A research fellow with MIT Sloan School's Initiative on the Digital Economy, Michael Schrage’s research, writing and advisory work focuses on the ‘behavioral economics’ of models, prototypes and metrics as strategic resources for managing ‘innovation risk’ and opportunity. He is author of award-winning The Innovator’s Hypothesis [MIT Press 2014], Who Do You Want Your Customers To Become? [Harvard Business Review Press 2012] and Serious Play [Harvard Business Review Press 2000]. His most recent MIT Press book, Recommendation Engines, was published Fall 2020 as part of its "Essential Knowledge" series. He runs design workshops and executive education programs on innovation, experimentation and ’strategic measurement' for global organizations. Currently pioneering work in ‘selvesware’ technologies—he coined the word—Schrage’s design research looks to augment aspects, attributes and talents of productive individuals. Ongoing research efforts also examine the interplay of ’network effects’-driven innovation, such as recommender systems, and human capital creation for the enterprise. His work exploring the future of KPIs, digital ‘performance management’ dashboards and machine learning - in collaboration with Google, McKinsey, Deloitte and the Sloan Management Review – builds on that theme, i.e. what happens when 'essential metrics' become ’software agents.' He is particularly interested in the future co-evolution of ‘expertise,’ ‘advice' and human ‘agency’ as technologies become ‘smarter’ than the people using them. In this podcast, he shares: How human-machine collaboration may evolve Why we should be asking, “What customer do we serve?” or even, “What problem do we want to solve?” but more importantly, “Who do we want our customer to become?” A powerful, simple, approach to activating greater innovation and experimentation throughout your organization __________________________________________________________________________________________"What kind of selves do our innovations, our products, our services, our user experiences, our customer experiences, our client experiences, facilitate, enable and empower?-Michael Schrage__________________________________________________________________________________________Episode Timeline:00:00—Introducing Mark+ The topic of today’s episode1:59—If you really know me, you know that...3:09—What is your definition of strategy?3:45—What is a 5x5 experiment?6:48—You look at AI and predictability, how does it change the 80/20 strategy that so many strategists abide by?10:00—You wrote a book on the concept of what a customer becomes. Could you explain what you mean by this?12:23—Could you talk to us about the idea of how we all have multiple selves, and how as a strategist that plays a part?15:47—Do people follow algorithmic recommendations, and what happens with algorithms becomes smarter than us?18:16—Do you think these machines we've been talking about help us become better selves?20:12—How can people connect and follow you to keep learning from you?__________________________________________________________________________________________Additional Resources: Twitter: Thank you to our guest. Thank you to our executive producer, Karina Reyes, our editor, Zach Ness, and the rest of the team. If you like what you heard, please follow, download, and subscribe. I'm your host, Kaihan Krippendorff. Thank you for listening.Follow us at outthinkernetworks.com/podcast

Bruce Usher is professor of professional practice and the Faculty Director of the Tamer Center for Social Enterprise at Columbia Business School. He teaches on the intersection of finance, social and environmental issues, and is a recipient of the Singhvi Prize for Scholarship in the Classroom, the Lear Award, and the Dean’s Award for Teaching Excellence. In 2019, Bruce published Renewable Energy: A Primer for the Twenty-First Century, the first in the Earth Institute’s sustainability series of books. His latest book is Investing in the Era of Climate Change. Bruce has written numerous cases for use in business school courses, with a primary focus on climate change and business. Prior to joining Columbia University, Bruce was CEO of EcoSecurities Group plc, which developed greenhouse gas emission reduction projects in developing countries. EcoSecurities completed an IPO in 2005 and was acquired by JPMorgan in 2009. He was previously the co-founder and CEO of TreasuryConnect, which provided electronic trading solutions to banks and was acquired in 2001. Prior to that, he worked in financial services for twelve years in New York and Tokyo. He is an active investor and advisor to entrepreneurial ventures focused on climate change and clean energy, and is Chair of the Tamer Fund for Social Ventures. In this podcast, he shares:Why—and how—a climate catastrophe can be avoided, and why investors