Episode Summary:
Most event pros put on first-class experiences on coach budgets — and Kristen Graham knows why. A 25-year veteran of culture, communications and events at companies like Expedia and Amazon, Kristen now runs Unlock the Brain, where she helps smart-but-busy people do fewer things better. In this lively conversation, Alysse and Libby dive into the brain science behind unforgettable experiences — from clarity and kindness to the power of gratitude postcards and Dolly Parton wisdom. Get ready for nerdy truths, Vegas chaos and one unforgettable “event crime” that proves: what happens in Vegas stays in the cloud.
Takeaways:
- Great events start with psychology, not production; clarity is kindness.
- Simplicity and focus are what people remember most.
- Shorter, more meaningful experiences > long, overstimulating agendas.
- Replace overindulgence with emotion; think postcards of gratitude over dessert buffets.
- Anticipate anxiety: parking, directions and communication reduce stress and increase joy.
- Build “bank of goodwill” moments with staff and crew before chaos hits.
- Give clear roles when things go sideways — clarity calms panic.
Timestamps:
00:51 – Kristen’s journey from speechwriting at The Pampered Chef to event storytelling.
07:00 – “First-class events on coach budgets” and how small details change everything.
09:45 – The brain science behind shorter, more meaningful experiences.
12:13 – Clarity as kindness — reducing attendee anxiety.
19:15 – Leading with calm: clarity in chaos and how to empower teams.
23:24 – Event Crimes & Misdemeanors: What happens in Vegas… lives in the cloud.
Resources & Links:
-Kristin Graham: LinkedIn, Instagram, YouTube
-Unlock the Brain: Website & VIP List
-Podcast: Fewer Things Better
-Alysse & Libby: Bios & LinkedIn
Connect with Us:
-Website: www.beatsworkingpodcast.com
-LinkedIn: @BEATS WORKING Show
-Instagram: @beatsworkingshow
-Facebook: @Beats Working Show
-YouTube: @BEATSWORKINGPODCAST
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Send Feedback:
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BEATS WORKING is a platform on a mission to redeem work—the word, the place, and the way. We believe that work is the most honorable act in the universe, and through inspiring stories and practical insights, we want to transform the way people think about work and help them discover greater fulfillment in their lives. We invite you to join us as we build community through sharing and actively demonstrating what we learn.
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Transcript
The following transcript is not certified. Although the transcription is largely accurate, in some cases it is incomplete or inaccurate due to inaudible passages or transcription errors. The information contained within this document is for general information purposes only.
00:00:00:00 – 00:00:07:05
Speaker 1
Most event pros put on first class events on coach budgets. The trick? Be maniacal about the humans in the room.
00:00:07:05 – 00:00:30:18
Unknown
Welcome to Beats Working winning the game of events where we share stories and strategies to turn any event or life moment into something unforgettable. Events are wild, and the people who work in them are some of the most resilient humans on Earth. If you know, you know. So come with us behind the curtain for a look at their most memorable experiences.
00:00:30:20 – 00:00:40:26
Unknown
As they say, the show must go on, so let’s get on with the show.
00:00:40:26 – 00:00:54:17
Alysse Bryson
Welcome back to Beats Working, winning the game of events where we celebrate the humans behind the hustle, the Event pro’s producers and storytellers making magic from the spreadsheets.
00:00:54:19 – 00:01:06:23
Libby Sundgren
I love a good spreadsheet. And today we’re geeking out on brain science storytelling and the psychology of experiences with someone who’s made a career out of connecting people from boardrooms to Vegas ballrooms.
00:01:06:26 – 00:01:34:00
Alysse Bryson
Kristin Graham, also known as one of my besties, is where brain science meets word nerd like she does. It doesn’t get nerdier than her folks. After more than 25 years leading culture, communications and events at companies like Expedia and Amazon, to name a few, she now runs Unlock the Brain, a platform that helps smart but busy people do fewer things better.
00:01:34:03 – 00:01:48:22
Alysse Bryson
Onstage or on mic, she turns science into stories that stick. So get ready for insights on attention, emotion, and why Dolly Parton should probably be the patron saint of corporate events.
00:01:48:24 – 00:01:59:03
Libby Sundgren
Plus, we’re diving into stories from Navy Pier to Vegas event chaos to compassion, and we’ll wrap with a little event. Crimes and misdemeanors. Ooh.
00:01:59:05 – 00:02:03:11
Alysse Bryson
Ooh. Welcome to the show, Kristin Graham. Word nerd.
00:02:03:12 – 00:02:08:17
Kristin Graham
I’m so excited. And I did sign the 14 page legal notice, so let’s go.
00:02:08:20 – 00:02:11:07
Alysse Bryson
Okay, let’s do that.
00:02:11:09 – 00:02:12:04
Kristin Graham
Oops.
