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Aarron Spinley

Growth Anthropologist, Futurist, Speaker at SPINLEY.CO

Melbourne, Australia

Aarron Spinley is a growth futurist who observes culture, society, and technology. With a passion for applying futures strategy, macro-history, the social sciences, and complex economics to growth theory, he writes, consults, and speaks in the fields of customer engagement, marketing, and leadership 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 his work has been published by the likes of Forbes, ZDNet, The Drum, CX Buzz, The Startup, Better Marketing, Mumbrella, Which-50, and The Headway. He has delivered keynote addresses to company and industry conferences as diverse as The CX Network, MMC Digital Risk Summit, The ANZ Business Circle, SAP e'ffect, The Australian Banking Innovation Summit, The German Australian Business Council, the Retail Leaders Forum, and Gartner CX to name a recent few.

Available For: Advising, Consulting, Speaking
Travels From: Melbourne, or LA
Speaking Topics: Complex Economics, The Engagement Stack, Growth Theory, Marketing, CX, Futurology

Speaking Fee $10,000

Aarron Spinley Points
Academic 25
Author 89
Influencer 100
Speaker 139
Entrepreneur 120
Total 473

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 36.04
Cloud
COVID19 32.31
CRM 30.41
Culture 39.90
Customer Experience 46.20
Customer Loyalty 32.32
Digital Disruption 33.49
Digital Transformation 30.38
Emerging Technology
Entrepreneurship 30.09
Future of Work 30.77
Innovation 31.76
Leadership 30.99
Marketing 51.24
Mobility 33.89
Privacy 31.15
Retail 32.78
Risk Management 35.34
Sales 30.22
Social 31.41
Startups 32.25
Lean Startup 45.17
Big Data 30.19
Mental Health 30.16
Metaverse 32.19
AI

Industry Experience

Aerospace & Defense
Automotive
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
Telecommunications
Travel & Transportation
Utilities
Wholesale Distribution

Publications

1 Academic Certification
Certificate in Futures Based Strategy Development
Melbourne Business Scool
July 20, 2018
Executive Development: Studying under the Laurel All-Time Best Futurist, Prof Sohail Inayatullah at Melbourne Business School.

See publication

Tags: Culture, Future of Work, Leadership

2 Academic Whitepapers
Research: The Rise of Journey Management as a Platform for Customer Engagement
Thunderhead
November 17, 2021
The shifts in behaviour as accelerated by pre, and through, COVID-19 have coincided with a greater global focus on improving service and retention. To understand how these shifts impacted customer engagement, this Thunderhead research, conducted with MyCustomer, surveyed 200 service, customer experience and marketing leaders.

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Tags: Customer Experience, Digital Transformation, Marketing

A Futures Based Strategy of the SAP Innovative Business Solutions Organization (IBSO)
SAP (Internal confidential)
September 12, 2018
An internal academic paper originated for assessment in the Futures Thinking and Strategy Development Program

See publication

Tags: Business Strategy, Customer Experience, Future of Work

53 Article/Blogs
Are Drug Dealers More Trustworthy Than Brands? The Socially Unacceptable Truth
THE HEADWAY
March 16, 2022
Unlike so many of my peers in “the industry”, I offer that trust is not emotional, or better put emotive, and that likewise, making a values-based judgement — like “drug dealers are evil” — has absolutely nothing to do with it either. In fact, I suggest many companies could learn a thing or two from common drug dealers.

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Tags: Business Strategy, Customer Experience, Marketing

The Big Problem With Big Data
Forbes
March 07, 2022
In a highly fragmented and hyper-connected culture, the very best of advertising is not in the data, it’s in the creative. It’s in the behavioural, the psychological and the individual.

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Tags: Big Data, Customer Experience, Marketing

Future Growth
The Investment Times
February 21, 2022
In Chandigarh India, The Investment Times is quietly growing its exciting business. Now reaching over 1 million people per edition, it was an honour to be included in its February 2022 edition.

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Tags: Business Strategy, Customer Experience, Marketing

What the metaverse means for you and your customers
ZDNet
February 15, 2022
Once again, Thunderhead's Aarron Spinley provides the kind of thought leadership that has some real meaning. He's a paradigm for executives on how to be an internal thought leader who has an external impact. This piece is particularly germane. - Paul Greenberg.

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Tags: Customer Experience, Marketing, Metaverse

The Good, The Bad, and The Fugly: 2021 Edition
THE HEADWAY
January 05, 2022
Through the fogginess of COVID that engulfed these last 2 years, it is easy to lose sight of what actually happened. And I’m not going to help. Not much anyway. But for posterity's sake, this little offering provides a record of sorts, of the year that was, in limited edition. Take “limited” how you will.

