In the age of AI, human connection is your competitive edge.
Every week, there’s a new tool that promises to write your copy, run your campaigns, build your app, and qualify your leads. And a lot of them work. That’s the reality now. AI will make work faster, cheaper, and more scalable. The playing field is leveling.
But here’s the flip side. The more homogenous tools get, the more valuable differentiated, human experiences become. That’s why we’re doubling down on one of the oldest but most powerful tools in the business toolbox, in-person connection.
You can fake a lot with AI. But you can’t fake trust. You can’t fake feeling seen. You can’t fake a moment that sticks in someone’s head months later. And that’s what great in-person experiences do.
Not networking events.
Not vendor booths.
Not slide decks.
We’re talking about intentionally designed gatherings that feel intimate, useful, and unlike anything else your audience has attended.
Why this matters now more than ever.
The brands that win in the AI era won’t just have the best automation or slickest stack. They’ll be the ones who make their customers feel something real.
Experiences are the new differentiator.
That’s not just a nice line. It’s how we’re approaching everything from executive dinners and Product Jams to community-led workshops.
Because in a world where everyone has access to the same prompts and platforms, your brand becomes how people experience you in real life.
So we started applying our product thinking to how we design those moments. Here’s the framework I’ve been using.
Design your in-person experiences like you design customer journeys.
Whether I’m planning a client dinner, a workshop, a roundtable, or event here’s how I break it down:
1. Reduce friction and spark curiosity.
First impressions happen before the event. It starts in the inbox.
Use warm, personal outreach, not mass invites.
Offer a clear “why” in the description.
Make it stupid simple to RSVP.
Preview the vibe. Set expectations without overselling.
2. Make it participatory, not presentational.
People remember what they did, not what they heard.
Prompt interaction. Breakout convos. “What’s your hot take?” moments.
Use shared artifacts (digital or physical) to capture ideas in the room.
Keep energy high by designing transitions and shifts in pacing.
3. Capture signals while they’re fresh.
Great events evolve. The only way to get better is to listen with structure.
Trigger feedback with QR codes on the spot.
Ask real questions: “What stuck with you? What would you change?”
Use AI to synthesize themes and pull quotes for future use.
4. Continue the experience, don’t sell.
This is where most folks drop the ball. If all you send is a thank-you email, you’re missing the point.
Send a short recap with key themes or quotes.
Offer a useful tool or insight related to what they participated in.
Don’t pitch. Ask a question. Open a new conversation.
5. Build community, not just a list.
If you’re playing the long game, your event isn’t just a moment. It’s the beginning of a loop.
Invite them to future curated experiences.
Let attendees nominate others to join next time.
Use a private group or shared doc to keep ideas moving between gatherings.
Wrapping up
As AI continues to democratize execution, the way you build trust, community, and connection in person will be your moat. So whether you’re a startup founder or leading a mid-sized brand, don’t just ask, “Should we host something?”
Ask:
“What will they remember?”
“What will they talk about after?”
“What moment can only we create?”
Because in this next era, the real currency isn’t automation.
It’s attention. It’s trust. It’s time together.
Onward & upward 🤘
Drew
P.s. If we haven’t met yet, hello! I’m Drew Burdick, Founder and Managing Partner at StealthX. We work with brands to design & build great customer experiences that win. I share ideas weekly through this newsletter & over on the Building Great Experiences podcast. Have a question? Feel free to contact us, I’d love to hear from you.