The Business of Meetings

Eric Rozenberg
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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. 3D AGO

    323: Own the Room: The Discipline of Audience Engagement with Michael Kent

    We're delighted to welcome audience engagement specialist Michael Kent as our guest today. In this episode, Michael speaks with Eric about audience engagement, corporate events, comedy, magic, workplace culture, and the growing role of AI in live experiences. Stay tuned as Michael shares how years of performing around the world shaped his approach to helping companies create meaningful events that bring people together, reduce stress, and strengthen workplace relationships. Michael's Journey Michael has been entertaining people since he was six years old. After discovering magic at Walt Disney World, he became known as "Magic Mike" throughout school and college. He later worked as a marketing director while continuing to perform magic shows on the side. Once the numbers made sense financially, he left his day job and moved into entertainment full-time. Over the last 23 years, he has toured internationally as a comedian and magician, performing in 21 countries and 49 states. Over time, he came to realize that his real role was to engage audiences to help companies connect with their people through experiences that are fun, positive, memorable, and meaningful. A Clear Goal Entertainment should support the broader purpose of an event rather than exist separately from it. Michael believes many companies only hold annual events because they have always done so. But that is not enough. Before planning entertainment, it's essential to define exactly what the event aims to accomplish, as different goals require different approaches. Early Involvement Michael prefers to be included early in the planning process rather than hired at the last minute, as he needs to understand why the company chose the venue, who will attend, whether spouses are included, and what challenges the organization is facing. Audience Engagement Audiences become more engaged when they share experiences. Michael's role is often about helping people who do not know each other feel connected. By bringing people on stage, creating audience participation, and encouraging interaction, he helps attendees build familiarity and trust. That matters because people remember shared experiences long after the event, helping their workplace communication feel more comfortable. Matching Entertainment Style To The Audience After being brought in late to an event, Michael discovered a major language barrier with the audience, as most attendees spoke very little English, forcing him to rely on visual aids rather than his usual interactive comedy style. That experience reinforced how important it is to match the entertainment style to the audience and to include performers early enough in the planning process to allow for proper adaptation. Safe Comedy for Corporate Events Michael always guarantees that his performances will contain nothing objectionable. He avoids political, racial, or offensive material because his goal is to bring people together, not make anyone uncomfortable. For him, even one person feeling alienated at an event matters. While college audiences sometimes expect slightly edgier material, most organizations today simply want clean, trustworthy entertainment that creates a positive shared experience. Stage Fright Michael feels that nervousness before speaking is healthy because it means you care. He always focuses on the mission of the event rather than his own anxiety. Before his performances, he thinks about how to help people relax, reconnect, and enjoy themselves together. Workplace Relationships Matter Workplace friendships can significantly improve productivity and retention. Events give employees a chance to see each other outside their normal work roles, creating a more human connection. He recommends seating arrangements that combine new hires, long-term employees, executives, and people from different departments, as this helps younger employees feel included while allowing experienced staff to serve as mentors and support systems naturally. A Simple Engagement Strategy A simple idea companies can use at events is to have attendees wear color-coded wristbands or name tags linked to their years of service or departments without them initially knowing their meaning, to create curiosity and conversation. Later during the event, the system is explained, and leaders can use it to highlight employee experience levels and connections across the company. Small details like this encourage interaction and help audiences become more engaged. How Michael Views AI and Authenticity Michael believes many people currently feel more stress than opportunity around AI, although he expects that to change. One major problem is that people use AI to bypass authenticity. He has attended company events where executive speeches clearly sounded AI-generated, which immediately reduced the feeling of connection in the room. Michael believes AI should function as a tool rather than replace human communication. At the same time, he expects AI to increase demand for live experiences because people still crave authentic, in-person interaction and shared laughter. Live Events Still Matter Live events provide something that screens and AI cannot fully replace. Hearing hundreds of people laugh together creates a shared emotional experience that people deeply miss in a screen-focused world. Michael believes companies that invest in meaningful in-person experiences will continue to see value in stronger workplace culture, better communication, and improved employee relationships. Michael's Approach to Success Fame has never been Michael's main goal. He prefers to focus on helping people, creating meaningful experiences, and leaving audiences happier than when they arrived. BIO: Michael Kent Michael Kent is an Audience Engagement Specialist. Through more than 2 decades of experience as a Comedy Magician working with corporations, colleges, and military installations, he has mastered the art of one thing: Connecting companies to their people in a way that's good, fun, positive, memorable - but more than that - meaningful. He's been named Entertainer of the Year by Campus Activities Magazine, Magician of the Year by the Association for the Promotion of Campus Activities. He has appeared on the television show Penn & Teller: Fool Us. Michael enhances company events and is passionate about ensuring they have a real-world impact by improving employee retention, reducing absenteeism, promoting a positive corporate culture, and fostering the inspiration that leads to a healthy, profitable organization. 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 Michael Kent On his Website Podcast: The Internet Says It's True

