In this episode of the SpeakersU Podcast, James Taylor and Maria Franzoni explore one of the most important challenges for professional speakers: how to stay relevant in a rapidly changing marketplace.

Maria explains why relevance to a paying market is the first element of her Bookability Formula and how speakers can identify what audiences will need today—and in five years' time. James shares how he blends perennial topics like creativity with fast-moving ones like AI, and why staying a few steps ahead of clients keeps him in demand.

From industry reports and boardroom insights to experimenting with new keynote content and testing topics with the market before creating them, this conversation is packed with strategies to help speakers stay visible, booked, and valued in an ever-evolving industry.

Key Takeaways

• Relevance drives bookings – It's the #1 factor in Maria's Bookability Formula.

• Think five years ahead – Use strategy insights to prepare for how industries and audiences will evolve.

• Blend perennial and trendy topics – Pair evergreen skills (creativity, leadership, resilience) with emerging trends (AI, tech, demographics).

• Listen more, talk less – Relevance often comes from asking the right questions in discovery calls.

• Experiment before you build – Test keynote ideas, topics, or programs in the market before investing time and money.

• Differentiate by audience – Tailor your pitch for C-suite, event professionals, and bureaus, as each values relevance differently.

• Stay close to your industry – Associations like MPI and global markets (US, Europe, Asia) often signal future trends.

Memorable Quotes

• "The most important element of being bookable is relevance to a paying market." – Maria Franzoni

• "Don't wait for five-year plans—ask what the world will look like in five years and move your speaking to match." – James Taylor

• "Sell it before you create it. The market decides what's relevant, not you." – Maria Franzoni

• "Relevance isn't just your topic—it's how you present it to different stakeholders." – James Taylor

Episode Timestamps

• 00:00 – Welcome and updates: group sessions and risky live AI music demos

• 04:24 – Why staying relevant matters: Maria's Bookability Formula

• 05:18 – James on blending perennial topics with fast-changing ones

• 06:45 – Strategy lessons from Eric Schmidt: think five years ahead

• 07:34 – Maria on LinkedIn Learning and WEF reports as future-skills guides

• 09:10 – How James tracks trends using board minutes, Gartner reports, Reddit

• 11:11 – Tech examples: AR glasses, live facial recognition, event tech

• 14:54 – Staying close to the meetings & events industry for insights

• 16:22 – Meeting professionals shaping the future of conferences

• 18:48 – Being too early: when audiences aren't ready for your message

• 20:01 – Test the market first: lessons from publishing and Dragon's Den

• 23:15 – Differentiating yourself in competitive pitches

• 25:00 – Evergreen vs. niche topics and industry-specific competition

• 27:20 – Relevance shifts depending on whether you're pitching C-suite, planners, or bureaus

• 28:07 – Discovery calls: listening, mirroring language, and building relevance

• 29:18 – Why listening is the most underrated skill for speakers

• 30:17 – Maria's tip: ask clients "How did you find me?" and "Why me?" before and after gigs

• 32:43 – James' tool: Opus Pro for creating viral short-form video clips

• 34:16 – Closing thoughts and listener questions

👉 Have a question for James and Maria? Email: [email protected]