CEO of Confused.com Inspires our Students
Steve Dukes, CEO of Confused.com, inspires Leeds University Business School students to “be a builder, and a doer” in a rapidly changing marketing landscape.
Students from Leeds University Business School gained valuable insights from Steve Dukes, CEO of Confused.com, during an engaging guest talk. Drawing on his experience, Steve reflected on how marketing has changed over recent decades and the enduring principles that have stood the test of time, exploring what has changed, what hasn’t, and what that means for students today.
Steve described a shift in the discipline: where marketing was once largely about thinking, it is now about building, putting ideas into practice and learning from results. He encouraged students to test new ideas and be open-minded about learning new tools and technologies, and see experimentation as an essential part of modern marketing.
Discussing his own journey from studying Business Management at Leeds University Business School to leading one of the UK’s best-known comparison platforms, Steve shared lessons on career growth and adaptability.
He urged students to:
Be a builder, and a doer
Encouraging them to test ideas, learn from failure and act decisively. He also pointed to the growing role of AI and personalisation, describing them as some of the biggest opportunities for the next generation of marketers.
The event was part of Leeds University Business School’s commitment to industry engagement, connecting students with business leaders to bridge academic theory with real-world practice.
A key message for students was the importance of taking ownership of their development. His advice was to focus on getting good at their craft, and to learn quickly from the people and opportunities around them. By combining strong fundamentals with a willingness to build, test and adapt, he suggested, they will be well placed to succeed in fast-moving, data-driven roles.
