October 1, 2026
Senior Director of Event and Creative Experience, Rae Hawkins, helps shape the experiences that bring the technology ecosystem together. Ahead of Inspire, she shared her perspective on this year’s theme, the value of intentional engagement and why people remain at the center of innovation.
Q: This year’s Inspire theme is “People shape impact.” What does that phrase mean to you?
Rae Hawkins: The theme that only lives on a banner is just decoration. For Inspire this year, we know that technology doesn’t move until people activate it. Every advancement depends on people making decisions, building solutions, testing ideas and implementing change. That’s what makes the theme so relevant right now, especially given the pace of AI innovation. At TD SYNNEX, we’re the people who drive technology forward and that extends across our teams, partners, vendors and customers.“The theme that only lives on a banner is just decoration.”
Q: Throughout your career, what have you learned about the impact people can have when they come together around a shared goal?
Rae: I’ve spent my career creating spaces for people to engage and interact. What I’ve learned is that bringing people together is a creative endeavor. Every audience is different, and meaningful experiences aren’t created by repeating the same formula. They’re created by understanding who is in the room and tailoring the experience to meet their needs.Q: As you look to the future, where can people create the greatest impact?
Rae: Showing up at an event is in itself an indicator of interest and intentionality. We live in a digital-first world, but face-to-face engagement remains one of the strongest indicators of genuine interest and commitment. As technology continues to evolve, intentional human engagement becomes even more valuable.“Showing up at an event is in itself an indicator of interest and intentionality.”
Q: If attendees leave Inspire with one takeaway, what do you hope it is?
Rae: First, that technology doesn’t move on its own. Every person has a role in driving it forward. Second, that TD SYNNEX is uniquely positioned as an ecosystem orchestrator. We have visibility across partners, vendors, services and solutions, allowing us to help customers create greater impact through collaboration.Q: How does Inspire’s concept and branding reflect attendee needs?
Rae: We were very intentional about creating a connected story throughout the event so attendees can see themselves in the journey. We’ve also made changes based on attendee feedback, including more educational content, expanded learning opportunities and a more attendee-friendly schedule. The goal is to create experiences that help people learn, connect and find value in ways that work best for them.
Q: As AI becomes more prevalent, what role will relationships play in long-term success?
Rae: Relationships become even more important. Technology may automate tasks and streamline communication, but human collaboration remains essential. The connections people choose to invest in will continue to drive trust, innovation and long-term success across the ecosystem.Q: What energizes you most when you walk into Inspire?
Rae: It’s always been about the people attending. Seeing people connect is important to me. Whether it’s a conversation on the show floor, a reaction during a general session or attendees enjoying time together, that’s the payoff. After months of planning, seeing people engage with the experience is what makes all the hard work worthwhile.“It’s always been about the people attending. Seeing people connect is important to me.”
Keep these insights from Rae top of mind when you attend Inspire and you’ll find yourself watching the dots connect to create incredible moments.
Laura Pittman
Laura Pittman is a Senior Copywriter with the TD SYNNEX Creative Group. As the lead writer for Inspire 2026, she is proud to share the stories of the faces behind the technology.
