Speaking for NRUCFC for the Second Time, and 5 Lessons Learned Along the Way
Never make assumptions in a crowded NYC elevator.
And four other unexpected things I learned while keynoting NRUCFC’s big annual event:
#5 — Old friends make big cities feel small.
In NYC, I was lucky enough to have dinner with my great friend Phil M Jones and hear about his latest research. Then — by total surprise — I ran into another friend I hadn’t seen in over 20 years. In a city of 8 million, walking on a random sidewalk, it suddenly felt like my small hometown.
#4 — Big executive audiences deserve big energy.
Just because a room is full of senior leaders doesn’t mean you hold back. In fact, it may mean you do the opposite. Speaking to 1,500+ co-op leaders who serve their communities because they care—that’s inspiring. I delivered most of my keynote standing in the audience, weaving between tables and calling on leaders directly. Unexpected for them and fun for me!
#3 — Always brief your camera crew.
When you have a huge, flat, wide room, the AV team is your best friend. We previewed my plans for speaking in the audience so everyone—in every corner—could see me on the big screens. Surprise the audience, not the crew.
#2 — Never make assumptions in a crowded NYC elevator.
I got into a full elevator assuming everyone was headed to the lobby—only to find out they were getting off on the third floor. Instead of going down, I ended up riding all the way back up to the top floor. A funny reminder that in New York, even an elevator ride can take you in unexpected directions!
#1 — Utility co-ops are America’s quiet backbone.
They provide safe, affordable, reliable power to millions—often in hard-to-serve areas. The dedication of these board members is extraordinary. Growing up in Brenham, Texas, my family relied on Bluebonnet Electric Cooperative, Inc. Sharing that story—and hearing them cheer from the audience—was a full-circle moment I’ll never forget.
A huge thank you to NRUCFC (National Rural Utilities Cooperative Finance Corporation) for bringing me back to speak for the second time. Your team’s passion and preparation are always outstanding, from our strategy calls to the coffee chats on-site. You rock. And big thanks to American Program Bureau, Julie O’Keefe, and Drew Waldron for making it all come together seamlessly. Grateful for you!
Posted: July 10th, 2025
Categories: Generations | Inspiration | Keynote Speaking | Leadership | Trends | Workforce
Written by Jason Dorsey
Jason Dorsey is an acclaimed generations and behavioral researcher and speaker. He's received over 1,000 standing ovations for his unique keynote presentations. Jason has led over 120 research studies. Adweek calls him a "research guru." His mission is to deliver new insights and practical strategies that solve business challenges for leaders.
