Three Blind Spots To Be Aware Of When Using Events To Drive Growth


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Recently I read a post on The Meetings Show site about new’ research by Imago and Loughborough University School of Business and Economics in conjunction with The Right Solutions. The research titled – Does the Future Have Room For Face To Face Communication? – states ‘face to face will always be the better medium for communications’.

In my humble opinion,

  • I don’t disagree face to face is the preferred medium for communication by many.
  • Is there a reason to disbelieve the research? No.
  • I would simply not accept the premise of some of the ‘new’ research and its interpretation relative to face to face events as, a valuable enabler, to drive business growth.

Let me explain why I say that…

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Engage Empower Trust

Image courtesy of Stuart Miles at

Image courtesy of Stuart Miles at

Exhibit One

The voice on the other end of the call said – ‘the contract you signed does not guarantee the price’.

Me: Than why is it called a contract?’

This was the start of the third conversation I had in 8 months with a Bell Canada representative. It crashed and burned when the representative pushed another product service that would lock us into another ‘contract’ for 3-years.

To which I replied: Why would I agree to additional services with Bell Canada when we’re not getting what we want now?’ The answer: ‘to guarantee the price’.

Guess Bell Canada missed the memo about the essence of selling, in today’s marketplace, is not product/service pushing.

From the representative’s tone it was clear she wanted to be anywhere else but talking to me. The thought was confirmed when, after being told there was no one else I could speak with, we were suddenly disconnected. No one else available?? Surely Bell Canada, the Mother Church of phone lines, has more than one person working in its customer service department.

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Why Active Listening Is Important to Drive Sustainable Growth


Image courtesy of Stuart Miles at

Image courtesy of Stuart Miles at

Close your eyes. What do you hear? The zooming traffic outside. Office devices humming in the background. Chatter emanating from the hallway. Let’s face it the world is a noisy place.

Epictetus, the Greek philosopher, said back in AD 55 – ‘We have two ears and one mouth so that we can listen twice as much as we speak’. This was a great quote back then and with so many communication channels competing for our attention it’s even more relevant today.

Here’s the thing. Hearing is not the same as listening. And passive listening is not the same as active listening.

Why is making this distinction important to leaders and the organisation’s success? In a nutshell, if as leaders, we don’t sharpen our active listening skill we risk

not learning what matters the most to key stakeholders.

If we don’t ‘pull’ what inspires them or understand their pain we can’t give them what they want. Instead we end up ‘pushing’ what we think they need. Put another way – need equals survive. Want equals grow. Which would you prefer?

If it’s the latter, here are a few thoughts about why using the organisation’s event portfolio, as an active listening device, is worth its weight in gold in an already very loud world.

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Purpose, Transformation And Sustainable Growth Through Events

Image courtesy of sattva at
Image courtesy of sattva at

At the World Economic Forum in Davos, Switzerland in January, a respected group of forward-looking leaders, including Richard Branson and Arianna Huffington, led a discussion and unveiling of 5-key findings from new research by EY and Said Business School, University of Oxford.

The reason for the research – ‘current global realities have changed the game. Today, corporate capacity for innovation and transformation is a critical imperative to survive – and to thrive. This is transformation beyond better products and services. It is the ability to do business in fundamentally different ways attuned to these new realities.’

The 5-transformation trends introduced support the need for organisations to leverage and sustain ‘innovation and growth’ by thinking about their purpose in a different way.

One of the best business books I have read about defining purpose is Simon Sinek’s Start With Why. Sinek’s The Golden Circle is brilliant:

Why is the purpose that drive decisions
How is the actions taken to realise the purpose
What is the result of the actions taken

Every leader, who wants to innovate and drive sustainable business growth, needs to make a fundamental change to how they view and leverage their event portfolio purpose. If not done then the organisation has made a bad investment and needs to stop doing events. Full Stop!

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A Come-To-Jesus Moment

WOW…what a huge opportunity, Bill McDermott, CEO SAP, created for Business Events 2.0 (BE2.0)! In this 5 minute video McDermott challenged CEOs’ perceptions about BE2.0 and encouraged the business world and event community to think about events in a whole new way. From:

• Costs to investment.
• Transactions to transformation.
• Efficiency to effectiveness.
• Travel components to a leader’s investment in organisational growth.

I couldn’t agree with McDermott more. In fact, BE2.0 as a leadership and business enabler has been my mantra for 15+ years. Ask anyone who has heard me, over the years, rave about opportunities to engage CEOs, and rant when folks failed to capitalised on the opportunity to its fullest potential. And if you’ve missed any of my sermons on this topic, check out my CEO’s BFF blog and other posts on our site.

Here’s what has me stoked about what McDermott said.

For the first time in my 25+ years, as an Engagement and Event Strategist, a forward-looking CEO, unequivocally confirms that BE2.0 drive business value. In a nutshell SAP’s event portfolio is enlisted in the process of creating the right growth strategy and market-creating opportunities McDermott exacts.

This folks IS a game-changer on many levels. After meandering and searching for an identity and purpose for two decades, BE2.0 have an opportunity to move beyond travel and be seen and used as a leadership tool for the purpose of driving business growth.

While McDermott is cognisant of the travel components used to design an efficient and effective event, he is focused on the results (outputs) BE2.0 create. In other words the travel components contribute to the ‘event pageantry and movement’ and are not the reason BE2.0 are important to McDermott and most CEOs.

This is a small shift and a significant one at the same time to change the conversation and elevate it to where a CEO will say, ‘okay I’m listening…now tell me more’. The more, at this stage, has little to do with travel components and everything to do with how BE2.0 can unleash and harvest, the collective knowledge at any event, to move the organization forward more rapidly, at a lower cost with less risk and uncertainty.

Can you see why I’m stoked?


Value Is Not A One Size Fits All Proposition

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 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⁢ 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 space 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.

images5TQ75HFYIt has always been my belief the Community has no real 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?

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