The Business of Meetings

If you are an independent business owner in the meeting and event space, this podcast is for you! Your host, Eric Rozenberg has created this show to bring you strategies, tips, and tactics to help your business grow. With more than 20 years in the event industry and planning events for Fortune 100 companies, Eric is prepared to let you in on the insider tactics so you can be successful too!

335: Seven Books to Read This Summer with Eric Rozenberg 08/11/2026

335: Seven Books to Read This Summer with Eric Rozenberg Summer is the perfect time for catching up on your reading. Today, Eric discusses seven books he read recently that have left a lasting impression on him. Stay tuned as he shares why these books stood out to him, what he learned from each one, and why he feels they are worth adding to your reading list. It's All About Relationships: Mastering the Art of Relational Leadership – Eddie Arriola Eric started reading this book because he knows Eddie Arriola and wanted to support him, but he found it truly fascinating. Drawing on Eddie's experience of starting a bank from scratch, building an amazing culture, and later selling the business, the book is filled with leadership lessons, anecdotes, and stories. Whether you’re in business or not, Eric highly recommends this book. How Big Things Get Done – Bent Flyvbjerg and Dan Gardner The stories in this book are so captivating that Eric read it like a novel. The book focuses on teams, preparation, and project management. It brings lessons to life through stories, making complex ideas engaging and memorable. Suicidal Empathy – Gad Saad This book presents examples of events that have taken place in the UK, Canada, and the US, focusing on society, academia, and politics. Eric describes it as frightening and eye-opening. He notes that it is not recommended for people who are easily offended or closely aligned with woke ideology, but believes it is a book everyone should read. Unhinged Habits: A Counterintuitive Guide for Humans to Have More by Doing Less – Jonathan Goodman The book combines philosophy, life lessons, and practical ideas that can be applied in both life and business. Drawing on examples from Jonathan Goodman's own life, it encourages readers to stop waiting for "one day" and start living the life they want. Eric describes it as an inspiring book that makes you think about the choices you are making in life. Crushing It! – Gary Vaynerchuk This book shares real examples of entrepreneurs who have implemented the ideas from Crush It to build their businesses and influence. Each story demonstrates how those ideas were successfully put into practice while offering practical takeaways that readers can apply themselves. Eric found each story truly inspiring. Out of Touch: The Elite 1% and the Battle for America's Soul – Scott Rasmussen This book explores how a small group of politically active elites hijacked America's institutions, shattered national trust, and turned citizens against one another, while examining what the rest of us can do about it. Drawing on extensive survey data, the book is packed with data and examples that truly make you think. The Happiness Advantage: The Seven Principles of Positive Psychology That Fuel Success and Performance at Work – Shawn Achor This book challenges the belief that success leads to happiness, arguing instead that happier people become more successful. Through practical examples, it explains how cultivating happiness first can fuel greater success and performance at work. Eric says it is not "woo woo" at all, but a highly practical book that he highly recommends. Connect with Eric Rozenberg Resources /episode/index/show/thebusinessofmeetings/id/42371535

334: Private Equity is Coming to the Events Industry. Are You Ready? with Eric Rozenberg 08/04/2026

334: Private Equity is Coming to the Events Industry. Are You Ready? with Eric Rozenberg Today, Eric explores why some of the world's largest investment firms are investing billions of dollars in the meetings and events industry and explains what they are seeing that many small business owners may not yet recognize. Stay tuned to discover how to build a business that captures the value investors seek. Private Equity Private equity is not buying event companies because they love events. They are investing in predictable cash flow, valuable customer communities, scalable business models, recurring revenue, EBITDA, market leadership, customer data, pricing power, growth opportunities, and businesses that can run without the founder. Looking at your business through this lens helps you understand what truly creates long-term value. Face-to-Face Meetings As AI continues to grow, face-to-face meetings are becoming even more valuable. People still buy from people, and trust is built through human relationships. Rather than replacing events, AI increases the value of in-person interactions, making face-to-face experiences an even stronger competitive advantage. A Fragmented Industry The meetings and events industry is fragmented, with a handful of dominant players and thousands of smaller businesses. This creates opportunities for consolidation, allowing investors to buy, improve, combine, and scale businesses. If you hope to benefit from this trend, you need to build a profitable business and allow it to mature to become valuable enough to attract potential buyers. Technology Improves Profitability AI, automation, better data, and better pricing are changing the industry. Technology is making event organization faster, cheaper, more structured, and more data-driven while lowering operating costs. Rather than replacing events, it is making event businesses more profitable. Thinking Like an Investor Instead of asking whether someone would buy your business today, consider what would make it attractive to a buyer. Investors look beyond size. They evaluate your people, your processes, your reputation, how long you have been in business, and how well your business can operate without you. Build Assets, Not Just Income Many entrepreneurs focus on building income, while private equity focuses on buying assets. Shifting your mindset toward building a valuable asset helps you create a stronger business, regardless of whether or not you decide to sell it. Predictable Revenue One of the biggest drivers of business value is predictable revenue. Long-term contracts, recurring revenue, membership models, subscription models, and repeat business reduce uncertainty and allow you to forecast revenue further into the future, making your business far more attractive. Strong Systems and Leadership The less your business depends on you personally, the more valuable it becomes. A valuable business does not rely on the owner to approve everything. Strong systems, a capable leadership team, and clear processes allow businesses to continue operating even when the owner is away. Differentiation and Financial Discipline Your business must offer something that others cannot easily replicate. Becoming a strategic partner, rather than simply a professional logistics expert, differentiates your business and strengthens client relationships. Knowing your numbers, tracking trends, and demonstrating financial discipline also makes your business more attractive to buyers. Building a Sellable Business Building a business that someone would want to buy creates a stronger, more resilient business, even if you have no intention of selling it. By focusing on value rather than remaining small, you can position your business to thrive as the industry continues to evolve. Connect with Eric Rozenberg /episode/index/show/thebusinessofmeetings/id/42279625

333: AI Won't Build Your Business. You Will! with Eric Rozenberg 07/28/2026

333: AI Won't Build Your Business. You Will! with Eric Rozenberg Today, Eric explores one of the biggest misconceptions surrounding AI. Stay tuned as he explains why AI will not build your business, and why building a successful business remains entirely your responsibility as an entrepreneur or business owner. Your Vision AI can help you brainstorm, improve your wording, and challenge your thinking, but it cannot define your vision. Only you can decide what kind of company you want to build, what type of freedom you want, and where you want your business to go. Trust As information becomes cheaper, trust becomes more valuable than ever. AI can write proposals, research prospects, and prepare you for meetings, but it cannot build trust, read body language, handle objections, or make someone feel understood. Accountability AI cannot hold you accountable. It can tell you what to do, but it cannot make you do it. It cannot make sales calls, follow up, delegate more, or have uncomfortable conversations. Hard Decisions AI can give you input and help you evaluate your options, but you are the one who must make difficult decisions. Whether you're firing someone, walking away from a client, or making a major investment, leadership requires courage, not computation. Consequences Responsibility can never be outsourced. AI can provide advice, but as a business owner, you are responsible for the decisions you make and the consequences that follow. The Value of AI AI can help you brainstorm, research, create SOPs, write proposals, support your marketing, prepare meetings, role-play sales calls, and accelerate learning. It reduces the value of repetitive work and routine tasks, allowing you to focus on the work only you can do. Summary As AI becomes more capable, your vision, leadership, judgment, relationships, courage, and accountability become even more valuable. Your competitive advantage is not AI—it's how you use it while continuing to lead your business. Connect with Eric Rozenberg On /episode/index/show/thebusinessofmeetings/id/42210705

332: Why Great Content Isn't Enough Anymore with Kimberly Hardcastle 07/21/2026

332: Why Great Content Isn't Enough Anymore with Kimberly Hardcastle We are excited to welcome entrepreneur Kimberly Hardcastle, another icon in our industry, as today’s guest. Kimberly is the Chief Strategist at Freeman and one of the industry's most respected leaders in event marketing and strategy. Kimberly is a speaker, a writer for the PCMA Convention, and a leader recognized by IAEE with the Educator of the Year and Woman of Achievement awards. Stay tuned for Kimberly’s practical insights on leadership, personalization, trust, AI, and the direction the meetings and events industry is headed. Kimberly's Journey Kimberly originally studied Spanish with an emphasis in business, planning to facilitate international trade. After her husband’s military career took them to Maine and Scotland, she focused on marketing and eventually joined MDG, a marketing agency specializing in trade shows. When the founder began planning for retirement, Kimberly purchased the business, grew it twentyfold, expanded across the United States and internationally, acquired Tag Digital in the UK, and later became Chief Strategist at Freeman. Noticing Potential When Kimberly purchased MDG, she saw far more potential than the business had been built to pursue. The agency already had trust and a strong reputation, but she believed it had only scratched the surface. By expanding geographically, broadening its services, and investing in growth, the company scaled far beyond its original size. Relevant Events The meetings and events industry is changing too quickly to continue operating in default mode. AI, changing attendee expectations, and evolving buying behavior require organizers to question long-held assumptions and continually adapt their events so they remain relevant in the future. The Trade Show Floor Attendees now complete much of their research before arriving at an event. Instead of discovering companies for the first time, many arrive ready to compare options, ask detailed questions, test products, and determine whether a solution fits their company and timeline. The trade show floor has become a place where buying decisions are more likely to convert. Reaching Attendees Email remains important, but it should no longer be the primary marketing channel for events. Event organizers need to expand into additional channels, optimize their websites for answer engine optimization, and use tools such as LinkedIn collaborative posts to reach audiences where they are already searching for information. Better Booth Experiences Exhibitors should bring the right mix of people to their booths, including engaging salespeople and knowledgeable subject matter experts. Instead of simply scanning badges for follow-up, you should create hands-on experiences that allow attendees to explore products, ask difficult questions, and build confidence in their decisions. Building Trust You build trust by showing that you understand the challenges your audience is currently facing. Rather than relying on generic claims about event size or the number of sessions, your messaging should demonstrate that you understand changing regulations, rising costs, shifting customer expectations, and other issues affecting your industry. Authentic Human Interaction As AI-generated content becomes more common, authentic human interaction becomes even more valuable. Live events offer experiences that cannot be replicated at a desk, including human connection, trust, hands-on product demonstrations, spontaneous conversations, and opportunities to learn directly from other attendees and subject matter experts. Personalization Personalization is no longer about simply using someone's name in an email. By using attendee data responsibly, organizers can recommend sessions, exhibitors, introductions, and experiences that align with each attendee's specific objectives while still allowing room for unexpected discoveries throughout the event. Understanding the Next Generation Millennials and Gen Z are changing how products, companies, and events are discovered. Although they are digital natives, they value face-to-face events because they build confidence, professional relationships, mentoring opportunities, and interpersonal skills that cannot be developed through screens alone. Focus Areas As a business owner, you should focus on the areas where you create the greatest value and surround yourself with people whose strengths complement your own. Putting the right systems, processes, and people in place allows your business to grow without sacrificing quality or client experience. The Future of the Industry Kimberly believes AI will help event professionals accomplish more with fewer resources while creating increasingly personalized event experiences. She feels there is still significant opportunity to keep communities engaged throughout the year rather than limiting engagement to the days when the event takes place. She expects face-to-face events to become even more valuable as AI continues to reshape how people work and communicate. Bio: Kimberly Hardcastle As Chief Strategist at Freeman, Kimberly drives participation, elevates experiences, and future-proofs events for Freeman clients. With a Master of Science in Business Administration, over two decades of industry experience, and a unique ability to shift between analytical and creative thinking, she brings both discipline and imagination to solving complex challenges. Her expertise in event marketing, strategic planning, tactical execution, and organizational design was shaped during her 24-year tenure at mdg, the agency she helped build before eventually selling to Freeman. Kimberly is a CEM faculty member, a Krakoff Leadership Institute alumna, and has been named by IAEE as an Educator of the Year and a Woman of Achievement. She has a monthly column in PCMA’s Convene magazine and is a frequent presenter at SISO, PCMA Convening Leaders, Expo! Expo! and Lippman Connects events. She’s also the wife of a retired Navy pilot, mom of a recently graduated Horned Frog, Peloton addict, reader, runner and believer in civil rights. Connect with Eric Rozenberg On Connect with Kimberly Hardcastle On /episode/index/show/thebusinessofmeetings/id/42103445

331: Optimizing Event Production for Maximum Impact with Mark Mallchok 07/14/2026

