Is the end of an event important?

Is the end of an event important? Animated graphic showing three illustrations: a trail through a landscape, a pot of gold at the end of a rainbow, and a runner breasting a tape at the end of a raceIs the end of an event important?

It’s complicated.

12 years ago, I wrote about how to create especially memorable events. Including many different kinds of short experiences during our meetings, allows us to hack the peak-end rule to maximize the impact of an event on attendees.

Here’s what I said…

…the peak-end rule suggests that we judge experiences largely based on how they were perceived at their peak and at their end. This implies that we should concentrate on making sure that our events end powerfully. That’s because the peak-end rule implies that we’ll better remember an event with a peak and then a powerful finish than one with two peak experiences sandwiched in the body of the event.
Hack the peak-end rule to maximize conference impact, April 2013

So, clearly, we should ensure that events end with a “powerful finish”, so they’ll be especially memorable.

Right?

Well, maybe not.

What can we learn from professional speakers?

Think about good professional speakers for a moment. They know about the peak-end rule. Professional speakers invariably include one or more peak moments during their presentation and end powerfully. They do this to be memorable.

Good professional speakers have an emotional impact, which makes them memorable. But, as I’ve written elsewhere, there’s no guarantee you’ll learn anything more from them than a “poor” presenter covering the same content.

The danger of focusing on a powerful event ending

There’s nothing wrong with employing a powerful event ending to make it memorable.

Unless—we do so at the expense of making the entire event not only memorable but also useful.

Because memorability is great while it lasts. But it isn’t usually important in the long term.

What is important is that the entire event ends up satisfying stakeholders’ goals and objectives as much as possible.

Here’s Seth Godin’s take on the danger of what he calls the focus on the last thing:

“…We focus on the thing that happened just before the end. And that’s almost always an unimportant moment.

Things went wrong (or things went right) because of a long series of decisions and implementations…

When you get to the thing before the last thing, don’t sweat it. It’s almost certainly too late to make the outcome change. On the other hand, when you’re quietly discussing the thing before that before that before that before that, it might pay to bring more attention to it than the circumstances seem to demand. Because that’s the key moment.”

—Seth Godin, The focus on the last thing

So, is the end of an event important?

The answer is yes.

And, so is everything that leads up to it!

To make an event maximally useful and productive, concentrate on its conference arc rather than a grand climax.

That’s the way to create a truly memorable event for everyone involved.

Event Design is how it works

A black-and-white image of Apple's Steve Jobs with the caption: "Design is not just what it looks and feels like. Design is how it works."“Design is how it works” is the favorite thing Apple software engineer Ken Kocienda heard Steve Jobs say.

Here’s Steve:

“Most people make the mistake of thinking design is what it [a product] looks like. People think it’s this veneer—that the designers are headed this box and told, “Make it look good!” That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.
—Steve Jobs, The Guts of a New Machine, 2003 New York Times interview

If only we applied Steve’s insight to event design.

Good event design is not just about look and feel. It’s not just about novel venues, decor, food and beverage, and productionDressing up standard conference process with razzle-dazzle glitz isn’t good event design either.

Good event design is about how a conference works.

This implies that good event design requires thinking about issues like:

You always have a choice. Keep on dressing up the same-old same-old in different clothes. Or think about designing what happens at your events.

Because event design is how it works.

HT to Ken Kocienda for sharing the Steve quote in his excellent book: Inside Apple’s design process during the golden age of Steve Jobs [Page 187]