105 - The Psychology of Enrollment: Getting People to Show Up and Say Yes with Alexander Ford

On this episode of The High Profit Event Show, host Rudy Rodriguez sits down with Alexander Ford, CEO of Measurable Genius, for an eye-opening conversation that reframes the way event leaders think about enrollment, marketing, and leadership. With a background in behavioral psychology and a mission to assist entrepreneurs to build lives and businesses they actually want to run, Alexander brings a powerful lens to the event industry—one focused on alignment, not just tactics.

Alexander is known for assisting high-level entrepreneurs translate their visions into operational structure while staying true to their core values. As the creator of The Choice, a transformative live experience, he guides leaders through a journey of self-awareness, leadership development, and business redesign. His genius lies in his ability to simplify complex behavioral concepts and apply them practically to sales, team building, and event design. Throughout the episode, it becomes clear that his approach isn’t just about growing your business—it’s about growing yourself while you do it.

The first major topic Alexander explores is The Psychology of Enrollment: Understanding Why People Attend Events. He challenges the surface-level focus on ads and marketing tactics and instead urges event leaders to ask: what do attendees truly value? What is already top-of-mind for them? He emphasizes that effective enrollment comes from connecting your event to your audience’s existing internal priorities—not trying to manufacture interest or “push” people to attend.

Next, the conversation dives into Redefining Sales, Marketing, and Leadership through Behavioral Alignment. Alexander reveals that many entrepreneurs resist sales or leadership tasks not because they lack discipline, but because they’ve associated those tasks with approaches that feel unnatural or unfulfilling. The solution, he explains, is to reframe those roles in a way that aligns with your strengths and values. When marketing and sales feel good, they become sustainable—and effective.

Finally, Rudy and Alexander unpack Building a Business (and Event) You Actually Want to Run. Instead of grinding toward a future definition of success, Alexander makes a compelling case for building a business that feels fulfilling right now. He shares why living out of alignment leads to burnout, and how redefining success around your personal nature can lead to greater joy, energy, and long-term profitability. It’s an inspiring conversation that gives every event leader permission to ditch the hustle and lead from a place of clarity, creativity, and authenticity.

Want to connect with Alexander?

Website: https://measurablegenius.com/

LinkedIn: https://www.linkedin.com/in/alexanderwford/?originalSubdomain=ca

Facebook: https://www.facebook.com/alexander.ford.12907/

Instagram: https://www.instagram.com/alexanderwford/?hl=en

YouTube: https://www.youtube.com/c/AlexanderFord