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hello@laurenthaug.com © 2017
Showcase of the world’s
most innovative meetings
Laurent Haug

hello@laurenthaug.com

56th ICCA Congress

Prague, Czech Republic 

14 November 2017
hello@laurenthaug.com © 2017
Founder of Lift conference (exit in 2012)
Organizer, curator, speaker, moderator,
emcee
Now experimenting with smaller formats
with www.200ideas.com
hello@laurenthaug.com © 2017
Working on a book called Come
Together that lead me to interview the
people running the world’s top events.
www.come-together.co
hello@laurenthaug.com © 2017
Innovative events?
What is innovation at events?
hello@laurenthaug.com © 2017
SpotMe
Is it apps like SpotMe?
hello@laurenthaug.com © 2017
Second Life
Is it virtual events?
hello@laurenthaug.com © 2017
Facebook Oculus VR
Is it being together despite
the physical distance?
hello@laurenthaug.com © 2017
What is a meeting?
First: let’s define a couple of things, starting
with the word “meeting”. What is a meeting?
meeting
event
symposium
congress
forum
festival
sports
museum
concert
school
airport
store
For the sake of this presentation, meeting = event =
symposium = place where people gather to interact.
hello@laurenthaug.com © 2017
What is innovation?
Another word in need of
definition: innovation
hello@laurenthaug.com © 2017
Is innovation an app? If you ask anyone inside a large
organization to come up with an innovative idea,
chances are they will say “my idea is an app that…”
hello@laurenthaug.com © 2017
For every technological solution (in this
case: a drone for exam surveillance)…
hello@laurenthaug.com © 2017
Source: Le Figaro
… there is a low cost alternative, like
these anti-cheating hats from Thailand.
hello@laurenthaug.com © 2017Source: Reddit
In the West we install ticket dispensers to manage
queues, but some people are smarter than that.
hello@laurenthaug.com © 2017
Sometimes innovation is to remove technology, like Balestrafic did
asking drivers to stop depending on GPS technology. Everyone
has GPS, so getting rid of it is the only way to stand out!
hello@laurenthaug.com © 2017
Supermarket
Amazon
1995 - 2015
Digitization of retail
And the future is a hybrid of online and
offline. It started with “old” players
having to learn the digital world.
hello@laurenthaug.com © 2017
But now Amazon is
opening physical stores.
hello@laurenthaug.com © 2017
Source:Twitter
…and buying supermarket chains. Why?
hello@laurenthaug.com © 2017
Supermarket
Amazon
1995 - 2015
2015 - ?
Future = hybrid digital & offline
Digitization of retailBecause the future is a hybrid of online and offline! Customers won’t make a
difference between online and offline in a few years. They just want to interact
with you and have a consistent experience regardless of the channel.
hello@laurenthaug.com © 2017
The ten types of innovation
There are at least 10 times of innovation
hello@laurenthaug.com © 2017
And by the way, we haven’t invented
much… Crowdfunding?
hello@laurenthaug.com © 2017
You’ve seen it in action at the
church, since 2000 years…
hello@laurenthaug.com © 2017
New tools Do what people need
(empathy)
New assets (reputation,
attention, network)
Find the most effective way to
do things (common sense)
Changing vs not changing
New opportunities, new
challenges, new competitors
Innovate constantly
(something we are RE-
discovering)
What changed What hasn’t changed
So remember some things change, but a lot hasn’t changed too!
hello@laurenthaug.com © 2017
How do events work
in the 21st century?
Now let’s look at how events
work in this day and age
hello@laurenthaug.com © 2017
$3+M
Why does Obama charge $3M
to speak at some events….
hello@laurenthaug.com © 2017
$0
…and TED doesn’t have
to pay Bill Gates?
hello@laurenthaug.com © 2017
$200+M
The PSG pays $200M+ for
the services of Neymar…
hello@laurenthaug.com © 2017
$0
…but the Olympics
get Federer for free.
hello@laurenthaug.com © 2017
Why?
What’s happening there?
hello@laurenthaug.com © 2017
Because events are
platforms
trading today’s
key assets
hello@laurenthaug.com © 2017
Receives:
Money
Brings:
Information
Attention
Identity
By his play Neymar brings information
(content) that can be sold. He also
brings the attention of his fans, and
the PSG becomes “Neymar’s team”.
hello@laurenthaug.com © 2017
Receives:
Experience
Attention
Identity
Brings:
Information
Identity
The players don’t need money because they receive
a unique experience, play on the world’s biggest
stage (attention) and become “Olympians” which
changes their identity and boosts their reputation.
hello@laurenthaug.com © 2017
Athlete
Sponsor Television
Federation
Olympics
Gives: 

Information

Receives: 

Attention, Experience, Identity
Gives:
Money

Receives: 

Attention, Identity
Gives:
Money, Attention

Receives: 

Information
Receives: 

Money,
attention
This is how the Olympic games work: they trade different assets (currencies)
with their key stakeholders (only 4 shown here for simplification)
hello@laurenthaug.com © 2017
Athlete
Sponsor Television
Federation
Olympics
Attention
Information
MoneyM
oney
Identity
Here is a simplified
view of the exchanges
that are happening.
hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
What you get from
selling services
and products. It’s
your business
model!