331: Optimizing Event Production for Maximum Impact with Mark Mallchok We’re thrilled to welcome Mark Mallchok, the Principal and Chief Event Strategist at Brella Productions, as today’s guest. Mark has extensive experience within our industry. He joins us to share his entrepreneurial journey, explain how his company evolved over the years, and discuss why engagement, human connection, and clear event goals are becoming more important than ever. Stay tuned for more! Events and Storytelling Mark grew up surrounded by theater, production, photography, and technology. Both his parents worked as librarians while also supporting technical theater, audiovisual production, and school events, giving him hands-on experience from an early age. Whether he was holding cameras, shooting football games, working on the yearbook, or teaching photography, he discovered early that he wanted a career built around events and storytelling. Corporate Events Although Mark originally planned to become an actor, he quickly realized he preferred directing stories rather than performing them. After studying theater and film, he chose corporate video and corporate events because every project was different. Working across different industries, clients, and countries meant he could continue learning and solving new challenges every day. Continued Evolution When Mark and his business partner started their company, they knew they wanted work that was constantly changing rather than repeating the same production every day. Corporate events gave them exactly that. More than 30 years later, they continue evolving with new technologies, different clients, and changing industry needs. Delegating As the business grew, Mark quickly realized they could not continue doing everything themselves. Bringing in specialists for administration, bookkeeping, sales, IT, and other areas allowed them to focus on the work they enjoyed most and did best. Even today, they regularly review what should stay on their plate and what should be delegated. Learning from Mistakes If you never allow people to make mistakes, they never develop the experience needed to become experts. Mark believes people need opportunities to practice, solve problems, and occasionally fail before they can grow. If you keep control of every task yourself, your team never develops, and you remain responsible for everything. Problem Solving Risk mitigation is an important part of event production, but problems will always come up. Mark creates training exercises in which team members step outside their normal roles and handle unexpected situations. He believes personality and strong problem-solving skills are two of the most valuable qualities when hiring people. Peaks and Valleys Every business experiences peaks and valleys. Rather than waiting for business to improve, Mark believes slower periods provide the best opportunity to rethink what your company does particularly well. After COVID, Brella shifted its focus from production services to strategic event optimization, helping clients create events that are more efficient, more economical, and more engaging. Start With the Goal Before discussing venues, production, or logistics, Mark believes you first need to understand what the event is trying to achieve. Too many organizations cannot clearly explain their objectives, making it impossible to measure success. Once the goals are clear, meaningful KPIs can be developed for both the business and the audience. Measuring Outcomes Mark believes event success should be measured by more than just attendance numbers or satisfaction surveys. Instead, you should evaluate whether people learned something valuable, made meaningful connections, improved their work, and achieved the intended business outcomes. He also tracks efficiencies, cost savings, and planning improvements throughout every project. Human Connection Content remains important, but Mark believes human connection is becoming even more valuable. Many events try to fit too much content into too little time, leaving almost no opportunity for people to talk, reflect, or build relationships. Longer breaks, less crowded agendas, and more opportunities for conversation create a more valuable event experience. AI While AI will continue improving work efficiency, Mark believes it will also increase the value of meeting people face-to-face. As technology makes it harder to know what is real, genuine human interaction becomes even more important. The time AI saves should ultimately allow people to spend more time building relationships, strengthening communities, and connecting. Bio: Mark Mallchok Mark Mallchok, CMM, is the Chief Event Strategist at Brella Productions. A veteran event producer and video director, he has created engaging corporate meeting and event experiences worldwide for notable clients in healthcare, financial services, and manufacturing. He draws on his theatrical and film background to find compelling stories that anchor client projects and support their business and learning goals. He specializes in audience and participant engagement, combining powerful technical tools with rock-solid narrative and performance techniques to deliver unparalleled face-to-face, virtual, and hybrid experiences Connect with Eric Rozenberg On Connect with Mark Mallchok On his Email: /episode/index/show/thebusinessofmeetings/id/42041715

330: Meet Eric AI: The Revolutionary Business Mentor for the Meetings Industry 07/07/2026

330: Meet Eric AI: The Revolutionary Business Mentor for the Meetings Industry After years of wondering how to scale his business, Eric is launching Eric AI! Eric is passionate about coaching and mentoring owners, solopreneurs, and professionals across the meetings and events industry. Eric AI is a business mentor platform built from Eric’s experience, methodology, and decision-making process, making his mentoring available 24/7 in 77 languages. Stay tuned as he shares how the platform was created, what sets it apart from other AI tools, and how it asks thoughtful questions, offers guidance, and helps business owners move forward. Eric AI Eric AI allows you to work with Eric 24/7, in 77 languages. Built from Eric’s personal knowledge, experience, methodology, and coaching style, it gives you access to his business mentoring whenever you need it. How Eric AI Was Created The platform was developed by uploading everything Eric has written, recorded, and taught throughout his career. It was then refined through an extensive onboarding process that captured how he approaches different situations, the questions he asks, the methodologies he uses, and his communication style. Authentic Human Wisdom Eric explains that the platform is designed to capture and scale authentic human wisdom. Rather than simply generating answers, it is designed to reflect Eric's own voice, methodology, and decision-making process. Finding New Clients If you want to find new clients, focus on building trust and visibility through consistent action. Reconnect with past clients, ask for referrals, and create opportunities to add value rather than relying solely on cold outreach. Be Where Your Clients Are You need to be present where your clients spend their time, both at industry events and in the digital spaces they use. Being visible, credible, and memorable makes it easier for opportunities and introductions to happen. Board Decisions If a board keeps postponing decisions, provide a clear framework that defines the options, the impact of each choice, and the cost of delaying action. Making the consequences of inaction visible helps move discussions forward. Boards should be encouraged to make their decisions by the end of the meeting, even if that decision is "no" or "not now." Setting boundaries helps to avoid endless debates. Asking the Right Questions Eric AI does more than provide answers. It guides you by asking questions that help you think through your own situation and determine the best way forward. Difficult Questions Because your conversations remain confidential, you can ask Eric AI sensitive business or workplace questions you might not want to raise with anyone else. Focus on What You Can Control When work relationships become difficult, concentrate on the things you can influence. Honest, non-confrontational conversations can help rebuild trust while allowing you to better understand the other person's perspective. Connect with Eric Rozenberg On /episode/index/show/thebusinessofmeetings/id/41959245

329: From Orphanage to A $231 Million Exit: The Mindset Behind the Journey 06/30/2026

329: From Orphanage to A $231 Million Exit: The Mindset Behind the Journey We are delighted to welcome the incredible Dr. Magie Cook as today’s guest. Magie’s remarkable journey has taken her from growing up in an orphanage in the mountains of Mexico to building one of the fastest-growing fresh salsa companies in the United States. Join us as Magie shares how mindset, perseverance, and taking inspired action helped her overcome adversity, build a nationally distributed business, and create opportunities far beyond what once seemed possible. Magie’s Journey Magie Cook was born in Mexico and raised in an orphanage where her parents cared for dozens of children with very limited resources. From a young age, she decided she would not allow her circumstances to define her future. She used a cave she built in the mountains as a place to future cast the life she wanted. Later, she earned a basketball scholarship to study in the United States, overcame homelessness after college, and started her fresh salsa business with just $800. Her company grew from selling homemade salsa locally to supplying major retailers across 38 states before merging with Garden Fresh and ultimately becoming part of a $231 million acquisition by Campbell's. Choosing Hope Choose to focus on possibility rather than remaining trapped by adversity. Magie understands that fear and joy cannot coexist, so what you choose to feed your mind becomes the direction your life will follow. Future Casting Future casting became Magie's daily practice at age six. She believes that repeatedly visualizing yourself achieving your goals helps you recognize opportunities and gives you the confidence to act when they appear. Doing Something Different Magie believes that choosing a different path can reveal opportunities that others might overlook. Rather than following what everyone else was doing, she chose basketball because very few Mexican girls were playing it. She developed unusual practice methods and always sought ways to improve. Believe in Yourself After breaking her collarbone, Magie was told her dreams were over. Instead of accepting that, she constantly reminded herself that something better would come from the setback. Missing the opportunity to play for the Mexican national team, which she considers the best thing that never happened to her, ultimately led to a basketball scholarship that brought her to the United States. Learning English Arriving in the United States without speaking English was one of Magie's greatest challenges. As nobody around her spoke Spanish, she immersed herself in learning English, practiced constantly, and, through determination and repetition, became fluent. Difficult Circumstances After graduating from college, Magie could not find work and became homeless. She lived in her station wagon and later in the woods, yet she never saw herself as defeated. During that period, she continued to seek opportunities and focused on building a better future. Finding Opportunity Magie began making fresh salsa for her friends, just as she used to do in the orphanage. Winning a statewide salsa contest showed her there was genuine demand for her product, and an anonymous businessman gave her $800 to start her company, asking only that she pay it forward someday. That small act of generosity became the foundation of her business. Think Bigger After receiving rejection after rejection from supermarkets, Magie changed her strategy. Instead of calling the smallest stores first, she contacted Whole Foods, even though it felt intimidating. She had a meeting with them that transformed her business, escalating her annual sales from approximately $12,000 to $1.9 million. Staying True Creating something unique and staying committed to your vision can become your greatest competitive advantage. When experts suggested cooking her salsa to prolong its shelf life, Magie chose to stick with her unique, fresh salsa concept. Learning Without mentors or industry experience, Magie relied on research, experimentation, and Google to learn how to build her business. Although she values learning from others, she believes that figuring things out herself allowed her to approach challenges with fresh thinking rather than accepting the limitations others expected. Think Like a CEO As her business expanded, Magie challenged her team members to think like CEOs. Before bringing her a problem, they were asked to think of a solution. If an idea improved the business and made money, the employee received an incentive. Be Ready for Opportunities Landing Whole Foods created an enormous challenge because Magie suddenly needed to increase production from about 250 pounds of salsa to 10,000 pounds. She explains that success can overwhelm you if you are not prepared, so you need to be ready to deliver when opportunities arrive. Purpose-Driven Culture As production expanded, Magie focused on creating a workplace where people knew they were building something meaningful. She inspired employees with a shared vision, encouraged continuous improvement, and built a culture where people felt valued and could contribute ideas regardless of their role. Looking Beyond the Past Many of Magie's first production employees were on work release from prison. They became some of her most dedicated employees. Many people simply need someone to believe in them and offer them an opportunity to prove themselves. Use Contracts and Relationships to Build Trust When banks refused to lend Magie the money she needed to fulfill Whole Foods' first order, she obtained a contract from Whole Foods and used it to borrow the funds from friends. Visualize When business growth slowed, Magie returned to the same future casting techniques she had used throughout her life. She visualized meeting with the world’s largest supermarket, and soon afterward, Walmart contacted her. Leading Alongside Her Team As her company expanded, Magie continued working alongside her employees on the production floor. She believes leadership is about supporting your team, understanding the work yourself, and creating an environment where people feel respected and appreciated. New Projects Selling her company allowed Magie to focus on speaking, inspiring others, expanding her foundation, and reaching even more people through new projects, including a feature film based on her life. Finding Purpose Looking back at the activities that made her feel most alive helped Magie recognize that inspiring people through speaking had always been part of who she was. Today, she finds making a lasting impact through inspiration more meaningful than financial success. Bio: Dr. Magie Cook Dr. Magie Cook is a self-made entrepreneur, author, and internationally recognized keynote speaker named one of the Top 80 Speakers in the World (Inspiring Change) by Real Leaders Magazine in 2026. Born in Mexico and raised among 68 children in an orphanage, she came to the United States on a basketball scholarship, survived homelessness, and launched Maggie’s All-Natural Fresh Salsas & Dips with just $800 — later selling it alongside Garden Fresh to Campbell’s Soup for $231 million. Today, she shares her research-backed 3R Framework with Fortune 100 and 500 audiences, equipping leaders to turn adversity into purpose, build unshakable resilience, and unlock their full potential. Connect with Eric Rozenberg On Connect with Dr. Magie Cook On her /episode/index/show/thebusinessofmeetings/id/41855660

328: The Long Game of Event Entrepreneurship with Bob Vaez 06/23/2026

328: The Long Game of Event Entrepreneurship with Bob Vaez We are delighted to welcome another icon in our industry as today’s guest. Bob Vaez, Founder and CEO of EventMobi, is a true entrepreneur, and his company is widely recognized throughout the events industry. Stay tuned as Bob shares his entrepreneurial journey and the lessons he learned building a business through multiple periods of disruption. He also offers practical advice for business owners looking to compete with larger organizations while creating meaningful experiences for customers and attendees. Bob's Entrepreneurial Journey After studying computer engineering, Bob spent nearly a decade in chip design, including a role at NVIDIA. Although he enjoyed the people and innovation, he wanted to build something of his own. A simple question—why conference information wasn't available on a mobile device—led him to create EventMobi. What began as a side project quickly evolved into an international business serving customers across North America and Europe. Launching EventMobi Bob launched EventMobi during a recession, when organizations were looking for ways to reduce costs, improve attendee experiences, create new sponsorship opportunities, and reduce waste. At the same time, mobile technology and cloud software were gaining momentum. He believes periods of disruption often create opportunities for businesses that solve real problems. Sponsorship Sponsorship has evolved from simple logo placement and brand visibility to more targeted and meaningful engagement. Bob explains that organizers can create greater value by helping sponsors connect with specific audience segments and offering sponsorship opportunities that align with attendees' interests and needs. Shared Experiences Sponsors often bring valuable expertise to an industry. Bob believes organizers can create stronger experiences by involving sponsors in educational content, especially when sponsors and customers connect through real-world experiences. That approach benefits attendees while helping sponsors build credibility and relationships. Relationships Strong business relationships are seldom built on a trade show floor. Bob explains that shared experiences, activities, and informal conversations often foster deeper trust and stronger long-term connections than brief meetings at a trade show booth. Genuine Innovation Many attendees visit exhibitors to learn what's new. They are looking for new ideas, products, services, and approaches to take back to their organizations. Bob encourages exhibitors to focus on showcasing genuine innovation rather than simply increasing visibility. Engaging Events Bob believes engagement increases when attendees become active participants rather than passive listeners. Attendees want more than information. They want opportunities to ask questions, share ideas, participate in discussions, and connect with other people. Face-to-Face Experiences As AI generates more content and information becomes easier to access, live events offer something different: authentic conversations, trusted expertise, and direct interaction with other people. These experiences create stronger memories and greater long-term value for attendees. AI Bob sees AI as an opportunity to reduce administrative work and free up time for more meaningful activities. Instead of spending hours on repetitive tasks, planners can invest more time in working with speakers, sponsors, vendors, and attendees to create better event experiences. Smaller Businesses AI is helping smaller businesses access capabilities that once required large teams. Bob recommends focusing on the specific tasks that consume the most time or create the most frustration. By solving those challenges first, small businesses can operate more efficiently and make better use of their resources. Powerful Small Agencies While larger organizations often rely on established processes, smaller agencies can stand out through their insight, creativity, and perspective. Bob believes that an agency's unique understanding of its clients and its ability to create distinctive experiences can be a powerful competitive advantage. Connect with Eric Rozenberg On Connect with Bob Vaez On /episode/index/show/thebusinessofmeetings/id/41715995

327: How to Build a Personal Brand that Attracts Clients with Caleb Ralston 06/16/2026

