From the publisher’s pen: How did the show go?

More than a few times over the past two weeks we’ve been asked, “How did the show go?” Or even more perplexing, “Did you have a good show?”

The animated personal response stuns the good-intentioned interrogators: “WE DON’T KNOW HOW THE SHOW WENT!!!” Yes, even in 2025, some of us act like Bobby Knight or Nick Saban around other humans.   

Work travel isn’t about the moment. It’s about how a professional parlays days and weeks away from the office and home into connections and knowledge to elevate their organization in the days, weeks, months and years following a trade show or event.

Think about it. What might be considered instant success?

• Your booth didn’t collapse.
• Your team didn’t embarrass itself around clients and key partners.
• You went somewhere fun on company money.
• You shook a few dozen or hundred hands.

The standard should be higher. Attending shows, conferences and events is about the long game. A pleasant conversation at a booth or over a meal means little if an effort isn’t made to amplify a connection.

How do you turn connections made away from the office into execution?

• Assess, preferably in gentle writing, how the week went. What logistically went well? What logistically went wrong? What were your personal triumphs? What were your personal misses? If you’re assessing the show with a team, tread carefully with any criticism. Performing at a high level away from the office can be tricky for your less experienced employees.
• Keep a list of everybody you met at the show. The list can function as a guide for future business partnerships or contacts.
• Create post-show action steps and goals. It’s easier to hold yourself and others accountable when a written document exists.

Work travel provides incredible professional and personal opportunities. Treating it as a privilege that requires structured assessment will help you handle retrospective personal interrogation once the euphoria of the moment subsides.

The next time somebody asks you, “How did the show go?” thank them for their interest and politely respond, ‘We’ll know more in a few months.” Acting like a hard-ass coach gets a professional nowhere in a world influenced by empathetic people.

Guy Cipriano is Golf Course Industry's publisher + editor-in-chief. He can be reached at gcipriano@gie.net.