Why the format needs a human touch
For better or worse, most business events are often judged by one defining moment: the Keynote.
Sometimes it’s about gravitas. Sometimes it’s about stagecraft. And sometimes, it’s a bit of both — think the Windows 95 launch double-act of Bill Gates and Jay Leno, which marked the moment the keynote became part business, part theatre.
But while they might now be a feature of the modern conference, the art of the keynote is rooted in antiquity.
Think Cicero, holding court in the Roman Forum.
Pericles, addressing the Athenian Assembly.
Henry V, rallying his troops at Agincourt.
A great keynote doesn’t just inform. It clarifies, it electrifies, it calls people to action (in the case of Henry V, quite literally).
It’s not a download. It’s a moment.
So, do all modern keynotes need to rise to the level of a Shakespearean soliloquy?
Not at all.
What made those speeches timeless wasn’t just their delivery, but their ability to move people. And today, movement requires more than words alone.
Momentum Worldwide’s global B2B study found that:
– 71% of attendees would stay longer at an event if keynotes were interactive and participatory.
– 63% said today’s keynotes feel too broad, too long and too dull.
– 59% reported leaving typical keynotes without what they came for.
In other words, this isn’t a niche gripe. It’s a structural issue. It’s not just about inspiration anymore—it’s also about connection.
We’re living in a bite-sized, TL;DR world.
We skip intros. We mute ads. We scroll past the fluff.
The new generation of B2B attendees—even at the C-suite level—expects clarity, emotion and agency.
But many B2B keynotes are still stuck between two extremes, swinging between powerful oration or presentation and demo-heavy monologues.
It’s time to rethink the format.
A keynote should:
– Have a single emotionally resonant idea
– Be tight and structured like a story, not a status report
– Invite interaction or reflection, not just passive listening
And, above all, it should be built for people—not titles or hierarchies.
That’s the heart of B2H: Business to Human- the big shift in B2B
It’s the recognition that behind every designation is a person with limited time, limited bandwidth and yet a desire to feel something—urgency, curiosity, hope, clarity.
The good news? You don’t need to be Cicero to deliver a keynote that connects.
You just need to design with the human in mind.
How do we do this?
- Begin by stripping the keynote back to its essence: one core idea, one emotional thread. Think clarity over coverage. Keynotes aren’t meant to say everything; they’re meant to frame what matters.
- Build in ways for the audience to shape the experience. This could be as simple as a live poll, as structured as pre-event topic voting, or as open as inviting audience stories or questions mid-session. Participation shouldn’t be a gimmick; it should be an extension of the message.
- Design moments that feel unpolished but real. A story told off-script. A moment of vulnerability. A chance for the room to respond in real-time. These are the moments people remember—because they felt like they were part of something, not just spectators to it.
And above all: keep it human and keep it moving.
The TL/DR summary:
Keynotes aren’t about “lend me your ears”. They’re about raising the connection. It sets the tone. It frames the story. It earns attention. But if it feels like a chore to sit through, something’s gone wrong.
Fortunately, the fix is clear. Attendees are telling us what they want: Surprise. Brevity. Participation. Emotional depth.
Let’s give them that—in a way that’s relevant for today.
Authors:
Harshvardhan Sahni, Senior Strategist, UK
Andrew Kyrejko, VP, Director of Strategy, NA
Sources:
Remembering the Hysteria over Windows 95 Launch, 1995 – Rare Historical Photos