Shawn Freeman

Technology Coach & Founder | Proven technology leadership to help you grow a profitable future proof business.

You’re not just running an MSP. You’re building something bigger. 

But right now, it feels like you’re stuck working in the business instead of leading it.

You’re juggling too many roles, managing clients, fixing daily issues, and trying to grow your monthly recurring revenue. The competition is fierce, and figuring out how to break through feels overwhelming.

I get it because I’ve been exactly where you are.

In 2011, I founded my own MSP. It started small, with all the typical struggles. Feeling trapped in the day-to-day grind, pricing uncertainty, struggling to delegate effectively, and the constant stress of finding quality clients. But through relentless refinement of systems, positioning, and leadership strategies, I scaled that MSP to seven figures. In 2020, I successfully exited with a high-value acquisition.

Now, as the founder of Impactful MSP, I help ambitious MSP owners like you achieve sustainable, long-term growth, without burning out or getting lost in the weeds.

👉 Here’s the truth:
Your technical skills aren’t the problem. The real challenge is building a business that runs profitably, consistently, and without you trapped in the day-to-day grind.

You don’t need random tactics or one-size-fits-all frameworks.

You need proven strategies, clarity, and the right mentorship to:
✅ Define a mission, vision, and core values that guide every decision you make.
✅ Scale your MRR fast with systems that work, no fluff.
✅ Stand out in a crowded MSP space with a unique differentiator.
✅ Attract and retain high-value clients who pay what you're worth.
✅ Simplify operations so you stop being the bottleneck.

You know you're capable of more, but you're unsure of the next step.

That's why you need me:
I've lived the MSP journey. I’ve felt the stress of unpredictable revenue, tough client churn, competing in a saturated market, and the struggle to lead while overwhelmed. But I also cracked the code to breaking through, and I’ve helped MSPs scale to seven figures and beyond using my coaching methods.

My clients have:
→ Increased MRR by 25%+ within months.
→ Closed larger, more profitable deals with ideal clients.
→ Built scalable systems that run without micromanagement.

This isn’t theory. It’s battle-tested strategy from someone who’s been in the trenches.

If you're serious about becoming the go-to MSP in your market and ready for predictable, scalable growth, send me a DM with the word 'IMPACT' and let’s talk about your next level.

No fluff. No hype. No BS. Just results.

Vice President - Alberta

I saw this meme and laughed a little too hard.
Because if you run an MSP, you’ve lived this.

When everything works, the question is,
“Do we even need IT?”

When one thing breaks, it becomes,
“Why are we paying for IT?”

That reaction is normal.
And it’s also something you can mostly prevent.

Here’s how:

First, meet with your clients a few times a year.
Not to review tickets, but to talk about their business
and what’s actually happening in their environment.

Second, make the invisible work visible.
Show what you’ve been monitoring, preventing,
and quietly keeping off their plate.

Third, translate that work into business outcomes.
Instead of tools and acronyms, explain what it meant
for uptime, risk, productivity, and their team’s day.

Fourth, have real strategy conversations.
Ask where they’re stuck, what’s slowing them down,
and offer clear suggestions to fix those problems.

That’s when clients stop seeing IT as a cost
and start seeing you as part of the business.

And yes, some clients still won’t engage, meet,
or act on recommendations no matter what you do.

That’s usually a fit issue, not a service issue.

Not every client is right for a proactive MSP.
And it’s okay to offboard the ones who aren’t.

If you’re running into this with clients, DM me.
I’m happy to help you navigate those conversations.

I help MSP Founders Build and Scale Outstanding IT Companies (just like I did - using proven systems with actual long term results)

Stop lowering your prices. Start raising your standards.

They said, “Your price is too high.” and you hesitated.

We’ve all been there.

That sinking moment when doubt creeps in:
→ “Am I asking too much?”
→ “Should I lower my price?”

Every time you discount, you’re not just lowering price.
You’re lowering the belief in your value.

The clients who demand discounts often:
→ Micromanage your process.
→ Undermine your expertise.
→ Expect the world, but pay for peanuts.

