SXSW: What’s it All Mean?

By Helen Vollmer, President, Edelman Southwest

Head down, dodging raindrops and wind, I found myself traversing the streets of Austin the last few days in search of the meaning of SXSW. 

For the uninitiated, SXSW is the ultimate convergence of thought leaders in Interactive, Film and Music (and now Education) over a two week period.  The conference itself is overwhelming with panels, exhibits and performances .  Anyone   want to wait in line for three hours to hear Al Gore?  I heard he was amazing.

But the real action takes place on the streets, in converted office, retail and restaurant/bar spaces (including the new Edelman Austin loft that hosted AMD’s Digital party on Thursday, our own welcome hour on Friday and an amazing salon dinner for GoodxGlobal on Sunday).  Pedestrians run headlong into each other because they can’t look up long enough from texting.  Pedicab drivers, ranging from the hippies of yore to the hipsters of now take delighted geeks from the Convention Center to uber-cool SoCo (South Congress) where all involved get tanked on margaritas or turbocharged coffee drinks (go to Jo’s the next time you’re in Austin).  They actually run out of cowboy boots to sell at certain bootmakers.  As you might imagine, there is music everywhere. There is no rest for the weary.

And that is the beauty of SX.  It is total engagement by those who have come to Austin, the new mecca of innovation.  People actually meet each other and connect in new and different ways.  The conversations are thoughtful, curious and sometimes upending.  I heard “wow, I hadn’t thought of that before” in passing conversations at least three times in as many days.  The energy level is contagious and it makes you want to clone yourself so you don’t miss anything.

Which brings me to takeaways that can be applied to SXSW (or any major conference or convention):

1. Show up.  You can’t be engaged if you don’t sign up for the party. Excuses about travel schedules, long lines, lack of hotel rooms should never dissuade you from attending a conference where you have the chance to really learn something new or meet people who are smarter than you. You can’t be lazy and be a leader.  And, once you’re there jump into the conversation and add to it: your POV is important.
2. Mix it Up.  Innovation comes from diversity of thought.  So, the key to getting something out of a SXSW is to surround yourself and meet a variety of thought leaders, not just those who do what you do and know what you know.  The beauty of conclaves such as this is that new ideas spring from conversations that include communicators, non-profit leaders, educators, analytics wonks, politicians, etc. where common ground is found and fertilized.
3. Don’t be a FOMO (Fear of Missing Out).  Don’t be one of those people who while talking to one person is looking over their shoulder to see who else in the crowd they should talk to. You’ll miss out on important dialogue if you’re not focused on the person in front of you.  The founder of the energy giant Schlumberger reportedly had a saying, “Always Be.  Never Appear to Be.”  He got it right.  Pay attention to the moment at hand and learn from it.

SXSW is, to be honest, a place to be seen.  But it’s also a place to be heard.  And a place just to listen and learn.  You leave town wanting to know more and be a smarter, better connected to the world version of yourself.  Mmmm . . .  that very well could be the meaning of life, right?