Experience matters. But what is experience? Aside from being one of the biggest buzz words of 2016, experiences are the heart and soul of all things disrupting the world as we know it. Brands. Tech. Business. Everything. The desire to deliver new experiences is driving innovation across every industry.

Brian Solis, author of the new best-seller, X: The Experiences When Business Meets Design, is long-time SXSW favorite, bringing us some unforgettable events with Billy Corgan, Shaw and Russell Brand over the years. Brian is back for his first solo keynote in years. As a best-selling author, digital analyst and anthropologist and influencer, Brian will share his insights around what really makes an experience “an experience,” why and how our favorite brands create experiences and how to become an experience architect in all you do.

Maya Angelo famously wrote, people will forget what you said, people will forget what you did, but they will never forget who you made them feel.