Whether you’re a show organizer dealing with exhibitors or an exhibitor who is designing and working a booth, you’ve likely been guilty of assuming you know what people want. Odds are … you were wrong. Often we’re too myopic within our own businesses to see things from an outside perspective. For example, how do you even describe what your company does? Can you do it in a way that’s short, to-the-point, and easy to understand? If not, you’re not alone. Many organizations (whether shows or individual exhibitors) get caught up in corporate-speak, which doesn’t make sense to really anyone. And even if you’re speaking in