327: How to Build a Personal Brand that Attracts Clients with Caleb Ralston We are delighted to welcome Caleb Ralston as today’s guest. Caleb’s journey has been remarkable, and he is currently one of the most prominent voices in our industry in building brands and creating content people can actually apply. In 2025, he released a YouTube video that attracted more than 1.1 million views! Stay tuned as Caleb shares what he learned from working with people like Gary Vaynerchuk, Alex Hormozi, and Leila Hormozi, explains his approach to personal branding, and offers practical advice for creators, solopreneurs, and business owners looking to build trust through content. Caleb’s Journey Caleb’s interest in video started when he was a child, making videos with his sister using his mom’s camera. In high school, he volunteered on his church’s media team, where he met Sean Cannell, who introduced him to Gary Vaynerchuk’s work. After reading Gary’s book, Caleb decided to pursue video full-time. He started creating content in the powerlifting and bodybuilding world, worked with top athletes, then joined a software company before eventually moving to New York to work for Gary Vaynerchuk. After several years working across Team Gary, VaynerMedia, and Constellation Brands, he moved to Las Vegas. Shortly after arriving, he began working with Alex and Leila Hormozi to help build their content and personal brands. In November 2024, Caleb launched his own business to help founders build personal brands that optimize for trust. Lessons from Gary Vaynerchuk One of Caleb’s biggest lessons from Gary was that empathy and kindness are strengths rather than weaknesses. Gary demonstrated that treating people well can create meaningful impact and lasting relationships. The Cost of High Performance Working with Gary required intense commitment and long hours. Caleb pushed himself extremely hard and eventually learned his limits. While he does not glorify working yourself into the ground, he acknowledges that many of the opportunities he has today came from years of sustained effort, sacrifice, and focused work. Las Vegas After years of working in large organizations, Caleb reached a point where he needed new experiences and different challenges. So, he moved to Las Vegas because he wanted a change of environment and believed new opportunities would emerge. An opportunity soon arose for him to work with Alex and Leila Hormozi. Personal Branding Caleb’s approach to personal branding starts with identifying what makes a founder different. Rather than copying successful creators, he focuses on uncovering the unique ways a person thinks, communicates, solves problems, and approaches their work. He believes the strongest personal brands amplify what is already unique rather than imitating someone else’s formula. Starting His Own Business Although Caleb had considered starting his own business for years, he waited until the timing felt right. Opportunities began appearing through interviews, content, and industry relationships. Self-Doubt Despite his success, Caleb still experiences self-doubt and frequently questions whether he is the right person for the opportunities presented to him. What has helped him throughout his career is taking action before feeling fully qualified. He believes progress comes from moving forward despite uncertainty rather than waiting until all doubts disappear. Bad Advice Caleb disagrees with the notion of "fake it till you make it." He believes the phrase has encouraged people to exaggerate their expertise, misrepresent themselves, and sell advice without credibility. Instead, he advocates being honest about who you are, gaining real experience, and allowing your work to speak for itself. Caleb’s Personal Branding Course After receiving repeated questions about personal branding, Caleb decided to create a comprehensive free course and publish it on YouTube, rather than selling the information behind a paywall. The course significantly exceeded his expectations and reached a much larger audience than he anticipated. Advice for Solopreneurs and Small Business Owners If you are building a personal brand on your own, focus on one primary platform and one secondary platform. Put most of your effort into the primary platform and repurpose content for the second. Choose a publishing schedule that feels realistic rather than overwhelming. Once you establish consistency, you can gradually increase your output over time. Optimize for Trust, Not Virality Caleb believes creators should stop optimizing content for virality and start optimizing for trust. Build content around real problems your audience faces and help them solve their problems. Every time you set an expectation and meet it, you build trust. Consistently doing that creates stronger relationships and better long-term results than chasing views. Show Who You Are People connect with people, not generic content. Caleb encourages creators to show who they really are, including their interests, personality, experiences, and perspectives. The goal is not to appeal to everyone. A strong personal brand attracts the right people while naturally repelling the wrong ones. AI-Generated Content Caleb believes much of today’s AI-generated content sounds generic because it draws from the same sources and averages everything toward the middle. Audiences do not want generic advice. They want lessons filtered through your unique experiences, failures, successes, and perspective. Your personal story is what makes your content valuable. Attract the Right Clients A strong personal brand attracts the right people and repels the wrong people. Caleb believes many creators focus only on attracting audiences, but successful brands also create clear boundaries. When you show your real personality and values, you naturally attract clients who are a better fit. Free Resources Caleb encourages people to consume his free content. He recommends watching his six-and-a-half-hour YouTube course, downloading the workbook, completing the exercises, and applying the lessons. Only after acting on his free resources should people consider working with him directly. A Future Dream Although Caleb enjoys building businesses and personal brands, he imagines working hard for many years, reaching his financial goals, and eventually living a quieter life bartending at a small dive bar where he knows the regular customers and enjoys a slower pace. Bio: Caleb Ralston Building Personal Brands that Optimize for Trust, Not Virality Brand executive with 17 years of experience building brands, leading creative teams, and scaling content strategies for some of the most recognized names in business, including Alex Hormozi, Leila Hormozi, and Gary Vaynerchuk. At Acquisition.com, I built an 18-person media team from the ground up. Together, we scaled Alex and Leila's audience from 1.2 million to more than 11.5 million followers, generated over 3 billion impressions in 2024 alone, and drove 70% of the leads for their Scaling Workshop through organic content. Before that, I served as Gary Vaynerchuk's videographer and TikTok Lead. In just three months, we grew his TikTok following from 300,000 to 3.5 million. I also edited his hit series, Trash Talk, helping spread Gary's message about how to get started in business with no money. What I've learned along the way is that building a brand isn't about chasing trends or trying to go viral. It's about creating trust and consistency, scaling your impact, and delivering real results. Whether it's building a team, developing a strategy, or leading a campaign, I'm focused on what moves the needle. What I Believe Your personal brand is your greatest business advantage. It's how you build trust and authority, and unlock new opportunities. Great content starts with understanding your audience. The magic happens when you deliver what they actually care about. Clarity and accountability drive success. Empowering people to own their role is what separates good teams from great ones. What Drives Me Real Impact I'm obsessed with measurable results. Whether it's taking a brand from under-the-radar to top-of-mind or building a team that crushes its goals, I care about outcomes that matter. Building People Up Developing talent and helping others level up are some of the most rewarding parts of what I do. I love giving people the tools and frameworks to thrive. Excellence in Execution I don't settle for "good enough." I set high standards for myself and others because that's what it takes to create exceptional work. Authentic Relationships Business success is about people. Trust, connection, and real value are the foundations of everything I do. Creating Legacy It's about more than today. I want to build systems, teams, and ideas that outlive me—things that redefine how people approach personal branding and content creation. Connect with Eric Rozenberg On Connect with Caleb Ralston On his /episode/index/show/thebusinessofmeetings/id/41629170

326: Every Seat Matters with Cleo Battle 06/09/2026

326: Every Seat Matters with Cleo Battle Today, we have the great pleasure of speaking with Cleo Battle, the President and CEO of Louisville Tourism and the new Chair of the International Board of MPI! Cleo is an amazing person! He joins us today to share his inspiring journey and dive into what matters most for tourism and why every seat counts. We hope you enjoy listening to today’s captivating conversation with Cleo Battle! Cleo Battle Biography: Cleo Battle, a hospitality industry veteran of nearly 35 years, currently serves as President & CEO of Louisville Tourism. Before coming to Louisville, he spent 12 years as Vice President of Sales & Services of the Richmond Convention & Visitors Bureau in Richmond, VA. He held the positions of Director of Sales and Sales Manager at the Richmond CVB. Battle began his hospitality career in the hotel industry by working for Embassy Suites, Holiday Inn, and Sheraton Hotels. Battle is a native of Denver and a graduate of Metropolitan State University in Denver with a bachelor’s degree in Hotel/Restaurant Management. He earned his Master's of Business Administration in 1997 from Averett University in Virginia. He is both a Certified Destination Management Executive (CDME) and Certified Association Sales Executive (CASE). Battle’s most recent industry recognition includes the Events Industry Council 2020 Social Impact award winner, Business First Louisville’s inaugural Power 50 as well as The Courier-Journal’s 12 People to Watch in 2021. Battle currently serves on the Meeting Planners International Board of Directors, the Kentucky Derby Museum Board of Directors, the Louisville Sports Commission Executive Board, the LRAA Board, the Kentucky State Fair Board, the Louisville Zoo Foundation Board, the Funds for the Arts Board, and the Board of the Northeast YMCA of Louisville. He is the Past Chair of Destination & Travel Foundation, Destination International Sales & Services Committee, and the Virginia State University Hospitality Department Advisory Board. Cleo’s journey Cleo was a college track-and-field athlete. In his third year, he tore a leg muscle. He was still undecided about what he would major in at the time. So he spoke to a school counselor, and she suggested hotel restaurant management. He signed up for the course, started taking classes, and began working as an intern in a hotel. Hotel work came naturally to him, and he worked in many different positions. Then he got hired into the management training program for Promise Hotels, and his career took off! How athletics set Cleo up for success Learning how to run hurdles gave Cleo adaptability and flexibility. He also learned many other skills from athletics that he needed to grow and become successful in his career. A strong team Cleo truly understands the importance of having a strong team! He learned that you cannot do everything by yourself in business and that you are only as good as the people around you. His old boss from Richmond, Virginia, taught him that the key to any successful endeavor lies in hiring well. He used to tell Cleo to hire well, provide good resources, and then get the hell out of the way! Trust Trust is an essential ingredient for teamwork. People do much better when they work in a professional space where constructive criticism is valued, they can be honest about their thoughts, and they know that their opinions will be respected, regardless of what the leaders ultimately decide. Every seat matters At staff meetings, Cleo always tells his organization's members that every seat matters. He wants them to understand that regardless of whether they are the Director of Sales, a marketing manager, or an administrative assistant, their seat in the organization still matters! Enabling people Whenever there is new subject matter, Cleo enables his team by inviting them to share their thoughts and opinions and offer ideas. Cleo’s current position Even though his current position as President and CEO of Louisville Tourism involves a lot of legislative work and more talk about politics than about customers, Cleo still feels it is vital to stay true to the core mission of Louisville Tourism and to bring visitors to the community. MPI Since the first of January, Cleo has been the Chair of MPI and serves on the International Board of Directors. He insists that his team has a growth mindset rather than a recovery mindset. The cost of doing business has changed. Since the pandemic, the cost of doing business has changed. So a lot of work has to be done on the industry brand to help those outside it see its value, what is being done, why it is important, and how the industry impacts people’s lives. Getting more people to join the industry Cleo points out that hotels, convention centers, museums and attractions, restaurants, and airports cannot work from home. So the industry will need to figure out the right balance between automated and personal services, going forward. He believes the industry must invest in its brand to make more people aware of why it is such an exciting industry to join. Appreciation and acknowledgment Cleo believes that openly acknowledging his staff members and appreciating their work is the best way to encourage them to provide customers with the best service! Connect with Eric On Connect with Cleo Battle On Books mentioned: /episode/index/show/thebusinessofmeetings/id/41560500

325: The Leadership Habit that Keeps Me Aligned with Eric Rozenberg 06/02/2026

325: The Leadership Habit that Keeps Me Aligned with Eric Rozenberg Today, we’re focusing on navigating the pressure of running a business while staying connected to your bigger vision for your life and business. Stay tuned as Eric shares a simple five-step exercise to help you gain clarity, direction, and long-term alignment. The Sandwich Generation Many business owners are part of the “sandwich generation,” taking care of parents while also raising children. That pressure adds to the demands of running a business, whether you’re leading a large team or working as a solopreneur. A Long-Term Vision When pressure is high, it helps to reconnect with why you started the business in the first place. Most people fail to clearly define what they want their life or business to look like in the next 10 years. Identify the Different Areas of Your Life The first step is identifying up to seven areas of your life, including health, family and friends, fun, finances, work, personal development, and volunteering or charities. Rate Each Area Rate each area from 1 to 10, with 1 being the worst and 10 your ideal, to create a clear picture of where your life currently feels aligned and where you need to improve it. Define your Actions Define two or three actions for each area that will move the needle in the right direction for you. Small actions and little wins create momentum. Questions and Answers Make a list of questions about your life 10 years from now, including where you live, your health, your accomplishments, what clients are saying, and your personal wealth. Eric’s advice is to take your time answering those questions and sleep on them instead of rushing through the process. Write the Script of Your Future Life Describe a specific day in your life 10 years from now. The goal is to create a two- or three-page story that feels exciting and aligned. Revisit the Vision During Difficult Moments Review the document once or twice a year, especially during moments of pressure, doubt, difficult client situations, or imposter syndrome. Connect with Eric Rozenberg On /episode/index/show/thebusinessofmeetings/id/41472380

