In this episode of Independent Minds by Pictet, we sit down with Eve Laurier, Global Head of Marketing and Communications at Bombardier, one of the world’s most iconic private aviation companies.

Bombardier designs, manufactures and services some of the most advanced business jets in the world, flying in over 100 countries and serving ultra high net worth individuals, global CEOs, governments and leading corporations.

Eve shares what it really takes to market and sell in one of the most exclusive industries in the world, and how Bombardier successfully rebuilt its reputation after a major transformation.

We explore what luxury truly means at the highest level, how billionaires make purchasing decisions, and why service, trust and long term relationships matter more than the product itself.

From leadership and confidence to brand storytelling, career risk and building world class teams, this conversation offers rare insight into both private aviation and the mindset required to operate at the top.

This episode is about leadership, confidence, resilience, reputation and learning to figure things out without trying to do it alone.

In this episode you will learn:

• What Bombardier does and how private aviation really works
• How billionaires and ultra high net worth individuals buy private jets
• What luxury actually means beyond products and price
• How Bombardier rebuilt its reputation after years of transformation
• Why service and customer experience matter more than aircraft specs
• How complex private jet manufacturing and supply chains really are
• Eve’s career journey from advertising to global leadership
• Why “figure it out” is a critical leadership mindset
• How to build confidence through risk taking and responsibility
• Why the best leaders learn to get out of their own way

TIMESTAMPS

00:00 Intro Who is Eve Laurier and what Bombardier does

01:10 What Bombardier builds and why business jets matter

02:20 Eve’s role as Global Head of Marketing and Communications

03:40 The challenge of marketing to ultra high net worth individuals

05:00 What luxury really means at the highest level

06:30 How billionaires actually buy private jets

08:10 Inside the private jet customer experience

09:50 How private jets are manufactured and why it is so complex

12:00 Craftsmanship interiors and aircraft customisation

13:40 Eve’s career journey and the “figure it out” mindset

16:00 Rebuilding Bombardier’s brand and reputation

18:10 Leadership lessons and building world class teams

20:00 Confidence risk taking and career growth

22:40 Why successful leaders do not do it alone

24:50 The explosion of demand in private aviation

27:30 Why private jets are growing faster than ever

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Follow Bombardier

Instagram: @bombardier_jets

Website: https://bombardier.com/