How to Be a Creative Maverick

As seen on BigSpeak.com

Jade Simmons is the “No. 1 Maverick” of classical music. You don’t typically hear “maverick” paired with classical music, but with her innovations to the art there’s really no other way to describe her. Simmons spent years performing classical concert piano, but it wasn’t until she had a creative breakthrough that her career really took off. After her discovery, she reinvented the way the public interacts with classical music and expanded the boundaries to find an entirely new fan base.

She discovered the key to creating true innovation was to freely bring yourself into whatever you do. She remembers from her days playing classical concert piano, walking on stage, bowing, playing Bach or Beethoven, bowing again and exiting stage right. She was trained to believe the music was about replicating the songs exactly how the composer originally intended. She saw herself as a vehicle for their work, and less of an artist.

It wasn’t until she turned to her audience before one of her performances and simply said, “Hello” that everything changed. As she looked around at all the jaws dropping to the floor, she felt liberated. She knew this was the start of something amazing.

Once she broke the traditional structure of classical performances she knew she had tapped into an untouched universe of possibilities.

“Nobody knows what Bach would have wanted, and it’s safe to assume as an artist he would’ve have wanted all of us to put ourselves into the music.”

Simmons introduced electronic music to her classical performances, creating an entirely new genre of music. She began incorporating her life stories into her performances because she realized people were curious about how she bridged the gap from a structured classical performer to a new, hybrid rockstar.

Her talents and newfound voice have taken her across the US to the Chicago Sinfonietta in Symphony Hall, New York’s Town Hall and the Detroit Institute of Arts. She’s even performed at The White House and received the Sphinx Organization’s Medal of Excellence in a concert held at the US Supreme Court hosted by Justice Sonia Sotomayor.

By adding in her own personal style to her art, instead of trying to conform to be something else, she created something everyone loves. Simmons believes if we stop fearing what people will think of our true selves and let every bit of us go and flow into what we do, that is when real creativity is born.

This is not limited to art; it applies to everything we do. Each company has their own standard practices and company culture that creates norms within a team. Everybody who works in an office has at one point stifled their opinion or idea because they fear rejection and it was easier to stick to business as usual. But no one was ever promoted for falling in line. Be the maverick your truly are and add your touch to the company. By leaving your personal mark on the company, you may just find success like Simmons.


Jessica Welch is the Content Marketing Associate at BigSpeak Speakers Bureau, holding a Bachelor’s Degree in English Literature and Anthropology from California Polytechnic State University, San Luis Obispo. Her business thought articles often appear on Business 2 Community, Born 2 Invest, and YF Entrepreneurs.

 

How to Reframe Your AV Business for the Subscription Economy

Originally published on Commercial Integrator by D. Craig MacCormack

As seen on BigSpeak.com

“The world as we know it is coming to an end,” Tien Tzuo, founder and CEO at Zuora, told about 180 attendees at the 2019 PSNI Supersummit in Atlanta this week. “The idea of selling as many products as possible is going away.”

Sure, that sounds like an ominous, even Draconian, way to close out the two-day event, but it was more of a warning for those in the room who are still thinking about their businesses and their customers the same way as they always have—or the same way they did even five years ago.

It’s time to embrace what Tzuo has dubbed “the subscription economy.”

Would you rather…

Would you rather be like Amazon, which has one-to-one relationships with every one of its customers, or like Walmart, which focuses on driving you back to the store to buy more stuff but doesn’t worry about personalizing the experience for its customers?

Subscriptions “dominate our lives,” said Tzuo, from Netflix to Amazon Prime and even traveling to and from industry conferences by using Uber and Lyft rather than riding in a cab. “It’s about customers, not products. We have new expectations.

29 Predictions for the AV Industry in 2019 and Beyond

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“The one-on-one relationship is redefining retail,” says Tzuo. “We’re in a new golden age of media. It’s not about buying DVDs or CDs today. It’s about entertainment. [Businesses] want to own the customer experience over time.

“There’s a moment when you go from the old way of shipping software to your customers to the new way of collecting information on them and being able to anticipate what they want and when they want it.

“If you’re selling products today and don’t think about the customer, you’re vulnerable,” he says.

Embrace the Subscription Economy

Forget about the mentality of coming up with a great product and selling it to as many channels as you can, said Tzuo at the 2019 PSNI Supersummit.

