52
From Finance to Festival: A
Calling Revealed
Catherine: Let’s go back to the
beginning. Did you always know
you’d end up in events?
Laura: Not at all. I actually studied
economics and finance and started
my career in a bank. Most of my
peers became analysts—I took
a different path. I worked in HR
and internal communications,
where I organized events and
conferences for thousands. That’s
when I realized how powerful well-
designed experiences could be. I
never looked back.
Stepping Into the Mindvalley
Universe
Catherine: And how did Mindvalley
come into the picture?
Laura: I applied for a position they
called “The World’s Most Awesome
Job.” It brought me from Estonia to
Malaysia, and I ended up producing
their festival. That was 13 years
ago—and it’s been an incredible
ride ever since.
Catherine: You’ve seen the
company evolve and scale. How
has the experience shaped you?
Laura: Completely. It’s not just a
job—it’s a lifestyle. I’ve grown in every
way, personally and professionally.
I’ve been surrounded by world-class
teachers, immersed in a growth-
driven community, and exposed to
so many different cultures. Even my
kids have joined me at events and
experienced it firsthand. That ripple
effect—it’s real.
“Watching someone transform in
real time… it gives you goosebumps.
You feel it in your soul.”
If you’ve ever facilitated a moment
like that—whether at a retreat, in a
classroom, or even a Zoom room—
you know exactly what she means.
Behind the Glamour: What It
Really Takes
Catherine: Let’s talk about the
reality. People see the polished
result but not the chaos behind the
curtain. What’s the secret sauce?
Laura: It’s a mix of practical skills
and the right mindset. You need
to be organized, adaptable, and
light-hearted. You have to want
to solve problems. Things will go
wrong—blackouts, hurricanes,
missing speakers, even a fire on the
roof once! But the best planners
know how to stay calm and turn
messes into magic.
Catherine: That’s such an important
lesson. What other traits do you
think make or break a great
planner?
Laura: Communication is key—
especially when you’re working
across time zones and cultures.
And flexibility. We’re planners, but
we also have to know when to flow.
Some of our best event moments
happened spontaneously—like
when a rainstorm turned into
a barefoot dance party in Bali.
It’s about reading the room and
responding to the energy.
Staying Fresh in a Fast-
Changing World
Catherine: You produce multiple
events each year for the same
company. How do you keep it
innovative?
Laura: We change destinations
every year—that helps. Each
location has its own culture,
suppliers, and energy, so even the
same format feels new. We also
listen to our community. People’s
needs evolve. The world evolves.
We evolve with it.
Catherine: And when you’re dealing
with international suppliers, I
imagine culture plays a huge role?