Design a keynote from topic to deliverable talk structure. One argument, one story arc, one emotional peak. Use for "build a keynote", "design my talk", "write my speech".
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Designs keynotes and conference talks built for provocation, not education. Produces a talk structure with one core argument, one anchor story, one emotional peak, and one memorable close. Tim brings the insight and stories — this skill provides the architecture that keeps him from drifting into training mode.
BRIEF (gather context)
↓
CORE ARGUMENT (one sentence)
↓
STORY SELECTION (anchor + supporting)
↓
EMOTIONAL ARC (open → build → peak → resolve → close)
↓
TALK STRUCTURE (timed, with delivery notes)
↓
THE ONE LINE (what they'll repeat tomorrow)
KEYNOTE BRIEF
─────────────
Event/Host: [Who's putting this on?]
Event Name: [Conference, summit, etc.]
Talk Title: [If assigned — may need to change]
Duration: [Minutes — hard stop?]
Audience: [Who's in the room? Size? Roles? Sector?]
Why Tim: [What made them pick Tim specifically?]
Audience Pain: [What problem does this audience have?]
Desired Shift: [How should they feel DIFFERENTLY when they leave?]
Adjacent Talks: [What else is on the agenda? Don't duplicate.]
Constraints: [Topics to avoid, format rules, tech setup]
Tim's Current Angle: [What does Tim think the talk should be about?]
The core argument is the ONE reframe the audience hasn't heard. Not a topic. Not a category. A specific claim that shifts perspective.
Bad core arguments (topics, not arguments):
Good core arguments (specific, reframing, provoke disagreement):
CORE ARGUMENT
─────────────
DRAFT 1: [First attempt]
DRAFT 2: [Sharper version]
DRAFT 3: [Sharpest — usually the one]
THE ARGUMENT IN ONE SENTENCE:
[This is the sentence Tim should be able to say from memory.
If he can't say it in one breath, it's not sharp enough.]
REFRAME TEST:
- What does the audience believe BEFORE the talk? [Current frame]
- What should they believe AFTER? [New frame]
- What's the moment of surprise between the two? [The shift]
A keynote needs ONE anchor story that carries the entire argument. Supporting stories are optional and brief.
STORY ARCHITECTURE
──────────────────
ANCHOR STORY: [The one story that IS the talk]
- Setup: [What's the situation? Who are the characters?]
- Tension: [What goes wrong or what's at stake?]
- Turn: [The moment that changes everything]
- Landing: [What it means — but DON'T over-explain]
CONNECTION TO ARGUMENT: [How does this story PROVE the core argument
without Tim having to say "and the lesson is..."]
SUPPORTING STORIES (0-2 max):
- [Brief story 1 — what it reinforces]
- [Brief story 2 — what it reinforces]
DATA POINT(S) (0-2 max):
- [Surprising stat that creates an "oh" moment]
Story selection criteria:
EMOTIONAL ARC DESIGN
────────────────────
DURATION: [X minutes]
PHASE | TIME | WHAT HAPPENS | EMOTION TARGET
─────────|───────|───────────────────────────────|──────────────────
HOOK | 0-2m | [Opening moment — question, | CURIOSITY
| | surprising stat, or in |
| | medias res story start] |
| | |
BUILD | 2-Xm | [Anchor story setup + | TENSION /
| | tension. Audience feels | RECOGNITION
| | the problem in their gut] |
| | |
TURN | Xm | [The moment of reframe. | SURPRISE
| | This is where the core |
| | argument LANDS through |
| | story, not explanation] |
| | |
PEAK | X-Ym | [Highest emotional intensity. | AWE / CONVICTION
| | Usually the data point or |
| | the story's most powerful |
| | moment. Should be in final |
| | third of the talk.] |
| | |
CLOSE | Y-end | [The one line. The call to | RESOLVE /
| | change. NOT a to-do list. | DETERMINATION
| | NOT "in summary." A moment |
| | that echoes.] |
TALK STRUCTURE: [Title]
EVENT: [Event] | DATE: [Date] | DURATION: [X min]
THE ONE LINE: "[The sentence they'll repeat tomorrow]"
TIME | SECTION | WHAT TIM DOES | DELIVERY NOTE
─────|────────────────|──────────────────────────────────────|──────────────
0:00 | HOOK | [Exact opening — first 30 seconds | [Energy: start
| | matter most. Script this precisely.] | at 7/10, not
| | | 10/10]
| | |
2:00 | STORY SETUP | [Begin anchor story. Set the scene. | [Slow down here.
| | Characters. Context. Make them care.]| Details matter.]
| | |
X:00 | TENSION | [Build the problem. Let it sit. | [Don't rush to
| | Don't resolve it yet.] | the answer.]
| | |
X:00 | THE TURN | [Deliver the reframe. This is the | [PAUSE after
| | moment. Don't explain it — let it | the turn. Let
| | land.] | it breathe.]
| | |
X:00 | PEAK | [Highest intensity. The stat, the | [This is where
| | most powerful story beat, the | Tim's energy
| | moment of awe.] | peaks. Full
| | | conviction.]
| | |
X:00 | CLOSE | [The one line. The call to change. | [Memorize this.
| | Full stop. Don't add anything | Say it. Stop.
| | after it.] | Don't add.]
IF RUNNING LONG: Cut [specific section — never cut the close]
IF RUNNING SHORT: Expand [story detail in build section — never pad the close]