“For the Meeting and Events industry to continue to survive and thrive as we know it today, it must make radical changes. Meeting Professionals and Event Organizers must examine the complete design of the meeting, not only from the perspective of the experience, but the perspective of content and the value the process is bringing to all stakeholders. In this new book, Maarten makes the case for these radical changes and shows what is necessary for this new approach to become an integral part of the Meetings and Eventsindustry. Written in an easy to follow style, this new book should be a must reading for any Meeting and Event Professional.” Jack Phillips, Chairman of ROI Institute and author of Return on Investments in Meeting and Events. Birmingham, AL, US.