The AV industry has never been more challenged than it is now. Technology has become pervasive. Software is more prominent. APIs offer greater connectivity. Automation is streamlining workflows. AI is simplifying setup, making systems smarter, accelerating decision-making, and expanding access to expertise. And user interfaces are expected to be cleaner, more familiar, and designed to reduce friction.
In many ways, AV technology is becoming more accessible to everyone. Yet the work of delivering successful projects and building successful businesses doesn't necessarily become easier, because behind every system, every project, and every business outcome are people.
Technology may become simpler, more automated, and more accessible—but people will remain complex. That means the human side of business and technology will continue to matter. These ideas will be explored at InfoComm 2026 during "Applying an Understanding of Personality Types to AV Roles, Projects, and Business Relationships," on Tuesday, June 16, in Room W228/229 of the Las Vegas Convention Center at 4 p.m. I’ll present alongside Amanda Beckner of Initiatives in Action, whose expertise in behavioral assessment and practical application brings an exceptional perspective to the discussion.
Different roles require different strengths. The challenge appears when people assume everyone operates the way they do.
As technology becomes more widely available, the human element becomes increasingly important. The ability to communicate effectively, collaborate across disciplines, build trust, manage expectations, navigate conflict, and understand how others think and work may be one of the greatest differentiators for long-term success.
That reality is especially evident in the AV industry. A successful AV company or project requires far more than technical expertise.
Sales professionals create opportunities and build relationships. Engineers and programmers transform concepts into reliable solutions. Project managers coordinate execution. Technicians bring systems to life. Leaders set direction and make decisions. At the same time, many of the roles that make businesses sustainable and scalable, such as finance and logistics, often work behind the scenes.
Each role contributes differently because the people who succeed in those roles often communicate, prioritize, process information, and make decisions differently.
That diversity is not accidental. Different roles require different strengths. The challenge appears when people assume everyone operates the way they do. None of those approaches is wrong, but problems arise when those differences are misunderstood. What seems unnecessary to one person may feel like responsible preparation to another. What feels urgent to one role may feel like unnecessary pressure to another.
What if those behaviors are not problems to solve but strengths to understand?
Developing awareness of behavioral tendencies provides a practical framework for communicating more effectively, building stronger teams, improving hiring decisions, leading more intentionally, and strengthening relationships with clients, coworkers, and industry partners.
Importantly, this is not about putting people in boxes. Behavioral assessments such as DiSC provide language and awareness that help individuals better understand themselves and others. The objective is not to change people. It is to adapt communication and interactions to create better outcomes.
Whether you are a programmer, engineer, technician, project manager, salesperson, leader, finance professional, operations specialist, manufacturer, consultant, or simply someone looking to improve relationships and collaboration, this session offers practical insights you can apply as soon as you walk out the door.
