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What If? So What?

Perficient, Inc.

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What If? So What? is the podcast where we discover what’s possible with digital and figure out how to make it real in your business. Join host Jim Hertzfeld, Vice President Strategy, as he interviews industry experts and veterans to dissect the buzz, challenge the status quo, and translate grand visions into tangible actions. Because it's not just about dreaming big, it's about asking the right questions: 'What If?' 'So What?’, and most importantly, “Now What?”
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Leading the Shift, a podcast from Microsoft Azure, features interviews with senior leaders and advisors at the forefront of the AI platform shift. Hear how they're using data, generative AI, and cloud technologies to reshape the "art of the possible" and build the next generation of intelligent, trustworthy innovations. 2025 Webby Awards Honoree: Technology Podcasts. Thanks for listening to Season 1! Stay tuned for Season 2.
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In this episode of “What If? So What?” Jim Hertzfeld sits down with Stefaan Verhulst, Chief Research and Development Officer at The GovLab, to explore why it’s time for organizations to stop treating data as a private asset and start treating it as infrastructure for innovation. Stefaan believes that the future of digital transformation depends on …
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this episode of “What If? So What?”, host Jim Hertzfeld sits down with futurist and best-selling author Jonathan Brill to explore how organizations can prepare for disruption and thrive in an AI-driven future. Brill is author of “Rogue Waves: Future-Proof Your Business to Survive and Profit From Radical Change” and “AI and the Octopus Organization:…
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In this episode of “What If? So What?”, host Jim Hertzfeld sits down with Wally Burchfield, a seasoned automotive executive with more than five decades of experience with General Motors, Nissan, and beyond. Wally shares hard-earned insights on how data, trust, and customer experience have reshaped the automotive industry, and what other sectors can…
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In this episode of “What If? So What?”, host Jim Hertzfeld talks with AI analyst and industry watcher Susan Etlinger about the true disruptive power of AI in today's rapidly evolving digital landscape. Susan, whose journey into technology began in the humanities, explains why adopting an AI-first mindset isn't simply about automation–it involves cr…
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AI technologies are some of the most sophisticated and powerful we’ve seen in our lifetimes. With data at the center, this transformative shift brings both the potential to solve complex problems and new challenges around managing sensitive information. Join us for a deep dive into innovative strategies that will reshape how you think about data go…
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Scott Hanselman, VP of Developer Community at Microsoft, joins the pod to offer his unique perspective on the evolution of technology, share what he heard from developers at Microsoft Build 2025, and discuss the critical role of human agency in a world of AI agents. Scott and Susan explore some of the challenges and opportunities presented by AI-po…
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In this episode of “What If? So What?” Jim Hertzfeld sits down with C-suite strategist, Professor Rita McGrath, to explore how organizations can thrive amid uncertainty. Rita shares insights from her book “Seeing Around Corners,” including how to rethink competitive advantage, embrace intelligent failure, and plan for the unknown. Learn why fast-fo…
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Water is fundamental to our existence, but only a tiny fraction of fresh water on Earth is available to sustain life. How can we become better stewards of this precious resource? In this episode, Susan speaks with Jairo Trad, CEO & Co-Founder of Kilimo, a climate tech company based in Argentina, about how he and his team are using data, AI, and clo…
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From cave painters to digital creators, artists continually discover new ways to express themselves and connect. That connection is so important, because some people find art intimidating. And, let’s face it, a lot of people feel the same way about AI. In this episode, Alain Brusch, Global Head of Digital Platforms at Art Basel, shares how this pre…
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Maribel Lopez, Founder of Lopez Research, is one of the people you most want in your corner as a technology leader. She’s a trusted advisor to senior executives from startups to the largest global businesses, and has deep expertise in AI, cybersecurity, and customer experience transformation. But beyond her bonafides, Maribel is clear-eyed and prac…
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In this thought-provoking episode, Jim speaks with Kevin Kelly, Senior Maverick at Wired and author of numerous influential books including "Excellent Advice for Living" and co-founder of the Long Now Foundation. Kevin shares his wisdom on emerging technology, the danger of “Thinkism,” why adoption lags behind innovation, and how AI is reshaping wo…
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Great minds think alike—or do they? In this episode, Susan speaks with Hiren Shukla, Global Neurodiversity and Inclusive Value Leader, Ernst & Young LLP, about how neurodiversity—the idea that there is no single “right” way for the brain to function—is a source of compressed innovation, especially as generative AI expands the ways we interact with …
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In this episode of the "What If? So What?" podcast, Jim Hertzfeld hosts Deena LaMarque Piquion, Chief Growth and Disruption Officer at Xerox. Deena shares insights into her unique role, the intentional disruption at Xerox, and how the company is reinventing itself to stay relevant in a changing market. They discuss the importance of data, the chall…
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Basketball is life. And like life, it’s fast, fluid, and hard to measure. It’s about movement, split-second decisions, team dynamics, fan engagement and running a great business. In this episode, Susan talks with Charlie Rohlf about how his early days as a student manager for the legendary “Coach K” and his background in computer vision prepared hi…
