Christian Muche, Global President and Co-Founder of Possible on it's growth and impact in the Industry

Christine Russo sits down with Christian Muche, global president and co-founder of Possible, fresh off the conference's biggest year yet. Muche was still recovering when they recorded this, in the best possible way.7,500 people showed up in Miami. That is not a typo. Russo and Muche get into what made this year different, from the AI verse, a brand new stage and ecosystem dedicated entirely to artificial intelligence, to the intimate peer-to-peer formats that senior CMOs keep coming back for. Muche makes a compelling case that what separates Possible from every other industry conference is not the programming. It is the intentionality behind how people actually experience it.They also get into the thornier stuff. Walled gardens, how the industry is going to combat them, the fragmentation problem that happens when every brand and media company runs their own concurrent programming across every event on the calendar. Then there is the news that snuck in near the end. Muche is writing a book. It is called The Future Is Possible, and if you know anything about his background, a half-Kiwi, half-German who sold the first digital banner ad in Germany in the 90s and then built a flagship US conference from scratch, you will understand why this one is going to be worth reading.