How can we design the optimum balance between control versus freedom at meetings? First, let’s get one misconception out of the way. As I wrote in 2010:
The reality is that you never had control to begin with, just the myth of control. You’ve been kidding yourself all these years. Unless your constituency is bound to your event via a requirement to earn CEUs, members can withhold their attendance or avoid sessions at will. —The myth of control
Note that I’m not suggesting meeting professionals give up any attempt to control what happens at their events. Maintaining control of vital logistics, and having and executing backup plans when unexpected developments occur are core requirements and responsibilities of our job.
It’s when we try to tightly control every aspect of our meeting that our events suffer. Surprisingly, clinging to control is the easy way out. As Dee W Hock, founder and former CEO of VISA, put it:
Any idiot can impose and exercise control. It takes genius to elicit freedom and release creativity.
“Any idiot can impose and exercise control. It takes genius to elicit freedom and release creativity.” —@DeeWHock
To “elicit freedom and release creativity”, we need to recognize that participants are stakeholders in the event, rather than “just” an audience.
Why are they event owners?
“…participants are event owners because, to some extent, they control what happens next.” —Adrian Segar, Who owns your event?
Creating events that truly meet participants’ wants and needs
In order to create events that truly meet participants’ wants and needs, we need to provide three things:
Appropriate meeting logistics that meet participants’ bodily and sensory needs.
Content and experiences that participants actually want and need.
Maximal opportunities for participants to connect around the content and during the experiences.
Our traditional work
The first bullet point describes the traditional work of meeting professionals. Our logistical designs control the environment that participants experience. They include flexible, support (plans B – Z) when the unexpected happens. In this arena we are in control through our careful planning, which includes resources for a wide range of contingencies.
Giving up control where and when it’s not needed
To satisfy the remaining bullet points, we have to give up control. Why? To give participants the freedom to satisfy their wants and needs! To do this, participants need the freedom to choose what they talk about, whom they talk to and connect with, when it suits them. Our job is to support these activities as much as possible by providing appropriate:
Structure [participant-driven and participation-rich formats and sessions]; and
Resources [flexible physical and/or online spaces, facilitators, and a schedule that can be developed, as needed, at the event].
Notice that providing these improvements over traditional meetings doesn’t mean that your meeting will turn out to be wildly different from what took place before. It’s perfectly possible that your event will include sessions that look very similar to what you might have scheduled for a tightly controlled program. The difference is that your participants will have chosen these sessions and formats themselves, not you.
Instead of control versus freedom, choose control and freedom. Each assigned to the appropriate characteristics of your event.
That makes all the difference.
For a discussion of control versus freedom in the context of event leadership, you may find this post useful…
One of the most rewarding aspects of my work is training associations how to create powerful and effective participant-driven and participation-rich conferences. I love facilitating the learning that occurs. The training equips the organization with the tools needed to transform its events. Do you want to significantly improve your meetings? Then please don’t hesitate to get in touch!
Do your conference programs include pre-scheduled sessions you belatedly discover were of little interest or value to most attendees? If so, you’re wasting significant stakeholder and attendee time and money — your conference is simply not as good as it could be.
Now imagine you could learn how to routinely create conference programs that reliably include the sessions attendees actually want and need? If you could create amazing conference programs that don’t waste attendee time? How much value would that add to your event; for your attendees, your sponsors, and your bottom line?
Traditional conferences focus on a hodgepodge of pre-determined sessions punctuated with socials, surrounded by short welcomes and closings. Such conference designs treat openings and closings as perfunctory traditions, perhaps pumped up with a keynote or two, rather than key components of the conference design.
Unlike traditional conferences, participant-driven and participation-rich peer conferences have a conference arc with three essential components: Beginning, Middle, and End. This arc creates a seamless conference flow where each phase builds on what has come before.
Participant-driven and participation-rich peer conference designs improve on traditional events. They don’t treat openings and closings as necessary evils but as critical components of the meeting design.
Let’s examine each phase of the peer conference arc in more detail.
Healthcare professionals want participant-driven events. 75% of healthcare professionals want to have input into the content of meetings they attend. Yet 36% have never been asked to provide input into any agenda or program. These disconcerting statistics are two of the research findings in a February 2016 report The Future of Meetings [free download] commissioned by Ashfield Meetings and Events.
Healthcare meetings ranked just behind professional journals (92%) as the second most popular (87%) regular channel for learning. But the survey of 237 healthcare professionals from 11 countries across the Americas, Asia, and Europe found “nearly 40 per cent of those interviewed have not had a positive delegate experience at the meetings they have attended.”
So remember, healthcare professionals want participant-driven events!
I expect these findings, from a relatively well-funded meeting sector that can certainly support high-quality meeting design, apply to most conferences.
Meeting owners and planners: it’s time to supply what your attendees want!
“Why I don’t like unconferences.” If you know me you’re probably scratching your head at the title of this post.
“Adrian,” you’re thinking, “unconferences are what you do! How can you not like unconferences?”
