Sales & Customer Acquisition speakers

Why organisations work with Richard Shotton Translates academic behavioural science into specific marketing moves, tested against named consumer brands including Google, Mondelez, BrewDog, Barclays and Sky through his consultancy Astroten. Runs original field experiments rather than recycling textbook biases, giving senior marketers fresh evidence on questions like pricing, costly signalling and admitting weakness. Author of two best-selling behavioural science books, with The Choice Factory translated into 15 languages and named Best Sales and Marketing Book at the 2019 Business Book Awards. Speaks the language of working marketers, not academics, after starting his career as a media planner on Coca-Cola, Lexus and comparethemarket before turning to behavioural science. Biography highlights Founder of Astroten, a behavioural science consultancy advising Google, Facebook, Mondelez, BrewDog, Barclays, Sky and Santander. Author of The Choice Factory (Harriman House, 2018), available in 15 languages. Winner, Best Sales and Marketing Book, 2019 Business Book Awards; voted #1 in the BBH World Cup of Advertising Books, 2018. Author of The Illusion of Choice (Harriman House, 2023) and co-author of Hacking the Human Mind (2025). Behavioural science columnist for Marketing Week; published in Campaign, The Drum, Admap and The Independent. BA in Geography, University of Oxford; MSc in Development Studies, SOAS University of London. Biography Most marketing budgets are still allocated on what customers say they prefer. The behavioural science evidence is now overwhelming that what people say and what they actually buy are different things, and that the gap is exploitable. This is the territory Richard Shotton has spent two decades mapping. He started in the industry as a media planner on Coca-Cola, Lexus and comparethemarket, before specialising in behavioural science. In 2018, he founded Astroten, a consultancy that has since worked with Google, Facebook, Mondelez, BrewDog, Barclays, Sky and Santander on questions of pricing, advertising and customer acquisition. His first book, The Choice Factory, set out 25 cognitive biases with concrete examples for marketers. It was named Best Sales and Marketing Book at the 2019 Business Book Awards, voted #1 in the BBH World Cup of Advertising Books, and is now published in 15 languages. The Illusion of Choice followed in 2023, with Hacking the Human Mind co-authored in 2025. What sets his work apart is the mix of sources. Alongside academic studies, he runs original field experiments, then writes them up for Marketing Week, Campaign, The Drum and Admap. The result is a body of work that gives commercial leaders evidence they can act on, not theory they have to translate. Key speaking topics Behavioural economics in marketing Cognitive biases and consumer choice Pricing and willingness to pay Advertising effectiveness Brand building and distinctiveness Customer habit formation Behavioural field experimentation Ideal for CMOs and marketing directors are making advertising and pricing decisions under tightening budgets. Brand and customer teams in consumer-facing categories are rebuilding their acquisition strategy. Insight, research and strategy leads who want evidence stronger than stated preference. Agency leadership teams responsible for creative and media effectiveness. Audience outcomes A working catalogue of cognitive biases with named examples of how brands have used them commercially. Sharper questioning of stated-preference research and traditional focus group outputs. Specific tactics for pricing presentation, costly signalling, habit formation and category framing. Evidence-led arguments to defend brand investment and creative quality inside the business.

Why organisations work with Robert Cialdini His Seven Principles of Influence – Reciprocity, Commitment and Consistency, Social Proof, Authority, Liking, Scarcity, and Unity – are the most widely referenced persuasion framework in business, grounded in peer-reviewed experimental research rather than practitioner observation. No comparable model carries equivalent scientific credibility. Pre-Suasion introduced a counterintuitive and commercially actionable argument: the moment before a message is delivered determines whether it will be received. That gives leaders, negotiators, and commercial teams a lever – the deliberate management of attention and context – that most organisations have never systematically deployed. His research has been applied across contexts from US presidential campaign strategy to national energy conservation policy, demonstrating that the principles are not industry-specific – they describe universal mechanisms of human decision-making. Influence is listed in Fortune’s “75 Smartest Business Books” and CEO Read’s “100 Best Business Books of All Time”; Pre-Suasion was a Financial Times Best Business Book of 2016. The durability of both titles means organisations are reinforcing, not introducing, a framework that their people already partially know – which accelerates adoption. The Society for Personality and Social Psychology has named a prize in his honour – a signal of the field’s verdict on the quality and societal relevance of his research, not merely its commercial reach. Biography highlights Regents’ Professor Emeritus of Psychology and Marketing, Arizona State University; visiting scholar at Stanford Graduate School of Business, Ohio State, and the Annenberg School of Communications Author of Influence: The Psychology of Persuasion (1984) and Pre-Suasion (2016) – combined sales of over seven million copies in more than 44 languages Pre-Suasion was a New York Times and Wall Street Journal bestseller; named a Financial Times Best Business Book of 2016 Elected to the American Academy of Arts and Sciences (2018) and the National Academy of Sciences (2019) Described by Harvard Business Review as “the foremost expert on effective persuasion”; Influence listed in Fortune’s “75 Smartest Business Books” and CEO Read’s “100 Best Business Books of All Time” President and CEO of INFLUENCE AT WORK; holds honorary doctorates from Georgetown University, the University of Social Sciences and Humanities (Wroclaw), and the University of Basel Biography Robert Cialdini’s foundational research did not begin in a laboratory. He spent three years working undercover inside the professions of compliance – car dealerships, fundraising organisations, telemarketing firms – observing how influence actually operates in real commercial settings. That methodology produced Influence: The Psychology of Persuasion, published in 1984. The Six Principles it identified – Reciprocity, Commitment and