When Greg Bogue worked on the design of the summer client/supplier event for Maritz Global Events, he was inspired by the world of improv theater where the magic phrase is “yes, and” as opposed to “yes, but.”
The former initiates a collaborative response, while the latter can inhibit conversation. “We picked up on that,” says Bogue, enterprise vice president, brand, experience & innovation ecosystems at MGE. “We wanted to create a sense of ‘and’ thinking. We were going to be additive. We were going to be positive about the industry, where we are, and what our outlook is.” That was one step toward adopting the Next& name for the in-person August 17-20 event at the Hyatt Regency Seattle.