Accessible Disruption - Strategy Table

David Adler: [00:00:00] Which was like light bulb going off. Oh my God. This is all about how ideas flow and not at all about just like talking to people and broadcasting. And so that was a huge game changer for me. In fact, it significantly changed every way I thought about the business.

Podcast Host: The world is changing. For most human beings, change is uncomfortable and challenging to address. Whether you are a startup working on agile processes or a mature organization, navigating change within existing complex structures, the mindset and skills to adapt has never been more vital. The team from the strategy table want to help the wider world understand the need and approach to meaningful and impactful change management, helping organizations navigate disruption and make change accessible to [00:01:00] everyone.

This is Accessible disruption.

Anthony Vade: Welcome to Accessible Disruption of the podcast where we explore how to make disruption accessible to everybody and a positive force for change. Today we're joined by David Adler, a man who needs no introduction, but we'll do it anyway. David Adler founded and built the Biz Bash Empire in order to give people involved in events, the ability to look over the fence at what others in that highly creative segment were doing.

Biz Bash serves the broad events, meeting, marketing and trade show industries with events, publications, website, and podcasts. David, who grew up in Washington, DC also founded the Society magazine. Washington Dossier at age 21. David is a sought after speaker and facilitator with particular expertise in hosting Jeffersonian dinners.

During his time as chief of communications for the KKR owned [00:02:00] media company, prime Media, he oversaw numerous events and event marketing activations for its more than 300 media brands. Tahiro, you've known David, so, so I'm wondering, could you give us. Having heard that introduction, can you give us your little introduction to David Adler and who David Adler is to you?

Tahira Endean: Yes. So when I had one of my very first cool event producer jobs, we had an amazing boss at who part of our job was research I. And she introduced us to Biz Bash in its first year of its life. And so Biz Bash has been my homepage founded by David and Richard Aaron, am I missing anybody in there? David?

It's, that was, that's it. Okay. David and Richard. Richard was the

David Adler: spiritual leader at the time.

Tahira Endean: Uh, I love that. And so I was always enamored of David. And then a long time after that, I think probably around 20 14, 20 15, David and I [00:03:00] met live. We went on tour. I. So David was doing Planathon and I worked at Quick Mobile at the time.

Quick Mobile was the mobile app, and we were friends from the minute we met and absolutely have just been, you know, fan favorites ever since. So David has since moved on to a whole new life now, and part of your life now is letting us know how the event industry really is. So that's what we're gonna talk about today.

Anthony Vade: So we're gonna have a really honest, open dialogue. Previously, we talked about disruption, we talked about change, we talked about perspectives, and we started to explore people's values with David Allison, we've had some fascinating conversations. Around understanding how change can become accessible to people.

David, you've seen a whole industry change and grow and evolve from being seen as party planners into being real tools for transformative change within businesses, industries, associations, [00:04:00] and communities. So what we thought we'd do is we take a look at some of your statements you've been making recently.

And give you a chance to unpack some of them and share with us what you've seen change in the industry, what you hope will change in the future, and how events can help us bring about those kinds of change. So Hir, which one grabs you first? Which one do you wanna jump? Jump straight into? We're gonna

Tahira Endean: with my favorite, just good enough is killing events, so,

Podcast Host: oh my God.

Tahira Endean: Right. We all know that I wrote a book called Intentional Event Design because events shouldn't be mediocre and often are. So tell us how you feel about that. Well,

David Adler: I'll tell you, I decided to go to the auto show 'cause I decided to buy a new car and I didn't. I lived in New York for 35 years, so I knew nothing about cars and so I decided I'm gonna go and move to Washington DC So I walked, went to the auto show.

And I had to park and I parked, and I, I just started walking in and getting this really weird feeling. I saw the signage [00:05:00] all wrinkly. I saw the entrance so lackadaisical. I saw no excitement. I just was thinking, oh my God, it looks okay. It looked good enough. But I always believe that we're not in the event business.

We're in the goosebump business, and that we need to feel something when we actually enter an event, no matter what event it is. And it just got me so pissed off that here we are. At the height of where we should know everything and they're just phoning it in and I. Went to many other, and I see the pipe and drape drape events that are just so boring, and the big corporations have tooken taken things over and they're just cutting back and cutting back and cutting back, and no one controls their empires anymore.

