Driving Force

The managing director of Audi Australia shares his shortcuts to business success

“IT’S MORE OF A REVOLUTION than an evolution,” admits Paul Sansom. The managing director of Audi Australia is describing the almost sci-fi levels of technological change now shaking up the car industry. Artificial intelligence, self-driving cars and emission-free mobility are coming soon to an automotive showroom near you.

Managing such a transformation sounds like a mighty challenge. Yet Sansom is calm and upbeat. It’s confidence borne partly from the fact that his brand is already renowned for its restless sense of innovation. Audi’s famous slogan: “vorsprung durch technik” helpfully translates as “progress through technology”.

But Sansom’s pragmatic acceptance also reflects the reality of Audi’s position and, indeed, that of countless industries striving to thrive in the age of disruption. “If you don’t embrace change, then you’re probably going to have some tough times and the opposition will get ahead of you,” Sansom says.

From dealing with the boss from hell to refining your sales technique, read on to discover Sansom’s business lessons to hit the accelerator on your own career.

PLOT YOUR ASCENT

Don’t wait for your HR department to offer you relevant training. To fast-track your path to the corner office, take charge of your career development and work out the exact skills you need in order to progress. “It’s up to you,” Sansom says. “You have to be master of your own destiny.”

Prior to Audi, when Sansom was working at Volkswagen, his boss offered him a promotion to the role of planning manager. Aware that it would be a number-crunching job wading through endless Excel Spreadsheets, Sansom shuddered at the prospect. But he eventually decided to accept.