In general, I think the keynote speeches or presentations at events in our industry suck. That’s right, I said it.
Most of the time these keynote speakers are from outside or the fringes of the electronic security industry. What can some celebrity, politician or former military official tell me about our industry? What insight do they have into the trends, technology and business challenges affecting installing security contractors? In all likelihood, zilch. How are they going to help me make more money, reduce costs or improve operations? They aren’t.
I don’t know about you, but I don’t have the time, inclination or money to spend on registration, hotel, airfare and other travel expenses to hear someone reminisce about show business or the Cold War. Especially in today’s economy; are you kidding me?! And I sure as heck am not going to foot the bill and lose one of my technicians or salespeople just so they can yuk it up and waste precious business time on such frivolity. That’s what personal time is for. Even so-called motivational speakers are iffy. Again, most of them know little to nothing about our industry and usually spew platitudes we’ve all heard before. It’s motivational all right; motivates me to skip their presentation.
Even if the keynote speaker is from within the industry it certainly is no guarantee of quality or value. Oftentimes these presenters are too self-serving and are more about putting forth their own agenda rather than sharing information and imparting universal wisdom. Or maybe you end up with a speaker who is as compelling as a leaky faucet—you know, a real drip—with as many pregnant pauses as a Lamaze class and more “ahhs” than a strep throat clinic. Seriously though, being a skilled orator and presenter is almost as critical as having the right credentials and experience. But those folks are out there. SECURITY SALES & INTEGRATION columnist and Hall of Famer Ron Davis and Bob Harris of The Attrition Busters are just two examples.
What do I know about keynotes? Well, I have participated in a couple; including what many believe was one of the best this industry has ever seen. A few years ago, SSI teamed with the Discovery Channel to bring attendees of ISC East in New York a special presentation based on and involving the stars and behind-the-scenes security consultant of the reality show “It Takes a Thief.” That program, in which a burglar would break in and steal people’s property as the victims and show’s host watched remotely in a communications van, served as a powerful, positive promotional vehicle for the entire security industry. Sure, that keynote featured celebrities, but they had a direct association with and understanding of security.
Now I understand that show organizers typically attempt to get the highest-level official or best-known name booked for the keynote because they believe that will help draw attendees. Unfortunately, the tradeshow people often do not really “get” our industry, which hampers them in selecting the most appropriate speaker. In addition, they ultimately place the highest premium on making money. Ironically, they could probably improve their bottom line by going with a relatively inexpensive industry expert rather than shelling out the exorbitant fees charged by high-profile speakers.
Don’t get the wrong idea that I think you or your employees should not attend industry events just because the keynote is as ill-suited to address electronic security as yours truly is to don a size 36 blazer. On the contrary, I continue to wholeheartedly endorse expos and conferences as enriching sources of education and networking at all levels of the industry. I just would not base the decision on the keynote and would tailor my plans and accommodations accordingly.
What is your take? Agree? Disagree? What are some of the best and worst keynote presentations you have experienced? As always, thanks for reading.
Scott Goldfine
Editor-in-Chief
SECURITY SALES & INTEGRATION
