In this episode of On the Brink, I sit down with Dr. Max Teplitski—Chief Science Officer at the International Fresh Produce Association (IFPA)—to explore how a mindset is reshaping food safety, member value, and the future of a global industry. Max has practiced Blue Ocean thinking since his days as a professor, and today he’s applying it at scale across a trade association that represents the entire fresh produce supply chain—from seed and inputs to retailers worldwide.
From Competing to Creating: IFPA’s Three Strategic Pillars
Rather than fighting for attention in crowded “red oceans,” IFPA reframed growth around three pillars that create new value for members and consumers alike:
- Future-proofing the industry amid climate volatility, supply chain complexity, and labor constraints.
- Worldwide influence for a global industry, recognizing interconnected markets and trade rules.
- Personalized member experience at scale—so each company (and individual) gets relevant, timely insight.
This is classic Blue Ocean Strategy®: reduce what no longer adds value, eliminate legacy activities that drain resources, raise what customers truly care about, and create new offerings that unlock demand.
Want a concise primer? Read our FAQ: What is Blue Ocean Strategy and Why It’s the Smartest Way to Rethink Growth
Personalization at Scale: AI That Stays Inside the (Trusted) Data
One of IFPA’s boldest moves is an AI-powered intelligence engine built on verified, curated data. Members can ask context-rich questions—“I’m in the Florida Panhandle planting winter crops; should I prioritize Asian greens, spinach, or baby lettuce?”—and receive synthesized answers spanning consumer trends, point-of-sale data, and operational considerations. The goal isn’t more email; it’s relevance on demand.
This same platform enables on-demand micro-training. Need a five-minute safety huddle for a harvest crew—in Portuguese? The agent can generate it instantly from vetted guidance. That’s value innovation: meeting real-world needs at the moment of work.
Watch our video here:
Food Safety as a Promise—and a System
Because most fresh produce is consumed raw, food safety is a shared responsibility between the producer and the consumer. IFPA’s “supply chain of the future” work extends beyond traceability to quality, shelf-life, and incentives. With lot-level tracking and standardized practices—from field handwashing stations to controlled processing protocols—the industry continues to elevate both safety and transparency while extracting actionable value from the data generated along the way.
Advocacy and a Community of Practice
Some work will never be outsourced to algorithms. Advocacy—telling the industry’s story to regulators and decision-makers—remains human, relational, and essential. In parallel, IFPA is designing a community of practice for food safety and sustainability professionals. Whether virtual, in-person, or hybrid, the north star is the same: connect practitioners to share what works, accelerate learning, and scale innovation.
Culture Eats Strategy (and Then Powers It)
Max underscores a truth we see in every successful transformation: strategy only sticks when culture supports it. IFPA treats culture as a system—meeting quarterly to practice competencies such as trust, communication, and agility, and to build behaviors into everyone’s plan. That operating rhythm makes it easier to reduce or eliminate legacy programs and redirect resources toward higher-value offerings without losing the organization in the process.
Three Takeaways You Can Use Now
- Stop competing; start creating. Use the Four Actions Framework to eliminate, reduce, raise, and build around what your customers actually value.
- Deliver relevance at the moment of need. Move from content push to context-aware personalization (AI helps when it’s grounded in trustworthy data).
- Design for culture change, not just strategy change. Build the muscle—trust, communication, and agility—so your team can live the strategy.
Blue Ocean Strategy isn’t about inventing the next iPhone; it’s about assembling a thoughtful portfolio that meets unmet needs better, faster, and more sustainably than the market expects. IFPA’s journey shows how nonprofits and associations can open new market space—not by shouting louder, but by serving smarter.
Further reading:
FAQ – What is Blue Ocean Strategy and Why It’s the Smartest Way to Rethink Growth
And our white paper: Time to Find Your Blue Ocean Strategy
Watch our video .
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From Observation to Innovation,
CEO | Corporate Anthropologist | Author
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The entire text is below:
Andi Simon 00:00:02 Welcome to On the Brink with Andy Simon. Thank you for joining us today. Whether you’re watching or you’re listening. It’s always my pleasure to help you hear from people who want to help you see, feel and think in new ways. Over the years, I’ve done seven years of podcasting over 400 podcasts. My mission remains the same. I want you to see things through a fresh lens. I want you to hear from people their stories so you can change your own. And remember, your brain has a story in it. And very often that story really actually reduces what you can actually imagine and how you can do it. And unless you hear how others have done it, you’re beginning to question, can I? Is this something that’s doable? Why not? Today I have Max here with you. He has been a client of ours. Came through another client who I love dearly. And I thank them both because their stories are really perfect for a podcast about change. Now let me tell you about a brief bio from Max.
