Puri: Scaling experiential businesses requires treating in-person events as content sets
Shaan Puri · How to use your "useless” hobby to make money · Sep 4, 2026 · at 6:41
Sean Puri explains how experiential tour operators must shift their business model from transactional tour sales to online media brand building to reach real scale.
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“The content is the business, not the tours. So the tours are just content. Whereas I think what most people do is they say, I'm going to make content to try to get people to book the tour because that's where I get the transactional money. And so that's the real business. And I actually think if you want to go bigger, you have to flip that on its head. You have to say the tour is just actors. I'm essentially having humans that I'm going to be using to create awesome content. And the real business is going to be building this brand online. So that's the kind of the flip that I think you have to do if you want to scale this bigger, because the in-person tours can only scale so much.”
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