Networking Genius: The Events Catalyst with CMO of GSMA, Stephanie Lynch-Habib #21

After all, all art is experience. Hello and welcome to another episode of The Company Doctor. Today we're thrilled to be joined by Stephanie Lynch Habib, Chief Marketing Officer at GSMA, whose globally influential connectivity event Mobile World Congress returns to Barcelona this year on the 28th of February. She and Gary discuss how to leverage physical networking events to boost your confidence and make meaningful new connections, something which in this digital age has never been more important. Gary, Stephanie, it's over to you.

Hey Steph, thank you so much for joining the episode. How are you?

It's a pleasure, Gary, and it's always a pleasure to spend time with you. I'm fine, thank you. I'm fine.

What a great way to start the year as well. Lots going on. Yeah. We're going to talk to you about it. I think just to get started for people that are listening, If you could just give a quick intro to yourself and GSMA, that'd be amazing.

Sure. My name is Steph Lynn Chhabib, Stephanie, but most call me Steph, and I work for the GSMA. And the GSMA is the body that represents the global mobile ecosystem around the world. And our vision is to unlock the power of connectivity so that people, industry, and society thrive. We do that through the arm of convening, which Many will know the series called Mobile World Congress or our M360 regional events, but we also have very important work in building technology standards for our members and promoting those standards around the world, both regionally and globally. And we do an extremely important piece of advocacy work where a lot of our profits go into the nonprofit. It's an NGO to better the lives of others in low and middle income countries through the use of mobile technology.

That's amazing. I mean, I was looking through it and, you know, it's not something that was obvious at first. So when I started reading about that, you know, to reduce inequalities in our world, I mean, wow, that's amazing. And actually, it's great to have you on this episode because our very first episode was called Network Genius and it was the most downloaded. And people have asked us to do an advanced. So next episode we're doing an advanced one, but for this one, this is called Networking Genius The Events Catalyst, because, you know, we really want to focus on, you know, how people can accelerate and leverage meeting people again, because it's been a weird couple of years, right? So, you know, who better than Stephanie to kind of join us and share that with us? So we've got— I've got lots of questions for you, if that's okay. And also, I think, you know, it would be great for people to get to know you as a person a bit, because I know you really well, and you're— you've got such a great background, so much experience, and I want that for people to find out about you. So we'll do that as we go through, if that's okay.

Of course, of course.

You look worried now.

No, oh gosh, no. Oh gosh, no. You can always edit the bad parts of me out, right?

That's true. That is very true. So, you know, because this is about networking, I mean, look, it's been a difficult couple of years for everybody and the world's been kind of a bit of a roller coaster. But, you know, those sort of things create opportunity, I suppose. What's your thoughts about, you know, we're coming into 2021, you know, people are trying to get their lives back together. They try to kind of skate through Christmas and the New Year. What's your thoughts as we hit the 2022?

So I think that if you go back, I don't like to go back too far because it's very dangerous to see where we came from. But I think it's fair to say that all of us on this planet have had our versions of the pandemic, both personally and professionally. And depending on where you are and what you do and how privileged or unprivileged you are, there are various degrees of impact, but there's not a question in my mind that everybody's lives have felt something both personal and likely professional as a cause of the pandemic. As we go into 2022, I think it's pretty obvious that it's not a surprise that we are in our situation, but that in general, people were of a reflection of it's finally getting better, right? We were entering the holiday period. With a little sigh of relief, like, my goodness, this period, right, is maybe behind us now. Is it maybe behind us? But in reality, it's not. And we've had the circumstances of the new variant take us somewhat by surprise. And I think that surprise, it was more of an optimistic hope to finally get back to normal. And really what I'm trying to say in a very long-winded fashion is that in my mind personally, but also in the minds of the business that we're in, we need to learn how to live with a pandemic.

Yeah, absolutely.

Yeah, I have a really good colleague who said this, probably even halfway through 2020 or early into 2021. This is going to be something that as a company and the business that we're in, that we're going to deal with for years to come. So it's just a matter of people's appetite to understand that and, if your company, what is your policy from being a risk management perspective, an employee management perspective. And there are all kinds of ideas out there right now on what we should do. And I don't like to forecast the future, neither from a— I'm not an epidemiologist nor a scientist, nor someone that predicts, has predictive models on what will come from the variant perspective. But I think we need to be as a society, cautious and optimistic and learn how to live and go forward.

