Your Intended Message

Why Profitable Companies Go Broke: David Safeer

Accounting Myths That Sink Small Businesses

How to Forecast Cash Flow and Stop Guessing

Episode 254 (David is based in Salt Lake City, Utah)

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In this conversation we explore…

1. Why traditional accounting fails to protect small businesses.

2. How cash flow differs from accounting and why it matters more.

3. The danger of relying on profit and loss statements alone.

4. How to recognize early warning signs of cash trouble.

5. Why even profitable companies run out of money.

6. The mindset shift needed to forecast financial stability.

7. The power of the 13-week cash flow model.

8. How to calculate and build sufficient cash reserves.

9. The role of risk in financial planning and survival.

10. How strategic timing of payments protects your cash.

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About our guest David Safeer:

David has done business in over 40 countries. He restructured a Fortune 100 company from years of losses to profitability in one year.

He is known as the Unconventional Cash Flow Guy.

Improve your cash flow with a free copy of his ebook, "24 Profit Strategies for Business Success" at  http://cic60.com/

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Key Learning Points

1. Accounting ≠ Cash Flow: Accounting reports don’t reflect the cash available.

2. Cash Flow Conversations Are Rare but Critical: Business owners often focus on revenue/expenses and overlook cash movement.

3. Symptoms vs. Root Causes: Issues like payroll trouble often stem from deeper systems or margin problems.

4. The P&L Illusion: A profit on paper doesn’t mean there’s cash in the bank.

5. Modeling Is a Lifesaver: The 13-week cash flow model helps foresee challenges.

6. Mental Game of Money: Cash flow stress impacts decision-making and sleep.

7. Cash Reserves Save Businesses: A few weeks of reserves can prevent shutdown.

8. Cash Flow Needs Monitoring: Weekly modeling can prevent surprises.

9. Accountants Aren’t Always Experts in Cash: Many don’t understand or prioritize it.

10. Liquidity from Hidden Assets: Inventory and unused assets can become emergency cash.

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Personal Branding for Executives: Lesley Everett

Executive Branding: It's More than a Logo

Build Your Leadership Brand from the Inside Out

Episode 253 (Lesley is based in Monterey, California)

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In this conversation, we explore…

1. …why executive branding goes far beyond personal image or a logo.

2. …how to define what you want to be known for—and why that matters.

3. …why an integrated branding approach across a team amplifies leadership impact.

4. …the internal journey of discovering your authentic self as a leader.

5. …how mindset shifts influence executive presence and performance.

6. …strategies for embracing positive feedback and building inner confidence.

7. …how reframing “weaknesses” as overplayed strengths can reshape self-perception.

8. …how to align your personal brand with corporate values without losing authenticity.

9. …the importance of curiosity, clarity, and critical questioning in communication.

10. …how to establish your leadership brand when stepping into a new role.

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About our guest Lesley Everett:

Lesley is an Executive Branding Specialist. She is the author of three books. She was president of the Global Speakers Federation in 2014. She is the first female speaker to be awarded the UK Speaker Hall of Fame.

She has appeared on TV as a guest and host on BBC News, Sky News, CNBC, Fox News and Bloomberg.

Learn more about Lesley and her programs at https://lesleyeverett.com/

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Key Learning Points

1. Integrated executive branding includes both the individual and their team for meaningful impact.

2. Personal branding is not about a logo, but about what you’re known for and how people describe you.

3. Executive presence must be built on authenticity, visibility, and clarity—not surface polish.

4. Many leaders lack awareness of their true identity and core strengths, often due to imposter syndrome.

5. Mindset change drives behavior and action—but starts with understanding one's purpose.

6. Leaders should learn to accept and internalize positive feedback instead of dismissing it.

7. So-called “weaknesses” are often overplayed strengths—a reframing that boosts confidence.

8. Leaders must be able to sum up their brand in a few authentic, outcome-focused words.

9. The personal and corporate brand can coexist—alignment comes from interpreting company values personally.

10. Sustainable growth requires continuous reflection and action—branding is an evolving journey.

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How to Sell Outcomes, Not Services: Robin Waite

The Emotional Secret to Better Sales Conversations

Why Raising Your Prices Could Be the Fastest Way to Grow Your Business

Episode 252 (Robin is based in the UK)

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In this conversation, we explore:

• Why so many business owners undercharge—and how to fix it

• How fear of rejection limits pricing and profitability

• The fastest path to growing your business (hint: it’s not more marketing)

• What it really means to sell results instead of services

• How to confidently handle pricing conversations

• The emotional dynamics of selling and buying

• Why shouting into the void (aka social media) doesn’t work

• The five stages of market awareness every buyer goes through

• How to identify client pain points and use them in messaging

• How to build a business model that’s both sustainable and scalable

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About our guest, Robin Waite:

Robin is founder of Fearless Business and author of "Take Your Shot" a guide to grow your business, attract more clients ad make more money.

