The brilliant dinner

As a regular reader of Edge I have always been impressed by the list of attendees at the yearly Edge Dinner  (the ‘Billionaires Dinner’) and how John Brockman seamlessly brings these great minds together. Inspired in part by the role he plays in the dinner and on the site he edits I began the conversations that lead to the dinner that occurred last night.

As I mentioned in a previous post, a couple of co-conspirators and I (@passitalong and @markraheja) structured a dinner to discuss the current wicked problem facing the discipline of marketing strategy. We pulled people from a wide range of disciplines and backgrounds to ensure we had as many different perspectives on the problem as we could. As the days ticked down to yesterday, I hoped that the event would be as awesome as I thought it could be.

And it was.

From the moment the intros started around the table new ideas were tossed into the arena for discussion. You know things are going to go well when one of the first people to speak says “I want to challenge the problem statement as I feel the issue is much deeper than this”. The discussion went on without a break for about 2.5 hours as the food and wine flowed seamlessly (thanks to Craig for damn fine service). By the end, there was unanimous agreement that we needed to do that again and do it soon.

Many of us were scribbling furiously to get as much down as we could (at one point one of the participants commented that “We should be recording this”). To keep the momentum going we have created a Google Group and have started the process of sharing notes and thoughts with each other. The intent is to eventually release this to the greater community – I firmly believe that knowledge should be shared and that the more minds we can put against the challenge the better. Sharing is also the reason that I want to publicly document as much of this as possible.

Here are just a few of the tangents that came out:

– channels are outpacing the agencies that are meant to feed them

– what roles are good at orchestrating chaos?

– a generation or two of marketers need to die off before real change can occur

– more than a new vernacular, we need a new vehicular language

– identity needs to be severed from the tools of trade

– we need to define failure differently

And there were many, many more. I have seen some of this thinking in other contexts, but last night the raw material started to aggregate. Who knows where this will take us, but it will be an amazing ride.

Amazing like the brilliant dinner I had the fortune to be a part of last night.

  1. Scott et al,
    Sounds like the inaugural dinner/meeting was a great success, sorry that I had to miss it being on the “Wet Coast” and all. Looking forward to hearing more, sharing insights, and fully diving into the possibilities. Hope to be able to attend soon.


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