Amber Mac

Amber Mac

Amber Mac Media Inc.

Amber Mac is a world renowned expert on all things marketing, technology, innovation, and transformation. Her popular Twitter feed boasts more than 120,000 followers from around the world, each eager to consume her hard-won insights on the next generation of business and consumer technology. Whether it be enhancing customer experience, understanding how to leverage AI, or building an unforgettable brand from scratch—as she’s done—Mac empowers leaders and organizations to take advantage of the digital revolution. Now the co-host of Marketing Disrupted—the Accenture-produced series that debuted as the #1 business podcast in the country—Mac explores how CMOs can adapt to the changing landscape and incoming hurdles that digital disruption will bring.

12:45 pm - 1:30 pm

Relentless Adaptation

Tech trends and tips for thriving in 2022 and beyond.

Presented by Export Development Canada

We obsess over innovation. But innovation is overrated. If you look at the innovative companies prized for "innovation," you see that they are masters of "adaptation"—of knowing when to adjust, when to speed up, and when to capitalize. It's not about being first; it's about being flexible. In this thrilling new talk, Amber Mac looks to leading organizations, many of which she covers for Fast Company, to explore the practice of relentless adaptation. Is your company taking advantage of disruptive new technologies or being disrupted by them? A newly adaptive corporate culture, defined by digital technology and bold leadership, is fundamentally changing business—and Mac has had her ear to this fertile new ground for years. This big picture talk sheds light on how to win in our fast-forward economy.

Audiences will learn:

  • How to read and act on the signals of change.
  • The importance of experimenting, not only with products but with business models and strategies.
  • How to build the organizational capabilities needed for agility, flexibility, and relentless adaptation.