How to Choose a Leadership Keynote Speaker for Organisational Change

The question isn’t simply whether a speaker can hold a room. It’s whether the room will think and act differently afterwards.

This blog is a little self-serving. I’ve seen articles like this myself – “Top 10 speakers on Leadership” with the author coincidentally placing themselves in the Number 1 spot!

But there is a reason I think carefully about the role of a keynote. I don’t want to entertain people for 45 minutes, receive praise for my stage presence - and occasionally my biceps - and change absolutely nothing for the business or the people in it.

So, regardless of who you are considering for that prized opening or closing slot, what should you look for?

Let’s assume the speaker has credibility, strong testimonials, a compelling delivery style and expertise in the right subject. What else should make you curious?

Start with the change you need

A good briefing conversation should include this question:

“What will be different as a result of this session?”

What should people think about, discuss or do differently afterwards? “Inspiring” and “engaging” describe the experience, not the outcome.

Professional speakers don’t begin every keynote with a blank page. I think of mine as a patchwork quilt: I have the pieces, but I assemble the right combination for the audience, context and change required. That’s why I ask this question if it doesn’t come up naturally.

Throughout that process, one question stays in my mind: What did they tell me they wanted to be different?

If the goal is greater ownership, braver decisions or more leadership during transformation, that should shape the stories, challenges and calls to action in the session.

Look for relevant experience

Stagecraft and practitioner experience are different forms of credibility.

A high-profile speaker from sport, journalism or public life may bring a compelling story and tremendous energy. That may be exactly what your event needs. But don’t assume that lessons from one environment will automatically translate into the reality of leading organisational change.

If you need practical insight into transformation, ask what experience the speaker has working inside organisations undergoing real change. How have their ideas evolved through that work? What are they observing now?

Sometimes the strongest agenda combines different kinds of speakers: star quality at one point and grounded organisational experience at another.

Ask how they challenge a senior audience

There is a fine line between being provocative and being alienating.

If people feel attacked, they become defensive. If the speaker offers no meaningful challenge, you have to ask what the session was for.

Notice how you feel during the briefing conversation. Is there warmth as well as challenge? Do they understand what you are wrestling with? Are their ideas fresh? Do you leave the conversation feeling how you want the audience to feel?

You cannot eliminate all uncertainty before somebody walks onto the stage. But the briefing conversation provides useful evidence.

Find out how much will be tailored

How curious is the speaker about your organisation and industry? Have they prepared for the call? Do they ask about your strategy, language and values? Are they interested in what else is happening during the event?

Audiences quickly detect when a company name has merely been inserted into a standard presentation.

Tailoring does not mean writing an entirely new keynote. It means understanding the organisation well enough to select, frame and apply the material appropriately.

Consider what happens after the applause

What happens when the keynote finishes?

Will the audience go straight into another presentation? Will they have time to reflect? Could a Q&A, facilitated conversation or short exercise help people work out what the ideas mean for them tomorrow?

A good speaker should be able to suggest how the available time can create the greatest value - whether that means a straightforward keynote, a longer interactive session or follow-up work.

Booking a keynote speaker isn’t just about scanning a directory and choosing a name. It is about the conversation you have, the trust you establish and the speaker’s commitment to doing the real job: helping the organisation move forward.

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If you want to discuss your upcoming event, drop me a line blaire@thatpeoplething.com and we’ll get a briefing call in the diary.