of ecosystem, you know, a bit like an orchard where there's, you know, apple trees and grass and this, that and the other.

And so what we try and do is build that ecosystem.

Atif, welcome to My Dream Store Brands.

Thank you, Andy.

Delighted to be here.

Looking forward to it.

And I had... started to develop the sort of notion of ptsd it was something that the modern man at that moment in time sort of believed in grit and resilience pick yourself up and just go again and the notion of therapy and talking about it and openness was something which to me at the time was alien and something i would now strongly suggest anyone and i did at later time so that was really playing on my mind and then really the cups of it was a a car accident in west london in ealing We're going down the A40.

I was in a triple fatality car accident where four cars collided together, and I'm the only surviving member.

Air ambulance out, taken to hospital not far from where you live, Andy, and survived with some breaks, bruises, but nothing kind of critical.

And metaphorically there, I decided I was going to do something different.

Perhaps it's about becoming better prepared for whatever happens next.

My guest today is Andy Milligan, a strategist, author, an expert in brands and business transformation, and co-author of the new book, Future Shift: How Business and Brands Prepare For What Comes Next.

So whether you're 18 and wondering what kind of career to build, 45 and wondering what the next chapter of work looks like, or 75 and watching the world change at extraordinary speed, this conversation is ultimately about something we all have in common.

The future belongs to all of us.

Yeah.

Well, Andy, it's been a great conversation, and I, I particularly like how you have brought the changes that we're all experiencing alive through the interviews with the leaders of many of the organizations that we've all heard of.

My guest today has been Andy Milligan, founder of the Caffeine Partnership and author of the book, co-author of the book, Future Shift: How Business and Brands Prepare for What Comes Next.

Details of which can be found in the show notes.

And thank you for me, 36 years' worth of great memories in business.

Well, Andy, you were, you were one of our stars.

But there are many other stars.

Interbrand, you know, it's been a sort of cradle of fabulous branding people, and you're, you're sort of top of the heap.

Maybe we won't, actually, but well, I digress.

Let's just start with kind of who in the world is Andy Milligan? How did he get into the design space, and how'd you get to where you are today?

Man, that is an open-ended question, dude.

I'll give you the short version.