I got into the event industry because of a time when I was in the US during my 20s. I met a senior executive of a famous computer company, was invited to translate some material from American English to UK English, and was also asked to be involved in that company’s new PC launch - in at the deep end, but I was hooked.
I have worked at TFI since 2011. Here’s a brand which was hiding under many a bushel and the fun has been in growing brand awareness and building the business. Before TFI I was at Grass Roots (where I got the idea for my first book, Speak like a President) and I’ve also held senior positions at Jack Morton and Crown amongst other companies, including my own, over the last 25 years.
I was attracted to this particular role because I wanted the challenge of building a business and I liked the people, their expertise and enthusiasm. This has allowed us to expand our business operations and service offerings (pharma, corporate and association). Working with like-minded individuals with a real passion for the industry is always a plus. And they don’t mind that I also write books in my spare time.
Not many people know that I used to teach English in a very (very) tough school in Neasden, north London and have the scars to show for it. I also lectured in Shakespeare at university level and am totally unable to ‘see’ a set design drawn on paper.
My worst experience at an event was probably when I produced my first management conference – one for a travel business. My equally green colleague and I thought that the other had done a site visit and recce. The hotel’s auditorium had pillars all over the place, making sightlines for 300 people a tad hard. Amazingly, I was forgiven. The other thing that happened during the same show was that one of the set backdrop logo letters fell off during the CEO’s speech, making the resulting word rather rude – much to the hilarity of the audience and the ire of the CEO.
If there’s one thing I’ve learnt it’s always to treat everyone involved in an event - agency or client side - with absolute courtesy, even if it’s not always deserved.
The best event I’ve been involved in was a two-year series of conferences for a bank’s top cadre – the purpose was to get senior executives to look forward to and properly understand a world of 2020 and beyond and not just from a financial point of view. The level of contributors and speakers was unique.
If I could do it all over again I would learn more about IT, and insist even more than I have in the past on the need for client rehearsals.
The one thing I can’t stand is people who don’t manage clients’ expectations. It’s very easy to say yes and not deliver.
Outside of work I spend my time writing, going to the theatre, drawing, supporting Manchester United (I used to live in Manchester, so I’m not a fairweather fan) and rally driving.
The several things I can’t do my job without are my iPad, my iPhone, a propelling pencil, my favourite fountain pen and a Moleskine storyboard notebook.
If I could switch places with anyone else in the industry it would be as a presenter, keynote speaker or top facilitator. (I’ve done a bit of each and loved it).
If I ruled the event industry I’d ensure that it set up a proper and full training and educational programme (not just hotel management and tourism) which has real event management and delivery value. I'd also make sure it better understood the necessity of storytelling.
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