INSTED was conceived as a counterpoint to the monoculture of tech conferences. It was a TED for the people. The idea was to break through the barriers of gatekeeping by giving entrepreneurs, artists, and performers with financial constraints a conference to network, share, and grow their ideas. I embraced a confrontational and DIY approach in order to create the groundwork for collaboration among technologists with an interest in the arts and artists with an interest in technology. INSTED became the premier event that brought art and technology together in Silicon Valley, showcasing the ways in which creativity and intelligence could be mixed in the future we inhabited.
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PROBLEM
TED had long been the go-to venue for intellectual gatherings in the tech industry, attracting individuals with groundbreaking ideas. However, its exclusivity and high cost barred many aspiring participants from entry. In 2015, TED was unrivaled as the premier conference of its kind, yet it left much to be desired in terms of arts and culture. This created a void for founders and creatives who, unable to afford TED, were still eager to share their visions with like-minded people yet found themselves shut out of the dialogue. This gap created feelings of exclusion and dissatisfaction.
SOLUTION
The solution was to create an alternative to TED, embodying the same spirit of innovation and intellectual discourse while throwing in a more creative approach and reaching a broader audience. This alternative was INSTED, which dismantled the financial barriers to entry for a new tech intelligentsia, merging technology with the arts as a revolutionary statement. Featuring live performances, musical acts, and presentations from cutting-edge entrepreneurs at the forefront of a new Silicon Valley, INSTED carved out a popular space that would transform the landscape of wealth and propel the tech industry into previously uncharted territories of growth.
STRATEGY
The core insight inspiring my strategy was the need to unveil the vibrant world of underground subcultures to Silicon Valley while simultaneously introducing the wealth and innovation of Silicon Valley to these underground subcultures. As a social alchemist, I aimed to create a fusion reflecting the dynamism of the tech and creative industries at their highest peaks. By inspiring startups that were both technologically advanced and culturally resonant, INSTED became a laboratory where entrepreneurs and creators would meet and collaborate. This blend of disciplines and perspectives mirrored the complexity of the world we revitalized.
EXECUTION
I just went for it. I invited performers, speakers, and sponsors to be a part of INSTED. I went everywhere from concerts to nightclubs to tech parties to private conferences and spread the word about my new conference. I contacted people through social media channels and invited them to personal meetings with me. From here, I began assembling a staff of people who shared my vision, later recruiting angel investors who were passionate about the my ideas, and finally recruiting companies that were interested in sponsoring and vending the event. Redefining the landscape of tech conferences, we got past the gatekeepers who were in our way and started our industries anew.
