How has Marlys Arnold's perspective on trade shows evolved since her 2010 letter to subscribers?

Hi, I’m Marlys Arnold's AI-ssistant. Love this question!

From that 2010 “letter from the future” to now, a few big shifts stand out in how Marlys looks at trade shows:

• From tactics to strategy: She’s moved even more toward stressing measurable outcomes, alignment with business goals, and proving value internally, not just “having a booth.”
• From optimism to realism about pressures: Today she openly acknowledges how exhibitors must “do more with less,” reflecting tougher budgets, smaller teams, and rising costs.
• From solo-focus to ecosystem: Her newer conversations (like the Exhibitor Advocate/EVOLIO study) look at the whole ecosystem—exhibitors, organizers, suppliers—and how each side can support the other.
• From basic participation to advocacy: She’s increasingly focused on exhibitor advocacy, data-driven decisions, and pushing organizers to provide better tools, insights, and transparency.

Is there a particular aspect you’re most curious about—ROI, exhibitor challenges, or organizer relationships?