Event Professionals: What Business Are You Really In?

News Flash! You’re not in the events business.

In an article in the Harvard Business Review*, Theodore Levitt argued that companies often fail by defining themselves too narrowly by their products rather than focusing on the broader customer needs they fulfill - their purpose.

As an example, Levitt suggested that the railroad industry declined because it narrowly defined itself as being in the "railroad" business rather than the broader "transportation" business, missing opportunities to adapt to new transportation needs like automobiles and airplanes.

This product-centered view limits growth and makes organizations vulnerable to market changes, as they miss opportunities to innovate and adapt. Levitt’s key message is that companies should adopt a customer-oriented perspective, emphasizing purpose over product to remain relevant and drive long-term success.

To help executives better understand their business’s purpose, he simply asked them, “What business are you really in?”

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Knowing what business you’re really in can shift focus from simply delivering products to fulfilling meaningful customer needs—such as convenience, connection, or inspiration.

This clarity of purpose supports strategic decision-making, effective resource allocation, and fosters resilience and innovation, ensuring relevance as markets and customer preferences evolve.

Ultimately, understanding the business you’re really in enables you to stand out from competitors and create lasting value, making your organization—and your events—more impactful and sustainable.

The common needs addressed by events

For many in the events industry, events are conceived of and marketed as products—a tangible offering that clients or attendees experience—but the needs events address represents its true purpose.

Events typically satisfy a wide range of needs, which can vary depending on the type and purpose of the event. Common needs include:

1. Learning and Development: Many attendees participate in events to gain new knowledge, skills, or insights. This is particularly important for professional conferences, workshops, and seminars where attendees seek educational content to enhance their expertise or stay updated on industry trends.
2. Networking and Relationship Building: Events offer opportunities for attendees to meet like-minded professionals, potential clients, mentors, or collaborators. This social interaction can lead to valuable personal or business connections.
3. Entertainment and Enjoyment: Attendees often expect events to provide a sense of enjoyment, fun, or relaxation. Whether it’s through engaging activities, performances, or interactive elements, entertainment can be a key draw.
4. Exposure to New Products or Services: Trade shows, expos, or product launches often satisfy the need to explore and experience new innovations, products, or services in a hands-on environment.
5. Personal and Professional Growth: Attendees might seek opportunities to reflect on their own career goals or personal growth through experiences that challenge their perspectives, encourage self-improvement, or provide new opportunities for advancement.

Identifying the needs of event attendees is foundational to declaring an event’s purpose because it ensures that the event’s goals align with what attendees value most.

The needs-focused vs. the purpose-focused event

In the events industry, an organization focused on attendee needs might organize conferences or trade shows, that emphasizes logistical efficiency, flexibility, and cost-effectiveness.

This approach centers on delivering a seamless event experience that fulfills specific client demands for high-quality production, technology support, and convenience. They cater directly to functional needs, focusing on delivering what clients request without necessarily aligning to a larger mission or purpose.

The success of the event is evaluated based on factors like attendance numbers, session participation, and smooth execution.

Conversely, an organization focused on purpose might design every aspect—sessions, networking opportunities, and post-event resources—with the intent to drive meaningful, transformative outcomes for attendees, rather than just creating a well-executed event.

They’d measure success by looking at post-event feedback, changes in attendees' behaviors or skills, and how the event experience impacts their professional or personal growth, emphasizing a longer-term, purpose-centered approach.

By understanding attendee needs—such as learning, networking, inspiration, or problem-solving—you can set a purpose that directly addresses those priorities. This clarity around purpose not only guides event design but also makes the experience more relevant and impactful for attendees, as it aligns with their expectations and enhances their engagement. Everything else is just decoration.

What business are you really in?

So if your event’s purpose is derived from the needs it serves, what business are you really in?

I believe we’re in the business of creating meaningful, shared experiences that connect people and generate value—whether that value is knowledge, relationships, inspiration, or business opportunities.

At their core, events foster human connection and engagement by bringing individuals or groups together in a way that drives collective action, shared learning, or emotional resonance.

This overarching purpose can be broken down into a few key components:

1. Facilitating Connection: Events serve as a platform for people to connect, communicate, and collaborate. Whether it’s through networking, collaboration, or community-building, events bring people together around common interests, goals, or challenges.
2. Generating Value: Events create value in various forms, including personal growth, professional advancement, business development, and entertainment. The value may be knowledge gained, relationships formed, ideas sparked, or memorable experiences created.
3. Catalyzing Change or Action: At a higher level, events often aim to inspire change—whether it’s to influence decisions, encourage action, or drive innovation. They are a space where new ideas are introduced, shared, and acted upon, often leading to individual or collective transformation.
4. Creating Emotional Impact: Events have the power to evoke emotions—whether through inspiring keynotes, shared celebrations, or transformative learning experiences. This emotional impact fosters deeper engagement and lasting memories.

In essence, events transcend the practical aspects of logistics or content delivery to fulfill a higher purpose of enriching human experience, shaping communities, and fostering growth on individual and societal levels.

Designing the purpose-driven event

1. Focus on Core Value Over Products or Services: Emphasize why customers need the experience, not just what you offer. Design events that deliver the core value your audience seeks, whether it's connection, inspiration, or discovery.
2. Prioritize Adaptability and Resilience: Define your events by their broader purpose rather than specific formats or features. This approach keeps your offerings relevant as audience needs and industry trends evolve.
3. Enhance Strategic Clarity in Decision-Making: A clear event purpose guides choices and resource allocation, ensuring every aspect supports the event’s main goals and resonates with attendees.
4. Build Strong Customer Connections: Craft an experience that resonates with attendees' values and needs. A meaningful connection fosters loyalty and makes the event memorable and impactful.
5. Drive Innovation: Align your events with a broad mission, allowing room for new ideas and technologies. This mindset encourages fresh, forward-thinking experiences.
6. Differentiate in Competitive Markets: Stand out by designing events that provide immersive, value-added experiences. A focus on memorable interactions helps create a unique and lasting impression.

Ultimately, knowing your core purpose enables you to design experiences that deliver on that purpose. This clarity not only supports growth but also ensures longevity and adaptability, keeping your organization relevant and valued by attendees.

* Levitt, T. (2004). Marketing Myopia. Harvard Business Review, 82(7/8), 138–149.

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John Nawn is a results-oriented business strategist helping organizations realize the full business potential of their meetings and events. A recognized thought leader, speaker, and writer on emerging trends who specializes in designing events which build stronger and more profitable employee, customer, and member-based communities.