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Same same is no good!

Been offering something for a while but struggling to get retention? Numbers trending down? Maybe it's just not โ€˜an eventโ€™ anymore, not 'the thing to do'.

Not something novel, different, or exciting?



๐’๐š๐ฆ๐ž ๐ฌ๐š๐ฆ๐ž ๐ข๐ฌ ๐ง๐จ ๐ ๐จ๐จ๐


I spoke to a few friends about an event they used to go, but not nowโ€ฆ they liked the annual ritual, something familiar but something different each year. But they aren't going this time.


Sound familiar? It's a common story โ€“ the excitement fades, and suddenly, the event feels less enticing.


This phenomenon isn't unique.


It happens in all experiences.


As the novelty wears off, so does our enthusiasm. The law of diminishing returns kicks in โ€“ the more we do something, the less rewarding it becomes.


๐˜‰๐˜ถ๐˜ต ๐˜ง๐˜ฆ๐˜ข๐˜ณ ๐˜ฏ๐˜ฐ๐˜ต! ๐˜›๐˜ฉ๐˜ฆ๐˜ณ๐˜ฆ'๐˜ด ๐˜ข ๐˜ด๐˜ฐ๐˜ญ๐˜ถ๐˜ต๐˜ช๐˜ฐ๐˜ฏ: ๐˜ฌ๐˜ฆ๐˜ฆ๐˜ฑ ๐˜ต๐˜ฉ๐˜ช๐˜ฏ๐˜จ๐˜ด ๐˜ง๐˜ณ๐˜ฆ๐˜ด๐˜ฉ.


Whether it's introducing new activities or tweaking the existing ones, change is key to reigniting the flame. Our โ€˜reverse 80:20 ruleโ€™ applies here โ€“ aim to innovate at least 20 percent of the experience each time.


I recall nailing some events with Nike, sold out, huge engagement and amazing feedback. So I hoped we might do all the same again (itโ€˜s always easier to deliver the second time around rightโ€ฆ).


But oh no, not Nike. Thatโ€™s not their playbook.


โ€˜๐˜“๐˜ฆ๐˜ตโ€™๐˜ด ๐˜ค๐˜ฉ๐˜ข๐˜ฏ๐˜จ๐˜ฆ ๐˜ต๐˜ฉ๐˜ช๐˜ด ๐˜ข๐˜ฏ๐˜ฅ ๐˜ต๐˜ฉ๐˜ข๐˜ต, ๐˜ข๐˜ฏ๐˜ฅ ๐˜ต๐˜ฉ๐˜ข๐˜ตโ€ฆโ€™


... and itโ€™s a fair call, the right call, as it canโ€™t just be the same again, or it wouldnโ€™t be โ€˜an eventโ€™ would it?


๐—–๐—ต๐—ฎ๐—ป๐—ด๐—ฒ ๐—ถ๐˜ ๐˜‚๐—ฝ โ€“ ๐˜„๐—ต๐—ฒ๐—ฟ๐—ฒ ๐˜†๐—ผ๐˜‚ ๐—ฐ๐—ฎ๐—ป


I worked on an iconic event recently with a great history, and we spoke a lot about honouring the past but embracing the future.


It's all about finding that sweet spot of "optimal newness" โ€“ enough change to keep things exciting, but not so much that it feels unfamiliar. Because many people may like a lot of things about your event, but you need to know what to lose, and what will keep winning.


๐˜๐˜ฏ๐˜ฏ๐˜ฐ๐˜ท๐˜ข๐˜ต๐˜ช๐˜ฐ๐˜ฏ ๐˜ช๐˜ด ๐˜ต๐˜ฉ๐˜ฆ ๐˜ฑ๐˜ณ๐˜ฐ๐˜ฅ๐˜ถ๐˜ค๐˜ต๐˜ช๐˜ท๐˜ฆ ๐˜ข๐˜ฑ๐˜ฑ๐˜ญ๐˜ช๐˜ค๐˜ข๐˜ต๐˜ช๐˜ฐ๐˜ฏ ๐˜ฐ๐˜ง ๐˜ฐ๐˜ถ๐˜ณ ๐˜ค๐˜ณ๐˜ฆ๐˜ข๐˜ต๐˜ช๐˜ท๐˜ช๐˜ต๐˜บ.


So, let's embrace the power of reinvention and keep the spark alive!



๐˜โ€™๐˜ฎ ๐˜ฉ๐˜ฆ๐˜ญ๐˜ฑ๐˜ช๐˜ฏ๐˜จ ๐˜ด๐˜ฑ๐˜ฐ๐˜ณ๐˜ต๐˜ด ๐˜จ๐˜ฆ๐˜ต ๐˜ฎ๐˜ฐ๐˜ณ๐˜ฆ ๐˜ฑ๐˜ฆ๐˜ฐ๐˜ฑ๐˜ญ๐˜ฆ ๐˜ฎ๐˜ฐ๐˜ณ๐˜ฆ ๐˜ช๐˜ฏ๐˜ท๐˜ฐ๐˜ญ๐˜ท๐˜ฆ๐˜ฅ ๐˜ง๐˜ฐ๐˜ณ ๐˜ญ๐˜ฐ๐˜ฏ๐˜จ๐˜ฆ๐˜ณ.


Creating experiences we can all be proud of.


๐ŸŽพ ๐Ÿ€ ๐Ÿ ๐Ÿ‘ โšฝ ๐Ÿ‰ โšพ ๐Ÿ


๐˜๐˜ง ๐˜บ๐˜ฐ๐˜ถ ๐˜ฏ๐˜ฆ๐˜ฆ๐˜ฅ ๐˜ด๐˜ฐ๐˜ฎ๐˜ฆ ๐˜ฉ๐˜ฆ๐˜ญ๐˜ฑ ๐˜ธ๐˜ช๐˜ต๐˜ฉ ๐˜ต๐˜ฉ๐˜ข๐˜ต, ๐˜ฑ๐˜ญ๐˜ฆ๐˜ข๐˜ด๐˜ฆ ๐˜ฅ๐˜ฐ ๐˜ญ๐˜ฆ๐˜ต ๐˜ฎ๐˜ฆ ๐˜ฌ๐˜ฏ๐˜ฐ๐˜ธ...


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