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Tradeshow Evangelist

Profit is not a four-letter word to our members," declares Stephen A. Schuldenfrei, executive director of the eight-year-old Society of Independent Show Organizers (SISO), Framingham, Mass. And risk is not a four-letter word for Schuldenfrei: after serving as SISO's part-time executive director since 1992, he became full time last year--but he is paid by commission not salary. "If I don't bring money in, I don't get paid," he says. "I'm dealing with entrepreneurs and they weren't going to do

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