and business play a central role to avoiding it Which of the remarkable advances in energy technology forward-looking investors and people pouring money into it are likely to have the greatest impact Why clean energy is about to become remarkably inexpensive and what the implications might be for businesses and industries around the world _________________________________________________________________________________________Episode Timeline:00:00—Introducing Bruce + The topic of today’s episode2:23—If you really know me, you know that...3:43—What is your definition of strategy?4:15—What got you interested in strategy?4:58—What was your main motivation to use capitalism to solve social and environmental problems?6:50—How can this recent capitalistic interest "doing good" help us deal with climate change, and why now?8:30—Just to clarify, when we talk about climate change, is it inevitable or is it preventable?10:12—Could you give us examples of some of your favorite inventions or technologies 12:35—Expanding on your last point, some countries are already moving toward a hydrogen-based energy plan. Could you tell us about this?13:50—What should I be thinking about climate change in terms of its impact on business?15:44—What do most people get wrong about everything we've talked about in this podcast?17:08—How can people connect with you and your work; what's the next step?__________________________________________________________________________________________Additional Resources: Columbia Faculty Page: https://www8.gsb.columbia.edu/cbs-directory/detail/bmu2001Linkedin: Thank you to our guest. Thank you to our executive producer, Karina Reyes, our editor, Zach Ness, and the rest of the team. If you like what you heard, please follow, download, and subscribe. I'm your host, Kaihan Krippendorff. Thank you for listening.Follow us at outthinkernetworks.com/podcast

Dr. Mark Esposito is recognized internationally as a top global thought leader in matters relating to The Fourth Industrial Revolution and the changes and opportunities that new technology will bring to a variety of industries. He is Co-Founder & Chief Learning Officer at Nexus FrontierTech, an AI scale-up venture and Co-Founder and Chairman of the Strategic Foresight Board for the Circular Economy Alliance, an EdTech venture. He was recognized in 2016 by Thinkers50 as one of the 30 most prominent rising business thinkers in the world. He is a global expert of the World Economic Forum, an advisor to national governments and a Distinguished Fellow in the UNESCO Chair in Future Literacy of Finance. He is currently advisor for the Prime Minister Office in the UAE. He serves as Senior Advisor to the Ideation Center of Strategy& at PwC. He is Professor of Business and Economics at Hult International Business School and at Harvard University’s Division of Continuing Education. He has authored/co-authored over 150 publications peer and non-peer reviewed, 12 books, among which two Amazon bestsellers: Understanding how the Future Unfolds and The AI Republic. His latest book is: The Emerging Economies under the Dome of the Fourth Industrial Revolution with Dr. Amit Kapoor for Cambridge University Press and his next one is The Great Remobilization: Designing A Smarter World with Dr. Olaf Groth and Dr. Terence Tse. He holds a Doctoral Degree in Business and Economics from Ecole des Ponts Paris Tech, one of France’s most prestigious Grande Ecole. In this podcast, he shares: Why the fourth industrial revolution is proving to be different from past industrial revolutions The potential good (and not so good) future implication of AI to business and society Which types of jobs AI will replace and which will not be effected and, more broadly, how AI and other technologies may shape the future of work __________________________________________________________________________________________""-Mark Esposito__________________________________________________________________________________________Episode Timeline:00:00—Introducing Mark+ The topic of today’s episode3:00—If you really know me, you know that...3:52—What is your definition of strategy?6:49—Can you describe your drive framework?9:04—What are the key technologies that compose the fourth industrial revolution?10:38—You talk about how technologies are adopted at quicker rates, but also how there are different aspects. Could you talk about that?13:22—Could you talk about how technology is influenced by humans, not necessarily replacing them?14:00—Could you talk about how technology is now enabling less-known opinions to be amplified and influence many people?15:37—Where do you think jobs will be replaced vs. augmented by technology?20:10—It seems based on what you're saying some people will join the creative work force, while others won't and potentially get left behind. What are the implications of that?23:22—How can people connect and follow you to keep learning from you?__________________________________________________________________________________________Additional Resources: Thank you to our guest. Thank you to our executive producer, Karina Reyes, our editor, Zach Ness, and the rest of the team. If you like what you heard, please follow, download, and subscribe. I'm your host, Kaihan Krippendorff. Thank you for listening.Follow us at outthinkernetworks.com/podcast

