I can’t wait for Destination Summit. Seriously.
It’s a ton of work, but it’s the conference I always hoped would exist for one, simple reason:
The speakers don’t come from a corner office or a billion-dollar brand, they come from the front lines.
It seems like a small tweak, but when you look closer it’s huge.
The Old Way
Traditionally, speakers are chosen based on three criteria:
Sounds great, right? Except if the goal is to deliver value to the audience in the form of things that help them do their jobs better, it fails miserably.
That’s not to say they aren’t entertaining or motivating – they are – but without front-line experience and knowledge, without the need to rely on their content, you get something general, vague, funny perhaps, but ultimately not relevant or useful to attendees like you and me.
Ironically, these are also the guys who cost the most to bring in. In other words, event organizers pay the most for the speakers who deliver the least value.
What we really need are the people who are on the front lines. Whose content is so useful and interesting, they don’t have to awkwardly over-enunciate and come with a TED-esque hand-gesture library to keep us captivated.
That’s what we’ve done with Destination Summit. And that is why I love it.
This Year, More of the Same
Here’s a small glimpse at who I’ve got speaking in just the sessions I’ve been planning:
See where I’m going with this? No “big names”, no billion-dollar brands, just content from the front lines that is so clearly relevant and useful to you that it doesn’t matter what letter their title starts with or how a planning committee would rate their “stage presence.”
One Last Note
One last thing. I am ridiculously frugal. Even when travel costs are going on a Ryan Solutions expense report, I don’t buy/spend on things I would buy if it were my own money. I have a half-dozen receipts for $40 hotel rooms that can confirm this is true.
That said, I also don’t feel comfortable telling you to put your brand’s travel/conference dollars toward something that I personally wouldn’t attend.
But I’m taking a post today to tell you this because this is a conference I would go to. It delivers value. It helps you do you job better. It gives you tools that you can take back to your office this summer, plug into your strategy, and improve the marketing for your resort.
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