Today, technology is advancing even more rapidly and will continue to do so. By 2020 the world of technology could potentially consist of robots, holographic displays and virtual reality as a norm. Everyone and everything will be touched by this rapid technological growth, including the events industry, which is continuously growing. By the time 2020 comes around, the dominant audience is going to be an entirely different set of people than have attended events in the past. I believe events will be much more attendee driven and designed than now. Social media tools will allow an attendee to make suggestions, organise topics, and choose speakers and to rate/rank nearly every component of an event. Unless you want them to consider your events to be a chore at the best, you need to adapt your strategy to make the whole process more fun and useful for them.

Unless we want to run a handful of events where people leave early and then close up shop, we need to adapt to this new group and their different needs. Events are not in danger -- but we are if we assume we can just continue with "business as usual." In Events 3.0, we are going to talk about why this danger exists, and how to turn it from a problem into a whole new way of operating.

Meshulam "shuli" Golovinski is the founder and CEO of Newtonstrand Limited, one of the most innovative industry software companies in the events industry. Born in 1975, Shuli has been working to revolutionize the way events are organized for almost 20 years. After a successful career at Microsoft as a tow-time Bill Gates Innovation Award Laureate, Shuli decided to strike out on his own and build a great business. Living on airplanes and "enjoying" his airline food diet, Shuli keeps a good balance between raising five children with his wife and raising Newtonstrand to global prominence.