---
type: Web Page
title: "Keynote: 4C Summit, Tucson, Arizona – Ranching & Livestock in the Era of Fitbits for Cows!"
canonical: https://jimcarroll.com/2017/05/4c-summit-tucson-arizona/
updated: 2019-06-22T10:50:15+00:00
---

# Keynote: 4C Summit, Tucson, Arizona – Ranching & Livestock in the Era of Fitbits for Cows!

I love it when I get repeat gigs! Back in 2010, I was invited into this [annual event](https://www.4csummit.com/), to speak to 250 cattle ranchers (who represented several billions of dollars worth of cattle) on the future trends with ranching, food, consumer behaviour and more. I reported on it at length in a [few blog posts.](/2011/11/the-future-is-all-about-refrigerators/)

They invited me back again this year for a keynote that took a look at the new world of consumer influence, issue messaging and more. In the era of fake news and rapid myth-information, cattle ranchers need to do a better job in telling their story to the world, and that was the entire focus of the event this year.

In my opening keynote, I put these trends into perspective. And, to be honest, I was blunt with them that if they recognize that some misinformation exists, they should let their emotions drive their passion for purpose.

![](/wp-content/uploads/2019/03/BeBlunt.jpeg)

Hence, a rather undiplomatic slide. But it did get a lot of retweets!