So you can't even go in and say, oh, let's fix this and fix that. Every, no one owns anything. S in terms of personal ownership, so they don't [00:06:00] feel like I can pick up the trash and like I should have the, the, the sense that I wanna make this the best event I can be. And I want to really like talk to people and be courteous and, and customer service.

And I didn't see it. So I wrote this article because I felt that good enough is not good enough.

Tahira Endean: And then you wrote a second article that says, warning to event organizers. Your attendees are quietly disengaging. And that's part of it, isn't it?

David Adler: Mm-hmm. Well, also though, that's political right now because what's happening is people are afraid to confront each other because they're afraid of what they're gonna get.

They're staying away. I mean, we used to go to conferences where DEI and not having all white male speakers was a big deal. And now there are people that think that that's a negative, which is ridiculous and crazy. And so I was trying to figure out how you, you know, I, I always thought about the. The, the uncle at the Thanksgiving dinner that causes all the ruckus [00:07:00] and that we're getting that at events.

'cause people are just afraid to talk to each other about anything. And that's a period, a moment in the time right now. And I think it's part of the mediocrity, but it's also part of, you know, we call about, Tara and I have been talking for years about how event organizers are collaboration artists. In fact, one of the greatest things I ever did was.

When I was with Tahira, we had lunch with her boss at the mobile app company and he introduced me to the book called Social Physics, which was like light bulb going off. Oh my God. This is all about how ideas flow and not at all about just. Talking to people and broadcasting. And so that was a huge game changer for me.

In fact, it significantly changed every way I thought about the business. And I mean, Tiara and I have had all these conversations. We used to use Planathon, where you unleash people's enthusiasm for things and it was so exciting to watch. And you wanna see that at events.

Tahira Endean: Planathon were fun [00:08:00] because we, we, it was literally, you know, in 45 minutes with a table of people that you probably haven't met before, create the coolest event that you can create and some of the things that then it'd all be recorded at the end, and some of the ideas that came out were just phenomenal.

I think actually Ryan was one of our Planathon table hosts a couple of years ago, so yeah,

David Adler: one of the ones we did in Toronto, which I still want to do. Is it was a musical chairs event. They did a global musical chairs event where in every street in America, in the world, you would create a fundraiser where all the chairs would be designed and people would enter and there would be a musical chairs event that would happen, which I thought was brilliant.

I wanted to do them at trade shows. I wanted to do them everywhere, and I'm still promoting, trying to get people to do that. Some of the ideas stimulated other ideas, and that's what I loved about that, and that the power of ingenuity is just mind blowing.

Tahira Endean: And right now we're just a little bit stuck, aren't we?

Yeah. So it's, you know, so we had this sort of, this, we've had this very bad combination [00:09:00] of, you know, yes, there's definitely, people are scared to talk to each other, which is completely the opposite of what events are meant to be about. You know? Then we have rising costs, and so then people, and people who don't care.

So now we're ending up with these events that are, not only are they, you know, do they feel mediocre from the time that you walk into them. But you don't, if you're not feeling engaged with the event, you're not gonna feel engaged as, as engaged with the other participants. And that's where it's difficult to then have that dialogue or those conversations that are gonna be the difference makers.

Yeah. So what do, how are we going to change that? What's gonna be our disruption to make it better? Well, you have a lot of ideas and I love what you've been doing, but these articles,

David Adler: so I'm very, uh, my big fear now is that we're going back to a little bit that event organizers are thought of as party planners again.

Yeah, that we are, because the pandemic, we sort of proved our power and that we were the Underground Railroad that we knew about every part of the businesses and the customers and the employees, and we can be the [00:10:00] voice in the ear of the C-suite.

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David Adler: That we're, because the pandemic, we sort of proved our power and that we were the Underground Railroad, that we knew about every part of the businesses and the customers and the employees, and we can be the voice in the ear of the [00:12:00] C-suite. Now we're kind of going back. Especially with this negative attitude about DEI and all that stuff, that, that what we do is, is, is puffery.

And you know, I worked in the state department for Hillary Clinton and I learned all about the concept of soft power. And what people don't realize is soft power is more important and then anyone would've realized it is the greeting, it is the protocol. It is all of the soft stuff that we didn't take seriously, but it has more impact in the brain than anything else.

