Turn campaign budget constraints into opportunities

Here’s how one event organizer (now CEO) used entrepreneurial thinking to make an opening reception have a big impact on a small entertainment budget.

Johnnie White, CAE, CMP, fellow, CEO of the American Association of Clinical Endocrinology (AACE), started out as the association’s program manager and events specialist. Later in his career, while working as an events strategist for another association, he encountered the challenge of finding entertainment for an upcoming annual conference at the Moscone Center in San Francisco with a shoestring budget.

White knew he needed to set the stage for the event with a memorable opening reception for the more than 11,000 attendees. On a field trip to San Francisco, he spent time at Fisherman’s Wharf, a lively waterfront area known for its souvenir shops, historic ships, restaurants serving clam chowder in sourdough bowls, and vibrant streets Known as performers, these talented musicians always attract the attention of passers-by, including White. He thought, why not bring buskers into the meeting?

johnny white

A reception is scheduled to take place with exhibitors in the exhibition hall – a large space that requires energy and participation. He contacted several street musicians in Fisherman’s Wharf and recruited harpists, saxophone players, guitarists, and even a one-man band that could play multiple instruments at once.

Entertainers were stationed throughout the exhibit hall, captivating attendees with their performances. Not only does White create a memorable experience for attendees by bringing San Francisco’s unique character into the building through high-quality musical interludes, but he also elevates the performers – who are paid for their performances and welcomed with a meal, Make sure they feel their contributions are valued.

mentality change

White’s ability to think outside the box and find innovative solutions while working on a limited budget proved his resourcefulness and entrepreneurial spirit, turning what could have been a dull opening reception into a memorable and authentic one.

White has been using this entrepreneurial mindset throughout his career, which is why we had a conversation at a PCMA event where we were both speakers—I was a keynote speaker and also specialized in entrepreneurial mindset Change agent. Adopting an entrepreneurial mindset means your thinking is more adaptable and innovative. You are able to see challenges as opportunities and envision unusual solutions and develop the courage to overcome them.

This is not a way of thinking reserved for people building businesses or working for startups. Anyone, regardless of position, seniority, or career path, can use this approach and achieve greater success personally and professionally.

Not only does having an entrepreneurial mindset benefit individuals, but organizations that foster it enterprise-wide (with core characteristics of agile thinking and creativity) also have a competitive advantage. Business challenges are not seen as obstacles but as opportunities for innovation and growth.

White gave me another example of how he shares this entrepreneurial mindset with others in his organization through his role as a mentor. One of his employees is an excellent chef who brings dishes to the office during holiday events that everyone eagerly awaits. Her cooking is always a highlight and colleagues rave about her dishes year after year. So when a local cooking competition was announced, her colleagues enthusiastically encouraged her to participate. To everyone’s delight, she became one of the finalists, earning a spot in the larger competition in Las Vegas.

Despite her talent, she was hesitant to take the opportunity. Cooking has always been a personal passion rather than a professional endeavor, and stepping out of her comfort zone felt daunting. Recognizing her uncertainty, White took the time to encourage her, pointing out how her passion for cooking fit into her professional life. He saw potential she didn’t see and urged her to take advantage of the opportunity as a way to explore her entrepreneurial side.

Although she didn’t win a bigger competition, the experience ignited a spark in her. She realized that cooking was more than just a hobby, it could become a career. With White’s encouragement and guidance, she eventually started her own catering company. His ability to invest in her professional development helped her realize that there were no limits to what she could achieve.

Michael Time, MD, is a motivational speaker, educator, philanthropist, and CEO of TIME TALKS.