No. 32 Nov–Dec 2023 €19 / SEK 165
CARINA
WEIJMA Strategist
“Business events are a driver for the development of the Netherlands”
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Bringing Excitement to Life Rotterdam Ahoy Convention Centre
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otterdam Ahoy is a well-known venue for major events, sports events and concerts in the Netherlands and beyond. We recently opened the brand new Rotterdam Ahoy Convention Centre (RACC), the perfect location for hosting your conference or meeting. It’s not just a convention centre; it’s one of the most sustainable and largest state-of-the-art convention centres in the Netherlands. With 35 rooms, an impressive auditorium (RTM Stage) with 2,816 seats, and our foyers and exhibition areas, we can help you with large or small conferences and meetings. The auditorium can be expanded to an XL version for 4,398 people.
A conference venue for all occasions We ensure that you and your delegates have the ultimate experience at our conference centre. The RACC’s architecture, flexible spaces, and our experienced staff allow us to create the perfect setting for any type of conference. Our chef is passionate about creating mouth-watering menus that fully meet your requirements. The RACC is also directly connected to the Exhibition & Event Halls and the Ahoy Arena. This means that you can easily combine a trade fair with a conference. Our modern rooms are a source of inspiration and are equipped with high-tech
audio-visual resources. The catering, security, cleaning, and waste management services at Rotterdam Ahoy are also excellent.
100 % Fossil-free The RACC is a showcase of sustainability. Rotterdam Ahoy is entirely gas-free and uses a smart energy system. Electricity is generated using solar panels and wind turbines, and an urban water buffer to collect, retain, filter, store, and reuse rainwater will be installed in the forecourt in the near future.
We can help you make a difference In need of a brand-new conference venue with exciting possibilities in a dynamic metropolis known for its drive for innovation and bold architecture? Get in touch with us! We are happy to work with you to organise a business event with an impact.
Rotterdam Ahoy Convention Centre State-of-the-art facilities The largest auditorium in the Netherlands More than 50 years of experience 10 minutes from city centre Easily accessible by train, plane, car, bus, and metro For more information, please visit our website: www.ahoy.nl/racc SPONSORED CONTENT
Yes, It Was High Time to
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L E G A L LY R E S P ON S IBL E E DI T OR IN C HIE F Atti Soenarso
atti.soenarso@meetingsinternational.com P UBL IS HE R Roger Kellerman
roger.kellerman@meetingsinternational.com GL OB A L S A L E S DIR EC T OR Graham Jones
graham.jones@meetingsinternational.com T E X T Hans Gordon, Jane Vong Holmes, Sherrif Karamat,
Roger Kellerman, Atti Soenarso, Scott Steinberg P HO T O S / IM A GE S Jan Bijl (incl. cover), Sara Appelgren,
Katarzyna Cegłowska, James Latham, Helga Magnusson, Magnus Malmberg, Bart van Overbeeke, Eugene Sergeev, Mark Strozier, Doug Sturgeon
No. 32
Nov–Dec 2023
17 When a Few Words Make All the Difference
INTRO Atti Soenarso on techniques
and reflections for seeing the upside of uncertainty, and developing a vision for what to do next.
18 The Triple Helix Development of Business Events for the Netherlands’ Top Sectors Is Essential
TRIPLE HELIX IMPACT Dutch strategist
Carina Weijma sheds light on the Netherlands’ ongoing business events approaches and efforts.
34 People Who Hate
PSYCHOLOGICAL MEE TINGS Hans Gordon
muses on paths of authority and ways of boundlessness potentially leading to hearts and minds of hate.
42 The International Rehabilitation Forum 2023 Is a Game Changer for Lviv
SOLIDARIT Y ACROSS BORDERS The legacy
effects of the Unbroken rehabilitation concept and the International Rehabilitation Forum 2023.
49 If You Want Me Again, You Know Where to Look INTERMISSION Walt Whitman has
stopped somewhere, waiting for you – 19th century poetry, refusing to go out of style.
Be in the Know
50 Why Words Matter and How They Change Our Perceptions THE POWER OF WORDS The wrong
choice of words, no matter how wellintentioned, can have powerful and unintended effects.
54 Gothia Studio’s Broadcasting Offer Has Become a Positive Complement to Business Events DIGITAL E VENT PRODUCTION 2.0 The
venue added a digital layer to its entire meetings business, rather than just handing customers a new tool set.
60 Poland’s Strategic Plans for Business Events Are Taking Off COLL ABOR ATION IS KE Y Head of
Poland Convention Bureau, Aneta Ksiazek, on the lay of the land, and its opportunities and challenges ahead.
DE S IGN KellermanDesign.com E DI T OR I A L R AY S OF S UN S HINE Michelle Zauner + Florian Gadsby
+ Vargas & Lagola + Miss Tokio + Sonto Mayise S UB S C R IP T ION Subscribe at www.meetingsinternational.com
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66 Planning for Uncertainty and Disruption: How To Think Like a Futurist
STR ATEGIC PL ANNING Scott Steinberg on
adapting to a series of “next normals,” each coming on faster and faster, in an age of accelerating change.
74 Grit: The Art of Never Giving Up
KELLERMAN Roger Kellerman on
cleaning your glasses, raising your eyes high enough, and taking a deep breath to see what is going on.
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Boston. The GOLD Standard for Historic Meetings
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INTRO
When a Few Words MAKE ALL THE DIFFERENCE When it comes to growth, prosperity and wellbeing, the next 50 years are shaped by three interrelated aspects: uncertainties, assumptions and megatrends (according to Dubai Future Foundation, 2022). While assumptions and megatrends are relatively stable and known, how the uncertainties will materialise is less so. On a continuum, uncertainties can radically distort socio-economic and environmental conditions. And for each uncertainty, there is a range of conceivable outcomes. They differ from time to time, and place to place, and can have a dramatic impact on growth, prosperity and wellbeing. And as for assumptions and megatrends (and other global trends), they are interconnected and can have multiple implications for growth, prosperity and wellbeing. At PCMA’s Convening EMEA 2023 in Copenhagen, we listened to Nathan Furr and Susannah Harmon Furr talking about their book The Upside of Uncertainty: A Guide to Finding Possibility in the Unknown. Nathan Furr is Professor of Strategy at Insead, the Business School for the World, in Paris, and an expert in innovation and technology
strategy. Susannah Harmon Furr is an entrepreneur, designer, art historian, and contrarian. Their book is a science-backed guide for navigating and thriving through uncertainty, based on interviews and insights from world-renowned leaders, innovators, entrepreneurs, artists and creatives. The authors have interviewed hundreds of people along with pioneering research in psychology, innovation and behavioural economics. The couple models techniques, and reflections for seeing the upside of uncertainty, developing a vision for what to do next, and opening ourselves up to new positions. In our fast-paced, ever-changing world, uncertainty is on the rise. We face it every day. But we need to be taught the techniques to navigate it well. The Upside of Uncertainty provides the inspiration, tools, and strategies to thrive through the inevitable plot twists in your life and career. It is as vital, as the Dubai insights and the Furrs’ book, to talk to your network mates worldwide to get their perspectives on their uncertainties. There are many synonyms for uncertainty; occasions and different contexts determine which word you
use to nuance your language and get your message across. Almost everything we do involves words. What we say matters and some words are more impactful than others. It’s helpful to remember that the right words used at the right time can have immense power and drive action. For example, instead of alienating a listener with the omniscient should, as in “You should do this,” try could instead: as “Well, you could …” induces all concerned to recognise that there might be other possibilities. Many of us have experienced the power of magic words and how words can share knowledge and insights. Words not only convey facts and opinions, they describe how confident we are in these facts and beliefs, which shape how we are perceived and our influence. The impact of words can get organisations and individuals to see things differently, and some words even change the world.