00:02:12:06 – 00:02:29:26
Alysse Bryson
Well, people should already be familiar with you because you are one of our regulars on the fun table. So if you are new to this podcast, we do a monthly series called The Fun Table. It’s exactly like it sounds. It’s the fun table. You know, there’s always a fun table table at every party.
00:02:29:28 – 00:02:33:09
Kristin Graham
Or elevator or hallway or wherever the party comes.
00:02:33:10 – 00:02:51:01
Alysse Bryson
Yeah. Also that also that. Yes. So let’s go. We don’t have to go all the way back to, like, okay, where were you born? What? Your astrology sign. We don’t need to do any of that. But what first pulled you into the events world? When did you realize, like, this was a place for you?
00:02:51:08 – 00:03:16:02
Kristin Graham
I love that question because I think most of us look backwards in our career and find that we were accidentally strategic in it, or that it’s always been part of our element. And for a lot of us, especially the anyone who puts a nerd behind whatever moniker they want. Mine just happens to be words. You start to see what you originally thought was like a personality trait was actually a skill set.
00:03:16:05 – 00:03:38:13
Kristin Graham
And both communication and events, whether it’s behind the scenes or in front of it, was always something that I gravitated towards. But from a professional perspective, it was, I think, my second job out of school. I was working for the Pampered Chef, which for anyone out there who still has those kitchen tools.
00:03:38:15 – 00:03:42:01
Alysse Bryson
Apple cutter, Apple cutter for the win.
00:03:42:01 – 00:03:45:10
Libby Sundgren
Cheesesteaks. I still use a piece. We got a lot of them. Yeah.
00:03:45:12 – 00:04:13:15
Kristin Graham
It’s real. And at the time it was a woman owned, family run business. And the sales consultants, which is what they were called, who would host in-home kitchen parties if they earned enough in the course of the year they could do all these incentive trips. And that is also part of the event. So they could come to Chicago, which is where, the Pampered Chef is based, and come into Navy Pier.
00:04:13:16 – 00:04:33:16
Kristin Graham
So for all of my events professionals, there are ballrooms and hotel rooms and corporate rooms. And then there are huge venues like that. If you’ve ever been to Chicago, it’s literally a huge ballroom at the end of this pier, which also means wait for it. It’s union run.
00:04:33:19 – 00:04:36:12
Libby Sundgren
As most of the guests can be.
00:04:36:14 – 00:04:59:29
Kristin Graham
So as a first time nerd I was doing their newsletter and a few other things. But as I got the reputation in-house for being decent with words and they said can you write a speech for our vice president of sales? So not only is she incredibly intimidating well put together Australian. So the accent alone was remarkable. They wanted me to write her words.
00:05:00:02 – 00:05:31:00
Kristin Graham
And so as I did that, I learned that I had this skill for conversational communications, which still did not prepare me for walking in to Navy Pier. So all you see around you is Lake Michigan. All the lights, all the whizz of everything. Dolly Parton blaring as 3000 very excitable people come in. And then this woman, her name is Jan, takes the stage and starts speaking my words in front of 3000 people live.
00:05:31:02 – 00:05:52:01
Kristin Graham
And I got to watch not just the energy that music brings and everything. Curated. The lighting, the agenda, everything. But then to hear my thoughts that became words that were in somebody else’s mouth. It just changed the way it was. One of those chills moments. You were like, I kind of got hooked on events at that moment.
00:05:52:03 – 00:05:57:11
Libby Sundgren
That’s so cool. And she loved your speech, obviously, because she gave it to that crowd.
00:05:57:11 – 00:06:19:20
Kristin Graham
Of thousands and people. I’m a former journalist, so you’re used to kind of having words out there. You might get a byline, but it’s never about credit. And so speechwriting in that moment or corporate communications or sometimes events, as I think we can all relate to, it’s not our you can see your fingerprint on everything, but not necessarily your name.
00:06:19:22 – 00:06:31:26
Kristin Graham
And it’s part of what sets really good events producers apart. It’s the fact that you make it about who’s experiencing what you’re creating, instead of the shine and glory for yourself.
00:06:32:02 – 00:06:51:08
Alysse Bryson
That’s so true. That’s so true. Because if you were to ask me about any of the most amazing events I’ve attended over the years, I can tell you what they were, where they were, the theme, what I wore. But I couldn’t tell you who produced it unless it was unless it was. Libby. Great. And of course.
00:06:51:11 – 00:07:18:25
Kristin Graham
And I want to saying all that with great humility. I also want to acknowledge those listeners to say, you can also tell the signature of really amazing professionals. So you can walk in and be like that, that hits. That’s different. And as somebody who has been to Alice and Libby events, for me, it’s the difference between staying in a hotel and staying in a suite, being in coach or being in first class.
