Hannah Fisher, Superhero CMO
What would Claude.ai make of Hannah’s work? We asked Claude to uncover her three top superpowers.
Claude’s take…
Hannah's superpower isn't about smashing through walls - it's about bending conventional reality without breaking it.
Let's decode Hannah's three most powerful abilities - and why they're far more revolutionary than most marketers realize.
Superpower #1: Reality Bending
Forget simple digital transformation. Hannah's true power is her ability to bend traditional and digital realities to coexist without breaking either one. Here's the proof: "I call it the shop window. You can't change the shop window until you have something else that's working equally well."
While other CMOs play zero-sum games - digital must kill traditional! - Hannah operates in a quantum state where both realities thrive simultaneously. The result? A 12% increase in online sales while maintaining their traditional channels. That's not just change management; that's reality manipulation at its finest.
Superpower #2: Generational Time Travel
Here's where things get really interesting. Most marketers see age demographics as fixed points. Hannah sees them as fluid timelines she can navigate simultaneously. She's marketing to tomorrow's 65-year-olds while nurturing today's 80-year-olds, understanding that "digital is very much something they're very at ease with."
But here's the twist - she doesn't just acknowledge these different generational timelines; she builds strategies that work across all of them. While other brands get trapped in demographic boxes, Hannah's moving freely between them, creating what she calls a "connected ecosystem throughout the customer lifecycle."
Superpower #3: Paradox Engineering
This might be her most powerful ability - the capacity to make seemingly contradictory forces amplify each other instead of cancel each other out. Consider these paradoxes she's successfully engineered:
- Increased brand spending from 25% to 45% while improving performance metrics
- Built sophisticated digital journeys while deepening human connections
- Created mass personalization through "curated journeys for customers depending on what they're doing in their life cycle"
The genius here isn't just managing these paradoxes - it's turning them into competitive advantages. When most marketers try to resolve contradictions, Hannah harnesses them.
But here's the real kicker: Unlike most superheroes who work alone, Hannah's greatest achievement is building a team that can wield these powers collectively. The proof? An employee engagement NPS that jumped from 7.2 to 9.2 (from 2023 to 2024), and four British Travel Awards, “which hold a special place in Saga Cruise Team’s hearts as they are voted for by the public”.
In a marketing world obsessed with either/or choices, Hannah's superpower trinity shows us that the real magic lies in and/and thinking - if you're brave enough to attempt it.
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