And they rarely stay satisfied.

Contrast that with your best clients:
→ They don’t choose you because you’re cheap.
→ They choose you because you deliver.

Because the right clients don’t see price as a hurdle.
They see it as a reflection of your worth.

So why do we feel the need to discount?
It’s simple: We fear losing the opportunity.

But saying yes to the wrong clients
means saying no to your best work.

Your value isn’t for everyone and that’s okay.

You’re not competing to be the cheapest.
You’re striving to be the most impactful.

How do you stand firm on your pricing?

1. Focus on outcomes, not deliverables.
• Clients pay for results, not for tasks.
• Be the solution to their biggest challenges.

2. Pre-qualify clients upfront.
• Communicate your value clearly.
• If they can’t see it, they’re not your client.

3. Embrace the power of saying no.
• It’s not rejection, it’s alignment.
• Your time is too valuable to spend on the wrong fit.

The next time someone asks you to lower your prices
say this instead: “I focus on delivering results that last.
That’s why I don’t cut corners, or prices.”

Because great clients don’t go for the cheapest option.
They go for the best.

Shoutout Case Kenny for the quote!

Entrepreneurship isn’t about avoiding failure.
It’s about learning how to get back up.

You’ve faced challenges most people walk away from.
But you didn’t. You stayed in it.
And that’s what makes you an entrepreneur.

Success doesn’t follow a clear path.
It’s not something you plan step by step.

There are detours, slow days, and a lot of uncertainty.
But if you’re still showing up, you’re on track.

This video nails the reality of entrepreneurship:

Fail fast. Fail hard. Fail often.
↳ But always get back up.
↳ Every failure teaches you a lesson.

Setbacks don’t mean you’re off track.
↳ They show you what’s not working.
↳ So you can figure out what does.

Progress isn’t loud.
↳ It shows up in small steps and quiet wins.
↳ But all of it stacks up over time.

Resilience is what matters.
↳ You don't have to be perfect all the time.
↳ Just willing to come back better than before.

So remember: You’re not failing. You’re figuring it out.

Because entrepreneurship isn’t a talent.
It’s a skill you build, one lesson at a time.

Learn, adjust, then try again.
That's how you win.

👇 What’s one thing failure taught you?
♻ Repost to remind someone they’re not alone in this.

Sometimes there’s nothing to do but monitor.

Happy Friday MSPs!

If your business can’t run without you, you don’t really
have a business... you have a very demanding job.

A lot of owners don’t realize this until they step away.
They take a few days off and everything backs up.

Not because the team is lazy.
Because you’re the default answer.

Something comes up and the instinct is to come to you.
→ Not to think it through.
→ Not to try to solve it.
→ Just to ask.

Over time, that creates dependency.
And most of the time, it’s unintentional.

If the answer always comes from you,
your team never learns how to figure it out.

Part of growing a business is changing that dynamic.

Your team needs space to think.
Space to decide.
Space to get it wrong and learn.

One of the most effective things I did was simple:

I took real vacations and made myself unavailable.
→ Not as a test.
→ Not as a stunt.
→ Just as a boundary.

And something interesting happened.

Problems still came up.
But the team figured them out.

They rented tools.
They made calls.
They solved things without me.

Before that, they would’ve just waited.

That’s when you know things are shifting.
When the business keeps moving without you.

Being able to step away and come back
to a functioning business is real freedom.

If everything stops when you’re not available,
and your business is too dependent on you, DM me!

Episode four of Beyond Technology is now live!

This episode is about the work behind great stories.

My guest is Aidan Campbell, co-founder and CEO of
2C Media Inc., a studio focused on long-form storytelling.

Aidan helped build 2C Media into a trusted partner for
organizations that care about meaning, trust, and craft.

We talk about how storytelling evolves alongside media
and technology without losing its human core.

Aidan shares lessons from building resilient systems,
navigating real technology failures, and balancing
efficiency with creativity behind the scenes.

We also explore how tools can support people instead
of replacing them, and why trust and collaboration
matter so much in creative and leadership work.

