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Aarron Spinley

Digital Anthropologist, Futurist, Speaker at SPINLEY.CO

Melbourne, Australia

Aarron Spinley is a growth strategist and futurist who observes culture, society, and digital. With a passion for designed human experience and the social sciences, he writes, consults, and speaks in the fields of business growth and customer engagement through his work at spinley.co

Aarron is the host of interview series, EVOLVE at 'Spinley Media' on YouTube and 'Evolve Audio' on podcast services - and a featured contributing writer in leading publications on Medium.

Available For: Authoring, Influencing, Speaking
Travels From: Melbourne, or LA
Speaking Topics: Experience Economics, CX, Strategy Futures

Speaking Fee $10,000

Aarron SpinleyPoints
Academic0
Author69
Influencer22
Speaker122
Entrepreneur60
Total273

Points based upon Thinkers360 patent-pending algorithm.

Thought Leader Profile

Portfolio Mix

Company Information

Company Type: Individual
Business Unit: Customer Experience, Marketing, Brand Strategy, Growth Theory
Last Media Training: 10/30/2018
Last Media Interview: 10/27/2020

Areas of Expertise

Business Strategy 33.97
Cloud
COVID19 32.80
CRM 30.57
Culture 37.78
Customer Experience 42.27
Customer Loyalty 32.36
Digital Disruption 31.76
Digital Transformation 30.69
Emerging Technology
Entrepreneurship 30.08
Future of Work
Innovation 31.77
Leadership 30.16
Marketing 44.79
Mobility 36.45
Privacy 31.63
Retail 34.75
Risk Management 35.12
Sales 30.22
Social 31.81
Startups 33.07
Lean Startup 30.49

Industry Experience

Aerospace & Defense
Consumer Products
Federal & Public Sector
Financial Services & Banking
Forest Products & Paper
Healthcare
High Tech & Electronics
Higher Education & Research
Insurance
Manufacturing
Media
Pharmaceuticals
Professional Services
Retail
Travel & Transportation
Utilities
Wholesale Distribution

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Publications

33 Article/Blogs
OK, I Surrender. It’s Time To Move On From Personalization
Medium
February 15, 2021
Making a statement like, “It’s time to move on from personalization” is kind of a big deal to me. Huge, in fact.

See publication

Tags: Customer Experience, Marketing, Customer Loyalty

Experience. You keep using that word. I do not think it means what you think it means.
The Innovation
January 22, 2021
This #IBegToDiffer piece challenges the misdirection that surrounds one of our favorite words.

See publication

Tags: Customer Experience, Marketing, Customer Loyalty

Sometimes, You Can’t Just Ask
Better Marketing
January 12, 2021
I’ve been asked a lot about customer surveys within CX and marketing programs. And I get why. There’s a lot of big claims being made! So here they are. The pros, the cons, and the myths about surveying customers.

See publication

Tags: Customer Experience, Digital Disruption, Marketing

Thundering Headlong into Thunderhead
LinkedIn
December 01, 2020
In November 2020, Aarron joined the leadership of Thunderhead, as both an executive and evangelist. This is that story.

See publication

Tags: Customer Experience, Customer Loyalty, Marketing

Privacy Tourettes
Better Marketing
November 18, 2020
How do we overcome our customer’s state of confusion and fear? A marketer's remedy to the dumb things people say about privacy.

See publication

Tags: Customer Experience, Marketing, Privacy

Normal Ain’t Been Normal in Ages
The Innovation
November 11, 2020
The liberating truth that there is no normal in a post-COVID world.

See publication

Tags: COVID19

The Neuroscience of Personalization
Better Marketing
November 03, 2020
We already know, because of the way that we process information through the limbic system, that the best way to influence the changing human brain inside of our customers and prospects is to be the source of that change.

See publication

Tags: Customer Experience, Customer Loyalty, Marketing

Brand Trump: The Contradiction Marketers Can Learn From
The Innovation
October 29, 2020
A brand paradox occurs when there are entities that we don’t remotely like, maybe even actively dislike, and that we will never buy anything from, yet they occupy our attention.

See publication

Tags: Customer Experience, Marketing, Business Strategy

How to Inspire Brand Trust
Better Marketing
October 23, 2020
Today, many companies are fighting in highly competitive markets that simply don’t trust them. Of course, those companies know it yet they still haven’t invested in understanding how to secure that trust and de-risk their business in the process. This piece explains what "trust" actually is, at a human level, and how to design a business that inspires it.

