{"id":60155,"date":"2024-08-14T02:43:32","date_gmt":"2024-08-14T06:43:32","guid":{"rendered":"https:\/\/outgrow.co\/blog\/?p=60155"},"modified":"2024-08-14T02:43:33","modified_gmt":"2024-08-14T06:43:33","slug":"podcast-marc-minguella","status":"publish","type":"post","link":"https:\/\/outgrow.co\/blog\/podcast-marc-minguella","title":{"rendered":"Marketer of The Month Podcast- EPISODE 210: Ask Why: IBM Consulting&#8217;s Executive Partner Marc Minguella&#8217;s Guide to Market-Driven Transformation"},"content":{"rendered":"<div class=\"new-blog-post-content\">\n<h1><span class=\"ez-toc-section\" id=\"EPISODE_210_Marketer_of_the_Month_Podcast_with_Marc_Minguella\"><\/span><strong>EPISODE 210: Marketer of the Month Podcast with Marc Minguella<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h1><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_62 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d4ea0e88649\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d4ea0e88649\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/outgrow.co\/blog\/podcast-marc-minguella\/#EPISODE_210_Marketer_of_the_Month_Podcast_with_Marc_Minguella\" title=\"EPISODE 210: Marketer of the Month Podcast with Marc Minguella\">EPISODE 210: Marketer of the Month Podcast with Marc Minguella<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/outgrow.co\/blog\/podcast-marc-minguella\/#Ask_Why_IBM_Consultings_Executive_Partner_Marc_Minguellas_Guide_to_Market-Driven_Transformation\" title=\"Ask Why: IBM Consulting&#8217;s Executive Partner Marc Minguella&#8217;s Guide to Market-Driven Transformation\">Ask Why: IBM Consulting&#8217;s Executive Partner Marc Minguella&#8217;s Guide to Market-Driven Transformation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/outgrow.co\/blog\/podcast-marc-minguella\/#The_Intro\" title=\"The Intro!\">The Intro!<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/outgrow.co\/blog\/podcast-marc-minguella\/#Dont_have_time_to_read_No_problem_just_watch_the_Podcast\" title=\"Don\u2019t have time to read? No problem, just watch the Podcast!\">Don\u2019t have time to read? No problem, just watch the Podcast!<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/outgrow.co\/blog\/podcast-marc-minguella\/#Or_you_can_just_listen_to_it_on_Spotify\" title=\"Or you can just listen to it on Spotify!\">Or you can just listen to it on Spotify!<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/outgrow.co\/blog\/podcast-marc-minguella\/#The_Rapid_Fire_Round\" title=\"The Rapid Fire Round!\">The Rapid Fire Round!<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/outgrow.co\/blog\/podcast-marc-minguella\/#Lets_Conclude\" title=\"Let\u2019s Conclude!\">Let\u2019s Conclude!<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p>Hey there! Welcome to the <strong><em>Marketer Of The Month<\/em><\/strong> blog!<\/p>\n<p><span style=\"font-weight: 400;\">We recently interviewed Marc Minguella for our monthly podcast &#8211; \u2018<\/span><a href=\"https:\/\/podcasts.apple.com\/cz\/podcast\/marketer-of-the-month\/id1481977557\"><span style=\"font-weight: 400;\">Marketer of the Month<\/span><\/a><span style=\"font-weight: 400;\">\u2019! We had some amazing insightful conversations with Marc and here\u2019s what we discussed about &#8211;<\/span><\/p>\n<p>1. <span style=\"font-weight: 400;\">Crucial role of customer experience in Digital Transformation.<\/span><\/p>\n<p>2. <span style=\"font-weight: 400;\">AI\u2019s huge potential, creating new business models and revenue streams.<\/span><\/p>\n<p>3. <span style=\"font-weight: 400;\">Scaling AI beyond POCs, ensuring ethical governance.<\/span><\/p>\n<p>4. <span style=\"font-weight: 400;\">Importance of AI and data governance, creating customer-specific models.<\/span><\/p>\n<p>5. <span style=\"font-weight: 400;\">Embracing diversity in perspectives, enhancing problem-solving.<\/span><\/p>\n<p>6. <span style=\"font-weight: 400;\">Using the OKR framework to manage short and long-term goals.<\/span><\/p>\n<h3><strong>About our host:<\/strong><\/h3>\n<p><strong>Dr. Saksham Sharda<\/strong> is the Chief Information Officer at <a href=\"https:\/\/outgrow.co\/\"><strong>Outgrow.co.<\/strong><\/a> He specializes in data collection, analysis, filtering, and transfer by means of widgets and applets. Interactive, cultural, and trending widgets designed by him have been featured on TrendHunter, Alibaba, ProductHunt, New York Marketing Association, FactoryBerlin, Digimarcon Silicon Valley, and at The European Affiliate Summit.<\/p>\n<h3><strong>About our guest:<\/strong><\/h3>\n<p><b>Marc Minguella<\/b><span style=\"font-weight: 400;\"> is an Executive Partner at IBM Consulting, specializing in Innovation and Digital Transformation with over 20 years of experience. He has a proven track record in defining and executing business and IT strategies for major companies like CaixaBank, Catalonia government, General Electric, Sony, and Panasonic, both as an internal and IBM external consultant across Europe.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Ask_Why_IBM_Consultings_Executive_Partner_Marc_Minguellas_Guide_to_Market-Driven_Transformation\"><\/span><b>Ask Why: IBM Consulting&#8217;s Executive Partner Marc Minguella&#8217;s Guide to Market-Driven Transformation<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"The_Intro\"><\/span><strong>The Intro!