That’s the advice from Bonin Bough, VP of global media and consumer engagement at Mondelez International. Bough spoke at Advertising Week in New York on Tuesday.
"Small startups create growth and value faster than larger organizations that have been around for 100 years," Bough said. "We have to ask, ‘What’s happening inside there?’
"I would argue because they are all focused on this notion of being a hacker and this idea of constantly breaking themselves," he continued. "As we think about ourselves, we have to ask: ‘How do we break our process? How do we break our careers? How do we break our organization?"
Two years ago at Advertising week, Bough launched an initiative called Mobile Future, which is designed to improve the company’s mobile communications by partnering with startup entrepreneurs.
Demonstrating this idea of hacking, Bough’s talk incorporated random words, such as "surfboard" and "gooey caramel," read out by members of the audience. He responded by ‘hacking’ these terms into his presentation.
"Just like a surfboard, we have to make sure we remain dynamic and cut through the waves of change from a constantly transforming consumer," he added to laughter from the audience.