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Tags: Culture, Customer Experience, Marketing

The Real Cost of Failing to Report the Customer Franchise in Corporate Risk Registers
THE HEADWAY
December 02, 2021
Many company boards are feeling outmatched by the ferocity of changing technology, emerging risks, and new competitors. And yet diversity of experience is at the root of it. One the casualties, aside from effective governance itself, are key professions, like marketing.

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Tags: Customer Experience, Marketing, Risk Management

The Moral Highground is Still a Prerequisite for Leadership
THE HEADWAY
November 15, 2021
There have been a bunch of casebook scandals in recent years haven’t there. The Enron Incident, the Sanlu Company Melamine Incident, BP in the Gulf of Mexico, and the Volkswagen diesel emissions scandal — just to name a few. Then there’s Wall Street’s complicity in the GFC. The advertising industry's complicity in Facebook's many crimes. Facebook itself. Where do you even start?

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Tags: Culture, Leadership, Marketing

iOS15 and the Big Email Panic
LinkedIn
October 26, 2021
The facts. The "problem". And duh.
Today if you talk to almost any marketing ops person, they’ll tell you that email is their number 1 “channel”. Now, I know that many regard this as kind of incongruent with a single-directional messaging tool and that a lot of people think it's just spam, but nevertheless, it's true for many, many companies.

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Tags: Leadership, Marketing, Privacy

The Hidden Fight of Transformation
THE HEADWAY
October 08, 2021
As organizations across industries as far afield as banking and insurance, to retail, media, utilities, and telco all grapple with “transformation”, or more honestly in most cases, simple process-modernization; many are creating something of a fight club. And you do NOT talk bout fight club.

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Tags: Customer Experience, Digital Transformation, Marketing

Making Industries Safe — The Calling of our Generation
THE HEADWAY
September 16, 2021
The failed moral tests of tobacco, coal, and industrialized advertising, and the PR playbook common to them all. The latest article from marketing anthropologist Aarron Spinley calls for an ethical re-think.

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Tags: Marketing, Mental Health, Privacy

Empathy is Not a Strategy
THE HEADWAY
September 01, 2021
Over and over and over and over. We have operationalized the very opposite of customer-centricity at an industry level, all while professing a values system that the accepted model is incapable of delivering.

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Tags: Customer Experience, Customer Loyalty, Marketing

A Futures Triangle for the Marketing Profession
The Headway
July 30, 2021
Why has marketing, despite its love of anything digital, been so resistant to core change since the industrial era? In applying the foresight methodology, 'The Futures Triangle', Aarron Spinley proposes an answer to that question and suggests an alternative future for the profession.

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Tags: Customer Experience, Digital Disruption, Marketing

Stop Lying To Us, Mate - Aussie Consumers Have Had Enough
Medium
June 08, 2021
A quite brutal poll — and what it means for local brands.

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Tags: Culture, Customer Experience, Marketing

Worldviews and Rollercoasters
Medium
May 30, 2021
How you can beat your competition by learning how to evolve. Our myths, metaphors, and worldviews define us. Our nations, our companies, our personal lives, and our professions. And some venting about how much I hate brussels sprouts.

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Tags: Culture, Customer Experience, Marketing

Journey Mapping is Kissing Your Sister
The KickStarter
May 10, 2021
Could we have incorrectly trained a generation of marketers? Has popular MarTech normalized a fundamental error in our profession?

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Tags: Culture, Customer Experience, Marketing

The Retail Industry Is a Customer Experience Backwater
Better Marketing
April 21, 2021
Once the penthouse, now the outhouse. So who leads now? And what’s next?

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Tags: Customer Experience, Marketing, Retail

Human [Information] Trafficking: Marketing’s Blood Diamond
The KickStarter
April 08, 2021
As changes his digital advertisers, from the iOS14 app permissions to new privacy regulation, to the depreciation of Cookies, there is much talk about how to pivot operations. But who is talking about the industry'ss illicit relationship with hate speech, lies, fraud, and global harm to our most vulnerable?

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Tags: Culture, Customer Experience, Marketing

Why Omnichannel Customer Experience Is Important
CX Buzz
March 23, 2021
Our industry is rife with the use and abuse of language. In this regard, marketing and CX professionals are easily amongst the most immature of modern industries, which breeds confusion. Massive, ridiculous, industry-wide, out of control, confusion. Channel strategy is just the tip of the iceberg.

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Tags: Culture, Customer Experience, Marketing

Henry Ford Runs the Marketing Industry
The KickStarter
March 01, 2021
They say the most toxic lie is the one you tell yourself. And that’s precisely what the industry does. It’s not necessarily intentional. Not most of the time anyway. But it is, nevertheless, the cause of a professional delusion that is killing potential and has halted progress, true progress, for decades.

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Tags: Customer Experience, Customer Loyalty, Marketing

OK, I Surrender. It’s Time To Move On From Personalization
Better Marketing
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.

