Richard Attias of Richard Attias and Associates and a subject of the book, "Harnessing Serendipity", say you need to build DNA from the very beginning to make the platform sustainable. How number one, everybody should recognize that, oh, this platform always welcomes great minds , great people. They have unexpected conversation. The topics are always very accurate. We meet great people. It's very well organized. So the quality of the logistics, in Davos my nightmare was not sometime to miss a session.

It was to not have the car on time to welcome one of my VIP at Zurich airport, because this was the bad beginning of the forum. So the DNA is quality of execution, is quality of production, is quality of content, the right people, the right timing, respect the wishes of the participant, which is very important.

You need to ask them what they want. You expect to go to a conference or an event or a platform because you are getting the best services. And at the end of the day, when you have that, the brand of the event is more powerful than an individual.

This is how you build all sorts of soft power of the conference itself. So everybody is going to the Bilderberg conference when you have the privilege to be invited to the Bilderberg conference, which is one of the top conference Chatam house rooms. No one is able to tell you who is behind the, there, but conference as of today,

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