Lynn Ridzon's “aha” moment came in the early 1990s. She was working as a planner in the marketing and communications department of Princeton, N.J.-based Squibb Corp. The company had just gone through a merger with Bristol-Myers Co., and things were a bit chaotic. “I was in my office, and a colleague came in and said, ‘I think you need to know something,’” recalls Ridzon. Her friend informed her that at a recent meeting, someone had inquired about what the meetings group at Squibb actually ...

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