The Council for Responsible Nutrition’s board of directors chairman (and VP/Head of Regulatory and Medical Science for Nestlé US) needed a 20-minute keynote speech to cover the trade association’s accomplishments during his two-year term as board chair.
The speech was to be given at CRN’s Now, New, Next, an industry-wide event for the $60B dietary supplement industry.
After performing some initial research, here’s how I composed the chairman’s captivating 20-minute keynote speech:
- Conducted a kickoff meeting with the chairman to discuss his goals, the audience, and key messages
- Discussed creative concepts. Instead of a slide deck filled with bullet points and text, the chairman was open to visuals more in the style of a TED Talk.
- Outlined concepts, secured approvals, fleshed out the speech, secured more approvals, then finalized the text
- Created a slide deck to illustrate the chairman’s story
The chairman’s speech was a success! Anyone can rattle off a list of achievements, but we took the time to tell a story that spoke to the interests of a 210+ person audience.
The chairman elicited both chuckles and cheers from the crowd because we included inspirational and humorous mentions that resonated deeply with this specific audience of industry executives.