Premium Kimono Event

Tim Ferriss shares how he structured a premium event called "Opening the Kimono" to deliver massive value immediately to attendees.

"I set the price before I figured out the content. It was $10,000 if you apply and are accepted in the first 6 hours, then it went to $12,500, then to $15,000. My creative challenge was figuring out how to make this 2-3 day event worth that amount of money - how do I exceed the cost in the first two hours, and then the rest is gravy?

Part of the answer was giving people my actual book proposals for the first two books, laying out everything - the marketing plans, all the nitty gritty, the sales pitch, and all the details.

We had about 100 people in the room. We had an attendee book with short bios for everybody. I had every single person stand up and do three things: share a brag (I gave them permission, no humble stuff), make an ask of the audience, and offer a give - something they're really good at. Everyone else was actively listening and writing down names if they could help with an ask or wanted to discuss a give.

Just doing those few things - the proposals and everybody standing up - by the end of that day people were saying 'This is already 10x what I spent, this is amazing.' And then it was just gravy from there."