Consistency, Social Proof, Authority, Liking, and Scarcity – became the most applied persuasion framework in business, referenced from sales training programmes to business school curricula to the annual letters of Berkshire Hathaway. More than thirty years later, Cialdini returned with a second argument. Pre-Suasion proposed that the persuasive moment does not begin when a message is delivered – it begins before. The conditions set in the moments prior to communication determine whether an audience is receptive. Changing minds, he argued, requires changing states of mind first. Pre-Suasion became a New York Times and Wall Street Journal bestseller, and a Financial Times Best Business Book of 2016. It also introduced the seventh principle – Unity – based on the finding that shared identity is among the most powerful drivers of influence. The commercial applications are direct and cross-functional. Sales and marketing teams use the principles to structure offers and sequence communications. Leaders apply them to change management and stakeholder alignment. Negotiators use the Pre-Suasion concept to set the conditions before a position is stated. Harvard Business Review has described Cialdini as “the foremost expert on effective persuasion.” Richard Thaler, co-author of Nudge, has said no psychologist’s research has been applied more often or more successfully. Cialdini is Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University and has held visiting scholar appointments at Stanford’s Graduate School of Business and the Annenberg School of Communications. He has been elected to both the National Academy of Sciences and the American Academy of Arts and Sciences. The Society for Personality and Social Psychology has named a prize in his honour – awarded for research that demonstrates societal relevance through field methods, which is precisely the standard his own work set. Key speaking topics The Seven Principles of Influence Pre-Suasion and the psychology of attention Ethical persuasion in leadership and negotiation Behavioural science in sales and marketing Social proof and organisational decision-making The Unity principle and collaborative alignment Science-based communication strategy Ideal for CMOs, sales directors, and commercial leadership teams seeking evidence-based frameworks for customer and stakeholder communication C-suite and board-level audiences navigating change, alignment, or strategic persuasion challenges Heads of marketing, brand, and communications responsible for message design and audience receptivity Negotiation, procurement, and business development professionals Audience outcomes A working understanding of the Seven Principles of Influence – including Unity – and how each applies in commercial, leadership, and negotiation contexts A clear grasp of the Pre-Suasion concept: how to shape audience receptivity before a message is delivered, and why this is distinct from refining the message itself A framework for distinguishing ethical influence from manipulation – and a practical understanding of why the distinction matters commercially as well as reputationally Specific, research-grounded adjustments to the sequencing, framing, and context of communication that improve persuasive effectiveness Confidence to apply the principles immediately across sales, leadership, and change management settings without requiring institutional change first

Why organisations work with Robert Herjavec Two major business exits anchor the credibility. BRAK Systems sold to AT&T Canada for $30.2 million in 2000, and Herjavec Group’s majority stake sold to Apax Partners in 2021. Senior teams hear from an operator who has built and exited at scale. Seventeen years as an original Shark on ABC’s Shark Tank, evaluating thousands of founder pitches in real time. Audiences get a working investor’s read on what closes a deal and what kills one. A sales-first view of business growth. You Don’t Have to Be a Shark, his Wall Street Journal bestseller, frames sales as the universal skill of business and gives non-sales people a usable discipline. Operator-level cybersecurity context from founding and running Herjavec Group, once one of Canada’s largest information security firms, before its 2022 merger into Cyderes. Useful when boards want the threat landscape explained without a vendor agenda. An immigrant-founder narrative with verifiable outcomes. Arrived in Halifax at age eight from communist Yugoslavia, then built and exited multiple technology businesses while helping launch one of the most successful business reality formats on network television. Biography highlights Founder of Herjavec Group (2003); served as CEO until stepping down in September 2024 following the company’s 2022 merger with Fishtech Group and rebrand to Cyderes Sold BRAK Systems to AT&T Canada for $30.2 million in 2000 Original cast member on ABC’s Shark Tank since the show’s 2009 debut; also a panelist on Canada’s Dragons’ Den and Shark Tank Australia Author of three business books: Driven (2010), The Will to Win (2013), and You Don’t Have to Be a Shark (St. Martin’s Press, 2016), a Wall Street Journal bestseller Recipient of the 2012 Ernst & Young Ontario Entrepreneur of the Year Award for Technology and the Queen Elizabeth II Diamond Jubilee Medal BA in English literature and political science, University of Toronto Biography Most leaders manage businesses someone else built. Robert Herjavec has founded and exited three. BRAK Systems, the cybersecurity firm he started in his basement, was sold to AT&T Canada for $30.2 million in 2000. Ramp Network, which he ran as VP of Sales, was acquired by Nokia for $225 million. In 2003 he founded Herjavec Group, which grew into one of Canada’s largest information security businesses. Apax Partners bought a majority stake in 2021. After a 2022 merger with Fishtech Group it became Cyderes, where Herjavec served as CEO until September 2024 and remains an investor and board member. He has been an original Shark on ABC’s Shark Tank since the show’s 2009 debut. Across seventeen seasons he has heard thousands of founder pitches and decided in real time which to back and which to walk away from. The result is an unusual stockpile of pattern recognition on what closes a deal and what kills one from the investor’s side of the table. His three books work the same vein. Driven (2010) and The Will to Win (2013) were simultaneous Globe and Mail bestsellers about how persistence and self-discipline build careers. You Don’t Have to Be a Shark (St. Martin’s Press, 2016) reached the Wall Street Journal bestseller list, arguing that sales is a teachable craft any senior leader can use. He won the 2012 Ernst & Young Ontario Entrepreneur of the Year