See publication

Tags: Customer Experience, Customer Loyalty, Marketing

The Drowning-out of Marketing Strategy
The Innovation
October 10, 2020
How new digital tactics have distracted from the mission

See publication

Tags: Customer Experience, Customer Loyalty, Marketing

Too Long the Clown
The KickStarter
September 29, 2020
A discussion on the paradox of growth culture.

See publication

Tags: Culture, Leadership, Lean Startup

Welcome to: "I Beg to Differ"
Medium
September 28, 2020
An irreverent series for marketers, builders, leaders, and thinkers.

See publication

Tags: Culture, Customer Experience, Marketing

Don't Be Jeff
The KickStarter
September 23, 2020
Here's the deal. The marketing, branding, CX, (et al) industry are still largely brought into the dated supposition that we do own the journey - and that the customer is just along for the ride.

See publication

Tags: Customer Experience, Customer Loyalty, Marketing

Converting Energy to Revenue
The Innovation
September 16, 2020
"I don’t care what you sell. The rules of the game are the same everywhere. The generation and then conversion of emotional energy, remains the most powerful opportunity that your balance sheet will ever know".

See publication

Tags: Business Strategy, Customer Experience, Marketing

Beware Corporate Schizophrenia
The KickStarter
September 04, 2020
How procurement and recruitment practices can kill your brand.

See publication

Tags: Business Strategy, Customer Experience, Marketing

Once Upon a Time
The KickStarter
August 25, 2020
We all know about the power or story telling, or do we? 'Once upon a time...' proves the value-model, and exposes the remarkable neurological impacts of a truly good yarn.

See publication

Tags: Customer Experience, Marketing, Social

Google Just Lied to Australians
Better Marketing
August 22, 2020
When brands lie, it doesn’t just challenge them, but the people that they represent: You.

See publication

Tags: Culture, Customer Experience, Marketing

Why Brands Need Thought Leaders
The Innovation
August 18, 2020
A piece on the power of ideas and the confusion between mere content, and genuine thought leadership.

- The Belief Deficit
- The Competency Myth
- The Noise Phenomenon
- The Profile Error

See publication

Tags: Customer Experience, Innovation, Marketing

36.6% of Statistics are 89.7% Nuts
The KickStarter
August 13, 2020
Are you over it as much as I am? The once trickle of obviously fabricated numbers, masquerading as market analysis, now a torrent in all your social feeds? Oh how some marketers love to use them!

See publication

Tags: Customer Experience, Marketing, Sales

Marketing Lessons from Houdini
Better Marketing
August 07, 2020
Harry Houdini died in 1926, too young at 52. He did no CNN interviews, didn’t have a personal YouTube channel, or a manicured Instagram account. Yet he mastered brand management like few others ever have.

See publication

Tags: Customer Experience, Customer Loyalty, Marketing

The Shift That Will Change Marketing Forever
The KickStarter
July 28, 2020
The marketing industry is at evolutionary crossroads. It’s a time of reckoning, an inflection point perhaps. Call it want you want, a shift is finally starting to occur.

See publication

Tags: Business Strategy, Customer Experience, Marketing

Money Heist: A Masterclass in Modern Brand Creation
The Startup
July 06, 2020
From a local Spanish production with failing ratings, to a global phenomenon on Netflix. But ‘Money Heist’ is much more than that. A modern-day cultural classic, a symbol of freedom to millions, and a deeply iconic brand. How did they do it?

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Tags: Business Strategy, Customer Experience, Marketing

What do frictionless experiences and the Loch Ness monster have in common?
ZDNet
June 30, 2020
"Companies talk all day about "frictionless experiences." Aarron Spinley begs to differ. Frictionless doesn't go with Experience. Not a match. Read on and Aarron will tell you why". - Paul Greenberg.

See publication

Tags: Business Strategy, Customer Experience, Marketing

Stop Trying to Delight your Customers.
The KickStarter
June 24, 2020
Many folks have been fed a fairy-tale, a giant whopper in fact. They’ve been sold the idea that they should constantly “delight the customer”. They are crushed under the weight of expectation and ultimately, disappointment. It’s sad, almost cruel, and entirely unnecessary.

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Tags: Business Strategy, Customer Experience, Marketing

The Truth About Corporate Diversity
The Startup
June 17, 2020
Ever wonder why the discourse around diversity is so divorced, in the main, from a deeper cultural analysis? And are you ever suspicious, that it is just easier to debate a symptom rather than pull back the covers and expose the more confronting truth?

