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Putting Innovation First,
by Timothy Schneider, Publisher, Association News
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Astute association executives work to create an organizational culture that is conducive to innovation and creative thinking. The Center for Exhibition Industry Research recently released an Industry Insight Series report, authored by Greg Topalian, which provides four principles that can help cultivate an innovative culture and mindset at your organization:

1. Be intellectually curious. Pay attention to what’s going on in the industry you serve both inside and outside of your association. Attending industry events (even those not organized by your association) is a great way to learn from your peers and exchange ideas. It’s also important to read up on the latest industry trends in related and non-related industries so that you can understand the forces shaping the general landscape. Be open and embrace ideas from wherever they may come.

2. Your size does not matter. Organizations both large and small can face obstacles when it comes to innovation. Large organizations tend to have more to lose and are therefore more focused on short-term success rather than allowing time for truly innovative ideas to pay dividends. But a larger scale also affords the organization the luxury to experiment. On the other hand, small organizations can take greater risks, but lack of resources and capital can pose a challenge. It’s crucial to pick your ideas carefully while avoiding the pitfalls of trying to do too much at once. Go after the opportunities that offer the best potential for good returns.

3. Customers have all the answers. When you hear the word “customers,” you probably think of your exhibitors. But it’s your attendees who offer the real answers about the future. Go beyond what they thought of the trade show or meeting and talk to them about their businesses. Find out what their needs are, how their world is changing, and where they’re spending their time and resources. Understanding the concerns and needs of your attendees will help improve your events.

4. Act like a launch. Even if your association has been around for decades and your events have enjoyed past success, you should approach business as if you’re just starting out. Question every detail and expense and ask if what you’re doing truly matters to your attendees. Keep defining who the event is really for and be willing to talk to anyone who has an idea on how to make the event even better.

Topalian concludes his report by arguing that innovation is not a science—it is a way of seeing the world. To purchase the full report, please visit ceir.org.

We invite you to experience the innovative approach we employ in organizing our events by attending Meetings Quest, which will be held in Atlantic City, March 14–15, 2017. For more information, please see the ad on page 9, visit MeetingsQuest.com or call 877-577-3700.
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Timothy Schneider is the publisher of Association News and SportsTravel magazines, which serve group travel planners responsible for generating 106 million hotel room nights annually. Schneider Publishing also organizes Meetings Quest, America's longest-running series of trade shows for meeting planners, and the TEAMS Conference & Expo, the world’s largest gathering of sports-event organizers. TEAMS ’17 will be held October 30–November 2, 2017, in Orlando, Florida. For further information on advertising or sponsorship opportunities, please call toll-free 877-577-3700 or 310-577-3700 if calling from outside the United States.

The current issue of Association News can be viewed in digital format online by clicking here.
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Media Contact:
Timothy Schneider
310-577-3700
Schneider Publishing Company, Inc.