Award for Technology and was awarded the Queen Elizabeth II Diamond Jubilee Medal by the Governor-General of Canada for outstanding service. Key speaking topics Entrepreneurship and the founder mindset Sales as a business discipline Building and scaling technology companies Resilience and persistence in business The cybersecurity threat landscape for enterprise leaders Growth strategy and going from zero to scale Pitch evaluation and the investor’s perspective Ideal for Sales kickoffs and revenue leadership offsites where credibility on selling as a teachable discipline is the priority Annual conferences and flagship events where a marquee, household-name keynote needs to anchor the agenda on entrepreneurship and growth Founder-led businesses and high-growth firms whose audiences want an operator with multiple verified exits behind him Cybersecurity, fintech, and enterprise technology audiences, where his industry pedigree adds weight to the broader entrepreneurship and growth conversation Audience outcomes A sharper read on what actually closes a sales conversation and what kills one before it starts The discipline of starting from zero, told by someone who arrived in Halifax with one suitcase and built three businesses worth nine-figure exits An investor’s lens on how to evaluate ideas and the founders behind them, built from seventeen years inside the Shark Tank panel A working argument that persistence and discipline outperform inherited advantage, with a verifiable career arc behind it: BRAK to AT&T, Ramp to Nokia, Herjavec Group to Apax A board-level perspective on cybersecurity risk informed by two decades inside one of Canada’s largest enterprise security operators

Why organisations work with Roger Dooley A 20-year published track record applying neuromarketing to commercial problems, not a recent rebrand into the topic. Friction gives commercial leaders a single operational lens for finding the small frictions that quietly suppress revenue, conversion, and loyalty. Brainfluence translates academic behavioural research into 100 specific tactics marketing and CX teams can deploy, which is why the book has been translated into eleven languages. The Persuasion Engine (Wiley, 2026) gives buyers a published account of how AI is moving neuromarketing tools out of Fortune 500 research budgets and into reach of ordinary commercial teams, a shift most CX functions have not yet built a working view of. Forbes column and 400-plus episodes of the Brainfluence podcast keep him in active dialogue with the field’s leading researchers, from Robert Cialdini to Dan Ariely. Biography highlights Author of Brainfluence (Wiley, 2011), translated into eleven languages. Author of Friction (McGraw Hill, 2019), named a Top 3 Management Book and Best Business Book of 2019 by PwC’s strategy+business. Author of The Persuasion Engine (Wiley, 2026), on AI applied to behavioural science and neuromarketing. Forbes contributor on neuromarketing, customer experience and behavioural science. Host of the Brainfluence podcast, with guests including Robert Cialdini, Dan Ariely, Dan Pink, Tom Peters, Rory Sutherland, Nir Eyal and BJ Fogg. Named a Top 50 Global Thought Leader and Influencer on Customer Loyalty by Thinkers360. Biography Most marketing plans assume customers behave rationally. They do not. The gap between what a brand believes its customers are doing and what their brains are actually doing is where Roger Dooley has built his work for two decades. His 2019 book Friction (McGraw Hill) argues that the small unnecessary frictions inside a buying journey, an employee process, or a product experience are usually more powerful than the bigger strategic levers leaders prefer to discuss. PwC’s strategy+business named it a Top 3 Management Book and Best Business Book of 2019. The earlier Brainfluence (Wiley, 2011) compresses academic behavioural research into 100 marketing-grade tactics, and has been translated into eleven languages. That commercial frame is what separates Dooley from purely academic behavioural-economics voices. The Neuromarketing blog he started in 2005, his Forbes column, and 400-plus episodes of the Brainfluence podcast keep him in continuous dialogue with Robert Cialdini, Dan Ariely, Rory Sutherland, BJ Fogg and Nir Eyal, then translated for marketing, CX, and growth teams who need to ship decisions on Monday. The Persuasion Engine (Wiley, 2026) turns to AI: how language models and behavioural analytics are pushing tools once held inside Fortune 500 research budgets into the hands of much smaller commercial teams, and the governance and customer-trust questions that follow. Key speaking topics Neuromarketing and consumer neuroscience Friction in customer experience and operations Behavioural economics applied to marketing and sales AI-enabled behavioural science and persuasion Customer loyalty and brand trust Persuasion and decision architecture Ideal for CMOs and marketing leadership teams redesigning customer journeys Heads of customer experience and digital product leaders working on conversion and retention Sales leaders rebuilding playbooks around buyer psychology Growth and innovation teams testing AI-enabled behavioural tools Audience outcomes A working definition of where friction is suppressing revenue inside their own customer and employee journeys A vocabulary of behavioural mechanisms drawn from named research, not generic persuasion tropes A current read on how AI is changing the cost and access economics of behavioural research Specific, testable changes to marketing, sales or CX practice they can run inside their teams

Why organisations work with Rohit Bassi Three decades of cross-cultural coaching across 21 countries, with named engagements at the World Bank, Oracle, Honeywell, PwC, Bank of America, Canon, and Emirates NBD. A named method, Speak Like A W.I.S.E. CEO, that maps four bearings to four disciplines: words with courage, intention with clarity, silence with conviction, and energy with compassion. It gives leaders a repeatable structure for the specific conversation in front of them. A Gulf-based perspective on executive presence that translates between Western corporate norms and Middle Eastern, South Asian, and Southeast Asian leadership cultures, useful for organisations with distributed senior teams. A practitioner record spanning keynote speaking, sales communication coaching, and authorship of Living Through Self Compassion, which lets him work credibly with commercial leaders and people leaders in the same organisation. Biography highlights Founder of ROI Talks, the coaching and training practice he established in Dubai. Creator of the Speak Like A W.I.S.E. CEO framework for high-stakes communication. Author