Über uns
Priority is action. I am on a mission to help brands decisively create more value for…
Articles by Greg
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AI isn't a goal (or a strategy): The Limitations of AI in Marketing
AI isn't a goal (or a strategy): The Limitations of AI in Marketing
By Greg Kihlstrom
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From Silo to Network: Benefits of a Collaborative, Integrated Approach
From Silo to Network: Benefits of a Collaborative, Integrated Approach
By Greg Kihlstrom
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House of the Customer | First-party data and the cookiepocalypse that never happened
House of the Customer | First-party data and the cookiepocalypse that never happened
By Greg Kihlstrom
Contributions
Activity
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Matt Butler was a special guest at the One Amazing Thing Show at The Agile Brand™ with Greg Kihlström . Matt Butler and host Greg Kihlstrom had a…
Matt Butler was a special guest at the One Amazing Thing Show at The Agile Brand™ with Greg Kihlström . Matt Butler and host Greg Kihlstrom had a…
Liked by Greg Kihlstrom
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Catch the latest interview with Greg Kihlström from Martechview where they discuss ideas from his book, House of the Customer, and all things…
Catch the latest interview with Greg Kihlström from Martechview where they discuss ideas from his book, House of the Customer, and all things…
Liked by Greg Kihlstrom
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My latest for MarTech is the first of a 4-part series on #AI and #Marketing: The 4 categories of AI that impact marketing: #GenerativeAI…
My latest for MarTech is the first of a 4-part series on #AI and #Marketing: The 4 categories of AI that impact marketing: #GenerativeAI…
Shared by Greg Kihlstrom
Erleben Sie
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Licenses & Certifications
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Lean Six Sigma Black Belt
The Council for Six Sigma Certification (CSSC)
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Volunteer Experience
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CMSWire IMPACT Awards Judge
CMSWire
- Present 10 months
The CMSWire IMPACT Awards celebrates the inspiring efforts of customer experience professionals across North America, and gives you the chance to get meaningful recognition for your work.
Honors are given to individuals, teams and vendors who are responsible for improving the customer experience for their organizations or clients. -
Editor and Contributor, Customer Experience Book of Knowledge
Customer Experience Professionals Association (CXPA)
- 1 year 6 months
I am participating as part of a team of CX experts and thought leaders to prepare the employee experience and organizational culture section of the official CXPA Book of Knowledge, to be released in 2022.
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Advisory Board Member, Customer Experience Program
University of Richmond
- 4 years
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I am an Advisory Board Member of the Customer Experience Program at the University of Richmond. Thrilled to be able to lend my experience and expertise to this growing program at such a great school.
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National Student Advertising Competition Judge
American Advertising Federation
- Present 9 years 5 months
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I've served as a judge in this competition at several points over the last several years.
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Advisory Board Member
The CX Lead
- Present 8 months
The CX Lead is a professional community and online publication providing resources and expertise for CX leaders in technology.
As a member of the CX Lead Advisory Board, I collaborate with other CX thought leaders to shape the conversation around emerging trends and help CX professionals excel in their careers. I do this by providing mentorship, creating educational content, and sharing my knowledge and insights with the community. -
Ambassador, US CX Awards
Awards International
- Present 8 months
I am a judge and ambassador for this prestigious awards series for customer experience professionals and brands.
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Judge in Customer Experience Awards
ARCET Global
- 2 years 2 months
I served as judge in ARCET Global's North American and Global Customer Experience Awards 3 years in a row. This has given me the opportunity to see the best examples of CX and digital transformation around the world.
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Chair, National Innovation Committee
American Advertising Federation
- 2 years 1 month
Chair of AAF's first-ever national committee, the National Innovation Committee. The purpose and mission is to review and establish best practices for marketing technology capabilities and strategic direction in the advertising industry.
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Member, Marketing Industry Mentoring Board
Virginia Tech - Pamplin College of Business
- 2 years 1 month
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Member of the Pamplin College of Business' Marketing Industry Mentoring Board (MIMB). The MIMB was established to “support the efforts of the Pamplin College of Business Marketing Department to improve and enhance the students’ marketing and sales education experience at Virginia Tech.” The MIMB is currently composed of members across several industries, each bringing their own unique business and industry experiences to the group.