00:07:18:28 – 00:07:26:15
Kristin Graham
It’s the little things that people with the great I know change in experience without blowing a budget.
00:07:26:17 – 00:07:39:08
Libby Sundgren
It’s so true. We are first class all the way. So sometimes for me, I mean everyone, everyone does a coach event at some point, even if you’re very experienced. You can you slip into a coach event.
00:07:39:09 – 00:07:57:26
Kristin Graham
To be clear though, most event professionals put on first class events on coach budgets. So it can be done. It’s really about being maniacal, about looking after who is there and what’s needed. And the little things turn into big things when done right.
00:07:57:29 – 00:08:20:28
Libby Sundgren
Which sidebar I heard a really good like analytical question for, for event producers to ask clients when they are cutting budgets. You know, when they do expect a first class event on a coach budget or on a budget that’s even more coach than the year before. But to ask what can you let go of? What can we cut if this is your budget?
00:08:21:02 – 00:08:22:24
Libby Sundgren
So because something will.
00:08:22:25 – 00:08:25:08
Kristin Graham
Or some of the answers I’m I’m curious.
00:08:25:10 – 00:08:35:13
Libby Sundgren
Well that was the main. No, that was the question. That was the answer. Oh, yeah. The question was the answer trick. Okay. Surprise!
00:08:35:15 – 00:08:39:02
Kristin Graham
I love that, though. I actually have a thought on that if we get to it.
00:08:39:04 – 00:08:40:02
Alysse Bryson
Yeah. Go.
00:08:40:05 – 00:08:41:23
Libby Sundgren
Yeah. Tell us.
00:08:41:25 – 00:09:06:28
Kristin Graham
So one of the elements that I’ve come to see in using brain science, but also, psychology of events, is there’s a lot more that we can do in less. So the headline there is a really good event and it could be a corporate conversation, or it could be a wedding, or it could be a funeral service. It’s in the space of leave them wanting more.
00:09:07:00 – 00:09:32:03
Kristin Graham
I think in our desire to create big experiences, we make them too long. And if you’re really looking to trim budgets but upgrade experiences, have there be shorter? I talked a lot about brain snacks. I think of that too, as experiences. Have them be shorter, more meaningful connection points that are come and go. This is not the hard and fast start and stop.
00:09:32:05 – 00:10:08:02
Kristin Graham
It is something that people choose to consume because when it’s on their terms, they’re going to psychologically remember it with more affinity. The other thing I’m seeing a lot of events do more of is less alcohol and more small signature elements. So alcohol is always a huge component for budgets, which is why I mentioned that. But the other things that I’ve seen, I was at something recently where towards the end, on the high tops, they had postcards and they said, fill out a postcard to somebody who means something to you.
00:10:08:07 – 00:10:30:09
Kristin Graham
Leave it here in this box and we will put it in the mail. So they swapped some big desert thing for a moment of gratitude. Then they all they did was take the first class postage. But it was such a event. Forward moment. And I think the more we make things matter instead of make them expensive, it’s going to change the game for the better.
00:10:30:11 – 00:10:35:13
Libby Sundgren
I love that idea. A sweet moment instead of a sweet treat. That’s really clever.
00:10:35:13 – 00:10:36:13
Alysse Bryson
Really cute.
00:10:36:15 – 00:10:37:17
Kristin Graham
Well, said Libby.
00:10:37:19 – 00:10:46:09
Libby Sundgren
You just might not know their physical address, so you have to have a way for them to follow up and say, hey, this is that was I mean, everyone should have a phone with Google, but whatever.
00:10:46:11 – 00:10:58:08
Kristin Graham
Well, no, I’m with you on that. I can’t even remember my children’s phone number if I don’t physically look at the phone. The other thing that they had said around that was if you can’t remember than than once yourself. Oh. Or at the.
00:10:58:08 – 00:11:00:08
Libby Sundgren
Very least send them to a.
00:11:00:08 – 00:11:02:12
Kristin Graham
Parent or a family member, which was really neat.
00:11:02:17 – 00:11:04:10
Libby Sundgren
Yeah I love.
00:11:04:10 – 00:11:08:19
Alysse Bryson
Watching. Can can you guys remember your, your first home phone number.
00:11:08:23 – 00:11:17:08
Libby Sundgren
Absolutely. (541)¬†278-2169. You can still call Jean Kindle at that line. She’s there. Oh, I, Jean Pennington work.
00:11:17:08 – 00:11:29:08
Kristin Graham
And, so back in the Stone age, I don’t remember having the area code, but I do know the primary number 9286528.
00:11:29:10 – 00:11:30:08
Alysse Bryson
Excellent.
00:11:30:09 – 00:11:31:18
Kristin Graham
What about you? At least.
00:11:31:20 – 00:11:38:00
Alysse Bryson
(360) 736-2347. When you call it, say hello, Jerry. And Rochelle.
