The power of the right speaker - why fit matters more than fame
Ahead of the beam Annual Forum, beam chair Louisa Watson explains why selecting keynote speakers isn’t about ticking a box or finding someone with the right number of followers...
Each year, as we begin planning the beam Annual Forum, we return to the same question: what do we want this event to feel like? Not just what it looks like on the agenda, but what the conversations sound like in the corridor. What ideas are sparked? What moments will people talk about on the way home?
It’s a question that takes us beyond logistics and into the emotional, intellectual, and sometimes unpredictable territory of experience design. And one of the most powerful tools we have to shape that experience? The keynote speaker.
Will Greenwood
Will Greenwood
This year, we’re thrilled to welcome many incredible speakers, including Will Greenwood, to our main stage. But choosing a speaker isn’t about ticking a box or finding someone with the right number of followers. It’s about finding someone who embodies the message we’re trying to communicate and can elevate it in a way that’s both memorable and authentic, aligning with our community's values.
Louisa Watson, beam chair
Louisa Watson, beam chair
A speaker is more than a slot on the agenda
It’s easy to think of a speaker as just another piece of event architecture: a solid opener, a bit of energy, maybe a familiar name. But when selected well, the right speaker becomes something far more significant: a messenger, a moment-maker, and a multiplier of your event’s core themes.
In a world awash with data, people don’t recall bullet points - they remember stories. They remember the speaker who made them lean forward, laugh unexpectedly, or reconsider something they thought they knew. The best speakers don’t just disseminate content, but they forge connections. And it's these connections that give your message enduring resonance.
Insight you can’t find on Google
Another reason to be thoughtful about speaker selection? Access. The best speakers offer a window into a world most of us don’t get to see. They bring lived experience, not theory. Their insights are shaped by pressure, failure, resilience, risk, and the kind of personal transformation that can’t be taught in a classroom. These unique insights can inspire and enlighten your audience.
When we examined this year’s forum theme, ‘Relationships 2.0 – The Heartbeat of Hospitality and Human Connection,' it was clear that we needed a speaker who could bring it to life in a compelling, grounded way. Will Greenwood stood out immediately.
Will Greenwood
Will Greenwood
His name might be familiar from his Rugby World Cup-winning days, but what makes him the perfect fit for beam is something deeper. He knows what it means to lead under pressure, to build trust within a team, and to prioritise that unique human connection. And he knows how to communicate those lessons, not as abstract theories, but as vivid, human stories that resonate across industries.
More than motivation
Motivation is a wonderful thing. But what we’ve come to value at beam is transformation, and the difference between the two is often found in how well a speaker has been matched to the audience.
A great speaker doesn’t just fire people up, but they help them think differently. They challenge assumptions, reframe the conversation, and offer new ways of approaching familiar challenges. And when they truly understand the audience in front of them, its pressures, pace, opportunities and blind spots, that transformation can be profound.
That’s why the process behind choosing a speaker is so important. It’s not just about availability or cost. It’s about alignment. Voice. Tone. Relevance. What does this person bring that will make our message land in a fresh way? What will they spark? Ensuring this alignment can reassure your audience and give them confidence in your event.
Making the invisible visible
One of the joys of curating an event like the Annual Forum is seeing how every decision, from speaker selection to venue and staging, contributes to a bigger picture. When a speaker truly fits, it doesn’t just show on stage. You see it in the networking that follows, the panel debates it energises, and the follow-up notes that circle back to something they said. A great speaker makes your event cohesive and engaging. They become a touchstone for the rest of the experience.
Looking ahead
As chair of the board, I’m always looking at how our events can better serve our members and reflect the changing world in which we work. This year, that means leaning into themes of relationship building. It also means selecting partners and contributors, such as our keynote speakers, with care and intention.
Our decision to work with Speakers Corner to bring Will Greenwood to the Forum was driven by that same principle. Their understanding of our goals, audience, and ethos made the process seamless. More importantly, it made the choice feel right, not just for the programme, but for the people in the room.
And that, I believe, is what sets a great event apart.
The beam Annual Forum takes place on July 3-4 at Novotel London West. Registration is still open for the event here: https://beam-org.uk/events/beam-annual-forum/
