294: Reimagining Events with Digital Twins: Tech, Safety, and Storytelling with Iain Morrison
Release Date: 10/28/2025
322: It’s All About Relationships: The Real Currency of Business with Eddy Arriola
The Business of Meetings
We are delighted to welcome Eddy Arriola, a rock-star entrepreneur from South Florida, as today’s guest. Eddy has tons of experience building and scaling businesses, including founding Apollo Bank, and he recently published a book on relationships and the art of relational leadership. Stay tuned for Eddy’s expert insights on how relationships shape leadership, business growth, and long-term success. Eddy’s Journey Born and raised in Miami, Eddy is the son of Cuban immigrants who arrived in the USA after the 1960 revolution. Entrepreneurship is part of Eddy’s DNA, shaped by...
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321: Designing Premium Experiences that Clients Pay For with Jane Burnell-Fraser
The Business of Meetings
We’re delighted to welcome Jane Burnell-Fraser, a seasoned leader in the global hospitality industry and the founder of Enhance Lux, as our guest today. With a career spanning multiple countries and senior roles across luxury brands, Jane brings practical insight, bold thinking, and a fresh perspective on the future of meetings, incentives, and luxury experiences. Jane’s Journey Jane began her career as a banqueting events coordinator in London, where she developed a deep connection with people and learned the mechanics of running a hotel. She progressed to regional commercial...
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320: Inside the Mind of Elite Resilience: Lessons from the Mossad to the Boardroom - Part 2 with Glenn Cohen
The Business of Meetings
Welcome to Part 2 of our conversation with Glenn Cohen, former head of psychology for the Mossad. In Part 1, we explored how resilience is built and how to prepare yourself before the pressure hits. Today, we take it further. Building resilience is one thing. But most leaders struggle to make clear, effective decisions when everything is on the line, and they’re facing uncertainty, risk, and real consequences. In this episode, Glen explains how elite performers think and act under pressure, how they navigate uncertainty when there are no clear answers, and what you, as a business owner...
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319: Inside the Mind of Elite Resilience: Lessons from the Mossad to the Boardroom - Part 1 with Glenn Cohen
The Business of Meetings
Real resilience is forged when the stakes are high- under pressure, in uncertainty, and when there’s no margin for error. Today, we’re excited to have Glenn Cohen, former head of psychology for the Mossad, joining us for the first part of a two-part series. With years spent in some of the most extreme environments imaginable, Glenn brings a rare understanding of how people think, react, and perform when it matters most. In this episode, he breaks down his elite program for executives, clarifying what it truly takes to build mental strength and how those lessons translate to business...
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318: Smarter Events: Where AI Meets Human Judgment with Ashleigh Cook
The Business of Meetings
We are delighted to welcome Ashleigh Cook, the Chief Marketing Officer of RainFocus, as today’s guest. In this episode, Ashleigh focuses on strategy, data, AI, and the aspects of events that must change. Stay tuned to learn how, with the right strategy and data foundation, events can truly become impactful drivers of business growth. Ashleigh’s Journey Ashleigh began her career in the research and advisory space at companies such as Gartner and Forrester, where she managed marketing programs and consistently tracked events that drove the strongest growth. She joined RainFocus in...
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317: From Consultant to CEO: How Real Leaders Scale Companies with Natalie De Fazio
The Business of Meetings
We are delighted to welcome Natalie De Fazio, Founder and CEO of Pinnacle Live, as today’s guest. Natalie is a seasoned entrepreneur with a strong background in leadership and consulting, including roles at consulting firms such as KPMG. Over the years, she has collaborated with many leading names in AV production within the meetings and events industry and is now focused on building and growing her new brand. Stay tuned to hear Natalie’s story and the insights she shares today. Natalie’s Journey Natalie began her career in consulting after studying business and economics,...
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316: The Goal Is Not Better Events, It’s a Business That Works Without You, with Eric Rozenberg
The Business of Meetings
Today, we’re taking a closer look at what it truly means to build a business that works. We’re moving beyond the notion of being busy, booked, and indispensable, and instead focusing on how to create a business that delivers real value. Stay tuned as we explore why so many business owners still operate like highly paid freelancers, and what needs to shift to build something scalable, transferable, and sustainable. Busy and Booked If your business stops when you stop, you own a job, not a business. Being busy and booked does not mean you’re successful. Revenue is not the same as...
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315: Something Big Is Happening, with Eric Rozenberg
The Business of Meetings
AI is no longer just a tool. It is changing how we work, how we deliver value, and how we run our businesses. In this episode, Eric discusses a major shift happening in our industry. He breaks down what is really happening and how you, as a business owner, can remain relevant and competitive. Major Change We are in a period of significant change. This shift is not only about technology. It’s about the value we bring and who will capture that value moving forward. It brings both opportunities and challenges. Beyond Assistance In the past, AI mainly assisted with small tasks....
