Rut Busters: Changing Your Trade Show Routine Routine is comfortable. We like knowing what we�re going to do, when we�re going to do it, and what we�ll be wearing while we do it. It�s nice, safe and predictable. There are no surprises, no unforeseen contingencies, no upsets.There is also no growth, no excitement, and no spontaniety. Routines can easily become ruts, especially at a trade show. It�s very easy to do, especially if you always go to the same shows, display in the same location, use the same graphics and literature, and go through the same sales spiel. It might seem effective. It�ll definitely be comfortable.It�s also one of the biggest mistakes you can make. Exhibiting is, by its very nature, is a constantly evolving art. To be successful, you need to embrace what is new and exciting. It requires pushing boundaries. If you�re comfortable, you�re not trying hard enough. Worse, you�re running a very real risk: The risk of boring trade show attendees with your boot ... Read more »