Poke Must See at SXSW 2015

SXSW 2015
Potentially good stuff
March 2015

3
How to Build a Following
Around Your Idea
Austin Convention Centre, Ballroom G
12.30pm-1.30pm
http://schedule.sxsw.com/2015/events/event_IAP34457
Too many people believe that if they keep their heads down and work hard,
their ideas will be recognised on their merits, but that’s simply not true
anymore. To make a name for yourself and gain traction for your best
ideas, you have to capitalise on your unique perspective and knowledge
and inspire others to listen and take action. Former presidential campaign
spokeswoman Dorie Clark, a regular contributor to Forbes, HBR, and
Entrepreneur, explains how to identify the ideas that set you apart and how
to promote them successfully.
Drawing on her interviews with top thinkers like David Allen, Seth Godin,
Daniel Pink, Tom Peters, Robert Cialdini, and more, Clark shows how to
build a powerful and engaged community of followers around your ideas.
In this talk, based on her new book Stand Out: How to Find Your
Breakthrough Idea and Build a Following Around It, she offers not mere self-
promotion but the opportunity to make a powerful impact on the world.

4
Keynote: Curious Bridges
How Designers Grow the Future
Austin Convention Centre, Exhibit Hall 5
2pm-3pm
One of design's most fundamental tasks is to help people deal with change.
Designers stand between revolutions and everyday experience. They
interpret scientific and technological innovations so they can be
assimilated into life, bridging design, architecture, art, and culture.
Investigate design’s ever-increasing influence with Paola Antonelli, Senior
Curator of Architecture and Design at MoMA.

5
Deﬁning the Next Generation
Retail Experience
Austin Convention Centre, Ballroom D
3.30pm-4.30pm
According to pundits everywhere, traditional retail as we know it is dying a
slow, painful death. Where there were once thousands of department
stores across the United States, traditional retailers are now bankrupt and
consolidating their brick and mortar presence into a few dozen stores.
When you walk into a department store today, could you say with
confidence that you are living in 2014 rather than 1994? There is no
question that the retail industry has a lot of catching up to do. How can
retailers change the way they think about the traditional retail experience?
A new generation of retail innovators have entered the picture, and are
completely changing the way consumers think about shopping. In this
panel, Sephora’s CMO Julie Bornstein will moderate a conversation with
Katrina Lake, Founder & CEO of Stitch Fix and Jennifer Hyman, Co-Founder
& CEO of Rent the Runway to discuss their unique approaches to retail and
what retailers can do to innovate and bring their customers back.

7
Nat Geo Captures the World For
Nokia, With a Phone
Hyatt Regency Austin, Texas Ballroom 2-3
9.30am-10.30am
Join us on assignment with a National Geographic photographer as he
travels the globe shooting seven of the world's natural wonders, with only a
camera phone. The image files he sends back must withstand a three page
spread in the magazine, and win him over.
The panel discussion will explain how an advertiser, a creative agency and
a photography industry expert used authentic storytelling to enrich
consumers' ad experience. Speakers from Nokia Lumia (Microsoft), National
Geographic's in-house agency National Geographic Creative and NG
photographer Stephen Alvarez discuss the origins and outcome of a custom
global ad campaign for the Nokia Lumia series. The project involved tasking
a notable photographer with using only the handheld devices to capture
National Geographic worthy images of the world's natural wonders. The
images from this authentic assignment were then used in Nokia's integrated
campaign, highlighting the quality of the built-in camera and the new
smartphone camera technology.

8
Creating A Digital Engagement
Strategy for Leaders
JW Marriott, Salon 5-6
11am-12pm
Digital and social technologies have revolutionised relationships – and
leadership is not immune. Despite the pressure to engage, leaders remain
on the sidelines, paralysed by fear and the unknown. We’ll look at how
leaders can use technology to listen, share, and engage with employees
and customers, at scale. We’ll also discuss common objections and
concerns of leaders – and how to address them.

