I spend a lot of time standing at the back of event rooms (that sounds creepy, right?).

Sometimes those rooms are packed with people. Sometimes they’re split between a room and a livestream. Sometimes they’re entirely virtual, and I’m in my PJs (too much sharing?). One thing I’ve learned is that everyone wants to be part of the conversation. So how can you make them feel engaged and heard?

For years, the answer seemed simple: count how many people showed up. If the seats were filled, the event was a success.

But audiences have changed. Some are eager to travel, dress up, and be in the room. Others prefer — or need — to join from wherever they are. If we only measure who’s in the seats, aren’t we overlooking the bigger picture of engagement and impact?