Dr. Forbush Thinks

When I made the transition from the University world to the Industrial world I was introduced to the concept of the “trade show.” The idea with a trade show is to gather the key players in your industry or area and sell each other your products. In academia there is a similar concept called the conference. An academic conference does the same thing as a trade show in that it gathers all the key players into one location. However, the academic conference is based on the premise that everyone is sharing their ideas. The truth of the matter here is that at an academic conference everyone is “selling” their ideas.

Human nature works the same in both the academic and industrial worlds. People like what they are used to using. They would like to continue to do what they are used to doing with the exception that they might like to do it a little faster and a little more efficiently. Most people are not willing to jump on the band wagon of any new technology without proving beyond a shadow of a doubt that the new way is worth the trouble of changing.

When I joined EDC we had a monopoly on the equipment that we made. The premise of sticking with what you know worked very well for our company. When the occasional player tried to break into the market we could easily introduce something into our product to compete with any potential advantage that might challenge us. Customers tended to stick with what they already knew - namely our product.

With the success of our company we made several attempts to expand our business. In order to expand we needed to create a new product using a new technology. In doing so we normally ran into the problem of coming up against established products and trying to overcome that inertia from the other side. In one case we came up with several improvements on the existing technology in the semiconductor industry. However, breaking into the semiconductor industry proved to be extremely difficult and we fell back on plan B, sell the technology to someone already established in the semiconductor industry.

The point of all this introduction is meant to establish the need for trade shows and conferences. When you get together with people in the field conversations begin and mature. Walking the trade show educates and informs. Trade shows bring customers to venders, but it also brings people and ideas together.

As we developed our biotech equipment we needed a way to get our product out into the public. To us it seemed liked people would just “need” our equipment once they saw what it could do. How could anyone prefer the “old” technology when we had this “new” technology that was so much better? The answer of course was that the old technology worked adequately for most applications being done at the time and the potential customers weren’t so sure about the new technology. Most people were unprepared to look a couple of years down the road to the new applications, mainly because they hadn’t been thought of yet.

Our job was to show potential customers how wonderful our product is. This had to be done with the standard tests that our customers use to verify that their current equipment works. In other words, in order to break into an existing market we needed to make our equipment do the same job that the current equipment was doing. People weren’t prepared to redesign everything and put our equipment into the new setup. And, the best place to learn what the current customers think about “new” equipment is a trade show.

In the biotech industry trade shows and conferences are merged into one thing. There are talks and presentations as well as booths for people in “the industry.” This means that you need to make your point academically as well as economically. A new technology needs to pass “peer review.” In other words, your product will only be accepted if the majority of the people in the community agree that the technology is worthy. And so, even though scientists don’t like to admit it - social relationships play a role in the industry.

Well, EDC BioSystems first presented our technology at this trade show about five years ago. And, over those five years we have presented our argument to the community every year since. And, slowly the community has warmed to acoustic dispensing and EDC BioSystems as a company. Hence, every year in this decade I have made that trip to the desert, either for learning about the industry or for presenting our equipment. And, always to build those important business relationships.

This year the conference/trade show was held on Sunday, Monday and Tuesday. I flew in Sunday and left Tuesday afternoon. There are certain rituals that have been established over the years of attending trade shows. One of those rituals is the “business dinner.” Other rituals are “walking the show,” “working the booth,” “scoping the competition,” “meeting and greeting old friends,” “reading the posters,” and “finding the golden nugget.”

These rituals have gradually evolved by trial and error. The rituals need not be performed in any specific order, although they all do need to be done during the show. Some are performed throughout the duration of the show, while others are done once and abandoned. Each of these rituals have social interactions involved and the rituals foster social relationships.

With all of these rituals to follow there is hardly any time to do anything on your own. Well, there is one personal ritual that I have begun in recent years. I get up early and go for a run. I did this for the first time three years ago. Of course whenever one is in a strange city it isn’t that easy to know the best places to run. So, on my first trip I just took off running down the street at 5:30 in the morning. This first run wasn’t an ideal run, mainly because I ran out into the desert before the sun had risen. It was dark and I had no idea where I should go. I had looked at a map before hand, and it seemed that I had a good trail to follow, but there weren’t any sidewalks and it was bloody dark. Well, on subsequent runs I found better and better places to run. And, I gradually began my run a bit later so that I could run as the sun came up over the desert. This is how these rituals evolve.

This year I did the same thing. I woke up and began my run at 7:00 AM. I thought that I might try something a little different. On the last day of the show last year I found out that there were trails on the mountains that surround Palm Springs. These steep rock piles that surround Palm Springs shoot up about 3000 feet into the sky and influence the desert climate that has people returning year after year. These naked rock piles have very little vegetation because of the lack of rainfall and consistent 100+ degrees weather most of the year. In the winter the weather is much more hospitable. At 6:30 AM I took off toward the mountain to the west of the city. The base of the mountain was about a mile from my hotel, but I had no idea where the paths began. I thought that I might just run along the foot of the mountain and discover where the path might begin.

As I ran the mile toward the base of the mountain I saw a fellow runner heading in the same direction. Then I saw a couple of runners running in the opposite direction. I sensed that I might be going the right way. As followed the runner ahead of me I saw him scramble up to a road that ran along the base of the mountain but at about 10 or 15 feet up the side of the mountain. I followed him up to the road, and then up further to a sandy path that seamed to climb further up the side of the mountain. I followed him as he ran up the side of the mountain. Running up hill requires a bit more effort than running on flat ground, but if one slows down one, then one can still find a good pace based on effort. Of course the guy that I began to follow was faster than I was, so he was soon out of sight somewhere ahead of me on the path.

I continued to follow the path up the mountain. I traveled at a good pace, breathing heavy on the steepest sections of the path. As I climbed I saw a beautiful city stretched out before me. As I climbed I saw that the trail was actually marked with little spots of white paint on rocks. After about 25 minutes I emerged at the top of this small mountain. It was the first foothill, with taller ones directly behind it. I estimated that I had climbed about 1500 feet and to my surprise there were six very sturdy picnic tables placed at the top of this climb. Just as I emerged I saw the runner that I had followed up the mountain. For the first time I noticed that he was about ten years older than I am. He complimented me on being in “good” shape. He said that he was Swiss, so of course he was used to doing this. Then he took off running back down the mountain.

Been there, done that! I circled the picnic tables and then I also took off running back down the mountain, and back to my hotel. The total round trip was about 55 minutes - a good workout for the day.

The next day I decided to do the same run, but I thought that I might explore the top of the mountain a bit before a returned down again. I also decided to leave a few minutes earlier in order to catch the sunrise over the city as I climbed the mountain. And, I discovered a loop that ran around the mountaintop. And, on the way down I ran into the same guy I had followed up the mountain the day before. I had realized that he was also in town to go to the same trade show. Finally as I was running down the mountain I passed another runner who asked me if I knew how to find another path that lead to the south end of Palm Springs. That was the first that I had heard of it. But I guess next year I will look for it as this running ritual continues to evolve.