2001 - The "e"-Odyssey Part One

Jocelyn Flanagan • July 1, 2021

The Moment: How an elevator ride can change your life


This story gives a whole new meaning to the term “Elevator Pitch”. You see, it all started in an elevator. Well, maybe not officially, but that’s where things really took off. 


The actual start is a much longer story for another time. Let’s just say that at 2pm on a Wednesday, Kenn Kristofferson, Lindsay Dann and I got together to discuss an idea.  By 4pm on Friday, e=mc² event management inc. was incorporated and an office space was found. Kenn and I spent the weekend painting the office and on Monday we were up and running.

A brick building with a window that says e = mc2
A close up of a metal wall with a painting on it
A glass door with the word event management on it

World Track and Field Championships


Two weeks later, Lindsay convinced us that we should all go to Edmonton to see the festivities happening at the World Track and Field Championships. Apparently, there would be lots to see, including backstage of the Paul Brandt and Colin James concert in the park. 


Not knowing why a drive up to Edmonton to see a concert and some track and field champions would be all that relevant to me, or to our brand new company, I blindly jumped on the bandwagon and off we went. I don’t remember the drive, the track and field events or much of the backstage tour, but I’ll never forget the elevator ride at the Westin Hotel. It was then and there I learned that conversations matter and, in some instances, can lead to unimaginable opportunities. 


The Elevator


Kenn, Lindsay, and I walked into the elevator where we met a man, who I didn’t know at the time would change the course of my life. I’m sure I said hi and turned to face the front as, back then, I would normally do during most elevator rides. 


But this ride was different. Unprompted, Lindsay, standing next to me, said: “You’re Dick Wilson, aren’t you?” And off we went. 


The next day, we ran into Dick and his wife Nancy in the lobby. We said hello and a few pleasantries and then Lindsay assured him that Kenn and I would follow up with him soon. 


We had our marching orders: follow up with Dick Wilson who worked for this company called Alberta Energy Company (AEC). 


Okay.

Check.

Got it.


We’ll call the nice man from the elevator.


Follow Your Intuition and Magic Starts to Happen 


Not knowing exactly why and with no expectations, we called Dick and ended up booking a meeting with him. 


We marched into his office, eager and ready to take on the world, but not really knowing what any of it meant yet. We soon found out. 


Dick told us he was going to hire us to produce the corporate Christmas party for AEC alongside the existing social committee.  Now remember, in 2001, the idea of outsourcing a Christmas party was very rare especially in corporate Calgary.  But apparently this man from the elevator had a good feeling about us and also a lot of sway at AEC.  He thought it would be a good thing to try out.


Had Lindsay not said a word in the elevator in Edmonton, our lives would be much different today. To be honest, I’m not even sure the e-team would still be around. Talk about a leap of faith on both sides!


That Christmas party came and went.  It was attended by 650 guests (a HUGE number for us back then) and took place at the Palomino Room in the BMO Centre. I remember so many things about the event - the decor, the gifts, the fireplace on stage where the CEO and his wife sat and Farmer’s Daughters performing. But most of all . . . I remember the rush I felt through my body feeding off of the amazing energy in the room. 


One thing is certain, I’m glad we followed our intuition and leapt not knowing what was on the other side. There was definitely some magic at play!



The Timeline - From an elevator to New York to 4,500 guests at Calgary Olympic Oval 


After the Christmas party took place in mid-December, it was full steam ahead. 


January – Kenn and I got a call from Dick.  Something was brewing and something big was going to happen.  He couldn’t tell us much, but he put us on alert that we were going to be involved in something large.  Hold on tight. 


Mid-February – We were brought into the circle of trust and learned that a large merger was about to take place and that we were going to be part of the launch. The entity was going to be the largest independent oil and gas company in North America. e=mc² was going to be hired as the event production company and we were going to officially launch this company on April 4th. To think not many months ago we opened our office doors for the first time. 


April 4th – After only a couple of months to plan, I was on the floor of the New York Stock Exchange with the Chairman, his wife, Jamie Sale and David Pelletier, Dick’s favourite PR partner, Rosemarie Enslin, and a slew of technical producers who were going to broadcast the ringing of the NYSE bell. 


Back in Calgary, Kenn was hosting the event for 4,500 employees, and where the CEO of the new company was having live conversations with us on the NYSE floor. [We were doing hybrid events long before COVID-19.]


