The Spring Exchange

Roadmap to readiness: how to compete in the 4th industrial revolution

May 5-8, 2019 The Salamander | Middleburg, VA

As CEOs keep a vigilant eye on the state of the economy, many plan to invest in increasing their readiness to compete effectively as the Fourth Industrial Revolution (4IR) takes hold. Seventy seven percent plan to invest in operational efficiencies and 71% in organic growth initiatives -- many of them using new technologies that enable new capabilities. This spring, PwC’s Exchange takes a closer look at the promise of 4IR, and how executives can prepare their companies’ roadmaps to readiness.

The Fourth Industrial Revolution (4IR) is changing the economic landscape dramatically as the digital transformation of business enables companies to attach “digital twins” to products, services, and processes. This combining of data and the physical world touches every industry from industrial products to pharmaceuticals and consumer goods,  opening the door to new products, services, markets, and business models made possible by technologies such as artificial intelligence, 3D printing, blockchain, augmented reality, robotics, and the Internet of Things.

View or download The Spring Exchange brochure

Speakers and contributors

Chief Technology Officer, Alpha Software Corp., and Exchange Fellow

Retired NASA Astronaut

Managing Director, Silicon Valley Connect, and Exchange Fellow

New Services and Emerging Technology Leader, PwC

Co-Founder and Senior Director, MIT Media Lab, and Exchange Fellow

CEO, Valens Research

Author and Managing Director, Devil’s Advocate Group, and Exchange Fellow

Senior Lecturer, MIT Sloan School of Management

East Region Vice Chairman, PwC

Director, Calit2 UCSD, and Exchange Fellow

CEO, NeuBase Therapeutics

Former PwC CMO and Harvard professor

President and CEO, The Future Hunters

Vice President, Member Analytics, CVS Health

President, Snapsheet

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Agenda: Roadmap to readiness: how to compete in the 4th industrial revolution

12:30 p.m.

Early-arrivals networking opportunities
6:30 p.m. Opening reception at the Equestrian Center
7:30 p.m. Welcome dinner

8:00 a.m.

9:00 a.m. Welcome and introduction
  Mary Shelton Rose, East Region Vice Chairman, PwC
9:15 a.m. A new world of possibilities enabled by technology
  Edie Weiner, President and CEO, The Future Hunters
11:00 a.m. Out of this world possibilities
  Catherine “Cady” Coleman, American chemist, former United States Air Force officer, and retired NASA astronaut
12:00 p.m. Lunch and an afternoon of networking
5:00 p.m. Adjourn
7:00 p.m. Reception in the Culinary Garden
7:30 p.m. Casual dinner in the Culinary Garden

6:00 a.m.

Sunrise hike
8:00 a.m. Breakfast
9:00 a.m. Roadmap to readiness
John Sviokla, Retired Partner, PwC and Exchange Fellow
Art Kleiner, Editor-in-Chief, strategy+business, co-author The Wise Advocate: The Inner Voice of Strategic Leadership
10:15 a.m. Break
10:45 a.m. Show shareholders the money
Joel Litman, CEO, Valens Research
11:30 a.m. Combining technology, data, and people to drive internal innovation
Jamie Yoder, President, Snapsheet
12:15 p.m. Networking lunch
1:30 p.m. Finding the right complementary partners
Ellen Levy, founder, Silicon Valley Connect
Andy Lippman, co-founder, MIT Media Lab
2:15 p.m. Digitizing Reality: Predicting the path of wildfires
Larry Smarr, Exchange Fellow, founder Calit2 at University of California, San Diego
2:45 p.m. Trust: the barrier to blockchain’s transformative potential
Nick Pudar, Senior Lecturer, MIT Sloan School of Management
3:15 p.m. Break
3:45 p.m. Transforming treatment
Dietrich Stephan, Chairman and CEO NeuBase Therapeutics
4:15 p.m. Transforming healthcare
Josh Weiner, VP, Member Analytics, CVS Health
Chunka Mui, author and Managing Director, The Devil’s Advocate Group and Exchange Fellow will lead a Q&A session with Josh
5:00 p.m. Summing up the day
Mary Shelton Rose, East Region Vice Chairman, PwC
5:15 p.m. Adjourn
7:00 p.m. Cocktail reception on Delaplain Terrace
7:45 p.m. Plated dinner at Harriman’s Grill
7:00 p.m.Dinner at Harriman’s Grill

8:00 a.m.

