Making events attendable

Three weeks ago, I attended an IIR event which I had helped to create, The Customer Self Service Conference in La Jolla. I am always amazed by events that already have a 'head of steam' from the content and location, and because of the chemistry of the attendees, speakers(and staff), the 'feeling' created from the above, makes a really pleasurable event to attend.

Since the major theme of my business is transforming events from ones that you 'have to attend' to ones that you 'WANT to attend', the 'magic sauce' of a pleasurable event is what my business seeks to do for each of its clients.

Events that you have to attend are a real pain, aren't they?

I have finally finished The Experience Economy(by Pine and Gilmore), which tells executives to work to offer products and services to clients that transform them and their work by treating business as drama. Sometimes this happens by mistake and sometimes it is a cordinated effort...I continue to praise my friend Paul Kent, who has continued to grow my old event Macworld, in spite of Apple's intentions to dominate the handset, mobile music markets, in addition to the creative software and hardware markets...and yet Paul has encapsulated all of this in the current programming and expo floor. If you haven't experienced Macworld, I heartily recommend it.....