00:11:38:03 – 00:11:39:20
Libby Sundgren
Oh, Lee little.
00:11:39:20 – 00:11:41:21
Kristin Graham
Fan know your parents and I.
00:11:41:21 – 00:12:13:09
Alysse Bryson
Love it. Yes. And it’s still an answering machine, which always goes off because they can’t get to the phone in time. To which I say, don’t worry, I’ll call you back. So that at the whole conversation is a recording. It happens. Yes. Every single time. I love you guys. I love you guys. Okay. When you talk about brain science meeting communication, what’s a behavior or a pattern that event pros overlook that affects how people truly feel about an experience.
00:12:13:17 – 00:12:45:08
Kristin Graham
So a few things. First is clarity is kindness for your attendees when you’re coming to an event and you still have questions, it creates anxiety. And again, in our quest to be helpful, we end up sending too much information passed out. So I’m a big fan of a single point of information, a reference repository where you can update with Q&A, etc. so people have the link that they can go back to versus spamming with.
00:12:45:08 – 00:13:02:08
Kristin Graham
Here’s everything that you need to know. I was recently at an event where that became one of the key. I mean, it was a thousand people moving through a giant thing and they said just too much email. I didn’t know which one to look at. And I’m standing outside ballrooms, click, click, click. I know some event are starting to solve that with apps, so whatever.
00:13:02:09 – 00:13:25:04
Kristin Graham
However, technology can make it more simple as a single source of truth for attendees. I think that really matters, including the analog QR codes. Hard copy signs don’t cut down on that, because when you are fresh in a space, you need to know which. You need an actual arrow to tell you which way to go to the restroom.
00:13:25:07 – 00:13:42:14
Kristin Graham
It is. It’s a new and unfamiliar territory for people. When they’re going into an event, they come in psychologically different and their brain is seeking. Everything is new, trying to make sense of it. So the communication from a digital to a physical presence actually matters.
00:13:42:17 – 00:13:54:20
Alysse Bryson
Libby, I feel like you do a really good job in this area with your communication with events on like the day before, specifically when parking with parking, you crush it with parking.
00:13:54:22 – 00:14:07:07
Libby Sundgren
Well, in Seattle, parking can be rough and expensive depending on where you are. So I always find that very helpful to tell people.
00:14:07:07 – 00:14:07:12
Kristin Graham
And.
00:14:07:17 – 00:14:32:12
Libby Sundgren
Exactly where they can park. You know, it just takes away especially because I feel like now, you know, everybody’s you’re trying to do a million things at once. You’re just trying to get there. You don’t want to have to get there an hour early in order to find a place to park. If you don’t tell people, they won’t know, and then they’re going to be an hour late to your event, and then the first hour is going to be quiet and weird and nobody wants that.
00:14:33:17 – 00:15:02:05
Kristin Graham
And it’s not just parking. Right. It’s how do people do transportation. Where would a Uber or Lyft be able to drop you off. Where are the local bus and rail stations. It’s really anticipating questions before they’re ask. And one of the I think it was the very first event I went to with the magical Elise Bryson, which was at this phenomenal restaurant in one of the best in Seattle called cannolis.
00:15:02:05 – 00:15:22:22
Kristin Graham
And one of the things that they are known for is how they handle parking, valet parking at the ends, because at any event, there’s the rush right of the parking. And how do I get in there? And I’m gonna get it. When is the program going to start? But then there’s also that. Should I leave early so I can get my car and get to if it’s valet or parking garage?
00:15:22:25 – 00:15:42:00
Kristin Graham
And this venue was just well known for the fact that there were no car tickets, they just paid really close attention. So when you walked out, your car was already pulled up and it was partially that had to be at least 15 years ago. But I still remember it to this day. It you just when you left, you left.
00:15:42:00 – 00:15:49:10
Kristin Graham
And it was such a service provided that made you feel special. First class but also very all that stress.
00:15:49:12 – 00:15:52:25
Libby Sundgren
Yeah. And that is a really cool technique that they have.
00:15:52:27 – 00:15:57:18
Alysse Bryson
Really cool. They also they also would know how many people were in the vehicle because it would.
00:15:57:18 – 00:16:01:07
Libby Sundgren
So if you had swag bag they had swag exactly to put.
00:16:01:09 – 00:16:33:10
Alysse Bryson
In the car. Yeah. So you wouldn’t have to carry them. I really love this conversation because there are a lot of people out there. I never really thought about it. Kristin from the from, it’s like helping somebody else’s anxiety as they come into an event with all those answers. Because I am I am in the camp that I won’t read any of the details and I just, have gotten to rely on Libby to tell me anything important that I might need, but like, I apparently, I just like everything to be surprise and delight because I don’t read any of the details.
