There's a lot riding on company events. They can act as an opportunity to
That's the challenge: Too many events feel like a short-lived adrenaline rush. Employees leave energized, but within days that momentum disappears. They go back to their desks with the same routines and the same roadblocks. Why? Because if the foundation for
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So, how do you make sure your next event doesn't just feel good in the moment, but actually creates lasting impact? It starts with one of the most important decisions you'll make.
Your speaker will make or break your event
One of the key factors in the success of an event is its speaker. Not all speakers are created equal. But many companies choose one based on convenience, a familiar name, or because they're free. To be truly effective, a speaker should feel like an extension of your company's goals, not just a one-hour entertainer.
Think about the last time your team sat through a forgettable keynote. Maybe the speaker went through the motions, told a few stories, and got some polite applause. But by the next day, nothing had changed. Now, compare that to a speaker who challenges your team to think differently, provides a roadmap for real change, and connects ideas to execution. That's the difference.
So how do you make sure you choose a speaker who's not just all talk? Here are a few tips:
1. Don't just pick the first name you see
Choosing the right speaker takes more than a quick Google search. A powerful speaker isn't just someone who can command a stage; they need to connect with their audience on a deeper level. That means reading reviews, watching speaker reels, and looking at past engagements to see if they bring real impact (not just a well-rehearsed speech). Too many companies make the mistake of booking the first person they find, only to realize later that they only looked good on the surface.
2. Align the speaker with your theme and culture
A speaker should reinforce and elevate your organization's goals, mission, and culture. A keynote that isn't aligned with your company's vision is a missed opportunity. One-size-fits-all speeches fall flat because they lack relevance. The best speakers don't just deliver a message; they become an extension of your company's objectives, making sure their insights support the bigger picture. For example, if your company is undergoing a major transformation, choose a speaker who specializes in change management and can equip employees with the tools they need to adapt with confidence.
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3. Don't let your employees become the product
If a speaker isn't charging, they're there for themselves, not your team. Free speakers will use your event as a platform to push their personal brand, sell their services, or promote their own agenda. That means your employees are no longer the priority, but the product. A paid speaker, on the other hand, is there to serve your company. They've been hired to focus entirely on your team, not a hidden sales funnel. The investment in a high-quality speaker isn't just about the speech itself, but about making sure their intentions are where they should be.
4. Have a contract — your reputation depends on it
Your event is a direct reflection of your company, and every detail matters. A speaker contract makes sure that expectations are clear and there's no room for miscommunication. Without one, you risk last-minute cancellations, unfulfilled promises, or a speaker who delivers something entirely different from what was planned. I've worked with companies like Discover, Amazon, Google, and AT&T, and every time, a clear contract set the stage for success. When I step on that stage, I know exactly what the company expects from me, and they know exactly what I'm delivering.
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5. Keep the energy alive well after the event
Too often, organizations let the momentum of a great speaker die as soon as the event is over. Research shows that it takes 60 days to form a habit, yet companies expect their employees to change overnight. The real work begins after the event. Leaders should reinforce the speaker's key takeaways in meetings, trainings, and day-to-day interactions.
If employees don't see those lessons reflected in their company culture, they'll slip back into old habits. Ideas are great, but implementation is better. One way to promote lasting impact is to view the speaker as more than just a one-time presenter, but as part of an ongoing engagement. Many organizations bring speakers back for follow-up sessions, virtual check-ins, or leadership roundtables to continue to reinforce the message over time.
A great event doesn't end when the applause fades. It's what happens next that truly matters. The best companies know that engagement isn't a one-time thing but an ongoing process. Choosing the right speaker is just the beginning.
