From classical violin gigs in Des Moines to scaling a multimillion-dollar occasion manufacturing empire, Natasha Miller’s profession journey is something however odd.
On this episode, the founder and CEO of Whole Productions joins Sensible Conferences Vice President and Content material Director JT Lengthy to speak about her path from musician to entrepreneur, the ability of self-education, find out how to declare a seat on the desk, and the way planners can use AI to amplify their worth, not change it. Get able to rethink what it means to be a grasp.
Additional Sources
Natasha Miller: on Being Relentless
Editor’s word: This episode of What One Factor? was transcribed by Otter.ai and edited flippantly.
[Intro]
JT LongWelcome to the What One Factor? podcast, the place we ask profitable individuals what made the most important distinction of their lives and careers. I’m thrilled to welcome pricey buddy and Sensible Girls in Conferences winner, Natasha Miller.
Natasha MillerHi JT, hello everybody.
JLNatasha is the founder and CEO of Whole Productions, primarily based in San Francisco but in addition working in LA and New York. She’s simply launched her second e-book, Company Occasion Mastery. A real Renaissance girl—she started as a jazz artist, her firm has landed on the Inc. 5000 listing 4 instances, and she or he’s been acknowledged by Entrepreneur as one in all its High 360 corporations. She’s additionally a devoted philanthropist. Welcome, Natasha.
NMThank you a lot.
JLLet’s speak about your evolution from artist to entrepreneur. Was there an “aha” second?
NMThere actually wasn’t. I began with classical violin at 15, received paid for the primary time on the governor’s inauguration in Des Moines. In highschool and faculty, I began string quartets and employed my professors and symphony gamers for gigs—with out realizing I used to be beginning a enterprise. Again then, “entrepreneur” meant you have been unemployed. Now I put on it like a badge.
By 2000, I spotted I wanted a enterprise license, insurance coverage, taxes—the works. We started providing expertise throughout genres and later added full occasion manufacturing. It was all bootstrapped. I didn’t know I might ask for cash, and I didn’t have to as a result of it was phrase of mouth. The primary actual scaling second was once I invested earnings in journal advertisements. It was like turning on a firehose.
JL:You get a lot carried out. How?
NMMy daughter’s grown and dealing for the corporate. I don’t have a companion or the tasks many do. I really like what I do. It’s a ardour and a profession—and yeah, I work quite a bit. Once I burn out, I relaxation. I additionally don’t like holidays. Give me a free luxurious journey and I’d nonetheless fairly keep residence. I’m a homebody and introvert at coronary heart.
Learn Extra: Designing Occasions for Introverts and Ambiverts: Creating Areas for Genuine Engagement
JLYou’ve written two books. Why?
NMThe first is my private story—tragic however with an incredible ending. The second is Company Occasion Mastery, centered on inner occasion producers and planners. There’s typically a disconnect between them and management. The C-suite might have a imaginative and prescient, however by the point it will get to the planner, it’s watered down. That miscommunication results in stress—and lack of respect.
JLWhy is there such a disconnect?
NMCalling a company planner a “get together planner” is the last word insult. That lack of respect stems from not understanding their worth—or them not articulating it. Planners want to talk in ROI and KPI phrases. Ask to be within the conferences the place technique is ready. Don’t wait to be invited—insert your self. When you perceive the objectives, you possibly can construct a dashboard and present influence post-event. Nobody’s calling you a “get together planner” after that.
JLYour e-book has “mastery” within the title. What does that imply to you?
NMIt’s about expertise, ardour, and figuring out issues will go mistaken—and being prepared. One of many largest challenges planners face isn’t chaos, it’s lack of assist. Two individuals managing 150 occasions a yr? That’s unsustainable.
At Whole Productions, we set boundaries early. No adjustments two weeks earlier than the occasion—even for those who get a brand new sponsor or your CEO desires to modify slides. That lets us tie all the things up and deal with surprising points gracefully. Shoppers really admire the readability. The largest wins have come from inner occasions with bigger budgets—these groups perceive the worth of planning.
JLLet’s speak about AI. What ought to planners be doing with it?
NMAI ought to deal with 80% of duties—emails, logistics, itineraries—releasing planners to deal with the 20% that require intuition, creativity, technique. I take advantage of AI consistently. However even I typically catch myself doing one thing I might’ve delegated to AI. Think about how a lot time most individuals are nonetheless losing.
I attended an MIT program with different entrepreneurs. I ended up mentoring them on AI—some had 60,000 workers and nonetheless weren’t utilizing it successfully. I gave my staff a immediate: “Record your 5 core tasks. Then ask AI the way it can assist.” The outcomes have been mind-blowing.
JLSo what occurs to occasions in an AI-dominated future?
NMAI will make in-person occasions much more important. If we will’t belief what’s on-line, we’ll want face-to-face connection to substantiate what’s actual. COVID confirmed us the worth of gathering. AI would be the second wave.
However it is going to be laborious on distributors who don’t adapt. Similar to COVID was a reckoning, AI will likely be theirs. Be taught to make use of it—or threat turning into out of date.
JLAnd now, the massive query: What’s the one factor that made the most important distinction?
NMIn 2015, I joined the Goldman Sachs 10,000 Small Companies Program. I didn’t assume I wanted formal enterprise training—I used to be working a “life-style enterprise.” However that program remodeled all the things. Now we’re an actual firm, not only a facet hustle. For planners: even for those who’re not a enterprise proprietor, educate your self. You’re the CEO of your individual life.
JLThat’s a robust takeaway—and excellent timing. We’re launching the Occasion Boss Institute August 15 in San Francisco. It’s a one-day boot camp to assist planners construct actual enterprise foundations—with accountants, legal professionals and improvement specialists.
NMI’m in. I’m going to be a part of that, little doubt.
JLThank you for being right here, Natasha. And for all the reality bombs you dropped immediately. The place can individuals discover your e-book?
NMIt’s on Amazon—paperback, hardcover, book, and Audible. I didn’t narrate this one—I selected an AI voice. I even thought of an attractive British male one!
JLLove it. No judgment—no matter format works. And I really like that you just included downloadable templates by the e-book. That’s such a present.
NMThey’re free eternally—no lead magnet, no hidden charges. Simply instruments we really use ourselves.
JLAmazing. Thanks once more, Natasha. And to our listeners—go be masterful.
