At PCMA’s Convening Leaders conference, Thomas Friedman, the Pulitzer Prize winner, New York Times journalist and author, delivered insights from his latest book “What Used to Be Us” How America Fell Behind in the World It Invented and How We Can Come Back, written jointly withMichael Mandellbaum.
From his perspective, an overriding culture of mediocrity is affecting American’s DMO’s ability to thrive among global competition. It took less time -32 weeks- to build a convention center in Tangshan China than it did to fix 21 steps in each of the escalators at the metro stop in Bethesda, Maryland.
What is Thomas’ remedy for mediocrity? He believes that DMOs must ensure that each individual within the organization takes an active role in ensuring organizational growth. This means making hiring decisions based on an individual’s ability to be a creative thinker and problem solver – not just on their knowledge of the industry or experience in brokering a convention deal. The 3Rs (reading, writing and arithmetic) have been replaced by the new 3 Cs – critical thinking, collaboration and communication. In Friedman’s words, “The world does not care what you know, but what you can do with what you know.”
Today’s DMO now offers more non-routine work, which requires critical thinking, and as such America’s DMOs must seek innovators, those on the cutting edge who are looking for new ways to propel a destination forward.
So what are Friedman’s major take-aways for today’s destination marketers?
- Think like an immigrant. Look for opportunities and pursue them with more energy and creativity. Be hungry!
- Be an artisan. Take pride in your work – carve your initials on your art.
- Think like a “start-up”. If you think you are finished, you ARE finished. Always be in beta mode –90% complete, subject to redesign— Be a work in progress, so you can learn and re-learn.
- PQ + CQ is greater than IQ – Passion and Curiosity trump Intelligence. Show how you’re “extra” and you will stand out.
- Be like a Perkins waitress – even in her minor role she can deliver something extra – no job is too small.
Instilling this attitude in DMO staff will help America to become competitive in the global meetings marketplace.
