It’s long been understood that most business or professional conferences and trade shows have been about the 3 C’s: content, commerce and community. These three legs of the stool for big, national events made sense. Aggregate an array of education and programming known as content. Host a football-field-size trade show with booths and let people wander, looking for the right company that had what the “shopper” was looking for. And bring a community of like-minded people together in the hope that the right people would find each other and build or renew a professional relationship.