Finding Your North Star: Lessons in Growth from a Career at the CIA and Disney

When it comes to the CIA, the first thing most people think about are spies and top-secret documents, but the CIA is also an incubator for strategic thinking. Bonnie Matosich learned this first hand working for the CIA in the 1980s, synthesizing mounds of data into high-level summaries for then-President Reagan. As Vice President of Brand Development for The Walt Disney Company, she applied that level of clarity to growth of the company for more than two decades. This session is for marketers who want help ensuring that their company is on a path to dynamic growth.

After this session, you’ll be able to:

  • Ensure your company has a compelling brand promise, i.e. your guiding “North Star”
  • Understand what it means to have a clear strategic vision for your company, both short and long term
  • Identify your own priorities and how they fit into the goals of your company
  • Achieve alignment with team members across your organization to capture the growth!