Andi Simon 00:01:09 It’s quite an elaborate one, and I like to make it short so he can tell you himself about his own journey. But Max is going to talk today about the work we’ve done to see, feel and think about his organization, the IFP International Fresh Produce Association. Now, Max came on 2020, and he came to IFP, had a different name then to run science, technology, supply chain and sustainability efforts. This is really important. All of our produce has to be safe and sustainable and so much is changing. Today, he brings a wealth of experience in leading national food safety and nutrition programs, building and sustaining private public partnerships, and really globally recognized accomplishments in science, scientific policy. And he’s got a rich research background in microbiology, biotechnology and sustainability of agricultural production. Max is not typical of my interviewees, but he is an absolutely wonderful illustration of how a little blue ocean thinking can help you reflect on what you’re doing and why it’s important to change. You know, blue ocean thinking, you know, I’ve done 500 workshops on Blue Ocean, mostly for business leaders, but the problem is that we tend to compete instead of creating.
Andi Simon 00:02:33 And the problem for us today is it’s hard to know what our clients are really in need of as they are changing. And the world, whether it’s AI or blockchain or supply chain, everything is changing. And I don’t want to get too deep into tariffs and trade. But today is a lot about how you change. Max, I can’t tell you what a pleasure was to work with you. And so nice to have you here today. Thank you for joining me.
Max Teplitski 00:03:00 Well, Andy, thank you, thank you, thank you for working with us. Thank you for the elaborate introduction. And I’m just so thrilled to be here.
Andi Simon 00:03:06 Tell our audiences whether they’re watching or listening. Who is Max? What’s your journey like? It was a wonderful bio, and I made it short so that you can tell your story with more, personality to it than I can read it. Tell me about who’s Max.
Max Teplitski 00:03:22 Sure. well, I’m a blue ocean practitioner. Since probably, two decades ago.
Andi Simon 00:03:29 Yes.
Max Teplitski 00:03:32 I heard about it in a in a seminar, and then it made perfect sense. And, especially in the, in the world where we’re so focused on competing, we are not looking at why we’re competing and what value we’re creating. And as a matter of fact, when I first heard about Blue Ocean Strategy, I was a professor. And, many people don’t realize, but that academic, non-profit world are subject to the exact same forces of nature and human behavior, and we are competing sometimes just to compete. So, back in the day, I used the Blue Ocean Thinking to reorganize our own, research program at the University of Florida, where it was at a time. And then I reached out to you a few months ago to help us think through Blue Ocean Strategy for Food Safety portfolio at International Freshwater Association. And the challenges were the same. The world is changing. On the brink. The world is on the brink. The industry is on the brink. And what’s pushing us to the brink? The forces that are external and internal.
Max Teplitski 00:04:41 we talk a lot about Gen Z and how they’re different in their worldview and their perceptions and the way they spend money. We also talk about AI and how it’s disrupting every aspect of our lives, whether we realize it or not. So, what value can we provide to the members, what value we can provide to the industry? What value we can provide to the consumers? That was an open question, and I’m so grateful for you helping us untangle it.
Andi Simon 00:05:05 You know, as we work together, we realized there were a couple of things that needed to be explored. Well, you know, and this is my own affection for listening to what customers or clients or members are actually needing or wanting, and the kinds of ways our clients are actually doing things. Give us a little of a history of the IFP and where it was at. What was the catalytic moment? And then I’ll talk a little bit about with you what your customers or members were beginning to reveal to you. You know what? Give us the foundation here.
Max Teplitski 00:05:44 Yeah. So International Fresh Produce Association is a trade association that represents the entire freshwater supply chain from seed and fertilizer companies all the way to the retailers around the world. We are in the oh gosh, more than 50 countries and we have close to 3000 member companies. So 90% of fresh produce that you purchase at a grocery store or at a restaurant has been handled by at least three of our members at some point, in the production or conception or transportation. So we are in your life, whether you know it or not. And, I have started well, I have stands on a hundred plus years of history of two legacy organizations, Produce Marketing Association and Unite Fresh. And a merger a few years ago resulted in IFP. And a merger again was, a deliberate process. There were two trade associations in the same space competing, in some ways. So the decision was made by the volunteer leaders to join the forces and really focus on the value that the organization can provide to the members and also to the consumers.
