A powerful mastermind doesn't require a luxury venue or curated aesthetics. A simple setting like a hotel lobby is more effective if participants are fully committed to deep, focused work. Substance and a willingness to be vulnerable will always trump a flashy setting for transformational outcomes.

The most valued parts of the event were not the keynotes, but breakout groups and off-site excursions like pickleball. These activities create a "third space"—separate from work and home—where attendees can form genuine human connections, which is often the ultimate, unstated goal of attending.

Attendees often value spontaneous conversations more than structured entertainment. To facilitate this, event planners should deliberately create an environment for connection. This means lowering music volume, adding comfortable seating, and avoiding a packed schedule, especially during welcome parties.

Unlike most conferences, Comms Hero deliberately avoids sponsorships to protect the integrity of the event. This ensures the focus remains on learning and networking, without pressure to generate leads for sponsors. The only things attendees "buy" are knowledge and relationships.

The trend of 'festivalization' is a potential trap. Instead of trying to become a festival like Coachella, successful business events maintain their core purpose of commerce and networking while layering in festival-like elements of fun, community, and inspiration.

Structure event planning by defining what you want attendees to think, feel, and do before, during, and after the event. This framework, applied per persona, ensures every activity is aligned with specific, measurable outcomes, from initial promotion to post-event follow-up.

Before seeking budget for an event, you must define its strategic purpose. Frame it not as an expense, but as a direct path to achieving core stakeholder objectives like business growth and stronger client relationships. If you can't define the 'why,' don't proceed.

Research from Freeman reveals a major disconnect: planners prioritize expensive 'wow' factors like galas and keynotes, while attendees define a great experience as one that helps them learn, network, and do business more effectively.

Attendees have an "experiencing self" and a "remembering self." The latter only retains a few key moments. Effective event design focuses on creating 3-5 powerful, memorable touchpoints that will stick with attendees and drive business outcomes long after the event ends.