InfoStream: There's plenty of information about how the Summit came to be and the vision that draws this group of professionals together already online. Today we would like to focus on the changes you are bringing to 7th Annual International Summit for Urban Animal Strategies in a few weeks.
Larry: I would be happy to provide some perspective.
InfoStream: We noticed in your personal blog the Summit is moving to a theatrical approach for managing the program and event. What is this all about?
Larry: First of all, the executive thought leaders in the Summit program have explored new directions since things began in 2006. You might say it's in the DNA of these people. Quite simply, the early years of the Summit program were dedicated to building trust and exploring how to work together. In the past 2 years, these leaders have actually shared resources and ideas to achieve some really big wins in their communities and regions across Canada. There is now an expectation these successes will occur every year and the focus of Summit can shift a little toward recognition, inspiration and celebration which is also part of the vision. We are using a theatrical methodology to deliver an authentic experience for these professionals that will help them recharge and recover their investment of passion and emotion for this industry. After all, these are the people the industry relies upon to make things work and it hasn't gotten any easier to be an executive leader.
InfoStream: So who's idea was all this?
Larry: As with most things around PetLynx there are more people to blame then not. First of all in 2010, Karen Dawson, from Create Now was facilitating the OpenSpace session of the Summits and she brought the original idea of Improv performance to our thinking. Then Joe Pine's book, The Experience Economy developed the rationale and reasons why we needed to think of moving toward generating a more authentic delegate experience. Finally, the surveys we conducted with Summit Alumni and Associates showed possible improvements to the experience they were receiving. Eventually, we decided ask sponsors to step up so we could move forward with production values we think will add real value to the Summit experience.
InfoSteam: Just what kinds of new production elements are being worked on?
Larry: We're working with the venue and production management to create a better IT and AV environment that allows real-time polling, online interaction and we've upgraded talent and data sharing.
InfoStream: There are people that are no longer involved with the Summits. Care to explain?
Larry: More than 700 people are now involved in the Summit program and somewhere around 40,000 in the social communication program, which is more than at any other time in Summit history. Moreover, for the industry, there has been a move toward stability and professionalism that didn't exist at the beginning. In fact, it is correct there are people no longer involved in the Summit program: The Summit seems to turf out those interested in self promotion or in forcing a particular agenda. There have been some who are uncomfortable with level of transparency in communication and others that were unable to extract value from the program/relationships. Finally, There have been those who don't become involved for competitive reasons. While these things have occurred, gradually the barriers are falling and that is good for all of us.
InfoStream: Why is the Summit moving toward LinkedIn for OpenSpace conversations, skills inventory, recruiting and relationship management?
Larry: As the 'cloud' becomes pervasive and social communications envelops all of us, it becomes easier to share resources across online platforms than to create new or proprietary applications. Many of us already use LinkedIn to develop our personal brand so this move will have the effect of consolidating the online platforms we all need to support. As you know, PetLynx has promoted 'cloud' based solutions since beginning development in 2003. It just makes sense to move to platforms we can all use with our 'smart' devices and away from things that 'tether' us to specific networks or desktops.
InfoStream: How did the Animal Sourcing theme for the 2012 Summit work out?
Larry: Now that is an interesting question. The search for talent with accurate information about the incidence and future prospects of cat and dog population has been difficult. It may turn out the over-population problem is different than we thought. Very likely the largest population of cats and dogs in North America occurred in 2010. Since that time, the population of cats and dogs appears to be in decline. For this reason, the 2012 Summit conversations are less about sources and more about redefining the industry to remain vibrant and effective while serving a smaller population of cats and dogs living in a more responsible environment. Those at the forefront of this wave in retail, health, humane, rescue and licensing are already making strides to re-factor business models and consolidate operations in Canadian communities.
InfoStream: What are the three most important reasons to be at the 2012 Summit?
Larry: Get the facts, Have your say, Move the industry! That's really what the 2012 Summit is all about.
InfoStream: Thank you for taking the time to provide your perspective.
Larry: You're very welcome!
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