I love it when I get repeat gigs! Back in 2010, I was invited into this annual event, to speak to 250 cattle ranchers on future trends with ranching, food, consumer behaviour and more. I had several billions of dollars worth of cattle in the room and 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 their emotions to drive their passion for purpose.
Hence, a rather undiplomatic slide. But it did get a lot of retweets!