And I do think that we're going back to cutting a lot of that stuff out again because of this perception among some of our leaders, um, who, uh, who be site de despite being big event people like, I think. For example, Donald Trump is one of the major event people in the world. He, if you watch The Apprentice, it was all about events and so [00:13:00] he understands it.

But his ne, the negative things that are being said sometimes eliminate some of the good stuff about how events could happen. It feels like the fact that government people aren't allowed to go to events is a huge blow to our industry. Not a huge blow

Tahira Endean: to our industry. It's a huge blow to our world. So the world

David Adler: totally, totally.

Tahira Endean: When we look at what happened during Covid where people, nobody could actually meet face to face. So we figured out other ways to meet, but it's not as effective.

David Adler: The oxytocin exchanges and the all of the neuroscience aspects of it and the mirroring and stuff like that just don't happen exactly the same way.

Now, I think it's it, you know, that's gonna change a little bit, but we need to, we need to. Produce people that are creating new ways of doing it. I think some of the ways that we're doing it in technology are pretty good. I mean, some of these hosted buyer things are working. Some of them are not working depending on the industry, but it is about how you connect people consciously.

It's how you do unconferences [00:14:00] and Jeffersonian dinner parties and global cafes and planathon type things. I think the future of our event is facilitation. One of the things I do now with all my speeches, and I learned this from Scott Heffer, and when I do a talk, I go in and say, this is not about me.

It's about you. It's not about who attends, how many people attend, but how many conversations you're creating. And I have people talk to each other and I always believe, and I learned this from Scott too, I steal things from other people. We all do. And that, but then I take it, I mean, social physics, I uses all that stuff all the time.

And it, it was not an original thought by me, but it's, it's how, how you transfer information, which I was using exactly the same way, but I also believe that the most powerful word in the English language is the word Lets. It just the idea that you get people to the point where they wanna say, let's go to lunch, let's go to dinner.

Let's hook up, let's start a revolution. Let's start, you know, a new thing. And those happen when people talk to each other. As opposed to me talking to them, people wanna feel [00:15:00] like they're engaged, and I would rather almost see an event where we're orchestrating all these people, connecting with each other.

I tried to get Hillary Clinton to do this, where she would go into an event and to have the conversation with people, talk to each other. Now, one thing about what Donald Trump did. Is by default that happened 'cause he was always late. So everybody started talking to each other in the stadiums and it built a comradery that you wouldn't get if it was all well structured.

And I think that's one of the things is a little less structure in many cases. We over program everything

Tahira Endean: we do over program and for reasons that sometimes don't make any sense. So that's just like you must fill every minute of every day.

David Adler: We don't. Well, because we're, a lot of times we're selling sponsorships.

Yes. And we're forcing people to speak 'cause they're paying to speak. And I think that's another on my complaint list is sponsorship. And, and, uh, the speaking things that are paid for are very [00:16:00] hard to control.

Tahira Endean: So they are, I wanna look at your complaint list. I do just wanna though, just call out that David has written, collaborated on a fantastic book, which is called Harnessing Serendipity, which brings stories from dozens of people across industry, including me.

But I mean, there's so many other people in there that are just phenomenal and, and they're great because they're just like, you know, two page, three page short stories about. The impactful work from famous jazz musicians to event collab, but the idea that it's all about collaboration and that word lets, is, you know, anchored in that very beginning piece and, and it's, there's just so many different ways that we can bring serendipity to life.

So let's look at some of these complaints. That's good. Let's do the, let's start with the, uh, surprise venue fees that weren't in the contract.

David Adler: How many, I mean, you guys are probably could talk better about that than I am, but that is. I mean people

Tahira Endean: that is a pain level. 10 outta 10. [00:17:00] Yeah.

David Adler: Yeah. I rated each one of them by, by how much anxiety they, but it, I think that you hit it a nail on the head that it's, especially for people that are getting into the industry, you know, the, the fix was a comprehensive contract with explicit no surprise fee clauses.

Yes, is also in there. And also an innovation in this area would be to maybe use blockchain based smart contracts and automate payments only when conditions are met and like go into a higher level of contracting.

