Don't Be a Dinosaur: How to Approach Modern Business Transformation

Having a clear business strategy and recognizing the right moments to pivot are essential to a company's survival in times of rapid change. This presentation teaches decision makers how to evolve their business before competitors can advance ahead of them. The theory of creative destruction sets the foundation for an exploration of companies that did not follow the theory and thus became "extinct": Kodak, Nokia, Blockbuster, Myspace, Seagram... Concepts and business practices to help guide nimble navigation of a changing industry landscape are shared, along with insights from change makers. Interactions with the audience and ample time for questions are included.

Not Your Mother’s Billboards: Adding Digital Out of Home to the Media Mix

The options for media consumption are proliferating, making it increasingly difficult for advertisers to reach their target audiences, particularly in the wide-reaching way linear TV once routinely delivered. As such, savvy marketers are turning to emerging media channels to help fulfill audience reach and connect with viewers in a meaningful way. Yet previously untried media do not have known performance benchmarks for specific brands, making them a necessary risk to marketers.

This presentation will discuss everything a marketer needs to know about adding digital out of the home to their media mix: from planning and creative production to data, measurement, and attribution. It will also go a step further to explore the implications of consumers’ psychological responses to omnichannel marketing campaigns, along with attitudinal and behavioral reactions to digital out of the home.

Don't Be a Dinosaur

The session is about business strategy and evolving prior to competitors. I explain the theory of creative destruction and share the stories of companies that did not follow the theory and thus became "extinct": Kodak, Nokia, Blockbuster, Sony's Walkman, Myspace... I then talk about the concepts that can be followed in business to avoid the same fate. I tend to string anecdotes and quotes throughout, including insights by Bill Gates, Warren Buffett and Jeff Bezos. My sessions always include interactions with the audience and ample time for questions.