What We got Wrong about Events - The Problem No One Talks About with Simon Burton

What if the way we design trade shows and events is completely missing the mark?In this episode of 'UNSCRIPTED', Simon Burton and Adam Malik dive deep into the evolving landscape of live and virtual events. They explore the challenges and opportunities in event production, the need for better networking experiences, and how event organisers can bridge the gap between attendees' problems and exhibitors' solutions.Simon shares his journey—from launching and selling trade shows to co-founding the Virtual Events Institute—and reflects on the lessons learned from both successes and failures. Together, they discuss why virtual events exposed critical knowledge gaps in the industry, how content should be more than a tick-box exercise, and why the future of trade shows needs a shift in mindset.Expect insights on:🎤 The missing ingredient in B2B content strategy🎯 Why networking tech often gets it wrong🔄 How AI could transform event matchmaking🎭 The art of balancing authenticity with production valueIf you're in the events industry—or just fascinated by how people connect in the digital and physical worlds—this one's for you.(00:00) Introduction & Simon’s Journey(02:44) What the Virtual Events Institute Revealed(07:10) The Problem with Event Data & Content Strategy(12:21) Why Trade Shows Need a New Approach to Networking(18:00) The Future of Events: AI, Authenticity & Flow(24:50) Final Thoughts & Takeaways🌟 Featured Speaker: Simon Burton 🌟 Simon, the driving force behind Influential Index as Founder and CEO, is a storyteller with a vision for excellence in awards and events. A pragmatic doer with a creative mind and a background in event PR (and as a founder of the Virtual Events Institute), Simon excels at turning ideas into action and connecting people to propel industry innovation.🤝 Connect with Simon on Linkedin: https://www.linkedin.com/in/simoniburton/ or check out Influential Index at: https://influential-index.com/ Follow us on: ⁠https://www.digitisingevents.com/