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Member, Creative Technologies Committee
4A's
- 1 year 1 month
Member of the 4As Creative Technologies committee, a forum where agency technology and
innovation leaders, creative and strategic technologists and related professionals
can explore the present and future in creative experience and communications
design and execution. -
Member, Board of Trustees
Trust for the George Washington Memorial Parkway
- 2 Jahre
Arts and Culture
Member of the Board of Trustees for this official partner of the National Park Service whose mission is to preserve the George Washington Memorial Parkway memorials and parks, enhance the visitor experience, and build a community dedicated to conserving the parks and memorials for future generations.
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Lt. Governor, District 2 Board
American Advertising Federation
- 2 Jahre
District Two of the American Advertising Federation includes the Mid Atlantic states (NY, PA, NY, DE, MD, DC) of the leading advertising trade organization in the United States. My responsibilities include accompanying the Governor to official functions; presiding at such functions where the Governor is absent; assist the Governor, as requested, in all District activities; and coordinate and promote all National and District AAF programs within the District.
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AdCamp Instructor
American Advertising Federation
- 1 month
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Volunteered as an instructor at AAF's AdCamp which works with high school students to teach them about marketing and advertising. I taught a class on strategy and creativity in advertising.
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Chair, Division 1
American Advertising Federation
- 2 years 1 month
I am the Division 1 Chair on the American Advertising Federation's National Board of Directors. Division 1 represents largest AAF chapters, or those with 500 or more members, including DC Ad Club.
The American Advertising Federation (AAF), the nation’s oldest national advertising trade association, and the only association representing all facets of the advertising industry, is headquartered in Washington, D.C., and acts as the "Unifying Voice for Advertising." -
Board Member and President
AAF DC - American Advertising Federation DC Chapter
- 5 years
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I served as a Board Member, Vice President, and President of the local Washington DC Chapter of the American Advertising Federation. Our work helped marketing and advertising professionals and students learn and work more effectively.
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Board Member
AIGA DC
- 1 year 1 month
Elected to the Board of Directors of AIGA and serving on the Communications committee. AIGA is the largest professional Design association in the world, and the Washington, DC chapter is one of the largest in the country.
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Member, National Marketing Sub-Committee
Trust for the National Mall
- 6 years
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Member of a national team that assisted with the strategy and implementation of the Trust's goal to raise money to enhance education and conservation opportunities on The National Mall in Washington DC.
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Board Member
WORKHOUSE ARTS FOUNDATION INC
- Present 2 years 2 months
Arts and Culture
Board member and Chair of the Special Committee for Marketing for the Workhouse Arts Foundation, based in Lorton, VA. The primary project of the Foundation is the Workhouse Arts Center, a 55-acre visual and performing arts center that features nearly 100 artists in residence, as well as music and theatre performances year-round.
Publications
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Using AI in Marketing: An Introduction
Mercury Learning and Information, an imprint of De Gruyter
In today's dynamic marketing landscape, artificial intelligence (AI) stands at the forefront of innovation, offering unprecedented opportunities for marketers. This book enables marketing professionals to harness the power of AI, featuring in-depth discussions on key topics such as generative AI, personalized customer experiences, team and workflow augmentation, and data analysis optimization. It is divided into four parts, each addressing a different aspect of AI and marketing. Part I covers…
In today's dynamic marketing landscape, artificial intelligence (AI) stands at the forefront of innovation, offering unprecedented opportunities for marketers. This book enables marketing professionals to harness the power of AI, featuring in-depth discussions on key topics such as generative AI, personalized customer experiences, team and workflow augmentation, and data analysis optimization. It is divided into four parts, each addressing a different aspect of AI and marketing. Part I covers the fundamentals of AI in marketing, including machine learning and generative AI. Part II explores growth areas for marketing and AI, using generative AI and customer journey personalization. Part III goes into detail about how to use AI, particularly generative AI tools, to enhance the marketing function. Part IV is about integration and optimization, providing insights on when and where to invest in AI and how to prepare your team for an AI-driven marketing future.
