The WHAT Toast Structure
Why we're here, How you're connected, Anecdote, Thank you: a GPS for any toast or tribute
- Difficulty
- Easy
- Time to result
- ~days to results
- Steps
- 4
- Confidence
- 90%
An acronym structure for giving toasts and tributes, which Abrahams cites as the single most frequent public-speaking event people face. WHAT guides you through why the group is gathered, your connection to the honoree, a relevant story, and closing gratitude, so you never freeze or ramble.
Origin
Abrahams introduces WHAT in Think Faster, Talk Smarter, noting toasts and tributes are the most common public-speaking occasion and are usually done badly (too long, too self-centered).
Core principles
- 01Toasts and tributes are the most frequent public speaking event, so the skill is worth learning
- 02The most common complaint is that a toast went on too long; brevity is the default virtue
- 03Emotion connects with an audience but must be genuine and conveyed through story, not stated
- 04A reliable structure navigates you through the toast like a GPS
How to run it
- 1
Why are we here
State the occasion. Skip it when obvious (a wedding), but at an all-hands or work tribute name why the group is gathered, e.g. to celebrate a product release.
- 2
How are you connected
Explain your relationship to the event or honoree so the audience knows why you are speaking, e.g. 'I've known the groom for 25 years.'
Pro tip Skip this when your position already makes the connection obvious, such as being the team's boss.
- 3
Anecdote
Tell a relevant, accessible, concise story or example. This is where the substance of the tribute lives.
Pro tip Convey emotion through the anecdote rather than by announcing it: don't say you're sad, tell a sad story (show, don't tell).
Watch out Keep it concise; the anecdote should be accessible to everyone in the room, not an inside reference.
- 4
Thank you / gratitude
Close with gratitude or thanks, using a culturally appropriate signal like 'cheers' to mark the end.
Pro tip For a big toast at a company all-hands, test your draft on a few people first (minimally viable communication): ask if it has too many anecdotes or needs another story.
In the wild
Abrahams sketches it: 'We're here to celebrate the herculean effort of this team to get this product launched (why). I'm so honored to have supported it, I'm the manager of the team (how). Here's a story about how Lenny worked overtime to get this done (anecdote). Let's raise our glasses and give them a salute (thank you).'
→ A complete, well-paced toast that honors the team without rambling.
Common mistakes
Making the toast too long or about yourself
The dominant failure mode is a toast that goes on forever or centers the speaker rather than the honoree or event; nobody ever complains a toast was too brief.
Is it for you?
Best for
Anyone asked to give a wedding toast, retirement tribute, or work celebration and wants a reliable on-the-spot structure
Not ideal for
Deeply emotional occasions like a eulogy where more careful, personalized preparation is warranted
From the transcript
“so I have an acronym it works it's called what wh a so the the W stands for why are we here”
“why are we here how are you connected anecdote or two and then the Gratitude or thinking at the end and if you follow that…”
“the best way to convey emotion in a toast is through the anecdotes you use the an reveal the emotion uh it's one thing to…”
From the episode
How to speak more confidently and persuasively
Matt Abrahams (professor, podcast host, author, speaker)