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Stuck in Neutral...Mapping Your Business Future


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A workshop on the current and future of tradeshow agencies

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Stuck in Neutral...Mapping Your Business Future

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