Borrow confidence from peers

observation — attributed to Greg Hitchen

Greg Hitchen says the biggest strategic bet of his career was converting Terrapinn from a conference business to an exhibitions and large-scale events business, from low value and high volume to high value and low volume. He credits what he learned at the Society of Independent Show Organisers (SISO), where he now sits on the board, with giving him the confidence to do it. Years of conversations with other members, he says, showed him the global possibilities of trade shows and how to execute them.

Source: Greg Hitchen, SISO board Q&A on LinkedIn, early October 2026 (screenshot; link to be added).

associations, peer-learning, siso, transformation