Swedish-Indonesian Atti Soenarso has worked as a journalist for over 40 years. She has worked for Scandinavia’s largest daily newspaper, was TV4's first travel editor, has written for many Swedish travel magazines and has had several international clients. She has travelled the length and breadth of the world and written about destinations, people and meetings. PHOTO Magnus Malmberg
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Atti Soenarso PHOTOS
Jan Bijl
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TRIPLE HELIX IMPACT
In 2019, the Netherlands delivered a new vision for meetings and conventions put together by many people in and outside the industry. Conclusion: The triple helix approach of business events for the nation’s key sectors is essential. By sharing expertise and collaboration on specific topics, the Netherlands can achieve an impact beyond economic growth. One of the primary objectives of the new vision was to be involved in the customer journey of business event planners for an increased period of time. Better said: from earlier on, and longer. The planners wanted to be involved from the early stages of planning new business events concerning the top sectors in the Netherlands. Business events in which three leading players can be identified: corporate organisations, government, and educational institutes (ranging from universities to other knowledge institutes), namely the triple helix approach. And all this because business event planners believe that congresses are an ideal format to
exchange knowledge, which will benefit the knowledge economy within the country. To map the various forms of cooperation within the triple helix approach, strategist Carina Weijma was appointed primarily because of her network with the high-tech and materials sector, but also because of her knowledge and experience with governmental and educational organisations and the many forms of existing cooperation. Carina Weijma’s first report was published at the end of 2022. And for 2023, her next role was to build coalitions to forge new initiatives for congresses or other scientific-driven 2023
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“ Business events can contribute to the development of our country from an economic, social, and ecological perspective”
business events. With success, two initiatives came to fruition this year: one event on photonics and another on quantum mechanics. For both events, a moderate amount of seed money was made available to help things get started. The Netherlands has published one report of her findings. The goal is to continue to develop new initiatives like this over the next four years, starting 2024. According to Carina Weijma, the most important strategic issues for the Netherlands, as an international destination for business events, is to put the focus on meeting people and on personal experience. “Conventions will be redesigned to provide more relevance to their participants. It will become more important to facilitate personal and random meetings rather than mainly focusing on the substance of a convention or meeting. Events will be on a smaller scale, more informal, more authentic, and spread over more sites. Since meeting people will be key, networking sessions will more often be organised at small-scale venues and in informal settings. In addition, more satellite events and a digital 22 | MEETINGS INTERNATIONAL
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core will be organised alongside main events.” The second strategic issue is that of personal experience and relevance. Based on the data, programmes will cater much more to the individual needs of the participant. Quality and experience will become increasingly important at physical venues. “Furthermore, sustainability is also key. Sustainability has already played an important part in the choices made by businesses over the past years. Travel-wise, the consequences of the pandemic have made remote work quite normal. Another important question is minimising the environmental impact. Organisers and participants set higher demands for sustainability during business events, including: travel, accommodation, food, and impact on cities. Events will increasingly aim for claims such as CO² Neutral and Zero Waste.” Carina Weijma identifies less frequent and shorter events as another strategic issue. She believes it is expected that larger conventions will take place less often and be alternated with more regional satellite
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PHOTO Bart van Overbeeke
“Sharing expertise and collaboration on specific topics can achieve an impact that extends beyond economic growth”
and online events. Costs are of the essence, so participants will travel less often. New value creation is another strategic point. Carina Weijma says that the government and businesses no longer consider merely the economic benefits of business events: “Business events are a driver for the development of the Netherlands. They can contribute to the development of our country from an economic, social, and ecological perspective. Value creation must be effected intentionally. Sharing expertise and collaboration on specific topics can achieve an impact that extends beyond economic growth. “We need to ask ourselves: What Dutch topics can be used by our country to benefit the wider world? We believe that opportunities are created by showing what you have to offer. In several fields, the Netherlands may even be seen as a field lab. “The Netherlands is used to showcasing its strengths abroad, on various exhibition platforms. However, with many topics, we could also showcase, and experience the story and the substantiation thereof, to
international visitors back in the Netherlands itself. What are these topics? In what fields do we excel? “This requires close cooperation between businesses, knowledge institutions, and government, to organise and programme a conference or series of meetings, and to invite international visitors. Where do we show excellent cooperation, and what opportunities do we have for such meetings in our country? The triple helix development of business events for the Netherlands’ key sectors is essential for developing these industries.” The main tasks for Destination Netherlands are described in the national vision on tourism: Perspective 2030. Primarily, it aims to make every Dutch person benefit from visitors. Furthermore, Perspective 2030 assumes a changing role of both general and business tourism specifically, a role in which tourism can contribute to all kinds of social issues. Business events in the Netherlands play a crucial role in achieving this aim. Conferences are an effective way for knowledge institutions, industry, and the government, to put 2023
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“If we know the need to find solutions together, it will be much easier to ignore one’s interests or pride when working in a triple helix partnership”
the Dutch knowledge economy on the global map, and they can be used strategically for branding the nation. By hosting an international conference, the host can position the country distinctively, using their knowledge and expertise within their given topic or field. It provides a spin-off for business activity in the Dutch regions where these conferences take place, and consequently, the Dutch economy benefits. It will also strengthen the international reputation they have in mind: a country working on solutions to significant societal challenges, and collectively solving global challenges. “Netherland’s Board of Tourism and Conventions’ (NBTC) efforts are aimed at attracting major international conferences to take place here. These may be conferences in life sciences and health, high-tech systems and materials, water and maritime, etcetera. As such, NBTC is a special organisation with a unique role. There is no other national party that can perform these tasks in this way.” The essential targets for the Netherlands are: reinforcing economic structures and improving public–private partnerships to boost international business. The country has many
trade and knowledge opportunities on topics with solid substance. “As a trading country, we are used to sharing and propagating knowledge abroad and substantiating the Dutch story. We do this at conference platforms and in cooperation with strong foreign clusters, among others. Such conferences abroad may also result in visits to the Netherlands.” Last year, NBTC asked Carina Weijma to investigate the organisation’s possible involvement in conferences or meetings in the Netherlands for business, knowledge institutions, and government, the so-called triple helix cooperation. The focus is on topics in which the nation is strong, which can attract international visitors and/or partners, and which are suitable for triple helix collaboration. “The report I wrote in 2022 contributes, I hope, to the broader national public–private movement in these times of polycrisis, aimed at strengthening the economic structure of our country. Organising a meeting together in the Netherlands for international visitors will encourage parties to form a temporary coalition. We are moving towards decentralised, bottom-up cooperation and the formation of coalitions, as we are moving away from centrally-driven top-down
partnerships and traditional industry associations.” It means that various parties will talk jointly on an equal level about economic opportunities for businesses, knowledge institutions, investors, and people who intend to work or study in the country; all of this based on the objectives of business and knowledge sharing, with either for-profit or non-profit expertise. The involvement of a government body means that considerations will include agreements made at the national, official, and/ or political level, to enhance society. For example, a speaker from a certain ministry may also be asked to provide the ministry’s views during an event attended by global visitors. And it also means opportunities for residents in concerned regions to provide input, which may be significant, specifically in the district where a conference will be held. Carina Weijma says it is urgent to consider lateral solution options for the global challenges in sustainability, energy, agriculture, water, agri-food, health and security, and even more so for the Sustainable Development Goals (SDGs). These challenges require a crossover approach to content by various Dutch sectors 2023
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“Conferences are an effective way for knowledge institutions, industry, and the government to put the Dutch knowledge economy on the global map”
and governments. The Netherlands should think about systemic changes, and then address these changes from the perspective of innovations and the nation’s role in international value chains. “It is important for public and private partners to follow both the national and the international directions we have decided on. Working together towards a conference means sharing knowledge nationally, presenting issues to international visitors, building relationships, and increasing market opportunities. At the same time, it will position us internationally. These aspects of crossover cooperation on important topics will ultimately contribute to the Netherlands’ competitive edge worldwide. “Meetings with international visitors in our country are carriers for a multi-annual public–private process. Moreover, they complement the market development plans of our top sectors abroad. They also force us to work together towards a conference platform to improve knowledge sharing and collaboration on relevant topics, and the process will encourage mutual exchange of know-how and innovation processes within our country.” 28 | MEETINGS INTERNATIONAL
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The alignment between the three parties, the triple helix, provides a broader support base and debate around an event. The government is less likely to support a purely commercial event, but will be more supportive of a crossover partnership involving several parties, as this means that chances increase that the focus on societal challenges will be worked out by the involved parties. Fields such as sustainability and/ or energy, health, climate, mobility, and safety are good examples. Those challenges apply to all parties, both for knowledge sharing and from a commercial angle. It is highly urgent to think laterally about possible solutions for these global challenges. “Effective cooperation can only occur based on trust and a willingness to put the bigger picture first, rather than your own singular perspective. And this approach is a precondition for your own organisation to reap the benefits of success.” Organising a conference with international visitors may sound appealing to the government, to top sectors without an implementing organisation, or to individual knowledge institutions. To successfully achieve one, however, it is paramount to make sure that all companies
are collectively motivated. And the preconditions for necessary crossover cooperation on key topics, are mutual trust, and a team of pioneers who emphasise the urgency of the mission. “When the Netherlands consider topics that we are good at, their crossover topics are of particular interest to international business visitors. Our nation is well-suited to capitalise on that. But organising an event, first requires translation into programmes. “The topics and their crossovers can only be translated into programmes that appeal to foreign visitors if there is cooperation, and mutual trust, between all parties in all involved sectors. Only together do we ensure that a conference or any other type of business event with international visitors can be set up and developed successfully. “We have already joined forces around strong Dutch topics such as water, agri-food and energy. This means great potential for crossover business events in the Netherlands, as these topics touch on so many other fields. But it also adds to the difficulty, as so many interests are at stake.” According to Carina Weijma, to draw up international plans for a
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conference, it should first be determined what the Netherlands excels at within each given field, whether a budget is available, and more importantly, whether a suitable sponsor has been identified. Additionally, it must also be determined which parties have substantive influence within the fields. “It is all about becoming aware of how to allow the other partners to shine. And about striving to achieve a
visitors. A smaller conference may start in a particular region or with a specific conference organisation linked to the DNA of that region. It may next be expanded thematically to other cities. On the question of whether there is an established strategic path to building coalitions and forging new initiatives for conferences or other science-driven business events, Carina Weijma replies: “No, there is
“ Our responsibility is sharing knowledge to better care for society and our future”
higher goal together. We would like to hear more international perspectives in our dialogue during conferences. At the same time, we would love to share Dutch expertise with global visitors about challenges that affect more countries in the fields of climate, energy, sustainability, mobility, health, safety, and so on. As a country, we will never be able to face these kinds of challenges alone.” From a practical perspective, a regional connection is essential for triple helix cooperation, to decide on a conference with international visitors, draw up a programme, and choose a venue. Having a link to the region is necessary for implementation. This could include connecting roles and knowledge roles of regional development companies, conference organisations, and other parties. Aside from sectoral topics, the DNA of a region itself is also an accelerator for conferences with international 30 | MEETINGS INTERNATIONAL
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no single strategic path to forge a coalition. However, there are some experiences to be shared. One of these is having a common theme, such as human-centred AI, and other previously mentioned experiences shared a common idealistic higher purpose. If we are aware of the need to find solutions together, it will be much easier to ignore singular interests or to swallow our pride when working in a triple helix partnership. The goal is to make the cake bigger, together. “A good conference emerges from substantive themes and motivations of business and knowledge institutions, and the best opportunity to find possible solutions for today’s major societal challenges is to achieve crossover cooperation. The greater the Netherlands’ scientific expertise, topical know-how and collaborative spirit is, the greater the chances are of successfully making connections between topics and their crossovers
in order to tackle societal challenges together. And, by extension, the greater the chances are to attract international visitors to business and knowledge events here in the Netherlands to exchange ideas. Our country’s positive image increases our international appeal.” Carina Weijma has a role as a coalition builder. She prefers to align with substantive partners, in particular those who promote the NL brand of the Netherlands, and key sectors and regional stakeholders on a promising crossover topic to which international visitors are invited. “I like to work with committed triple helix partners to develop a business case and to contribute to organising a business event here. It may be on a national level, but may also be regional. It is good to collaborate with triple helix partners, to encourage the development of a business case for organising a business meeting on a mission-driven topic in which the region is a strong performer and wishes to create a distinct profile.” With the triple helix approach in mind, what strategic initiatives can the Netherlands’s Board of Tourism and Conventions take regarding sustainability and business events? “The following initiatives could be deployed on four levels with regards to sustainability, with NBTC in a coordinating role: 1. At the event level, a positive impact can be achieved by smart choices as organisers aim for classifications such as Zero Waste and CO² Neutral, to achieve zeroclimate-impact events. 2. At the city level, we talk about events as a sustainability driver for cities. Business events may be used to solve urban issues, such as making use of empty office
TRIPLE HELIX IMPACT
“The best opportunity to find possible solutions for today’s major societal challenges is to achieve crossover cooperation”
space, making investments in high-quality public transport, or improving the sustainability of the hospitality industry. 3. At a national level, more sustainable events helps enhance and solidify our nation’s position as the sustainable frontrunner. 4. At an international level, we discuss what our country is doing well in sustainability. The Netherlands is an example of international ambitions. Our nation is ambitious in sustainability. Our events can set good examples for the international industry.” When discussing legacy and business events, the NBTC considers legacy from both a short-term and a longterm perspective. Carina Weijma says it can be about the immediate outcome of a business event as well as the long-lasting impact. A direct outcome could be the economic impact, in financial terms: expenditure per participant. “The longer-term impact may be that the scientific findings shared at a congress will make a positive contribution to something like healthcare, for example. Other factors enhance longer-term impact after the conference, but even longer-term processes
begin in the run-up to, and during, the event.” When looking to the future, Carina Weijma mentions three main aspects that define how NBTC can find its ideal form for creating value: A truly global outlook, big-picture perspectives on emerging trends in the business events landscape at large, and the ultimate goal of providing leadership and guidance for the successful and sustainable development of their respective home markets and all stakeholders. By combining all three aspects, NBTC will put itself in a key position to shape the transition of the business events platform to the next generation. Based on these essential factors and goals, the future NBTC can be described in four elementary roles: strategist, facilitator, expert, and communicator. Also, Carina Weijma believes it will be possible for the Netherlands to be present at the cradle of new initiatives. “I would like to raise a somewhat philosophical idea, returning to my penchant for reflection and objectivity. By working internationally and exchanging knowledge, we learn from others. We, the Dutch, are not the worldwide criterion by which to assess others. We are not always the best of class. It is precisely by
experiencing other cultures and learning about them that we achieve a more detailed picture of who we are, how we operate, and what mistakes we make. Together, we are always better than alone. While a high position on the innovation rankings internationally is interesting with regards to economic growth, not everything is about increasing economic growth. “Our responsibility is sharing knowledge to better care for society and our future. For example, to take care of the earth together to find possible solutions as a triple helix concerning rising sea levels, global warming, and fossil fuel depletion. It is about contributing together, as a wide range of countries, to the future of our children and their children’s children. That is why I, from the Netherlands, like to share the knowledge required at events with international visitors. Both for the economic and for the societal perspective.”
