I learned a long time ago, from one of my favorite all-time clients—David Jenkins, founder of Next Proteins—that if you want a better answer—ask a better question.

Do you know of anyone who starts out with the thought of having a non-productive show at Natural Products Expo East (Or, any other trade show for that matter?)?

Of course not.

Many companies ask the question before going to Expo East—"How can we keep our costs down for this show?" Or, "What can we reuse from last years booth?"