Venkat Ramaswamy is Professor of Marketing at the Ross School of Business, University of Michigan, Ann Arbor, USA. He is a globally-recognized thought leader, idea practitioner, and eclectic scholar with wide-ranging interests in innovation, strategy, marketing, branding, IT, operations, and the human side of the organization. Venkat's award-winning book in 2004, The Future of Competition, co-authored with the late C.K.Prahalad, introduced Co-Creation as a revolutionary concept. It provided a new frame of reference for jointly creating value through experienced environments and called for a process of co-creation—the practice of developing offerings through ongoing collaboration with customers, employees, managers, financiers, suppliers, partners, and other stakeholders. Their articles, the popular 2000 Harvard Business Review article “Co-opting Customer Competence” and the 2003 MIT-PwC award-winning Sloan Management Review article “The New Frontier of Experience Innovation” envisioned an individual and experience-centric view of interactive value creation and innovation. Venkat's 2010 book, The Power of Co-Creation (with F. Gouillart) showed how enterprises in over twenty industry sectors were all leveraging platforms to create new interactions with people everywhere in the system and how new forms of value could be created together with individuals through a focus on human experiences. Venkat is currently working on co-creating systemic transformation and positive impact on wellbeing-wealth-welfare, through platforms in digitalized societal ecosystems that afford the enactment of interactional creation by engaging and organizing actors (across the plural, private, and public sectors).In this podcast, he shares: How digital technologies including IoT, edge computing, and AI are forcing us to fundamentally re-conceptualize strategy Why we should be thinking of experiences—rather than products and experiencers—instead of customers What it take to flip the mind-set of yourself your leadership, and your company to be ready for the future of competition __________________________________________________________________________________________""-Venkat Ramaswamy__________________________________________________________________________________________Episode Timeline:00:00—Introducing Venkat + The topic of today’s episode2:54—If you really know me, you know that...3:55—What is your definition of strategy?5:00—How is the idea of value being re-created, and how does that relate to strategy?8:03—Do you believe it is now easier to coordinate multiple services to deliver a composite experience, and why is that?11:00—How do you balance the many facets of how the "experiencers" are shifting their expectations of services and products, and how ecosystems are changing the value delivery?13:15—Could you explain what the mental shift we need to make in imagining a value chain is, and why is it happening now?15:27—How do you think the pandemic accelerated accepting the technological changes and innovations happening?20:21—Could you tell us your definition of co-creation?21:15—What is the cognitive leap that we need to make, and how can a CSO help leadership make that transition?Thank you to our guest. Thank you to our executive producer, Karina Reyes, our editor, Zach Ness, and the rest of the team. If you like what you heard, please follow, download, and subscribe. I'm your host, Kaihan Krippendorff. Thank you for listening.Follow us at outthinkernetworks.com/podcast

Dr. Marshall Goldsmith, a New York Times #1 bestselling author, has written or edited 47 books which have sold over 3 million copies, been translated into 32 languages, and become listed bestsellers in 12 countries. Amazon recently recognized the ‘100 Best Leadership & Success Books Ever Written,' and included Marshall’s Triggers and What Got You Here Won’t Get You There. Marshall is the only living author with two books on the list. Marshall is a member of the Thinkers50 Hall of Fame. He is the only two-time Thinkers50 #1 Leadership Thinker in the World. He has been ranked as the World’s #1 Executive Coach and Top Ten Business Thinker for eight years, and he was chosen as the inaugural winner of the Lifetime Award for Leadership by the Harvard Institute of Coaching. Marshall served as a Professor of Management Practice at the Dartmouth Tuck