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SxSW 2014: some of what I’ve learned during my first time there. Carlos Henrique Vilela Leucotron / unplanned.com.br / Cidade Criativa, Cidade Feliz

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Some friends and colleagues have asked me to let them know about my experience at SxSW 2014, so they can decide whether to go or not next year. Then, I made this presentation.

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Page 1: SxSW 2014: some of what I’ve learned during my first time there

SxSW 2014: some of what I’ve learned during

my first time there.

Carlos Henrique Vilela Leucotron / unplanned.com.br / Cidade Criativa, Cidade Feliz

Page 2: SxSW 2014: some of what I’ve learned during my first time there

There are infinite possible experiences. Each person has their own.

Page 3: SxSW 2014: some of what I’ve learned during my first time there

Spending a few days in the 21st century.

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Different worlds collide at SxSW.

Page 6: SxSW 2014: some of what I’ve learned during my first time there

Different worlds collide at SxSW.

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More than 10 official locations all over town. + several unofficial activities.

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I arrived there with a lot of excitement...

Page 12: SxSW 2014: some of what I’ve learned during my first time there

Why so many simultaneous activities?

What if I miss something that I really want to attend?

Isn’t it too much?

What if I waste too much time in line and miss relevant stuff?

What about the concerts and parties? Is it work or skipping work?

What do music and movies have to do with tech?

Will I get useful and relevant knowledge?

Is it worth all the investment?

But wondering a few things…

Page 13: SxSW 2014: some of what I’ve learned during my first time there

Learning #1

It’s a transforming experience. Not a sum of diverse presentations.

Page 14: SxSW 2014: some of what I’ve learned during my first time there

Official Activities

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Unofficial Activities

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Places for real connections

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I avoided > long lines

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Presentations and panels are ways to hear new issues and interesting info.

But they are also triggers to start conversations with random people.

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Meeting people and hearing their stories > the best of the SxSW experience.

Some of the world’s brightest minds in technology and marketing are there.

It’s not about exchanging business cards. It’s about having a drink and hanging out like good old friends.

Page 20: SxSW 2014: some of what I’ve learned during my first time there

Learning #2

Chaos is an essential part of the SxSW experience.

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You can either try to follow your plans and go nuts...

Or turn on Direct Serendipity mode and have a great time.

Page 23: SxSW 2014: some of what I’ve learned during my first time there

I ended up attending some very interesting unexpected panels just by looking for short lines.

The Next Steve Jobs May Be from Africa Density: How to Create Silicon Valley in Your City

Page 24: SxSW 2014: some of what I’ve learned during my first time there

Learning #3

While some are waiting for formulas and models for the future. The most inspiring ones are creating

the future.

Page 25: SxSW 2014: some of what I’ve learned during my first time there

Sharing Economy is a reality in Austin.

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The Maker Movement is really strong.

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3D printing

is everywhere for everything.

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Experiences with 3D Bioprinting.

Page 29: SxSW 2014: some of what I’ve learned during my first time there

Partnering with nature.

Page 30: SxSW 2014: some of what I’ve learned during my first time there

Augmented Reality for

Cognitive Cooking

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Augmented Reality for

National Security

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Support for older people who live alone.

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Lightwave > your personal DJ.

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Wearables everywhere Far beyond Google Glass and SmartWatches.

Page 36: SxSW 2014: some of what I’ve learned during my first time there

DON > A connected hat that opens up exciting possibilities.

Page 37: SxSW 2014: some of what I’ve learned during my first time there

Fido helps dogs communicate with people.

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NuMeterez > Heart sensing sports bra.

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Wearables + Fashion

Page 40: SxSW 2014: some of what I’ve learned during my first time there

Solepower > generates energy from your walking.

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Epidermal Eletronics > tattooed tech

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Athos Fitness > allows you to fine-tune your workout and avoid injury.

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Skully Helmets > fully integrated augmented reality motorcycle helmet.

Page 44: SxSW 2014: some of what I’ve learned during my first time there

Augmented reality to help people experience sports.

Page 45: SxSW 2014: some of what I’ve learned during my first time there

JUNE Bracelet > UV detector

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Kineseowear > a stick-on artificial muscle.

