Page 7 - 2018 Convention Program

WELCOME TO THE EXPERIENCE ECONOMY
James H. Gilmore, Founder, Strategic Horizons
Associate Professor/Innovation & Design, Weatherhead School of Management
Case Western Reserve University
Goods and services everywhere are being commoditized. But what consumers want today are experiences
-- memorable events that engage each individual in an inherently personal way. To thrive, commodity driven
industries like banking must embrace UN-Conventional Principles to stage ever-more engaging customer
experiences. Jim Gilmore knows all about the Experience Economy … in fact he literally wrote the book (The
Experience Economy: Work is Theatre & Every Business is a Stage) that spawned worldwide interest in
experience design, customer experience management, and experiential marketing – a book Tom Peters called
“a brilliant, absolutely original book.” Gilmore reveals the principles that matter most for your bank and shows
you how to create greater economic value for your customers.

THE GRAND EXPERIENCE – A CASE STUDY IN SUCCESS
R.D. (Dan) Musser, III, Owner/President, Grand Hotel
Nothing about the Grand Hotel Experience says commodity, which is why you will find this 130-year-old
summer hotel on the “bucket-list” for more than 150,000 visitors each year. In fact, the Grand Experience is
so unique that Hollywood made its way to Mackinac Island in 1980 for the filming of the now legendary film
Somewhere in Time. A true case study in creating UN-Conventional Customer Experiences, a stay at this
spectacular property will leave you with indelible memories. Dan Musser is the engine behind that experience.
This third-generation owner of the Grand Hotel works tirelessly with his team top to bottom making sure
every guest enjoys the experience of a lifetime.

HOW TO WORK & LEAD WITH PEOPLE NOT LIKE YOU
Kelly McDonald, Founder, McDonald Marketing
The changing demographics of today’s workforce bring conflicting viewpoints, perspectives, approaches,
skills, habits, and personalities together in one place; whether that leads to synergy or catastrophe is up to
you. Turning these potential hurdles into advantages takes a little UN-Conventional Leadership says Kelly
McDonald one of the nation’s leading experts in multicultural marketing and consumer trends. Often called
upon by CNBC, Forbes, BusinessWeek, Fast Company and CNNMoney.com, McDonald shares her insights on UN-CONVENTIONAL
the skills you need to communicate, motivate and inspire collaboration so teams can do more, achieve more,
and enjoy the ride.

FLAWLESS EXECUTION: DEVELOPING LEADERSHIP THROUGH EXECUTION
David “Finch” Guenthner, Executive Consultant, Afterburner W I S D O M
Fighter Pilot, F-16, T-38 Instructor Pilot, United States Air Force
Real success isn’t about perfection … it’s about the relentless pursuit of flawless outcomes. In a world
where quick response to change is imperative for survival, a simple, scalable process that accelerates
learning and performance is invaluable. Former fighter pilot and executive coach David “Finch” Guenthner,
reveals the UN-Conventional Components of the Flawless Execution Cycle necessary to develop the
teamwork, communication, accountability, and core leadership values critical to high-performing teams.
Afterburner is a collection of former and current elite military professionals that has trained nearly 2 million
executives across the country in continuous improvement processes built on proven military models.

IT’S TIME TO BUILD OUR POLITICAL MUSCLE
Ken Burgess, Chairman, American Bankers Association
To win on Capitol Hill, bankers must commit to bulking up the industry’s strength and flexibility. A
career banker and current Chairman of FirstCapitalBank of Texas, Burgess knows first-hand the
often UN-Conventional Effort it takes to engage each and every bank employee in that process –
whether it takes the form of a letter-writing campaign or a PAC contribution. Burgess shares his
perspectives on grassroots involvement, emerging leader development and the future of our industry.

PLANNING TO ENTER THE FINTECH MARKET?
Rob Morgan, VP/Emerging Technologies, American Bankers Association
America’s banks are innovating and establishing UN-Conventional Partnerships with startup
companies to deliver the services that today’s customers demand. They are also looking forward
to the next wave of technologies that could shape the future of the industry. Morgan offers a
glimpse at the technologies driving bank innovation today—as well as a look ahead to the
technologies coming down the pipeline that will change the way banking is done over the
next 10 years.