As a solopreneur, I’m responsible for my own professional development. It’s easy to skip it, as the opportunity cost of a day not at my desk is high when I’m not on salary. And as a facilitator/trainer/speaker, I spend enough time in generic meeting rooms that my PD investment needs to be significantly different than that.
So, in recent years, I’ve focused much of my learning on interesting events where the concentration of ideas and the quality of the experience are both high. This decision has led me to Modern Elder Academy, the House of Beautiful Business, the Aspen Festival of Ideas and the Fast Company Innovation Festival, for example.
It’s also led me into many rich conversations, one of which pointed me to an event coming up in 2027 that just might be added to the above list. (Thank you, Eric Avner!)
I say ‘might,’ because I haven’t been accepted to attend it yet.
But I already know it will be exceptional, because my experience has already begun.
I’m fascinated by this, so I’m hoping you’ll find it interesting too.
The organizers have done a remarkable job of building commitment in advance. Here’s what I’ve noticed so far:
- The event is in July 2027, and applications close March 9, 2026 — plenty of time to build momentum, but a significant advance commitment for attendees.
- You have to register in advance for the privilege of applying to attend.
- The event is kept intentionally small — 100 people. It feels exclusive.
- They’ve told us that 1,755 people registered interest in applying for those 100 spots — leveraging scarcity and making me want to be selected.
- The event is held in a remote rural location in a country I would be unlikely to visit otherwise. It is unapologetically hard to get to, and not fancy once you do. (Reminds me of the IKEA Effect…work hard at something and you’ll value it more.)
- They are explicit that the 100 ticket holders are paying for the ideas from the event to be shared with the wider world. There is no advertising or sponsorship. The cost to attend is high (particularly to sleep in a glamping tent with two other people you’ve never met). This leverages my desire to help other people, and increases my desire to attend, as the big investment leads to bigger commitment on my part.
- The application package is full of personality. It contains 14 questions, including “What is a question you haven’t been asked that you wish you had, and what would your answer have been?” and “Draw a doodle of yourself.” The questions have already generated fun dinner conversation at my house. I’m a sucker for a provocative question.
- Don’t these questions make you curious how they will select the participants? I had a question for them — and their email address is feelinglucky@… — I suspect there is more to it than luck. And it makes me want to meet the other people they choose. Do you see what they’ve done there? My curiosity has been piqued in so many ways!
In our last book club, we talked about Neen James’ book Exceptional Experiences. It was a bit luxurious for my liking, but the point was clear: creatively curate exceptional experiences for your clients, and they will become brand advocates for you.
It works! I am bought in to this event before even attending. So much so, that I’d be willing to attend even in July, when I am normally in my happy place (on the dock at my cottage).
How might this experience be relevant to client touch points that you are planning? What could you do to deepen their commitment and build excitement even before attending the event?
I’d love to hear your ideas. And I’ll keep you posted.