The Experience Executive

For every event professional who has delivered flawless execution and still watched the credit, the influence, and the seat at the table go to someone else, The Experience Executive names exactly why, and gives you the playbook to change it.

The events profession has changed. Leaders are no longer asked simply to execute experiences. They're asked to influence strategy, align competing stakeholders, prove measurable business value, and speak fluently in the language executives actually use to make decisions. Most of us were never taught how.

Drawing on nearly two decades leading global conferences, executive forums, and strategic event portfolios, Sara Ann Straw offers a practical, honest framework for making that shift: Strategy, Alignment, and Scale, the S.A.S. Framework™ that turns event leadership into business leadership.

Inside, you'll learn how to:

• Build a business case executives actually approve, in language they trust
• Create stakeholder alignment that survives contact with real competing priorities
• Negotiate budgets, vendors, and scope like an investment decision, not a spending plan
• Speak the vocabulary of the business table fluently, on your first try
• Lead through influence when you don't yet have the title
• Navigate confidence and imposter syndrome in rooms where you've earned your place but don't yet feel it
• Scale your programs, and your leadership, without burning out your team

This isn't a book about better logistics. It's a leadership playbook for professionals ready to stop waiting for permission and start leading, one intentional decision at a time.