The Corporate Events Market Just Hit $1.3 Trillion. But the Old Keynote Presentation is Dead.

The corporate events industry hit $1.3 trillion in spending last year, according to Oxford Economics for the Events Industry Council, putting the market back at pre-pandemic highs. Companies are flying teams across the country and booking outside speakers again. But the return of the budget does not guarantee the return on it. Soren Kaplan breaks down the research behind why most keynotes fail to change behavior, including a study showing only 10 to 15 percent of workplace learning ever translates into changed behavior on the job. He shares how he redesigned his own keynote approach after speaking at Ford's Global Supplier Summit, building tools and structured discussion directly into the session instead of leaving change to chance. Soren lays out three concrete moves for anyone planning a corporate event: define the exact post-event shift you expect from attendees, find speakers who can also facilitate hands-on application, and build structured exercises into the agenda even if your speaker can't lead them. Subscribe on YouTube: https://www.youtube.com/playlist?list=PLU3e5k8HJeOGEa7AGA97kvVjtpi6uqG0t Listen on Spotify: https://open.spotify.com/show/033iseLQje3RnPGqUlh2I8?si=cb19276a3c68459d Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/leapfrogging-the-headlines-with-soren-kaplan/id1896880297 Learn more about Soren's work at sorenkaplan.com.