Rene Massatti, MBA, Brand Ambassador TRENDONE, Hamburg, Germany & Co-Founder and CEO PLAYROOM, Vienna, Austria says turning a boring event into a memorable one is like the rules for a good party. Find out more in this interview.

GENERAL
Q:  How would you describe your job in under 50 words?
My job is to to transfer trends into business. For that I anticipate relevant, technology trend-based developments and constantly work with clients on the development of new products, services and business models.
I love working with an international crowd and discuss different approaches from different cultures, which I am able to for my business and when I teach “future trends in business” at universities in Europe and Asia.

Q:  What advice would you offer to all soon to be working in marketing in the meetings industry?
There´s a couple of them:
Stay hungry – you´ll need it.
Always expect the unexpected.
Big things start small, so don´t underestimate anything.
And always look out for interviews with John Cleese on creativity. He´s a genius and a great source of inspiration.

Q:  Hot to develop talent and how to help people grow to the next level?
Innovation and creativity needs time and space. We started a side project called Playroom, where we build agile innovation rooms made out of cardboard into big corporations, where employees can freely ideate and learn about new technologies as well as adapt the room to their own, individual needs.
Why do we do that? Because we saw that innovative workshops are good, but you need to bring the magic back into the enterprise, build up a true innovative culture and give people the chance to express themselves.
Most of your employees have way more potential than you might think.

Q: What are you most excited about at the moment?
Three things:
The impact that the upcoming AI revolution will have on communication and on humanity.
Combine AI with robotics and you have the next big topic.
And finally the merge of augmented and virtual reality and the possibilities, these technologies offer for marketing.

Q: Your advice/suggestion for turning a boring event into a memorable one?
It´s like the rules for a good party:
Have good music.
Be as experimental as you can.
Surprise your guests.
Offer enough space and opportunities for great networking.
Always have cold beer in the fridge, available at any time.

PERSONAL – BACKGROUND
Q: What gets you out of bed in the morning?
When I am at home: my daughters.
When I am travelling: good rock or jazz music.
When I am on holidays: the chance to take a morning swim or do an early morning surf session.

Q: Where do you see yourself in 5 years?
Older and wiser but not less active I hope.
Maybe I will be able to only travel to the interesting and fun events – like Conventa Crossover –  and have my own personal digital avatar for the boring stuff.

CROSSOVER
Q: What kind of knowledge will participants of Conventa Crossover gain from listening to your lecture?
I will show some of the latest technologies relevant for travel marketing and communication, talk about their possible impact and show what we might learn from other industries.

Q: What do you expect from Conventa Crossover?
Interesting keynotes. New insights. Great people. Good networking. Cold beer.