It’s easy to run an event, right?

Pick a venue. Put down a deposit. Build a schedule. It’s all just logistics.

That’s the trap.

Yes, you can technically throw an event by picking a hotel ballroom and firing off some emails. But if you want to host something people actually remember … something that sparks a movement, changes mindsets, and impacts the lives in the stories attendees tell long after it’s over, then you need to go deeper.

You need vision. A shared vision.

Not just a speaker lineup.

Not just a branded lanyard.

Not just a pretty stage.

The Vision-Driven Event Framework

Here’s the magic behind every great event that I’ve ever been a part of or have experienced in some capacity (as a speaker, attendee, sponsor, etc.) …

Vision > Vibe > Value > Venue.

Vision comes first. Vibe sets the tone. Value drives the transformation for your attendees. And the venue brings it all to life.

1. Vision.

Why are you gathering these people? What’s the purpose beyond networking or learning? What belief, transformation, or momentum are you trying to create?

2. Vibe.

What should it feel like to walk into the room? What kind of energy do you want to cultivate? Intimate? Electric? Safe? Bold?

For FUBCON, my videographer and I promised each other “electric, never corporate.”

3. Value.

What are attendees walking away with? Mentally, emotionally, or tactically, that’s going to make this experience unforgettable?

4. Venue.

Only now do we start thinking about logistics, location, and layout. The venue supports the vision, not the other way around.

Ralph, my FUBCON show producer and now mentor, used to push me … Don’t worry about the logistics, this event is going to be amazing. You need to drive the vision and the marketing. Because that’s the driver for everything else.

So make no mistake about it, every unforgettable event starts with that first step: Vision.

FUBCON wasn’t just a user conference. It sparked a community. Years later, people still call it the Super Bowl of Real Estate Conferences.

Real Estate Spring Break with Spring Bengtzen? That’s not just another mastermind. It’s a movement. The difference is intention.

Real Estate Video Blueprint with Katie & Tim Macy? You can feel the care they pour into their people. That kind of authenticity can’t be faked.

And the upcoming D.R.E.A.M. Summit with Kofi Nartey?

Kofi’s building a room for growth-minded entrepreneurs who are tired of surface-level conferences. His mission is transformation, not just information. You’ll feel it the moment you walk in.

That’s what vision does.

Your Homework: Define Your Event’s Vision

Before you book a single thing, answer these questions:

• What is the purpose of this event beyond making money? Is it branding? Is it demand-generation?
• Who are you gathering and why now?
• What is the transformation you want attendees to experience? How are their lives different after the event is over?
• If your event had a tagline or (as my friend Dustin would say,) a rallying cry, what would it be?
• What will people say about your event a year from now?

If you can’t answer those questions yet, pause. Don’t pick the venue. Don’t design the logo. Don’t chase sponsors.

Remember, vision first. Everything else flows from there.