What makes a speech great?

An historic event? "December 7th, 1941 a date which will live in infamy."
Heroic rhetoric? "Never before in the course of human events . . ."
Inspiration? "Ask not what your country can do for you."
Aspiration? "I have a dream . . . that my four little children . . . will not be judged by the color of their skin but by the content of their character."
Clear delivery? "Mr. Gorbachev, tear down this wall!"

The fact is, as Roosevelt, Churchill, Kennedy, King and Reagan (not to mention their speechwriters) knew, a great speech captures the sense of the occasion. That is, it's the right message, at the right time tailored for the right audience.

Obviously, few speeches match the occasion of the examples cited above. But, venue and circumstances aside, what elevates a decent speech - or, heaven forbid, a "nice talk" - from the mundane to the exceptional is:

  • Ability to engage, challenge, inform, inspire, awaken, unite . . . in other words make the audience not just hear and see, but feel something.
  • The point. Every good speech has a central, critical idea. Otherwise, it has no "point."
  • The words. (that's where we come in).
  • The delivery. (that's you, but we can help there too.)
  • The aforementioned sense of occasion: the right message for the time, the place and the audience.

In an ideal world, you would write your own speech, after reflection and research, pain-staking attention to compelling language, maybe some comic relief and faith to your central idea and vision.

In the real world, time is something that you, as a senior executive do not have.

It's hard to find an imaginative speechwriter, who can adapt to your style and deliver all that you need.

Your customers, your audience will tell you when the product it right, or when it is wrong. The content and delivery of a speech will carry by word of mouth, sometimes resounding for weeks, maybe months with clients, colleagues and associates whose opinion you need to care about. If your speech was great your reputation soars. Unfortunately, the reverse is also true.

A good speechwriter will hone your thoughts and ideas with razor sharp focus. A great speech will connect you and your audience in a common experience. That's priceless.

Ambitious?     Yes.     Possible?     Absolutely.