9
Patagonia: Why Business Is Good
for the Planet
Hilton Austin Downtown, Salon D
11am-12pm
At its core, Patagonia is a group of activists and adventurers with a
personal responsibility to address the environmental crisis. It’s also a
business that builds some of the planet’s most advanced apparel, while
changing the way products are made and consumed. The company has
caused many to ask “why would they ever do something like that?”
Patagonia’s answer: Why not? Why shouldn’t we open-source our best
innovations with our toughest competitors? Why shouldn’t we build the best
product yet encourage customers to repair the one they already own? And
why shouldn’t an apparel brand champion to tear down deadbeat dams?
CEO Rose Marcario is a former CFO in charge of carrying out Patagonia's
legendary mission. Under her tenure, profits have increased, the company
released a feature-length documentary, launched a new venture fund, and
shared a revolutionary, plant-based rubber with competitors. She’s proving
that good business can be good for the planet – in fact, it must be.

10
Mobile: The Glue Between Online
and Physical Retail
JW Marriott, Room 205
12.30pm-1.30pm
The undeniable growth of the millennial consumer has led to a shift in mindset.
Influencer led campaigns with real-time activations mix the best of social with
the best of hyper targeting, to create a powerful weapon for brands to engage
and convert.
The direct connections fostered by social media mean that the consumer now
expects higher levels of participation, and direct access to brands. As a result,
social platforms have become one of the leading marketing spends for fashion
brands today.
So here’s the new order of things: social is the mass media , it’s where you find
the millennial consumer, and it’s where publishing and advertising is being
disrupted. This panel focuses on digital ROI, the growth of mobile, new means
of stimulating mobile engagement, and how fashion brands and retailers can
answer to the needs of this consumer generation.

11
Biz Stone on Creativity and
Redeﬁning Success
12.30pm-1.30pm
Biz Stone is an American entrepreneur and co-founder of Twitter. A
progenitor of social media, Biz has been developing large scale systems
that facilitate the open exchange of information for more than fifteen
years. Today, Biz is co-founder and CEO of Jelly Industries—known for
Super.me, a service for expressing emphatic statements that become small
works of art.
Business and culture is changing at a breathtaking pace. New perspectives
and new ideas for successfully embracing this change are needed now
more than ever. Join Biz as he shares stories of creativity, innovation and
entrepreneurial spirit showing us a new way to move forward with a new
definition of success.

12
Keynote: Princess Reema’s Mission
to Empower Saudi Women
2pm-3pm
“You cannot have half of your population not working,” says Princess
Reema Bint Bandar Al-Saud, CEO of Saudi Arabian luxury retailer Alfa, Intl.
Not only has she employed 100 Saudi women—and provided them with
services such as transportation and childcare—Princess Reema is also
building a campaign around breast cancer awareness and education in
Saudi Arabia, empowering women to speak openly about the disease. She
joins Fast Company’s editor and managing director Robert Safian for a
conversation about the professional and personal evolution of women in
Saudi Arabia, and what 2015 holds for the movements she has launched.

13
The Future Role of Tech in Dining
and Food
3.30pm-4.30pm
This event will explore the current intersection of food and tech and discuss
how tech is shaping and changing the way we interact with and consume
food, both inside and outside of the restaurant. Join chef and founder of
Momofuku, David Chang, and The Awl editor, Matt Buchanan, for this
unique discussion sure to change the way you think about food.

15
Grocery Wars: The Future of
Buying Food
Driskill Hotel, Maximilian
9.30am-10.30am
A decade ago, experts predicted that we'd be buying all of our food online
by now, and even though there are some quickly growing players in
grocery delivery (FreshDirect, AmazonFresh), grocery stores and
supermarkets continue to thrive. Supermarket Guru Phil Lempert has been
analyzing consumer culture and the grocery industry for more than 20
years, and he has a very clear vision for where grocery stores are headed:
smaller spaces with a more curated selection and, for god's sake, no bulky
paper towels (because we'll be ordering all the boring stuff via
subscription). Increasingly interactive phones and smart carts will expand
customized, in-store advertising in a way that enhances the shopping
experience rather than interrupt it, and the use of e-coupons will grow, but
only if grocers and manufacturers can cooperate. Improved packaging will
keep food safer and consumers (and food processors) informed about
what's inside, where it came from and where it's going.

