Content first, then format, then technology.

principle — attributed to Chris & Jill Drury

Chris Drury's sequencing is precise. Figure out who the audience is. Then the messages. Then the value proposition. Then the content. Then who is speaking. Technology comes after all of that. The discipline matters because the Drurys are known as early-adopters of event technology, which makes them well-positioned to argue against the technology-first instinct that has captured much of the industry. Their argument is structural. Technology in service of content amplifies it. Technology without content amplifies nothing. Teams that lead with the tech end up with shiny formats searching for substance. Teams that lead with content know which tech matters and which is a distraction.

For corporate event teams, agencies, and producers tempted to lead with the platform or the production element. The principle is most useful at the briefing stage when the technology vendor is in the room before the content team is.

content-first, technology-discipline, audience, design-sequence