    1 min

  2. MAY 12

    322: It's All About Relationships: The Real Currency of Business with Eddy Arriola

    We are delighted to welcome Eddy Arriola, a rock-star entrepreneur from South Florida, as today's guest. Eddy has tons of experience building and scaling businesses, including founding Apollo Bank, and he recently published a book on relationships and the art of relational leadership. Stay tuned for Eddy's expert insights on how relationships shape leadership, business growth, and long-term success. Eddy's Journey Born and raised in Miami, Eddy is the son of Cuban immigrants who arrived in the USA after the 1960 revolution. Entrepreneurship is part of Eddy's DNA, shaped by his father, grandfathers, and community. He never even considered working for anyone else, and he has never experienced a traditional job interview. In 1997, Eddy co-founded Inktel with his brothers. He started Apollo Bank in 2008 by relying on his relationships and persistence, and learning as he went. Entrepreneurial Mindset Eddy explains that your mindset is built by what you see early in life. Eddy grew up surrounded by entrepreneurs, so starting a business felt natural. He believes that you improve the world by creating jobs, building a good work environment, and setting an example as a leader. Starting Apollo Bank Eddy launched Apollo Bank without fully understanding the challenges, which helped him move forward. He started just before the 2008 financial crisis, thinking it would be a short recession. His approach was simple- he just kept on going, and through his persistence, he built credibility and trust with investors, regulators, and clients. Relationships Your biggest wins and biggest problems always come down to relationships. Leadership is about getting things done through other people- by managing relationships within your team, building relationships with customers, and within the industry, your community, and your personal life. Building Teams Teams are built through trust and relationships. Eddy reached out to people who believed in him and shared his vision. He focused on finding the right mix, including an integrator to complement his visionary role. Customer Selection Be very specific about the customers you select. By focusing on the right customers, you can deliver an A-plus product. If you try to serve everyone, your quality will drop. Eddy focused on entrepreneurs and built strong relationships through one-on-one conversations. Communities Actively seek out the right communities. Joining EO was one of the most important decisions Eddy ever made. For over 24 years, he has been connecting daily with other members, building meaningful relationships that have shaped his growth- both as a leader and an individual. Writing a Book After selling Apollo Bank, writing a book became Eddy's goal. He wrote his book for his younger self (as a CEO of a growing business). The lessons he shares can be broadly applied, especially in a time when people tend to underestimate the value of relationships. Relational Leadership Framework Many leaders tend to focus solely on their customers or teams. However, long-term success comes from understanding and working across all your relationship areas, including your relationship with yourself. The CARPE Framework By structuring your approach to relationships using Eddy's CARPE framework- Connect, Align, Respond, Prioritize, and Evaluate- you will be able to manage your relationships intentionally instead of reacting to situations. Respond vs React Do not react immediately. Instead, take a moment to think about the right response. Quick reactions can create long-term problems, whereas a thoughtful response will help you scale. Evaluating Relationships Step back often and assess your relationships. Loyalty matters, but it can slow you down if it is misplaced. So, make sure your relationships support your goals. Empathy and Understanding Understanding what is going on with the other person helps you respond better. Empathy allows you to align with the other person's perspective and move forward more effectively. Misaligned Relationships You need to recognize when a relationship cannot be fixed. Some people have patterns or issues that will never change. You may even need to let someone who performs well go to protect the organization. Allocating Time Effectively Spend your time where it has the most impact. Holding on to low-value relationships out of habit or loyalty can slow your growth. Focus your time on relationships that can move your business forward. Building Relationships The best time to build relationships is when you do not need them. Waiting until a critical moment leads to poor decisions. Build connections early so they are in place when you need them. BIO: Eddy Arriola Eddy Arriola is a seasoned entrepreneur, CEO, board member, and advisor to CEOs, known for building successful companies and guiding leaders through moments of growth, transition, and transformation. He is the founder and former chairman and CEO of Apollo Bank, which launched during the great financial crisis and grew into one of the most respected banks in the Southeast, ultimately completing a successful exit to a publicly traded company. Under his leadership, Apollo Bank earned national recognition for innovation, corporate culture, and service to the community. In addition to founding multiple companies and advising high- growth startups, Eddy has served on the boards of private and public companies across sectors—from fintech and healthcare to banking and real estate. His experience includes board service with gMed (acquired by Modernizing Medicine), TotalBank (acquired by Banco Popular de España), and two SEC-registered institutions: Seacoast Bank (NASDAQ: SBCF) and the Federal Home Loan Bank of Atlanta, as well as Linkvest and Plug&Lend. He also served two terms on the board of the Federal Reserve Bank of Atlanta (Miami Branch) and was appointed by President Barack Obama—confirmed by the US Senate—as chairman of the Inter-American Foundation, a position he continued to hold under the Trump and Biden administrations. Eddy is a nationally recognized speaker, author, a longtime member of YPO and EO, and a trusted advisor to private equity firms and executive teams. His leadership reflects a lifelong commitment to learning, integrity, and helping others grow. Today, he is an active advisor to companies and CEOs who want to become better leaders, scale their businesses, and lead with greater clarity and confidence. Through his firm, Arriola & Co., he advises CEOs and executive teams on leadership, strategy, and culture. He also serves as a trusted coach, helping leaders navigate complex decisions and high-stakes relationships. He was born and raised in Miami, Florida, and is a graduate of Boston College and Christopher Columbus High School. 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 Eddy Arriola On his website LinkedIn

