Elling reminded the key principles of measurement, starting with the Basic one: an event is organised to change people so they do something alter the event which benefits the stakeholders of the event. No one should start planning an event without defining clearly what participants have to change, have to do after the event (work in a different way, buy my products, organise a sales meeting…). And the organisation of the event should always take these objectives into account. Elling followed on to remind the key principles of measurement according to the Jack Philips method.

Maarten Vanneste, author of the book (and promoter of the movement) Meeting Architecture explained why it is necessary to put communication back in the centre of our work, and think what we need to commuicate better: how to renew formats, how to integrate technology, psychology, learning sciences… to communicate more effectively. Logically, the event followed a very dynamic format, with short speeches, group exercices, and even an invitation to get up and grab a coffee whenever anyone felt like it. The event had 50 attendees in Madrid and 60 in Bilbao.