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Editor's Notes By Lori Turec

Did you know a recent study from the Institute of Human Performance shows two-thirds of all corporate change initiatives fail? Think of the cost and waste, and then think what can you do to help your internal or external clients as they struggle with their own changes. One thing is certain in these uncertain times: Change is something we are all facing and at record pace.

If you are a planner or supplier to corporations, it is obvious that you have an opportunity to add value by changing those stats in your favor. If you are an association planner or supplier, you can help members who work for or sell to corporations. If you are a government planner or supplier, what can you learn from your colleagues that will translate to your group's success?

As professionals in the meeting industry we are asked to show ROI for our efforts, but often we can be short sighted on how to calculate our impact. True ROI goes beyond controlling costs for each particular event. Instead, we need to challenge our buyers to think in terms of how the meeting will impact the growth of the entire organization. For example, those ill-fated change initiatives we discussed earlier -- what is the root cause of the failure? More often than not, the breakdown lies not with the goal, but with the REASON for the goal and DEDICATION for reaching that goal. Successful meetings and events are some of the best ways to solidify those messages -- aligning goals, strategies, tactics, execution with the culture approach and attitude that is unique to your group. In other words -- people get behind a goal that they can really believe can work and meetings can show them how to get there. It's up to us to make sure we really understand those issues and not just jump to the tactical execution phase of putting events together.

It is not always an easy job, but it is one of the best ways to ensure that your team provides value not only to the event but also to the Boardroom. Think of ways you can deliver and live that message. It's a big ROI for your own career.


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