“Can we make it bigger?”

“Can we make it bigger?” Absolutely. This is an events business. We can make a question bigger if you give us enough truss.

But bigger what? If people need to talk, perhaps start with a room where they can hear one another. If it is an award, let the recipient have a moment before calling the next name. If it is a launch, help the audience explain the product without borrowing the presenter’s notes.

A huge entrance can be brilliant. It can also be an elaborate doorway to a queue lasting forty minutes. The photographs will favour the doorway.

Tell us what people should feel, know or do afterwards. Then we can decide where size earns its keep. Sometimes the answer really is a bigger stage.

We would just like the reason to be slightly more persuasive than “the CEO saw one in Dubai.”