Keynote with Meta Knol: The Messy Stuff Wins

How to Create a City of Science, a keynote by Meta Knol & me for the KM World 2021 conference back in November, is about the development of the digital/physical concept for the Leiden 2022 European City of Science initiative, which Meta directs.

Aside from the revelation of her team’s astonishing, 365-days of community-owned and community-led programming, two key moments from Meta’s remarks really stand out for me.

The messy stuff wins

At 18:44, Meta talks about her realization (sparked by some research and thinking I did in response to this tweet) that the messy stuff — content and engagement that is authentic, original, and intuitive — wins out over the steady and predictable “fixed formats” often preferred by traditional organizations.

I didn't expect it to, but it's really true: the messy stuff wins. The most authentic. The most original. The kinds of communications where people would just let go of control and build on trust… To allow spontaneous, original ideas to win from the fixed formats. To make sure that you don’t let the rational get in the way of the intuitive. These are really hard things if you are so much stuck in your pathways. So we had to open up, which also meant that we had to exceed our own expectations for what we wanted to make. And certainly we had to let go of the expectations of others. So: The messy stuff wins. Let go of control.

Let go of the frameworks you learned in school

The other moment that sticks out for me comes at 21:10 where Meta talks about abandoning the traditional frameworks of target groups and “pre-fixed media strategies.”

I said to my team, let’s abandon the whole set of criteria of thinking about target groups and pre-fixed media strategies: What we will do is we will focus on specific interests of people. If you are interested in the stars or astronomy I don’t care if you are a 10-year old girl or a Nobel prize winner. Or if we do an activity on kidneys, and your brother has a kidney disease, then I'm sure you will be interested – and you will be no matter where you were born, in which area, what your income is, what level your education is. So that’s the interesting part, if you really focus on these topics that people are interested in intrinsically then you can just let go of all the frameworks that you learned in school about target groups.

The Leiden 2022 European City of Science formally opens in a public webcast at 2pm CET Saturday.