ON_Discourse co-founder Toby Daniels, a veteran of CES,
has taken over our CES planning meetings with hot takes
from his ample experience from the show. We thought we
should give him the pen to write a mini confessional about
the world’s biggest consumer tech conference. 
—ON_D

Toby Daniels

Co-Founder, ON_Discourse

CES is not new to me. I’ve been attending the event for over 15 years, having walked the crowded halls, networked in one event after the other, and seen countless overhyped tech unveilings.

CES’ primary problem is the whole event is confusing and crowded, while also
being extremely isolating. I am not alone in making this diagnosis; I have had
countless conversations with fellow convention goers and tech executives who
report feeling disoriented and lonely (especially during loud networking events).
This problem creates the conditions that lead to the second, most common issue.

The event’s secondary problem mirrors a major issue in business, tech, and
media: groupthink. The show is an echo chamber with familiar faces and
conventional ideas wrapped in flashy tech. In this mode, agreement is chosen over
conflict, and innovation is nothing but an empty vessel of safe concepts.

CES is often touted as “a beacon for leaders in business and technology,” where
the future meets today’s reality. While this paints a picture of innovation and
forward-thinking, it often masks the event’s superficial nature. CES, in all its
glory, can sometimes be more about shiny objects and getting into the hottest
party or VIP event rather than the depth of conversation. Despite the countless
curved TV screens that are never going to be a thing, I believe in the value of this
event and that we can fix CES.

True perspective, I’ve learned, comes from heated debates, uncomfortable questions, and a willingness to listen to opposing viewpoints. This year, we are bringing our discourse and community to CES.

The discipline of discourse is a forcing function that lets us provoke, argue,
challenge, and listen – not just to reply, but to understand and consider. These
authentic engagements help us break free from the cycle of redundancy and
uncover truly groundbreaking ideas and new perspectives.

At CES 2024, the ON_Discourse team will make the show in January worth
attending for our members, who will be organized into “Pods”, or small groups
that attend sessions together, join dinners, hit up parties, and practice the
discipline of discourse as a single unit. They will also get a guided experience,
including a kick-off briefing, a discourse-driven tour of the convention floor, and
invitations to a carefully curated list of events.

The discipline of discourse is a forcing function that lets us provoke, argue,
challenge, and listen – not just to reply, but to understand and consider. These
authentic engagements help us break free from the cycle of redundancy and
uncover truly groundbreaking ideas and new perspectives.

As we move towards CES 2024, I feel a renewed sense of purpose. Our approach
is different – we won’t be there just to observe; we’ll be there to engage and
disrupt the status quo of conversations. We’re setting up to ensure our members
experience CES not as a showcase of gadgets, but as a forum of intelligent,
meaningful dialogue.

I am hopeful that with our concerted effort, this CES will mark a turning point.
Our next Issue, “Intelligently Artificial,” will capture this shift from superficial
tech displays to rich, meaningful exchanges of ideas. It’s not just about the
technology; it’s about the intelligence behind it – the thoughts, the debates, and
the discourse.

Toby Daniels

Co-Founder, ON_Discourse

Yes

Everything is software.

No

Hardware is differentiation.

Everything is about software, that’s where
the innovation is.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Massa tempor nec feugiat nisl pretium fusce id. Viverra justo nec ultrices dui sapien eget mi. Pharetra magna ac placerat vestibulum lectus mauris ultrices eros. Amet consectetur adipiscing elit duis tristique. Molestie at elementum eu facilisis sed odio morbi quis commodo.

Ultrices mi tempus imperdiet nulla malesuada pellentesque elit. Vulputate mi sit amet mauris commodo quis imperdiet massa tincidunt. Quam id leo in vitae turpis massa sed. Semper eget duis at tellus. Suscipit tellus mauris a diam maecenas sed enim ut. Non consectetur a erat nam at lectus urna duis convallis. Interdum consectetur libero id faucibus nisl tincidunt eget nullam non.

Everything is about software, that’s where
the innovation is.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Massa tempor nec feugiat nisl pretium fusce id. Viverra justo nec ultrices dui sapien eget mi. Pharetra magna ac placerat vestibulum lectus mauris ultrices eros. Amet consectetur adipiscing elit duis tristique. Molestie at elementum eu facilisis sed odio morbi quis commodo.

Ultrices mi tempus imperdiet nulla malesuada pellentesque elit. Vulputate mi sit amet mauris commodo quis imperdiet massa tincidunt. Quam id leo in vitae turpis massa sed. Semper eget duis at tellus. Suscipit tellus mauris a diam maecenas sed enim ut. Non consectetur a erat nam at lectus urna duis convallis. Interdum consectetur libero id faucibus nisl tincidunt eget nullam non.

Yes

Everything is software.

No

Hardware is differentiation.

