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At a recent association conference, I heard a classic cliché, “I learn the most during conversations in the hallway.” My response? If you’ve devoted all that time and energy to an educational event and the best learning is a random conversation in the hallway, your education probably sucks needs improvement.   Any reasonably competent meeting planner or educator should be able to produce an activity more meaningful than a random conversation. In Looking Forward 2019, 81% of association leaders indicated they were concerned or somewhat concerned about producing compelling professional development opportunities. I go to and speak at many conferences. I’ve also acted as a Master of Ceremonies for events. Association Laboratory also designs our own association executive educational events. We also develop education strategy. Here are some thoughts. Audience Understanding (or not) Educational events don’t have an “audience”. They have a Venn diagram of audiences. Multiple markets who are attending for their own reasons. In research for