Optimove’s Pini Yakuel has a mission: Free the marketer. In this final episode, Phillip and Pini bring theory into practice with Rachel Parker from FDJ United (formerly Kindred), who orchestrated a three-year organizational metamorphosis to shed their assembly-line model for the positionless approach – and become much better suited for tomorrow.

If episodes 1-4 were the philosophy, today, we bring you the playbook. Ready to set your marketing department free? Listen to the Decoded season 4 finale now.

The Total Football Effect

Key takeaways:

Small, cautious steps often fail where comprehensive transformation succeeds.
Anonymous surveys revealed FDJ’s teams were dissatisfied with assembly-line processes and hungry for broader responsibilities.
AI enables faster delivery, leading to more opportunities for internal praise and success – and big boosts to team morale.
Expertise still matters, but it's about expanding capabilities rather than rigid specialization.

In-Show Mentions:

Learn more about FDJ United (Française des Jeux)

Associated Links:

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Step Into A Positionless Future

Future Commerce