Large meetings stroke owners’ and leaders’ egos, can supply impressive spectacle, are appropriate places to launch campaigns and mass announcements, and can be very profitable. But they are poor vehicles for creating the useful participant learning, connection, and outcomes that well-designed small conferences can deliver.
So if you are (un)fortunate enough to be the owner or designer of a large meeting, what can you do to maximize participant value?
You need to satisfy four core requirements for optimum learning and connection:
I’ve been attending conferences for over forty years. Most of them are dull and largely irrelevant. This seems to be the norm, because when you talk to attendees you find they set a low bar for satisfaction— e.g. “It’s OK if I learn one new thing a day, oh, and if I make a useful connection or two that would be great!”
For twenty years I assumed this was how conferences were supposed to be. When I began creating conferences myself, I used the same standard format: invite experts to speak to audiences.
Then in 1992, circumstances forced me to do one thing different. Ever since, thanks to that happy accident, I have been designing and facilitating peer conferences that people have loved for over a quarter-century.
“…gets an award for most/best/most thoughtfully organized conference I think I’ve ever been to.”
“I’m an introvert. I’ve never shared as much at a conference before. Your process is brilliant. Thank you.”
“…the truest sense of community I’ve ever felt and it was beautiful to experience. I hope you have the opportunity to experience something like this in your lifetime. It changes everything.” —Three recent participants on their experience at three different peer conferences
What’s the one key thing I do that almost no one else does?
Many believe that meetings are an unpleasant evil that sucks time and energy away from getting things done.
That’s unfortunate. Why? Because meetings — when done right — are one of the most powerful business tools for creating the action outcomes that stakeholders and participants want and need.
Over the years I’ve learned through painful experience that blindly doing something, anything, before thinking through what I could be doing and how I might be doing it, was invariably a recipe for wasting a lot of time and energy. Such deliberation becomes even more important when we are working collectively with others on a common project. This is because today, 70 – 90% of what we learn is learned socially, and much of this learning occurs during formal and informal meetings.
Personal outcomes rather than group outcomes
Much has been written about how to run great business meetings (for example, this, this, and this.) Far less about how to create the right action outcomes at large meetings, aka conferences, that professionals attend. Perhaps that’s because the focus at conferences is typically on learning and connection. This focus hopefully leads to relevant personal outcomes rather than group outcomes.
Personal change at conferences is important. After all, if you attend a conference and nothing significant changes in your life, why did you go? Uncovering and working on group outcomes, however, is one of the best ways to build community at a conference. This increases the likelihood that participants will see the conference as professionally valuable, and makes it more likely that they will attend future events.
What could be wrong with requiring measurable outcomes?
“Enough of this feel-good stuff! How do we know whether people have learned anything unless we measure it?”
—A little voice, heard once in a while in learning designers’ heads
Ah, the lure of measurement! Yes, it’s important. From a scientific perspective, better understanding of the world we live in requires doing experiments that involve quantifying properties in a statistically meaningful and repeatable way. Science has no opinion about ghosts, life after death, and astrology, for example, because we can’t reliably measure associated attributes.
The power of scientific thinking became widely evident at the start of the twentieth century. It was probably inevitable that it would be applied to management. The result was the concept of scientific management, developed by Frederick Winslow Taylor. Even though Taylorism is no longer a dominant management paradigm, its Victorian influence on how we view working with others still persists to this day.
The essence of these classic problem-solving steps is the belief that the way to make a difference in the world is to define problems and needs and then recommend actions to solve those needs. We are all problem solvers, action oriented and results minded. It is illegal in this culture to leave a meeting without a to-do list. We want measurable outcomes and we want them now…
…In fact it is this very mindset, one based on clear definition, prediction, and measurement which prevents anything fundamental from changing.
—Peter Block, Community: The Structure of Belonging
One of my important learning experiences occurred unexpectedly in a workshop. A participant in a small group I was leading got furious after something I had said. He stood up and stepped towards me, shouting and balling his fists. At that moment, to my surprise, I knew that his intense anger was all about him and not about me. Instead of my habitual response—taking anger personally—I was able to effectively help him look at why he had become so enraged.
There was nothing measurable about this interchange, yet it was an amazing learning and empowering moment for me.
The danger of focussing on what can be measured
So, one of the dangers of requiring measurable outcomes is that it restricts us to concentrate on what can be measured, not what’s important. Educator Alfie Kohn supplies this example:
…it is much easier to quantify the number of times a semicolon has been used correctly in an essay than it is to quantify how well the student has explored ideas in that essay.
—Alfie Kohn, Beware of the Standards, Not Just the Tests
Another reason why we fixate on assigning a number to a “measured” outcome is that doing so can make people feel they can show they’ve accomplished something, masking the common painful reality that they have no idea how to honestly measure their effectiveness.
This leads to my final danger of requiring measurable outcomes. It turns out that measurements of learning outcomes aren’t reliable anyway!
For nearly 50 years measurement scholars have warned against pursuing the blind alley of value added assessment. Our research has demonstrated yet again that the reliability of gain scores and residual scores…is negligible.
—Professor Trudy W. Banta, A Warning on Measuring Learning Outcomes, Inside Higher Ed
Given that requiring measurable outcomes often inhibits fundamental change and is of dubious reliability, I believe we should be considerably more reluctant to insist on including them in today’s learning and organizational environments.
I have been filling out quite a few conference presentation proposals recently, and began to notice a pattern in my behavior. My mood changed when I had to fill out the session’s learning objectives (which are statements of what attendees will be able to do by the end of the session.)
Specifically, every time I had to fill out the learning objectives for a proposal I got really, really annoyed.
Over the years I’ve found that paying attention to patterns like this is nearly always a learning experience for me. And I had just watched Chris Flink‘s TEDx talk on the gift of suckiness, where he makes a great case for exploring things that suck for you…
…so I reluctantly delved into why I started to feel mad when required to write things like “attendees will be able to list five barriers to implementing participant-driven events“.
At first I wondered whether my annoyance at having to come up with learning objectives (with active verbs, please, like these…)
was because I was a sloppy presenter who hadn’t really thought about what my attendees wanted or needed to learn. I imagined the conference program committee wagging their finger at me (or sighing because they’d seen this so many times before). Listing learning objectives was forcing me to face what I should have thought about before I even suggested the session, and I didn’t like being confronted with my lack of planning.
And then I thought, NO. I DO have goals for my sessions. But they’re much more ambitious goals than having participants being able to regurgitate lists, define terms, explain concepts, or discuss issues.
I want to blow attendees’ minds. And I want to change their lives.
OK, I admit that would be the supreme goal, one that I’m unlikely to achieve most of the time. But it’s a worthy goal. If I can make some attendees see or understand something important in a way that they’ve never seen or understood before, so that they will never see or understand it in the same way again—now that’s worth striving for.
Here’s an imaginary example (not taken from my fields of expertise). Suppose you are evaluating two proposed sessions on the subject of sexual harassment in the workplace. The first includes learning objectives like “define and understand the term sexual harassment”, “identify types of sexual harassment”, and “learn techniques to better deal with sexual harassment”. The second simply says, “People who actively participate in this session are very unlikely to sexually harass others or put up with sexual harassment ever again.”
Assuming the second presenter is credible, which proposal would you choose?
Learning objectives restrict outcomes to safe, measured changes to knowledge or competencies. They leave no place for passion, for changing worldviews, or for evoking action.
That’s why requiring learning objectives for great conference presentations sucks.