The three questions every speech must answer

One of my Executive MBA classmates had to give a three-minute speech in a class called “Selling Yourself.”


“On what?” I asked.

“Anything,” she said. “I have to tell a story.”

She didn’t know where to start. As she told me, she considered calling a close friend to remind herself of something worth sharing.

Sure, you could do that, I replied. But it might be easier for to just think about the three questions that every speech needs to answer.

Why you? Why me? Why now?

I didn’t come up with this phrasing—as far as I can tell, it comes from a University of Chicago book about the job hunt.

But its meaning is most powerfully applied to public speaking.

Why you?

What makes this speech worth the audience’s attention?

A doctor speaking to their peers might discuss an innovative treatment that improves patient satisfaction. A best man’s speech at a wedding could aim to make people lovingly laugh at the groom’s expense. A keynote at a CPG forum might introduce advertisers to new e-commerce trends.

In my friend’s case, the “why you” is baked into the cake. The audience is listening to support their classmate. They’re rooting for their peer to succeed.

Here’s a secret. Almost every audience you’ll ever have wants you to do great, because they don’t want their time to be wasted.

Why me?

Why are you the right messenger to deliver this speech?

This requires introspection and courage. You have a unique combination of lived experiences—one that no one else in history has had.

If you look back at your speech’s transcript or bullet points and think that you could be telling somebody else’s story—too vague, too generic, too impersonal—go back to the drawing board.

My friend had a fascinating story to share: after a year of problems, from displacement to divorce, a small piece of advice from a professor led them to respond to a cold LinkedIn message they would have normally disregarded.

Fast-forward a year, and they have a fascinating job in a cutting-edge industry barely related to their past experiences. Keeping their eyes open to one more possibility changed their life.

Why now?

Could your message have been delivered a year ago? Two years ago? Ten years ago?

The best TED talks introduce NEW ideas worth sharing, translating years of experience and discovery into a relatable, impactful message.

Aristotle didn’t only care about ethos (credibility), pathos (emotion), and logos (logic) — he also mentioned the often-forgotten kairos (timeliness).

This is my critique of many competitive speeches, from elementary school to Toastmasters: they don’t meet the moment or tap into a deeper culture zeitgeist.

My friend’s speech is taking place at a summit with other mid-career professionals who are searching for career change or enhancement during the fourth industrial revolution. Her new career embodies what recently laid-off former directors and executives wish they could also experience. Her pivot, both professionally and personally, is powerful. It meets the moment.

Why you? Why me? Why now?

If you can answer these three questions, you have the start of a strong speech.