<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Hi, everyone. Welcome to another episode of Outgrow&#8217;s Marketer of the Month. I&#8217;m your host, Dr. Saksham Sharda, and I\u2019m the creative director at Outgrow. co. And for this month we are going to interview Marc Minguella who is the Executive Partner at IBM Consulting.<\/span><\/p>\n<p><b><i>Marc Minguella:<\/i><\/b> <span style=\"font-weight: 400;\">Great to be here. Thank you.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Dont_have_time_to_read_No_problem_just_watch_the_Podcast\"><\/span><strong>Don\u2019t have time to read? No problem, just watch the Podcast!<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><iframe loading=\"lazy\" title=\"Ask Why: IBM Consulting's Executive Partner Marc Minguella's Guide to Market-Driven Transformation\" src=\"https:\/\/www.youtube.com\/embed\/nlHEyK4R6FY\" width=\"860\" height=\"484\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Challenge yourself with this trivia about the exciting topics Marc Minguella covered in the podcast.<\/p>\n<p><a href=\"https:\/\/premade.outgrow.us\/marc-minguella-quiz\">Launch Interactive Quiz<\/a><\/p>\n<\/div>\n<div class=\"new-blog-post-content\">\n<h2><span class=\"ez-toc-section\" id=\"Or_you_can_just_listen_to_it_on_Spotify\"><\/span><strong>Or you can just listen to it on Spotify!<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><iframe loading=\"lazy\" style=\"border-radius: 12px;\" src=\"https:\/\/open.spotify.com\/embed\/episode\/3RgJLGgGH4MdVvdLllPQwC\/video?utm_source=generator\" width=\"624\" height=\"351\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Rapid_Fire_Round\"><\/span><strong>The Rapid Fire Round!<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-38738 size-full\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2021\/07\/rapid-fire.gif\" alt=\"rapid fire Don McGuire\" width=\"320\" height=\"240\" \/><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">All right, so let&#8217;s top off the round. The first question is, at what age do you want to retire?<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">On the other hand, I love what I do, so I expect that I will even retire. I will continue to link to technologies somehow.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">How long does it take you to get ready in the mornings?<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">Not much. I do running just when I wake up.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">Most embarrassing moment of your life?<\/span><\/p>\n<p><b><i>Marc Minguell:<\/i><\/b><span style=\"font-weight: 400;\"> There are many but most of them are in my personal life. More than the professional ones.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">Favorite color?<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">Blue and red. For Barcelona,<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">What time of day are you most inspired?<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">What time of the day? Mornings and evenings.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">How many hours of sleep can you survive on?<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">Between six and seven.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">Fill in the blank. An upcoming finance trend is ____.<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">Generative AI.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">The city in which the best kiss of your life happened.<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">Barcelona.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">Pick one. Mark Zuckerberg or Elon Musk?<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">Wow, that&#8217;s not easy. Will take Elon.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">The biggest mistake of your career.<\/span><\/p>\n<p><b><i>Marc\u00a0 Minguella: <\/i><\/b><span style=\"font-weight: 400;\">Whenever I didn&#8217;t try something.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">How do you relax?<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">I run<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">A habit of yours that you hate?<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">Procrastination.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">The most valuable skill you&#8217;ve learned in life.<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">Respect.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">Your favorite Netflix show.<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">I prefer a book.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">One-word description of your leadership style?<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">Open.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">Top priority in your daily schedule.<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">Family.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">Ideal vacation spot for relaxation.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">Key factor for maintaining a work-life balance.<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">Being conscious of the importance of time.<\/span><\/p>\n<p><strong style=\"color: var(--global-palette3); font-family: inherit; font-size: 28px;\">The Big Questions!<\/strong><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-42105 size-full\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2022\/06\/the-big-question.gif\" alt=\"Big Questions Don McGuire\" width=\"480\" height=\"320\" \/><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">That was the end of the rapid fire. Okay. Now we can go onto the longer questions, which you can answer with as much time and ease as you like. The first one is, what role does customer experience play in digital transformation initiatives?