Page 47: SxSW 2014: some of what I’ve learned during my first time there

Oujiband > An electronic counterweight strapped to your wrist that uses a gyroscope and a gimbal to sense

your fine motor movements and smooth them out when needed.

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Lalala > a noise-canceling headphone that helps you have talks in loud places.

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Rift > the first real immersive virtual reality headset.

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Adheretech > aid to help people remember to take their medications.

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xNT > implantable NFC chips that hold passwords, personal data and keys.

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Smart Pills > ingestible sensors.

Page 53: SxSW 2014: some of what I’ve learned during my first time there

Health is big business Prevention x Reaction

23andme > your genetic code mapped for $99 dollars.

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Huggies > A pregnancy belt that lets expectant fathers feel their baby's kicks and movements.

Humanization of Technology

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Affectiva > a facial expressions reader to measure the emotional connection people have to branded content.

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Haptic Experiences > layers for recognizing objects through touch.

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Senseg > making ordinary touch screens come alive with textures and edges that users can feel.

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Affective Computing > computational framework of affective-cognitive learning

and decision making.

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Sension > mapping up to 78 points on the face to find out what someone is feeling.

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Muse > brain waves decoded into emotions.

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Subway Think Fresh > a mind-controlled game.

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Interaction Table > tech as brain expansion.

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Emotions and intuition to help making business decisions.

Page 64: SxSW 2014: some of what I’ve learned during my first time there

The Cartesian Trap > only trusting logic and ignoring the deep emotional aspects for decision making.

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Less mainstream. More options. More curatorship.

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Marketing challenge > to be itself more interesting than the rest of the event.

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Marketing + Technology

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Purpose + Marketing + Technology

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Baked In Marketing purpose + brand + service + hardware + software

= fantastic experiences

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Main concerns > Security and Privacy

Page 74: SxSW 2014: some of what I’ve learned during my first time there

A new industry has emerged: privacy-preserving applications and

systems.

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An existing tool to help you get more privacy right now.

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Learning #4

Music: a huge marketing and business school.

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Bands pitching like startups.

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Figures that can impress the most powerful tech brands.

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Two of the most inspiring presentations I had ever seen - on the internet.

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Must-watch speeches for anyone in the business, marketing, advertising and branding worlds.

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• SXSW Music Festival • Music Meet Ups • Demo Listening & Music Supervisor • Pitch Sessions • Music Keynotes • Music Mentor Sessions • Music Startup Village • Artist Central • Music Meet Ups • Radio Day Stage • International Day Stage • Grulke Prize • SXSW Music Hackathon

Championship • SXSW Music Gear Expo • Next Stage • Taco Meet Ups

• Flatstock 48 • Future of TV Sessions • Convergence Day • Convergence Meet Ups • SXSW Comedy • Future15s • Film Screenings • SXSW Film Awards • Design Awards

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Opportunity to hang out with really bright people from different industries. And to listen to their incredible stories.

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It might be hard for some business people to understand that. But the music festival is as productive as the interactive one.

It's worth spending a few more days in Austin.

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Learning #5

Is attending SxSW a good business / career investment?

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The festival ‘keeps happening’ when you are home > articles, videos, conversations, new friends, new opportunities, new ideas.

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But in order to spread and help create the future, nothing is better than really

experiencing it – even for a few days.

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Neither than really spending time with those who are already creating the future.

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Afterwards, some information will be great for talking to

friends.

You will forget a lot of what you hear there.

Some learnings will be good for presentations like this

one.

But there’s a small part that will help you make real

difference.

Page 90: SxSW 2014: some of what I’ve learned during my first time there

Why so many simultaneous activities?

What if I miss something that I really want to attend?

Isn’t it too much?

What if I waste too much time in line and miss relevant stuff?

What about the concerts and parties? Is it work or skipping work?

What do music and movies have to do with tech?

Will I get useful and relevant knowledge?

Is it worth all the investment (particularly for Brazilians)?

Getting back to my previous questions…

Page 91: SxSW 2014: some of what I’ve learned during my first time there

Interactive: March 13–17 Film: March 13–21 Music: March 17–22

Page 92: SxSW 2014: some of what I’ve learned during my first time there

http://sxsw.com/


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