123 - Alexander Ford: The Identity Shift Event Leaders Must Make to Scale To Seven-Figures

This episode of The High Profit Event Show features host Rudy Rodriguez in conversation with Alexander Ford, founder of Measurable Genius, and marks the second installment in our mini series titled, “How I Fill My Live Events”. This segment was voted number one and was pulled directly from our recent High Profit Events Virtual Mastermind, a private, invite-only working room where experienced event leaders gathered to openly share what is working right now in live and virtual events. The conversation is grounded in real execution, real numbers, and lessons learned in the trenches, making it especially relevant for event leaders navigating today’s market.

Alexander Ford brings a unique perspective to this episode, shaped by over a decade in the marketing and coaching space. After spending ten years building and running a successful marketing agency for coaches, Alexander made the bold decision to step fully into the role of coach and event leader himself. In his first year with Measurable Genius, he generated over seven figures in revenue, largely driven by his flagship live and virtual events, including The Choice 2. Known as a master facilitator of human behavior and psychology, Alexander blends strategic discipline with deep insight into leadership, identity, and decision-making, offering event leaders a clear and grounded framework for growth.

A central theme of the episode is the identity shift required to lead and fill high-converting events. Alexander shares how his results changed when he stopped approaching his audience as someone to be saved and instead stepped fully into the role of leader, marketer, and decision-maker. This internal shift transformed not only how he communicated, but how his audience responded, reinforcing the idea that people are not looking for rescuers, but for leadership they can trust and follow.

The conversation also reinforces why the classic event playbook still works when executed with discipline. Rather than chasing new tactics or gimmicks, Alexander explains how returning to fundamentals such as buying stages, running structured promotion cycles, hosting multi-day live events, and clearly positioning a high-ticket offer produced consistent and scalable results. His experience demonstrates that mastery of proven principles often outperforms constant reinvention, especially for event leaders focused on long-term growth.

Finally, the episode challenges conventional thinking around pricing by highlighting how volume, access, and experience outperform ego-driven pricing. Through real-world experimentation, Alexander reveals that lowering ticket prices did not harm show-up rates or conversions and, in many cases, improved them. By treating even low-ticket registrations like an enterprise sales pipeline and providing deep pre-event coaching and access, he built trust, strengthened relationships, and increased high-ticket conversions. This episode offers a powerful reframing for event leaders seeking more impact, integrity, and profitability from their events.

Want to connect with Alexander?

Register for the next The Choice event: https://measurablegenius.com/events/the-choice/

Website: https://measurablegenius.com/

LinkedIn: https://www.linkedin.com/in/alexanderwford/?originalSubdomain=ca

Facebook: https://www.facebook.com/alexander.ford.12907/

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