As you can probably guess from the title, the goal of the session was get people thinking about a different way to look at how brands relate to their audience, how agencies can more consistently deliver better experiences to that audience, and how and why we should be thinking about the business of our clients.

It is, in a lot of ways, a presentation version of this post

NOTE: I feel I should take this opportunity to point out a small, tiny, insignificant change in this deck compared to the one I presented. If you were in the audience you heard me say that there are 600 million mobile operators in the world. This is not true. Though it would really help this economy if it were. There are in fact just 600 mobile operators worldwide. While making numerical errors in the range of 6 orders of magnitude are nothing new to me and well within my own personal margin of error, I’d like to apologize to both my audience as well as the 599,999,400 imaginary mobile carriers I just put out of business.