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Priority is Action: 7 principles for better strategies, decisions, and outcomes
The Agile Brand
What do our words truly mean, whether they are posted on a website, spoken on a shareholder call, projected on a wall in an internal meeting, or shared with a customer? While eloquently written prose may inspire and engage any audience for a short time, it is our actions that define both our priorities as well as our future success.
Our priorities are what we do not what we say we’d like to do. This premise forms the foundation of Priority is Action: 7 Principles for Better Strategies…What do our words truly mean, whether they are posted on a website, spoken on a shareholder call, projected on a wall in an internal meeting, or shared with a customer? While eloquently written prose may inspire and engage any audience for a short time, it is our actions that define both our priorities as well as our future success.
Our priorities are what we do not what we say we’d like to do. This premise forms the foundation of Priority is Action: 7 Principles for Better Strategies, Decisions, and Outcomes. In this twentieth book from best-selling author Greg Kihlström, readers are given a reality check on the difference between a strategic priority and business realities. The book is centered around seven principles that separate leading organizations from laggards, and the mindsets and ideals that make the difference between achieving important goals and getting mired in bureaucracy, groupthink, and a focus on the wrong things at the wrong times.
These seven principles are explained in terms of what we should be striving for as well as some of the myths that often plague otherwise high-functioning teams. Mixing real-world examples and stories with some hypotheticals, Kihlström has created a business book that offers practical advice and actions that readers can take immediately.
Drawing on Kihlström’s experience working with some of the world’s top brands, as well as hundreds of interviews with Fortune 500 customer experience leaders and industry-leading platform marketing technology executives and thought leaders for this book and his podcast, The Agile Brand with Greg Kihlström, the blueprint to achieve a customer-centric, sustainable platform for growth is made tangible. -
House of the Customer: A blueprint for 1:1, customer-first, employee-driven business transformation
The Agile Brand
Between consumer demands for more personalized and greater data privacy and competitive pressures to provide better omnichannel customer experiences, brands are faced with a dilemma: build a foundation for the future of customer relationships or lose relevancy in a crowded marketplace.
Doing this, however, is not without its challenges. While many enterprises a engaging in digital transformations in order to modernize and anticipate future changes, these efforts are often fraught with…Between consumer demands for more personalized and greater data privacy and competitive pressures to provide better omnichannel customer experiences, brands are faced with a dilemma: build a foundation for the future of customer relationships or lose relevancy in a crowded marketplace.
Doing this, however, is not without its challenges. While many enterprises a engaging in digital transformations in order to modernize and anticipate future changes, these efforts are often fraught with challenges, and many fail to deliver the results promised.
The way to do this forms the foundation of House of the Customer. In this best-selling book from author Greg Kihlström, readers are guided through the elements of a 1:1, customer-first, employee-driven enterprise that includes seven key elements, why they are important, and how to implement them. These seven elements are explained in terms of building your brand as a “house” for your customers and aligning, people, processes, and platforms in a customer-centric manner driven by strategic key performance indicators (KPIs) and measured by tangible business outcomes.
Drawing on Kihlström’s experience working with top organizations, as well as dozens of interviews with Fortune 500 customer experience leaders and industry-leading platform marketing technology executives and thought leaders for this book and his podcast, The Agile Brand with Greg Kihlström, the blueprint to achieve a customer-centric, sustainable platform for growth is made tangible.
House of the Customer is Kihlström’s eleventh book, following Meaningful Measurement of the Customer Experience (2022), The Center of Experience (2020), and his Agile series, which includes The Agile Brand (2018), The Agile Consumer (2019), and The Agile Workforce (2021). The House of the Customer will be available in January of 2023 in print and as an ebook from Amazon and Barnes & Noble, and as an ebook from Apple Books. -
Meaningful Measurement of the Customer Experience
The Agile Brand
Customer experience has become the primary method of competitive differentiation between most brands today. While most companies claim that customers and their needs drive decisions and priority within their organizations, when it comes time to prioritize customer needs, it can often be more difficult and less clear exactly how and what to do.
