The Real Reasons People Attend Events (It’s Not Just the Content!)
What I learned from Henry Kissinger
Picture this: Henry Kissinger and Hillary Clinton, two diplomatic powerhouses, sitting together in the Ben Franklin Room, one of the Diplomatic Reception Rooms at the U.S. State Department—the heart of America’s soft power stage.
I’m there because we’re raising $22 million to renovate the eighth floor, and what Kissinger says next changes everything I thought I knew about why people show up to events.
He turns to Clinton and says:
“When you’re Secretary of State, you’re drinking from a fire hose. You’re just spending, spending, spending your intellectual capital—making fast decisions, constant pressure.”
Then he drops my light bulb moment:
We go to events to build our intellectual capital so we can spend it when we are drinking from a fire hose.
Because these moments aren’t just distractions—they’re where you replenish your intellectual capital so you have it when it matters most.
When you’re in the middle of a crisis or a big decision, you don’t have time to learn.
You need a reservoir of ideas, relationships, and strategies ready to tap into.
That’s why people attend events. Not just to listen—but to gather the insights and connections they’ll rely on when they need them the most.
But here’s what many event organizers miss:
People aren’t just attending—they’re building different kinds of capital for their future. And the real metric of success?
Not attendance. Not headcount.
The Most Powerful Word in the English Language for Activation: “Let’s”
• “Let’s grab coffee next week.”
• “Let’s collaborate on this project.”
• “Let’s start a revolution.”
• “Let’s change how this industry works.”
• “Let’s meet up later.”
The best events don’t just bring people together—they create environments where the right “Let’s” moments happen.
The 12 Personas: Who’s in the Room? (What Are Yours?)
Everyone has their own take on event personas.
Here’s mine—what I see happening at every event I go to.
Each one is building a different kind of capital—and looking for their “Let’s” moment.
1. The Deep Divers 🧠 Building Intellectual Capital
• They’re stockpiling insights they’ll need six months from now.
Need• Listen for: “Let’s explore that idea further.”
• Best environment: Workshops, roundtables, invite-only think tanks.
2. The Pure Hustlers 💼 Building Deal-Making Capital
• Always pushing for *“Let’s do a deal”—*they’re spending capital, not building it.
• They often miss the long game—your job is to help them see the bigger picture.
• Listen for: “Let’s close this today.”
• Best environment: VIP deal lounges, investor circles, founder meetups.
3. The Scene Makers 🎭 Building Social Status Capital
• Their entire game is who they know and who sees them there.
• They’re crafting perception, and their “Let’s” actually means something.
• Listen for: “Let’s get together for an exclusive dinner.”
• Best environment: Cocktail receptions, high-society events, fashion galas.
4. The Product Geeks 🛠 Building Knowledge Capital
• They need hands-on experience before they commit.
• They’re testing and touching until “Let’s implement this solution.”
• Listen for: “Let’s try a demo.”
• Best environment: Tech showcases, interactive exhibits, innovation labs.
5. The Energy Seekers ⚡ Building Creative Capital
• These folks feed off the room’s buzz.
• They’re looking for ideas, inspiration, and bold thinkers.
• Listen for: “Let’s create something amazing.”
• Best environment: Festivals, ideation sessions, unconferences.
6. The Chemistry Hunters 🔥 Building Relational Capital
• They’re looking for that spark—whether it’s a business partner, mentor, or even romance.
• Listen for: “Let’s continue this conversation somewhere quieter.”
• Best environment: VIP lounges, private clubs, curated networking events.
7. The Trend Spotters 🚀 Building Future Capital
• They’re playing chess while others play checkers.
• They scan rooms for what’s next.
• Listen for: “Let’s get ahead of this.”
• Best environment: Trend forecasting summits, think tanks, future-focused panels.
8. The Time Ninjas ⏳ Building Execution Capital
• They know exactly what they need and who they need it from.
• Listen for: “Let’s make this happen now.”
• Best environment: Pre-planned 1:1 meetings, accelerator pitch events.
9. The Human Hubs 🔗 Building Network Capital
• They’re masters of introductions and value exchanges.
• Their “Let’s connect you with…” builds social infrastructure.
• Best environment: Curated networking sessions, leadership roundtables.
10. The Social Butterflies 🦋 Building Relationship Capital
• They turn casual chats into real collaborations.
• Their “Let’s build something together” could mean a friendship, a business, or a movement.
• Best environment: Cocktail receptions, interactive sessions, social-driven events.
11. The Big Talkers Who Never Follow Up 🗣️ Building Illusionary Capital
• They love to talk, love to promise—but rarely execute.
• The classic “Big Hat, No Cattle” syndrome.
• Listen for: “Let’s do something huge!” (but nothing happens).
• Best environment: Everywhere—but don’t waste too much time here.
12. The Cross-Contact Comparers 📇 Building Data Capital (But No Action)
• They collect business cards, swap LinkedIn requests, and compare notes—but rarely engage.
• Listen for: “Let’s stay in touch.” (Translation: Nothing will happen).
• Best environment: Tech expos, mega-conferences, industry mixers.
Are You Designing for “Let’s” Moments?
Because the best events don’t just gather people.
They create “Let’s” moments that change everything.
Whether it’s an academic conference, a high-powered summit, or a curated networking event, success isn’t about attendance. It’s about how many “Let’s” moments happen.
The best events don’t just bring people together—they create an environment where the right “Let’s” moments lead to real outcomes.
Hat Tip Extra: The People Rethinking Event Experiences
If you’re serious about designing better events, these are the people to follow, Please continue this list in the comments.
• 📌 Rud Janssen & Roel Frissen – Co-creators of The Event Canvas, a game-changing framework for designing attendee-centric experiences.
• 📌 Julius Solaris – A leading voice on event strategy, formerly of EventMB and Hopin, always pushing boundaries in engagement and experience design.
• 📌 Tahira Endean – Experience designer and author of Intentional Event Design, focused on the psychology behind why people connect at events.
• 📌 Priya Parker – Author of The Art of Gathering, a must-read on creating transformational gatherings.
• 📌 Freeman – A global leader in experience design and audience engagement, shaping the future of live and virtual events.
• 📌 George P. Johnson (GPJ) – A top experiential marketing agency known for crafting high-impact, immersive brand experiences.
• 📌 PCMA (Professional Convention Management Association) – A go-to resource for research and education on event experience innovation and audience behavior.
• 📌 Alex Pentland – MIT professor and author of Social Physics, studying the science of idea flow.
#EventDesign #Networking #FutureOfEvents #LetsMakeItHappen #bizbash