16
19 Reinos - A Game of Thrones
Immersive Experience
Austin Convention Centre, Austin Suite
12.30pm-1.30pm
http://schedule.sxsw.com/2015/events/event_FP43649
Canal+ Spain and Transmedia Storyteller LTD, in order to promote the
launch of Game of Thrones fourth season, brought Westeros to life across
Spain using social storytelling, gaming and live experiences. 19Reinos has
been one the world’s most ambitious transmedia entertainment
experiences, which transformed Spain into a huge storytelling canvas. The
experience included live events, a 5-episode web series, a massively
multiplayer role-playing game with location-based quests and strong
participation on social media. In this panel will discuss about the creative
process of this transmedia project, focusing on audience participation and
how CANAL+ rewarded fans.
Topics that will be covered:
- Creating a storyworld from an existing IP
- Designing by putting the fan at the center of the experience
- Crafting a seamless user journey
- Thinking of different levels of engagement
- Managing a passionate community
- Working with brand integration

17
Bill Gurley and Malcolm Gladwell
in Conversation
12.30pm-1.30pm
Benchmark's Bill Gurley will be interviewed by award-winning journalist and
author Malcolm Gladwell on the SXSW stage. The pair’s wide-ranging
insights promise an engaging conversation on a variety of economic and
entrepreneurial outliers. Gurley and his partners at Benchmark led the
early venture investments in GrubHub, Nextdoor, OpenTable, Snapchat,
Stitch Fix, Twitter, Uber, Yelp and more. He writes a blog on the evolution and
economics of high technology businesses called Above the Crowd.
Gladwell, a staff writer at The New Yorker since 1996, is the author of five
New York Times Best Sellers, including David and Goliath, The Tipping Point,
What The Dog Saw, Blink and Outliers.

18
A Curious Mind: Inspiration for a
Creative Life
12.30pm-1.30pm
"I make movies and TV shows, but I’m curious about everything.” That is how
Imagine Entertainment co-founder Brian Grazer describes himself on
Twitter. In this Q&A with Charles Fishman, Grazer will discuss how his
curiosity led him to meetings with figures like Jonas Salk and Isaac Asimov.
These conversations often sparked insights and ideas that ultimately led to
classic films like Splash and A Beautiful Mind.
In his new book called "A Curious Mind" co-authored with Fishman, Brian
Grazer explains how an inquisitive mindset can transform your personal
and professional life and lead to creative breakthroughs.

19
Running A Non-Proﬁt Like A
Start-Up!
Austin Convention Centre, Room 9ABC
12.30pm-1.30pm
Like for-profit organisations, nonprofits face issues of sustainability and
growth. This panel will examine what can be learned and gained by
nonprofits functioning like a for-profit company. And more specifically, how
operating like a startup can help nonprofits overcome challenges
encountered at inception and during their day-to-day operations.
The panel will bring together a group of successful social entrepreneurs
who have graduated from the accelerator, Y Combinator, for al discussion
about starting and scaling a nonprofit guided by practices until recently
associated with startups. Participants will hear about the pros and cons of
adopting such practices and how doing this can foster innovation and help
nonprofits reach their goals.

20
Inc. Presents:
The Honest Company
5pm-6pm
Celebrated actress Jessica Alba launched The Honest Company in 2011
under the premise that everything that touches you and your family—
everything in your home—needs to be nontoxic, effective, beautiful, and
(most importantly) affordable. The only problem was neither potential
business partners nor investors were willing to bet on the idea.
Fast forward three years and The Honest Company is cleaning up the
competition with its household and baby products and business strategy.
Revenues in 2014 are projected to hit $150 million, and the company has
raised $122 million in funding--including a $70 million round in last summer
that valued The Honest Company at nearly $1 billion dollars.
In this exclusive conversation with Inc. features editor Lindsay Blakely, Alba
with co-founder and CEO Brian S. Lee, open up about what it took to win
over the early skeptics, how to build a household brand, and how they've
come so far so quickly.

21
How to Build 3 Michelin Star
Restaurants + Make a Doc
Driskill Hotel, Driskill Ballroom
5pm-6pm
Chicago restaurateurs Curtis Duffy and Michael Muser ran a Michelin-
starred restaurant in a shoebox kitchen with just five cooks. Filmmakers
Kevin Pang and Mark Helenowski made a feature-length film with two
Canon DSLR cameras and practically no budget. They'll discuss the
entrepreneurship required, the triumphs and woes of their mutual journeys,
and how they collaborated on the documentary "For Grace," premiering at
SXSW 2015.

23
Collaboration and the Open
Newsroom
Hyatt Regency Austin, Zilker Ballroom 1
9.30am-10.30am
Technology has opened the doors for newsrooms. No longer can media
cover all the most relevant news on their own. The expansion of content
worth covering and the increased specialisation among newsrooms has
opened an opportunity for media companies to complement their core
competencies by sharing, trading and working with companies of other
specialisation's.
The challenges are working productively with collaborators and
competitors, deciding which responsibilities are best completed by a third
party, knowing when another news organisation will benefit your viewers
and readers and trusting contributions from outside vendors, among other
topics. Representatives from The New York Times, The Young Turks, ABC
News, and The Guardian will discuss how the opening of the newsroom to
new technology changes how they operate. Panel attendees will learn best
practices for welcoming other organisation into their newsrooms and
collaborating with other media.

24
How Chef Watson Changed the
Way We Prepare Food
Driskill Hotel, Ballroom
9.30am-10.30am
Learn how Chef Watson has changed the way we interact with and
prepare food, further, how it allows us to make new discoveries. We'll
explore this concept in the context of design, implications for the mass
market, implications for professionals, and how it impacts how we prepare
food in our homes.

25
Mobile: How to Build Beyond the
Phone
JW Marriott, Salon B
9.30am-10.30am
For many, mobile means portable technology – and for 1 billion people, that
means smartphones. However, when we talk about what’s next in the space,
it goes beyond the phone. Mobile will encompass anything that delivers
you data on the go – from clothing with sensors that monitor health and
activity to home devices that work together to serve up personalised
content.
This panel will bring together experts in mobile and social to discuss how
their companies are building the next wave of user experience. They’ll touch
on how consumer technology products will need to evolve as mobile takes
on new meaning in the future. What do app makers need to be thinking
about as we shift toward a world of wearables, smart homes and new
devices? This panel will give us a look at how forming decisions, interacting,
and understanding ourselves and others will change as mobile tech
becomes even more ingrained in our lives.

26
72 Ways Food Can Change
the World
Driskill Hotel, Maximilian
11am-12pm
In September, Eater launched a feature exploring 72 ways people are
changing the world through food and the food and restaurant industry. It
included the voices of farmers, innovators, restaurateurs, chefs, politicians,
and scientists. One of the most compelling figures in the piece was
Jessamyn Rodriguez, the founder of Hot Bread Kitchen.
Her non profit changes the world one life, one business at a time, but it has
monumental implications for how we can tackle issues of poverty and
nutrition and empowerment while also producing a quality product: bread.
Hot Bread Kitchen is a business incubator, training centre, and retail and
commercial bakery where immigrant men and women learn how to turn
their baking skills into solid businesses and careers through which they can
support their families. In this conversation, Eater Editor in Chief Amanda
Kludt and HBK's Rodriguez will discuss what her non-profit does and how
we can apply its lessons to the greater world.

27
The VEEP Speaks
11am-12pm
An uncensored, all-in conversation with Julia Louis-Dreyfus on the comedy
of politics and the politics of comedy. The star of HBO’s Veep (with cameos
from co-stars Matt Walsh and Timothy Simons) dishes on her “sponge-
worthy” Seinfeld days to Veep’s searing parody of the Obama-era Beltway.
Has lampooning our politicians contributed to our culture of cynicism or is
it the reason we tune in?