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RADAR
IMAGE Henning Larsen Architects/Kvant
Gothenburg’s Event Area STRENGTHENED WITH THE WORLD OF VOLVO EXPERIENCE CENTRE Gothenburg, Sweden’s secondlargest city, will have a new landmark and experience-based meeting place when World of Volvo opens in April next year. The magnificent view is a bonus. Meetings between people are at the centre of the new venture that Volvo Group and Volvo Cars are building in central Gothenburg. They have jointly recognised the Volvo brand, which has long been part of Swedish history. Still, it is also a brand with great international appeal, not least in terms of the electrified and autonomous cars of the future. The facility, made entirely of wood, will be an experience centre where visitors can experience Volvo’s history, vehicles, design and various cultural events based on different themes. It expands Gothenburg’s well-established event area with another central meeting place to organise meetings and events for up to 1,100 people. The 22,500 square metre, five-storey building has meeting rooms for hire in various sizes and for different purposes, a lounge, and Streams: a broadcasting studio where digital events such as live broadcasts or panel discussions can be arranged. The event hall, divided into two by a skyfold, is constructed to accommodate fairly large congresses, conferences and meetings for up to 1,100 standing or 600 seated guests. There are mingling areas adjacent to the large event area.
World of Volvo is designed by the Danish architectural firm Henning Larsen around the idea of the Swedish concept of ‘Allemansrätten,’ which denotes the fundamental right that all citizens have to nature. That is the right to roam freely on any land, public or private, while showing respect both for nature and our fellow human beings. This fundamental principle has not only become a right but is central to the Swedish core values and something that lives on in citizens, companies and organisations, including Volvo. The World of Volvo will have a Scandinavian design inspired by the cliffs of the Bohuslän landscape and various natural materials. The circular shape of the building is intended to embrace care for nature and care for people. The building is also designed to encourage visitors to create both indoor and outdoor experiences, whether they have tickets to the exhibitions inside the building or not. One of the basic ideas of Gothenburg’s new meeting place is that it should be perceived as public and inviting. The vast landscape surrounding the World of Volvo brings Swedish nature to the centre of Gothenburg, covering the area with flowers and native plants blooming between rocky outcrops and winding paths. And just like the landscapes around Sweden, visitors are encouraged to help themselves to the landscape in any way they like, bearing in mind the
principle of the right of public access: to leave no trace. Three large ‘trees’ grow from the mountain, their trunks large enough to accommodate small exhibition spaces, vertical circulation, displays and service functions. The open space between the trees is left largely empty, except for sculptural stairs connecting the levels, and exhibits dotting the floor. The interior merges with the outdoor environment, with floor-to-ceiling glass facades creating a seamless transition to the vast nature outside. The World of Volvo will be open every day of the week with free admission. Visitors will have to pay for visiting the exhibitions, restaurants or special events and activities, but the building and the park will be open for all. The goal is to attract people to come there so that it becomes a dynamic environment over time, with both permanent parts and ever-changing elements. But it will not be content alone that attracts meetings and events to the World of Volvo. The wooden structure and facility itself will undoubtedly attract attention from many different professional groups working in areas such as architecture, design and the wood and construction industry. We envision local, regional, national and eventually international companies and organisations travelling to Gothenburg to gather in a remarkable meeting place with global appeal. 2023
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PSYCHOLOGICAL MEETINGS
Hans Gordon, PhD, Associate Professor, Authorised Psychologist, specialised in Aviation Psychology. Authorised psychotherapist, since 1987 running Gordon Consulting. Has for decades been engaged by airline companies, among them SAS and Thai Airways International. PHOTO Sara Appelgren
People WHO HATE “The bourgeois era, with its false and misleading concept of humanity, is over. A hard century has dawned. No one can master it with meekness but only with manliness and strength. The world is divided into lovers and haters. Only he who stands on solid ground knows exactly when to love and when to hate.”
IMAGE iStock.com/mstroz/Mark Strozier
From an editorial written by Joseph Goebbels on 6 September 1942 in the Berlin-based Nazi weekly Das Reich. In a few different contexts, during lectures and workshops I have led, and during other social meetings, I have been asked if anyone has thought about whether they could have developed into terrorists, loaded not only with weapons but also with feelings of hatred towards other people. Somewhat surprisingly, most have answered that they absolutely could not imagine it. Their self-images, carefully taught in the culture we have been in, have been framed and coloured by the idea that as a citizen of a society with a reasonably high average level of education and with an openness based on ideals of equality and democratic
openness, one is protected from being filled with hateful feelings. It was like putting the key in the door to pretty unexplored areas of people’s inner images of reality and, thus, of human psychology. Do we humans have the skills and resources to build societies that are culturally advanced enough to prevent the occurrence of brutality, evil and violence? Do we? Looking at human history, there is every reason to delay the answers to such a question. The whole of human history is deeply bloodstained. Threats, hatred, outbreaks of violence and wars run like a string of ill-gotten pearls along the course of human migration and 2023
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expansion on all our continents. A study of major violent events in the 20th century alone, up to the present day, yields vast amounts of documentation of mass killings orchestrated by people with rage in their eyes. They have surfaced in all cultures: in Africa, Asia, the Middle East, South America, West Asia and Europe. Particularly in Europe, and of course, especially in Germany in the 1930s and 1940s with the most horrific extermination camps in history.
evil impulses. However, we all have genetically based drives that immediately manifest as an enormous desire-hunger. The term libido usually summarises these drives. The libido causes the infant to seek out the mother’s breast and, more or less noisily, suck in the nourishment. The libido also controls the mother’s desire to give the breast to the baby. The situation for both could be pure paradise. If not, there is always a ‘but’ in the picture. The desire is almost
“ There is nothing to say that humans are born with hateful and evil impulses”
However, several countries are vying for second place behind it. Furthermore, today, we have both warlike nations and hordes of terrorist groups constantly honing their weapons, not refraining from using them. Within and between all human cultures so far, war and killing seem to be inevitable elements. Is hatred possibly embedded in our genes and DNA, and are there manufactured vaccinations against these deeply destructive processes? This opens the door to many fundamental studies of human evolutionary biology, human history and political ideologies, the teachings of political science regarding the formation of nations, and human neurobiological and psychological development. All this cannot be covered in a short article. I will content myself with summarising some critical aspects of classical psychology. There is nothing to say that humans are born with hateful and 36 | MEETINGS INTERNATIONAL
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insatiable. It may take short breaks, but then it grows strong again, and the connection may be broken for a while or longer. We, humans, develop early in life by not only inhaling the milk, the smells, the warmth, and all the hormonal pheromones that come from outside. We endeavour to psychologically inject or introject all the good, and make it ours. Nevertheless, since the paradisiacal is constantly changing, there will appear chains of frustrations; for example, when interruptions occur or when suddenly certain pain impulses within the body emerge, the child will be gradually filled with the complexity of life via its two sides: the desirable suitable objects and the very much undesirable harmful objects. The objects could be people or parts of people or extraordinary things or situations. All these undesired bad objects are packaged into a standard uniformity, often named ‘the other’ or ‘the others’, that
both child and mother try to get rid of quickly. A standard tool used for shuffling the undesirable objects away as far as possible is using the opposite of introjection, namely projection. What I do not want to have or be the bearer of, I place on something else or someone else. It is like an innate process that begins in infancy and usually continues through the years, often throughout life. In many adults in different societies and cultures, the forces of rejection thrive, especially towards others, those who do not look or behave like us. They are the ones who can prevent or even destroy me, if I do not avoid or destroy them first. The force we humans are equipped with alongside the libido is usually called an aggressive force. In most cases, this force interacts with the libido and enables us to absorb, inhale, or introject what we need. With its help, we chew the food already in our mouths, and it is with its assistance that we split the wood on the log to get the heat the stove can give us. In most contexts, the aggressive force is purely beneficial, an asset in life’s journey. But the power can also be accumulated, harboured and unleashed against those who seem to threaten us, those who are not like us and whom we do not want. In all modern societies, various instruments are used to stimulate and educate citizens to fulfil the ideals that those in power would like to see around them. Population groups are offered, or forced to follow, a particular path forward, through economic, political, and ideological instruments. In Nazi Germany, this was essentially the Path of Authority. In short, it was characterised by the dictatorship of patronage. It often appeared to be almost ruthlessly harsh. The quickest and most effective way to mould the growing generation was to impose
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“The Way of Boundlessness is outwardly almost the opposite of the Way of Authority, but can end similarly”
the norms and duties required by the time. Children were often forced to bend and develop themselves as best they could. It required an encapsulation of more spontaneous feelings of pleasure, where the aggressive forces were used to keep the urges locked up. The strategy was unsuccessful, as there were internal and external conflicts and contradictions. One way of dealing with this turbulent powder keg was to develop oneself, through imitation and identification with authority figures, into a person with apparent rigidity of thought and behaviour. Other people who think and act differently became truly different and, as such, were often seen as potential enemies. This path also exists in many contemporary societies. The Way of Boundlessness is outwardly almost the opposite of the Way of Authority, but can end similarly. The road merges with a diffuse environment; moving freely in any direction is possible. There are no directives and guidance except in very few situations. You are free! Do what you want! These feelings of freedom may be momentarily attractive, but soon, they are mixed with discomfort stemming from an underlying anxiety about being left alone.
The orientation map is blurred, and most things seem unclear. The inner aggressive force can turn into an underlying hatred of everything. No rationally developed control exists because the external reality with its social instruments has never been incorporated as sustainable anchors in an unclear inner conscience. During my previous lectures and workshops, during which I sometimes asked if anyone could imagine acting as a terrorist full of hatred and rage, this mainly resulted in negative answers. “Oh no, not me.” However, the core of the lessons was to remind everyone of each one’s attachment to the surrounding culture. All of us, both you and I, could quite quickly develop into living murder machines under special ideological and political conditions. The human history shows a lot of evidence for this kind of behaviour. There are many people out there with hearts and minds of hate.
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RADAR
PHOTO Exhibition World Bahrain
Exhibition World Bahrain IS POSITIONING ITSELF FOR MORE MEETINGS AND EVENTS Exhibition World Bahrain (EWB), a new landmark at the heart of the Gulf, celebrates its inaugural year with a strong list of accomplishments that have firmly recognised the Kingdom of Bahrain as a preferred destination for business events in the region. The Middle East’s newest and largest convention and exhibition centre is leading the way for the exceptional growth of Bahrain at multiple levels, mainly in tourism, hospitality, trade, industry, services, and more, boosting the Kingdom’s economy, growth and prosperity. Sitting within 309,000 square metres of spacious area and ultramodern facilities, Exhibition World Bahrain boasts an extensive 149,000 square metres of indoor and outdoor leasable space, encompassing a total of ten versatile exhibition halls of varying ceiling heights ranging from ten, twelve and 14 metres, and with a total area of 95,000 square metres, all of which are equipped with essential technical services, meeting rooms and storage spaces, as well as independent exits and entrances. The Convention Centre at Exhibition World Bahrain comprises a Grand Hall that offers flexibility in design with multiple configurations to incorporate and customise every
type of event, from large weddings or graduations, up to theatrical performances, gala celebrations, and full-scale conferences. It features retractable seating with rows of multiple tiers for up to 4,000 guests capacity, 19 translation booths, cutting-edge audio-visual services, three dedicated bridal suites, five artist rooms and VIP Majlises. To date, Exhibition World Bahrain has hosted 158 events and welcomed over half a million visitors to a wide tange of events, and has a full agenda of local, regional, and international events scheduled for next year. Bahrain capital Manama was named the Capital of Gulf tourism for 2024, earning this prestigious designation due to its contributions to elevating the Gulf tourism sector and Bahrain’s efforts to promote collaborative endeavours within the Gulf tourism industry. This Gulf Cooperation Council consensus will enhance Bahrain’s tourism appeal across all sectors and draw a broader business events audience. Due to Exhibition World Bahrain’s potential, the Kingdom of Bahrain has re-entered the top 100 in the International Congress and Convention Association (ICCA) Global Rankings for the first time in five
years, claiming the 89th position for international events held in 2022 at EWB, which is the highest ranking for Bahrain in the last decade. Additionally, EWB and the Bahrain Tourism & Exhibition Authority were declared winners of the Eventseum Hall of Fame’s 2021 Global Innovation Award for Convention and Conference Centres in two separate categories: new construction, and sole winner for the EMEA region during the Imex 2022 exhibition. Exhibition World Bahrain has also been nominated for the World’s Leading New Exhibition and Convention Centre 2023 award by the annual World Travel Awards. Recognised globally as the hallmark of industry excellence, the World Travel Awards are among the most prestigious awards in the tourism industry. Redefining the convention and exhibition industry in the Kingdom of Bahrain and the region, the EWB team says it is working to leave lasting legacies, and set new business events standards and innovative services, together with strategic partners, public and private entities, and event planners, to deliver the utmost business events experience.
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The International Rehabilitation Forum 2023 IS A GAME CHANGER FOR LVIV TEXT
Left to right: Lviv Mayor Andriy Sadovyi and Kai Troll, CEO, Association World, during Unbroken Emergency Summit. PHOTO James Latham
Jane Vong Holmes Every convention can leave long-term positive changes for its host destination if thought is put into its planning, implementation and follow-up. Traditionally, destinations have sought only economic impacts regarding delegate numbers, hotel room nights, food and beverage spending by delegates, pre- or post-touring heads and expenditure. In short, a convention is valued in dollars and cents and its potential for jobs. However, the new thinking is richer and deeper, and supplements economic and tourism impacts with another powerful, richer, life-changing value: legacy impact, or long-term positive changes. Ukraine, April 2022 A group of Lviv
doctors and the Lviv City Council met to discuss support for the war injured. From this meeting, a mission emerged to offer the best possible rehabilitation for military and civilian people suffering life-changing injuries as a result of the war. The Unbroken rehabilitation concept was born, a big vision which needs
big drivers, significant funds, diverse skills, unfettered passion and commitment, and global support. One year later, Lviv hosted the International Rehabilitation Forum (IRF 2023) as a follow-up convention. Faced with the complex challenges of an infrastructurally devastated country and of a people whose lives would change because of the war, the vision for an ‘unbroken’ Ukraine drove the organisers to not only attract participants to come to the city but also to leverage the convention as a means and end to change the trajectory of the future for Lviv and Ukraine. Without a doubt, the most tangible legacy from this convention is the National Rehabilitation Center in Lviv, set up to treat people injured in the war. Aptly named Unbroken to reflect the resilient spirit of the nation and its people, the first phase of this centre was officially opened during IRF 2023. However, there are many other significant legacies which make the forum worthy as a ‘milestone’ convention which will not only serve Ukrainian communities, but
also other people around the world who are also in need. Solidarity across Borders The
Unbroken facility converged the interests and the cooperation of numerous national government and private sector organisations such as Ukraine’s Ministry of Health, Ministry of Veterans, Ministry of Social Policy, Red Cross of Ukraine and local businesses. Invaluable support also came from across the borders, municipalities from different EU cities, the Ministry of Health of Germany, and many NGOs and individuals. Celebrities like Bono from U2 drew on their profile and reached out to become Unbroken Ambassadors to raise funds and draw attention to the cause. The world-famous Japanese architect Shigeru Ban presented the first concept and visualisation of the surgery building of Unbroken at IRF 2023. One of the world’s leading developers and manufacturers of prosthetic systems, Össur (Iceland), pledged to help provide prosthetics 2023
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to Ukrainians, to train specialists and prosthetists, and to assist in selecting the best prosthetic solutions for patients. American humanitarian organisation Direct Relief donated one million US dollars to the Unbroken Center. Apart from this, Freiburg City, Lviv’s sister city in Germany, allocated one million euros to construct a dormitory for Unbroken patients. There are many others.
