AI Summary

Gary Shapiro reflects on three and a half decades of observing companies pour resources into trade‑show preparation, noting that many achieve massive returns while others waste the chance through poor planning or execution. He cites Bill Gates telling him that trade shows were pivotal to Microsoft’s rapid expansion, and points to Intel’s success in turning a chip component into a consumer‑facing brand with the “Intel Inside” slogan. These examples illustrate how strategic trade‑show participation can drive growth when executed effectively.

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