Comfy with the Rut

I was recently at an event for meeting planners and suppliers. One of the industry’s thought leaders made a comment I’m not sure he even was aware of, but it made me think about some of the events my clients are requesting. Some organizations get comfortable with the rut. They are so used to doing an event the same way for so long that it’s on autopilot: a certain number of general sessions, breakout sessions, meal breaks, and networking socials. Then, rinse and repeat. Every year the same. Nobody wants to rock the boat.

Anyone who even tries to move the event out of the rut faces opposition. “We’ve always done it this way.” is one of my favorite sayings. Not. An organization that is so stagnant that it’s comfortable in the rut is one that has an expiration date. If new people aren’t getting involved because the content is no longer relevant, registration is still done on paper, and the youngest attendee is on Medicare, there’s no way it has any longevity.

Eventually, attendees get tired of the rut. Planners get tired of the rut. And, if there is anyone with half a brain at the helm, the organization’s leadership gets tired of the rut. One day, someone has to find a step ladder, climb out of the rut, and realize there’s a different way of doing things.

Planners, this one’s for you. Often, we are in the best position to make suggestions to a host organization as to how their event can be improved. Listen to their goals and objectives and evaluate if what they’re asking you to plan still hits the target. For a planner to do this well, you have to stay connected to the industry; a source of news and innovations for your planning repertoire. Become a member of a meeting professional’s association or attend industry events. Talk with other meeting professionals who are planning events similar to yours, or whose events are where you think yours should be (for more, see my blog Community over Competition).

If, as the meeting professional, you start to feel your client is in a rut, then guaranteed, the next ones to fall in will be the attendees. Being able to recognize what a rut looks or feels like will help you advise your client smartly. Be confident making recommendations that are fresh and innovative, fit within their budget, and meet their goals and objectives. You may face opposition at the beginning, but since when have we meeting professionals ever retreated at the first sign of that?

Timing is everything, however. You can only be successful in suggesting changes when done at the appropriate time in the planning process. If you recognize a rut the week before the event, you’ve already passed the point of no return. Danger! Do not approach!

So if you are working with a client and things seem to be going “too easy,” it might be because you’ve done the same thing so often before you’ve worn a rut. Be sure to stay alert and question the status quo. Your clients will thank you in the long run when their events continue to meet the needs of their attendees and their organizations continue to flourish.

Do you have a way to recognize a rut? Share it here or send me an email!

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