April 19 – EnCana Day. With the launch over, it was time to celebrate and set the standard for what e=mc² events was about to become.  And with that, we brought together 4,500 people at the Calgary Olympic Oval for the biggest corporate party this city had ever seen. 


A man in a suit is holding a ball in front of a fireworks display
A large balloon with the letters xxx on it
A man in a red and yellow outfit with the number 1 on it

Phew. So that happened.


It was surreal.  All at the same time, it was beyond exciting and exhilarating, frightening and intimidating, rewarding and life altering.


EnCana had just set a new standard in corporate Calgary on the purpose of events in relation to how to treat, honour and recognize their employees. They put their stake in the ground and all of corporate Calgary was watching.


EnCana arrived and, as a direct result, e=mc² events was ready to take on any and all that came our way.


I can’t begin to imagine what our story would have been had we not gotten on that exact elevator at that exact time, nor do I want to. That elevator ride, without a doubt, granted us a start to a very cool future, surrounded by amazing people, experiencing great adventures together, while learning life lessons that will never ever be forgotten. 


When you put all of this together and amplify it by embracing your intuition and following your gut, when you leap, the bridge truly will appear. Your very own odyssey awaits. 



Some Valuable Lessons


There were many key learnings taken from this experience, but here are a few that stand out to me in hindsight.


Trust: 


Find people you can trust and then trust them.  Full stop.  Trust your people.


One of the biggest lessons that came from working with Dick was to put your trust in the people with whom you build partnerships. This was never stated – that's just the way Dick made us feel from day one.


The details of this merger were of the highest confidentiality and often required us to sneak in after hours to work with Dick on getting all the insights we needed. So, not only were we trusted with information that only a handful of senior executives had, we were trusted to put on the event of a lifetime.


When you give unfettered trust to someone, they have no choice but to lean in and embrace it.


I, personally, did not know the magnitude of the road we were headed on with these large events, but I did know that failure was not an option. And when someone trusts you to do great work and failure is not an option, magic can happen!


Collaboration:


Dick introduced us to all stakeholders and partners from day one. There was no concealing information for or from anyone. Many things we heard were not relevant to us, but it certainly gave us the insight, the knowledge, and the deep understanding of who the client was, what the big picture thinking was and how our role intersected with others.


Unfettered access to information allowed us to produce cohesive experiences from start to finish. We took this art of collaboration into all that we did with our vendors and partners and have never wavered from this approach. 


I will never forget our first large vendor meeting where we had 15 of us around the boardroom table and asked for everyone’s opinions on how to put this event on. Each of our suppliers (AV,  lighting, décor, food and beverage, and entertainment) all looked at us strangely when they walked into the room. 


I didn’t know at the time, but this was not the way things were done in the event industry, but it certainly became the way of the future.  Our future. 


Ask Questions & Be Resourceful: 


This lesson actually started with my dad who taught me at a very young age to never pretend to know things. Pretending was fine until someone started paying you to, in fact, know things. How could I fake my way through opening a company on the New York Stock Exchange and then throwing the biggest party Calgary had ever seen?


The only way to succeed was to ask the right people the right questions. This was not always easy, as we didn’t want to come across as amateurs, but it was the only way. 


It became very evident that if we pretended to know something we didn't, we were going to make huge mistakes. When failure is not an option, mistakes are not an option, therefore we asked every question we needed to find out the answers!


Enjoy What You Do and the People With Whom You Do It:


Dick Wilson, the man from the elevator, had surrounded himself with professionals who were also fun, positive and outgoing. He knew that he didn’t have to be the smartest person in the room, but he knew he had to surround himself with people who were experts in their own fields.


When we work as hard as we do, it is imperative to be doing so beside people who make us laugh, smile and who help us to become better versions of ourselves. 


So thank you Mr. Wilson. 


That fateful elevator ride was truly the start to something amazing and unforgettable. I am so appreciative of you, Nancy, your whole family, and your work family for embracing us, trusting us and letting us fly. 


Our 2001 The "e" - Odyssey will continue with a story about the event that really did change the trajectory of our lives.

