Noah once shared with me this great quote from Michael Bierut about design:

“The great thing about graphic design is that it is almost always about something else. Corporate law. Professional football. Art. Politics. Robert Wilson. And if I can’t get excited about whatever that something else is, I really have trouble doing good work as a designer. To me, the conclusion is inescapable: the more things you’re interested in, the better your work will be.”

That quote has always stuck with me and it is something that Noah and I rally behind each year in building out the agenda for Transition. There is a universal truth about great marketers: The better the marketer and the more you spend time with them, what you find is they are interested and passionate about things that have very little to do with the direct practice of marketing.

This, more than anything, is what Transition represents.

We started Transition in 2014 with a focus on the speed at which information technology was changing the market. The name, Transition, was born out of a quote from the founder of Intel, the late Andy Grove: Market share “is won or lost at times of technological transition.”

Our core focus when we launched Transition was on the next 15 years and the rise of the global middle class, a more connected world, and how software was becoming the backbone of the enterprise. These three major trends were the foundation for how we could look at a changing world through an opportunistic lens while trying to answer the question, how will marketing, and ultimately the enterprise, be impacted?

Going into our third year of Transition, we are going to be more ambitious than ever before. First off, the conference will be two days, instead of one. We will be in New York City at the iconic Alice Tully Hall at Lincoln Center, and instead of having a few hundred people, we will host over a thousand people on September 20th and 21st.

We will also be expanding the keynote-style presentations that represent Transition to include breakout sessions and workshops featuring some of the 800+ amazing brands that we work with every day around the globe. This customer focus sits at the center of our theme this year:

Building Brand for the Long and Short-Term

Our obsession with building great brands is what has come to define Percolate more than anything else.

Our focus on building brands hopefully comes through in our own brand at Percolate, which we began building when we founded the company in 2011. Beyond that, though, it should come through in our genuine desire to help build the brands of our customers, whether that brand is 100+ years old and associated with America’s most famous inventor, or seven years old and helping build a platform for all future inventors.

This year at Transition, we will stay true to our roots and absolutely go big and tackle a host of topics from Artificial Intelligence to Universal Basic Income to CRISPR to Autonomous Vehicles and The Future of Work. The stuff that Martin Weigel of Wieden+Kennedy said was:

“Downright melting of the mind… [Transition] made all those keynote presentations at Cannes look like just so many empty calories.”

All of these topics represent long-term thinking that will influence the enterprise, marketing as a function, and careers in our lifetime. We are going to combine these topics with hearing directly from our customers on how culture, technology and media are changing the way they do business day to day. From CMOs at some of the the largest companies in the world like Unilever’s Keith Weed and Mastercard’s Raja Rajamannar to brand managers that are changing the way their organizations work by putting Percolate at the center of their operating model. We will have over 50 speakers in total, with speaker announcements coming over the next few weeks.

We hope you will join us and thousands of other marketers as we work towards building the brands that will help create a better world for all of us.