Effortless

Thanks to Finovate for letting my moderate not 1 but 3 panels. I love feedback, positive and negative, from attendees and my panelists. Some panelists were dismayed we didn't do the perfunctory (useless) 30 minute? prep call and scripted questions weren't sent out in advance. They did, however, love the feedback afterwards that the panel was "insightful," "energetic," and "seemed? effortless." Here's a secret: it was far from effortless. You can't just show up on stage and expect it to be valuable because a bunch of smart people have microphones.

My approach to panels is very deliberate. Themes are sent out in advance\ so each panelist can develop a point of view. Each panelist contributes a few points they believe buck conventional norm. I read 3+ hours of content on the topic as well as from the panelists themselves to be able to guide the discussion. There is a lot of effort that goes into being effortless.

Maximizing the value of conference is also a lot of work. You can't just show up in the audience or walk down the exhibit hall and expect value to find you. Yes, in person conferences create serendipity, but that can't be left to circumstance.

Here's how I approach conferences:

1. Strategic clarity

This shouldn't need to be said as often as I repeat it, but I'm continually surprised it is an insight for many. A clear, differentiated strategy should guide every action. It is compass to tell you what to do and the litmus test for what not to do. Your strategic goals and gaps will tell you what conferences are important, what meetings to take, and even who you should talk to when you're there. JP is fond of saying that going to a conference without strategic clarity is like going grocery shopping when you're hungry and without a list. You may fill your basket, but you can't make a single meal.?

Different conferences for different purposes

You shop at different stores depending on what you need and the level of specialization. The same is true of conferences. Select theme specific events like Spring Labs AI-Native Banking and Fintech Conference (October 7, 2024 - use discount code SpringlabsXAlloyLabs for 20% off) for a specific technology or The Financial Brand Forum for an objective like growth. Leverage Finovate to get exposure to specific products and experiences to help shape your direction. Fintech Meetup is for speed dating style qualification of potential vendors and partners that can help further your strategy. SXSW is about mind opening ideas. One of my favorite members Emily Resig said SXSW is "for the luxury of visionary thinking" which I think is a perfect encapsulation.

Pick your conference for the right purpose to either accelerate your strategy or to fill a gap.?

Map the tactics to the purpose

I'm shocked by the number of conference attendees that arrive without a plan. If you are going to the AI Native Banking Summit, figure out in advance which speakers will further your goals and make sure they are your top priority. Don't let content fatigue set in for the critical panel. Don't take every meeting at Fintech Meetup; prioritize the conversations that will move you forward.

Do the work

What do you want out of each session or conversation? Scribbling notes and gathering cards feels productive but is actually creating more work and less output. A blank canvas is appropriate for a conference like SXSW but will quickly be overwhelming somewhere like Fintech Meetup. You are looking to paint by number (e.g. fill in clearly defined questions) rather than start from scratch. Background reading on topics and speakers will allow you to pay attention to the appropriate details vs. leveling up on basic knowledge. Go into meetings and state your strategic goals and ask the person on the other side of the table how they can support that. The more clear you can be about why you are there, the more likely you'll get the data you need to make a decision.

Engage your organization

The expense of attending a conference is more than the price of admission plus travel. It's more than the value of the attendees time and the strain on the organization to backfill critical executives being out of pocket. The true cost is the opportunity cost of bringing back insufficient or inactionable information. Following steps 1-4 creates a great roadmap for disseminating learnings and rallying the organization around next steps.

Start with what strategic objectives were you trying to move forward. Who did you meet with or session did you attend? What did you learn? What are the next steps or recommendations and who else needs be involved? Success is not only a road map of what needs to be done, but clarity on what doesn't need to be pursued.