I’ve used this example a few times before, but a launch event seems a lot like a bobsled race. You stand outside the sled and start pushing hard as hell. You push and run as fast as you can, getting as much momentum as possible until your team finally jumps into the sled and heads downhill. At that point you do the best you can to steer the darn thing without flipping over or jumping off track completely and if you pushed hard enough and gathered enough momentum before you jumped in, you just might win.

Trade shows are the same way. I’ve got some time before my team and I jump in the car for the ride, but I already feel like I’m running out of steps! Such is life for a trade show producer. The event is over five months away but it feels like next week.