ISE has always been a place to see what is new. New products. New platforms. New ideas.
But increasingly, the most valuable conversations at ISE are not about what is launching next, they are about what needs to change.

I will be in Barcelona for Integrated Systems Europe, and my focus this year is simple: connecting with people who are thinking seriously about the future of the workplace, the evolution of integration, and how value is created in an AI-enabled environment.

Here are a few of the conversations I am looking forward to having.

1. Rethinking the Workplace as a System, Not a Set of Projects

Many organizations sense that their workplace is underperforming, but struggle to explain why. Meetings feel inconsistent. Collaboration tools are underused. AI initiatives stall. Investments don’t always translate into outcomes.

The issue is rarely one product or one space. It is misalignment.

The Intelligent Workplace™ was created to address this challenge by treating the workplace as a connected system where people, workflows, spaces, and technology are deliberately designed to support the same outcomes. At ISE, I am keen to meet leaders who are rethinking workplace strategy beyond rooms, devices, and platforms. https://intelligentworkplace.ai 

2. How Integrators Evolve Beyond Project Delivery

Integrators are under pressure. Enterprise customers expect more than installation and support. Vendors expect partners who can articulate value, not just specifications. Buyers expect consistency, accountability, and long-term thinking.

I will be speaking at the NEXXT Xplore event, sharing how integrators can evolve beyond project-led delivery into advisory-led, AI-ready workplace transformation. This is not about abandoning execution excellence. It is about elevating it - adding structure, strategic clarity, and lifecycle thinking to how value is delivered.

If you are an integrator asking how to differentiate in a crowded market, this is a conversation worth having.

3. Seeing Practical Innovation on the Show Floor

ISE remains one of the best environments to see technology in action. During the show, I will be spending time with the team at MuxLab at booth 5G390, showcasing AVoIP, USB-C, and control solutions.

What interests me most is not the technology itself, but how it fits into real-world deployment models. How easily does it integrate? How does it scale? How does it support consistent user experiences across regions and use cases? These are the practical questions that increasingly matter.

4. Channel Strategy and Ecosystem Development in APAC

APAC is one of the most complex regions in the world for go-to-market strategy. Different levels of market maturity, cultural expectations, regulatory environments, and partner capability make “one-size-fits-all” approaches ineffective.

A significant part of my work focuses on helping vendors and distributors refine their channel ecosystems such as identifying where to invest, which partners to develop, and how to align execution with strategy. ISE is an ideal place to have these discussions face to face, especially with regional and global leaders in one place.

5. Sales Models and Buying Complexity

Buying cycles are longer. Decision groups are larger. Technical differentiation alone is no longer enough.

I regularly work with organizations that recognize their sales models have not kept pace with this complexity. Strategic account planning, channel management, and sales transformation are now core capabilities, not optional enhancements.

If you are questioning whether your current approach still works, ISE is a good moment to pause and reassess.

6. Sharpening Messaging for Real Audiences

Another recurring theme in my work is messaging. Many organizations struggle not because their solutions lack value, but because that value is not clearly articulated for specific verticals or functions.

I help teams refine narratives so they resonate with enterprise buyers, integrators, technical teams, and executives without diluting the core message. These are often some of the most practical and immediately useful conversations I have at ISE.

7. Speaking, Sessions, and Conversations

Beyond scheduled sessions, I am available during ISE for sales kickoffs, partner events, and end-customer discussions. Topics range from fractional leadership and sales coaching to broader perspectives on where the industry is heading.

8. Have a Break, Have a "Kit Kat"

And sometimes, the most valuable interaction is simply an honest conversation over a coffee or a drink, sharing perspectives on what is working, what is not, and what might come next.

If you will be in Barcelona and any of this resonates, let’s connect at ISE and talk about the future of the workplace together. My email is partner@strategicpathways.asia