Expectations are high.
Last year, the opening keynote was delivered by General Colin Powell. This year, you have to bring in a speaker who really sets the tone and addresses this year's theme from the get-go. Since 1990 I've been teaching audiences the secrets to positioning and communications. They quickly learn to focus on the value they're providing to their buyers. Consequently, every decision you make revolves around the value, perceived or otherwise, that your attendees are going to get from experiencing the presenter.