I agree, Steph. And that's why I wanted to have you on this episode because we've all— I talk to lots of people, as you know, I work with all sorts of leaders around the world and people are wanting to get back to meeting people and getting on with life, obviously balancing the real world that we live in. And that's really the reason for this episode. I want to kind of discover, we've all been at home too much and we want to get out a bit more. And so if I can cast your mind back before pre-COVID, if there was such a, you know, it was like 2 years of chaos, you know, just thinking about pre-COVID times and I want to kind of reconnect with the benefit of events because this focus is about events and there is such a benefit of people meeting people and going to events. Could you share with us your thoughts again, pre-COVID times about if there wasn't COVID and people were at events, how to get the most out of an event rather than just kind of cruising through it, turning up?

Yeah, it's a good question because I also have before-COVID experience in going to these events, these mass events, right, as an exhibitor and someone that was welcoming customers and trying to do business. So I think it's fair to say that in pre-COVID times, certainly the largest event that we put on and the MWC suite of events are about doing business. And doing business is really about convening a critical ecosystem and physically meeting up. And in the case of MWC Barcelona, it really is, I think pre-COVID it was 7,000 CEOs. And, you know, if you speak to the largest partners that we have, they say they're ready to come because they know they can get 100 CEO meetings in a short period of time. So I think like just the statistical history that we have says that there was benefit to convening in person, and there was benefit in getting a number of important players in the industry in one place together for a short period of time, but a productive period of time. And there's all kinds of stats about funnel and stats, and that's just the business part of it, I would say. It's one part of it.

Yeah, and it sounds like, you know, you've got kind of a positive captive audience. So, people are together, they're more focused probably because they're together from what you're saying. I mean, it was interesting looking at the introduction to MWC Barcelona. One of the things that stood out, which I really liked, and it kind of links to what you just said, it's about leading companies and being a trailblazer to share the latest thought leadership. I love that. Yeah, tell us more about the thinking behind that, because I thought that was a really interesting way to put it. I hadn't thought about it.

Well, I think, as it's, and it's probably the way we're describing our, it's the way we're describing ourselves as we promote the event, you know, into 2022. We have always been a trailblazer in that thought leaders and visionaries come to the table to present at MWC. And even throughout the pandemic and even at the point where we had to, you know, kind of flip the switch to a more virtual event in Shanghai, because we do Barcelona, Shanghai, and Los Angeles. Shanghai was totally virtual. All of our regional events were totally virtual. We never ever have a problem. So the platform is seen as one of innovation and one where those that have innovation to offer want to come and use that platform, you know, to promote and to evangelize, you know, what they believe in. So that continues to be the case. We are in the— we're in the middle of selecting all of our conference mainstage speakers right now. I mean, we're two-thirds the way there. We trawl through something like 1,800 submissions for calls when we do a call for speakers. And so, I think all that to say, just a few stats in that it is known for the place where innovation is highlighted and on display and can be heard and talked about. In addition, adjacent to the core of the value proposition is where business gets done.

Yeah. And so, with that in mind, do you think then it's, apart from the networking element, which is what we want to talk about, do you think it's somewhere to be seen? Is that a benefit of going to one of these events? To be on the radar for business?

I think so. I mean, you know, as an example, in my former company, you know, traditionally you would say, okay, if it's not a mobile company, then what's the purpose? Why would we exhibit? Why would we try to promote? But the point, you know, but I used to work for a fixed operator and at the end of the day, as 5G becomes the pervasive next generation wireless technology, drives all of the things that are data-related, whether it be AI or IoT or big data. And therefore, in the end, I think the former COO of my former company would say, "There's no such thing as wireless network." I would not agree as the CMO of the GSMA. But his point was that everything has to hit the ground. And therefore, the fixed companies and the tower companies have a vested interest. So yeah, you do want to be seen if you want to play in the ecosystem for certain. It helps a lot.