00:16:33:17 – 00:16:45:29
Alysse Bryson
And I come in and I’m like, How’d you know that? And then, oh, of course it was in the details. But I can see why that is so important for helping people transition and have a positive experience right from the very beginning.
00:16:46:00 – 00:17:11:25
Kristin Graham
Well, what I would add to that, because I love how you said that is part of my impetus for studying brain science and the potential of neuroplasticity. Change is because I have neurodiverse kids. They’re now adult ish. And when when I was looking at the quest for information and how the brain retains it, it’s that’s what I meant earlier when I said clarity is kindness.
00:17:12:02 – 00:17:39:21
Kristin Graham
Because when you there’s no we know that’s one size fits all to how to throw an event. But we know that if we can quell a little anxiety, answer one additional question. It allows them. It tips them into the yes instead of no. And I feel like especially since Covid introversion, social introversion, it’s a very real sensation of I want to be social, but I have anxiety or I have some resistance to it.
00:17:39:21 – 00:18:02:23
Kristin Graham
So the easier that you can smooth the edges of social interaction, the more likely you are to have attendees. And I think on the other side of it, the best events are the ones where people come away feeling that they had a good time. Not that it was a great event. That’s the gift with purchase is when especially think of it where it’s a seated element.
00:18:02:23 – 00:18:25:00
Kristin Graham
And we’ve all done that to the mix of who goes where and who sits. You want them to walk away feeling like I was. That was really fun. Instead of what table do I sit at? And that new kid in school sensation. So not overengineering everything, but having space for people to relax into what you have so carefully planned.
00:18:25:02 – 00:18:47:23
Libby Sundgren
That’s really smart. You know, you talk a lot about clarity being kindness, which I heard a few years back. The person that delivered it, I don’t think delivered it very well, but so I didn’t appreciate the phrase, but I do now. Before you started talking about it, I did come to appreciate it and really understand it. But how?
00:18:47:25 – 00:19:15:11
Libby Sundgren
You know, clarity is kindness, but how do you communicate clarity under those chaotic at that moments? You know, you’ve had years of leading teams and producing events and how I mean, how do you maintain that sense of clarity when there are a million things happening and there is, you know, some kind of disaster, a fire in the kitchen, whatever.
00:19:15:11 – 00:19:34:08
Kristin Graham
Oh my gosh. Yes, yes, yes to all of that. I think that clarity and kindness and leadership all start from small steps to begin with, when I’m at any type of event now, and I was just at a huge one on a very large campus, sponsored by a big tech company, but they were just hosting the space.
00:19:34:08 – 00:19:58:21
Kristin Graham
But it’s it’s still you’ve got all the dynamic security people, check ins, etc., the AV in the back. One of the things that I always do now, especially when I’m either on stage or as an MC or facilitator or even behind the scenes, I come in with a whole bunch of Starbucks cards. It can be any coffee or local store of your choosing, and I give them to all the behind the scenes people, and I just say, this is going to be a lot of adrenaline.
00:19:58:21 – 00:20:23:26
Kristin Graham
So here’s a little extra caffeine in advance appreciation of what you’re doing when you invest in the Bank of goodwill. When those fires do start, which they do, you all of a sudden have a team and not individuals being like, where’s the event person? The other thing that I’ve seen from my own staff or partners, and I had to have one of them tell me because I’m a little bit more like Elise.
00:20:23:26 – 00:20:42:02
Kristin Graham
I love the energy of day off. I don’t get nervous about it. I get excited. That’s not everyone. And so one of the people on my team said, assign me a role if I know what I’m supposed to be doing. So greeting people at the door or taking the coach, directing them to here or there, I feel empowered.
00:20:42:09 – 00:21:03:20
Kristin Graham
If I don’t, and I’m waiting for you to tell me. I feel small and it was some of the best feedback I would have never thought to ask for. So I think those are really clear. And whenever something does flare up within that space, it’s getting fewer people to solve it instead of the rush of everybody trying to get in there.
00:21:03:22 – 00:21:27:14
Kristin Graham
So that becomes air traffic control. I mean, like, okay, this is I need you all doing this almost like thirds, because in the moment when stress and anxiety come up, the brain goes into hyper focused mode. Think of like monosyllabic directions instead of let’s stop and have a feelings check. But with that, other people need the clarity of what do I do now?
00:21:27:17 – 00:21:45:19
Kristin Graham
And so I almost try to look at it in that, this, this, this and this so that you can put people in those quick budgets. You all manage to the audience, you all go backstage and Elise and I are on this. If we put names to the situation then people know what’s being covered.
00:21:45:21 – 00:21:54:12
Libby Sundgren
Those are such great tips to keep your team, you know, connected during chaotic moments. So I love those.
00:21:54:14 – 00:21:56:17
Alysse Bryson
I love them too.
