By Dan Cole, CEM Fellow | Senior Director, Sales | AVIXA
Thirty-five years in, and my CEM still opens doors.
When I walked into my first trade show in the summer of 1992, I had no idea I was stepping into a career that would shape my entire life. I just knew I loved it: the energy, the strategy, the human connection that happens when thousands of people gather around a shared passion. What I didn’t know yet was how much there was still to learn.
Ten years in, I pursued my Certified in Exhibition Management® (CEM) designation. By that point, I had already built a career I was proud of, working across organizations including National Trade Productions, Advanstar and the Consumer Technology Association, where I was part of the team behind one of the world’s most iconic trade shows, CES. But loving an industry and truly understanding it are two different things. I wanted to be well-rounded. I wanted the knowledge to match the passion.
Earning my CEM didn’t hand me a single dramatic turning point; no sudden promotion, no life-changing phone call the next morning. What it gave me was something more lasting: it expanded my horizons. It deepened the way I think about exhibitions, about strategy, about the people and businesses we serve. And over time, that depth opened doors I never anticipated, including becoming part of the CEM Faculty itself. Teaching CEM modules around the world (literally) has been an incredible adventure and a lot of fun.
But the stage didn’t stop there. The confidence and credibility that came with the CEM inspired me to say ‘yes’ to every opportunity the industry offered. I’ve spoken at Expo! Expo! IAEE’s Annual Meeting & Exhibition. I’ve spoken dozens of times at Lipmann Connects Events and have been honored to speak at Trade Show Executive events, including the Gold 100 and Fastest 50 gatherings. I’ve appeared on industry podcasts, sharing perspectives on the business of exhibitions with audiences I never would have reached otherwise. My philosophy has been simple: if the industry is calling, pick up.
Today, as Senior Director of Exposition Sales for InfoComm, I bring that foundation with me every single day. The CEM didn’t just teach me the business of exhibitions; it connected me to a network of professionals I still count as colleagues and friends, 35+ years later. I have stayed in touch with people I worked with throughout every chapter of my career, and the trade show industry has been very good to me. I believe that is no coincidence.
If you’re on the fence about pursuing your CEM, here’s what I’d tell you: don’t wait. Do it now.
The knowledge you gain will make you better at your job immediately. The people you meet will become a professional network that sustains your career for decades. And the credential you earn will signal to the world and to yourself that you are serious about this industry and committed to excellence in it.
The trade show industry rewards those who invest in it. The CEM was one of the best investments I ever made. Whatever stage you’re at in your career, it’s never too early or too late to make that same choice. I’m still loving it!
