Amra is a Project Manager with 20+ years of experience in managing marketing initiatives and organising events that provide exceptional experience and promote brands in a way that leaves a lasting impression. Expert in project management, team leadership and aligning marketing strategies with business goals. She has designed and successfully implemented numerous events: from product launches and promotional activations to corporate conferences and trade fairs. She is passionate about psychology and mental health, with additional professional engagement as a supervised Gestalt psychotherapist and business coach.
Q1: What are your thoughts on recent research findings suggesting that the average person spends up to six years of their life attending boring events? Does this statistic surprise you?
I am not completely surprised by the statistics, but they show the joint responsibility of the organisers and participants of the event. The needs of the participants change, and if the organisers do not listen to them, outdated formats are repeated. In addition, participants are overwhelmed by numerous contents and invitations, and because of this, they easily lose their sense of purpose, attend out of habit and not out of real interest. Events must be created with empathy, relevance and provide moments of true connection. Participants should also be more selective and aware of why they are attending and what they expect from the event. When both parties engage more consciously, instead of passive participation, we get truly impactful experiences. Today’s audience has a need for personalisation, interaction and value. If the event does not engage us on an emotional level, we quickly forget it and consider it a waste of time.
Q2: In your opinion, what are the main factors that render an event or meeting boring, and why does this still happen so frequently?
The most common mistakes occur when events are designed from the perspective of the organiser, not from the perspective of the participants. Participants are quickly turned off when they are presented with content that is generalised, in an outdated format, without interaction, regardless of how impressive the venue is and who the main star is. People are looking for connection, surprise and personalisation. When this is missing, the event becomes impersonal. There is often pressure on the organisers to “do something”, which results in events without a clearly defined purpose and value. Instead of mere content, as organisers, we must provide an experience that is emotionally engaging, cleverly designed and deeply human.
Q3: What elements are, in your view, crucial for creating engaging meetings? Would you say there is a “formula for success”?
Planning must begin with an understanding of the audience – their needs, expectations and energy, and the impact we want to achieve on them. Successful meetings are those where people seem seen and engaged. That implies rejecting rigid agendas and creating dynamic formats that enable connection and surprise. There is no magic formula, but it sure helps when we have a clear purpose, empathy for the audience, narrative flow, interaction and space for the unexpected. The most memorable events are those that carry a story, dynamics and relevance, which become lasting experiences.
Q4: How do you approach event design from the participant’s perspective? What must an organiser do to prevent attendees from mentally checking out within the first ten minutes?
From the perspective of the participants, it is necessary to focus on emotional and mental engagement, not only on serving content. If the content does not encourage interaction and does not excite the senses, attention is lost. The beginning is key; it sets the tone and builds trust. A strong story, well-created visual elements, and unexpected moments contribute to the fact that the event is worth paying attention to. When participants feel part of the experience, they remain present and curious.
Q5: What modern practices or tools would you recommend to organisers aiming to create more inclusive and dynamic events?
I would emphasise again that it is necessary to start by creating an atmosphere and a feeling that everyone we have invited really belongs there, and to give them the opportunity to get involved in ways that suit them. This means designing experiences that match identities and needs, and with that naturally comes engagement.
“Whether I am attending or organising an event, I always strive to create or enter a space where I can leave everything else behind at the door — and fully immerse myself in the now.”
Q6: How crucial is the role of spontaneous interaction, informal networking, and unexpected moments in crafting a memorable event experience?
Unforgettable events often arise from informal moments: conversations during breaks, unplanned meetings and surprises, etc. When participants are not preoccupied, they are more open to connections and new experiences. This cannot be imposed, but can be carefully designed, leaving space for expression and relaxation.
Q7: Can you name a best practice case – either one of your own events or one you attended – that was truly extraordinary and remains a testament to the idea that “no more boring meetings” is not just a slogan but a tangible reality?
Whether I am attending or organising an event, I always strive to create or enter a space where I can leave everything else behind at the door — and fully immerse myself in the now. To me, that’s the true marker of a powerful event: when it captures your full attention and gently pulls you into a shared story, where you’re not just a spectator but an active participant.
Q8: In your experience, which event format is the most boring?
Events that don’t hold attention are those that are filled with back-to-back keynotes or panels, with little audience interaction, and no narrative flow. When speakers simply read slides without engagement, energy drops and attention fades. I don’t think that presentations and panels are boring by default — but without intention, emotion, or surprise, they quickly lose impact. Relevance, rhythm, and responsiveness matter more than flashiness. In the end, any format becomes less interesting when people don’t feel invited to participate.
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