He has surfed 12 foot waves in Morocco and ridden his bicycle downhill at 52.5 mph.

You can get your free hard copy of his book at  https://www.fearless.biz/tys

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Key Learning Points

1. Raising prices is often the fastest path to growth

2. Most businesses undercharge and oversell features instead of outcomes

3. Emotional resonance is essential in sales conversations

4. Fear of rejection holds back price increases

5. Sales and pricing confidence grows through practice

6. Prospects go through five stages of awareness – don’t rush the sale

7. Your messaging should speak more about the client than yourself

8. Identify and speak to client pain points clearly

9. Marketing is more effective when it follows structure, not desperation

10. It’s crucial to communicate the ROI in client terms – money, time, or fulfillment

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How to Cope with Digital Overwhelm without Quitting Your Job: Craig Mattson

How to stay sane in a noisy world

Instead of digital minimalism consider this alternative

Episode 251 (Craig is based in Grand Rapids Michigan)

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In this conversation with Craig Mattson we explore:

• Why acknowledging digital overwhelm is the first step toward healthier communication.

• The limitations of digital minimalism and the need for digital flexibility.

• Six communication modes professionals rely on to cope with digital stress.

• The importance of understanding your default communication style.

• How to avoid contributing to others’ communication overload.

• Simple techniques to reset a failed conversation.

• Why switching between communication modes helps maintain humanity in digital spaces.

• The power of treating all communication as a gift — even criticism.

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About our guest Craig Mattson:

Craig is the author of "Digital Overwhelm". He writes, researches and teaches at Calvin University.

You can buy his book, Digital Overwhelm here.

Learn more about his programs and register for his newsletter here 

https://www.themodeswitch.com/

https://www.digitaloverwhelm.com/

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Key Learning Points from this Interview

1. Acknowledge the Overwhelm

   • Being overwhelmed by digital inputs is normal; the first step is admitting it.

2. Digital Flexibility vs. Digital Minimalism

   • Minimalism helps, but flexibility is key to adapting and connecting with others.

3. Avoid Contributing to Others' Overwhelm

   • Be mindful of how your communication style might stress others.

4. Understand Your Default Communication Mode

   • Everyone has a go-to style (e.g., long emails, verbal advocacy) — know yours and its limitations.

5. Adapt Your Style to the Listener’s Needs

   • Match your message delivery to where the audience is emotionally and mentally.

6. Communication as a Social Issue

   • Digital overload isn’t just individual; it’s a workplace-wide challenge that requires collective responses.

7. Mode Switching as a Skill

   • Learn to shift between styles: emailing, saying, signaling, advocating, meaning, and fixing.

8. Reflect on Communication Experiences

   • Journaling or debriefing helps improve future interactions.

9. Communication as a Gift

   • Even criticism can be seen as a gift — shifting mindset opens deeper dialogue.

10. Be Willing to Start Again

• When conversations derail, it’s okay to pause and restart with clearer intent.

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Rethink your LinkedIn Strategy: Daniel Alfon

Common Linkedin mistakes you can avoid

Build a Linkedin Network that generates revenue

Episode 250 (Daniel is based in Israel)

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In this conversation, we explore…

• Why your personal LinkedIn profile is more valuable than your company page

• The truth about connection quantity vs. quality

• How to turn LinkedIn invitations into sales conversations

• Why vanity metrics won’t grow your business

• When and why not to post on LinkedIn

• How to use mutual connections for warm introductions

• Why following is better than connecting—at first

• The most effective way to update your profile

• How to build meaningful, sustainable LinkedIn relationships

• The surprising reason your last presentation fell flat—and how to fix it

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About our guest, Daniel Alfon:

Daniel helps business owners how to gain new clients with the power of Linkedin. He is author of "Build a Linkedin Profile for Business Success".