    43 min

  3. MAY 5

    321: Designing Premium Experiences that Clients Pay For with Jane Burnell-Fraser

    We're delighted to welcome Jane Burnell-Fraser, a seasoned leader in the global hospitality industry and the founder of Enhance Lux, as our guest today. With a career spanning multiple countries and senior roles across luxury brands, Jane brings practical insight, bold thinking, and a fresh perspective on the future of meetings, incentives, and luxury experiences. Jane's Journey Jane began her career as a banqueting events coordinator in London, where she developed a deep connection with people and learned the mechanics of running a hotel. She progressed to regional commercial sales and joined Four Seasons early in her career, spending 18 years in senior roles worldwide and contributing to hotel and regional openings. She later moved to Hilton, where she helped create a global luxury sales organization.  After years in corporate leadership, driven by a desire to pursue new ideas and create something of her own, she decided to launch Enhance Lux, a consultancy. Entrepreneurship Moving from the corporate world to entrepreneurship allowed Jane to pursue ideas more quickly and with greater flexibility. She highlights the importance of leaving on good terms through open, honest conversations. Her early success came through LinkedIn, where she made several new connections that led directly to her first clients, reinforcing the value of visibility and consistent engagement. Staying Connected Her experience with remote work supported Jane's transition to working independently. She relies on self-motivation and discipline, applying the same principles she used when leading teams. Luxury Industry Shifts Although luxury, supported by high-net-worth individuals who prioritize travel and experiences, continues to perform strongly, Jane insists that this resilience should not be taken for granted, as changing demographics and expectations are reshaping the landscape. Next Generation of Luxury Consumers The next generation of consumers is redefining luxury. They prefer authenticity, inclusivity, and sustainability rather than traditional, formal experiences. They still expect high-quality service but want to feel comfortable, express themselves, and engage in experiences that reflect their values. Changes within the Meetings Industry A risk those in the meetings and incentive industry face is becoming too comfortable with the current model. While the current model was built on strong relationships, expertise, and logistics, hotels and suppliers are increasingly developing their own capabilities. Technology and AI Technology and AI are changing how services are delivered, giving clients more direct access to tools and suppliers and reducing their reliance on intermediaries. Jane emphasizes that this shift cannot be addressed with small adjustments, as it requires clear repositioning of the value being offered. The Human Experience Jane highlights the opportunity to move beyond logistics and focus instead on the human experience. That requires understanding clients' businesses, culture, and challenges, and designing experiences that support measurable outcomes, such as engagement and performance. Opportunities for Advisors There is now an opportunity for meeting planners and agencies to move beyond a purely logistical role and position themselves as strategic advisors. By engaging more deeply with leadership and organizational goals, they can deliver greater value and demonstrate clear ROI. Balancing AI and Human Connection AI can enhance efficiency and support service delivery, but it cannot replace the human connection. In hospitality, the ability to anticipate needs and create meaningful interactions remains essential, and technology should be used to support that rather than replace it. Future Vision Jane focuses on helping businesses refine and elevate what they already do well. She works with clients globally and is actively involved in mentoring. She aims to make a practical, measurable impact, particularly with smaller businesses where they can implement change quickly and effectively. BIO: Jane Burnell-Fraser Jane Burnell-Fraser is a global luxury & lifestyle hospitality leader with over 25 years of experience driving growth, building high-performing teams, and cultivating strategic partnerships across international markets. Most recently, she served as Vice President of Global Luxury Sales and Executive Director of Global Luxury Partnerships for Hilton's luxury brands, in which, in addition to building a global luxury sales organization, she led the launch of an innovative global B2B travel-industry loyalty program, delivering increased engagement and measurable revenue growth. She previously held senior strategic commercial roles at Four Seasons Hotels & Resorts, leading regional commercial sales strategy, supporting international expansion, and strengthening customer engagement across key global markets. Jane is the Founder & Principal of Enhance Lux, a partnership-driven consultancy helping hospitality, travel, lifestyle, and experience-led brands grow and evolve. She works with businesses to accelerate growth through strategic partnerships, build global ecosystems, and refine commercial strategies and brand positioning, delivering meaningful results. 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 Jane Burnell-Fraser On LinkedIn Email: jane@enhancelux.com

