Your Intended Message

Right Speaker, Right Audience, Right Time: Martin Perelmuter

Head & Heart: The Formula for Audience Connection

Motivation vs. Information: What Makes a Great Speaker?

Episode 294 (Martin is based in Toronto)

In this conversation with Martin Peremuter we explore:

• how evergreen topics like leadership and trust continue to anchor conferences

• why AI dominates current conference agendas

• what an audience can realistically apply from a one-hour keynote

• the balance between information and motivation

• why sleeping audiences don’t learn

• how cultural differences affect speaking styles and expectations

• the strategic value of the pre-event call

• why the gig starts before stepping on stage

• how integrity off stage affects booking success

• how to connect with both analytical and emotional audience members

• why audience interaction must be earned

• how conference organizers should define purpose and desired behavior change

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About our guest, Martin Permuter:

Martin is the president and co-founder of Speaker's Spotlight, a speaker booking agency. 

He has personally booked over 9,000 speaking engagements in the past 30 years. He served on the board of governors of the International Association of Speakers Bureaus, (IASB) for the past three years and was president last year. IASB's membership is made up of speakers' bureaus, lecture agencies, and speaker management companies from around the world. 

Learn more about Martin and Speaker's Spotlight at https://www.speakers.ca/

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Key lessons from this conversation with Martin Perelmuter:

• leadership, communication, trust, and teamwork remain evergreen topics

• AI is currently in demand, while trends like social media rise and fade

• an audience realistically applies one or two ideas from an hour keynote

• speakers must balance valuable content with engagement

• sleeping audiences don’t learn

• cultural expectations influence how speakers are received

• the pre-event call is critical to customizing the message

• the gig starts before the speaker steps on stage

• speakers are judged on integrity both on and off stage

• the best speakers connect with both head and heart

• audience trust must be earned before asking for interaction

• conference organizers must start with why and define the desired behavior change

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From Disney to Design Thinking: Creating Fresh Thinking for Big Ideas: Lee Kitchen

Scoping, Empathy, Ideation: A Structured Process for Innovation

Innovation Catalyst: How to Help Your Team Come Up With the Ideas

Episode 293 (Lee Kitchen is based in south-west Ontario, Repeat of episode 54)

In this conversation we explore:

• the role of an innovation catalyst in helping teams think differently

• the importance of scoping before solving

• walking in the end user’s shoes through empathy

• defining a clear human truth

• separating expansive thinking from reductive thinking

• creating environments that encourage ideation

• mixing diverse perspectives to break river thinking

• building ownership so ideas gain adoption

• practicing fresh thinking through exposure to new concepts

• extending your intended message consistently across experience

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About out guest, Lee Kitchen:

Lee worked at Disney for 32 years. His journey started in Operations and Guest Relations. then moved through Special Events, PR, Marketing and Advertising.

Currently offering his experience as an Innovation Catalyst via his company, Magical Dude Consulting. Visit his website here https://www.magicaldude.com/

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Key Lessons from this conversation with Lee Kitchen:

• how an innovation catalyst helps teams come up with ideas rather than supplying the answer

• why empathy and “human truth” must precede ideation

• the structured steps of design thinking: scoping, empathy, ideation, idea development, prototyping, execution

• why expansive and reductive mindsets must stay separate

• how collaboration builds ownership and advocacy

• the value of bringing diverse and unbiased ideators into the room

• how environment influences creativity

• why fresh thinking requires exposure to different concepts and disciplines

• the importance of consistency between intended message and actual experience

• how authentic leadership encourages creative thinking

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Logic vs Emotion in Marketing: Brian Kurtz Breaks it Down

Direct Mail Discipline in the Age of Email Marketing

Over Deliver: Building a Business for a Lifetime

Episode 292 (Repeat of espisode 24, Brian is based in Connecticut)

In this conversation with Brian Kurtz we explored:

• why intention must guide every marketing action

• how list selection often matters more than copywriting brilliance

• why segmentation allows deeper audience connection

• how direct mail discipline sharpens email marketing

• the danger of damaging trust with incongruent offers

• how to mix content and selling without losing loyalty

• the balance between logic and emotion in B2B marketing

• why relationship capital compounds over time

• what it means to be a “serial direct marketer”

• how to build an online family instead of just an email database

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About our guest, Brian Kurtz:

Brian, a serial direct marketer offers marketing insights from the lessons of direct mail that can help you become a better email or online marketer. He is responsible for the distribution of over 2 billion pieces of promotion copy in his career.

He is author of the book, Overdeliver. Learn more about the book, Overdeliver Visit his website BrianKurtz.net

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Key lessons from this conversation with Brian Kurtz:

• intention drives effective marketing and communication

• the list (audience) matters more than the creative

• segmentation allows you to speak to people, not just names

• discipline from direct mail improves digital marketing

• every message must accomplish something—revenue or relationship

• congruence protects trust with your audience

• selling works best when it aligns with identity and values

• logic measures results, but emotion builds loyalty

• relationships compound value beyond direct ROI

• playing the long game builds a business that lasts

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Why People Don't Hear What You Meant to Say?