There are several reasons for this, and these reasons form the foundation of Meaningful Measurement of the Customer Experience. The book provides…Customer experience has become the primary method of competitive differentiation between most brands today. While most companies claim that customers and their needs drive decisions and priority within their organizations, when it comes time to prioritize customer needs, it can often be more difficult and less clear exactly how and what to do.
There are several reasons for this, and these reasons form the foundation of Meaningful Measurement of the Customer Experience. The book provides guidance on how to create a customer-centric culture that prioritizes customer needs while aligning internal teams around a common goal. It also provides a framework to create a system of meaningful measurement that can not only improve the customer experience by holistically looking at the customer journey, but provide a sustainable method for analysis and optimization with a more agile approach to continuous improvement. This provides internal teams with the metrics and justification they need to continue improving the customer experience, creates a collaborative, customer-centric culture aligned around common goals, and ultimately benefits the customers, who buy, buy more, buy more often, and tell others about their experiences.
Drawing on Kihlström’s experience working with top organizations, as well as dozens of interviews with Fortune 1000 customer experience leaders for this book and his podcast, The Agile World with Greg Kihlström, the secrets of planning, implementing, analyzing, and improving great customer experience in a sustainable way are demystified and made practical. The book also features a foreword by Greg Melia, CAE, the CEO of the Customer Experience Professionals Association (CXPA). -
The Agile Workforce
The Agile Brand
The book discusses the future of work, and how humans and AI-driven machines will work together to create our future. It also describes the rise of the freelance economy, and how remote work, gig workers, and a global mindset will transform the traditional workplace into a hybrid model where the best of all worlds can be combined for the benefit of individuals and companies alike.
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The Center of Experience
The Agile Brand
The book provides a blueprint for organizations to implement a center of excellence incorporating brand experience, or the combination of customer and employee experience. Each property of experience is articulated and explained in detail, including brand, governance, culture, platform, measurement, and environment. The book also provides recommendations on how an organization can begin to implement a Center of Experience of their own, and how success is measured.
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The Agile Consumer
The Agile Brand
The book gives practical examples of how agile thinking and approaches, as well as a shift in consumer behavior are changing the brand-consumer relationship with the opportunity for better outcomes for both. As brands become more sophisticated and consumers have an increasing amount of choices, the power dynamic in the brand-consumer relationship has shifted to giving consumers more control than ever before.
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The Agile Brand: Creating Authentic Relationships Between Companies and Consumers
The Agile Brand
Brands have evolved over several centuries from simple tools for recognition to something much more nuanced and sophisticated in the modern age. Being an agile brand means taking part in a relationship with consumers. While this means giving up some control over your brand, it rewards you with loyal long-term customers. The Agile Brand follows the story of branding from its beginnings to the authentic relationship with brands that modern consumers want, and gives practical examples of what you…
Brands have evolved over several centuries from simple tools for recognition to something much more nuanced and sophisticated in the modern age. Being an agile brand means taking part in a relationship with consumers. While this means giving up some control over your brand, it rewards you with loyal long-term customers. The Agile Brand follows the story of branding from its beginnings to the authentic relationship with brands that modern consumers want, and gives practical examples of what you can do to modernize your brand in meaningful ways.
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The Agile Web: A Challenge to Re-Examine the Methods and Processes Used to Plan, Enhance, and Optimize Websites
The Agile Brand
By tracing the history of software development back to its beginning, this book forces a re-examination of the website design, development and optimization approach that many organizations take for granted.
Building upon agile software development and agile marketing practices that are still evolving, author and agency founder Greg Kihlström walks the reader through new ways to look at the way we treat websites, and plan for their redesign and optimization. The life of a website becomes…By tracing the history of software development back to its beginning, this book forces a re-examination of the website design, development and optimization approach that many organizations take for granted.
Building upon agile software development and agile marketing practices that are still evolving, author and agency founder Greg Kihlström walks the reader through new ways to look at the way we treat websites, and plan for their redesign and optimization. The life of a website becomes a marathon with incremental improvements over time, instead of a sprint that ends when a new website is created to replace the previous one.