324: Why Referral-Only Businesses Eventually Stall with Lyndsi Edgar 05/26/2026

324: Why Referral-Only Businesses Eventually Stall with Lyndsi Edgar Today, we are delighted to welcome Lyndsi Edgar, the Founder and CEO of eLuminate Marketing. Lyndsi talks to Eric about entrepreneurship, content marketing, LinkedIn, automation, AI, and staying top of mind with clients and prospects. She also shares how she built eLuminate Marketing, the lessons she learned while growing the agency, and the systems, processes, and mindset shifts that helped her scale the business. Stay tuned for more! Lyndsi’s Journey Lyndsi studied marketing and then worked for various marketing agencies. While working in digital marketing and social media, she noticed that small business owners were unable to access authentic, high-quality content that looked like Fortune 500 marketing without the Fortune 500 price tag. So, she launched eLuminate Marketing to help local businesses grow through authentic content. She initially gave herself six months to find clients before deciding whether to continue, and 12 years later, her agency continues to thrive and grow. Networking Lyndsi found her first clients through networking, nonprofit work, and being involved on boards in her community. Most of her business development happened face-to-face before eventually evolving into online lead generation. Processes Lyndsi explains that it’s essential to create processes before hiring. You need clear onboarding systems, communication standards, and documented procedures for employees to understand what they need to do without constantly relying on you. Today, AI tools make it far easier to record workflows, generate transcripts, and create standard operating procedures. Who to Hire Lyndsi recommends hiring people for areas that are not your strengths and work you do not enjoy. Her first hires were to do her accounting and graphic design. Hiring in those areas allowed her to focus on growth and strategy. LinkedIn About five or six years ago, Lyndsi began focusing on LinkedIn, and it eventually became the number one lead source for eLuminate Marketing. Although many people dismiss LinkedIn as it’s full of bots and AI-generated content, she believes there are still opportunities for businesses that create authentic, value-added content focused on the specific needs and problems of their ideal clientele. Strong Content Instead of talking about your accomplishments, it’s important to create content that provides solutions and value. Lyndsi recommends building one large piece of long-form content around a single topic each month, then turning it into multiple smaller pieces of micro content throughout the month. Content Ideas Another strategy Lyndsi uses is creating content around frequently asked questions. She looks at what people are typing into Google and AI tools. She ensures her content addresses those questions directly, as that helps her create practical, searchable content that aligns with what potential clients are already looking for. Balancing Personal and Professional Content On LinkedIn, you should focus mainly on value-add professional content, with only a small percentage dedicated to personal content. AI Lyndsi understands that AI can support research, editing, messaging, and content workflows. Still, it cannot replace the knowledge, stories, systems, and operating methods her agency has developed through years of experience. She believes those stories, insights, and years of knowledge are what elevate content beyond generic AI-generated material. AI can assist the process, but it cannot replace human wisdom and experience. Staying Top of Mind Consumption drives conversion. The more people consume your content, the more likely they are to work with you. Consistent posting, emails, display ads, and remarketing all help move people through the funnel faster. Defining Your Ideal Client Before creating content, Lyndsi recommends narrowing down your ideal clients. eLuminate Marketing focuses on professional service firms, particularly law firms, commercial real estate, and wealth management firms. Her content speaks directly to those industries, so the right people are more likely to stop, read, and engage. Automation and CRM Systems Lyndsi uses automation tools and workflows in HubSpot to stay in front of leads and clients without manually handling every interaction. Different industries and stages of the funnel receive different emails, content, and ads. She recommends that small business owners implement a CRM system instead of relying on spreadsheets. Tracking Metrics and Dashboards Over the last several years, Lyndsi’s agency has been using dashboards to monitor sales, email marketing, and overall business performance. She reviews metrics regularly with her sales team to identify where adjustments and optimizations are needed rather than relying on her gut instinct. The Importance of a Growth Mindset Lyndsi believes one of the most important skills for business owners is maintaining a growth mindset. As technology, AI, the economy, and client expectations constantly evolve, businesses cannot remain locked into old ways of operating. Flexibility One of Lyndsi’s priorities is to create flexibility for her family. Her long-term vision is to build a business that can continue to operate smoothly while she spends extended time traveling outdoors with her family in an RV. Bio: Lyndsi Edgar Lyndsi Edgar is the founder of eLuminate Marketing, a digital marketing agency specializing in professional services firms. With 15+ years in digital marketing, she helps law firms, CRE brokers, and consultancies grow beyond referrals through her proprietary framework, The eLuminate Effect. Her work has been featured in Forbes, HuffPost, and Forbes Woman. Connect with Eric Rozenberg On Connect with Lyndsi Edgar On /episode/index/show/thebusinessofmeetings/id/41369790

323: Own the Room: The Discipline of Audience Engagement with Michael Kent 05/19/2026

323: Own the Room: The Discipline of Audience Engagement with Michael Kent We’re delighted to welcome audience engagement specialist Michael Kent as our guest today. In this episode, Michael speaks with Eric about audience engagement, corporate events, comedy, magic, workplace culture, and the growing role of AI in live experiences. Stay tuned as Michael shares how years of performing around the world shaped his approach to helping companies create meaningful events that bring people together, reduce stress, and strengthen workplace relationships. Michael’s Journey Michael has been entertaining people since he was six years old. After discovering magic at Walt Disney World, he became known as “Magic Mike” throughout school and college. He later worked as a marketing director while continuing to perform magic shows on the side. Once the numbers made sense financially, he left his day job and moved into entertainment full-time. Over the last 23 years, he has toured internationally as a comedian and magician, performing in 21 countries and 49 states. Over time, he came to realize that his real role was to engage audiences to help companies connect with their people through experiences that are fun, positive, memorable, and meaningful. A Clear Goal Entertainment should support the broader purpose of an event rather than exist separately from it. Michael believes many companies only hold annual events because they have always done so. But that is not enough. Before planning entertainment, it’s essential to define exactly what the event aims to accomplish, as different goals require different approaches. Early Involvement Michael prefers to be included early in the planning process rather than hired at the last minute, as he needs to understand why the company chose the venue, who will attend, whether spouses are included, and what challenges the organization is facing. Audience Engagement Audiences become more engaged when they share experiences. Michael’s role is often about helping people who do not know each other feel connected. By bringing people on stage, creating audience participation, and encouraging interaction, he helps attendees build familiarity and trust. That matters because people remember shared experiences long after the event, helping their workplace communication feel more comfortable. Matching Entertainment Style To The Audience After being brought in late to an event, Michael discovered a major language barrier with the audience, as most attendees spoke very little English, forcing him to rely on visual aids rather than his usual interactive comedy style. That experience reinforced how important it is to match the entertainment style to the audience and to include performers early enough in the planning process to allow for proper adaptation. Safe Comedy for Corporate Events Michael always guarantees that his performances will contain nothing objectionable. He avoids political, racial, or offensive material because his goal is to bring people together, not make anyone uncomfortable. For him, even one person feeling alienated at an event matters. While college audiences sometimes expect slightly edgier material, most organizations today simply want clean, trustworthy entertainment that creates a positive shared experience. Stage Fright Michael feels that nervousness before speaking is healthy because it means you care. He always focuses on the mission of the event rather than his own anxiety. Before his performances, he thinks about how to help people relax, reconnect, and enjoy themselves together. Workplace Relationships Matter Workplace friendships can significantly improve productivity and retention. Events give employees a chance to see each other outside their normal work roles, creating a more human connection. He recommends seating arrangements that combine new hires, long-term employees, executives, and people from different departments, as this helps younger employees feel included while allowing experienced staff to serve as mentors and support systems naturally. A Simple Engagement Strategy A simple idea companies can use at events is to have attendees wear color-coded wristbands or name tags linked to their years of service or departments without them initially knowing their meaning, to create curiosity and conversation. Later during the event, the system is explained, and leaders can use it to highlight employee experience levels and connections across the company. Small details like this encourage interaction and help audiences become more engaged. How Michael Views AI and Authenticity Michael believes many people currently feel more stress than opportunity around AI, although he expects that to change. One major problem is that people use AI to bypass authenticity. He has attended company events where executive speeches clearly sounded AI-generated, which immediately reduced the feeling of connection in the room. Michael believes AI should function as a tool rather than replace human communication. At the same time, he expects AI to increase demand for live experiences because people still crave authentic, in-person interaction and shared laughter. Live Events Still Matter Live events provide something that screens and AI cannot fully replace. Hearing hundreds of people laugh together creates a shared emotional experience that people deeply miss in a screen-focused world. Michael believes companies that invest in meaningful in-person experiences will continue to see value in stronger workplace culture, better communication, and improved employee relationships. Michael’s Approach to Success Fame has never been Michael’s main goal. He prefers to focus on helping people, creating meaningful experiences, and leaving audiences happier than when they arrived. BIO: Michael Kent Michael Kent is an Audience Engagement Specialist. Through more than 2 decades of experience as a Comedy Magician working with corporations, colleges, and military installations, he has mastered the art of one thing: Connecting companies to their people in a way that’s good, fun, positive, memorable - but more than that - meaningful. He’s been named Entertainer of the Year by Campus Activities Magazine, Magician of the Year by the Association for the Promotion of Campus Activities. He has appeared on the television show Penn & Teller: Fool Us. Michael enhances company events and is passionate about ensuring they have a real-world impact by improving employee retention, reducing absenteeism, promoting a positive corporate culture, and fostering the inspiration that leads to a healthy, profitable organization. Connect with Eric Rozenberg On Connect with Michael Kent On his Podcast: /episode/index/show/thebusinessofmeetings/id/41325440

322: It’s All About Relationships: The Real Currency of Business with Eddy Arriola 05/12/2026

322: It’s All About Relationships: The Real Currency of Business with Eddy Arriola 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 his father, grandfathers, and community. He never even considered working for anyone else, and he has never experienced a traditional job interview. In 1997, Eddy co-founded Inktel with his brothers. He started Apollo Bank in 2008 by relying on his relationships and persistence, and learning as he went. Entrepreneurial Mindset Eddy explains that your mindset is built by what you see early in life. Eddy grew up surrounded by entrepreneurs, so starting a business felt natural. He believes that you improve the world by creating jobs, building a good work environment, and setting an example as a leader. Starting Apollo Bank Eddy launched Apollo Bank without fully understanding the challenges, which helped him move forward. He started just before the 2008 financial crisis, thinking it would be a short recession. His approach was simple- he just kept on going, and through his persistence, he built credibility and trust with investors, regulators, and clients. Relationships Your biggest wins and biggest problems always come down to relationships. Leadership is about getting things done through other people- by managing relationships within your team, building relationships with customers, and within the industry, your community, and your personal life. Building Teams Teams are built through trust and relationships. Eddy reached out to people who believed in him and shared his vision. He focused on finding the right mix, including an integrator to complement his visionary role. Customer Selection Be very specific about the customers you select. By focusing on the right customers, you can deliver an A-plus product. If you try to serve everyone, your quality will drop. Eddy focused on entrepreneurs and built strong relationships through one-on-one conversations. Communities Actively seek out the right communities. Joining EO was one of the most important decisions Eddy ever made. For over 24 years, he has been connecting daily with other members, building meaningful relationships that have shaped his growth- both as a leader and an individual. Writing a Book After selling Apollo Bank, writing a book became Eddy’s goal. He wrote his book for his younger self (as a CEO of a growing business). The lessons he shares can be broadly applied, especially in a time when people tend to underestimate the value of relationships. Relational Leadership Framework Many leaders tend to focus solely on their customers or teams. However, long-term success comes from understanding and working across all your relationship areas, including your relationship with yourself. The CARPE Framework By structuring your approach to relationships using Eddy’s CARPE framework- Connect, Align, Respond, Prioritize, and Evaluate- you will be able to manage your relationships intentionally instead of reacting to situations. Respond vs React Do not react immediately. Instead, take a moment to think about the right response. Quick reactions can create long-term problems, whereas a thoughtful response will help you scale. Evaluating Relationships Step back often and assess your relationships. Loyalty matters, but it can slow you down if it is misplaced. So, make sure your relationships support your goals. Empathy and Understanding Understanding what is going on with the other person helps you respond better. Empathy allows you to align with the other person’s perspective and move forward more effectively. Misaligned Relationships You need to recognize when a relationship cannot be fixed. Some people have patterns or issues that will never change. You may even need to let someone who performs well go to protect the organization. Allocating Time Effectively Spend your time where it has the most impact. Holding on to low-value relationships out of habit or loyalty can slow your growth. Focus your time on relationships that can move your business forward. Building Relationships The best time to build relationships is when you do not need them. Waiting until a critical moment leads to poor decisions. Build connections early so they are in place when you need them. BIO: Eddy Arriola Eddy Arriola is a seasoned entrepreneur, CEO, board member, and advisor to CEOs, known for building successful companies and guiding leaders through moments of growth, transition, and transformation. He is the founder and former chairman and CEO of Apollo Bank, which launched during the great financial crisis and grew into one of the most respected banks in the Southeast, ultimately completing a successful exit to a publicly traded company. Under his leadership, Apollo Bank earned national recognition for innovation, corporate culture, and service to the community. In addition to founding multiple companies and advising high- growth startups, Eddy has served on the boards of private and public companies across sectors—from fintech and healthcare to banking and real estate. His experience includes board service with gMed (acquired by Modernizing Medicine), TotalBank (acquired by Banco Popular de España), and two SEC-registered institutions: Seacoast Bank (NASDAQ: SBCF) and the Federal Home Loan Bank of Atlanta, as well as Linkvest and Plug&Lend. He also served two terms on the board of the Federal Reserve Bank of Atlanta (Miami Branch) and was appointed by President Barack Obama—confirmed by the US Senate—as chairman of the Inter-American Foundation, a position he continued to hold under the Trump and Biden administrations. Eddy is a nationally recognized speaker, author, a longtime member of YPO and EO, and a trusted advisor to private equity firms and executive teams. His leadership reflects a lifelong commitment to learning, integrity, and helping others grow. Today, he is an active advisor to companies and CEOs who want to become better leaders, scale their businesses, and lead with greater clarity and confidence. Through his firm, Arriola & Co., he advises CEOs and executive teams on leadership, strategy, and culture. He also serves as a trusted coach, helping leaders navigate complex decisions and high-stakes relationships. He was born and raised in Miami, Florida, and is a graduate of Boston College and Christopher Columbus High School. Connect with Eric Rozenberg On Connect with Eddy Arriola On his /episode/index/show/thebusinessofmeetings/id/41236420

321: Designing Premium Experiences that Clients Pay For with Jane Burnell-Fraser 05/05/2026

