PerformanceIN has the pleasure of being able to announce Olympian, author and journalist Matthew Syed as the keynote on day two of Performance Marketing Insights: London 2015, taking place at the Westminster Park Plaza between October 29 -30. 

Following day-one headliner Dave Coplin, author and chief envisioning officer at Microsoft UK, Syed will take to the stage for a presentation on ‘black box thinking’ – the concept which has bred so many winners both inside and outside of business.

Attendees can expect a thorough examination into how some of the world’s most esteemed individuals have managed to learn from their mistakes time and time again on the way to becoming leaders in sports, education, business, health and more.

Illustrious career

Announcing himself to the world in 1991 as a professional athlete, Syed was Britain’s number one table tennis player in a period which produced three Commonwealth titles and two appearances at the Olympics – at Barcelona in 1992 and Sydney in 2000. 

After retiring from the sport, Syed’s passion for writing led him to the authoring of ‘Bounce’ in 2010, lauded as “one of the most intelligent and thought-provoking books about sport ever written”.

Forging a direct link between practice and success, whilst questioning the ‘myth’ of talent, Syed’s first book was inspired partly by his own journey to the very top of British table tennis, where hard work led to reward.

Matthew has since gone on to become an award-winning journalist through his work for BBC, CNN International, Eurosport, World Service TV and others. He now stands as a leading columnist and feature writer for ‘The Times’ newspaper, penning articles on a range of subjects.

PMI: London

Syed’s latest book, a UK best-seller in ‘Black Box Thinking’, was released in September 10 of this year and lays the foundation for his session at PMI: London.

In the middle of a conference programme offering practical tips for navigating the measurable side of digital marketing, Matthew intends to explore the journeys of people who have succeeded by consistently learning from mistakes.

Although business and sport may be worlds apart on the face of things, performance marketers can expect plenty of parallels to be drawn between Matthew’s theories and their own line of work.

Day-two pass holders are invited to join Syed between 14:30 – 15:15 in the Capture track as he attempts to engage with the next wave of black-box thinkers.