How To Panel
How Technical Founders Can Shine on Conference Panels
By Ron Gula, Gula Tech Adventures
In the startup world, getting invited to speak on a panel is both an honor and an opportunity. Whether it’s your marketing team suggesting it or a direct invitation from a conference organizer, participating on a panel is your chance to showcase thought leadership, elevate your company’s story, and connect with the broader industry.
But too often, technical founders show up unprepared—or worse, robotic—and miss that opportunity. After years of attending and sitting on hundreds of panels, I’ve seen what works and what doesn’t. Here’s a guide to doing it well.
1. Do Your Homework
Start by understanding the context of the panel. Who’s hosting the event? Who is attending? What is the panel's actual theme?
If you're at a cybersecurity conference focused on intrusion detection, don’t give generic compliance answers. Review the full agenda, note which talks come before and after yours, and—most importantly—research your fellow panelists. Are they competitors? Thought leaders? People whose work you admire (or disagree with)? Be ready to engage, not just present.
2. Know Your Audience
Panel audiences can vary wildly. A room full of students is different from one filled with generals or venture capitalists. Adjust your language and tone accordingly. Most panels will have a mixed crowd, so aim for concise, jargon-free answers that still offer technical depth.
Stick to your talking points, but don’t over-rehearse. Think in terms of: What is the one thing I want the audience to remember about me or my company?
3. Hit Your Talking Points Naturally
This isn’t a debate stage, and you're not required to wedge your pitch into every answer. But look for opportunities to say, “If there’s one thing I hope people take away from this panel…” That framing allows you to gracefully highlight your core message—whether it’s about your startup’s mission, a key innovation, or a lesson from your background.
4. Prep, But Don’t Over-Engineer
Some panels are casual. Others are scripted productions with multiple pre-calls and rehearsals. Participate in what’s needed—but don’t overdo it. A good rule of thumb: contribute questions, attend the prep call, and make sure you know the format.
If possible, rehearse a few key answers with a colleague. If you stumble in the actual panel, that moment’s gone—but you’ll know how to land it better next time.
5. Be Present, Listen, and Engage
Panels work best when there’s real dialogue. Respond to what others say. Build on their answers. Challenge them (professionally) if needed. And whatever you do—don’t check your phone. Even if it’s just for notes, it looks like you’re distracted.
Bring a notepad instead. Old-school? Maybe. But respectful and effective.
6. Follow Up and Learn
After the panel, connect with your fellow panelists. Exchange info—even if they’re competitors. You never know when a shared panel turns into a future collaboration or opportunity.
Get feedback from someone you trust who watched you. What landed? What didn’t? Practice makes better.
Conference panels are a great platform for founders to amplify their voice, refine their message, and build trust with the community. With some preparation and presence, you can turn a good panel into a great one.