Max Teplitski 00:06:58 And, before we start working with you on the evolution strategy, we went through a several month-long strategic planning process. It was a deliberate process, and we landed on three pillars. Pillar number one is future proofing the industry. with all the disruptions, you know, supply chain challenges, changing climate and how that impacts production and distribution and consumption, changes in the labor force. who is going to wake up at three in the morning and be in the field harvesting, you know, the crops that we so enjoy eating. So future proofing the industry was pillar number one. The second pillar was worldwide influence for a global industry. We need to have global presence and influence. And the reason being is we’re a globe. We are, an increasingly interconnected people and Rules of trade, rules of distribution, are becoming increasingly. Connected and co-dependent. And the third pillar is, personalized member experience. So how do you how do you provide this unique, personalized experience to more than 3000 member companies and making individuals feel like, they are receiving unique value and not just going to a website to download a report.
Max Teplitski 00:08:31 So with that background, we really start focusing on food safety portfolio. How do we uniquely fit into those strategic pillars and how do we provide value to the members, and to the consumers? Because ultimately food safety is for the consumers, and that’s why we’re doing it.
Andi Simon 00:08:51 As you’re talking. It reminds me that the way you’re thinking about it. Was that the same way that your members are thinking about it? And so we went out to talk to some of your members and to get their perspective on how important was to be future proofed, what was global in their thinking and, and how to make it personalized so that somehow the echo back would be driving the decisions that, you know, we need to make. And so it’s important for us to really begin to think through the alignment during your strategy planning, you know, how did you begin to choose those that were relevant for such a vast majority, a wide variety of people out there, large producers and small ones, and all the way to the distributors and to the supermarkets and, and anything like that that can be sort of your own discovery process.
Max Teplitski 00:09:55 I think the most fascinating thing that came out of this work is the strength that you have identified in interviews. Were in the exact same buckets as the opportunities. To me that was fascinating right. based on your analysis, members said, you know, advocacy is both a strength and a gap. Communication is a strength and a gap. A scientific integrity is a strength and a gap. Education and training is a strength and a gap. supply chain representation, a global perspective. And it took me a minute to sit with it and to figure out, you know, how could it be that the same exact, portfolio is both an opportunity and, why they come to us and where we landed, I think, is it’s a dial, right? we can over index. Over index and some things, sometimes on that dial. And then miss, some of the important considerations that the members are thinking about, like, for example, an add on communication, you know, they really love getting the updates.
Max Teplitski 00:10:59 But then on the other hand, you know, to many emails and I think the opportunity there is not more emails, not fancy, often not call outs and, you know, fun little things in the subject, but really making that communication personalized. And now with AI and I’m actually so excited to tell you that we are rolling out our intelligence engine, in a couple of weeks. which is an AI driven agent, and it has access to the data that IFP, procured, verified and get it. So AI is interesting because AI is trying to go outside of the box as much as it can. So it was quite an effort to keep it in the box and in the data lake with the data that we know we can stand behind. But now it gives any member an opportunity to come in into the agent and ask, you know what? I live in the Florida Panhandle, and I’m getting ready to plant, winter crops. And I’m debating between, you know, Asian greens, spinach and, I don’t know, baby lettuce.
Max Teplitski 00:12:08 So give me some ideas. And the AI agent gives the breakdown both the consumer trends that we’re seeing. it tells about, point of sale data for these specific commodities. It pulls up any other considerations that are relevant. So that’s personalized member experience. That’s the communication that the members are looking for. And if you allow me, education and training was another strength and a gap. And, you know, you and I and our team spend quite a bit of time thinking about education and training and that entire education itself has been evolving over the last well, since the dawn of humanity, quite frankly. so how do we. You know, it’s not about anymore classes. It’s not about a weeklong immersion program, but it’s about this on demand training at the right time, in the right bits and pieces. And again, we’re leveraging AI in a way that is fascinating and super productive. You know, we’re able to put specific guidance documents into the agent and we can ask it, you know, generate a five-minute invocation for the harvesting crew for cantaloupes.
