“The first rule of building a ‘love culture,’ is to love what you do.”
Although the session’s panel descriptor was about the brain, Spence and his co-presenter Mac Brown (founder of Spur Leadership and Founding Pastor of Lake Hills Church in Austin) spent the bulk of their time talking about the heart.
They offered three rules for building what they call a “love culture” within your organization:
1) Love what you do. Spence, who built GSD&M with four partners from the ground up over the past 45 years, encouraged audience members to “create an environment where people can play to their strengths.” He relayed a story from his childhood about his struggles with spelling. After numerous C grades, he scored an A- on a term paper when he was about 14 years old. His mother remarked that while he may not ever be a great speller, but she could see that he was a great writer. Her advice? Don’t waste your time trying to be average at something you’re bad at doing, but spend every second trying to great at what you’re good at doing.
2) Hang out with people you love. “Love cultures are about people helping you, and you helping people,” said Spence. Brown added that part of loving people is accountability: “You have to operate alongside people with an established set of values. As a leader you have a greater responsibility to the group than the individual. You have to be willing to let someone go if you want to build a love culture. You have to do it for the health of everyone else. You love people when you hold them accountable.”
3) Love the impact you have on lives and communities. Brown said that any thriving organization has two things: Love and good deeds. Spence recited some of the purpose-based companies he and GSD&M have worked with over the years from Southwest Airlines to Whole Foods.
Their one common denominator? They’ve all cracked the code on creating environments where people can love what they do, be deliberate and intentional about their jobs and have license to literally change the world. To Spence and Brown, those are the ultimate markers of a “love culture.”
As the session came to a close, one woman asked Spence for his personal definition of a leader. He replied: “I’ve never called myself a leader, but I do know this…If you don’t have followers, you’re not a leader. Leaders build the ship, and they do so through love.”
DGC is officially on the ground at this year’s SXSW Interactive and it’s already been a busy couple of days of meetings, sessions, music, client catchups, reporter briefings and of course, parties.
My topline takeaway so far (and I’m not tapped into whether official attendance levels are down from years past) is that the whole experience feels much more manageable this year.
There are of course the same logistical challenges of transport, lines to get into events, etc. but there have been only a handful of sessions I’ve wanted to go to that I couldn’t get into and there has been ample space to decompress and work along with ample power outlets (I haven’t run out of charge yet!). Here are some of the trends we’re seeing emerge this year:
- Privacy is front-and-center: There’s been a lot of talk about privacy, being driven in part by the industry’s focus on personalization and data but also controversial and heavily promoted feature presentations from Julian Assange (hosted by The Barbarian Group) and Edward Snowden (a discussion between Snowden and Christopher Soghoian, the American Civil Liberties Union’s principal technologist) who skirted U.S. law by engaging in their discussions virtually. As we’ve seen in many recent industry conferences, people are talking a lot about privacy but are playing it safe- they’re saying it’s important but are talking less about how to navigate it and statements seem almost circular.
- Be there, but be smart about it: We’re seeing less of the enormous, splashy brand presences than in year’s past (like the three-house Google Village in Rainey Street from SXSWi 2012.) Notably, Foursquare turned their decision to not have an official presence at this year’s SXSWi into PR by responding to Adweek’s Chris Heine and the WSJ reported Snapchat and WhatsApp would be no-shows. There are certainly branded “houses” encouraging punters to experience a company’s brand such as Funny or Die’s takeover of Lustre Pearl, Yahoo’s space at Brazos Grill and AT&T’s The Mobile Movement activation but they all feel very sensible and experiential vs. going for enormous scale and pure stunt value.
- Where is the wearable? Lots of chatter about wearable technology and its potential but on the whole it’s been tell, not show. Perhaps that will change once the exhibition hall opens but there’s been fewer sightings of Google Glassers than we expected. The question remains: is wearable still ahead of its time?
