David Meerman Scott's Blog, page 73

PR vs marketing vs social media

On the Web, there is very little differentiation between types of content.

People don't really care where they get the best content: mainstream media, content created by organizations (what I call brand journalism) or things that people share via social media.

Arguing that one is more legitimate (mainstream media) leads to flawed marketing and PR strategic decisions.

In an offline world, marketing and PR are usually separate departments with different people and different skill sets. Creating silos in companies for marketing and for public relations and for social media doesn't work when creating attention on the web and mobile. It's all content.

Reaching buyers on the web and via mobile

When a buyer is researching your product category by using a search engine, does it really matter if the first exposure is a hit on your website, a news release your organization sent, a magazine article, or a post on your blog? I'd argue that it doesn't matter.

The distinctions have nearly disappeared.

What Mick Jagger Teaches us about Public Speaking

Last night, my friend Nick Morgan and I caught the Mick Jagger Show... er, the Rolling Stones... in Boston. It was a terrific show. Nick is my speaker coach, so we used the Stones show as a "field trip" to watch a master performer in action. And boy, is Sir Mick a master. There is no doubt that anyone who speaks in public can learn from Mick Jagger.

As Nick says, "Any time I get a chance to see a legendary performer like Jagger, I jump at it, because it's a chance to learn stagecraft useful for public speakers."

The rest of this post is jointly authored:

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What Mick Jagger Teaches us about Public Speaking

By Nick Morgan and David Meerman Scott

Jagger has stagecraft aplenty. He owns the stage from the opening numbers (Get Off of My Cloud and It's Only Rock and Roll) and never lets up, save a couple of numbers where he sits down to rest and lets Keith Richards sing and play. The Stones, the background singers, the choir, the other guitarists adding their bit, the horn players -- all of them are there to support Mick.

What can we learn from this indefatigable performer?

1. Precision.

Jagger knows exactly where he is at every moment. There is not a wasted gesture, move, or step. He knows where the other Stones are, where the spotlight is, and most of all what the audience is doing. He's probably the most self-aware performer we"ve ever witnessed. He's a complete pro. So many speakers resist rehearsal because they don't want to get stale. Jagger shows how counter-productive that attitude is.

2. Focus.

It's all in service to the audience. Every gesture reaches out to the audience. Every step is toward the audience, when he's singing. And when he's not singing, instead of stepping back, he's working the thrust stage, interacting with the audience. His focus is unrelenting. It may only be rock and roll, but for Mick Jagger, it's business, and he takes it seriously. He rarely smiled during the performance, and the between-song chat is minimal. He's self-aware, but he's always focused on the audience.

3. Emotion.

Music -- especially familiar music -- fires up the pleasure centers in our brains. That's why we like it. Watching Mick, we couldn't help thinking that he can fill a concert hall because music instantly brings pleasure. Speakers have to work much harder to achieve even remotely similar effects. Every speaker should seriously consider working music into his or her presentation, because it's a short cut to emotion. Have music underneath your intro. Work a song into a bit of video that you show us. Close with a song that's relevant to your message. Whatever the (relevant) way you figure out to bring music in, do it because it's an effective short cut to a strong, emotional connection with your audience.

4. Fitness.

Mick Jagger is 69 years old. He told the audience that the first time the band played Boston was in 1965. Imagine that. And he's still got incredible energy. We've seen very few rock stars of any age who work a stage with such vitality. In a recent interview, Mick said: "I train five or six days a week, but I don't go crazy. I alternate between gym work and dancing, then I do sprints, things like that. I'm training for stamina." There's no doubt that being physically fit helps public speakers. You control your body better. Breathing becomes more relaxed. And you strut the stage without getting winded. We both want to still be active on the speaking circuit at 69 and like Mick, fitness will make sure we can do it physically.

5. Technology.

The Rolling Stones production is huge with more than a dozen 18-wheelers full of gear and hundreds of people backstage making things happen. At larger speaking gigs we've done, the technology can approach this level with dozens of staff for sound, lights, video, and staging. Yet most speakers don't take advantage of the opportunity to do a sound check. They don't meet with the production staff to discuss their speech. Instead they just show up a few minutes before they go on and wing it. Mick Jagger is totally comfortable with his technology and it was clear that he rehearsed with it many times. Although it was very difficult to see, we noticed he had a teleprompter available. As far as we could tell, he never needed to use it. But as a true pro, he knew where it was in case he needed it.

