08/12/2025
💡 Your event format should embody your community's values, not fight against them. Here's a story of a VC community who approached us a couple months before their big conference with a problem most event organizers dream of.
Registration had blown up. They expected 350 attendees but demand was so high they wanted to double capacity to 700 people.
Anyone can cram more bodies into a room. But our Strategy Studio asked a different question: SHOULD we?
We recommended a middle ground of accommodating ~500 attendees instead. The difference between "sell out" and "sold out."
➡️ The results: 480+ engaged attendees at their largest summit ever, with 60% first-timers who said it exceeded expectations.
What made engagement so high?
Since this particular VC community values practical advice shared without hierarchy. The physical space had to reflect that.
We threw out the traditional stage setup entirely. Created a "Theatre in the Round" with speakers at the center, community facing each other.
Speakers could move around freely. Audience members engaged with each other, not just stared at a stage.
See the full case study to see how we pulled it off. ↓
What's one time you chose "should we" over "can we" in your business?
