Ep 234: How Shock, Awe, and Mystery Create Must Attend Events
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How Shock, Awe, and Mystery Create Must Attend Events
Most events sell themselves the same way.
They lead with the speaker lineup, the agenda, and a long list of reasons why you should attend.
My friend, the late Steve D. Sims, did the opposite.
For his Speak Easy events, attendees knew the city and the date. That's it.
They didn’t know the venue. They didn’t know the speakers. They didn’t know what's was going to be taught.
And people kept coming back.
The Power of Curiosity
Steve believed part of the appeal is simple: people are curious.
In a world where every detail is revealed in advance, mystery stands out.
Attendees knew they were going to have an experience they can't get anywhere else. They just didn’t know exactly what that experience would look like.
That curiosity creates anticipation long before the event begins. And anticipation creates engagement.
Creating Experiences People Remember
One of the first lessons Steve learned was that he couldn't afford traditional hotel conference rooms.
So he got creative.
Over the years, he has hosted events on yachts, in penthouses, art galleries, motorcycle garages, the Bunny Ranch in Reno, and even the Tesla factory.
What started as a necessity became part of the brand.
People began to expect the unexpected.
Steve didn’t focus on making each event bigger than the last. He focused on making it different.
That's what people remember.
The Best Ideas Come From Unexpected Places
The same philosophy applies to the speakers he brought in.
Instead of relying on the same business experts, Steve looked for people with unique perspectives.
He brought in judges, outlaws, and even a voodoo priestess who spoke about misdirection and how misconceptions shape public perception.
The goal wasn’t shock for the sake of shock.
The goal was to help people see familiar problems in a completely different way.
The Takeaway
Most people focus on delivering information.
Steve focused on creating experiences.
Years later, attendees may not remember every lesson they learned. But they remember the conversations, the surprises, and the moments that challenged the way they think.
That's what makes an experience unforgettable.
If people are still talking about what you created long after it's over, you've done something right.
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