As a digital pioneer across companies like Amazon, McDonald’s, and Volvo, Atif Raffiq has built a career turning legacy brands into innovation powerhouses.
In this episode, Atif shares how his first month at McDonald’s led to a billion-dollar digital transformation, the culture shock of bringing a Silicon Valley mindset into a 60-year-old global icon, and the behind-the-scenes moments that reshaped how the company connects with 100 million customers a day.
He also reflects on the lessons learned from leading through resistance, building systems that outlast any one leader, and why true transformation starts with people, not technology.
It’s a story of cultural reinvention, courageous leadership, and how curiosity and collaboration can drive change on a global scale.
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