Business leaders today can’t get focused on quantity. They need to think more about the quality of the services they’re offering their customers.

Today, it’s about outcomes, customization and constant improvement, says Tzuo.

Here are a few questions you need to be asking to succeed in the subscription economy:

  • Who are my customers?
  • How do we know more about our customers?
  • What is the thing we do for our customers and how do you get a complete picture?
  • What are they doing right now?
  • What are their AV needs right now?
  • What are the projects they’re doing right now?
  • What are the budgets?

“You should know everything about their experience,” said Tzuo.

“All this information is collectible because we live in a digital world. If customers’ experiences are shifting, you have to think in a different way. It’s about services, not products.”

The subscription economy reshapes and refocuses marketing and finance departments too.

For those who think they can just flip a switch and go from a product- or project-based approach to a subscription model, “it’s not about taking what you do today and selling it as a service,” says Tzuo.

“It’s about delivering what customers want. Don’t try to price what you do today in a different way. Reinvent that as a service. You’re trying to drive constant interaction where you’re providing value to your customers.”

Rather than trying to build your customer database with contact information and titles, supplement it with their activity and figure out the role you can play in shaping that activity in the future, he says.

“Think of this way: a customer is someone on the other side of a transaction. A subscriber is someone you have a relationship with,” says Tzuo.

What’s the Real ROI of Bringing in a Professional Speaker for Your Conference?

As seen on BigSpeak.com

How much do you think a professional speaker is worth for your conference? Are you willing to invest $30K to bring in a speaker, maybe $20K? If you are thinking $5K or zero, are you really valuing your audience’s time?

Sure, you can always get a free speaker to speak at your conference. Local Toastmasters groups have tons of them. Lots of professors at local universities will speak for free too—they love the sound of their own voice and have all aced the “death by PowerPoint” seminars too. But will they bring value to your event?

Speakers Bureaus, like ours, advise clients that the people in the audience are smart, that their time is valuable and that a keynote speaker at your conference needs to not only be able to connect the dots and be inspirational, they also need to provide practical takeaways—to make it worth the organizations’ investment and lost time when people could be working.

Don’t believe me. Let’s do the math.

Conference Logistics

When you stage a conference, the speaker cost is usually one of the smallest line items of the day. The cost of the venue, the food, the AV company, etc. – all cost a substantial amount more than any keynote speaker.

Salary Loss

But what about lost salary for employees attending an event? If you take the salary cost of your audience (X people * $Y per average person day), with an audience of only 200 people, who earn an average of $60,000 per year, that’s $48,000 for the day in lost money.

Productivity Loss

If you consider the lost productivity (X people * $Y average production per person per day), then on a productivity or revenue basis, the average employee represents nearly $4,000 per day. ($1.3 million per year/226 workdays). Those same 200 people in the audience now represent $800,000 in lost productivity/revenue.

Total People Investment

For a 200 person conference, this represents about $850,000 investment in terms of lost salary and revenue. Now we start to understand that the time the audience is devoting to the event and why the speaker up on stage is valuable.

The ROI of a Professional Keynote Speaker

According to meetings imagined, a professional keynote speaker can increase the ROI of your event by boosting registration numbers, adding credibility to your event, and engaging attendees.

Registration Numbers

According to worldwide speakers group, speakers with name recognition cut down on the cost of advertising the event. MeetingsNet explains big-name speakers add social media buzz, and oftentimes give your conference free advertising through word of mouth.

For example, our company once worked with a major client who had the goal of selling 1,500 tickets to their annual event. After a few months of sales, they only sold 250 tickets. But after we announced a major keynote speaker—Steve Wozniak—ticket sales skyrocketed.

When we added on Mike Rowe, former host of Dirty Jobs, ticket sales surpassed the 1,500 goal.  Finally, when the group added entertainers/speakers Vanilla Ice and Tone-Loc, the conference sold out. Adding keynote speakers definitely increased registration for a successful event.

Credibility

Professional keynote speakers not only add value to your current conference: they add credibility to your event. According to MeetingsNet, professional keynote speakers add value to future events by building up the reputation of your conference. And Worldwide speakers group adds, “well-known names tend to produce buzz surrounding the speech” which benefits the event year-round.

Increased Engagement

Professional keynote speakers also add value in terms of attendee engagement. Audiences are generally skeptical and they get offended easily, especially if an organization wastes their time with humdrum or “been there, done that” speakers.

