How to: host a panel discussion that doesn’t suck
We've all been there. Here's how to avoid a snoozefest. (It's a long one, and will spark two or three more editions... I have thoughts.)
Like them or loathe them (and more on that another time), panel discussions often form a big part of communities. They are best used as a way to educate your community members, tee up deeper conversations during networking, and also build relationships among the speakers themselves. I’ve hosted countless panels in my time, and spoken on a few (which is far more daunting IMO), so I put together my top tips for making them worthwhile, as well as things to avoid.
Picking your panellists
Focus on people who actually know what they’re talking about. This should go without saying but often “C Level from Big Brand” is the only panellist organisers seem interested in, and can be the worst. CEOs are great at discussing broad outlooks and strategies, but if you want something more specific I’d always go for a practitioner who is “in the trenches” - as we so dramatically call using Jira.
It’s also important to have a good blend of perspectives on the panel. I don’t mean “try to have a woman” (that’s also a whole other newsletter) but rather people who touch the topic at different angles. If it’s a technology you’re discussing, find people who use it in different ways, or companies of varying sizes who may be impacted by it differently. Examine investment from all parts of the chain (Founder, VC, LP, any enablers involved).
Choosing the moderator
A panel stands or falls on its moderator, and frankly you should be investing in the right person for the job. Yep, that does mean paying them (I know!).
A moderator’s role is to represent the audience in ensuring they get the insights they need, keep the panel on topic, keep the energy going and also relax the speakers.
Contrary to popular belief, your moderator shouldn’t be an expert in the topic at hand - in fact, this can mean they dominate and that you probably should have asked them to be a speaker. They should be an expert in content, weaving together a story, relating the panel’s experiences to the wider topic and landscape, and extracting information that can’t just be Googled.
Personally, I measure the success of panels I moderate by how little I speak.
Setting the format
Decide on the format of the panel well in advance, and work backward with your panellists from what you want the audience to walk away with.
The general rule is nobody will remember more than 2-3 points from the panel, so try to make sure they are the right ones. Covering too much ground can be confusing and only leaves room for small soundbites.
You should have a quick intro of the topic (no litany of the panellists’ experiences, everyone is on LinkedIn) and have in mind 1-2 key insights that you want to get out of each person (again, these should be original, not Googlable).
In my view, watching a panel discussion should feel like you have just walked in on a group of colleagues having a really interesting conversation. They should be talking to each other about their views on the topic, debating it, and not offering self-conscious quotable lines to the audience.
When it comes to length, nobody is listening past 45 minutes for a really interesting topic, and past 30 minutes for a topic your CEO has told you is really interesting.
Keeping to time
Ensuring your panel doesn’t overrun is a matter of basic respect for your audience and the other speakers, but it can be a challenge when people like the sound of their own voice.
As mentioned, keep in mind the 2-3 things you want to get out of the discussion and ensure you space them evenly throughout the session. During the prep, inform your panel of where you hope to be and when and try to place a clock where everyone can see it.
It serves well to remind your panel beforehand that if they ramble on past the cut-off time, they WILL be interrupted (again, the right moderator with a big pair of ovaries is key here).
A good tip (and I think it was one of the Money2020 crew that told me this) is to choose a final question that requires a really quick word or sentence answer from each person. Then you can go to that question in the final few minutes and you’ll have tighter control as you wrap up. Leave the audience with the opportunity to ponder, discuss and nab the panellists for further questions.
Five things NOT to do as a moderator
Pronounce people’s names wrong. This is something I still see happening in 2024 and it’s honestly so painful and embarrassing to watch. Check in with your panel beforehand on the correct pronunciation of their names (nobody will mind this) and practise them. This goes for company names too, and it all comes down to basic respect for your speakers.
Wear a big hat. No joke, I went to a panel a few months ago where the moderator wore a big hat and nobody could see their face. It was wild. More generally - ensure you are facing open to the audience and everyone can see you clearly and read your expression, especially the panel.
Mention the “green room”. First of all, you didn’t have a green room, you had a Zoom call which one person didn’t show up to and another person had a dodgy connection on. Second, a good panel discussion should place the audience on an even footing (and as mentioned above, should seem like a natural discussion), so I always feel that mentioning any prep you did beforehand spoils the “magic of television” somewhat.
Go “down the line”. This is what we call asking the same question to each panellist in turn, and can lead to a repetitive panel where everyone agrees with each other and the poor last person has nothing left to say as the meat has been sucked from the bone by 2-3 people before them. Instead, think of specific points to ask your panellists based on their expertise, and how they complement (or better yet, contrast with) one another.
Talk too much. As above, nobody is here to learn from you - it’s your job to enable them to learn from the experts, and provide a platform for the discussion. And don’t be afraid of silence either - it forces someone to say something interesting.
Author’s note
Welcome to The Biome! It’s great to have you here.
If you’re new, I am hoping this newsletter becomes a place where we can talk about professional communities of all shapes and sizes. Mainly in fintech, but we might blur occasionally when something useful comes up in another sector. I’m also hoping to ask some geniuses I come across to contribute now and then, too.
You can expect this newsletter roughly every two weeks - but I won’t be killing myself over it - and can expect the content to cover three themes: my thoughts, my tips, and the 411 where you can get the inside track on industry communities in general.
I’ll also share the odd bit - but not too much - about my life.
This week, The Biome is brought to you by the magic of scheduling. I am spending the weekend with my mum who has come over from Ireland to visit, which I’m very excited about as she is the best person I know.
In work news, we have our team heading out to Money2020 in two weeks’ time, and myself and a colleague are speaking at Fintech Fringe during London Tech Week the following week. There’s a huge amount of content going on which looks exciting - oh, and I’ll be moderating a panel so you can come and tell me off for not heeding my own advice here.
I am currently reading “What they teach you at Harvard Business School” which is surprisingly captivating, and will follow this up with “What they don’t teach you at Harvard Business School”. Once I complete these books I will presumably be privy to all the knowledge in the world, and then you’ll all be sorry.
A new obsession is the AI tool Motion, which syncs all your calendars and prioritises your tasks based on the deadlines you give them. I feel like a new woman for the 3 days I’ve been using it. Long may that last.
Until next time!
Olivia