The Business of Meetings

Eric Rozenberg
  • 4.9 (18)
  • Management
  • Updated Weekly

If you are an independent business owner in the meeting and event space, this podcast is for you! Your host, Eric Rozenberg has created this show to bring you strategies, tips, and tactics to help your business grow. With more than 20 years in the event industry and planning events for Fortune 100 companies, Eric is prepared to let you in on the insider tactics so you can be successful too!

  1. 4d ago

    336: Failure Is The Price Of Admission with Eric Rozenberg

    Today, Eric explores the role of failure on the road to success. Stay tuned as he clarifies why failure is part of the entrepreneurial journey, what you can learn if something goes wrong, and how you can keep moving forward. Failure When you build a business and take risks, things do not always work as planned. Failing is the price all entrepreneurs must pay to embark on their journey toward success.   Failing Does Not Make You a Failure If your business fails, it does not make you a failure. When something goes wrong, you need to separate what happened in your business from your personal identity, and focus instead on what you can learn from it. Learning It's essential to learn from every mistake you make. There is always something valuable to learn from costly mistakes that can help you prevent an even bigger one in the future. Grit Having grit does not mean you must keep going with something that is not working. You must always stay committed to your goal, but you might need to change the route you take to reach it. When to Give Up At times, you might have to give up on a bad product, a bad strategy, a toxic employee, or a market that does not want what you are selling. One failed approach, however, does not mean you should give up on your bigger mission. Timelines You can start a business at any age. Your timeline is your own, so there is no reason to measure your progress against anyone else's. Social Media Social media tends to show the exits and successes—not the struggles that came before them. When you compare your behind-the-scenes with somebody else's press release, you get a distorted picture of entrepreneurship. Struggling does not mean you are doing something wrong. It is simply part of building a business. Learn From What Went Wrong When things do not go as planned, you need to focus on the facts. Look at what happened, what was within your control, which assumptions turned out to be wrong, what you would do differently next time, and what system needs to change to prevent the same problem from happening again. Unexpected Outcomes Your failure could lead to an outcome you may not have anticipated. Some of Eric's own difficult business experiences ultimately led him to make better decisions and find new opportunities. Progress To progress, you need ambition, learning, grit, and failure. Without learning, you will most likely repeat your mistakes, and without grit, you may even quit before allowing your attempt enough time to work properly. Getting Back Up You cannot avoid setbacks when building a business. What really matters is getting back up and becoming a little smarter each time. Connect with Eric Rozenberg LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter

