How to Justify Event Budget with a Clear Why

Not every business thinks it needs an event, but Jay Schwedelson and Tahira Endean make a strong case for why you do. From building trust faster than endless email threads to creating the kinds of moments people actually remember, Tahira shows how events—big or small—drive connection, loyalty, and growth. She also pulls back the curtain on what makes event submissions stand out and why joy should be part of every strategy.

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Tahira’s book Our KPI is Joy is available on Amazon. Connect with her on LinkedIn.

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Best Moments:

(03:43) Why 10 minutes at a live meeting can replace 64 emails

(05:15) The role of trust in why events matter for any size company

(08:30) Designing experiences that the “remembering self” won’t forget

(10:15) Why in-person events are the antidote to AI sameness

(13:30) How she curates sessions and avoids AI content overload

(17:12) The must-dos and never-dos when submitting to speak at events

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Check out Jay’s YOUTUBE Channel: https://www.youtube.com/@schwedelson

Check out Jay’s TIKTOK: https://www.tiktok.com/@schwedelson

Check Out Jay's INSTAGRAM: https://www.instagram.com/jayschwedelson/

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Pre-order Jay Schwedelson’s new book, Stupider People Have Done It (out April 21, 2026). All net proceeds are donated to The V Foundation for Cancer Research—let’s kick cancer’s butt: https://www.amazon.com/Stupider-People-Have-Done-Marketing/dp/1637635206