Whether or not you follow sports or golf, this real-time case study in reinvention is one to watch—for both companies navigating digital transformation and individuals seeking to stay relevant in a changing world.

After spending time on the ground with Scott O’Neil (CEO) and the LIV team, witnessing their worldwide experiment in action, here’s what stood out to me:

 

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TL;DR – Reinvention In Action: Behind LIV Golf’s Global Transformation (Amy Jo Martin)

• The old playbook is broken — We must reinvent everything: ourselves, businesses, education, government, and more.
• Reinvention = experimentation — True innovation comes from mixing legacy systems with bold, disruptive ideas.
• LIV Golf = real-time reinvention lab — Amy Jo’s behind-the-scenes visit with LIV Golf and CEO Scott O’Neil reveals a global case study in reimagining sport, fan engagement, and business models.
• Emotional + physical + digital = next-level experience — LIV blends storytelling, adrenaline, live music, and competition to create immersive “edu-tainment” that rewires the fan experience.
• Healthy tension fuels innovation — Reinvention isn’t tidy—it’s uncomfortable, messy, and necessary. It challenges norms, sharpens relevance, and rewards bold clarity.
• AI + human intelligence = brand superpower — Teaser: Next post dives deeper into how top brands like KIA and Epson are using tech and creativity to reinvent under resource constraints.
• Leadership + Life Lessons from Scott O’Neil — Catch Amy Jo’s “Why Not Now?” podcast episode with Scott for tactical tips from his book Be Where Your Feet Are—a playbook for personal and professional transformation.

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The old way doesn’t work anymore. We must reinvent ourselves, companies, systems, infrastructure, government, academics, and everything in between to keep pace with the rapid evolution of technology, culture, and consumer behavior.

We do this by experimenting, innovating, and learning.

I just did a site visit of a global operation reinventing the business game (literally), and I can’t stop thinking about the value we can extract—both personally and professionally—from what I witnessed. I was with my former NBA colleague and friend, Scott O’Neil, now CEO of LIV Golf, who’s helping lead a bold reinvention in the world of sport and entertainment.

Quick backstory: In 2008, I worked for the National Basketball Association (NBA)’s Phoenix Suns. Scott was in charge of guiding teams from the league office on the marketing and business ops front. The league meetings in Miami were expected to be bummerville. Fans and sponsors were struggling budget-wise (2008). Scott took the stage to kick us off. I’ll remember this moment forever. He transformed the audience in a matter of minutes. His presence, strategy and no BS message captivated and converted us. Every front office team left different than they arrived.

His talk that day was a catalyst for me to start considering a new path that led to starting my first company and eventually public speaking.

Whether or not you follow sports or golf, this real-time case study in reinvention is one to watch—for both companies navigating digital transformation and individuals seeking to stay relevant in a changing world. After spending time on the ground with Scott and the LIV team, witnessing their worldwide experiment in action, here’s what stood out to me:

 

Reinvention feels like hot-wiring the nervous system.

When you mix elements that haven’t been mixed before—legacy systems with positive disruption, tradition with radical ideas, and structured operations with Renegade personalities—you spark innovation and emotional intelligence. It stretches us. Reinvention requires walking the tightrope of fearing less, without being reckless.

 

The blend of physical, digital, and emotional creates unmatched brand experiences.

LIV transcends traditional sport and golf; it’s a playdate for human operating systems in need of reboot. Laughter, camaraderie, fierce competition with new rules, adrenaline, and storytelling collide to deliver next-level “edu-tainment.” Did I mention music concerts with A-Listers? Fans walk away thinking, “I can’t believe they just mixed all that—and made it work.” That’s the power of immersive experience design.

 

Reinvention invites adversity—and that’s a good thing.

This new combustion attracts healthy tension and productive friction. It forces clarity about what’s relevant and useful in today’s world. It fosters business innovation and personal growth. It reminds us: reinvention isn’t clean or comfortable—it’s alive, messy, and transformative. Perfection is the enemy. Fierce focus, strategic flexibility, and adaptability are the best insurance against failure.

 

Potent brand experiences require artificial and human intelligence teaming up.

I’m teasing you on this point—next week, I’ll double-click into a spirited conversation on AI transformation I just had with KIA Motors and Epson, hosted by CourtAvenue. I’ll share tactical takeaways on how brands are leveraging technology and human creativity to do more, faster—with fewer resources. They’re challenging the old playbook to gain an edge. And I see LIV applying this thinking in bold, innovative ways too.

 

Why Not Now? Podcast (ICYMI)

Here’s my conversation with Scott O’Neil, part leadership playbook, part life compass. We chat about his book, Be Where Your Feet Are, which is packed with tactical leadership insights and actionable strategies for reinventing with intention. Listen on Apple Podcasts, Spotify, or YouTube.

 

Let’s grow,

Ajo