Spotlight on Success
Featured Interview
Larry Kulchawik
“Spotlight on Success” is an interview series created by David Levine of I Am Your Virtual Professional. Its purpose is to amplify the voices of today’s business leaders. Each interview provides actionable insights that readers can implement immediately. No fluff, just practical wisdom that enables individuals to move forward with clarity and confidence.
Larry Kulchawik
| Company | Larry Kulchawik |
|---|---|
| Author | Retired |
| LinkedIn Profile | https://www.linkedin.com/in/larry-kulchawik-bab693ab/ |
| Company Website | www.larrykulchawik.com |
Larry Kulchawik has spent 52 years doing trade show marketing and exhibit design. In addtion, he has served as president of two industry associations- EDPA- Exhibit Designers & Producers Assoc & IFES-Int’l Federation Exposition Service Assoc. Upon retirement, Larry has written two books about the trade show and conventions industry. This invisible industry worldwide contributes $1.6trillion to the global economy, yet few have gone to school to learn this trade. How did this all come to be?
Who Should You Nominate?
- Leaders doing meaningful work
- People with insights others can learn from
- Voices worth elevating
Interview Questions
1. What’s one strategy your business used recently that created meaningful growth?
Digital advertising
2. How has AI or technology changed the way you operate or serve clients?
AI methods for trade show exhibit design is now used to visulize an exhibiting idea.
3. What’s a customer insight you discovered that changed the way you do business?
Make it personal
4. If a business had to improve ONE area to grow faster in the next 90 days, what should it be?
Implement face to face communication as much as possible. This build trust and establishes a relationship. Face to face creates emotion. Emotion builds trust.
5. What’s one thing you do consistently that keeps your pipeline healthy?
Promote the power and value of trade show marketing worldwide
6. What’s a decision you made in the last year that had a bigger impact than you expected, and what led you to make it?:
I wrote two books about the power of trade show marketing. 50 years of experiences strongly led me to do so.
7. What’s one process you streamlined that made a noticeable difference in efficiency or results?
Limit the number of suppliers to assist
8. What book, podcast, or resource has influenced your thinking or business decisions lately and why?
Who Should You Nominate?
- Leaders doing meaningful work
- People with insights others can learn from
- Voices worth elevating
I am Your Virtual Professional's
3 Key Takeaways
# 1
Personal connection still wins. Larry emphasizes making business personal and prioritizing face-to-face conversations whenever possible. His view is simple: emotion builds trust, and trust builds relationships that sustain long-term business.
# 2
Technology should help people visualize ideas. AI is now being used in trade show exhibit design to help visualize concepts before they’re built. Used this way, technology becomes a practical tool that improves communication and helps clients clearly see what they’re investing in.
# 3
Focus creates efficiency and authority. Limiting the number of suppliers streamlined operations, while promoting the global value of trade show marketing and writing books about the industry strengthened thought leadership and kept the pipeline active.
Who Should You Nominate?
- Leaders doing meaningful work
- People with insights others can learn from
- Voices worth elevating
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