The Room Defines The Outcome

It’s the difference between a memorable occasion and one that quickly fades. It’s the thread that runs through every decision, from who speaks to how people move, mingle, and feel.

That is the one thing AI can’t replicate.

We are stepping into Creator Day this week. The most important aspect isn’t the final checks, slide decks, or theatre testing; it’s the time people spend together. The magic lies not in the planning but in the moment.

Live events have always required stamina, patience, and resilience from those delivering them. However, in recent years, it has become increasingly difficult to convince people to leave the comfort of their homes, work and devices.

People are more selective. Expectations are higher. There are more demands on our time. Many have opted to watch recordings or read summaries instead of attending in person to see what happens.

Here’s is what I know, the harder it becomes to get people to show up, the more meaningful the moment becomes when they do.

When someone commits to a day like Creator Day, they’re not just looking for content. They’re looking for something to feel. That’s why the experience has to be intentional.

You can’t rely on “good enough.” You have to put every ounce of energy, thought and consideration into delivering something people may not have seen before. 

We know that AI can create outlines, scripts, and even write every article or post we ever wanted, it cannot design atmosphere. 

It can’t generate the shared joy of laughter, being with other people, applause, or an unexpected connection that wasn’t there at the start of the day.

That’s the power of real events: they move people. Not just physically, but emotionally. 

An event is an experience, not a transaction. That experience has to be shaped with care.

On the other hand, I don’t want to overlook the difficulties. I say that from someone who started testing out live events in 2016.

Logistics are more complex. Budgets are tighter. Attention is more fractured. Getting people to stay, not just show up, but stay and participate, requires a different level of effort. That takes time as it means you tune into others around you, rather than delivering what you assume they want.

Today I know that the difficulty is the point. If we want to create something meaningful, it’s going to take work. It’s going to feel uncomfortable. It’s going to stretch us.

And when it all comes together, it’s incredibly rewarding. 

As I’ve become more confident in the role YATM plays for people, it has helped me understand that the audience is just as important as the speakers. In fact, it’s the mix between the two that gives an event its life.

You can’t create a hierarchy; that comes back to the old ways of delivery. People are not the transaction today, they can be the stars of the show.

Everyone has to be up for it. I have been fortunate to invite, over the years, talented and respected industry people who come with all the credentials and credibility. However, if the people in the room aren’t tuned in, contributing, or curious, it simply won’t ignite.

The best events don’t just bring content to an audience, they bring people to each other.

This is what we try to do at YATM. We build our audience with intent. We don’t invite everyone. We invite the people who are ready to turn up, lean in, and take part.

Because when you get the right people in the room, everything changes.

Every event starts with a question: “Wouldn’t it be good if…?” But turning that into something people experience in real life is no small feat. I find this the hardest part when the programming for Creator Day starts many months before the actual event. It may involve gathering input from people or incorporating new elements.

The gap between idea and impact is full of decisions:

This is what this year’s Creator Day has reminded me. You can have the best agenda in the world, but if no one’s enjoying themselves, what’s the point?

You have to think about energy flow, not just time slots. You have to create space for spontaneity as well as structure. You have to plan less like a broadcaster and more like a host.

When we put on an event with YATM, we’re not just booking a venue, printing lanyards, or finding a format for the day.

We’re creating a shared moment in time. Something that won’t be repeated in the same way again. When the day and the whole occasion is done, it can’t be copied. It’s not even packaged as ‘on-demand videos.’

Creating moments in time are powerful. That’s rare because when AI is our world, that’s human.

We crave belonging. We crave visibility. We crave the moment that happens when someone says, “I’ve felt that too.”

That only happens in person.

As we head into Creator Day, I’m proud. 

Not just of the content, or the lineup, or the way we have designed this year. I’m proud of the work, the thought, the guts it takes to bring people together and ask them to give a day to something bigger than just watching from the sidelines, or decide to stay put and continue with their day.

Events are hard. But they are worth it. When we get it right, we create moments that people carry with them long after the day.

Delivering an event is everything about closeness, when people enjoy the experience, they step back in. 

Closeness brings people back to ourselves, to each other, and to what matters. 

Being around others, in shared space and shared effort, reminds us we’re not meant to go it alone. We grow stronger, braver, and more certain when we stand together.

PS: If you’re coming to Creator Day, thank you so much. It’s not just attending an event. You’re helping shape a moment with people on your side.

If you’re watching from afar, we’ll share what we learn, but I hope next time, you’ll be in the room with us.