Audi Exec Anna Bory On The Key Skills To Succeed In Marketing

What is the most surprising thing about you that most people don’t know?

Two things come to my mind: first, I studied computer science as my major and second, that I skied competitively  at the Swiss regional level for years. Skiing taught me to compete. You learn to manage yourself. You need to be perfect at what you you do in order to win. I was going down the same slope over and over again. It was boring, but every half a second matters. Every time you need to beat yourself and be better than last time.

What are the most important decisions you made in your career?

I made many; however the most significant one was to get out of my comfort zone and move abroad at the age of 17. I learnt to be comfortable being uncomfortable. Have been exploring the world since then.

What will be the most valuable skill for your profession in the next 3 years ?

Being digital savvy, understanding technologies and analytics. To keep ahead of the curve I regularly talk to a lot of different innovative companies. I am a judge at various competitions and festivals, which helps me monitor industry best practices and allows me to meet new interesting people.

I also think it is very important to ask questions, not to be shy or afraid to look stupid and just ask questions. Whatever a new technology is, you can understand how it works.

What’s your worst mistake and how did you overcome it?

I missed some opportunities, made a bad hire or gave an interview I wish I didn’t. But I can’t really pick one that I could call my worst mistake.

What’s your biggest ambition now?

To make a social impact through technology.

What is the most interesting book you have read and why did it impress you?

I have read many, but I would say that “Rich Dad Poor Dad” by Robert Kiyosaki teaches you some basics how to manage your bottom line, which is very useful to set yourself up right from the start.

What talks (such as TED) or podcasts do you listen to?

Steve Jobs commencement speech at Stanford University graduation in 2005. Very enlightening and still relevant today.

What industry websites, blogs or influencers should I bookmark right now?

I read a lot every day from multiple sources: news, publications, social media, influencers and make up my own conclusions. I think it’s critical to keep an open mind and not to limit your information sources.

One of me favourite authors is Seth Godin, I follow his blog to stay up to date with the digital trends. World Economic Forum gives a very good outlook on the key macro economic trends.

Learn more about Anna Bory on Linkedin