Industry events: to attend or not to attend, that is the question

Opinion – Paul Greenberg

It seems that our work loads are expanding. Our inbox is getting fuller, more meetings, more travel, more reports. So when an invitation to attend an industry conference and expo pops up in our inbox or in-tray, it is understandable that for many of us, these invitations get binned. But I would ask you to consider the following points, in support of attending these events.

Don’t forget your personal brand

I am often asked to have a coffee with talented professionals in logistics and supply chain. Often, they are looking for a new role, and seeking a bit of guidance. All too often, these talented and hardworking professionals have done a fantastic job in their roles and for the company, but have all too often neglected to build their profile ‘out there’. Personal branding is a big conversation, too long for this column, but I would ask you to consider that in our working careers there are two brands we must serve in equal measure. The company brand we work for, and our personal brand and professional development.

Professional development

I have held a registration as a psychologist in Australia for the last twenty years. And am a member of the Australian Psychological Society. This professional board, by example, demands that I attend industry events, seminars and workshops in pursuit of professional development. CPD points (continuing professional development) must be accrued and logged in order for the annual registration renewal, and many professional bodies follow similar formats. My question to you is: why should professionals in logistics be broadly exempt? After all, we manage significant capital assets and are responsible for safety in an often ‘heavy metal’ environment. Just saying.


I have written quite a bit in this column about the importance of alliances in our industry. And frequently quote Carlos Slim, who states: “In this new wave of technology, you can’t do it all yourself, you have to form alliances.” This quote resonates for me and my career. Some of my regrets are around not forming alliances, even with the proverbial ‘frenemies’ I competed against. Industry events and expos are the perfect opportunity to plant seeds around potential alliances.


See all the points above of course. But my point here is that in our corporate roles, and often regardless of our level in the organisation, there are limited opportunities in our working week to meet in the broader supply chain and logistics ecosystem. Sure we know our colleagues, and our key suppliers, and we might have a coffee from time to time with colleagues in other organisations. But what about new suppliers, new technologies, colleagues in other verticals and organisations, locally and globally? I believe industry events are actually a very effective use of time. Over a compressed two or three days, these events allow a lot of boxes to be ticked, on all the above points.

Go wide

Lastly, if some of the points above resonate, consider going wider than just logistics and supply chain events. In my role as founder and executive director of, I am fortunate to attend and support a number of industry events. While mainly in retail, or retail-related, I often find that the real nuggets of gold can lie in those events and streams just a little ‘outside the obvious’.

Happy prospecting!

Paul Greenberg is the founder and executive director of


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