00:21:56:19 – 00:22:17:21
Kristin Graham
And if you ever look at emergency responders or first on the scene, that’s exactly what they do. They put names to actions. These two are doing this. These two are doing this. And it comes from that understanding of having the roles gives clarity and focus versus people in the event space. And the attendees are natural helpers.
00:22:17:28 – 00:22:23:13
Kristin Graham
So everybody’s in a rush to do the one thing, and then you’re then you’re managing the people and not the situation.
00:22:23:15 – 00:22:43:17
Libby Sundgren
Okay, I promised this at the beginning of the episode, and so I’ve got to come back to it, but I need to hit event Crimes and Misdemeanors. Kristin, this is one of my favorite segments that we don’t typically get to do, but you opted in. You’re the lucky. Okay.
00:22:43:19 – 00:22:45:15
Kristin Graham
Talk to me. Tell me you’re gonna go crime.
00:22:45:15 – 00:22:54:17
Libby Sundgren
You’ve witnessed or committed. Either or that still haunts you or makes you laugh.
00:22:54:24 – 00:23:24:12
Kristin Graham
So I spent a long time incom and there was, period where a lot of events would happen in the corporate office. A lot of people have have done that. And while there are many things that you can control in the space that you know, where is the food being set up, where’s the exits, etc., there’s a lot of nooks and crannies that people can find themselves in, and with an abundance of alcohol.
00:23:24:14 – 00:23:39:25
Kristin Graham
I had a situation where after a big, holiday event the next morning, I had to be reviewing security tapes from the garage to help identify individuals who were using the parking garage as a hotel.
00:23:39:28 – 00:23:49:23
Libby Sundgren
Oh, that is in the, everywhere. I look around in the security camera.
00:23:49:23 – 00:23:58:15
Kristin Graham
And, then take that up to our CFO and, Maude, him, he’s like, I’ll take your word for it. Yeah.
00:23:58:15 – 00:24:02:04
Libby Sundgren
More to fighting for everyone involved.
00:24:02:06 – 00:24:17:10
Kristin Graham
Some more than others. What seems like a good idea at the time never really translates to the black and white. Security screen. That is your a public service announcement, the more you know.
00:24:17:13 – 00:24:18:10
Libby Sundgren
Oh, my God.
00:24:18:11 – 00:24:23:22
Alysse Bryson
I’m personally now flashing back to a parking garage moment that I’m like, oh, no.
00:24:23:24 – 00:24:24:10
Kristin Graham
Yeah, I’m.
00:24:24:15 – 00:24:26:14
Alysse Bryson
It was a long time ago. Long time ago.
00:24:26:16 – 00:24:30:15
Kristin Graham
I please no, I’m not passing judgment on parking 90s.
00:24:30:17 – 00:24:33:16
Alysse Bryson
It was the 90s. They didn’t have security cameras back then right.
00:24:33:22 – 00:24:58:24
Kristin Graham
Yeah, sure. Here’s my here’s my this on that these days just assume everything is recorded. True that and I tell that to my, adult adjacent children, and I’m just like, just know that this is going to live forever as, but especially on those elements. And then, like both of you, I’ve done huge events in Vegas and I’m like, how could you not think that that in every way was on tape?
00:24:58:26 – 00:25:05:20
Kristin Graham
Like it’s actually Vegas. So what happens in Vegas stays on the cloud. That is the new marketing.
00:25:05:25 – 00:25:09:05
Libby Sundgren
Oh my gosh.
00:25:09:07 – 00:25:10:00
Kristin Graham
Come on y’all.
00:25:10:02 – 00:25:13:17
Alysse Bryson
What happens in Vegas stays in the cloud. I love that.
00:25:13:17 – 00:25:48:13
Kristin Graham
It’s so true. I on a less nefarious note, I did have a minor major anxiety attack trying to get to an event in India where there was the couch, just took over the road, and you cannot reason with cows. And so when I showed up to the event of which I was the core presenter, probably 20 minutes late and I walked in, and especially as a female in, in this, capacity, and I said, I just started to say and then cows, the entire group was like,
00:25:48:16 – 00:25:51:07
Libby Sundgren
Oh, see, they knew.
00:25:51:10 – 00:26:01:11
Kristin Graham
And all of a sudden it was like, oh, okay. So you, you understand. So the cows stress, everybody was like, oh, right. Yes.
00:26:01:14 – 00:26:01:17
Libby Sundgren
Okay.
00:26:01:22 – 00:26:02:07
Kristin Graham
Go on.
00:26:02:09 – 00:26:07:18
Libby Sundgren
We also limited because culturally cows are.
00:26:07:20 – 00:26:08:05
Kristin Graham
Sacred.
00:26:08:12 – 00:26:20:28
Libby Sundgren
Yeah. So you can’t I mean, I’m from a farm town, so you could just, like, honk at, and like, you know, maybe go like Pokemon the buns, but. Oh, yeah, you take a move, but you don’t want to do that.