Belonging Was Always Waiting for Me: How a Conference Showed Me the Way Home

June 19, 2026
At "e" we strive to create events and conferences that make people feel something - guests, clients, vendors and even our team. In honour of National Indigenous Peoples Day [a dedicated time to recognize the rich cultures, histories, and contributions of First Nations, Inuit, and Métis], our Experience Coordinator Jordyn wrote a blog about her journey to finding a sense of belonging and community, and the profound effect that the International Indigenous Tourism Conference in Edmonton had on her. ----

The New York Times Spotlights the Canadian Screen Awards

June 15, 2026
We have proudly produced the Canadian Screen Awards for many years, helping shine a spotlight on the incredible talent shaping the Canadian landscape. We are excited it caught the attention of The New York Times.

Lift Off Starts With Listening

May 27, 2026
On May 9th, 2026, our team proudly produced the 15th Annual Glenn Gould Prize Gala, honouring Sir Elton John. From the very beginning, our goal was never simply to create a gala for people to watch. Our goal was to create something people could feel . An experience rooted in emotion, generosity, artistry, and humanity. One where guests left not only feeling more connected to Elton John, but also carrying a deeper understanding of Glenn Gould; his brilliance, his influence, and why his legacy continues to matter today. Every creative decision, every cue, every transition, every lighting moment, every note of music, and every conversation behind the scenes was shaped by that intention. In “Lift Off Starts with Listening,” our Trevor reflects on the experience of bringing the 15th Glenn Gould Prize Gala to life, and the power of collaboration, trust, and listening in creating moments that move people.

30 Days to Lift Off: Our Trajectory from the JUNOS Awards Gala to the Glenn Gould Prize Gala

April 9, 2026
There is a special kind of magic that happens when artistry, passion, and meticulous production collide. At our core, we live for these moments; the ones where the lights dim, the first piano key strikes, and an entire room breathes in unison. These are the moments you don't just watch, you feel. The ones that you hold dearly in memory of the experience. Today, just 30 days away from one of the most prestigious nights in the global cultural calendar, that magic feels more electric than ever.  We are thrilled to be producing the upcoming Glenn Gould Prize Gala, an evening dedicated to a living legend who needs no introduction: Elton John. To produce an event of this cultural magnitude is an honor; to do so in celebration of a Glenn Gould Prize Laureate who has redefined the "human condition" through both music and humanitarianism is a career-defining privilege for our entire team. Sarah McLachlan² The excitement is palpable this week with the official announcement of our latest addition to the lineup. We are thrilled to welcome Sarah McLachlan to the stage. A Grammy and JUNO Award-winning icon, Sarah embodies the soul of Canadian music. She is a national treasure, and her presence adds a layer of profound grace to an already stellar "all-Canadian" tribute to Elton. For our team, this announcement feels like a beautiful reprise. Just weeks ago [on a Saturday night in March] we were immersed in the energy of the JUNO Awards Gala, another flagship production we are honored to bring to life. Having Sarah join the Glenn Gould Prize Gala, after her win on our JUNOS stage, creates a powerful continuation of the narrative. It underscores the strength of our relationships within the Canadian arts community and our commitment to showcasing world-class talent on world-class stages.
Blue typewriter with white keys on a wooden table, scattered tiles, small notepads, and colorful squares in the background.

The Great Rewind

By Keri Miller • October 28, 2025
Trends? What’s trending? Hmm… let me check my notebook, my spiral notebook. Last year at GO WEST in Edmonton, I attended a panel on generational differences in life and work. What struck me wasn’t the differences, but the alignment. Two of the panelists, a Boomer and a Gen Z, began speaking about “like” things. Gen Z expressed a desire to slow down, minimize technology in their daily lives, and live as simply as the Boomer once had. That conversation stuck with me. It led me to ask my own young adult kids, ages 23 and 25, how they were feeling about the pace of the world today. Their answers were the same: to slow down, to breathe, and to find space to actually absorb the world around them. We’ve been chasing innovation and technology for so long that it’s no surprise we’re now seeing a collective pause, and in many cases, a step back. Just like fashion, where everything eventually makes a comeback, we’re watching culture do the same. (Yay!) The difference is that this time, it’s not just silhouettes and shoulder pads returning, it’s a mindset. The 80s spirit of connection, creativity, and unfiltered living is re-emerging, not as a trend, but as a lifestyle shift. Across generations, but especially among younger audiences, there’s a growing movement toward reclaiming analog, tactile, and slower experiences. I call this The Great Rewind . Landlines are reappearing in homes. Vinyl records are selling at their highest levels in decades. People are curating their phone screens to strip away clutter and distraction. These choices aren’t about nostalgia alone, they’re about creating space for connection, peace, and presence in an overstimulated world. What’s especially interesting is the cross-generational bridge this creates. Gen Z and Millennials are actively engaging with Boomers to rediscover rituals that once seemed outdated: listening to an album from start to finish, picking up a phone connected to a wall, embracing experiences that require patience. The ritual matters as much as the result. For our industry, this signals a shift in how people want to experience life and, by extension, events. It’s not about rejecting technology outright but about rebalancing, valuing simplicity, authenticity, and intentional design. The future may not be about racing forward but about re-learning the beauty of slowing down. This is The Great Rewind , and as event professionals, it’s worth paying attention to.
Woman kneeling next to Juno award trophy, smiling with thumbs up at the Juno Awards Gala backdrop.