Everything is about software, that’s where
the innovation is.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Massa tempor nec feugiat nisl pretium fusce id. Viverra justo nec ultrices dui sapien eget mi. Pharetra magna ac placerat vestibulum lectus mauris ultrices eros. Amet consectetur adipiscing elit duis tristique. Molestie at elementum eu facilisis sed odio morbi quis commodo.

Ultrices mi tempus imperdiet nulla malesuada pellentesque elit. Vulputate mi sit amet mauris commodo quis imperdiet massa tincidunt. Quam id leo in vitae turpis massa sed. Semper eget duis at tellus. Suscipit tellus mauris a diam maecenas sed enim ut. Non consectetur a erat nam at lectus urna duis convallis. Interdum consectetur libero id faucibus nisl tincidunt eget nullam non.

Everything is about software, that’s where
the innovation is.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Massa tempor nec feugiat nisl pretium fusce id. Viverra justo nec ultrices dui sapien eget mi. Pharetra magna ac placerat vestibulum lectus mauris ultrices eros. Amet consectetur adipiscing elit duis tristique. Molestie at elementum eu facilisis sed odio morbi quis commodo.

Ultrices mi tempus imperdiet nulla malesuada pellentesque elit. Vulputate mi sit amet mauris commodo quis imperdiet massa tincidunt. Quam id leo in vitae turpis massa sed. Semper eget duis at tellus. Suscipit tellus mauris a diam maecenas sed enim ut. Non consectetur a erat nam at lectus urna duis convallis. Interdum consectetur libero id faucibus nisl tincidunt eget nullam non.

• Hosted in partnership with Stagwell, ON_CES is taking the discourse straight to the convention floor.
• We’re going to dedicate our unique process to unpacking and distilling the bold exhibition claims that make this the world’s biggest consumer technology convention.
• A central theme of this issue will be the promise and implications of AI in consumer tech. What do the products on display represent for short and long term consumer trends? How do we distinguish between artificial hype and intelligent opportunities?

READ MORE ABOUT
WHY ON_CES

SUBSCRIBE TO LEARN
MORE ABOUT ON_CES

APPLY FOR
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CES

Our co-founder Toby Daniels is a veteran of CES and has taken over our CES planning meetings with hot takes from his ample experience from the show. We thought we should give him a pen to write a mini-confessional about the world’s biggest consumer tech conference.
—ON_D

CES is not new to me. I’ve been attending the event for over 15 years times, walking the crowded halls, networking in one event after the other, and have seen countless over-hyped tech unveilings. I have seen the curved TV screens and they are still not going to be a thing. I believe in the value of this event and yet, after all of this time with it, can confidently tell you how it can be fixed.

Executives who
report feeling
disoriented and
isolated

First the primary problem: CES is loud, confusing, crowded, and extremely lonely. I am not alone in making this diagnosis; I have had countless conversations with fellow convention goers and tech executives who report feeling disoriented and isolated (especially during loud, engaged networking events). This problem creates the conditions that lead to the second, most commonly understood issue with CES.

In this mode,
agreement is
chosen over
conflict, and
innovation is nothing but an empty vessel of conventional ideas.

The secondary problem of CES is groupthink. It is an echo chamber with familiar faces and conventional ideas wrapped in flashy tech.  In this mode, agreement is chosen over conflict, and innovation is nothing but an empty vessel of conventional ideas.

CES is often touted as “a beacon for leaders in business and technology,” where the future meets today’s realities. While this paints a picture of innovation and forward-thinking, it often masks the event’s superficial nature. CES, in all its glory, can sometimes be more about the display than the depth of conversation. We can change that.

True perspective, I’ve learned, comes from heated debates, uncomfortable questions, and the willingness to listen to opposing viewpoints.

The discipline
of discourse is a
forcing function that enables us to provoke, argue, challenge and listen.

This year we are bringing discourse and community to CES. 

The discipline of discourse is a forcing function that enables us to provoke, argue, challenge, and listen – not just to reply, but to understand and consider. It’s through these authentic engagements that we can break free from the cycle of redundancy and uncover truly groundbreaking ideas and new perspectives.

At CES this year the ON_Discourse team will provide an experience for its members that will serve as the singular reason to attend the show in January. We will deliver this in three ways:

An experience for its members that will serve as the singular reason to attend the show in January.

Curation:

• A guided experience, including a kick-off briefing event, a discourse-driven tour of the convention floor, and invitations to a carefully curated list of events.

Connection:

• Members will be organized into “Teams”, small groups who attend sessions together, join dinners, attend parties, and experience the event as a single unit.

Conversation:

• The discipline of discourse is at the heart of everything we do. When applied to conversations at CES, we ensure that we follow the three pillars: Provoke, Listen, Change.

It’s not just
about the
technology; it’s
about the
intelligence
behind it.

As we move towards CES 2024, I feel a renewed sense of purpose. Our approach is different – we’re not just there to observe; we’re there to engage, to disrupt the status quo of conversations. We’re setting up to ensure our members experience CES not as a showcase of gadgets, but as a forum of intelligent, meaningful dialogue.

