NAVIGATION – THE SPOTIFY EFFECT – In a world of clutter, curation will matter more than ever. Branded expertise is important, but caveat emptor. New personalized forms of technology-based curation are likely to make their appearance that tie things together, just for you. For example, Spotify makes it entertaining for you to dive into the ocean of music and find what you are looking for through social filtering, playlists from your friends or celebrities, or both. It provides ongoing curation of “your” daily playlist that puts your experience – what you are looking for - onto center stage. So, consider the possibilities of a Spotify for intellectual capital. Entrepreneurs take note! being present over time. Flow models define new opportunities. It is likely that the keynote speech and advisory businesses are going to blur in new and interesting ways. The new virtual toolbox, with its ease of deployment to end-users, becomes a novel medium for distributing value over time. This suggests:Ī NEW ECONOMICS OF VIRTUAL EXPERTISE – An organization might pay $100,000 or more for a famous politician to speak at its annual meeting (preferably at some tony resort), but what would it pay for that same person to do the same one hour keynote from their home office, no matter how good their zoom background? The transition from events to flows suggests different business models. A premium priced event delivered over an hour is maximum income velocity. Flattening this curve involves flows of revenue over of time. The power of virtual to create convenience will suggest the value of variety - follow-up meetings, master classes, brainstorming sessions, break-out events, 1:1 mentoring sessions, assessments and more in a carefully designed cadence. many check-ins during the year. And in the thought leadership business, it’s the difference between showing up for an event (keynote, executive briefing) vs. having 7X24 flows of information from “internet on the body” devices that monitor heart rate, blood chemistry and more. It’s the difference between one end-of-school-year final vs. MOVE FROM EVENTS TO FLOWS - Digital guru Kevin Kelly in his book The Inevitable usefully contrasts events and flows. This is the distinction between an annual checkup with your primary physician vs. Thought leaders have their own YouTube channels. They post idea snippets on Twitter Live, host podcasts, livestream interviews with interesting people. So where is the business model? Live experiences can justify 5 or in some cases 6 figure fees. The speaker gets a standing ovation, a rush of oxytocin creates optimism, and everyone gets something they want. But only for a limited time. The greatest keynote speech has a short half-life if there is no there “there” to proceed from. So, content matters, especially if it enables thought leaders to take their clients on a journey informed by the right kind of map. And progress with new media tends to proceed, as Marshall McLuhan famously said, by looking in the rearview mirror. For example, moviemaking initially borrowed from the language of theater – the proscenium stage, actors entering stage left, lighting conventions. It took a long while until the new language of film was born. So too it is with the new digital media of thought leadership. The term webinar says it all - a seminar on the web – old wine in new bottles. Hence the headlong rush for new terminology – webcast, virtual keynote and more as we figure out the properties of the new virtual medium, one in which everyone has a front row seat, as recently noted by speaker bureau veteran Tony D’Amelio.īUT WHAT ABOUT CONTENT? – The confusion is compounded by an abundance of content examples include Masterclass and TED talks. But cool effects alone cannot suffice Zoom backgrounds are cake decorations, not an answer. It is essential to understand that this new world of virtual thought leadership is about nothing less than the birth of a new medium.
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