1. Russ Klein, CEO of the American Marketing Association, discussed transformational strategies for the AMA including becoming a more unified brand and developing an intellectual agenda. 2. He outlined factors that enable innovation including creativity, imagination, culture, organizational fitness, and leadership. Effective leaders articulate a shared vision and structure the organization around key strategies. 3. Klein emphasized that innovation requires managing quality control factors like talent, financial risk tolerance, decision-making processes, and organizational structure. Organizations should understand what enables innovation in their industry and manage it deliberately rather than relying on karaoke marketing.

1. Lunch Keynote
Russ Klein
CEO, American Marketing Association

2. #SDAOM

3. Inspiring
Next Practices
RUSS KLEIN, CEO
The American Marketing Association
@KleinRuss

4. endeavors
the most relevant force and voice
shaping marketing around the world
The Next AMA
a community that is essential

5. Transformational Strategies
1. Service Leadership
2. One AMA brand, AMA
Community
3. Intellectual agenda
4. Personalized and
connected
marketplace of
knowledge
[Digital/Physical
Fusion]

6. AMA
Intellectual
Agenda 1.0

7. 4 Insight 5 Omni-
Channel
6 Global
Markets
1 Targeting 2 Role 3 Digital
“The Seven Big Problems”
7 Innovation

8. Karaoke Marketing
There may be safety in numbers, but
mediocrity likes to hang out in numbers, too.

9. Innovation,
or the lack thereof, is the
unrefuted #1 stall point

10. healthy tension
between flexibility and
control
Next Practices

11. Every human and every
enterprise experiences a
variety of paradoxes:
creativity versus discipline,
growth without growing
costs

12. Moore’s Law and Metcalfe’s Law
powered by
“The Internet of Things”

13. classic model of
Awareness, Interest,
Desire and Action

14. • Intellectual Agenda 1.0
• “Big Tent”
Next AMA

15. Next
Practices

16. Context

17. 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

18. articulate a shared vision
Effective Leader

19. structured around the strategies
Organizational Fitness

20. Culture
1. Performance organization with goals and
metrics
2. Feedback organization
3. Environment of decisiveness

21. organizational permission
Imagination

22. Design Thinking
Creativity

23. “Whole Brain” thinking
Innovation

24. “quality control” for innovation

25. talent (recruiting, training
and development), financial
risk profile, processes for
decision-making,
organizational structure
Environment for innovation

26. for next practices…Strategy, Organizational
Fitness, Ideation/Knowledge/Insights
Processes, Portfolio Management, Design
Thinking Principles…
Quality Control Factors

27. Mastery = Knowledge Management.

28. winners will emerge
because of what they know,
not because of what they sell
or “have”.

29. Be self-aware of the context
for innovation in your industry
among your customer base.

30. Understand the building
blocks for innovation

31. Innovation should be managed
with a sense of quality control

32. don’t be a karaoke marketer.
Write your own song
move onto the next song,
with your next practice.

34. #SDAOM