In the most recent ASQ Influential Voices post, Julia McIntosh takes a look at the costs and benefits of professionals attending conferences.
I still remember being in high school and George Box talking about the primary value of conferences was talking to colleagues in the hallway. This seemed very odd to me, as it seemed that the reason for going to a conference was to learn from the talks.
I also didn’t really understand the value in catching up with people in person. I could see it would be somewhat useful but I didn’t really understand the benefits of personal communication. Pretty much all of my communication at that point was person to person. So I didn’t really see the huge loss of fidelity of any other communication (phone, email…).
At early conferences that I attended my main benefit was still in sitting in sessions and learning what people had to say. I did also benefit from discussions with other attendees. And I started to form relationships with others which grew over the years. And over time the networking benefits did exceed the learning from sessions benefits.
Part of this also occurs as your knowledge increases and you have less to learn from the average speaker. George was obviously well past this stage when I was talking to him. For me I still learned a lot from some of the speakers but also found I was learning much less and skipping sessions to talk to people I could learn more from was an increasing benefit. Still I have difficulty doing that and would focus more on networking at lunch, between sessions and in the evening.
The costs of attending conferences are easy for companies to calculate. The benefits they bring are very hard to calculate. I can see why companies often are very tight with budgets for conferences.
I think the benefits of getting people outside the building and letting them interact with others to learn and think about new ideas is very valuable. I do think it is much less valuable in most companies than is should be because they have bad management systems that are atrophied with poor practices that are going to be extremely difficult to improve even if people have good ideas to try.
The organization really should focus on improving the management system so it isn’t such a barrier to improvement. But I think most organizations instead find it easy to just estimate a poor return on investments in conferences because those returning don’t actually make any improvements. Again, I think the cause of the failure to improve is more about the bad management system than the benefit of the conferences.
Of course, to some extent, the conferences should be focusing on how to improve given so many attendees organizations are crippled with a poor management system. But often people seem reluctant to acknowledge or discuss that. And those that point out problems often are seen as the problem (based on their actions – I can only conclude blaming the messenger makes sense to some people). And these factors are often even more pronounced in those the organization is willing to invest in (they are often more focused on making the bosses happy rather than something like improvement and change which often rubs people the wrong way).
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