Max Teplitski 00:13:25 And by the way, do it in Portuguese because that’s where the harvesting crews from. I think that is the future and both understanding the need here and what the need is, but then not outsourcing the execution. You know, members come to us, they’re very clear on what they need. They may not necessarily be there. Prescriptive and the widget Genesis, and it’s up to us to figure it out.
Andi Simon 00:13:54 But now the collaboration is enormous because, you know, I, I did a vintage talk in Washington, DC in December, and many of the members of these groups were associations, and they were saying, what is our role with AI can do what people used to come here for in the past. What you’re hearing is a role that both creating a new market. It’s a whole new sandbox. It’s using the new technology in a very, unique and proprietary way. I mean, you’re giving your members something they can’t get from a general AI inquiry. Maybe they could, but here it’s really more, certified and protected, and they can do it fast on their time when they need it.
Andi Simon 00:14:41 And the old world of information through emails, videos, etc. were nice, but now it’s no longer easy, irrelevant to spend time learning. I need it now, you know, before I start the seed, tell me what it is I need to do. This is very impressive, exciting and very blue ocean. You’re adding value innovatively. It’s marvelous. Tell us some more. What else are you doing?
Max Teplitski 00:15:07 So two more things. you know, as a trade association, obviously we need to focus on advocacy. And this is telling the story of the industry to the decision makers and to the world. And, you know, we cannot outsource that to AI. We can use some tools that AI can help us generate. But sort of speaking to decision makers and conveying the point of view of the consumers of the industry is so critical. And we’re going to double down there as well. And, finally, as you remember, the last bullet that we landed on was, creating community of practice.
Andi Simon 00:15:44 Yes.
Max Teplitski 00:15:44 And this is still fairly wide open because community, you know, humans are communal animals. And again, this is how we evolved. And these communities take different shapes. and I think that right now it’s probably where we’re spending the most time thinking, what does this community look like? is it virtual? Is it in person? Oh, by the way, we do put on, some of the greatest trade shows for the industry. And if you haven’t attended, we are going to be in Anaheim next week, so come join us. But, outside of that, what does the community of practice look like for food safety professionals, for sustainability? We’re still thinking of how to bring that spirit of human connectedness and to the reality that we live in.
Andi Simon 00:16:39 Well, any vacuum people create. My hunch. This is not a vacuum here, but there is an evolution going on. And for youngers, it’s different than for older ears. And it is an interesting time for thinking about peers and mentors and how we help each other through partnerships.
Andi Simon 00:16:58 And, it’s, it’s going to be actually that’s going to be one of the most interesting creations that you can come up with because people need it and they want to, but it’s not always that easy a to form it and then to use the network in a positive way. And to think of it as a IFP, a collaboration of some sort. this is going to be an interesting transformation for you.
Max Teplitski 00:17:22 Yeah. Well, and another challenge for us is, when you ask people on the street agriculture, what is the word association? And for many it will be, you know, that painting American Gothic, Gothic, the farmer and his wife with a pitchfork. And unfortunately, that’s the image of the industry that a lot of people have in their mind. So, we’re trying to, you know, undo that and, tell the world that the horticulture industry is the industry of the future. It’s exciting. It’s the industry of drones and GIS and AI and precision breeding. So how do we make sure that the communities we grow and the communities where we sell look the same and speak the same language as literally? And, we have over 100 different commodities on the shelves and in any supermarket.
Max Teplitski 00:18:17 So how do we ensure that these hundred different commodities all love the same way and represent the diversity of the buyers and the communities where we are? So there is an added layer in that conversation. And frankly, the end goal of it is to make the industry attractive for the next generation of talent. it’s not just that guy with a pitchfork. We need. We need young people. We need new people. New ideas in the industry.
Andi Simon 00:18:48 Not so easy. I remember, we had Delaware Valley University as a client. and it had a big ag program, and the cows could be milked by laser. And then we met a woman who’s got a cow for him, and she said, well, that’s too expensive. My, my labor is more community. And then there was a gentleman out in Sacramento. He was a farmer, and he said he and his father are having a debate constantly about when the tomatoes are ready to be picked. And my drones are telling me one thing and he’s telling me you have to feel them.
