A couple of weeks ago, I had the opportunity to attend AdPipe’s annual user conference and hear a number of guest speakers share their thoughts on where the world is headed regarding authentic storytelling through video. Seeing so many employees and customers gathered in one place, this time in a large, vibrant music venue, brought back memories of our own user conferences over the years. Reflecting on the experience, several key takeaways came to mind:

1. In-person connection is incredibly valuable.
With so much of our interaction now happening over chat, email, and Zoom, it’s easy to forget that the most meaningful and memorable conversations happen face-to-face. A big annual conference provides the perfect opportunity to break bread with people you communicate with throughout the year and to build deeper, more genuine relationships.

2. Feedback is a gift.
One of my favorite questions to ask is, “How are we doing?” followed by, “How can we get better?” When you’re face-to-face with someone you have a real relationship with, the chances of receiving honest and thoughtful feedback, both positive and negative, are much higher. People can hear the sincerity in your voice and see it in your expression. Some will volunteer feedback naturally, but most won’t unless you ask. If you don’t, you’ll miss valuable insights.

3. A hard and fast deadline creates urgency.
When a user conference is scheduled months in advance and hundreds or even thousands of people are flying in, that date becomes a powerful forcing function inside the company. Whether it’s launching a new product, announcing a partnership, or onboarding new hires, an annual event provides the perfect opportunity to rally the team around achieving important outcomes by a fixed date.

4. Connecting users with each other.
Humans are tribal by nature, and it’s no different when it comes to software customers. They want to meet other users, share best practices, discuss what works and what doesn’t, and feel part of something bigger than themselves. While it’s easy to affiliate with a sports team or a cause, people also find meaning and belonging through the software products they use every day.

Entrepreneurs would do well to host an annual user conference, even in the early years when the customer base is still small. It’s an incredible opportunity to connect the entire community of employees, customers, partners, vendors, and everyone else who contributes to building a successful software company. Be intentional about the event, set ambitious goals, and align the team around making it a success.