Lunch Keynote

Russ KleinCEO, American Marketing Association

#SDAOM

InspiringNext Practices

RUSS KLEIN, CEO

The American Marketing Association

@KleinRuss

endeavors

the most relevant force and voice

shaping marketing around the world

The Next AMA

a community that is essential

Transformational Strategies

1. Service Leadership

2. One AMA brand, AMA

Community

3. Intellectual agenda

4. Personalized and

connected

marketplace of

knowledge

[Digital/Physical

Fusion]

AMA Intellectual Agenda 1.0

4 Insight 5 Omni-Channel

6 Global Markets

1 Targeting 2 Role 3 Digital

“The Seven Big Problems”

7 Innovation

Karaoke Marketing

There may be safety in numbers, but

mediocrity likes to hang out in numbers, too.

Innovation,

or the lack thereof, is the

unrefuted #1 stall point

healthy tension

between flexibility and

control

Next Practices

Every human and every

enterprise experiences a

variety of paradoxes:

creativity versus discipline,

growth without growing

costs

Moore’s Law and Metcalfe’s Law

powered by

“The Internet of Things”

classic model of

Awareness, Interest,

Desire and Action

• Intellectual Agenda 1.0

• “Big Tent”

Next AMA

Next Practices

Context

1. Innovation is not possible without creativity.

2. Creativity is not possible without imagination.

3. Imagination is not possible without culture.

4. Culture is not possible without organizational

fitness.

5. Organizational fitness is not possible without

leadership.

Organizational Competencies

articulate a shared vision

Effective Leader

structured around the strategies

Organizational Fitness

Culture1. Performance organization with goals and

metrics

2. Feedback organization

3. Environment of decisiveness

organizational permission

Imagination

Design Thinking

Creativity

“Whole Brain” thinking

Innovation

“quality control” for innovation

talent (recruiting, training

and development), financial

risk profile, processes for

decision-making,

organizational structure

Environment for innovation

for next practices…Strategy, Organizational

Fitness, Ideation/Knowledge/Insights

Processes, Portfolio Management, Design

Thinking Principles…

Quality Control Factors

Mastery = Knowledge Management.

winners will emerge

because of what they know,

not because of what they sell

or “have”.

Be self-aware of the context

for innovation in your industry

among your customer base.

Understand the building

blocks for innovation

Innovation should be managed

with a sense of quality control

don’t be a karaoke marketer.

Write your own song

move onto the next song,

with your next practice.

#SDAOM