    36 min

  4. APR 28

    320: Inside the Mind of Elite Resilience: Lessons from the Mossad to the Boardroom - Part 2 with Glenn Cohen

    Welcome to Part 2 of our conversation with Glenn Cohen, former head of psychology for the Mossad. In Part 1, we explored how resilience is built and how to prepare yourself before the pressure hits. Today, we take it further. Building resilience is one thing. But most leaders struggle to make clear, effective decisions when everything is on the line, and they're facing uncertainty, risk, and real consequences. In this episode, Glen explains how elite performers think and act under pressure, how they navigate uncertainty when there are no clear answers, and what you, as a business owner or leader, need to do differently when the stakes are high. Post-Traumatic Growth Trauma does not have to lead to PTSD. Around 70% of people will encounter a traumatic event, but only about 10–15% develop PTSD. Trauma can shake core beliefs or involve extreme threat, but it can also be an opportunity for growth. Knowing this creates strength and shifts expectations. Resilience vs Growth Resilience is the ability to bounce back. Growth is the ability to bounce forward. Rather than simply recovering from a traumatic event and returning to their previous level of functioning, people can develop new meaning, discover capabilities they did not know they had, and build a stronger sense of self. Real transformation happens when you shift from simply recovering to actually growing. Coping Even in extreme situations like captivity, people demonstrate an inherent ability to cope. Some individuals can survive severe physical and psychological trauma and still move forward. Many prove to themselves that they are capable of far more than they imagined, reinforcing a new sense of strength and resilience. Meaning A clear sense of meaning keeps you moving forward, even when everything else is gone. As Viktor Frankl describes in Man's Search for Meaning, those who hold onto a strong why, or something bigger than themselves, are far more able to endure extreme hardship. That sense of purpose does not remove the suffering, but it gives it direction, and, in many cases, that direction becomes more powerful than the physical conditions themselves. Small Wins Small actions build psychological stability and help individuals function under extreme pressure. Finding small wins in uncontrollable situations restores a sense of control. When business leaders track time, create routines, or follow daily patterns, it anchors their identity and reduces chaos. Belief Is the Foundation Belief in oneself, in others, and in something greater is the most important coping mechanism. It drives action, endurance, and recovery. When belief is strong, other capabilities follow. The Stockdale Paradox Balancing realism with hope is essential. Facing brutal facts while maintaining belief in a positive outcome prevents disillusionment. Leaders must avoid unexamined optimism and instead operate with grounded confidence and openness to uncertainty. EQ Over IQ in Leadership Emotional intelligence consistently outweighs IQ in leadership and performance. High EQ enables connection, trust, and motivation. Leaders who rely only on logic and data tend to create disengaged teams, while those who lead with EQ generate commitment and energy. Togetherness and Trust Build togetherness on trust and psychological safety, a concept popularized by Amy Edmondson. Teams perform best when individuals can show vulnerability, admit mistakes, and rely on each other. That level of trust unlocks creativity, collaboration, and resilience. Facing Reality Life includes joy and suffering at the same time. Accepting this duality prepares individuals to handle adversity without becoming destabilized, allowing them to move forward without denial or false expectations. Collective Strength and Resilience Amplify strength through unity. Facing adversity together builds resilience at both the individual and collective levels. Shared belief and connection enable not just survival, but the ability to continue and thrive. BIO: Glenn Cohen Hostage Debrief team leader and former Mossad Chief Psychologist.  ​Born and raised in NYC, he moved to Israel after high school and served for over 30 years as an air force pilot, Mossad officer, special forces psychologist, and IDF hostage negotiator. ​Since retiring with the equivalent rank of Colonel, Glenn has trained top business and military brass in the five "E.L.I.T.E." keys to resilience and peak performance, which he pioneered during his tenure at Mossad.  Glenn Cohen immigrated to Israel from the United States and, as a college basketball player, gave up a scholarship to enlist in the IDF during the 1982 Lebanon War. Against all odds, he fulfilled his dream, and despite a 90% attrition rate, he graduated from the prestigious Israel Air Force Academy and earned his wings as a pilot. After serving for 7 years as a helicopter pilot in the Lebanon war zone, Glenn was recruited into the Mossad and served for over 25 years in various positions, reaching the equivalent rank of colonel as Chief psychologist. In this capacity, he was responsible for selecting and training the elite operatives to believe that there is no such thing as an impossible mission. Glenn accompanied and advised commanders from the cutting-edge units of the defense establishment – Mossad, Shin Bet, "Yamam" SWAT teams in all matters related to resilience and peak performance under extreme conditions. Based on thousands of hours of mentoring combatants and commanders from the most elite units of the defense establishment, Glenn developed the ELITE method for leadership and team building. ​Since he retired from the Mossad in 2015, Glenn has shared the ELITE method, mentoring and training CEOs and their teams from leading organizations around the world, enabling them to reach their full potential and execute like an ELITE team. Since October 7th, Glenn served for over five months in emergency reserve duty in the IDF Hostage Negotiation Unit, where he was designated to be the first mental health professional to meet the released hostages upon their return to Israel. Subsequently, he wrote the protocol for recovering the returned hostages and led a team of psychologists who debriefed the 168 hostages upon their release. 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 Glenn Cohen On his website   LinkedIn

