The Business of Meetings – Episode 239: Chasing the American Dream: Julius Solaris on Entrepreneurship, Content Creation, and the Future of the Events Industry
We are honored and thrilled to welcome another true legend in the meetings and events industry as our guest today.
Julius Solaris is the CEO and Founder of Boldpush. As a successful entrepreneur who has built multiple businesses, he brings his wealth of experience to the show. Join us for an exciting conversation with Julius Solaris as he shares his journey, insights, and expertise.
His Journey
Julius experienced several challenges and transformations in his journey, particularly during the pandemic. He witnessed how the industry struggled to retain talent, resulting in the loss of many skilled professionals. Despite the setbacks, Julius remains optimistic about his future growth, focusing on guiding newcomers in the field. He is determined to raise the industry profile while supporting those looking to carve out a path within it.
Life After the Sale and the Pandemic Impact
After selling his business to Skift, Julius was excited to focus on creative work, but the pandemic changed everything. As the event and travel industries faced disruptions, Julius had to shift back into an entrepreneurial role, running the business as though he were still its owner. Despite the difficulties, his business thrived during the pandemic, achieving record numbers in virtual events. However, the pandemic left him feeling burned out, so he decided to make another career move.
Transitioning to New Ventures
His transition from entrepreneurship to working for a company during the pandemic and then getting laid off forced Julius to reflect on the effort it took to be an entrepreneur. He found it particularly hard to maintain his balance while building something new, so he asked his fellow entrepreneurs to advise him on how he could do it.
Creative Work and Content Dilution
Creative work, especially in the B2B space, can suffer from quality dilution when it involves outsourcing or working with others. Julius explains that as businesses scale, the pressure to generate revenue often leads content creators to depend on sponsorships and transactional content, which can ultimately undermine their brand value.
Independent Content Creation
Technological advances have allowed people to do the work that once required a team of seven or eight people. With tools like Canva and AI, creators can manage their content, design, and platforms. Julius is experimenting with how far he can push a solo approach, using freelancers only when necessary.
Social Media in B2B
Social media, especially the LinkedIn platform, has helped Julius expand his visibility and engagement. B2B creators can stand out by sharing substantial content and keeping their audiences engaged.
Trust and Authenticity in the AI Era
Julius explains that live events are crucial in an era where AI can mimic human content creation, as they offer the unique opportunity for real, in-person connections, allowing businesses and creators to build trust in a way that virtual interactions cannot.
Business Sustainability and Decision-Making
Business owners in the events industry can prepare themselves for the economic downturn and avoid losing their businesses by having clearly defined decision-making processes. Julius feels it is better to make tough decisions early on, as delaying could result in even heftier losses. He believes that being aware of economic indicators and the performance of their companies will also help entrepreneurs stay proactive.
Mergers and Acquisitions in the Events Industry
An unprecedented amount of M&A activity has been evident in the events sector for the last three years. Large players like Informa have been acquiring companies like Tarsus and VidCon, while others, like Cvent, have been active on the tech side. Julius feels this is a good time for event companies to sell, as valuations are favorable.
Future Plans and Contact Information
Julius has plans to start his final business, focusing on lifestyle and business creation. He invites anyone building or interested in lifestyle businesses to connect with him.
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