That's Interesting — June '25
B2B Maximalism
Audiences are raising the bar on what it takes to get their attention. In response, B2B experiences are becoming brighter and bolder, we love tiger striped poodles (see story no. 2), but they're not enough. This month as well as sharing the 'more is more' trend we take a look at some genuinely transformational shifts in event design.
Interesting on Toast
(1min watch)On 19th June we're hosting our next breakfast, the topic is designing live experiences for senior audiences. If you like this newsletter, you'll enjoy it. Drop us a line to grab a place.
Why you should come along
- Dell, Deloitte and M&G will be sharing how they're responding to changing audience needs
- Join discussions on overcoming internal resistance to new experience designs
- Most importantly, Josie will reveal the billionaire CEO who gets their armpits blow dried before going on stage
More is More
(5min explore)This trend is hard to miss. Events are busting out those secondary colours and mixing and matching. Check out this year's C2 Montreal to see an experiences using colour to turn up the energy levels.
Why's this interesting?
- It's a step in the right direction when it comes to unboring B2B
- Joyous experience design sparks deeper engagement
- It's an overt way of signally that your event is shifting gear
Generous Exclusion
(4min read)The temptation is open your event to ever more people. This great newsletter from Priya Parker puts the case for limiting numbers and in doing so sharpening the impact. As she says, by closing the door, you create the room.
Why's this interesting?
- Limiting numbers helps you distil the purpose and who your event is really for
- Focussing in on a target audience helps them get more from the experience
- Generous exclusion can create a virtuous circle to greater demand and more valuable audiences
Just the Right Length
(1min read)Why is your event the length it is? Seth Godin shows how other media are changing duration in response to technology, distribution, and consumption.
Why's this interesting?
- Start with the content not the logistics and see what length the event naturally should be - then work out the logistics
- Consider different durations for different audience segments - how much time do C-level have to attend?
- Try reconfiguring content to different day parts - breakfast briefings, etc
Walk n' Talk
(4min read)A format we've been working with for years has gone mainstream. The important thing is giving people a topic to discuss or a challenge to solve.
Why's this interesting?
- Designing movement into events ups the joy quotient
- It's a great way to spark networking for all personality types
- Looking for an output to build into the event makes the format more salient
A couple of storehouses to visit
(5min explore)We have our tickets for STOREHOUSE this month, a large-scale immersive theatre experience set in a vast Deptford warehouse. Also, V&A East Storehouse is a radical reimagining of the museum experience, offering free, personal access to thousands of objects- from McQueen gowns to Mughal architecture.
