What If? So What?

Hosted by Perficient, Inc.

Technology MarketingInterviews guests

Website RSS feed

Episodes

Latest episode

Oct 2025

Language

About the show

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?”

Listen to episodes

60 recent

October 17, 202527 min

Stefaan Verhulst, PhD, co-founder and chief research and development officer at the GovLab at New York University

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 how we organize, govern, and share data across sectors. He discusses how data collaboratives are helping companies and governments tackle complex challenges—from public health to AI governance, and why trust, transparency, and capability building are now the hallmarks of modern data leadership. Key discussion topics include: • Data as infrastructure: shifting from ownership to enablement• Building responsible data ecosystems that balance innovation and ethics• The role of trust and governance in scaling AI responsibly• How cross-sector collaboration can unlock new business and social value Listen to learn how forward-thinking organizations can use data not just to compete, but to contribute. Thank you for listening! You can also watch the episode: https://www.youtube.com/@perficient/podcasts Have a question for Jim? AMA - submit questions: podcast@perficient.com FOLLOW JIM https://www.linkedin.com/in/jimhertzfeld/ https://x.com/jimhertzfeld FOLLOW PERFICIENT: https://www.perficient.com/ https://www.linkedin.com/company/perficient/posts/?feedView=all https://www.instagram.com/perficient/

October 15, 202533 min

Jonathan Brill, Futurist and Best-Selling Author on AI, Rogue Waves, and the Octopus Organization

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: Building the Superintelligent Firm,” which shares how seemingly unpredictable shocks—pandemics, energy crises, political upheaval—are becoming more frequent as global systems collide. In this episode, Brill explains why traditional three- and five-year planning no longer works and instead urges leaders to focus on the real-world constraints shaping the pace of technological change. He introduces the concept of the “octopus organization,” a new model where decision making is distributed rather than centralized, and AI empowers people across the enterprise with better context, insight, and agility. He also emphasizes that while technology evolves quickly, cultural transformation can take several years, which means that leaders must start reshaping their organizations now to be ready for 2030 and beyond. Get your copy of AI and Octopus Organization today: https://www.amazon.com/dp/B0FQK1PXDV?ref_=pe_93986420_774957520Thank you for listening! You can also watch the episode: https://www.youtube.com/@perficient/podcasts Have a question for Jim? AMA - submit questions: podcast@perficient.com FOLLOW JIM https://www.linkedin.com/in/jimhertzfeld/ https://x.com/jimhertzfeld FOLLOW PERFICIENT: https://www.perficient.com/ https://www.linkedin.com/company/perficient/posts/?feedView=all https://www.instagram.com/perficient/

October 1, 202527 min

Wally Burchfield, Automotive Industry Expert on AI and Consumer Data

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 learn from it. From the rise of telematics to AI in marketing, Wally emphasizes the importance of keeping the consumer at the center of every decision. If you're navigating digital transformation, this episode offers a grounded, practical perspective on how to build trust, deliver value, and stay competitive. Thank you for listening! You can also watch the episode: https://www.youtube.com/@perficient/podcasts Have a question for Jim? AMA - submit questions: podcast@perficient.com FOLLOW JIM https://www.linkedin.com/in/jimhertzfeld/ https://x.com/jimhertzfeld FOLLOW PERFICIENT: https://www.perficient.com/ https://www.linkedin.com/company/perficient/posts/?feedView=all https://www.instagram.com/perficient/

August 20, 202528 min

Susan Etlinger, AI Analyst and Industry Watcher on Building Trust in AI

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 critically assessing when and how AI genuinely adds value. Jim and Susan explore the nuances of Generative and Agentic AI, offering insights to executives on how to integrate these technologies responsibly while preserving essential human judgment. Tune in to learn practical strategies for navigating AI’s opportunities and challenges and ensuring your organization remains competitive without compromising its human core. Thank you for listening! You can also watch the episode: https://www.youtube.com/@perficient/podcasts Have a question for Jim? AMA - submit questions: podcast@perficient.com FOLLOW JIM https://www.linkedin.com/in/jimhertzfeld/ https://x.com/jimhertzfeld FOLLOW PERFICIENT: https://www.perficient.com/ https://www.linkedin.com/company/perficient/posts/?feedView=all https://www.instagram.com/perficient/

June 11, 202527 min

Professor Rita McGrath on Leading in Times of Uncertainty

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-following might not be fast enough, how to experiment without fear, and what it really means to “see around corners.” Thank you for listening! You can also watch the episode: https://www.youtube.com/@perficient/podcasts Have a question for Jim? AMA - submit questions: podcast@perficient.com FOLLOW JIM https://www.linkedin.com/in/jimhertzfeld/ https://x.com/jimhertzfeld FOLLOW PERFICIENT: https://www.perficient.com/ https://www.linkedin.com/company/perficient/posts/?feedView=all https://www.instagram.com/perficient/

