Content, as a big idea, exists everywhere: as ‘products’ that we come to love or hate, as experiences in the service industry that we either grin or shudder at the mere thought. The Art Of lives by the creed when it comes to our conferences that our content must be rich, leading edge and thought provoking for our audience: We’ve worked hard to provide an experience that is not only jam-packed with golden content, but we do our best to ensure it is delivered in an engaging, immersive and exciting manner. We curate our selection of speakers very carefully, and we make sure that they fit both thematically and stylistically. We choose not to look at trends and best practices, but on having excellent speakers work through fundamental business issues for our participants.
We believe it is a prerequisite for our continued success: and while good content, products, or experiences will not ensure your success, it’s something that can’t be compensated for even with the largest advertising budgets or public relations pushes. As some general examples in business:
Apple’s commercial success is testament to their strong focus on content – their intuitive design of consumer electronics – paired up with excellent marketing execution. It’s very rare that one hears about quality problems with their devices?
Toronto startup 500px has recognized the value of focusing on their service – selection of beautiful photographs, as well as user experience to differentiate and capture share from current market leaders. That’s the reason why they’ve been gaining so much momentum in spite of the user base advantage that Flickr once had.
Returning full circle, I’m excited to draw your attention to the many books authored by the speakers we collaborate with. Each book is indicative of the author’s success: they make insightful points while wrapping it in a way that stimulates your mind. The amplification effect in social media spreads word so much faster than it has in the past. The ‘press’ we’ve been fortunate enough to receive is an example of this. We’re allowed to focus on delivering the conference experience to you because we work with great partners who are able to focus on marketing or community management, from the good folks at Simplicate Interactive, to the film whizzes with Biz Media, and the stream of content from Actionable Books.
I recently spoke with a young entrepreneur who left one of our conferences. He was inspired by a keynote that was themed about “hustling”, and later on ran into a veteran business leader who said exactly the same thing. To me, the universal applicability of our conferences is a sign that we’re onto something. It’s been absolutely exhilarating to watch you, the community, continuing to improve and excel as individuals. We promise that as long as you remain committed to this pursuit, so will we.
Helping you succeed,
Scott Kavanagh & Christopher Novais
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