Seth Godin once again has given my brain a shake this morning, and it's now thinking in a whole new way. His suggestion is to find out what the "always" is--i.e., "toothpaste always comes in a squeezable tube. Business travelers always use a travel agent"--and then do what's never done.
It's one way to get to what Godin calls The Purple Cow, the idea that will keep your organization vital in the new economy. Think about what's always done at your basic convention:
You always have a keynote speaker.
You always have exhibitors in booths in a big expo hall.
You always have session tracks.
You always have speakers who speak and audiences who listen.
What could you do that's never done at your basic convention? What would happen if you did it?