3 Life Lessons Learned at SXSW & Tips for Making the Most Out of Your Next Giant Professional Conference  

At all major professional conferences, there are an abundance of presentations and panel discussions by leading industry experts, but unique to SXSW is the range of topics that are covered, which span from robots to journalism to web analytics to career development. And amidst the diverse forums and subject matter that was covered by the impressive list of professionals speaking at the event this year, there were some common themes that arose.   Everyone presenting at SXSW had reached a certain pinnacle in their lives and careers – so was hard to ignore the three major insights that were repeated throughout the conference – success doesn’t happen without failure, be curious, and don’t overcomplicate.

1. You Cannot Experience Success Without Having Endured Failure
Many of the speakers talked very comfortably about their failures – they discussed their failures like a badge of honor. They were grateful for them because they felt that without them they would not be where they are today. One presenter specifically communicated: as soon as a failure leads to a revelation — which then inevitably leads to a breakthrough moment — it is no longer a failure. And in that sense, the word “failure” seems to lose its power. When you are brave enough to take a risk, there might be failure, but through failure you can often find meaningful success.

2. Never Stop Asking Questions
All of the presenters seemed to have a curious nature, and the one question they seemed to have asked in their lives was, “Is there a better way to do this?” “This” could mean handling race relations, or virtual reality, or metrics reports. No matter what the topic, all of the panelists, presenters, and keynote speakers were at the front of the room sharing their experiences because they had determined that the answer to this question was “yes.” Yes, there was a better way to do “this.”

3. Go Back to the Basics
SXSW is a gathering of innovators, forward-thinking people that are keen to impact the future, and attendees that are seeking knowledge around growing trends, tech innovations and the latest technology in their specific industry and field of work. But even as the search goes on to develop the next big thing, a groundbreaking innovation, all of the speakers reminded their audiences to go back to the basics. For example:

• • • You can’t get more fundamental than breathing. And Brené Brown, Founder and CEO of The Daring Way and COURAGEworks, an online learning community, taught everyone during her keynote about tactical breathing: Breathe in for four seconds, hold for four seconds, breathe out for four seconds, and hold for four seconds. If you find yourself reacting with strong emotions to an unpleasant work situation, a co-worker, your partner, or a client, try it. I have. It works.
    • The panel titled “That Snapchatter Makes More than You,” taught that good snaps are essentially stories with a beginning, middle, and end. So the most important element in the trendiest social media platform of the moment is storytelling (what a pleasant surprise!).
    • The panel on “How to Cultivate Online Brand Ambassadors,” reminded everyone that if your audience is on Facebook, don’t worry about growing a new audience on a new platform. Instead, work on deepening current relationships on Facebook, and taking them to a more meaningful level.

So it all boiled down to this: it’s good to keep a finger on the pulse of innovation, but the basics are your foundation, and a strong foundation is key no matter what platform you move on to.

Navigating a Professional Conference with Nerve – and Common Sense
It can be intimidating to attend a massive conference like SXSW, so it’s important to know how best to guide yourself through a professional conference and optimize the experience, so you can absorb all your new knowledge while still conserving energy and not missing prized panels or speakers.

First, if you read the SXSW First Timer’s Guide, it will tell you to pace yourself, noting: “SXSW is a marathon, not a sprint.” But it’s worth it to flip that on its head. I say life is a marathon; the conference is a sprint, so go hard. In fact, there are few other environments where the phrase “work hard, play hard” is more appropriate than at a professional conference. The key is to really be in tune with yourself and to know your limits.

Here are a few tips to help keep up your stride:

• Make a schedule before you go, and select two to three sessions in the same time slot. Thus, if your first choice session doesn’t work out for some reason, you have a plan B at the ready. Also, knowing what (and where) your preferred “back-up” session is will save you a lot of time, because chances are it will not be in the same building. Same goes for evening parties and events — be sure to have a plan B.
• Some sessions require an RSVP. Make sure you look closely at the description online or in the conference app to see if you need an RSVP.
• If you forget or didn’t know to RSVP, go anyway, and go early. They usually take extra people. If you don’t get in, you should always have a plan B.
• Sometimes plan B ends up working better than your first choice session!
• Don’t choose a session by its pithy title. Read the description, look at the panelists, and see who is presenting – this information is not readily available in the title, and you may miss your favorite author or director because of it.
• Attend sessions that are outside of your wheelhouse; you will be surprised at the insights you gain.
• Don’t neglect the satellite sessions; they include very reputable companies and can be just as interesting as those in the main session room.
• You will be invited to so many breakfasts and meetings for coffee before you go – make no promises! You want to be nimble  – i.e. you don’t want to be burdened by that meeting you scheduled beforehand with the agency president who wants to give you a pitch that, really, could happen a couple of weeks from now over the phone.

Lastly, aim to be present throughout the entire experience, from the moment you get on a plane to the moment you return home.  Let the adrenaline of SXSW or any huge, audience–enriching gathering carry you through, while still making time to take in specific events geared towards your own interests.  Do that, and you will go home feeling like you experienced it to the fullest.

Written by: Jenny Li Fowler, Manager, Social Media Strategy at MIT, @thejennyli