Publication of the Meeting Architecture Manifesto, first step towards the transformation of our industry

A year ago, Maarten Vanneste wrote a book whose message was simple but clear: our industry has to spend much more time, talent, resources to content and communication of messages. The book impressed many leaders in our sector (and Group eventoplus) and Maarten decided to set up a group of leaders to define how to make this change happen. After several meetings and much discussion, the group has published a white paper, as the basis of a movement that is just beginning. We reproduce here the main statement of this white paper.

We believe:

1. Meetings have the potential to create significantly greater value for stakeholders through better design of content and format.

2. Meetings provide value for stakeholders through the actions of the participants, and meetings are therefore designed to reinforce or change participant behaviour.

3. Meeting Architecture is the task of designing the meeting experience, its content, format and context, in order to facilitate the desired reinforcement or change in participant behaviour and thus provide greater value for stakeholders.

4. The Meeting Architect does not create the meeting on his/her own. Meetings logistics professionals are specialists who make sure that all aspects of operations and logistics are perfect and delivered at the lowest achievable cost. They are equally important and their professional skills need to be further developed.

5. In order to realise the full potential of Meeting Architecture, everyone involved in the industry need to work together, putting the common interest of the industry before the interests of individual associations or other stakeholders. Only by sharing and collaborating, can we create significant global impact.

6. We need recognised and consistent education at university level as well as professional development by industry organisations in order to realise the full potential of Meeting Architecture.

7. We believe it is necessary to set up a two-year industry-wide project with a mission to provide the conceptual, organisational and financial foundations for the long-term implementation of Meeting Architecture as a recognised meeting management discipline.

For more information: www.meetingarchitecture.org