28
Everything Eric Ries Has Learned
Since 2011
12.30pm-1.30pm
In The Lean Startup, I argued that entrepreneurship is the management
discipline that deals with situations of extreme uncertainty. I claimed that
the entrepreneurial mindset could be used in companies of all sizes to
pursue continuous innovation. And I claimed that companies could build an
entrepreneurial culture by changing their processes and systems of
accountability. I didn’t know if anyone would take me seriously. I certainly
wasn’t prepared for what came next.
Over the past five years, I have had the chance to travel all over the world,
working with companies of just about every size you can imagine. Three
guys working on a garage on a new app? Check. Small business? Check.
Religious nonprofits? Check. Medium sized manufacturing companies?
Check. Hypergrowth pre-IPO tech startups? Check. Massive government
bureaucracies? Check. Some of the largest and slowest multinational
companies in the world? You bet.

29
Finding A TV Partner in A Digital
World
Four Seasons, Ballroom AB
12.30pm-1.30pm
In the digital era of Netflix, Hulu, Vudu, and many other OTT portals, how
valuable is a broadcaster for your doc?
Come find out at this panel moderated by Elizabeth Sheldon, SVP Kino
Lorber, along with Jill Burkhart of EPIX Documentary Programming, Lois
Vossen from ITVS, Cynthia Kane of Al Jazeera, and Jennie Morris from
Participant Media.
Discover how broadcasters continue to reach traditional audiences while
supporting theatrical releases and digital streaming to reach the widest
audience possible for independent documentaries. Learn about the
different strategies and requirements of the four premier documentary
broadcasters, who co-exist with the digital platforms, and how they work
with indie filmmakers to expand traditional audiences for documentaries.

30
The Tumblr Fuck Yeah Party
sponsored by Entourage
Mohawk
6.30pm-2.30am
Tumblr will host its annual SXSW FUCK YEAH Party sponsored by
Entourage, an epic bash with a stellar music lineup at the beloved Mohawk
venue. Open to the public and badge holders, no cover

32
A Conversation with Henry Rollins
Austin Convention Centre, Room 18ABCD
12.30pm-1.30pm
Henry Rollins has been involved in music, radio, voice-over, film, scripted
television, documentary, spoken word and print journalism for over three
decades. He’s traveled to nearly 90 countries including, North Korea, Saudi
Arabia, Tajikistan, Afghanistan and Iran. He’s written and published over 25
books through his own publishing company, 2.13.61 Publications that he
started in 1983. In his Conversation, he will talk about his work including his
starring role in the film, He Never Died, a SXSW World Premiere.

33
Keynote: Moonshots and Reality
Astro Teller, Google[X]
2pm-3pm
Google[x]—the semi-secret “moonshot factory” for new technology that
sounds like science fiction—has gradually been opening itself up and
making contact with the real world. And this, as Astro Teller will tell you, is
the hardest part of the innovation process—the part where you come into
contact with the realities of weather, physics, humanity, and much much
more whose impact on your work won’t be predicted by a book or taught in
school. These unexpected and unforgiving elements stand between you
and the moment when your invention or company has made something in
the world fundamentally different and (hopefully!) better. And they are
what’s going to teach you and test you and carry you to the right answer
(eventually!). You have to experience what it’s like to try something, fail,
learn, and try again...relentlessly, dispassionately, creatively.
Astro will share never-before-heard stories—and hard-earned lessons—
from Project Loon, the self-driving car, and more.

34
Bruce Sterling’s Closing Speech
5pm-6pm
World traveler, science fiction author, journalist, and future-focused design
critic Bruce Sterling spins the globe a few rounds as he wraps up the
Interactive Conference with his peculiar view of the state of the world.
Always unexpected, invented on the fly, a hash of trends, trepidations, and
creative prognostication. Don't miss this annual event favourite. What will
he covered in 2015?

Poke Must See at SXSW 2015

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