How to go to a Conference
With my GDC Taipei Summit talk, I wrapped up a year of touring the world public speaking. It started with my GDC Online talk on iOS and Android development with Unity3D and concluded with a few trips to Asian GDCs with an expanded version of that talk. In between I did a few other presentations, including co-hosting the awards at Casual Connect SF.
I figured I’d share my tips on how to effectively go to a conference as an entrepreneur.
Conferences are about networking, not information
You rarely learn anything at a conference. This is because the vast majority of speakers are shamelessly promoting themselves or their companies. Most lectures are thinly veiled advertisements. Also, absolutely never go to a panel. You’ll hear better conversations in the hotel bar afterwards. Never listen to sober panelists.
Conferences are about who you meet and the connections you can make. The best way to do this is to make yourself highly visible. Which leads to my second point.
Only attend conferences you are speaking at
If you have fears about public speaking, you’re just going to have to get over it. If other people are merely promoting themselves or their companies, why shouldn’t you? Naturally, an effective speaker shouldn’t shill–and if you are obviously self-pimping, you’ll never get invited back to speak. It’s a delicate balance.
Speaking is a great networking opportunity because you also get access to exclusive events such as speaker dinners that allow you to network with others who may be able to unlock some opportunities for you.
Target your audience
Speaking is all about attracting the right audience with the types of people you want to network with. You need to cater your talk to these people. For instance, this year my talk was highly technical. Technical talks are useless for business development purposes as the only people who attend are engineers–the so-called ‘losers’ of the proverbial Gervais pyramid.
If you’re trying to generate revenue for your business, speaking about the “why” and not the “how” of your subject is a better idea. Discussing why something should be done may attract more decision makers and less actual productive people.
On the other hand, technical talks are great for recruiting talent. I know many technical founders that give in-depth engineering presentations so they can recruit candidates from the audience afterwards. But please–don’t end with a “we’re hiring” slide.
Don’t have meetings
Don’t have meetings at a conference. Most gatekeepers and decision makers are merely going to conferences as a paid vacation. (See one of my earliest posts) They’re hovering within a gradient of two states: drunk or hungover–and if not, are intensely focused on getting laid before the end of the show and thus won’t remember anything you discussed. Try to get the commitment to meet them at their workplace after the conference–when they are presumably sober and have no choice but to listen to you.
Those are just some quick tips from years of attending conferences. Have an objective when you go. When someone asks you what you are doing, have a story to tell. If you just aimlessly wander trying to make serendipity happen, it never will. Self promote, and have a mission.