This past week, I attended several defense-focused events associated with South By Southwest (SXSW) 2025, including the Capital Factory House and the Space and Defense Innovation Reception. Others also joined in at the Tectonic Defense Summit. If you’ve never thought of SXSW as a venue for defense and national security discussions, you’re missing a major opportunity. The convergence of tech, investment, and creative industries provided a fresh lens on how we should think about the defense industry, trade shows, networking, and partnership development.

This was my first series of trade events where jeans were the norm, elevated to a degree with a sport coat, button down and comfortable shoes. Fitness goals were attained as there is plenty of walking at SXSW.

Thinking Outside the Booth – Huge booths from large primes distract from the real B2B.

At the Capital Factory House, conversations weren’t happening in traditional panel rooms but in open, casual spaces that encouraged spontaneous meetings. One of the most intriguing discussions I had was sparked not at a formal networking session but while standing in line at the lobby coffee shop. Sometimes the best connections happen when you’re doing, not just talking. Photo booths and a pop-up headshot studio were popular—sales require a fresh look and presence to even start the conversations. Lots of laughter keeps the mood light.

The Space and Defense Innovation Reception, hosted about five blocks from the SXSW action, flipped the script on traditional networking. No booths, a couple of presentations and high-energy, informal conversations among government leaders (some did sneak out of DC), venture capitalists, and founders. This event reinforced a key lesson: Partnerships don’t start with capability briefs. They start with a shared vision that evolves to a trusting relationship.

But SXSW is more than its structured events. It’s also about making time for serendipity. Don’t flood your calendar with programming—there are thousands of ways to spend your time at SXSW (you read that right, thousands of events and panels). I had the chance to see popular podcasts like Pivot recorded live. Scott Galloway and Kara Swisher are readily identified as two of the more objective observers of our time as relates to the intersection of tech and government.

Content creation is now an event in itself. Many people attend SXSW simply to be there—to absorb ideas, to meet unexpected contacts, and to challenge their thinking. Multiple sidewalk interviews, pop-up studio interviews, and live broadcasting were observed all in close proximity.

I rolled in with a plan, allowed some free space to absorb, and came away with new learning in areas I may have never explored deeply without a prompt:

🥦 Food sustainability and its implications for supply chains and military logistics
💬 The narratives of information—both mis- and dis-information
💰 How private wealth is shaping our government right before our eyes

None of these topics produce direct leads, but they expand my ability to speak more broadly and insightfully on issues that matter. And in a world where context is everything, that’s a competitive edge.

Three Ways to Maximize Any Trade Event

Whether you’re heading to a defense expo, a tech conference, or a niche industry meetup, here’s how to ensure it’s worth your time:

1. Before the Event – Plan for Serendipity

🔹 Identify must-meet attendees, but also leave room for spontaneous opportunities.
🔹 Engage on LinkedIn or event apps before you arrive—commenting on posts can lead to easier introductions.
🔹 Keep an eye on “off-schedule” events—podcasts, small-group meetups, and pop-up experiences often yield the best takeaways.
🔹 Consider a sponsorship—it can open doors not publicly advertised.

2. During the Event – Be Unpredictable

🔹 Skip a session and wander into an unexpected discussion. Some of the best insights come from industries and sales channels adjacent to your own.
🔹 Carry a prop—a unique notebook, an industry-relevant book, or even a lapel pin. It’s a conversation starter that makes you memorable.
🔹 Be thoughtful with your exchange of info with a contact: QR code vs business card vs social media handle.
🔹 Look for the story behind the story. If you’re attending a talk, ask yourself: What’s not being said? Who is framing the discussion?

3. After the Event – Keep the Momentum

🔹 Don’t just send generic follow-ups. Reference a specific moment or shared insight from your conversation.
🔹 Offer value before asking for a follow-up meeting—share SOMETHING, an article, introduce a connection, or comment on their latest work.
🔹 Write down three unexpected things you learned—these may serve you in future conversations, content, or strategic thinking.
🔹 Decide if you’ll attend a future iteration of the event and place it on your calendar today – I plan to be in Austin, TX next year.

The key to trade events isn’t just showing up—it’s showing up differently and intentionally. This convergence of events is a reminder that real innovation happens where industries and objectives intersect.

The defense industry is changing much more rapidly than most appreciate today. Are you changing your strategies to evolve at its new and accelerated pace?