I’ve seen it many times and honestly, I’ve been part of it too:
events where every detail was executed flawlessly.
The stage perfectly lit, the visuals stunning, the applause overwhelming.
And yet… a week later, no one talks about it anymore.
That moment was a turning point for me.
Because what is an event really worth if its energy fades so quickly?
I’ve come to believe that the true power of an event doesn’t lie in what people see,
but in what they feel.
Not in how big it looks, but in what it means.
What I’ve learned along the way
Many events are built on experience, but not on meaning.
We want to show what we can do, instead of communicating what truly matters.
These days, whenever I develop a concept, I ask myself three simple questions:
- What do I want people to feel once it’s over?
- What do I want them to remember or see differently?
- What should this moment represent for the brand or organization?
Once those answers are clear, everything else falls into place.
Every element from design to content becomes part of one coherent story instead of a series of separate choices.
The trap of the “wow factor”
We often chase applause when we should be aiming for meaning.
An event isn’t a show; it’s a communication moment
an opportunity to strengthen culture, make vision tangible, and truly move people.
The wow factor is beautiful, but without direction, it fades.
Strategy is what turns experience into movement.
I believe the future of events isn’t about more spectacle it’s about sharper intention.
About creating moments that don’t just impress but resonate.
Because in the end, people don’t remember what they saw,
they remember how it made them feel.
Too often, an event is about making an impression.
But true impact doesn’t come from what people see, it comes from what they feel.
In my latest blog, I share why strategy matters more than spectacle
and how meaningful experience makes all the difference.
The wow factor is fleeting.
Strategy is what stays.
An event that moves people isn’t luck, it’s intentional design.
Watch how strategy shapes emotion in this video.