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Tags: Culture, Diversity and Inclusion, Leadership

Please Enlighten Me. Exactly, How Many Boats do You Plan to Miss?
Medium
June 10, 2020
You have to admit it. Despite unprecedented technological and societal change over the past decade, most businesses look an awful lot like they did in 2005.

See publication

Tags: Business Strategy, Customer Experience, Digital Disruption

The Epic eCommerce Excuses of 2020
Medium
May 29, 2020
For brands who have long diminished eCommerce as meaningful to their strategy, the coronavirus is a train full of chickens coming home to roost. And ooooh the excuses.

See publication

Tags: COVID19, Customer Experience, Digital Transformation

Is Covid Washing Out Your Brand Purpose?
Medium
May 27, 2020
The nasty virus sweeping the world is waking us up in unexpected ways. The piecemeal and bogus attempts at “brand purpose” and soundbite fakery that has passed as marketing is losing its lustre, and the rise of the hashtag #Covidwash is our evidence.

See publication

Tags: Customer Experience, Marketing, COVID19

9/11 to COVID-19. Business Lessons.
LinkedIn
April 15, 2020
As we take on the challenges of the Coronavirus, this article takes a look at the empirical evidence around brand recovery following a crisis using data from 9/11.

See publication

Tags: Customer Experience, Risk Management, COVID19

I Get to be CRM's Musical Poet, Man.
LinkedIn
March 12, 2020
Sample of EVOLVE promotion article.

In 2001, Paul Greenberg released the first of his four editions of “CRM – Speed of Light”. It has shaped an industry and influenced the minds of students and strategy executives alike. The industry widely and famously bestowed upon him the title, ‘The Godfather of CRM’, and in 2019 Paul released, “The Commonwealth of Self Interest”, again to critical acclaim. It is, frankly, another essential handbook for modern business. I just knew I had to get Paul for season 1 of Evolve. And so I did.

See publication

Tags: Customer Experience, CRM, Marketing

Is Transformative Experience the Last Economic Offering?
LinkedIn
February 23, 2020
Sample of EVOLVE promotion article.

In 1999, Joe Pine and Jim Gilmore released their seminal book on the business of experience. The Experience Economy explores how the most successful companies drive their bottom line through experiences. With new editions in 2011 and again in 2019, it is one of the most important works in business today.

See publication

Tags: Customer Experience, Entrepreneurship, Business Strategy

Why Most Stratgy is Bad Business
Spinley.co
February 04, 2020
This sample from my blog, explores why only 10% of most corporate strategy is executed, and challenges the thinking models of most executives today, from the boardroom to the marketing department.

See publication

Tags: Digital Disruption, Innovation, Business Strategy

Personalization is Dead. Love Live Personalization.
ZDNet
January 13, 2020
A sample of my writing. Thie piece on invite form Paul Greenberg, the Godfather of CRM, on his ZDNet column, explores the evolution of personalization and where we are headed.

See publication

Tags: CRM, Customer Experience, Marketing

3 Founders
Founder
SPINLEY.CO
November 30, 2015
Aarron Spinley is leading growth futurist and analyst who observes culture, society, & technological evolution. Combining digital provenance and economics with the social sciences, Aarron is renowned for his work on designed experience to unlock mutual growth.

He writes, consults, and speaks internationally in the fields of business growth and customer engagement, and his work has been coined: "Experience Anthropology".

See publication

Tags: Culture, Customer Experience, Marketing

Co-Founder
deeep Group
May 01, 2015
As management strategists and investors for the digital era, we work to deliver both traditional business value and disruptive outcomes. We are known for our work in concept development for monetisation, product strategy, business modelling, sales and marketing, capital raising, and risk management.

See publication

Tags: Business Strategy, Customer Experience, Startups

Co-Founder
WTI & Associates
January 31, 2010
Providing digital risk assessments and analysis.

See publication

Tags: Business Strategy, Digital Disruption, Risk Management

12 Keynotes
Personalization is Dead. Love Live Personalization.
YouTube
September 25, 2020
The Diamond Keynote given virtually in September 2020 to delegate of the Retail Leaders Forum. The short keynote unpacks the history of personalization, and the imperative to adopt "Personalization 4.0" to reclaim societal brand engagement, and to protect and sustain revenue.

See publication

Tags: Customer Experience, Customer Loyalty, Retail

Humanomics
Mastering SAP
September 16, 2020
Unpacking the basics of experience economics.

See publication

Tags: Business Strategy, Digital Transformation, Innovation

Human Connection Through Mobile
App Commerce Virtual Conference
September 02, 2020
In the age of customer engagement, this talk to the App Commerce delegates across the UK and Asia, breaks down the unique opportunities that present in mobile and the key pillars of engagement strategy that mobile marketers must understand.

