Why You Won’t Succeed Without a North Star

October 12, 2022

Denzil Rankine

Denzil Rankine is Founder and Executive Chairman of AMR International, a strategy consulting firm that assists corporate clients and PE funds with growth strategy and acquisition support.

As the saying goes, “the only constant in life is change.” The same rings true for trade show organizers.

More than ever, the industry is being challenged to adapt and evolve in what is a new normal, where customer expectations are rapidly evolving, and digital technologies bring the promise of new opportunities. How can we make the most of it?   

We believe it comes down to strategy. Get this right, and you’ve made a giant stride. 

For example, AMR’s new Exhibitions 3.0 Framework is making organizers rethink, putting customers genuinely at the heart of their business. As an extension of our community catalyst concept that calls for a new post-COVID vision, the focus is on changing the role and ambition of the organizer to one that facilitates much more than just events, instead moving to shape the future of the ecosystem it serves. 

This framework comprises five steps, with the first being the development of a “North Star.” It’s the critical first step on the journey to transformation.  

What is a North Star? 

Essentially, the North Star is the organization’s vision that acts as a guiding light. It sets the direction of travel.

A classic example is Amazon. Its vision is “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.” This North Star hasn’t changed since Amazon launched in 1995, with the focus 100% on the customer and meeting their needs.   

Why is having a North Star important?

The North Star is critical to success because it helps generate a common understanding of the goals and objectives that the organization is aiming to achieve. 

While the North Star is an effective tool for communication internally, it can also be used to inform current and prospective customers of the organizer’s vision, along with the opportunities and value they want to create. Consistency across internal and external communications makes it all the more powerful. 

What are the benefits?

The North Star sets the foundation and building blocks of an organizer’s strategy, helping the team to identify where the most value can be provided to attendees, exhibitors and sponsors.

It can help to generate alignment on the ambition the team holds and sets a realistic target that is believable, and more importantly, achievable. 

For example, introducing digital channels is much more than just launching digital events. A well-defined North Star might set the agenda of serving customers more broadly and improving specific areas of performance, such as sales and marketing processes or new product offerings that meet customers’ needs.

It also provides a sense of ownership and responsibility for the implementation and success of the defined strategy. 

In a nutshell, it’s your elevator pitch. The North Star condenses ambition into a single statement that can be shared and easily understood by all. Even your grandmother would know what you’re talking about.  

What are the risks?

Communication is imperative. We have worked with organizers that have set strategy and vision but found the organization not to be engaged. Management needs to deploy time and resources to ensure the North Star and its meaning is clearly explained and spread throughout the organization, from the CEO and senior management, right across to operations and customer service. The receptionist and even interns and temporary staff should know it, starting from day one. It won’t work without buy-in at all levels.

Delivering on a North Star also most probably calls for changes to current ways of working. So, to be implemented properly, again, total buy-in and belief is essential. 

It’s not an easy endeavor but it can be achieved. We’ve already been supporting some organizers on this journey, and we are seeing other examples of Top 20 organizers doing likewise. These are the organizers that are tackling the future head-on, increasing their likelihood of long-term success.


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Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact