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C2-MTL a great model for the un-conference

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C2-MTL a great model for the un-conference
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Name the last conference you attended where you were so riveted by the presenters that you only checked email during the breaks. Or name the last one where you returned to your office so inspired that you shared learnings with your colleagues and engaged in personal research to build your understanding of the topics covered.

Now that I’ve attended C2-MTL, I’ve got a ready answer for the question. The event was held in Montreal during late May and just walking into the Arsenal Montreal, you knew that a special experience was in store. The event came about as result of a vision from Cirque de Soleil’s President and CEO Daniel Lamarre in 2010 to create an event that would inspire leaders and spark innovation and creativity. The 2013 theme was summed up by Jean-Francois Bouchard, President Sid Lee that “Creativity is everybody’s business”.

The format was a smart blend of networking, workshops and keynote talks. So far, that might sound like customary conference formatting, but it was “how” each element of the format was delivered that made the difference. There was a large wifi enabled area which provided a venue for “always on” networking and the cadry of gourmet lunch trucks transformed meal and snack breaks into a grand crowdsourcing of creative minds.

The keynotes were given by notable business leaders and emerging entrepreneurs. Those in attendance were riveted by Blake Mycoskie, Philippe Starck, Neri Oxman, Barry Diller, Diane von Furstenberg, and Sir Richard Branson. A content partnership with Fast Company celebrated the 100 Most Creative People in Business and brought innovators Mohamed Hage and Stephan Ouaknine to the stage.

Hage is the founder of Lufa Farms, a company dedicated to building sustainable rooftop farms in urban settings. Lufa Farms produce organic foods which can be delivered locally and can change the landscape of a city. Challenged by one questioner after his talk about the return on investment of these green rooftops, Mr. Hage stated emphatically that “profitability is the first step towards sustainability”. In other words, Lufa Farms is not an altruistic hobby, it is serious business that helps real estate developers and the public together through the same model.

Workshops were different too. I had the pleasure of facilitating one with Aaron Dauphinee, Canadian Knowledge Director for Aimia, Inc. on the subject of “Loyalty and Big Data – the good, the bad, and the opportunity”. Our direction was to leave the laptops and PowerPoint behind. Instead we facilitated a “kitchen table” conversation among three separate groups and talked about which brands were using data smartly to improve customer service and build brand loyalty and which stood out as flops.

Attendees become passionate in discussion and each group walked away with new ideas and perspectives on their favorite brands. Our creative Emoji provider, Shawna Newbery, captured highlights of each discussion in a pictograph, an excerpt of which is the photo attached to this post.

Being part of C2-MTL was an eye opener. I’ve felt for some time that the traditional conference model is somewhat “broken” and the standard fare I’ve attended this year in loyalty and cards marketing has reinforced that view. It was refreshing to experience a new format and to return home energized for growth.

 

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