We are all very busy, there is no doubt, and sometimes it’s really easy to question why we should show up for something without a distinct purpose. Is it something we can just do with a call, or get an email or watch a video about passively later on. Time is so precious, and the management of that time is oh so critical.
However there remains something to be said, maybe more so than ever before, about the value of showing up. Case in point for me last week. During a class I received a text that our colleagues at CSM Lead Dog were having a semi impromptu gathering and discussion with their two senior leaders from CSM Sport and Entertainment, who were in New York for meetings. CSM Sport and Entertainment CEO Matt Vandreau was going to be joined by company Executive Chairman (Olympian, Hall of Famer, chairman of the London Games, president of the IAAF and IOC board member) Lord Sebastian Coe (and CSM’s Dave Mingey) to give their thoughts on some of the timely subjects not just in sports and business, but in culture and emerging trends across the board.
Still it was pouring rain outside, and what would be worth the schlep downtown? Should I go. Sure, why not, it was early enough. The result was a more than worthwhile few hours with some bright young faces in the business and some really amazing insight from CSM leadership.
A small sample.
“Does (your company) reflect the world I live in?” Lord Coe talked about the need for inclusion of all in the workforce, a must have for a new companies who want to engage with a new more thoughtful businessperson coming out of school. Inclusion is more important to young people., almost as much as financial success.
“Sedentary lifestyles and health issues are going to be the biggest challenges and present the greatest opportunities not just for businesses, but for government and all those having to deal with aging, slower and more obese populations going forward.” While esports and gaming are all the rage, it is important to note that a society that is becoming less mobile and active, especially as technology like AR does menial tasks for many, is not, literally, healthy for anyone. Lord Coe touched on the fact that governments, especially in Europe and Asia, are seeing this gathering storm, and are trying to work with companies to improve active lifestyles. Those brands who can find ways to literally get people of all ages up and out, can be the leaders bucking a disturbing trend.
“I think that the biggest driver that we need to focus our efforts on is data and analytics. Data and analytics are changing our whole industry and how we look at things.” -Matt Vandrau on the way that engagement is being redefined by brands and properties based on the very precise numbers that can now be delivered for ROI. There is no more guessing at what it effective, there can be more direct, realm time correlations now more than ever, and the use of that data will continue to grow.
“One of the big challenges sports business faces is the need to better share content with consumers and build an audience vs. looking to protect and put everything behind a paywall. We need to understand how content gets shared, and realize that collaboration will grow the market.” -Lord Coe was quick to point out that niche sports as well as large properties like the Premier League and even the NFL run a risk by holding back content to just those who they have gotten a check from. He also talked openly about the challenges the IAAF faces in growing track and field because of the fact that large scale rights deals, some with a small footprint, can often deter casual fans from experiencing and embracing the beauty of events. Finding a balance, much like the NBA has done in pushing highlights out, is going to be vitally important for any and all properties looking to engage in a global rush for fans and viewers. A short term, dollars over distribution platform, can work for some, but that number is shrinking.
Now could I have gleaned this info from following up with a colleague or following along on social media? Perhaps. But that ability to be in the room to listen and have my own takeaway with such solid leaders, in a very casual format, was incredibly valuable.
Lesson reinforced, if you can find the time to show up, the value usually outweighs the loss. You never know if you aren’t in the room where it happens.
