Monthly Archives: October 2021


Eliminating Distraction: Keeping Your Eye on the Ball When the Chips are Down

One of the things that really has helped me in life is keeping calm when all around is going wrong. This is especially helpful at events where I must solve problems in real time and it’s not always evident that there’s a solution readily available. I have seen a real difference between those times when my response has reflected panic versus those when I remained calm. A panicked reaction is not conducive to a positive result. Frequently your clients depend on you, as the expert, to be the one who is calm and provide the assurance that “Everything will be fine!”

I recently attended a complicated event (i.e. one with lots of moving parts) where the staff was calm and collected on the outside. But on the inside? Probably not so much. Though it’s likely that there were lots of minor things going wrong, you couldn’t tell from either their actions or their demeanor.

One way I have found to master this kind of situation is eliminate the extraneous elements and focus on the goal. In a crisis, you need to be able to appraise the circumstances, receive input from others, and determine an immediate path of action. Peripheral details are distractions; I believe that keeping your focus depends on ridding your mind of the stuff that doesn’t matter.

From Rudyard Kipling’s “If”:
If you can keep your head when all about you
Are losing theirs and blaming it on you,
If you can trust yourself when all men doubt you,
But make allowance for their doubting too;

If you can fill the unforgiving minute
With sixty seconds’ worth of distance run –
Yours is the Earth and everything that’s in it,
And – which is more – you’ll be a Man my son!

Learning to Eliminate Distraction is just another skill that will help you rise above your competition.  

Safety and Certainty- Conveying The Right Message so Your Customers Will Return to Your Events

In the last four weeks, I have traveled to two events. Some non-event people thought I was crazy to do so, given the ‘risks’. Notwithstanding the caution that I’ve expressed in some past newsletters, my recent actions reflect how much I want face-to-face events to return – and to do so as soon as possible.

Being out of the office has given me the opportunity to observe and ruminate about what prompted my attendance at these two events, despite the “fear porn” about going to events before the end of 2021 that’s been widely circulated. Beyond the inherent ROI of attendance, as well as the value in networking and content, what got me to go? What are the other basic requirements that are a prerequisite for our attendees and sponsors to be able  to return to our events?

The answers are Safety and Certainty.

Huh? What does that mean? Simply put, if an organizer is hosting an event, given all that’s happening in today’s world we would like to think that the organizer has our best interests at heart. That means acknowledging the risks of travel and the possibility that we might be engaged with people at an event who could infect us.
 
In terms of Safety, has the organizer identified all the COVID (and other) risks and done everything to mitigate those risks in a manner that is reasonable in terms of the impact on exhibitors and attendees? Have they communicated those actions as a marketing message that is grounded in facts that are positive, real, and not alarmist?
 
With respect to Certainty, has the event organizer demonstrated their confidence in running the show and that it’s in the best interests for the attendees and exhibitors to attend? Is that confidence evident in a real, grounded – even transparent – advocacy for the event or are they hiding behind opacity that ignores reduced attendee and exhibitor numbers? Are they truthful with their messages? Are they confident in their messaging?
 
If you planning to run a face-to-face event before the end of the year, it’s critical that you both develop strategies that focus on these key elements and make sure that your current and potential customers know about them, too. We’ve got to get back to work, let’s make it easier for our customers to do it too.