---
title: "Structuring a first speech"
description: "Tamsen Webster's five sentences that give a talk its structure."
canonical: https://tomsharman.com/bookshelf/known/structuring-a-first-speech/
updated: 2026-11-03
---

# Structuring a first speech

> Tamsen Webster's five sentences that give a talk its structure.

Mark Schaefer's framework, from KNOWN, pp. 125 to 142.

Framework 14 of 19 from [KNOWN](https://tomsharman.com/bookshelf/known/index.md) by Mark Schaefer. Category: Lead generation.

## The steps

1. **Goal.** What the audience wants to achieve.
2. **Problem.** The underlying barrier to that goal.
3. **Idea.** The one thing they must understand to solve it.
4. **Change.** The single high level change needed.
5. **Action.** The actions that enact the change, grouped to five or fewer.

## Where it comes from

From chapter: CHAPTER 8 Taking Your Brand to the Next Level, pp. 125–142

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/known/structuring-a-first-speech.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/known/structuring-a-first-speech-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/known/structuring-a-first-speech.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/known/structuring-a-first-speech-dark.png