You can arrange a private one-to-one coaching session to review your Linkedin profile and approach here.

https://www.danielalfon.com/store/personal-1-1-session/

This is a paid 1:1 session

 

Learn more about the resources available.

https://www.danielalfon.com/

 

Visit and follow Daniel on Linkedin

https://www.linkedin.com/in/alfon/

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Key Learning Points

1. Your personal LinkedIn profile is more important than your company page.

2. Connections should be based on quality, not quantity.

3. LinkedIn can work without posting—relationship-building matters more.

4. Don't accept all invites—assess the lead before connecting.

5. Vanity metrics (likes, followers) don’t drive revenue.

6. Use mutual connections to request introductions.

7. End presentations with a strong message, not Q&A.

8. “What's in it for me?” should drive your messaging.

9. Use LinkedIn milestones (birthdays, job changes) to maintain real connections.

10. Your LinkedIn profile needs regular feedback and updating to stay aligned with your business.

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What is the mindset of your audience? Saffana Monajed

Identify the core truth of your marketing message

Avoiding Confirmation Bias in Your Messaging

Episode 249 (Saffana is based in London, England)

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In this conversation we explore…

• How audience mindset shapes effective copywriting
• Discovering your brand’s core truth
• Using timing strategically to enhance marketing results
• The hidden influence of confirmation bias in marketing
• Leveraging data to uncover actionable audience insights
• How to avoid projecting your assumptions onto your audience
• Strategies for unique and impactful product positioning
• Why it’s essential to understand who won’t buy from you
• Techniques to transform products from “nice-to-haves” into essentials
• The importance of removing ego from the copywriting process

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About our guest, Saffana Monajed:

Saffana conducts workshops to help your marketing team write more persuasive copy.

She has completed two marathons and plans to run an ultra-marathon.

As a math major she brings that appreciation to understand the data that determines best marketing practices.

Learn more about Saffana and her copywriting services and training at:

https://www.saffana.co.uk/

https://www.instagram.com/saffanabanana

https://www.tiktok.com/@learncopywritingnow

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Key Learning Points from this conversation with Saffana Monajed:

1. Audience Mindset Drives Copywriting Success
2. Discover and Communicate Your Core Truth
3. Timing is Critical in Marketing
4. Beware of Confirmation Bias
5. Data Analysis Reveals Audience Insights
6. Avoid Projecting Your Assumptions onto Your Audience
7. Effective Product Positioning is About Being Unique
8. Understand Who Won’t Buy and Why
9. Transform Your Product from a Vitamin to a Painkiller
10. Remove Ego from Your Writing Process

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The Science vs. Art of Marketing: Ethan Decker

The Myth of Brand Loyalty

Herd, Habit, Hassle: The Science Behind Consumer Behavior

Episode 248 (Ethan is based in Boulder, Colorado)

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In this conversation we explore:

• The science behind consumer behavior and brand growth.

• Why brand loyalty is often misunderstood and overrated.

• How frequency of purchase correlates directly with customer numbers.

• Three core factors driving purchasing decisions: Herd, Habit, and Hassle.

• The critical role of hassle reduction in customer retention.

• The importance of consistency in advertising for brand recognition.

• How humor enhances advertising effectiveness by improving memorability.

• The difference between visual branding ('little b') and overall brand perception ('big B').

• Why marketers should rely on universal marketing principles rather than frequently changing tactics.

• Practical strategies for creating memorable, "sticky" ads.

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About our guest, Ethan Decker:

Ethan is a brand strategist and marketing expert who has spent 20 year creating award-winning brand strategy, advertising and marketing research for some of the world's biggest brands.

A scientist by training and a marketer by trade, he's the missing link between science and creativity.

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Key Learning Points from Ethan Decker:

• Brand loyalty is overrated. Real growth comes from increasing your customer base rather than deepening loyalty.
• Three forces drive customer behavior: Herd (social influence), Habit (routine buying), and Hassle (avoiding inconvenience).
• Frequency of purchase correlates directly with how many customers you have, not how loyal they are.
• Sticky advertising—ads that are memorable and clearly linked to your brand—significantly boosts customer recall.
• Humor can make ads memorable, but it must be used thoughtfully to avoid alienating customers.
• Consistency in branding builds recognition and customer trust more effectively than frequent changes.
• Customer buying decisions are influenced primarily by ease, familiarity, and social proof—not brand love.
• Great marketing combines art and science—science provides structure; creativity makes it memorable.
• Marketers have limited control over influencing how often customers buy; external factors play a bigger role.
• Successful brands balance ‘little b’ branding (visual elements) with overall reputation and perception (Big B brand).