    58 min

  5. APR 21

    319: Inside the Mind of Elite Resilience: Lessons from the Mossad to the Boardroom - Part 1 with Glenn Cohen

    Real resilience is forged when the stakes are high- under pressure, in uncertainty, and when there's no margin for error. Today, we're excited to have Glenn Cohen, former head of psychology for the Mossad, joining us for the first part of a two-part series. With years spent in some of the most extreme environments imaginable, Glenn brings a rare understanding of how people think, react, and perform when it matters most. In this episode, he breaks down his elite program for executives, clarifying what it truly takes to build mental strength and how those lessons translate to business owners and leaders. He also shares powerful, previously unspoken insights into what happens to the human mind under extreme pressure, and what enables some people to recover and come back stronger. Glenn's Journey Glenn was born in New York City to a Swedish mother and an American father who died when he was six. After his father's death, he cut off his emotions and became "the Ice Man." His mother raised two children alone and, keeping her promise to provide a proper Jewish education, they returned to New York. Glenn's original plan to pursue basketball at Brandeis University changed after a year in Israel during the first Lebanon War, which led him to join the IDF. Against all odds, he became an Air Force pilot and served as a search-and-rescue helicopter pilot, saving lives under fire. He was later recruited by the Mossad, where he spent 25 years and became the Chief psychologist for operational personnel. After retiring, he developed an elite executive program and currently works with corporate teams and executives. Resilience Anyone can become an elite operator and perform on the highest level by learning Glenn's Elite Method. It starts with having one adult believe in you and combining that with real effort. That creates a sense of responsibility and pushes you to do everything possible to succeed. Hard work and commitment make all the difference! Belief and Effort Being seen as a person rather than just a number changes everything. When someone believes in you, it motivates you to work harder and stay committed. Putting in extra hours and effort is essential, especially when you need to prove that what you have always believed is true. Emotional "Armor" Resilience comes down to managing the thickness of your emotional "armor"- how much you shut down or stay open under pressure. If your armor is too thick, you disconnect from your emotions, making you not aware enough of danger or other people. If it is too thin, you become overly sensitive, anxious, and easily overwhelmed. The goal is to find the right balance so you can stay aware, responsive, and in control in different situations. Emotional Release After intense situations, there has to be a discharge of built-up emotional and physical tension. Holding everything in causes the tension to get stuck, while releasing it allows the body and mind to reset and continue functioning. A short release, such as a "power cry", helps you restore your energy and enables you to keep performing at a high level. Leadership Leadership is not always inherent. It can be learned. For many leaders, internal pressure feels like an existential threat. Pressure, however, is not just about the external situation. It's about how it is perceived. Strong leadership comes from managing your emotional world, not just focusing on execution. The Elite Method Framework Everything begins with the emotional world. The E Factor explains that emotions drive execution. However, most decisions are not made rationally. They are made psychologically and emotionally. So, execution is the final step, not the starting point. Emotional Intelligence Your performance improves when you understand what is going on inside you and around you. Leaders need to recognize their emotional needs and respond to them. That awareness allows for better connection, influence, and execution. Tunnel Vision In chaos, most people default to tunnel vision, focusing only on what is directly in front of them. That makes it hard to see the full picture. Effective leadership requires stepping back, thinking broadly, and working with others. Balancing Mission and Humanity High-pressure situations require both execution and sensitivity. It is not enough to focus only on the mission. You also need to take care of people and give them a soft landing.  Leadership Influence and Responsibility Everything you do as a leader has an impact. What you say, how you act, and how you show up will influence others. Understanding that requires responsibility, but also gives you the ability to shape your environment and culture. Bias and Human Behavior People look for what they expect to find. Once there is a bias, they tend to interpret everything in ways that support it. That is generally influenced by others and by authority, making it easy for people to believe whatever fits their view. Post-Traumatic Growth Extreme situations not only lead to trauma but can also lead to growth. When people believe they can handle extreme situations, they find a way to move forward and grow from it. BIO: Glenn Cohen Hostage Debrief team leader and former Mossad Chief Psychologist.  ​Born and raised in NYC, he moved to Israel after high school and served for over 30 years as an air force pilot, Mossad officer, special forces psychologist, and IDF hostage negotiator. ​Since retiring with the equivalent rank of Colonel, Glenn trains top business and military brass with the five "E.L.I.T.E." keys to resilience and peak performance, which he pioneered during his Mossad tenure.  Glenn Cohen immigrated to Israel from the United States and gave up a scholarship as a college basketball player in order to enlist in the IDF during the 1982 Lebanon War. Against all odds, he managed to fulfill his dream, and despite a 90% attrition rate, he graduated from the prestigious Israel Air Force Academy and received his wings as a pilot. After serving for 7 years as a helicopter pilot in the Lebanon war zone, Glenn was recruited into the Mossad and served for over 25 years in various positions, reaching the equivalent rank of colonel as Chief psychologist. In this capacity, he was responsible for selecting and training the elite operatives to believe that there is no such thing as mission impossible. Glenn accompanied and advised commanders from the cutting-edge units of the defense establishment – Mossad, Shin Bet, "Yamam" SWAT teams, in all matters related to resilience and peak performance under extreme conditions. Based on thousands of hours of mentoring combatants and commanders from the most elite units of the defense establishment, Glenn developed the ELITE method for leadership and team building. ​Since he retired from the Mossad in 2015, Glenn has shared the ELITE method, mentoring and training CEOs and their teams from leading organizations around the world, enabling them to reach their full potential and execute like an ELITE team. Since October 7th, Glenn served for over five months in emergency reserve duty in the IDF Hostage Negotiation Unit, where he was designated to be the first mental health professional to meet the released hostages upon their return to Israel. Subsequently, he wrote the protocol for recovering the returned hostages and led a team of psychologists who debriefed the 168 hostages upon their release. 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 Glenn Cohen On his website   LinkedIn