9:00 - 11:30 a.m. Convergence: the key to 4IR technologies
Scott Likens, New Services and Emerging Technology Leader, PwC
Facilitated by The Difference and PwC Emerging Technology Leaders
Extended reality: Upskilling and building empathy in the workforce 
Augmented, virtual, and mixed realities — under the umbrella of extended reality (XR) — provide new ways to work. An HR-focused life-like simulation will immerse you in a VR training experience designed to build empathy and help you prepare for difficult conversations with employees. 
Intelligent automation: Work smarter, create better work/life balance, and lower costs 
Save your employees time, automate manual processes, and lower costs to deliver services or products. Intelligent automation enables smart machines to assist or, in some cases, make decisions that would normally be performed by humans. 
Internet of things: Simple things. Smart connections. Big payoff.
The IoT doesn’t need to be complex to deliver big benefits quickly. Discover how adding intelligence to everyday objects can make them more efficient. It can also help provide real-time data and analysis to anticipate security issues and operational failures before they occur.
11:30 a.m. Closing remarks
Mary Shelton Rose, East Region Vice Chairman, PwC
11:45 a.m. Lunch and departures

* Times and sequence are subject to change

Logistics and details


The Salamander Resort & Spa is a timeless destination, located in Middleburg, Virginia. Middleburg, a quintessential town, is a short walk or drive from the resort and steeped in equestrian traditions. The Salamander is luxurious yet cozy and was designed with beautiful crown molding, carefully selected art and subtle horse details. The property rests on 340 acres framed by Blue Ridge Mountains, lush vineyards and horse farms, yet is easily accessible from Washington, D.C.

Please note that the Salamander is pet friendly. There is a one time fee of $130 if you choose to have your pet join you. 

The standard room rate at The Salamander Resort & Spa is $489  per night + $29 resort fee + tax. All rooms are nonsmoking and both king and double bed categories are available. Check-in is at 4 pm and check-out is at 12 pm. PwC will book your reservation based on the arrival/departure dates you provide when you register for the Exchange.

Reservations and cancellations must be received by April 19, 2019. After this date, we are unable to guarantee room availability and cancellations will incur a fee of one night stay ($489 /night + $29 daily resort fee + tax). If you have to cancel your trip, please email a notice of cancellation to the Exchange team no later than April 19, 2019.

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Air and ground transportation

Air and ground transportation to and from The Salamander Resort & Spa is the responsibility of the participant. Please note that the Washington Dulles International Airport (IAD) is approximately 35 minutes and Ronald Reagan Washington National Airport (DCA) is approximately 1 hour and 20 minutes away from the resort. All flight itineraries must be emailed to the Exchange team or entered in the form below.

Sedan transfers from Washington Dulles International Airport (IAD) are available for $171.00 one way for up to two passengers. SUVs are $269.10 one way for up to four passengers. Passengers will be met by their chauffeur in Baggage Claim. Sedan transfers from Ronald Reagan Washington National Airport (DCA) are available for $242.10 one way for up to two passengers. SUVs are $296.10 one way for up to four passengers. Passengers will be met by their chauffeur after the Security Checkpoint, on the upper level at the top of the escalators before the baggage claim area. Due to DCA's parking restrictions, arrivals into Terminal A will be met curbside. This pricing includes tax, gratuity and fuel surcharges. Early morning/late night fees are not included. Reservations are fully billable if cancelled within 4 hours of the scheduled pick-up time.

We recommend making all ground transportation reservations at least 72 hours in advance by contacting UrbanRide at or 800-525-5750. Please reference Group # 9848 when making arrangements. Once UrbanRide processes your reservation, you will receive a secure link for submitting your credit card information. Please do not send any credit card details via e-mail.