321: Designing Premium Experiences that Clients Pay For with Jane Burnell-Fraser 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 sales and joined Four Seasons early in her career, spending 18 years in senior roles worldwide and contributing to hotel and regional openings. She later moved to Hilton, where she helped create a global luxury sales organization. After years in corporate leadership, driven by a desire to pursue new ideas and create something of her own, she decided to launch Enhance Lux, a consultancy. Entrepreneurship Moving from the corporate world to entrepreneurship allowed Jane to pursue ideas more quickly and with greater flexibility. She highlights the importance of leaving on good terms through open, honest conversations. Her early success came through LinkedIn, where she made several new connections that led directly to her first clients, reinforcing the value of visibility and consistent engagement. Staying Connected Her experience with remote work supported Jane’s transition to working independently. She relies on self-motivation and discipline, applying the same principles she used when leading teams. Luxury Industry Shifts Although luxury, supported by high-net-worth individuals who prioritize travel and experiences, continues to perform strongly, Jane insists that this resilience should not be taken for granted, as changing demographics and expectations are reshaping the landscape. Next Generation of Luxury Consumers The next generation of consumers is redefining luxury. They prefer authenticity, inclusivity, and sustainability rather than traditional, formal experiences. They still expect high-quality service but want to feel comfortable, express themselves, and engage in experiences that reflect their values. Changes within the Meetings Industry A risk those in the meetings and incentive industry face is becoming too comfortable with the current model. While the current model was built on strong relationships, expertise, and logistics, hotels and suppliers are increasingly developing their own capabilities. Technology and AI Technology and AI are changing how services are delivered, giving clients more direct access to tools and suppliers and reducing their reliance on intermediaries. Jane emphasizes that this shift cannot be addressed with small adjustments, as it requires clear repositioning of the value being offered. The Human Experience Jane highlights the opportunity to move beyond logistics and focus instead on the human experience. That requires understanding clients’ businesses, culture, and challenges, and designing experiences that support measurable outcomes, such as engagement and performance. Opportunities for Advisors There is now an opportunity for meeting planners and agencies to move beyond a purely logistical role and position themselves as strategic advisors. By engaging more deeply with leadership and organizational goals, they can deliver greater value and demonstrate clear ROI. Balancing AI and Human Connection AI can enhance efficiency and support service delivery, but it cannot replace the human connection. In hospitality, the ability to anticipate needs and create meaningful interactions remains essential, and technology should be used to support that rather than replace it. Future Vision Jane focuses on helping businesses refine and elevate what they already do well. She works with clients globally and is actively involved in mentoring. She aims to make a practical, measurable impact, particularly with smaller businesses where they can implement change quickly and effectively. BIO: Jane Burnell-Fraser Jane Burnell-Fraser is a global luxury & lifestyle hospitality leader with over 25 years of experience driving growth, building high-performing teams, and cultivating strategic partnerships across international markets. Most recently, she served as Vice President of Global Luxury Sales and Executive Director of Global Luxury Partnerships for Hilton’s luxury brands, in which, in addition to building a global luxury sales organization, she led the launch of an innovative global B2B travel-industry loyalty program, delivering increased engagement and measurable revenue growth. She previously held senior strategic commercial roles at Four Seasons Hotels & Resorts, leading regional commercial sales strategy, supporting international expansion, and strengthening customer engagement across key global markets. Jane is the Founder & Principal of Enhance Lux, a partnership-driven consultancy helping hospitality, travel, lifestyle, and experience-led brands grow and evolve. She works with businesses to accelerate growth through strategic partnerships, build global ecosystems, and refine commercial strategies and brand positioning, delivering meaningful results. Connect with Eric Rozenberg On Connect with Jane Burnell-Fraser On Email: /episode/index/show/thebusinessofmeetings/id/41066380

320: Inside the Mind of Elite Resilience: Lessons from the Mossad to the Boardroom - Part 2 with Glenn Cohen 04/28/2026

320: Inside the Mind of Elite Resilience: Lessons from the Mossad to the Boardroom - Part 2 with Glenn Cohen 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 or leader, need to do differently when the stakes are high. Post-Traumatic Growth Trauma does not have to lead to PTSD. Around 70% of people will encounter a traumatic event, but only about 10–15% develop PTSD. Trauma can shake core beliefs or involve extreme threat, but it can also be an opportunity for growth. Knowing this creates strength and shifts expectations. Resilience vs Growth Resilience is the ability to bounce back. Growth is the ability to bounce forward. Rather than simply recovering from a traumatic event and returning to their previous level of functioning, people can develop new meaning, discover capabilities they did not know they had, and build a stronger sense of self. Real transformation happens when you shift from simply recovering to actually growing. Coping Even in extreme situations like captivity, people demonstrate an inherent ability to cope. Some individuals can survive severe physical and psychological trauma and still move forward. Many prove to themselves that they are capable of far more than they imagined, reinforcing a new sense of strength and resilience. Meaning A clear sense of meaning keeps you moving forward, even when everything else is gone. As Viktor Frankl describes in Man's Search for Meaning, those who hold onto a strong why, or something bigger than themselves, are far more able to endure extreme hardship. That sense of purpose does not remove the suffering, but it gives it direction, and, in many cases, that direction becomes more powerful than the physical conditions themselves. Small Wins Small actions build psychological stability and help individuals function under extreme pressure. Finding small wins in uncontrollable situations restores a sense of control. When business leaders track time, create routines, or follow daily patterns, it anchors their identity and reduces chaos. Belief Is the Foundation Belief in oneself, in others, and in something greater is the most important coping mechanism. It drives action, endurance, and recovery. When belief is strong, other capabilities follow. The Stockdale Paradox Balancing realism with hope is essential. Facing brutal facts while maintaining belief in a positive outcome prevents disillusionment. Leaders must avoid unexamined optimism and instead operate with grounded confidence and openness to uncertainty. EQ Over IQ in Leadership Emotional intelligence consistently outweighs IQ in leadership and performance. High EQ enables connection, trust, and motivation. Leaders who rely only on logic and data tend to create disengaged teams, while those who lead with EQ generate commitment and energy. Togetherness and Trust Build togetherness on trust and psychological safety, a concept popularized by Amy Edmondson. Teams perform best when individuals can show vulnerability, admit mistakes, and rely on each other. That level of trust unlocks creativity, collaboration, and resilience. Facing Reality Life includes joy and suffering at the same time. Accepting this duality prepares individuals to handle adversity without becoming destabilized, allowing them to move forward without denial or false expectations. Collective Strength and Resilience Amplify strength through unity. Facing adversity together builds resilience at both the individual and collective levels. Shared belief and connection enable not just survival, but the ability to continue and thrive. BIO: Glenn Cohen Hostage Debrief team leader and former Mossad Chief Psychologist. Born and raised in NYC, he moved to Israel after high school and served for over 30 years as an air force pilot, Mossad officer, special forces psychologist, and IDF hostage negotiator. Since retiring with the equivalent rank of Colonel, Glenn has trained top business and military brass in the five "E.L.I.T.E." keys to resilience and peak performance, which he pioneered during his tenure at Mossad. Glenn Cohen immigrated to Israel from the United States and, as a college basketball player, gave up a scholarship to enlist in the IDF during the 1982 Lebanon War. Against all odds, he fulfilled his dream, and despite a 90% attrition rate, he graduated from the prestigious Israel Air Force Academy and earned his wings as a pilot. After serving for 7 years as a helicopter pilot in the Lebanon war zone, Glenn was recruited into the Mossad and served for over 25 years in various positions, reaching the equivalent rank of colonel as Chief psychologist. In this capacity, he was responsible for selecting and training the elite operatives to believe that there is no such thing as an impossible mission. Glenn accompanied and advised commanders from the cutting-edge units of the defense establishment – Mossad, Shin Bet, “Yamam” SWAT teams in all matters related to resilience and peak performance under extreme conditions. Based on thousands of hours of mentoring combatants and commanders from the most elite units of the defense establishment, Glenn developed the ELITE method for leadership and team building. Since he retired from the Mossad in 2015, Glenn has shared the ELITE method, mentoring and training CEOs and their teams from leading organizations around the world, enabling them to reach their full potential and execute like an ELITE team. Since October 7th, Glenn served for over five months in emergency reserve duty in the IDF Hostage Negotiation Unit, where he was designated to be the first mental health professional to meet the released hostages upon their return to Israel. Subsequently, he wrote the protocol for recovering the returned hostages and led a team of psychologists who debriefed the 168 hostages upon their release. Connect with Eric Rozenberg On Connect with Glenn Cohen On his /episode/index/show/thebusinessofmeetings/id/41012205

319: Inside the Mind of Elite Resilience: Lessons from the Mossad to the Boardroom - Part 1 with Glenn Cohen 04/21/2026

319: Inside the Mind of Elite Resilience: Lessons from the Mossad to the Boardroom - Part 1 with Glenn Cohen 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 owners and leaders. He also shares powerful, previously unspoken insights into what happens to the human mind under extreme pressure, and what enables some people to recover and come back stronger. Glenn’s Journey Glenn was born in New York City to a Swedish mother and an American father who died when he was six. After his father’s death, he cut off his emotions and became “the Ice Man.” His mother raised two children alone and, keeping her promise to provide a proper Jewish education, they returned to New York. Glenn’s original plan to pursue basketball at Brandeis University changed after a year in Israel during the first Lebanon War, which led him to join the IDF. Against all odds, he became an Air Force pilot and served as a search-and-rescue helicopter pilot, saving lives under fire. He was later recruited by the Mossad, where he spent 25 years and became the Chief psychologist for operational personnel. After retiring, he developed an elite executive program and currently works with corporate teams and executives. Resilience Anyone can become an elite operator and perform on the highest level by learning Glenn’s Elite Method. It starts with having one adult believe in you and combining that with real effort. That creates a sense of responsibility and pushes you to do everything possible to succeed. Hard work and commitment make all the difference! Belief and Effort Being seen as a person rather than just a number changes everything. When someone believes in you, it motivates you to work harder and stay committed. Putting in extra hours and effort is essential, especially when you need to prove that what you have always believed is true. Emotional “Armor” Resilience comes down to managing the thickness of your emotional “armor”- how much you shut down or stay open under pressure. If your armor is too thick, you disconnect from your emotions, making you not aware enough of danger or other people. If it is too thin, you become overly sensitive, anxious, and easily overwhelmed. The goal is to find the right balance so you can stay aware, responsive, and in control in different situations. Emotional Release After intense situations, there has to be a discharge of built-up emotional and physical tension. Holding everything in causes the tension to get stuck, while releasing it allows the body and mind to reset and continue functioning. A short release, such as a “power cry”, helps you restore your energy and enables you to keep performing at a high level. Leadership Leadership is not always inherent. It can be learned. For many leaders, internal pressure feels like an existential threat. Pressure, however, is not just about the external situation. It’s about how it is perceived. Strong leadership comes from managing your emotional world, not just focusing on execution. The Elite Method Framework Everything begins with the emotional world. The E Factor explains that emotions drive execution. However, most decisions are not made rationally. They are made psychologically and emotionally. So, execution is the final step, not the starting point. Emotional Intelligence Your performance improves when you understand what is going on inside you and around you. Leaders need to recognize their emotional needs and respond to them. That awareness allows for better connection, influence, and execution. Tunnel Vision In chaos, most people default to tunnel vision, focusing only on what is directly in front of them. That makes it hard to see the full picture. Effective leadership requires stepping back, thinking broadly, and working with others. Balancing Mission and Humanity High-pressure situations require both execution and sensitivity. It is not enough to focus only on the mission. You also need to take care of people and give them a soft landing. Leadership Influence and Responsibility Everything you do as a leader has an impact. What you say, how you act, and how you show up will influence others. Understanding that requires responsibility, but also gives you the ability to shape your environment and culture. Bias and Human Behavior People look for what they expect to find. Once there is a bias, they tend to interpret everything in ways that support it. That is generally influenced by others and by authority, making it easy for people to believe whatever fits their view. Post-Traumatic Growth Extreme situations not only lead to trauma but can also lead to growth. When people believe they can handle extreme situations, they find a way to move forward and grow from it. BIO: Glenn Cohen Hostage Debrief team leader and former Mossad Chief Psychologist. Born and raised in NYC, he moved to Israel after high school and served for over 30 years as an air force pilot, Mossad officer, special forces psychologist, and IDF hostage negotiator. Since retiring with the equivalent rank of Colonel, Glenn trains top business and military brass with the five "E.L.I.T.E." keys to resilience and peak performance, which he pioneered during his Mossad tenure. Glenn Cohen immigrated to Israel from the United States and gave up a scholarship as a college basketball player in order to enlist in the IDF during the 1982 Lebanon War. Against all odds, he managed to fulfill his dream, and despite a 90% attrition rate, he graduated from the prestigious Israel Air Force Academy and received his wings as a pilot. After serving for 7 years as a helicopter pilot in the Lebanon war zone, Glenn was recruited into the Mossad and served for over 25 years in various positions, reaching the equivalent rank of colonel as Chief psychologist. In this capacity, he was responsible for selecting and training the elite operatives to believe that there is no such thing as mission impossible. Glenn accompanied and advised commanders from the cutting-edge units of the defense establishment – Mossad, Shin Bet, “Yamam” SWAT teams, in all matters related to resilience and peak performance under extreme conditions. Based on thousands of hours of mentoring combatants and commanders from the most elite units of the defense establishment, Glenn developed the ELITE method for leadership and team building. Since he retired from the Mossad in 2015, Glenn has shared the ELITE method, mentoring and training CEOs and their teams from leading organizations around the world, enabling them to reach their full potential and execute like an ELITE team. Since October 7th, Glenn served for over five months in emergency reserve duty in the IDF Hostage Negotiation Unit, where he was designated to be the first mental health professional to meet the released hostages upon their return to Israel. Subsequently, he wrote the protocol for recovering the returned hostages and led a team of psychologists who debriefed the 168 hostages upon their release. Connect with Eric Rozenberg On Connect with Glenn Cohen On his /episode/index/show/thebusinessofmeetings/id/40923435

