Guide · Institutions and Decisions
Commission a keynote around an audience outcome
The best talks are commissioned backwards: from what the audience should do differently afterwards, to the format and length that can get them there.
The short answer
Open the speaker brief with one sentence: what should the audience do differently afterwards? Then describe the audience and what they already know, choose the format that fits that outcome, set the length, and agree recording and publication rights in writing before the event.
Outcome first
“A talk on leadership” is a topic. “Directors leave ready to measure what their units deliver, not only what they spend” is an outcome. A speaker can build towards the second; the first could go anywhere.
Choose the format for the outcome
- Keynote: to shift thinking in a large room.
- Masterclass: to build a skill. It needs practice time and small groups, so a large audience needs facilitators or a cap on numbers.
- Panel: to air different positions.
- Guest lecture: to set out an argument and its evidence in depth.
A worked example
The illustrative example in the keynote speaker brief template is a 40-minute keynote at a public-sector leadership forum for about 150 directors and deputy directors. The outline gives four minutes to an opening story tied to the outcome, 24 to three points with evidence, six to what to do on Monday, and six to questions.
Settle the practicalities in writing
Audience size and familiarity with the topic, delivery in person, online or hybrid, and whether the session is recorded. Publication of a recording needs the speaker’s written agreement before the event. Availability and fees are confirmed separately.
What this guide does not cover
The brief does not book a speaker or state a fee. Its timings are a starting point for the speaker to adjust.
Responsible for this guide
Examples in this guide are illustrative, not client results. Figures come from the free tool’s worked example; change the inputs in the tool to see your own.
Related service
The same method, delivered with you: scoped in writing, with a named principal and a fee agreed before any work begins.
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