At the Mobile Future conference in Stockholm, 2012, James McConnell shocked the audience with his innovative introduction to his talk. James walked on stage looking somewhat ill, was dressed poorly, mumbled his first few lines and showed what was possibly the worst first slide ever seen at any conference. After a minute he announced that the talk wasn’t working and walked off stage. The audience, murmured to each other and looked confused. A minute later, the lights went down and traditional Scottish music started to play along with a slide showing an idyllic Scottish scene. James walked back on to applause and many smiling faces. He was dressed in his kilt.
James made some specific points in his talk which connected to this dramatic start. Brands should be human, authentic and be true to their values and principles across all touch points. The user experience very much defines the brand. You can read the press report (in swedish) here: http://www.mobil.se/nyheter/mobila-betalningar-och-user-experience-i-fokus
This presentation is an adaptation of the original talk that was shown at the Mdays conference in Frankfurt. And yes, he wore his kilt there too.