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Tags: Customer Experience, Customer Loyalty, Marketing

It’s time to move beyond personalisation
Mumbrella
February 01, 2021
Inside-out marketing practice has an irreversible PR problem. Anything that looks like pervasive promotion is now increasingly rejected by a society that is fighting back against fake news.

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Tags: Customer Experience, Customer Loyalty, Marketing

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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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

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Tags: Customer Experience, Customer Loyalty, Marketing

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

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Tags: Culture, Leadership, Lean Startup

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

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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.

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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".

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Tags: Business Strategy, Customer Experience, Marketing

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

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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.

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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.

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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

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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!

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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Tags: CRM, Customer Experience, Marketing

1 Board Membership
deeep Group
deeep Group
May 11, 2015
A digital advisory, strategy and marketing consultancy, and investment vehicle. Aarron was a founding board member in May 2015 and served until February 2020.

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Tags: Business Strategy, Customer Experience, Lean Startup

1 Executive
Thunderhead expands APAC footprint with hire of industry thought leader Aarron Spinley, VP ANZ
PR News Wire
December 08, 2020
Thunderhead, the global leader in real-time customer engagement announce the appointment of Aarron Spinley as SVP APAC. Aarron was recently named a top 10 global thought leader in both Customer Experience and Brand Loyalty according to Thinkers360, and is prominent on its leaderboards for Marketing, CRM, and Culture.

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Tags: Culture, Customer Experience, Marketing

4 Founders
THE HEADWAY
THE HEADWAY
July 05, 2021
A new publication, combining the ideas from leading thought leaders from around the world with the tagline: "Clinical growth theory for the intelligent marketer".

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Tags: Culture, Digital Disruption, Marketing

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".

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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.

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Tags: Business Strategy, Customer Experience, Startups

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

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Tags: Business Strategy, Digital Disruption, Risk Management

1 Journal Publication
The Changing Face of Business Risk in the Digital Economy
Lexus Nexus Journal
September 29, 2014
A study of the unprecedented risks and opportunities facing organizations as the digital era re-shapes the business environment.

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Tags: Business Strategy, Digital Disruption, Risk Management

12 Keynotes
Personalization is Dead. Long 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.

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Tags: Customer Experience, Customer Loyalty, Retail

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

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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.

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Tags: Culture, Customer Experience, Marketing

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

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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.

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Tags: Business Strategy, Customer Experience, Marketing

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

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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'.

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Tags: Business Strategy, Culture, Customer Experience

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

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Tags: Culture, Customer Experience, Marketing

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

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Tags: Customer Experience, Marketing

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

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Tags: Culture, Customer Experience, Marketing

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

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Tags: Innovation, Mobility, Social

20 Media Interviews
14 Ways Businesses Can Leverage Chatbots To Facilitate Conversions
Forbes
May 31, 2022
Multiple studies have shown that chatbots can facilitate conversions, but it’s important to ensure they are being leveraged in the right way to create the best results. Forbes asked for my view on what that looks like.

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Tags: Customer Experience, Digital Transformation, Marketing

14 Ways Marketers Can Optimize A Brand For The Digital Space
Forbes
May 06, 2022
Asked to comment on brand optimisation in digital only, I make the point that markets and customers consider (and experience) a brand far more broadly than a single channel....

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Tags: Business Strategy, Customer Experience, Marketing

Forget Stunts And Tricks: 14 Ways Marketers Can Connect With Gen-Z
Forbes
May 02, 2022
Asked to comment on the newest consumer generation, I take a polite swipe at the over-generalisations and laziness of marketers that treat an entire generation as a "segment".

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Tags: Customer Experience, Marketing, Culture

14 Tips For Handling An Unpleasant Conversation
Forbes
March 25, 2022
Asked to offer my "No. 1 tip" for professionals heading into an unpleasant conversation, such as delivering bad news to a customer or announcing negative news about the company.

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Tags: Customer Experience, Leadership, Marketing

13 Ways E-Commerce Retailers Can Avoid Late-Stage Cart Abandonment
Forbes
March 21, 2022
Asked to comment on the issue of shopping cart abandonment in the world of e-commerce, and the wider - less visible - causation that most miss in their diagnostic.

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Tags: Business Strategy, Customer Experience, Marketing

​​16 Ways Enterprise-Level Corporate Leaders Can Connect With All Employees
Forbes
March 18, 2022
Asked to comment about the challenge of employee connection as part of the growth cycle and sustaining engagement at scale.

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Tags: Business Strategy, Culture, Leadership

Research: The Rise of Journey Management as a Platform for Customer Engagement
Thunderhead
November 17, 2021
Interviewed in a webinar on the key lessons for APAC businesses from our research into the rise of advanced journey management in leading marketing and customer engagement teams globally.

