Oatly spent 9 years without a marketing team. Stupid or smart evil?

How do you differ from other brands? How do you sell people a product they are not used to? And how do you do all that without a marketing department?

John Schoolcraft, chief global creative director at Oatly, has an answer. In 2012, along with CEO Toni Petersson, John began turning a 30-year-old oat drink maker into a global movement focused on developing a more sustainable lifestyle.