2017 was a big year for us, not least due to the return of our annual conference asking, ‘Can you really trust technology?’ This one big question was answered from a range of perspectives including, Matthew Luhn from Pixar, Javier Sanchez – Lamelas formerly of Coca-Cola, Dr Chris Brauer of Goldsmiths University and Lindsay Holst, former digital director for Joe Biden. The conclusion, by the final session, was that we already trust technology because in the current world we live in what choice do we have? However, how much we trust it? What type of technology we trust more or less and what the value exchange is for that trust, are all questions we must ask ourselves every day.
The second instalment of One Question not only encapsulated everything the brand stands for and the very ‘experience’ it was designed to create but also ensured I asked myself some big questions.
One Question is a brand that produces thoughtful content, in real life, in print and online, to challenge the way we think, to inspire, to spark debate and to force us out of our comfort zones. To build relationships through genuine discussion in an intimate yet inclusive environment. The very notion of creating ‘thoughtful content’ is an interesting one, not least because curating the right question, with a balance of industry perspectives debated by the perfect speaker, is by no means a small feat. In curating this type of event, One Question seeks to produce a ‘quality over quantity’ experience that puts content at its very heart, with an emphasis on building meaningful and sustainable relationships, it is, I believe the type of business we all want to do. It is a quality approach in a world dominated by quantity. A world in which, more people equals more leads, equals more sales. An approach that has never and will never be sustainable.
As Martin Sorrell stated at his annual appearance at the H+K Strategies conference last year, it is very dangerous to be distracted by the short-term gains over the harder more sustainable, longer-term goals. One Question is exactly that, a sustainable business that creates valuable sustainable, business relationships. An ‘experience’ that forces us all to engage in conversation, to ask and answer big questions, the very outcome of which can only have a positive effect on our ‘bottom line’
It is this ‘quality over quantity’ approach that inspired me to produce our new event series, One Question Debates. An event format that by the very nature of its existence forces genuine engagement. A debate on one question in one industry in front of a live audience that demands answers. One Question Debates, (aka a mash-up of BBC Question Time and Munk Debates) takes place on the 27th February when guest panellists, Fred Bolza of Sony Music, Sarah Ogden of 3MonkeyZeno and Shane Bellamy of PepsiCo debate, what does brand really mean?
The hour-long discussion will be followed by an audience Q&A and as those familiar with One Question would expect, an online version of One Edition, the book supporting the conference and of course, a cocktail reception.
2017 was a whirlwind. I can only expect more of the same in 2018. I look forward to seeing you in February.
If you’re interested in attending our inaugural debate event on February 27th, 2018, we’re treating our One Question friends to an advanced booking offer which will run until February 1st, 2018. For more information, click here.