MC² Market & Competitive Convergence

This article appeared in Filtration News.

I never thought I would see the day — a standing ovation at a technical session. But it happened at Filtration 98, INDA's (Association of the Nonwoven Fabrics Industry) annual Conference and Exposition, held this year in Atlantic City, New Jersey USA, December 1-3, 1998.

Actually, we were tricked into standing and applauding by Kimberly-Clark's Stephanie Early as she introduced her presentation on density gradient filter media. She was praising the audience for showing up on a beautiful, unseasonably warm morning, on the last day, especially with all the distractions in Atlantic City - with its gambling and all that goes with that - when she asked us to stand up and give ourselves a round of applause. Well, what were we to do? In the past, I remember presenters asking the audience to get up and stretch, or what have you. So why was this any different, and wasn't I rather stiff from all the standing I did the night before in Hollingsworth & Vose's hospitality suite, not to mention the stiffness in my arm from pulling on slot machine handles? Indeed, we all stood and clapped. Then, quickly, out from behind the podium, she pulls out the camera, takes aim and flashes a picture of us, acquiring the evidence for those back home that she had received a standing ovation.

It was a hoot, and it got me thinking about how conference presentations are changing. First of all, the basics of presentations are being used more effectively. I'm referring to the things we were taught but we put aside for so-called technical sessions, applying them only at business meetings and sales pitches. Although I focused on Stephanie's opening to get the reader's attention, the starting point when creating a presentation should be the closing. It not only provides the focus, the frame work, and the direction of the presentation, it can leave the audience with the message you want them to leave with. So, sing your best song last.

And that brings me to another aspect of the Kimberly-Clark presentation that deserves mentioning, one that was originally taken from professional wrestling - the tag team. Because the presentation had two distinct components - liquid and air filtration - it was an ideal candidate for tagging a co-presenter to finish the fight, but I wouldn't want to follow her great opening. The tagging and the entrance into the ring are critical here, but this isn't the WWF (World Wrestling Federation). There are, of course, the usual petty problems of microphone exchanges and getting back to one's corner, on a narrow platform, with a modicum of grace and dignity. But these minor inconveniences are well worth it, providing new blood and energy just when most presentations are running out of gas. And never underestimate the short attention span of the audience. Take even the best performances on TV news - no producer would dare focus a camera on one reporter for any length of time, no matter how attractive the person or compelling the story. That's one reason why so many networks went to co-anchors. Woody Allen would say that the presentation is like a shark and it has to keep moving or it dies.

Kimberly-Clark’s presentation technique was the highlight of just one of the trends I observed at the conference. Commercialism was another. How often have we wondered, halfway through a presentation, what organization the presenter was from, not to mention where they were coming from? Or, have you ever read an interesting paper from the proceedings and not been able to find how to contact the author? Well that wasn't the case at Filtration 98. Logos, trade names, even plant photos were flying, but in a good sort of way, because they were accompanied by substantive data and information. Even invitations to visit their booths were heard. And why not? After all, isn't it a good thing to know that there is a booth, a place to touch and feel the product, and ask the question you forgot to ask, or were afraid to ask during the Q&A period following the presentation in front of your peers? In my experience with presentations, I recall receiving so many admonitions about commercialism that I was self conscious about even showing a logo. Well, I used the logo, but I refrained from trade names and promotional quips. However, at Filtration 98, I had the feeling that the approach to commercialism made the proceedings more open and honest. We all have our reasons for presenting, so let's hear about it, right up front, and deal with it.

There were comparatively few end user presentations. There could be several reasons for this, including the high priority promoting products and services has versus the argument that an effective end-user presentation can build vendor relationships and attract alternative sources and technologies. Another reason could be the proprietary nature of end user applications and the critical nature of filtration. However, I suspect that there are many end user presentation opportunities that go neglected because there is no motivation. Management can provide this motivation in various ways, but my personal favorite is the cash bonus with commemorative wall plaque. A small price to pay for the benefits gained. Beyond the motivators of immediate fame and fortune, there is the long term prospect that participation helps our associations and the industry, overall.

Presentations that show us how to be more effective in our jobs, in a non-filtration/separation sort of way, is a long overlooked area which was addressed at Filtration 98. Paul Spencer's presentation on using the resources of the Web had some excellent tips and several worthwhile sites that were new to me, and I take pride in my library of links. Spencer covered the topic in a way that it was beneficial to all the disciplines, from sales to R&D. This is a topic that affects us all, and its other aspects deserve to be covered at future conferences. John F. Baker's (Frank to his friends) keynote on the need for growth focused on how our attitudes and behavior can play a role in our careers and the success of our organizations. This is a point well taken, and one that points to fertile ground virtually untouched in past conferences.

Filtration 99 will be held in Chicago, November 2-4. For weather watchers, it's ccurring a month earlier, but at a higher latitude, and let's hope for the same unseasonably warm weather there that we had in Atlantic City. But let's not be fair-weather sailors when the call for papers goes out. But rather, give serious consideration to throwing your hat in the ring by firing off an abstract. It's been my experience that the data is often right there under our noses, but we need to be more aware of the opportunities to present it. To do my bit I have created a Web page with presentation tips: Just point your browser to  http://www.mc2link.com/presentation.htm .