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Communication Lessons from Cancer Survivor: Deb Krier

What to Say (and Not Say) to Someone Facing a Health Crisis

Navigating Tough Conversations: Lessons from a Cancer Warrior

Episode 246 (Deb is based in Atlanta, Georgia

In this conversation we explore:

1. How to communicate effectively during a personal crisis
2. The challenges of sharing personal health struggles with others
3. Why specificity in communication leads to better support
4. How to support someone facing a serious illness in a meaningful way
5. The role of humor in dealing with difficult situations
6. How to advocate for yourself in the medical system
7. The common mistakes people make when trying to offer support
8. How business leaders should communicate a personal health crisis to their team
9. What employers can do to support employees facing serious health challenges
10. How facing adversity reshapes life perspectives and priorities

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About our guest Deb Krier:

Deb is a three-time cancer survivor...or warrior as she prefers. The cancers were breast, basal cell carcinoma and thyroid cancer.
She has an MBA and a masters in communication. She founded her marketing firm, Wise Woman Communication in 2009.

You can obtain the Bear Hug Care package here. For a 10% discount, use the coupon code 10special.

https://tryingnottodie.live/bear-hug-care-package/

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Key Learning Points from the Podcast

1. The Challenge of Sharing Personal Struggles

   • Many people hesitate to share their diagnosis due to fear of judgment or burdening others.

2. The Importance of Specificity in Communication

   • Instead of vague offers to help, being specific about what you can do makes a real difference.

3. How to Support Someone Facing a Serious Illness

   • Simple gestures, like sending a card or making a concrete offer, are more helpful than vague sympathy.

4. The Role of Humor in Coping with Difficult Situations

   • Humor can be a powerful tool for dealing with hardship, but it should come from the person experiencing it.

5. Advocating for Yourself in the Medical System

   • Patients need to be proactive, ask questions, and not hesitate to push for answers from healthcare providers.

6. The Pitfalls of Saying "I Know How You Feel"

   • Everyone’s experience is different, and assuming you understand their emotions can be dismissive.

7. How Business Leaders Should Communicate a Health Challenge

   • Transparency is key—sharing information directly helps prevent rumors and misinformation.

8. What Employers Can Do to Support an Employee Facing a Health Crisis

   • Providing mental health resources and flexibility in work arrangements can make a big impact.

9. The Power of Living in the Present

   • Facing a serious illness often shifts one’s priorities toward making the most of every day.

10. Why Words Matter More Than Ever in Difficult Times

• Thoughtful, intentional communication helps people feel supported rather than isolated.

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The Buyer Journey for Technology: Rick McCutcheon

Selling Digital Solutions: Lessons for Microsoft Partners

Episode 245 (Rick is based in the Toronto area)

In this conversation we explore:

• How the buyer journey has changed – Why modern buyers are 80-90% through the process before engaging with sales.
• The importance of adapting sales presentations – How to tailor messaging for Microsoft, ISVs, SI partners, and end customers.
• Why sales professionals must become guides, not just sellers – Understanding the shift from sales pitches to consultative selling.
• The role of content in sales success – How different types of content (videos, white papers, case studies) attract different buyer personas.
• How to research meeting participants to improve sales conversations – Using LinkedIn and meeting invites to personalize communication.
• The three buyer personas in tech sales – The technical buyer, the business buyer, and the economic buyer, and how to address each.
• Common mistakes salespeople make in their presentations – Why using the same sales deck for every audience is a bad strategy.
• The necessity of a structured sales process – Using frameworks like CCR (Circumstance, Challenge, ROI) to guide buyers.
• How to nurture leads that aren’t ready to buy yet – Why a lack of response doesn’t mean they’re uninterested.
• Partner relationship strategies – How to communicate effectively with Microsoft, resellers, and ISVs to strengthen collaboration.

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About our guest, Rick McCutcheon:

Rick has award the Microsoft MVP designation 11 times under the category of business applications. MVP stands for Most valuable professional.

He works with Microsoft business partners, both ISV and SI/VARs.

He hosts the podcast, Partner Talks and has published over 240 episodes over the last four years.