Andi Simon 00:19:24 And, transformation and transitions. Human’s brains, they hate change, and they hate it because it puts at risk what they know to be true. And how can that drone or other sensor actually know it. And then there are tractors who will call for their own oil change and their autonomous vehicles. And so the transformation is coming. I want to know what kind of image you’re going to have that farmer with his pitchfork and his wife, because it’s going to be a period of great transformation. And I want to know what your icon is going to be, not today, but what its meaning is going to be into whose eyes? Because it’s, because we don’t have a younger, younger community going into it. We’re going to have a hard time having robots, you know, produce it.
Max Teplitski 00:20:15 Yeah. And there are clearly some jobs that nobody dreams about, doing. You know, if you work in a distribution center with subzero temperatures and you’re packing boxes, you know, that’s nobody’s dream job, and it’s ripe for robots getting up at three in the morning while it’s still cool to pick produce in the field.
Max Teplitski 00:20:38 bend up and down every 30s to cut that product off the body. Again, it’s quite a workout, so I don’t think some of those quite literally backbreaking jobs will be missed. But I am actually heartened by the enthusiasm of a lot of young people as they’re working in the community gardens, and they’re thinking of their connection to horticulture. They’re just making sure that we can scale it. And I think that’s bringing back to our initial conversation. There’s a lot of innovation in the industry. Future proofing the industry can look so many different ways. How do we scale it in a way that is sustainable, both from the economic point of view and also from the planetary point of view? and there are a lot of conversations there.
Andi Simon 00:21:27 Yes. I don’t want to lose a part of our conversation because it was, at a time when some produce was unsafe, and blockchain chips put on cattle so you can track and trace them from the feedlot, from the grass they were being fed on to the table.
Andi Simon 00:21:48 But how do you address the safety concerns of the consumer on the one hand, and on the other hand, the needs for the producers to make sure that they can provide safe food? Because I do think that along the entire chain, it’s not an inconsequential question.
Max Teplitski 00:22:05 Yeah, and that’s a great question, Andy. you know, safety of fresh produce is sort of the compact that we have with the consumers. And most of fresh produce is consumed raw. Out of the box, out of the bag. it doesn’t undergo additional cooking. So, food safety considerations are serious. They’re real. And a product that grows in the open field, exposed to all of all of the nature. I think it’s important to first step back and acknowledge all the work that the producers are doing to make sure that, the product is so safe, and you burn up the blockchain and the reality of fresh produce industry, where the pioneers in building a blockchain specifically so that we can track every lot of fresh produce from the field to the distribution center.
Max Teplitski 00:23:02 So we know exactly where every lot is at any given minute. And part of the work that we’re doing at IFP is supply chain of the future. And that’s, another opportunity to both ensure safety of produce but also ensure its quality and, get value out of the data that we’re collecting across the entire supply chain. And that data has real value. you know, if the product is fresher, if it lasts longer on the shelves. you know, producers should be expecting to get remunerated in a way that, incentivizes them to deliver this, longer lasting product. And, when we talk about food safety, it’s telling the story of the industry and, telling the story of all the work and the food safety culture that, that is front and center in every, in every field, in every packing house, in every distribution center. You know, you’d be quite surprised when you go to a field, you will be asked to wear a white lab coat and gloves and a hairnet in the open field.
Max Teplitski 00:24:16 Right. And there are handwashing stations with soap in every field. And when you go to a processing facility, you know, you’d have to wear specific booties and you get, you know, cleaned up in, in a disinfectant solution. So there is a lot of work that the industry is doing in the background that consumers don’t need, frankly, don’t need to see to make sure that fresh produces as safe as we could make it. So yes, absolutely critical conversation. And it’s front and center for the industry to make sure that the product is not only delicious and nutritious, but also safe.
Andi Simon 00:24:58 I have two questions going through my noodle, one of which is how do you help your folks go through the transformation? They were wonderful to work with, and change is painful for humans. and but as a, as a change agent yourself, you know, they are now having to accept a whole different definition of what their jobs are. along the three pillars, but also the application of those, listening to clients and being responsive, and not simply having a box to check off or a job to have.
Andi Simon 00:25:32 And I am asking you that because other blue ocean strategy clients of ours often run into the roadblock of the good ideas go nowhere because the folks resist or reject. How about you? How do you do it? Well.