per cent of the country’s GDP and employs around 200,000 people. In the second year of the war, Ukraine’s tech industry has demonstrated resilience, remaining the only export industry fully operational during the war while continuing to develop. Lviv’s IT Arena, a homegrown local IT event, has grown quickly to become the key technology event in Eastern Europe, bringing
“ Aptly named Unbroken to reflect the resilient spirit of the nation and its people”
These trans-border, interorganisational cooperation resulted in the highest level of treatment, prosthetics, and physical and mental rehabilitation for veterans, their families, and Ukraine’s internally displaced. However, this legacy will serve beyond the country as Unbroken’s mission is to be Europe’s largest and most advanced rehabilitation facility, which can serve up to 10,000 patients annually. Collaboration within the Ukrainian IT sector Since the first IT companies
appeared in Ukraine in the mid1990s, the country’s IT tech industry has experienced a meteoric rise. Over the years, Ukraine’s leading companies have expanded from the basics of software development to highervalue work like systems architecture, business analysis, experience design and helping businesses to be more competitive in an increasingly digital world. Today, it accounts for four 44 | MEETINGS INTERNATIONAL
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together more than 5,000 participants in 2020. Its 10th-anniversary edition this year was held at the Lviv National Opera, Maria Zankovetska Theater and the Andrey Sheptytsky National Museum. The Lviv IT Cluster, the largest community of IT companies in Ukraine, joined forces with the First Medical Association of Lviv and the Lviv City Council to set up the Mental Health Center (MHC), part of the Unbroken facility. The institution employs psychotherapists, psychiatrists and psychologists to help Ukraine’s military and all needing mental health support. Anyone can make a free appointment at MHC through a referral from a general practitioner to seek treatment for anxiety, neurotic and psychosomatic disorders, panic attacks, eating disorders and other mental health rehabilitation services. Through the Unbroken project, Lviv’s doctors have collaborated with
international specialists from the Center for Post-Traumatic Stress Disorder of the Yale School of Medicine at Yale University, as well as Harvard University and the French Primo Levi Center, which has been helping people who have suffered from captivity, torture and violence. Help for the Vulnerable and those Most in Need The Mental Health
Center for Children and Teenagers under the Unbroken Kids Project opened in November last year. It will help the next generation of Ukrainians lead as normal lives as possible despite the heavy challenges and trauma they have encountered. Additionally, the Unbroken Mothers Center can house up to 20 families and provide accommodation and support for women who are internally displaced, offering social services like psychosocial support as well as helping them with the restoration of their essential documents. Psychologists from the Lviv City Center for Social Services come to the camp and work with children through art therapy. Although the Unbroken Mothers Center is a temporary shelter, it does not look like a typical temporary housing facility for refugees. With landscaped gardens, walkways, and a lake nearby, the Mothers Center offers not only shelter and food but also solace, recovery, and friendship. It nurtures the unbroken spirit of these mothers and their children. Since the war started in February 2022, the Unbroken Center has been reported to have treated more than 12,000 Ukrainians, including over 500 children. It is estimated that around 5,000 people have lost limbs and need prosthetics. The facility has a small prosthetic workshop, and, in the future, it hopes to print bone implants on a 3D printer. At Unbroken, there is an occupational therapy
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“The Unbroken rehabilitation concept was born, a big vision which needs big drivers, significant funds, diverse skills, unfettered passion and commitment, and global support”
apartment with a kitchen in the building, where patients are taught to care for themselves in home-like scenarios, like holding a toothbrush or pencil again. There is also a room laid out like a grocery store where patients can practice shopping with their prostheses on. Transforming the Public and Community into Change Makers After the
International Rehabilitation Forum, Lviv gained a reputation as a place which helps injured soldiers and civilians. The Unbroken Center and its ecosystem influenced the general public’s and international community’s view of the war in Ukraine. They encouraged more companies, cities, countries, and associations to join Unbroken projects. People in Lviv started to rethink their attitudes towards people with disabilities and started learning more about how to be more inclusive, how to communicate correctly, and how to be supportive. The Lviv Tourism Office, together with non-governmental organisations, started training sessions for hotels and restaurants addressing accessibility and inclusion issues. A new socio-cultural project, ‘The City
Heals’, offers free tours for soldiers being treated or getting rehabilitation in Lviv. In its pilot year, this project includes city tours and visits to museums, theatres, and institutions, with each itinerary customised for each person in need. Another social project uses sport as a rehabilitation tool while helping patients move on with their lifechanging injuries. From an infrastructural point of view, Unbroken Sport aims to build an ice arena with two hockey sledge rinks for training and competition. Sledge hockey is a variation of ice hockey played by people with disabilities, including those with amputated limbs. “We want to promote sports among our veterans and build relevant infrastructure for people with disabilities. This is part of the overall Unbroken project,” says Roman Hapachylo, Head of Unbroken Sport. Outwardly, the goal is to create the first Unbroken Ukrainian veterans sledge team, leading to participation in the Paralympic Games 2026 in Milan. The bigger, long-term transformative intention is for the physical and mental health and rehabilitation of the war injured and disabled.
Environmental Legacy: Doubling down on Sustainable Solutions The
Rehabilitation Forum catalysed new approaches not only in medicine and rehabilitation therapy but also in infrastructure development. For the Unbroken projects, old buildings were renovated into new and modern versions, taking into account all sustainable considerations. The Lviv City Council subsequently announced plans to build a new tram line to the rehabilitation centre to make access more sustainable and comfortable. At the official opening of phase one of the Unbroken Center, IRF delegates and officials planted trees around the facility. These trees included edible chestnuts and European larches, which will put on beautiful colours in the autumn. Sycamores, maples, and many different bushes and perennial flowers will also be planted so that the area around the rehabilitation building will be as beautiful and soothing as possible. Positive Policies to Improve Lives At
IRF 2023, the Ministry of Veterans Affairs Ukraine announced that the Veteran’s Assistant Institute project will be launched with Lviv as one of 2023
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“This single convention yielded legacies across five spectrums: political, social, environmental, sectoral and economic”
the four pilot project sites. At this Institute, specialists or Veteran Assistants will help veterans transition from military service to civilian life. It will include assistance through education, obtaining civilian employment speciality skills, obtaining grants for businesses and any other requirements to make the transition for these veterans as smooth as possible. Future Veteran Assistants will be trained at Veteran Development Centers at designated higher education institutions. One such centre has already opened in Dnipro at the University of Customs and Finance. Specialised training programmes to support veterans and their families have also been developed. In assessing the legacy impacts from that first meeting in April 2022, where the goals and interests of Lviv doctors and the city council converged, Gary Grimmer, a legacy consultant from Gaining Edge, says: “A key part of ensuring legacy is to envision strategic goals of the convention and to design strategic action as part of the convention’s pathway. The Unbroken project benefitted from these deliberate actions.” One year later, at IRF 2023, one of the programme designs was the 48 | MEETINGS INTERNATIONAL
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exhibition and pitching of development projects under the theme ‘Innovation for Rehabilitation.’ “This Startup Alley saw eight Ukrainian and two Polish startups present their innovations, which will facilitate the physical and psychological rehabilitation of military men and civilians. The winner showcased a neurotechnological platform for online mental health testing using eye-tracking technology. The Startup Alley opened the door to innovative solutions, and the Anima, with its online early diagnosis of dangerous mental conditions, will surely have implications that will serve the world,” says Gary Grimmer. Deputy Director Yuliia Katynska from Lviv Convention Bureau adds: “The International Rehabilitation Forum, which took place during one of the most tumultuous times in Ukraine, achieved many legacies which will result in positive transformation for our country. Thanks to the organising committee that leveraged this event, this single convention yielded legacies across five spectrums: political, social, environmental, sectoral and economic. We hope that our IRF 2023 legacy story will inspire meeting organisers, their
suppliers, and participants of future conventions worldwide. Hosting conventions and business events has the potential to offer richer value. However, destinations will need to know how to leverage the opportunities for legacies.”
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I bequeath myself to the dirt to grow from the grass I love, If you want me again look for me under your boot-soles. You will hardly know who I am or what I mean, But I shall be good health to you nevertheless, And filter and fibre your blood. Failing to fetch me at first keep encouraged, Missing me one place search another, I stop somewhere waiting for you. Walt Whitman (1819–1892)
PHOTO iStock.com/eugenesergeev/Eugene Sergeev
Song of Myself from Leaves of Grass (1855).
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THE POWER OF WORDS
Sherrif Karamat, CAE, President and CEO of PCMA and CEMA. PHOTO Doug Sturgeon
Why Words Matter AND HOW THEY CHANGE OUR PERCEPTIONS The wrong choice of words, no matter how well-intentioned, can have a powerful and unintended effect. We have a striking example of that in the business events industry with the recent resignation of Paddy Cosgrave, former CEO of the Web Summit, Europe’s largest tech conference. Cosgrave stepped down from his position a little more than a week after posting comments on X (formerly Twitter) condemning Israel’s war in Gaza. In part, he wrote, “War crimes are war crimes even when committed by allies and should be called out for what they are.” Those words caused a backlash. Several big tech companies, including Amazon and Meta, withdrew from the Web Summit in Lisbon on November 13–16. After a nearly 600-word statement and apology did nothing to repair the damage, Paddy Cosgrave resigned, saying: “Unfortunately, my personal comments have become a distraction from the event, and our team, our sponsors, our startups and the people who attend.” We live in troubling times, making the need to choose our words
carefully and understand our audience more critical than ever. Recently, I spoke about the power of words and why the words we use can be a conduit for good or evil or to sway public opinion. In an increasingly divisive world grappling with global conflicts, pandemics, climate change, political divisions, right versus left, concerns over AI (and the list goes on), every word we say or post online matters. Our attention spans are getting shorter (currently in the range of 8.5 seconds), and social media and algorithms can literally spread what we say like wildfire. According to biologist Dr Mark Pagel, through language we are able to ‘implant our ideas’ into another’s mind. “The words we use and how we use them are very important as they shape the way we perceive the world and participate within it.” An interesting example is when scientists started to sound the alarm bells on our planet by using the term ‘global warming.’ Some argued that it made no sense that the planet was warming when we were at the same time having record-cold winters and
an abundance of snowfall. Simply put, the term ‘global warming’ was not effective in expressing the urgency of a planet rapidly warming. That rhetoric shifted from ‘global warming’ to ‘climate change,’ but even that term doesn’t create a sense of crisis or urgency. Back in 2006, marketing genius Seth Godin pointed out that we have “a muted reaction to our impending disaster” of the climate crisis because of the words used to describe it: ‘global’ means good, ‘warm’ is usually positive, even ‘greenhouses’ are good places. “If the problem was called ‘atmosphere cancer’ or ‘pollution death,’” he wrote in his blog, “the entire conversation would be framed in a different way.” By simply using the word ‘cancer’ over the word ‘change,’ our thoughts immediately reflect on a planet that is ailing or sick. It is a simple example of how words we use can change our thoughts on a subject. There are numerous examples, such as describing one country’s government as an ‘administration’ while calling another country’s government 2023
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“By simply using the word ‘cancer’ over the word ‘change,’ our thoughts immediately reflect on a planet that is ailing or sick”
a ‘regime’ or using the term ‘men and women in uniform’ to describe one army while calling the opposing forces “thugs” or ”rebel forces”, one can quickly see how this can conjure images in peoples mind that is good or bad. Far too often, people in powerful positions use words to sway opinions in favour of themselves, in a way that is not necessarily good for the recipient, company, country, etcetera. Just as often, the recipient of these words does not realise what is happening to them if they do not take the time to reflect and understand that great communicators can use words for good and evil. This is especially the case with children, when they are at the most vulnerable stages of development, and look to their parents and teachers as a powerful source of support and encouragement. As leaders, even making small tweaks in our language can make a big difference in encouraging our teams. In his recent book Magic Words, Jonah Berger, PhD, marketing Professor at the University of Pennsylvania’s Wharton School of Business, shares how, by adding just a letter or two to a word, your chances of getting people to respond to a request you make of them goes way 52 | MEETINGS INTERNATIONAL
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up. He gave the example of a communication meant to encourage people to vote. One group was sent a message to “please vote”, while another group was sent a message to “be a voter.” It turned out there was a 15 per cent increase in the likelihood among those who got the “be a voter” message that they would actually turn out to vote. That’s because “people know that they should take certain actions,” Berger said, “but they care more about their own identities.” Describing someone as being an “innovator” rather than just “being innovative,” Jonah Berger said, speaks to their identity and makes it seem like their creativity is a more stable and persistent trait. In everyday language, we use words to inspire, motivate, show empathy, teach, and convey thoughts and ideas. Every one of us has a choice in the words we use to communicate and the consequences our words have on the recipient(s), organisation or society. Take time to reflect on the words you use, re-frame your thoughts when necessary, always consider the intended recipient, and seek the best possible outcome. Remember the adage/proverb: Words are free. It’s how you use them that may cost you.