The Static in Your Message

How Unintended Signals Sabotage Communication

Episode 291 (Solo show with your host, George Torok)

In this episode, we explore:

• how intended and unintended messages travel together

• why clarity starts before you speak, not while you speak

• the filters that distort messages before they are accepted

• how beliefs, experience, and emotions block understanding

• why credibility disappears when messages feel inconsistent

• how unintended messages act like static

• the silent influence of vocabulary, grammar, and tone

• why body language often overrides words

• how missing information hijacks attention

• what leaders can do to reduce unintended noise

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Your Host George Torok coaches senior executives to deliver their intended message for greater success. He helps you speak to be clear, consise and confident.

Learn more about the coaching programs at https://speechcoachforexecutives.com/

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Key learning points from this episode:

• your message is always a blend of intended and unintended signals

• lack of clarity before speaking is a primary cause of miscommunication

• audiences filter messages through beliefs, experience, emotions, and recent events

• misunderstanding doesn’t always mean disagreement—it often means confusion

• credibility collapses quickly when listeners detect inconsistency or untruths

• unintended messages act like static that makes the message fuzzy

• word choice and grammar quietly shape how you are judged

• body language often overrides spoken words when there is conflict

• voice inflection and pace can undermine confidence and trust

• what you leave unsaid can distract listeners more than what you say

• engagement level determines whether your message survives distraction

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Hollywood Storytelling Secrets: Michael Hauge

Why Facts Don’t Persuade: Stories Do

How to Tell Business Stories That Create Emotion and Action

Episode 290 (Michael is based in California) Repeat of episode #34

In this conversation with Michael Hague we explore:

• why stories persuade more effectively than facts and data

• how emotional connection drives audience engagement and action

• the role of empathy in powerful storytelling

• why conflict is essential to creating emotional impact

• how everyday experiences make the best business stories

• the difference between narration and storytelling

• the importance of a visible, clearly defined goal

• how transformation makes stories memorable

• the six-step story structure used in Hollywood films

• how business leaders can apply storytelling without exaggeration

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About our Guest:

Michael Hauge is a renowned Hollywood script consultant and story expert. He helps Hollywood tell more powerful stories. Imagine how you might use your stories to be more persuasive.

To learn more about his storytelling services, visit the website https://storymastery.com/

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Key Lessons from this conversation:

• stories persuade because they create an emotional experience, not because they present information

• audiences identify with the hero of a story and experience the journey emotionally

• effective stories require a clear hero, a visible goal, and meaningful conflict

• emotion is generated through obstacles, not through desire alone

• powerful stories show transformation, not just events

• everyday people and ordinary experiences make the most relatable stories

• business stories work best when the audience subconsciously becomes the hero

• narration alone is not storytelling

• structure matters more than style when telling stories

• the aftermath of a story shows why the journey mattered

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Build Trust Fast: Lessons from a War Zone Spy: JJ Brun

Communication Techniques from a Retired Spy

Why Deception Fails: The Rule for Rapport

Episode 289 (JJ is based in Ottawa) Repeat of episode #79

In this conversation with JJ Brun, we explore:

• how a contact handler succeeds without “shooting your way out”

• why names act as a fast track to trust

• why deception breaks rapport and authenticity restores it

• how to listen and observe so you earn better information

• how to create a safe environment for someone’s real story

• what to say when you can’t promise outcomes but want cooperation

• how to adapt your message to different communication styles

• how to “complete” interactions by finding common ground

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About our guest JJ Brun:

JJ Brun was a "Contact Handler" in a war zone in Bosnia Herzegovina. His official title was Director General Intelligence Strategic Debriefing Officer. He was there to collect information from the people. He survived and succeeded in his role of building a large intelligence network of local people.

Get your free copy of "The 10 Most Effective Ice-Breaking Feel-Good Questions" by sending an email to hello@TheRetiredSpy.com

Learn more about JJ Brun and his services at the website TheRetiredSpy.com

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Key lessons from this converation with JJ Brun:

• mentally prepare for high-stakes conversations when you can’t “force” an outcome

• treat names as a trust signal—get them right

• avoid deception because trust is fragile and hard to rebuild

• build influence through listening and observing, not talking

• create safety so people will tell you the truth they’re holding back

• use specific phrases that encourage openness and follow-up conversations

• adapt your approach by recognizing personality/communication styles

• complete the interaction by finding a shared link, like, or love

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Storytelling for Business Leaders: Graham Brown

The Three-Box Storytelling Framework

The Hidden Psychology Behind Stories that Change Behavior

Episode 288 (Graham is based in Singapore) This is a repeat of episode #68.

In this conversation with Graham Brown, we explore:

• how the three-box storytelling model simplifies complex ideas

• why backstory builds trust before persuasion begins

• how fear of the unknown blocks decision-making

• why analogies help audiences understand faster

• how familiar stories lower resistance to change

• why emotion outlasts facts in memory

• how storytelling increases confidence over time

• why selling is really about guiding people through uncertainty

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Graham Brown is the founder of Pikkal & Co, an award winning podcast agency based in Singapore. He has the experience of hosting over 400 episodes on his podcast. 

