The Future of Cool

and let me ask you a question Define cool something that I can relate to that I you know I really passionate about yeah and so like if we asked everybody I'm sure everybody's doing it through their mind right it's a tough thing to explain but I actually think creative has to be cool and I think where cool comes in for me is relevance is a very core piece of that relevance really matters so here's what I think relevance plus value equals where I think that world's that's all I think about how do I bring value I could have came up here did my thing for 45 minutes dropped the mic gave you the same thing that I normally do and a lot of you would have been pumped because you would have said oh I finally got to see it in person and it would have felt different I've been shocked I'm so thankful that people have seen my keynote nine times and still love it you know it's like that comedian you like listen I'll go see Chris Rock 38 times in a row I get it but you know what brings more value what we're doing right now like you know I love Jess but I didn't want him to like I want you to get this is value I think access is going to be a very valuable thing going forward above content but I think relevance really matters swag you know context knowing what's happening like you know that thing is so valuable right and I think Brands and businesses and entrepreneurs and everybody not that they have to be cool but the definition of cool for the demo they're trying to sell you just have to know what's up why read TV back to the people that are here for that it really worked because I was reviewing wine but I was throwing in pop culture references that were happening in the world at that moment that made it for the younger demos seem a little cooler here's a wine guy that talks about X like I was talk about fart you know Bass from Gossip Girl at its height that mattered to a lot of people especially me and so you know so I think that's where it's going I think that the cost of being a successful creative has been pushed very heavy into relevance and value and less on just pushing something down someone's throat thank you yeah man