Episode 21
Podcast
Luke Skywalker: How to Make a Great Second Impression
Published on 18/11/2025
They say you never get a second chance to make a good first impression. But what about making a second good impression? Whether it’s with colleagues, partners, or even friends and family, our image tends to get stuck. After that initial phase of discovery, people think they know who we are — and that’s who we remain in their minds. So how can we stand out again, surprise people, and show that we’ve evolved?
Luke Skywalker, who transforms throughout the Star Wars saga from a simple farm boy to a Jedi Knight, seems to have mastered that art. Yet his actor, Mark Hamill, never managed to escape the shadow of that role — unlike Harrison Ford, who went on to become Indiana Jones and the iconic Blade Runner.
How can we surprise and convince people all over again? What strategies and tactics can help us “rebrand” ourselves and follow Luke Skywalker’s path — not Mark Hamill’s?
To explore this “new hope,” Kevin Erkeletyan talks with Alban Duron, SKEMA Business School alumnus (Class of 1996) and Marketing Director at JCDecaux, the world leader in outdoor advertising. Through stories about Jean-Claude Decaux, the evolution of the bus shelter, and the return of Burger King to France, he offers a galaxy of insights on how to channel your inner Luke Skywalker — and avoid the Mark Hamill trap.
“Makes Sense?” , a podcast by SKEMA Business School.
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