You Need a Creative Guy in Your Organization or You Are in Trouble!

I came back from Expo! Expo! in December thinking that many event companies which either don’t:

  1.  have a lot of money to acquire shows or
  2.  hire ‘ringers’ to build new events

are in trouble. Why?

Because, there is hardly anything new being produced in our event ecosystem that isn’t a knockoff of an existing event, a niche of an existing event, or the same event in a new location. So what?

Is there any organic creation of events anymore? The creation of an idea, which leads to something that brings buyers and sellers together, or provides education which can make a profit? Look around. Most companies don’t have the talent to do this. They certainly have the Money Guys at the top who keep the organizations profitable. They have the Worker Bees who do the selling, producing, marketing etc. But, they do not have the Creative Guy, the guru, who can bring a community together, come up with a value proposition as to why an event should happen, and perhaps the opening steps in making it profitable.

Most companies would give their ‘eye teeth’ for someone who could roll new market leading events off the assembly line for the future profit of the company. In my mind, the number of Creative Guys are few and far in between. Are you lucky enough to have one? Is it you?

If you don’t have a Creative Guy, your Cash Cow events will soon turn into Loss Leaders, and where will you be then?

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