More on Wine Future
I followed the recent Wine Future conference via a combination of Twitter and the live feed on the Catavino blog. I’m so glad I didn’t go. By all accounts, several of the speakers misjudged the event and simply used their slot as a promotional vehicle for their own ventures. That’s old thinking.
‘Old thinking’ media treat their audience as mildly stupid. It’s a mistake. Most of the emerging generation of media consumers are savvy enough to spot a commercial agenda at some distance. They hate this sort of self-promotional spiel. ‘New thinking’ is honest, open and, having grown up with spam, is acutely sensitised to marketing messages delivered without permission.
Old thinking ignores competitors and has an ungenerous spirit. New thinking acknowledges the competition, enters into conversation, and has an inclusive spirit. New thinking realizes that there is far more to be lost by showing potential readers that you’re a competitive twerp than there is to be gained from such ungenerous behaviour.
Old thinking is pushy. New thinking waits its turn. Old thinking sees competitors as enemies. New thinking realizes that their competitors’ success can benefit them too, because it expands and gives credibility to the category.
Kudos to Catavino and Wine Conversation for helping bring Wine Future to the rest of us, even if – as we thought might be the case – the conference largely failed to live up to its billing.