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In this episode of "What If? So What?", host Jim Hertzfeld interviews Andi Orzehoski, director of brand content and digital communications at LyondellBasell. Andi shares her insights into the company's role as a global leader in the chemical industry, its commitment to sustainability, and the importance of digital transformation in modern business.…
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In this episode, Jim Hertzfeld welcomes Efi Pylarinou, a Wall Street pro, former academic, and FinTech expert. They discuss the evolution of financial services, the concept of everywhere banking, and the impact of AI and other emerging technologies on the industry. Efi shares insights on the importance of adapting to new tech cycles, the challenges…
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Most of us think of generative AI in the context of text or image generation, but it’s also a powerful tool for scientific discovery. In this episode, Susan Etlinger speaks with Ade Famoti, a senior leader on the Microsoft Research Accelerator team, about what he calls “AI’s physics moment,” and why he believes generative AI feels fundamentally dif…
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Would it surprise you that some of the most impressive generative AI innovations are happening in older, larger, highly regulated industries such as financial services? Cristina Pieretti, GM of digital insights at Moody's, shares how her team-built Research Assistant, a first-of-its-kind search and analytical tool powered by generative AI. Since it…
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What if GenAI Could Turn Anyone Into a Creative Director? In this episode of “What If? So What?” host Jim Hertzfeld is joined by Chris Duffey, head of Global Partnerships, GenAI at Adobe, to discuss the transformative power of Generative AI and Adobe’s innovative product, Firefly. Chris shares his insights on how GenAI revolutionizes creativity acr…
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What If Tech Could Be More Human? In this episode of “What If? So What?” Jim Hertzfeld sits down with Kate O’Neill, tech futurist, keynote speaker, and author of “What Matters Next: A Leader's Guide to Making Human-Friendly Tech Decisions in a World That's Moving Too Fast.” Kate shares with listeners her perspective on balancing innovation with res…
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“In many ways, the future of AI is how it’s going to empower people to be even more creative and even more expressive,” says Robby Ingebretsen, Founder and Creative Director of Pixel Lab. In this episode, Susan and Robby discuss the evolution of technology in the music industry—from Robby’s father’s early work in digital sound to the invention of t…
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“I like to think about proprietary data as an organization’s collective intelligence,” says Teresa Tung, Global Lead of Data Capability at Accenture. Teresa is a prolific inventor, holding over 225 patents and applications, and she leads the vision and strategy that ensures that Accenture is prepared for ever-changing data advancements. In this epi…
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You’ve heard of data-driven products, data-driven services and data-driven business models, but data.org is pioneering an entirely new field: data for social impact. In the premiere episode of Leading the Shift, guest Perry Hewitt, Chief Marketing and Product Officer at data.org, shares how the organization is taking data and AI and applying it to …
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“Generative AI has done a ton for us. But where I'm also really interested is how it can help us bring together new sources of data that weren't able to be brought together before,” says Shirli Zelcer, Chief Data and Technology Officer at dentsu. Shirli shares her career journey from statistician to C-suite executive, and how it parallels the evolu…
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The AI platform shift brings immense opportunity, but the road to success isn’t always clear. On "Leading the Shift," a new podcast from Microsoft Azure, we'll talk to people doing just that—leading the platform shift in organizations of all kinds to learn with them along the way. Guests share personal experiences and pragmatic advice for navigatin…
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What if Your Digital Transformation Was as Easy as Changing Your Mind? In this episode of "What If? So What?" Jim chats with Brian Solis, a renowned futurist, author, and the Head of Global Innovation at ServiceNow, to discuss the evolving landscape of leadership and innovation. Brian shares insights from his latest book, "MindShift," and explores …
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In this episode of What If? So What?, Jim talks with Jennifer Baker, former CTO of Synovus. She shares her journey from unexpected career opportunities to becoming a trailblazing technology leader in the insurance and banking sectors, culminating in significant strides in product development, customer experience, and digital transformation. Beyond …
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What If MarTech Isn’t Just for Marketers? In this episode of What If? So What?, Jim sits down with Scott Brinker, VP of Platform Ecosystems at HubSpot and editor of chiefmartec.com, to explore the rapidly evolving world of marketing technology (MarTech). They discuss how the definition of MarTech is expanding alongside the changing role of marketer…
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| In this episode, Ron Gaines, senior manager of marketing technology and analytics at Sunbelt Rentals, joins the show to discuss the evolving landscape of equipment rentals and the critical role digital transformation plays in it. Ron shares insights into how Sunbelt Rentals is adapting to meet changing customer expectations, the importance of val…
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In this episode of the What If, So What podcast, Jim Hertzfeld speaks with Todd Unger, Chief Experience Officer of the American Medical Association and author of "The 10-Second Customer Journey." The conversation uncovered valuable insights on customer experience (CX) and its impact on business growth. Unger emphasized the importance of adapting to…
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In this episode, Jim Hertzfeld explores the convergence of the communications, media, and technology (CMT) industries with guest Kevin Colletti from Perficient. Jim and Kevin discuss how digital transformation is reshaping these industries, from bundled consumer services to the impact of 5G and IoT on businesses. Kevin offers practical advice for c…