- You can make, but can you run a business? There have been a lot of sessions focusing on corporate culture, operations and staying happy. SXSWi is a conference with an eye firmly on innovation, creating and making but the convergence of the startup world and general business seems to be driving more discussion around “staying power” and how to run a company efficiently with an eye on the long term. It feels like a natural exchange of expertise: startups are teaching corporations to be more agile and corporations are teaching entrepreneurs the benefits of a little structure and direction for lasting success.
- Shhhh: This observation could go in two directions – 1) people trying desperately to escape the crowds and quieten the noise and 2) apps like Secret and Whisper helping people create inner circles. Avoid Humans, an app that utilizes Foursquare data created by Austin-based GSD&M, is indicative of the former as attendees (and locals) try desperately to create pockets of zen amongst the chaos. The latter is an extension of the trend behind Google+, Path, and the like: Intimacy is key and the smaller meetings, discussions and events are the ones people are really valuing.
We’ll be sharing some outtakes of some of the most interesting sessions and activations we’ve been seeing in the coming days, so stay tuned!
Our Friday Feature usually recaps some of our clients’ best media coverage of the previous week. This week, we want to draw attention to the good work our clients are planning at SXSW Interactive. In other words, the second most important voting event of 2012 is upon us: the SXSW PanelPicker 2013!
A number of our clients are vying for a spot on the stage at SXSW Interactive 2013, and even our very own DGC executive team has thrown their hats into the ring with two panel ideas.
The SXSW Festival has increasingly become one of the most popular events of the year among the advertising, music and film industries. The event uses a crowd-sourced format to populate the speaker sessions, along with input from the event’s advisory board and SXSW staff.
The process for voting is simple. First, you have to sign up for a SXSW account, if you don’t already have one. After you’ve signed up, search/vote for any and all of your favorite panel ideas by hitting “thumbs up!” Voting closes August 31 at 11:59pm CT. Take a look below at a roundup of a number of great sessions you definitely don’t want to miss.
DGC – Building Buzz for Your Company via PR & Social
In this session, learn the basic steps to create buzz among your target audience. Hear practical and actionable guidelines from Sam DiGennaro, communications strategist and founder of DiGennaro Communications, the leading PR agency serving the advertising, media, marketing and entertainment spaces. Sam has been an integral force in managing the public image and strategic messaging of well-known C-suites, in addition to serving as counselor to many independent companies on the road to acquisition.
Learn how to use PR & social media to get news coverage in today’s complex media marketplace, align PR strategy with new-biz goals, raise an exec’s profile, recruit A-list talent & establish category expertise.
DGC – How Your Personal Brand Makes Your Company Shine
It is critical today for business leaders to build and manage their personal brands. A CEO’s brand can add incredible value to an organization as a whole. In this age of social media and self-published content, smart business execs must position themselves as thought leaders for industry “street cred” and to raise their companies’ profiles. In this session, former Forbes Executive Editor Melanie Wells explains the value of developing a strong personal brand and shares “inside” tips on how to craft a compelling one.
MEC – Is Big Still Beautiful?
Can and how do big agencies and small agencies partner with start-ups effectively?
In today’s changing landscape, big and small tech and media companies equally have an opportunity to partner with big name brands to create transformative marketing programs for consumers and clients – but is that really true? Is that really happening?
RAPP – E-tymology. How Digital Decimated the Dictionary
OMG. OMG is an official word. Mankini is in the Oxford English Dictionary. FOMO, tablet, and occupy have been nominated for Word of the Year. In this session, we explore the dramatic changes in language over the last decade, unprecedented in human history. And we ask educators, anthropologists and linguists: WTF?
RAPP – Graphic Design: Data Is The New Vector
Data has become the new fodder for design. As we become a more mobile focused on the go consumer of data, interface design is taking a back seat to data design. My discussion will focus on how to design around data, for data and with data as a means to influence interface design. Harnessing the power of data and being creative with the types of data that is available can be one of the most creative endeavors one can undertake. Designers now must think beyond just the aesthetic and move into the realm of big data and creative ways to design with it.