Thank you Aidan for joining me for this episode.

And thank you Entrepreneurs'​ Organization Calgary
and 2C Media Inc. for helping bring this podcast to life.

You can watch the episode on our YouTube channel
or listen on your preferred podcast platform.

Links to both are in the comments.

If you are or know a strong Calgary leader who should
be a guest on the podcast next season, send me a DM.

New episodes drop every second Monday.

I hope you enjoy S1 EP4: “Aidan Campbell: How
Storytelling Stays Human as Media Evolves.”

Big goals are easier to achieve than small ones.

Let me explain why.

Small goals feel safe, attainable, and realistic.
But big goals do something small goals can’t.
They give you room to adjust.

When the vision is big, you don’t rely on a perfect plan.
You think creatively, look for help and try different paths.

When something doesn’t work, you don’t quit.
You adapt and stay in the game.

You know where you want to go, you’re just
figuring out the best way to get there.

Failure isn’t fatal, but failure to try again is.

There’s a quote I love that says,
“You didn’t fail. You fell. As long as you get up, you win.”

That’s what big goals give you.
And that’s how real growth happens.

You set the destination and keep trying until you win.

If you have big goals for your MSP in 2026
and aren’t sure where to start, send me a DM.

I’d be happy to help you map the way forward.

The most important shift in entrepreneurship is
moving from short-term planning to long-term thinking.

Not because short-term goals are wrong, but because
long-term goals change how you operate day to day.

With a longer horizon, there’s less pressure
to force every decision to work immediately.

Instead of locking yourself into a single path,
you give the business room to iterate and evolve.

You can test ideas, reroute when things aren't working,
and make decisions based on direction, not urgency.

I’ve seen this make a real difference as companies grow.

Teams become less reactive.
Conversations get clearer.
Progress becomes more intentional.

I talked about this with Jeff Humphreys
on Episode 185 of The Calgary Sessions.

We also discuss:
→ Acting before everything feels certain
→ Building businesses around trust and relationships
→ Paying attention when something feels off
→ Measuring success by impact, not just numbers
→ Designing companies to last

Huge thanks to Jeff for having me on!
Links to the full episode are in the comments.

Most MSPs don’t have a lead problem.
They have a referral problem.

Not even a lack of referrals,
but a lack of intention behind them.

Great referrals don’t come from asking harder.
They come from building a business worth talking about.

When clients clearly understand your value,
they introduce you to people like them.

Those leads are different.

They’re already qualified.
They trust you before the first call.
They close faster and stay longer.
And they’re usually clients you enjoy working with.

That doesn’t happen by accident.

It comes from clear positioning, clear outcomes,
and a client experience designed for the right intros.

That’s what my referral engine is built around.

I broke this entire process down into a full course
inside Empath, based on how I’ve actually scaled.

And inside my coaching, we tailor it further, so it fits
your business, goals, and the clients you want more of.

No ads.
No cold calls.
No chasing bad fits.

If you want better clients and a referral engine
that runs on trust, send me a DM.

Your MSA is more than a legal document.

Done right, it protects trust, profit, and growth.

It defines how you work, how you charge,
and how your team delivers consistently.

So it shouldn’t be something you sign once
and forget about until there’s a problem.

A great MSA should:
→ Protect your margins and set clear limits.
→ Renew automatically without yearly re-signs.
→ Include built-in rate or cost adjustments.
→ Use clear, simple language wherever possible.

If you already have one, review it carefully.
Look for anything that causes confusion or slows deals.

Does it reflect how you actually operate today?
Does it hold up when scope or pricing changes?

If you’re starting from scratch, begin with structure.
I built a customizable MSA template for MSPs.

A clear MSA does more than protect you.
It makes working with clients smoother for everyone.

No surprises, no second-guessing, no chasing scope.

Delivery runs cleaner.
Client conversations get simpler.
And your team stops needing you to step in.

If you’d like my MSA template, DM me.

If “busy” is your default state, that’s a red flag.