318: Smarter Events: Where AI Meets Human Judgment with Ashleigh Cook 04/14/2026

318: Smarter Events: Where AI Meets Human Judgment with Ashleigh Cook 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 2020, during the pandemic, inspired by its focus on data and personalization. There, she saw firsthand how virtual events expanded reach and accessibility, and how hybrid experiences strengthened engagement. Today, she collaborates with leading brands to develop event strategies that enhance business outcomes. Events Ashleigh believes that events are one of the most effective ways to bring teams together around the customer experience. They help attract new customers, deepen relationships, and build loyalty. She points out that conversion rates from events are consistently strong, making them a powerful channel when used intentionally. Formatting Events The format of an event should always reflect its goal—virtual works well for reaching wider audiences and delivering content at scale. In-person is more impactful for connection and relationship-building. Hybrid offers flexibility, while roadshows are becoming more common to meet audiences where they are. Clear Intent A key message from Ashleigh is to avoid running events just because they happen each year. She encourages organizations to be clear about what they are trying to achieve, and then design the event around that goal. Beyond Attendance Ashleigh explains that event registrations and attendance only tell part of the story. What really matters is how people engage at events, the sessions they attend, who they meet, and how actively they participate throughout the event. Data Ashleigh emphasizes the importance of event data after the event ends. Teams should focus on follow-up, understanding attendee interests, and tracking how those interactions turn into opportunities, accelerated deals, and long-term relationships. Data Strategy Data should be intentional. Instead of simply collecting information habitually, organizations should consider how they will use it across the entire customer journey, from registration to post-event engagement. Personalization With the right data, events can become far more personalized. Attendees can be guided toward sessions, content, and experiences that match their interests, making their time more valuable and increasing engagement. AI AI helps teams save time and work more efficiently. It supports recommendations, workflows, and analyzing feedback, allowing teams to focus less on logistics and more on creating better experiences. The Human Element While AI is powerful, Ashleigh is clear that it cannot replace human connection. The real value of events lies in relationship building, trust, and in-person interactions. An Ongoing Journey Ashleigh encourages people to think beyond one single event. Events should connect to a broader journey, where each interaction builds on the last and helps teams engage more meaningfully over time. Events Are Growing More organizations are investing in events because they offer a real connection in an increasingly digital world. Events cut through the noise and create lasting impact. Learning and Staying Relevant Keeping up with new tools and trends does not have to be overwhelming. Ashleigh recommends learning from peers, joining professional communities, and experimenting with new technologies to build confidence and improve results. Authenticity Matters Authenticity matters. As more content becomes automated, people are becoming more adept at spotting what feels real. Lasting connections and strong brands come from genuine, human interaction. BIO: Ashleigh Cook, Chief Marketing Officer at RainFocus Ashleigh is an accomplished marketing executive with deep expertise in sales, marketing, and product best practices and technology. She is driven by a passion for helping high-growth companies establish and scale marketing functions to deliver an exceptional customer experience that aligns with rapidly changing expectations and technology advancements. Before RainFocus, Ashleigh led marketing teams spanning GTM strategy, demand generation, ABM, client marketing, and operations at SiriusDecisions and Forrester. Ashleigh holds her BSBA in Marketing from the University of Richmond. Outside of work, she enjoys spending time with family, golfing with her husband, being active with her dog, and traveling. Connect with Eric Rozenberg Connect with Ashleigh Cook On /episode/index/show/thebusinessofmeetings/id/40777755

317: From Consultant to CEO: How Real Leaders Scale Companies with Natalie De Fazio 04/07/2026

317: From Consultant to CEO: How Real Leaders Scale Companies with Natalie De Fazio 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, working across multiple industries and building expertise in strategy, analysis, and leadership. After working at several firms, including KPMG, she became an independent consultant and soon realized the value of bringing a fresh perspective to organizations. Her work with Freeman introduced her to the events space, where she fell in love with the people and the experiences they offered. She went on to co-found Pinnacle Live in 2021. A Customized Experience Pinnacle Live was created to fill a gap in the audiovisual services space within hotels. They focus on delivering a more customized, higher-touch experience rather than trying to be everything to everyone. This positioning enables the company to serve venues that require a more customized solution, while maintaining a strong emphasis on relationships, service quality, and consistency. An Outside Perspective Pinnacle Live’s key advantage comes from not being originally rooted in the events space. Questioning “why” and challenging the way things have always been done opens the door to new ways of thinking. Bringing in ideas from other industries helps avoid an echo chamber and encourages innovation, curiosity, and solutions more closely aligned with customer needs. Innovation Natalie believes that innovation is about trying new things that actually drive value, rather than simply changing for the sake of change. Creating a culture where people are willing to try and fail fast opens the door to better ideas. Maintaining a smaller-company feel while growing allows every voice to be heard and ideas to flow freely, regardless of role or title. Data Data highlights trends, indicators, and direction, but it does not tell the whole story. Combining data with anecdotes and opinions creates a far more complete picture. Clear KPIs across leadership, regular review, and accountability ensure alignment, while avoiding overreaction to short-term fluctuations. Transparency A high level of transparency around financials, performance, and goals helps employees understand the bigger picture and their role within it. Sharing both positive and bad results builds trust, encourages ownership, and creates a more engaged workforce. Natalie applies the same transparent philosophy to her customers. Hiring For Natalie, recruiting is about more than competencies and professional experience. She looks for people who believe in the vision, feel fulfilled by the work, and are excited to be part of building something. It has to be a match because even highly capable people won’t perform at their best if they’re not genuinely invested in the role and the company’s direction. Creating Experiences Events are no longer just about sitting in a room and watching presentations. People want immersion and a sense of belonging. The role of an AV and production partner is to understand the objectives and bring creative ideas to life through sound, light, and visuals, creating a feeling and environment that delivers on those goals. Trust Establishing trust is paramount for Natalie. Communication, proactive planning, and reliability are essential for delivering a seamless experience. The best feedback comes from being easy to work with, dependable, and consistently delivering on expectations, driven entirely by people who are both passionate and well-trained. AI Natalie feels that AI saves time and removes manual work. That gives teams more time to focus on more valuable work, such as working with customers, innovating, and developing better experiences. However, human input remains essential to ensure it is thoughtful, strategic, and correct. In-Person Experiences Still Matter Natalie believes that people still want to connect, collaborate, and share their experiences. Virtual and hybrid events have their place, but they are not quite the same. When people come together, their experience must feel intentional and immersive, and be something they are part of rather than just watching. Maintaining Quality While Scaling Natalie wants to ensure that Pinnacle Live continues to deliver high-touch services, tailored solutions, and real relationships. For her, that means constantly asking how to improve the experience and making sure her team fully understands the required standard. Looking Ahead Natalie wants Pinnacle Live to continue delivering consistently for clients and continue building strong relationships with hotel partners. She also sees growth in the broader production space, expanding beyond hotels into more complex production work. Her goal is to continue building the business while staying true to its founding goals. BIO: Natalie De Fazio Natalie De Fazio is the Chief Executive Officer of Pinnacle Live, a leading provider of premium event technology and production services. A seasoned executive with more than 20 years of experience in strategy consulting, operations, and corporate leadership, Natalie specializes in transforming organizations, building high-performing teams, and driving sustainable growth. Before becoming CEO, Natalie served as Founding President of Pinnacle Live, where she played a central role in shaping the company’s strategic direction, expanding capabilities, and strengthening its people-first culture. Prior to founding Pinnacle Live, she served as Vice President of Corporate Strategy at Freeman Company and was a member of the Executive Committee at Encore Event Technologies. Earlier in her career, Natalie held leadership and consulting roles at KPMG, Stax Inc., Aon Hewitt, and Accretive Health, and founded her own consulting firm, NMD Strategy. Known for her pragmatic, data-informed leadership style and passion for innovation, Natalie is committed to elevating live event experiences and advancing an industry built on meaningful human connection. Connect with Eric Rozenberg On Connect with Natalie De Fazio On /episode/index/show/thebusinessofmeetings/id/40730415

316: The Goal Is Not Better Events, It’s a Business That Works Without You, with Eric Rozenberg 03/31/2026

316: The Goal Is Not Better Events, It’s a Business That Works Without You, with Eric Rozenberg 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 business value, and strong client reliance on you could indicate that the business is fragile, as it depends on your direct involvement. The Biggest Industry Lie The industry glorifies and rewards hustle, hero mode, last-minute problem-solving, and being indispensable, even though it often leads to stress and burnout. The more indispensable you are, the less valuable your business becomes to a potential buyer. A business built on dependency is not a company, because you, as the owner, are the system. Transferability The goal is transferability, not performance. A real business can operate without you. If someone else cannot sell, deliver, manage clients, and make decisions, you don’t have a business asset. Your focus needs to shift from creating amazing events to making them repeatable without you. The Hero Trap The Hero Trap stems from the belief that nobody can do it better than you. You become the fixer, the closer, the savior. It feels rewarding, but it makes the business entirely dependent on you. The Customization Trap Each client is different. Your offers should be tailored, and your client's needs must be understood, yet there must still be a repeatable process. Without standardization, customization kills scalability and limits growth. The Control Trap Believing that things will not be done right unless you do them yourself keeps you involved in everything. That notion is usually driven by perfectionism and fear of delegating. It leaves you stuck and repeating the same patterns, which prevents business growth. A Real Business A real business has defined offers, not random services. It has a sales process and a clear sales playbook that enable others to sell consistently. It has delivery systems and documented workflows. It also has a team, where people can make decisions within a clear framework without constantly requiring approval. Documentation If something lives in your head, it does not exist. Documentation allows you to train others, delegate effectively, and create consistency. It also creates the highest value for your business. From Operator to Architect Operators solve problems, architects eliminate them. The operator mindset focuses on getting things done, fixing problems, and personally delivering outcomes, whereas the architect mindset focuses on designing systems. So, instead of doing everything themselves, those with the architect mindset assign ownership to others. Practical Steps Start by identifying where the business depends on you. It could be sales, client relationships, delivery, or perhaps even decision-making. Then systemize one area at a time, ideally starting with sales or delivery. Create a sales playbook that includes questions, objections, and answers. Document everything before delegating to avoid chaos. Finally, build ownership by making your team responsible for outcomes. Building A Scalable Business The ultimate goal is a business that can run independently of you. Ask whether the business could operate for 30 days without your involvement. Consider whether someone else can close deals, deliver projects at your standard, and manage clients. If you cannot step away, you cannot scale, and you cannot sell the business. Connect with Eric Rozenberg On /episode/index/show/thebusinessofmeetings/id/40638790

315: Something Big Is Happening, with Eric Rozenberg 03/24/2026

315: Something Big Is Happening, with Eric Rozenberg 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. Now, it is executing. It can complete entire processes, not just support them. This simplifies many activities and dramatically increases their execution speed. Acceleration AI is now helping to build better AI. That creates a cycle of continuous improvement, which is why everything is accelerating so quickly right now. Replicable Tasks Much of the work done in business today, such as proposals, RFP responses, presentations, and client communication, can now be handled by AI. While not perfect, it is fast enough to change expectations and reduce the time required. Changing Expectations Tasks that previously took hours can now be completed in minutes. This is forcing business owners to reconsider their productivity, pricing, and service delivery. Human Value Human connection remains a key part of doing business. AI is not replacing people. Clients continue to buy from people they trust because they value their relationships, judgment calls, and outcomes. A Role Shift The role of professionals is changing. Instead of focusing on execution, they can now focus on defining problems, designing solutions, and coordinating tools. AI supports the execution layer. Levels of Adoption Business owners are responding to AI in different ways. Some ignore it, some use it occasionally, and others fully integrate it into their operations. Those who build systems and use AI strategically will gain the most advantage. Smaller Teams AI enables businesses to scale more efficiently. With the right systems and tools, small teams can now achieve results that previously required much larger organizations. Daily Use Using AI occasionally is not enough. Regular, daily use is required to understand its capabilities and integrate it effectively into your workflow. Overwhelm With many different AI tools available, it is easy to become overwhelmed. The best approach is to focus on a few tools, learn them well, and then apply them to your work. Workflows Instead of focusing on individual tasks, it is important to map out your workflows. That will help you identify where to apply automation and improve your use of AI. Evaluate Business owners should assess their activities and decide what can be automated, what should remain human, and where they add the most value. It is advisable to focus on areas that AI cannot replace. Leadership Although AI is taking over execution, leadership remains human. Decision-making, ownership, and strategic thinking remain the responsibilities of business owners. Practical Steps Start immediately. Set aside time to explore AI, test various tools, and begin automating repetitive tasks. A Unique Opportunity Despite all the uncertainty, this is one of the best times to own a business. Those who can adapt, learn, and take action will benefit the most from all the available opportunities. Connect with Eric Rozenberg On /episode/index/show/thebusinessofmeetings/id/40564535

314: The 3 Wake-Up Calls Every Event Business Owner Eventually Faces with Eric Rozenberg 03/17/2026

314: The 3 Wake-Up Calls Every Event Business Owner Eventually Faces with Eric Rozenberg 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 validating. However, when the business owner tries to do too much personally without delegating or implementing systems, success can quickly become exhausting. Constant pressure, no real time off, and daily operational issues can turn growth into a trap rather than an advantage. The Bottleneck Without structure and delegation, the business owner becomes a bottleneck in the company. The turning point comes when the owner finally realizes that instead of building the business around themselves, they must create a business that can scale, with proper systems, structure, and the right people in place. A Stressful Situation One project nearly put Eric’s company out of business when a trusted industry contact claimed to have access to sought-after FIFA World Cup tickets. After Eric’s client wired the money and he transferred the funds, it became clear the tickets likely did not exist. After weeks of intense work, Eric ultimately secured the tickets and delivered the project successfully. That experience exposed just how fragile his business was without proper checks, verification, and systems in place. Reality Check A wake-up moment often occurs for business owners when an opportunity arises to sell their business. Many owners believe their company is worth far more than what buyers are actually willing to pay. Passion, creativity, reputation, and great clients feel incredibly valuable to the person who built the business. However, buyers tend to evaluate companies with an entirely different set of criteria. What Buyers Actually Evaluate Buyers tend to focus on recurring revenue, systems, leadership, and consider whether the owner is a bottleneck or if they have a trusted team already in place. They also examine client diversification and the overall structure of the business. Those elements determine how sustainable and scalable the business truly is, which ultimately influences its valuation. Wake-Up Moments Wake-up moments are essential for business owners to become psychologically open to change. Before experiencing wake-up moments, advice about systems, structure, strategy, or leadership tends to feel abstract to most business owners. After a wake-up moment, however, they usually become far more receptive to rebuilding aspects of their company and ensuring the right systems are in place. The Cycle Many Business Owners Experience The entrepreneurial journey often begins with excitement. While building something new, the business grows, clients are happy, and the reputation increases. Over time, however, complications arise, and the business owner becomes overwhelmed. Eventually, they realize that the business model and structure must change for the company to move forward. Evolving The next phase of the business requires a stronger structure, clearer strategy, leadership evolution, and delegation. Most importantly, it requires a change in the owner’s mindset. For that to happen, business owners must stop trying to handle everything themselves and start building a structured business that can operate effectively. Mentors and Coaches Investing in personal and professional growth helps entrepreneurs to avoid repeating the same patterns and reach the next stage of their journey. Talking to successful and experienced business owners can make an enormous difference. Mentors and coaches help entrepreneurs see what needs to change in their business and how to move forward. Building a Business The goal of every entrepreneur should be to move from constantly reacting and solving problems to running a structured company with proper systems and leadership in place. When business owners are no longer the bottleneck, they can finally build a business that is stronger, more valuable, and better positioned for long-term success. Connect with Eric Rozenberg On /episode/index/show/thebusinessofmeetings/id/40458245

