No event has impact if it doesn't have a strategy. A strategy doesn't need to be this all-encompassing, 30-page thing. All it needs to be is a guide for your clients. How did you get to the choices you made? How did you choose that title, that place setting, that film to be played? A strategy speaks to what was heard, what was discussed, and synthesizes that information into concrete decisions. You don't bake a cake without ingredients. The strategy is the ingredients of the event.