I am hopeful that with our concerted effort, this CES will mark a turning point. A shift from superficial tech displays to rich, meaningful exchanges of ideas and our next Issue, “Intelligently Artificial,”captures this essence perfectly. It’s not just about the technology; it’s about the intelligence behind it – the thoughts, the debates, the discourse.

What’s holding the United States back from becoming a soccer superpower like the rest of the world?

A few years ago, frustrated at seeing the US Men’s National Team (USMNT) struggle to qualify for the World Cup, I remember thinking to myself, “what can we, as fans, do to make sure the USMNT wins a World Cup in our lifetime?”

My experiences as the founder and chairman of Stockade FC (a semi-pro team in the Hudson Valley) and the co-founder of Street FC (“SoulCycle, but for pickup soccer”) have given me front-row seats to the shortcomings of our nation’s approach to the beautiful game.

First and foremost, here in the US, Major League Soccer (MLS) operates as a closed system. Teams pay exorbitant fees to join a top-flight league that never threatens relegation, while clubs in lower-level leagues are denied the opportunity for promotion, regardless of their performance on the field. This starkly contrasts with the open, merit-based systems seen in Europe and almost everywhere else in the world, which drives competition, growth, and investment (not to mention excitement and drama for fans worldwide).

The lack of a merit-based promotion and relegation system in the US stifles the hyper-competitive environment that is crucial for developing both top-tier talent and compelling narratives.

The lack of a merit-based promotion and relegation system in the US stifles the hyper-competitive environment that is crucial for developing both top-tier talent and compelling narratives. This has led to a US soccer ecosystem that hinders investment in both club infrastructure and youth development at the lower levels, which is vital for nurturing homegrown talent and growing fans of the game.

Why does this matter? In the absence of a hyper-competitive domestic league, we are failing to produce world-class players and attract the best talent from abroad while they’re still in their prime. It’s an open secret that top American players flee to European leagues as soon as they hit their teens, while the best players in the world look to wind down their careers in the MLS. The closed nature of our leagues has created a comfortable, risk-averse culture that is the antithesis to the spirit of the game worldwide.

Creating a European-style, open-league system in the US that benefits owners, fans, and players alike, would be challenging, but not impossible. We would need a vision, a plan, and a timeline from United States Soccer Federation (USSF) leadership. Unfortunately, there seems to be a reluctance to formally lay out such a plan, as it would disrupt the status quo (specifically, MLS owners who invested millions in their clubs, but who never “signed up” for relegation). In short, MLS investments have taken priority over creating a cohesive US soccer ecosystem with healthy lower-level leagues.

Meanwhile, in Europe, football folklore is fueled by the possibility of any club from any league achieving a meteoric rise through the ranks. These stories captivate fans and embody the very essence of sport—hope, ambition, and the reward for hard work. Unfortunately, the structure of the US Soccer ecosystem denies this opportunity and prevents these Cinderella-esque stories that all sports fans love (see: NCAA March Madness).

The current US system offers little incentive for soccer entrepreneurs to invest in the lower levels of domestic soccer.

The current US system offers little incentive for soccer entrepreneurs to invest in the lower levels of domestic soccer. With no “pot of gold” for club owners to chase in the US (such as revenue sharing from sponsorships and broadcast rights that come with promotion), the financial prospects on investments in lower-level clubs are bleak compared to the potential return on investments in foreign clubs, where even an obscure lower-level club can rise through the ranks and multiply in value. This is why you see the Ryan Reynolds of the world investing in lower-level soccer infrastructure abroad (in open systems), but not here in the US (our closed system).

I founded Stockade FC after asking myself the question “what can we do to help the USMNT win a World Cup in our lifetime?” My answer: “Support local soccer.” For me, this meant putting my entrepreneurial skills to work in creating a club from scratch in the Hudson Valley of New York and creating a blueprint for other clubs inspired to do the same. This has certainly made an impact – creating clubs, players, fans, inspiring youth, etc. – but not enough to move the needle on a national scale.

Do you
disagree or
have a
completely different perspective? We’d love to know:

editor@ondiscourse.com

For US Soccer to evolve, there are a dozen changes that need to be made – from creating an open system of promotion and relegation to making youth soccer more affordable, to making soccer more accessible in cities by converting basketball courts into dual-sport courts (spoiler: put a goal under that net!), to elevating the US Open Cup to the same level as the NCAA basketball tournament.

What’s next for soccer in the US? As much as I would love to see the change start from the bottom up (with the lower-level leagues self-organizing), I really think the most impactful change will come from a well-articulated vision of how to turn our closed system into an open system from the new leadership at US Soccer. The timing is right – the USSF has a new CEO and the World Cup will be hosted across 11 American cities in 2026. There is a palpable buzz around soccer in the US (thanks to everyone from Lionel Messi to Ted Lasso), but only if we channel this energy into transformative action can we hope to create a domestic soccer ecosystem as dynamic and exciting as those that thrill fans across the globe.