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Thanks to Tim Brown,  CEO of Meeting Sites Resource, for this amazing blog post.

He reminds us that "managing meeting stakeholder expectations" is a critical part of our job description. On the surface, this topic seems like a no-brainer, since most meeting planners' core skills are meeting planning, execution and logistics. But often, that is the problem: with a complete focus on being "efficient," many meetings today are not "effective."  

During times when budgets are tight and return on investment is at the top of everyone's list of goals, meeting planners are urged to be more 'strategic' and not to focus so much on 'tactics.' The origin of this seeming dicotomy is "The Art of War" by Sun Tzu, and when these ideas were codified more than 2,000 year ago, the focus wasn't on meetings and events. When these terms are used today in our industry, we all get the implication: strategy-good; tactics-whatever.