  2. Aug 11

    335: Seven Books to Read This Summer with Eric Rozenberg

    Summer is the perfect time for catching up on your reading. Today, Eric discusses seven books he read recently that have left a lasting impression on him. Stay tuned as he shares why these books stood out to him, what he learned from each one, and why he feels they are worth adding to your reading list. It's All About Relationships: Mastering the Art of Relational Leadership – Eddie Arriola Eric started reading this book because he knows Eddie Arriola and wanted to support him, but he found it truly fascinating. Drawing on Eddie's experience of starting a bank from scratch, building an amazing culture, and later selling the business, the book is filled with leadership lessons, anecdotes, and stories. Whether you're in business or not, Eric highly recommends this book. How Big Things Get Done – Bent Flyvbjerg and Dan Gardner The stories in this book are so captivating that Eric read it like a novel. The book focuses on teams, preparation, and project management. It brings lessons to life through stories, making complex ideas engaging and memorable. Suicidal Empathy – Gad Saad This book presents examples of events that have taken place in the UK, Canada, and the US, focusing on society, academia, and politics. Eric describes it as frightening and eye-opening. He notes that it is not recommended for people who are easily offended or closely aligned with woke ideology, but believes it is a book everyone should read. Unhinged Habits: A Counterintuitive Guide for Humans to Have More by Doing Less – Jonathan Goodman The book combines philosophy, life lessons, and practical ideas that can be applied in both life and business. Drawing on examples from Jonathan Goodman's own life, it encourages readers to stop waiting for "one day" and start living the life they want. Eric describes it as an inspiring book that makes you think about the choices you are making in life. Crushing It! – Gary Vaynerchuk This book shares real examples of entrepreneurs who have implemented the ideas from Crush It to build their businesses and influence. Each story demonstrates how those ideas were successfully put into practice while offering practical takeaways that readers can apply themselves. Eric found each story truly inspiring. Out of Touch: The Elite 1% and the Battle for America's Soul – Scott Rasmussen This book explores how a small group of politically active elites hijacked America's institutions, shattered national trust, and turned citizens against one another, while examining what the rest of us can do about it. Drawing on extensive survey data, the book is packed with data and examples that truly make you think. The Happiness Advantage: The Seven Principles of Positive Psychology That Fuel Success and Performance at Work – Shawn Achor This book challenges the belief that success leads to happiness, arguing instead that happier people become more successful. Through practical examples, it explains how cultivating happiness first can fuel greater success and performance at work. Eric says it is not "woo woo" at all, but a highly practical book that he highly recommends. Connect with Eric Rozenberg LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter Resources It's All About Relationships: Mastering the Art of Relational Leadership – Eddie Ariola How Big Things Get Done – Bent Flyvbjerg and Dan Gardner Suicidal Empathy – Gad Saad Unhinged Habits: A Counterintuitive Guide for Humans to Have More by Doing Less – Jonathan Goodman Crushing It! – Gary Vaynerchuk Out of Touch: The Elite 1% and the Battle for America's Soul – Scott Rasmussen The Happiness Advantage: The Seven Principles of Positive Psychology That Fuel Success and Performance at Work – Shawn Achor

  3. Aug 4

    334: Private Equity is Coming to the Events Industry. Are You Ready? with Eric Rozenberg

    Today, Eric explores why some of the world's largest investment firms are investing billions of dollars in the meetings and events industry and explains what they are seeing that many small business owners may not yet recognize. Stay tuned to discover how to build a business that captures the value investors seek. Private Equity Private equity is not buying event companies because they love events. They are investing in predictable cash flow, valuable customer communities, scalable business models, recurring revenue, EBITDA, market leadership, customer data, pricing power, growth opportunities, and businesses that can run without the founder. Looking at your business through this lens helps you understand what truly creates long-term value. Face-to-Face Meetings As AI continues to grow, face-to-face meetings are becoming even more valuable. People still buy from people, and trust is built through human relationships. Rather than replacing events, AI increases the value of in-person interactions, making face-to-face experiences an even stronger competitive advantage. A Fragmented Industry The meetings and events industry is fragmented, with a handful of dominant players and thousands of smaller businesses. This creates opportunities for consolidation, allowing investors to buy, improve, combine, and scale businesses. If you hope to benefit from this trend, you need to build a profitable business and allow it to mature to become valuable enough to attract potential buyers. Technology Improves Profitability AI, automation, better data, and better pricing are changing the industry. Technology is making event organization faster, cheaper, more structured, and more data-driven while lowering operating costs. Rather than replacing events, it is making event businesses more profitable. Thinking Like an Investor Instead of asking whether someone would buy your business today, consider what would make it attractive to a buyer. Investors look beyond size. They evaluate your people, your processes, your reputation, how long you have been in business, and how well your business can operate without you. Build Assets, Not Just Income Many entrepreneurs focus on building income, while private equity focuses on buying assets. Shifting your mindset toward building a valuable asset helps you create a stronger business, regardless of whether or not you decide to sell it. Predictable Revenue One of the biggest drivers of business value is predictable revenue. Long-term contracts, recurring revenue, membership models, subscription models, and repeat business reduce uncertainty and allow you to forecast revenue further into the future, making your business far more attractive. Strong Systems and Leadership The less your business depends on you personally, the more valuable it becomes. A valuable business does not rely on the owner to approve everything. Strong systems, a capable leadership team, and clear processes allow businesses to continue operating even when the owner is away. Differentiation and Financial Discipline Your business must offer something that others cannot easily replicate. Becoming a strategic partner, rather than simply a professional logistics expert, differentiates your business and strengthens client relationships. Knowing your numbers, tracking trends, and demonstrating financial discipline also makes your business more attractive to buyers. Building a Sellable Business Building a business that someone would want to buy creates a stronger, more resilient business, even if you have no intention of selling it. By focusing on value rather than remaining small, you can position your business to thrive as the industry continues to evolve. Connect with Eric Rozenberg LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter

