"Every organization is going to be affected by exponential technology...Do you want to play with it so you can make an opportunity with it, or do you want to be playing catch up and reacting to it?"
So muses Lina Yang, director and futurist for the Advanced Technology Lab of The Hershey Co. At iMedia, we whole-heartedly agree, and that's just one of the reasons we're excited to have Yang as one of the featured keynote speakers at the upcoming iMedia Breakthrough Summit, Oct. 26-28, in Atlanta.
The idea of marketing innovation -- of market disruption -- goes beyond embracing technological evolution. Your organization has to pursue breakthrough organizational structure; it has to budget for that pursuit of innovation. That's going to be the spectrum of thinking attendees will pursue during the iMedia Breakthrough Summit. And hey, who better than a company investigating 3-D printing of chocolate to be a part of that dialogue?
Companies today are bringing in or cultivating their own futurists like Yang, whose sole job is to help drive that pursuit of innovation. Hershey's own CEO calls his confectionary enterprise a "knowledge company" dedicated to understanding its customers as deeply as possible and delivering products that resonate...