313: Leading Through Uncertainty: How Event Business Owners Take Back Control with Eric Rozenberg 03/10/2026

313: Leading Through Uncertainty: How Event Business Owners Take Back Control with Eric Rozenberg 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 and no clear successors in place, consolidation is creating space for those who are prepared. There is disruption, but there are also real opportunities. A Fragile Business If everything in your business relies on you, the business is vulnerable. Tough markets reveal when revenue is inconsistent, messaging is unclear, or too much income depends on one client. They also show when the owner has become the bottleneck. A business that can perform well only when conditions are easy is not well-structured. It is running on momentum. Building it as if you might sell it one day forces you to delegate, build stronger systems, and create long-term stability. Clarity Clarity is your competitive advantage. Uncertain times expose weak positioning, unclear offers, revenue concentration, and emotional decision-making. If you cannot quickly explain who you serve, the problem you solve, and why you’re different, you will struggle when budgets tighten. Emotional Reactions Undermine Growth When pressure rises, it’s easy to react. Panic marketing, heavy discounting, agreeing to everything, overworking, or avoiding financial reviews may feel productive, but they erode value. Operating in survival mode replaces strategy with short-term fixes. And hope, no matter how positive, is not a viable financial plan. Five Non-Negotiables Five areas deserve consistent attention: financial clarity, focused positioning, a predictable revenue engine, disciplined time management, and emotional control. Those are leadership fundamentals, and when they are strong, uncertainty becomes manageable. Financial Clarity Know your monthly break-even. Know your six-month runway. Understand your cash flow forecast and your pipeline. Review your KPIs weekly. You don’t have to prepare every report yourself, but you must understand the numbers. When you know where you stand, uncertainty loses much of its power. Focused Positioning Generalists struggle in tight markets. Be clear about who you serve, the problems you solve, and why your experience makes you the right choice. If you can explain your positioning confidently in 30 seconds, you’re already ahead. Clear positioning attracts the right clients and filters out the wrong ones. A Predictable Revenue Engine Referrals are valuable, but they are not enough for consistent growth. Track your indicators, your calls, meetings, proposals, conversion rates, and follow-ups. Put simple systems in place so the business does not rely solely on your personal energy. The less the day-to-day business operations depend on you, the more valuable and sustainable the business becomes. Blocking Time Block time for revenue-generating work. Block time for strategic thinking. Block time to review your numbers. Block time for team alignment and mentorship. If growth matters, it needs space in your calendar. Calm Is Contagious Your team and clients take their cues from you. When you remain calm and steady, they feel reassured. When you react emotionally, your instability spreads. Entrepreneurship will always have its highs and lows. Calm, steady leadership creates confidence in any situation. A 30-Day Reset Audit your financial runway. Clean your pipeline and assign realistic probabilities. Clarify your core offer in one sentence. Remove at least one low-margin distraction. Schedule weekly CEO time. Small, consistent structure creates meaningful momentum. Conclusion Uncertainty is a reality, and consolidation is accelerating. Those with structure, clarity, and discipline will benefit; those without them will struggle. Whether you run a solo business or lead a large team, processes, financial visibility, and calm leadership are essential. Focus on what you can control, build the structure, and keep moving forward. Connect with Eric Rozenberg On /episode/index/show/thebusinessofmeetings/id/40348430

312: From Vegas Nights to VC Dinners: Building Rooms that Move Capital with Megan Gross 03/03/2026

312: From Vegas Nights to VC Dinners: Building Rooms that Move Capital with Megan Gross Today, we are excited to welcome entrepreneur Megan Gross, founder of The Bonsoir, a boutique events firm that curates high-touch small events to bring startups and investors together. Megan is currently based in the San Francisco Bay Area and is expanding into South Florida. In this episode, she shares her journey, highlighting small, personalized events as the future of business relationships. Megan’s Journey After college, Megan moved to Las Vegas to work for nightclubs, restaurants, and a major pool party. Drawn by a lifelong dream to live in Paris, she worked at the exclusive club Matignon near the Champs-Élysées as a VIP host. Although it failed to unfold as planned, it redirected her to the Bay Area, where she immersed herself in the startup ecosystem. After working on a platform of extraordinary experiences and then at Mastercard, she launched The Bonsoir as a niche, designing intimate gatherings for founders and investors, blending hospitality and bold creativity. Bold Risks Megan believes in trusting her instincts and taking big risks, even without every detail in place. Her move to Paris and then into entrepreneurship were not calculated step-by-step strategies. They were decisions rooted in her conviction. Things did not always work out as expected, but each step redirected her toward something more aligned with her. A Competitive Advantage From the years she spent working at nightclubs, restaurants, and large-scale pool parties, Megan learned relationship skills that corporate settings seldom provide. Reading a room, remembering names, managing personalities, and creating the right energy are all directly applicable to business. As technology and automation grow, these human-centered skills become even more valuable in a digital-first world, where authentic connections truly stand out. Building Without Traditional Frameworks Launching her company without agency or corporate training forced Megan to create her own systems. Although it initially felt like a disadvantage, it allowed her to innovate beyond standard industry templates. She sources vendors from unexpected places, leverages global relationships, and builds unconventional events. The Purpose–People–Process Framework Connection can be engineered when purpose, people, and processes align. Purpose defines the specific goal of the gathering. People determine who must be in the room—and who should not. The process covers every touchpoint, from invitation wording to seating charts to follow-up. When those circles intersect, connections form intentionally rather than by accident. The Gather Method Megan’s GATHER method is an acronym for her six event strategy components: Guest List, Atmosphere, Timing, High Touch, End Game, and Relationships. The Guest List is the most critical decision. Atmosphere sets the emotional tone. Timing ensures real interaction, and High Touch keeps her experiences personal and intentional. The End Game clarifies measurable outcomes, and Relationships are Megan’s ultimate objective, with the event serving as the vehicle instead of the destination. Why Smaller Is More Powerful Megan believes intimacy drives impact. Her ideal event has fewer than 20 people, as that allows depth of conversation and meaningful follow-ups. Instead of a massive gathering, she recommends smaller, recurring events that build layered relationships over time. Scarcity and selectivity tend to elevate perceived value and strengthen engagement. Scaling a High-Touch Business Scaling micro-events presents unique challenges. Megan addressed this by productizing her dinner format, standardizing structure while keeping personalization intact. She built operational systems and hired leadership support, even when stepping away from production felt difficult. Delegation allowed her to grow without compromising on quality. Why AI Increases the Demand for In-Person Events As AI accelerates digital interaction, in-person gatherings become more valuable. When it becomes increasingly difficult to distinguish what is real online, physical presence can build trust. Technology may automate communication, but it cannot replicate a shared human experience. BIO: Megan Gross is the founder of The Bon Soir, a boutique events firm that brings together investors and startups through smart, high-touch events that build trust and accelerate deal flow. Her training comes from running high-pressure nightclubs in Las Vegas. She later worked at a unicorn startup acquired by Mastercard, helped launch Mastercard’s global Priceless Experiences platform, led a global community dining initiative at Airbnb, and built The Bon Soir into a go-to event partner for venture firms. She is based in the San Francisco Bay Area, hosts The Supper Club in San Francisco, curates private dinners for funds, and produces one of the largest events in the VC platform community. Connect with Eric Rozenberg On Connect with Megan Gross On /episode/index/show/thebusinessofmeetings/id/40231890

311: Overwhelmed is Not a Time Problem, It Is a Leadership Problem! 02/24/2026

311: Overwhelmed is Not a Time Problem, It Is a Leadership Problem! As a business owner, are you feeling overwhelmed? Eric believes that overwhelm is seldom about having too much to do. It happens when business owners fail to structure their time as a CEO should and instead react emotionally rather than lead strategically. Overwhelm Overwhelm often comes from reacting instead of leading. Jumping in to fix problems, answer clients, and put out fires feels productive, but it keeps you stuck working in the business instead of on it. Responsiveness is often mistaken for leadership, but constant firefighting is not a strategic approach to leading a team. Role Confusion As a business owner, you wear multiple hats. Without clearly defining which role you are playing at any given time, your brain never switches off. Constant mental switching is unsustainable. Blocking time for specific responsibilities will reduce mental clutter and restore focus. Decisions Not Made Unmade decisions accumulate over time. Niche, service scope, pricing, team expectations, and client expectations all require clarity. When they are not addressed at the right time, they pile up. Constantly facing all the decisions that need to be made saps your energy and heightens overwhelm. Doubt Amplification Revenue is a rollercoaster, not a straight line. When challenges arise, doubt surfaces. Questions like “Am I good enough?” or “What if this doesn’t work?” begin to amplify. Every entrepreneur faces doubt, but it becomes dangerous when it takes over and paralyses you. Priority Integrity The issue is not time management but priority integrity. Without clear priorities, confusion grows. Business owners have three levels of work: survival work for their clients, stability work on their systems and financial clarity, and growth work on their marketing, sales pipelines, team development, and scalability. Most business owners tend to get stuck at the survival level. Building Value and Freedom Long-term value is created by focusing on growth and building a scalable model. The less involved you are in daily activities, the higher the value of your business. A transferable business must be structured and team-based, rather than relying on a single person to manage all the chaos. Time Blocking Decide what truly matters over the next 90 days, choose one objective that will make your revenue more predictable, and focus on it. Then, create some non-negotiable CEO time- at least two 90-minute blocks per week, with no interruptions. Use that time to strategize, review your pipeline, refine your pricing, design systems, and prepare playbooks. And every night, define three meaningful outcomes for the next day. Remember to focus on the outcomes, not the tasks. Creating Clarity Doubt often shows up when you raise prices, invest in support, delegate responsibility, or start saying no. Growth is uncomfortable, and that discomfort can easily be misinterpreted as a sign that something is wrong. The key is to separate emotion from evidence. Instead of relying on how things feel, look at the data: the size of your pipeline, your conversion rate, your margins, client retention, and your key performance indicators. Build a dashboard, review it consistently, and let the facts guide you. Clarity comes from evidence, not emotion. Energy and Leadership Overwhelm is often a sign that your energy is depleted. Sleep, training, learning, and setting aside uninterrupted focus time are essential. Constant accessibility destroys your ability to think strategically. If you do not have time to think, you will not have time to lead. Practical Actions to Reduce Overwhelm Block your time and focus on priorities. Create a list with five activities to eliminate and three to delegate within 30 days. Build systems for predictable revenue across sales and execution. Focus on what you should delegate so that you can focus on representing the business and maintaining client relationships. Create accountability with your peers through coaching or with a structured review. Overwhelm is often the byproduct of avoiding leadership. Always remember that high performers don’t do it alone. Connect with Eric Rozenberg On /episode/index/show/thebusinessofmeetings/id/40187215

310: Build It to Sell It — Even if You Never Will with Eric Rozenberg 02/17/2026

310: Build It to Sell It — Even if You Never Will with Eric Rozenberg Today, we’re talking about ways to structure your business to be sold, even if you’re not actively thinking of selling. In this episode, Eric breaks down the five critical elements you need to consider to make a business sellable. Stay tuned for five game-changing elements that will help you build a valuable and scalable business that runs successfully, with or without you. Can It Be Sold? If your business cannot be sold, you don’t own a business — you own a job. The real test is simple: what happens if you disappear for 90 days? A true business will survive your absence. That standard forces you to build something transferable, stable, and valuable. Predictable Revenue Creates Stability You need clear visibility into where your future income will come from. Contracted recurring revenue is the gold standard, and repeat clients follow closely behind that. Revenue predictability allows you to plan investments, manage your cash flow, and reduce risk. Diverse Client Base Avoid over-relying on any single client. Overreliance on a single client erodes a business's value and increases its vulnerability. It’s best to diversify your client base so that no single client accounts for more than 20% of your profit. Documenting Processes Document everything. If your systems are not documented, the company has little transferable value. A sales playbook defines your positioning, messaging, objections, and communication style. Standard operating procedures outline your service delivery. Onboarding systems create consistency for clients and vendors. Financial dashboards track KPIs, leading indicators, and lagging indicators. Strong Leadership A business that depends entirely on you is fragile, whereas a business supported by capable people is resilient. Delegation increases your business’s scalability and protects you from burnout. If no one else can run your sales, operations, or administration, you become a bottleneck. Strong leadership involves building a team that can take on the business's responsibilities. Clean Financials Buyers look for clarity, transparency, and realistic compensation structures. Messy books reduce confidence and valuation. Always separate your personal expenses from your professional expenses. Maintain a clean profit and loss for the last three years, at least. Understand your margins per project. Create cash flow plans for every confirmed project and consolidate them into a company-wide forecast. Strategic Positioning Know your niche. Be clear on how you differentiate yourself. A “me too” business competes on price, and a strategically positioned business competes on value. Brand equity, specialization, and a clear point of difference will increase your profitability and make your business more attractive to buyers. Freedom The less the business depends on you, the more valuable it becomes, and the more leverage you gain to shape your future. A sellable business gives you the freedom to focus on what you do best. It reduces stress, allowing you to work on the business instead of constantly working in it. Connect with Eric Rozenberg On /episode/index/show/thebusinessofmeetings/id/40106295

