Episode 108: Marketing Flexology, with Engelina Jaspers

In 1942 economist Joseph Schumpeter claimed at the core of our economic system was a “process of industrial mutation that incessantly revolutionizes the economic structure from within, incessantly destroying the old one, incessantly creating a new one.”  He called it creative destruction

Half a century later, Harvard professor Clayton Christiansen wrote in “The Innovator’s Dilemma” that “By doing what they must do to keep their margins strong and their stock price healthy, every company paves the way for its own disruption…The reason why it is so difficult for existing firms to capitalize on disruptive innovations is that their processes and their business model that make them good at the existing business actually make them bad at competing for the disruption.”

Which of these two is telling the truth? They both are, it depends on companies and the individuals within them. It’s up to them whether they will change with the times or be left behind.

My guest today is Engelina Jaspers, who has experienced revolving-door CEOs, business course-corrections and lots of reinventions during her 30-year corporate career. Across all her VP leadership roles — marketing, brand strategy, environmental sustainability, corporate communications — none escaped disruption. After being tapped to lead multiple company-wide transformations, Engelina became a student and teacher of business and career agility.

These experiences led her to develop the MARKETING FLEXOLOGY Management Framework™ — a mindset and a toolset for future-proofing your career, your team and your marketing platform. Engelina shares marketing agility know-how in her book, presentations and workshops so you, too, can anticipate and prosper from unplanned change.

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