Rob Vito stood at the front of a hotel conference room in Phoenix one day last August, a custom Kevlar vest strapped over his blue dress shirt. Vito is a large man, and the shiny black suit of armor strained to cover his belly. But he wasn’t concerned about fashion, or even looking good. He had a point to make, and wanted to make it with flair. He raised a carbon-fiber hockey stick over his head, looked out over the 150 or so members of the Professional Hockey Athletic Trainers Society gathered before him and challenged any one of them to whack him with it. Read the full story at Wired.

About Shelly Palmer

Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit



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