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Corporate Reset: Make More Mistakes

Companies continually unleash new products & services, looking to move into new markets & evolve their brand w/existing & new audiences. For large corporations this can be overwhelming & complex, how do you become agile enough to pivot at the right time, toward the right areas & w/the right people? Take American Express’ efforts to move a 162 year organization toward a younger demographic with new offerings beyond credit cards that have the potential to transform the organization. Recognizing mobile & digital are changing commerce, AMEX is taking risks to institute much needed change. To do so, AMEX created an entire organization to operate like a start-up. Is the “startup within a big company” paradigm really possible? Dan Schulman will share his approach to influencing change within a well established incumbent & lessons learned from 2 years in the startup-in-a-big company trenches, including the minefields intrapreneurs looking to make such a drastic change can expect to encounter.

Additional Supporting Materials

Questions Answered

  1. What are the challenges of reinvention for a historic brand like American Express?
  2. What are the advantages to operating as a start-up within a big company?
  3. What inspired American Express to take this risk?
  4. What has been the biggest obstacle American Express has overcome to make this business model successful?
  5. What are some of the most valuable lessons learned from establishing this change?

Speakers

Organizer

Robyn Douglass Text 100 Public Relations


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