I’ve been thinking a lot about the standard formula for industry events lately. You know the one: sessions, parties, and networking hours designed to appeal to “everyone from creatives to creators.” This catch-all approach has become so common that we barely question it anymore, but perhaps we should.
The problem with this one-size-fits-all model is that it often fits no one particularly well. These events claim to serve everyone but end up serving no one exceptionally. When organizers try to appeal to such a broad audience—from “creatives to creators” (as if those weren’t largely overlapping categories)—they often create shallow experiences that lack meaningful connection.
The Networking Paradox
Have you ever found yourself at one of these networking hours, drink in hand, making small talk with someone whose name you’ll forget in five minutes? You exchange business cards that will likely end up in a drawer somewhere, never to be seen again. This is the reality of most networking events.
Meaningful professional relationships aren’t built during a two-hour cocktail reception with loud music and overpriced drinks. They develop through shared experiences, collaborative problem-solving, and genuine connection over time.
The current model of industry events often prioritizes quantity over quality. More sessions, more parties, more networking opportunities—but to what end? Are attendees actually forming valuable connections or just collecting business cards?
What Actually Works
Based on my experience attending countless industry events, the most valuable connections have come from:
- Small, focused workshops where I collaborated with others on real problems
- Informal conversations during breaks between sessions
- Shared experiences that had nothing to do with explicit “networking”
- Follow-up meetings after the event with people I genuinely connected with
The most successful events I’ve attended created environments where these natural interactions could flourish, rather than forcing networking through structured “hours” designated for that purpose.
A Better Approach
Instead of trying to appeal to everyone from “creatives to creators,” event organizers should consider more targeted, intentional approaches. This might mean smaller, more focused events with clear purposes and well-defined audiences.
What if industry events were organized around specific challenges or interests rather than broad professional categories? What if they prioritized depth over breadth, meaningful connection over mass appeal?
Consider these alternatives to the standard model:
- Problem-solving workshops where professionals from different backgrounds collaborate on real industry challenges
- Skill-sharing sessions where participants both teach and learn
- Structured mentorship opportunities that extend beyond the event itself
- Community-building activities that focus on shared interests rather than job titles
These approaches might not scale as easily as the current model, but they would likely create more value for participants.
Moving Forward
The next time you receive an invitation to an event promising “sessions, parties, and networking hours for everyone from creatives to creators,” ask yourself what you actually hope to gain from attending. Are you looking for new clients, professional development, inspiration, or something else entirely?
Event organizers need to move beyond the one-size-fits-all approach and create more thoughtful, targeted experiences. And as attendees, we should demand more than the standard formula.
The future of industry events isn’t about bigger parties or more networking hours—it’s about creating meaningful connections and valuable experiences that participants can’t get anywhere else.
Until event organizers recognize this fundamental truth, we’ll continue to see the same tired format repeated across industries, with diminishing returns for all involved.
