There is almost 10 degrees above zero outside, everything is just about to wake up, crazy colours appear – the spring is coming. Pheww, I am honestly happy for that but I am twice as much happy because this spring will be marked by inspiration. Although I don’t want to support the inflation of the word “inspiration”, events in this article deserve this label. If everything is going as I have planned, in next 60 days (in March and April) I will visit at least 6 meaningful events – 3x TEDx, Startup Weekend Prague, Social Innovation Camp Brno and Internet World 2012 London. And what is the purpose of this article? It is pretty easy. If you read my blog, there exists a huge probability that we have a similar mind-set. If so, participating in these events might be a fundamental part of your life as well as it is for me. I dedicate this article to people who have not heard about TED, Barcamp or Startup Weekend or who are looking for reasons to participate in such an activity. 

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Some time ago I was thinking how to solve the problem of the abundance of the content we have to face every day. There are thousands of remarkable TED talks, thousands of interesting lectures from all varied sources, millions of books, tons and tons of amazing blogs and statuses on social networks. But time is running out, and we decide everyday where to invest time in. All these media would make much higher sense adding a simple recommendation.

As I have found out, there are people who like to recommend their favourite content. On the other hand, there are also those who want to get some kind of recommendation. And so they are trying to exchange their knowledge virtually every day f.e. via different internet social networks. Such a virtual world fulfills these demands just partly, though. I believe that personal recommendation including the real story behind the scenes is the one which creates our desire to consume any particular content and which also increases our experience. Last but not least, such a piece of recommendation makes us share the new knowledge within our community.

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The reason for my dissatisfaction is again very simple. Marketing (of course there are exceptions) has changed dramatically with arrival of fast internet and modern social networks. We live in the age of conversational marketing and what is the answer of universities? I don't see any. The second but even bigger issue is neverending problem with delivering real experience and real tasks to university students. Now I am talking about my major – marketing, but I assume it is similar in other fields.

Within my practice I saw huge demand for lectures and activities which dont focus on theories but on real tasks, data, issues and their solutions. I often hear students saying that Porther theories, Marketing mix with his extensions, 7S model, AIDA model, SWOT analysis and others are nice but they want connection with real experience. Some of them ask: “Will the perfect knowledge of these theories bring me good, challenging and well-paid job?” And the question is right! I am not trying to undervalue the importance of academical theories but I have the answer for people who ask such questions. These quys are disssatisfied with current state as well, they see bigger outlook and are able to do something extra in advance. I have decided to create and launch a project which would meet this demand.

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