Every so often I pick up an event trade publication to see what’s going on. (Side bar: I left the Meeting & Event Community (Community) in 2006 to co-evolve a Value Creation Framework for c-level executives. We are now introducing the Butterfly Edge© Framework to corporations and planning organisations.) Recently on one such occasion I read Meetings + Incentive Travel (M&IT), a Canadian trade publication, announced its ‘2014 editorial agenda will include a good, hard look at questions about value.’ For the record my intention here is not to single out M&IT; proving event value is frequently covered by all trade publications.
Reading this got me asking my own questions. For instance, why hasn’t the Community figured this out already? Value Creation, value validation, ROI and ROE, whatever you want to call it, has been a HUGE white elephant in the Community’s room for decades. One would think the Community would have figured out its value proposition by now. Could one of the reason it hasn’t, be the result of what we don’t know can’t hurt us kind of thinking.
It has always been my belief the Community has no interest to take a good hard look at itself and how it fits into the changes taking place around it. Why? In a nutshell it’s not in the best interest of its key stakeholders. For a decade I’ve written (extensively) right here in this blog, in MacLean’s and Canadian Business and in my M&IT columns (The Last Word, Open Channel and The Provocateur) about emergent opportunities and changes the Community faces.
So why (in 2014) is the Community talking about proving value…again?