6. Stagecraft.

The tongue stage was a terrific tool for Mick to get out into the audience. And over the course of the 2 hour and 20 minute show, Mick used the entire stage. But it was interesting to see that in the opening several numbers, he stayed in the main stage area. Then he ventured over to the sides for a few songs. Finally, about 45 minutes or so into the show, he went way out into the audience. In other words, he held back a bit in the beginning. Most public speakers either stand in front of the podium, or if they venture out, just hang out near the center of the stage. Some go back and forth to the corners like a metronome. True professionals work the entire stage like a rock star.

Link to The Rolling Stones - You Can't Always Get What You Want - Live 1990 on YouTube.

Photo of the Rolling Stones in Boston June 13, 2013 by David Meerman Scott

Reinventing your product category for a new market

One of the best parts of being active on the global speaking circuit a chance to learn from marketers working in a wide variety of businesses.

Yesterday I delivered a keynote speech at the Oticon Marketing Boot Camp. Oticon is based in Copenhagen and is the oldest hearing aid manufacturer in the world. The Marketing Boot Camp is a gathering of 200 hearing care professionals, Oticon staff, and outside speakers.

What do you think of when you consider hearing aids?

I think of skin-tone colored instruments that people use but they want to hide. Usually, needing a hearing aid means you're getting old and few people want to be reminded of this fact.

What I found absolutely amazing is how Oticon reinvented a product category that is more than 100 years old by turning the instruments that people wanted to hide into a fashion statement!

In 2006, Oticon introduced the Delta model. It was revolutionary because it was produced in multiple color choices. Suddenly wearing a hearing instrument allowed people to express their personality.

The Oticon Delta product took off and soon people were asking for it by name because they saw a friend wearing one. Imagine that—a product category that many people were ashamed of transforming into one that people were proud to flaunt.

With the bold introduction of the Delta model, Oticon created the new designer category of hearing instruments. The move changed the entire industry. Other companies in the market were forced to play "me too".

In the years following the Delta launch, Oticon has launched new models, including the current Intiga line with multiple colors and styles.

Interestingly for you tech geeks, Oticon hearing aids can be synched to work with other devices such as an iPhone, computer, television and landline phone, pumping the sound directly into the hearing instrument. I never knew that!

Reinventing your product category

Think about your own product category. What can you do to take something that has always been done a certain way and transform it into something that people are eager to buy and to show off?

In America, takeout coffee had always been bad and indistinguishable between delis offering the stuff. Heck, when I lived in New York City in the 1980s, all the delis used the same WE ARE HAPPY TO SERVE YOU paper cups.

Then Starbucks reinvented coffee.

Bob Marley's Legend reinvented by EDM artists

Or how about a reinvention of a classic album using current music styles? Bob Marley's record label Tuff Gong, now run by his family members, worked with hot Electronic Dance Music artists to reinvent Bob Marley's Legend, one of the greatest selling albums of all time, with an official remix album.

I love Bob Marley (my photos of his last concert were used in last year's Marley movie). I also am becoming a fan of EDM. I caught Pretty Lights on Saturday night in Baltimore for example. Pretty Lights is one of the artists on the Legend album. So I had to pre-order the Legend remix.

How are you reinventing your product category?

Direct link to Bob Marley's Legend meets EDM with official remix album on YouTube.

Photo of Pretty Lights at Pier Six in Baltimore on June 8, 2013 by David Meerman Scott.

The revolution in business today

I recently finished Mitch Joel's new book Ctrl Alt Delete: Reboot Your Business. Reboot Your Life. Your Future Depends on It and enjoyed it very much, I asked Mitch to answer some questions for us.

As I was reading. it stuck me how similar Mitch and I think. We're both talking about the revolution going on in business today, but we come at if from different perspectives. Oh, and we’re both live music fans

Mitch is President of Twist Image - one of the largest independent Digital Marketing agencies in North America (although he prefers the title, Media Hacker). So while I spend my days worrying about me, Mitch has many clients and employees… and he still finds time to write a great blog and create important books.

Direct link to my interview with Mitch Joel on YouTube.

How long does it take you to respond?

