Because the best marketers deserve great content.
Why We Named Our Conference Transition
When my co-founder James and I first started our company, we knew we would name the core product Percolate. We did, however, spend some time discussing potential names for the parent corporation that would produce it. One of those names was Punctuated Equilibrium.
The term, originally coined by Stephen Jay Gould, proposed that evolution actually happens in bursts, with species undergoing long periods of stasis interrupted by a brief period of massive change. Think tens of thousands instead of millions of years. Marketing, and business at large, felt like it was in one of those bursts, and we were excited to build software to help organizations evolve.
Ultimately we settled on a simpler parent company name: Percolate Industries, Inc. Still, the notion that we’re in a time of massive industry change has only become more acute over the last three-plus years as social continues to explode and mobile has taken over the planet.
Fast forward to last year, when I ran into a quote from former Intel Chairman and CEO Andy Grove, stating that market share “is won or lost at times of technological transition.”
Both ideas get at the same concept: With massive change comes massive opportunity. Everywhere around us we see evidence of this truth, from the turnover in the Fortune 500, to a company like WhatsApp to growing to be worth $19 billion in just five years, to the astounding growth of the smartphone market since 2008.
We are in a moment of transition.
For marketers this means two things: First, as a core function of the business and owner of the message, this explosion in communications technology falls squarely in their wheelhouse and gives them new opportunities to prove their value to the organization. Secondly, to achieve this, marketers will need to rethink the way they operate as the core channels (local to global), audiences (millions to billions), and content (stock to stock & flow) they once worked through shifts under their feet.
James puts it well at the end of a presentation he gives about the state of content marketing. After walking everyone through the transitions we’ve seen in the industry over the last few years and the ones that are still to come he ends with just five words: We live in amazing times.
It’s that notion that we’re trying to communicate with our first conference on July 16th, 2014 at the TimesCenter. In a nod to Andy Grove, we’re calling it Transition. You can find the details at the conference website.
We hope you’ll join us for a day of ideas and conversations about the world, the industry, the enterprise, and how technology is reshaping marketing. The goal is to take a broad approach to the questions that modern marketers have and bring stories and examples of organizations successfully making it through times of amazing transition.
It’ll be awesome. You should come.