Eric Rozenberg

Collaborate, and surround yourself with great people. Alone, you can do nothing, so have a sounding board and seek out people who have more experience and intelligence.


Eric Rozenberg has produced some of the most exciting events that business people have ever attended. Each event was designed to not just entertain attendees but to align them with corporate goals, generate profits and empower teams. Eric is an entrepreneur, speaker and bestselling author. His book, Meeting at C-Level – An Executive’s Guide for Driving Strategy and Helping the Rest of Us Figure Out What the Boss Wants has been endorsed by 20 of the most influential leaders from the corporate and association worlds.

For two decades, Eric has consulted with Fortune 500 companies and produced conferences in more than 50 countries across diverse industries. He created meetings that were not only breathtakingly memorable but which brought corporate strategies to life and amplified team motivation/performance. Originally from Belgium, Eric was the first European to become Chairman of the International Board of Meetings Professional International (MPI), the largest professional association in the Meetings and Events Industry. Eric knows not only what it takes to move past the glitches and snafus, the can’ts and impossibles, the bureaucratic obstacles and slowdowns, but also how to help the C Suite get the very most they can from their meeting investments.

Today Eric is focusing on bringing his global networks and event expertise to Event Business Owners. His stories, advice and experience help entrepreneurs in the Meetings and Events Industry work more strategically with their clients and generate more profits.

Where did the idea for Event Business Formula come from?

After racking up 20 years of experience planning meetings for corporations in over 50 countries I wrote a best-selling book, Meeting at C-Level: An Executive’s Guide for Driving Strategy and Helping the Rest of Us Figure Out What the Boss Wants to help align face-to-face meetings with organizational strategy. At the same time, I also saw a rising demand for online education, and those I was speaking with in the event industry needed help managing their event business companies.

I like to be a forward thinker, so after 20 years of planning meetings I decided it was time to stop planning meetings and help others in the event business get better at managing their companies, growing services, and accessing new revenue streams. I started Event Business Formula to meet that need.

What does your typical day look like and how do you make it productive?

I’m fortunate to have a lot of variety in my days so it’s hard to say what a “typical” one is. But, I usually start my day the same way, incorporating practices from The Miracle Morning by Hal Elrod. Those practices include some meditation, affirmation, and visualizing what’s important to me. I also try to exercise, ideally in the morning but if not later in the day. I also write every morning on an app called Five Minute Journal, focusing on what I’m grateful for and my three main goals of the day. Last but certainly not least, I love reading and can’t spend a day without it. The day might look different depending on where I am, if I’m traveling or at a conference, or the different projects I’m working on, but having a morning routine keeps me balanced.

How do you bring ideas to life?

I love creative thinking, and I start by analyzing an idea: write it down, brainstorm, or create a mind map. Then, I collaborate with others who have background or experience that would be helpful and whose judgment I trust. Joining the Entrepreneurs’ Organization has been great for this, since it gives me a sounding board to gather feedback and have a discussion. Once I’ve done those initial steps, I let my gut speak and then decide whether to move forward. Additionally, joining two MasterMinds as well as facilitating my own gave me the opportunity to grow personally, test new ideas, and meet potential collaborators.

I’ve also learned that it’s important for people to keep their strengths in mind when they’re deciding whether an idea is worth pursuing. When I moved to the US I took any and every project I could, and now I’ve narrowed it down to two main things. Event Business Formula is one, and the other is working with SecuTix, a secure mobile ticketing platform out of Europe that we’re opening in the US. It helps venues and organizers maintain their independence and own their own data, and the technology is absolutely unique.

What’s one trend that excites you?

The internet continues to excite me every day. There’s so much opportunity to connect and share knowledge on any topic, any time.

What is one habit of yours that makes you more productive as an entrepreneur?

In addition to my morning routine, I spend time every evening thinking of the next day and the goals I want to accomplish. I work hard during the day, and having that forethought about tomorrow helps me unplug and rest without worrying.

I measure the balance of my work and life with three questions: Do I enjoy working with those around me, and am I having fun? Are we having an impact? And, am I fairly compensated? The last question doesn’t always involve money — for example, in volunteering the reward comes from the good sense of having helped others. On the other hand, if I find myself stressed or waking up in the middle of the night I know I need to change something if it’s a frequent occurrence.

What advice would you give your younger self?

When you know something needs to be done, don’t wait. Press your comfort zone: Sometimes you don’t want to face reality because it’s difficult or uncomfortable, or the unknown is scary. Every time I’m in that situation I feel better immediately once I’ve come to a decision.

Tell us something that’s true that almost nobody agrees with you on.

Everyone likes to talk about being honest and giving direct feedback until it’s time to actually do it. I don’t sugar coat things, I believe in being extremely honest and direct. English is my third language, and I’ve noticed the potential for misunderstanding can be higher when people try to communicate too nicely. If I’m direct but respectful, people know there is no hidden agenda, and the outcome can be positive and effective for solving problems. I really hate political correctness for this reason.

As an entrepreneur, what is the one thing you do over and over and recommend everyone else do?

Collaborate, and surround yourself with great people. Alone, you can do nothing, so have a sounding board and seek out people who have more experience and intelligence.

What is one strategy that has helped you grow your business?

Focus on one thing. For me, that’s the strength I can bring to a client. As entrepreneurs, we have to listen to the market, but it can be very noisy sometimes. I use the advice of mentors and collaborators to focus more narrowly, hearing a range of opinions but being unafraid to reach my own conclusion. That focus allows me to act more decisively.

What is one failure you had as an entrepreneur, and how did you overcome it?

I once had to end a relationship with a business partner. It was difficult, partly because I had put this person on a pedestal. It taught me that while respect and admiration are good, elevating someone too high can create a dependency that’s harder to leave behind. And if it’s the wrong person, they’ll take advantage of that.

What is one business idea that you’re willing to give away to our readers?

There’s room for someone to create a financial institution focusing on entrepreneurs who have just arrived in America get access to capital to grow their business. When I arrived in America with my family, I couldn’t even lease a car because I didn’t have credit history — let alone financing a business or just getting a mortgage.

What is the best $100 you recently spent? What and why?

I buy a lot of books. Even though $100 is a small part of that budget, it’s where I’d find the most value. I love reading, and then being able to gift that knowledge to others.

What is one piece of software or a web service that helps you be productive? How do you use it?

Zoom. I love to be able to work with people from all over the world, organize the call and connect through my computer or smartphone. Having said that, nothing replaces face-to-face.

What is the one book that you recommend our community should read and why?

The Joy of Success: 10 Essential Skills for Getting the Success You Want by Susan Ford Collins. She’s an amazing person who’s been studying the top ten elements that make people successful. It’s not only about business, but better knowing yourself and your relationships with others.

What is your favorite quote?

Do or Do Not, there is no Try. Not only am I a big fan of Yoda (my twitter handle is @Yoda18) but that’s a philosophy I apply to myself.

Key learnings:

● What you do each morning sets the tone for the day, so establish a routine to check in with yourself and your goals.
● Be selective in your collaborators! Find the right advisors, whether in-person or online.
● Make room for creativity in the decision making process.



Twitter: @Yoda18