The peril of "busyness"

As any editor’s inbox will testify, we’re now just two weeks away from EWEA – a conference that, should you believe everything that the organisers are telling you, promising all sorts of marvels and delights.

Delegate numbers look set to be on the up, the conference schedule is fit to burst and the exhibitors are no doubt starting to fill the goodie bags as I type. Love them or loathe them, there’s a comforting sense of familiarity about wandering through the hub-bub on a busy conference floor.

But behind the marketing schmaltz, is this “busyness” keeping the industry on track? With the 2020 deadlines already looming large, are the major players confident that the right deals are getting signed off at the right level, at the right time? And what are the implications if – heaven forbid – we fall woefully short?

While there will be much to talk about on the conference floor, let’s hope the focus a week today is on business, as opposed to busyness for busyness’ sake.