Not Centre Stage and Exactly Where I Belong

By Stephanie Sisam • July 23, 2025
Our Experience Manager, Stephanie wrote a blog about the stage and what it truly means to her. Throughout this piece, Stephanie explains in her own words about the “e” way - it’s people and personalizations like this that make our events, conferences, productions, and incentive programs just feel different. ---- Despite my absolute inability to dance, growing up I dreamt of being on Broadway. Being centre stage in a theatre performing Gershwin [ yes, at fourteen I really did love Gershwin ] and tap dancing the show away. Obviously, that’s not quite how it turned out for teenage Stephanie, but her curiosity and love for the stage would bring her more opportunities than she could have imagined. When I began my journey with “e” the job felt mysterious. No show or event was ever the same twice. I learned that to be good at this job, it meant I had to be on top of everything, and to be great, I had to be ahead of everything. These might sound similar, but trust me, they are not. As my time with “e” progressed, the mystery faded, and I found myself closer and closer to an unexpected and familiar friend, the stage. Only this time, I was behind the curtain. I found a rhythm working with speakers from all sorts of industries and backgrounds. Many had never held a microphone or seen a teleprompter before. Often intimidated by the bright stage lights that blind them the moment before finding their mark. I learned that my dear friend had a tendency to make even the most senior leader nervous and my affection had a unique ability to put them at ease. And sometimes, just sometimes, even make it fun. In the famous 1993 publication, The Book of Lists , the number one top rated fear in the world was revealed to be Public Speaking. For perspective, death ranked number six. This statistic has always stayed with me. That, for whatever the reason may be, many find speaking in front of people is literally worse than dying. As a proud former theatre kid, I have experienced my share of stage fright. As a proud current stage manager, I ground myself in the privilege of being the last person our speaker, presenter, host, CEO, or whomever, will see before stepping into the spotlight and facing their [ possible ] worst fear. That it is up to me to remind them, you’ve got this, you’re prepared, and if you picture everyone in their underwear that is totally up to you, but I wouldn’t suggest it. Being behind the curtain may not sound as glamorous as Radio City Music Hall, but to many of those we work with, this IS their Radio City Music Hall. This is the biggest stage they will be on, and they are going on it – even if they can’t dance. Maybe it’s not as impressive as a pirouette, but trust me, sometimes a smile, a glass of water, and a binder open to the right page is the choreography they need in anticipation of stage lights. To be ahead of everything. It’s a wonderful experience to work with so many who are new to or nervous on the stage. To find a way to help them enjoy their moment in the spotlight. To be the first to congratulate them on an incredible performance as they step off is a gift I don’t take for granted. It feels purposeful and empowering to be the steady presence at the sidestage for those in the spotlight. Maybe it’s not centre stage at Radio City, but it is exactly where I belong.
Bonfire Event

