I just finished reading Freeman’s new 2025 Trends Report, and while I echoed each sentiment out loud and nodded my head in agreement on each slide, one line stopped me cold: Event Organizers, Stop Looking in the Mirror!

That hit hard—because I recently gave a talk on this exact subject at the New England MPI Educational Institute conference. Except my talk revolved around creating stronger networking opportunities by exploring the theme that you can’t design connection from your own perspective.

Networking is the number-one reason people attend events — and the number-one part they quietly dread. Networking is funny that way—it’s usually done so badly that it’s earned its poor reputation. Organizers love it; attendees fear it. And that mismatch is the single biggest barrier between potential and performance in the industry. It’s why trade shows can look vibrant on paper yet still feel awkward on the ground.

The very people who build connection into the infrastructure forget how unnatural it feels for everyone else. That’s the tension Freeman’s report captured so perfectly — and it’s where this conversation really begins. Because that’s the paradox every great event organizer lives inside of. The people who are best at creating community — professionals who exemplify networking & hospitality principles — are also the ones who design networking events for people who don't like networking events.

The Trade Show Lover

Now look. I know I might be wired a little funny, but I absolutely love trade shows. I’ve been to more than I can count, in more countries than I can name. I even go to shows that aren’t my industry — where I don’t know a single person or product — just to walk the aisles and watch the magic happen.

Because for me, a great show is alive. It hums. It vibrates. It’s the only place where buyers, sellers, manufacturers, suppliers, press, and dreamers all converge into one temporary universe. An entire ecosystem compressed into a few acres of carpet and concrete.

And the best part? It’s like a giant real-life game of Clue. You walk around trying to decode who’s who, what they want, and how everyone’s individual wins fit together. It’s half commerce, half anthropology — and all performance.

That’s why I love this work — and why I see patterns that most people miss.

And why I even enjoy the awkward networking aspects of it all.

But then again — I’m well trained.
Well rehearsed.
Well practiced.

I’ve been thinking about how to navigate these dynamics for over 20 years now.

Here’s Why Networking Feels Broken

In thinking about how to fold in new and better ways for people to connect at tradeshows and events, we first have to acknowledge all the energetic boundaries and contradictions at play — all the unsaid and unspoken truths. If we can square up these five realities, everything else falls into place:

Truth #1: There is no one-size-fits-all definition of success.

Networking at a tradeshow is simply learning how to navigate the chaos and score your own personalized wins based on your unique role and experience level. Every person walks the same floor, but no two maps are the same.

Truth #2: Everyone wants deeper, more meaningful relationships — even if no one admits it.

Everyone shows up knowing that meeting people matters. And underneath it all, everyone is searching for something real — for friendship, for belonging, for a sense of being seen. They just don’t have the language or permission to say it out loud.

Truth #3: We call it “networking” because “making friends” sounds too human for business.

We invented the word “networking” to make emotional need sound professional. Because let’s be honest — no boss would sign a check for you to go off and “drink with new friends.” So we disguise human connection as corporate strategy.

Truth #4: Most adults dread the awkwardness of meeting new people.

For as much as we crave connection, we hate the vulnerability that comes with it — the small talk, the forced smiles, the feeling of being used, sold to, or rejected. Networking isn’t hard because people are bad at it. It’s hard because it demands courage and thick skin — both of which are rare in fluorescent lighting.

Truth #5: Trade shows exist to buy and sell, not to make friends.

And here’s the punchline: trade shows were built for commerce, not connection. They’re logistical masterpieces built around products, not people. So when we try to graft belonging onto a sales machine, of course it feels like jamming a square peg into a round hole.

Hold all five of those realities in your mind simultaneously and suddenly you see the real paradox: events exist to facilitate commerce — but they’re designed by people who love networking for people who don’t. That’s the mirror Freeman held up, and it explains why so much potential connection never quite connects.

The Joke That Wasn’t a Joke

Let me set the scene. I’ve been talking about how to authentically network at tradeshows for years. I’ve spoken at NAMM, AES, and many other shows, and I truly believe I bring real value — or at least a new way to look at an old problem.

