Daniel Burrus is a proven innovator and visionary thinker when it comes to modern business trends. The best-selling author, hailed by the New York Times as one of the top three business gurus in the highest demand as a speaker, doesn’t just talk the talk. Burrus has started six companies in his career, five of which were year-one profitable and four of which were national leaders in their first year. When he graces the stage at Zilliant MindShare 2020 for a keynote address, attendees will hear groundbreaking future-proof strategies from someone who’s walked the walk.
Burrus’ keynote will focus on what he calls “Positive Disruption,” the force that all B2B organizations must embody in order to be successful in an age of accelerated change.
“The pace of change is not slowing down, and the future fact is that it will be in fact speeding up due to the exponential pace of technological change,” said Burrus. “Disruption is coming more and more because of this. Today, you’re either going to be the disruptor or disrupted.”
To become the disruptor, companies need to go beyond simply being agile and responsive. The ability to quickly react and put out fires is not enough anymore. The first step toward becoming anticipatory is understanding the difference between what Burrus calls “Hard Trends,” or future facts that will happen, and “Soft Trends,” or assumptions that might happen. Once you isolate and understand those Hard Trends, you gain the opportunity to be a disruptor.
At MindShare, he plans to dive deep on this point for the B2B manufacturers, distributors and service companies in the audience and share independent research he’s gathered. His firm conducted a thorough phone interview survey of 1,000 different companies to find out what their biggest current business problem was and whether they could have seen it coming. The results were stunning: 93 percent said they could have pre-solved the issue but weren’t looking for it in time.
“My bet is that probably 93 percent of the companies represented at MindShare will have a problem a year from now that they can pre-solve today,” Burrus said.
Burrus’ consulting and research is geared toward creating certainty in a seemingly uncertain world. Any business or pricing strategy based on uncertainty is high risk. His experience-based thought leadership gives companies a new way to manage risk by finding and focusing on certainties.
To put the ideas from his keynote into practice, Burrus is leading a breakout session at MindShare where attendees will put pen to paper and unmask certainties specific to their industry. They will leave empowered to attack future problems in a proactive fashion.
“We’ve seen big companies in recent decades who were really good at agility and execution, but are now having trouble because they weren’t anticipatory,” Burrus said. “By becoming anticipatory, you can be leading and not bleeding.”