It is easy to assume that because there is an audience being delivered to the exhibition and your company is going to manifest itself there in a stand, that you don't need to think hard about the people on the stand. But this is a human environment. This is a live environment and so the people are central to your success. You can have a beautiful stand, a beautiful design, an amazing piece of architecture that will not work if the people staffing it aren't good at their jobs and good at their jobs in the exhibition environment means good with people, gregarious, extrovert, thoughtful, opportunistic, warm, welcoming. They are the kind of people you would want at a party. These are the people around whom the action is going to centre and the people on your stand, therefore, are central to your success. You can have great people and a terrible stand design and still succeed. You can have a great stand design and terrible people and you'll fail.
