In this episode, host Jeff Hannah interviews Steve Tustain of MDL Expo International GmbH. They discuss how exhibits should be designed differently for Germany, and how the exhibit may be used different in Europe than in other places such as in the USA. Steve emphasizes the importance of pre-show planning and promotion in order to reach the audience you want to have. They also talk about preparing to meet with - and negotiate with - German businesspeople. And Steve shares his views on how in-booth activities such as engagements, gamification and gimmicks are viewed by Europeans. Steve delves deeper into the mind of the German with his views on how people desire to be perceived by others, especially in the business world. Competence is important. But, pride and being too “showy” with success can quickly backfire when trying to connect with someone from Germany. Jeff also asks Steve to share how his life is different in Germany in comparison to his upbringing in Great Britain. This interview was recorded in Dayton, Ohio. https://www.mdl-expo.com/index-en.html https://www.linkedin.com/in/steven-tustain-30291b31/ https://de.linkedin.com/in/steven-tustain-30291b31 Email: steve.tustain@mdl-expo.com www.globalexhibitor.com