Sherrif Karamat, CAE, is President and CEO of PCMA and CEMA, the world’s largest community for business events strategists, providing senior-level education, networking, and market intelligence for the global business events industry. He leads the vision, mission and promise for PCMA’s global family of brands. Sherrif Karamat is a prominent business architect, enabling communities to become a catalyst for economic and social progress, organisational success, and personal and professional development. www.pcma.org
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DIGITAL EVENT PRODUCTION 2.0
Martin Örnroth preparing for an event. PHOTO Helga Magnusson
Gothia Studio’s Broadcasting Offer HAS BECOME A POSITIVE COMPLEMENT TO BUSINESS EVENTS Besides the fact that Gothenburg has been named the world’s most sustainable meeting city by the GDS Index for the seventh consecutive year in a row, and that the Swedish Exhibition & Congress Centre Gothia Towers is planning a new large meeting room for more than 8,000 people, and a fourth tower that will give the hotel an additional 400 rooms on top of the 1,200 previous ones, the Centre is also about improving its existing business. The new initiative Gothia Studio plays a significant role in this development. In recent years, several large and extensive digital event productions have been carried out at the Centre. To achieve the desired results, two inhouse digital meeting producers help customers take a holistic approach,
from concept and storytelling, to meeting dramaturgy, and coaching speakers. Martin Örnroth is one of the digital meeting producers, and works as an executive producer, communication expert and moderator. He has nearly 30 years of experience in television broadcasting, having worked with Sweden’s most prominent television channels as a programme host and producer. During the pandemic, when the Swedish Exhibition & Congress Centre Gothia Towers switched from the classic analogue meeting world to the new digital one, the transition was made very quickly. Suddenly, meetings and events booked for the large facility could no longer have any audience or participants on site. Despite 2023
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the circumstances, it turned out that customers still wanted to continue communicating both internally and externally, and that they wanted to fulfil their long-planned meetings both with their employees and with existing and prospective customers. “We adapted quickly and converted three meeting rooms into studios, which we rotated, like in any
The fully equipped TV studio, which has its own entrance, can be used for recordings, live broadcasts, meetings and launches. There are three venues with different uses depending on whether a panel discussion, interviews, product exposure or branding is what’s needed. The studio’s LED wall can be used to record keynote speakers and more extensive
“ We adapted quickly and converted three meeting rooms into studios”
TV house. At the time, it was exceptional because we had our speakers and moderators here, but otherwise, the building was completely silent.” The transition to conducting exclusively digital meetings challenged the confidence of many of the speakers. Martin Örnroth says that on one occasion, a CEO came to the studio, a person used to speaking in front of a thousand people on stage. But when this person instead had to speak directly into a camera, observed only by three silent technicians dressed in black in front of him, then that was a whole new challenge. “It was extraordinary, and it was about getting all the speakers and moderators to feel comfortable with the new situation. Something we were able to help with thanks to our experience from working with the TV format for so long.” Following the early success of the studio concept during the pandemic, a permanent solution, Gothia Studio, eventually emerged, with technology company Adapt providing equipment and technical staffing. 56 | MEETINGS INTERNATIONAL
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presentations. Outside the studio is a lounge adapted for 30 people where you can follow the live broadcast and mingle. There is also a separate meeting room for ten people that can be used as a Green Room during an event. Working as a digital meeting producer involves much of what must be done before, during and after the event. For example, this may include working on the content of the meeting. As Martin Örnroth summarises: “I try to bring the whole palette from the TV world with me.” He shares another example from the new digital life: Imagine you want to attend four seminars that are all very important, but in practice, you end up having to opt out of two of them. But if the two lectures you opted out of are available in digital form, you can always watch them afterwards, at work, and discuss the content with your colleagues. “We can still help our customers get the message out. We send out a code from here that allows participants to watch the content later. It’s
extraordinary to be able to offer the complement of both a studio and our expertise and experience in producing top-quality digital events. I have brought that knowledge with me from my almost 30 years in broadcasting. “There is a sustainability perspective here as well. You may not have to fly all the participants to your meeting, even if you might like to. So, there are thoughts about the environment and economy to be put into context.” Martin Örnroth says that whether it is smaller digital meetings or large international hub broadcasts, the TV world is a bit scary for many buyers of meetings. Often, the customer just books a facility and has to hire some technicians for their digital meeting, and is then left with the words: “It’s all yours.” But many customers need more help than that. The handling of everything may severely affect the budget, with regards to both money and time. And a digital meeting producer can really make a difference with regards to things like that. “My goal is to ensure the customer gets maximum value for money. The combination of technology and experience is our unicorn. But the challenge with having a service where you can offer a digital meeting producer is that only a few people know that the option exists. This is something we need to get better at communicating.” When customers are invited to tour Gothia Studio, Martin Örnroth and his colleagues have done everything from a ‘meet and greet’ to having customers come to the TV studio to record a summer greeting for their colleagues, for example. Then, the customers can take the recorded greeting with them on a USB stick and share the content on their social media. “Having a unicorn product does require a bit more from us. On the other hand, it is incredibly positive
DIGITAL EVENT PRODUCTION 2.0
“It’s extraordinary to be able to offer the complement of both a studio and our expertise and experience in producing top-quality digital events”
when the customer realises the benefits of supplementing the analogue meeting with a digital one, and that it really has such a big impact when the customer is convinced. Because the customer often says: ‘Perfect, let’s add a digital meeting.’” According to Martin Örnroth, another aspect that speaks in favour of supplementing your live event with streaming, for example, is that it can be a challenge for customers to persuade companies and their most important managers and suppliers to spend one or more days travelling for a couple of hours to reach a meeting. However, the same people might be happy to log in to a digital meeting to access the information that way. A current example is finding out what will happen with the EU’s new environmental rules in 2024 and 2025. “Imagine that, as an environmental manager, I have to know what applies so that we stay relevant but remain up-to-date. By logging on to the meeting and attending for two hours, I found out everything the representative of the Swedish Work Environment Authority told me about the rules that will apply in the future. After such a broadcast, a remarkable number of participants
say that they prefer the digital meeting.” The Swedish Exhibition & Congress Centre Gothia Towers has hotel rooms, several restaurants, many different types of meeting rooms and a modern TV studio all under one roof. It has been shown that Gothia Studio’s broadcasting offer has become a positive complement to the trade fair and congress business, whether the customer wants to broadcast across 14 time zones, with simultaneous interpretation into five languages, and live streaming from several studios in parallel for a whole week, or whether the customer just needs a small digital meeting.
“We are one of the few similar facilities that can provide our customers with this complementary offering. We have simply added a digital layer to our entire meetings business. It is like the frosting on the cake.”
Some common types of assignments for Martin Örnroth and the studio are: Onboarding new employees in a modern studio environment. “TED Talk”-style programmes to build long-term relationships with customers. Attract investors on capital market days. A digital complement to physical trade fairs and in-house meetings, offering interviews, updates and summaries. 2023
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New Estimate: OFFICES COULD LOSE $800B IN VALUE BY 2030 A new McKinsey Global Institute report estimates that by 2030, across nine “superstar” cities, Beijing, Houston, London, New York City, Paris, Munich, San Francisco, Shanghai, and Tokyo, there could be a projected loss of $800 billion of office value in real terms. And that’s the “moderate” scenario. Just over a year ago, researchers from the NYU Stern School of Business and the Columbia University Graduate School of Business concluded that the U.S. office market would lose $500 billion in value. Both groups pointed to hybrid and work-from-home trends. It was something bound to happen. The older paper started with a 1989 quote from Peter Drucker: “Commuting to office work is obsolete. It is now infinitely easier, cheaper, and faster to do what the nineteenth century could not do: move information and, with it, office work to where the people are. The tools to do so are already here: the telephone, two-way video, electronic mail, the fax machine, the personal computer, and so on.” Without a doubt, though, the pandemic drove a significant shift in how business was done. “In this research, the McKinsey Global Institute has modelled future demand for office, residential, and retail space in several
scenarios,” the report said. “In those scenarios, demand for office and retail space is generally lower in 2030 than in 2019, though the anticipated reductions in our moderate scenario are smaller than those projected by many other researchers.” The cities the report focused on face “substantial challenges. And those challenges could imperil the fiscal health of cities, many of which are already straining to address homelessness, transit needs, and other pressing issues.” From survey work, McKinsey determined that office attendance is lower in large knowledge economy firms like professional services, finance, healthcare, real estate, education, manufacturing, etcetera. The reported number of days in the office per week ran from 3 to 3.8. The larger the company, the less time in the office, with companies with 25,000 or more employees seeing just over 3.1 days. The smaller the company, the more time in the office, with businesses that had from two to 49 employees averaging close to 3.8 days. McKinsey said such evidence as stable in-office rates since mid-2022, expectations and preferences of the number of days in office being close and ten per cent of people surveyed saying they’d likely quit their jobs if
forced in the office every day suggest that the “current rate of office attendance could persist.” The U.S. specifically also saw stronger population growth in suburban areas than urban, making an office-tethered job less attractive to millions of workers. By the estimates, there will be 13 per cent less demand for office space in the median city in the study. In real terms, vacancy rates increased in all cities, transaction volume fell by an average of 57 per cent, average sale price per square foot dropped by 20 per cent, and asking rents were down by 22 per cent. “Falling demand will drive down value,” as the report noted. “In the nine cities we studied, a total of $800 billion (in real terms) in value is at stake by 2030 in the moderate scenario. On average, the total value of office space declines by 26 per cent from 2019 to 2030 in the moderate scenario and by 42 per cent in the severe one. The impact on value could be even stronger if rising interest rates compound it. Similarly, the impact could be stronger if troubled financial institutions decide to reduce the price of property more quickly they finance or own.”
