Richard Barnett — Chief Marketing Officer, Fusion Risk Management
Published:
The mistake is treating resilience as a recovery discipline instead of a business-performance discipline. Risk, IT, and compliance are essential, but they naturally begin with systems, controls, and obligations. The CMO begins with a different question: What promise did we make to the customer, and what happens to growth if the business cannot keep it?
What does Richard Barnett say on The Agile Brand podcast?
Richard Barnett, Chief Marketing Officer, Fusion Risk Management, says: A Q&A with Richard Barnett, CMO of Fusion Risk Management, arguing that resilience must be treated as a business-performance discipline rather than a purely technical or compliance function. He explains how marketing’s absence from recovery decisions turns operational incidents into prolonged commercial damage, recommends concrete pre-incident working sessions to map promises to operations and decision rights, and illustrates the point with examples from airline outages and his experience at Supplyframe.
From: The Agile Brand podcast
Cite as: Richard Barnett. (2026). On The Agile Brand podcast. Retrieved from https://research.agilebrandguide.com/insights/richard-barnett-the-mistake-is-treating-resilience-as-a-recovery-discipline