    51 min

  6. APR 14

    318: Smarter Events: Where AI Meets Human Judgment with Ashleigh Cook

    We are delighted to welcome Ashleigh Cook, the Chief Marketing Officer of RainFocus, as today's guest. In this episode, Ashleigh focuses on strategy, data, AI, and the aspects of events that must change. Stay tuned to learn how, with the right strategy and data foundation, events can truly become impactful drivers of business growth. Ashleigh's Journey Ashleigh began her career in the research and advisory space at companies such as Gartner and Forrester, where she managed marketing programs and consistently tracked events that drove the strongest growth. She joined RainFocus in 2020, during the pandemic, inspired by its focus on data and personalization. There, she saw firsthand how virtual events expanded reach and accessibility, and how hybrid experiences strengthened engagement. Today, she collaborates with leading brands to develop event strategies that enhance business outcomes. Events Ashleigh believes that events are one of the most effective ways to bring teams together around the customer experience. They help attract new customers, deepen relationships, and build loyalty. She points out that conversion rates from events are consistently strong, making them a powerful channel when used intentionally. Formatting Events The format of an event should always reflect its goal—virtual works well for reaching wider audiences and delivering content at scale. In-person is more impactful for connection and relationship-building. Hybrid offers flexibility, while roadshows are becoming more common to meet audiences where they are. Clear Intent A key message from Ashleigh is to avoid running events just because they happen each year. She encourages organizations to be clear about what they are trying to achieve, and then design the event around that goal. Beyond Attendance Ashleigh explains that event registrations and attendance only tell part of the story. What really matters is how people engage at events, the sessions they attend, who they meet, and how actively they participate throughout the event. Data Ashleigh emphasizes the importance of event data after the event ends. Teams should focus on follow-up, understanding attendee interests, and tracking how those interactions turn into opportunities, accelerated deals, and long-term relationships. Data Strategy Data should be intentional. Instead of simply collecting information habitually, organizations should consider how they will use it across the entire customer journey, from registration to post-event engagement. Personalization With the right data, events can become far more personalized. Attendees can be guided toward sessions, content, and experiences that match their interests, making their time more valuable and increasing engagement. AI AI helps teams save time and work more efficiently. It supports recommendations, workflows, and analyzing feedback, allowing teams to focus less on logistics and more on creating better experiences. The Human Element While AI is powerful, Ashleigh is clear that it cannot replace human connection. The real value of events lies in relationship building, trust, and in-person interactions. An Ongoing Journey Ashleigh encourages people to think beyond one single event. Events should connect to a broader journey, where each interaction builds on the last and helps teams engage more meaningfully over time. Events Are Growing More organizations are investing in events because they offer a real connection in an increasingly digital world. Events cut through the noise and create lasting impact. Learning and Staying Relevant Keeping up with new tools and trends does not have to be overwhelming. Ashleigh recommends learning from peers, joining professional communities, and experimenting with new technologies to build confidence and improve results. Authenticity Matters Authenticity matters. As more content becomes automated, people are becoming more adept at spotting what feels real. Lasting connections and strong brands come from genuine, human interaction. BIO: Ashleigh Cook, Chief Marketing Officer at RainFocus Ashleigh is an accomplished marketing executive with deep expertise in sales, marketing, and product best practices and technology. She is driven by a passion for helping high-growth companies establish and scale marketing functions to deliver an exceptional customer experience that aligns with rapidly changing expectations and technology advancements. Before RainFocus, Ashleigh led marketing teams spanning GTM strategy, demand generation, ABM, client marketing, and operations at SiriusDecisions and Forrester. Ashleigh holds her BSBA in Marketing from the University of Richmond. Outside of work, she enjoys spending time with family, golfing with her husband, being active with her dog, and traveling. Connect with Eric Rozenberg LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter Connect with Ashleigh Cook On LinkedIn RainFocus

