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Custom events are easy now. Designing them is the work.

October 27, 2026

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Setting up custom events (how HubSpot records things that happen elsewhere, like usage or transcripts) is very easy now. To Ryan Ginsberg's point, "there is a magnificent custom event layer that is very easy to set up now in HubSpot to cover all of these things."

The part that does not get easier: "you have to design it, you have to architect it and then build it and then make sure it's working." I think the checking that it's working will come from a conversation with Breeze.

If you are about to build on events, spend your first pass on the design.

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The next step

That's the moment. Here is how you make it yours.

Build something realTake what you learned and build something concrete. valuefirstagent.com is where your build becomes a working agent.valuefirstagent.com(opens in a new tab)

And then, the rest of the path:

  1. Join the conversationainativehumans.org(opens in a new tab)
  2. Practice with peersvaluefirstcollective.com(opens in a new tab)
  3. Teach the next personthe Academy