Well, it’s the word “unconference” I object to, not what it represents. Unfortunately, “unconference” has come to mean any kind of conference that isn’t a traditional conference. Originally the word “unconference” was coined to describe a participant-driven meeting. However, in recent years — rather like the encroachments on “counter-culture” and “green” — people use “unconference” to imply that their conference is cool in some way, even if it still employs the programmed speaker-centric event designs that we’ve suffered for hundreds of years.
What “conference” once meant
The meaning of the word “conference” has been corrupted to virtually the opposite of its original intent. As I describe in Conferences That Work, “conference” was first used around the middle of the 16th century as a verb that described the act of conferring with others in conversation. Over time, the word’s meaning shifted to denoting the meeting itself.
Regrettably few of today’s “conferences” provide substantive opportunities for conferring: consultation or discussion. Instead they have become primarily conduits for the one-to-many transfer of information on the conference topic.
I believe that participant-driven event designs are a response to this drift of meeting process that has occurred over the years. In a sense, participant-driven events are the true conferences: events that support and encourage conferring.
To be accurate, we should be calling traditional conferences “unconferences”, reserving the word “conference” for the participant-driven event designs that are slowly becoming more popular.
Sadly, that’s unlikely to happen, so I talk about “participant-driven events” and avoid using the term “unconference” whenever possible.
In the end, I know my thoughts on the meaning and use of a word carry little weight. With rare exceptions, our culture, not the pronouncements of an individual, determines the meaning and usage of words. But if you agree with me, feel free to follow my example and spurn unconferences—but just the word, not the concept!
Misconception 7: Conflict is bad…The reality is that whenever you have more than one living person in a room, you’ll have more than one set of interests, and that’s not a bad thing. —The Change Handbook by Peggy Holman, Tom Devane, and Steven Cady
Why do we cling to traditional event structure?
One powerful reason is because we want to avoid dealing with messy differences of opinion. When we give attendees the power to choose what happens at our conferences, people are going to disagree. And when people disagree, there’s the possibility of controversy and conflict. Who’d want that at their event?
Perhaps you believe that learning is some kind of linear process that happens painlessly. That’s certainly the paradigm we’re fed in school. Even though most of us struggle to learn there, the underlying message is usually “if you were smart enough, this would be easy”.
If you do believe that conference learning should be painless, I ask you this. Think for a moment about the most important things you’ve learned in your life. How many of them came to you in the absence of disagreement, pain, or conflict? And how many of them did you learn while sitting in a room listening to someone talk for an hour?
Do you want your conferences to maximize learning, even at the cost of some disagreement or discomfort? Or would you rather settle for a safe second best?
We are scared about not having control in our lives and at our events. That’s why we lock down our conferences, forcing their essence into tightly choreographed sessions. Attendees are carefully restricted to choosing, at most, which concurrent session room they’ll sit in.
The myth of control
The reality is that you never had control to begin with, just the myth of control. You’ve been kidding yourself all these years. Unless your constituency is bound to your event via a requirement to earn CEUs, members can withhold their attendance or avoid sessions at will.
Fortunately, there are multiple ways to give up the unnecessary control exercised at traditional conferences and give attendees the freedom and responsibility to make the event theirs. All participant-driven event formats like Open Space, Conferences That Work, and Future Search treat attendees like intelligent adults.
What’s amazing to discover is how liberating these event designs are for conference organizers too. When we give up over-control, we become largely freed of the responsibility to choose the content, format, and instigators of our conference sessions, concentrating instead on supervisory, facilitation, and support roles. Yes, the result is an event that is less predictable, and often more challenging. But the richer experience, the creation of an event that reflects what participants truly need and want, and the joy of uncovered valuable, unexpected, appropriate learning make it all worthwhile for everyone involved.
Interested in a highly participatory alternative to talk-at-the-audience conference sessions? Then you’ll want to learn about a brilliant session format we used at the edACCESS 2010 Web 2.0 Collaborative Tools Workshop.
I’ve been running peer conferences for edACCESS, an association of information technology staff at small independent schools, since 1992, and just wrapped up our 19th annual conference, held this year at Williston Northampton School in Easthampton, Massachusetts. The four-day conference did not include a single traditional didactic session. Only two sessions were scheduled in advance: a Demo Session in which attendees, scattered around the exhibit area, gave short presentations on cool technology and applications used at their school, and the case study described below. All other topics and formats (33 in all!) were crowd sourced, using the Conferences That Work methodology, during the first few hours of the conference.
Before the conference Joel Backon of Choate Rosemary School designed and facilitated the Web 2.0 Collaborative Tools Workshop session, with input from Bill Campbell and a dose of “inspiration from reading Adrian’s book“. Before the conference, Joel described some of his thoughts in an email to me:
“I will provide structure, but I don’t want to be too prescriptive or we won’t learn anything. For example, if there is disagreement about which tools will be best to use for the project, that is a message everybody should know about Web 2.0 tools. There are so many, it is difficult to obtain agreement regarding which to use, and that impacts the productivity of organizations. At this point, I’m looking for feedback because I am clearly taking a risk.”
I told Joel that I loved the idea of using a case study format for the session, and suggested he add a little more detail (about the IT operations at the school) to his case study. Here are the final case study materials that attendees received. They were posted on the conference wiki several days before the session took place. You may want to check out the link before reading further.
