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April 19, 2012

The 7Cs Manifesto survives the Synthetron test

Recently, 109 participants from all segments of the European meetings and events industry gathered for a virtual brainstorming on the viability of the 7Cs Manifesto, a potential roadmap for the future of the industry, launched at the Event Summit in Luxembourg last year. The 7Cs Manifesto survived the test, 69% agreed or strongly agreed that Change, Creativity, Content, Credibility, Collaboration, Connectivity and Cost effectiveness capture the important issues or our industry to move forward.


The strongest C-word was Content, 'Creating meaningful experiences that deliver real ROI'. Content was seen to bring together many of the other Cs, requiring Creativity and Change from how most events are delivered today and providing the Change in participant behaviour required for Cost effectiveness. Good Content requires Collaboration (Co-creation), provides Credibility and through Connectivity becomes available outside the meeting room.


In a word cloud drawn from the discussion, the most dominant word was ROI together with Content. Not all participants connected ROI with Cost effectiveness as the Manifesto intended. Collaboration is also a frequently mentioned word, probably because it has many dimensions, from co-creating content to industry co-operation.


But much work remains for the 7Cs Manifesto to become a guideline for delivering more value, said Dr Elling Hamso (pictured), managing partner of the Event ROI Institute. Whereas the 7 Cs received broad overall support, there were few strong Synthetrons emerging from the discussion. Synthetrons are ideas which receive high scores from other participants in the discussion. Many ideas received both positive and negative support, for example the idea to include CSR was supported by some and opposed by others.


The next step is to prepare the programme for the Event Summit in Luxembourg on 30 August, says Netty Thines of Mediation SA. We need to achieve clear definitions of the 7Cs and practical guidelines based on experience and success stories which will make our industry more effective and respected.


The 7Cs Manifesto Synthetron Report may be downloaded from http://dl.dropbox.com/u/1818905/synthetron7csmanifesto.pdf


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