  4. Jul 28

    333: AI Won't Build Your Business. You Will! with Eric Rozenberg

    Today, Eric explores one of the biggest misconceptions surrounding AI. Stay tuned as he explains why AI will not build your business, and why building a successful business remains entirely your responsibility as an entrepreneur or business owner. Your Vision AI can help you brainstorm, improve your wording, and challenge your thinking, but it cannot define your vision. Only you can decide what kind of company you want to build, what type of freedom you want, and where you want your business to go. Trust As information becomes cheaper, trust becomes more valuable than ever. AI can write proposals, research prospects, and prepare you for meetings, but it cannot build trust, read body language, handle objections, or make someone feel understood. Accountability AI cannot hold you accountable. It can tell you what to do, but it cannot make you do it. It cannot make sales calls, follow up, delegate more, or have uncomfortable conversations. Hard Decisions AI can give you input and help you evaluate your options, but you are the one who must make difficult decisions. Whether you're firing someone, walking away from a client, or making a major investment, leadership requires courage, not computation. Consequences Responsibility can never be outsourced. AI can provide advice, but as a business owner, you are responsible for the decisions you make and the consequences that follow. The Value of AI AI can help you brainstorm, research, create SOPs, write proposals, support your marketing, prepare meetings, role-play sales calls, and accelerate learning. It reduces the value of repetitive work and routine tasks, allowing you to focus on the work only you can do. Summary As AI becomes more capable, your vision, leadership, judgment, relationships, courage, and accountability become even more valuable. Your competitive advantage is not AI—it's how you use it while continuing to lead your business. Connect with Eric Rozenberg On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter

  5. Jul 21

    332: Why Great Content Isn't Enough Anymore with Kimberly Hardcastle

    We are excited to welcome entrepreneur Kimberly Hardcastle, another icon in our industry, as today's guest. Kimberly is the Chief Strategist at Freeman and one of the industry's most respected leaders in event marketing and strategy.  Kimberly is a speaker, a writer for the PCMA Convention, and a leader recognized by IAEE with the Educator of the Year and Woman of Achievement awards. Stay tuned for Kimberly's practical insights on leadership, personalization, trust, AI, and the direction the meetings and events industry is headed. Kimberly's Journey Kimberly originally studied Spanish with an emphasis in business, planning to facilitate international trade. After her husband's military career took them to Maine and Scotland, she focused on marketing and eventually joined MDG, a marketing agency specializing in trade shows. When the founder began planning for retirement, Kimberly purchased the business, grew it twentyfold, expanded across the United States and internationally, acquired Tag Digital in the UK, and later became Chief Strategist at Freeman.  Noticing Potential When Kimberly purchased MDG, she saw far more potential than the business had been built to pursue. The agency already had trust and a strong reputation, but she believed it had only scratched the surface. By expanding geographically, broadening its services, and investing in growth, the company scaled far beyond its original size. Relevant Events  The meetings and events industry is changing too quickly to continue operating in default mode. AI, changing attendee expectations, and evolving buying behavior require organizers to question long-held assumptions and continually adapt their events so they remain relevant in the future. The Trade Show Floor  Attendees now complete much of their research before arriving at an event. Instead of discovering companies for the first time, many arrive ready to compare options, ask detailed questions, test products, and determine whether a solution fits their company and timeline. The trade show floor has become a place where buying decisions are more likely to convert. Reaching Attendees  Email remains important, but it should no longer be the primary marketing channel for events. Event organizers need to expand into additional channels, optimize their websites for answer engine optimization, and use tools such as LinkedIn collaborative posts to reach audiences where they are already searching for information. Better Booth Experiences Exhibitors should bring the right mix of people to their booths, including engaging salespeople and knowledgeable subject matter experts. Instead of simply scanning badges for follow-up, you should create hands-on experiences that allow attendees to explore products, ask difficult questions, and build confidence in their decisions. Building Trust  You build trust by showing that you understand the challenges your audience is currently facing. Rather than relying on generic claims about event size or the number of sessions, your messaging should demonstrate that you understand changing regulations, rising costs, shifting customer expectations, and other issues affecting your industry. Authentic Human Interaction As AI-generated content becomes more common, authentic human interaction becomes even more valuable. Live events offer experiences that cannot be replicated at a desk, including human connection, trust, hands-on product demonstrations, spontaneous conversations, and opportunities to learn directly from other attendees and subject matter experts. Personalization  Personalization is no longer about simply using someone's name in an email. By using attendee data responsibly, organizers can recommend sessions, exhibitors, introductions, and experiences that align with each attendee's specific objectives while still allowing room for unexpected discoveries throughout the event. Understanding the Next Generation Millennials and Gen Z are changing how products, companies, and events are discovered. Although they are digital natives, they value face-to-face events because they build confidence, professional relationships, mentoring opportunities, and interpersonal skills that cannot be developed through screens alone. Focus Areas As a business owner, you should focus on the areas where you create the greatest value and surround yourself with people whose strengths complement your own. Putting the right systems, processes, and people in place allows your business to grow without sacrificing quality or client experience. The Future of the Industry Kimberly believes AI will help event professionals accomplish more with fewer resources while creating increasingly personalized event experiences. She feels there is still significant opportunity to keep communities engaged throughout the year rather than limiting engagement to the days when the event takes place. She expects face-to-face events to become even more valuable as AI continues to reshape how people work and communicate. Bio: Kimberly Hardcastle As Chief Strategist at Freeman, Kimberly drives participation, elevates experiences, and future-proofs events for Freeman clients. With a Master of Science in Business Administration, over two decades of industry experience, and a unique ability to shift between analytical and creative thinking, she brings both discipline and imagination to solving complex challenges. Her expertise in event marketing, strategic planning, tactical execution, and organizational design was shaped during her 24-year tenure at mdg, the agency she helped build before eventually selling to Freeman. Kimberly is a CEM faculty member, a Krakoff Leadership Institute alumna, and has been named by IAEE as an Educator of the Year and a Woman of Achievement. She has a monthly column in PCMA's Convene magazine and is a frequent presenter at SISO, PCMA Convening Leaders, Expo! Expo! and Lippman Connects events. She's also the wife of a retired Navy pilot, mom of a recently graduated Horned Frog, Peloton addict, reader, runner and believer in civil rights. Connect with Eric Rozenberg On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter Connect with Kimberly Hardcastle On LinkedIn

