Listen instead on your Monday Morning Drive:

I love telling stories about the history of the AV industry — how the latest technology came to be, how we used to sell, etc.

I don’t do this just to entertain, though that aspect excites me, too. I share stories because the vital lessons we extract from the past inform our industry’s present and future.

Over my 40 years working in live event production, I’ve learned firsthand that history is sequential. By understanding the sequence of events — how one development led to another over decades — we can arrive at our desired future faster.

Where we want to be tomorrow depends on decisions made today, and the context for those decisions depends on where we’ve come from. History provides that context, so we learn rather than repeat mistakes.

Unpacking the Past to Understand the Present and Future

“Connections” by James Burke is one of my favorite books. In it, Burke highlights how modern technologies exist because of seemingly unrelated events that happened centuries or millennia ago.

When I reflect on my long career and the industry transformations I’ve lived through, I see these connections everywhere.

By analyzing the sequence of changes in our industry and how one breakthrough sets the stage for the next, we better understand the present. More importantly, we foresee challenges and opportunities ahead. We anticipate instead of react.

Years ago, I worked for a company that was just starting out. We made lots of great mistakes and learned fast. During lunch, we’d reminisce about our early errors. “Remember what a disaster that was?” we’d chuckle.

One new hire bristled at this talk of the past: “Let’s focus on the future, not ancient history!”

He didn’t understand that reflecting on our mistakes ensures we don’t repeat them. To be successful, we have to build on what worked and change what didn’t. The past gives us that critical insight.

After all, “those who cannot remember the past are doomed to repeat it.”

Technology Marches On

I gave my first keynote presentation in 2005. The title was “The One Trend That Really Matters.”

That trend: Technology gets easier to use and apply every day. And it’s even more relevant now.

In 2005, using technology was arduous compared to now. We needed specialists to handle our equipment. Systems were enormously expensive and less flexible.

But year after year, technology gets more intuitive and affordable. It democratizes access. The equipment we need to do our jobs costs a tenth of what it did 20 years ago. A three-camera switch package with streaming cost half a million dollars in 2005. Now, it costs well under $50,000 — and it does the job better.

Some people believe that when technology is easier to use, it’s less valuable. But the outcomes remain important even when the tools get simpler. Instead of selling equipment, we now sell end results.

Evolutions in technology also open the talent pool to young people who grew up with tech and can learn new systems fast. Now, we can hire for talent and aptitude rather than sophisticated expertise.

When I first got my foot in the door, people hired the AV companies that had the right tools. Now, because everyone has the right tools, we can sell outcomes.

The Tide Turns

In the ’90s, a pivotal change occurred behind the scenes.

Major manufacturers (Sony, etc.) began developing consumer products before professional ones. Selling to consumers first was more profitable.

Home video recorders surged while professional AV companies awaited upgrades. Live event planners wondered why they should pay so much more for “pro” gear when affordable consumer products could do the job. This infiltration of mass-market technology would only accelerate, transforming price expectations.

Another milestone in this progression was the rise of VHS replacing broadcast video recorders. VHS yielded outstanding results at a microscopic price point compared to clunky, costly studio gear.

The lesson? Technology redefines the playing field constantly. How we sell and why we sell it adapts in response.

Embracing the Future

Baby boomers such as myself are aging out of the industry. Today’s younger owners missed the early days when simply owning the right equipment guaranteed business. Back then, we bought massive inventories and hired armies of full-timers in the hopes that clients might one day hire us.

Tomorrow’s leaders sell outcomes. They understand that results surpass tools. Thus, they have unlimited capacity and potential for unlimited scalability. They forge bonds with their buyers through trust and delivery, not warehouse inventories.

This perfect storm started with the advent of VHS 25 years ago. Every step of progress shaped our present — and continues to shape our future.

Final Thoughts

I have a ton of stories about how our industry’s history sets the stage for our future, and I share some of them on my podcast. I hope you’re a regular listener.

What trends do you see now? How do you think they’ll influence our industry in the future? Want to talk about what it means for your business? Get in touch. I’d love to chat.