But recently, I got invited to give a keynote on networking to a ballroom full of networking professionals. Event planners. Organizers. The very people who invent connection for a living. My job? Teach them how to design more community-oriented shows.

Do you have any idea how silly I felt? That’s like being asked to do magic tricks for David Copperfield’s birthday party. Or explain sleight of hand to Penn & Teller.

These are the people who are the show. They build the systems, the spaces, the spark. They solve impossible problems with a phone call and make miracles look routine. They’re the ones holding the map while the rest of the world just hopes Google Maps has a signal.

So standing up there, talking to them about networking, the irony wasn’t lost on me. And yet, I plowed forward — because I knew that what I had to say mattered. I wasn’t there to flatter them. I was there to unlock something they’d stopped noticing about themselves.

Our Superpower Is Kryptonite for Attendees

Here’s the thing: for planners, networking is muscle memory. It’s eight-dimensional chess played while juggling flaming batons. They make it look effortless. But here’s what they forget — most people don’t think like them.

Attendees don’t want to walk into a crowded reception and introduce themselves to strangers. They don’t get an adrenaline rush from small talk. They don’t thrive on chaos and serendipity. For attendees, what planners see as a perfect networking environment — the buzzing show floor, the packed mixer, the open-ended happy hour — is actually a mild form of torture.

That’s what happens when you design from your own perspective instead of designing for someone else’s objectives.

The Empathy Gap

Freeman’s data makes it plain: attendees define a successful event by outcomes, not atmosphere. They ask:

• Did I learn something useful?
• Did I meet the right people?
• Did I discover a solution that helps me do my job better?

Meanwhile, organizers describe “experience” in words like energy, vibe, and inspiration. They measure the sparkle of the reflection instead of the clarity of the results. And this disconnect shows up everywhere — in exhibitor relationships, in peer engagement, in every “networking opportunity” that looks beautiful on paper but doesn’t translate in practice.

That’s the empathy gap. And it’s fixable. This is what my MPI talk was really about — and it’s why Freeman’s report hit me so hard. When we stop designing for ourselves and start thinking about the other, we design experiences that work for everyone: introverts and extroverts, buyers and sellers, first-timers and veterans alike.

Connection isn’t chemistry. It’s design.

And when you apply empathy to the design, that’s when the real networking begins.

The Map, Not the Mirror

This is where the conversation changes. I like to talk about networking in terms of maps — because maps are neutral. Everyone can use one.

A trade show, after all, is just a three-dimensional map of an industry. Every booth, every aisle, every conversation is a reflection of the ecosystem. And knowing your place in that ecosystem — and where you want to head — is the decoder ring.

This is why the only question that matters for any attendee is: “What’s your win for this show?”

Five words. That’s it. Put it on a badge. Print it on the lanyard. Let everyone see what everyone else is chasing.

If your win says “Book three new dealers in the Southeast” and mine says “Meet mentors in immersive sound,” we both know in two seconds whether to connect, help, or move on. No games. No falsities. No deception.

That’s how you turn networking into navigation. That’s how you design for someone else’s win.

Language Matters — Networking That Actually Works

Speaking of which — let’s talk about language. Because words matter. They really matter. So here’s my plea to every organizer out there: please, please stop calling them “networking events.”

That phrase shuts people down before they even show up. All they hear is one of two things: A) Great… another place I’m going to get sold to. B) Or worse — here's another opportunity to pitch.

Networking events never worked. Not in the old days. And certainly not now. If you still think your show has a monopoly on where and how people meet, we’ve got bigger things to talk about.

You serve too many different groups at any given show for one umbrella event to work for everyone. Let’s say your mixer lands perfectly for 20% of your audience. Congratulations — you just alienated the other 80%.

So instead of forcing everyone into one big, awkward “networking event,” just say what people actually want but are too shy to admit.

• The Place to Connect with Old Friends
• The Place to Deepen Relationships
• The Place to Catch Up on New Opportunities
• The Place to Be Seen
• And for the dreamers — The Place to Be Discovered

It’s subtle, but it matters. “Networking” feels like a chore. These feel like possibility.

