Maria Teixidor, a Former Member of the Board of Directors of FC Barcelona, shared insights on cultivating a successful culture. She emphasized passion as the secret ingredient, believing in culture as a nurturing environment for talent and progress. To change an event’s culture, Teixidor advises listening, understanding, and daring to try new things, emphasizing the importance of visionary leadership that thinks ahead and addresses current needs.
Addressing the influences of sustainability, neuro-inclusion, and AI on event planners and marketers, Teixidor encourages understanding these elements and turning them into allies. To attract loyal customers, she highlights the need for messages of purpose around shared values, especially in times of crisis.
To navigate the unpredictable and stressful event sector, Teixidor advises embracing the VUCA world (volatile, uncertain, complex, and ambiguous) and focusing on a more inclusive and meaningful future based on shared human values. This approach allows event professionals to navigate without losing their way.
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