<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">It plays a crucial role. <\/span><span style=\"font-weight: 400;\">I mean, no matter what transformation you are working on now, it has to be used by a client. It doesn&#8217;t matter if you, a final client, an employee, or whoever that user will decide if they will adopt your transformational project. Or maybe it&#8217;s gonna be your differentiator because that client can choose between your option and another one. So whatever change, whatever transformational project you are working on, the most relevant thing will be how it will be accepted by the client. So it&#8217;s key.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">And so can you share some memorable examples where improving customer experience significantly impacted any of your clients&#8217; businesses?<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">Yes. We work quite a lot. I&#8217;ve worked in my life in the public sector and banking sector. In both of them. Having little changes in that client experience can have a huge change. And we have quite a lot of examples of the only idea of being able to measure that experience. And this is something that not everyone is doing, gives you the capability to improve. What you cannot measure, you cannot improve it. And for me, that was a big learning at the beginning of my career.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">So when it comes to defining and executing IT strategies for large companies, how do you usually approach that?<\/span><\/p>\n<p><b><i>Marc\u00a0 Minguella:<\/i><\/b><span style=\"font-weight: 400;\"> First of all, <\/span><span style=\"font-weight: 400;\">there is a book by Simon Sinek called Start With Why. When defining those kinds of big transformational projects when defining strategies, you need to start with the why. You need to work together with the client to understand why not what, not what they want to do, but what&#8217;s the reason behind that change. No single transformational projector strategy can be executed from the outside of the company. So co-creation of that strategy, co execution of that strategy in a collaborative model, in a partnership model is key. Otherwise, it won&#8217;t work. It&#8217;s simply one work.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">So how do you go about defining this why? What do you do with the customer to find?<\/span><\/p>\n<p><b><i>Marc\u00a0 Minguella:<\/i><\/b> <span style=\"font-weight: 400;\">I think the most basic skill of any consultant, and I consider myself a consultant, is asking questions. Many people try to show they know a lot of things, but the most basic skill and the most important skill is asking the proper questions to make the customer think. But also to get that information, you need to work with them. And this is how I get the why, working with the client and asking a lot of questions.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">So in the rapid-fire, you mentioned that AI, gen AI is gonna be the next financial trend. How do you foresee the role or impact of AI in the financial services transformation as the industry?<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">It&#8217;s gonna be huge. It&#8217;s gonna be huge. I mean, t<\/span><span style=\"font-weight: 400;\">he impact of AI, not only in banking, but in other sectors it&#8217;s gonna be very, very weak. We have seen only the very first step. We have a baby in our hands that will have to grow up. But we can see the potential in creating new business models, in creating new revenue streams, in reducing the operative costs in at least changing even the regulation we are working in. So the impact is gonna be very strong, and we are just in the beginning.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">And how about AI influencing customer experience and personalization in the financial industry?<\/span><\/p>\n<p><b><i>Marc\u00a0 Minguella: <\/i><\/b><span style=\"font-weight: 400;\">Absolutely, it will, but <\/span><span style=\"font-weight: 400;\">we are seeing it now. I mean, with the impact of this new-gen AI in everyone&#8217;s use, the expectation of our clients is to see it in our applications. As an example. Whatever best experience you have in any service, it&#8217;s going to be the minimum expectation experience you are expecting in any service. So our customers, our employees, they are used to gen AI. They have seen it in their daily lives, so they will be expecting something like that. They&#8217;ll expect assistance more than transactions, and this is something that will come with the time.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">And so what about the regulatory concerns here and the privacy concerns?