Welcome to a new episode of Business Lunch! Today, Roland Frasier and Ryan Deiss cover the story of Traffic & Conversion Summit (TNC), detailing its inception, growth, and eventual sale to Clarion Events. They share personal anecdotes from the journey, discuss strategic decisions that led to the event's success, and reveal the complexities of negotiating a sale. This episode provides a unique look at the behind-the-scenes efforts that transformed a simple event into a major business asset. Highlights: "Our goal is not going to be to make a lot of money. Our goal is going to be to have everybody leave saying, Wow, that was the best event I've ever been to." "It felt like it was getting big and scary. I would have these recurring nightmares of something going wrong at this event." "The reality is, most events suck. They're just a pitch fest." "We controlled the programming of the event. So who's going to be on stage, which meant we still got the benefit of the platform of the event for our other brands." Timestamps: 00:00 - Elevating the Event Vision 02:31 - Introduction to Traffic and Conversion Summit 05:23 - Evolution and Growth of the Event 07:52 - Increasing Production Value and Sponsorship Revenue 11:59 - Sale of the Event to Clarion Events 31:51 - Post-Sale Challenges and Pandemic Impact 35:10 - Reasons for the Event's Decline CONNECT  • Ask Roland a question HERE. RESOURCES: • 7 Steps to Scalable workbook  • Get my book, Zero Down, FREE To learn more about Roland Frasier 👉  https://msha.ke/rolandfrasier/ Connect with me on social: 🎵 TikTok:  / rolandfrasier    📸  Instagram:  a href="https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbnhib1JxVnJVR1JjLVNYNG80U044aTdYQ0h6d3xBQ3Jtc0tsZ1J5amdwR1BHSEpCWDg2UWc4QllMb1M1R0ZoaWxEcnBVWGZIS0xWTkg5djdTYVRyc1liaW5lRFZteGF6MHRRSFVucVBzemExeG9qYTFoNnlpUW5QaXRoMV96cU1NV1EyOVoxN1I4bjc0X0NRMlB2bw&q=https%3A%2F%2Fwww.instagram.com%2Frolandfrasier%2F&v=UCr1x8ihAdo" rel="noopener...