9 Questions We Ask Before We Say Yes to a Client Project

Not every project is the right project for us. And that’s a good thing!

At Sequence Events, we’ve learned that the strongest working relationships start with asking the right questions early, before contracts are signed, timelines are locked, or expectations are set in stone. It’s how we protect the experience, the client’s goals, and the integrity of the final result.

Of course, these questions don’t require perfectly formed answers from day one. What matters most is that they’re being considered by all parties, and that we’re beginning to shape thoughtful, honest answers together with potential clients.

They apply whether we’re coming together through a conversation, a referral, or an RFP process. Even when an RFP outlines scope, budgets, and timelines, we still believe in digging deeper. A document can define parameters, but real alignment comes from understanding intention, audience, and partnership.

Here are the questions we ask before we say yes.

1. What is this event really meant to accomplish?

   “We need an event” is a starting point, not an answer. We want to understand the underlying purpose behind it. Is the goal to build relationships? Drive action? Celebrate a milestone? Create momentum internally?

   When the real objective is clear, everything else becomes easier. Creative direction, programming, scale, and production decisions start to make sense in context. Without that clarity, even a beautiful event can miss the mark.

2. Who is this for, and why will they care?

   A successful event is built around people, not logistics. We want to know exactly who the audience is and what matters to them. What motivates them? What do they already believe? What do they need to walk away with?

   If the audience isn’t clearly defined or prioritized, the experience can become generic. When they are, every decision becomes more intentional.

3. How will we know if this worked?

   Success looks different for every project. Sometimes it’s attendance. Sometimes it’s engagement. Sometimes it’s feedback, behavior change, or what happens after the event ends—things we like to refer to as the other “ROs,” beyond ROI.

   Defining success early keeps everyone aligned and grounded, and it gives the project a shared finish line.

4. What should guests walk away feeling, thinking, or saying?
   

   Before we talk design, decor, or programming, we want to talk emotion and narrative. What’s the story this experience is telling? What tone should it strike? What moment should stick with people afterward?

   This question anchors the creative direction and ensures that every choice supports a cohesive experience, not just a visually impressive one.

5. What are the biggest risks, constraints, or unknowns we need to plan around?

   Every event has variables, like tight timelines, layers of approval, permits, and competing priorities. We want to surface those early. 

   It’s not about creating concern, but creating preparedness. When challenges are acknowledged upfront, we can build smarter timelines, stronger contingencies, and more realistic plans. It’s how we stay proactive instead of reactive. 

6. Do we have the runway to do this well?

   Great ideas still need the right conditions to succeed, and timing, budget, and scope all shape what’s possible.

   This is where we look honestly at whether expectations and resources are aligned. It’s not about shrinking ambition; it’s about protecting execution. When the runway is right, creativity and production logistics have  room to breathe.

7. What’s in and what’s out?
   Clarity around scope is one of the most important parts of a healthy partnership. We want to define what’s included, what’s not, and where responsibilities live on both sides.

   This also includes understanding where approvals sit, how feedback flows, and what decisions could impact timing or cost. Clear boundaries upfront prevent confusion later.

8. How will we work together?
   The best projects feel collaborative, not transactional. We care about how communication will happen, how decisions will be made, and how momentum will be maintained when things move quickly.

   Strong partnerships come from shared accountability and clear expectations. When everyone knows their role, trust builds naturally.

9. Are we truly set up for success together?
   This is where everything comes together, including goals, expectations, timing, risk, communication, and values.

   Sometimes the answer is yes, and it’s obvious. Sometimes the answer is “not yet,” and that honesty allows space to recalibrate. And occasionally, it means recognizing that the fit isn’t right—and that’s OK. Often, those conversations lead to stronger alignment down the line, when timing, scope, or priorities are clearer and the partnership feels even better. Protecting the work means protecting the partnership, too.

Looking for a partner who asks thoughtful questions and builds experiences with intention? Let’s connect!