Kaihan Krippendorff — CRMC Keynote Speaker
Published:
Jeff Bezos says if you have a one in 10 chance of a hundred times payoff, you got to take that bet every time. But you got to be ready to lose nine times out of 10. And what he’s speaking to, I think, is don’t consider those as 10 different bets. Consider it as one bet. And just like when you invest in the stock market, you diversify, and you measure the return on the portfolio, not on the individual investments. I think that’s what we have to start doing is wrapping a collection of bets around as one thing.
What does Kaihan Krippendorff say on The Agile Brand with Greg Kihlström?
Kaihan Krippendorff, CRMC Keynote Speaker, says: This interview with CRMC keynote speaker Kaihan Krippendorff explores how large enterprises must shift from defending existing models to proactively disrupting markets. Krippendorff discusses mindset changes—seeing products as services—unlocking internal innovation trapped in silos, using a portfolio approach to de-risk experimentation, and even rethinking organizational structure through internal marketplaces to create entrepreneurial, customer-aligned functions.
From: The Agile Brand with Greg Kihlström
Cite as: Kaihan Krippendorff. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/kaihan-krippendorff-jeff-bezos-says-if-you-have-a-one-in-10-chance-of-a-hundred