    42 min

  7. APR 7

    317: From Consultant to CEO: How Real Leaders Scale Companies with Natalie De Fazio

    We are delighted to welcome Natalie De Fazio, Founder and CEO of Pinnacle Live, as today's guest. Natalie is a seasoned entrepreneur with a strong background in leadership and consulting, including roles at consulting firms such as KPMG. Over the years, she has collaborated with many leading names in AV production within the meetings and events industry and is now focused on building and growing her new brand. Stay tuned to hear Natalie's story and the insights she shares today. Natalie's Journey Natalie began her career in consulting after studying business and economics, working across multiple industries and building expertise in strategy, analysis, and leadership. After working at several firms, including KPMG, she became an independent consultant and soon realized the value of bringing a fresh perspective to organizations. Her work with Freeman introduced her to the events space, where she fell in love with the people and the experiences they offered. She went on to co-found Pinnacle Live in 2021. A Customized Experience Pinnacle Live was created to fill a gap in the audiovisual services space within hotels. They focus on delivering a more customized, higher-touch experience rather than trying to be everything to everyone. This positioning enables the company to serve venues that require a more customized solution, while maintaining a strong emphasis on relationships, service quality, and consistency. An Outside Perspective Pinnacle Live's key advantage comes from not being originally rooted in the events space. Questioning "why" and challenging the way things have always been done opens the door to new ways of thinking. Bringing in ideas from other industries helps avoid an echo chamber and encourages innovation, curiosity, and solutions more closely aligned with customer needs. Innovation Natalie believes that innovation is about trying new things that actually drive value, rather than simply changing for the sake of change. Creating a culture where people are willing to try and fail fast opens the door to better ideas. Maintaining a smaller-company feel while growing allows every voice to be heard and ideas to flow freely, regardless of role or title. Data Data highlights trends, indicators, and direction, but it does not tell the whole story. Combining data with anecdotes and opinions creates a far more complete picture. Clear KPIs across leadership, regular review, and accountability ensure alignment, while avoiding overreaction to short-term fluctuations. Transparency A high level of transparency around financials, performance, and goals helps employees understand the bigger picture and their role within it. Sharing both positive and bad results builds trust, encourages ownership, and creates a more engaged workforce. Natalie applies the same transparent philosophy to her customers. Hiring For Natalie, recruiting is about more than competencies and professional experience. She looks for people who believe in the vision, feel fulfilled by the work, and are excited to be part of building something. It has to be a match because even highly capable people won't perform at their best if they're not genuinely invested in the role and the company's direction. Creating Experiences Events are no longer just about sitting in a room and watching presentations. People want immersion and a sense of belonging. The role of an AV and production partner is to understand the objectives and bring creative ideas to life through sound, light, and visuals, creating a feeling and environment that delivers on those goals. Trust Establishing trust is paramount for Natalie. Communication, proactive planning, and reliability are essential for delivering a seamless experience. The best feedback comes from being easy to work with, dependable, and consistently delivering on expectations, driven entirely by people who are both passionate and well-trained. AI Natalie feels that AI saves time and removes manual work. That gives teams more time to focus on more valuable work, such as working with customers,  innovating, and developing better experiences. However, human input remains essential to ensure it is thoughtful, strategic, and correct. In-Person Experiences Still Matter Natalie believes that people still want to connect, collaborate, and share their experiences. Virtual and hybrid events have their place, but they are not quite the same. When people come together, their experience must feel intentional and immersive, and be something they are part of rather than just watching. Maintaining Quality While Scaling Natalie wants to ensure that Pinnacle Live continues to deliver high-touch services, tailored solutions, and real relationships. For her, that means constantly asking how to improve the experience and making sure her team fully understands the required standard. Looking Ahead Natalie wants Pinnacle Live to continue delivering consistently for clients and continue building strong relationships with hotel partners. She also sees growth in the broader production space, expanding beyond hotels into more complex production work. Her goal is to continue building the business while staying true to its founding goals. BIO: Natalie De Fazio Natalie De Fazio is the Chief Executive Officer of Pinnacle Live, a leading provider of premium event technology and production services. A seasoned executive with more than 20 years of experience in strategy consulting, operations, and corporate leadership, Natalie specializes in transforming organizations, building high-performing teams, and driving sustainable growth. Before becoming CEO, Natalie served as Founding President of Pinnacle Live, where she played a central role in shaping the company's strategic direction, expanding capabilities, and strengthening its people-first culture. Prior to founding Pinnacle Live, she served as Vice President of Corporate Strategy at Freeman Company and was a member of the Executive Committee at Encore Event Technologies. Earlier in her career, Natalie held leadership and consulting roles at KPMG, Stax Inc., Aon Hewitt, and Accretive Health, and founded her own consulting firm, NMD Strategy. Known for her pragmatic, data-informed leadership style and passion for innovation, Natalie is committed to elevating live event experiences and advancing an industry built on meaningful human connection. 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 Natalie De Fazio On LinkedIn Pinnacle Live

