Most companies say they want people to think differently.

But different thinking very rarely comes from sitting in the same meetings, with the same people, looking at the same problems.

This is one of the reasons I set up TIE Leadership in 2006. And why I absolutely love this TIE programme we’ve kicked off with Arla Foods.

Over the next six weeks, a multi-disciplinary cohort from across Arla’s Consumer Intelligence Team will work alongside BAYIMBA in Uganda – an organisation that has spent nearly two decades using arts and culture not simply as entertainment, but as infrastructure for social and economic change.

And honestly, I think that idea alone is fascinating.

What if creativity wasn’t seen as something “extra”?
What if culture, storytelling, identity, and artistic expression were understood as drivers of resilience, dignity, opportunity, and economic growth?

Bayimba has been building exactly that across East Africa through festivals, artist development, training programmes, and now through the creation of a permanent creative centre on the shores of Lake Victoria.

The Arla Virtual TIE team will help Bayimba think through questions around financial sustainability, strategic growth, community engagement, and long-term resilience.

But at the same time, something else is happening.

People inside Arla are stepping into an environment completely outside their normal context.

We’re talking different realities, different constraints, different perspectives and completely different ways of thinking.

And this is SO important.

It matters because if we want more curiosity, innovation, adaptability, empathy, and better collaboration inside companies, then people need experiences that genuinely stretch how they see themselves, and the world.

This is not theory. This is real life and all about experiential learning – because that’s when you viscerally feel the impact.

And that’s exactly why leaders like Michael Swaisland continue investing in this work. As Michael said recently:

“For me, this is what our transformation in Consumer Intelligence is really about. Not just new tools or processes, but how we work together with open minds. When we lead with curiosity, empathy, and real connection, that’s when true ah-ha insight happens.”

A huge thank you to the Arla and Bayimba teams for stepping into this experience with such openness and curiosity.

I have a feeling this journey is going to shift thinking in more ways than anyone expects.

If this resonates, and you’re exploring how to create more curiosity, creativity, and courageous thinking inside your organisation through experiences that genuinely shift perspective and behaviour, just pop over a message. I’d love to explore what that could look like for your team.