What do you think is the trap that we've fallen into as an industry?

This is tricky because I think it should be noted that there have been significant improvements.

I would say over the last 10 years, we've actually covered a lot of ground.

It doesn't always feel like it because there's still a lot of ground to cover.

But if I think back to where we were back then, happy sheets were like, you've done a great job.

If you can get 100% of your attendees to complete a sheet at the end of the day or to fill out an online form, that's great work measuring your impact in the business.

I remember being sat down and being congratulated on my response level to those forms.

what could this look like?