In almost every conversation I have with MSP owners,
how busy they are comes up within the first few minutes.

Long days, constant questions, and everything feeling
urgent usually point to the same underlying issue...

Too many decisions, problems, and priorities still flow
through the owner instead of the team handling them.

As the business grows, your role has to evolve with it,
otherwise the business never really scales past you.

You’re not there to personally solve problems anymore.
You’re there to make sure they get solved without you.

That shift starts with how you spend your time and
what work you continue to hold onto by default.

Less jumping in to fix issues as they appear,
more helping your team think through them properly.

Less answering questions reactively throughout the day,
more defining outcomes, ownership, and boundaries.

When those things aren’t clear, everything escalates
upward to you, whether you like it or not.

Not because your team is incapable or unmotivated,
but because the system trained them to rely on you.

That’s when being “busy” stops being temporary
and starts becoming the permanent operating mode.

The goal isn’t to disappear from the business entirely.
It’s to create enough space to actually lead it well.

Space to think strategically about where you’re going.
Space to build relationships that matter long term.
Space to plan beyond today’s problems and fires.

That space doesn’t come from working harder or longer.
It comes from structure, clarity, and real delegation.

This is the shift I focus on inside my coaching programs,
helping owners delegate without losing control.

If being busy feels like your baseline right now,
DM me and let’s talk through what needs to change.

12 CRM Features Every MSP Should Be Using

Most MSPs only use about 20% of their CRM.
The rest collects dust while the team stays busy.

No automation.
No reporting.
No real visibility.

If you’re just logging deals and updating notes,
you’re not using a CRM, you’re tracking data.

A CRM should simplify your world, not add work.
It should automate follow-ups, renewals, and reminders.
It should give you clarity on pipeline, profit, and priorities.

That’s why HubSpot is my go-to for most MSPs.
It’s simple to run, but powerful when it’s built right.

Here are the 12 CRM features MSPs should be using:

→ Deals and Products
→ Custom Properties
→ Contact Management
→ Sales Pipelines
→ Service Tickets
→ Meeting Scheduler
→ Reporting Dashboard
→ Marketing Automation
→ Live Chat and Bots
→ Tasks and Follow-Ups
→ Email Logging and Templates
→ Workflows and Sequences

I put all of this into a one-page cheat sheet.

If you already use HubSpot, this shows you
how to turn it into an actual growth engine.

If you don’t, it’s a quick look at what’s possible
when systems actually work together.

You don’t need another tool to scale.
You just need to unlock the one you already have.

Grab the cheat sheet below and put it to use.

Build the system once.
Let it run every day after that.

Episode five of Beyond Technology is now live!

This episode is about putting people first,
with technology working quietly in the background.

My guest is Paula Worthington, founder
and president of Worthington PR & Story.

Paula has spent more than 20 years helping brands
communicate with clarity, trust, and intention.

We talk about why strong relationships stay central
to great communication as technology evolves.

Paula shares how her team balances personal service
with efficiency, and how they decide when people lead
and when tools step in to support the work.

We also explore adapting to new platforms,
using tech intentionally, and building client trust.

Thank you Paula for joining me for this episode.

And thank you Entrepreneurs'​ Organization Calgary
and 2C Media Inc. for helping bring this to life.

You can watch the episode on our YouTube channel
or listen on your preferred podcast platform.

Links to both are in the comments.

If you are or know a strong Calgary leader who should
be a guest on the podcast next season, send me a DM.

New episodes will drop every second Monday.
Excited to keep sharing these conversations with you.

I hope you enjoy S1 EP5: “Paula Worthington: How to
Prioritize Relationships and Use Technology as Support.”

Going into 2026, I’ve been talking with a lot of
MSP founders about their business goals.

Most talk about revenue targets, growth plans,
and the big milestones they want to hit.

Almost none talk about working on themselves,
especially their health, energy, or ability to focus.

Yet those are the things that shape everything else.

Putting yourself last doesn’t show commitment.
It quietly weakens the business you’re building.

