Beginner ’ s Mind was the theme of the 36th IELA Congress which took place online 29

June-1 July . As part of the International Exhibition Logistics Association ( IELA )’ s Back to Business programme , the theme was designed to reactivate members anticipating a restart .

“ A Beginner ’ s Mind is the only state of mind we need in order to face the New Now ,” said Guido Fornelli , IELA chairperson . “ The 2021 Congress looked at new and disruptive actions ,” he noted , helping members build new outlooks to harness new business opportunities .

Cathy O ’ Dowd , keynote speaker , and first woman in the world to climb the world ’ s highest mountain from both its north and south sides , took delegates on an interactive journey up the Mozeno ridge of Nanga Parbat , the longest unclimbed ridge in the high Himalayas . O ’ Dowd shared her insights of coping under intense stress with overwhelming challenges and explained the dilemma of making decisions . She pointed out we have two goals : Make it to the summit and come home alive . If circumstances push those goals apart , we need to pick the right one , identifying the exits and what needs to be done to get down . The short-term goal needs to be balanced against the long-term issue about survival , she added .

The idea of overcoming unexplored challenges as a diverse team was also explored , O ’ Dowd said , and emphasised the need to be flexible to come up with new plans if the first ones fail .

Data and foresight IELA believes that data is a key element to help us win foresight and

Sonia Thomas , senior consultant , presented the results of the Global Industry Performance Review 2021 , a comprehensive report produced by jwc which highlighted the opportunities behind a highly fragmented market , the importance of market monitoring as key shows disappear and new shows emerge .

There were constructive conversations during the regional Connected Minds sessions ( Asia , MEA , Europe & Americas ). IELA highlighted regional situations in order to identify and boost reopenings with particular support for SMEs .

The Anticipation session was key in facing challenges , with Loes Damhof , Unesco Futures Literacy Expert ; Sophie Holt , Explori managing director ; Robin Lokerman , MCI Group CEO ; Paul Woodward , Exhibition World Guest Editor , and moderated by Rowena Arzt , WZF GmbH . Damhof who posited that : “ The future does not exist . Nobody has been there … There is no data but we can anticipate . It is not what we do today that influences the future , it is how you look at the future that influences today .”

She added that we can use futures to try to eliminate uncertainty , to solve complexity . “ When we accept

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that there is not one future , but several futures and that we are prepared for different scenarios , this helps us to manage uncertainty . Innovation is about who is brave enough … not only to cope with uncertainty but also to see it as an advantage .”

Sophie Holt advised listening “ deeply to our customers and build modules and products to what they need , not the other way around .”

Paul Woodward commented :“ We will be getting back together to meet face to face …. but it won ’ t necessarily be the same events which are strong .” He explained , “ 20 % of attendees at shows in Dubai were all newcomers as it is the only place running trade shows . There are some real opportunities where people have identified a comeback of better quality ”.

Robin Lokerman spoke about the appearance of the fourth industrial revolution in 2-5 years time - the merger of digital , physical and biological and invited attendees to “ Take risks . The world is changing continuously and we have to move forward .”

“ Our Congress provided valuable insights and tools to face the future ,” said Sandi Trotter , IELA vice-chairperson . “ The strength and solidarity of our industry and our association has been clearly demonstrated … and the road ahead is long and there is plenty of hard work to be done .”

Guido Fornelli said the association ’ s first virtual Congress had provided delegates with much food for thought . “ There had been no mourning the 12 months of frozen activity . The common takeaway was of delegates remaining together strong and open to the future , bravely driving through their beloved business , whatever direction it takes .”