Albert Einstein

one of my favorite interview questions of all time is "if you could invite 3 people living or dead to a dinner party who would they be"... It's very interesting how the answers to that questions evoke so much emotion and are so telling about the personality and the nuances of the person you're talking to. I've heard everything from Jesus to Martha Stewart to Steve Jobs. It's often the combination of the people that make the answer so intriguing and what would make for such a memorable party. One of my new favorite quotes is "The only source of knowledge is experience" by Albert Einstein. I've just built an entire communication strategy for the upcoming Lifestage Marketing Summit and Youth and Family Marketing Mega event off of this one quote. He's definitely someone I'd have at my dinner party.If only he could keynote these May events...

British Air

I'm sitting on the train this morning reading the WSJ and I see once again an ad touting in person meetings and how you can't end a meeting with a handshake over email. It's an ad for British Airways. As anyone who has ever read anything I've ever written - this is what I'm all about. But for some reason today, it almost struck me as odd that we NEED a pr campaign for human contact. Could we be a few years away from marketing anything and everything that happens in person? Championing the need to shop IN a store rather than just online - to feel the fabric, smell the lotions, test drive couches. Will retail go away? Will peapod deliver everything and anything? Will the "generation next" have no idea what its like to have an actual playdate or an in person dinner party? Will we manage our lives from our homes? Or, as Jim Dator from The Market Research event mentioned - will we all need to move to space because we're running out of resources here? At FUSE this year Michael Tchong predicted the possibility of living immediate impact lives where we will take a pill to go to sleep, another one to wake up, another one to concentrate. With declining populations in parts of the world, I wonder if one day we'll be living in an "episode of Twilight Zone" WATCHING an episode of Twilight Zone that depicts people interacting in person like some unfathomable action. As a marketer, I can see new bumper sticker already... keep the LIVE in believe. Ok, minus the e.

Reverse Engineer?

Yesterday, a great friend and business partner Cheryl Swanson forwarded me yet another email inviting people to "reinvent". At this point, we both agreed, we've reinvented so much it's time to reinvent the reinvention. When really what we all want to do, is be back to prosperity which for many was the way things were before. Cheryl's suggestion - and I quote "Reverse Engineer? :>) Devolve, Revolve, Evolve? ......It's no wonder Cheryl's been one of our FUSE chairs and faces for all these years. Talk about someone who gets it. Fuse happens this April in Chicago (back to where it all began). This years theme? Reclaim the future. After all, isn't that what we all want? How we get there is our own personal story.

I'm baaack...

Ever feel like everything stops during budget season? Like an TV episode of Flash Forward only instead of losing consciousness for 137 seconds its more like a month - the only difference? The rest of the world has been ticking right on by reagrdless of the budget induced paralysis. So, while you're planning the future and submitting projections which in this uncertainty is pretty much professional guestimation - the current world has been moving along without you. Jack Welch spoke at a Front End of Innovation event a few years ago, and he talked about his disbelief in budget - but a strong belief in beating prior year. For all those partners, clients, colleagues and friends - here's to beating this year - next year. I look forward to joining the present again face to face at The Market Research Event next week at the Red Rock in Las Vegas. What a great way to rejoin the rest of the population.

Thank you Forbes!

I've always believed passionately in the need to connect in person.

Maybe because I wasnt born with an iphone in my hand and I actually had real life girl talk when I was a teenager - not just Facebook and IM. I hate to date myself, but I remember using a pay phone to call home for rides from the mall. When I tell my kids that, they ask if I was picked up on a horse - they can't begin to relate.

AND NOW validation from a real life media powerhouse. Please, if you want real stats from a highly respected media vehicle (as if my blog isnt enough!) click here

Join the Exploration...

In a great article I just read, Scott Anthony (one of the many keynotes at Front End of Innovation Europe 2010) writes about how this past year could have potentially marked the end of the Innovation Movement - and yet, how a year later Innovation is more important now than ever. Whew.

AN interesting fact - today a company that enters the Standard & Poor 500 index will stay on it for less than 20 years. Well, y'all and w'yall better get crackin... Here's to looking ahead and thinking NEXT.