April 23, 202537 min

Wired's Kevin Kelly on Technology, AI, and the Power of Learning

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 work, creativity, and human connection. From the evolution of “digital” to the future emotional bonds we’ll form with AI, Kevin offers grounded optimism and timeless advice: in a world of constant change, mastering how we learn is the best survival skill Thank you for listening! You can also watch the episode: https://www.youtube.com/@perficient/podcasts Have a question for Jim? AMA - submit questions: podcast@perficient.com FOLLOW JIM https://www.linkedin.com/in/jimhertzfeld/ https://x.com/jimhertzfeld FOLLOW PERFICIENT: https://www.perficient.com/ https://www.linkedin.com/company/perficient/posts/?feedView=all https://www.instagram.com/perficient/

April 2, 202524 min

Deena Piquion from Xerox on Data, Disruption, and Digital Natives

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 challenges of reaching next-gen decision-makers, and the innovative strategies Xerox is employing to drive growth and productivity. Tune in to learn about the modern workplace, AI integration, and the future at Xerox.Thank you for listening! You can also watch the episode: https://www.youtube.com/@perficient/podcasts Have a question for Jim? AMA - submit questions: podcast@perficient.com FOLLOW JIM https://www.linkedin.com/in/jimhertzfeld/ https://x.com/jimhertzfeld FOLLOW PERFICIENT: https://www.perficient.com/ https://www.linkedin.com/company/perficient/posts/?feedView=all https://www.instagram.com/perficient/

March 19, 202522 min

Exploring Sustainability and Digital Transformation With Andi Orzehoski From LyondellBasell

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. Jim and Andi discuss the concept of a circular economy, the integration of brand, content, and digital strategies, and the critical role of change management in achieving business objectives. Thank you for listening! You can also watch the episode: https://www.youtube.com/@perficient/podcasts Have a question for Jim? AMA - submit questions: podcast@perficient.com FOLLOW JIM https://www.linkedin.com/in/jimhertzfeld/ https://x.com/jimhertzfeld FOLLOW PERFICIENT: https://www.perficient.com/ https://www.linkedin.com/company/perficient/posts/?feedView=all https://www.instagram.com/perficient/

March 5, 202533 min

Efi Pylarinou, Top Global Tech Thought Leader on FinTech

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 of legacy systems, and the need for a change in mindset to thrive in the world of AI. Thank you for listening! You can also watch the episode: https://www.youtube.com/@perficient/podcasts Have a question for Jim? AMA - submit questions: podcast@perficient.com FOLLOW JIM https://www.linkedin.com/in/jimhertzfeld/ https://x.com/jimhertzfeld FOLLOW PERFICIENT: https://www.perficient.com/ https://www.linkedin.com/company/perficient/posts/?feedView=all https://www.instagram.com/perficient/

February 19, 202518 min

Chris Duffey from Adobe on Generative AI

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 across industries, enabling marketers, creatives, and businesses to unlock infinite possibilities. They explore Adobe Firefly's groundbreaking features, including text-to-image, text-to-video, custom content models, and APIs that empower scalability. The conversation delves into the evolving role of CMOs in an AI-native world, the importance of responsible AI practices, and how technology is driving a renaissance in creativity. Don’t miss this thought-provoking discussion that redefines the future of marketing and innovation.Chris Duffey Chris Duffey is a leading AI and digital innovation expert, spearheading Adobe's Global Partnerships for AI Solutions. With 25+ years shaping the future of digital experiences, his work has captured the attention of over 300+ global media outlets, and he serves on industry boards, including the ANA, AdCouncil, CTA, and the UN AI Council. An award-winning author, Chris wrote Superhuman Innovation, the first book co-authored by AI about AI in 2019, which BOOKAUTHORITY named one of the best product innovation books of all time. In 2023, Chris published Decoding the Metaverse: Expand Your Business. He has been named to Ad Age's Tech Power List and CIO’s 10 Business Leaders Transforming Industries. A sought-after keynote speaker, his insights have reached millions worldwide, with coverage in Business Insider, Wall Street Journal, and Access Hollywood.Follow Chris - https://www.linkedin.com/in/chrisduffeycreativeai/Thank you for listening! You can also watch the episode: https://www.youtube.com/@perficient/podcasts Have a question for Jim? AMA - submit questions: podcast@perficient.com FOLLOW JIM https://www.linkedin.com/in/jimhertzfeld/ https://x.com/jimhertzfeld FOLLOW PERFICIENT: https://www.perficient.com/ https://www.linkedin.com/company/perficient/posts/?feedView=all https://www.instagram.com/perficient/