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Why our industry's future depends on disruption

Sometimes it takes an outsider to show us our blind spots. And sometimes it takes circumstances.

I remember about 8 years ago every business newsletter I read invited me to intentionally disrupt my company as a path to profit and growth. It’s easier said than done.

A few years later, the biggest disruptor many of us will ever live through hit – the Covid-19 pandemic.

At Asia Pacific Incentives and Meetings Event (AIME) 2025, I watched Gus Balbontin, former executive director of Lonely Planet, deliver a keynote that felt like a mirror held up to our industry. His journey from a small town in Patagonia to leading a global travel brand – Lonely Planet - resonated deeply, particularly as we navigate the post-pandemic evolution of events.

The wake-up call we all need?

Here's the uncomfortable truth, according to Gus: our industry's biggest threat isn't external disruption – it's our attachment to "we've always done it this way" thinking. Blockbuster, Kodak, Nokia, Blackberry... they're not just case studies. For Gus, they're warnings we should all heed.

And yet, I remain optimistic. Having led IMEX shows through global market shifts, I've seen firsthand how adaptability can become a powerful source of competitive advantage.

I’ve found being your own competition is a remarkably effective way to grow a business.

Breaking innovation into bite-sized pieces

What also struck me was Gus’ advice to structure innovation into manageable steps while remembering to start with something small and simple now—not next year, not when you have more budget, but today:-

• Business as usual: This means mastering your core operations.
• Make hops, not leaps: Small, continuous improvements win the day, every day.
• Build on the adjacent: Take what’s working and build on that. Keep the process  simple.
• Jump, occasionally: Gus advises taking calculated risks that can help define the future, but take them sparingly.

This framework reminds me of how we used the ‘breathing space’ created by the pandemic to make some lasting changes at IMEX.  We made some big IT transformations which allowed us to improve our customer service and especially personalization. For instance, when we introduced AI-powered recommendations (“people you might like to meet during the show”), we started with a simple pilot program and iterated from there. Today, it's changing how our exhibitors and buyers connect and do business.

When your comfort zone becomes your danger zone

Gus' commitment to learning something new ever year – be it astrophotography or pinball – isn't just fascinating. It's strategic. In events, we can't afford to push away novelty. Whether it's AI-powered tools or immersive experiences, tomorrow's success depends on today's experimentation.

And he made another important point that stuck with me: momentum without direction is just motion.

As he stressed, innovation isn't about flashy technology or complicated strategies. It's about solving problems – your customer’s biggest problems. The more attendee and exhibitor challenges we address, the more valuable our events become.

In my two decades in this industry, I've learned that sustainable innovation requires three things:

1. A clear understanding of your customers’ evolving needs
2. The courage to question established practices
3. A commitment to continuous, incremental improvement

As someone who's witnessed our industry's resilience firsthand, I know we have the capability to drive meaningful change. That’s why our Talking Point for 2025 is Impact 2.0 – Activating the Future.

We’re determined to encourage the global events industry to be proud of its impacts, be they economic, social or knowledge and to lead the way on innovation and great experiential design.

To end, I'll echo Gus' challenge: What small step will you take today to change tomorrow? Share your thoughts below – I'm genuinely curious to hear what you say.

The events industry—and business in general—is evolving at breakneck speed. The companies and professionals who stay curious, embrace change, and continuously innovate will thrive. And those who don’t?