of five books including Beyond Words on mindful public speaking, Soul of Sales on ethical selling, and Living Through Self Compassion, plus contributing author of Success Mastery alongside Jack Canfield. TEDx speaker, “The Miracle of Compassion” (TEDxCCQ), hosted on the TED platform. Executive Contributor at Brainz Magazine, and member of the National Academy of Best-Selling Authors. Three decades of speaking, coaching, and training across more than 21 countries, with named engagements including the World Bank, Oracle, Honeywell, PwC, Bank of America, Canon, and Emirates NBD. Biography Most leaders are not promoted for how they communicate. They are promoted in spite of it, and only at senior level does the cost surface, in a board that loses patience or a deal that quietly stalls. ROI Talks, the practice Rohit Bassi founded in Dubai, was built for that gap. His method, Speak Like A W.I.S.E. CEO, rests on four bearings. Words carry courage, intention carries clarity, silence carries conviction, and energy carries compassion. Drawn from a long study of mindfulness, it applies to the situations leaders face: executive presence, persuasion under pressure, conflict that has turned organisational, and the daily habits that build or erode trust. He has worked across more than 21 countries with named clients including the World Bank, Oracle, Honeywell, PwC, Bank of America, Canon, and Emirates NBD. His writing runs along the same lines as the coaching. Beyond Words sets out his approach to mindful public speaking, Soul of Sales makes the case for trust-based selling, and Living Through Self Compassion tells the personal story behind the method, a return from depression and self-sabotage. He is also a contributing author of Success Mastery alongside Jack Canfield, and his TEDx talk, The Miracle of Compassion, sits on the TED platform. Known to clients as The Communication Wizard, he coaches senior leaders across Western, Middle Eastern, South Asian, and Southeast Asian cultures, and writes as an Executive Contributor for Brainz Magazine. For organisations with leadership teams spread across those regions, that cross-cultural read on executive presence is rare in the category. Key speaking topics Leadership communication and executive presence Persuasion and influence in high-stakes conversations Mindful communication and emotional intelligence Sales communication for senior leaders Conflict, difficult conversations, and trust repair Resilience and self-leadership under pressure Public speaking for executives Ideal for CEOs and business unit heads preparing for board, investor, or all-hands communication, including investor pitch coaching Sales leadership and commercial teams running high-stakes, value-based B2B conversations Heads of L&D, talent, and executive development commissioning leadership communication programmes Senior leadership teams in multinational and Gulf-based organisations with cross-cultural workforces Audience outcomes The four bearings of the W.I.S.E. compass in language they can use in the next difficult conversation Specific handling for high-stakes moments: persuasion, conflict, trust repair, and assertive listening A read on what each high-stakes conversation puts at stake: financial value, time, risk exposure, and the authority carried into the next room A working approach to composure under pressure that applies the next working day

Why organisations work with Ryan Serhant He built a brokerage that uses its own studio as the primary lead source, giving sales and marketing leaders a working reference for how content-to-commerce actually operates at scale. He has closed close to ten billion dollars in personal real estate sales while running the firm, including the most expensive home ever sold in Florida, so the methodology comes from a practitioner still in the deal flow. His three books, Sell It Like Serhant, Big Money Energy, and Brand It Like Serhant, sequence a coherent commercial argument from individual sales technique to personal brand as a business asset. He is one of the few operators booked at this level whose audience already knows the work through Netflix’s Owning Manhattan and Bravo’s Million Dollar Listing New York, which compresses the credibility step at large commercial events. Biography highlights Founder and CEO of SERHANT., a brokerage with an in-house film studio used as its lead-generation engine. Star and executive producer of Netflix’s Owning Manhattan; star of Bravo’s two-time Emmy-nominated Million Dollar Listing New York. Author of Sell It Like Serhant (2018), Big Money Energy (2021), and Brand It Like Serhant (2024). The Serhant Team ranked top sales team in New York by The Wall Street Journal for three consecutive years and Top 5 nationwide. Closed close to ten billion dollars in personal sales, including record-setting transactions in New York and Florida. Founder of SERHANT. Studios and the SELL IT digital education platform. Biography Most brokerages still treat marketing as a cost centre and the salesforce as the engine. SERHANT., the firm Ryan Serhant founded in September 2020, inverts that. The studio is the engine. The agents convert the demand it generates. Owning Manhattan, the Netflix series Serhant produces and stars in, is part of the same flywheel. That model is the reason commercial leaders book him. Serhant has closed close to ten billion dollars in personal real estate sales, including the most expensive home ever sold in Florida, while running the firm. The point on stage is not the listings. It is what an operating model looks like when content production, personal brand, and sales pipeline are run as a single discipline rather than three departments. His three books trace the same argument at different altitudes. Sell It Like Serhant (2018) is a salesperson’s playbook. Big Money Energy (2021) reframes ambition as a discipline that can be coached. Brand It Like Serhant (2024) treats personal and corporate brand as a measurable commercial asset that produces inbound demand. Together they are the spine of his keynote work and the SELL IT education platform that grew out of the first book. The Serhant Team was ranked the top sales team in New York by The Wall Street Journal for three consecutive years before he launched the brokerage. Million Dollar Listing New York, the two-time Emmy-nominated Bravo series, gave the broader audience the character. Owning Manhattan, now in its second Netflix season, gives them the company. Key speaking topics Content-to-commerce business models Sales methodology and pipeline Personal brand as a commercial asset Entrepreneurship and scale-up Customer acquisition and lead generation Founder mindset and commercial ambition Ideal for Chief revenue officers and heads of sales rebuilding pipeline economics around content Chief marketing officers integrating brand, social, and demand generation into one operating function Founders and CEOs of scale-up businesses building category presence Sales conferences, kickoffs, and partner events for high-ticket and brokerage businesses Audience outcomes A working picture of how an in-house content engine can function as the primary acquisition channel A clearer line between personal brand investment and measurable revenue A sales operating logic drawn from a practitioner who is still closing deals at the top of the market Language and frameworks senior leaders can take back to their commercial teams the next morning

