This is the archived SXSW 2012 schedule. Please see the current schedule here.

Go Forth & Make Awesomeness: Core Values & Action

#sxsw #GoForth

Passion. Purpose. Promise. Pursuit. These are the 4 P’s that create a Map for Awesomeness. Discover how to: embrace your passion, define your purpose, foster your promise, and engage your pursuit. Find out how to do this in a creative environment that encourages collaboration.



Jeffrey Zeldman Founder, Chairman, Happy Cog Founder, Publisher, A List Apart Co-Founder, Publisher, A Book Apart Co-Founder, An EVent Apart Co-Host, The Big Web Show Happy Cog

Dubbed King of Web Standards by Business Week, Jeffrey Zeldman was one of the first designers, bloggers, and independent publishers on the web, and one of the first web design teachers. In 1998, he co-founded and designed—and from 1999 to 2002 he directed—The Web Standards Project, a grassroots coalition that helped bring complete, compliant HTML, CSS, and JavaScript standards to our browsers.

Jeffrey founded and is executive creative director of Happy Cog™, a web design studio with offices in New York, Philadelphia, and Austin, named “Design Agency of the Year” in the 2010 .net Awards. He publishes the industry-leading magazine A List Apart “for people who make websites" (; has written two books, notably the foundational web standards text, Designing With Web Standards 3rd Edition with Ethan Marcotte. His Taking Your Talent to the Web, rated five stars at since the day it was published, is now a free downloadable book.

With Eric Meyer, Jeffrey co-founded the An Event Apart, the design conference for people who make websites, in 2006. Jeffrey hosts The Big Web Show ("Everything Web That Matters") on the 5by5 network. The show was named “Video Podcast of the Year” in the 2010 .net Awards and "Podcast of the Year" in the 2011 .net Awards. Jeffrey is also the publisher (and co-founder, with Mandy Brown and Jason Santa Maria) of the “A Book Apart” ( series of brief books for people who make websites, including the best-selling HTML5 for Web Designers by Jeremy Keith CSS3 For Web Designers by Dan Cederholm, Responsive Web Design by Ethan Marcotte, Mobile First by Luke Wroblewski, The Elements of Content Strategy by Erin Kissane, and Designing for Emotion by Aarron Walter. He is a faculty member on the MFA, Interaction Design program at School of Visual Arts in New York City.

Jeffrey serves on the Advisory Boards of SXSW Interactive, Readability, RedRover, and Rosenfeld Media (Emeritus) and is a co-founder of The Deck advertising network. Before becoming a web designer, he worked as a composer and musician; as a writer for The Washington Post and City Paper; and as an advertising creative at DeVito/Verdi and elsewhere. He lives in New York City with his daughter Ava.

Leslie Jensen-Inman Asst Professor The University of Tennessee

Leslie Jensen-Inman, assistant professor at The University of Tennessee at Chattanooga, acts on her passion to improve web education through initiatives such as Teach the Web, the Open Web Education Alliance, the WE Rock Summit and Tour, and InterACT. Leslie is co-author and creative director of the book InterACT with Web Standards: A holistic approach to Web design.

Make Awesomeness. Do Good. This is Leslie's mantra. She believes awesomeness can and should be integrated into every aspect of the creative process. Leslie works with young designers and established professionals to create opportunities to design and produce innovative products that support the efforts of creatives.

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