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In this episode of “What If? So What?,” Jim chats with digital strategist Kevin Espinosa about the evolving landscape of manufacturing. Drawing from his diverse career experience, Kevin discusses major challenges facing the industry today, including supply chain issues, inflation, and labor shortages, while highlighting the transformative potential…
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In this compelling episode, host Jim Hertzfeld welcomes Carolyn Henry, vice president and general manager of Americas regional marketing at Intel. Together, they explore the pivotal role of semiconductors in the digital age and their fundamental impact on various industries and everyday life. Carolyn provides an in-depth look at Intel's groundbreak…
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In this episode of "What If? So What?" Jim Hertzfeld sits down with Bradie Speller, a seasoned expert in the intersection of technology and organizational behavior, to dive deep into the concept of socio-technical systems. Bradie, who has a rich tech history going back to the early days of personal computing, discusses the evolution of technology f…
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In this episode of "What If? So What?" Jim talks with Neelima Sharma, the Senior Vice President of Ecommerce, Digital, and Technology at Lowe’s. They discuss the challenges and successes of transforming the retail industry through digital innovation. Neelima highlights the importance of teamwork, trust, and a customer-centric approach in driving th…
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In this episode, Jim welcomes Claus Torp Jensen, a seasoned expert in digital transformation and innovation, to discuss the fascinating realms of ambient computing and digital twins. Claus shares his insights on how these technologies are transforming industries, the importance of a proper mindset for innovation, and the critical role of storytelli…
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In this episode, Jim Hertzfeld sits down with Mike Kosiek, technology product director at a Fortune 100 retailer, to explore the technological innovations shaping 2024 and beyond. The two delve into a discussion that spans practical applications of emerging tech to speculative technologies that could redefine industries. Discussion Highlights: · Re…
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In this episode of "What If? So What?" host Jim Hertzfeld sits down with James Hannis, the visionary chief architect at Cardinal Health. With a legacy in retail, James brings a unique perspective to the transformation of patient care through digital innovation. Dive into a discussion about the fusion of healthcare and retail strategies, the persona…
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In this episode of “What If? So What?” Jim sits down with Keith Tomatore, a seasoned automotive industry veteran and leader of Perficient’s automotive practice. Together, they embark on a journey into the electrifying future of the automotive industry. Keith shares his unique journey from his start at Swiss Army Brands to spearheading digital trans…
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In the latest episode of "What If, So What?" host Jim Hertzfeld invites Eisaiah Engel, author of "Innovation Casino," to dive deep into the essence of innovation in today's business landscape. Engel shares his unique perspective on tackling innovation challenges across the spectrum as he and Jim explore the critical role of innovation in achieving …
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In this episode, Jim talks with Kristine Swan, VP, Global Head of Digital Transformation & IT at Bayer Crop Science, to dive into the revolutionary role of digital innovation in agriculture. They unpack the challenges of modern farming, from climate change to food security, and explore cutting-edge solutions like carbon sequestration and regenerati…
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In our latest episode, we're joined by May Habib, CEO of Writer, for an enlightening conversation on how Generative AI is revolutionizing digital strategies. We dive into the significance of AI guardrails, navigate the journey towards AI literacy, and present practical strategies for integrating AI into your business operations. Tune in to learn ho…
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In this episode, Jim Hertzfeld speaks with Nico Frantzen, director of data and AI solutions at Perficient, as they explore the transformative role of generative AI in business intelligence (BI). Nico explains how generative AI and BI come together to create generative BI, which revolutionizes decision-making and data analysis and enables businesses…
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In this episode of The GovLab's Collective Intelligence Podcast, we had the pleasure of speaking with Prateek Buch and Brendan Arnold from the UK Government's Policy Lab and its innovative Collective Intelligence Lab. Prateek, a renowned advocate for responsible technology use, and Brendan, the government's first Creative Technologist, shed light o…
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In this episode, Jim and Kim talk with Justin Racine, director, and lead commerce strategist at Perficient, and explore the concept of unified commerce and its impact on customer experiences and business growth. Learn how you can leverage the technology you already have to make customers feel more connected to your brand. Connect with Justin Racine…
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In this episode, Jim talks with Luca Ranzani, team captain of MRacing at the University of Michigan, about taking what he has learned in the classroom and building upon it in the real world. Listen to this week’s episode to learn more about how Luca applies his education and real-life experience to build racecars and lead his team, as well as our E…
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In this episode, Jim and Kim talk with Tara Becker, principal of digital health strategy at Perficient, about how to meet both consumer and employee needs in the healthcare industry. It’s no secret that clinicians burned out post-pandemic. Are there ways that we can champion the industry toward a new digital future? Listen to this week’s episode to…
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In this week’s episode, Jim and guest host Erica talk with Keith Wolf, director of digital strategy at Perficient, about how design relates to achieving specific digital strategy goals. How should a company bring fresh design into its organization? Can strategic design determine if a product succeeds or fails? Tune in to learn more about how to be …
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