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Tags: Customer Experience, Digital Transformation, Marketing

Thought Leader and Influencer Interview with Aarron Spinley
Thinkers 360
August 28, 2021
In this edition, we speak with Aarron Spinley, Digital Anthropologist, Futurist, Speaker at SPINLEY.CO.

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Tags: Customer Experience, Digital Disruption, Marketing

7 Questions with Aarron Spinley
Clarity
April 30, 2021
Clarity has interviewed over 1000 leaders, asking 7 questions.

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Tags: Culture, Digital Disruption, Leadership

CXBuzz Interview With Aarron Spinley
CX Buzz
March 23, 2021
Answering 9 leading questions.

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Tags: Culture, Customer Experience, Marketing

Making Sense of Martec: Explaining Experience
The Martec Weekly
March 07, 2021
Interviewed by The Lumery's Juan Mendoza discussing how the marketing industry misses the mark on the concept of "experience", and a wide range of related issues.

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Tags: Culture, Customer Experience, Marketing

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

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Tags: Customer Experience, Customer Loyalty, Marketing

Thunderhead expands APAC footprint with hire of industry thought leader Aarron Spinley
Cision PR Newswire
December 08, 2020
Announcement of joining Thunderhead.

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Tags: Customer Experience, Leadership, 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".

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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.

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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.

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Tags: Business Strategy, Culture, Customer Experience

Understanding The Nature Of Trust Is Only The Beginning
TheCustomer
November 11, 2019
Brands can create trust dynamics with their customers and staff by understanding some simple neuroscience principles and designing experiences accordingly.

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Tags: Culture, Customer Experience, Marketing

Getting the Elements Right on Trust
AB+F
August 19, 2019
“Macro and evolutionary forces are manifesting in people’s expectations of brands and there is a massive decline in trust,” Spinley said in an interview with AB+F ahead of the Australian Banking Innovation awards where he was keynote speaker.

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Tags: Customer Experience, Digital Disruption, Marketing

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.

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Tags: Innovation, Risk Management

2 Miscellaneouss
Research: The Rise of Journey Management as a Platform for Customer Engagement
Thunderhead
November 17, 2021
The shifts in behaviour as accelerated by pre, and through, COVID-19 have coincided with a greater global focus on improving service and retention. To understand how these shifts impacted customer engagement, this Thunderhead research, conducted with MyCustomer, surveyed 200 service, customer experience and marketing leaders.

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Tags: Customer Experience, Digital Transformation, Marketing

The Experience Economy Panel
SAP
October 14, 2020
Aarron was interviewed on a panel for SAP Select on the evolution of human experience in the wake of the COVID-19 pandemic.

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Tags: Culture, Digital Disruption, Marketing

4 Panels
Data Driven Experiences
CMO
August 18, 2021
Honoured to be invited to share my thoughts on this most understood of modern marketing topics. An event chaired by Nadia Cameron, Editor of CMO Magazine.

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Tags: Big Data, Customer Experience, Marketing

Mastermind Guest Coach
Digital Distillery
December 10, 2020
A virtual Q&A session with creative and digital agency leaders from New Zealand.

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Tags: Culture, Customer Experience, Marketing

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.

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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

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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.

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Tags: Business Strategy, Customer Experience, Marketing

3 Speaking Engagements
The de-Industrialisation of Marketing and Customer Operations: Telstra Case Study
Forrester CX
May 10, 2022
The dominant practices and technologies of marketing, customer experience, and service operations are based on industrial era production line models that don’t support sustained engagement. In this talk, I take a closer look at the macro-historical context, the problem it creates, and then explore a case study into what Telstra (Australia's largest telecommunications company) is doing about it.

Co-presented with Telstra

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Tags: Business Strategy, Customer Experience, Marketing

Why Traditional CX Technologies Have Failed and What’s Next?
Ashton Media
March 30, 2022
Unpacking the industrial mindset of marketing and CX, the problem with popular technologies, and our evolution toward leveraging complex economics.

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Tags: Customer Experience, Leadership, Marketing

History’s Transformation of Customer Experience - And the Characteristics of Growth Brands
SPINLEY.CO
November 08, 2021
Invitation to address executives in the customer experience and marketing centre of excellence within the Axiata group of companies in Asia.

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Tags: Culture, Customer Experience, Marketing

1 Training
MASTERCLASS: The Modern Engagement Stack
AARRON SPINLEY
January 01, 2022
Aarron's updated Masterclass is foundational to customer strategy, covering the economic eras, offering and choice architecture, and the complex economics of untamed customer journeys.

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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.

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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.

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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.

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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.

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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.

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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).

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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).

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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

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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.

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Tags: Digital Disruption, Innovation, Risk Management

1 Workshop
A Historical Evolution of Customer Experience
Axiata Group (closed)
November 08, 2021
A private executive group workshop presentation for the Axiata group of companies.

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Tags: Customer Experience, Digital Disruption, Marketing

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