
Lisa Materazzo
2
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Sep 24, 2025
Lisa Materazzo (Ford) | Ready Set Ford: Inside the Bold Global Relaunch
22:29
22:39
49:31

Lisa MaterazzoGUEST
There are times when lifting the burden, the extra burden of making a decision in the moment was necessary.

Lisa MaterazzoGUEST
And on many occasions, what I did or members of my team did after listening in those group settings, following up with a one-on-one and actually going to that department lead.
27 MINS LATER

Jim StengelHOST
Could you talk a bit more about phase one, phase two, phase three, and what you're looking for in terms of success?
Is Brand Purpose Dead—or More Alive Than Ever? | Conversation with Kory Marchisotto (e.l.f.Beauty), Mark Ritson (Mini MBA), Lisa Materazzo (The Ford Motor Company) and Sara Carter (adam&eveDDB)
15:20
15:26
15:37
15:48
16:01

Jim StengelHOST
So Lisa, how do you think about purpose? How do you talk about purpose? How do you define purpose in the Ford Motor Company?

Lisa MaterazzoGUEST
Yeah, I think the way I think about purpose is probably more aligned with the definition that you read, kind of this higher order of existence.

Lisa MaterazzoGUEST
The way we think about it at Ford is really our values or our core equities, which we have defined as part of our brand strategy.

Lisa MaterazzoGUEST
Those are, they're so true and authentic to the brand, what we have been, what we will continue to be.

Lisa MaterazzoGUEST
If you approach it from the perspective where this is our purpose, we're going to define our purpose and we're going to assume and tie it to business results, I think that can ring hollow.
16 MINS LATER