Most March traditions involve basketball or bagpipes, but for me the third month of the year brings the promise of another pilgrimage to Austin, Texas for the SXSW conference; its unique blend of interactive, film and music content makes for what is arguably the premiere North American event for the creative soul. As a veteran of many SXSW shows over the years, I firmly believe that – like life itself – what you get out of “South By” depends upon what you put into it. There is no right or wrong way to consume the experience. I like to contribute full bore, with hopes that deep engagement will unlock key moments of inspiration… moments which seem as equally likely to catalyze during formal conference panels as they do at informal meet-ups and casual gatherings in beer halls across the city. When you have 30,000+ like-minded characters crammed into one geographic location, a lot of interesting things transpire.