I consider myself fortunate to attend quite a few conferences each year in different roles: speaker, moderator, panellist, delegate, stakeholder, exhibitor, and of course, organiser. With that comes exposure to a lot of so called “keynote” speakers. The headliners. The big draw. The people meant to energise a room and set the tone.
The question is, does it actually work?
There is no doubt that bringing everyone together at the beginning and end of an event matters. Those shared moments help create cohesion, a sense of occasion, and a feeling that we are all part of the same experience. A good keynote can absolutely do that. A bad one can drain the room faster than a post lunch lull.
The situation
Keynotes are often booked with the best of intentions, but sometimes with flawed assumptions. A motivational speaker does not automatically create a motivated audience. Inspiration without relevance rarely sticks.
At the other end of the spectrum, subject specific keynotes can work brilliantly, but only if the choice is made through proper research rather than reputation or personal connection. Expertise alone is not enough if the speaker cannot land their message with a diverse audience. This is particularly challenging for association conferences, where the room often includes a wide mix of seniority, experience, and job roles. One size very rarely fits all.
What makes a good keynote?
I have seen plenty that miss the mark.
The “get up at 5am to be successful” keynote, which ignores the reality that most people need sleep to function, to think clearly, and frankly, to be human.
The “don’t sweat it, the important stuff will rise to the top” talk, which can unintentionally encourage passivity rather than thoughtful, proactive decision making.
The “don’t read fiction, only self help books” message, which completely misunderstands the role of creativity, distraction, and imagination in problem solving and innovation.
These talks are often polished and well delivered, but they present lifestyles and mindsets that are either unrealistic or unhelpful for most people in the room. What audiences actually need are alternative and realistic ways of thinking. Perspectives that acknowledge complexity, uncertainty, and the fact that professional life is rarely neat or linear.
A better approach
The best keynotes I have seen do not shout at an audience or offer miracle formulas. They challenge assumptions, provoke reflection, and leave people thinking differently rather than simply feeling hyped.
That is why I am increasingly drawn to speakers like Taz Thornton, whom I had the pleasure of listing to at the Venues of Excellence conference earlier this week. Her work is not about telling people to hustle harder or ignore reality. It is about reframing how we think about success, leadership, and self-worth in a way that feels honest and applicable.
For me, a good keynote should do at least one of three things:
- Help the audience see their work, or themselves, differently
- Give language to feelings or challenges people already recognise
- Create a shared moment that feels relevant, not performative
If it manages all three, you are onto something special.
As organisers, we owe it to our audiences to be braver and more thoughtful in our keynote choices. Not every conference needs a headline grabbing name. Every conference does need speakers who respect the intelligence and lived experience of the people in the room.
That is what makes a keynote worth listening to.