Many people are interested in learning how to create a successful events program. Those who aren’t should be, since events are where our customers, those for whom we stand in service, have the opportunity to directly experience the energy of the people creating tools they are interested in, so that they can decide whether or not to invest in those tools. People talk about powerful, direct experiences, and there is no better way to grow interest and energy around a resource than providing them with a direct experience of them.