Greenfield Mindsets for the AI Era: From Implementation to Adoption: Culture, Resistance, and Technology in Greenfield Innovation

​Join us and learn to use Greenfield thinking to unlock what’s possible, beyond the limits of “how it’s always been” with Mark Hamilton.

​Greenfield innovation is about building something wholly new to an organization—such as new technologies, systems, or processes. Design and implementation are supposed to be unconstrained by existing infrastructure. Yet innovation is about more than design and implementation. True innovation only takes place when technologies are fully adopted, often redefining how people throughout the organization work. In this talk, Dr. Mark Hamilton reframes resistance as more than an obstacle to overcome. When teams push back against the introduction of new technologies, it reveals trust gaps, underlying assumptions, cultural misalignment, and other sources of disconnection that, if ignored, can derail even the most promising innovation. AI is today’s most visible example, but this framework applies to every transformative technology. To achieve lasting adoption of technology-driven innovation, it is critical to understand resistance as a likely, even necessary response to true technology transformation—as an integral part of the change process.

​By learning to recognize resistance as data, leaders can harness it to create momentum for new initiatives. In doing so, they align technology with organizational culture to achieve change that is sustainable. The talk provides participants with a practical framework for turning resistance into true Greenfield innovation—ensuring that what begins as a blank-slate initiative becomes lasting transformation.