Mickey Wilson and Chris Endersby

STANDING OUT IN AN ERA OF CONFORMITY

• On paper we’re living in what should be the most creative era in history – so, why are businesses becoming more alike than ever?
• This talk exposes the forces driving conformity - from deep-rooted psychology to the Catch-22 pressures of modern business. It reveals why so many businesses drift into the “me too trap” and how that slowly erodes their value, their pricing power and their ability to grow.
• Fusing real founder experience with behavioural psychology, this keynote reframes differentiation not as a marketing layer, but as a commercial necessity.
• Because in a world of AI, automation and infinite output, the biggest risk to businesses today is becoming replaceable.
• This isn’t a talk about branding tactics. It exposes the deeper forces shaping business behaviour, revealing why so many companies default to what feels safe and what it actually takes to stand apart.

FROM AI-BLAND TO IMPACT BRAND

• We’ve entered an era where entire brands can be created in days. But speed alone doesn’t create impact. While it’s never been easier to build a brand, it’s also never been easier to build one that gets completely overlooked.
• This keynote introduces Firestarter’s DARE framework, a practical way to move from Instigator to Impact Maker. From having a mission to accomplish to becoming the brand your ideal customers choose.
• We focus on what actually drives impact and tackle a critical question most businesses are still getting wrong. How do you harness AI to build your brand while not stripping out what makes it valuable?
• This isn’t a framework talk. It’s a reality check and illustrates why so many brands may look the part but fail to create real impact. And it gives you a clear way to change that – from how you think, how you build to how you show up, how and when to use AI to accelerate the process, and when to avoid it altogether.

THE AUTHENTICITY ILLUSION

• You invest time in your brand. You refine your messaging. You work hard to get it right.
• And, yet…
• Some customers connect immediately. Others don’t. Some people trust you quickly. Others hesitate.
• And, it’s hard to explain why.
• This keynote explores what’s really going on, because your brand isn’t experienced in one consistent way. It’s experienced differently depending on how – and how deeply – someone engages with it. Some people only see the surface. Some dip in occasionally. Some immerse themselves fully.
• And, this is where the Brand Lake model comes in. A simple but powerful way to understand how your brand is experienced at different depths; why even small misalignments can create
• inconsistency, hesitation or loss of trust. It shows how to build your business from inside out, so it consistently connects, builds trust and performs well over time.

BEYOND LOGIC: HOW B2B BRANDS CAN INFLUENCE DECISIONS

• Most B2B brands focus on being relevant. They talk about Features, ROI, Efficiency and Outcomes. And, on paper, it all makes sense. But, in reality deals stall, decisions drag and competitors keep winning.
• Because relevance gets you considered BUT resonance is what gets you chosen.
• This talk explores the missing layer in B2B branding, the psychological and emotional forces that actually drive decisions, even in the most rational environments.