Setting the stage As we listened in the school theater, Joel spent ten minutes introducing the case study materials. He gave us a list of tools, including a blog already set up on Cover It Live—projected on a large screen in front of us—and told us we had to collaboratively create a one page report of recommendations on how to cut a (fictitious) $1,000,000 school information technology annual budget by 50%.
Oh, and we couldn’t talk to each other face to face! All communication had to be done online.
Normally, a project of this type would take an experienced IT staff days to complete, requiring extensive discussion of every facet of the organization’s infrastructure, personnel, services, and budget.
Oh, and we had ninety minutes! In that time, we had to choose appropriate collaborative online tools, divide up the work, discuss options, make decisions and recommendations, and write the report.
Finally, Joel explained, after the exercise was complete, we’d have half an hour to debrief using good old-fashioned talking to one another, face to face.
My experience Some participants had traveled thousands of miles to edACCESS 2010, and now here we were, sitting in a theater auditorium, silently working at our computers.
During the first twenty minutes of the session, I was highly skeptical that we would be able to accomplish anything meaningful. (In the debrief, it turned out that most people had had the same expectation.) To see what transpired you may want to check out the complete blog conversation transcript, which provides moment-by-moment documentation of our online conversation. Notice that tweets that included the conference hashtag, #edaccess10, were merged in real time into the transcript.
At around 8:50 a.m., the group started to get organized. Communicating through the blog, people started to suggest online tools to work on specific projects. The tools mentioned were Google products: Wave, and Docs. Our sophisticated attendees were aware that Docs had been upgraded in April to support simultaneous editing by multiple (up to 50) users and they even knew that you had to choose the “new version” on the Editing Settings tab.
Up to this point I had not been working on the project, but was monitoring the blog conversation as a process observer. I asked to receive an invitation to the Google Wave, but a link never came. Eventually I found out that the Wave had only been adopted by a few attendees.
But when I clicked on the link for a Google Docs spreadsheet that had been set up I was astounded. (Check it out!) Attendees had created a multitab spreadsheet with a summary page that showed the current savings in different budget areas that people were working on linked to separate detailed tabs for each area. I was amazed at the work that had been done, and immediately added a small contribution of my own—a column showing the percentage budget savings so we could tell when we’d reached our 50% goal. People used free cells to annotate their suggestions and decisions.
Bill Campbell, who was moderating the blog, used Cover It Live’s instant poll so we could discover the tools we were using. The poll showed that most of us were working on the spreadsheet.
Thirty minutes before the end of the exercise, I suggested someone set up a Google Doc for the report (I didn’t know how to do this myself.) Within a few minutes the report was created and people started writing. I added a starting introductory paragraph and corrected a few typos. It was truly remarkable to see the report evolve keystroke by keystroke in real time, being written by a ghostly crew of 30-40 people.
With fifteen minutes to go, it became clear we could reach the 50% reduction goal, and that the report would be ready on time. The release of tension led to an outbreak of silliness (starting around 10:00 a.m. in the blog transcript) to which I must confess I contributed.
Lessons learned So what did we learn? Here are some of my thoughts, feel free to add your own as a comment at the end of this post.
First of all, everyone was surprised by how successful our effort had been. I think all of us underestimated the advantages of working together online, where multiple channels of communication and collaboration can coexist simultaneously. This is so different from meeting face to face, where, in general, at any moment one person is monopolizing the conversation. I am pretty sure that if we had done the same exercise face to face, we would not have come up with such a high-quality solution!
I think the case study worked well because we trusted each other. The group members knew each other to varying degrees, and we were prepared to accept individual judgments about self-selected areas where each of us chose to work. The exercise would not have gone well if we had been concerned about the abilities of some of the participants.
One interesting observation is that we were working collaboratively on publicly accessible documents. As a result, we don’t actually know how many people contributed to our work, or even if they were all at edACCESS 2010! This made it very easy to add new workers; anyone who was given the link to a document could start editing it right away. A private workspace would have required some kind of registration process, which would have encumbered our ad hoc efforts.
One weakness in our approach is the lack of any formal checking mechanism for the report we generated. A few people went over the report during the last ten minutes and commented that it “looked good” but if one of us had made a serious mistake there’s a good chance it would have been missed. This exercise was akin to what happens when a group of people responds to an emergency—everyone does the best they can and is grateful for the contributions of others.
It surprised me that no obvious leaders emerged, although several people (including me) made group-directed suggestions that seem to have been accepted and acted on.
A number of people commented early on that they couldn’t use their iPads effectively for the exercise. We needed multiple windows open to be able to work efficiently, and the Cover It Live transcript wouldn’t scroll in Safari on the iPad (though there appears to be a work-around).
Conclusion It’s hard for me to think of a more participant-driven format for a successful conference session. For two hours we were spellbound, working and playing hard on our laptops, and then excitedly discussing and debriefing. I wager that all the participants at the edACCESS 2010 Web 2.0 Collaborative Tools Workshop will remember this experience and their associated learning for a long time.
What other lessons can we learn from this experiment? Are there ways this collaborative process might be improved?