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C-Suite Symposium | Speakers

For C-level executives in Christian publishing

November 10-12, 2013
JW Marriott Starr Pass Resort & Spa, Tucson Arizona


Tony UlwickStrategynIn the 1980s, while working for IBM’s PC division, Tony Ulwick witnessed one product failure after another. As a result, he set his sights on reinventing the innovation process. As the pioneer of jobs-to-be-done thinking, he has done exactly that. Tony Ulwick founded Strategyn in 1991 and began creating Outcome-Driven Innovation® (ODI), a customer-centric approach to innovation that produces breakthrough products by ensuring they help customers get a "job” done better. 

Ulwick has been granted five patents for his ODI methodology, which improves innovation success rates by a factor of five. In 2002, Harvard Business Review recognized ODI as one of the best business ideas of the year, declaring it one of "the ideas that will profoundly affect business as we forge ahead in today’s complex times.” In his book The Innovator’s Solution, Clayton Christensen devoted a chapter to the "jobs-to-be-done” innovation theory, citing Ulwick’s work and the ODI process. Using ODI, Ulwick has generated billions of dollars in revenue growth for dozens of global firms, including Microsoft, Johnson & Johnson, and Motorola. By working on over 100 corporate innovation initiatives with the world’s leading companies, Ulwick was able to reinvent the entire innovation process, including the way customers, markets and needs are defined, the way markets are segmented and sized, and the way ideas are constructed and tested. Tony Ulwick is the author of the best-selling book What Customers Want and has published articles in the Harvard Business Review and MIT Sloan Management Review. His work is cited in hundreds of publications. Clayton Christensen says, "Ulwick’s outcome-driven programs bring discipline and predictability to the often random process of innovation.” His counter-intuitive views as an innovation thought leader have changed the way academics and executives alike think about growth, strategy, and innovation.

Lysa TerKeurstLysa TerKeurst is the New York Times bestselling author of 16 books, her most recent releases, Made to Crave and Unglued, have remained on the best sellers list for over 40 weeks combined.  She is also the  
As an extremely marketing-focused author, Lysa will share with publishers an insightful presentation on RemarkABLE MarketingLearn to empower your authors to be more effective and experience increased book sales by learning RemarkABLE marketing strategies. Don’t miss learning from Lysa how to take the mystery out of marketing, reach more people and sell more books.

Carl Kulo from Nielsen Books will share the latest high-level research and data available that best informs publishing decisions.


The hotel rate of $189* is offered from November 7 to 15 so that you may opt to extend your stay.
Dress:  business casual

Sunday, November 10
 8 am and 1 pm
Optional GolfECPA reserved tee times (reservation required)
 4 pm
Event registration opens in San Luis foyer
 6 to 8 pm
Reception and dinner (includes spouses)

Monday, November 11

 7 am
Breakfast (includes spouses)
 9 am
Mike Shatzkin, Idea Logical:  "The Trends"
 10:30 am
 11 am
Lysa TerKeurst:  "RemarkABLE Marketing
 12 noon
Lunch (includes spouses)
 1:30 pm
Mike Shatzkin, Idea Logical:  "Digital Marketing"
  3 pm
 3:30 to 5 pm
Mike Shatzkin, Idea Logical:  "Q&A Discussion"
 6 to 8 pm
Dinner (includes spouses)

Tuesday, November 12

 7 amBreakfast (includes spouses)
 8:30 am
Tony Ulwick, Strategyn:  "Achieving Growth Through Innovation"
 10 am
 10:30 am
Nielsen data report
 11 am
Christopher Thornberg, Beacon Economics:  "We have Met the Enemy: Us"
 12 noon
Lunch (includes spouses)
 12 noon
ECPA Board meeting until 5 pm (board members only; includes lunch)
 1 pm


C-Suite Symposium 2013

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Presentations given at the 2013 ECPA C-Suite Symposium held Nov. 10-12 in Tucson Ariz.
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