Joe is the Managing Director of Gnostyx Research Inc. where he specializes in providing objective and research-based guidance on the development, management, and strategic use of content technologies as part of enterprise content solutions. As an entrepreneur with over 35 years of experience, he has worked with Silicon Valley Start-ups, Global Enterprises and Government Agencies to pull together the tools, talent and funding needed to realize genuinely transformative content solutions. Instructively, this experience goes well beyond the design and promotion phases (the comparatively easy parts) to include the deployment, operationalization, evolution, and expansion activities (the hard parts). He has Masters degrees from both the University of Oxford (Literature) and McGill University (Management), and he is currently a doctoral researcher at Lancaster University Management School where he is studying the role of AI-enabled text analytics in the management of organizations.

Zero to Hero – Flipping the Script on Content

We have tried many different stories in the past – each one trying to explain the value of good content in ways that will resonate with executives. Most haven’t worked. A couple almost worked but quickly ran out of steam. We can learn something from these past attempts so that this time we can hit the bullseye. And AI has created an opportunity for us to do this. It is an opportunity if we frame the right story, in the right way, for the right audience, at the right time. This brings us to the title of this talk – how do we take content from being the zero that management does not value to the hero that even the Chief Financial Officer loves? The answer is clear. We do this by flipping the script and telling a radically new story about what content is, what role it plays in the modern enterprise, what benefits it delivers, and how it provides the one thing that AI needs and can find nowhere else. This talk is about learning to tell this new story.

In this session, attendees will learn:

• Engage executives with a new way to see content and its value
• Frame a business case that hits all the right buttons
• Establish the kind of support that will allow you to assemble the team you need
• Articulate a vision that attracts the right kind of attention
• Realize a content solution that delivers real benefits