{"id":2519,"date":"2017-09-18T19:44:00","date_gmt":"2017-09-18T19:44:00","guid":{"rendered":"https:\/\/www.clockwork.com\/?p=2519"},"modified":"2025-04-04T18:24:52","modified_gmt":"2025-04-04T18:24:52","slug":"the-three-stickiest-lessons-i-learned-at-the-digital-summit-mpls","status":"publish","type":"post","link":"https:\/\/www.clockwork.com\/insights\/the-three-stickiest-lessons-i-learned-at-the-digital-summit-mpls\/","title":{"rendered":"The three stickiest lessons I learned at the Digital Summit MPLS"},"content":{"rendered":"\n

I attended the Digital Summit Minneapolis (#DSmpls) last month and now I want to share the three stickiest things I learned over the two-day conference.<\/p>\n\n\n\n

Use Purpose as an Inspiration for Content<\/h3>\n\n\n\n

Mack Fogelson\u2019s talk \u201cEvolve to Survive: How Purpose and Authenticity is the Future of Brands,\u201d was a real pick-me-up. I went in already believing that a purposeful organization will be more successful in the long run than one that is just operating to make money, but what I enjoyed about her talk was how pragmatically she connected purpose to doing business.<\/p>\n\n\n\n

Purposes aren\u2019t just big ideas. They are big ideas that drive focus, strategy, and operations. Where it really hit home for me was when it came to content strategy and customer experience. In her talk, she pointed to two companies that used purpose to drive growth: Dove Soap and Plum Organics. Both of whom show up in the consumer world with content far beyond their products.<\/p>\n\n\n\n

Dove<\/h4>\n\n\n\n

Dove makes soap, and they want to sell it. But their purpose is something altogether different: to make women feel better about their bodies. That is where they focus their attention, and their public conversation. As a content producer, I immediately saw how focusing on that \u2014 rather than soap \u2014 opens up whole new topics and points of view. And their\u00a0Real Beauty campaign<\/a>\u00a0shows this purpose in action.<\/p>\n\n\n\n

Plum Organics<\/h4>\n\n\n\n

Plum Organics product is healthy baby food. As their website says, they were founded \u201cby parents, for parents.\u201d Admittedly, this isn\u2019t quite a purpose, but it is a point of view from which they operate and how they connect with people.<\/p>\n\n\n\n

Their \u201cDo your Part(ner)\u201d campaign is all about connection. They realized that their people, their community \u2014 new parents \u2014 felt guilty when they carved time out for themselves. So they created a conversation around connecting with your partner, and how that\u2019s important. The campaign is not at all about baby food, but it is about what their audience needs. They operationalized their \u201cby parents, for parents\u201d philosophy by filling a dialogue gap and an emotional need rather than selling their product.<\/p>\n\n\n\n

What I loved about this talk, in once sentence<\/h5>\n\n\n\n

Purpose doesn\u2019t have to stay in a la-la-land \u201cAbout Us\u201d page, it can be used pragmatically to create more meaningful conversations and interactions.<\/p>\n\n\n\n

How to think about Prospects<\/h3>\n\n\n\n

The thrust of Seth Godin\u2019s talk was about challenging ourselves to see things in new ways. One of his proposals: Don\u2019t do more, do differently. Why? Because there is a high supply of noise, and a low supply of empathy when it comes to the digital space.<\/p>\n\n\n\n

It\u2019s not about what you make, it\u2019s about how people feel about what you make. So teach them. \u201cWhat if instead of calling people prospects, we called them students?\u201d What if people \u201cenrolled\u201d in what you\u2019re creating and saying (and selling) rather than you handing out pamphlets on every corner (metaphorically speaking). I thought of it a bit like, \u201cHow can I teach people what they want to know instead of telling them what I want them to know?\u201d It\u2019s like a twist on the old saying \u201cGive a person a fish, and they eat for a day; teach a person to fish, they eat for a lifetime.\u201d<\/p>\n\n\n\n

What I loved about this talk, in one sentence<\/h5>\n\n\n\n

It\u2019s only a slight shift, but one that comes from a more empathetic place: What do people what to know versus what do I have to say.<\/p>\n\n\n\n

Be a Thought Partner not Thought Leader<\/h3>\n\n\n\n

In Mina Seetharaman\u2019s talk,\u00a0\u201cThought Leadership Disrupted,\u201d<\/a>\u00a0she answered the question, \u201cDoes Thought leadership still mean anything to people?\u201d And yes, it does still matter (good news for people like me). Then she addressed how to stay relevant as a thought leader.<\/p>\n\n\n\n

Her last piece of advice was to be a thought partner, not a thought leader. Like Godin\u2019s idea above, this is just a one-word change, but it has a big impact on how you go about doing things. A thought leader makes a declaration, whereas a thought partner takes you along on their thought journey. A journey builds connection, demonstrates your thinking, and is often more relatable.<\/p>\n\n\n\n

What I loved about this talk, in one sentence<\/h5>\n\n\n\n

It doesn\u2019t assume there is a final, objective correct \u201cthought\u201d to have, but that the process of thinking \u2014 and sharing that thinking \u2014 is valuable in itself.<\/p>\n\n\n\n

None of these points are Rocket Science, but they\u2019re all really good reminders about how to make better connections, create more appealing content out in the world (please!), and be human through it all.<\/p>\n\n\n\n

We can help with your digital needs. Get in touch!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

I attended the Digital Summit Minneapolis (#DSmpls) last month and now I want to share the three stickiest things I learned over the two-day conference. Use Purpose as an Inspiration for Content Mack Fogelson\u2019s talk \u201cEvolve to Survive: How Purpose and Authenticity is the Future of Brands,\u201d was a real pick-me-up. I went in already believing that a purposeful […]<\/p>\n","protected":false},"author":19,"featured_media":2520,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[53],"tags":[],"coauthors":[86],"class_list":["post-2519","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture"],"acf":[],"yoast_head":"\nThe three stickiest lessons I learned at the Digital Summit MPLS<\/title>\n<meta name=\"description\" content=\"Some takeaways from the Digital Summit MPLS.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/www.clockwork.com\/insights\/the-three-stickiest-lessons-i-learned-at-the-digital-summit-mpls\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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