Kihlström builds on his experience designing and marketing interactive experiences for top brands, and running an agency since the early 2000s and provides a unique vision for how marketers can create websites that continue to grow in sophistication and effectiveness over time without the need for a continual process of redesigns.
This book is aimed at the marketer who wants to create the most effective website possible, and is willing to take a fresh look at how they approach their organization’s online presence.
Courses
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ANA: Introducing Agile Marketing
OD-IAGM
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ANA: Measuring and Improving the Customer Experience
ANA: CD-MICX-VOE-GK
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Agile Marketing Certificate Program (4-course series with certification)
OD-AMCERTP
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Marketing Measurement & Analytics
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Understanding Generative AI
OD-UGAI
Honors & Awards
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Digital Transformation 50
Thinkers360
GK5A was named to the prestigious Thinkers360 Digital Transformation, alongside other leading companies in the space.
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Signal Awards for Podcast Excellence
Signal Awards
The Agile Brand with Greg Kihlström podcast was awarded an inaugural Signal Award in the Business Category for excellence in podcasting.
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ICMI Top 25 CX Thought Leader 2023
ICMI
I was listed as one of the top 25 Customer Experience thought leaders of 25 by the annual ICMI list.
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Thinkers360 Top 5 Customer Experience Thought Leader 2022
Thinkers360
Thinkers360 issued their list of the top 50 thought leaders in Customer Experience, and I was named #3 from a group of the world's leaders in CX leadership.
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ICMI Top 25 CX Thought Leader 2022
ICMI
I was listed as one of the top 25 Customer Experience thought leaders of 25 by the annual ICMI list.
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Accepted into Newchip Startup Accelerator Program
Newchip Accelerator Program
CareerGig was accepted into the prestigious Newchip Startup Accelerator Program in September 2020.
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2018 DC Inno 50 on Fire Winner
DC Inno
Winner of DC Inno's 50 on Fire award in the Media, Marketing and PR category based on the acquisition of my company, Carousel30, the launch of my book, The Agile Brand and some other successes of 2018.
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2017 WebAward for Financial Services Website
WebAward
The NWFCU website was awarded the prestigious WebAward for excellence in financial services web design.
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Acquia Engage Award
Acquia
The JK Moving Services website was awarded this prestigious award for excellence in design and development of a Drupal website.
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2016 SmartCEO Corporate Culture Award
SmartCEO
Carousel30 was honored by this award for companies with strong employee programs and a dedication to strong company culture.
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2016 Washington Business Journal Corporate Philanthropy Awards
Washington Business Jorunal
Carousel30 was featured as one of the honorees at the 2016 Corporate Philanthropy Awards for our work with the Trust for the George Washington Memorial Parkway and others.
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2015 SmartCEO Corporate Culture Awards
SmartCEO
Carousel30 was honored as one of the 2015 Corporate Culture Awards winners, celebrating workplace programs and initiatives that encourage healthy company culture and teamwork.
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Summit Creative Awards
Summit Creative Awards
Carousel30 won several creative awards for our interactive/website work including:
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50 on Fire Finalist
InTheCapital
Marketing and Advertising Finalist out of over 1500 nominees for this annual award across several industries.
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2014 American Advertising Awards
American Advertising Federation
Won an ADDY award for Carousel30's work on the Trust for the National Mall's World War II Memorial mobile app for iOS and Android.
The ADDYs are one of the premier awards in the advertising industry, awarded by the American Advertising Federation. -
Communication Arts WebPick of the Week
Communication Arts
Carousel30's work for the Trust for the National Mall's website earned it the honor of being named Communication Arts' WebPick of the Week in December 2013.
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American Marketing Association "Top Marketer" Awards
AMA-DC
Carousel30 was awarded this recognition for its work for several digital marketing clients. It coincided with AMA-DC's 80th anniversary.
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Communication Arts WebPick of the Day
Communication Arts
Carousel30's work for the United Nations' 7 Billion and Me website was awarded the honor of WebPick of the Day by Communication Arts.
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ADDY Awards 2012
American Advertising Federation
Carousel30's work for the United Nation's 7 Billion and Me site won a Gold ADDY Award.
