There’s no doubt we live in a noisy world with thousands of messages constantly flying at us from all directions, both online and off. That assault of information definitely holds true for a trade show floor as well – perhaps even more so because of the concentration of messages in a limited space and timeframe. So what hope does any exhibitor have of standing out in this ocean of messages? The key is to find a way to be distinct. I recently listened to a podcast interview with Scott McKain, author of Create Distinction, and his newest book, Iconic: How