Seth Cohen

Founder, Optimistic Labs

As founder of Optimistic Labs, Seth brings deep executive and creative experience in entrepreneurship, philanthropy and media. His optimistic focus and strategic approach to leveraging design thinking, storytelling, and innovation has helped some of the world’s most substantial businesses, philanthropies, and media platforms navigate transformation and growth. Prior to Optimistic Labs, Seth served as the Chief Impact Officer at Forbes, where he founded the Forbes Impact Lab and launched multiple initiatives, including the globally recognized ForbesBLK and the Faith Forward initiatives. Before Forbes, Seth was a senior director of the Charles and Lynn Schusterman Family Philanthropies, where he incubated and directed multimillion-dollar programs that mobilized thousands of young leaders in community-building and philanthropy. His initiatives included REALITY, a global leadership travel program that engaged over 3,000 influential millennials, fostering a vibrant network of service-oriented leaders

9:00 - 9:45 AM

Friday March 20-Day 3

Keynote # 2: Build, Believe, Belong- The Applied Optimist’s Blueprint for Modern Marketing

Every marketer in the multifamily, student housing, and senior living space is facing a common challenge: how to build trust, spark belief, and create a sense of belonging in an era defined by change and churn. Whether it’s resident engagement, team retention, or brand storytelling, the question is the same — how do you solve for that? In this inspiring, energetic, and highly practical keynote, Seth Cohen will introduce the philosophy of Applied Optimism, a framework built on three essential elements — Purpose, Knowledge, and Wonder — that transforms how organizations confront challenges and unlock momentum. Through relatable stories, real-world marketing insights, and hands-on frameworks from his upcoming book Solve for THAT: An Applied Optimist’s Guide to Finding Solutions That Stick, Seth will lead attendees through three critical steps that will help them develop marketing solutions that help build a sense of belief and belonging for residents, employees and partners.

Making sure your marketing approach is solving the right problem. Learn to identify what truly needs attention using the Mirror/Window/Door framework.
How to use purpose, knowledge, and wonder for marketing momentum. Reframe your strategy around meaning, insight, and curiosity to create solutions that stick
Win, lose, learn! Use the Rapid Refinement Loop to test, adapt, and grow smarter — fast

Each participant will have access to three digital worksheets — the Mirror/Window/Door Diagnostic, the Purpose-Knowledge-Wonder Map (PKW Canvas) and the Rapid Refinement Loop Template — to bring these tools back to their teams. Seth will also offer complimentary on-site office hours during the day for a limited number of attendees who want advice on how the the frameworks directly apply to their marketing or community-building challenges. At its core, the Applied Optimism "Build/Believe/Belong" framework is about designing marketing solutions that move people not just to sign a lease, but to feel part of something bigger. Because great marketing doesn’t just fill buildings — it builds belief and creates belonging. And it optimistically transforms any marketing challenge into an opportunity for growth.