The latest Andy Stanley Leadership Podcast featured Sangram Vajre, co-founder and chief evangelist of startup company Terminus. That company specializes in B2B marketing.
Vajre talked about several things the company’s founders did at startup.
They wrote a book. They autographed 1,000 copies and sent to executives at prospective clients. Instant credibility.
They put together a conference. Many industry influencers were invited to speak. Terminus had a booth. Competitors were also invited to have a booth. The conference was not branded for Terminus, rather Flip My Funnel. There was no keynote from Terminus promoting the company. It was an “Industry Conference.”
Made me pause and think about our market, or industry. Perhaps the closest we have to and industry conference is ARC Industry Forum. Except that it is really about ARC and its clients. Many companies (almost all?) run conference for its customers and prospects. A couple of magazines run conferences. They are mostly centered on advertisers. Speakers are either conference sponsors or a customer of a sponsor. That doesn’t mean in any of those cases the speakers will simply give sales pitches. But it’s not the same as having independent influencers as speakers. Maybe we just don’t have enough of us?
I would do an independent industry conference, but there is only one of me.
Back to Vajre. He developed the PEAK methodology. From the show notes:
- P – Picture of Success: The image of the collective win that rallies the community
- E – Extreme Focus: Identifying the one thing your business focuses on
- A – Authenticity: Being true to your word, revealing your motives and demonstrating that youcan be trusted by your employees and customers
- K – Kindness: Caring for your team and community and keeping your customers in focus insuch a way that everyone on your team sees and feels how they contribute to the win