Put yourself in the role of a project manager collaborating with MTD, an events company.
Considering the difficulties and problems that MTD encounters in their projects, what insights have you gained this week that could offer assistance?
If an iterative approach were employed in organizing an event as a project, what would be the consequences? Similarly, what are the implications of adopting an agile approach? If the company sought your advice, what would you recommend?
Contribute your thoughts and ideas to the discussion.
If I were a project manager at MTD, I’d say this week’s lessons highlight how flexibility and communication can solve many of their project challenges. Taking an iterative approach would mean breaking event planning into smaller stages, testing ideas, gathering feedback, and improving continuously. This helps reduce risks and ensures the final event meets expectations.
Using an agile approach would make the team more responsive to last-minute changes, like client requests or logistics issues. It encourages collaboration and adaptability, which are key in event management.
If I were to advise MTD, I’d suggest adopting a mix of both iterative planning to refine ideas early, and agile methods to stay flexible and deliver successful, high-quality events.
An iterative approach involves planning, executing, evaluating, and refining a project in repeated cycles rather than in a single, linear process. Instead of waiting until the end of the project to assess results, teams continuously review progress and make adjustments along the way.
The primary implication of using this approach in event management is improved flexibility. For instance, in planning a large conference, organizers can test ideas (such as venue layout, registration systems, or marketing strategies) in small pilot runs or mock setups, gather feedback, and refine their plans before the actual event. This minimizes the risk of large-scale failures during execution.
Another implication is enhanced stakeholder engagement. Iteration encourages regular communication between team members, clients, and vendors, ensuring that expectations are aligned. However, this approach also has challenges. It requires more time and coordination to conduct multiple review cycles, and it may lead to scope creep, where continuous improvements extend timelines or budgets. Additionally, event teams must be equipped with the skills and mindset to adapt quickly and work collaboratively in an evolving process.
The Agile approach, originally developed for software development, is based on principles such as collaboration, adaptability, and incremental delivery. Applying Agile to event management means breaking down the event project into smaller, manageable components (such as logistics, sponsorship, or marketing), handled in sprints or short work cycles.
One major implication is greater responsiveness to change. If new information arises—such as changes in attendance numbers, sponsorship deals, or health and safety regulations—an agile team can quickly adjust plans without disrupting the entire project. Agile also fosters cross-functional teamwork; event planners, marketers, and technical staff work together continuously rather than in isolation.
Moreover, the Agile approach can enhance innovation and creativity. Regular feedback loops and retrospectives allow teams to experiment and incorporate new ideas rapidly. However, implementing Agile also brings challenges. It requires a cultural shift toward trust, transparency, and shared ownership. Traditional hierarchies and rigid planning structures may resist such flexibility. Additionally, without disciplined management, agility can turn into disorganization, especially if teams lose sight of the event’s overall objectives.
3. Advice to the Company
Taking an iterative or agile approach to setting up an event has significant implications for flexibility, stakeholder engagement, and innovation. These approaches allow teams to learn, adapt, and improve throughout the project rather than relying on fixed, upfront plans. However, they also demand cultural readiness, continuous communication, and disciplined management. If properly implemented, an agile or hybrid approach can enhance the overall success of an event by ensuring it remains responsive to change, aligned with stakeholder needs, and delivered efficiently. For any company considering these methods, the key is to blend adaptability with structure—embracing iteration as a pathway to continuous improvement and successful event delivery.
As a project manager, I’d advise MTD to adopt an agile approach, prioritizing transparency, collaboration, and continuous feedback to address ethical concerns and information gaps. Breaking down event setup into iterative cycles can help refine processes and improve adaptability. By emphasizing open communication and shared values, MTD can build trust and ensure successful events while upholding ethical standards.