<\/span><\/p>\n<p><b><i>Marc\u00a0 Minguella: <\/i><\/b><span style=\"font-weight: 400;\">Well, they, that&#8217;s part of the government too. It&#8217;s not only AI governance, but also data governance. You know, there is a new regulation in Europe, they act there&#8217;s gonna be a lot of movement around that because banks have to sometimes comply with that regulation, but not much. But they need that anyway to scale. I mean, though, what&#8217;s coming from the UX is quite basic rules that we need to apply to our business. To have explainability, we need to be able to explain why a model is taken. The decision is taken in terms of transparency. If, in terms of being sure our models have no bias, many, many areas of the way we are managing AI at a higher level will be impacted. I also expect customers and clients to create their own models and their own AI platforms that will be part of their competitive advantage. So not only using the AI provided by technology vendors, but creating their own ecosystem of solutions that will be key in order to define the new business models and the new experiences for clients.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">So let&#8217;s talk a bit about the consulting side again. Can you describe a particularly challenging digital transformation project you led and how you navigated it to success?<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">Well, I&#8217;ve been working on many, many projects in my life. I have some white hair. So I&#8217;ve been working for, for a while., I&#8217;ve been working on public and banking projects. But when you manage one of these big projects, the most important thing is working on a client, so understanding that we have a partnership and that our success depends on client success. And when you do that, you are successful.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">And what were the main obstacles you faced in one of these projects? If you can elaborate.<\/span><\/p>\n<p><b><i>Marc\u00a0 Minguella: <\/i><\/b><span style=\"font-weight: 400;\">Sometimes the most complex areas in transformational projects are not usually linked to technology. They are linked to creating new operating models for the new organization in the client, aligning the expectations and, and objectives of the different stakeholders. So having that in mind, understanding that our project, it&#8217;s not a technical project only, but has a much bigger picture is key to being successful, in any transformational project.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">So what strategies besides this do you employ to manage and align these expectations of various stakeholders in large-scale IT projects?<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">As I say, as I mentioned before,<\/span><span style=\"font-weight: 400;\"> co-creating with them, sitting down with them, understanding not only the way for the big project but also the why of every single stakeholder. Sometimes we even have a very big program with very clearly defined objectives for it. Then you have the other objectives. Every single stakeholder has its own and those objectives are linked or aligned with the objective of the big program. Or maybe not, but you need to learn. You need to understand the objectives and make it possible. And having a strategy on how to work with those stakeholders. So to make the program successful, that&#8217;s the only way you need to understand them.<\/span><\/p>\n<p><b><i>Saksham Sharda:\u00a0 <\/i><\/b><span style=\"font-weight: 400;\">So what are the main challenges the company, especially in the banking industry, are facing to adopt AI?\u00a0<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">I think the main challenge is deploying it at scale. So, most clients have been executing POCs and generative AI is useful and fun when you have to build an email and build PowerPoints and things like that. The challenge now is to bring it to the real processes that need to be executed many, many times a day. For that you need to have your AI governance, meaning that you will leave AI to make some decisions on a daily basis. For example, it&#8217;ll decide if you will get credit or not, and that decision can have a huge impact on your life. So we need to have that AI governance that is able to provide AI ethics. At IBM, We have been working with AI for a long time. You may remember Watson, we&#8217;ve been working with foundational models for many years before GPT appeared. And we have a methodology and we also have Watson X, which is a capability that includes, the capability of go or to-go data AI and a specific platform, for AI governance. So, uh, this is key in our value proposition and this is needed in order to be able to scale, to bring AI at the scale of any client.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">So let&#8217;s go into a lighter question now. What does a typical day at IBM look like? You wake up in the morning and then?<\/span><\/p>\n<p><b><i>Marc Minguella:\u00a0 <\/i><\/b><span style=\"font-weight: 400;\">Well, I will wake up in the morning if I can. I go to do some running, and then I normally go to the office. We can decide whether we want to work in the office or at home, but I prefer going there. I live not far from it. In my case, I am a client-facing person to be as close as possible to the client. So most of my agenda is having meetings with the client, and working with them. That&#8217;s key. To have that level of trust and confidence, that gives you the opportunity of having, of providing those questions. You need to understand the why and you cannot understand the why sitting in your office, you need to be in the client. I would say that&#8217;s my role.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">And how much of all your time is taken up by meetings then?\u00a0<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">\u00a0\u00a0I would say that not enough time for client meetings and too much time for internal meetings<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">What advice would you have for job seekers looking for a job in your industry?