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Afternoon General Session & Keynote: Building Bridges between ‘Us’ and ‘Them’ via Word of Mouth


26 Apr 2017
1:00 pm - 1:50 pm
The Stage


Whether it’s the walls that teams erect between each other in the corporate world, or the divides of ethnicity or politics — tribalism is all around. What can we do about it? Some view dialogue between groups as the magic solution, but for dialogue to work, we need to first detoxify our conversation about “them”. The key to understanding our divisions—and to fixing them—lies in changing the attitude within each group about the other. In the same way that we guide each other on what products to buy, we also shape each other’s attitudes towards other groups. Drawing on case studies and cutting edge research, Rosen will describe key ideas in inter-group relations and how they apply to marketing, organizational behavior and social change.