Events are mechanisms, not moments.

principle — attributed to Nicola Kastner

An event is a mechanism for producing a specific business result. If nothing changes in the organization, the market, or the audience because the event happened, it was well executed but strategically irrelevant. The moment itself is not the product. The behavioral shift it produces afterward is the product.

The governing test for whether an event belongs in the portfolio at all.

purpose, outcome-design, strategic-intent