Bringing in a vetted, professional and impactful speaker is the best way to engage with an audience, teach them new things and show them they are valued and respected. Great keynote speakers inspire attendees and increase productivity after the event.

According to Jon Petz, meeting planners may see keynote speaker ROI as a 1:1 measurement—covering a keynote speaker cost through registrations and sponsorships. However, professional speakers ideas and inspiration may increase productivity by several percentage points after the event. How’s that for ROI

Value to organization

In a white paper by Andree, Carlson, Crocco, and Sterling, a survey of event planners and executive officers found 92 percent were satisfied with their keynote speaker experience, 87 percent of clients found a return on investment from equal (a dollar for dollar return) to 5 times the cost of the speaker; and 65 percent said a speaker’s points were reinforced internally by leadership from 1–6 weeks or more after the event.

So when calculating the cost of a professional speaker, consider everything people have invested in the event, and what a big name speaker can bring in terms of registration, buzz, credibility, engagement, and change to your organization. When you consider those factors, a professional speaker makes a wise investment for a successful event.

After the event, you can further maximize your ROI with these tips.


Kyle Crocco is the Content Marketing Coordinator at BigSpeak Speakers Bureau, a graduate of UC Santa Barbara, and the lead singer of Duh Professors. He regularly publishes business book reviews and thought articles on Medium, Business 2 Community, and Born 2 Invest.

Bestselling Author of Atomic Habits and Habits Expert James Clear Joins BigSpeak’s Exclusive Speakers

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Habits Expert and New York Times bestselling author of Atomic Habits, James Clear, is BigSpeak’s newest Exclusive Speaker. He has dedicated himself to answering one driving question–how can we live better?

All of his research has led him to create the science of habit forming and breaking and using habits to their greatest potential. He founded The Habits Academy which focuses on training oneself to take small actions that will have large impacts on your success in life. His bestselling book Atomic Habits helps you create systems where “good habits emerge naturally, and unwanted habits fade away.”

Atomic Habits has sold over 300,000 copies in the first 3 months, ranks on the New York Times list at #2 in Business and #5 in Advice/How-To. The book has made the New York Times bestseller’s list every month since it’s launch. Atomic Habits was also a finalist for Goodreads’ Best Nonfiction Book of the Year.

James doesn’t merely report the research of others. He tries out the concepts for himself as he experiments with building better habits as an entrepreneur, writer, and weightlifter. In the end, his talks end up being one-part storytelling, one-part academic research, and one-part personal experiment, forming a colorful blend of inspirational stories, academic science, and hard-earned wisdom.

His thought leadership regularly appears in the New York Times, Entrepreneur, Business Insider, Medium, and Time, and he is a regular guest for CBS This Morning. In addition, he helps millions of visitors each month through his website and hundreds of thousands subscribe through his popular email newsletter.

He is a regular speaker at Fortune 500 companies and his work has been used by teams in the NFL, NBA, and MLB. Through his online course, The Habits Academy, Clear has taught more than 10,000 leaders, managers, coaches, and teachers how to improve.

In his keynote, Atomic Habits: How to Get 1% Better Everyday, Clear expands on the principles that propel successful habit-forming. The natural impulse is to attempt big steps to improve. However, taking big steps often results in failure or only temporary gains. You rarely see the permanent results you want. The key to successful change is in small habits.

James focuses on the science of small habits, how they work, and how their effects compound and multiply over time. Through research and personal stories, audiences will not only be entertained but also come away with practical strategies they can immediately apply in their personal and professional lives.


The content writers at BigSpeak Speakers Bureau are Experts on the Experts. They hold doctoral, masters, and bachelors’ degrees in business, writing, literature, and education. Their business thought pieces are published regularly in leading business publications. Working in close association with the top business, entrepreneur, and motivational speakers, BigSpeak content writers are at the forefront of industry trends and research.

How Google, Gates, and Bono Inspire Great Results

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Today, Google is a success story. But before Google/Alphabet took over our world as the gateway to search, the company didn’t have a solid plan for achieving its goal of information domination. Then John Doerr came along. The bestselling author of Measure What Matters helped change the course of Google’s trajectory by building inspiration and accountability into their value-driven goals.

