Can you give our audience a teaser of the topics and POV you plan to talk about at our conference?
Today, we can all see what's honestly going on inside of companies through review sites, social media debacles, and instantaneous headlines. As we get more and more information, we're going to get less and less forgiving as both customers and employees. That means it'll be up to every organization to embrace honesty as the ONLY policy in 21st century business, or risk losing trust forever. With stories of some of the most honest brands of our time, we'll discover how to use honesty as a strategic tool to achieve greatness.
Tell us about what you are working on right now.
I'm busy working on Honest to Greatness, the book, which comes out in February 2020. I'm also launching a new tech marketplace, Stradeso, which will help marketers get creative content faster and cheaper than ever before.
Please tell us about your background and how you got into your field. What is your story of how you got here?
After starting and growing a marketing agency to the Inc.5000 list, I was most shocked by the number of brilliant opportunities leaders missed because they're not willing to be honest -- about the changing industry, about the people in the organization, or about themselves and their own biases as leaders. I was fascinated to discover that such a simple concept -- honesty -- was at the heart of every missed business opportunity and every business blunder, and I made it my mission to show leaders that if they could wrestle with this root cause instead of getting stuck in the surface issues, they could truly produce massive business results.
In the next five years, what are the most important things to keep and eye on in your field? Why?
Honesty is so difficult, especially when it comes to our own biases. My business partner and I realized last year that we couldn't possibly change the marketing industry being an agency; we had to completely (and honestly) transform in order to make meaningful change. With that level of honesty we were able to see that marketing is getting more commoditized every year. There are more ways than ever to create marketing materials, and marketers in general are putting more emphasis on quantity than quality (for better or worse). That's why we created a marketplace like Uber, which makes it easier to go get content without the headache of hiring and managing someone. As we go forward, every industry is going to put effort into reducing friction, and companies that thrive will identify these opportunities to make life easier and build technologies that facilitate that ease.
How do you hope Tulip Conference will be better than your typical event/conference? Why?
Tulip isn't afraid to make a stand and say, "hey, the world is changing...keep up or fall behind." So many companies are looking for incremental solutions, and Tulip promises big ideas and big changes -- exactly the kinds of changes we need in a world that's evolving at a rapid pace.