CHICAGO — If you were to think about some of the most inspiring stories you’ve heard, your mind no doubt comes across a TED Talk. With more than 100 million views, TED Talks is one of the most powerful and wide-reaching storytelling platforms on the internet.
TED does much more than just TED Talks though, and the brand has a portfolio of events that bring the inspirational tone of its videos to life in different cities. TED events have built a reputation for being epicenters of community-building, inspiration and fun; and the leader of the events portfolio brings with her years of experience in various roles and a strong passion for live events to help drive their strategy.
Trade Show Executive spoke with Monique Ruff-Bell, Chief Program & Strategy Officer at TED, to learn about her career path to her current role, and how her and her team source inspiration, create unforgettable experiences and fuel inspiration across the globe.
MADDY: It’s well-known that TED events are quite spectacular! For those who don’t know, can you tell us a bit about your role at TED, your responsibilities and the purpose of TED events?
MONIQUE: My journey at TED began almost two and a half years ago as the Head of Events, where I was hired to oversee TED’s flagship conferences. What many people don’t realize is TED events are much more than just conferences—they’re transformative experiences. Many people may have experienced us through our TEDx events, which are community-driven and volunteer-run, but our flagship events are grander in scale, spanning multiple days and packed with a diverse set of activities and experiences. But recently I was promoted to Chief Program & Strategy Officer, expanding my responsibilities to include not just our flagship events but also overseeing our TEDx program, brand partnerships and sales, and key marketing verticals. This role allows me to help further craft the overarching strategy for TED, aligning mission with impactful programming for further growth.
Another thing I have come across time and again is that many people don’t realize that TED is a nonprofit organization. We started with a single conference in 1984, and since then, we’ve expanded into various initiatives like TED-Ed, speaker training, and a vast digital platform. We do a lot but we are still very much a non-profit. While our events are a core part of what we do, we also rely on the support of donors to keep our mission thriving and our business and partnership programs to continue fueling our reach.
What really makes us special is the fact that we give up our secret sauce freely. We do this through our TEDx programs, which are all volunteer-led, and by sharing our talks on various platforms for free. We are about sharing ideas and are dedicated to giving people access to these ideas that could potentially change the world, change thinking, or even change society.
Also TED is not exclusive, as we pride ourselves on being inclusive and accessible. Anyone can apply to attend a TED flagship event. We welcome individuals from all walks of life who are passionate about ideas and eager to engage with our community. The application process is designed to ensure a diverse and dynamic group of attendees, but it’s not about your title or status—it’s about your enthusiasm and willingness to contribute. If you’re committed to joining us and can navigate the application process, you’ll find a place at a TED event.
Lastly, TED conferences are full of immersive experiences far beyond the TED Talks people see online. Take our flagship event in Vancouver, for example—it features over 80 TED Talks, but that’s just the beginning. There are workshops, discovery sessions, brain dates, social events, parties, and off-site adventures, creating days filled with nonstop learning and engagement. Attendees often leave with what we affectionately call a “TED-ache”—the feeling of being overwhelmed in the best possible way by the sheer depth and breadth of the experience. TED is not just a conference; it’s a space designed for transformation and connection, unlike anything else you see within the conference space.
MADDY: TED, as a brand, is pretty much synonymous with big ideas and innovation. When it comes to creating the events, how do you and your team even begin to plan the programming? Can you walk us through the process of idea to execution?
MONIQUE: At TED, we take a highly intentional and collaborative approach to programming. We have a dedicated curation team whose sole focus is identifying and preparing speakers for TED Talks. Unlike typical conference content that may include panels or keynotes, a TED Talk isn’t just a speech or a person sharing talking points—it’s a storytelling platform designed to resonate deeply with a global audience. This process involves months of training and coaching, where speakers refine their messages to create a powerful, connective experience through their content. The goal is for the audience to care deeply about a topic they may have never considered before.
When planning an event, we break the experience down into key phases—such as Intrigue, Arrival, Exploration, Participation, Exit and Extend. This helps us think about each part of the event in bite-sized portions. We then hold a solution oriented meeting called “big bets” where the entire team, from customer service to operations to technical staff and more brainstorm ideas to innovate and evolve the event in these areas. Out of this ideation we choose three standout ideas for each event, focusing our efforts and resources on making them a reality.
After selecting the top ideas, we delve into the practicalities—assessing costs, feasibility, and the potential return on investment. What’s special about our approach is that it’s not just about executing an idea; it’s about creating a meaningful experience that adds value for our attendees. We take building community seriously. And everyone on the team contributes to this process, which fosters a deep sense of ownership and pride when their ideas come to life. It’s not a top down approach, it’s a bottom up approach.
In addition to continually looking to innovate our event experiences, we also carefully consider how to maintain the core elements that define a TED event and make it appealing to our community. We constantly ask ourselves how to surprise and delight our audience while ensuring we remain best in class at what we do. We also carefully distinguish between what we consider an investment vs cost. A worthwhile investment should attract more attendees, improve survey results, enhance experiences, and ultimately create a positive impact. On the other hand, if certain aspects aren’t delivering these benefits, they need to be reevaluated or redesigned for greater efficiency and cost-effectiveness. This strategic approach allows us to allocate resources wisely, ensuring each event not only meets but exceeds expectations and we are putting our time into the right things.
