Reinventing Virtual Events

CHAPTER 7Why Dynamic Environments Foster Learning and Retention

If we knew what we were doing, it would not be called research, would it?

—Albert Einstein

Go‐to‐Market (GTM) Games is our acclaimed GTM cross‐training event where sales and marketing leaders do interactive simulations judged by venture capitalists (VCs). The mission is to cut through the hype and break down the silos between revenue functions. It's a monthly two‐week challenge where the top business‐to‐business (B2B) thought leaders on the planet coach and drill GTM executives on skills pushing them out of their comfort zone.

We've talked about the learning pyramid but let's go much deeper into dynamic learning environments. Elsie Boskamp shares, “Companies that use gamification are seven times more profitable than those that do not use gamified elements at work—whether with employees or consumers.”

We say dynamic because anything can change anytime, like comedic improvisation or full‐contact sports. When creating an online event, we believe your audience's primary litmus test for success is interactivity. If you do an Event Reinvention right, there shouldn't even be an audience! It will be fully collaborative in the round, with all stakeholders interacting. From Roman gladiators in 105 BCE to the Running of the Bulls at Pamplona in the early 14th century, contests have always held humanity in rapt attention. ...