Refer China: Andrew Miles ： Risk lies not in failing, but in failing to try

Former President of Sam\x26#39;s Club China Andrew Miles offers CEIBS MBA students insights on leadership and growth.

When others chased data, he trusted his gut.

When the industry chased traffic, he stayed true to member value.

When the world played it safe, he leaned into courage.

In a business era obsessed with speed, data, and scale, we're losing something essential—the courage to take bold risks. At a recent CEIBS InnoLab Inno-Talk event, Andrew Miles, former President of Sam's Club China and now Business Growth and Improvement Advisor, shared a refreshing perspective: True risk lies not in failing, but in failing to try.

Go Slow to Go Far

While many live by the rule "move fast and break things," Andrew believes in a different rhythm: slow down to move fast. During his leadership tenure at Sam's Club China, he championed a step-by-step approach—making each move intentional. This wasn't about being cautious. It was about building something lasting in a market distracted by short-term trends.

Don't rush, be different, not just fast.

Be a "Purple Cow"

Imagine driving past a field of brown cows.

Then, you see a purple one.

You'd stop.

You'd look.

You'd tell your friends.

Then the news would spread.

That's the idea behind Seth Godin's book "Purple Cow"—a metaphor Andrew used to explain what it means to be truly remarkable. When market data pushed for free memberships, smaller stores and endless variety, Andrew did the opposite: he kept the membership model, curated fewer products, and went big on packaging and clubs.

As CEIBS Professor of Marketing, Associate Dean, and Director of MBA Programme Zhang Lingling put it: "Andrew showed us that you don't have to follow the trend to lead the market."

It takes guts and discipline to focus on the long term and avoid the trap of chasing constant short-term wins. But that's how you build something people remember.

Being remarkable is the best kind of defense.

Data is a Guide, Not the Answer

Today, many treat data like the final word. Andrew sees it differently. At key moments in Sam's Club's growth, he asked, "What if?", and trusted experience as much as data.

Retail is part science, part art.

Too much data can kill creativity. That's why Andrew encourages what he calls "Driving Penguins"—teams brave enough to dive into icy waters and learn by doing, not just by analysing.

Data helps. But it can also mislead.

No Plan B

One line from Andrew's talk stuck with everyone:

"Don't make a Plan B.

Make Plan A an outrageous success."

It's not just a quote. It's a mindset.

When there's no backup, you commit differently.

And that's where breakthroughs happen.

Leadership: Learned from People

Andrew's career has stretched from London to Shenzhen, and his greatest lessons didn't come from books—they came from watching and listening to people.

Stay humble. Stay curious.

Leadership isn't a template. It's built through observation, empathy, and reflection.

Situational Leadership

There's no one-size-fits-all in leadership.

Andrew stressed the power of situational leadership—the ability to adapt your style to the person, task, and moment.

Whether you're guiding a new hire or leading through a crisis, the best leaders don't stick to a script. They read the room.

What you say as a leader can change the course of someone's career, or their life. So be thoughtful.

Make the Unpopular Call

Leaders must be willing to make tough, even unpopular, decisions. But communicating the "why" behind these decisions will help your teams understand the decision.

When it comes to values, it's black and white. As leaders we are the benchmark for culture and values.

During a crisis?

Be visible. Be present. Speak with honesty.

And start the conversation with your own team and be an active listener.

It comes down to building trust. That's what great leaders do.

Values in Common

As Prof. Zhang noted, Andrew's philosophy resonates deeply with CEIBS' own values:

CEIBS is a "Purple Cow" - we strive to stand out, not fit in
Students' success is our success - it's not about ego
We don't believe in Plan B - we go all in

Andrew, in turn, spoke openly about his own journey, "crashing the car," learning from mistakes, and getting back up each time with more clarity and purpose.

Coaching by Walking Around

After the talk, Andrew shared a simple but powerful tool: the 5-minute feedback method by Amy Gibson. It's perfect for leaders who practice "coaching by walking around."

Spot the moment → Keep it timely
Name the behaviour → Focus on behaviour, not personality
Share the impact → How did it help or hinder?
Ask for their perspective → "What was your thinking?"
Plan the next step together → Keep it actionable
End with confidence and trust → "I know you've got this."

This isn't about forms or formal reviews; it's about building trust through conversation.

In a world that often rewards the safe choice, the real danger is becoming just like everyone else.

If you want to build something that lasts, be the "Purple Cow". Be brave. Go all in.

That's what it means to take real risks.

That's how you build a legacy.

Have you ever held back because you were afraid to fail?

We'd love to hear your story in the comments.

👉 Below, watch our exclusive interview with Andrew Miles, in which he opens up about leading teams, managing diversity, and growing through your career.