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Tags: Customer Experience, Marketing, Mobility

Deloitte CX Practice - Australia
SAP @ Deloitte Forum
April 07, 2020
Welcome to the Experience Economy.

See publication

Tags: Culture, Customer Experience, Marketing

Corporate Keynote at The Australian Open
SAP @ The Australian Open
January 31, 2020
Welcome to Experience Economics

See publication

Tags: Culture, Customer Experience, Marketing

What Exactly is the Experience Economy?
YouTube
November 27, 2019
An intimate talk to select executives on invite from SAP, on the economic and behavioral markers of our time, and the call to action for brands to deepen - and humanize - their engagement with customers.

See publication

Tags: Business Strategy, Customer Experience, Marketing

Australian United Retailers - Management Conference
SAP
November 27, 2019
Societies Evolution. And Yours.

See publication

Tags: Culture, Customer Experience, Retail

The Currency of Trust
German Australian Business Council
October 22, 2019
Addressing the senior business round table delegates at the 'German Australian Business Council'.

See publication

Tags: Business Strategy, Culture, Customer Experience

e'ffect Innovation Conference
SAP
August 08, 2019
The Experience Explosion

See publication

Tags: Culture, Customer Experience, Marketing

Gartner CX - Sydney
Gartner
June 17, 2019
Unpacking the neurological pillars of consumer trust.

See publication

Tags: Customer Experience, Marketing

Australian Banking Innovation Summit
FRI Group
May 22, 2019
"Regaining Customer Trust in Distressed Markets"

See publication

Tags: Culture, Customer Experience, Marketing

The Social Impact of Mobile
Mobile Mondays
May 20, 2015
Unpacking the emerging social impacts of mobile tech.

See publication

Tags: Innovation, Mobility, Social

6 Media Interviews
Thunderhead Expands Footprint with Thought Leader Aarron Spinley
PR News Wire
December 09, 2020
Customer Engagement leader and commentator Aarron Spinley joins Thunderhead's executive team to lead the APAC region

See publication

Tags: Customer Experience, Customer Loyalty, Marketing

Building Trust Through Consent Is An Essential Part Of Improving Share Of Wallet
Which-50 Media
October 27, 2020
You can learn two things about a company that takes the privacy of its customers seriously, and gives them the opportunity to consent to how their data is used, says Aarron Spinley, Growth and Innovation Evangelist.

(Read more)

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Tags: Customer Experience, Marketing, Privacy

Privacy and the Bear
Which-50 Media
September 03, 2020
“Cloud computing became mainstream, smart mobility took off, social media emerged and thrived, and companies all over the world changed how they engage with the markets and the regulators.

"Remember, from a competitive advantage perspective ... when you're being chased by a bear in the woods, you don't have to be faster than the bear. You have the faster than the other guy".

See publication

Tags: Customer Experience, Customer Loyalty, Privacy

Aarron Spinley talks about Experience Anthropology and Digital Darwanism
EY
April 08, 2020
The EY Customer Practice interviewed me on their "Let's Talking Marketing" podcast.

See publication

Tags: Customer Experience, Digital Transformation, Culture

The Trust Dividend
Which-50 Media
November 26, 2019
A 2 part interview by Which-50 Media (part one in the lick below), on the dynamics of brand trust. Sponsored by SAP.

See publication

Tags: Business Strategy, Culture, Customer Experience

Introducing Aarron Spinley
Enterprise Risk
October 09, 2010
Enterprise Risk spoke to Aarron Spinley from New Zealand-based WatchTower International (WTI) about risk management within the aviation industry and his company's collaboration with CQS Technology Holdings.

See publication

Tags: Innovation, Risk Management

2 Panels
The New Frontiers of Privacy & Consent
Which 50 Media
July 30, 2020
Part of a panel being interviewed by Which-50 Media, along with the NSW Privacy Commissioner.

See publication

Tags: Culture, Customer Experience, Privacy

Can I Trust You?
YouTube
November 11, 2019
A panel interview on the subject of trust, its collapse, and the pillars of brand trust going forward.
Interview conducted by: Award winning journalist: Mike Gee.
Other panelists: Camilla Cooke, CMO of Xinja Bank and Luke Shaw, Head of Commerce at Sigma Health

See publication

Tags: Business Strategy, Culture, Customer Experience

1 Podcast
EVOLVE Audio
Apple Podcasts
February 20, 2020
Listen in to growth futurist Aarron Spinley and global guests as they navigate the experience economy and the challenge of digital Darwinism. From senior executives, academics, career creatives, marketers, industry analysts, authors and global thought leaders.

