I already know next year’s buzzword.

Well, not the name. But I know what it’ll be for.

Last year it was hyper-personalization. This year it’s co-creation.

Next year there’ll be another English term that looks good in a pitch deck.

Old wine in new bottles.

I’ve got nothing against new trends. I’m just sometimes amazed how much energy we put into naming things.

People want to have a good time at an event, experience something, meet someone, and ideally take something away from it.

And what should the company paying for it take away? That’s the question to ask before anyone starts on the programme.

KPIs before the event. A survey and evaluation after. ROI where it makes sense.