School of Business. His Ph.D. is from UCLA’s Anderson School of Management, where he was the Distinguished Alumnus of the Year, and his MBA is from Indiana University’s Kelley School of Business, where he was the Distinguished Entrepreneur of the Year. He is one of a select few executive coaches who has worked with over 200 major CEOs and their management teams. He served on the Advisory Board of the Peter Drucker Foundation for ten years and has been a volunteer teacher for US Army Generals, Navy Admirals, Girl Scout executives, and leaders of the International and American Red Cross – where he was a National Volunteer of the Year. He has over 1.3 million followers on LinkedIn and over 3 million views on YouTube. Hundreds of his articles, interviews, columns, and videos are available (at no charge) online at www.MarshallGoldsmith.com. People from around the world have viewed, read, listened to, downloaded, or shared his resources tens of millions of times. In this podcast, he shares: How to coach people to start focusing on the long-term strategy goal Why doing good work is not enough, and what you need to do to get credit for the good work you do After decades of being one of the most sought-after coaches in the world what he has learned about what matters most, and what we should all be focusing on __________________________________________________________________________________________""-Marshall Goldsmith__________________________________________________________________________________________Episode Timeline:00:00—Introducing Marshall + The topic of today’s episode3:02—If you really know me, you know that...3:53—What is your definition of strategy?4:25—What is the "trick" to creating a vision for your company?5:08—What are you most well-known for?5:52—What motivated you to write your newest book?6:49—You talk about "every breath is a new me" in your book. Could you elaborate on this?8:53—How do you coach someone to learn to make the shift to a change?11:24—You say in your book, "credibility has to be earned twice." What do you mean by that?16:21—What are your thought on the topic of getting buy-in from leadership, and how this is one of the most critical points of making an idea come to fruition?20:50—The three big points in The Earned Life24:13—How can people connect and follow you to keepThank you to our guest. Thank you to our executive producer, Karina Reyes, our editor, Zach Ness, and the rest of the team. If you like what you heard, please follow, download, and subscribe. I'm your host, Kaihan Krippendorff. Thank you for listening.Follow us at outthinkernetworks.com/podcast

A legend and leader in the hotel world, Horst Schulze's teachings and vision have reshaped the concepts of service and hospitality across industries. Horst’s professional life began more than 65 years ago as a server's assistant in a German resort town. He has worked for both Hilton Hotels and Hyatt Hotels Corporation before becoming one of the founding members of The Ritz-Carlton Hotel Company in 1983, where he created the operating and service standards that have become world famous. Horst served as President and COO, responsible for the $2 billion operations worldwide. It was under his leadership that The Ritz-Carlton Hotel Company became the first service-based company to be awarded the prestigious Malcolm Baldrige National Quality Award—twice. In 1991, Horst was recognized as "corporate hotelier of the world" by HOTELS magazine. In 1999, Johnson & Wales University gave him an honorary Doctor of Business Administration degree in Hospitality Management. Most recently, Horst was honored with the “Legacy of Innovation and Inspiration Award” by Historic Hotels of America. Horst went on to found The Capella Hotel Group. This luxury hotel company managed some of the most elite properties worldwide, and gave Horst the opportunity to further define the luxury hotel industry, receiving countless awards and recognitions. Today, Horst serves as Expert in Residence at Arch + Tower, a boutique, organizational strategy consulting firm, and recently completed his first book, titled Excellence Wins. In this podcast, he shares: How he built the culture behind the top rated luxury hotel chain in the world, Ritz-Carlton, and later CapellaSeveral immediately actionable practices you can put in place to directly shape and manage your organization's cultureWhy he believes you can transform culture within just a year and the first steps to take along that path__________________________________________________________________________________________"An overwhelming issue for me, relative to leaders of companies, is to accept your role." Accept that [your employees are] human beings that you deal with to be fulfilled in life. Human beings need to belong and need to have purpose. Why wouldn't we give them purpose that the vision or why wouldn't we do this as organization?"