Do This, NOT That: Marketing Tips with Jay Schwedelson l Presented By Marigold GUEST: Why Every Company Needs an Event! w/Tahira Endean Head of Program IMEX | Ep. 418
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Sep 26, 2025 In a lively discussion, Tahira Endean, Head of Programming at IMEX and author of 'Our KPI is Joy,' emphasizes the vital role events play in modern business. She reveals that just 10 minutes of in-person interaction can replace 64 emails, effectively building trust. Tahira also shares how memorable event experiences can enhance customer loyalty and drive growth. Additionally, she highlights how live events counteract AI’s tendency to create sameness, making real human connections more crucial than ever.
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Three Decades Of Event Experience
- Tahira has spent three decades running everything from glacier lunches to large education programs.
- She now focuses on creating hundreds of sessions and keeping the event industry current and relevant.
Curating Means Saying No
- Tahira says the hardest part of her job is saying no because many people bring great ideas.
- Her team curates content each year to keep the program fresh and balanced.
Live Meetings Accelerate Trust
- Live meetings build trust far faster than long email threads, accelerating deals and decisions.
- Tahira says 10 minutes live can replace the equivalent of dozens of emails by creating human connection.
