Lyndsay Mendoza

Why Great Events Begin Long Before Anyone Talks About Stages, Screens, or Speakers. Every Event Starts With the Wrong Conversation Before approving a significant event investment, leadership should be able to answer three simple questions. "What color should the walls be? It sounds absurd. Yet that's how many event planning conversations begin. "What should the stage look like?" "What kind of entertainment should we book?" "Can we make the LED wall bigger?" None of those are bad questions....

The Investment Most Organizations Don't Treat Like an Investment If your company approved a $300,000 marketing campaign, the first questions in the boardroom would be predictable. What are we trying to accomplish? How will we measure success? What happens after the campaign ends? No executive would approve that level of investment without clear objectives, measurable outcomes, and a plan to convert activity into business results. Yet companies routinely approve events with the same—or...