{"id":7106,"date":"2022-10-10T13:57:44","date_gmt":"2022-10-10T12:57:44","guid":{"rendered":"https:\/\/www.headlandconsultancy.com\/international\/?post_type=insight&#038;p=5778"},"modified":"2023-01-06T10:24:38","modified_gmt":"2023-01-06T10:24:38","slug":"tech-trends-to-watch-from-the-2022-sifted-summit","status":"publish","type":"insight","link":"https:\/\/www.headlandconsultancy.com\/international\/insight\/tech-trends-to-watch-from-the-2022-sifted-summit\/","title":{"rendered":"Tech trends to watch from the 2022 Sifted Summit\u00a0"},"content":{"rendered":"<p><span data-contrast=\"auto\">Last week founders, operators, investors and suppliers from across the technology ecosystem gathered in London at FT Sifted\u2019s first ever in-person summit \u2013 and one of the biggest London tech events of the year.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/p>\n<p><i><span data-contrast=\"auto\">Here\u2019s your guide from the Headland tech team on the conversations and trends that matter<\/span><\/i><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/p>\n<p><b><span data-contrast=\"auto\">TLDR &#8211; A one-liner on every top trend:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:780,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Demand for talent is an industry obsession, with purpose (rather than raw money and options) increasingly used to attract the right skills<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:780,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Scale-ups are grappling with the conflict between exit valuation and long-term potential. The dilemma was crudely summarised by one industry commentator we spoke to as: profitable now, or richer later on?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:780,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Europe\u2019s media and start-up scene is healthier than ever, highlighting the benefits of building deeper relationships with reporters, clients and other players in the ecosystem<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:780,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">The pursuit of risk is being thrown to the wind in favour of sensible unit economics, highlighting the need to demonstrate credibility<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:780,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"5\" data-aria-level=\"1\"><span data-contrast=\"auto\">To weather the current economic climate, tech businesses must be clearer on what their mission is, who their customers are and their role in the wider world<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:780,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"6\" data-aria-level=\"1\"><span data-contrast=\"auto\">Mindsets are shifting from growth and expansion to managing reputation<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:780,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"7\" data-aria-level=\"1\"><span data-contrast=\"auto\">Start-ups are no longer immune from demonstrating progress on sustainability&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">?<\/span><b><span data-contrast=\"auto\"> Purpose and the war for talent are the big topics of the day. <\/span><\/b><\/p>\n<p><span data-contrast=\"auto\">Views differed on the \u2018great resignation\u2019 and the extent to which this was ever a reality in the tech world. Most speakers agreed that this moment has passed and the power lies back with employers.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">Despite this, attracting, retaining and incentivising talent remains front of mind for founders and has become harder in a market where valuations are falling. Employer branding is now a crucial component part of the overall value startups derive from communications and their reputation.&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">As one panellist remarked, the days of being able to attract people with \u201cping pong and pizzas\u201d are long gone. Tech companies need to make sure they\u2019re matching the more sophisticated expectations and demands of potential employees. Founders were also clearly divided on the benefits of remote working and how best to create culture with the realities of today. Indeed, a minority of the interventions from founders of young businesses sounded eerily familiar to anyone who\u2019s listened to a more traditionally minded FTSE 100 or Fortune 500 chief executive lament the death of the office.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">Increasingly this conversation is intersecting with the need for startups to define a clear purpose and mission. Several founders said it\u2019s not enough to be \u201cmission driven\u201d \u2013 they need their employees to be \u201cmission obsessed\u201d to succeed.&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">?<\/span><b><span data-contrast=\"auto\">\u200d\ufe0f Looking for the exit: is tech sector&#8217;s obsession with the size and speed of founding team&#8217;s exits compatible with a long<\/span><\/b><b><span data-contrast=\"auto\">-term approach to business?<\/span><\/b><span data-contrast=\"auto\"> On one hand, lots of panels were all about building impactful sustainable businesses &#8211; this came up in virtually every panel discussion, regardless of its title &#8211; and on the other, all of the chat and gossip (and an obsession within the sector) is money, namely down rounds, valuations and the IPO market. This dissonance highlighted a challenge for start-ups and scale ups in articulating a compelling vision for the future.&nbsp;&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">?<\/span><b><span data-contrast=\"auto\"> A healthy media ecosystem around tech shows our sector is maturing<\/span><\/b><span data-contrast=\"auto\"> &#8211; but means founders need to think through comms earlier than ever before (as described in a standout conversation between Tom Blomfield, co-founder of Monzo and GoCardless) and Steve O\u2019Hear, formerly of TechCrunch. Leaders of young businesses increasingly think about communications in a transactional way and need strong advice on how to build relationships with journalists and stakeholders. Founders should be more transparent about their learnings and mistakes (as acknowledged by several in the speedy grocery and mobility industry, including the GM of Getir).&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">?