1. Start with the outcome
Sets direction. Without this, everything else is guesswork.
2. Book for your people
Clarifies relevance. This narrows the field quickly.
3. Assess the speaker
This is where risk shows up.
“Can we trust this person? Will this work?”
4. Involve the speaker early
Once trust exists, collaboration becomes possible.
5. Let the outcome guide depth and energy
Now you fine-tune the format, tone, and level.
6. Be open about budget
At this stage, constraints can be discussed without tension.
7. Extend the value beyond the stage
This closes the loop and lifts the thinking from event to impact.