Why organisations work with Sally Hogshead She brings a diagnosis, not a theory. The Fascination Advantage assessment gives leadership teams a shared vocabulary for what each person and each brand actually does best, drawn from data on more than a million respondents. Her commercial credibility is built on practice, not commentary. She wrote campaigns at Crispin Porter and Bogusky and her own agencies for MINI Cooper, Nike, Godiva and Harley-Davidson before turning that craft into a research-based system. Two New York Times bestsellers, Fascinate and How the World Sees You, give her arguments a published spine that internal teams can return to after the keynote. She translates the science of attention into work an executive can act on: how a sales team positions itself in nine seconds, how a leader is perceived in the first meeting, how a brand earns memory in a crowded category. Hall of Fame induction by the National Speakers Association places her in the top tier of professional speakers, measured by sustained client demand, not single-event reception. Biography highlights New York Times and Wall Street Journal bestselling author of How the World Sees You and Fascinate, the latter translated into more than twelve languages. Creator of the Fascination Advantage assessment, used by over a million professionals to identify communication and brand differentiation traits. Inducted into the CPAE Speaker Hall of Fame by the National Speakers Association. Former managing and creative director who opened the Crispin Porter and Bogusky Venice office in 2001 and previously co-founded Robaire and Hogshead. Built campaigns for MINI Cooper, Nike, Godiva, Coca-Cola and Harley-Davidson; advertising work held in the Smithsonian Museum of American History. Frequently featured by Fortune 500 teams and C-suite leadership groups to apply Fascinate research directly to brand and team positioning. Biography Most markets are not short of communication. They are short of memorable communication. The discipline of identifying what makes one brand, one team, or one senior leader stand out in a category where everyone sounds competent is where Sally Hogshead has spent twenty years of practice and research. Hogshead came up through the advertising industry as a copywriter at Fallon, Wieden and Kennedy, and The Martin Agency, then co-founded Robaire and Hogshead in 1998 before opening the Venice, California office of Crispin Porter and Bogusky in 2001 as managing and creative director. The campaigns she wrote for MINI Cooper, Nike, Godiva, Coca-Cola and Harley-Davidson hang in the Smithsonian Museum of American History. By the end of that decade, she had won close to every major international advertising award on record. The work since then has been about turning that craft into a system. Her two New York Times bestsellers, Fascinate and How the World Sees You, set out the research behind the Fascination Advantage assessment, a tool used by more than a million professionals and Fortune 500 teams to map how they are actually perceived rather than how they intend to be perceived. The distinction matters in commercial settings, where positioning is decided by the audience, not the speaker. Her induction into the National Speakers Association CPAE Speaker Hall of Fame placed her among fewer than 200 inductees since 1977. Senior teams hire her when they need to move from generic differentiation language to a specific account of why their organisation, product, or leadership team is the one a customer chooses to remember. Key speaking topics Brand differentiation and positioning Persuasion and attention in saturated markets Personal brand and executive presence Customer experience and marketing Sales communication and pitch effectiveness Team communication and perception Storytelling and business communication Ideal for CMOs, brand directors and marketing leadership teams Sales leaders and customer-facing organisations are rebuilding pitch and positioning CHROs and executive development leads are working on senior leader presence Founders and partners in professional services firms competing on differentiation Audience outcomes A specific, named view of where their brand or leadership team is currently differentiated, and where it is interchangeable A working vocabulary from the Fascination Advantage framework that teams can apply to pitches, profiles and internal communication Concrete examples drawn from MINI Cooper, Nike and other brands of how differentiation is constructed, not asserted A sharper assessment of what their customers and colleagues actually find memorable about them Editorial discipline on cutting filler messaging that is competent but forgettable

Why organisations work with Samuel J Scott He argues the brand-versus-performance trade-off in CFO language, which is the conversation that actually decides marketing budgets in a downturn. He is a current Head of Marketing at a connected TV advertising platform, so the case studies are operating reality, not retrospective consulting. His Promotion Fix column in The Drum has run since 2017, giving senior marketers a reference point on advertising effectiveness most peers in the room already read. He holds a WARC Master of Advertising Effectiveness and Marketing Week Mini-MBAs, which is unusually formal training for a working marketer presenting to boards. He takes a public contrarian line on adtech and AI marketing hype, useful for leadership teams tired of vendor pitches dressed as keynotes. Biography highlights Head of Marketing, Adte, a connected TV advertising platform. Columnist of The Promotion Fix in The Drum since 2017; previously a contributing columnist for TechCrunch and Moz. Master of Advertising Effectiveness, WARC, UK. Mini-MBAs in Marketing and Brand Management, Marketing Week, London. 