#856: CRMC Keynote Speaker Kaihan Krippendorff on making sure your brand is a disruptor not disrupted

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

The Agile Brand

Business, Marketing

4.9 • 113 Ratings

🗓️ 7 May 2026

⏱️ 24 minutes

🔗️ Recording | iTunes | RSS

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Summary

When you look at your five-year strategic plan, how much of it is dedicated to defending your current market share versus actively making it obsolete?Agility requires more than just reacting quickly to market shifts; it demands the foresight and structure to initiate those shifts yourself. This episode is brought to by CRMC. Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more about CRMC 2026, June 1-3 in Frisco Texas at www.thecrmc.comToday, we're going to talk about the accelerating pace of change being driven by forces like artificial intelligence and digitization. These changes are creating a clear divide in the market, sorting brands into two distinct camps: the “Disruptors” and the “Disrupted.” We'll explore the patterns that separate these two groups and discuss practical frameworks for how established organizations can learn to shape the future, rather than be shaped by it. To help me discuss this topic, I'd like to welcome, Kaihan Krippendorff, Founder at Outthinker, and keynote speaker at CRMC, taking place June 1-3 in Frisco Texas. About Kaihan Krippendorff Kaihan Krippendorff is the Founder of Outthinker, a global think-tank of chief strategy, growth, transformation, and innovation officers shaping the future of business. He has been recognized by Thinkers50 and Global Gurus as one of the world’s top 20 business thinkers. A sought-after keynote speaker and strategic advisor, Kaihan works with CXOs from the world’s most admired companies, helping them to drive transformation, reduce risk, and chart their path to long-term growth and success. Kaihan Krippendorff on LinkedIn: https://www.linkedin.com/in/kaihankrippendorff/ Resources Outthinker: https://kaihan.net/ This episode is brought to by CRMC. Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://www.thecrmc.com Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 We’re proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://advertalize.com/r/491818c79fb1873f Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:00.0	Hi, I'm Greg Kilstrom, host of the Agile brand, and here's a question for you.
0:04.0	When you look at your five-year strategic plan, how much of it is dedicated to defending your
0:08.4	current market share versus actively making it obsolete? Agility requires more than just
0:13.6	reacting quickly to market shifts. It demands the foresight and structure to initiate those shifts
0:19.2	yourself. Today we're going to talk about the accelerating pace of change being driven by forces like
0:24.6	artificial intelligence and digitalization.
0:27.6	These changes are creating a clear divide in the market, sorting brands into two distinct camps,
0:32.6	the disruptors and the disrupt ed.
0:35.6	We're going to explore the patterns that separate these two groups
0:38.4	and discuss practical frameworks for how established organizations can learn to shape the future
0:43.5	rather than be shaped by it. Welcome to Season 8 of the Agile Brown podcast. This season we're going
0:52.6	all in on expert mode MARTEC, AI, and customer experience, talking with the people and platforms behind the brands you know and love. Again, I'm your host, Greg Kilstrom, and I help Fortune 1000 companies make sense of MARTEC, AI, and Marketing Ops. Hit subscribe or follow to make sure you always get the latest episodes, and leave us a rating so others can find us as well.
1:12.6	This episode is brought to you by CRMC. Drive your customers to New Horizons at the premier retail event of the year for retail and brand marketers.
1:21.6	Learn more about CRMC 26, June 1 through 3 in Frisco, Texas at www. www. the CRMC.com.
1:33.2	Tell me to discuss this topic. I'd like to welcome Cajan Crippendorf, founder at Outthinker,
1:38.4	and keynote speaker at CRMC taking place June 1 through 3 in Frisco, Texas. Kaihan, welcome to the show. Great. Great. Yeah, looking forward to talking about this with you and definitely looking forward to CRMC. I know. I'm very excited about the conference. It's going to be amazing. Yeah, yeah. Before we dive in, though, why don't you give a little background on yourself and your role at Outthinker? Yeah, so I started my career as a consultant at McKinsey and I started writing books 2004.
2:05.8	I've written six books. I publish in Harvard Business Review. We started Out Thinker in its current
2:10.1	forum about five years ago and think of it as kind of like a peer network ecosystem of
2:15.4	chief strategy officers that get together like a think tank
2:19.4	and talk about the trends and issues and support each other.
2:22.8	Nice, nice.
2:23.6	Love it.
	...

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