Stuck in NeutralMapping Your Business Future

Chris Kappes / Access 2010

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

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

Context:

• The Industry Landscape• Business Model Ecosystem (Today)• Business Model Ecosystem (Future)

Institute for Global Futures

This will be the year of renewal. Fast

change, structural change, new markets,

new strategies and new breakthrough.

Factors Defining Our Future

• Blinding Speed• Quantum Leap In Complexity• Greater Risk• Drastic Change• Surprises

What is Your Future-Readiness?

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

Our Industry is Fractured...Opportunity for all

“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

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

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

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

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

“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

The Future Begins.