Micro-Events That Actually Build Community

For Exhibitors

Instead of one-size-fits-all mixers, think micro-events — customized, invite-only gatherings that hit each segment where they live. Anyone who’s ever worked a booth knows: it’s brutal. It’s backbreaking, spirit-crushing work. You’re on your feet all day, your voice is gone by noon, and you see the same ten feet of carpet for four straight days. When I’m working a booth, I have no idea what’s happening anywhere else in the hall. I only see the show when I sprint to the bathroom.

So give those folks their own moment. A private after-hours hangout just for the booth teams. Don’t invite the managers. Don’t invite the bosses. Just the people doing the work.

That’s how you build community. When you’re shoulder-to-shoulder with your competitors at 2 A.M., laughing about whose banner fell over, you’re not rivals anymore. You’re compatriots. Talk about sponsorship opportunities! That’s networking in action — even if you never call it that.

For the Unsung Heroes

And while we’re at it — think even deeper. What about the person responsible for getting the booth set up, every exhibitor has a logistics manager who leads and make sure everything arrives. This is the person who keep the chaos moving? Why not design something special for them? They are the lifeblood of any show.

Bring in your event partners — bring in FREEMAN, your booth builders, freight companies, design teams — and host a mixer just for all humans. Let them talk shop backstage; you just have to give them a room and a reason. Make it invite-only. Give them VIP treatment. They’ll never forget it. And the loyalty you’ll earn? Unbelievable. Because once again — that’s networking in action. Even if you never call it that.

Designing for Everyone’s Win

Now, let’s talk about buyers. Don’t throw a party for buyers. They’ve been wined and dined enough. (Come on… that’s the best inside joke of the century.) But seriously — how can event organizers help buyers while enabling best-practice networking principles?

Buyers are nuts-and-bolts mechanical. So make their jobs easier. Give them the contact sheet for every exhibitor way before the event’s actual date. You know exactly what I mean. Just like you (sometimes) give exhibitors the registered press list — give buyers the exhibitor list.

And not just names and emails — give them a reason to care. Tell your buyers who’s bringing something new, who’s solving real problems, who’s worth discovering.

You do that and you’re not just helping buyers — you’re going above and beyond for your exhibitors, too. This lets organizers lean into that Yenta-level matchmaking superpower. That’s where event professionals truly shine — and where they maximize their networking strengths. Apply that same energy at scale, months before the doors even open — so a flawless event is the foregone conclusion.

And while you’re at it, do the same for press and influencers. That’s the crowd that actually needs your parties — where the fancy “Experience” matters. Help your press and influencers connect with as many relevant exhibitors as possible and watch your networking opportunities explode.

And this isn’t just good networking practice — this is what exhibitors are actually paying for: visibility. When you take care of buyers, press, and influencers, you create a bigger, better mousetrap for everyone else. Exhibitors can’t afford not to participate. As an organizer you’ve built something magnetic. A giant, beautifully complex Prisoner’s Dilemma powered by human psychology and networking principles.

To me, this is at the heart of the Freeman Trends report. This is the unlock organizers have at hand to take everything to the next level. Event planners are the ones who can solve for everyone’s wins.

Free the Data, Free the Show

So what’s stopping this? I believe it’s a misplaced perception of value. That old instinct to guard your contact lists like treasure — it’s outdated.

Data isn’t rare anymore. Insight is.

Free your data, and you create infinite value.

Anything you can do to make my life easier as an exhibitor — to help me find who I need faster — is a win for me and a win for your show.

And please, don’t tell me it’s “already in the event portal.” Everyone knows your proprietary portal doesn’t work. It’s clunky. It’s friction.

Just send the spreadsheet. Plain. Simple. Human.

Or better yet, facilitate the connections. Because the magic isn’t in the software — it’s in the introductions. It’s in the relationships.

An email without trust is spam. A list without context is noise. But a connection with intent? That’s gold.

Designing for Time: Knowledge as the Map

And if we’re really talking about designing connection — not just enabling it — we have to talk about time. Because every year, more of the institutional knowledge that built this industry walks out the door and doesn’t come back.