Max Teplitski 00:25:46 Yeah, that’s a great question, Andy. I was just listening to Jane Goodall’s, podcast, just bingeing over the weekend, and she kept referring to us as large brain mammals. Yes. And, you know, it’s such an interesting way to frame who we are. Large brain mammals. So, you know, evolution. God gave us this big brain. And what do we do with it? it is important. And change management, of course, is a serious issue. And, you know, strategy, strategy is important. And then, of course, you’ve heard that the culture eats strategy for lunch. Right. and I have to highlight the fact that in our organization; culture work is central. So we take it very seriously. We work on culture deliberately.
Max Teplitski 00:26:42 We meet as an organization four times a year just to talk about organizational culture. And we have competencies that each here as an organization, we work on competencies, and we help each other and provide feedback up and down sideways. So this year, for example, we’re working on trust, communication and agility. And it’s an everybody’s annual plan to, you know, identify behaviors that help me achieve those competencies and identify behaviors that are getting in the way of those competencies. So, having this culture, organizational culture in place makes it much easier to work on, you know, strategic initiatives when we trust each other, when we assume good intent, when we have agility, and when we’re able to communicate and explain where we’re going, what we’re doing is absolutely critical. So, I’m not trying to sort of not answer a question, but.
Andi Simon 00:27:46 That’s a good answer for the question.
Max Teplitski 00:27:48 That’s.
Andi Simon 00:27:48 Founded in who you are. It’s great.
Max Teplitski 00:27:51 It’s a long answer to the question because, change is fundamentally disruptive. And there are very few people, very few large, brained mammals who look forward to disruption.
Max Teplitski 00:28:02 changes not comfortable is disruptive, but having the culture, organizational culture that is conducive to, both self-self-reflection and advancement and curiosity, I think that’s the that’s the magic answer.
Andi Simon 00:28:18 To be honest, you have a magic organization. You’re intentional about it. You’ve got a process for it. People understand what the culture is and means and how to live it. That strategy is only good if you can live it. And often it’s at odds with the way you live. So consequently, it’s easier to do, resist it than it is to embrace it because you don’t understand it. This is a wonderful answer. Thank you very much. And my last question is how about your clients, your customers, your members? Do they have they responded to your, new initiatives the way you had expected or is it too soon?
Max Teplitski 00:28:56 both. Certainly. We’ve, we’ve engaged the members in every step of the process. strategic planning was a member volunteer members driven effort. And the conversation involved a broad cross-section of the membership.
Max Teplitski 00:29:13 And now I’m going back to them and sharing with them. You know, we heard you. And here’s what we’re doing. and there are some, you know, blue ocean. This could be rough. The first two bullets are reduce and eliminate. Yes. And sometimes there is emotional attachment. There is, there is a legacy. Oh, I was a member. I was a part of this program, and I’ve invested time in this program two decades ago. It’s near and dear to me. And now seeing it go away as it could be hurtful. But I think once we put the totality of the conversation in the context and, when we said, you know what? We’re not going to do anymore large in-person training and before the members have a chance to say, but, but, but we say, but look, let me let me demo this, AI agent that can help in the field with the harassing career with, Oh, by the way, FDA orders are coming, and, your accountant needs to get needs to get all the papers together so the same agent can help your, the crew and the accountant to be compliant, and AI agents are now also helping with advancing organizational culture.
Max Teplitski 00:30:32 it’s kind of scary. I’ve asked my agent, you know, to provide feedback on my behavior based on types of questions that it’s observing. so managing change is complicated, but also as we assume good intent both in the organization and with the members. And when we take away or reduce or eliminate some of the products that no longer serve us and explain what we’re going to substitute them with or replace them with, or how we’re going to do it better and not just walk away from something just to walk away. I think it lends pretty, pretty positively. So thank you for walking us through that, treacherous red ocean.
Andi Simon 00:31:17 Well, it’s easy to stay where we are, but if it’s no longer working, I mean, just think about our conversation today. I usually ask our speakers as we’re wrapping ramping up one or 2 or 3 things they don’t want the audience to forget. I would like to start with that and then let you, you know, edit my stuff or add to it. Because think about blue ocean means to add value innovatively.
