The “25th Hour” Philosophy: Why Human Connection is the Ultimate ROI in an AI World
While AI and automation are incredible for streamlining processes—moving us from walls of fax machines to instant digital registration—they can never replace the core fundamental that “people buy peop
In the latest episode of Voice of Experts, Bruno Gavino sat down with Gareth Gallagher, CEO and Group Board Director at The 25th Hour, to discuss the evolving landscape of global events and the critical need for “human-proofing” in a digital-first world. With over 22 years of experience managing high-stakes experiences for Fortune 500 companies such as Google, Facebook, or Apple, Gallagher offers a profound perspective on why efficiency should never come at the cost of the human soul.
Here are the key takeaways from their conversation on leadership, digital intimacy, and the future of connection.1. AI is the Engine, but Humans are the Soul
Gallagher emphasizes that while AI and automation are incredible for streamlining processes—moving us from walls of fax machines to instant digital registration—they can never replace the core fundamental that “people buy people”.
The “Anchor” of Patience: Despite the speed of tech, successful digital experiences require patience and timing. Relying solely on chatbots can frustrate users; the goal is to use tech to enhance, not replace, the feeling that a person’s needs are being met.
The 80/20 Rule: In global projects, Gallagher notes that while 80% of the lead-up is digitally focused and data-driven, the final 20% must be intuitive and human-to-human.
2. The Death of the “Show Must Go On” Mentality
One of the most crucial parts of the discussion centered on Gallagher’s book, The Show Had to Go On. For years, the event industry was driven by an “excess” mentality where professionals prioritized service above self, often at the expense of their own mental health.
Leading with Empathy: Gallagher argues that leaders must move away from measuring life solely by productivity. Effective leadership means reaching the top of the hill and then going back down to pull the next person up.
The Uncomfortable Question: Before diving into the agenda, Gallagher advocates for asking, “How are you feeling?”. Creating a space where teams can be vulnerable actually increases their capacity to deliver.
3. Impact Over Volume: The “Less is More” Strategy
In an era where brands feel pressured to produce endless content, Gallagher’s advice is simple: Keep it simple.
Belonging is the Metric: You can spend $1 million on a stage, but if the message doesn’t make the audience feel they belong in that room, the ROI is zero.
Quality Engagement: Big influencers may have millions of followers, but if engagement is less than 1%, the impact is lost. Relatable, organic messages drive more value than high-volume, commoditized content.
4. Scaling Intimacy through Personalization
Can a convention of 20,000 people feel intimate? Gallagher believes it can, provided brands “stick in their lane” and focus on personalization.
The Power of a Name: Small touches—like seeing your name on a hotel TV screen—create a sense of belonging that AI can help facilitate at scale.
Gamification: This is a powerful tool for building engagement and creating a shared experience that sticks with the “soul” of the attendee.
5. Finding Your “25th Hour”
The rebranding of Gallagher’s firm to The 25th Hour symbolizes the hour people don’t see—the behind-the-scenes crises, the unseen commitments, and the real stories that happen when the curtains are closed.
For young professionals entering this fast-paced world, his advice is clear: Find what brings you joy and do more of it. Don’t just follow the path laid out by biased friends or family; seek out those with lived experience and “throw things at the wall” until something sticks with your soul.
Connect with Gareth Gallagher:
Website: The 25th Hour
LinkedIn: Gareth Gallagher
Book: The Show Had To Go On (Available on Amazon)