Okay, so building on that then, so now we are unfortunately in COVID times and it's up and down, but you know, I think we need, as you say, we've got to be positive about it because we've got to get on with life. So, you know, people have lived over the last couple of years with being completely remote and kind of starting to venture out and getting into kind of hybrid, I guess, events. So in COVID times, and again, this is our listeners are business-to-business people around the world, what's the best way to leverage a physical event or even a hybrid opportunity? Because if you go, if I go back to your your mission, if you like, Connection for Good, which I love. You're engaging members, governments, and society, which is amazing. So with that in mind, what's the best way for me if I'm attending— I don't mean your event, but just events in general— what's the best way to leverage a physical or a hybrid opportunity for networking purposes? How— what's the best way?

I mean, I think— let me take it from a generic— if it's physical or hybrid, how I would go about it, right? Might not— probably isn't the right way about— but it's just, you know, my school of You look pretty smart to me, Stephanie. Occasionally I have something okay to say. I would first set out an objective, both from a— you're likely as a business-to-business person attending this hybrid or physical event because your company's letting you go, they're allowing you to spend their time, your investment. So I would sort of split that investment into what are the objectives for my professional stance in terms of attending this event? Is it to get business? Is it to learn about technologies or subject matters that I need to sort of deepen my portfolio of knowledge on so then I can be successful in my event? Or is it to really get out there and I've got a real solid agenda, I've got 2 or 3 things I need to accomplish, and I want to find good connections to help advance, you know, that. And I think, you know, that literally can apply from a hybrid to a physical event. I would say there's no difference in that. Yeah. The big difference is that it's a lot harder to network in the hybrid space. We've learned that. We've learned that probably if you would canvass any events organizer, what are the key learnings? Content, as long as you are credible, like a GSMA, or in terms of having fantastic, interesting, compelling, engaging content, you have tons of that. You've that for days and months, right? You can do as many hybrid events as you want. And the kind of platforms that you use to have— well, we're doing this podcast over a platform, right? It seems to be pretty good.

So far, let's hope.

Yeah, it was definitely good so far. There are a dime a dozen, let's say, these days, right? Everybody has had to learn and to pivot and to adopt, Whether you use a standard platform that one of the big tech companies offer, whether you use a little niche player that's more specialized into breaking out into partner groups and subgroups, you can do that. The key is that I think the hybrid model is best used for capturing mindshare on a very broad level. Potentially, like any mass event has its side events or events within events, you can do that very well in the hybrid environment. But we've definitely learned that that one-to-one networking, even if the software and the functionality is okay, and it is okay, it's a bit awkward, right?

Yeah, it's not, well, it's just not as good as the real thing, is it? No. And Steph, you know what, as you're talking, you know, 'cause what you're really saying is you've gotta make the most of it because we've all done without for so long that actually it's, in a way, it's a good thing because now we've got it back, we should use it to our advantage. So, you know, when you say things like, you know, you should plan what you're going to do, that I like that because you're using, you're thinking about, you're not just rocking up to an event and hope it's all going to be okay. You're actually saying you should plan and make the most of it because we haven't always had it, right? We've had it taken away from us. Is that where you're going with it?

It is. And let me just flip to the physical side now because it's the side that I like the best, to be honest.

And that's what I want to talk about. Yeah, for sure.

And, you know, I wanted to get to I was going to London today and I was all intent and I had a Eurostar booked, but even the formalities in France do not allow me to come at this moment because I don't check one of 10 boxes. So I really do try to get, you know, it is frustrating at the moment. But in the physical side of things, you know, a lot of our exhibitors come and they bring a lot of staff and there are a lot of customer meetings to have because that's the number one, you know, get business done. But I always, in terms of your like planning out your agenda, I would not hesitate to make sure that you take a little bit of time to see some of the content. You might not have hours and hours to sit in the keynote sessions, but go see one, right? Because you're going to get an idea or two that you did not walk in the room with, and it's going to spur ideas as you leave the room. I would also say that because an event like MWC is very galvanizing across the industry and across in local areas, make sure you see some of the other parts of the event. Like we have a whole startup event within the event that's called 4 Years from Now. I mean, it's delightful to walk around and see hundreds of startups pitching there and wanting to grow up into the MWC. Another place to get ideas. And the last thing I would say is make sure you try to step out of your own comfort zone in the community you're in or the stand that you're on. And there are so many things that go on, on receptions, Be— I don't like to say aggressive. I don't like the word aggressive because I'm not aggressive, but be innovative in finding out some of those things because there'll be receptions that'll go on.