On Friday, I presented at BMA Blaze, the Business Marketing Association's annual conference. I delivered a mini-keynote and then led a panel In the Moment: How and Why to Do Real-Time B2B Marketing with:

- Matt Petitjean, Vice President, Corporate Marketing, ADP

- Rich Jurek, Group CMO, The Inland Real Estate Group of Companies, Inc.

- Jeff Beringer, Global Practice Leader, Digital + Social Media, GolinHarris

During my talk, I used an audience response system to get a sense of the 500 or so senior B2B marketers in the room. My question was "How long would it take you to respond online to a news item related to your company or industry?"

Thanks to Annette Fernandes who in real-time captured the results.

I was surprised that nearly half of the people said they take a week to respond or they don’t respond at all.

Gone are the days when you could plan out your marketing programs well in advance and release them on your timetable. It's a real-time world now, and if you're not engaged, then you're on your way to marketplace irrelevance.

Matt, Rich, and Jeff are definitely engaged in real-time marketing and we had a lively discussion. For a taste, check out Christopher Hosford's article about the panel in BtoB Magazine At the BMA: Real-time marketing takes center stage.

Photo: Annette Fernandes

How Ocean Frontiers gets dive customers to share on social networks

This weekend I got my Open Water Scuba certification at Ocean Frontiers Ltd. in the Cayman Islands. I chose Ocean Frontiers because I connected with them on Facebook at the suggestion of a friend and then wrote about how the Ocean Frontiers Green Short Challenge is a terrific way to get people to share on Facebook.

I'm so impressed with how Steve Broadbelt, managing director at Ocean Frontiers builds both online and offline customer relationships with his scuba diving clients, that I interviewed him so you can hear in his own words.

Steve builds a community of divers who share their experiences on social networks including Facebook, Twitter, and Foursquare, serving as an authentic way for Ocean Frontiers to get the word out about what they do. After all, Scuba divers are social people.

Direct link to How Ocean Frontiers gets dive customers to share on social networks on YouTube.

Steve and his team at Ocean Frontiers create memories that people will emotionally connect to and that they want to tell all their friends about on social networks. Steve says no amount of print advertising or email blasts can do that.

The Ocean Frontiers success can be applied to businesses of all types. When you create experiences and build relationships with customers they are happy they tweet, like, and share.

Here are links to the Ocean Frontiers social networks we discuss in the video:

Ocean Frontiers site

Ocean Frontiers live reef cam

Ocean Frontiers Facebook

Ocean Frontiers Foursquare

Ocean Frontiers Twitter

Ocean Frontiers blog

The Green Short Challenge

In particular, check out the reef cam. As of this writing, there are more than 400 comments, many are people who take a screen capture of an interesting fish for all to see.

How to prepare and deliver a TEDx talk

Last month I delivered my TEDx talk The Need to Explore.

Since that time, many people have asked about TEDx talks – how do you book one and how to prepare one. So this is a long post with all sorts of ideas for how to do your own TEDx talk.

TEDx are independently organized TED events that give communities, organizations and individuals the opportunity to stimulate dialogue through TED-like experiences at the local level. Chances are a TEDx will be organized near you.

I learned about TEDx UMass Amherst as it was in the early planning stages from Kareem Agha, at the time a senior at UMass Amherst, who I met at a conference in Boston. Kareem is the co-founder of TEDx UMass Amherst and I quickly agreed to do a talk because it was nearby and I had been thinking about doing a talk on a new subject for a while.

The only reason to give a speech is to change the world

My friend and speaker coach Nick Morgan (who if you read on you'll learn I worked with on this talk) says: "The only reason to give a speech is to change the world" which is rather daunting if you think about it but is an incredibly motivating concept. There are no shortcuts to preparing and delivering a TEDx talk.

There is another reason to give a TEDx talk however and that is to get the resulting video. As content, the video of a TEDx talk has many uses and for many people and organizations, the video lives on for years as great content that is shared on social networks and ranks in the search engines.

Preparing the talk

I knew early on that I wanted to do a talk about the intersection of communications and exploration and I wanted to tie it to the Apollo lunar program. But that was about all I had to begin with. I decided that I wouldn’t use any of my existing material -- so the content would be 100% new.

The first thing I did was check out the guidelines published by TED. Here are the TED Speaker Commandments, which I had in the back of my mind as I prepared.