<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">To keep updating. I mean, our wall is changing very, very fast and this is going to be faster and faster and faster. So keep updated. That&#8217;s the only advice I can give.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">So you worked in multiple countries, Germany, Hungary, the UK, Belgium, and Spain. How has your experience in all these countries influenced your approach to it? Consultancy<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">When working in those countries you feel the multicultural diversity. <\/span><span style=\"font-weight: 400;\">I mean, you can feel at the same time they are very, very similar to you on the why, but they are somewhat different on the how and the what. You also learn that having multicultural teams gives you a lot of power because it gives you different points of view on the same problem, even definitions, different definitions of the same problem. And you can provide much more value by adding all those different points of view. So it&#8217;s a learning experience and at the end of the day, it&#8217;s a, what the, the most important thing you learn is that you need to respect every single culture in the world.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">How do you balance all of this learning and innovation with practical business needs and constraints?<\/span><\/p>\n<p><b><i>Marc Minguella:<\/i><\/b> <span style=\"font-weight: 400;\">I would say that&#8217;s a challenge that every single leader in the world has balancing the short term and the mid-long term. What I do with my teams is we work on an okay R framework. We have objectives for both short-term and mid and long-term, and we follow them so we can make sure we are not forgetting in the short term and not the long term. You cannot only work in the long term because you will be out and you cannot only work in the short term because you will be out of the business for some time. So you need to balance both.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">You mentioned earlier as well that it&#8217;s a very rapidly changing industry that you&#8217;re in. How do you stay ahead of this rapidly evolving technology landscape to ensure your strategies remain relevant?<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">That&#8217;s, that was, my advice to everyone. I have one advantage<\/span><span style=\"font-weight: 400;\">. I love what I do. So for me, reading and keeping updates is kind of a hobby, but if you want to learn something, you have to take the risk to jump into the scenario. You need to create your presentation to expose yourself, to explain it to the client, to another colleague, to teach for example, to a class because if you read a book, you learn something, Yogananda the ideas, but if you have to explain it yourself, then it will become yours. And this is the real way you can really learn.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">What are your resources? Where do you learn everything? Are there particular newspapers? Are there networks? Where do you get your information from?<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">We have very good information sources. <\/span><span style=\"font-weight: 400;\">At IBM, we have an Institute for Business Value that is a leading consultancy similar to McKinsey, for example. I read books, I read blocks. I listen to podcasts and I try to learn as much as possible from the people I work with, from my client, from my team, from my bosses, and so on, from everyone. Having as many conversations as you can is the best way to learn.<\/span><\/p>\n<p><b>Saksham Sharda: <\/b><span style=\"font-weight: 400;\">The final question for you, as of a personal kind, is what would you be doing in your life, if not this?<\/span><\/p>\n<p><b>Marc Minguella: <\/b><span style=\"font-weight: 400;\">That&#8217;s a good question. I would say something similar. Yeah. and I don&#8217;t have an answer to that<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">Teaching. But you are already teaching.<\/span><\/p>\n<p><b><i>Marc Minguella: <\/i><\/b><span style=\"font-weight: 400;\">Yeah, I&#8217;m already teaching. I love teaching. I love teaching. But I don&#8217;t have a clear answer for that. Maybe teaching is my UB plan.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lets_Conclude\"><\/span><strong>Let\u2019s Conclude!<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Thanks, everyone for joining us for this month&#8217;s episode of Outgrow&#8217;s Marketer of the Month. That was Marc Minguella who is the Executive Partner at IBM Consulting.<\/span><\/p>\n<p><b><i>Marc Minguella:<\/i><\/b> <span style=\"font-weight: 400;\">Pleasure. Thanks for having me.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">Check out the website for more details and we&#8217;ll see you once again next month with another marketer of the month.<\/span><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>We interviewed Marc Minguella for our Marketer of the Month Podcast who shared insights on market-driven transformation!<\/p>\n","protected":false},"author":53,"featured_media":60156,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[605],"tags":[1009,673],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 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