International Marketing Expert Arrives in Zagreb and Claims – Brilliant Ideas Transcend Technology

The new edition of HOWtoWOW Academy returns with current topics for all marketers, creatives, and communicators, and the introduction to an exciting season will be a workshop by Allister Frost, which will take place on August 29 at the Zagreb Rougemarin Park. In addition to holding the title of UK Digital Personality of the Year and working as a consultant for companies such as Sony, General Electric, Alcon, and Kie, Frost is already well-known among the local audience as one of the highest-rated speakers from previous editions of the HOWtoWOW Academy!

His workshop How To Get a Future Ready Mindset powered by Mastercard will gather strategists, creatives, and team leaders eager for real-life examples that will present the steps needed to ensure a bright future for their companies. He places a strong emphasis on positive change and growth, and his most famous concept, which he calls Five Steps to Success in a World of Change, encourages others to use skills such as curiosity with minimal help from technology to find the perfect recipe for a cycle of positive change and growth from which they will never emerge. Therefore, in anticipation of the workshop, we decided to ask him to share a few useful tips with us.

You are known for your lectures on preparing for the future. What is the most important first step in the preparation process? Is there a way to more easily master everything that the future holds, or is the only option for us to change in order to be ready for what is coming?

We often see products and services described as future-proof, and that always makes me smile because such a thing does not exist. None of us knows what is coming, but many among us could prepare better. A good first step is to direct your attitude towards change. Most of our lives are dedicated to building a comfort zone – home, work, routine – and our main concern becomes maintaining and protecting the comfort zone instead of exploring ways to improve it. That is precisely why, after some time, change could be something that will affect our lives, regardless of whether we initiated it. Understanding and directing your relationship with change to recognize that your comfort zone can expand is an important step in developing a more resilient mindset that is ready for the future.

You have played an important role at Microsoft, so we can confidently say that you have gone through all phases of digital transformation. Considering your expertise in technology, would you say that it is impossible to succeed today without relying on technology?

Brilliant ideas transcend technology. They can transform lives – with or without a technological component. While it enables numerous changes that affect society, we must not forget that it is not the only tool we have at our disposal. Probably the most important aspects of any digital transformation project are providing support to people going through change and encouraging those same people to shape tools, such as technology, according to their needs. Some of the most significant changes I have initiated with my clients had nothing to do with technology and were based on creating a supportive team atmosphere where everyone was excited and optimistic about the future we are creating together.

What do you think is key for company growth in these constantly changing times? Should a CEO invest in employee satisfaction, their development, and education, or is some other combination needed?

We need employees who are emotionally connected to the company and understand and support the need for constant positive change. When I developed the ReadyAlready! program to help leaders nurture a future-ready mindset, I centered it around a personal mission to emphasize that every employee has their own motivation for the work they do and finds energy in different aspects of their lives. The best CEOs know how to leverage this diversity and channel it into a series of changes that contribute to a collective passion for a brighter future. When changes arise from workforce diversity, we can create a unique recipe for innovation and development that competitors cannot simply copy.

Who will find it easier to prepare for the new business normal that lies ahead? Global companies that have the capital needed to adapt, or perhaps smaller startups that have fewer employees and can more easily pivot to a new path?

Both have advantages and disadvantages, and change can be challenging for everyone. A startup without ideas may be in a worse position than a company with open-minded employees! The secret lies in the mindset and the collective attitude towards creating a new normal. Our future is largely unknown, which is a very fair and level playing field for organizations of all sizes, and those who learn faster and are smarter than their competition will succeed.

It often feels like being inexperienced and green in something is one of the things that most discourages us from taking a step towards change. How do you encourage individuals and organizations to be innovative, especially when they resist change and are not willing to take risks?

The more emotional energy and passion we invest in creating our present, the harder it is to accept that our current success will not lead us to the next stage of development. That is why successful companies and experienced employees often find it difficult to forget the past. And it is much more uncomfortable when we are seen as novices rather than experts. But we are all novices when it comes to the future! I proudly represented myself at Microsoft for ten years as a novice, and my awareness that I do not have all the answers has allowed me to be open to change and excited about new opportunities. In a rapidly changing world, it is okay if we do not know the answers as long as we can learn to progress in the uncertainty that constant change brings.

You said that curiosity and openness are key to personal development and positive change. Do you have any tips on how to encourage and maintain those qualities?

Curiosity and openness are key skills because computers, especially artificial intelligence systems, cannot produce them as easily as humans. To maintain curiosity, it would be helpful to pause for a moment and enjoy the magnificence of the modern world. Even small things like sending emails are incredible when you stop and truly think about them. You will likely notice room for improvement if you ask yourself why and how something works. Similarly, you can develop openness if you forget your expertise and approach tasks as if you are seeing them for the first time. Marshall McLuhan wrote: if it works, it’s obsolete, so try to change your approach to everyday tasks to show your open mind quick improvements and long-term new possibilities.

For more information on education, as well as the exclusive “1 + 1” offer that Mastercard, the partner of this workshop, has provided for Mastercard® cardholders on the platform Priceless.com, visit the official website of the academy.