1. Thou Shalt Not Simply Trot Out thy Usual Shtick.

2. Thou Shalt Dream a Great Dream, or Show Forth a Wondrous New Thing, Or Share Something Thou Hast Never Shared Before.

3. Thou Shalt Reveal thy Curiosity and thy Passion.

4. Thou Shalt Tell a Story.

5. Thou Shalt Freely Comment on the Utterances of Other Speakers for the Sake of Blessed Connection and Exquisite Controversy.

6. Thou Shalt Not Flaunt Thine Ego. Be Thou Vulnerable. Speak of thy Failure as well as thy Success.

7. Thou Shalt Not Sell from the Stage: Neither thy Company, thy Goods, thy Writings, nor thy Desperate need for Funding; Lest Thou be Cast Aside into Outer Darkness.

8. Thou Shalt Remember all the while: Laughter is Good.

9. Thou Shalt Not Read thy Speech.

10. Thou Shalt Not Steal the Time of Them that Follow Thee.



Then I read a book called How To Deliver A TED Talk: Secrets Of The World's Most Inspiring Presentations by Jeremey Donovan, which was very helpful. Amanda Palmer's blog post The Epic TED Blog, part one: It Takes a Village to Write a TED Talk also motivated me. Because there was so much to think about based on the advice of Jeremey and Amanda I knew this would take a lot of time.

I watched a bunch of TED talks. Here are some of my favorites.

Amanda Palmer: The art of asking

Hans Rosling: The magic washing machine

Seth Godin: Stop Stealing Dreams

I sketched out a basic talk and then found some images that might work with it. Then it was time to practice and revise. My main worry at this stage was to deliver a talk that would clock in at under 15 minutes. I'm used to delivering keynotes that are typically an hour, so the shorter timeframe was a challenge.

Here are some of the things I focused on in the early preparation:

- Tell some personal stories.

- Be vulnerable.

- Use humor.

- Understand exactly what I want people to walk away with.

- Develop a catch phrase.

- Have an opening, body, and conclusion.

- Make the body as three parts.

- Have specific calls to action for the audience at the end.

- Have fun!

Revision, revision, revision!

I booked time with Nick Morgan, my speaker coach, to rehearse my talk. But even before I went to see Nick, I delivered the talk to my wife and daughter. Ugh. The first draft was terrible! But actually delivering the talk in front of an "audience" is so different than just saying it in your head. I did my first revision based on the feedback from my family.

It was time for Nick to watch me deliver the talk the first time. Because I have a "happy feet" tendency (in a way that can be distracting to the audience, I move around the stage a lot to burn off nervous energy), we worked on where I stand and how I control my body. That was a big help because then I could focus on the words.

At this stage, the talk was about exploration. My closing line at this point was: "We need to explore. When humans are exploring we’re at our best. When we're exploring we do new things." My focus was that we needed to get NASA back into the human exploration business.

Then I delivered the talk to four willing audiences to refine the ideas. I want to thank them for letting me subject them to pretty bad talk.

First up was the eMarketing course that Tom Catalini teaches at Bentley University. Tom blogged about it in his post A TED Talk in the Making. The students provided terrific feedback! I filmed the Bentley talk and shared the video with Nick and together we revised some more.

Now the talk was morphing into a bit more of a marketing talk. I was using the Apollo program and the current space exploration by private industry as a way to talk about marketing.

A few days later I shared the budding talk with the content marketing team at Raytheon. The memory module I show in the talk was built by Raytheon in the 1960s so it was fun to share with them. They provided some excellent feedback around the actual words I was using.

I revised once again and then delivered the talk in front of about 200 people who work at National Geographic in Washington DC. This was my first larger sized audience and it felt good to put the talk through its paces on a big stage. Although I wasn't able to get feedback from that version, I did get a video of it and watched it a bunch of times to look for ways to improve.

Another round of work with Nick followed. We focused on upping the energy level. Nick says: "Charisma is focused emotion" and I needed to add emotion!

At this stage I was about a week away from the TEDx event and I was still a little uncomfortable about the talk. I wasn't really sure why I was feeling it wasn't quite there but I new something was either wrong or missing. It just wasn't "clicking" in a way I am used to with my other talks. I was a bit worried actually.

A breakthrough

Fortunately, I had two more opportunities to deliver the talk live, both at the HubSpot offices (I am on the HubSpot advisory board). The first round was at a company "HubTalk" (company events where outside speakers present ideas to stimulate creativity) where about 75 or so people showed up. A few days later I presented to ToastSpot the HubSpot Toastmasters group.

