When COVID-19 hit, businesses had to respond almost instantaneously–shifting employees to remote work, repairing broken supply chains, keeping pace with dramatically fluctuating customer demand.
They were forced to adapt to a confluence of multiple disruptions inextricably linked to a longer-term, ongoing digital disruption. In this on-demand The LX Signature event, Jonathan Copulsky – Northwestern professor and former Chief Marketing Officer for Deloitte Consulting – discusses his book – The Transformation Myth: Leading Your Organization Through Uncertain Times – and shows how companies that use disruption as an opportunity for innovation emerge from it stronger. This session explores how companies can adapt in an era of continuous disruption and explains why those that merely attempt to “weather the storm” until things go back to normal (or the next normal) miss an opportunity to thrive.
Jonathan Copulsky is an innovative marketing leader, growth strategist and thought leader with over 40 years of experience working at the intersection of brand, marketing strategy, content marketing and marketing technology. As a CMO, consultant and board member, Copulsky brings the ability to anticipate customer needs, reposition brands, architect fresh “go-market-solutions,” creatively apply new technologies, streamline customer-facing operations, build strong teams and engage diverse stakeholders to deliver measurable and impactful results. Thought leadership has been a constant throughout Copulsky’s career, with more than 40 bylined articles and interviews with leading business journals, such as The Wall Street Journal, Fortune and Business Week. His critically acclaimed book, “Brand Resilience,” a brand risk management primer, was published in 2011. He also co-authored “The Technology Fallacy: How People Are the Real Key to Digital Transformation” in 2019 and “The Transformation Myth: Why You Can Never Declare Victory in the Face of Digital Uncertainty” in 2021.
Copulsky has been teaching in the integrated marketing communications (IMC) program at Medill since January 2015. He teaches classes on marketing innovative offerings marketing technology, and data storytelling and serves as the Executive Director of the Medill Spiegel Research Center. In addition to his work at Medill, Copulsky is the director for Kellogg’s Executive Education program in Business Marketing Strategy and a faculty member for executive education programs in advanced marketing and digital transformation.
Prior to joining the Northwestern’s faculty, Copulsky enjoyed a long-career as a senior marketing executive and marketing strategy consultant. From 1992-1997, he served as the chief marketing and sales officer at CCH Incorporated, a leading NYSE-listed professional publisher and software provider. At CCH, he was part of the leadership team responsible for the highly successful turnaround and sale of CCH to Wolters Kluwer. From 1997 to 2017, Copulsky was a senior client service principal at Deloitte. In addition to working with leading global clients on marketing strategy projects, he led Deloitte’s global research and publishing activities and corporate citizenship program. Copulsky also served as Deloitte Consulting’s chief marketing officer, with a focus on re-branding and repositioning the firm in the U.S.