The ADDYs are one of the premier awards in the advertising industry, awarded by the American Advertising Federation. -
iMedia Digital Boutique Agency of the Year Finalist
iMedia Connections
Carousel30 was a finalist in the iMedia Agency Awards 2011 in the "Boutique Digital Agency of the Year" category.
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iMedia 25: 2011 East Coast Agencies to Watch
iMedia Connection
The iMedia 25 agency list recognizes the accomplishments of key agencies that have advanced interactive marketing through big ideas, brilliant creative, cutting-edge technology, and the passionate pursuit of excellence in the digital space. Collectively, these are some of the agencies that move, shape, and lead digital.
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Non Profit Standard of Excellence Award 2009-2012
Summit Creative Awards - IAVA
Award honoring our work on The Nature Conservancy's Don't Move Firewood website and several others.
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American Marketing Association "M" Award
American Marketing Association
Best of Category: Advertising Campaign for our work with Pace Global on a Digital and Print campaign.
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Webby Worthy Nomination
Webby Awards
The Carousel30 Website was deemed "Webby Worthy" at the 2007 Webby Awards
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W3 Awards 2007-2012
IAVA
Carousel30's work has won W3 Awards each year since we were founded.
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Yahoo! 100 Best Sites of the Year
Yahoo!
The Multicity website was named one of Yahoo!'s 100 Best Sites of 2001.
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ADDY Awards 2006-2011
American Advertising Federation
Carousel30's work at least one ADDY award each year I served as Chief Creative Officer. The ADDYs are one of the premier awards in the advertising industry, awarded by the American Advertising Federation.
Languages
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Englisch
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Organizations
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Workhouse Arts Foundation
Board Member
-Board Member with a focus on Marketing and Branding for this visual and performing arts non-profit in the DC region.
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American Advertising Federation
Chair, National Innovation Committee
-Founding Chair of the AAF's National Innovation Committee, bringing together advertisers, agencies, and martech platforms to talk about opportunities and challenges in the industry.
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Virginia Tech Pamplin College of Business
Marketing Industry Mentoring Board Member
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DC Ad Club (American Advertising Federation)
Co-Chair, 2015 Advertising Week DC Steering Committee
-Co-Chair of the Steering Committee organizing Washington DC's largest Advertising and Marketing Conference.
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American Advertising Federation
National Board of Directors, Division 1 Chair
-Representing the largest clubs and advertising markets on the National Board of Directors of the American Advertising Federation
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DC Ad Club (American Advertising Federation)
President, Board of Directors
-President of the Board of Directors of the premier advertising industry organization in Washington, D.C. DC Ad Club is a chapter of the American Advertising Federation (AAF) and I have been on the Board of Directors of this award-winning chapter for 4 years.
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Trust for the National Mall
National Advisory Council Member
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DC Ad Club (American Advertising Federation)
Chair, Advertising Week DC 2014 Steering Committee
-Chair of the Steering Committee organizing Washington DC's largest Advertising and Marketing Conference.
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DC Ad Club (American Advertising Federation)
Vice President
-Vice President on the Board of Directors of the premier advertising industry organization in Washington, D.C. DC Ad Club is a chapter of the American Advertising Federation (AAF) and I have been on the Board of Directors of this award-winning chapter for 3 years.
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DC Ad Club (American Advertising Federation)
Member, Advertising Week DC Steering Committee
-Member of the Steering Committee organizing Washington DC's largest Advertising and Marketing Conference.
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DC Ad Club
Career Catalyst Mentorship Program Mentor
-Provide mentorship to professionals in the advertising and marketing industries through the DC Ad Club's Career Catalyst mentorship programs in 2012 and 2013.
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DC Ad Club (American Advertising Federation)
Board of Directors, ADDYs Committee, Communications Committee
-American Advertising Federation, Washington DC Chapter
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AIGA DC
Board of Directors
-Washington DC Chapter of the international professional design association.
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Art Directors Club of Metropolitan Washington
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International Academy of the Visual Arts
Member
-Member and also participated in judging several of the awards competitions put on by the organization.
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Imagine Alexandria
Website Committee Chair
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