Freeman’s own research called this out last year in their 2024 Trend Report — the aging out of knowledge holders across every sector over the next decade. We’re about to lose generational wisdom that no algorithm, CRM, or event app can replicate.

But there’s an easy fix — and it’s a true networking event in action. Trade shows can become living bridges between generations.

What if part of your pre-show programming wasn’t just about logistics or lead gen, but about mapping the knowledge base of your entire ecosystem?

Think about it: your show floor is already a three-dimensional map of your industry. Every booth tells a story — who’s who, where the power centers are, how the interdependencies line up.

So use that as your guide. Bring it to life. Teach me how to see the hidden patterns.

Turn your floor plan into a living case study of your market. Host sessions that decode it — show newcomers what the puzzle looks like before they start fitting their own pieces.

Invite the old hands to narrate the map. Have them explain the legacy partnerships, the rivalries, the quiet alliances, the wildcards. Capture those stories before they disappear.

It’s mentorship at scale — and it’s the only way to shorten the learning curve for the next generation while honoring the ones who built the path.

Because if networking is about navigation, then knowledge is the map itself. And the smartest thing an organizer can do right now is make that map — and all its currents and trade winds — visible to everyone.

Teach the Year, Not the Show

Here’s another idea. Your event isn’t a three-day moment in time. It’s a year-long system.

Offer networking workshops months before the show. Give attendees the tools and confidence to build out their maps in advance. Prepare them.

Then offer follow-up prompts and reminders after the show. Because what’s the point of doing all the work, showing up, and then letting your commitments evaporate?

Better yet — offer multiple follow-up workshops to help ensure that the ROI materializes.

And send up personalized followups asking each attendee guest what has happened since they locked in their show wins?

The Exhibitor’s Perspective

For what it’s worth, I’m not an event producer or a show organizer. I’m just a sales guy who genuinely loves trade shows. I'm an exhibitor who's spent more than twenty years on the floor, in the booths, across the aisles, flying home with sore feet and full notebooks. I see these events from the ground up — from the perspective of the people they’re built for.

That’s why I love this topic so much. My insights are hard-earned. I am a trade show beast that works the floor in spite of any obstacle. I’m not theorizing about attendee behavior; I’ve lived it. I’ve managed it. I’ve been responsible for the results. And after watching what actually sparks connection (and what falls flat) on show floors all over the world, I’ve come to believe that the exhibitor’s lens is the key missing piece in the entire design conversation.

Let’s be honest: what Freeman’s team keeps surfacing — the misalignment between what organizers design and what attendees actually need — is the very problem my whole framework was built to solve. Their data names the friction. This thesis offers the fix.

When you apply networking as a system — when you use empathy to connect buyers, exhibitors, press, and teams around shared wins — you don’t just close the gap, you maximize every stakeholder’s performance. That’s how you turn Freeman’s insights into action. That’s how you transform experience, learning, networking, and commerce into one seamless loop.

The Final Reflection

Because the truth is this: every event truly is a mirror. It shows you what’s really there — not just who designed the show, but the health of every company on the floor.

If your company is thriving, it’ll shine. If it’s coasting, that’ll show too. And if it’s dying, don’t blame the organizers when your booth is dead. Booths that are dead have implemented zero networking principles. Their teams sit, scroll, and wait. And the mirror never lies.

The most reliable way to change what you see in that reflection is to teach and model networking as a system. Imagine if every business on the floor operated with the same agility, empathy, and sense of timing that a great trade show team already has.

That’s the future. That’s the unlock.

Because what we’re really building isn’t events. It’s belonging at scale.

That’s the work. That’s the invitation.

You can’t design connection from your own perspective. But you can reflect it back to the world in a way that changes everything.

(This piece was inspired by Freeman’s 2025 Trends Report and decades of watching what really happens on a show floor. The opinions, the metaphors, and the mischief are my own. This essay expands on ideas from my keynote at MPI’s Educational Institute and the NAMM Networking Manifesto.)