To kick-off Season 2, I'm delighted to have Roberto Guidetti, Group CEO of Vitasoy, to join me in a 3-part series and share his business leadership insights on Culture, Innovation and Sustainability. In this episode, we start with Culture and the powerful differences we see in the West vs East - from the way the pandemic is being handled to the way it influences business relationships. Roberto takes us to his 'living with COVID' experience in mainland China and Hong Kong. We discussed how his business and the marketplace has changed during the pandemic. As an outsider leading a family-owned company, Roberto shares his experience and insight on connecting Vitasoy's purpose and its ‘reason for being’ as a driver for culture. Using purpose as the single source of truth to galvanize the wider company towards the same shared value. It is a great example that proves ‘doing good and doing well’ can actively coexist.