Tahira Endean: I think there's so many things to be said on LinkedIn. You put out a great series of posts that can be found in your featured area with the top 100.

You know, things that we really are really. Honestly not doing well. And I do love the way that you've structured it. You know what the thing is that it's not working. So the surprise fee's not in the contract. You've given them all a pain level. Most of them are like at least an eight out of 10. Many of them are a 10 out of 10.

Yes. And you know that from talking to hundreds of event [00:18:00] professionals who all have the same. Challenges.

David Adler: I did this thing this years ago. I started a thing called Giant, the group for increased average name tag typed, it was called the Giant Campaign. And because I was like so busy looking people at people's chests to see what their names were, and it was only like 12 point type.

Tahira Endean: Yeah. Little tiny type that I have the same challenge with menus, but that's another conversation. But it is the, you know, the tiny name tags and then what's the information that's on the name tags. And everybody puts on the information that they choose. So if I was choosing what was on my name tag, T Hero would be really big.

I would probably have a, how you say it underneath it, because it, it's only six letters, but it's challenging for some people. Anthony and David are easier names. People are generally gonna say them, right. You know, I'm very much, uh, you both know this, that I'm very much in a place of role versus soul. So I might be showing up at an event with a specific job [00:19:00] title, but that's not who I am.

And do, how many conversations do I want to have? I definitely want to know who is selling and who is buying at many, many, many different kinds of shows. But do we need to make it so transactional in the hallways? You know, it's, I work with imex and you know, it's a hosted buyer show, and America last year had 83,000 meetings, and it's very clear who the buyers and the suppliers are, but it's also challenging sometimes for the buyers to walk down the halls.

Because you know their suppliers are looking out for them, and you know, it's not the most pleasant way to attend any event.

David Adler: You just made the case for the soft power argument that soft power is much longer lasting than transactional power.

Anthony Vade: I think the key is, well to both of those things, one, the hidden fees and charges.

I think it's easy to see that from a functional sense, like, oh, we could clean up the [00:20:00] system. We could have a better way to communicate these things and make sure they're communicated and agreed upon and all of that. 'cause we tend to blame the tool, but there's a lot of udal and behavioral elements to the hidden fee world, and I think people don't fully grasp.

The consequences of the existing system and, and they think, oh, the consequences are you pay more than you expect. That's inconvenient, and you know how horrible that is. But the reality is, it erodes trust in the relationship whereby that buyer can't trust that seller and therefore they start to think they maybe can't trust other sellers as well and starts to, and that's a deeply human experience.

To have trust in something or an organization?

David Adler: Well, I mean, it's integrity. Integrity. We, for a long time this industry was so corrupt in the kickbacks in the, that side of it was even worse. I mean, I've had friends that told me about how their wedding got stopped. Because all of a sudden the the guy on the scene said, oh, we can't get other people here and you're gonna have a, a crappy wedding.[00:21:00]

And you had to pay him on the spot. I mean, in New York it got really bad. It got really bad. It's blackmail at

Anthony Vade: that point. Right. So talk about eroding trust, like you want to have your event or not. It'd be a shame if something was to happen to your event. Yes. Wow.

David Adler: Kickbacks on the, um. Certain hotels would only use certain vendors 'cause they got kickbacks on the vendors and all of that stuff.

I really have hated that whole thing, but it's still going on.

Tahira Endean: Yeah. Wow. I live in a world where I don't see too much of that. I feel fortunate, don't see

David Adler: it, but I hear about it and, and with some of the rollbacks of our integrity because of what's going on in the world. You're seeing that being accepted again, which is scarier than God because.

All the rules are getting eroded.

Tahira Endean: That is, that is deeply problematic. One of the other things you have on your list is the budget that exploded and Nicola Kasner with [00:22:00] ELX and polling her members recently comparing it to 2019, which I think we can all agree is a fair comparison because the world did change after Covid.

And so if we're comparing to what was to where our budgets are now. You know, they're up 38% on average. So food and beverage is up almost 50. Audio visual is up around 30. But overall, your budget didn't actually go up 38% to match those costs by any stretch of the imagination, you know, budgets are up four to 6%.