-Horst Schulze__________________________________________________________________________________________Episode Timeline:00:00—Introducing Horst + The topic of today’s episode2:53—If you really know me, you know that...3:26—What is your definition of strategy?6:25—How do you know if the purpose or "why" of your company is authentic?7:39—How do you define customer-centricity?11:12—How do you help every employee understand the company's intent when it comes to customers?14:03—Could you explain your meeting structures and mechanisms in which you share messages with your team?17:14—How long does it take to have a lasting culture change?18:20—Is there anything we missed you'd like to share?20:22—Where can people follow you and your work?__________________________________________________________________________________________Additional Resources: Personal page: Thank you to our guest. Thank you to our executive producer, Karina Reyes, our editor, Zach Ness, and the rest of the team. If you like what you heard, please follow, download, and subscribe. I'm your host, Kaihan Krippendorff. Thank you for listening.Follow us at outthinkernetworks.com/podcast

FutureThink CEO Lisa Bodell ranks among the Top 50 Speakers Worldwide and is the best-selling author of Kill the Company and Why Simple Wins. She’s a global leader on simplification, collaboration, and innovation, whose keynotes leave audiences inspired to change and arm them with radically simple tools to get to the work that matters. Lisa brings a compelling perspective to the sought-after topics of simplification and innovation to over 100,000 people each year. A thought leader and serial entrepreneur, her transformational message has inspired executives at top-ranked organizations such as Google, Cisco, Citigroup, and the U.S. Navy War College. Lisa provides a provocative yet practical approach that enables organizations and individuals to eradicate the unnecessary complexity and time-sucks that hold them back from more meaningful work, and allow simplicity to become their new operating system. She has also contributed her expertise to a wide variety of media. She is a monthly contributor to Forbes and has frequently appeared in other media including: Fast Company, WIRED, The New York Times, Inc., Bloomberg Businessweek, Harvard Business Review, The Huffington Post, FOX News, and CNN. She has taught innovation at both American University and Fordham University, and has served on the board of advisors of several organizations, including the Global Agenda Council for the World Economic Forum, the United States National Security Agency, and the Association of Professional Futurists In this podcast she shares: Practical tips to get your organization to simplify … that is to stop doing the busy work that is not strategic so you spend more time focusing on the work that actually matters How to run a “kill your company” exercise and why doing so can unleash innovation and new thinking Why changing culture should not be a top down process, indeed is should neither be top down or a process at all, and what works instead __________________________________________________________________________________________Episode Timeline:00:00—Introducing Lisa + The topic of today’s episode2:39—If you really know me, you know that...3:06—What is your definition of strategy?4:00—Can you talk to us about how we do things that are strategic vs. not?5:02—What are people spending time on if not strategic things?6:08—What are practical things people can do to encourage a culture that has the space and room to say no to things?8:27—Can you illustrate effective ways other leaders have created a culture of simplicity?11:26—We often think of change as a top-down process, could you describe how you think of it differently? 13:05—How can the SWT analysis tool best be used to make strategic decisions?16:08—Could you share some practical tips on how to run an effective strategy meeting?17:13—If someone wants to start implementing the shift toward simplicity, how do you get started on that path?18:29—What are the first steps to addressing risk aversion?19:47—Where can people follow you and learn from you?__________________________________________________________________________________________Additional Resources: LinkedThank you to our guest. Thank you to our executive producer, Karina Reyes, our editor, Zach Ness, and the rest of the team. If you like what you heard, please follow, download, and subscribe. I'm your host, Kaihan Krippendorff. Thank you for listening.Follow us at outthinkernetworks.com/podcast

