Tahira Endean on Joy as a KPI (or why live events need to be more joyful)

What if joy became the most important metric when we organised events? Or, to put it another way, why are so many events uninspiring and not very joyful?

Episode Summary
On this episode, I’m joined by event strategist, educator, and author Tahira Endean to explore a provocative question: what if we measured events not just by financial metrics, but by the joy they deliver?

Drawing from her new book Our KPI is Joy: How Live Events Catalyze Happiness, Productivity and Trust, Tahira shares deep insights from decades of experience curating and designing events at scale, including her work with IMEX, one of the largest global gatherings in the meetings and events industry. 

We discuss why so many events feel soul-crushingly mediocre and how that reflects a fundamental misunderstanding of what people really need when they come together. Tahira challenges the industry’s obsession with surface-level logistics and proposes a reorientation around human experience.

She unpacks everything from the science of connection and discomfort to the power of design, food, space, and unexpected joy to foster trust and productivity. Whether you’re an event professional, a business leader, or simply someone who’s sat through one too many lifeless conferences, this conversation will challenge how you think about convening people. 

We discuss beanbags, sound baths, shrimp, secret handshakes, and how small design decisions can profoundly impact how people feel, learn, and connect. And that’s what makes joy — not an emoji or indulgence — but a powerful performance indicator.


Guest Bio: Tahira Endean
Tahira is an experienced event strategist, educator, and co-founder of Strategy Table. She serves as Head of Programme for IMEX, where she curates content for two of the world’s largest MICE (Meetings, Incentives, Conventions, and Exhibitions) industry gatherings in Frankfurt and Las Vegas.

With over three decades in the events industry, Tahira has developed a reputation for her forward-thinking approach to event design and human-centric experiences. She teaches event strategy and design, is a passionate advocate for experiential innovation, and brings a behavioural lens to the way we bring people together.

She believes in the power of micro-moments, psychological safety, and events as catalysts for human connection and organisational trust.

AI-Generated Timestamp Summary
0:00:02 - 0:14:48: Maximizing Event Joy for Productivity
The episode kicks off with a discussion on how joy can be a key performance indicator (KPI) for events. Tahira Endeen, an experienced event strategist, talks about why many events end up being mediocre and how small design changes can significantly enhance the experience. The conversation highlights the importance of joy in fostering happiness, productivity, and trust during gatherings, challenging the traditional business mindset to value joy as much as other KPIs.

 0:14:48 - 0:29:08: Designing Events for Human Connection
This segment delves into the principles of intentional event design. Tahira and the host explore how creating environments that balance comfort and stimulation can lead to more meaningful interactions and learning experiences. They discuss examples like the 11th International Conference on AIDS, where well-designed events led to groundbreaking innovations. The focus is on nurturing individual experiences over catering to the masses.

0:29:08 - 0:37:32: Designing Thoughtful & Engaging Events
The focus here is on fostering connections and joy in professional events through thoughtful design. Strategies like facilitating introductions by senior managers and organising diverse breakout sessions are explored. The segment underscores the importance of measuring engagement and joy, emphasizing a human-centered