David Adler: Well, one of the reasons, you know, I think that leads to the good enough is good enough thing because you just have no choice. You can't be creative or you're just like so under the gun. So I'm not blaming that. I mean, it's on the circumstances of what's going on. Yeah. We have to rethink f and b. I mean,

Anthony Vade: well, maybe let's go there because we also briefly touched on this idea of meeting a sales person in the hallway and that awkward conversation, is [00:23:00] this a personal connection or is this a sales pitch?

And in the moment we've walked into events that have under budgeted in some areas and over budgeted in other areas. Do we as an industry know how to address this stuff effectively? Like does that sales person Yes. We're seeing negative behavior in the hallway. But do they even recognize and do they know how to behave in a more effective way, or do we need to help them?

There's the old sales saying that in sales, you're not up against your competitors, you're up against every Bayard sales experience they've had in their entire life. Our events going through something like this as well, and how might we educate the industry to navigate this?

David Adler: Well, you know, I was just at the ciso, society of Independent Show Organizers and they have a small business council that gets together and people are just trading ideas like one guy says, you know, it seems so crazy about the price of coffee.

That he offers only deas cups so that people don't waste as much. I mean that, that's a kind of [00:24:00] clever idea so that you're using it in a different way and you can order less. If you think of it as a problem, you normally wouldn't think of coffee as a problem, but when it's like a gazillion dollars a gallon, it's all of a sudden a problem.

And the cost of AV and the cost of. I think that what happens is people are confused about the technology, so they just accept it. Yeah. So you need to sort of mix with experts to find out what they're doing and the more like conversations like this will inspire people to find solutions to. People don't even know there's a problem.

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David Adler: You know, you brought, you brought up a point that really resonates with me also with something I tried recently that when you go to conferences, there's no outcome and so I added doing a memorandum of understanding of the participants. And I thought that was a really interesting innovation to give a sense, and everyone had to sign the memorandum of understanding who attended the conference and those kinds of little techniques that make it so you're not just wasting your time, but you are there to really make something that's at stake in that round.

Makes people want to have more ownership and belonging, as David says.

Anthony Vade: Yeah, I like that. Committing to the community, you're more likely to act if you feel that sense of commitment. And I think we also forget a lot of times. You know, from tiny experiences in boardrooms with 10, [00:26:00] 15 people all the way to massive conferences.

We forget to give people permission to participate both in the moment at the thing and then to continue that participation afterwards. And I think as humans, we like permission. We feel more comfortable when we feel we've been given it, and I think we're more likely to have agency and ownership when we have it.

Do you think. There's a role in both that level of commitment and how can we make committing and gaining permission more accessible? Any tips there?

David Adler: You are? Well, I mean, the guys that do the Saudi events believe that, you know, when you're building an event, you're not building an event, you're building a platform.

And part of the platform is the follow up. 'cause most people commit to things at an event, but nobody follows up. So we're not putting any budget into the follow up. Did you do this that you said you were going to do? Clinton Global Alliance does that. I think that there's a whole thing of holding people accountable, which is actually better than doing a, a list of early bird specials or [00:27:00] something like that.

I think those kinds of. Things that allow you to talk to them on a human basis means that you're holding them accountable. 'cause people want to be held accountable. They don't want to screw up. And if they screw up and they don't do what they say, they won't come back.

Tahira Endean: There's so many opportunities that we don't take along the way.

David Adler: I just did a another story on swag. The goodie bag. Mm-hmm. And it's interesting that, and a lot of it's from what I learned actually from David Allison in terms of belonging, that a goodie bag, when you give to someone something they wanna reciprocate automatically. But if you give them something that sucks, they're gonna say, screw you.

And so if you're gonna do a goodie bag, you better do a good goodie bag or a good gift bag because it, it, it adds to the sense of belonging or non belonging.

Tahira Endean: It doesn't have to be a large, expensive item, it just has to be a thoughtful

Anthony Vade: item. Yeah, a meaningfulness to it. Just

Tahira Endean: like the tiniest amount, you know, and it's, you know, I'll give an example of, you know, I'm allergic to nuts.[00:28:00]

I fill in all my dietary preferences and I go to an event and then I get to my room and somebody sent a bit amenity, very nice, full of nuts. Now I can't eat anything and now I'm wasting food and I don't feel noticed, you know? So it's a really simple thing to just pay attention to what matters to people.

