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Tony Kopetchny

Transformational change is a marathon, not a sprint

There are so many amazing benefits to endurance sports like marathon running. Some of them are obvious to an outsider: Improved physical health. More mental resilience. Guilt-free eating of pasta and pizza! Not to mention that amazing feeling of accomplishment that comes from doing something incredibly difficult (and that many others think is crazy). This

Strategy & Governance

Adaptable transformation starts with knowing the order of operations

Tony Kopetchny | 6 minute read

My wife and I still live in a fixer-upper that we bought 11 years ago – and somehow it seems like we are “always fixing, never upping!” As it is with many first-time homebuyers, a lot of our early experiences with “pros” weren’t too positive. We didn’t really know how to shop for the services

Planning and Roadmap Development

Transformation is a hands-on activity

Tony Kopetchny | 2 minute read

The hardest part of change is that even a better world is a different world than the one people are used to. Change happens, ideally, when a choice has been made proactively, but it happens more than we’d like because the choice not to change is taken off the table. When organizations talk about transformation,

Analytics & Optimization

How to adopt a data driven business culture

Tony Kopetchny | 7 minute read

A Data Strategy Subscription to catalyze change Many mission-driven leaders already see that a data-driven culture of analytics is their most sustainable path to improved organizational performance. However, if you’re like some of the overworked people we know, your attention is pulled in a million directions each day. You may intellectually understand that data strategy

Audience Engagement & Acquisition

Content is Wealth: How Think Tanks Can Fill the “Content Void”

Tony Kopetchny | 15 minute read

In a multi-channel media environment where the ability to grab attention drives dollars, content is wealth. Think tanks create a tremendous volume of high-value content. But are they using it to maximize both their own wealth and the public interest? *PDF download available: How Think Tanks Can Fill the Content Void Introduction Partisanship, rumor, and

Analytics & Optimization

After #GivingTuesday: What Comes Next? How to maximize the value of your NON-giving audiences

Tony Kopetchny | 4 minute read

The fourth quarter is a significant time for charitable giving, and its anchor event is #GivingTuesday. It’s become a “must-participate” event in the mission-driven space, yielding impressive returns and helping many organizations hit their annual targets. The crucible of #GivingTuesday pushes teams to fine-tune their messaging, ensure that technology is working well, and create well-planned

Strategy & Governance

Could your organization be 2% better and what would that allow you to do?

Tony Kopetchny | 4 minute read

Attention Seekers We’re living in a time dubbed the “attention economy”. But what happens once you get someone’s attention? How do you get them to take action? And once they do, how can you create engagement and build affinity? These are the questions everyone is looking to solve. And most are missing the opportunity to move

Strategy & Governance

Are you managing a portfolio or a string of project expenses?

Tony Kopetchny | 2 minute read

When you sit down to review your current year budget allocations, are you able to trace how the value of your investments map to your organization’s top-line goals? Can you show how organizational expenses are resulting in improved technical prowess, processes, and buy-in? Close to two decades ago I lost myself in my first organizational

Strategy & Governance

Growth, evolution and learning; A welcome to Patti DeBow!

Tony Kopetchny | 3 minute read

It’s been two years since I wrote about why we launched ParsonsTKO. I am a bit overdue for an update… In the time since writing that post we have continued to grow, adding seven new PTKO team members Lisa, Adam, Courtney, Bailey, Chris, Rick, Andrea and working regularly with our fantastic expert partners Lindsay, Freddie,

Strategy & Governance

A theory of change

Tony Kopetchny | 2 minute read

As I look around our industry and read the language that other digital agencies use to describe themselves, many share a common theme: we are looking for clients that want to “partner for the long haul” or “build long-term partnerships”. Here’s the thing about our statement – organizational change takes 2.5 – 3.5 years to