When was the last time you danced at a business conference? If you’re like most people, the answer is probably never. But after speaking with event innovator Sigrun, I’m convinced we’re missing a crucial element in our event strategies. Her recent client conference in Zurich not only achieved record-breaking sales but created transformational moments that participants can’t stop talking about – and it all started with throwing out the traditional conference rulebook.
The Power of Unconventional Choices
Picture this: A prestigious conference room in Zurich. Round tables instead of rows of chairs. And every few hours, the event host leads everyone in a 30-second dance break. It sounds like a recipe for disaster, right? Especially with a room full of serious business women, many running six and seven-figure companies.
But here’s what’s fascinating: Everyone dances. Not because they’re forced to, but because the environment makes it safe to be human first, business owner second.
“If someone isn’t dancing, our Facebook ads coach runs around the room and gets them moving,” Sigrun shared with a laugh. What started as a quirky personal preference has become a signature element that keeps energy high and connections flowing throughout the day.
Breaking Down Walls Before They’re Built
The genius isn’t in the dancing itself – it’s in what the dancing represents. By creating moments of shared vulnerability early in the event, Sigrun breaks down the invisible walls that typically separate attendees at business conferences. When you’ve already danced with someone, it’s much easier to have an authentic conversation about business challenges later.
But the innovation doesn’t stop there. Here are three more unconventional strategies that contributed to the event’s success:
1. Round Tables Instead of Rows
Instead of the traditional classroom-style seating, Sigrun opts for round tables that seat 6-8 people. This simple change transforms every session into an opportunity for connection. It’s harder to hide behind your laptop or phone when you’re facing other humans.
2. Love Notes with Substance
After mastermind sessions, participants write “love notes” to each other – not just empty compliments, but concrete advice and actionable insights written on special cards. These physical takeaways become treasured resources that participants often review months after the event.
3. Unplanned Moments of Magic
Perhaps most courageously, Sigrun builds 30-minute buffer slots into her schedule specifically to allow magical moments to unfold. At this year’s event, that flexibility enabled one of the most powerful moments when a participant’s vulnerable share about finally putting herself first led to dozens of women standing in solidarity.
The ROI of Human Connection
Here’s what’s particularly interesting: While attendance was down from previous years (100 participants instead of the usual 200+), this event achieved the highest conversion rate ever for Sigrun’s high-ticket programs. It’s a powerful reminder that bigger isn’t always better when it comes to creating impact.
But the real metrics of success went beyond sales. During one session, a participant named Vanessa shared her journey of finally putting herself first after years of putting everyone else’s needs ahead of her own. When asked who else needed to make this same shift, twenty to thirty women stood up – creating an unplanned moment of collective recognition that brought tears to everyone’s eyes.
The Business Case for Being Human
What Sigrun’s event demonstrates is that there’s a massive untapped opportunity in the event space: creating environments where business leaders can be fully human. In a world of increasing digital connection, there’s a growing hunger for authentic, in-person experiences that acknowledge both our professional and personal dimensions.
Key Takeaways for Event Planners:
1. Build in Flexibility: Leave room in your schedule for magical moments to unfold. Not everything needs to be scripted.
2. Create Physical Movement: Whether it’s dancing or other activities, getting people moving helps maintain energy and engagement.
3. Focus on Connection First: When people feel genuinely connected to others in the room, they’re more likely to engage deeply with the content and take action on opportunities presented.
4. Trust Your Instincts: Some of Sigrun’s most successful elements, like the dance breaks, came from following her authentic preferences rather than conventional wisdom.
The Future of Business Events
As we continue to navigate the post-pandemic landscape of events, perhaps it’s time to fundamentally rethink our approach. Instead of trying to pack in more content, more speakers, and more attendees, what if we focused on creating deeper connections and more meaningful moments?
Sigrun’s experience suggests that when we create space for genuine human connection – even in seemingly silly ways like dancing – we create an environment where both personal transformation and business results can flourish.
The next time you’re planning an event, ask yourself: What would happen if we prioritized human connection over perfect execution? What if we left room for magic? And yes, maybe even what if we danced?
Because at the end of the day, business is human. And sometimes the best way to drive results is to create spaces where people can bring their whole selves – dancing shoes and all.
Remember, as the famous quote goes, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” In event planning, as in business, that truth might be more valuable than ever.
How about you? Do you incorporate dance in your events?
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