*Please feel free to use your preferred transportation company to make arrangements

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The weather in Middleburg is usually sunny and warm during the day, but can be chilly at night. Average temperatures are the mid to high 70’s during the day and the high 40s at night. Temperatures can range from very warm and sunny to overcast with a cool breeze - we recommend packing layers.

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Business casual attire is suggested for the general session as well as most evening functions. We recommend you bring a light sweater or jacket for the meeting room. Also plan to bring comfortable shoes, a hat, and sunglasses.

For the Sunday evening welcome reception please dress casually for an equestrian dinner — boots or outdoor shoes that can stand up to grass and soft ground and jeans are appropriate attire for this evening.

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Additional information

Cost to attend The Spring Exchange:

Participants are responsible for their hotel room charges, airfare, and ground transportation to and from the resort. All sponsored meals, recreation, and program materials are covered by the Exchange program. There is no conference fee to attend the Exchange.

Meeting cancellation:

If you have to cancel your trip, please send a notice of cancellation by April 19 to The Exchange team.

Guests and children:

Spouses and significant others are welcome to join in most sponsored recreation and meal functions. Children are not invited to the program.

Arrival and departure times:

Please plan to be at Salamander Resort & Spa by Sunday May 5, at 6 pm for the official start of the The Exchange. The business program ends on Wednesday around noon.

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Golf at Evergreen Country Club

Time: 12:30 PM - 5:30 PM

Conveniently located in Haymarket Virginia, Evergreen Country Club is one of the leading private membership clubs in Northern Virginia. Known for its challenging, beautifully maintained golf course, Evergreen offers a full range of recreational and social amenities as well. With an atmosphere of unhurried tranquility and pristine beauty, this jewel at the foot of Bull Run Mountain offers a breathtaking backdrop to a charmed way of life.


Time: 12:30 PM - 3:00 PM

From beginners to intermediates, this archery class is a great opportunity to learn the fundamentals, marksmanship and safety behind the fast growing sport. Ages 8 and up are welcome to participate.

Golf Tournament at Bull Run Golf Club

Time: 12:30 PM - 5:30 PM

Bull Run Golf Club is located in the heart of Virginia’s horse country just minutes away from historic Civil War sites. Their Championship Golf Course is one of the Washington, D.C. area’s most outstanding public golf courses. The expansive course layout is very secluded, meandering through acres of undeveloped scenic meadows, ponds, and woodlands.

4IR readiness for the wilderness

Time: 12:30 PM - 3:00 PM

While the Fourth Industrial Revolution is blurring the lines between the physical, digital, and biological spheres, one thing remains constant: the human element. This workshop will remind us that when humans work together, anything is possible. Join us for this light-hearted adventure into the trails at Salamander, in the foothills of the Blue Ridge Mountains to imagine what life was like in 1787, when the town of Middleburg was established.

Morning Hike (for participants and guests)

6:00 AM - 6:45 AM

A brisk morning sunrise hike through the trails at Salamander, in the foothills of the Blue Ridge Mountains is the perfect way to start the day. Join the Salamander’s expert trail guides as we walk into nature and walk out ready to tackle our day. Our hike will last approximately 45 minutes and is open to all ages. We will have two guides so that participants can choose to join either a fast-paced or more casual paced trek.

Tour of the town - Historic Middleburg and lunch at Goodstone Inn and Restaurant (for guests only)

Time: 9:00 AM - 2:30 PM

Explore historic downtown Middleburg with stops at the famous National Sporting Library and Museum, Sharon Cemetery which features a Rodin Sculpture and the Red Fox Inn & Tavern. Red Fox Inn & Tavern was established in 1727 and is America’s oldest continuously operating inn. Our tour concludes with lunch at the Goodstone Inn and Restaurant.

Past Exchanges


Contact us

Caroline Calkins

Premier Experiences Leader, PwC US

Mary Shelton Rose

Vice Chair, PwC US

Maria Devine

Premier Experiences, Director, PwC US

Tel: +1 (773) 255 6605

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