Dr. Anna Tavis is Clinical Professor and Academic Director of Human Capital Management Department at NYU School of Professional Studies, Senior Fellow with the Conference Board, and the Academic in Residence with Executive Networks. Anna has been named to Thinkers50 Radar for 2020. Her latest book, Humans at Work. The Art and Practice of Creating a Remote Workplace, was published in the spring of 2022. Anna publishes regularly and has been quoted by the Washington Post, Bloomberg, The Human Resources Executive, and Training Magazine. Her Harvard Business Review articles with Peter Cappelli "HR Goes Agile" ( 2018) and "The Performance Management Revolution" (2016) were reprinted in HBR's Must Reads and in Agile: The Insights You Need from Harvard Business Review (2020).She has navigated a diverse global career in academia, business and consulting, and was the Head of Motorola’s EMEA OD function based in London, Nokia’s Global Head of Talent Management based in Helsinki, Chief Learning Officer with United Technologies Corp based in Hartford, CT and Global Head of Talent and Organizational Development with AIG Investments based in NYC. Her work on the topics of Future of Work, People Analytics and Technology, Employee Experience and Intelligent Automation in the Workplace are truly at the cutting edge. In this podcast, she shares: Three trends most impacting the future of work How AI will shape what work humans do in the future Why diversity and inclusion matter What it will take for an organization or a leader in an organization to win the war for talent going forward __________________________________________________________________________________________"With culture, you're dealing with changes in values, but I think even more important: changes in behaviors, how we do things around here." -Anna Tavis__________________________________________________________________________________________Episode Timeline:00:00—Introducing Anna + The topic of today’s episode2:29—If you really know me, you know that...3:38—What is your definition of strategy?4:43—How do you define work?5:47—How is work changing?9:37—Could you give us a visual of how this re-emergence of the era of creative work is happening?11:05—How is the role of society and companies for employees going to change in light of how work is changing?13:50—Is culture defined by value or behaviors?16:22—You talk about the phases of an effective culture transformation—could you talk about those?21:15—Where can people follow you and your work?__________________________________________________________________________________________Additional Resources: LinkedIn: https://www.linkedin.com/in/annatavis/esColumbia University Page: https://sps.columbia.edu/speaker/anna-tavis-phdTwitter: https://twitter.com/annatavisThank you to our guest. Thank you to our executive producer, Karina Reyes, our editor, Zach Ness, and the rest of the team. If you like what you heard, please follow, download, and subscribe. I'm your host, Kaihan Krippendorff. Thank you for listening.Follow us at outthinkernetworks.com/podcast

James L. Heskett is UPS Foundation Professor Emeritus at the Harvard Business School and author of his latest book, Win From Within: Build Organizational Culture for Competitive Advantage. He completed his Ph.D. at the Graduate School of Business, Stanford University, and has been a member of the faculty of The Ohio State University as well as President of Logistics Systems, Inc. Since 2000, he has authored a blog on the school's Working Knowledge web site. He has served as a consultant to companies in North America, Latin America, and Europe. James was the 1974 recipient of the John Drury Sheahan Award of the Council of Logistics Management, the 1992 Marketing Educator of the Year Award of Sales and Marketing Executives International, and the 2010 Distinguished Career Contribution Award in Services Management of American Marketing Association. Among his publications are books The Culture Cycle (FT Press, 2011), co-authorship of The Ownership Quotient (Harvard Business Press, 2008), The Value Profit Chain (The Free Press, 2003); The Service Profit Chain (The Free Press, 1997); Corporate Culture and Performance, among many others, and numerous articles in such publications as the Harvard Business Review, Journal of Marketing, Sloan Management Review, and California Management Review.A member of the faculty of the Harvard Business School since 1965, he has at different times taught courses in marketing, business logistics, the management of service operations, business policy, and service management, general management, and the entrepreneurial manager as well as served as Senior Associate Dean in charge of academic programs. In this podcast, he shares: Why companies with strong cultures often DON’T outperform and what kind of culture you actually need to win Lessons from successful culture design efforts from companies like Microsoft, Uber, Southwest Airlines, and Ritz Carlton Some of the most important things you must do as a leader to