The real world teaches you real lessons.
I've been on the road working, nurturing, tweaking and developing a brand new presentation that I've titled, Algorhythm - The Pulse of Creativity, Data And The Future of Brands. Here's how I have been describing it: "We live in a culture of change. Most brands are overwhelmed by the massive shifts they have to make to their business models. Disruption is everywhere. Digital transformation is imperative. We live in the Uber-ization of everything. There are several new (and dramatic) realities that will force businesses to rethink many of their commonly held beliefs about what works in business today, and what the future may look like. Interestingly, this is less about the evolution of technology and much more about how consumers have become that much more efficient in this very different landscape. Bring an open mind, because the world continues to change and challenge brands like never before. The new leadership is being a digital leader. Algorhythm is your compass."
Algorhythm is not working.
The content is working fine. It is getting stellar reviews and feedback from both audiences and my talent bureaus (thankfully). It's the title. Algorhythm. Nobody is "getting it." They're not getting the nuanced spelling (one wrong on purpose) and change from "algorithm" to "algorhythm." Like I said, the real world teaches you lessons. It's not just that. I've done a few concurrent sessions, and I wind up having to compete with sessions that have titles like, How To Monetize Your Facebook Feed or 10 Things Every Marketer Must Know About Digital Transformation. My artsy, cutesy title doesn't stand a chance, if the attendees don't take the time to read the subtitle or the sessions description. This is compounded when attendees are choosing sessions on their mobile devices, and these conference apps have very limited details beyond the session title. They're not choosing mine. So, Algorhythm may well be the title of my third business book, but it's looking like I'm going to have to give it an early retirement from the speaking circuit (sadly).
Who is this new customer?
That's the real crux of the algorhythm presentation. In this session, I look at some small and nuanced changes that consumers have made to their consumption habits, and the grave impact that it has had on all businesses (yes, B2B to B2C and small, medium and large enterprises). I recently presented an abridged version of the new presentation at the amazing BRITE conference held in New York City at Columbia Business School. Here is that presentation...