See publication

Tags: Business Strategy, Customer Experience, Marketing

6 Videos
EVOLVE with Sohail Inayatullah | S1 E6
YouTube
May 08, 2020
Aarron Spinley talks with Dr. Sohail Inayatullah, recipient of the 'Laurel All Time Best Futurist Award' for his invention of the Causal Layered Analysis, a futures methodology taught around the world, and now the Chair of UNESCO at the United Nations. Aarron believes that these methodologies are one of the great untapped opportunities for growth strategists and can change the way we think about harnessing customer engagement technologies.

See publication

Tags: Culture, Digital Disruption, Innovation

EVOLVE with Camilla Cooke | S1 E5
YouTube
April 23, 2020
Aarron Spinley talks with Camilla Cooke, the Chief Marketing Officer of XINJA BANK, about the DNA, culture, and leadership of challenger brands. Camilla also talks passionately about ethical business, and advancing the customers cause. A deeply insightful conversation that every leader will get value from.

See publication

Tags: Culture, Customer Experience, Marketing

EVOLVE with Mark Oliver | S1 E4
YouTube
April 09, 2020
Aarron Spinley talks with Mark Oliver, the Chief Executive Officer of digital services provider INLIGHT, about the vexed issue of creativity in the enterprise and its role in growth. Mark takes us through the internal versus external agency cycle, the “commoditization of innovation”, who a “creative” really is, and lastly; the role of mental health to creative culture.

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Tags: Culture, Innovation, Leadership

EVOLVE with Ursula Ringham | S1 E3
YouTube
March 19, 2020
Aarron Spinley talks with Ursula Ringham, Global Head of Influencer Marketing at SAP. After creative and marketing stints with Adobe and Apple before joining SAP, Ursula is regarded internationally as a pioneer in the B2B influencer marketing domain, and a passionate ambassador of human centered marketing.

See publication

Tags: Culture, Customer Experience, Marketing

EVOLVE with Paul Greenberg | S1 E2
YouTube
March 04, 2020
Aarron Spinley talks with Paul Greenberg, the Godfather of CRM, famous for his pioneering work in the CRM category in the early 2000s and subsequent critical thought leadership as an independent analyst since. Through his first book, "CRM - Speed of Light" published in 4 editions across multiple languages, to his latest offering "The Commonwealth of Self Interest" his work continues to lead the industry.

See publication

Tags: Culture, Customer Experience, Marketing

EVOLVE with Joe Pine - PREMIERE
YouTube
February 20, 2020
Aarron Spinley talks with Joe Pine, Partner at Strategic Horizons, famous for discovering the Experience Economy, and co-authoring of the seminal book on the subject 1999, with editions 2011, and again in 2019. Joe is an author many times over, and co-founder of the European Centre for the Experience Economy.

See publication

Tags: Customer Experience, Digital Transformation, Marketing

5 Whitepapers
HOW CUSTOMER CONSENT DRIVES TRUST AND BUILDS GREAT EXPERIENCES
SAP and Which-50
September 13, 2020
We operate in an age of digital Darwinism, where our customers take their best experience in any context and apply it to every context - creating a new service threshold that everyone who wants their loyalty needs to meet. (Influencer and advisor).

See publication

Tags: Customer Experience, Marketing, Privacy

The Trust Dividend
SAP and Which-50 Media
September 18, 2019
Let’s start with a question: Why has trust returned to the centre of the customer experience conversation? After all, trust has always been at the core of the buyer/seller relationship but perhaps something was lost
in the last decade in the rush to transform and disrupt. (Influencer and advisor).

See publication

Tags: Customer Experience, Customer Loyalty, Marketing

The Changing Face of Business Risk in the Digital Economy
Risk Management Today (Subscription Journal by LexisNexis)
September 29, 2016
An exploration of cyber risks and the evolution of privacy from digital transformation.

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Tags: Digital Disruption, Innovation, Risk Management

The Case for Integrated Risk and Compliance Digital Management in the Aviation Sector
WTI & Associates
June 28, 2010

See publication

Tags: Digital Disruption, Innovation, Risk Management

The State of Risk Management Practices in NZ Government
Marsh (MMC Group)
October 22, 2008
An maturity assessment of the enterprise (and operational) risk management practice across government enterprise in New Zealand.

See publication

Tags: Digital Disruption, Innovation, Risk Management

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