The event businesses crushing it right now aren’t trying to be everything to everyone.
Hi y’all,
As our team hit the road this fall for conference season— from Oklahoma to Georgia to North Carolina — one theme kept jumping out:
The event businesses that are absolutely crushing it right now have stopped trying to be everything to everyone.
While everyone’s panicking about doing more, the winners are doing less. They’re laser-focused on what they do exceptionally well, then building a network of trusted friendors to fill the gaps.
This goes against everything we used to think about competition. We used to hoard opportunities: if a client asked for something we didn’t have, we’d scramble to figure it out rather than admit we weren’t the best fit.
But when you try to be everything, you’re mediocre at most things. Instead: own your lane — really own it, and surround yourself with people who are equally obsessed with their thing, too. Together, that’s when magic happens.
I’m watching event pros challenge assumptions like this that have been around forever. They’re experimenting, testing new approaches, but always coming back to this core truth: focus wins.
The event company that only does corporate but has the best wedding planner on speed dial. The rental house that specializes in modern furniture but knows exactly who to call for vintage pieces. These people get ahead.
So start focusing on winning the right opportunities, and build a network that can supplement the rest. Your next level isn’t about adding more services. It’s about becoming undeniably the best at what you already do.
See you next Monday,
Mallory Mullen
Goodshuffle
P.S. We’re recording a conversation with a few tenting pros to debrief MATRA — what’s working, what’s changing, and what tenting companies should pay attention to in 2026. Reply to this email with a question you want answered!
