How to Run Events Like a Business: 4 Playbooks

Effective event management isn’t just about flawless logistics or dazzling experiences - it’s about running your event like a business. In a world where every event is a high-stakes opportunity to elevate brand visibility, drive revenue, and foster community, adopting professionalized, scalable strategies is non-negotiable. Based on insights shared by Devin Clearary, a seasoned global event leader in the video presentation "How to Run Events Like a Business: 4 Playbooks", this article breaks down transformative strategies for creating events that resonate, deliver ROI, and run with operational finesse.

Whether you’re a corporate executive, event planner, or marketing leader, the following playbooks will help you achieve impactful, seamless events that align with both organizational goals and audience expectations.

Playbook 1: Getting the Green Light - Building Executive Buy-In

The foundation of any great event starts with securing approval and aligning with your organization’s strategic goals. This playbook focuses on navigating executive dynamics, creating trust, and streamlining decision-making to ensure your event plans are supported from the top down.

1. Develop Executive Experience Profiles

Understanding the preferences and priorities of your leadership team is key to gaining their approval. Devin Clearary advises creating detailed Executive Experience Profiles by asking executives a standardized set of questions:

How do they prefer to communicate? (Slack, email, face-to-face, etc.)
What metrics matter most to them? Tailor event reports to these KPIs.
What’s their risk tolerance? Do they prefer bold initiatives or conservative approaches?
What’s the best event they’ve attended? This provides insight into their vision of success.
What would they do differently as CEO? This reveals long-term priorities.

2. Build Key Relationships

Investing in personal relationships with both the executive leadership team (ELT) and their support staff - such as executive assistants (EAs) - is invaluable. Clearary emphasizes that EAs often hold critical influence and can share insights that aren’t always apparent in formal meetings.

3. Think Like a Politician

Event professionals, Clearary notes, are akin to lobbyists - they must advocate for their vision, align stakeholders, and anticipate objections. This involves:

Building rapport across departments to foster collaboration.
Promoting others’ success to gain allies. For example, highlight cross-department contributions during team meetings.
Managing visibility by engaging in organization-wide projects beyond event planning.

Playbook 2: Frameworks for Flawless Planning

Events need structure, and adopting proven frameworks can help streamline planning processes, reduce miscommunication, and ensure accountability. Clearary introduces three standout models:

1. The MSpot Framework

This one-page event strategy format helps communicate complex plans succinctly. It includes:

Mission: The event’s purpose and strategic alignment.
Strategy: The overarching approach.
Playbook: Tactical elements and workflows.
Omissions: What the event will not include (a vital tool for managing scope).
Targets: Key metrics for success.

2. The DUCK Model

This role-clarification model simplifies team coordination by categorizing responsibilities:

Drivers: Who is executing each task?
Ultimate Approvers: Who has final decision-making authority?
Contributors: Who provides input and expertise?
Key Stakeholders: Who needs to be informed?

3. Weekly Work Streams

For large-scale events, Clearary recommends holding weekly planning sessions with representatives from all workstreams. These meetings help identify obstacles, resolve dependencies, and track progress in real-time.

Playbook 3: Crisis Management for Events

Even the most meticulously planned events can face unexpected challenges. Having a robust crisis management plan is non-negotiable. Clearary details a four-step process to prepare for the unexpected:

1. Establish a Contingency Team

Define roles and responsibilities in advance. For example, designate a clear hierarchy for decision-making to ensure quick action during crises.

2. Build a Crisis Grid

Identify 20 potential event risks that could significantly impact outcomes. Rate each risk on a scale of 1 to 5, with 5 representing scenarios that could shut down the event. Focus on risks rated 4 and above, creating mitigation strategies for each.

3. Conduct Contingency Hackathons

Gather your team for dedicated sessions to simulate and strategize responses to high-impact scenarios. This proactive approach ensures you’re ready for the worst while strengthening team alignment.

Playbook 4: Designing Memorable Experiences

The final playbook emphasizes creating meaningful, attendee-focused experiences. Clearary introduces an experience formula that evaluates five key components:

Elements of Fun: What moments of joy can you integrate?
Frustration Management: Minimize confusion with clear communication.
Surprises and Delight: Keep attendees engaged with unexpected treats or moments.
Anticipation Building: Use pre-event marketing to excite participants.
Community Connection: Facilitate meaningful networking opportunities.

Leadership Tips for Event Teams

Event leaders play a pivotal role in shaping their teams’ success. Clearary shares his best practices:

Servant Leadership: Empower your team by giving them ownership of their projects.
Recognition: Celebrate achievements across all levels of the organization.
Professional Growth: Encourage team members to pursue passion projects, work with external mentors, and learn new skills.

Key Takeaways

Invest in Relationships: Build trust with executives and their assistants through tailored communication and genuine engagement.
Adopt Proven Frameworks: Use planning models like the MSpot and DUCK to streamline communication and reduce inefficiency.
Anticipate Risks: Proactively manage crises with a contingency team, crisis grid, and hackathons.
Think Beyond Logistics: Focus on creating fun, surprise-filled, and community-focused experiences.
Run Events Like a Business: Treat event performance with the same rigor as corporate strategy, shifting from ROI (Return on Investment) to ROO (Return on Objective).
Support Your Team: Foster growth through passion projects, mentorship, and continuous learning.

Conclusion

Running an event like a business requires a shift in mindset - viewing events as strategic platforms for organizational growth rather than isolated projects. By implementing the playbooks outlined above, you can enhance efficiency, secure executive buy-in, and craft unforgettable experiences for attendees. As Devin Clearary aptly puts it, the role of an event professional extends far beyond logistics: it’s about orchestrating a cross-functional symphony that delivers measurable impact.

By prioritizing relationships, embracing structure, and anticipating challenges, you’ll set your events - and your career - up for long-term success. Now, it’s time to put these strategies into action and redefine what it means to run transformative, business-driven events.

Source: "EPNow: Proven Playbooks for Event Leadership and Execution" - Event Professionals Network Podcast, YouTube, Oct 1, 2025 - https://www.youtube.com/watch?v=jV2Q62UeyIo