Welcome back to Digital Doorways. I’m Jason Siegel, founder of Bluetext, and your host for today’s conversation on how leaders navigate change in fast-moving industries.
Joining me is Marc Murphy, CEO of Ignite Digital Services. Marc has built a reputation as a transformative leader — from scaling Spark Consulting into a company acquired by Booz Allen Hamilton, to leading Ignite’s digital transformation work in the national security and defense sectors. Along the way, he’s been recognized as an EY Entrepreneur of the Year finalist and has championed a culture that earned Ignite a spot among the ‘Most Loved Workplaces.’
Marc’s career is a study in how brand, positioning, and digital strategy can be powerful levers for guiding organizations through disruption. Today, we’ll dig into the lessons he’s learned about building resilient brands, aligning teams through change, and turning transformation into opportunity.
QUESTIONS INCLUDE:
You’ve led multiple organizations through major transformations. How do you personally define “change” in a business context?
When disruption hits — whether technology, competition, or policy — what’s your first move as a leader?
What was the biggest lesson you learned from scaling Spark Consulting so rapidly before its acquisition?
How did that experience shape how you lead Ignite today?
Many leaders treat brand as cosmetic. How do you see brand as a strategic tool for managing change?
Can you share an example where a rebrand or repositioning helped an organization embrace transformation?
How do you balance maintaining brand consistency with evolving for the future?
In moments of uncertainty, how important is brand trust to clients, employees, and investors?
Ignite operates in a crowded consulting market. How do you position the brand to stand apart?
How does positioning shift when your clients are national security and mission-driven organizations?
What’s the most common mistake you see companies make when repositioning during disruption?
How do you differentiate between repositioning for survival versus repositioning for long-term growth?
When industries are under pressure, do you see digital marketing as more of a defensive shield or an offensive weapon?
What digital channels or tactics have proven most resilient during times of turbulence?
How do you think AI is accelerating change in digital marketing?
What metrics matter most when marketing through disruptive cycles — growth, resilience, or something else?
You emphasize building a “Most Loved Workplace.” How do internal culture and brand connect in times of change?
How do you keep your team engaged and confident when navigating disruption?
What’s the hardest leadership lesson you’ve learned about managing through transformation?
If you had to give one piece of advice to CEOs facing disruptive change today, what would it be?