Get out of your comfort zone maybe a little bit.

Exactly, exactly.

I think it's great. And by the way, it's great advice because I'm a believer in that you've got to be present. It's like if you go to a meeting, be present. If you go to an event, be present. And so, you know, what you're saying, you know, I think it's really great advice. Stephanie, thinking back, And maybe before COVID because it kind of gets in the way, but can you think of examples in your career where through an event you managed to either leverage an opportunity for your career or for you personally or for the company? Sorry to put you on the spot.

No, not at all. I think the most obvious is, for me anyway, is at AT&T, we would exhibit. And before I left, I was looking after everything that was the IoT business. It wasn't even called IoT at the time. It was connected devices, then IoT. And it was really expanding the business that we had with our multinational customers in Europe with these global solutions. And we, I mean, it's quite public, but it was almost like we built, we signed, and then we kind of, I don't want to say struggled through it, but we implemented the largest industrial IoT solution that I actually think still stands today, which was with Maersk Line and is still a very important part of the AT&T and Maersk relationship. And, you know, a lot of the nuts and the bolts happen outside of MWC, but, you know, it was our meeting spot, right? It's where we would meet with our key constituencies. You know, it's funny, like, I'm still friends with the AT&T IoT team and the head of the project at the time on Facebook. And we, every time MWC comes around, we like message each other, who's going to be there. And one of them I saw in Los Angeles and it was so, it was just, you know, and then he was with a guy who was like, oh, you're, you're this guy. You're this guy that did the hardware for the T11. We actually never met. Right. So it just goes back. It's like full circle to the human connection, which is irreplaceable.

I think. I really, that's how I personally have come to FURL over the last couple of years. I missed it. And I, and as I get more connected, it gives me an energy. And I'm feeling that as you're talking, I can feel the energy from you too. And Stephanie, look, I've known you for a long time. You're very successful, you're driven, you make stuff happen. I know you've been nominated twice at Fortune's Most Powerful Women at the Next Generation Conference. How important in your career, because you've done lots of really good things, you've been in marketing, you've been in sales, you know, you've done a lot of really good stuff. How important, and this is a bit of a leading question I guess, but how important is networking in that? Generation of your career?

Gosh, such a good question. And I think, you know, I'll answer it super honestly. I was really shy going into those Fortune NPW Next Gen. I went twice in San Francisco and I was nominated and I went and I found it really difficult to try and, you know, I just thought that, my gosh, it was either a very startup, you know, a very Silicon Valley environment, a lot of women startup CEOs, Or they were like, you know, power. You know, the chief editor of Fortune was up on stage with everybody. And then I'll tell a funny anecdote. I think it might or might not be funny. And I did slowly in the first conference, I found myself having to insert myself into the conversations because the feeling that I took away, but I guess I'm pretty sure in fact it's just probably it was a little bit imposter syndrome, right? In the sense where I was afraid to get to the table with these ladies. But, you know, once I did finally kind of nudge my way in at a lunch or at a break, or you realize everyone is just people. They're just people. There are a few that I, I wouldn't say that I actively have relationships with, but I actively follow. We follow each other on social media. So I'm like up to speed on what they've done. And then this anecdote is, is very timely because one of the The most memorable keynotes that I sat down and listened to in San Francisco was with Elizabeth Holmes, the former CEO of Theranos, which you may know she's just been indicted.

Yeah, it's been on all the news. Yeah, yeah. Very charismatic lady.

And I remember sitting in that session going, wow. I mean, Whoa, you know, if you could ever be someone like that. I mean, and it goes to the tune because if you follow the story, everybody felt that way, right? Everyone was just—

it was like the Pied Piper, wasn't it? Everyone followed her, yeah.

