With this year marking Sequence’s 15th year in business, there is no shortage of accomplishments to celebrate, and of course, of lessons learned. Looking back on the last decade and a half, it’s safe to say our team has learned A LOT—from the importance of working with the right people to knowing how to proactively prepare for the unexpected.
As we continue to honor this amazing milestone, we’re reflecting back on some key lessons learned (sometimes, the hard way) that have helped us develop ourselves, the team and our work year after year. Of course, as the world and event industry continue to grow and change, so will we! But for now, here are a few of the principles we live by when it comes to building a successful company, developing an incredible team and producing innovative and impactful events:
Continue to evolve.
Especially when it comes to long-term client partnerships, or even event types we do most often, it’s important to us not to simply copy and paste the same event year after year. For us it’s about honing a deep understanding of the organization, its brand and culture, and finding new ways to help them demonstrate their own growth via live events. Often there are touchstones that feel strategically important to maintain, or elements where thoughtful change can override the “this is how we’ve always done things” of it all. At Sequence, we believe meaningful growth comes from knowing when it’s time to evolve and working collaboratively with our clients to address how.
Prioritize “return on emotion”.
We’ve found that events are often the most successful, and leave a lasting impact, when guests can connect emotionally to the people and stories behind a cause, company, milestone or brand promise. There can be a lot of noise within everyday life, and no matter the type of event, giving people a compelling reason to show up, learn something new, collaborate, and be willing to be inspired is key to cutting through. This requires intentionally designing the guest experience, key logistics, and overall strategy to create moments that feel personal and meaningful to attendees. The most successful events are not always measured by the biggest activations or financial investments — sometimes, it’s the more simple moments that can remind guests why they came together in the first place.
Hire great people.
Finding the right people to work with is the key to producing successful events. At Sequence, we’re rooted in cohesive teamwork, and one of the ways we build that foundation is through a successful onboarding process for both full-time and contract hires. We also look for people who care about the “why” behind an event, not only the “what.” A great teammate understands the bigger picture, embodying the Sequence way all while teaching us ways to improve and challenge ourselves as a team!
“You can have great clients, great ideas, and great opportunities, but ultimately the company is only as good as the people doing the work. Hiring great people, giving them room to do their jobs, and creating a place where they actually want to stay has probably mattered more than anything else,” shared Sequence co-founder Adam Sloyer.
Trust your team.
While the business may have started as a vehicle for your own personal growth and professional development, explained co-founder Lizz Torgovnick, it eventually takes on that same purpose for your team. And while it can be easy to feel pressure to prove your own value, effective leadership means learning to put your ego aside. It’s about finding the balance between showing up where and when you’re needed and recognizing your team’s success and growth as part of your own.
Listen closely to clients.
From that very first touchpoint, Sequence sees the value in asking thoughtful questions and more importantly, deeply listening to the answers! We also aren’t afraid to keep digging with follow-up questions to ensure a shared understanding. The more you ask your client, the deeper you’ll understand the challenges and motivations that will help you meet their needs and exceed expectations (everyday)!
It’s ok to hit pause.
Sometimes, the best thing you can do is take a beat. If something isn’t ready to show a client, or you’re not proud to share it - don’t show it! It’s far better to be transparent and explain the value of needing more time, than checking off a box just for the sake of checking it and risk presenting something that falls short. Taking the time to deliver thoughtful, polished work is always worth it.
Stay open to being inspired.
Just like the old saying, “you are what you eat,” what we see, hear, and experience directly shapes our creative output. Staying curious and keeping your eyes and ears open to what’s happening in the industry (and beyond!) allows us to bring fresh perspective back to our work. At the end of the day, we’re all a collection of what we’ve absorbed.
Be prepared for the unpreparable.
While unexpected wild cards are part of what keeps events exciting, they also make a thoughtful contingency plan necessary. We always do our best to anticipate attendees’ needs, wants, and quirks before they even arrive in order to create experiences that feel seamless.
This has led to Sequence’s robust Emergency Preparedness Guide, which breaks down how to plan for possible scenarios before an event and what to do if certain situations arise. It includes details on how to handle evacuations, unruly guest behavior, natural disasters, severe weather, and much more!
Don’t sweat your permit.
Understand that no matter how early you file the paperwork, there’s a good chance you won’t have your permits in hand until the day of the event. Take a deep breath and hire an experienced expeditor who can help coordinate the flow of information between relevant parties so you’re able to rest a bit easier.
It’s all about relationships.
By investing in every interaction, you create relationships that can grow and pay off in unexpected ways over time. For example, a vendor might introduce you to a future client. A former client contact could hire you at their new workplace. An intern might become a long-standing member of your team. You may not always know where a relationship will lead, but one thing is certain: how you treat people along the way always matters.
It’s ok to try again.
Getting comfortable with admitting when something isn’t working, changing course, or recognizing that there might be a better way of doing something is all part of running a business. Not every decision will be the right one, and that’s okay! The important thing is being willing to acknowledge when you’re wrong and charting a new plan of action moving forward.
Not all business is the right business.
Not every opportunity is worth chasing, and not every client or project is the right fit for your company. After 15 years, we’ve become much better at recognizing where we can do our best work, be successful, and genuinely enjoy the process along the way. We’ve also learned to be comfortable walking away when those things aren’t there.
Think creatively… about everything!
Creativity is not only important when designing and producing events. As event strategists, we also exercise creative problem solving. Events bring an array of challenges, so we approach every situation by thinking outside the box in order to figure out the best solutions.
Make it fun.
What we do can be hard. Taking time to create fun in big or small doses, lean into an inside joke, make a celebration out of anything unites our team and can temper daily stresses. This extends from the internal team to our event experiences! Just like our team, attendees want to engage and participate in the experience. This makes it more fun (as appropriate), and fun makes it more impactful - allowing them to feel like part of the story. Our team or an event experience can still present as polished, even when including more personality and fun.
Enjoy the ride.
“Fifteen years goes incredibly fast, and some of the periods that felt the most chaotic and problematic in the moment are now the ones I look back on most proudly,” Adam said. “Building something with people you like and respect, and actually enjoying the journey along the way, is ultimately the reward.”
Looking ahead to the next 15 years and beyond, the Sequence team is excited to discover what's next, learn even more, and continue to shape the future of events for its clients.
Ready to build your event? Learn how Sequence can help you.