Relevance is a sport: Gap’s Richard Dickson on swinging, missing, and winning

Jul 7, 2026 · 27 min

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EP · Masters of Scale · Relevance is a sport: Gap’s Richard Dickson on swinging, missing, and winning26:50

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0:21–0:55	Deel	host readaudio feed	pre-roll		deel.com/mos	trigger
12:31–12:56	Creative Planning	host readaudio feed	mid-roll		creativeplanning.com/masters	trigger

Transcript

asr · 5,021 words · docs

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0:28To some extent, what happened to GATT?

0:30We got spooked with some of the swings and ultimately became very safe and therefore not very interesting.

0:38And so to get people interested, you have to be interesting.

0:42Our cat's eye campaign.

0:44I mean, we were trending number one on TikTok within 24 hours.

0:48I mean, if we had said three years ago, do you think Gap brand is going to be trending on TikTok, let alone trending as number one on search?

0:56No one would ever believe that.

0:58If we're not swinging, we're never going to hit.

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