Goins, Writer

On Writing, Ideas, and Making a Difference

The Counterintuitive Way to Create Something that Changes Lives: 4 Lessons from Tribe Conference

“Be yourself; everyone else is already taken.” –Oscar Wilde

Well, the third year of our annual Tribe Conference just wrapped, and I’m still reeling from the experience. But I wanted to share with you a few takeaways from the event and how they relate to your own creative work.

The Counterintuitive Way to Create Something that Changes Lives: 4 Lessons from Tribe Conference

First of all, this is an event that hundreds of people have told me is life-changing. Over and over again, they’ve said things like “Tribe made me call myself a writer” or “this was the best conference I’ve ever attended.”

Initially, I brushed off these compliments, but after hearing them over and over, year after year, I realized we’ve created something special. And I want to share with you the reason why that is.

And to be honest, it surprised me.

How did we do this?

It still kind of surprises me when people say these things about the conference. I see all the flaws, all the things I want to improve with the conference, but I suppose anytime you create something, this is the case.

As a creator, you are more prone to see the weaknesses of your creation than the strengths. It takes a community to tell you what you’re doing right.

This year at Tribe Conference, I began to notice what people have been seeing all along. I started listening to what others said so that our team could preserve what makes this event unique. And here’s the thing:

I gave myself permission to believe in my own success.

I know that sounds funny. But after chatting with countless attendees and staff, I finally allowed myself to appreciate what my team and I had made. And the biggest surprise was that people loved this thing not because it was perfect, but because it was real.

If you don’t read anything else, please don’t miss that.

People don’t want you perfect; they want real.

And we all have the power to create something like that. In this article, I’ve compiled a short list of characteristics that have made our event stand out from others. I hope in sharing these that you are encouraged in your own work to own what makes you unique and not worry about what everyone else is doing.

What we did to create a unique conference

What makes something great, I think, is a series of small decisions that add up over time. My friend Michael Hyatt likes to say that wow is created not by meeting expectations but by continually exceeding them. That’s what we’re aspired to do with our conference.

Here are four decisions we have made that made Tribe Conference a success — and four decisions we will continue to make.

1. Make your mess your message.

This was actually a tip from one of our speakers this year. “Make your mess your message,” Ishita Gupta told us. Don’t try to hide the unkempt parts of yourself. Let your hair down, tell the ugly parts of your story, and allow people to love you for who you really are.

With Tribe Conference, this means acknowledging when things don’t go well. We are intentionally not going for “polished.” We don’t want to be sloppy. But when we project an air of informality from stage, attendees pick up on this, and it makes them feel more comfortable. It’s all about giving people permission to be themselves.

For me, this was an epiphany. When I decided to do an event, I wasn’t even sure I could pull it off. I was scared to do it but did it anyway, being 100% honest about this — from the marketing of the event to the actual execution of it. After the event, I would publicly share what we did right and what we cold do better.

My friend Bryan Harris calls this “learning out loud.” This means that as you create the thing, you talk about what you’re doing right, what you’re doing wrong, and what you’re learning. This is not a license to be unprofessional, but when you share how raw something is with your audience, if you don’t try to hide your mess, people don’t criticize you. They cheer for you.

2. Prioritize people over performance.

At Tribe Conference, speakers are allowed only 30 minutes to deliver a message and are asked to end with a practical application. We believe that every story of success is a story of community, so we try to engage the audience as much as possible.

The best session at a conference is not the one that happens onstage but the one happens around the table.

We also make a point to bring up past attendees onstage and have them share their successes. We encourage those who have published books to bring them and exchange them with other attendees.

None of this is about creating the best public performance. In many cases, these experiences are a little messy. But the feeling of inclusion this creates is priceless. As a result, the audience feels bought into the work you’re doing and will work with you to help it succeed, instead of sitting in the stands waiting for you to impress them.

With your own creative projects, think of ways you can empower your audience to feel like they are a part of the work you’re doing. Not only that, actually include them. Give them some ownership and see what they do with it. In our experience, this almost always yields a better product.

3. Focus on action over information.

At the end of every talk at Tribe Conference, there is a practical exercise or next step we ask the audience to take right there in the moment. The promise is that you will not leave without a list of things to do but with a list of things done.

Conference attendees don’t need more information. They need help applying what they already know to do. Of course, we want to teach and share and help But we also want to create space for people to apply.

So we give them about ten minutes at the end of each talk to do just that.

We also make our breaks extra long: two 30-minute breaks plus a two-hour lunch break and other “work” times. We leave lots of room in the schedule for people to connect with each other and apply the lessons they’ve learned so far.

4. Be a fan of fun.

One of my biggest complaints about conferences is that they are too serious. The event planners don’t allow themselves or their attendees to enjoy the experience.

At Tribe Conference, we are big fans of fun. We recognize that part of what people want is a little inspiration and a little time away from the demands of their daily schedule.

So we make this a priority. It’s okay to enjoy yourself. It’s okay to celebrate. In fact, this is a necessary part of the learning process as well. Your mind needs to feel at ease in order for it learn new information.

So, we have dance parties and chocolate tastings, mimosas and popsicles, after parties and pre-event meetups, and so many other fun surprises. No year is ever the same as the last, but we are always looking for new ways to delight our attendees.

We want to provide an experience that leaves an indelible impression on you, a way of reminding you that this was a special time so you won’t forget who you were during this extraordinary weekend. And that way, you can keep being that person when you go home.

Plus, we find these things for us, too. And it’s an excuse to wear fun costumes (thus far, I have been Superman, Batman, and a ridiculously dressed starving artist).

Looking to the future

So that’s my summary of Tribe Conference 2017. If it sounds like it’s up your alley, please check it out. If not, that’s okay. We don’t want this thing to get too big too quickly. It’s been fun keeping it personal and intimate. That said, here’s the look to grab a ticket if you want one:

Tickets officially go on sale today for our 2018 event.

This year, we are limiting the early bird rate to the first 100 people who sign up. After that, we will shut registration down and open it up again next year at a higher price point.

So, if you’re interested, don’t miss it. Check it out at TribeConference.com for more information.

Here’s what our attendees have to say

If you’re still not convinced Tribe Conference is awesome, read what this year’s attendees have to say about it:

Our goal with this event is for it to be a shot-in-the-arm that gives you the energy you need to keep going for the rest of the year. If you’re a writer or creative who wants to make a living off your work, check out this event.

What do you think makes for a memorable event? Share in the comments.

About Jeff Goins

I write books and help writers get their work out into the world. I am the best-selling author of four books, including The Art of Work. Each week, I send out a newsletter with free tips on writing and creativity.

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