Become an Agent of Change

August 17, 2015

By Lisa Guhanick, vice president of the ANA School of Marketing

Disruption is simply a matter of choice. You can be disrupted and constantly play catch-up while others rule the market, or you can be the disruptor and set your competitors scrambling.

However, in order to effect change, you need to take a new approach to doing business, adopt a new mental model that fits today’s consumer, and then lead your organization toward implementation. To do this, you will need a strong plan and a clear vision to halt your company’s inertia and move the organization in a new direction, but it’s not impossible. 

In a recent HBR article, Jerry Wind, professor of marketing at the University of Pennsylvania’s Wharton School and an ANA instructor teaching Business Transformation Leadership for CMOs (September 16, in New York, N.Y.) discusses one such paradigm shift called co-creation, a new business model based on a network of customer involvement in creating products. “… by exploiting new digital technologies, firms like Apple, Lending Club, and AirBnB have made customer co-creation of value central to their business models and in doing so now rank among the world’s most innovative and valuable firms. Our research indicates that companies that make their customers partners, and share the value created, lead the pack on revenue growth, profit margins, capital efficiency, and enterprise value,” the article says. “By leveraging customer networks and their tangible (e.g. homes and cars) and intangible (e.g. expertise and relationships) assets, firms can gain these advantages of the Network Orchestration business model.” 

The article, which goes on to outline how innovators can use co-creation to build brand affinity and engage four types of consumers, demonstrates a critical skill CMOs will need in order to transform their organizations into something prepared to meet the demands of a constantly shifting market.

In order to become a disruptor and stay competitive, you need these skills, and the ANA School of Marketing can help you get them.

Learn more about Jerry Wind on our website, sign up for his ANA workshop, Business Transformation Leadership for CMOs, September 16 in New York, N.Y., and build an action plan to move your organization into a new business paradigm.

For questions about this workshop, reach out to Vivian Frouxides at or 212.455.8074.

Image by Igor Kisselev via Shutterstock

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