Jeff kicked off the conference introducing the theme of this year”s event – Get Better Reality. The phrase comes from a Guy Kawasaki notion that if you want to market or sell a product, having a better reality makes it easier. Jeff has recognized in working with a number of individuals that you can have everything you need to succeed, but if you don”t recognize and act on it, you”ll stay stuck where you are. Some other notions Jeff shared: it”s not about doing something different as our environments change, but choosing which way to go; it”s no longer about survival but about thriving; you never know what”s around the corner; whenever there is a big change, there is opportunity. And with all the options that are avalable to you, there is no right or wrong, there is only what you decide to do for your company.