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314: The 3 Wake-Up Calls Every Event Business Owner Eventually Faces with Eric Rozenberg
The Business of Meetings
Building a successful business can be an exciting, energizing, and deeply rewarding experience. But it often comes with unexpected lessons. In this episode, Eric shares three pivotal moments that profoundly shaped his entrepreneurial journey. If you’re an entrepreneur building, growing, or scaling a business, these insights will help you understand why you must stop trying to do everything yourself and, instead, start leading and building structured systems that will allow your business to grow. A Trap In the early years of building a business, success can feel exciting and...
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313: Leading Through Uncertainty: How Event Business Owners Take Back Control with Eric Rozenberg
The Business of Meetings
Today, Eric addresses the uncertainty we’re experiencing in the world. Uncertainty has become the new normal, and our industry has shifted fundamentally with buyers being more cautious, procurement tighter than ever, and AI reshaping how we work. However, that uncertainty also provides opportunities. Our Industry Has Changed Permanently You must be cautious about every buying decision. Procurement teams are asking tougher questions. AI is transforming how work gets done. At the same time, as technology increases, so does the desire for real human connection. With many owners retiring...
info_outlineWe are absolutely thrilled to welcome the incredible Iain Morrison today!
Iain has spent years working behind the scenes to help global superstars bring their spectacular shows to Australian audiences. Several years ago, he launched his company, The Imagination Collaborative. He joins us today to share his journey and insights from his remarkable career in the events industry.
Iain’s Journey
Iain built his career behind the scenes of the world’s biggest concerts, working with global stars like Pink, the Foo Fighters, U2, Taylor Swift, and Adele. After decades of running large-scale productions and managing hundreds of people, he founded The Imagination Collaborative, a company that uses advanced digital technology to plan and visualize major events. His shift from being constantly on the road to leading a remote, tech-driven business reflects both the evolution of the events industry and his own desire for a balanced, meaningful lifestyle.
Precision and Planning with Digital Technology
Iain’s company uses 3D modeling and digital twins to map out event infrastructure with extreme accuracy, reducing costs, saving labor, and improving efficiency, especially for large outdoor venues where terrains vary.
Shifting from Onsite Chaos to Remote Work
After years of managing massive productions, Iain now relies on digital connectivity, operating primarily from his home. While he appreciates the quiet and flexibility, he sometimes misses the high-energy, in-person collaboration of event sites. To stay connected, he plans to visit more live events this year and reconnect with the colleagues who have been part of his professional life for decades.
Balancing Work and Lifestyle
Iain designed his business around the life he chose to live, not the other way around. He and his wife have embraced remote work, even traveling across Australia in their caravan while managing operations. For them, success means sustainability, freedom, and presence rather than building the biggest company possible.
Life Lessons and Priorities
The sudden passing of a colleague prompted Iain to reassess his priorities. He realized that waiting to enjoy life after years of overwork is a dangerous gamble. He now focuses on being fully present, spending time with family —especially his new grandchild —and creating a business that supports a fulfilling life rather than consuming it.
Defining Success on His Own Terms
The Imagination Collaborative is thriving financially and creatively, but Iain measures his success by its alignment with his values. His goal for the next decade is to collaborate with people who are passionate about technology and purpose-driven event creation. For him, growth is secondary to quality of life, enjoyment, and meaningful relationships.
Lessons from a Year of Growth
Iain admits that the first year of running his company was exhausting due to global clients and time zone challenges. Yet it taught him valuable lessons about boundaries, clarity, and vision. He and his wife now focus on refining their goals and using what they have learned to make their second year more balanced and efficient.
Technology and a Changing Industry
Iain credits modern connectivity, particularly innovations like Starlink, for making his lifestyle possible. With advanced processing power, cloud rendering, and real-time visualization tools, remote collaboration has become seamless. Iain believes his generation has been fortunate to witness and adapt to technological revolutions that continually open new opportunities.
The Future of The Imagination Collaborative
Looking ahead, Iain intends to continue working with top venues and event teams worldwide, helping them visualize and deliver world-class experiences. His priority is helping the right people create the right events while maintaining integrity and staying true to his values of balance and authenticity.
Bio: Iain Morrison
Iain Morrison is the straight-talking CEO of The Imagination Collaborative and one of the most trusted voices in the global event industry. With over 35 years of experience leading large-scale productions, Iain is known for his humor, honesty, and no-nonsense insights on creativity, leadership, and burnout. Ranked in the Top 1% of LinkedIn creators worldwide, his posts reach thousands who appreciate his blend of real talk, empathy, and practical wisdom. Iain’s influence spans brands like Adobe, Canva, and Zoom, making him a leading advocate for authentic, human-centered innovation in event management.
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