00:26:20:28 – 00:26:22:01
Kristin Graham
Yeah.
00:26:22:03 – 00:26:23:26
Alysse Bryson
Hey, you’re on the bands.
00:26:23:28 – 00:26:37:11
Kristin Graham
No, it’s. Yes, I hear you. And there is. So I hear you on your cow courtesy. I will tell you in that situation, it’s it’s that the cows don’t give. They don’t care. Poop emoji.
00:26:37:11 – 00:26:37:28
Libby Sundgren
Well, they’re the boss.
00:26:37:29 – 00:26:40:20
Kristin Graham
I don’t give a gallon of milk. They’re just like.
00:26:40:23 – 00:26:43:12
Alysse Bryson
I see what you did there, you.
00:26:43:15 – 00:26:59:26
Kristin Graham
Know, think that it’s not even you could honk all the. I mean, I don’t think you can travel in India without honking. It’s just kind of part of it. But the cows were just like, whatevs. We’re used to it. It was just. It was just more how the entire event was like. Yes, of course, obviously we’re fine.
00:26:59:28 – 00:27:32:28
Kristin Graham
So that was, you know, how you’re so stressed when something stuck and then you see a cultural, I think, doing events in different countries absolutely helps you appreciate a whole different scenario of what a privilege, what a privilege. Here’s another thing I’ll tell you too, from, back to the days of when you would throw this amazing big event, all this swag, can you please explain to me why people will take swag like they’re going to make money off of it?
00:27:33:03 – 00:27:44:05
Libby Sundgren
It’s wild, even just like plain old pens, you’re like, that’s just a pen with the. That’s a plain old BIC stick pen with a logo on it. What? What are you going to do with 45 pens?
00:27:44:13 – 00:28:02:19
Kristin Graham
We turn into an episode of hoarders, and I do not understand it. I mean, it’s like the I was working at a time where they had, oh my gosh, all the free sodas, all the free snacks. Like it just in the general thing. Ping pong tables. It was it was the heyday of.com. And I’m like, y’all are paid fine, what is going on?
00:28:02:26 – 00:28:13:06
Kristin Graham
But we had this, summer event, beach balls, you know, all the things. And we had flip flops. You can imagine how economically made these flip flops were.
00:28:13:08 – 00:28:13:27
Alysse Bryson
Oh, yeah.
00:28:13:28 – 00:28:34:25
Kristin Graham
I mean, you maybe get 1 or 2 ears out of it. It’s kind of like when you get a pedicure. Like you’re lucky they last. They were a little fun. We were damp. People were coming up. This I always love this with their T-shirts and then putting more swag in their t shirts. It’s like, you think I. But the best part was we ran out of sizes and then I had a whole thing over here, which was the the extra swag.
00:28:34:27 – 00:28:59:01
Kristin Graham
There were just left shoes, just just a single shoe. And people were still taking a free, a free left shoe. So but if you want to go back to brain psychology, the mob mentality of if one is good, 17 is better. So which is why swag. I’m a back to first class. Either go big or go home on swag.
00:28:59:01 – 00:29:18:17
Kristin Graham
Do not, do not. And then also with that though, I had one situation where the next day I came in to all of the feedback as a gift. Let’s let’s have a section of this. I think actually you should have a whole panel on feedback as a gift, and why you should keep the receipt future episode
00:29:18:20 – 00:29:19:14
Alysse Bryson
Of it.
00:29:19:17 – 00:29:38:06
Kristin Graham
With a very helpful employee who wrote a top ten list of things that could be improved down to the dinner roll selection, and sent it to me as the vice president at that time. But to the CEO with me. Copy. Oh thank you, thank you, thank you.
00:29:38:06 – 00:29:44:07
Libby Sundgren
I really hope the CEO laughed at that. They got yes I email.
00:29:44:09 – 00:29:45:22
Alysse Bryson
About dinner rolls.
00:29:45:22 – 00:29:49:17
Kristin Graham
Yeah. Probably like and more. Right. Shoes next time I mean who knows.
00:29:49:19 – 00:30:10:02
Alysse Bryson
Yeah I do want to throw in for those of you that have not listened to the episode we did with Carrie and who we met through Kristin, it is a great episode on managing event swag. There’s some real good nuggets of information in that episode. You’ll have to go back and look into our archives. It was earlier on in the season.
00:30:10:06 – 00:30:42:09
Kristin Graham
She’s brilliant. Yep. One of the things I learned from her, if I may, is how modern events, having space, not just time on the agenda space, but space for, optionality. Whether it’s the introverts to go take some time, or those of us who need to go and actually check our email. When you acknowledge that humans are coming to your event and they’re not going to be sitting there in rapt attention for X number of hours, that actually when we treat each other like adults and then carry on, we’ll go on hold.