And so last week I had some surgery on my hand, which is healing super nicely now. But, you know, I was on quite a lot of painkillers and a little bit— so I was watching in my bed the Theranos documentary from HBO Max. And she was such a PR machine, right? I mean, a huge PR machine. Everywhere. Her face was everywhere. On the COVID of Time, Fortune, Forbes. Like, she had everybody. And they sit there, and they show her at the Fortune Next Gen Conference in San Francisco. And they flip to the audience. And I see myself for half a second. No way. Yeah, yeah, yeah.

And you prevail. I mean, but the imposter syndrome is an interesting one. And Stephanie, are you quite a shy person underneath? Your tough exterior then?

I am not shy, but I am over time, and especially in COVID times, I've become more closed with my circle. My circle, my very close circle has become very small. And I'm, you know, I'm very outgoing and I'm very transparent. And I probably say a little bit too much versus the average person. But when it comes to friendships and especially business relationships, that I trust and, and that become friends, they are very few and far between. When I do, I say it, you know, and I, and I, and I'll hold on to them forever.

And the reason I'm asking is that there'll be people listening who are quite shy and, you know, they, they feel uncomfortable. They probably have imposter syndrome more than they really want. What advice would you give to someone who feels a bit that way when, you know, for networking, I mean, when it feels— because you talked about it earlier about you kind of felt uncomfortable, you did it anyway. What's your advice to someone that maybe isn't as forthright?

Yeah, I mean, it's so easy to say, just get yourself in there, right? Just start a conversation. And if you're an introvert, it's just, it's incredibly difficult. I would say, ease your way into it, right? You know, don't force your, if you force yourself into it, you're gonna seem awkward to the rest of the group, right? And I mean, that's like, or you're shy, you know, you know, you're not feeling it, maybe I would say take a close ally with you to do it, right? Because then you have somebody next to you that maybe isn't so— yeah, and you can kind of both bounce off of each other and then contribute to the larger group. The other thing I would say, one of my biggest mentors has always said to me, Steph, you always should do more listening and less talking. And I'm not exactly sure that if you ask my team, that's the case because I kind of, you know, tend to— but when it comes to important topics, listening is just as important as trying to impart knowledge on, you know.

That's good advice.

Yeah. I've learned that in customer situations, you know, where you just can, you can see a person trying to over-talk and it doesn't always work.

Yeah, sometimes they're trying to prove that they know what they, you know, they know stuff and they wanna show their credibility, I guess. Stephanie, I've got 2 questions for you. I know we're kind of short on time, but I'm really keen to get this, your experience out. Based on your experience over the years in, you worked in multiple industries in tech mainly, I think it used to be, you got a master's in finance, didn't you?

You come from a finance background. I do, I do. I know, don't I look like a finance person the way I'm dressed?

Yeah, of course. Nothing wrong with finance. Fantastic. Yes, over the years, based on your experience, if someone wanted your best 3 tips for networking, what would they be? Sorry, I'll put you on the spot again, but that's the kind of guy I am.

Can I buy a vowel? Be yourself. You know, just, you know, don't be what you're not. Try to be as confident as you can. I mean, again, if you go back to being shy, don't be overly confident, but, you know, trust what you know, trust what you're able to talk about. And I would go back to listen again, right? In terms of networking, right? It has got to be about the connection you make with the other, and listening to them, I think, is probably the most powerful thing.

I think it's good advice because when you are a good listener, people go, and they go, I had a great conversation, but they just did all the talking, but you were listening. I think it's a really insightful bit of advice, actually, because we're trying to get people to re-engage. And the reasons for this podcast and, and the timing of it is, you know, as we hit the new year, let's, let's get— let's get— make the most of life and get back together again.

So I'm gonna just maybe give another anecdote about this because it, it's— it goes to the introverted nature. I've been more— well, we're all more secluded, right? And in my case, even if you could go to the office, I don't have one in Paris, so I'm always, I'm always here and my socializing has become super— I guess lots of people resonate with this, but I have found getting out of the seclusion very, very difficult where my husband doesn't. He's been like actively seeing like friends and he's got, he's got a circle, right? That he and I don't. And a couple of weeks ago or just before Christmas, he was like, oh, there's a party going on. Oh, no way. Oh, no way. I'm not going. I'm not going. And it's all because for me, I feel vulnerable after all of this seclusion and so comfortable in privacy. So he got me to go out and it was like, I don't know, season 3, Sex and the City, Charlotte dancing around the disco room, you know, couldn't get off the dance floor kind of scenario. So it goes, you know, I think— Picture it.