Listen to PartnerTalks.com

Learn more about Full Contact Selling

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Key Learning Points from the Podcast

1. Understanding the Buyer Journey – Buyers today do extensive research before engaging with sales professionals. Sales teams must adapt to this shift.
2. Tailoring Your Message to Different Audiences – ISVs, SI Partners, Microsoft, and customers each need a different approach.
3. Content is Key to Sales Success – Effective content marketing attracts potential buyers and moves them through the sales funnel.
4. The Role of Sales as a Guide, Not a Pitchman – Sales professionals should act as trusted advisors rather than aggressive sellers.
5. Customizing Presentations for Different Stakeholders – Sales decks should be adapted based on whether the audience includes technical, business, or economic buyers.
6. The Importance of Researching Meeting Participants – Checking LinkedIn and attendee lists ensures tailored messaging for decision-makers.
7. Common Sales Mistakes That Kill Deals – Using the same generic sales deck, failing to understand the buyer’s journey, and pushing a hard sell.
8. Why White Papers and Videos Work – Different types of content appeal to different buyer personas (technical, business, and economic).
9. Avoiding Lead Misinterpretation – Researchers may never reply to a salesperson, but that doesn’t mean their company isn’t interested.
10. Best Practices for Partner Relationship Management – Effective communication strategies for working with Microsoft and resellers.

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Holistic Digital Marketing that Works: George Arabian

Beyond SEO: The Seven Stages of Marketing Success

How Perception Shapes Marketing (More Than Facts Do)

Episode 244 (George is based in the Toronto area)

In this conversation we explore:

• The concept of holistic digital marketing and how it differs from traditional marketing approaches.
• The seven stages of the customer journey and why businesses should focus beyond conversion.
• The role of client advocacy and how turning customers into brand ambassadors reduces acquisition costs.
• Why marketing is both an art and a science and how to balance creativity with data-driven decisions.
• Common mistakes businesses make in marketing and how to align strategies with business goals.
• How AI is changing digital marketing and why human creativity still matters.
• The importance of emotional triggers in marketing and how psychology influences buying decisions.
• The power of perception in marketing and why it can be more influential than facts.
• The pitfalls of generic outreach and how personalized messaging improves response rates.
• How to design a marketing strategy that starts with outcomes rather than tactics.

About our guest, George Arabian:

George has over 25 years experience in marketing starting with his first website in 1996 when the Internet was in it's infancy.

George is the founder and CEO of NVISION, one of Canada's top digital marketing agencies. NVISION is known for combining consulting and executive while focusing on lead generation and brand awareness for mid-market B2B clients in manufacturing, professional services and technology.

Learn more about NVISION here  https://nvision.co/

Follow George Arabian on Linkedin here https://www.linkedin.com/in/georgearabian/

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Key Learning Points

1. Holistic Digital Marketing Defined

   • Goes beyond omnichannel strategies to focus on the full customer journey.
   • Involves digital touchpoints that engage prospects from awareness to advocacy.

2. The Seven Stages of the Customer Journey

   • Awareness → Consideration → Conversion → Engagement → Adoption → Retention → Advocacy.
   • Many businesses stop at conversion, missing out on advocacy benefits.

3. The Power of Client Advocacy

   • The best customers are those who promote you.
   • Encouraging referrals and testimonials lowers acquisition costs.

4. Marketing is Both Art and Science

   • Science: Understanding algorithms, analytics, and user behavior.
   • Art: Crafting compelling messages, visuals, and emotional appeals.

5. Why Most Businesses Don’t Know If Their Marketing Works

   • Many invest in tactics without tracking real business outcomes.
   • Successful marketing must align with company goals, not just vanity metrics.

6. AI’s Role in Digital Marketing

   • AI is a tool, not a replacement for authentic messaging.
   • It can enhance efficiency but lacks human creativity and emotional depth.

7. Emotional Triggers Drive Marketing Success

   • People buy based on emotions, not logic.
   • Using words and imagery that resonate with customers increases engagement.

8. Personalization and Perception Matter More Than Facts

   • The way customers feel about a brand determines loyalty more than product specs.
   • Example: Converse sending personalized birthday discounts builds advocacy.

9. The Pitfalls of Generic Outreach

   • Cold, AI-generated LinkedIn messages and impersonal pitches fail.
   • Authenticity and research in outreach make a difference.

10. Marketing Should Start with Outcomes, Not Tactics

• Instead of asking, “Do I need SEO?” businesses should ask, “What is my goal?”
• Clear objectives help marketing agencies design effective strategies.

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