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Articles by Eric Dyson
Meaningful Benchmarks: Clarity May Be Coming; Leadership Cannot Wait
Retirement plan advisors are watching two significant developments that could influence how fiduciaries evaluate investments. The Supreme Court is considering Anderson v. Intel Corp., while the Department of Labor has proposed new guidance addressing fiduciary investment selection. Both developments involve a deceptively simple question: What makes an investment benchmark meaningful? Yet the questions being considered are fundamentally different.
Eric Dyson on Retirement Industry's Innovation Conundrum
One of the most interesting findings to emerge from 90 North Consulting’s review of the public comments to the Department of Labor’s recent proposed guidance was not a specific regulatory recommendation or a particular point of disagreement among commenters. Instead, it was a recurring tension that appeared throughout the public record regardless of industry segment, business model, or viewpoint. We came to call it the Innovation Conundrum.
Reading the Tea Leaves Part II: 5 Practical Risks in the DOL’s Proposed Fiduciary Rule
In Part 1, we explored the practical opportunities created by the Department of Labor’s proposed fiduciary rule, many of which center on greater clarity, flexibility, and confidence in fiduciary decision-making. But clarity cuts both ways. While the proposal introduces a more defined framework for evaluating prudence, it does not lower the fiduciary standard. In several respects, it may raise expectations by making the elements of a prudent process more explicit.
Reading the Tea Leaves: 5 Opportunities in the DOL’s Proposed Fiduciary Rule
The Department of Labor’s proposed regulation on selecting designated investment alternatives is generating a great deal of discussion, particularly around alternative investments. But if you step back, this proposal is not really about products. It is about process. More specifically, it reflects an effort by the DOL to bring greater structure and clarity to how fiduciary decisions are evaluated under ERISA. For plan committees and advisors, that shift creates a number of practical opportunities.
You Can’t Stop the Lawsuit. But You Can Stop It Early.
There is one reality every ERISA advisor and plan committee member needs to understand: There is nothing a plan sponsor can do to prevent a lawsuit from being filed. Plaintiffs’ firms do not need proof of wrongdoing. They need public data and a plausible theory. Form 5500 filings are mined every year. Recordkeeping fees are calculated per participant. Share classes are compared. Investment menus are reviewed online. Many complaints quote directly from publicly available filings.
Eric Dyson
Executive Order or not, 90 North Consulting’s Eric Dyson stresses that nothing in it requires addition of private equity to a defined contribution plan
Change in Policy or Practice?
On August 7, 2025, President Trump issued an Executive Order aimed at “democratizing access” to alternative assets in 401(k) plans. The policy’s stated goal is to give plan participants broader exposure to investments such as private equity, private credit, real estate, digital assets, infrastructure, and other alternative asset classes—when fiduciaries determine they are appropriate. The announcement made headlines, and for good reason. It signals a clear change in federal policy tone.
The High Price of Discovery in ERISA Class Action
As a retirement plan consultant, I often get asked: “Is ERISA class action litigation becoming more of a risk for plan advisers?” I can’t predict the future, but I can address the fiduciary risks that need to be considered by ERISA advisers as existing 401(k) litigation continues to move through the courts, with new complaints filed just about every week.
We Nailed That RFP Response! (Didn’t We?)
Wouldn’t you love to be a fly on the wall at the plan sponsor defined contribution (DC) committee meeting where members discuss request for proposals (RFP) responses and decide who gets invited for final presentations? Or, likewise, for the same committee, as its members deliberate once final presentations are complete? Here’s the inside track to what happens during those conversations.
Finding the Right Plan Adviser
Let’s face it, searching for an Employee Retirement Income Security Act (ERISA) adviser is about as enjoyable as finding a new cellphone plan or cable TV provider. Best practices suggest an adviser search be done approximately every three years. But doing something once every three years will make few people an expert on it. The key to making this complicated process a success is asking the right questions.
Trade Show 101: Trade Show Booth Staff
The success of a trade show campaign hinges on a well-trained and prepared trade show booth staff and the way they interact with prospects and attendees on the show floor. In this post, we outline the best practices when it comes to staffing your booth, assigning roles and responsibilities to staffers and budgeting concerns when it comes to preparing your trade show booth staff for the show floor.