And that was your first foray out.

Pretty much my first, my first anything that was more than one-to-one or one-to-two. Yeah.

Yeah. And I guess it felt good, right? Because yes, I think we're all naturally wired to, to meet people and spend time together. And that's why I wanted to talk about events today, because I think it's almost like a catalyst for me. I think if you know your advice about doing it with purpose and taking advantage of something we didn't have for the last couple of years, I think is important. I've got one, one last question for you, Stephanie, and then I'm going to ask you about your musical taste. That's coming next. I actually asked John Hoffman this question, the same question I'm gonna ask you. Knowing what you know now about COVID if you rewind it before COVID times, but you knew it was coming and its effect, what would you recommend people do to navigate the 2 years of disruption in order to maximize in their networking genius? It's a big question.

Wow, it is a big question.

That's the way I am.

That's a thinker question. What would I recommend? And you, you'll tell me later when we turn the podcast off what John said. I would say it depends where you are or what you're doing. I think again, everyone has their version of the crisis, right? Professionally and personally.

Give us a couple of scenarios then, 'cause I think it'd be, it's insightful to go, 'cause we know what's happened now, right? If we rewind back when you knew it was coming, but it hasn't happened, what would you recommend people do to navigate?

I think the carving out of the time for oneself to do whatever is needed virtually or otherwise is important. It's like, and it could be professionally or personally. I would have probably gotten my head out of some of the very stressful things that have happened, you know, in the business over the last couple of years and used an hour to maybe learn more about AI or big data or something like that. Yeah. I did carve out time for, you know, what turned out to be finally a passion from a personal standpoint, which is yoga. But if I did that again, I would do it in a group to try to talk to some people online, like do group classes.

Yeah, that's the bit I'm interested in. How do you maximize the network element knowing what's coming where you're going to be isolated? How do you really stay connected?

I mean, there are groups, virtual groups for everything, and there were before the pandemic. You know, I mean, I would love to learn to speak Italian. Let's join this Italian group, you know, and maybe applying that That thought process would have been something that would have helped me personally more.

Yeah, that's good. I think, you know, I think as you say, everyone has different situations, but I was just interested in your thoughts. Brilliant. Okay, Stephanie, that's amazing. Thank you so much. Some really good insight and ideas. I've got one last question for you, which is, it's a weird one that as a podcast we collect for our guests, we try to find out what musical inspirations they have because we have a Company Doctor podcast playlist. And so we'd love to hear from you either one or two tracks that stand out for you that have motivated your memories of your past, and we'll add it to the playlist. Over to you.

I would say Bob Marley, No Woman No Cry, is one.

Nice.

And then I would say Stevie Wonder, Tomorrow Robbins Will Sing. It's not one of his most famous.

Wow, I love Stevie Wonder and I don't know that one. That's amazing.

And I think it's very apropos, right? Tomorrow Robbins will sing because we're all sort of waiting for this moment where—

No, I love it.

Things will get— anything Stevie Wonder really is, you know.

Yeah, I must admit I'm a massive fan of Stevie Wonder. And the Bob Marley one's great. Well, thank you so much for that. And Stephanie, thank you so much for taking the time and your insight. I think it, as you say, it's the right time. I think it's up to us as people to kind of reconnect. And it looks like this year is going to be the year of reconnection. And because we didn't have it before, I hope people make the most of it. And start, you know, getting together again, because I think we all need it. So thanks so much, Stephanie. We appreciate you spending time. Good luck with Mobile World Congress. I'm sure it'll go great.

Thank you so much. It will.

It will. Of course it will. It's going to be great. Thanks so much.

Thank you. Thanks for having me, Gary.

Pleasure.

Another excellent guest. Many thanks again to Stephanie for joining us and to you all as ever for listening. For more information on Mobile World Congress, visit mwcbarcelona.com. And if you're already attending, keep a lookout for the company doctor who will also be in attendance and be sure to say hello if you spot him. See you next time.