2019 juror, UK Advertising Association Young Lions, the UK Cannes Lions qualifier. Former Director of Marketing at Logz.io and Head of Marketing at Faddom in the Israeli B2B tech sector. Biography In a downturn, the marketing line is the easiest to cut and the most commonly mis-cut. Performance budgets get protected because they are measurable. Brand budgets get reduced because they are not. Within two years, the performance machine stops compounding because the brand has stopped feeding it. That is the argument Samuel J Scott has been making in The Drum’s Promotion Fix column since 2017, and in keynotes for marketing leadership teams across more than two dozen countries. He is one of the few speakers on this subject who is also a working operator, currently Head of Marketing at the connected TV advertising platform Adte, and previously a marketing director in the Israeli B2B technology sector at companies including Logz.io and Faddom. His credentials sit on the technical side of the discipline. A Master of Advertising Effectiveness from WARC, two Mini-MBAs in marketing and brand management from Marketing Week in London, and CIM certifications across marcom planning, copywriting and AI marketing tools. He served as a jury member for the UK Advertising Association’s 2019 Young Lions, the UK qualifier for Cannes. The editorial register is contrarian. Scott has built a reputation for arguing against marketing fashion, whether that is uncritical AI adoption, attribution theatre, or brand purpose campaigns that cannot survive a CFO’s scrutiny. Audiences leave with a sharper view of how to spend a marketing budget when growth gets harder, not a slide deck of trends. Key speaking topics Brand and performance advertising Marketing effectiveness and measurement Defending marketing budgets in downturns B2B marketing and brand-led growth AI in marketing communications Adtech and connected TV Marketing communications strategy Ideal for CMOs and marketing directors under pressure to justify brand spend to a CFO. B2B technology marketing leaders rebuilding a brand layer above lead-gen. Boards and executive teams reviewing marketing as a commercial function, not a cost line. Marketing communications and agency teams negotiating AI-era budget assumptions. Audience outcomes A working language for arguing brand investment in financial terms. A clearer split between what performance media can do and what only brand work delivers. A sceptic’s filter on AI marketing claims from agencies and adtech vendors. A defensible structure for marketing budgets through a downturn. Specific reference points from current B2B technology marketing practice.

Why organisations work with Savvas Trichas A working academic record in the field he speaks on: peer-reviewed publication in The Leadership Quarterly on how facial expression shapes leadership perception, co-authored with Birgit Schyns. Certified coder in the Facial Action Coding System (FACS), one of a small group qualified to read facial muscle activity to research standard, applied to executive communication. Guest lecturer for the FBI National Academy Associates Cyprus chapter on deception detection, giving leaders a credible voice on lie detection that does not rely on stage tricks. A practitioner’s grasp of negotiation drawn from Harvard and MIT-tradition material, paired with a researcher’s discipline on what the body signals during a deal. Material is built for boards and executive teams that already know what to say and want to know why they are not being heard. Biography highlights PhD in Human Resource Management and Marketing. Co-author, “The face of leadership: perceiving leaders from facial expression,” The Leadership Quarterly, 2012. Three-time TEDx speaker (Las Vegas, Lausanne, Athens). Certified coder, Facial Action Coding System (FACS). Manuscript reviewer, The Leadership Quarterly. Guest lecturer, FBI National Academy Associates Cyprus Police, on management, communication, and deception detection. Biography Most leadership training teaches what to say. Trichas works on the harder question of why audiences accept it. His peer-reviewed research with Birgit Schyns in The Leadership Quarterly examined how a leader’s facial expression shapes followers’ trust and judgements of effectiveness, a finding that sits underneath every senior communication moment, from a board update to a negotiation. That research base separates him from most communication speakers. He is a certified coder in the Facial Action Coding System, the anatomical method developed for the precise analysis of facial muscle movement, and he reviews manuscripts for The Leadership Quarterly. The science is not a credential dropped into a keynote; it is the source of the material. The applied work runs across persuasion, storytelling, negotiation, and deception detection. Trichas lectures for the FBI National Academy Associates Cyprus chapter on communication and deception, and has built a parallel track on negotiation drawn from the Harvard and MIT canon. Three TEDx appearances and a bestseller, “The Power of Communication,” sit alongside corporate work for organisations including PwC, Coca-Cola, and MDRT. The argument he offers a board is unfashionable and useful. Strategy and message are necessary but not sufficient. Whether a leader is trusted, whether a negotiation closes, whether a transformation lands, often turns on signals that operate below the words, and those signals are now well enough understood to teach. Key speaking topics Nonverbal communication and leadership perception Negotiation and persuasion Executive presence and credibility Storytelling for senior leaders Deception detection in business contexts Servant leadership and empathy Public speaking for executives Leading transformation through communication Ideal for Boards and executive teams preparing for high-stakes external communication: investor updates, M&A, regulatory testimony. CHROs and leadership development heads designing programmes for newly senior leaders on presence and credibility. CCOs, heads of negotiation, and commercial leaders responsible for high-value deals. Sales leadership conferences where persuasion and trust signals carry commercial outcomes. Audience outcomes A research-grounded view of how leaders are read, not just heard, in board and town hall settings. Specific cues from the Facial Action Coding System tradition that leaders can use to read counterparts in negotiation and meetings. A working framework for credibility that separates persuasion, narrative, and nonverbal channels rather than collapsing them into “communication skills.” A more disciplined view of deception detection, what the evidence supports and what it does not, useful for interviewing, due diligence, and negotiation. Confidence that the speaker’s claims rest on peer-reviewed research and applied work with law enforcement, not stage technique.

