Episode 113: A Life At The Cutting Edge of Consulting With Andrew Zimmerman
Oct 21, 2022
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Andrew Zimmerman, CEO of Journey, has had a fascinating career in consulting. He launched Accenture Interactive, turned around Frog design agency twice, and now focuses on customer experience in Web 3.0 with Journey. They explore his personal journey, success in turning around Frog, startup experience with Accenture, and the goals of his latest venture, Journey.
The personal journey of self reflection and self discovery that Andrew Zimmerman has been on over the last 10 years and how it has affected his professional and personal life.
Andrew Zimmerman's success in turning around the leading global design agency Frog not once, but twice, and the strategies he employed to achieve this.
The valuable lessons and mindset gained from his early start-up experience that contributed to his success with Accenture New Business, and the potential for consultancies to learn from the start-up mentality.
The launch and purpose of Andrew Zimmerman's latest venture, Journey, and how they are addressing the challenges of customer experience in Web 3.0.
Deep dives
Origin of Accenture Interactive
Accenture Interactive started as a seed idea over 15 years ago within Accenture's new businesses initiative. Under the leadership of Andy Zimmerman and a team of experts, Accenture Interactive focused on optimizing websites in its early stages. They acquired small analytic engine companies to improve website performance and design. Over time, Accenture Interactive expanded its services by acquiring design firms, including Fjord and Droga, and incorporating digital product design and traditional media agency services. The initial focus on website optimization led to the growth of Accenture Interactive, which is now a multi-billion-dollar business within Accenture.
Transitioning from Large Consulting to New Business
Moving from a large consulting business within Accenture to starting a new venture required a shift in mindset. Zimmerman drew on his prior experience at the Idealab incubator during the dot-com era, where small teams tested ideas quickly and took calculated risks. This experience prepared Zimmerman for the challenges of running a new business within Accenture Interactive. He focused on consumer testing and experimentation, using small platforms and resources to achieve early successes. Though Accenture's management system could be process-driven and rigorous, Zimmerman's role was walled off and strategic, allowing for flexibility and experimentation.
Building Accenture Interactive
Accenture Interactive's growth involved both organic development and acquisitions. The initial focus was on optimizing websites, using analytic engines to improve performance and design. This approach evolved to include designing websites and digital products, leading to the acquisition of Fjord and Droga. The strategic vision and leadership from individuals such as Andy Zimmerman, Tim Breen, and Jeffrey Merrihue set Accenture Interactive on its trajectory for success. The business continued to scale under the leadership of Mike Sutcliffe, who combined Accenture Interactive and Accenture Mobility into Accenture Digital, expanding the business's reach and revenue.
Walling Off New Businesses
Accenture's approach to new businesses involved walling them off from the main consulting and outsourcing operations. This strategy allowed the new ventures, such as Accenture Interactive, to experiment, innovate, and scale without being suffocated by the established processes and structures of the larger organization. The decision to wall off these ventures was driven by a strategic evaluation of best practices and an understanding of the unique needs of these new business models. This approach created a supportive environment for growth and enabled the incubation of successful ventures.
Embracing Change in the Metaverse
In this podcast episode, Andy Lark discusses the concept of the metaverse and its potential impact on businesses. He highlights the importance of embracing new touch points and channels in the evolving digital landscape. Lark shares insights from his experience working with Walmart to create a metaverse experience on the platform Roblox, explaining how large corporations are starting to explore the possibilities of the metaverse. He also offers advice for consulting firms, emphasizing the need to stay adaptable and open to new technologies and platforms.
The Power of Trusting Your Own Voice
Andy Lark emphasizes the significance of listening to one's own voice and intuition, regardless of the level or position within a company. He encourages individuals to trust their instincts and make decisions based on what they truly believe, rather than getting overwhelmed by the opinions and voices of others. This advice applies to analysts, managers, and those approaching partnership, reminding them to stay true to themselves amidst the diverse perspectives in a corporate environment.
Lessons from the Year of Magical Thinking
Lark recommends the book 'The Year of Magical Thinking' by Joan Didion, a memoir about coping with loss and the preciousness of time. He believes that this book offers valuable insights into appreciating the present moment and cherishing time with loved ones. Lark suggests that reading this book can help individuals gain a deeper understanding of the importance of embracing every second and living life to the fullest.
In the latest episode of Climb into Consulting, Nick is joined by Andrew Zimmerman, CEO of Journey.
It’s safe to say that Andrew’s had a fascinating career at the cutting edge of consulting. He was responsible for launching Accenture’s new business division, better known today as Accenture Interactive, he turned around the leading global design agency Frog, not once, but twice, and he’s now running one of the world’s first consultancies focused on tackling the challenges of customer experience in Web 3.0, Journey.
But Andrew’s story isn’t just one of hard charging corporate success. It’s a journey of self reflection and self discovery that’s lead him to places that he never thought he’d go and shows the power of understanding who you are and bringing your true self to your professional as well as your personal life.
In this compelling conversation, Nick and Andrew explore this fascinating career journey so far. They focus on the key lessons he’s learnt along the way, including:
- The personal journey he’s been on over the last 10 years and how a trip to Glastonbury changed his life.
- How he successfully led Frog not once, but twice, and the secrets to his success in turning the business around both times.
- Why his early start up experience was critical to his success with Accenture New Business and what consultancies can learn from the start up mentality.
- And we talk about his latest venture, Journey, why he launched the business and how they’re helping global brands to navigate the metaverse.
Whether you’re early in your career and looking for the confidence to bring your true self to work, or maybe you’re at the top of your firm, but you’re still not feeling fulfilled. Andrew’s advice in this episode is going to really help you.
We hope you enjoy the show!
Reach out to Andrew:
https://www.linkedin.com/in/andrewzimmerman1/
Learn more about Journey:
https://journey.world/
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