For a welcome by your boss that kickstarts your event, instead of making people disconnect. By Rogier Elshout
Most of the conferences I moderate start with a few words from the host. That could be a minister, a European Commissioner, a head of state, a CEO, or the president of the organizing body. It’s a moment that matters: it sets the tone, manages expectations, and kickstarts the conversation.
But all too often, that moment is lost. The dignitary walks on stage, pulls a pre-written speech from their pocket, and starts reading it like they’re seeing it for the first time too. They welcome participants in careful order of importance, repeat things we already know, and give vague summaries of plans that are either too shallow or too self-congratulatory. They avoid every controversy and tiptoe around the pink elephant in the room — and then politely wish everyone a good day before disappearing.
How different it is when someone walks up, looks into the audience, and speaks from the top of their head and the bottom of their heart. When they truly welcome people. When they say something thought-provoking, new, or bold. When they speak about the real questions and dilemmas on their mind — and ask for the audience’s help in addressing them. When they share a bit of self-doubt or self-reflection. When they allow space for dialogue, even if it means answering a challenging question honestly, passionately, maybe even slightly irritated — but real.
When that happens, the audience is on the edge of their seat. The room feels different. You know this isn’t going to be a ritual dance around the protocol pole. Today is going to matter.
So what makes the difference?
Most of the time, it’s not the dignitary. You don’t become a European Commissioner or CEO without being able to speak, or without something worth saying. It’s often their entourage. The people around them who are trying to shield there boss from risk. From making a mistake.
But a good conference isn’t about nothing going wrong. It’s about something going right. A real leader isn’t defined by avoiding mistakes — but by being real and making a difference.
Here are six ways to help your dignitary shine on stage, without you having to worry it will go wrong:
1. Trust your boss.
They didn’t get where they are by accident. They know what they stand for and what they want to say. So instead of scripting every word and surrounding them with “don’ts,” try this instead: “Don’t worry. You’ve got this. Be yourself. Be great.”
2. Choose dialogue over monologue.
A speech is hard. You have to manage time, tone, presence, and content all at once. But in a dialogue with the moderator, your boss can focus on their ideas. Let the moderator handle the flow — and guide them through the topics. It also sets the tone for the rest of the day: this isn’t about one-way messaging. This is about exchange.
Make sure the moderator makes room for your boss to deliver their key message or key thought. But don’t fall for the trap to script this conversation. Don’t turn that opening into an awkward amateur theatre play. Let it be a real conversation. A real moment. And don’t fear a critical question. A bit of poking, a bit of challenge, helps your boss shine — to show they’re not here for a PR show, but for a real conversation. Let them get passionate, honest or even a bit agitated. That is when they are at their best.
3. Rather say 1 interesting thing than 10 forgettable ones.
Encourage your boss to focus on one key idea, dilemma, or message. Let them say something meaningful about it — rather than trying to list everything they’ve ever done or all the plans in the pipeline. Ten bullet points will be forgotten. One bold thought will stick.
4. Ask a question to the audience.
Audience questions can be great. But also tricky. That one person who hijacks the mic to share an opinion with a question mark. Instead, let your boss ask a question. Say: “I’m working on this plan, policy or decision. I need your ideas, your experience. Help me think it through.” Now you’ve engaged hundreds of experts — and framed the day around shared purpose. Off course this is better if they become specific and honest. People sense if promised participation is not real – all ideas are welcome and we will discard them. Make it really great ny saying ‘I’m doubting between X and Y’ or ‘I’ve heard all the easy solutions, now I’m looking for the creative ones’ or ‘Honestly, the main decision has been made and my wiggle room is little but in Z is still some room for ideas’
5. Give the audience responsibility.
Go one step further: let them know this isn’t a “nice-to-have” conversation — it’s need-to-have. Tell them: “What we do here today matters. Not just to me, but to all of us. For the common good we serve.” That’s how you elevate a welcome into a call to action.
6. Keep it short.
If you’re welcoming people — don’t outstay your welcome.
All in all: when your boss speaks from the top of their head and the bottom of their heart — people will listen. And they’ll remember.
Example:
Anna Gumbau and I moderated the Stakeholder Conference on the new Erasmus+ Program. Not one, but two Commissioners opened the event: Roxana Mînzatu and Glenn Micallef.
To avoid the déjà vu of back-to-back speeches, we turned the second welcome into a dialogue. Commissioner Micallef did great — honest, informed, engaged. But the big surprise came from Executive Vice-President Mînzatu
While we did the housekeeping, we could see her flipping through note cards, scribbling some words on them. And when she was invited to the stage, she spoke.
From the top of her head. And the bottom of her heart.
Unlike most welcome speeches, the room didn’t slowly tune out — it leaned in. She showed knowledge of the topic, ownership of the message, and wasn’t afraid to name the dilemmas. She told the room: “You are the believers of this programme. But don’t take that support for granted. Today, I need your harshest criticism to make the program better. Tomorrow, I’ll need your most passionate defence.”
I glanced at Anna. She gave me that “I know” look.
This is how you open a conference.