Andi Simon 00:31:38 It isn’t just to be incremental or just in an old-fashioned way of doing it. So the old was good, but not necessarily relevant for now. So how do you think about your own organization? You’re going to stop competing and create something. The world is changing. How can you add agents that can add learning on the job at the time that you needed, so you remember what to do with it, and you can actually play it back to the agent and say, is this what you meant? And it works. The new tools are not fearful. Don’t be afraid of them. They’re fabulous. and then my third thing is you’re finding, an unmet need among your current members that they couldn’t say to you, I need this. but they could say, I don’t like that. And now the question is, how do we help them do better? Because we know what they want. They want faster. They want safer. They want a supply chain that works better, delivers in less time with better.
Andi Simon 00:32:32 I mean, all kinds of things that come from them without them saying, can you? And it’s a time of collaboration and community building. My those were my couple. I don’t forget how about you. But don’t you want our listeners to forget?
Max Teplitski 00:32:46 Yeah. As somebody who’s been working with you and with others on the Blue Ocean. sometimes people misinterpret Blue Ocean as creating the next widget, the next iPhone. And it is so important to understand that there are only 1 or 2 next iPhones. And it’s looking at the totality of need and thinking of the ways to meet that need, and not necessarily with a widget with a single magic widget, but with a portfolio, a thoughtful portfolio of products or services. And, you know, for nonprofits who will never create a widget. So how do we get in this space that is congested but also so ripe with the need? you know, the industry and the world and the consumers are experiencing disruption the same way everybody is. And, you know, we’ve seen many associations and community groups, rise and fall just because they were so attached to a notion or to a product, that they were delivering.
Max Teplitski 00:33:56 You know, I was just talking with somebody about, triple A, you know, two decades ago, there was no trip without AA maps and with triptychs, and you would go in the office and, well, they highlight the round for you. I love that. And now, you know, an iPhone replaced entire, industries or not just iPhone, whatever your, you know, handheld device. of choices. So for nonprofits that are meeting specific needs, it’s important not only to see what the need is, but also to be very clear about what disruption is and where the disruption is coming from and anticipate it and get ahead of it.
Andi Simon 00:34:44 Yep. I also want to echo what you said. You don’t need a widget. You need a value that in a different fashion solves the needs of people out there. And you do it, collaboratively is better than thinking, you know, because they’ll help you design in a way that lifts it higher than anyone by us can do it. as you talked about Jane Goodall, she spoke a lot about we, not I.
Andi Simon 00:35:11 And we know that the brain does much better when it’s we conversation, not an. I know you do. It doesn’t work. Well, it fights it all the way. Max, this has been absolutely an honor and a privilege and a pleasure working with you and your staff doing Blue Ocean Strategy. from for a believer that starts out and it’s I believe in it. Now how do I do this? And I say let’s because each one is a different experience. And I’m most in awe of what you’ve taken, and your folks have taken and created something really quite remarkable. I wish you and your organization great wealth, health, and happiness over the next few years because it will change and change and gain strategies today, or maybe two years in length if we can get that far out. But that makes us agile and enjoyable, right?
Max Teplitski 00:36:01 Andy, it was an absolute pleasure to work with you. And, you know, we’ll look forward to now living the new, the new strategy and invite everybody to keep up with us and watch our journey.
Max Teplitski 00:36:12 Thank you.
Andi Simon 00:36:13 Once you get a mindset, it’s hard to look back and say, oh, I don’t like doing this because you must have love doing it. You wake up in the morning, and go, oh, that’s a good idea. For all of our listeners and our viewers, thanks for coming. Simon Associates is here to help you see, feel and think in new ways. And On the Brink with Andy Simon is designed to bring you people with great stories to share. Think about what you heard and learn from Max today because it is transformative for you, your organization, your company, small or large businesses. It doesn’t matter the times they are changing. All of my books are on Amazon, and I will tell you I’m working on a new one, but I’m not going to tell you what it’s about yet. It’s still in that kind of; this is a good book. Have a great day, everybody. Please send me your ideas at info at Simon Associates dot net and send along some great people to talk to, even yourself.
Andi Simon 00:37:03 You’d be amazed at how many people are writing me and say, I want to be on your podcast and laughing. And I’m saying there are only so many weeks and so many days. but they’re all cool people. So if we’re having fun. Goodbye, my friend. Take care of yourself. Bye. Now, let’s stop our recording.
