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Transformation at CEO level is rarely loud, dramatic or chaotic. More often, it is deliberate, emotionally complex and rooted in subtle shifts that compound over time. In this episode of Transformer CEOs, Chris de Bruin, serial CEO and newly appointed Chief Executive of Avenda, Australia’s largest life insurance business, shares what it truly takes to lead large-scale change across industries and continents. Having driven transformation in digital banking, financial services and cultural reinvention initiatives, Chris brings grounded, hard-earned perspective to the realities of modern leadership. A central theme of the conversation is that transformation is not the same as disruption. While markets celebrate bold moves and radical pivots, sustainable change often requires nuance, patience and deep organisational listening. Leaders must first establish a brutally honest baseline before implementing strategy. Without clarity on the current state, culturally, financially and operationally, change efforts rest on assumptions rather than facts. Chris introduces the concept of the “long audition”, the critical first 90 days of a CEO’s tenure. During this period, permission to lead is earned, not assumed. Board alignment, stakeholder trust and internal credibility are established through careful observation, decisive action and clear communication. Talent decisions, in particular, must be made quickly but executed with dignity. Culture shifts when leadership standards shift. The episode also examines why many transformations fail. Misaligned incentives, unclear reward systems and surface-level initiatives can undermine even the most compelling strategies. Compensation structures signal cultural priorities. They are not a silver bullet, but they shape behaviour in powerful ways. Curiosity emerges as a defining trait of the Transformer CEO. In a world increasingly shaped by artificial intelligence and rapid technological change, leaders must understand both AI systems and human behaviour. Ego becomes a liability; learning agility becomes an advantage. Chris reflects on lessons from failed ventures, digital innovation projects and a large-scale cultural reset that required rebuilding leadership from the ground up. These experiences reinforce a key insight: transformation is as emotional as it is strategic. Change affects identity, status and security. Leaders who acknowledge that human dimension navigate it more effectively. For CEOs, board members, senior executives and ambitious leaders preparing to step into transformational roles, this conversation offers practical insight into leading change with clarity, courage and cultural intelligence. ERIK SCHMIDT CONSULTING & ADVISORY See https://www.erikschmidt.co.uk Erik is described as "exceptional", "undoubtedly one of the top global HR leaders" and "a strong strategic thinker and amazing change leader". After 35 years working with some of the most successful companies on the planet including Diageo, GE, LEGO, HSBC and Pandora, he now leads a successful consulting & advisory business where he partners with CEO’s, Chairs and Investors to help their companies achieve out-performance. SOCIALS / schmidt-erik This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/