You're Invited Part of 13/25 conferences and they’re well-cu | Blinkist Summary Book

You're Invited
Part of 13/25

conferences and they’re well-curated : the organizers always make sure that attendees are at least as interesting as the people talking on stage. Finally they offer the opportunity for the audience to experience moments of awe . Events designed along these principles will always be very appealing to leaders.
Connecting with community influencers requires a slightly different approach. Red Bull wanted to reach out to artists and club-goers. Most companies would sponsor a trendy music festival or pay a celebrity for endorsement. But Red Bull took another approach: it set up its own music academy. 
Over the last two decades the academy has trained over one thousand musicians and spawned a music festival and radio station. These initiatives provide real skills opportunities and resources for young musicians. Channeling its funds into direct community support has allowed Red Bull to build intense brand loyalty. 
Next time you're thinking about who you’d like to connect with take some ti