The Business of Influence: A New Playbook for Speaker Bureaus and Tech Talent

Navigating the evolving landscape of technology conferences requires a fresh approach for both agencies and speakers.

Article link: https://open.substack.com/pub/johanosteyn/p/the-business-of-influence-a-new-playbook?r=73gqa&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true

Audio summary: https://youtu.be/1Y_oWWt9_MI

As someone deeply immersed in Artificial Intelligence and technology, I often write about issues that capture my interest and, I believe, warrant the reader’s attention. While my primary focus lies in the transformative power of AI and its implications for business and society, I also explore adjacent areas concerning education, the future of our children, and the broader political landscape shaped by technological advancement.

This article delves into the critical evolution of the speaking industry, particularly within the dynamic realm of technology, and the essential role of a new strategic playbook.

The world of professional speaking, especially within the technology sector, is undergoing a profound transformation. Event organisers no longer merely seek a well-known name; they demand strategic insight, demonstrable market relevance, scalability, and a clear return on investment.

This shift presents both significant challenges and unparalleled opportunities for speaker bureaus, agencies, and individual speakers alike. Remaining stagnant in this rapidly evolving environment is not an option; adaptation is key to securing influence and impact.

CONTEXT AND BACKGROUND

The conference market, particularly in technology, operates at an accelerated pace, driven by continuous innovation in areas such as AI, generative design, edge computing, and cybersecurity. This environment necessitates speakers who are not only charismatic but also deeply fluent in emerging trends and adept at conveying actionable insights. Traditional speaker bureau models, often reliant on booking celebrity speakers who may lack specific technological relevance, are increasingly becoming obsolete.

The demand is now for content that directly addresses the complex challenges and opportunities presented by rapid technological change. My book, “The Business of Influence: How Modern Speaker Bureaus Win, Scale, and Stay Human” (available at https://www.amazon.com/dp/B0FVLXX7VR), offers a comprehensive roadmap for navigating this new reality, providing frameworks for success in a market increasingly shaped by hybrid and virtual events, and the pervasive influence of AI.

INSIGHT AND ANALYSIS

For agencies and speaker bureaus, adaptation is not merely advantageous but essential. Technology conferences demand speakers who can articulate the nuances of emerging trends and deliver engaging presentations in diverse formats, including the increasingly prevalent virtual and hybrid models.

Many bureaus are held back by chaotic deal pipelines, undertrained sales teams, a lack of automation, and insufficient investment in speaker development. “The Business of Influence” directly addresses these operational failures, outlining how agencies can streamline their processes from initial contact to final payment, reduce the inefficiencies of excessive meetings and email correspondence, and build scalable systems that empower teams to focus on value creation rather than administrative burdens. It is personally important to me that this industry, which I have been a part of for many years, embraces these changes to remain vibrant and relevant.

For our country, fostering a dynamic speaking industry means cultivating a more informed and adaptable workforce, crucial for national innovation and economic growth. For our children, it means preparing them for a future where continuous learning and the ability to communicate complex ideas effectively are paramount. Bureaus serving the tech sector must evolve into knowledge businesses, leveraging automation and AI as enablers of scale while meticulously preserving the personalised service that is vital for both speakers and clients.

For current and aspiring tech speakers, the value proposition extends beyond a compelling message and polished delivery. It encompasses how effectively their bureau represents them, the quality of coaching received, the strategic leveraging of their intellectual property, and their ability to connect with event organisers seeking actionable outcomes. “The Business of Influence” guides speakers on building a robust personal brand, crafting narratives that resonate within the tech world, and forging partnerships with bureaus that actively invest in their growth.

The book elucidates how speakers can position themselves not merely as keynote entertainers but as strategic thought-partners, collaborating with bureaus to develop scalable programmes, digital assets, and repeatable content that conference organisers will value and re-engage with.

IMPLICATIONSThe confluence of AI, automation, virtual and hybrid event formats, and the heightened expectations of a knowledge-driven economy signifies a rapid evolution within the speaker industry. Speaker bureaus must now secure business by offering not just prominent names, but also robust frameworks, measurable outcomes, and tangible influence. Similarly, speakers must elevate their professional persona to embody strategic insight, develop comprehensive content ecosystems, and demonstrate clear audience impact.

Without this fundamental shift, both agencies and speakers risk being commoditised in an increasingly competitive market.

My book provides a practical, tested blueprint for navigating this modern environment, ensuring that technology conference organisers find the partnerships they seek with agencies and speakers who truly understand their business needs.

CLOSING TAKEAWAY

The future of professional speaking in the tech sector demands proactive engagement and strategic adaptation. Whether you lead a speaker bureau, manage an event agency, or aspire to speak at tech conferences, now is the opportune moment to embrace the insights offered in my book. Build scalable systems, invest in your talent, leverage intelligent tools, and always prioritise the human connection that underpins genuine influence.

Author Bio: Johan Steyn is a prominent AI ethicist, author, and international speaker. His work focuses on the practical application of AI in business and its broader societal impact. He advises organisations on AI strategy and responsible technology adoption, sharing his insights globally. Learn more about his work at https://www.aiforbusiness.net