Once again, thanks to Scott Anthony for putting it all into perspective - I cant wait to connect face to face in Amsterdam to explore more. Join our exploration and come with.
to read more click here

Great Stories last forever ... CLEAN THE ATTIC

Recently I was talking to some colleagues about purging my garage of all the the toys and lifesize playhouse, barbie cars and "stuff" I wanted out to make way for something I havent had in a while - SPACE. A less fortunate gentleman who had been handing out fliers offering painting services happened to pass by and to his surprise and delight the treasures were on the sidewalk waiting for local pick up. He shrieked with excitement - called his wife to come by with the minivan and started filling it up. I walked outside to run an errand and very shly with humility they asked me if I minded. "Our children have never had such things"... DO I MIND? Come inside my garage and help yourself! I love the fact that these toys will have another life with children who will be overjoyed and appreciative. It was a happy day for all of us - A GIFT FOR ALL OF US. When I was finished telling the story to my colleague - she immediately thought back to Keith Ferrazzi's speech at a previous CUSTOMERs 1St NACCM Conference - where he referred to a similar experience - only he was the overjoyed one - the recipient. The gifts that changed his life. When you're exposed to so many great stories there are a sacred few that hold a special place in your heart and in your mind and change you personally AND professionally for the better. You can always count on NACCM Customers 1st for that. This year's line up is equally as powerful - and challenges you in so many ways yet motivates and inspires you to achieve more. I'm excited to see the momentum has really picked up too - as more and more companies are recognizing the need to celebrate the future by embracing change and taking control by sending teams. www.iirusa.com/naccm. I cant wait for November to be moved again.

No Innovative Burgers Please... The Danger of Buzzwords

Way back when, when we started doing Innovation events, the word was powerful, inviting and articulate. We're all intrigued by innovation - the foundation for growth and prosperity. The key to survival we are told. But nowadays, when we see innovation plastered all over everything - ironically on the least innovative "innovations" it makes me think - has it become such a buzzword that we're immune to it? I'm not sure I ever want to eat an "innovative burger" that scares me actually.

Is there another word out there that defines innovation better than the word innovation itself? And then, when I see people using terminology like Open Innovation on presentations or even naming an event itself - I think to myself, who in the world, in 2009 is going to an event that focuses so narrowly on one aspect of such an important strategy? Innovation Immersion and FEI, our premier events have been covering Open for so many years, we've actually graduated from Open to Partnering and Crowdsourcing. Unqualified organizers seems to be jumping on the innovation bandwagon, many of whom dont even understand what it is. This in turn is devaluing innovation and ironically getting in the way of the growth of innovation as an embraceable, repeatable culture and process. For those really serious about enterprise wide value innovation, new business model innovation and unlocking customer value - come hear Scott Anthony, Author, The Innovator’s Guide to Growth speak at Innovation Immersion this October along with CEOs from Fast Company’s 50 Most Innovative Interview Each Other... www.iirusa.com/immersion. Now THAT is what I'm talking about.

if you didnt need it then..

Kudos to all those people fighting against"no budget" and winning!

These true leaders who've chosen long term over short term thinking have taken matters into their own hands and I applaud them for making it happen. These people get it - they recognize the need to participate in business conferences to jumpstart innovation. These events arent boondogles - they're brain food - you get to exchange ideas and dos and donts with like minded people you cant meet online. I'm inspired that they fought to be inspired and won!

For those still saying "if you did without it last year you can do without it this year "... I have this to say... If you did without your asthma medicine last year can you do without it this year? Even if you cant breathe now and you'll be worse off tomorrow if you ignore it?

NOW is the time you need innovation and new ideas - its a new world with new rules and fyi for those PLU (people like us) TED groupies who can't get in to hear Adrian van Hooydonk, Director of BMW Group Design keynote - FEI Europe http://www.frontendofinnovation.com/ just added him - concept car and all to the already astonishing line-up of groundbreaking doers.

Deep breaths......it's about time to change the playbook.

Caution: Do NOT try this at home... "Pie Genius"

I recently watched the movie Waitress with my family. In the movie, Kerri Russell is referred to by one of the other waitresses as a "pie genius". She has an uncanny ability to dream up and concoct the most interesting and delicious pies from the most unlikely combinations of ingredients. Fact is, she's remarkably talented and was trained by her mother (the original pie genius) for years to be able to deliver.

