Produce for a micro conference market

Lego_Dreamforce_02

Fifty years ago, producers and marketers got smart. They saw the miracle of mass marketing and they adopted it as their own. They amped up mass production and bet on the masses.
The smart creators today are seeing the shift and doing precisely the opposite:
Produce for a micro market.
Market to a micro market.
—Seth Godin, Mass production and mass media

Despite the status associated with big conferences, most meetings are small meetings. Whether by accident or design, in today’s world this is a good thing. The heyday of the large amorphous conference—where plenaries consist of well-known people trying to entertain or inspire you, meeting important people by chance is unlikely, and you’re uninterested in most of the sessions—is past.

Read the rest of this entry »