What I learned at the NAB Show 2022

It was great to be in Las Veags again for the NAB Show!  For the first time, I traveled to the show on my own, representing myself and my new business.  It was an amazing experience.  Let me tell you what I learned.

I learned that my 12 years leading SMPTE is an invaluable asset.  I made so many contacts, many of whom I saw again in Las Vegas.  I was blown away by the generosity of these people.  People whom I haven’t seen in at least three years who not only met with me to discuss sustainability but who also forwarded my contact details on to others, often without my prompting.  This industry is willing to take a chance on me and my idea, and I will forever be grateful to them.

I learned that my idea of helping media tech companies on their journey to a sustainable business future is real.  During my three days at the show, I had over 20 meetings with a variety of companies representing software, hardware, cloud services and industry associations.  Every meeting was genuine in understanding where they stand with sustainability – how much do they already know and how much more do they need to learn.  At the end of the day, they know that working in a more sustainable method will serve them well into the future.

I learned that levels of interest vary widely.  European companies are actively embracing what it means to have a sustainability action plan.  Yes, the government regulations are pushing them in this direction, but I also believe they have a sincere interest in playing their part to manage climate change for a brighter future.  Some US companies are doing their part already with green productions and other environmental efforts.  But without government regulations, the only push is coming from investors right now.  I want to help move that dial to encourage US companies to be on this path not only for their investors but also for the right reason. 

I learned that the word “sustainability” is somewhat hazardous.  It scares companies to think – “just another expense to manage”.  But when I switched the dialog to one that talks about building a more efficient system that cuts costs with sustainability along for the ride, then I got the right reaction.  Tell me how, is usually the next statement.  Now, we’re on the right track!

I learned that building a brand is critical in gaining the right reaction.  I’ve spent the last 12 years working to build the SMPTE brand.  And now I am doing the same to build the Barbara Lange Kibo121 brand.  I was fortunate to be invited to participate on a panel hosted by Imagine, and to do a gorilla marketing video shoot with my friends at AWS.  Along with this blog, it’s all part of building the brand. 

I learned that I am super excited by this new venture and I’m just getting started with much more to come!