The feedback at the two HubSpot sessions was amazing! I got so much valuable feedback that I had to film it so I would be able to remember it all. Certainly not shy, HubSpotters focused in on the parts of the talk that needed improvement and helped me to begin to see why I was so uncomfortable with the talk.

Brian Halligan, HubSpot co-founder and CEO said best what was worrying me at the time "The talk is about marketing and space. But those things don't go well together. It's not like peanut butter and chocolate." Brilliant stuff, Brian. But I only had a week to go!

Brian also presented at TEDx UMass Amherst. His awesome TEDx talk Inbound HR is about the HubSpot culture and how the things he has learned can be applied to all companies. The HubSpot culture certainly works because the company is the 8th fastest growing technology company in the United States. Watch Brian's talk. He makes it look easy. And he has a powerful idea.

As I was driving back to my office after presenting at HubSpot, I realized that I needed to change the fundamental approach of my talk. Instead of it being about marketing, I made it about the power that every single one of us has in our pockets: Our mobile phones.

I made a simple but powerful change. I added a new story at the end of the talk using photos of Cangandi, Panama using some valuable information from Nathan Gray and Lider Sucre from Earth Train on how villagers use their mobile phones.

My final line then became: "You have more power in your pocket than the entire Apollo moon program. What are you going to do with that power?"

I called Nick and we reviewed the changes. I was finally ready.

TEDx day

On the actual day of the talk I was very relaxed and had a great time. Kareem and his team of organizers did a fantastic job with the event and the tight organization meant that I could think about the talk and the audience and not the technology or the details. Thank you TEDx UMass Amherst team.

I hit all my marks and remembered everything I wanted to say. I didn't fumble or drop my Apollo artifacts that I used as props. People laughed at my jokes! The talk came in right at my target length of 13 minutes.

Had I not put in the work, I never would have had the breakthrough and learned what the speech was really about. Had I not delivered the talk in front of five willing audiences prior to TEDx, there is no way I would have been able to do a talk I was proud of. (Thank you to everyone who saw an early version - it was a huge help.)

A TEDx talk isn't easy. But the effort is worthwhile. There are no shortcuts.

After the video of my talk The Need to Explore was posted on YouTube, I called Nick one last time and he shared with me several things to improve on. In particular, I didn't pause enough. And while my energy level was high, I didn't vary that level. Next time! And there will be a next time because I'd like to deliver the talk again.

Having one person (Nick Morgan) be with me throughout the entire process was incredibly valuable. Thanks Nick.

It's your turn

If you've read this far, you're probably interested in doing your own TEDx talk. Great. It is rewarding and fun!

There are no shortcuts

I'll tell you up front, it's not easy.

If you want to do something worthwhile, you need to work at it.

Many people ask me about writing a book. I've written 8 books and each one was a tough slog. If you want to write nonfiction, you’ve got to research your topic, find an angle nobody else has, do a bunch of drafts, get feedback, do several rounds of edits, and more.

Fiction is even tougher because your writing has to work on so many levels including conflict, characterization, dialog, setting, and much more.

And that's only half of it. The other half is promoting your work so people find you and get interested in what you do. It's about building a platform years before your book's publication date by blogging, doing videos, speaking at conferences, reviewing books similar to the one you wrote, being social.

There are no shortcuts.

"Diet and exercise." That’s what I tell people when they ask me how I dropped 50 pounds in a year.

Most people stop there.

Some probe for details and I usually say something like: "I eat very little starch and exercise every single morning." For most people that's enough.

Unless someone is serious about getting fit themselves (or is already fit and interested in swapping stories) they really don't want to hear that there are no shortcuts. There is no magic pill, special machine, or secret diet. It is a lifestyle change.

Very few people want to hear what it really takes. Paying attention to every single little thing that goes into your mouth and an average of 90 minutes of tough exercise every day with no excuses for things like being in a hotel room.

What are you doing now?

Are you looking for a new job? Starting a business? Beginning a blog or YouTube channel? Learning to paint? Preparing a TEDx talk?

It's not easy. Nothing worthwhile is.

But if you work hard you will be rewarded.

One of the most difficult things I've ever done is learn to surf. I took it up with my daughter and she was a natural. But I wasn't. My balance stinks. I fell a thousand times before I felt even remotely comfortable. I'm not very good but I love it. It was totally worth the effort over several years.

