What are you trying to achieve with this event? What does success look like? Then the practical frame: team size, preferred dates, destination ideas, budget range, non-negotiables. For retreats: how work-heavy versus leisure, what kinds of activities fit your team, dietary needs. For conferences: the audience and the speakers, the format and the stage moments, sponsors and partners, and how your brand should feel in the room.
And we do our own homework. Before the first meeting ends, we'll already know your company, your founders' background, and your business context.