About people who run education conferences (in any topic) In most cases, people in the education business don't figure out in what type of business they are. Let me explain. Let's imagine you're hosting a business conference. And you think your product is high-quality business content and your business is an education business. But the problem is that your business is an entertainment business for entrepreneurs. Yes, you entertain business owners. All content they can find online for free. Entrepreneurs have a distorted understanding of leisure. If you offer them to go to the beach, they’ll think they’re lazy. People don’t like feeling lazy. But if you offer them 'to learn something’ they’ll think 'oooh this is useful, I'm not spending my time on bullshit'. Take a closer look at what business owners do at conferences. They’re hanging out, not learning. So, you need to work on "how to improve a party" and not on "how to create better content".