One more thing: If only industry conferences were like an Apple event

Watching today’s Apple iPhone 5 event on the live streams across the web and the fever being generated by its fan-base is an infectious thing. You just can’t help being swept away by the passionate showmanship of the presentation, the slick handovers, the way the numbers are presented.

Whilst the iPhone 5 may be Apple’s worst kept secret to date it doesn’t detract from the fact that it will sell by the bucketload despite that all the facts, all the leaked shots have been seen well in advance.

And yet if you turn to your own industry, whether it be CRM, BPM, Telecomm, Data…you can’t help wondering why we can’t do the same.

It’s true we don’t all have the same fanboi fever for our products like Apple does and yet year on year the industry conferences dwindle in number because there is a distinct lack of passionate evangelism shown. Conference events have become another cog in the rather slow moving marketing machine; we turn up, we present via autocue, we go home. The closest we have to Tim Cook is Marc Benioff.

Business people are consumers, too. The same infectious enthusiasm works with us. We want to see a show and be stimulated as much as anyone. Maybe our passionless conferences and PowerPoints are a relic of the Industrial Age, but work doesn’t have to be dry or boring. Wow us.


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Categories: Innovation, Marketing

Author:Theo Priestley

"I had more creative ideas from Theo in 6 months than I have had in 6 years from most people." Theo Priestley is one of the most recognised independent technology industry influencers and evangelists, ranking in the Top 100 thought leaders across Virtual/ Augmented Reality, FinTech, Artificial Intelligence, Big Data, Internet of Things and future trends. Theo has written insights for Forbes, Wired, The European Magazine, Venturebeat to name a few, and has been interviewed for many online publications including the BBC on his thoughts on technology and the future. A regular paid keynote speaker and panelist at conferences and events, Theo is engaged for his forthright views and isn't afraid to challenge conventional thinking and the marketing hype surrounding the industry when presenting, never pulling punches to get the message across on how technology can be applied to improve business and the customer experience. He has also successfully organised and run TEDx and Ignite events. Highly active across social networks, he sits in the Top 1% for social media engagement on Kred and Klout and is constantly sharing articles and his analysis that he feels his audience would be interested in. Theo is also active in the startup community, mentoring within UK and US accelerators and sits on a number of advisory boards. Former VP and Chief Technology Evangelist at a Top 25 European enterprise software company with a career spanning both innovation strategy and delivery of software and business change in Financial Services, and as an independent technology industry analyst. Follow Theo on Twitter @tprstly or connect here directly for constant insights on tech and marketing trends. • Top 1% Influencer on Kred (915) • Top 1% Influencer on Klout (70+) • 12,000+ Followers on LinkedIn • 13,000+ Followers on Twitter • Recognised Top Influencer in AI, Virtual/ Augmented Reality, Fintech, IOT and Wearable Tech, Big Data and Analytics.

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4 Comments on “One more thing: If only industry conferences were like an Apple event”

  1. September 12, 2012 at 12:37 pm #

    The difference between the iPhone5 and enterprise software is the amount of effort each requires. To be equally excited about enterprise software requires a naive knowledge. I can go to the store and get an iPhone and start using it immediately. For enterprise software, especially ERPs, WMS, CRM, BPM, etc. I have to build a giant business case, recruit and retain a team of equally devoted zealots, build broad based approval for the need, get approval to investigate, publish an RFI/RFP/RFQ, slog through pages and pages of responses, suffer the derision of those naysayers that don’t think we should change systems, select a few vendors to shortlist, finally select one, pay extortion level amounts of money and then slog through months and months of implementation, training and project delays to finally get my first peek at what it does for my company. Talk about killing the joy. It is a wonder anyone even considers this stuff at all.

    • September 13, 2012 at 1:32 am #

      Like the Techcrunch article suggests, it’s all about the turn.

      Whilst the iPhone is in a completely different space and is a consumer commodity the fact remains that business software remains seen as some sort of jurassic lumbering beast despite the agile picture it tries to paint. But that’s our fault because all we produce is 1960s style ‘open university’ YouTube videos, slidedecks with pie charts. Where is the passion behind the product ?

      Do you see Apple releasing marketing for iOS and Mountain Lion like we do ?
      They use Keynote for their presentations because of their belief in their product. They truly evangelise. We just translate evangelism as turn-key marketing and it shows in our conference events. Lacklustre business presentations and carbon-copy case studies.

      Instead of changing we instead try to bolt on ‘gamification’ as something new, again it’s an attempt to look cool, grasping for the latest fad rather than reinvent the way we do it completely.

      We seriously need to motivate our marketing efforts, and unfortunately that means accelerating retirement for a lot of people who are just coasting.

  2. September 13, 2012 at 1:33 am #

    Reblogged this on BPM redux.


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