Events: Gathering Around the Modern Campfire

By Keri Miller • May 13, 2025
Earlier this year, our Keri was asked to write an article for Corporate Meetings Network . She delivered a thoughtful, timely perspective on the evolving role of events in today’s world. In "Events: Gathering Around the Modern Campfire," Keri explores how events have become more than just business functions; they’re powerful spaces for connection, storytelling, and shared experience. If you’ve ever wondered why certain gatherings just feel different, this one’s worth a read. --- I’m frustrated. Frustrated, and honestly, a bit embarrassed by humanity at the moment. A lot of that has to do with the way information is being shared, or more accurately, distorted, by many news and communication outlets. We’re living in a time where it’s incredibly hard to get a clear picture of what’s actually happening in the world. The news I see isn’t the same as what my friends in other regions are seeing. And it’s definitely not the same as what different communities and corners of the world are reacting to. It’s like we’re all watching different versions of reality play out and it’s exhausting. I grew up in a time when you could mostly trust that the information coming from reputable outlets was accurate. Journalists had a code; they told the truth, or at least tried to. Of course, we all knew which publications were a little more dramatic or sensational, but at least we knew. Headlines were consistent. News was delivered on everyone’s doorstep. There was some kind of shared baseline. Now, with all the noise, misinformation, and “alternative facts,” I keep wondering, where do we go to hear and experience something that feels real? Where can humans come together, hear the same words at the same time, and actually connect to them? Here’s the good news folks: Events. Meetings. Summits. Gatherings. More than ever, our work matters. When we bring people into a room (physically or virtually), and put a message on a stage, we create something powerful. Everyone hears it together. Everyone reacts in real time. No algorithms. No misinterpretations. Just a shared moment. I’m not saying events are always neutral or objective; of course we host groups with all kinds of different values, worldviews, and perspectives. But that’s not the point. The point is that we’re creating spaces for truth to be shared, seen, and felt together. That’s rare these days. And it’s meaningful. Years ago, Colja Dams from Vok Dams coined the phrase “the campfire gene”, the idea that humans are wired to gather around something warm and real, to share stories, to feel less alone. That’s always stuck with me. As a Canadian, I totally relate to the idea of sitting around a backyard fire, or being out in nature, listening, talking, sometimes in conflict with the other humans around me, but still feeling connected as a community. Events are the modern campfire. They’re where we come back to ourselves. Where we open up. Where we challenge each other or simply nod along. Where we remember what it feels like to be human in a room full of other humans. And in this noisy, confusing world, we need that more than ever. In a world flooded with misinformation and manipulated narratives, and curated realities, events are one of the last places where people can come together and experience something real. They cut through the noise. They allow us to witness truth – not just through content, but through connection. That’s the magic. That’s the power. The campfire is still burning, and it lives in the spaces we create. Around it, we find our people, hear our stories, and remember what it means to be part of something honest and human.
The words conversations matter are on a black background.

Conversations Matter Through Times of Change and Uncertainty

By Jocelyn Flanagan • January 31, 2025
A Message from Jocelyn: Conversations Matter Through Times of Change and Uncertainty As valued clients and partners, you know that we at e=mc² firmly believe that Experiences Matter , Connections Matter , and Conversations Matter . And now, more than ever, they Matter as we watch and read the news daily. They Matter as we monitor political developments and understand their impact on the event landscape. In 2025, we know that decisions and policies are being made daily that will impact our clients and our partners —from regulations and compliance to budget considerations and public perceptions. This changing landscape is creating a world where human connection is more essential than ever before. We are fully committed to our clients, our partners and our teams in each of the cities we operate across Canada to help our industry adapt and thrive, whether you are planning in Canada, the U.S., or around the globe. In times of change, fiscal responsibility and brand reputation are more important than ever. We have a 23-year track record at identifying creative solutions without compromising quality and creativity. Our commitment to delivering exceptional experiences remains unwavering and is driven by our four core company values: Invested, Insightful, Innovative and Honourable. We are honoured to stand by you as a trusted partner during these pivotal times. Please do not hesitate to reach out if you have any questions or would like to discuss how we can best support your upcoming events. We look forward to continuing our Conversations that Matter with you. Best regards, Jocelyn Flanagan
A black background with logos for senik champagne fuze and senik