  6. Jul 14

    331: Optimizing Event Production for Maximum Impact with Mark Mallchok

    We're thrilled to welcome Mark Mallchok, the Principal and Chief Event Strategist at Brella Productions, as today's guest. Mark has extensive experience within our industry. He joins us to share his entrepreneurial journey, explain how his company evolved over the years, and discuss why engagement, human connection, and clear event goals are becoming more important than ever. Stay tuned for more! Events and Storytelling Mark grew up surrounded by theater, production, photography, and technology. Both his parents worked as librarians while also supporting technical theater, audiovisual production, and school events, giving him hands-on experience from an early age. Whether he was holding cameras, shooting football games, working on the yearbook, or teaching photography, he discovered early that he wanted a career built around events and storytelling. Corporate Events  Although Mark originally planned to become an actor, he quickly realized he preferred directing stories rather than performing them. After studying theater and film, he chose corporate video and corporate events because every project was different. Working across different industries, clients, and countries meant he could continue learning and solving new challenges every day. Continued Evolution When Mark and his business partner started their company, they knew they wanted work that was constantly changing rather than repeating the same production every day. Corporate events gave them exactly that. More than 30 years later, they continue evolving with new technologies, different clients, and changing industry needs. Delegating As the business grew, Mark quickly realized they could not continue doing everything themselves. Bringing in specialists for administration, bookkeeping, sales, IT, and other areas allowed them to focus on the work they enjoyed most and did best. Even today, they regularly review what should stay on their plate and what should be delegated. Learning from Mistakes If you never allow people to make mistakes, they never develop the experience needed to become experts. Mark believes people need opportunities to practice, solve problems, and occasionally fail before they can grow. If you keep control of every task yourself, your team never develops, and you remain responsible for everything. Problem Solving Risk mitigation is an important part of event production, but problems will always come up. Mark creates training exercises in which team members step outside their normal roles and handle unexpected situations. He believes personality and strong problem-solving skills are two of the most valuable qualities when hiring people. Peaks and Valleys Every business experiences peaks and valleys. Rather than waiting for business to improve, Mark believes slower periods provide the best opportunity to rethink what your company does particularly well. After COVID, Brella shifted its focus from production services to strategic event optimization, helping clients create events that are more efficient, more economical, and more engaging. Start With the Goal Before discussing venues, production, or logistics, Mark believes you first need to understand what the event is trying to achieve. Too many organizations cannot clearly explain their objectives, making it impossible to measure success. Once the goals are clear, meaningful KPIs can be developed for both the business and the audience. Measuring Outcomes  Mark believes event success should be measured by more than just attendance numbers or satisfaction surveys. Instead, you should evaluate whether people learned something valuable, made meaningful connections, improved their work, and achieved the intended business outcomes. He also tracks efficiencies, cost savings, and planning improvements throughout every project. Human Connection Content remains important, but Mark believes human connection is becoming even more valuable. Many events try to fit too much content into too little time, leaving almost no opportunity for people to talk, reflect, or build relationships. Longer breaks, less crowded agendas, and more opportunities for conversation create a more valuable event experience. AI While AI will continue improving work efficiency, Mark believes it will also increase the value of meeting people face-to-face. As technology makes it harder to know what is real, genuine human interaction becomes even more important. The time AI saves should ultimately allow people to spend more time building relationships, strengthening communities, and connecting. Bio: Mark Mallchok Mark Mallchok, CMM, is the Chief Event Strategist at Brella Productions. A veteran event producer and video director, he has created engaging corporate meeting and event experiences worldwide for notable clients in healthcare, financial services, and manufacturing. He draws on his theatrical and film background to find compelling stories that anchor client projects and support their business and learning goals. He specializes in audience and participant engagement, combining powerful technical tools with rock-solid narrative and performance techniques to deliver unparalleled face-to-face, virtual, and hybrid experiences Connect with Eric Rozenberg On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter   Connect with Mark Mallchok On his website LinkedIn Email: mark@brella.com

