How to Turn an Idea Into a Talk That Truly Resonates

Last week in Budapest I’d planned to record this reflection whilst at the conference — in the conference hall, surrounded by that buzz of energy and nerves — but, you know how it goes. Life got in the way. Too busy, too many moving parts, too many socials and not enough quiet moments. I still struggle to just set up camp and record videos in public.

So here I am, sharing what I wanted to say then:
five lessons about creating a keynote that truly resonates. Including some b-roll from the conference.

Because when people show up to hear you speak, they’re investing something incredibly valuable — their time, energy, and attention. And that’s worth designing for and using carefully.

Here is a podcast from the journey, venue and hotel about this concept - and why Luton airport is one of my least favourite.

1. Every keynote starts with an idea

It could be a spark in a notebook, a story that won’t leave your head, a theme that keeps circling back to you.
Whatever it is, that’s where it begins - with an idea that you think other people would benefit from playing with.

From there, you invest your time, energy, and attention to turn that spark into something valuable.

You build a small activity set — researching, doodling, outlining, writing, designing slides, rehearsing. This is the messy middle - the creative action that brings those activity sets to life; turning an idea into something valuable and tangible, something worth paying for - and listening to.

Piece by piece, those small actions build towards something bigger.

And when all those parts come together — that’s when you step on stage.
That’s when the value finally gets realised.

2. Have a point of view

A keynote isn’t a lecture — it’s a perspective.
It’s something you believe. Something that might challenge people.

Not everyone will agree with you, and that’s okay.
The goal isn’t to please everyone — it’s to help the right ideas land with the right people.

3. Use stories

Facts inform. But stories connect.

Stories make information memorable.They give shape to emotion and context to detail.

Every story has an arc — a challenge, a change, a resolution.
And so does a good keynote.

When you’re designing your talk, ask:

What moments can I share as stories to help people feel the message, not just hear it?

4. Do the hard work

A great keynote looks effortless — but that ease comes from hours of invisible work.

In my book Zero to Keynote, I talk about how almost all of the hard work happens before you take to the stage: designing, scripting, rehearsing, and yes — cutting those wonderful lines you'd love to include but don’t serve the story.

That preparation gives you the confidence to show up fully.
On the day, the nerves may come – they do for me – but the process takes over.
You’ve done the work.
Now you can shine.

5. Give generously

When the moment comes, your job is simple:
Give the audience exactly what they deserve — a valuable use of their time, energy, and attention.

That’s the real exchange of value.
You’re sharing an idea that others can carry forward, something that was worth their investment in.

And when you give generously, that’s when the real value happens.

Every creative act — every project, every piece of work in the workplace, every keynote — follows this same journey.

A spark of an idea.
An investment of energy and attention.
An activity set that needs doing.
A process of creative action - the craft, hard work, and refinement.
Regular shipping of work.
And finally, a moment of generosity — when you share it with the world – a valuable moment.

That’s what it means to go from idea to valuable keynote.

If you’d like to dive deeper into how this applies beyond talks — to work, creativity, and leadership — then please do check out my brand new Idea to Value Video Course.

It’s a practical, human framework for turning ideas into outcomes that matter.

Photos from Budapest

Official photos from the HUSTEF conference:

Some of my photos: