Yudu - September 2013

plenary Live From DMAI, MPI, and E2MA + Good Try + National Communication Association

into the sensitive topic of how the cost of transporting goods to booths has created serious problems for trade- show pricing. Using a case study, Aud- rain offered a glimpse at a progressive bulk-buying model — replacing the traditional nickel-and-dime approach

— one price tag that truly represents all of the expenses associated with exhib- iting. At first glance, he said, the costs may look higher, but putting an end to cost-shifting strategies ultimately will pay off for the entire industry. It’s an approach that could eventually inspire the industry to move from selling space to selling a true partnership. “In an ideal world, you might look at a trade show like a mall,” Audrain

said. “Malls charge rent for space plus a percentage of the [store’s] revenue. Instead of paying a venue a fixed rate, the venue might get a percentage of the show revenue.” While this may not be the answer

for every trade show, E2MA Execu- tive Director Jim Wurm said that the organization is aiming to help its members understand that there are new models that can help exhibitors manage their budgets more effectively. “David recognizes that the escalat- ing costs of material handling have a negative impact on any show,” Wurm said. “The exhibitor is forced to bring something smaller and lighter to the show, and smaller and lighter are the

kind of terms that drag down the show with fewer products for attendees to see. Some aren’t willing to say this, but everybody knows it’s true: The weight- based model of bringing exhibit freight on to the show floor does not have a sustainable future.” Regardless of what exhibitors will

pay to participate in tomorrow’s trade shows, RDC participants returned home with new strategies for ensuring that their spend delivers better ROI. “We’re focused on how to generate more ideas that can help build business,” Wurm said. “As trade shows continue to evolve, these discussions are designed to help everyone involved in exhibits win.”

. —David McMillin TIPSTER I

Praise Effort and Grit, Not Talent The first word set awarded intel-

n his role as vice president and execu- tive producer for Skillsoft’s leadership video content, G. Shawn Hunter has

collaborated with and interviewed hundreds of executives, thought leaders, academics, and authors around the world. He distills their insights into his new book, Out Think: How Innovative Leaders Drive Exceptional Outcomes. Here’s an excerpt that points out how the most meaningful form of praise isn’t about smarts — it’s about grit.

Carol Dweck, the Lewis and Virginia Eaton professor of psychology at Stan- ford University, led a fascinating study in 1998 in which she and her colleagues gave four hundred fifth graders a series of tests, mostly puzzles. The research- ers then praised the students using one of two sets of six[-plus] words each. With half of the group they said, “You must be smart at this,” and with the other half they said, “You must have tried really hard at this.”

18 PCMA CONVENE SEPTEMBER 2013

ligence and innate talent…. The second word set praised effort, determination, preparation, and grit. What the researchers were interested in was how the kids, depending on the type of praise they received, would view their abilities — as fixed and unchanging, or as malleable and able to grow and change with work.

In the next round of puzzles, the kids

were offered a choice: They could try harder problems or easier ones. Perhaps surprisingly, the kids praised for talent selected the easier problems while the kids praised for effort chose to attempt the harder ones. Why? While we might think that receiving praise for innate abilities would inspire confidence, instead Dweck found that we create a form of status — a height from which to fall. If people believe they have special talent and are expected to perform well, the thought of failing expecta- tions becomes a liability. To protect

themselves as “gifted and talented” indi- viduals, they will choose easier tasks to ensure they have high performance…. While the difference between these

two groups of kids was just [a few dif- ferent] words, keep in mind there are a lot of ways to say, “You must have tried really hard.” Dweck and her colleagues use this kind of effort or “process praise” for encouraging engagement, persever- ance, and improvement. Here are some examples of how to convey recognition of grit and perseverance in those around you, modeled on Dweck’s suggestions: › “I like the way you tried all kinds of strategies on that reporting problem until you finally got it.” › “I like that you took on that chal- lenging project…. It will take a lot of work — doing the research, designing the integration, acquiring the resources, and building it. You’re going to learn a lot of great things.” Next time we see excellence, we should praise the effort it must have taken to get there.

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