Use the Heart, Head, Hand Formula

Lathan recommends using this approach to map out your session. “Start with the heart and offer an emotional story that appeals to peoples’ passions,” says Lathan. “For the head, identify what you want your attendees to learn, and for hand, how do you want them to use this information and put it to action? Finally, circle back to the heart, where you again can incorporate emotion and some entertainment.”

Stage Your Session Like a Theatrical Performance

“Think of your general sessions as ‘acts’ in a play,” says States. “What is the narrative and what journey do you want to take your audience on? Create a beginning, middle and end with a climax and a denouement. Weave language throughout with a narrative storyteller—a respected community member or talented emcee—who can create connection from story-to-story (session-to-session) and lead your audience on a journey that includes self-reflection and actionable takeaways.”

Know Your Audience and Understand Your Objective

Lathan notes that it’s imperative to understand your audience so you can engage a speaker that’s relevant. “A sales kickoff meeting calls for a different type of speaker than you might have at a company-wide general session. Your sales team may be more interested in hearing from someone who can share a powerful message about getting back up after they’ve failed – like 6x American Ninja Warrior competitor, Angela Gargano. If your aim is to generate loyalty, you might hire someone like author Brene Brown, who speaks on vulnerability and courage, or Dr. Jessica Garza, a performance psychologist who works with professional athletes to help them develop mental readiness and self-confidence.”

Bigger Isn’t Always Better

“Don’t think getting the biggest name speaker is the only way to go,” adds Lathan. “Attendees are going to the session for what they’ll learn, not who they’ll see. Celebrities have become out of vogue because they are expensive. We like to go with micro influencers in the industry—and every industry has them.”

Lean Into the Performing Arts

How can song, dance, acting, comedy and improvisational theater play a critical role in storytelling during your general sessions? “These art forms evoke emotion, spark imagination and create memorable moments that resonate long after the event ends,” says States.

“Incorporating live performance elements can transform passive listening into active engagement, helping to reinforce key messages and themes. Whether it's a choreographed opening number or a spontaneous improv segment, the performing arts can elevate your session from informative to unforgettable.”

Host a Talk Show

States suggests turning your session into a talk show. Whether it's a daytime-style format incorporating multiple people, a setup with a Tonight Show vibe, or a midday gathering that models top sports halftime shows, engage with a quick-hitting general session that features community members onstage in a commentary role. They can discuss relevant organizational news, make your keynote's content even more relevant and engage with Q&A with speakers and presenters. Use your panelists as the voice of everyone in the space, a host who brings wit and relevancy, even a "house band" to play everyone on and off.

Recognize Community Members

Everyone wants to be seen and acknowledged. Neuroscience shows that social recognition activates the brain’s reward centers, releasing dopamine and oxytocin—chemicals linked to motivation, trust and emotional bonding. “By publicly acknowledging individuals and groups during general sessions, you not only boost morale but also foster a stronger sense of belonging and engagement across your community. Everyone in the room aspires to be recognized like their peers,” says States.

Ditch the Q&A

Rather than having someone run around with a microphone to solicit questions, which can waste time and disengage your audience, have guests submit questions in advance so the speakers can get right into them. “Converse,” says Lathan. “If your event is entirely one way and participants could have watched a recording after the fact, they’ll say they didn’t need to get on an airplane to go to the event. Make sure there’s an opportunity for attendees to have conversations.”

Liz Lathan, CMP, is co-founded Club Ichi, a thriving membership community for B2B event marketers. This platform provides a space for professionals to exchange ideas, collaborate on best practices, and elevate their careers. Her vision for Club Ichi stems from her belief that the most powerful innovations emerge from shared experiences and collective problem-solving. In addition to Club Ichi, Liz also co-founded The Community Factory, a firm dedicated to helping brands build meaningful, year-round engagement with their audiences.

Jessie States, CMP, CMM, is the Vice President of Meeting Professionals International's consulting business, where she leads the integration and execution of client services, including live event design, focus groups, research and bespoke training. Prior to her current role, Jessie led the MPI Academy team, which delivers all the education for MPI, its community and partners, and where she was personally responsible for all mainstage production design and delivery.