GUEST: Why Every Company Needs an Event! w/Tahira Endean Head of Program IMEX | Ep. 418

Do This, NOT That: Marketing Tips with Jay Schwedelson

GURU Media Hub

Growth, Education, Email, Business, Revenue, How To, Entrepreneurship, Marketing, Profit, B2b, B2c

5 • 715 Ratings

🗓️ 26 September 2025

⏱️ 22 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

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 our 100% FREE + VIRTUAL EVENTS! ->

Guru Conference - The World's Largest Virtual EMAIL MARKETING Conference - Nov 6-7!

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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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MASSIVE thank you to our Sponsor, Marigold!!

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Transcript

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0:00.0	Welcome to Do This, Not That, the podcast from marketers.
0:05.0	We share quick tips, things you can do right now, and then we add a little bit of chaos at the end of every episode.
0:11.0	We also keep it short, like this intro. Let's check it out.
0:15.0	We are back for Do This, Not That podcast, and I'm excited because we're going to be talking about why
0:21.6	your company, big, small, medium, doesn't matter why you should have an event and how to stand
0:26.5	up doing an event. And I have the person, like the actual, a perfect human being. So who's here?
0:31.6	We have to hear it and Dean. Now, maybe you know Tihara if you're in the event world because
0:35.9	she is the head of programming at IMEX,
0:38.3	which is the global heartbeat of the entire event industry.
0:41.8	But besides for that, she's incredible.
0:44.1	She co-founded a company called Strategy Table, but even beyond that, she was named one of the top five women in event technology.
0:50.3	She's been inducted into the meeting Hall of Fame in Canada.
0:54.0	She's been named like top 20 most fascinating women and events.
0:58.4	She's won a lot of stuff.
1:00.0	She basically has an egot, you know, the Tony Oscar Grammy thing.
1:04.7	And her latest book, Our KPI is Joy, is so great because basically she's teaching us how to infuse happiness and all these things that you can't just measure like an boring attribution meeting and she crushes it. So we're going to talk about events. Tahira, welcome to the show. Thank you, Jay. I, you know, have admired your work and listened to the podcast for a long time. So I'm excited to be here.
1:28.2	Well, I'm so sorry to have wasted so much of your precious time. That's all right.
1:32.4	It is what it is. All right. So did I, before we get into how and why any size business should think about staying in an event and the value of it. What do you actually do? What I actually do is I've spent about
1:47.9	three decades working across the entire spectrum of live events, from taking, you know,
1:54.4	the fancy things like taking 140 people to a glacier for lunch, to now what I focus on is
2:00.2	creating education for the event industry.
2:02.4	So personal and professional development, twice a year, a couple hundred sessions that happen
	...

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