In the age of DIY with an abundance of tools, it's easy to think you can do everything yourself because technology has made it so easy for everyone, even the least technical folks to jump right in. Take market research - there's a ton of survey programs out there - anyone and everyone can field a study. But what about the analysis? Even more importantly - the translation of the analysis and the actioning of the results. That's where the genius part comes in. This years "The Market Research event" http://www.themarketresearchevent.com/ is the place where all the geniuses and genius hopefuls gather to exchange perspectives and ideas on anything and everything that is market research. For those dead set on DIY, theres sessions on that too - noone says not to do it - we're just saying get trained so you can make smarter decisions. Who knows - we might even serve some pie for dessert.

Secret anyone?

I've never been much into magic. Although in our business, I do think that a perfect conference is a bit of science, art and intuition all wrapped up in an experience - driven of course by a web (not that web!) of relationships - all spanning networks and time. If i had a crystal ball, i'd say things across the board are about to be reinvented - the strong will survive - persevere and end up even better than before - and the weak will disappear. Where will you be? One decision can change a person and a business' future forever. Now then, the stars aligning never hurt the conference business either if anyone out there is listening or can pull some strings...

Reboot.

Reboot. One of my esteemed colleagues and producers Krista Vazquez used that term as a theme for next years FUSE event. After speaking with hundreds of people from branding, marketing, design - it's a common thread. It's a way of thinking about where we are and where we want to be. No doubt with Krista on it, Debbie Millman and Cheryl Swanson collaboring and chairing that's exactly what will happen. Together we will all begin our uphill climb with new boots (it is fall afterall) and new rules. Love it - there's a lot of things I'd like to reboot. I bet i'm not alone.

The New Business Abnormal

No matter what industry, which company, title, function everyone is saying the same thing. We're in a state of flux - uncertainty - all is BEING rewritten but nothing has actually "been published". We know there are new rules, but noone knows exactly what those rules are. Hurry up let's get this going - we all have business to do.

Its all about the Value Proposition....
Inevitably, Seth godin always tops my list for one of the best conversationalists out there. Two time keynoter at THE Conference on marketing - he has a real knack for hitting the nail on the head. I loved his recent post The CPM gap http://sethgodin.typepad.com/seths_blog/2009/07/the-cpm-gap.html
in a few lines, he sums up the value proposition of conferences .... "Here's the thing: advertisers treat prospects online as targets, as victims, as people to subject to interruption. Conferences treat attendees as royalty, as paying customers who invested time and money to be there".

I hope to connect again really soon with Seth - his blog is great - but there's nothing like face to face.

Hold Your Head Up High Marketers...
I'm so excited about resurrecting an event we did back in 2003 called Accountability of Marketing. It was initially a marketing mix modeling conference, that turned ROMI, then evolved into the accountability theme. Pat Lapointe has accepted a role as chairperson and I couldnt be more thrilled. He is clearly the most well versed marketing analytics guy I have ever known in my entire life. I love the idea of bridging the gap between the CMO and CFO. I mean, whenever the economy tanks, marketing is the first to get cut! But why? This makes absolutely no sense at all. And data proves it. History proves it. But nothing changes. Cut cut cut. Justify, prove your value. To me, marketing is everything. Theres so many other places i would cut first. Talk about a self fulfilling prophecy. If marketers ruled the world this place would be way more cool and much more provocative and innovative. Thats my two cents anyway. http://www.ifmarketersruledtheworld.com/

Face2Face - a novel idea
The whole idea of this blog is really to celebrate the power of great conversation - and I had a great one recently with Doug Stone of Maddock Douglas. We're working on a project together and I was talking about how much I hate hearing such negativity towards the conference industry. There's someone who keeps talking about "the death of the industry". As Debbie Millman so elegantly pointed out at FUSE this year - "we are innately social creatures and so as humans we will always need to connect in person". Nothing will replace that. I loved Doug's example of when people used to say "the death of paper" when everything was moving online. There more types and styles of paper now than ever before - its growth has exploded. There are specialty paper stores and more options than ever. My other favorite example is when e-cards first came out and everyone said "the death of hallmark". No - the evolution of the card - recorded, branded, sounds - again - we are sensory creatures. And with the increasing concern over viruses - Hallmark's brand is one you can trust.

Changing the World - one conversation at a time

I just read a great article on "conversation marketing" and I have to say i just love the term. There's nothing more powerful than a genuine conversation that inspires you to do even one thing differently - or connects you with someone who might just become your partner in changing the world.

