AFLA Conference Archives-Keynote: Meridith Elliott Powell

Video Transcription

Video Summary

Meredith Elliott Powell’s session, “Thrive: Turning Uncertainty to Competitive Advantage,” highlights strategies to embrace and leverage disruption. Drawing inspiration from the U.S. military’s mantra, “embrace the suck,” she stresses that thriving in uncertainty requires realism—acknowledging challenges but seeking ways to benefit from them. She shares the story of Jim Beam, whose proactive diversification during Prohibition allowed his company to survive and thrive where competitors failed. Using a skeptic tool focusing on society, competition, economics, politics, technology, industry, and customers, she encourages constantly scanning the environment for change to prepare and adapt. Meredith emphasizes living and making decisions aligned with core values, illustrated by Chick-fil-A’s growth despite closing on Sundays due to faith-based values. She advocates building genuine connections as networking is vital for opportunities. Listening carefully to customers is crucial, as their complaints reveal paths to innovation and growth, exemplified by Procter & Gamble’s creation of floating soap. Lastly, Meredith underscores the importance of perspective, people, and process—anticipating change, nurturing relationships, and focusing on productive actions while letting go of wasted efforts. She concludes by urging participants to view disruption as a powerful opportunity and urges community reliance and preparedness, sharing personal experiences from Hurricane Helene in Asheville. The key takeaway: approach uncertainty with preparation, values, connection, and focus to thrive competitively.

Meta Tag

Location Marco Island, FL

Year 2025

Keywords

2025

Marco Island, FL

Thrive

Uncertainty

Competitive Advantage

Disruption

Strategic Adaptation

Core Values

Customer Listening

Networking

Innovation