Craft & Compel

I'm tired of obligatory attendance to events. It's like a person selling insurance for the first time. They call all of their friends and families to buy insurance from them and those that do are probably buying out of obligation. When you are acting out of obligation then your intentions change. Create events that people want to attend not because they are obligated to attend.

Chip & Dan Heath in their book "The Power Moments" offered an insight to creating memorable moments. They explained that "Breaking the script" referring to creating moments that stand out by interrupting the expected sequence of events or the status quo. These moments grab our attention because they deviate from the norm and surprise us in positive ways. When crafting an event if you offer a status quo experience there will be a lack of memorability. If your event doesn't give them a story to tell you won't achieve the return you were hoping for and the reality is that your brand will just be seen like everyone else.

Sam Altman: The job of human to human connection, human in person fantastic experiences will be a job that AI will not be able to eliminate. If you continue to create events or experiences that are predictable: 1. Attendees wont have a reason to return. 2. Sponsors, Attendees, or Partners wont have a great story to tell about the event limiting referrals. 3. Very low chance of lead generation if that was your purpose at the event. 4. Your Marketing budget will have been wasted... Create events that offer an Unpredictable Experience with a Predictable Outcome.