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 Landscape Business Model Ecosystem (Today) Business Model Ecosystem (Future)

6. Institute for Global Futures This will be the year of renewal. Fast change, structural change, new markets, new strategies and new breakthrough.

7. Factors Defining Our Future Blinding Speed Quantum Leap In Complexity Greater Risk Drastic Change Surprises

9. What is Your Future-Readiness?

10. 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

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

16. “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

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

20. Futuremapping: Threats Energy Terrorism Trade Barriers Demographics / Aging Technology Depressed Economics War Changing Value Proposition General Contractor Leverage Show Experience Not Evolving

21. 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

22. 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

23. “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

24. The Future Begins.