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Andy Parfitt ,Andy Parfitt Founder of Enlightened Leadership Executive Director, Talent for Saatchi & Saatchi, UK

How to get the best out of talent

Andy Parfitt (Saatchi & Saatchi, UK) took to the stage today to discuss the importance of talent in radio

.“I think it’s a really good thing that we are spending some time talking about talent and I am extremely flattered to be asked to talk about this”. Parfitt feels that high motivation and clear understanding of an individual’s talent is vital to their progression in the field. “Staff satisfaction is essential”.


Andy said, “I have worked at several media organisations who understand the importance of people. The competition and cost of high head talent is increasing”.


Talent can often be the difference between success and failure. Too much regulation can create tension as opposed to progression.


Talent must believe in themselves – if they get themselves into a position where they ask if they’re actually any good, then this is not a positive place to be.  


Andy Parfitt was asked if talent needed to be cocky in order to succeed. “I don’t really know how I should interpret that one”, he said. Nobody should ever think of himself or herself as being bigger than the station.


During the Q&A an audience member asked Parfitt how close he should get to his talent – should he socialise with them? The ex-BBC Radio 1 boss responded by saying “When you are on the job you can’t be a friend. If you are a leader you can’t join in the bitching”.