Drum Roll...my favs revealed

So often I'm asked who I think the best speakers are - since I did about 45 events out of the division last year - and considering I've been with IIR for over 14 1/2 years - I've pretty much heard all of them...
It's so hard to say, and some people have even suggested doing a yearbook, which i think would be so cool and super valuable - it's on my "list" right under "writing a book". Someday...someday...It's so hard to pinpoint the best speakers because what does BEST mean? Best delivery? Best energy? Best content? And let's face it, its the combination of the diverse speakers that create the unique dynamics that have them highlighting each other. Nonetheless, I've gone ahead and listed a few of my favorites - their key messages and why they are forever remembered in my favorites pile. It's fun reminiscing about presentations that make a lifelong impact...

Peter Guber - his most recent message centered around "congruence" and was delightfully articulated with enthusiasm and passion. Peter's achievements are so grand, that I feel humbled by his presence. Because he's a fav, he's spoken at Front End US, NACCM, THE Conference on Marketing and Youth Marketing. I could listen to him over and over and over again. In fact, lets book him for something soon...

Marcus Buckingham - what a scene stealer... He reminds us to focus on strength and nurture that vs. trying to drastically improve weakness. This talk hit me both personally and professionally - which is partly why he made my fav list. Marcus gave an example of his kindergarden son whose drawing didn't live up to his classmates - and how that became the focus for him until his teacher pointed out that he was the only one to use subtraction instead of addition, and double digits instead of single digits which clearly illustrates his mathematical affinity which was hidden behind his bland drawing. LOVE THAT. He spoke at The Market Research event last year and instantly topped my list.

Jim Collins - first of all, he's pretty much the smartest person in the world. He studies "contrast" and so, not only successful companies, but pairs of companies facing the same market conditions and his data is well, beyond vast. His message is to focus on the WHO not the WHAT - and its the "people driving the bus" that matter most. Clearly a timeless message but one that deserves recognition with tools and technologies taking the stage most of the time. I was fortunate enough to see him at FEI US this year - Jim is a very infrequent speaker

Dr. G. Clotaire Rapaille - I'll never forget him. He spoke at The Market Research event a few years ago and was such a character. The perfect combination of brilliant and bizarre. He had one statement about men spending 9 months trying to get out of the womb and the rest of their lives trying to get back in. You had to be there...but it was hysterical. His specialty is psychology and behavior and us humans are pretty eccentric. His talk was totally unforgettable.

Kevin Carroll - the big rubber ball. Enough said.

Why a conference is not a commodity.

It’s a perfectly balanced meal for business survival. All wrapped up in a package.
A package of all the things you need to become and remain a smarter more effective and efficient leader…personally and professionally.
It’s an expert recipe that combines all the necessary ingredients to achieve more and be stronger – better.
For your brand, your product or service, your team, your organization, your CEO and yourself.
You always leave smarter and fresher.
What makes up a conference?
· The inspiration to keep you motivated at a time when positive energy is hard to find
· Best practices and lessons learned from industry peers that save you from repeating mistakes
· Beyond the media hype – real life stories of what works best and what doesn’t and why
· A network of industry peers that continue long after the conference ends
· Access to multiple POVS by experts, peers, leading edge thinkers and top business authors
· Participation in an industry think tank where creating new ideas and new solutions in a new economy can never be repeated
· Exposure and connectivity to content – networking – results
Therefore, in conclusion…
While content might commoditized and easily accessible – it’s also overwhelming and vast. It’s not filtered or categorized in terms of its ability to deliver value. The same rings true for social media sites and virtual networking tools.
What IIR does is create the perfect combination of valuable content – and deliver it in an experience that will never be replicated. The specific information represented and the dynamics of the group participating will never be replicated. Each and every conference experience is unique in its ability to draw diverse perspectives resulting in inimitable conversations and sharing of best practices and from that – the most unique outcomes are delivered each and every time.
And that’s exactly why the one time you miss one, rest assured it is a lost opportunity that you can never go back and retrieve again.
The cost of not being there is always greater than the cost of being there.
The results always outweigh the risks. You’ll never regret participating – but you will without doubt regret missing.
What happens at IIR’s conferences move markets and impact decisions within industry.
The conference is the authoritative channel that facilitates the action.
And that is why conferences are never replaceable and are not and will never be expendable.
We believe.