Organic –The Endless Aisle
The future of retail lies in the intersection of online, mobile and in-store behaviors and experiences — what we call “the endless aisle.” Think real-world purchase experiences that build off real-time data and stores that know you. Future retailers will suggest products that may best fit personal styles, or even help navigate through stores better. Consumers have become more educated than ever before, with the ability to check prices on the fly. This session will give a glimpse into the store of the future, and spell out the big opportunity for brands and emerging technologies in the retail space.
Organic – Kiss Cash Goodbye
Rumors of cash’s death are very real. Consumers have made clear their interest in going cashless — with major marketers beginning to reap the rewards. But there are still barriers to entry. The mobile payment space is highly fragmented and consumer trust in new technologies must still be established. This panel will give an overview of the mobile payment landscape –from major players to emerging companies — and insights about consumers’ behavior around mobile payment. It will outline the big opportunity for brands in mobile payments, and show how going cashless will go from mere concept to reality.
Wing – El Nuevo Gringo: Quantifying the Latino Influence
Latino influence on American culture is hard to miss. From food to fashion to entertainment, Americans are embracing Latino culture like never before. But evidence of that influence has always been solely anecdotal — until now. In this panel, Wing and Experian Simmons will reveal the results of a first-ever study quantifying this phenomenon, The Latino Influence Project. Panelists will demonstrate how non-Hispanics are taking on more and more traditionally Hispanic attitudes and behavior when it comes to food, travel, technology use, and media consumption. Attendees will walk away with stats about the changing consumer landscape and ideas for engaging Hispanic and non-Hispanic audiences alike.
Hyper Marketing Inc. – Mind Space, Digital Space, Shelf Space
Connecting with your audience is one part art, one part science. It begins with understanding your customers’ behavior (which reflects their needs and wants), sparking consideration for your product or service, and then converting that progression from mind space to digital space to shelf space to a sale and ultimately back again. That’s what it takes for marketers to win today.
Carbone Smolan – Video That Connects
No matter the product you’re launching or service you’re selling, it’s your goal to spark the interest of customers and inspire action. You need to connect with your audience, whether its buyers, recruits, internal teams or investors. What’s the best way to do this? Storytelling through video.
Cole & Weber – Project Butterfly: Escaping the Net to Be Sociable
Just being in social media and accumulating “likes” doesn’t make brands sociable.
So we set out to understand how sociable people interact in the real world, and apply that learning to help brands behave differently. Project Butterfly is a multi-city, online and offline project that merges social psychology, digital anthropology and cutting edge ethnography to dissect the DNA of highly sociable people, how they behave both on and offline, and how they differ from “hyperconnectors” – people who are extremely active on social media.
Day #3 got off to an early start (after a not so early night!) as we headed to see Goodby’s own Allison Kent-Smith, Director of Digital Development and resident educational evangelist for her panel, The New Black? How Digital Ed Is Everything. She was joined by Glenn Cole of 72andSunny, Matthew Brimer of the General Assembly and Giselle Schmitz of Facebook to discuss the importance of education in the advertising and marketing industries. Moderated by Lori Kent, the panelist shared their perspectives on the need to increase education and digital training as the industry evolves.
Matthew Brimer stated the importance of having a well-rounded skill set, pointing out the internet isn’t new and it’s surprising more people aren’t more familiar with using it effectively. Comparing the internet to a much older invention—electricity—he stated, “imagine if you had an electricity department at your company. Or said, I’m going to start a company, and we’re going to use electricity.” The internet has become almost as commonplace place as electricity, and there is a clear value in teaching your employees how to master it.
Digital education doesn’t just increase the employee’s value; it also benefits the company or agency as a whole. Implementing program that ups the level of talent within an agency allows it to better serve their clients. Goodby’s Ed Program (developed by Allison) takes it a step further by offering courses outside the agency to clients making them a more valuable partner and resource, which in turn can lead of business growth and positive PR—and who doesn’t like positive PR?
For more from Allison, you can check out her Fast Company article: We’re All Technologists Now: 6 Steps To Retraining And Reinventing Your Creative Talent.
We caught up with Allison and moderator Lori Kent after the panel for a few more insights on the importance of Digital Ed, which you can view here as well: