The team at DBS gave us a full freedom to propose a direction for the book. We provided them with three option that is a direct translation of what the DBS event is all about; an exhibition of a German-tech innovation. At the same time, we were also thinking of not doing a heavy “on-the-face” on technology, while not doing an abstract too. Hence, finding the balance between the content of the conference and brand strength is crucial because the market that joins the conference as exhibitor and exhibitee are technical people.