  7. Jul 7

    330: Meet Eric AI: The Revolutionary Business Mentor for the Meetings Industry

    After years of wondering how to scale his business, Eric is launching Eric AI!  Eric is passionate about coaching and mentoring owners, solopreneurs, and professionals across the meetings and events industry. Eric AI is a business mentor platform built from Eric's experience, methodology, and decision-making process, making his mentoring available 24/7 in 77 languages. Stay tuned as he shares how the platform was created, what sets it apart from other AI tools, and how it asks thoughtful questions, offers guidance, and helps business owners move forward. Eric AI Eric AI allows you to work with Eric 24/7, in 77 languages. Built from Eric's personal knowledge, experience, methodology, and coaching style, it gives you access to his business mentoring whenever you need it. How Eric AI Was Created The platform was developed by uploading everything Eric has written, recorded, and taught throughout his career. It was then refined through an extensive onboarding process that captured how he approaches different situations, the questions he asks, the methodologies he uses, and his communication style. Authentic Human Wisdom Eric explains that the platform is designed to capture and scale authentic human wisdom. Rather than simply generating answers, it is designed to reflect Eric's own voice, methodology, and decision-making process. Finding New Clients If you want to find new clients, focus on building trust and visibility through consistent action. Reconnect with past clients, ask for referrals, and create opportunities to add value rather than relying solely on cold outreach. Be Where Your Clients Are You need to be present where your clients spend their time, both at industry events and in the digital spaces they use. Being visible, credible, and memorable makes it easier for opportunities and introductions to happen. Board Decisions If a board keeps postponing decisions, provide a clear framework that defines the options, the impact of each choice, and the cost of delaying action. Making the consequences of inaction visible helps move discussions forward. Boards should be encouraged to make their decisions by the end of the meeting, even if that decision is "no" or "not now." Setting boundaries helps to avoid endless debates. Asking the Right Questions Eric AI does more than provide answers. It guides you by asking questions that help you think through your own situation and determine the best way forward. Difficult Questions Because your conversations remain confidential, you can ask Eric AI sensitive business or workplace questions you might not want to raise with anyone else. Focus on What You Can Control When work relationships become difficult, concentrate on the things you can influence. Honest, non-confrontational conversations can help rebuild trust while allowing you to better understand the other person's perspective. Connect with Eric Rozenberg On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter

  8. Jun 30

    329: From Orphanage to A $231 Million Exit: The Mindset Behind the Journey

    We are delighted to welcome the incredible Dr. Magie Cook as today's guest. Magie's remarkable journey has taken her from growing up in an orphanage in the mountains of Mexico to building one of the fastest-growing fresh salsa companies in the United States. Join us as Magie shares how mindset, perseverance, and taking inspired action helped her overcome adversity, build a nationally distributed business, and create opportunities far beyond what once seemed possible. Magie's Journey Magie Cook was born in Mexico and raised in an orphanage where her parents cared for dozens of children with very limited resources. From a young age, she decided she would not allow her circumstances to define her future. She used a cave she built in the mountains as a place to future cast the life she wanted. Later, she earned a basketball scholarship to study in the United States, overcame homelessness after college, and started her fresh salsa business with just $800. Her company grew from selling homemade salsa locally to supplying major retailers across 38 states before merging with Garden Fresh and ultimately becoming part of a $231 million acquisition by Campbell's. Choosing Hope Choose to focus on possibility rather than remaining trapped by adversity. Magie understands that fear and joy cannot coexist, so what you choose to feed your mind becomes the direction your life will follow. Future Casting Future casting became Magie's daily practice at age six. She believes that repeatedly visualizing yourself achieving your goals helps you recognize opportunities and gives you the confidence to act when they appear. Doing Something Different Magie believes that choosing a different path can reveal opportunities that others might overlook. Rather than following what everyone else was doing, she chose basketball because very few Mexican girls were playing it. She developed unusual practice methods and always sought ways to improve. Believe in Yourself After breaking her collarbone, Magie was told her dreams were over. Instead of accepting that, she constantly reminded herself that something better would come from the setback. Missing the opportunity to play for the Mexican national team, which she considers the best thing that never happened to her, ultimately led to a basketball scholarship that brought her to the United States. Learning English Arriving in the United States without speaking English was one of Magie's greatest challenges. As nobody around her spoke Spanish, she immersed herself in learning English, practiced constantly, and, through determination and repetition, became fluent. Difficult Circumstances After graduating from college, Magie could not find work and became homeless. She lived in her station wagon and later in the woods, yet she never saw herself as defeated. During that period, she continued to seek opportunities and focused on building a better future. Finding Opportunity Magie began making fresh salsa for her friends, just as she used to do in the orphanage. Winning a statewide salsa contest showed her there was genuine demand for her product, and an anonymous businessman gave her $800 to start her company, asking only that she pay it forward someday. That small act of generosity became the foundation of her business. Think Bigger After receiving rejection after rejection from supermarkets, Magie changed her strategy. Instead of calling the smallest stores first, she contacted Whole Foods, even though it felt intimidating. She had a meeting with them that transformed her business, escalating her annual sales from approximately $12,000 to $1.9 million. Staying True Creating something unique and staying committed to your vision can become your greatest competitive advantage. When experts suggested cooking her salsa to prolong its shelf life, Magie chose to stick with her unique, fresh salsa concept. Learning Without mentors or industry experience, Magie relied on research, experimentation, and Google to learn how to build her business. Although she values learning from others, she believes that figuring things out herself allowed her to approach challenges with fresh thinking rather than accepting the limitations others expected. Think Like a CEO As her business expanded, Magie challenged her team members to think like CEOs. Before bringing her a problem, they were asked to think of a solution. If an idea improved the business and made money, the employee received an incentive. Be Ready for Opportunities Landing Whole Foods created an enormous challenge because Magie suddenly needed to increase production from about 250 pounds of salsa to 10,000 pounds. She explains that success can overwhelm you if you are not prepared, so you need to be ready to deliver when opportunities arrive. Purpose-Driven Culture As production expanded, Magie focused on creating a workplace where people knew they were building something meaningful. She inspired employees with a shared vision, encouraged continuous improvement, and built a culture where people felt valued and could contribute ideas regardless of their role. Looking Beyond the Past Many of Magie's first production employees were on work release from prison. They became some of her most dedicated employees. Many people simply need someone to believe in them and offer them an opportunity to prove themselves. Use Contracts and Relationships to Build Trust When banks refused to lend Magie the money she needed to fulfill Whole Foods' first order, she obtained a contract from Whole Foods and used it to borrow the funds from friends. Visualize When business growth slowed, Magie returned to the same future casting techniques she had used throughout her life. She visualized meeting with the world's largest supermarket, and soon afterward, Walmart contacted her. Leading Alongside Her Team As her company expanded, Magie continued working alongside her employees on the production floor. She believes leadership is about supporting your team, understanding the work yourself, and creating an environment where people feel respected and appreciated. New Projects Selling her company allowed Magie to focus on speaking, inspiring others, expanding her foundation, and reaching even more people through new projects, including a feature film based on her life. Finding Purpose Looking back at the activities that made her feel most alive helped Magie recognize that inspiring people through speaking had always been part of who she was. Today, she finds making a lasting impact through inspiration more meaningful than financial success. Bio: Dr. Magie Cook Dr. Magie Cook is a self-made entrepreneur, author, and internationally recognized keynote speaker named one of the Top 80 Speakers in the World (Inspiring Change) by Real Leaders Magazine in 2026. Born in Mexico and raised among 68 children in an orphanage, she came to the United States on a basketball scholarship, survived homelessness, and launched Maggie's All-Natural Fresh Salsas & Dips with just $800 — later selling it alongside Garden Fresh to Campbell's Soup for $231 million. Today, she shares her research-backed 3R Framework with Fortune 100 and 500 audiences, equipping leaders to turn adversity into purpose, build unshakable resilience, and unlock their full potential. Connect with Eric Rozenberg On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter Connect with Dr. Magie Cook On her website LinkedIn

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About

If you are an independent business owner in the meeting and event space, this podcast is for you! Your host, Eric Rozenberg has created this show to bring you strategies, tips, and tactics to help your business grow. With more than 20 years in the event industry and planning events for Fortune 100 companies, Eric is prepared to let you in on the insider tactics so you can be successful too!

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