Many events are visually impressive, well attended, and smoothly executed—yet fail to create real business value. The reason is simple. They are designed around formats, not goals . This is why understanding how to design goal-driven events  is critical. Goal-driven events are not defined by how they look, but by what they are meant to change in thinking, behavior, alignment, or decision-making. Strategic planners don’t ask, “What kind of event should this be? ” They ask, “W