It was autumn, a typical Swedish day with golden and red leaves swirling on the ground. I was heading to Grythyttan, a charming place in the heart of Sweden. My mission was to lecture a group of international students about the event industry. This was my thing. With decades of experience in event production, I felt confident. I had lectured for many groups before, both at home and abroad, and I had no doubts that this time would be just as rewarding as all the others. But I was wrong. Very wrong.
Cultural Examples
The lecture was part of a course focusing on international events. The twenty young students, all around twenty years old, were there to hear what it takes to manage large-scale productions in different cultural contexts. This was where things started to go sideways. I had prepared an example from a big event in Spain, specifically Porto Banus in Marbella, where I had worked previously. It was the perfect example, I thought, to show the cultural differences between Sweden and other countries.
Misjudging My Audience
What I failed to do was understand my audience fully. I assumed this was like any other event class. That was my first mistake. At this time, the #MeToo movement was gaining momentum across the world, and discussions around sexism and equality were hotter than ever. But I didn't think this would impact my lecture. It was an event, a work assignment that I had carried out professionally, without questioning its content.
Unintended Offense
As I started talking about the client’s requirements and the pre-production process, I felt confident. The audience seemed interested, following my examples. The client, in this case from the Middle East, had been clear with their wishes. Everything was to be luxurious and extravagant—typical for the kind of event I was working with at that time.
But everything changed when I showed pictures from the event itself. One of the pictures showed a group of slender, beautiful ballerinas moving gracefully through the luxurious setting, posing exactly as requested by the client. To me, this was nothing more than an example of how different cultural preferences shape an event. But for some of the students, this became a trigger.
The Immediate Reaction
The reaction was immediate. A few loud voices interrupted me in the middle of the presentation. They accused me of showing sexist material, of contributing to a degrading view of women, and of being unaware of the changing times. It felt like I had walked straight into a trap. I stood there on stage, unable to respond to the criticism in a way that would calm their anger. It felt as if I had suddenly become the representative of an entire industry accused of upholding sexism and inequality.
I tried to explain that the purpose of my example was to highlight cultural differences, that what is accepted in one part of the world can be seen as controversial in another. But it didn’t help. The discussion escalated, and I soon realized that I couldn't win. I wasn't prepared for this kind of critique, and I had completely misjudged my audience. I should have done my homework better. I should have understood that this group of young people had a different perspective, shaped by the contemporary discourse around sexism and power structures.
Feeling Defeated
On the journey home, I felt defeated, both physically and mentally. I wasn't used to failing, and being criticized so harshly was a new experience for me. I had always been careful to deliver high quality in my work, but here I had missed something fundamental—I had missed listening to the times we live in. I felt sad, overwhelmed, and confused. I made the decision right there, on the journey home, to never lecture again. If this was what it would feel like, it wasn’t worth it.
Turning Failure Into Growth
But time passes, and with time comes reflection. I began to process the event, to think about what had actually happened and why it had gone so wrong. Was I totally unaware of social progress, or was there something else? How could I prepare myself better in the future to avoid ending up in the same situation again?
What I realized was that we all live in a rapidly changing society, and sometimes we fail to keep up. I realized that I had become my own worst enemy by not being open enough to the changes happening around me. Instead of seeing the criticism as a personal attack, I should have seen it as a lesson—a chance to understand another generation, a different view on what is right and wrong.
A New Approach: Learning and Adapting
I also realized that part of my work as a lecturer in event production is to understand these cultural changes and adapt to them. It’s not just about delivering a message, but doing so in a way that resonates with the audience you’re standing in front of. In this case, I had failed. It would take years before I even considered lecturing again, but it didn’t mean I would stop. On the contrary, it gave me the motivation to become better. To listen more. To be more aware.
Returning to the Stage: A Renewed Perspective
Now I’m back. I have processed the event, and I’m writing my new lecture, ready to step onto the stage again. I have realized that failures do not define us—it’s how we rise after them that does. Next time I stand before a group, I will be better prepared. I will understand my audience on a deeper level, and I will be more attentive to the currents shaping their worldview. Because in the end, event production—and lecturing—is about creating an experience that engages and moves people. And we can only do that if we truly listen and learn from those we work with.
Moving Forward With Greater Understanding
So no,I will continue—but with new eyes and with a greater understanding of the world around me.
By Chris...
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