It’s hard to believe that Steve Jobs is gone. So many tributes have been written about him lately, but a blog titled "What I learned from Steve Jobs" written by Guy Kawasaki, caught my eye. Guy actually had the pleasure of working with Jobs and even though his blog had 12 poignant lessons, I have shortened it down to 5 as they apply to the events industry.
1. Customers cannot tell you what they need.
Apple marketing research is an oxymoron. Customers can only describe their desires in terms of what they are already using…better, faster, and cheaper MS-DOS machines.
Event Planners Note: Are you trying to compete with a better and cheaper outdated event planning method? What events are attendees flocking to today and why? Attendees have many choices now (including the one of staying home), so trying to compete with the old way of doing things isn’t going to work, especially long-term.
2. Jump to the next curve.
Big wins happen when you go beyond better sameness. The best daisy-wheel printer was trumped by Apple’s introduction of laser printing.
Event Planners Note: How are you bringing true innovation into your meeting? Are you trying innovative interactive technology tool rentals? Are you keeping up with your attendees Wi-Fi demands with extra Wi-Fi boosters?
3. Design counts.
Steve drove people nuts with his design demands. Steve was a perfectionist — and lo and behold he was right.
Event Planners Note: What does the design of your meeting look like? Are you using your sound and lighting rentals for maximum impact with the audience? Are you toiling over the seating in the room, stage set up, and decorations? Every little detail counts with your event. Take the time to make sure it says the very best about your organization.
4. The Biggest Challenges Beget the Best Work.
Competing with IBM, and then Microsoft was a big challenge. Changing the world was a big challenge.
Event Planners Note: Who is your competition for your event and how are you going to make your meeting really stand out? Remember, on top of the traditional event competitors, you are also competing with virtual events. But the biggest competition may be convincing attendees it is worth their time and expense to take the journey to your conference.
5. Value is different from price.
Woe unto you if you decide everything based on price. Even more woe if you compete solely on price. Be unique and valuable — this is where you make margin, money, and history. Value takes into account training, support, and the intrinsic joy of using the best tool that’s made.
Event Planners Note: What is your unique meeting offering? How are you creating value? Look at your suppliers, sponsors,and partners. If you are using a California event services company, such as AV Event Solutions, determine how they are assisting you and your attendees with training, support, and equipment your attendees want to use, such as iPad and iPad2s.
AV Event Solutions is a California based meeting equipment organization ready and waiting to work with you on your next meeting, event, conference, or trade show! Give them a call to learn more about how they can help you make your next meeting unique and valuable.
