Captain’s log, stardate 20211213
This week on TBOA, Rochelle and I ask the question:
“Which trends affecting our authority businesses will start, intensify or peter out in 2022?”
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How live events will change (think thoughtful curation vs. large scale impersonal gatherings).
The wider presence and impact of women and people of color in the authority space.
The trend of personality—how far can authorities go to express their views?
How experts and authorities will differentiate their products and services—and more.
“We would have these big live events…with a lot of wasted time, wasted energy and lost opportunities to connect with people. The trend will be that because we will have fewer live events, they matter more.”—RM
“I could imagine an increase in these sorts of small, highly-focused off the grid fishing village retreats.”—JS
“I believe that more of the new businesses that are growing in the authority space will not only be run by women, but people of color.”—RM
“I think it’s so much more fun to learn from people who aren’t afraid to make predictions that might not come true.”—JS
“It’s really about standing up for your values, your vision for where the world goes. You’ve got a code…a set of beliefs that tie into how you serve clients.”—RM
“I think being in people’s ear buds on a regular basis creates this asymmetric intimacy.”—JS
“We might have products and services at both ends (high touch/high price vs. low touch/low price), but we’re not going to have much in the middle.”—RM
“The low touch end of the spectrum is all about productizing and packaging up your expertise…it’s just so much easier to sell. It’s easier to attract leads. It’s easier to close deals.”—JS
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