The first keynote was from Chip Heath, co-author of the new book, Made to Stick. Chip and his brother have analyzed what makes certain ideas spread, while others go nowhere. They have summarized their findings with a practical, though hokey anagram.
S imple
U nexpected
C oncrete
C redibility
E motions
S tories
I'm half way through the book and recommend it.
The second day's opening presentation was delivered by David Weinberger, author of Cluetrain Manifesto and forthcoming book, Everything is Miscellaneous. In no uncertain terms, he described today's marketing environment as one where consumers have learned to ignore and skip the MESSAGING that markets send their way. And the only real way for enduring marketing success is to figure out how to become part of the CONVERSATION that consumers are having amongst themselves. Couldn't agree more.
