CMO John Andersson on leading into 2026: lifelong learning, leadership goals and marketing trends

Alongside being a Novare alumnus, you’re also a speaker and mentor. What do you hope to give back to the next generation of leaders?

I speak a lot about Curiosity and Intent. To try and instill a lifelong learning environment where curiosity is at the heart of the conversation. Nothing inspires me more than someone asking numerous follow-up questions about why, what, how.

Secondly, to make selective choices with intent: understanding and being able to share why a certain choice has been made, and then moving on – finding a rhythm of moving forward

As a mentor, I try to instill a lifelong learning environment where curiosity is at the heart of the conversation. Nothing inspires me more than someone asking numerous follow-up questions on why, what, how.

In your role as CMO, what key marketing trends do you believe will define 2026?

It’s hard not to mention AI and the shift towards a more systemic rather than ad-hoc approach to insight automation, content speed and frequency, and idea generation. In parallel, it’s also important to assess what this means organizationally, e.g. in-housing vs. outsourcing, finding the right mix and consequently the right talent.

It’s important, however, to be ready to step back and ask yourself: what are we solving for? Is this a sizeable customer experience improvement, and what are the underlying reasons for a certain project or investment? Did the market or customers ask for this?

I also think fatigue around AI-generated imagery, videos, etc. will accelerate, leading to some soul-searching around a more people-centric approach, from corporate to product level. Uniqueness and differentiation will continue to be strong foundations for growth in an environment where quality and reliability are a given.

Uniqueness and differentiation will continue to be strong foundations for growth in an environment where quality and reliability are a given.

As we step into 2026, what personal leadership goals are you focusing on this year?

2026 for me is about building a high-performing and engaged team – creating a fluid, self-leading team that wants to get up in the morning and overdeliver, guided by principles and a clear vision of where we are going. How can I, as a leader, create the environment where this comes to life?

I believe that as a head of marketing, in any capacity, we owe it to the organization to look at the horizon and dream big, while also creating the ladder to get there.

Lastly, be kind and supportive, be serious about the mission but light on the ego – no single leader can do everything themselves. Learn, adopt and adapt, but be yourself at the core.

Be kind and supportive, be serious about the mission but light on the ego – no single leader can do everything themselves. Learn, adopt and adapt, but be yourself at the core.

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