Dean GraziosiCofounder @ Mastermind & AI Advantage | Serial Entrepreneur

I Hired Secret Shoppers to Spy on My Own Events

1 Jul 2026 · 1 min

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In this brief monologue, Dean Graziosi explains that he hired three secret shoppers to attend three of his company's events without informing his team. He instructed them to focus solely on how they felt at every stage of the attendee journey—starting with the tone of the invitation email, the warmth of the greeting, clarity of wayfinding, ease of parking, and whether genuine value was delivered before any sales pitch. The shoppers provided detailed emotional‑experience reports rather than product feedback. Dean says the insights uncovered “crazy things” and sparked the biggest transformation in the company, leading to major changes in how events are designed and delivered.

Chapters

I hired 3 secret shoppers without telling anybody on our team, and I sent them to 3 of the events. And I said, don't come back with the product because I know the product is good. I want you to tell me how you felt at every step of the way. When you got the emails to show up, were they written in a friendly way or were they more transactional? When you got there, did they greet you with a smile on their face? Did you know where to go? Was it easy to find? How was the parking? When you sat in the room, did they deliver value before they made an offer, or did it feel like it was just a pitch fest? And I made them give me reports on not the product, not the people, how did you feel at every level? It was the biggest transformation in the company, 'cause I found some crazy things.