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COLLABORATION IS KEY
Poland’s Strategic Plans FOR BUSINESS EVENTS ARE TAKING OFF TEXT
Roger Kellerman For over two decades, business events have been an important area covered by the activities of the Poland Convention Bureau (PCB). In Poland, the GDP for the meeting industry was one per cent in 2015 and 1.5 per cent in 2019, translating into at least 220,000 jobs people employed in the meeting industry alone. Currently, experts estimate the potential of the meetings industry at three to four per cent of GDP, depending on the events that are taken into account. Poland Convention Bureau was created in 2002 as a department of the Polish Tourism Organisation (PTO) and is responsible for promoting the country as a destination for business events. Twenty years later, the convention bureau achieved its status as an independent entity within the framework of the tourism
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Katarzyna Cegłowska organisation, and Aneta Ksiazek was appointed as the head of the convention bureau. Today, the PCB team consists of three core members, and has recently welcomed marketing specialist Magda Mazgaj, and chief digital marketing specialist Jaroslaw Marciuk. “Their collaborative efforts are further bolstered by the invaluable support we receive from various PTO departments, including the Planning and Development Department, the Marketing and Communication Department, and the Department of Tourism Development Support,” says Aneta Ksiazek. “Despite facing challenges, the sector is on a path of recovery. Our office primarily focuses on promoting our country and supporting our meetings industry. We are witnessing 2023
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the emergence of new convention bureaux. Currently, there are 14. Also, we see growing interest from our industry in participating in trade fairs and workshops, and we are actively working to expand our initiatives both within Poland and internationally.” Organising global events is an ongoing endeavour in which international connections and a country’s intellectual and business potentials play pivotal roles. Poland has a wealth of scientists and experts across
a prime illustration of this spirit. Initiated 25 years ago through a partnership between the tourism organisation and the non-governmental organisation the Conference and Congress Association. The partnership was established to champion the country as a premier destination for international congresses and conferences. Since 1998, the Polish Conference and Congress Association (SKKP) has been actively representing the interests and aspirations of Poland’s busi-
“ Poland needs to create a compelling narrative about what it offers as a business events destination”
various fields who actively engage in international associations and enjoy global recognition. The objective is to establish connections with individuals and thought leaders through the development of the Polish Congress Ambassadors Program. So far, the title of Polish Congress Ambassador has been awarded to 300 individuals, and a group of people from the world of economics, science and culture have taken part in the Project Chapter, a task group chosen every third year and charged with selecting the ambassadors. The selected individuals are people wellsuited to promote Poland as a place for forthcoming international events, and to publicise information about Poland’s best points within their respective global fields. Collaboration is deeply ingrained in the Polish DNA, and The Polish Congress Ambassadors Program is 62 | MEETINGS INTERNATIONAL
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ness events industry. It encompasses various stakeholders, individuals and legal entities organising events such as congresses, motivational gatherings, and other business events. With around 80 regular members (individuals) and supporting members (legal entities), the association collaborates with governmental and local authorities in the tourism sector. Its primary partnership is with the Poland Convention Bureau under the Polish Tourism Organisation. Additionally, the SKKP collaborates with various other organisations dedicated to advancing the interests of professional conference organisers, both nationally and internationally. Poland has been gaining popularity as a business events destination in recent years. To succeed, and enhance its position, in this competitive market, Aneta Ksiazek says Poland should address several strategic
areas. One of them is infrastructure and accessibility. “Poland’s accessibility is crucial for attracting international business events. Having well-developed transportation infrastructure, including airports, highways, railways and public transportation, is essential. From May 9th to 11th, the Routes Europe 2023 forum took place in Lodz. The international event was hosted by the city, Lodz Airport and the PCB, and PTO was a partner of the event. Over 1,100 delegates from across Europe, as well as the United States, Canada, United Arab Emirates, China, and Israel, participated in the event. Among them were representatives of 93 airlines and 250 airports.” During the forum, airline carriers met with representatives from airports and tourism organisations to discuss new air connections. The academic part of the Routes Europe 2023 conference was dedicated to the exchange of experiences and best practices through a series of ‘Keynote Arena’ panels, addressing topics such as sustainable transportation perspectives, environmental challenges in the aviation industry, postpandemic changes in travel, and aviation infrastructure financing issues. Aneta Ksiazek claims that from a strategic point of view, effective marketing and promotion are essential for attracting business events. Without strong marketing and promotion efforts, even a destination with most excellent infrastructure and venues could struggle to attract events. “Poland needs to create a compelling narrative about what it offers as a business events destination, highlighting its unique selling points, cultural attractions, and businessfriendly environment. Collaborating with industry associations and event planners can help raise awareness and generate interest in Poland as
COLLABORATION IS KEY
“Stories of Poles assisting Ukrainians and offering shelter to those in need have attracted attention”
a preferred location for business events. We try to intensify our activities both nationally and abroad, and this fall we will launch a new marketing campaign dedicated to international meeting planners and event organisers.” When looking at the three most important challenges for the Poland Convention Bureau today, Aneta Ksiazek says: “First of all, continuing to care for Poland’s appearance, despite recent events like the war in Ukraine. We can conclude that there are currently large investments in IT, that business has great potential, and that the country is safe. Secondly, raising industry awareness and educating people about ESG is not only a trend but an additional directive. “Thirdly, we have a record-high network of 14 city and regional convention bureaux on the business map of Poland. Our main convention bureau supports their actions and enables direct action, and it turns out that the market is developing and should be reinforced through various activities, including educational ones such as the Eventprofs Creators Lab. So I wish we had more employees to be able to achieve more.”
Looking to the future, what does Aneta Ksiazek see regarding business events in her country? “Poland is gaining popularity, and the current European landscape has provided opportunities for positive media coverage. Stories of Poles assisting Ukrainians and offering shelter to those in need have attracted attention. As we observe various vlogs, blogs, and media articles, it’s evident that there is a growing fascination with this topic. Travellers are also admiring our country’s cuisine and appreciating the value for money, the warmth and hospitality of the Polish people, and are highlighting the country’s safety. “Finally, our destination is witnessing the construction of new congress facilities and new hotel openings. This development offers fresh prospects, particularly for event planners who trust Poland’s commitment to safety.”
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IBTM World 2023 UNVEILS INNOVATIVE TECHNOLOGY IBTM World is hosting its event in Barcelona from November 28–30, with the launch of innovative new technology designed to elevate the attendee experience and create better business results for all visitors. It is complemented by the return of old technical favourites, for which the global trade show is known, for generating leads and getting exhibitors and buyers in front of the right people. The trade show has optimised its matchmaking platform to include Walk Me, a new guidance tool. Enhancing the platform’s ability for exhibitors to search for and request appointments with essential buyers, the new tool is designed to be a ‘how to’ companion, walking exhibitors through every step of the preference selection progress. Responding to ever-increasing demand, visitor buyers will also have access to the matchmaking platform for the first time at this year’s event, meaning they can schedule meetings with exhibitors before the show. Alongside exhibitors and hosted buyers, visitor buyers will have their 64 | MEETINGS INTERNATIONAL
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diaries synced to the official IBTM World mobile app for easy schedule management. IBTM World has also launched an Exhibitor Dashboard for its 2023 edition, allowing exhibitors to measure return on investment at a glance. This tool lets exhibitors see how many visitors and buyers view their event profile in real time and how many leads they gathered during the show using the Emperia app. “Our goal is to provide all attendees with the tools they need to build as many inspiring and profitable business connections as possible in three days. Adding such invigorating technology to this year’s show, alongside the classic tools we know our delegates value and love, only enhances this offering and enables us to provide attendees with even greater value for their time and money,” says Vasyl Zhygalo, Portfolio Director at IBTM World. “In a business landscape where employees are more selective in the face-to-face events they attend, we appreciate that delegates’ time is
something we have to earn, and I can’t wait to see the difference the innovations at this year’s show make to attendees’ experience and their business opportunities.” The global trade show is also working with a new registration provider, Iceni Event Solutions, to streamline the visitor registration process for its 2023 event. In addition to registration, Iceni will launch its new automated Certification Tool, tracking each visitor and buyer’s session attendance and issuing them a complete overview of their progress after the event. Nicky Hale, Director at Iceni Event Solutions: “We’re looking forward to showcasing our system and demonstrating how, with the right tools, you don’t need to spend unnecessary hours and resources on the administration. It will help freeing up the IBTM team to focus on delivering a world-class event.”
PHOTO IBTM World
RUNNING HEADER RADAR
PRAGUE CONGRESS CENTRE Where moments matter. Holding an event in the Prague Congress Centre is a feast to the eye. Built with the best available materials and a generous approach, the building is full of artistic glass chandeliers, oil and graphic paintings and tapesties. It is a place where the combination of your inspirational sessions and preserved art and ingenious architecture develops into a memorable
Over 250 events annually Variable premises – 20 halls and 50 meeting rooms Capacity up to 10.000 persons and exhibition area of 13.000 m2 High-technology equipment for event management Excellent transport accessibility A beautiful view of the historical city centre from our foyer
event.