Everybody’s
money is
interchangeable.
Only way to make
a difference with
money is via
quantity.
Content, data,
insights, reports,
stories, videos,
images, text, etc
Not to be
confused with
visibility. Showing
something is ont
thing, having
people pay
attention to it is
another!
Not to be
confused with
connections. 4
steps: awareness,
attention,
connection,
relationships.
Relationship is
when you can
withstand conflict,
and when you can
ask people to
engage in time
consuming tasks.
Something that
appeals to all
senses, important
because it can’t
be replicated by
technology.
Reputation,
legitimacy,
something you
trade by
endorsing or
being endorsed
(for example)
21st century key assets
What are these
key assets?
hello@laurenthaug.com © 2017
Money Service Information Attention Relationships Experience Identity
We tend to
think we trade only this…
…while we have other “currencies” to
trade with people
We need to go beyond the
money vs service logic
hello@laurenthaug.com © 2017
How platforms work
• They gather currencies / assets and trade them with their
key stakeholders. All types of assets get exchanged even if
they don’t correspond. For example: money is traded for
attention and reputation.

• They setup unique, fair, constantly evolving, mutually
beneficial exchanges with their stakeholders.

• As they assets grow thanks to improving exchanges, they
initiate a virtuous circle that increases their impact.
hello@laurenthaug.com © 2017
How the top events
innovate
Let’s see how the world top events put
these assets into motion to innovate
hello@laurenthaug.com © 2017
How to innovate with
Information
hello@laurenthaug.com © 2017
The World Economic Forum is
selling insights, data and research.
hello@laurenthaug.com © 2017
Some platforms are
now publishing books.
hello@laurenthaug.com © 2017
Other are entering the
education market
hello@laurenthaug.com © 2017
The School Of Life is
even offering therapy!
hello@laurenthaug.com © 2017
Events can also work with brands on
specific topics, putting their insights and
network in motion on a specific problem.
hello@laurenthaug.com © 2017
How to innovate with
Money
(business model)
hello@laurenthaug.com © 2017
Summit is pioneering a new business model
that consists in buying a mountain and
assembling a community and event on it.
hello@laurenthaug.com © 2017
summitpowdermountain.com
hello@laurenthaug.com © 2017
C2 is letting brands use their infrastructure
and know how for their own event
hello@laurenthaug.com © 2017
Decathlon is using events to encourage
customers to try new sports.
hello@laurenthaug.com © 2017
How to innovate with
Relationships
hello@laurenthaug.com © 2017
La Granja Ibiza is an hotel you need to become
a member of, and where they try to build
meaningful relationships with customers
hello@laurenthaug.com © 2017
My personal project www.200ideas.com, VIP
dinners with incredible people (in this case,
Yves Daccord, Director General of the ICRC)
hello@laurenthaug.com © 2017
How to innovate with
Identity
hello@laurenthaug.com © 2017
Create an event that, when you are
invited to it, puts you in a certain league,
like Pictet’s entrepreneur summit.
hello@laurenthaug.com © 2017
PROGRAMME
Grand Connaught Rooms, London, 13 November 2017
09:45 - 10:00 Grand Hall:
Welcome to Thinkers50 2017: Stuart Crainer & Des Dearlove
10:00 - 11:00 Grand Hall: MERCHANTS OF WOW!
A unique opportunity to hear Tom Peters, one of the pioneers of modern management thinking, in conversation
with Nilofer Merchant, the author of The Power of Onlyness.
Facilitated by Stuart Crainer.
11:00 - 11:30 THINKERS50 TEA AND NETWORKING
11:30 - 12:30 Edinburgh Room:
PANEL DISCUSSION #2
Grand Hall:
PANEL DISCUSSION #1
Or create an award show, and make
people special by giving them prices!
hello@laurenthaug.com © 2017
How to innovate with
Attention
hello@laurenthaug.com © 2017
Build a media powerhouse that
makes sure anyone who makes it to
your channel gets half a million views.
hello@laurenthaug.com © 2017
Launch new channels, try new things,
grow the number of platforms you are on.
hello@laurenthaug.com © 2017
Try new things, like Datagueule which puts
images and animations on top of presentations.
hello@laurenthaug.com © 2017
How to innovate with
Experience
hello@laurenthaug.com © 2017
Surprise people with fun things like
presenters talking via telepresence robots.
hello@laurenthaug.com © 2017
Put people in the desert, ask artists to
create stunning pieces (Burning Man)
hello@laurenthaug.com © 2017
Put people on a boat and lock them with
great speakers for a week (Summit at Sea)
hello@laurenthaug.com © 2017
Gather all the possible technologies and combine
them into a visual and auditive experience
hello@laurenthaug.com © 2017
How can you put this to
work for your meeting
hello@laurenthaug.com © 2017
Platform
Attention Money Information 