We've Joined Forces with the SÉNIK Group

September 9, 2024
We are excited to announce that our independent brands of e=mc² events, e=mc² productions, and fuze entertainment have joined forces with the SÉNIK Group of companies. A message from our Founder & CEO, Jocelyn Flanagan Pressing the button on the press release below is both nerve racking and exhilarating. In 2001, “e” started as an idea to put on an event or two. 23 years later, we have created countless experiences, broken down barriers, stretched beyond our limits, and met a multitude of incredible people. Alongside our friends, colleagues, mentors, clients and partners, we have built this collective of brands, known as “e”, that reaches across the country [and the globe]. We have reached many milestones, and in the last few years, the question has been… What's next? How do we bottle up all that we have learned and experienced in the past 23 years and build for the next 23 [and beyond]? We knew we needed a plan - a plan that would excite us, provide opportunities to our team, and continue to make experiences that matter for all of our amazing clients. What better way to expand and grow than to sell our cherished company to friends - friends that we know will treat our people and our brands the way we do. Friends that will collaborate with us as we continue to expand our wings. Friends who will work with us to seek more opportunities, and friends with whom we can continue to push the industry into the future. We have known these friends for nearly two decades. We have played together in the industry, worked together, motivated each other, supported each other and cheered each other on through the years. Our exceptional team, alongside the SÉNIK Group of companies, our independent brands of e=mc² events, e=mc² productions, and fuze entertainment, are going to build something greater than we could have ever done alone. I’m excited for the future and to continue as the CEO of e=mc² and Executive Producer of many exciting projects. Exciting News: e=mc² events and fuze entertainment join the SÉNIK Group to amplify live events for clients around the world. Montreal – September 9, 2024 — The SÉNIK Group is excited to announce a bold new chapter in the world of live events! e=mc² events and fuze entertainment are joining forces with the SÉNIK Group, creating a powerhouse that will redefine how events are experienced across North America and beyond. This partnership is a game-changer for their clients, their teams, and the entire industry. What does this mean for their clients? More creativity, more expertise, and more opportunities to captivate their audience. "This is a very exciting time for both organizations. e=mc² and Sénik have been industry friends and loud cheerleaders of each other for the past two decades, and this next step will elevate both organizations to create even more impactful experiences for our clients, our partners and our teams", says Jocelyn Flanagan, Founder & CEO of e=mc² events. Sebastien David, President of Sénik agrees: "By elevating our extraordinary teams of passionate event professionals, we are unlocking unparalleled potential to create more value and capacity for all of our clients. Together, we are set to become a driving force in North America's live event landscape." With over 43 years of combined experience, this passionate group of event professionals will push the boundaries of what’s possible, bringing innovative solutions, new markets, and unparalleled service. The SÉNIK Group of brands is poised to deliver world-class live events and experiences that resonate, engage, and drive results. Together, this exceptional team of experts will provide impactful live events & productions, groundbreaking conferences, world class entertainment, and luxury bespoke incentives & meetings. The SÉNIK Group proudly supports the following independent brands in its portfolio: About e=mc² events An industry leader in live event and conference design, management, and production, e=mc² events is committed to its tagline "The Experience Matters”. Since 2001, e=mc² events has delivered world-class, award-winning experiences to corporate, non-profit, and social organizations in over 40 locations globally, including the International Space Station. In 2023 e=mc² Productions was launched, offering exceptional live production and broadcast services. The team at e=mc² focuses on creating experiences that matter through purposeful strategic thinking, collaboration, and impactful human-to-human experience design and delivery. About Sénik The Event Agency Founded in 2003, Sénik quickly emerged as a key leader in the event industry, specializing in corporate events. The company grew rapidly, expanding to a team of 23 employees. With thousands of events managed globally, Sénik is distinguished by its expertise in handling large-scale projects and its commitment to innovation. In 2020, the company acquired Champagne Events, all while retaining its entire team despite the challenges of the pandemic. Today, Sénik continues to evolve, driven by its mission to create memorable and engaging experiences, always with a splash of fun. About Champagne Events Champagne Events specializes in creating unifying moments, combining charm, elegance, and excellence. Their unique concepts have allowed them to stand out across the country and shape the event industry as it is today. A member of the SÉNIK Group since 2020, Champagne Events is distinguished by its exceptional service and highly skilled client support. With over 30 years of experience, they can confidently say they are experts in the field. That being said, they continuously renew their ideas to offer expertise and innovation. About fuze entertainment With over 20 years of experience, fuze entertainment has delivered exceptionally creative event entertainment to all sizes and styles of events across North America, including corporate, non-profit, and private events. fuze offers a unique blend of entertainment professionals who pride themselves on providing custom entertainment solutions.
A pink poodle wearing sunglasses and a light bulb above its head.

Brain Science: Unlocking Creativity

By Keri Miller • April 25, 2024
Keri Miller's Pink Poodle Theory