09:56 local time: Sitting in the kitchen in our rented house in South Congress, SoCo, the hipster area of Austin where bars, multicultural restaurants and cafés share the space with apartments, schools and churches. And in pretty much every street corner there are foodtrucks serving everything from bagels to frozen yoghurt.
The expectations on this years SXSW are huge. This is the third year that me and my colleagues cross the big pond to find inspiration and meet new ideas. Browse through the program and FOMO (Fear of missing out) instantly hits me, but then I remember our experiences from previous years – just go with the flow – the only way to handle the large amount of lectures, speaks and workshops on offer. Make a choice and stick to it. Join in on the discussions and enjoy listening to some of the worlds smartest people.
An other thing you have to love with this city in the middle of Texas is the food, the smell of BBQ and TexMex is ever present over SoCo and breakfast tacos tempts you on your way downtown. This year, the organizers have decided to put further focus on food through SouthBites, e series of talks that definitely intrigues me.
Now it's time to hop on the bike and head down the hill to The Hyatt Regency and listen to the first lecture: Neuroplasticity and Tech, Why Brands have to change.