Relationships Experience Identity
ExposantJournalists Sponsors
PoliticiansAttendees Speakers1. Who are your stakeholders?
- Add / remove

- Prioritize

2. What are your key assets?
- Add / remove

- Prioritize

- Create asset specific strategy
3. What are the exchanges?
- Define who gets what

- Define who gives what
Ask yourself
three questions
hello@laurenthaug.com © 2017
Clients

Prospects

Sponsors

Experts

Speakers

Journalists

Politicians
Step 1: inventory your stakeholders
hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
How do you make
money?

What products and
services do you
sell?
What information /
data / insights /
stories do you
have?
Which media do you
own? 

Who covers what
you do?

Do you advertise
somewhere?
Who do you know?

Who does your staff
know?
What experiences
can you create for
people?
Is your brand
famous? 

Do people ask you
for endorsement?
Step 2: inventory your key assets
hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
Speakers
RECEIVE
Speaking fee (if
high level
speaker)
Audience
attention

Online video

Media coverage
Access to event’s
network
Event’s
experience
Event’s reputation
Speakers

GIVE
Presentation /
workshop
Promotion of
event to own
community
Access to
speaker’s network
Speakers’
reputation
Step 3: for each stakeholder, define which assets they get and give.
Ex: speaker
hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
Sponsors
RECEIVE
Access to
exclusive content.
Media coverage
Access to event’s
network
Unique
experiences for
sponsor’s VIPs
Event’s reputation
Sponsors

GIVE
Financial support
Access to
sponsor’s insights
Coverage on own
media
Access to
sponsor’s network
Sponsor’s
reputation
Step 3: for each stakeholder, define which assets they get and give.
Ex: sponsor
hello@laurenthaug.com © 2017
How to innovate then?
hello@laurenthaug.com © 2017
Add
stakeholders
hello@laurenthaug.com © 2017
Paid participants

Sponsors

Speakers

Exposant

Journalists

Politicians

Next generations

New industries

New cultures

Etc..
What new stakeholders can you add?
hello@laurenthaug.com © 2017
Grow
key assets
hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
Find more sponsors

Launch new
services

Develop new
revenue streams
Gather data on
participants before,
during and after
event

Interact with
speakers during
their preparation to
better understand
what they work on
and cover it
Launch more owned
media

Get more media and
social media
coverage

Develop paid media
capabilities
Have a real strategy
to grow networks. 

Develop referral
program within the
community.

Inventory every
single connection of
each member of
your community
Develop smaller
events to exist
between big meet
ups

Improve
participant / public /
sponsor experience

Develop new
experiences using
new technologies
(VR, AR, etc)
Consolidate brand
through rituals and
use of history.

Leverage speakers
and attendees
personal brands to
grow your brand.
Which assets can you grow? How?
hello@laurenthaug.com © 2017
Improve
exchanges
hello@laurenthaug.com © 2017
Money Content Attention Relationships Experience Legitimacy
SPEAKERS
RECEIVE
Speaking fee (if
high level
speaker)
Speakers can
receive content
from community
Audience
attention

Online video

Media coverage
Access to event’s
network
Event’s
experience
Event’s legitimacy
SPEAKERS
GIVE
Paid speaking
slots?
Presentation /
workshop
Promotion of
event to own
community
Access to
speaker’s network
Speakers can
take a small group
of people through
a particular
experience
Speakers’
legitimacy
Improve your exchanges?
hello@laurenthaug.com © 2017
hello@laurenthaug.com
Need help putting this into motion?
Got a question or feedback?
Get in touch!
hello@laurenthaug.com © 2017
Practical exercise
hello@laurenthaug.com © 2017
List your stakeholders
hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
What are the activities you do
that generate cash?
What exclusive content,
information or data do you own?
Which media do you own?
Which media can you earn
(press coverage)? Which media
can you buy?
Who do you know? Who does
your organization know? What
can you ask to these people?
What experiences money can’t
buy do you have access to?
What tokens of identity can you
give people (diplomas statuses)?
What mechanism do you have in
place to establish your identity
and reputation?
Inventory your assets
hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
How to you make more money?
Improve your business model,
add new clients, etc.
What new content can you
create? What data can you
capture? What knowledge can
you produce?
Can you launch new
communication channels
(“owned media”)? Can you get
more press coverage (“earned
media”)?
How can you grow your
network? How can you improve
your relationships with the
people you know?
What experiences could you
create by leveraging your assets
and network?
How can you grow your
reputation?
Explain how you can grow each asset
hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give
hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give
hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give
hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give
hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give
hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give
hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give
hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give
hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give
hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give
hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give

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