Your effort will be worth it too. Don't try for shortcuts.

Welcome to Seth Godin readers who found this blog from Seth's shout-out this week. I typically post twice a week.

Building inbound marketing assets are not marketing expenses

I get pushback from many entrepreneurs and business owners as well as CMOs in larger businesses about the idea of using inbound marketing because they see the investment in people to create content as a barrier. They say things like: "I cannot find money in my budget to spend $5,000 a month (or whatever the number) on content creation."

When I probe, the vast majority of these decision makers are looking at content creation in the same way as they look at other marketing expenses they currently have such as advertising, trade show booths, spending on agency retainers, and printing brochures.

Building inbound marketing assets

Thinking of your content as an expense like advertising means you always underspend.

For example, if you spend $5,000 in a given month on Google AdWords, the only thing you are buying are the resulting clicks of your ads appearing against the important phrases people search on to find your business. But as soon as you stop paying, your clicks stop too. This is the classic example of a marketing expense.

However, if you spend $5,000 in a given month to hire a freelance journalist to write a bunch of interesting blog posts relating to important phrases people search on to find your business, you will have assets that live on forever that will drive people to your content from the search engines for years to come. The content will have value many years after it has been paid for.

I started writing this blog in 2004. There are posts that I wrote many years ago that rank highly in the search engines for phrases that people search on today such as "brand journalism" "online media room" and many others.

My free ebooks are an even more dramatic example. I've gotten well over a million downloads from these efforts. Every day people download my ebooks, in some cases many years after I have written them because they enter search terms like "viral marketing" and discover my long ago created content.

Those blog posts and ebooks are assets that I own. It's not a marketing expense because the 500 or so links from Google and the other search engines I get each day are free!

It's not just me. Mike Volpe, CMO at HubSpot, looked at HubSpot sales leads from their blog. It turns out that 70% of all blog leads are from older articles and only 30% of the leads came from articles that they wrote that particular month.

In other words HubSpot blog assets that were already "paid for" in the past represented 70% of HubSpot success. Yet the way most people would calculate ROI is to value the smaller 30% of leads against the marketing spend for that month. This method gives false data.

Time to stop thinking of content creation as an expense

Almost all marketers are looking at an investment in content as a short-term expense instead of a long-term asset.

It is time we educate the decision makers that content creation is asset building. I am such a believer in this that I think we should put our blog or YouTube channel onto our balance sheet in the same way that many companies value patents or brands.

How to value your content assets

There are a number of ways we could actually value our content. None are perfect. Here are a few to get you thinking:

Value of a blog post or ebook using AdWords Value Equivalency

I propose one metric, which I coin as AdWords Value Equivalency, which is sort of similar to the traditional PR metric of Advertising Value Equivalency.

The way to calculate this is to figure out how much you would have to pay for the Google AdWords equivalent of a particular search term that you rank highly for in the natural search results because of the content you have created. Then figure out how often that phrase is searched on and calculate a value for a year (or ten years or in perpetuity).

As an example, HubSpot is currently in the #1 position for "marketing software" (nice!!). And there are also a bunch of companies buying ads against this phrase using Google AdWords. I would argue the value of that phrase as a HubSpot asset is the present value of the maximum AdWords price you have to pay times the number of searches. You could figure it out such that a keyword like that could potentially be worth millions over, say, ten years.

Value of a Twitter follower

Here is an arbitrary way that each Twitter follower is valued at $2.50. Some time ago the mobile phone site PhoneDog sued a former employee when he left the company, alleging that the employee took as many as 17,000 Twitter followers with him when he left. PhoneDog estimated each follower was worth $2.50 and went to court to get the money back.

What about you?



Please add a comment if you are already calculating the value of your marketing assets and let us know how you do it.

Are there any creative types out there who want to build an online tool for my concept of AdWords Value Equivalency?

Disclosure: I am on the HubSpot advisory board and serve as the company’s Marketer in Residence.

My TEDx talk The Need to Explore

The video of my talk was just posted to the TEDx YouTube channel.

Direct link to The Need to Explore on YouTube.

This is a completely new speech for me with no reliance on the material I use in my keynotes.

It was fun (but hard work) to create a brand new talk combining several subjects I am passionate about: space exploration and our ongoing communications revolution.

Later this week, I will post about how I created the talk.