Iain Morrison

Pioneer
DISC Type : ISD

CEO | Co-Founder at The Imagination Collaborative

Greater Sydney Area, Australia

Overview

With 35 years of experience producing large-scale events for artists like Taylor Swift and U2, Iain Morrison now leads a tech startup, The Imagination Collaborative. He pioneers the use of digital twins and 3D visualization to help event professionals plan complex projects, reduce risk, and manage chaos. He holds a degree in Arts.

Outside of work, Iain is a passionate advocate for improving mental health and preventing burnout in the demanding events industry. He and his wife (and business partner) embrace a remote work lifestyle, which has included traveling across Australia in their caravan with their Kelpie, Miller, while managing the business.

After decades of running massive live shows, Iain has pivoted to building the tech to plan them better, blending deep operational experience with cutting-edge digital innovation.

Personality Overview

Dynamic But Sincere

Driven But Considerate

Decisive But Friendly

They have the unique ability to win both love and respect from their team (or outsiders)  They combine a unique set of diverse traits where they are fast and friendly but can slow down to be thorough when needed If they are convinced, they can become very strong champions for your product

Topics They Care About

Event Leadership
He created "Behind the Stage, " a learning platform designed to address the leadership crisis in the event industry by training the next generation of professionals.
Digital Twin Technology
His company, part of NVIDIA's Inception Program, builds immersive 3D and VR models to help teams pre-visualize events, improve safety, and enhance planning.
Professional Wellbeing
He speaks openly about the realities of burnout and the mental health toll of the event industry, advocating for healthier work environments and better planning.

Media Appearances

Iain has no verified media appearances

Work History

1-2023
CEO | Co-Founder at The Imagination Collaborative
9-2022 - 4-2024
Event Execution Specialist at Raging Empire
4-2021 - 9-2022
Event Director at Humm Events
11-2001 - 9-2022
Founder & Managing Director at Humm Pty Ltd
2003 - 6-2010
Domain Manager at Sydney Festival

Education

1991 - 1993
Arts from University of Southern Queensland

More Information

Social Presence :

Prographics :

Exp : 13 Location : Greater Sydney Area, Australia Job Level : Leadership Designation : CEO | Co-Founder at The Imagination Collaborative

Interested in

Entertainment

Concerts

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Insights For Selling To Iain

During A Call Or A Meeting

DO's

  • Use phrases like ‘your decision will’, ‘you will impact’ etc.
  • During followups, use calls or text if needed, they should be fine
  • Ask them for a lunch or coffee once some rapport has been established

DONT's

  • Don’t be very informal during the early interactions even if they are being so themselves
  • Don’t hesitate from asking questions or pushing them, but take a formal approach
  • Avoid focusing only on the product or its ROI, keep building trust subtly

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Iain is

  • Nothing less than a strong combination of proof of results, relationship and high levels of professionalism is effective with them.
  • Will you ever get a clear answer from Iain

  • They can say no while staying friendly, but can also be pursuaded to reconsider

Insights For Deal Planning

    How fast (or slow) will Iain move?

  • They are generally fast movers and can take quick decisions
  • Can Iain take some risk or not?

  • They have high risk-appetite but can get ahead of themselves once in a while. Observe carefully

You And Iain

Personality Compatibility


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