We jokingly called them the “Croissant Department” at Microsoft.
The Events Team put on dozens of conferences each month. They were stunningly good at their job. Real legends of the industry.
But occasionally even they got caught up in the event management hamster wheel, churning out events because someone wanted an event, not because that was the best thing to do.
When I’m invited to speak at a conference or industry gathering, I ask two questions:
❓Why are you doing this event?
❓What will you do *after* your event to sustain momentum?
Because, if you cannot answer these questions, perhaps an event is not what you need.
However, if you can, we’re already halfway to creating a mind-shifting, life-enhancing experience for your audience.