{"id":2695,"date":"2022-04-05T19:32:14","date_gmt":"2022-04-05T23:32:14","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/04\/05\/reflections-on-sxsw-2022-serendipity-and-resilience\/"},"modified":"2022-04-05T19:32:14","modified_gmt":"2022-04-05T23:32:14","slug":"reflections-on-sxsw-2022-serendipity-and-resilience","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/reflections-on-sxsw-2022-serendipity-and-resilience\/2695\/","title":{"rendered":"Reflections on SXSW 2022, Serendipity, and Resilience"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Jordan Harper, Executive Strategy Director, <a href=\"https:\/\/www.iris-worldwide.com\/\">Iris<\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">After a three-year hiatus, 2022 saw the welcome return of one of my favorite ways of kick-starting my brain for the year ahead: the SXSW Interactive festival in Austin, TX. Although last year\u2019s online-only experiment was a valiant effort at delivering inspiring content, as anyone who&#8217;s been will quickly tell you, SXSW is about much more than just sitting back and working-through a program of talks.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>One of Those Things \u2013 That I Got an Early Reminder of This Year \u2013 Is the Power of Serendipity.<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Let me explain.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In the first time slot on the first day of the festival I had bookmarked \u201cHow to Have More Fun (and Why You Should)\u201d with author Catherine Price, who was all set to give me a fresh perspective on work\/life balance, define \u201cTrue Fun\u201d (as opposed to \u201cFake Fun\u201d) and set me on a path to being happier, healthier and more alive! All good things of course, and all things any strategist, marketer or creative who\u2019s spent the last two years grinding will tell you they need more of.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But it was not to be. The session was full. No room at the True Fun Inn.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In a familiar panic, I hurried over to the biggest venue at the festival \u2013 which also happened to be the closest to me \u2013 where I sat down just as Priya Parker began her talk \u201cOn Gatherings.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This was clearly where I was meant to be: in a big gathering at the first big gathering I\u2019d been able to be part of in two years, talking about gathering. The power of serendipity!<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Parker discussed what felt like the central meta-topic of SXSW 2022 \u2013 and which almost every subsequent speaker mentioned at the beginning of every talk: isn&#8217;t it great to be here <em>in person<\/em> again?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s not that we\u2019ve not been gathering over the last year, we\u2019ve just been doing it differently. Zoom Birthday parties, Facetime calls with (geographically) distant relatives, Saturday night hangouts with old school friends, remote learning, and of course\u2026 meetings. So many meetings.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In many ways, those gatherings have been harder. Rather than an easy silence amongst friends, or the ability to just sit and listen, there\u2019s been a more active pressure on us to interact and consciously decide to be \u201cin\u201d\u2019 the meeting. But friction in gatherings can be a positive thing too, such that we\u2019ve been forced to question why we\u2019re there and how meaningful they are rather than just turning up at a party, making smalltalk and then going home.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s no coincidence that among the many things that have accelerated in the last couple of years is the polarization of people\u2019s views online. Discussing and debating complex and challenging topics benefits hugely from gathering in-person, where body language and almost imperceptible nuances in our voices and facial expressions do a much better job at conveying our understanding (or lack thereof), as well as subtlety and complexity.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With much talk across the business world concerning <em>when<\/em> people will return to the office, Parker implored us to ask the more important question of <em>why<\/em>.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Which moments over the last two years have made you long to be in the same room as the person you&#8217;re talking to? What things about an office or workplace have you missed and what things do you pray never come back? Did you invent any new rituals or techniques while we&#8217;ve been apart? What new things might we invent as we take our steps back into communal spaces, gathering IRL regularly for the first time in two years?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Asking these questions of yourself and your teams is one of the most important topics in business right now. For decades, the answer to \u201cwhy do we go to the office\u201d was simple: to work. That answer no longer carries any meaningful weight. We can all work from home perfectly adequately, in some cases and in some ways much better than we ever managed to work from an office.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So why do we go to the office?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To gather. To be surprised. To find serendipity\u00a0\u2013\u00a0like a conversation you didn\u2019t intend to hear, but that ended up being exactly what you needed to hear.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>And Then There\u2019s the Power of Resilience.<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">After a triumph of serendipity came a triumph of planning, which is to say that I attended a talk I <em>intended<\/em> to attend, and one that is a favorite of mine every year at SXSW: The annual report from legendary designer, technologist and author John Maeda.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What began as the \u201c&#8217;Design in Tech\u201d report some seven years ago, morphed into the \u201cComputational Experience\u201d report in 2020, but this year Maeda had a fresh view on what he&#8217;s learned in the last 12 months that he&#8217;s calling the \u201cResilience Tech Report.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Maeda argued that chasing efficiency has made the world \u2013 and many businesses \u2013 brittle. When you focus on trimming away all the fat, you risk losing the ability to react to change, you break rather than bend as the world accelerates in directions we\u2019re not always great at predicting. Success is now dependent on our ability to be resilient to change: not just staying on two feet when the ground moves beneath you, but finding yourself stronger when it settles.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Global supply chains are great for efficiency, cheap labor thousands of miles away is certainly a way to shave down manufacturing costs, but you have no control over the change in that place, and no way to quickly react when things change there. Volume deals mean cheaper costs, but they also mean over-reliance on single suppliers.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">One of Maeda\u2019s theories is that to be resilient is to resist the primal urge of \u2018flight\u2019 when faced with the unexpected and the dangerous, and it\u2019s stayed with me. The simplest way to be resilient is to find the courage and creativity in the face of change to build the next iteration of your world, to keep moving, resist the urge to dig-in and wait for the storm to blow over. To fight.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Just like Priya Parker\u2019s advice to be more mindful about how we gather, the same goes for how we fight in the face of change. It\u2019s not about resistance, but resilience\u00a0\u2013\u00a0using change to propel ourselves forward and fight not to try and reverse it or return to \u2018before\u2019, instead fighting for a position at the front of the queue when the change slows down.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As strategists, it\u2019s our job to help businesses make those bold calls to push into the unknown, to help our clients resist the urge to protect their positions rather than embrace change and move forwards. There\u2019s a tendency to feel like we\u2019re \u2018through the worst of it\u2019, that we now need to acclimate to where we are, but I don\u2019t believe that\u2019s the case at all.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A global pandemic \u2013 the Great Accelerator \u2013 has kicked off a period of exponential change that\u2019s only just begun. Now is the time to be bold, step forward and fight to be a part of the world that is still being re-built.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A global pandemic \u2013 the Great Accelerator \u2013 has kicked off a period of exponential change that\u2019s only just begun. Now is the time to be bold, step forward and fight to be a part of the world that is still being re-built.<\/p>\n","protected":false},"author":7,"featured_media":2696,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-2695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Reflections on SXSW 2022, Serendipity, and Resilience | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/reflections-on-sxsw-2022-serendipity-and-resilience\/2695\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Reflections on SXSW 2022, Serendipity, and Resilience\" \/>\n<meta property=\"og:description\" content=\"A global pandemic \u2013 the Great Accelerator \u2013 has kicked off a period of exponential change that\u2019s only just begun. 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