    43 min

  8. MAR 31

    316: The Goal Is Not Better Events, It's a Business That Works Without You, with Eric Rozenberg

    Today, we're taking a closer look at what it truly means to build a business that works. We're moving beyond the notion of being busy, booked, and indispensable, and instead focusing on how to create a business that delivers real value. Stay tuned as we explore why so many business owners still operate like highly paid freelancers, and what needs to shift to build something scalable, transferable, and sustainable. Busy and Booked If your business stops when you stop, you own a job, not a business. Being busy and booked does not mean you're successful. Revenue is not the same as business value, and strong client reliance on you could indicate that the business is fragile, as it depends on your direct involvement. The Biggest Industry Lie The industry glorifies and rewards hustle, hero mode, last-minute problem-solving, and being indispensable, even though it often leads to stress and burnout. The more indispensable you are, the less valuable your business becomes to a potential buyer. A business built on dependency is not a company, because you, as the owner, are the system. Transferability The goal is transferability, not performance. A real business can operate without you. If someone else cannot sell, deliver, manage clients, and make decisions, you don't have a business asset. Your focus needs to shift from creating amazing events to making them repeatable without you. The Hero Trap The Hero Trap stems from the belief that nobody can do it better than you. You become the fixer, the closer, the savior. It feels rewarding, but it makes the business entirely dependent on you. The Customization Trap Each client is different. Your offers should be tailored, and your client's needs must be understood, yet there must still be a repeatable process. Without standardization, customization kills scalability and limits growth. The Control Trap Believing that things will not be done right unless you do them yourself keeps you involved in everything. That notion is usually driven by perfectionism and fear of delegating.  It leaves you stuck and repeating the same patterns, which prevents business growth. A Real Business A real business has defined offers, not random services. It has a sales process and a clear sales playbook that enable others to sell consistently. It has delivery systems and documented workflows. It also has a team, where people can make decisions within a clear framework without constantly requiring approval. Documentation If something lives in your head, it does not exist. Documentation allows you to train others, delegate effectively, and create consistency. It also creates the highest value for your business. From Operator to Architect Operators solve problems, architects eliminate them. The operator mindset focuses on getting things done, fixing problems, and personally delivering outcomes, whereas the architect mindset focuses on designing systems. So, instead of doing everything themselves, those with the architect mindset assign ownership to others. Practical Steps Start by identifying where the business depends on you. It could be sales, client relationships, delivery, or perhaps even decision-making. Then systemize one area at a time, ideally starting with sales or delivery. Create a sales playbook that includes questions, objections, and answers. Document everything before delegating to avoid chaos. Finally, build ownership by making your team responsible for outcomes. Building A Scalable Business The ultimate goal is a business that can run independently of you. Ask whether the business could operate for 30 days without your involvement. Consider whether someone else can close deals, deliver projects at your standard, and manage clients. If you cannot step away, you cannot scale, and you cannot sell the business. Connect with Eric Rozenberg On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter

    14 min
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4.9
out of 5
18 Ratings

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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