1 Insights into how the best companies operate - how does companyX do things?
2 Non-generic advice - Focus on what stands out, things that are not readily available online. If 10 medium articles are saying the same thing, maybe other topic
3 Actionable advice - as a attendee, what can I apply next week/month in my teams?
4 Examples - advice should come from real-life events. we want to get away from idealistic views not rooted in reality