Anyone looking to book a speaker for an event will soon face the question of choosing the right format: keynote, impulse talk, or perhaps a workshop?
These terms are often used interchangeably in everyday language – yet they stand for very different requirements, effects, and objectives.
In this article, we, as a speaker agency, explain the differences between these three formats – and help you assess which format is right for your event.
Formats at a glance
1. The Keynote – The Spotlight Moment with Lasting Impact
The keynote is the classic format for larger events, conferences, or customer events. It often opens or closes the day – aiming to inspire, spark ideas, and leave a lasting impression.
Typical Characteristics:
- Duration: approx. 30–60 minutes
- Stage, spotlight, large audience
- Strong dramaturgy, storytelling, clear message
- Little or no interaction with the audience
- Often accompanied by media (photos, video, social media)
Objective:
To evoke emotions, spark new thinking, and generate energy.
When is it suitable?
When you want to focus attention and provide an emotional or visionary impulse – e.g., at the opening or closing of an event.
2. The Impulse Talk – Short, Focused, Impactful
An impulse talk is shorter than a classic keynote and usually less elaborately staged. It’s well-suited for internal events, digital formats, or as part of a thematic session with several speakers.
Typical Characteristics:
- Duration: approx. 15–30 minutes
- Content-focused, to the point
- Minimal theory, high practical relevance
- Often combined with a follow-up discussion, Q&A, or panel
Objective:
To introduce a relevant topic, trigger thought processes, and open up conversations.
When is it suitable?
When you want to deliberately spark ideas – e.g., in leadership circles, town halls, or online meetings.
3. The Workshop – Interactive, Practical, In-Depth
A workshop is not a lecture but an interactive working format. It’s not just about listening but about thinking together, discussing, and trying things out. Workshops are excellent for working on specific issues or exploring topics in greater depth.
Typical Characteristics:
- Duration: 1.5 to 4 hours or even a full day
- Smaller groups (approx. 6–20 people)
- Variety of methods: group work, discussions, exercises
- High level of interaction and engagement
Objective:
To apply knowledge, develop strategies, and strengthen team processes.
When is it suitable?
When you want to initiate change, support processes, or work on results – e.g., for leadership development, change projects, or innovation topics.
Which Format Fits Your Objective?
The choice of the right format strongly depends on your goals, target audience, and event setup. Here’s a brief guide:
| Objective | Suitable Format |
|---|---|
| Focus & Inspiration – | Keynote |
| Topic Introduction & Discussion – | Impulse Talk |
| In-Depth Exploration & Participation – | Workshop |
| Internal Leadership Development – | Workshop + Impulse Talk |
| Customer Event – | Keynote or Impulse Talk |
| Digital Format – | Impulse Talk or Keynote |
As an agency, we advise you on the format that best conveys your message – and which speaker is best suited for the task. Many of our speakers are proficient in multiple formats and can switch flexibly between keynote speeches, motivational talks and workshops.
Combining Formats – Often a Smart Choice
We increasingly see events where different elements are combined. Examples include:
- Keynote + Q&A session with the audience
- Impulse talk + workshop in a smaller, in-depth group
- Short impulse talks as modules of a themed day
We work with you to develop formats that align with both your objectives and your organizational possibilities – creatively and practically.
The Format Is Part of the Message
A great speaker needs the right setting. Keynote, impulse talk, and workshop each have unique strengths – and their own specific effects. Choosing the right format isn’t just a detail; it’s a strategic component of your event.
We’ll help you select the format that truly resonates with your target audience – and suits you best.
Get in touch with us for personal, cross-format advice: or