Integrity Languages


The Power of Custom-Builds

By: Jonathan Downie    Date: July 14, 2016


After a clean run of a few years, my trusty laptop is beginning to show its age. While the machine itself is still holding up well enough, I have started pricing up its successor and I am beginning to be attracted by the lure of custom-builds.


We all know the deal. With a custom-build, you only pay for what you actually need and, if you have the right expertise, you can make sure that you get exactly what you want, at a price you can afford. It works well for computers and it works even better in events management and interpreting.


Work on planning a wedding and you will know that off-the-shelf doesn’t work. Who wants a package with exactly the same dress, flowers, cake and ceremony as someone else? Of course, each wedding has to be planned from scratch, even if some common features will be there.


What about a conference? Here, there is always more temptation to go for an off-the-shelf solution. We all know the drill. You’re going to have: at least one PowerPoint malfunction, a President’s address that mentions local cuisine (hooray for haggis and whisky!), someone proclaiming that the future is bright for those who dare to dream, and a few presentations that become a cure for insomnia.


Yet, even with common features, each conference exists for a slightly different reason and needs a different approach. One conference might be all about sharing best practice, while another might be simply about pushing sales. One might be about coming to consensus on key decisions, while another might prioritise networking.


The difference in purpose between one conference and another leads to the need for event managers to approach each differently. Gathering client requirements is more than just a tick-box exercise; it’s about getting under the skin of the event and really understanding what would make it a success. (Protip: reducing the number of boring presenters is a great place to start!)


That same need for customised service applies to interpreting too. Since no two conferences are the same, it makes sense that we never treat any two assignments the same. Our approach to preparation, delivery and follow-up needs to be modified to fit the needs of each individual client and each event. Basic changes such as spending slightly less time on terminology and more on the style of each speaker, researching press quotations to see what sticks and asking the right follow-up questions, instead of broad nonsense like “was the interpreting good?” will all go a long way.


Today, when competition is fierce and budgets can often be tight, it makes sense to show that you have a better handle on your client’s needs than your competitors. The best way to do that is by offering custom solutions.

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