When a founder is burnt out, decisions slow down,
judgment gets cloudy, and leadership turns reactive.

A healthier operator leads with clearer decisions,
more patience, and builds stronger companies.

Business isn’t something you power through once.
It’s something you have to sustain long term.

That’s why my coaching goes beyond systems
and focuses on helping you grow with the company.

Because the same template won’t fit every founder,
and leadership isn’t something you can copy and paste.

If this hits close to home, send me a DM.

Let’s make 2026 your strongest year yet.

Team meetings are one of the most important things
on your calendar if you plan and run them properly.

They’re how you keep your team aligned and moving as
a unit, especially when your business starts to grow.

When things get busier, communication starts to
fragment and conversations become more reactive.

Most of the day ends up in Slack messages,
quick check-ins, and one-off decisions.

What tends to get lost is shared thinking,
which is why a simple meeting cadence is so important.

At a minimum, every business needs 3 core meetings:

A weekly meeting to stay aligned and adjust in real time.
→ What matters this week.
→ What’s stuck.
→ What needs a decision now.

A quarterly meeting to slow things down.
→ Look at what really happened.
→ Reset priorities.
→ Decide where focus should be next.

An annual meeting to think beyond the next quarter.
→ Talk long-term direction.
→ Set meaningful goals.
→ Recap the year and prepare for the next.

These meetings create space for real conversation,
stop the same issues from looping every month,
and save time because decisions stick.

If they aren’t scheduled, they won’t happen.
If they’re inconsistent, they lose their value.

So put them on the calendar, stick to an agenda,
and protect that time like you would a client call.

If you want the agendas I use and recommend,
DM me the word MEETING.

Leadership skills don’t magically show up.
They have to be built with purpose and intention.

If you want employees who can run the business
without you, there’s a simple progression that works:

First, explain the outcomes you care about.
→ Not the tasks or every step.
→ Just what success looks like.

Next, teach them how you think.
→ How you weigh tradeoffs.
→ What you prioritize under pressure.

Then let them run with it.
→ They won’t be perfect, and they’re not supposed to.
→ Growth happens when they can try, miss, and adjust.

The part most owners skip is the last step.

You have to come back and debrief.
→ What worked and what didn’t.
→ What they’d do differently next time.

That’s where learning actually sticks.

It’s how confidence gets built.
It’s how motivation shows up.
It’s how leaders actually emerge.

If people aren’t allowed to fail, they won’t want to try.
So they stay dependent, and you stay stuck.

If you’ve got someone on your team with potential
and want a clear path to help them step up, DM me.

Why speed, autonomy, and accountability all start with trust. As a business grows, decision-making naturally slows down. What used to happen in one co

Open article: Scaling Trust: The Leadership Multiplier Most Founders Ignore by Shawn Freeman • 4 min read

Scaling Trust: The Leadership Multiplier Most Founders Ignore

Reminder: Your value as an MSP goes far beyond
reactive support, security, and tickets alone.

You get a perspective most business owners never see.
A front-row seat to how other companies operate.

Over time, patterns start to show up.

When you see something working well at one client,
you can bring that insight to another.

Not as theory or best practice.
As something you’ve seen work in real life.

This is also why niching your ICP helps so much.

When you work with the same type of business,
you learn their tools, their software, and their workflows.

You start to recognize what usually slows them down
and where small changes make a real difference.

Even without a tight niche, this still applies.

Any time you see a better way to do something, you
can help another client avoid learning it the hard way.

That’s how you move beyond being just IT support.

You become a trusted advisor who helps the business
run more smoothly, more efficiently, and more profitably.

At that point, you’re no longer competing on price.
You’re winning on insight and outcomes.

You’re the one connecting the dots, spotting patterns
and suggesting changes to save time and ease friction.

That kind of value is hard to replace.

Clients don’t switch away from someone
who makes their business easier to run.

They don’t shop for cheaper when they trust you
to help them see what’s coming next.

The best part is, this isn’t something you need to build.
You already have the perspective.

You just have to start using it and translating it
into outcomes your clients care about.

