The attendee journey has not changed; the channel has.
principle — attributed to John Woo
Woo's frame for hybrid events is reassuring and structural. Whether the event is hybrid, in-real-life, or fully remote, it is still a live experience with and for someone. The attendee journey has not changed at all. The lines between physical and virtual have blurred, but the fundamental human need the event serves has not. The implication for producers is operational. Technology should not drive what the experience is. Get back to the core of why the event is happening, who it is for, and then build from that point. The producers who lead with the platform produce events shaped by the platform's limits. The producers who lead with the human purpose use the platform to serve it.
For corporate event teams, agency strategists, and producers navigating hybrid format decisions. The principle is most useful as a corrective when technology vendors are driving the design conversation.
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