Staging events can offer a unique opportunity to connect with customers and prospects in a targeted and personal way, relying on the difference that live events can provide. This approach is particularly effective when resources are limited, as it allows businesses to make an impact without breaking the bank. Events can attract, convert, educate, nurture, or delight audiences, depending on their strategy and execution. By hosting events, businesses can connect with multiple audiences simultaneously, including customers, users, prospects, and industry peers. However, this approach also requires significant investment of time, resources, and effort. To get started, businesses should focus on creating a moving target for themselves by traveling to their audience rather than expecting them to come to the event. They should also use existing channels to their advantage, such as tech conferences or meetups, and host spin-off events during these gatherings. It's essential to be intentional with resources and focus on delivering a unique experience that aligns with the company's philosophy and product positioning. When building events, businesses should prioritize control over the experience, avoiding outsourcing ideas or voice while leveraging the skills of their team. As they grow, they can take risks by introducing new speakers, personalities, and creative control to their events. Ultimately, staging events is an opportunity waiting for businesses, particularly in the early stages, when resources are limited but impact is key.