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STRATEGIC PLANNING
Planning for Uncertainty and Disruption HOW TO THINK LIKE A FUTURIST TEXT
IMAGE iStock.com/retrorocket
Scott Steinberg Amid continuing economic and geopolitical uncertainty, it’s become increasingly clear to meeting and event planners that, coming into 2024, unpredictability is now the only thing we can predict. Coupled with the skyrocketing rise of AI and automation, not to mention online, metaverse and hybrid digital meeting technologies, it’s also rapidly becoming apparent that an environment of constant change is the new status quo. Naturally, this scenario creates big question marks for conference and convention planners and other business events industry professionals coming into what promises to be a year of unprecedented disruption. But as the coming months won’t be so much about adapting to a “new normal” as a series of “next normals,” each of which will only come on faster
and faster, in an age of accelerating change … don’t forget. Thankfully, as we share with thousands each year via keynote speeches and workshop programs, you don’t have to be especially brilliant or talented to successfully navigate through all this ongoing chaos, or to stay one step ahead of the curve. Better still for industry veterans whose heads may still be spinning from three-plus years of constant change and ongoing disruption: Anyone can learn to more effectively spot and adapt to rising trends just by asking more pointed questions, and by exercising a little bit more critical thinking to boot. Having spent 25 years serving as a futurist and trends expert for today’s largest household brands, here’s a simple three-step system that you can use to more effectively plan for 2023
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“You don’t have to be especially brilliant or talented to successfully navigate through all this ongoing chaos”
whatever the future brings and stay one step ahead of whatever’s coming next.
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Apply More Anticipatory Thinking ‘Futurism’ is the practice
of actively contemplating how events and trends may transpire in the future and how they promise to impact your business, and it’s increasingly becoming a vital skill to employ. Luckily, anyone can practice using it the same way we professionals do: Studying the current state of the market and society. Tracking emerging trends. Challenging yourself to think about how resulting developments might impact your organisation. You can become more of an anticipatory leader just by staying better attuned to what’s happening in the marketplace and making a point to actively plan by creating concrete action plans for addressing any scenarios you might face. One of the easiest ways to do this is to challenge staffers to routinely pause and consider what’s coming next for your field, and then craft sample scenarios that you and your colleagues can simulate working 68 | MEETINGS INTERNATIONAL
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through to solve problems long before they become pressing issues. For example, simple exercises we often use at workshops and retreats to help partners think more strategically include: Brainstorm ten unforeseen events and happenings that might impact your business, and then discuss with peers how you might address them. For example, this might include asking yourself what if:
A resurgence in global viral outbreaks causes event attendance to shrink, industry calendars to shift, and available labour to become even more challenging? There is pullbacks on audience spending and interest in the wake of ongoing economic pullbacks? Geopolitical upheaval causes temporary or long-term hiccups to the event or travel planning process? Thinking up ten new trends or innovations that promise to reshape your field, and then explore which should be top of mind from now on by asking yourself pointed questions like:
Which areas of your business are likeliest to be impacted by these new advancements? How, and when?
How are you preparing to greet these changes from now on, and where can you turn for help if needed? What simple shifts in business or operating strategy could you make to address impending changes in the market, or to pivot to new audiences or industry spaces as needed? Engaging in these exercises and playing a constant game of asking yourself ‘What if?’ can help you determine which way the future is trending and the best action plan to adopt going forward. Better yet, the more you make a point to role-play through possible scenarios and exercise your problemsolving skills, the more you’ll discover that the type of critical thinking that futurists use is a skill that can be strengthened through repeated exercise.
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Practice the Art of Strategic Planning Planning for tomor-
row not only encourages one to get in the habit of being more proactive in the face of impending shifts but also more purposeful when doing research and making smart decisions.
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STRATEGIC PLANNING
“Anyone can learn to more effectively spot and adapt to rising trends just by asking more pointed questions”
But perhaps best of all, it also gets us in the habit of exercising strong but weakly held opinions. For example, making decisions using the best information at hand and taking action, but not becoming so married to our strategies that we can’t change course in the face of new, or even contradictory, information and business intelligence. As you go about this process and consider new business strategies, don’t forget to take a long-term approach to planning and recognise that there are many ways to win in business besides boosting your company’s profits. For example, although it may begin as a loss leader at first, if starting a new conference or event series introduces you to new industries or partners, or provides crucial business insights and learnings, it may be worth more than a short-term boost to revenues. So, as you consider which business choices to pursue, don’t forget to factor in the opportunity cost associated with any decision. Happily, asking yourself a few simple questions can help here, such as: Profits aside, how can you always ensure you’re finding ways to win with every opportunity you pursue, for example, by gaining
new capabilities, insights and resources that can be applied to other business ventures? How adaptable are the business strategies that you’re considering implementing, and if they fall short, just how readily can you repurpose tools, technologies and insights gained from them in new and novel ways if needed, or use them to pivot to new opportunities? How quickly can resources and learnings garnered from your efforts in any given area translate to other contexts, industries or areas of business opportunity?
3
Take a More Tactical Approach to Innovation As corporate
leaders can tell you, it pays to apply a structured approach to innovation. Noting this, you can get better at determining which way the wind is blowing by engaging in a few simple forward-thinking activities that indicate how tomorrow’s world is trending. Staying up to date on emerging developments For example, Millennials and Gen Zers, who think, learn, and operate differently from prior generations, are becoming the largest demographics in the
workforce, just as artificial intelligence and robotics are transforming the shape of the workplace as we speak. Just a few ways you can stay on top of these shifts include reading up on the latest news, attending conferences, staying attuned to academic research, consulting with suppliers and vendors, talking with industry thought leaders, and keeping on top of business and investment activity. Applying a critical eye toward change management Once you’ve spotted an emerging trend, make a point to think ahead and imagine what the future will look like in one, three, five and ten years hence for your field. Now, work backwards and consider how your industry got there and how you and your company can play a role in helping the market arrive at this future state. By way of illustration, in the case of virtual reality or ‘metaverse’ (digitally simulated) events, for example, you might ask: How will these innovations impact current markets and industries? What business models will they spend, and to what extent? And what new opportunities will their arrival create? 2023
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“You can become more of an anticipatory leader just by staying better attuned to what’s happening in the marketplace”
Being more structured in your analysis Having a strategic methodology for evaluating opportunities is also helpful. For example, you might start by deciding whether a new technology aimed at the meetings and events industry is an incremental innovation (such as one that introduces a clever new feature or function) or a disruptive innovation that produces a new product, service or category. Afterwards, you could identify prospective markets and audiences, pick a time to examine the possibilities, and put the idea through rigorous analysis to understand the business opportunity it introduces. Then, you’ll also want to consider the potential value to your organisation, and the strategic rationale for pursuing it. Surround yourself with expert advisers No one can predict the future with 100 per cent certainty. But you can certainly improve your accuracy by making it a more collaborative and communal affair. The more you can create and leverage a network of diverse advisers, boasting different backgrounds and experiences in various domains, who can help provide more robust feedback and insight 72 | MEETINGS INTERNATIONAL
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when you’re working to envision the future, the more successful you’ll be. Seeing Tomorrow Today In the end, it
helps to remember that getting better at planning for tomorrow isn’t necessarily about predicting the future as much as it is about asking more pointed questions. The more you stay attuned to market signals, work to weave them together to spot emerging patterns, and strive to put new ideas in motion, the more successful you’ll ultimately be. Better yet, the more you practice using these talents, the more you will find that tomorrow is often simply what you choose to make of it, and the better equipped you will be to adapt to changing times.
Hailed as the World’s Leading Business Strategist, award-winning strategic consultant, and professional speaker, Scott Steinberg is among today’s best-known trends experts and futurists. Also, he is the bestselling author of ‘Think Like a Futurist: The Next Normal; Make Change Work for You’ and ‘Fast >> Forward: How to Turbo-Charge Business, Sales, and Career Growth’. The creator of ‘The Future is Yours’, a training game for play at meetings and events, and the President and CEO of BIZDEV: The International Association for Business Development and Strategic Partnerships. www.FuturistsSpeakers.com.
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Roger Kellerman Publisher, business intelligence analyst, trend creator, educator and networker. Has over 40 years’ experience of the global meeting industry. Founder of Mötesindustriveckan. twitter.com/thekellerman PHOTO Sara Appelgren
Grit THE ART OF NEVER GIVING UP Grit is a character trait that combines perseverance, inner drive and the ability not to give up in the face of adversity. It is a crucial factor in achieving success both at school and in professional life. Grit can also be developed and reinforced by ourselves and through support from parents, teachers, bosses or friends. It is about finding your passion in life, identifying your reason to keep moving forward, never stopping practising, and seeing every failure as an opportunity to learn. Here, meetings and events, not to mention congresses and other business events, are essential sources for creating a growing grit. You meet like-minded people at your first local meeting, and experience that there is much to learn in other places, and go to your first congress in your country. There, you observe the feeling grow, and move on to your first international congress for your speciality. At that point, you realise that if you continue on the same path, you can meet previous and future Nobel laureates because you are all driven by the same grit and want to combine your inner drive. You have started building your network in your home country, but soon also on 74 | MEETINGS INTERNATIONAL
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your continent, and worldwide. And, of course, it feels perfectly natural. Because that’s how growing your global network works. Your first world congress gives you new friends for life and insights into research projects you never knew existed. You are curious and have a brain receptive to unique aspects, maybe even contrary to what you thought before the meeting, as you also have an open heart for what might happen. One of the magical things is that you can meet scientists and other curious people from your own country or village, on the other side of the world. People you never knew existed. Grit is the driving force and the basis for never giving up. And if there is anything the world needs now, it is people, many people, who want to develop themselves and their fellow human beings and their network. Who wants to give the world a brighter future? The number of congresses worldwide continues to grow, doubling every ten years, and grit drives this development. You might think that things looks bleak when you look around and see crazy leaders, wars and murders in the streets. But
remember, it’s the meta-industry, the meetings and events industry, or if you like, the business events industry, that’s paving the road ahead. While it may not yet be visible through your window today, if you clean your glasses, raise your eyes high enough, and take a deep breath to oxygenate your brain, you will see what is going on. Most of the world’s congresses, meetings and events, etcetera, are moving humanity forward. Don’t believe anyone who say it isn’t so.
