Audit a keynote outline, deck, or draft for mode drift. Catches when Tim slips from provocation into teaching. Use for "keynote check", "speech audit", "is this a keynote or a training".
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Evaluates whether a keynote, talk, or conference session is built for provocation (emotional shift) or has drifted into education (framework delivery). Tim's default is teach/explain. A keynote needs to provoke/move.
A keynote is NOT a short training. It has fundamentally different goals:
| KEYNOTE | TRAINING |
|---|---|
| Change how they FEEL | Change what they KNOW |
| One argument | Multiple concepts |
| Story-driven | Framework-driven |
| Emotional peak + strong close | Practice + takeaways |
| They repeat one line to others | They use a tool independently |
| 20-60 min | 60-180 min |
Every keynote needs exactly ONE core argument — a single reframe the audience hasn't heard before.
CORE ARGUMENT CHECK
───────────────────
STATED ARGUMENT: [What Tim thinks the talk is about]
ACTUAL ARGUMENT: [What the content is actually arguing — often different]
CLARITY: [CLEAR | FUZZY | MISSING]
THE ONE LINE: [Can the argument be stated in one sentence?
If not, it's not ready for a keynote.]
REFRAME TEST: [Does this argument change HOW the audience sees something?
Not just add information — actually shift perspective?]
[YES — describe the shift | NO — it's informational]
KEYNOTE STRUCTURE AUDIT
───────────────────────
ELEMENT | PRESENT? | QUALITY | ISSUE
─────────────────────|──────────|────────────|──────────────
Opening hook | YES/NO | [1-10] | [Issue if any]
Anchor story | YES/NO | [1-10] | [Does it carry the argument?]
The reframe moment | YES/NO | [1-10] | [Is there a clear "aha"?]
Supporting evidence | YES/NO | [1-10] | [Data that creates surprise?]
Emotional peak | YES/NO | [1-10] | [Identifiable peak moment?]
The one line | YES/NO | [1-10] | [Memorable, repeatable?]
Strong close | YES/NO | [1-10] | [Lands, doesn't trail off?]
MISSING ELEMENTS: [List]
Scan for EXPLAIN signals that don't belong in a keynote:
DRIFT MAP
─────────
SECTION | MODE | BELONGS? | ISSUE
─────────────────────|───────────|──────────|──────────────
[Section] | PROVOKE | ✓ | —
[Section] | EXPLAIN | ✗ | Tim is teaching a framework
| | | here. Cut or convert to story.
[Section] | EXPLAIN | ✗ | Literature review. Nobody
| | | came for citations. Cut.
EXPLAIN CONTAMINATION: [X]% of content is education, not provocation
TARGET: <10% explain content in a keynote
Common drift patterns in Tim's keynotes:
EMOTIONAL ARC
─────────────
HIGH ─────────────────────────────────────────
│ ╱╲
│ ╱ ╲
│ ╱╲ ╱ ╲
│ ╱ ╲ ╱ ╲
│ ╱ ╲ ╱ ╲
LOW │─────╱──────╲──╱──────────╲────────────
│
└─── OPEN ── BUILD ── PEAK ── RESOLVE ── CLOSE
CURRENT ARC: [Describe the actual emotional shape]
PEAK LOCATION: [Where is the most intense moment? Should be in final third]
END QUALITY: [Strong close or trail-off?]
ARC VERDICT: [COMPELLING | FLAT | FRONT-LOADED | NO CLEAR PEAK]
KEYNOTE VERDICT
═══════════════
OVERALL: [READY | NEEDS REVISION | WRONG FORMAT — THIS IS A TRAINING]
ONE ARGUMENT: [CLEAR | FUZZY | MISSING]
STORY ARC: [COMPELLING | ADEQUATE | WEAK | MISSING]
EMOTIONAL PEAK: [IDENTIFIABLE | BURIED | MISSING]
CLOSE: [STRONG | ADEQUATE | TRAILS OFF]
EXPLAIN DRIFT: [NONE | MINOR | MAJOR — needs structural rework]
TOP 3 FIXES:
1. [Specific — "Cut slides 15-22, the framework walkthrough. Replace with
the $450 cast members vs. $994M Falcon stat. That IS the argument."]
2. [Specific]
3. [Specific]
THE REPEATABLE LINE:
[What's the one sentence an audience member will say to their colleague
tomorrow? If it doesn't exist yet, draft 3 options.]
The Framework Dump: Tim has a great framework (UX², Expectation Architecture). He wants to teach it. In a keynote, the framework should be INVISIBLE — felt, not explained. → "The audience should leave thinking 'expectations are the real lever' without ever seeing a 2x2 matrix."
The Citation Reflex: Tim's credibility instinct makes him cite Kahneman, Zeithaml, Peak-End Theory. In a keynote, credibility comes from story and insight, not references. → "Drop the names. Keep the ideas. Nobody remembers who published it. They remember the Disneyland story."
The To-Do Close: Tim's training brain wants to give takeaways. A keynote close isn't a homework assignment — it's a call to change. → "Don't end with '5 things to do.' End with one challenge that haunts them."
The Exercise Creep: Tim loves interaction. In a keynote, interaction is a applause, laughter, a show of hands at most. Not pair-shares. Not mapping exercises. → "If they're turning to their neighbor, you've left keynote mode."
The Amazing Open, Weak Close: Tim's best material is his stories. He front-loads them. The close becomes whatever time is left. → "Your close should be written before anything else. It's the last emotion they feel."