Write the survey before you design the event.

technique — attributed to Mark Brewster

When ELX launched its first Congress in Chicago with forty-five members, the leadership team needed to prove value to a new sponsor cohort and build a foundation for growth. Brewster drafted the post-event survey first. He sent it to his leadership team. They designed the program backwards from the survey outcomes they were trying to produce. The survey has been the north star of every ELX event since. The discipline forces the team to define success before the building begins, which means every program decision has to be defensible against a measurement that already exists on paper.

For event leaders at the kick-off of design for a flagship or high-stakes gathering. Pairs with mb-08 for setting the threshold numbers.

strategic-event-design, kpi-design, planning-discipline, elx