The Experiential Strategist with Jenny Howard-Maxwell

If you're a planner stuck in logistics after 5, 7, even 20 years in this industry, this episode is for you. Jenny breaks down why the events market is completely saturated with the same title carrying wildly different skill sets, why that's making it harder for hiring managers and clients to know exactly what you specialize in, and the one thing that changes your position in this market: a designation that tells your story before you ever say a word.
Jenny gets honest about her own 20 years stuck at the same level, why her MBA meant exactly zero in this industry, and why she never earned her CMP or her CSEP, even after serving on the ILEA board. Plus, the real reason she built the Edgucation Institute and the CPES certification from scratch.
Read the full breakdown of the industry's certifications on the blog: https://jennyhm.com/post/the-problem-with-the-event-planner-title
Ready to break the planner plateau? Register for this week's live webinar: https://webinar.digitalcreatorstudio.io/webinar/registration/692a5da0f85a8bee7d0743c2

Ever watched a decision unfold in real time and just known it was going to backfire, but stayed quiet anyway? This week, Jenny gets personal about the hardest skill in event planning: knowing when and how to say no.
Jenny walks through three real stories from her 20 years in the industry: a headline performer that killed the momentum of an entire fundraiser, a mechanical bull that almost derailed a western-themed milestone event, and a vodka luge that actually worked because it was designed with intention. Each one reveals a different piece of the same lesson. Not every "fun" idea belongs in your event, and knowing the difference is what separates a planner from a strategist.
You'll learn:
Why pushing back on clients (respectfully) is part of your job, not a risk to your reputation
How mapping a purpose statement and emotional arc gives you the confidence, and the language, to say no
The framework Jenny uses to test any idea before it makes the cut: Purpose, Behavior, Emotion, Activation & Anchoring, Outcome
Why the real question is never "is this fun?" but "does this get us to the outcome we want?"
If this episode resonates and you're ready to build this framework for yourself, enroll now at Edgucation Institute. Link below. 👇
Show Notes:🔗 Enroll at Edgucation Institute: https://edgucationinstitute.com/enrollment📩 Connect with Jenny: Jenny@JennyHM.com
 
 
 
 

Every event planner has a version of this story. You produce something beautiful. You do everything right. And then one detail, completely out of your control, becomes the entire verdict on your work.
In this episode, I'm telling you about the fifty thousand dollar, three story holiday event I planned for a well known brand. Fourteen foot branded Christmas trees. Live entertainment. A quiet lounge for guests who wanted to step away from the crowd. It was one of the best events I had produced. And on Monday morning, I got scrutinized anyway, because a new bartender put out a tip jar at a fully hosted bar, and that single moment became the lens my client used to judge the entire night.
This episode is about the deep frustration every planner feels when we're held responsible for every detail and idiot move from vendors we vetted and trusted ourselves. It's about what happens when you let someone else define success for you after the fact, instead of defining it yourself before the event ever starts. And it's about the framework I built so it never happens to me, or the planners I train, again.
If you've ever walked away from an event knowing it was good and gotten torn apart for reasons that had nothing to do with your actual work, this one is for you.
In this episode:
Why an MBA in marketing didn't stop me from getting blindsided on my own event
The full story behind the tip jar, the sweet potatoes, and the valet line
Why "it felt like a hit" is not the same as proof
The three languages every event planner needs to learn: outcomes, ROI, and leadership
How to take your power back before the next event, not after
Show Notes / Links
Enroll in the Certified Professional Experiential Strategist (CPES) certification: https://edgucationinstitute.com/enrollment
Learn more about Jenny and HM Experiential: https://jennyhm.com/meet-jenny
Connect with Jenny on LinkedIn: https://www.linkedin.com/in/jennyhoward-maxwell/
Subscribe to The Experiential Strategist podcast: https://theexperientialstrategist.podbean.com/
Read this week's Tuesday Edge newsletter: Subscribe on LinkedIn https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7411811551592218625

Dax Callner has spent over 25 years building marketing programs for brands like P&G, American Express, Google, and Microsoft. But what earned him a seat on this show isn't the client list. It's that he looked at an industry spending billions of dollars every year and realized almost nobody in it could prove what their events actually produced. So he built the standard himself.
Dax is founder and board president of EMMA, the Experiential Marketing Measurement Association, and in this conversation we get into why measurement became his life's work, what changed when EMMA rebranded from its former name, and why he refuses to use the term ROI even though everyone else in the industry throws it around.
In this episode, we cover:
Why Dax became obsessed with truth long before he became obsessed with measurement
The new EMMA certification launching this month, and what the 13 modules actually cover
Why "ROI" is the wrong word for what most of us are trying to measure, and what he uses instead
The moment his agency chose to tell a client the truth about a failed event, and what it earned them
The difference between tacticians and strategists, and why both matter
What has to change industry-wide for events to stop being the first line item cut from a marketing budget
Why asking why is the most important skill an event planner can learn
If you have ever finished an event, called it a success, and had no real way to prove it, this conversation is for you.
Connect with Dax Callner and EMMA:Website: eventmeasurement.orghttps://www.linkedin.com/company/eventmeasurement/
Connect with Jenny:https://edgucationinstitute.com/https://www.linkedin.com/in/jennyhoward-maxwel

