The TV show "Are You Smarter Than a 5th Grader?" will not die. The show debuted in 2007 with comedian Jeff Foxworthy as host and was later resuscitated with new hosts: wrestler-actor John Cena in 2019 and Taylor Swift’s boyfriend Travis Kelce in 2024 (I believe he also plays football)
So clearly, millions of adults are constantly questioning their own intelligence. But to succeed in the current meetings landscape, you should be less concerned about whether you’re smarter than a child and more concerned about whether you’re more cognitively flexible than a monkey.
A Georgia State University study published in Scientific Reports found that capuchin and rhesus monkeys demonstrated more cognitive flexibility than humans in an "optional-switch task." According to the study: "During training, 60 humans, seven rhesus macaques and 22 capuchin monkeys learned to select three icons in sequence. They then completed 96 baseline trials, in which only this learned rule could be used, and 96 probe trials, in which they could also immediately select the final icon. Rhesus and capuchin monkeys took this shortcut significantly more often than humans."
Since our jobs can’t yet be outsourced to monkeys, it’s incumbent upon human meeting professionals to learn how to embrace change and continuously adapt.
"We simply cannot plan a meeting or event the same way we did six years ago," says Lindsay A. Plath, CMP (MPI New Jersey Chapter), education and events manager for AMR Management Services. "To thrive, we must be willing to look at things differently and adapt quickly. Whether it’s new technology, shifting attendee expectations or a rapidly shifting political environment, things will continue to change whether we want them to or not. Staying up to date on current events and trends is essential."
By embracing change, we can make informed decisions that ensure the attendee experience is not only safe but also welcoming and engaging for all, she says.
"The ability to pivot and innovate is, and will continue to be, what sets successful meeting professionals apart," Plath says.
‘FORCES THAT SHAPE WHO AND WHERE WE SERVE’
Mary Anne Whittle, CMP (MPI Arizona Sunbelt Chapter), director of events for Prosper Company, says our industry continues to evolve and adapt to tremendous change, yet one skill remains paramount: resilience.
"We navigate an ever-evolving landscape shaped by natural disasters like the recent Palisades fires, political and social challenges, business shifts and shifting priorities of our employers and clients," she says. "Adapting to these influences requires resilience, allowing us to evolve alongside the dynamic forces that shape who and where we serve."
Ceré Netters CMP, DES MPI (Arizona Sunbelt Chapter), senior manager of community and events for Affirm, is a firm believer in embracing discomfort, which isn’t a "natural skill," but one meeting pros must continuously develop and practice.
"Times are changing, requirements are evolving and people are demanding more—faster and better," she says. "The days of sitting in a boring meeting space watching a talking head for over an hour are gone. People want customized communications and experiences. As society shifts, we must adapt, stay on top of trends, network and be willing to try new things."
WHAT MAKES A TOP PERFORMER IN EVENTS?
Now, more than ever, meeting professionals must enhance their financial acumen and analytical capabilities to excel in today’s fast-paced environment, according to Carolyn A. Patterson-Kemper, M.S., CMP, DES (MPI Potomac Chapter), industry professor/alumna with San Diego State University’s Payne School of Hospitality & Tourism Management Master’s Programs.
"Budgeting, dashboards and on-demand financial information for meetings and events have become the norm," she says. "Preparing for economic fluctuations and budget constraints is essential to navigate and thrive within an ever-evolving landscape."
Meeting planners must know how to interpret data and feedback from past and current events to make informed decisions leading to more successful future events, Patterson-Kemper says.
"Planners must also establish, understand and demonstrate key performance indicators (KPIs) and event metrics to key stakeholders to prove the value, ROI and success of meetings and events," she says. "Investing time and effort in these areas will not only elevate meeting professionals’ skills but also position them as top performers in the event industry.
‘CREATE PURPOSE-DRIVEN EVENTS’
There are some forms of intelligence that are critical for event pros: behavioral intelligence and emotional intelligence.
"To thrive today, business event professionals must go beyond logistics and master behavioral intelligence—understanding diverse attendee personas and designing experiences that resonate with their cognitive and emotional needs," says Eduardo Chaillo, CMP, CMM, CASE, DES, CITP (MPI Mexico Chapter), CEO of Global Meetings & Tourism Specialists LLC. "The future belongs to those who can connect the dots between human behavior, strategic insights and technology to create purpose-driven events."
Emotional intelligence is critical in the hospitality industry, where practitioners strive to anticipate needs and exceed expectations, according to Kate Jansen, CMP (MPI Carolinas Chapter), senior national sales manager for the Raleigh (N.C.) Convention Center.
"The ability to manage conflict from a place of empathy with a relationship focus creates lasting success, with less stress," she says. "A great place to start is with consistent and clear communication. Asking questions and taking the time to understand the ‘why’ and the motivation behind timelines, policies and goals allows meeting professionals to better plan and react. Also, recognizing the human in situations and working together to overcome disruptions is a huge part of making an amazingly successful event when something unexpected occurs. The resulting agility from leading with emotional intelligence is key to our ever-adapting industry."
‘A MORE HUMAN TOUCH’
Of course, there are practical, hands-on skills essential for today’s meeting pro. One of the most important, according to Terri Russell (MPI British Columbia Chapter), director, global accounts for Omni Hotels & Resorts: "AI, AI, AI."
Courtney McGee, CMP (MPI Tennessee Chapter), president and CEO of Event Logistics Inc., agrees that becoming proficient in AI is something that must be embraced, as "it is the future."
"The addition of AI in the hospitality industry will help streamline attendee communications and help prioritize requests, which will free up teams to be able to work on tasks that require a more human touch," she says.
Russell also touts understanding budgets and how to trim without changing the overall experience or ROI.
"Usually, the biggest [costs] are F&B and A/V, so [I recommend] digging more into those fields to understand what you can and can’t live without," she says.
Hitomi Otani (MPI Japan Chapter), executive officer of DMC Tokyo Co. Ltd., says many organizations feel that they should incorporate some form of sustainability into their events.
"However, in many cases, they rely on meeting planners to suggest concrete measures and initiatives," she says. "Therefore, it is essential for meeting planners to have the expertise to propose practical methods and options, determine the appropriate level of implementation and communicate that sustainability efforts do not always lead to increased costs."
