Most workplace training doesn't stick. IMEX’s Jenny Burrow explains why—and what to do instead.
Jenny Burrow didn't take the obvious route to becoming Head of Learning and Development. She started with a maths degree, followed it with a master's and a PhD, worked in statistical modelling in the environmental sector, then became a data scientist at UK Auto Trader. But something was missing.
"I realized I was more interested in people than numbers," she says. That realization led her to a coaching qualification, her own coaching practice, and eventually to IMEX, where she recently completed her CIPD Advanced Diploma in Strategic Learning and Development.
It's a backstory worth knowing, because it shapes how she approaches workplace learning.
How adults learn, and why it's different
There's a well-established body of thinking around adult learning, and Jenny builds her work on three of its core principles.
The first is experience
Unlike children, adults don't arrive as blank slates. They bring context, history, and existing knowledge. The best adult learning connects all those elements together.
She explains, “Making sense of new information by linking it to what we already know isn't a shortcut. It's how adult learning actually works”.
She also makes a strong case for peer learning. The exchange of ideas and experience between colleagues isn't a nice-to-have—it's one of the most effective learning mechanisms available to any organization.
The second is autonomy
Adults want a say in what and how they learn. That means understanding the why before the what. It also means, Jenny argues, shifting away from leaning too heavily on certificates and points as the measure of growth. Intrinsic motivation—genuine curiosity and personal relevance—tends to be a far stronger driver.
The third is relevance
If the learning doesn't connect to someone's real life, current role, or immediate challenges, it won't land. Simple, and true.
What this looks like in practice
Jenny's approach at IMEX reflects all three. "I speak as little as possible and listen a lot," she says. She favors formats built around reflection and real scenarios, uses Q&As and open discussion rather than presentations, and keeps everything anchored to the company's values:
- People First
- Achieve Together
- Lead the Way
Right now, she's designing further learning for line managers, shaped by the company's most recent team engagement survey. Critically, she started by asking the managers themselves what they needed, not by deciding for them. "Learning should start with an ask, not a tell," she says.
Another important tip, the format should follow the content. A workshop only makes sense if the content actually suits a workshop. That sounds obvious but Jenny knows it doesn’t always happen.
The hardest part is timing
One of the real challenges in any busy organization, and especially in the events industry, is readiness. You can design excellent learning, but if it lands during a crunch period, it won't get the attention it deserves. Busy teams in the final sprint before a major show don't have mental bandwidth to spare, presenting events professionals with a unique challenge.
Jenny's response is to try to give people tools and content they can return to on their own terms, in their own time. Learning at the moment of readiness, she says, not the moment of scheduling.
A tip worth knowing
When you know a learning moment is coming, such as a session, a talk or a workshop, Jenny recommends a small amount of preparation. Ask yourself what you're hoping to get out of it. Remind yourself how you learn best. Do you need to write three questions in advance? Put your phone away and absorb? Identify three things you want to bring back to your team?
"If you don't know, give yourself permission to experiment," she advises. “Learning is personal and always available. As you or your role changes, your learning preferences and abilities might change too.”
For anyone looking to go deeper, she recommends Squiggly Careers—a podcast, book, and newsletter by two career-changers who've built something genuinely useful for people navigating non-linear paths.
And for all the adult learners out there, here’s your IMEX Frankfurt educational storefront, our tracks. Dig in, and let’s go! (The full program goes live in April).