David Adler: So it's interesting though, what we're saying right now, if you use the notebook, lm, the way we're talking now is the way people will listen. If we did it, and here's the bullet point of all the things that you should do. No, it like goes right over your head. Yeah. But that's what I love about understanding how this notebook LM works.

And we're doing that right now and the idea that we can't communicate in a PowerPoint or even a gamma, which is wonderful, but when I've done presentations and I've used the notebook, LM approach with the ums and the ahs and the not perfect people connect much more than the list.

Anthony Vade: And I think part of that is 'cause that's the most natural state for us.

Is gathering around a [00:29:00] table, a dining table, and a meal. You don't pull out your PowerPoint presentation while you are eating your entree. And we did that for hundreds of thousands of years, whereas these new events that we overly curate have only been happening for what, 150 years or something really at the extent that they are.

So, and I think part of that. To my earlier point where we kept adding technology, we kept adding experiences upon experiences. You know, getting back to that core, what can we remove here that's becoming a barrier to that kind of memorable and authentic connection is a very powerful question to ask ourselves.

Yeah, that's great. It's the whole anti PowerPoint world that's happening now as well. Right. And then we came up with AI and went, oh, here's a new version of PowerPoint, but we missed the point that we want to get out of the way of those things.

Tahira Endean: They should support the messaging and support the opportunities for what's gonna happen.

David Adler: We're saying things that nobody cares about.

Tahira Endean: I did a presentation recently where the title slide had like a [00:30:00] cat like moving on it, but I said to the audience, I said, you know, it's completely ridic. This has nothing to do with what I'm gonna talk about, but you're all paying attention now because who doesn't like a big, fluffy kitty?

Yeah, that's, you know, like looking at some pause, you're just like, oh. It just makes you feel good. So now you're in a open state for how you're gonna feel at that, you know, as I start to talk. So it's next, we're gonna have Franklin, the little puppy here just bounding across the screen because.

David Adler: Weren't you the one that told me that there's this whole movement with the G eight, the G 20, where they gave all the world leaders a pet to hold onto.

I love that. 'cause it connects them in a way that you don't get in an emotional way. 'cause you see the human beings with the kangaroo, I think in Australia, the kangaroo, right? Kangaroos. They gave all the leaders that kangaroo to hold and it was a very emotional moment. Summit Series does a lot of that.

You know, summit series when one of the things I loved about them is that, that when you go to the summit series, they have barbers and they have, you know, the personal services [00:31:00] that, I mean, I'd rather, you know, the massage tables at events are great, but the haircut places would be great and all that kind of innovation.

Anthony Vade: So we always wrap these up with a clear call to action and recommendations on steps that listeners can take in order to. Create some, uh, accessible disruption in their world. So with that in mind, David, with all that we've explored now around this idea of embracing the serendipity in curating these experiences, what would be your call to action?

What's a simple step that people can take in order to create some disruption that's accessible?

David Adler: I think that the number one thing people should do right now. Is to let AI open your mind to see about the possibilities that you would never thought could happen. That could happen when you actually embrace the AI phenomenons that are going on.

And you don't wanna be caught short. You don't wanna be caught [00:32:00] not knowing what's going on. And I think that if you see the power of what happens when you have a conversation with ai, not to necessarily use it, not to depend on it to be your under Lord. It will make your life a thousand percent easier so you can spend time thinking about innovation and not thinking about stuffing goody bags.

Anthony Vade: So thank you, David. What a fantastic way to wrap this up. Embrace AI's disruptive transformation and use it to become more deeply human centered in your approach. I think that's a pretty powerful call to action, uh, as Tira has hinted and as I think the listeners will agree. We still have so much more we could talk about with you.

But we're gonna wrap this up today. Uh, David, so thank you so much for contributing to this conversation. You'll be able to find links to connect with David. In the description and some additional resources available on our website. But for now, thank you for tuning in to another episode of Accessible Disruption.[00:33:00]

Podcast Host: Accessible Disruption is written and spoken by Tahir and Dean Ryan Hill and Anthony Vade. All content is developed in collaboration with the team at Strategy Table Podcast Production by Experience Design Change Inc. An association with the change lead network. Find more information@strategytable.co.