"What are you doing to create an experience that makes them feel a part of something bigger than themselves?" Brian Cuthbert, group vice president, Diversified Communications, asked during his session at SIPA 2019 titled Launching a New Event and Reinvigorating Existing Ones.

Chemical Watch Makes Switch to Membership Model and Reveals New Service and Brand Identity

Welcome New Members

"Organizations have this notion that selling is about 'I get something from you and therefore I win,' but it's ultimately about service," Daniel Pink wrote in his book, To Sell is Human: The Surprising Truth About Moving Others." You have to understand that what you're doing when selling is in some ways noble." 

As a volunteer usher at local theaters, I am often being advised to always smile, be helpful and provide information when asked. "You're the face of our theater," a house manager will tell us. "You're the ones interacting with our customers."

Welcome New Members

One of the biggest challenges for Brian Cuthbert, group vice president, Diversified Communications, is that less than 5% of his audience—finance professionals—are actual decision-makers.