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In this episode of Startups Decoded, Andy Walsh sits down with Jay Erickson, Chief Innovation Officer and co-founder of Modus, to explore why most digital strategies are already outdated, and how to fix them.

They dive into emergent strategy: a flexible, human-centered approach to navigating today’s breakneck pace of change. Drawing on systems thinking, design, and culture, Jay shares how resilient teams can adapt in real time, address bias, and build strategies that evolve as fast as the world around us.

Jay Erickson

Jay Erickson is a digital strategist, product leader, and purpose-driven entrepreneur with over 20 years of experience guiding organizations through innovation and transformation. As Chief Innovation Officer and co-founder of Modus, he brings a human-centered approach to digital strategy, helping mission-driven companies design impactful products and experiences. Jay is passionate about ethical innovation, team culture, and using technology as a force for good.

Modus Digital

Modus is a global digital consultancy that partners with organizations to unlock growth through innovation, strategy, and design. With expertise across product development, UX, engineering, and transformation, Modus helps companies—from ambitious startups to Fortune 500s—build digital experiences that matter. The firm is known for its collaborative, purpose-led approach and commitment to delivering lasting impact in complex environments.

Takeaways

• Digital strategy must evolve rapidly due to technological changes.
• Design thinking is a timeless framework for innovation.
• Understanding human behavior is crucial in digital product design.
• SMBs face unique challenges compared to larger corporations.
• Organizations are shifting from hierarchical to complex systems.
• Emergent strategy allows for adaptability in uncertain environments.
• Building a resilient team culture is essential for success.
• Generalists bring valuable skills to modern teams.
• Addressing unconscious bias improves decision-making processes.
• Transparency fosters a collaborative and innovative work environment.

Chapters

• 00:00 Introduction to Digital Strategy Evolution
• 01:06 Jay's Journey: From Computer Science to Digital Innovation
• 06:19 The Shift from Web 1.0 to Web 2.0
• 08:02 Design Thinking: A Framework for Digital Strategy
• 11:59 Understanding H

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