Uncovering a Duality Mindset: Insights from the 2024 AEM Annual Conference

Brent Schott

Chief Executive Officer

Every year AEM (Association of Equipment Manufacturers) holds their annual conference to examine what’s ahead for their organization and key industries. The 2024 event, held in Indian Wells, CA, certainly delivered with a steady stream of thought-provoking perspectives on everything from generational trends to alternative fuels to AI. The sessions were thought-provoking and inspiring — each exploring critical topics for the agriculture and construction industries. But through it all, a recurring theme stood out to me: Duality. Here’s an overview of five sessions I attended and key takeaways that connect a common thread.

Photos courtesy of AEM.

1. The Two Sides of AI Progress

(Speaker: Zack Kass, AI Futurist)

AI has moved beyond the experimental phase, and its adoption now depends on identifying the most effective applications for businesses. Zack Kass highlighted two thresholds that govern AI's trajectory: the technological (what AI is capable of) and the societal (what people are willing to accept).

The gap between these thresholds is significant. While autonomous vehicles, for example, have the potential to save millions of lives, societal hesitation has slowed their adoption. Kass emphasized that businesses must navigate this balance between technological progress and building societal trust to fully harness AI’s potential.

My Takeaway: At Swanson Russell, we’ve been early adopters of AI with exciting initiatives like conversational personas and a behavioral science planning model in development. The technology is mind-blowing. Yet, the fear of AI replacing jobs or changing roles is likely creating an internal “societal threshold” that needs careful consideration.

Photo courtesy of AEM.

2. The Micro-Macro Dynamics of Politics

(Speaker: Jonathan Martin, Political Analyst)

The recent election illustrated the importance of understanding the micro and macro environment. Jonathan Martin explained how Republicans focused on a macro approach, addressing widespread dissatisfaction with the status quo, while Democrats leaned into targeting specific voter groups. It highlighted the contrast between a broad, big-picture strategy and a focus on finer details, each shaping the outcome in distinct ways.

Martin also pointed out that neither strategy is inherently better — it’s about timing and alignment with the moment. Both can be effective, but success depends on understanding which approach best fits the political or cultural climate.

My Takeaway: Micro and macro viewpoints are essential, and this election shows that timing and context are just as important (even though they add complexity). As we think about strategy, it’s not just about balancing the big picture with targeted strategies, it’s also about understanding when and where one takes precedence. A lesson for campaigns, yes, but also for everything from media strategy to brand expansion.

3. The Divergence and Convergence of Innovation

(Speaker: JoAnn Garbin, Innovation Leader and former Microsoft executive)

True innovation thrives in tension. JoAnn Garbin described how Microsoft developed its “Regenerative Data Center of the Future” by embracing two distinct phases: divergence and convergence. Divergence, she explained, involves exploring a problem broadly from multiple angles while convergence focuses on synthesizing those perspectives into actionable solutions.

Innovation isn’t about endless exploration or rushing to conclusions, it’s about using both phases at the right time. Skipping the exploratory stage can lead to iterations without direction while convergence ensures ideas are refined into meaningful progress. Divergence expands your perspective; convergence gives it focus.

My Takeaway: As a marketing agency, divergent thinking is second nature to us — especially in creative campaign development. But there is an opportunity to scale that mindset beyond campaigns and into other areas of our clients’ businesses. With the integration of AI tools, we can take divergent thinking to another level to expand the strategic value we can deliver.

4. Generational Dynamics Require a Deeper Dive

(Speaker: Armida Ascano, Trend Hunter)

Generational insights have long informed marketing and workforce strategies but Armida Ascano challenged us to go deeper. She explained that the traditional 'Big Four' generational categories (Boomers, Gen X, Millennials and Gen Z) are increasingly outdated. Instead, micro-generations reflect the nuances within these groups, especially as they interact with technology.

Her insights revealed a duality in approach: understanding the broad, shared values of generations while diving into the specifics of their behaviors. For example, Millennials are both “fraught but dependent” on technology, wanting to step back from screens but heavily reliant on digital tools. This dual lens (big picture and micro-detail) helps leaders craft strategies that resonate with diverse audiences.

My Takeaway: Ascano’s insights reinforced my belief that audiences are more nuanced than we often acknowledge — or can even fully grasp. Her micro-generational insights will add important context to our AI-driven persona activation platform. By the way, there’s another layer of complexity that wasn’t discussed: Regionality. A Neo-Boomer in the Northeast could be quite different from a Neo-Boomer in the Southwest simply due to their environmental and cultural influences.

Photo courtesy of AEM.

5. The Push and Pull of Progress with Alternative Fuels

(Multiple panelists moderated by Doug Griffin, Context Network)

In the discussion on alternative fuels, panelists explored the dual pressures shaping innovation and progress. On one side are customers who want efficient, cost-effective solutions; on the other are government mandates driving electrification and emissions reductions.

Linda Hasenfratz, Linamar CEO, emphasized that customer priorities must lead the way: if solutions don’t help customers work for less money with better quality and efficiency, they simply won’t sell. The panel agreed that flexibility is key — balancing policy demands with practical customer needs.

My Takeaway: Ground yourself in today’s reality but don’t let it limit the scope of your ambition. We’re in an extraordinary era of technological advancement. Perhaps now more than ever, both sides can win.

It’s Time for a “Duality Mindset”

This year’s conference was a great reminder that there is almost always a duality at play. Recognizing it is a big step toward insights and opportunities. So, let’s adopt a Duality Mindset and actively embrace the tension of duality to find bolder solutions and accelerate progress.

Thank you to AEM for giving us so much to think about within an incredibly welcoming environment.

Swanson Russell is the Nation’s Leading Agency for Brands That Work and Play Outdoors. We’re on a mission to Make Belief™ by uncovering a brand’s reality, unleashing creative possibilities and building trust over time. See the work we’ve created, get to know our approach — then, contact us to see how we can help.