If you’ve been following along with us here at RETSO over the last few months. You might notice that we’ve been talking from time to time about focus, or more importantly, the need to refocus.
If you know us at all, then you should know us well enough to know that we practice what we preach. Doing so lead us to the launch of RETSO REFOCUS. Brad set the stage for us with this excellent explanation of what we hope to achieve on April 4-5, 2013 . . .
In the weeks between now and April 4th, we’re going to explore more deeply what we mean and what you can expect from RETSO REFOCUS. Allow me to begin by setting the stage just a bit. . .
How we got here
When I wrote in my last post that I am partially responsible for what I view as a lack of innovation and failure to fulfill promises made by real estate conferences, I was (and still am) dead serious. That was not hyperbole. That was not some clever marketing gimmick to get you to pay attention.
When we sat back and looked at RETSO in its entirety, after 5 wonderful iterations, we knew that it still wasn’t where it should, or needed to be.
It was bold; but not bold enough. It was innovative; but not innovative enough. It was pretty awesome; but not nearly awesome enough.
In searching for a solution to cure our burning desire to make RETSO into what we truly believed it should be, we decided that we needed to be willing to make hard decisions. All options were left on the table for innovation. That meant that there was also the option (however remote a possibility it was) that we shut down RETSO entirely.
We have very high standards and expectations for the experience that we deliver to the RETSO community. So we knew that we either needed to create an experience worthy of the RETSO community, or create nothing at all.
Lucky for you, we we came up with something that we think you’ll love.
What is RETSO REFOCUS all about?
RETSO REFOCUS is not your run-of-the-mill real estate conference, or any other industry conference, for that matter. We knew right away that if we were going to transform the real estate conference experience into something meaningful, we weren’t going to find much inspiration within the industry.
We began with a little idea that anyone who has been to more than one conference will tell you, “the best part of the conference takes place in the hallway.”
I, myself, have said this very thing. This very thing has been said about RETSO (admittedly, that stings a bit, but in a good way).
That’s exactly what we set out to do.
At RETSO REFOCUS, we’re going to bring all of those deep, high-level, face-melting, business-changing conversations inside the conference rooms.
Does all of this sound ambitious? Hell yes. That’s just how we roll.
Thing is, we know that’s how the RETSO community rolls, too. Together, we’re going to make this happen.
So there’s this slightly uncomfortable thing I need to talk about– RETSO REFOCUS isn’t for everyone. It just isn’t.
So, if you’re a doer, then RETSO REFOCUS is for you. This experience will be unlike anything you’ve ever experienced before at a real estate conference. I know I keep saying that, but I can’t stress it enough. I’m dead serious about it. Quite honestly, we modeled after an experience that very smart people around the world are paying thousands of dollars for. We’re only asking for a few hundred, and it will be worth every penny.
One more thing
I just wanted to close out this introductory post with one more thing– when I was talking about RETSO REFOCUS to someone, telling them all about it, they made a very astute observation, “if this is truly as different as you say it is, then how will you even know if it was successful?”
Good question. I’ve been thinking about this for a while (and Brad and Mike might have different opinions), and I’ve come up with my own very simple measure of the success of RETSO REFOCUS: I want the #RETSO hashtag to be virtually empty on twitter during April 4-5.
“But Daniel!” you say, “That’s crazy! Why wouldn’t you want people to be tweeting about RETSO during the event? Isn’t that just more publicity? Doesn’t that just drive the conversation? Don’t you want RETSO to be a social object?”
Sure. But you know what I want even more?
I want people to be so engrossed in the experience of RETSO REFOCUS, and so focused on improving themselves and their businesses for those two days, that they won’t have the time or desire to even open Twitter.
That’s my goal.
Now that you know all this, whaddya think?