00:30:42:11 – 00:31:07:15
Kristin Graham
Optional wellness activities, eager for box breathing, sound, bass, yoga, meditation. And I am always watching how many people flock to that. So do not overlook space and mental well-being as part of your agenda. People will absolutely internalize that is a fantastic event, and that’s not something as hard charging Gen Xers would have thought of.
00:31:07:17 – 00:31:48:05
Libby Sundgren
Well, I think too, especially if you’re planning an event, you know, that’s a conference whether it’s a day long or, or multiple days. I mean it is unrealistic to expect that people are not going to check their email during that event. So if you give people a designated time and they know, okay, I’m going to have 30 minutes where I can, you know, I can do a sound bath or I can check my email like they’re going to be more inclined to actually pay attention and really be engaged with whatever programing you have planned, because they know they’re going to be able to tackle this at a different time.
00:31:48:08 – 00:31:49:07
Kristin Graham
So. Well said.
00:31:49:07 – 00:31:52:18
Alysse Bryson
Clarity is kind. Let’s see. T shirt.
00:31:52:19 – 00:32:12:15
Libby Sundgren
It’s kind of to them and it’s kind to yourself. You know you you can set everyone up for success. I just I love that by being realistic about humans and human behavior and what to expect from people. And, you know, how to make it a good experience for everybody.
00:32:12:18 – 00:32:34:01
Kristin Graham
Well, and let’s put some tactics to that affirmation. So when you do list break times, you better stop at the break time. I know it’s one of the things have to go for all of us behind the scenes who are doing the countdowns and the rest of it, but if you are promising people that time will be held, give it to them.
00:32:34:01 – 00:33:04:12
Kristin Graham
Same with lunch or food, because you’ve got all sorts of different probably time zones who are attending, but chrono biological humans who have actual needs for the food. But here’s the other thing I want to give you. It’s the brain science nerd. The food ties to attention spans. And so if you’re trying to squeeze in one more thing before lunch, one more thing I guarantee you nobody’s actually going to give it their full attention or retain it later.
00:33:04:15 – 00:33:30:05
Kristin Graham
That is the challenge. I see what’s a lot of events, because we are trying to manage the individuals on the agenda and not the individuals in the audience. On that note, if you are having speakers or panels, if you’re having content of more than 20 minutes, it better be stellar. It better be high energy. Multimedia. Any individual talking for more than 20 minutes.
00:33:30:07 – 00:33:52:10
Kristin Graham
The brain, naturally, no matter how well fed and caffeinated, starts to dip in attention after every 20 minutes. And you add on the different dynamics of that, and you put a 3 p.m. speaker talking about finance for an hour. You may have people in chairs or in boxes on the screen. You are you do not have their attention.
00:33:52:12 – 00:34:18:06
Kristin Graham
And the majority of people in a short term memory will lose about 70% within 24 hours of content. Just that’s the reality of our attention. Economy these days are much better to give them short bursts with oxygen breaks in between. And there’s a difference between the five minute stretch. And I mean that whether it’s physically or just on a screen like this.
00:34:18:09 – 00:34:30:02
Kristin Graham
And if you’re going to have a true break, 20 minutes is about the minimum to get people to go to restaurants, to coffee stations, to wherever. They’ll cut into that because you’re playing politics on your agenda.
00:34:30:06 – 00:34:41:15
Alysse Bryson
Oh, this has been a great episode, Kristin. You have reminded us that events are not just logistics. They’re laboratories for human behavior.
00:34:41:17 – 00:34:52:07
Libby Sundgren
Well, and, you know, brain science really can be the bridge between chaos and clarity. And doing fewer things better is the new event mantra. People.
00:34:52:14 – 00:35:02:00
Alysse Bryson
That’s right. And thank you for helping us see that attention is not just about eyes on stage. It’s about hearts and humans in the room.
00:35:02:03 – 00:35:02:28
Libby Sundgren
That’s a wrap.
00:35:03:01 – 00:35:03:10
Kristin Graham
Of it.
00:35:03:10 – 00:35:18:14
Libby Sundgren
For this episode of Beats working Winning the Game of Events. If you’ve got an idea or want to reach out, email us at info at Beats Working dot show. Remember that every detail matters, every moment counts. And no matter what, the show must go on.
00:35:18:14 – 00:35:45:08
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Thanks for listening to beats working, winning the game of events where we explore what it takes to make moments unforgettable. If you’re leaving with a little more inspiration, a little more perspective, and a big side ache from all of the laughing at our funny jokes, then we’ve done our job. Beats working as a work P2P production. If you’ve enjoyed this episode, please don’t forget to subscribe, rate and reviews on your favorite podcast platforms.
00:35:45:10 – 00:35:52:05
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