May_June_2022 - 4

E D I T O R ' S TA K E OF F
Published by Endeavor Business Media
+1 (800) 547-7377
So What?
As I'm getting off the plane from MRO
Americas, it's hard to describe the mixture
of excitement and exhaustion filling
my body.
It's amazing to see the industry bounce back from
By Joe Petrie,
Editorial Director
the brink. Seeing the conference brimming with people,
business being conducted and people just happy to be
out is exciting. It's almost like we've convinced ourselves
the past two years was a mutual sabbatical and nothing
has changed.
But we're all a little rusty getting back out there. Many
of us had a smattering of industry events to attend since March 2020 and might
have found ourselves a little out of swing with live events.
Shows like MRO Americas are challenging for attendees and exhibitors alike.
If you're walking a show looking to buy something, you have countless options for
what you need. And if you're an exhibitor, it's tough to stand out in the crowd to
get everyone's attention.
Not everyone can pull off wine and cheese mixers. And while they're a nice perk
of a tradeshow, not everyone is looking for gratis wine and cheese.
Getting attention is an artform. Luckily, it's very learnable.
When I work with junior editors starting their careers, we always cover the
basics of building a strong story - who, what, where, when, why and how. Everyone
learns that in journalism school and
anyone with a passing fancy into the
media understands that concept.
But I always challenging them
Check out AMT's
video highlights from
the 2022 Aerospace
Maintenance Competition
at MRO Americas
www.aviationpros.com/21265763
with the unwritten seventh tenant
of storytelling - so what.
So what is the most important
part of any message. It's a question
that drives us unwittingly to make
most of the decisions we do in our
lives. It's the payoff to a goal or the central standard of a product.
Does your equipment have a new feature? So what? Your tools have a new line?
So what? Attending a tradeshow? So what? Got an issue at your repair shop you
need to address? So what?
AkzoNobel had a virtual painting simulator at its booth at MRO Americas.
Attendees got to try their skills at painting a virtual airplane while others cheered
them on. When we asked about the " so what " element, they were able to explain
how they can train painters in an efficient manner without wasting paint and show
veteran painters ways to further hone their skills.
Those are some powerful so what's.
Focusing on the so what gives clarity towards an end goal when making business
decisions or buying new equipment. It also gives technology providers a better goal
when explaining their latest innovation for a new product.
As you look to the rest of the year and the goals you want to accomplish, make
sure to take a breath and look within at what you're trying to do. Then ask yourself
one simple question: so what?
4 MAY/JUNE 2022
Volume 33, No. 4, May/June 2022
EDITORIAL
Joe Petrie, Editorial Director
joe@aviationpros.com, +1 (920) 568-8399
Walker Jaroch, Editor
walker@AviationPros.com, +1 (920) 563-1613
Rebecca Kanable, Assistant Editor
Becky@AviationPros.com, +1 (920) 563-1641
Contributors: Larry Hinebaugh, Pete Bunce, Sarah MacLeod and Mario Pierobon
SALES
Bill Baumann, Group Publisher
bill@AviationPros.com, +1 (224) 324-8529
Greg Szatko, National Accounts Manager
greg@AviationPros.com, +1 (920) 568-8314
Jon Jezo, National Accounts Manager
jon@AviationPros.com, +1 (920) 568-8337
Stephanie Painter, International Sales Rep
stephanie@painter-lowe.com,+1 44 1634 829386
SUPPORT
Julie Whitty, Art Director
Jane Pothlanski, Production Manager
jpothlanski@endeavorb2b.com
Carmen Seeber, Ad Services Manager
cseeber@endeavorb2b.com
Debbie Dumke, Audience Development Manager
Chris Ferrell, CEO
June Griffin, President
Mark Zadell, CFO
Patrick Rains, COO
Tracy Kane, Chief Administrative and Legal Officer
Missy Zingsheim, VP of Sales Operations
Amy Mularski, EVP, Group Publisher - Healthcare & City Services
Kristine Russell, EVP Special Projects
SUBSCRIPTION CUSTOMER SERVICE
+1 (877) 382-9187; +1 (847) 559-7598
circ.amt@omeda.com
PO Box 3257, Northbrook, IL 60065-3257
ARTICLE REPRINTS
reprints@endeavorb2b.com
LIST RENTAL
InfoGroup
Michael Costantino
+1 (402) 836-6366
michael.costantino@infogroup.com
Aircraft Maintenance Technology (USPS 004-989; ISSN 1072-3145 print; ISSN
2150-2064 online) is published bimonthly by Endeavor Business Media, 1233
Janesville, Fort Atkinson, WI 53538. Periodicals postage paid at Fort Atkinson, WI
and at additional mailing offices. POSTMASTER: Send address changes to Aircraft
Maintenance Technology, PO Box 3257, Northbrook, IL 60065-3257. Canada Post
PM40612608. Return undeliverable Canadian addresses to: Aircraft Maintenance
Technology, PO Box 25542, London, ON N6C 6B2.
Subscriptions: Individual subscriptions are available without charge in the United
States, South America, Europe, Asia and the Middle East. Complimentary electronic
subscriptions are available to subscribers worldwide. Please visit www.aviationpros.
com and click on " Subscribe " . Publisher reserves the right to reject non-qualified
subscriptions. Subscription prices: U.S. students $25.00 per year. Non-industry
related subscribers $40 per year, $79 two years; Canada/Mexico $68 per year, $119
two years; All other countries $98 per year, $182 two years. All subscriptions payable
in U.S. funds, drawn on U.S. bank. Canadian GST #842773848. Back issue $11
prepaid, if available. Printed in the USA. Copyright 2022 Endeavor Business Media.
All rights reserved. No part of this publication may be reproduced or transmitted in
any form or by any means, electronic or mechanical, including photocopy, recordings
or any information storage or retrieval system, without permission from the publisher.
Endeavor Business Media does not assume and herby disclaims any liability to any
person or company for any loss or damage caused by errors or omissions in the material
herein, regardless of whether such errors result from negligence, accident or any
other cause whatsoever. The views and opinions in the articles herein are not to be
taken as official expressions of the publishers, unless so stated. The publishers do not
warrant, either expressly or by implication, the factual accuracy of the articles herein,
nor do they so warrant any views or opinions offered by the authors of said articles.
The material presented in Aircraft Maintenance Technology is intended to complement
technical information that is currently available from supplier and regulatory
sources such as manufacturers and the Federal Aviation Administration. Every effort
is made to assure that the information provided is accurate. However, if information
presented by Aircraft Maintenance Technology is in conflict with supplier and regulatory
sources, the latter shall take precedence.
AIRCRAFT MAINTENANCE TECHNOLOGY
http://www.aviationpros.com/21265763 http://www.aviationpros.com
May_June_2022

Table of Contents for the Digital Edition of May_June_2022
