Stop Booking “Bad” Talent

By Zach Nadler, CEO of VaynerSpeakers

One thing I’ve learned over the years: great events don’t just “book speakers.” They curate talent. Thoughtfully. Strategically. Intentionally. And with a clear understanding of why the person on stage matters to their audience just as much as what they’re saying.

If you host events—whether it’s a customer summit, an internal leadership retreat, or a global conference—how you think about on-stage talent matters. If you’ve gotten feedback on “bad talent,” it’s likely that the talent didn’t align well with your company, goals, audience, etc. Don’t worry… There are a lot more speakers out there. Probably too many, if I’m being honest.

Here’s how to choose the right keynote speaker.

Sounds obvious, but it’s where a lot of companies miss. They choose speakers based on internal preferences (“Our CEO is a big fan,”) or social following (“They’re big on LinkedIn”). What gets overlooked? What the actual audience needs to hear.

The best events start with questions like:

• How do we want our audience to feel after they hear from our speaker?
• What problem do they need solved?
• Who can make them think differently?
• What’s worked in the past? What hasn’t?

If you can answer those questions, it should immediately narrow your search field.

Do big names help draw attention? Of course. But if your entire event lineup is recognizable faces, you’re not offering anything new. And don’t forget, plenty of events have attendees coming regardless of the speakers, even if they have no choice (I see you annual retreats).

The smartest events blend:

• Trusted, recognizable voices (to anchor credibility)
• Emerging or unexpected voices (to spark new thinking)

It’s not about booking celebrities. It’s about balancing familiarity with surprise. That’s what keeps audiences engaged. And if it’s a public event, emerging voices look even better five years later when you can’t afford them anymore!

A keynote is great. But the events that get the most value from their talent think bigger.

Consider a mix of:

• Workshops, where talent can go deeper with smaller groups
• Fireside chats, where leaders can share candid insights
• Panels, pairing talent with your internal voices
• Post-event content, extending the conversation beyond the stage

In other words: book the person, but think about the full experience they can help create.

Not every impressive person is the right speaker for your event, let alone a speaker at all. The best events look for:

• Alignment between the speaker’s story and the event’s themes
• The ability to engage—not just present
• People who listen first, speak second

It’s not just about filling a slot–it’s about finding the person who makes sense for the room, at that moment.

The events that consistently win? They treat speaker talent like strategy, not logistics.

Because the person on your stage isn’t just delivering content—they’re representing your brand, shaping conversations, and helping your audience connect in a way that lasts, until your next event.

That’s worth getting right.

—Zach Nadler
CEO, VaynerSpeakers