This document discusses mapping the future of the exhibit agency business in 2020. It identifies factors like speed, complexity, and risk that will define the future. Ten business trends are outlined, including technology and business model fusion, customer data integration, understanding key trends, and new leadership. The document suggests the exhibit agency of the future will need to invent its future, find its niche, synchronize to customer segments, and be prepared to adapt continuously.

1. Stuck in NeutralMapping Your Business FutureChris Kappes / Access 2010

3. So What Does The Exhibit Agency Of The Future Look Like In 2020?

4. There Is No Way To Embrace The Past As The Predictor For The Future

5. Context:The Industry LandscapeBusiness Model Ecosystem (Today)Business Model Ecosystem (Future)

6. Institute for Global FuturesThis will be the year of renewal. Fastchange, structural change, new markets,new strategies and new breakthrough.

7. Factors Defining Our FutureBlinding SpeedQuantum Leap In ComplexityGreater RiskDrastic ChangeSurprises

9. What is Your Future-Readiness?

10. Ten Business Trends for the New FutureBusiness 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-criticalIntegrating customer touch points across all channelsUnderstanding key trends (technology, customers, society and marketplace) determines survivabilityMore disruptions are coming: emerging markets, electronic exchanges, security breeches, and changing customer demographicsHuman capital will be the most valuable resourceEntirely 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

14. Our Industry is Fractured...Opportunity for all

16. “We always overestimate the change that willoccur in the next two years and underestimatethe change that will occur in the next ten. Don'tlet yourself be lulled into inaction.” - Bill Gates

18. So what does the exhibit agency of the future look like in 2020?

20. Futuremapping: ThreatsEnergyTerrorismTrade BarriersDemographics / AgingTechnologyDepressed EconomicsWarChanging Value PropositionGeneral Contractor LeverageShow Experience Not Evolving

21. Futuremapping: OpportunitiesOwn Strong B2B Budget PositionPartnerships and AlliancesSegmentationLeveraging Industry CapacityIntegration of Virtual and Physical TradeshowsGlobalization and Market GrowthUS

22. TakeawaysInvent Your Future Or Others Will You Can’t Be Everything To EveryoneFind Your Secret Sauce…or Invent OneFind Your Customer Sweet SpotSynchronize Your Business To The SegmentHire Based Upon Segment KnowledgeOwn A Position Or Suffer The ConsequencesPrice Uncertainty Into Your Business ModelHave A Fall-back

23. “The illiterate of the 21st century will not bethose who cannot read or write; they will bethose who cannot learn, unlearn, andrelearn.”- Alvin Toffler

24. The Future Begins.