{"id":3252,"date":"2026-06-11T11:00:40","date_gmt":"2026-06-11T09:00:40","guid":{"rendered":"https:\/\/www.culturediscovery.com\/blog\/?p=3252"},"modified":"2026-06-11T15:08:38","modified_gmt":"2026-06-11T13:08:38","slug":"you-cant-learn-to-care","status":"publish","type":"post","link":"https:\/\/www.culturediscovery.com\/blog\/culture\/you-cant-learn-to-care\/","title":{"rendered":"You Can’t Learn to Care"},"content":{"rendered":"Reading Time: <\/span> 5<\/span> minutes<\/span><\/span>\n

I just got back from IMEX in Frankfurt.<\/p>\n\n\n\n

If you don’t know it, IMEX is one of the big ones… the trade show where the meetings-and-incentives world<\/a> gathers to talk shop. Corporate event planners. Incentive houses. The people who design the trips your company sends you on when you crush your sales number. Smart room. Serious money moving around.<\/p>\n\n\n\n

And I sat through session after session listening to the same pitch, dressed up a dozen different ways:<\/p>\n\n\n\n

“We need to learn how to create more authentic experiences. That’s what people are searching for.”<\/em><\/p>\n\n\n\n

“We need to make guests feel like real connections are forming.”<\/em><\/p>\n\n\n\n

“We need to appear like we care.”<\/em><\/p>\n\n\n\n

Appear. Feel like. Make them think.<\/p>\n\n\n\n

I’ve been doing this 20 years, and I’ve heard the exact same thing at consumer travel conferences the whole time. Different room, same script. Everybody wants to know the trick. The framework. The five steps to seeming<\/em> authentic.<\/p>\n\n\n\n

And I kept thinking the same thing in every one of those rooms.<\/p>\n\n\n\n

You can’t.<\/p>\n\n\n\n

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