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Session 1: Risky business for risk-averse associations

Our expert panel of international association leaders will discuss their approaches to identifying, mitigating and exploiting risk, and in particular what they’ve learnt about risk during the pandemic. Associations are traditionally risk-averse, but in the current business environment an inability to take on risks – avoiding experimentation and iteration, and not recognising the value of small failures – is just as dangerous as failing to recognise when a risk is existential and your association’s very survival is at stake! Share your own experiences of persuading conservative Boards to move fast, quantifying unknown dangers, finding solutions when insurance companies say “no”, and more!

Moderator: Tommy Goodwin, VP Government Affairs, Exhibitions & Conferences Alliance


21 February 2022


11:30 am - 12:30 pm




  • Dean A. West
    Dean A. West
    FASAE – Association Leadership Strategist and Futurist

    Dean West, President of Association Laboratory, is a globally recognized thought leader and futurist for the association community. For more than 20 years he has researched what works and does not work in association strategy and leadership.
    An engaging, provocative and conversational speaker, he understands the unique needs of association leaders working in a complex, dynamic environment. Mr. West’s research-based insights inform and inspire.
    A Fellow of the American Society of Association Executives. He has served on the Board of Directors for the Association Forum, as Past Chairman of ASAE’s Professional Development Council and as a past member of ASAE’s Membership Council. He is a former association chief staff officer with experience leading national and international associations.
    Mr. West founded Association Laboratory, Inc. in 1999. Association Laboratory, Inc. specializes in the research and development of strategy for trade and professional associations and in the provision of strategic education for association leaders. The company serves a global client base of professional, trade and corporate organizations through offices in Chicago, IL and Washington, DC.

  • Dianna Steinbach
    Dianna Steinbach
    Vice President, Corporate Development, ISSA - The Worldwide Cleaning Industry Association

    Dianna Steinbach is the Vice President of Corporate Development for ISSA, the worldwide cleaning industry association, a 99-year-old, US-based organisation.
    Under Steinbach’s leadership, ISSA’s international operations grew from two people overseeing European activities and one European exhibition alliance, to expanded operations in Europe, the Middle East, Africa, Asia and Oceania, including joint ventures in China, Korea and Italy. ISSA’s portfolio of exhibitions now include the US, Africa, Australia, Canada, Italy, Mexico, Spain, and Russia, with symposiums in China, India and Thailand.
    For the last 19 years, Steinbach has focused on helping ISSA and related industry associations and exhibition providers identify new trends, strategically plan, develop business alliances, connect with customers and position themselves for the greatest success.
    Steinbach is a Board Member and the Programming Chair for the European Society of Association Executives (ESAE). She is a faculty member for the Membership Marketing School and has been a member of the IBTM World Association Leaders Forum Advisory Board. Steinbach also has been a speaker for the International Congress and Conventions Association (ICCA), UFI Global Association of the Exhibition Industry, IMEX Association Focus Conference and other international association and event leadership events.
    She worked on the team that first enabled ISSA’s US show to enter the Trade Show Executives Gold 100, has presented at the Lippman Connects Large Show Roundtable in the US, been a member of exhibition committees for RAI Amsterdam, and participated in customer-based strategy sessions for the Las Vegas Convention Center.
    Prior to her time in association management, Steinbach was the owner of ClarityPoint consulting firm, as well as a former editor for Trade Press Media and a reporter for the Association Press.

  • Magdalena Nowicka Mook
    Magdalena Nowicka Mook
    CEO, International Coaching Federation

    Magdalena brings experience in fundraising, coaching, and consulting and association management. Currently she offers her vision and strategic direction as the CEO of the International Coaching Federation (ICF), where she acts as a partner to the ICF’s Global Board of Directors since 2005. Magdalena previously worked with the Council of State Governments, as the Assistant Director of National Policy and Director of Development. Magda is a trained professional coach and systems’ facilitator.

    Magda is a frequent speaker on trends in coaching and leadership development, regulation, ethics, and social progress.

    Ms. Mook received her M.S. in Economics and International Trade from the Warsaw School of Economics, Poland. In 2019, Magda was recognized as #1 Coach: Global Influence by Marshall Goldsmith Thinkers50 and was a finalist for the Thinkers50 Distinguished Award in Coaching and Mentoring. In 2021, she was recognized as one of Top30 Global Gurus in Organizational Culture.

  • Tommy Goodwin
    Tommy Goodwin
    VP Government Affairs, Exhibitions & Conferences Alliance

    Thomas F. (Tommy) Goodwin is Vice President of the Exhibitions & Conferences Alliance (ECA), a newly-formed association dedicated to the recovery and advancement of the business events industry. In this role, he leads ECA’s advocacy on behalf the interconnected ecosystem of event organizers, exhibitors, suppliers, venues, and destinations comprising the global business events landscape. Prior to joining ECA, he spent more than 20 years in progressively senior roles for several globally-recognized corporations and associations, including Oracle, AARP, and the Project Management Institute. Additionally, he was a research fellow at Harvard Business School focused on the global environment in which organizations operate. He has a B.B.A. from The George Washington University, an M.B.A. from Auburn University, and a Postgraduate Diploma in European Union Law from King’s College London. He also holds a Certified Association Executive designation from the American Society of Association Executives and a Project Management Professional certification from PMI.

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