4 Timeless Insights from Digital Growth Summit Keynotes 

Every year at the Digital Growth Summit, we bring in forward-looking speakers, often from outside the media industry, to offer fresh, future-focused perspectives. What’s remarkable is how many of the concepts shared at DGS have proven to be just as relevant today as when they were first introduced.  

Here are four evergreen ideas from past keynotes that continue to shape the future of media, offering timeless insights for anyone looking to stay ahead. 

Run the Regret Test (Nir Eyal, 2019) 

Nir Eyal, a renowned author, behavioral designer, and expert in the psychology of habit-forming products, is perhaps best known for his bestselling book Hooked: How to Build Habit-Forming Products.  

One of the most important concepts Eyal introduced at the Digital Growth Summit was the Regret Test. He proposes the Regret Test to differentiate ethical persuasion from unethical coercion. This test asks designers: “Would a user do what we have designed for them to do if they knew everything that we know as the designer?” If the answer is no, that’s a sign of coercion.  

Would a user do what we have designed for them to do if they knew everything that we know as the designer?

Nir Eyal

Author of Hooked: How to Build Habit-Forming Products

This test isn’t just applicable to product teams. It can be applied to editorial teams as well. By applying the Regret Test, editorial teams can ensure they’re providing real value. The test asks: “Would a reader still engage with this content if they knew exactly what it offered?”

For instance, sensational headlines may coerce readers into clicking, but fail to deliver on the promise, leaving them feeling frustrated or misled. By focusing on delivering quality content that informs and engages without manipulation, editorial teams can rebuild trust and create more meaningful connections with their readers. 

Become users’ Partner in Life (Steven van Belleghem, 2021) 

Steven Van Belleghem is a customer experience expert and bestselling author known for his work on the future of customer relationships. His “Partner in Life” concept is one that we continue to use a lot at Twipe. It emphasizes the importance of brands becoming integral, value-adding partners in their customers’ lives. 

He explains that “most companies and brands are a fly on the back of the cow,” meaning they’re always present but offer no real value and are merely bothersome. In contrast, he encourages companies to “become the oxpecker on the back of the rhino.” Here, the oxpecker, a small bird, perches on the rhino’s back, eating parasites and alerting the rhino to danger, providing support without being intrusive. 

For news organizations, adopting a “Partner in Life” approach means going beyond transactional relationships. It’s about understanding readers’ broader life journeys, delivering value at the right moments, and being a trusted, unobtrusive presence. In an era where trust in media is vital, this approach helps foster deeper connections and long-term loyalty.

Adopt an Infinite Mindset (Peter Hinssen, 2023) 

Peter Hinssen’s 2023 keynote ended with a powerful quote from Winston Churchill: “If you don’t take change by the hand, it takes you by the throat.” His message was clear: embrace change or risk being left behind. In today’s rapidly shifting world, companies must adapt or become irrelevant. 

Hinssen described the current times as a “never normal” world, where constant disruption is the only certainty. To succeed, businesses must strive to become like phoenixes, constantly “rising from the ashes” and evolving to meet new challenges.  

At the core of Hinssen’s approach is the concept of an “infinite mindset,” where change is embraced as the only constant. Companies must focus on continuous evolution, staying ahead by keeping pace with customer needs, anticipating shifts in technology and behavior, and remaining agile in the face of disruption. He suggests that companies should spend 70% of their time on the present, 20% on the near future, and 10% on the distant future. 

Combat the Liar’s Dividend (Sean Gourley, 2024) 

For anyone working in the news industry, it’s essential to remember that news and accurate reporting are the product. When people stop believing in truth, when misinformation erodes trust, the consequences extend to the very foundation of our democratic systems. 

As Sean Gourley explained in his 2024 keynote, “If everyone always lies, the consequence is not that you believe the lies; it’s that you no longer believe anything.” This phenomenon is what Gourley refers to as the Liar’s Dividend, where the sheer volume of misinformation, particularly AI-generated misinformation, erodes trust in all information, making it harder to discern what is real. 

When the public can’t trust the information they consume, the essence of journalism itself is called into question. This creates a vicious cycle: as people lose trust in media, they turn away from the very institutions that are designed to keep them informed, leading to deeper polarization and disengagement. 

The future of news, according to Gourley, will require a delicate balance between leveraging AI for efficiency and innovation while preserving the human element that ensures trust and authenticity.

AI, Tech, and the Future of News: Join Us at DGS 2025

These four timeless insights from the Digital Growth Summit offer valuable guidance for news brands seeking to stay ahead. Embracing concepts like the Regret Test, Partner in Life, and the Infinite Mindset can help build deeper connections, foster trust, and ensure long-term relevance.

Ready to take your news organization to the next level? Don’t miss the Digital Growth Summit 2025 in Stuttgart on October 14th, a must-attend event for anyone in the media industry looking to stay ahead of the curve and shape the future of journalism.