Start with why.

[A three minute read]

I am yet to try it myself but from what I hear, having a baby is a pretty traumatic experience.

It is a huge investment of time, money and resources, not to mention pain. Those who can afford it hire an army of helpers to make the experience as smooth as possible. Those with less money commit to at least 12 months of sleep deprivation.

Somehow, despite the trauma, I have friends who keep going back for more with babies 2 and 3.


Because they know exactly why they embark on the journey and what the outcome will be. They have their eye on a tiny yet massive prize, so the pain and sacrifice becomes irrelevant. So what do babies and events have in common?

Being clear on the why is the single most important factor in organising an event, yet it astounds me the number of businesses who skip this step.

Instead of
“We need to increase our fundraising revenue” or

“We need to engage and educate our staff”,

I often hear
“Let’s hold a charity ball” or

“It’s time for our 10th annual conference”.

So many businesses pigeonhole themselves by focusing on the type of event they think they should run, rather than why they are running it. Like having a baby, events are a huge investment of time, money and resources so having a clear and appropriate why is paramount. So, before booking the ballroom for your next event, start with the why.

Let go of any preconceived idea about what kind of event you would like, what you have done in the past, and what everyone else is doing.

Get clear on your business objective.

Is it to build brand awareness? Create a more loyal customer base? Inspire your staff? Gain client feedback?


Get inside the minds of your target audience, but don’t settle for making assumptions – ask them!

What is their demographic? How do they learn? What are their interests? Where do they spend their time? What did they think of your last event? Why would they attend a future event?


This should be the first step in creating your event concept.

Based on your outcome and audience, you may realise that a series of community events is more appropriate than a charity ball.
You may discover that an intimate team retreat is more appropriate than a company wide conference.

You might learn that you can better connect with your customers at a stand up brunch rather than seated dinner.

In order to start a trend, one person needs to first challenge the norm and take a calculated risk.


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