transform the culture of your organization Why the idea that culture takes a long time is false, and how you can actually set the change in motion is six monthsSix steps you can take, in a particular order, to do so __________________________________________________________________________________________"With culture, you're dealing with changes in values, but I think even more important: changes in behaviors, how we do things around here." -James Heskett__________________________________________________________________________________________Episode Timeline:00:00—Introducing James + The topic of today’s episode2:33—If you really know me, you know that...3:14—What is your definition of strategy?4:05—Could you talk about the relationship between strategy and culture?7:03—You've talked about how sometimes strategy can be working while culture is eroding. Can you talk about that?9:25—There's a belief that culture takes a long time to change; do you think that's true?12:43—What are some of the tools leaders should turn to first to create this cultural change?13:50—Is culture defined by value or behaviors?16:22—You talk about the phases of an effective culture transformation—could you talk about those?21:15Thank you to our guest. Thank you to our executive producer, Karina Reyes, our editor, Zach Ness, and the rest of the team. If you like what you heard, please follow, download, and subscribe. I'm your host, Kaihan Krippendorff. Thank you for listening.Follow us at outthinkernetworks.com/podcast

Emmanuel Probst is Global Lead, Brand Thought-Leadership at Ipsos, adjunct professor at the University of California at Los Angeles, and the author of Wall Street Journal and USA Today bestseller Brand Hacks: How to Build Brands by Fulfilling the Human Quest for Meaning Emmanuel’s background combines over 16 years of market research and marketing experience with strong academic achievements. At Ipsos, Emmanuel supports numerous Fortune 500 companies by providing them with a full understanding of their customer’s journey. His clients span across a wide range of industries, including consumer packaged goods, retail, financial services, advertising agencies and media outlets. Emmanuel also teaches Consumer Market Research at UCLA and writes about consumer psychology for numerous publications. He holds an MBA in Marketing from the University of Hull, United Kingdom and a Doctorate in Consumer Psychology from the University of Nottingham Trent, United Kingdom. In this podcast, he shares: In what ways B2B branding and B2C branding are different, and in what ways they are the same Why brands are increasingly finding they need to compete on purpose rather than the uniqueness of their product Why to be effective at competing the ecosystem-based future we will need to think about activating a community of companies, bound by a common purpose, to deliver experiences rather than outcomes __________________________________________________________________________________________"What people care about is find something that is fulfilling and something that contributes to building their personality and who they and their family and their world. And brands can help with this. What feels really important to me is the hero is the audience whom becomes the consumer. The hero is not the brand." -Emmanuel Probst__________________________________________________________________________________________Episode Timeline:00:00—Introducing Emmanuel + The topic of today’s episode2:35—What is your definition of strategy?2:57—You write a lot about meaning, can you define what you mean by meaning?5:20—Is brand purpose different than meaning?8:38—While the principles we've talked can work on the B2B side, they are more consumer-focused. How do you make them work to your advantage in B2B?10:39—A brand often has a customer brand and an employer brand—do you think establishing an "ecosystem" brand to appeal to potential partners?13:11—How do you approach segmenting the different needs various partners may have?17:09—Is developing a brand for an ecosystem different than developing a brand for a product or company?21:20—We're shifting towards attracting partners that can help complement the overall customer experience, not just product. What are your thoughts on that?23:45—Do you have any last thoughts you'd like to share?24:34—Where can people follow you and your work?__________________________________________________________________________________________Additional Resources: LinkedIn: https://www.linkedin.com/in/emmanuelprobstTwitter: Thank you to our guest. Thank you to our executive producer, Karina Reyes, our editor, Zach Ness, and the rest of the team. If you like what you heard, please follow, download, and subscribe. I'm your host, Kaihan Krippendorff. Thank you for listening.Follow us at outthinkernetworks.com/podcast