Why organisations work with Scott Burrows A first-person account of recovery from a C6-C7 spinal cord injury that translates directly into how individuals make decisions when their assumptions collapse, not a generic resilience metaphor. Vision, Mindset, Grit, the framework behind his book of the same name, gives sales and leadership teams a simple shared language for goal-setting, response to rejection and persistence through downturn. Rare combination of elite-athlete background (Florida State football under Bobby Bowden, ESPN-broadcast kickboxing) and elite commercial performance (Million Dollar Round Table as a Northwestern Mutual advisor), which gives the talk credibility with sales and financial services audiences specifically. Track record with Fortune 500 buyers including Prudential, JPMorgan Chase, SAP, Thermo Fisher, Walgreens and Coca-Cola, and with national association audiences across healthcare, insurance and financial services. Biography highlights Walk-on wide receiver at Florida State University under head coach Bobby Bowden. Black-belt kickboxing champion whose final fight was broadcast on ESPN. Survived a car accident on 3 November 1984 that fractured the C6 and C7 vertebrae and left him paralysed from the chest down at age 19. Returned to higher education and graduated with a Bachelor of Science in Finance from the University of South Florida. Qualified for the Million Dollar Round Table as a financial advisor at Northwestern Mutual, a top-producer benchmark in life insurance and financial services. Author of Vision, Mindset, Grit: How to Stand Up When Life Paralyzes You; co-founder of a golf course fertiliser business operating in Southeast Asia. Biography Elite athletes are taught to hold their composure under physical pressure. What they are rarely taught is what happens when the body itself becomes the constraint. On 3 November 1984, a car accident left Scott Burrows, then a Florida State University walk-on wide receiver under Bobby Bowden and a black-belt kickboxing champion whose last fight had been broadcast on ESPN, with two broken vertebrae in his neck and a quadriplegia diagnosis at 19. The interest for senior audiences is not the diagnosis. It is what he did with the years after it. He returned to higher education, graduated with a Bachelor of Science in Finance from the University of South Florida, and competed in wheelchair rugby, the Paralympic discipline known as Murderball. He then became a financial advisor at Northwestern Mutual, where he qualified for the Million Dollar Round Table, the production standard reserved for the top tier of life insurance and financial services producers. That commercial record matters because it is what makes the keynote land in front of revenue-carrying teams. Vision, Mindset, Grit, the title of his bestselling book and the spine of his talks, is a personal-leadership framework that names the three things he had to rebuild deliberately: a goal worth pursuing, a way of thinking that could absorb setbacks, and the daily discipline to keep moving when the original plan was no longer available. He has used that material with audiences at Prudential, JPMorgan Chase, SAP, Thermo Fisher, Walgreens, Coca-Cola and a long list of national associations across healthcare, insurance and financial services. The talk is most useful for organisations going through a period in which the previous playbook has stopped working and leaders need their people to keep performing while a new one is being written. Key speaking topics Resilience and recovery after setback Peak performance under pressure Sales performance and overcoming rejection Goal-setting and personal leadership Adapting to industry change Mindset and motivation for commercial teams Ideal for Sales kick-offs, top-producer summits and incentive events, particularly in insurance, financial services and healthcare Leadership offsites where senior teams are navigating restructure, market shift or sustained pressure National association annual conferences seeking a credible opening or closing keynote on resilience and performance All-hands and town-hall settings during periods of significant organisational change Audience outcomes A shared language, Vision, Mindset, Grit, that teams can carry back into pipeline reviews, goal-setting and one-to-ones A reset on how individuals respond to rejection, missed targets and unexpected setback Specific examples of how to hold composure and decision quality when external conditions deteriorate Renewed energy and commitment heading into a sales cycle, fiscal year or strategic reset

Why organisations work with Steve Gaskin Direct senior operational experience at Scotland Yard. DCI rank with homicide and counter-terrorism case exposure is uncommon in the speaker market, where “former detective” often means a junior career repackaged. Pattern recognition that translates between domains. His sales-focused talk shows how the structure of a police suspect interview can be applied directly to a customer conversion conversation, as a working method. Current broadcast credibility. Contributions to Channel 5’s Wayne Couzens: Killer in Plain Sight and ITV’s Playboy Bunny Club Murders keep his analysis grounded in cases audiences may have followed. Decision-making content shaped by real consequences. The material is built from environments where wrong calls had immediate legal and human stakes, which gives it a weight classroom case studies cannot match. Biography highlights Former Detective Chief Inspector with the Metropolitan Police, based at New Scotland Yard, with more than 25 years of service. Case experience spans homicide, counter-terrorism-related operations and serious drug trafficking, including undercover deployment at New Scotland Yard. Contributor to UK true-crime documentary programming, including Channel 5’s Wayne Couzens: Killer in Plain Sight. Director of Huxley Events Ltd and The Crime Lab Ltd, both delivering corporate crime-themed events and consultancy. BSc in Psychology and Mathematics; executive programme at Saïd Business School, University of Oxford; Fellow of the Institute of Leadership and Management; Associate Tutor at Anglia Ruskin University. Biography Senior detectives at Scotland Yard make calls under pressure, where errors carry immediate legal and human stakes. Structured interviewing and evidence-led decision-making, the disciplines that hold up in those conditions, are learned by practice on real cases. Steve Gaskin spent more than 25 years in that environment and retired as a Detective Chief Inspector. His case experience runs from early 1980s work on the Hyde Park bombing investigation through to homicide and counter-terrorism-related operations. He also served in serious drug trafficking work at New Scotland Yard, including undercover deployment. The connecting thread is decision-making at the point where evidence is incomplete and the cost of waiting is real. That is the foundation of his corporate work. His talks draw structural parallels: police suspect interview frameworks mapped onto sales conversations, and murder squad management compared with leading teams under pressure. The result is applied