By balancing innovation, an investment where results may be eventual but not immediate vs a cost that could be redesigned for greater efficiency, and by involving our entire team in the creative process, we create events that are not just conferences but transformative experiences that leave a lasting impact, creates planning efficiencies and gives our team opportunities to take risks through innovative ideas.
MADDY: When it comes to thinking big and trying new things, what advice do you have for young professionals (or a younger version of yourself even)? Are there any questions you should ask yourself if ideas are viable?
MONIQUE: Being part of the events industry is such a rewarding career path. I of course had my challenges but I was determined to not only survive but thrive in it. I began my journey at the entry level, and over time, I explored various roles so that I could gain experience and perspective on what makes an event successful. Exploring wasn’t always celebrated or positively viewed by some in this industry. I remember a recruiter questioned my decision to move between different roles, suggesting that I hadn’t chosen a clear path. They were like, “you haven’t chosen a lane, and it’s really hard to place you”, and I was a little bit defeated by that comment and temporarily thought maybe I made a mistake trying different things. But in the end, I knew that I wanted to take time to fully understand this industry and trying different roles helped me to do that. That feedback was tough to hear and disappointing, but I knew that gaining diverse experience would also ultimately make me a better leader so I didn’t let that negative feedback deter me.
I always tell young professionals to try different roles within the events industry; there are so many things that you can do from registration to marketing, sales, content, operations, programming and more. Understanding the intricacies of those roles gave me a well-rounded view of the industry. I eventually did find my sweet spot with content, and stayed there much longer than I did with the other roles, but by working in different capacities I learned the challenges each team faced and how they contributed to the bigger picture. When I became a leader, this experience not only made me more empathetic but also equipped me to make informed decisions that consider all aspects of an event and the importance of all the various levers. For young professionals, embrace the variety the events industry offers. Don’t feel pressured to specialize too early. Explore different roles. This exploration will not only help you find your passion but also make you more adaptable and versatile—qualities that are essential in a constantly evolving industry.
Events are truly a viable career path. Learn, fail, try and come up with ideas! When evaluating the viability of your ideas, ask yourself: Is this idea addressing a current gap or need? How does it align with emerging trends? Can it evolve as the industry changes? The pandemic taught us that what worked in 2019 may not work in 2024, but those who had already cultivated a mindset of continuous evolution were better prepared to adapt. Don’t be afraid to try, fail, and iterate. The ability to pivot and refine your approach is what will set you apart.
Finally, seek out experiences in different types of organizations—whether it’s a media or publishing company, an association, or for profit or non-profit business, each will expose you to different methodologies and challenges, broadening your skill set and perspective. This diverse background will make you a more effective leader, capable of bringing fresh ideas and innovative solutions to the table in various ways. Not everything should be done the same and diverse experiences will give you diverse perspectives.
The key to success in the events industry is a willingness to learn, adapt, and grow. Keep exploring, stay curious, and don’t be afraid to chart your own course. Your journey may have its challenges but you will be richer in experience and opportunity, and your contributions will be all the more impactful.
MADDY: Something that’s awesome about these events is how ingrained it becomes into the host city. I remember you talking about the event in Detroit and how amazed visitors were with the sustainability initiatives there at a past event. What is the intention behind going into these communities, and how does the team ensure it is impactful for both the attendees and the destination?
MONIQUE: TED is unique because our focus is on building a curious community of lifelong learners. We are not a standard B2B or B2C conference, as it’s not a “transactional” experience it’s a “giving” experience. Our attendees seek motivation, inspiration, and uncommon experiences beyond what a typical conference offers. For example, we’ve hosted activities like walking with a tree doctor in the forest or a welding class at TEDWomen—experiences that foster deep connection and understanding, experiences you probably never get to do at other conferences.
When selecting a destination, uncommonness and uniqueness within that destination is a must. We also prioritize places with a strong, supportive local community and diverse demographics. We are not the type of conference that shows up and stays in your conference center or hotel for the entire conference. Our conferences aren’t built like that. We have activities, local experiential experiences, and we take people off site continually. We immerse our attendees in the local culture and create experiences that create a genuine connection to the host city. We select destinations who are true partners in furthering connectivity and community building of our audience.
For instance, when we chose Atlanta for one of our flagships, it was because of its engaged local community, diverse population, and strong corporate support. We also integrate with the city pre-event by hosting pre-event social and community gatherings, ensuring locals are excited and involved. Our goal is to create meaningful, lasting impacts for both our attendees and the host city.
MADDY: What are some of your tips and tricks for working with destinations to provide these kinds of experiences?
MONIQUE: To work effectively with destinations, we leverage what we call “Super Connectors”—which are individuals within the TED community who are deeply integrated into the city. They help us connect with key organizations, venues, and influential people, including local government officials. We’ve had press conferences when we came to different cities and got the city excited about us through the mayor’s office, we’ve also collaborated with venues to host community luncheons and coordinated with sponsors to create learning and development opportunities that go beyond traditional sponsorships.
These are just a few examples on how we build this connective tissue beyond just what conferences usually do. These strategies help us build meaningful connections that enhance the overall event experience in a bigger way.
