Have you ever attended an event that made you ask yourself ‘why am I here?’ You’re silently sitting in your assigned seat or mindlessly wandering around the location because your mind has already drifted somewhere. you could not bring yourself to focus on the event itself; until you realize that it’s time to take action – you decide to stealthily step out because you are convinced that it’s pointless to stay, an utter waste of your precious time! Let’s turn the tables around. If you were the event organizer and saw your attendees sneaking out, you’d most likely ask yourself, “what seems to be the problem?” Now there, you just answered your own question. You don’t know what your audience’s problem is, thus, you don’t know what and how your event can address their problem/s.