Take More Risks in 2021
We’ve been helping a number of associations with scenario planning for their 2021 major conferences. It’s been a breath of fresh air for these conversations to evolve from “shifting to virtual” to considering new and innovative ways to take more risks and deliver high member-value.
Two truths that can be helpful for planning 2021 include:
1. Being the industry’s big conference is not as much of a competitive advantage in a virtual or digital setting. Delivering high value and relevance for the near-term wins the day.
2. Expense associated with taking more risks is dramatically lower with virtual. There are very few variable costs, so double-down on trying new things.
One of our favorite finds this year is what Joy Davis refers to as “apology meetings.” Her article below entitled “Normal is Over(rated) – For Now” has inspired many to think more strategically about their 2021 conference.
On behalf of the VCC team, we wish you all a wonderful holiday and better New Year!