Masterclass: Switch Thinking – Unlock your creativity for teams and Individuals

  • 17 August 2023
  • 12:30 PM - 4:30 PM
  • Virtual Classroom (Online)
  • 13


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  • Please ensure you are logged into your AMI member account to register for this course.
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Marketing (more than politics) is a battle of ideas. Yet the tools we use to create compelling ideas, solutions or customer experiences are slow, tired, and dated. Now there is a new way. It’s called Switch Thinking.

Switch Thinking is the ability to change your thinking – on demand. By doing so you and your team can unlock fresh insights and see problems in new ways. Join the inventor of Switch Thinking – Dr Ken Hudson - in this interactive and experiential Masterclass as he outlines the theory and practice of Switch Thinking.

Who Should Attend

This Masterclass will benefit anyone in marketing, sales, account management, market research or customer experience who are looking to stretch their own limits and who want to unlock the creativity and energy of their team.

Topics Covered

  • The insight behind Switch Thinking
  • What is Switch Thinking?
  • Why is changing your thinking so difficult
  • How to Switch your Thinking - The 6 Switches (with examples)
  • The role of Prompts (with examples)
  • The Switch & Connect Process in Problem Solving
  • The Switch Thinking Canvas and how to use · The Key Benefits
  • Q & A’s

Learning Outcomes

  1. Develop a working knowledge of Switch Thinking that you can apply immediately
  2. Know and be able to use the 6 Switches
  3. Gain greater confidence in your ability to think in a different way
  4. Develop your skill in connecting the usual to different ideas so you can develop more effective solutions
  5. Solve some real problems in a short time!

Course Experience

  • The course will be experiential - learn by doing.
  • Participants will be sent a Switch Thinking Canvas before the Masterclass which will be used throughout the session.
  • The Masterclass will include numerous examples to illustrate the power of being able to Switch Your Thinking.


Dr. Ken Hudson

Dr Ken Hudson was a former Marketing Director at American Express as well as having extensive senior marketing experience in advertising and direct marketing. His PhD was in Organisational Creativity, and he has worked with many leading brands across Australia and Asia. Ken has also taught part-time in the School of Marketing at UTS. He also has a B.Bus (UTS) and an MBA (UNE).

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*This course qualifies for 7 PMP points under the AMI’s Certified Practising Marketer program. 

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