Make Your Own Luck: Scott Kronick on Global Growth, China Lessons & Saying Yes to the Meeting

In this episode of Commerce Beyond Borders, host Renee Hartmann and co-host Chris Baker sit down with communications leader Scott Kronick (ex–Ogilvy & Mather) for an energizing tour through three decades of brand building across Asia, the Olympics, and today’s AI-driven marketing landscape. Scott shares why he’s still a dyed-in-the-wool globalist, how China’s “can-do” culture shaped his leadership, and the mindset he teaches students at USC: expand your surface area of luck—meet more people, talk about your passion, and be generous with your help.

What we cover

The “surface area of luck”: a practical framework for creating opportunity

Lessons from hyper-growth China: optimism, speed, and execution

Agencies: why boutiques can outmaneuver quarterly-driven giants

AI, influencers, and the new media mix (what’s changed, what hasn’t)

Chinese brands going global: strengths, gaps, and playing by local rules

Risk, regulation, and communications alignment in the U.S. market

Olympic storytelling: building a specialized practice and finding your lane

Career advice for young marketers: do hard things, take the meeting, think critically

Memorable quotes

“The more people you meet and talk about what you’re passionate about, the more opportunities come your way.”