I love it when I get repeat gigs! Back in 2010, I was invited into this annual event, 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.
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.
Hence, a rather undiplomatic slide. But it did get a lot of retweets!