“That Ticket Map is where the rubber meets the road.  Honestly, because the success of your event isn’t necessarily based on the content you teach, the success is in the quality of the audience you bring in so you can teach your best stuff. And there are lots of events that will pull in people, but they aren’t your ideal audience… that ticket map is so so valuable because the idea is that you don’t want just butts in seats, you want the right people, who have been filled with the right message, aligns with the content you are creating.