Podcast Guesting Pro is a dedicated Podcast Booking Agency that works with B2B thought leaders. They help you reach new audiences and build your authority by booking you on podcasts to showcase your expertise and spread your message. Learn more here...

https://www.podcastguesting.pro/

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Key Lessons from this conversation with Graham Brown:

• Effective business storytelling follows a simple three-scene structure: past, present, and future

• Audiences connect with backstory before they care about solutions

• Selling is about reducing fear of the unknown, not proving superiority

• Familiar stories make unfamiliar ideas easier to accept

• Analogies act as short-form stories that speed understanding

• Trust is built through shared experiences and common ground

• Change happens when staying the same feels riskier than moving forward

• Emotion—not facts—is what people remember after a presentation

• Confidence comes from practiced storytelling, not natural talent

• Every presentation improves through testing, feedback, and refinement

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Servant Leadership in Business: Jim Hardwick

When You Serve First, Business Follows

How a Servant’s Heart Builds Trust, Teams, and Sustainable Sales

Episode 287 (Jim is based in Arizona)

In this conversation with Jim Hardwick we explore:

• why serving others builds trust faster than traditional selling

• how servant leadership strengthens teams without weakening authority

• the role of vulnerability in effective leadership

• why intentional service creates long-term business growth

• how listening to employees improves motivation and retention

• the difference between serving from obligation versus passion

• why giving time and advice often returns greater value than money

• how service creates personal fulfillment beyond financial success

• the connection between trust, sales, and sustainable growth

• practical ways leaders can serve locally without grand gestures

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About our guest:

Jim welcomes your questions about sales. Enjoy a no-charge conversation with him. 

Call him - 623-451-1080

Email - jhardwick@salesxceleration.com

Jim Hardwick on Linkedin

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Key lessons from this podcast:

• serving others builds trust, which is the foundation of sustainable business growth

• a servant’s heart shifts leadership from taking to giving without weakening authority

• intentional service creates stronger relationships with employees, clients, and communities

• vulnerability from leaders encourages honesty, loyalty, and higher engagement

• serving employees’ personal goals increases motivation and performance

• trust grows when leaders focus on helping rather than selling

• service must come from genuine passion, not obligation

• giving time, advice, or attention often creates greater long-term value than money

• servant leadership improves sales by focusing on solving real problems

• meaningful service creates personal fulfillment beyond financial success

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12 Communication Lessons from David Copperfield

How David Copperfield Creates Belief

What a Master Illustionist Taught Me about Communication and Leadership

This wasn't an intterview. It was me live on stage with David Copperfield at the MGM Grand in Las Vegas. I had no idea that I would learn so much from this experience as a volunteer in his magic act.

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Key Lessons from this experience:

• there is no magic, only mastery

• perception matters more than reality

• people believe what they want to believe

• the audience (customer) is always right

• preparation and rehearsal create confidence

• calm response beats visible stress

• great teams move in harmony

• hope is a powerful motivator

• fun strengthens connection

• vulnerability builds trust

• technology must support the message, not replace it

• self-investment is the real secret

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In this live stage performance we explored:

• why mastery beats magic every time

• how perception shapes belief

• influencing belief without controlling people

• respecting the audience while guiding outcomes

• the role of rehearsal in consistent performance

• responding calmly when things go wrong

• building teams that move in sync

• using hope as a leadership force

• making professionalism fun

• why vulnerability strengthens credibility

• keeping technology in its proper place

• investing in yourself as the ultimate advantage

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Listening vs Hearing, The Leadership Advantage: Julian Treasure

The Missing Leadership Skill: How to listen for Real Results

Listening for Oppportunity, Danger and Challenge 

Episode 285 (Julian is based in the Orkney archipelago northeast of Scotland)

In this conversation with Julian Tresure we explore:

• why listening is a learnable skill rather than a personality trait

• the difference between hearing and conscious listening

• how personal filters shape what people hear

• why senior leaders often struggle most with listening

• how validation changes difficult conversations

• the impact of poor listening on organizational culture

• why diversity of opinion matters more than agreement

• how listening supports better decision-making in times of change

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About our guest Julian Treasure:

Julian Treasure is an author and international speaker on sound and communication skills. His five TED talks have been viewed over 150 million times and his book “How To Be Heard” won both Audie and SOVAS awards for best business audiobook. His company The Sound Agency has been helping major global brands to improve their sound since 2003.

Learn more about Julian and his programs at 

https://www.juliantreasure.com/

Books by Julian Treasure

https://www.juliantreasure.com/books

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Key learning points

• listening is a learnable skill, not a natural talent

• most people significantly overestimate how well they listen

• listening is the foundation of effective communication

• every person listens through unique filters shaped by experience and emotion

• strong emotions reduce the ability to listen well

• listening becomes more difficult as people gain seniority and authority

• organizations suffer when leaders avoid listening to bad news

• validation is essential for productive dialogue and healthy relationships

• diversity of opinion strengthens decision-making and resilience

• listening helps leaders detect opportunity, danger, and challenge

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