2021 Word of the Year

As we near the end of 2021 , I want to share my word of the year. At the end of 2020, I wrote about adaptability, and while there are many words I could use to describe my 2021 (because it has been quite the year!) the one that sticks out for me is virtual.

Yes, we were all virtual throughout nearly all of 2020, but this year we really dug in on the virtual aspects for customer advisory board meetings in our work at Farland Group. While there were many unknowns about 2020, and in-person meetings were still up in the air for the first half, we knew heading into this year we would likely be all virtual — so we were prepared and ready to broaden our digital horizons.

Throughout 2021, we worked with clients to dive deeper into the details for virtual customer advisory board meetings. Enhancing our own knowledge of the various platforms used or specific features — like breakout rooms, turning off beeps when people log on / off, and yes, even understanding how the new emoji features work (and emojis seem to be everywhere nowadays!) — was a cornerstone for 2021.

The versatility I’ve acquired to switch between different digital platforms and understanding the differences between each of them has been extremely valuable — for both my own personal knowledge and in helping clients as well… because toggling between audio settings for back-to-back calls is something I never really thought about until this year. My level of confidence for every different digital or virtual platform has undoubtedly grown.

In 2021, we continued to conduct business as usual, facilitate customer advisory board meetings and pivot, adapt and shift gears on an as-needed basis to meet client needs. And all of this was done virtually… so I ask you, what is your word for 2021?

Related Stories

Count Down to 2022: Improve Your Customer Advisory Boards

Posted on 12.21.2021 by in Customer Advisory Boards

As we look to 2022, we are clear that meetings will continue to be online and hybrid, but very few will be purely in-person. Here are some tips on how to think about planning for your 2022 Customer Advisory Board  

Continue Reading »

Pick One Area to Focus on for the Rest of 2021

Posted on 11.18.2021 by in Customer Advisory Boards

Let’s pause for a moment. It’s mid-November, some of the major holidays are coming at us full force and you think your work is (sort of) winding down…. well, not quite! If you are like us at Farland Group, we’re  

Continue Reading »

What Does Your Hybrid Customer Advisory Board Meeting Look Like?

Posted on 09.13.2021 by in Customer Advisory Boards

It’s been nearly two years since most of us went all-virtual… all.the.time. As we push forward with customer advisory board meetings, one thing is clear — there is no definitive answer on what a potential hybrid meeting will entail.

Continue Reading »

Customer Advisory Board 101: What it is that I do

Posted on 08.23.2021 by in Customer Advisory Boards

Explaining to family and friends what my job entails around customer advisory board work is complicated. When people ask about what I do, I find myself using long-winded sentences that sometimes trail off into the sunset as I provide every  

Continue Reading »


Customer Advisory Boards

Customer Advisory Boards are powerful engines of engagement, insight, and business transformation. Make the most of yours.

Meeting Facilitation: Virtual and In-Person Boards » Taking Your Customer Advisory Board Meetings Virtual »

Learn More »

Engagement Strategy

Like any good relationship, customer engagement is a long-term, reciprocal effort. When done well, meaningful engagement leads to better business results, faster.

Engage Your Customers to Help You Stop Pitching » Getting to a Customer Engagement Mindset »

Learn More »

Understanding the C-Suite

Building C-level programs that are meaningful and bring value to you as well as to your c-suite customers is challenging. Veiled sales pitches won’t win the day with this audience. Deliver what executives want: ideas, inspiration, innovation, influence.

Building a C-Suite Client Experience Strategy » Do you Know What Your Customers Value? »

Learn More »