How To Define the 3 Objectives of a Great Speech

AJ Vaden
3 min readFeb 9, 2021


These are the three things we want to analyze in terms of defining your personal brand. The first is a question: what category do you fall within? Next we define your one-word uniqueness (which should sound familiar to you if you’re familiar with us at Brand Builders Group!). Finally, we have the empirical problem that you solve, which is at the foundation and the basis of all we do to build your personal brand.

Today we’re going to talk about all of these in relation to your keynote speech. First we have your overarching problem that only you can solve, which should be your personal brand. For example, my keynote speech is titled “Better Than Ever,” but the problem I solve is irrelevance.

The problem I solve in my keynote is irrelevance in the marketplace, which is unique to my experience and what I care to talk about. I teach how people and companies can go from (or prevent themselves from becoming) irrelevant. What problem does your keynote solve this way? That’s what you need to ask yourself.

If you’re talking to whoever is booking you, you will need to be able to say with confidence, “If your company or your audience has this problem, I am the speaker for you.”

Next, we need to clarify your message. What is the message of your keynote? I mentioned that mine is called, “Better Than Ever.” The problem I solve is irrelevance. The message that I am teaching on this topic is how to move on, how to not do things the way they have been done in the past, to not think the best has already come and gone, etc. I focus on how to help people and companies move on. I have a corporate and personal version of this to help me stay organized, but that’s in essence what both are about.

My keynote is one for the company who has plateaued, who needs to reinvent, who needs to innovate and who needs to step into the next era. Then I have a tailored, more personal version, which is more for the individual about living the next half better than the first half. It’s about inspiring you to believe the best is yet to come.

All of that is to say these are the ways I spread my message (how to move on) and solve my problem (irrelevance) in one keynote speech. That’s unique to my keynote speech.

What is your uniqueness? One word uniqueness is going to encapsulate your personal brand as well. What is the unique factor about you, your life, your past, your work or your speech?

For me, it’s about reinvention. Plenty of people talk about change, which is a similar concept, but I call it reinvention. That’s to give me a unique edge in my message and in the marketplace.

To wrap up here, you need to ask yourself the following questions when outlining a successful keynote speech: How do you define and explain what you speak about? What type of speaker are you? Are you a motivational speaker, a leadership mentor, an economist? Are you an expert?

Find out who and what you are and let your keynote speech reflect that.



AJ Vaden

AJ Vaden is the Co-founder of Brand Builders Group, international speaker, million-dollar consultant and host of the Influential Personal Brand Podcast.