10 Examples of Creative Trade Show Booth Design
The design of your trade show exhibit speaks volumes about your company and serves as the foundation upon which you shape your trade show marketing success. A well-design exhibit will attract visitors, support your goals, reflect the identity of your brand and leave a lasting impression on visitors. In this post, we feature ten exhibit designs that masterfully combined substance and style to differentiate themselves from competitors on the show floor.
Crash Course: Custom Trade Show Booth Design
Custom trade show booths are perfect for exhibitors looking for a one-of-a-kind exhibit solution to reflect their brand’s personality on the show floor. In this post, we cover several important areas of trade show booth design to help you create a high-impact exhibit tailored to meet your trade show marketing needs. Your trade show booth is a tool that supports your trade show marketing goals, so making sure your goals are properly outlined is a key step in designing your trade show booth.
10 Best Apps for Exhibitors
Staying organized while exhibiting at a trade show can be hard work. Luckily, for event marketers, the digital age has ushered in technology that can help exhibitors stay on top of everything, from travel arrangements to staff scheduling. In addition to popular business travel apps—such as Dropbox, LinkedIn, Uber/Lyft and CamCard—we highlight 10 of the best apps for trade show exhibitors.
The Three Keys of Trade Show ROI
While planning for a trade show, exhibitors should take the time to set up a proper framework to gauge and maximize the results of their trade show program and overall trade show ROI. According to a recent study conducted by Demand Metric (Event Engagement: Accelerating the Customer Lifecycle), 20% of event marketers do not possess a clear understanding on how to properly track or measure their trade show ROI.
Going Green: Environmentally-Friendly Hit Promotional Products
Exhibitors who have hit promotional products not only attract traffic flow to their exhibits, but also leave lasting impressions on attendees who visit their space. What’s more, environmentally-friendly branded promotional items can help increase brand awareness and illustrate a company’s environmental and social commitments.
Intro to Trade Show Planning
Trade shows, expos and conventions provide companies with a one-of-a-kind marketing opportunity to showcase products and capabilities and engage face-to-face with prospects and clients. In fact, an organization may achieve more at one event than they could over the course of weeks or months of marketing through other mediums. To reap the many benefits of exhibiting at a trade show, exhibitors need to properly plan for an event. Successful trade show planning takes time, discipline and foresight.
Wow. Engage. Sell: Three Exhibit Themes That WOW’ed and Rocked the Trade Show Floor
A successful trade show exhibit design effectively communicates a brand’s story with inventive architecture, rich graphics and an imaginative theme. Exhibitors who take time to weave together each of these elements design memorable campaigns that effectively wow, engage and sell to prospects. Below, we look at three eye-catching themed trade show exhibits that rocked the trade show floor with their originality and attracted audience into the space.
How Trade Shows Help You Achieve Marketing Goals
Successful trade show marketing hinges on three points: WOWING attendees, ENGAGING prospects and SELLING to customers. However, many trade show marketers have a difficult time figuring out how to incorporate these points into their custom trade show exhibit. Here are a few ways you can use a custom trade show exhibit to WOW, ENGAGE and SELL at your next trade show to reach your marketing goals.
Your Trade Show Budget Worksheet: How to Financially Plan for your Next Event
What do a trade show veteran and a novice exhibitor have in common? If you answered a long to-do-list, you would be right. If you also answered budgeting challenges, you’d be doubly right. Let’s face it, planning a trade show budget can be tricky, and with a long and varied list of tasks demanding your attention, it can be tough to create an accurate budget. Not to worry! This post contains practical advice and easy-to-apply budget planning solutions.
Trade Show Attire: Do’s and Don’ts
At trade shows and business conferences your trade show booth and collateral aren’t the only things representing your company to attendees. For the duration of the trade show you are a walking representation of the brand. You only have seconds to make a first impression at trade shows, so naturally your trade show attire and appearance will matter greatly. Follow this list of Do’s and Don’ts to have the right effect on your trade show ROI.