As a venture capitalist and early investor in Google, Doerr had lots of experience with goal setting and accountability. He had worked with Intel in the early days, watched its growth explode, and learned a system for smart growth from Intel co-founder Andy Grove.

This is the same system Google, the Gates Foundation, and others use to achieve consistent results. Even U2s lead singer Bono uses this system as he aspires to achieve his world objectives of debt cancellation and access to HIV drugs for all.

The system goes by the acronym OKR (Objectives and Key Results) but this is not your father’s accountability system. Unlike other accounting and goal systems, OKR marries inspiration with how to measure its impact.

How Objectives and Key Results works

Experts like John Doerr, Felipe Castro, and Christina Wodtke have entire books, TED Talks, webinars and websites devoted to this topic, so this article will be brief. For a deeper dive on the philosophy or implementation, investigate their works. Doerr’s book is particularly good for the philosophy but Castro says that some of his examples can be misleading. But for now, I’ve borrowed freely from their ideas to help explain the O, the KR, and even an A, which is not part of the acronym.

O: Set inspiring objectives

In this goal system, your company sets an inspiring qualitative objective to attain. These objectives are aspirational and will stretch everyone. And most importantly, they are not quantitative. They are not things like 20% growth or getting 2 million users.

Instead, objectives concisely explain your company’s WHY. If you have read Simon Sinek’s Start With Why, objectives should touch on the reason your company exists. And your reason is not just to make profit. All companies do that (or strive to), but why does your company exist when so many others do similar things?

Inspirational objectives can be goals like delight customers or help more people around the world. Google’s objective in 2008 was to make the Internet as fast as flipping through a magazine, and Patagonia’s new objective in 2019 is to save our home planet.

KR: Choose key results that measure impact

Key results are numbers. These numbers measure the impact you are having on your objective. They are not to-do lists or tasks you check off. Results should be quantifiable, measurable, and meaningful. They show HOW you are reaching your inspiring objective in terms of numbers.

If your objective was to create an awesome customer experience, for example, you could measure it in a number of ways. You might use Net Promoter Score (NPS), customer acquisition, repurchase rates, or all three. But be careful with how many things you measure. No objective should have more than five key results or less than two.

A key result is usually stated like you’re making a good habit or SMART goal: it’s specific, timely, and measurable. Key results might look like this.

  • Improve NPS from X to Y
  • Increased repurchase rate from X to Y
  • Grow customer acquisition rate from X to Y.

A: Experiment with activities

Activities determine your WHAT in this system. Sometimes called Initiatives, they are what you, your team, and your company do to achieve your objective(s). Activities can be projects or tasks. Some might be done annually, and some might be quarterly. These activities tend to change as you find the right way to reach your objective.

If you’re trying to create a great customer experience, for example, you might try things like redesigning the customer journey on the website. You might develop a new customer service training program. But the impact of these activities will be shown in your key result numbers above. If the numbers don’t change in the way you want them to (up or down, depending), you’ll need to experiment with new or revised activities.

The OKR system is simple to summarize. The hard work comes in determining your WHY, HOW, and WHAT. And then being consistent in pursuing them and communicating them to your team and company. However, if you do it correctly, you might just have continued success like Google.


Kyle Crocco is the Content Marketing Coordinator at BigSpeak Speakers Bureau, a graduate of UC Santa Barbara, and the lead singer of Duh Professors. He regularly publishes business book reviews and thought articles on Medium, Business 2 Community, and Born 2 Invest.

Learn How to Harness the Power of Constructive Conflict in the Workplace

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What kind of leader are you? Are you more like Steve Jobs, Warren Buffett, Tim Cook, or Jack Ma? That is to say, do you approach business like an artist, engineer, athlete, or sage?

Each of these entrepreneurs is a successful leader but each one succeeds with a different approach. While one is more of an idea person, the other uses more emotional intelligence. Their dominant mindset determines the way they lead, how they approach finding solutions, and how they interact in the workplace.

In a recent article “The Creative Power of Constructive Conflict,” the Dean of Innovation and keynote speaker Jeff DeGraff explains the four personality types and lays the groundwork for all leaders to adopt an ambidextrous mindset so they can engage in constructive conflict. Leaders who engage in constructive conflict are able to entertain diverse opinions (from mindsets different than their own), which leads to more innovative solutions for the organization.

To learn more about how to create constructive conflict in your own business, read the article by Jeff and Staney DeGraff.