I dropped an F-bomb on this podcast for the first time. That should tell you how strongly I feel about this one.
Last week I moderated two debate series at Event Konnector, and one conversation got more heated than anything else on the agenda: how far the events industry is willing to go to prove ROI. Facial recognition at check-in. Technology built to read attendee emotion in real time. All of it justified the same way, we have to prove this worked.
I break down what the data actually shows, why the companies that built this tech don't even trust it anymore, and where I land on measuring emotion the right way, without ever putting a camera on someone's face.
I still believe in proving your event's ROI more than almost anything. This episode is about the line between proving it and surveilling the people who showed up to find out.
Read the whole rant here: https://jennyhm.com/post/are-we-trying-to-measure-too-much-at-our-events

This week I'm joined by Liz Lathan, co-founder of Club Ichi, a social club for B2B event professionals with nearly 800 paid members in under two years. Liz spent 20 years in corporate event marketing at Dell and IBM before leaving to build Club Ichi with her co-founder Nicole, and she's here to break down ROE, Return on Emotion, and the five emotions her team found actually predict future business.
We talk about the origin story behind Club Ichi (yes, an unconference in a children's museum is involved), why she makes it her mission to teach every planner on her team the language of sales and marketing, and why "party planner" might be the most underrated title in the room. We also get into why event teams get stuck as order-takers instead of strategic partners, and how to speak differently to a CFO than a CMO when you're trying to prove what you built actually worked.
In this episode:
How Liz went from corporate events at Dell and IBM to co-founding Club Ichi The real story behind Club Ichi's name (and the unconference that started it all) Why Liz teaches her team the language of sales and marketing on purpose The five emotions that actually predict future business (Liz's HAM framework) How to pitch ROE differently to a CFO vs. a CMO Why NPS predicts past business, not future business A real example of ROE translating into RFPs, job offers, and partnerships
Connect with Liz Lathan & Club Ichi: Liz Lathan on LinkedIn: https://www.linkedin.com/in/lizlathan
Club Ichi: https://www.weareichi.com
The Community Factory: https://www.thecommunityfactory.com

Five people can watch the same event and walk away with five completely different verdicts, and not one of them is speaking the same language. In this episode, Jenny Howard Maxwell breaks down the moment that changed how she builds events for good: the six month project that got reduced to a tip jar and a slow valet, and the framework she built afterward so her work would never again rest on one person's mood. This is the story behind the Experiential Edge Blueprint, why proof beats applause, and how to finally get the CEO, the CFO, the CMO, the planner, and the sales team all reading from the same page.

Jenny has designed activations for Bentley, launched brand experiences most people never get invited to see, and worked with some of the biggest names in the industry. On paper, she had made it. But more times than she wants to admit, she would watch a room full of people feel something real, and still have the whole event judged as a failure because one person walked in with a bad mood and nothing had been agreed on in advance about what success actually meant. In this episode, Jenny gets honest about the beach trip, the closed startup, and the ten books that led her to build the framework that changed everything, not just her events, but her entire career.

You are never going to feel ready. Not for the certification, not for the career move, not for the conversation you've been avoiding. This week, one comment on a post that reached over 500,000 people asked Jenny the question everyone is afraid to ask out loud: "How do I know if I'm ready?" Her answer didn't come from a marketing playbook. It came from watching her 89-year-old grandfather, one of the founding fathers of Geographic Information Systems, live out the hardest lesson of all: nobody waits until they're ready. They just decide.
In this episode, Jenny connects that truth to two ideas at the center of her work: the language gap keeping talented event and experiential professionals stuck, and the five-pillar blueprint she built years ago to stop one broken microphone from defining an entire event's success.
If something in you has been asking "am I ready," this episode is your answer.

Most event professionals can tell you attendance numbers. Almost none of them can tell you what an event actually made people feel, and whether that feeling was designed on purpose or just left to chance. In this episode, Jenny shares what came out of an unplanned fifteen minute call with Liz Lathan of Club Ichi, and why that conversation led her straight to return on emotion, the measurable framework behind acceptance, activity, adventure, hope, and motivation. She breaks down the difference between leaders with high emotional intelligence and leaders without it, why that difference shows up in your culture events whether you track it or not, and how to start proving what your internal events actually produced instead of just hoping people had a good time.