309: Leaning In when You Don’t Have the Map: Lucy Giovando Watts on Entrepreneurship & Serendipity 02/10/2026

309: Leaning In when You Don’t Have the Map: Lucy Giovando Watts on Entrepreneurship & Serendipity We are absolutely thrilled to welcome the remarkable Lucy Giovando Watts, Vice President of Sales and Marketing at Streamlinevents, as today’s guest. Stay tuned as Lucy shares her journey, offers insights from her work at Streamlinevents, and tells us why serendipity often matters more than we realize. Streamlinevents Streamlinevents is a full-service corporate event agency in Emeryville, California, with over 24 years of industry experience. The team partners with corporate clients on sales kickoffs, incentive programs, user conferences, and complex meetings. The company is powered by the best-of-the-best event managers, technologists, creatives, and sourcing experts who thrive in an industry defined by constant motion. Lucy’s Journey Lucy began her career in politics, working for a member of Congress and supporting political events, where she discovered her passion for live experiences. She then joined the tech sector in Silicon Valley, rising from event manager to Global Events Director, where she produced worldwide events. After that, she founded her own boutique event management company, which she ran for over 13 years, and later co-founded an event technology startup. Lucy briefly worked in association management before joining Streamline Events as Vice President of Sales and Marketing. Entrepreneurship and Getting Comfortable With Discomfort Building businesses taught Lucy that growth occurs outside of our comfort zones. For her, launching a startup meant daily exposure to sales, pitching, demos, and investors, along with the risk of failure. Over time, discomfort became normal, and fear was no longer a signal to stop. Instead, it became proof of forward motion. The Power of Saying Yes Lucy’s decision to attend a reception she considered missing set off a chain reaction that led to pitch competitions, partnerships, press coverage, integrations, and ultimately an acquisition offer for her startup. That experience reinforced the value of openness and action, even when confidence lags behind opportunity, proving that even small yeses can unlock outcomes no amount of planning could ever predict. Serendipity Openness to chance encounters, conversations, and unplanned moments can play a role in one’s career and in a company's growth. Serendipity does not replace preparation, but it rewards those who show up, engage, and are willing to act before they feel fully ready. Imposter Syndrome Lucy highlights how the perfectionistic mindset and people-pleasing culture in the hospitality industry can amplify imposter syndrome, particularly for women. Experience taught her that waiting to feel “ready enough” can become a barrier. Momentum comes from acting before you’re certain and recognizing that doubt does not disqualify your capability. Creativity Lucy reframed her identity by finding areas of creativity in problem-solving, strategy, leadership, and idea synthesis. Creativity blossoms when people allow time for mental space, pull inspiration from unexpected sources, and disconnect from constant digital noise. Human Connection in an AI-Driven World Technology and AI can enhance efficiency, but they cannot replace in-person connection. Conferences, incentives, and live events fulfill a fundamental human need for belonging, trust, and spontaneous interaction. As digital tools expand, the value of face-to-face experiences continues to strengthen rather than diminish. Leadership, Safety Nets, and Being Bold Strong leadership creates safety nets that empower teams to take risks. When people know their leaders have their backs, they are more willing to experiment, speak up, and innovate. At Streamline Events, leaders encourage bold thinking, creative exploration, and professional visibility through speaking, writing, and idea-sharing, while modeling that same courage themselves. Bio: Lucy Giovando Watts Lucy Giovando Watts is Vice President of Sales & Marketing at Streamlinevents, a woman-and minority-owned events agency delivering innovative, sustainable, and inclusive events worldwide. With over 20 years of experience leading global teams, managing event companies, and founding her own event tech startup, Lucy brings deep expertise in strategy, operations, and financial management. Connect with Eric Rozenberg On Connect with Lucy Giovando Watts On Email Lucy: /episode/index/show/thebusinessofmeetings/id/40002065

308: “I win, Google me!” - What Business Owners Should Learn from Coach Cignetti 02/03/2026

308: “I win, Google me!” - What Business Owners Should Learn from Coach Cignetti Two years ago, the Hoosiers of Indiana University were losing every game. Then, in January this year, something remarkable happened - they became the 2025–26 College Football Playoff National Champions! Eric has been inspired by this incredible transformation, guided by Coach Cignetti's leadership. What stood out for him was the total absence of hype, excuses, or a victim mentality. Instead, Coach Cignetti relies on three pillars: standards, preparation, and accountability—the very principles that drive success for any business owner, and yet, they are often the things we neglect. So, inspired by the Hoosiers’ journey, Eric shares five ideas today- not to challenge you, but to inspire you and get you thinking. The Anti-Excuse Philosophy Winners don’t explain—they execute. Slow markets, price-sensitive clients, societal shifts, and global events will always exist and cannot be controlled. What you can control is how you react to them. When finding excuses becomes a habit, the excuse itself starts to function as the business model. So, instead, focus on moving forward, facing reality, and finding new opportunities. Standards Are Not Aspirations Standards are practical, not theoretical. They are evident in the business's day-to-day operations. They define what “good” means, how fast you respond, what quality looks like, which clients you accept, and how disciplined you are financially. Values only matter if they are lived and enforced. So, if you’re tolerating average behavior, you are actively training your business to lose. Preparation Beats Motivation Preparation matters more than motivation. High performers rely on repetition, fundamentals, and systems rather than waiting for inspiration. Reviewing the basics, using checklists, and showing up consistently will reduce stress and improve your ability to react when the unexpected happens. Readiness comes from preparation, not from waiting for perfect conditions. Confidence is built through daily repetition, not excitement. Culture Is What You Allow A business's culture is defined by what you allow, who you promote, and the behavior you either allow or ignore. Allowing toxic behavior, even once, sets a standard. Culture is also reflected in boundaries, pricing, calendars, and the willingness to say no. If a business feels chaotic, it is because chaos is being allowed and rewarded. The Scoreboard Never Lies Results tell the truth. Your revenue and margins matter, but so does your energy, health, client quality, and sanity. Being busy is not the same as winning. The market does not reward effort. It rewards outcomes. So, if the scoreboard says you’re losing, it is time to change how you’re playing the game. Bio: Eric Rozenberg Eric Rozenberg is a business coach and the founder of Event Business Formula, the only platform exclusively designed to help business owners in the meetings and events industry grow and scale sustainably. He has guided thousands of entrepreneurs to improve operations, gain clarity, and achieve lasting results. Before launching his coaching business, Eric spent over 20 years producing award-winning events—sales meetings, incentive trips, and conferences—for Fortune 500 companies in more than 50 countries. He hosts The Business of Meetings, the industry's first and largest podcast focused on business ownership, featuring over 250 episodes with top leaders and experts. Eric made history as the first European to serve as Chairman of the International Board of MPI (Meetings Professionals International). He is also the author of two books: Meeting at C-Level, endorsed by 20 influential industry leaders, and Before It’s Too Late, a powerful memoir about grit, family, and his journey to America. Eric lives in South Florida and enjoys pickleball, tennis, and Krav Maga. Connect with Eric Rozenberg On /episode/index/show/thebusinessofmeetings/id/39948365

307: If You're Feeling Stuck, You're Not Alone - But Here's What Actually Works with Eric Rozenberg 01/27/2026

307: If You're Feeling Stuck, You're Not Alone - But Here's What Actually Works with Eric Rozenberg Today, we’re exploring the resilience entrepreneurs need to navigate the uncertainty we’re all experiencing right now. In this episode, Eric explains that navigating uncertainty requires resilience, which is strengthened by taking action, embracing continuous learning, and serving others. He shares personal stories to illustrate that every business or career inevitably faces doubt, setbacks, and challenges. Tune in to discover how you can keep moving forward, even when everything feels unpredictable. Starting a Business Requires Action, Not Certainty When launching a business, there are no guarantees. Belief matters, but execution matters more. Progress comes from putting your head down, working consistently, and surrounding yourself with people who are honest, supportive, and willing to challenge you rather than flatter you. Complacency Growth stops the moment complacency begins. Staying slightly uncomfortable keeps you alert, curious, and engaged. Continuous effort and self-reflection are essential for staying sharp and avoiding stagnation. Crisis Exposes Character Coming close to losing everything during a significant event because of someone else’s dishonesty was a hard lesson for Eric. What saved the situation wasn’t luck or wishful thinking, but taking responsibility, being honest with his clients, and moving fast. Problem-Solving No major project ever goes exactly as planned. The ability to respond, adapt, and find solutions is not an exception in this industry. It is the job. Those who enjoy action under pressure are the ones who last. Economic Crises During downturns, survival depends on protecting top talent, staying visible, and actively maintaining relationships. Retreating increases risk. Engagement builds resilience even when timelines and recovery remain uncertain. Adaptation Is a Strategic Skill Every crisis requires assessing the environment, forming hypotheses, taking action, and adjusting along the way. Waiting for perfect information only prolongs uncertainty. Decisions create clarity. Learning Growth requires deliberate, consistent learning. Times like COVID revealed how little time most professionals dedicate to learning. Skill development, deep thinking, and education matter more than passive exposure to occasional industry content. Focus on What You Can Control We cannot control geopolitics, tariffs, and global instability. Action, learning, and contribution can. Progress comes from directing your energy toward improvement, simplification, and making a meaningful impact rather than speculation. Technology as a Tool for Growth, Not Fear AI and automation create uncertainty, but also opportunity. The goal is not to resist change, but to allow technology to simplify your processes, operate more effectively, and serve people better. The Three Anchors in Uncertainty Taking action, learning continuously, and helping others will create stability even when the world remains unpredictable. Those habits don’t remove uncertainty, but they will make it more manageable. A Growth Mindset Changes Everything A growth mindset turns challenges into fuel rather than barriers. Stress, change, and disruption always bring opportunities for those willing to adapt and stay curious. Connect with Eric Rozenberg On On /episode/index/show/thebusinessofmeetings/id/39822250

306: Bootstrapping, Breakthroughs, and Belief: Launching a Business in the Meetings & Events Industry with Andrew Coelho 01/20/2026

306: Bootstrapping, Breakthroughs, and Belief: Launching a Business in the Meetings & Events Industry with Andrew Coelho We are delighted to welcome another incredible entrepreneur from our industry today. Andrew Coehlo, co-founder of Monte & Coe, joins us to share the fantastic story of his journey into corporate gifting. Stay tuned to hear about Andrew’s entrepreneurial journey, his experiences, and the insight he has to share. Andrew’s Journey into Entrepreneurship After beginning his career in corporate finance, Andrew realized the environment did not suit his creative nature. Bureaucracy, resistance to change, and working in isolation drained his energy. And then, a confidence issue with an unattractive gym bag sparked the idea that eventually became Monty & Coe. With his wife's support and inspired by entrepreneurs around him, Andrew left the corporate world at 30 to focus on his business. High-quality Corporate Products The brand began with the singular purpose of creating products that make people feel confident and proud. Early designs were rough, but the intent was genuine. They committed to excellent craftsmanship, using only high-quality, authentic, natural, and sustainable materials. Crowdfunding In 2015, the company launched a crowdfunding campaign, raising $80,000 while Andrew was still employed. The campaign validated both the product and people's willingness to buy premium goods online. It also taught their team how to market, sell, and distribute directly to customers. Shifting to Corporate Gifting Corporate interest emerged organically as companies began requesting gifts for executives and teams. Although he was initially hesitant, Andrew recognized how impersonal, generic, and disconnected from effort or achievement most corporate gifting felt. So his brand pivoted toward elevating corporate gifting into something meaningful and memorable. Turning Gifting Into an Experience The business evolved from selling products to selling experiences, focusing on personalization, choice, and emotional impact. They made gifting less about logos and more about how recipients felt, aligning perfectly with the brand’s original mission of confidence and appreciation. Taking the Leap Andrew eventually left his corporate job. His decision was not impulsive as it was backed by savings, planning, and lifestyle adjustments. Entrepreneurship Entrepreneurship brought constant pressure for Andrew, even during the company’s strongest years. Cash flow scares, late payments, and the responsibility of supporting a growing team created intense stress. His role as a founder became more about solving new problems every single day. Why Cash Flow and Margins Matter More Than Revenue Revenue alone does not sustain a business. Cash flow determines whether you survive, and margins determine how sustainably you can grow. Examining businesses across various industries, Andrew saw that smaller, higher-margin companies often outperform larger, volume-driven ones. Adopting systems like Profit First brought structure and discipline to his money management. Community and Long-Term Perspective The events and incentives industry proved far more supportive and relationship-driven than Andrew expected. Rather than being cutthroat, people were open, generous, and willing to collaborate. The company’s long-term success was built on a foundation of trust, consistent service, and a commitment to delivering quality rather than chasing quick wins. Bio: Andrew Coelho is the co-founder of Monte & Coe, a luxury accessories brand redefining what corporate gifting can be. After years in the corporate world receiving forgettable, logo-first gifts, Andrew began questioning why gifting at scale felt so impersonal, wasteful, and disconnected from the people it was meant to recognize. What started as a side hustle became a full-time pursuit after Andrew famously resigned from his corporate role on his honeymoon in Tokyo. Since then, he has focused on applying direct-to-consumer standards, craftsmanship, and intentional design to an industry that often prioritizes convenience and budget over meaning. Andrew believes that gifting is not about products, but about moments, memories, and respect. His work challenges leaders to rethink how appreciation shows up in their organizations, shifting gifting from a transactional expense to a strategic signal of values. Through Monte & Coe, Andrew helps companies move beyond generic swag and toward gifting experiences that people actually keep, use, and remember. His perspective sits at the intersection of brand, leadership, and human connection, making him a sought-after voice on modern workplace culture, thoughtful design, and the hidden impact of well-executed small decisions. Connect with Eric Rozenberg On Connect with Andrew Coehlo On /episode/index/show/thebusinessofmeetings/id/39780230

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