What is a keynote speaker
A keynote speaker is the main speaker at a conference, kick-off or company event. In 30 to 60 minutes they set the theme of the day with one story that reaches everyone in the room. The keynote usually opens or closes the programme.
This guide explains what a keynote is, how it differs from a workshop or an event chair, when to book one and what to look for when you choose a speaker. As an example we use keynote speaker Maarten van der Weijden, Olympic champion and a speaker with more than 1,000 talks behind him.
What a keynote is
A keynote is the main talk of your event. Workshops and breakout sessions go into depth. The keynote does something else: it gives the whole room one shared story that the rest of the day can build on.
A good keynote does three things. It tells a story people remember. It connects that story to what is going on in your organisation. And it gives the room something to act on the next day.
Keynote, workshop or event chair
Organisers often mix up these three roles. The difference in short:
- Keynote. One story for the whole room, usually 30 to 60 minutes, at the start or the end of the programme. The keynote sets the tone.
- Workshop. A smaller group works on the subject itself. Maarten's interactive workshops last 60 to 90 minutes.
- Event chair. Runs the whole programme: opens it, introduces the speakers, links the sessions and keeps the room engaged, for half a day or a full day.
The roles can be combined. Maarten, for example, can also chair your event, with his own keynote if you like, and a workshop can stand alone or follow a keynote.
How long a keynote lasts
Most keynotes last 30 to 60 minutes. Audience questions add time. With Maarten you choose 30, 45 or 60 minutes; with a Q&A it takes 45 to 75 minutes.
Choose the length based on the slot in the programme. An opening needs a different rhythm from a closing. Schedule the keynote at a time when people are still alert.
When to book a keynote speaker
A keynote fits moments when you want to give the whole organisation, or the whole room, the same story. Popular moments:
- Conference: the opening keynote that sets the theme of the day, or a closing keynote that sums it up
- Kick-off: the start of a year, a project or a new strategy
- Anniversary: looking back and looking ahead in one story
- Annual meeting or staff day: one shared story for the whole organisation
Organisations also often choose a keynote after a reorganisation or with a new strategy. At those moments an organisation is looking for direction, and a story from outside helps to name it.
What to look for when choosing a speaker
A story the speaker has lived. A room remembers what really happened. Maarten was diagnosed with leukaemia at 19, won Olympic gold in the 10 km open water in Beijing in 2008, and did not reach the finish of the Elfstedentocht swim in 2018. In 2019 he swam the full 200 kilometres. He leaves theory and models to others.
A fit with your organisation. A good speaker does not tell the same story the same way every time. Ask whether there is a briefing call. With Maarten you discuss the purpose of the event, who will be in the room and what should be different afterwards.
Experience with rooms like yours. A room of eighty people asks for something different from a room of eight hundred. Maarten has given more than 1,000 talks, for companies, healthcare, education, government, sport and associations.
What previous clients say. Read feedback from organisations that have booked the speaker before. Maarten's is on the clients page.
The practical side. Check the language, whether the session can be online and what the speaker needs at the venue. Maarten speaks in English and Dutch, comes to your venue or gives the session online, and needs a microphone, a screen and a clicker.
A clear proposal. A speaker's fee usually depends on format, length and location. Ask for a tailored proposal that states the format, length and fee. With Maarten you have one within one working day.
How booking directly works
You can book a speaker through a speaker agency or directly. You book Maarten directly: your request goes straight to him, without an intermediary. This is how it works:
- You send a request with the date, location and audience. Your name, organisation and email address are enough to start.
- Within one working day you get availability, a proposal and the terms.
- In a short call you tailor the content to your organisation.
- Maarten comes to your event. Afterwards you receive photos and brief feedback.
Enter your date in the enquiry form and you will often see straight away whether Maarten looks free that day.
Maarten as a keynote speaker
Maarten's keynotes cover resilience, leadership and teamwork. His core message: you reach big goals through hard work, careful thinking and a lot of luck, and when something does not work out, that does not automatically mean you did something wrong. Drawing on his book De laatste slag, he also talks about the loss, pain and failure behind his achievements.
Read more about Maarten as a keynote speaker, see all formats and topics on talks, or book Maarten for your event. Other questions from organisers are answered in the FAQ.