"Whenever I make a decision, I like to do what I call a 'constructive challenge;' that is, understanding how we got to the recommended option as opposed to the other possible routes.
"I always try to balance short and long term, being mindful of the famous short-term quarterly pressure. There is a need to be very responsive but also consistent in time, especially in a brand-building business.
"The key questions I ask myself whenever we are assessing an investment are: Is it a strategic priority for the business? What is the balance between opportunity and risk? How can it be financed, including through reallocation of resources? What are the opportunities for return and value creation (short, mid and long term)?
"Then, I can make a clear (and quick) decision, and I make sure I say a clear 'yes' often enough to help create favorable conditions for risk-taking and entrepreneurial initiatives in the group."