stuck in neutral...mapping your business future
DESCRIPTION
A workshop on the current and future of tradeshow agenciesTRANSCRIPT
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Stuck in NeutralMapping Your Business Future
Chris Kappes / Access 2010
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So What Does The Exhibit Agency Of The Future Look Like In 2020?
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There Is No Way To Embrace The Past As The Predictor For The Future
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Context:
• The Industry Landscape• Business Model Ecosystem (Today)• Business Model Ecosystem (Future)
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Institute for Global Futures
This will be the year of renewal. Fast
change, structural change, new markets,
new strategies and new breakthrough.
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Factors Defining Our Future
• Blinding Speed• Quantum Leap In Complexity• Greater Risk• Drastic Change• Surprises
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What is Your Future-Readiness?
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Ten Business Trends for the New Future
• Business and technology have fused into one system, one conversation, and one strategy, for one world.
• Innovations are about new business models, enterprise and marketplace collaboration, new leadership and
knowledge engineering.
• Capturing and analyzing customer information is mission-critical
• Integrating customer touch points across all channels
• Understanding key trends (technology, customers, society and marketplace) determines survivability
• More disruptions are coming: emerging markets, electronic exchanges, security breeches, and changing
customer demographics
• Human capital will be the most valuable resource
• Entirely new industries will be formed by innovations yet to be brought to market.
• New leadership that understands how to attract talent, manage innovation, set high visions and execute
profitably.
Credit: The Extreme Future, James Canton
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Our Industry is Fractured...Opportunity for all
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“We always overestimate the change that will
occur in the next two years and underestimate
the change that will occur in the next ten. Don't
let yourself be lulled into inaction.”
- Bill Gates
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So what does the exhibit agency of the future look like in 2020?
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Futuremapping: Threats• Energy• Terrorism• Trade Barriers• Demographics / Aging• Technology• Depressed Economics• War• Changing Value Proposition• General Contractor Leverage• Show Experience Not Evolving
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Futuremapping: Opportunities
• Own Strong B2B Budget Position• Partnerships and Alliances• Segmentation• Leveraging Industry Capacity• Integration of Virtual and Physical
Tradeshows• Globalization and Market Growth• US
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Takeaways• Invent Your Future Or Others Will
• You Can’t Be Everything To Everyone
• Find Your Secret Sauce…or Invent One
• Find Your Customer Sweet Spot
• Synchronize Your Business To The Segment
• Hire Based Upon Segment Knowledge
• Own A Position Or Suffer The Consequences
• Price Uncertainty Into Your Business Model
• Have A Fall-back
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“The illiterate of the 21st century will not be
those who cannot read or write; they will be
those who cannot learn, unlearn, and
relearn.”
- Alvin Toffler
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The Future Begins.
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