<\/span><b><span data-contrast=\"auto\"> Crisis calls for clarity<\/span><\/b><span data-contrast=\"auto\"> &#8211; as Michelle You, ex-LocalGlobe investor and founder of Supercritical and SongKick said, \u201ccrisis brings clarity.\u201d This means clarity on customers and their wants and needs, and clarity of vision and mission. While anyone building a business should have a solid understanding on these core principles, today&#8217;s economic outlook has resulted in greater scrutiny across all activities and how aligned they are.&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">This isn\u2019t just about positioning your business as an attractive investment opportunity \u2013 it\u2019s about uniting teams behind clear objectives so everybody\u2019s pulling in the same direction. As Fronted CEO Jamie Campbell remarked, \u201cpreserve runway, kill unnecessary apps\u201d: cut what you don\u2019t need. You quickly realise what\u2019s critical and what\u2019s not in times of crisis \u2013 and clarity of mission should be right at the heart of this decision-making process.&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">?<\/span><b><span data-contrast=\"auto\"> Investors can be the voice of reason in the current climate <\/span><\/b><span data-contrast=\"auto\">\u2013 start-ups currently face a generational challenge: the vast majority of founders and operators came of age professionally during a very different economic climate to today. In the ecosystem, the key players who understand and have the muscle memory for operating in a downturn, are VCs that invested in the 2008 financial crisis &#8211; particularly those who have a background as founders themselves. A start-up scene that is used to communicating growth, client \/funding wins and expansion needs to pivot to managing reputation through choppier waters.<\/span><\/p>\n<p><span data-contrast=\"auto\">For this reason, it\u2019s incumbent on VCs to be the wise heads and the sensible hand on the tiller and to provide messages of reassurance on how tech companies have survived and thrived through turbulence in the past. Economic cycles are nothing new. We\u2019ve been here before, and we\u2019ll be here again.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">?<\/span><b><span data-contrast=\"auto\"> Communicating the pathway to profitability is key<\/span><\/b><span data-contrast=\"auto\"> &#8211; today&#8217;s market is more risk-averse and more traditional. Investors &#8211; especially, it was argued, in Europe &#8211; want reassurance: do the economics, the customer acquisition strategy, the product-market fit, and the business model all make sense in light of new realities? As speculation and risk-taking declines, how can growing businesses demonstrate that they&#8217;re the credible, real deal to stand out from peers? <\/span><\/p>\n<p><span data-contrast=\"auto\">As put by the CEO of Bloom&amp;Wild Aron Gelbard, founders are \u201cgetting used to saying no a lot more than we used to.\u201d The challenge here, though \u2013 particularly as companies scale \u2013 is to make sure this does not lead to risk aversion and start-ups becoming like the incumbents they are trying to disrupt. Communications and marketing teams can be an important catalyst for creative thinking.<\/span><\/p>\n<p><span data-contrast=\"auto\">This trend is shaping media conversations too: it is hard to find a start-up that doesn\u2019t publicly welcome the shift to profitability as a welcome trend and something that was always part of their strategy. Expect journalists to ask for more proof points, to question how your organisational structure fits your strategy and take a closer look at company accounts than previously.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">? <\/span><b><span data-contrast=\"none\">Start-ups are no longer immune from scrutiny on sustainability<\/span><\/b><span data-contrast=\"none\"> \u2013 the bar has been raised for any company making grand statements or bold claims on sustainability, circularity or environmental and social impact. Several founders <\/span><span data-contrast=\"auto\">\u2013 including those who fell into the category of climate tech because they are creating sustainable and climate-friendly products \u2013 admitted their operations are nowhere near carbon neutrality and said it\u2019s time to call out the greenwashing spreading throughout the tech community. It\u2019s okay to be on the road to carbon neutrality: just don\u2019t pretend you\u2019re there already.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"none\">It is widely recognised that start-ups face particular challenges \u2013 compared with large corporates with deeper pockets and larger teams \u2013 in accessing and collecting data to reliably track and measure impact. This is particularly true of companies scaling quickly or adapting and pivoting their offer.&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">It isn\u2019t just the media that will look closely at firms\u2019 track record and whether or not lofty ambitions are being met. This is a conversation companies need to proactively engage employees, investors, customers and partners in too.&nbsp;<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Last week founders, operators, investors and suppliers from across the technology ecosystem gathered in London at FT Sifted\u2019s first ever in-person summit \u2013 and one of the biggest London tech events of the year.&nbsp; Here\u2019s your guide from the Headland tech team on the conversations and trends that matter&nbsp; TLDR &#8211; A one-liner on every [&hellip;]<\/p>\n","protected":false},"featured_media":7240,"menu_order":0,"template":"","services":[24],"sectors":[124],"class_list":["post-7106","insight","type-insight","status-publish","has-post-thumbnail","hentry","services-corporate-communications","sectors-technology"],"acf":[],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tech trends to watch from the 2022 Sifted Summit\u00a0 - Headland International<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tech trends to watch from the 2022 Sifted Summit\u00a0 - Headland International\" \/>\n<meta property=\"og:description\" content=\"Last week founders, operators, investors and suppliers from across the technology ecosystem gathered in London at FT Sifted\u2019s first ever in-person summit \u2013 and one of the biggest London tech events of the year.&nbsp; 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