Dmitry Shishkin on leadership, innovation and challenge: ‘All these things are hard, but only hard things are worth doing!’
Shishkin is possibly best known for pioneering the “user needs” strategy at the BBC, a model that has been adopted in various forms by newsrooms worldwide to better align content with audience interests and needs. After two decades at the broadcaster, he became Chief Content Officer at Culture Trip, a travel media startup, and went…









