Instead of focusing on a single marketing discipline, the "Possible" event succeeded by creating a single venue for the entire modern marketing ecosystem—including technology, culture, and the creator economy. This holistic approach provided a unique value proposition in a saturated market.
When evaluating the success of a marketing event, Christian Muche suggests that convincing senior executives to spend their time is a bigger challenge and a stronger indicator of value than securing their budget. People are increasingly selective with their time, making it the ultimate scarce resource.
The high energy at the "Possible" event is attributed to its design: a central, walkable campus connecting multiple venues. This contrasts with other major events where attendees must travel between distant locations, fragmenting the experience. Proximity facilitates spontaneous interactions and a dynamic, unified atmosphere.
As co-founder of "Possible," Christian Muche avoids getting trapped in back-to-back meetings. He spends the majority of his time moving around the venue, sitting in on sessions, visiting partner activations, and listening to attendees to gauge the event's pulse directly and remain visible.
When launching his event during COVID, Christian Muche prioritized getting buy-in and investment from key industry influencers and advisors. He believed their collective backing was more critical to success than trying to build the venture solely on his own, turning a concept into a funded reality.
Christian Muche's event "Possible" thrives by targeting the gap between small, 200-person boutique events and massive 60,000-person conferences. This middle ground allows for meaningful connections at a larger scale than niche events, but with more focus and curation than mega-events.
The "Possible" event avoids creating a singular, top-down theme each year, which its founder believes is often forgotten by attendees. Instead, the team focuses on curating content tracks by listening to the market all year round, ensuring the agenda directly addresses the industry's current needs.
Even after a successful year, Christian Muche's team reviews every aspect of their event. He believes you cannot take success for granted and must constantly assess whether formats and content are still valuable. This prevents the event from becoming stale, a common pitfall for established conferences.
To manage the long flights from New Zealand to the US, Christian Muche has a system: he uses the outbound flight for deep work and preparing for meetings. The return flight is dedicated entirely to sleeping, which he finds is the healthiest way to manage the demanding travel and time zone shifts.