Horror Story: Three Terrifying Trade Show Mistakes
Halloween is upon us, and with it come terrifying visions of specters, apparitions and phantoms. Preternatural creatures are not the only thing that can strike terror in the hearts of event marketers. Horror stories of everything from missing trade show booths to forgetting equipment back at the office can be enough to keep even the most seasoned event marketer up at night.
Trade Show Trick or Treat: The Different Attendees you Will Meet on The Show Floor
While working a trade show exhibit, you are sure to meet hundreds — possibly thousands — of attendees from all over the world, each with their own agenda and interests. With the multitudes of attendees you are sure to meet, it can be difficult to decipher the pretenders from the prospects. As Halloween fast approaches, we unmask the different types of trade show attendees to help you get an edge at your next event.
Top Three Trade Show Tips for Small Business Exhibitors
If you are a small business owner, attending a trade show can help boost your company’s profile, grow your client list and give you the opportunity to network with others in your industry. Given the list of benefits, it is easy to see why many small businesses are opting to exhibit at trade shows. With the increased number of small businesses attending trade shows, it is import to know tips and tricks to help you get ahead at your next event.
Three Cost-Effective Ways to Refresh Your Trade Show Booth
Trade shows provide your business unique face-to-face opportunities with industry influencers and can be a tremendous investment in your company’s future. To ensure you make the best possible first impression, your business needs a well-designed trade show booth to catch the eye of potential customers. If your display is feeling a bit outdated, before you spend the money on a new display, consider these three cost-effective ways to refresh your trade show booth.
Trade Show 101: Tips for Small Business Exhibiting
For small businesses, attending a trade show is no cheap endeavor. However, small businesses have much to gain by exhibiting. With proper planning and a clear idea of what they want to achieve, small business owners can find the experience of exhibiting at a trade show invaluable. With that in mind, here are a few trade show tips for small business owners to use at their next event. Trade shows are often bigger and more complicated than you think they will be.
Trade Show Display 101: Outdoor Displays
Summertime brings with it warm weather, clear skies and a host of fun outdoor events and activities. Outdoor displays allow exhibitors to take advantage of the summer season by providing a sturdy and stylish display to promote their brand at outdoor events. Whether you are looking to place a flag on the sidewalk outside your storefront or you are participating in an outdoor event, an outdoor display can get you noticed.
Island Trade Show Exhibits: What you Need to Know
So, you have selected a trade show, assembled your elite team of booth staffers and now you are ready to design an unforgettable exhibit. But with so many trade show exhibit and display options available, where should you begin? We evaluated the most successful island exhibits and highlight what you need to know to design a show-stopping exhibit that meets your needs. Surrounded by aisles on all four sides, island trade show exhibits are one of the most popular exhibit configurations.
Top 10 Trade Show Giveaways
Trade shows represent some of the best opportunities for marketers to enhance their company’s profile, meet new prospective clients and gather leads for their sales force. That being said, to fully capitalize on the benefits of exhibiting, you need to consider how you will entice attendees to visit your trade show booth and remember your message. There are many ways to attract attendees and trade show giveaways are one of the most commonly used and effective strategies.
The 3 Keys to Nailing Lead Generation at Your Next Trade Show
Generating high-quality leads is one of the most important functions of a marketing team. Trade shows offer marketing professionals a chance to define their brand, explain their solutions and establish personal relationships with prospects—all key factors in generating quality leads. What’s more, compared to other marketing avenues, trade shows are more likely to swiftly turn cold prospects into hot leads.
Storytelling at a Trade Show: A Case Study
When reduced to their core, trade show marketing campaigns are all about the art of persuasion. If you want to standout on the show floor and elevate your brand’s messaging beyond your competition, storytelling can help you get the persuasive edge you need. Read on and learn why storytelling is not just the hottest new marketing trend, but an essential element in the trade show marketing mix. Essentially, stories express a journey from one point to another.
4 Ways Trade Shows Help Marketing ROI
Marketers are always looking for ways to get the most bang for their marketing buck. Trade shows are one of the most efficient ways to spend your resources because they consolidate multiple marketing goals into one campaign. Where else can you reach a large audience, sell products, network within your industry and collect leads all in one place? Keep reading to learn about how trade shows can help your marketing ROI.
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