Jay Acunzo (Founder, Unthinkable Media)
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Keynote: Big Ideas
Vault Recording: TBD
Audience Level: Intermediate
There's an old saying: "Insanity is doing the same thing over and over again and expecting different results." In our line of work, however, that should be: Insanity is doing the same thing over and over again and expecting THE SAME results.
Everything we do is at risk of growing stale. Whether our audience tunes out, the tried-and-true becomes tired-and-terrible, or we get bored with our work, it feels nearly impossible to be consistently great over time. Making matters worse, if we do manage to exceed expectations today, we've only made it harder to do so tomorrow. The bar gets ever-higher.
Fun problem, no?
Okay, that sounds like anything but "fun," and so, in this empowering, hilarious talk, author and documentary host Jay Acunzo makes you a deal: He'll rethink his adjectives, if we all rethink what it means to be creative.
After years of hosting his narrative-style podcast, Unthinkable, Jay brings his unrivaled marketing storytelling skills to the stage to show us:
- A simple formula to make creativity a consistent, operational advantage -- rather than one-off brainstorms
- How to master the art of holding attention over time -- rather than grab it then lose it
- How to evolve by making the right changes at the right time -- rather than stagnate, trend-hop, or overhaul it all
Nobody wants to be a one-hit wonder, but we keep acting like the goal is to manufacture short-term spikes or concoct random "creative" stunts. What if we learned what it takes to do the impossible: create consistently great, routinely resonant, and ever-more exceptional content? It isn't impossible. In fact, with the right approach, it can be a hell of a lot of fun.