One of the challenges associated with operating a consulting firm in a mid-sized market is that people start to learn your schtick. And occasionally, when we're out on the town, someone will walk up to us and ask, with a grin, "Do I really need a brand management strategy?" So, to simplify the answer as much as possible, we've put together a little decision tree, which we encourage you to download and keep handy.

The key to finding ROI with trade shows and conferences, as with anything else, is to maximize “R” and minimize “I.” Here's a simple three-step strategy that's proven to maximize the “R.”

For years (3 in one industry and 9 in another), I worked side by side – even partnered – with a very wise businessman: two Master’s degrees from Columbia, a serial entrepreneur, and a sensible economist. One day, he said something that made every hair on the back of my neck stand up. It really bothered me. In fact it flew in the face of everything I held dear.

“Anything worth doing,” he said...