technique an audience can use the next day. He contributes regularly to UK broadcast crime journalism, including Channel 5’s Wayne Couzens: Killer in Plain Sight and ITV’s Playboy Bunny Club Murders. The cases he discusses on screen are often the same ones that surface in his corporate keynotes. Key speaking topics Decision-making under pressure Investigative interviewing technique Leadership in high-stakes operational environments Workplace psychopathy and personality reading Sales conversation structure drawn from suspect interviewing Crime-based corporate storytelling Ideal for Sales leadership teams looking to apply structured suspect interviewing techniques to prospecting and conversion Senior leadership groups working on decision-making, team management and risk under pressure Corporate audiences seeking substantive after-dinner content with operational credibility Conferences in financial services, professional services and risk-focused sectors Audience outcomes A method for structuring interviews where information accuracy matters, applicable to either suspect interrogation or sales discovery Names and behavioural markers for the personality patterns most likely to disrupt a workplace, drawn from criminal psychology Concrete examples of how operational teams are led through high-pressure investigations Material drawn from recent high-profile cases he has analysed for UK broadcast

Why organisations work with Tahl Raz The frameworks Raz presents aren’t drawn from his interpretation of others’ research. Rather, he co-constructed them, working directly with the FBI hostage negotiator, the CEO performance researchers, and the business practitioners behind three of the most widely read business books of the past two decades. The CEO Next Door, which Raz co-authored based on analysis of more than 17,000 CEO and C-suite assessments, gives boards and senior leadership teams a data-validated model for identifying and developing executive talent, not one built on anecdote or convention. Never Split the Difference has sold more than five million copies and been translated into over 40 languages, which reflects genuine market validation of the negotiation system Raz helped shape. It is now embedded in corporate training programmes globally. Never Eat Alone is used as a textbook in MBA programmes worldwide, making Raz a source-level contributor to how the next generation of executives is taught to build professional relationships and organisational influence. His background as an award-winning business journalist gives him an ability to take complex behavioural research and make it immediately actionable in a room – a skill that is structurally different from the researchers and practitioners who generated the underlying work. Biography highlights Co-author of Never Split the Difference with former FBI lead hostage negotiator Chris Voss, New York Times and Wall Street Journal bestseller, 5 million+ copies sold, translated into 40+ languages Co-author of Never Eat Alone with Keith Ferrazzi, New York Times bestseller, adopted as an MBA textbook in business schools worldwide Co-author of The CEO Next Door with Elena Botelho and Kim Powell, New York Times and Wall Street Journal bestseller; CMI Management Book of the Year 2019; based on analysis of more than 17,000 CEO and C-suite assessments; research published as an HBR cover story Award-winning journalist published in Inc., GQ, Harvard Business Review, and the Jerusalem Post Former CEO of MyGreenLight (online education), Chief Content Officer, and founder and editor-in-chief of Jewcy Media Degree in Philosophy, Vassar College Biography The prevailing models for negotiation and leadership development share a common flaw: they were built on theory, intuition, and case studies drawn from a narrow slice of experience. What changes the conversation is evidence. Evidence from 20 years of hostage negotiation under life-or-death conditions, from a decade of performance data on 17,000 executives, from the social science of how professional relationships actually generate career capital. Tahl Raz has spent his career working at the intersection of that evidence and the people who need to act on it. Raz co-authored Never Split the Difference with Chris Voss, former lead international kidnapping negotiator for the FBI, translating a field-tested system developed in extreme-pressure environments into a framework that business leaders and sales teams now use worldwide. The book has sold more than five million copies and been translated into over 40 languages – a scale of adoption that reflects the practical utility of what the negotiation system actually delivers, not just the appeal of the source material. His work on The CEO Next Door, developed with researchers Elena Botelho and Kim Powell, draws on analysis of more than 17,000 CEO and C-suite assessments to identify the four behaviours that statistically separate executives who reach and sustain top performance from those who plateau. The research – published as a cover article in the May-June 2017 issue of Harvard Business Review – overturns widely held assumptions about pedigree, charisma, and the shape of a successful executive career. The book won CMI Management Book of the Year 2019. Before these collaborations, Raz co-authored Never Eat Alone with Keith Ferrazzi, a study of professional networking and relationship capital that remains in use as an MBA textbook in business programmes globally. His journalism has appeared in Inc., GQ, Harvard Business Review, and the Jerusalem Post. That background – knowing how to extract what is genuinely new in a body of research and make it land for a senior audience – is what distinguishes his platform: he is not interpreting these frameworks from the outside, he helped build them. Key speaking topics Negotiation strategy and behavioural influence Executive leadership behaviours and CEO performance Professional relationship capital and network strategy Storytelling and leadership communication Organisational decision-making under pressure Career development and leadership advancement The future of work and professional influence Ideal for C-suite and senior executive audiences in leadership development or strategic offsites CHROs and talent leaders building executive assessment or succession frameworks Sales leadership and commercial teams focused on high-stakes negotiation Boards and governance teams examining executive performance and leadership pipeline Audience outcomes A working understanding of the negotiation tactics developed in FBI hostage situations and how they apply in commercial and leadership contexts Clarity on the four behaviours; decisiveness, engaging for impact, relentless reliability, bold adaptation which CEO performance data identifies as the genuine predictors of executive success A reframed view of professional networking as a deliberate, structured strategic practice rather than a social variable Practical approaches for improving persuasion, communication, and influence in high-pressure conversations Sharper criteria for evaluating leadership potential – their own or others’ – against evidence rather than convention