John Hense, CEO of Nth Degree and Fern Expo, champions grit as the essential ingredient for successful events, particularly in the high-pressure world of trade shows. The necessity for face-to-face interactions has intensified in the hybrid work era, a trend Hense believes will only grow. The industry, however, faces challenges like inflation, soaring transportation costs, and a decline in event attendance, especially in international participation compared to the pre-pandemic period. Hense advises those in the industry to immerse themselves on the show floor to appreciate the effort and organization required. Following the merger of Nth Degree and Fern Expo, his focus remains on service, emphasizing the importance of high-quality personnel and event outcomes, especially when service can often be overlooked. Subscribe to ensure you don't miss an episode of the Skift Meetings Podcast. Skift Meetings is defining the future of business events. Visit our website for the latest news, reports, reviews, and events.