If you want help stepping into that advisory role, DM me.

Oliver Aust

I’ve helped 300 CEOs and founders become top 1% communicators using my ‘Speak Like a CEO’ methodology so they could scale themselves and their businesses.

I know what it is like in the boardroom, on camera, on stage, or having to engage 10,000 employees. 

My Speak Like a CEO Method gives you:
• Clarity: messages that land, communicated with confidence.
• Attention: thought leadership that cuts through the noise.
• Impact: communication changes the outcome of everything you do. 

Without:
• Wasting time on ineffective strategies.
• Losing opportunities due to poor messaging.
• Struggling to attract top talent, customers or investors. 

I’ve helped hundreds of CEOs and founders do just that:
• Gerrit McGowan: EUR 5M pre-seed funding secured.
• Leonhard Zwikker: Achieved 1M+ annual website visitors.
• Frederik Rubens Steensgaard: Successful US fundraising round completed.
• Carmen Morin: Elevated industry leadership through a strategic launch.
• Dr. Christian Poensgen: Secured a major book deal, thought leadership.
• Julius Bachmann: Successfully secured new high-ticket clients.
• Sergio G. Chavez: Established a globally recognized platform and podcast.
• Dimitri Gärtner: Achieved clear articulation of new company strategy.
• Howie Chan: Successfully launched a high-impact podcast.
• Nikolas Konstantin: Transformed keynotes for deep audience connections.
• Florian Hoppen: Transformed positioning and established thought leadership.
• Daniel Hanemann: Shaped tone-of-voice and unlocked growth potential.
• Rebecca Schween: Put her on a path to thought leadership and business growth.
• Sabine Bronowsky: Optimized presentation style, resulting in enthusiastic feedback.
• Chelsea Blacker: Increased confidence and significantly improved positioning.
• Konstanty Sliwowski: Boosted online visibility and personal branding.
• Johanna Duchek: Simplified presentation approach and improved delivery.

(To name a few)

As a Top Voice, TEDx speaker, podcast host & bestselling author, I reach millions with my insights on leadership communications.

How I can help you:

1) Newsletter & Podcast: Get insights and actionable strategies. 
→ https://www.eoipsocommunications.com/newsletter/ 
→ https://open.spotify.com/show/5qC1wouXgqlEq1yeQf8Q60?si=e7a47c8580b44070

2) Speak Like a CEO Academy

The fastest, most cost-efficient way to become a top 1% communicator. 
→ https://speaklikeaceoacademy.com/

3) 1-on-1 Coaching: Work directly with me to transform your leadership communications. 

If you’re serious about becoming a top 1% communicator, DM me and we’ll see if it's a fit.

Founder & CEO

We help leaders become thought leaders 
and companies build message machines. To schedule a free consultation, visit www.eoipsocommunications.com.

Persuasion isn’t about manipulation.

It’s about influence. YOUR influence.

Some people have a way of making you say “YES” before you even realize it.

What’s their secret? 

Persuasion is a skill, not a gift. 

And the best persuaders follow habits that make them impossible to ignore.

Here are 7 habits you can start using today:

🔹 1. They Lead with Questions
Instead of pushing their point, they make you think it’s your idea.

👉 Example: “What would happen if you kept doing things the old way?”

🔹 2. They Master the Power of the Pause
Silence makes people uncomfortable. A well-placed pause forces attention and gives your words weight.

🔹 3. They Speak in Stories, Not Just Facts
People forget statistics but remember emotions. Wrap your key point in a story and watch it stick.

👉 Example: “Steve Jobs didn’t just launch the iPhone. He told a story about a world without buttons.”

🔹 4. They Mirror & Match
Great persuaders subtly reflect the tone, body language, and energy of their audience—building instant trust.

🔹 5. They Create Urgency
Persuasion thrives on timing. The best persuaders make you feel like now is the moment to act.

👉 Example: “This opportunity won’t be here in six months. The window is closing.”

🔹 6. They Use the Power of “Because”
Studies show people are far more likely to comply when given a reason—even if it’s simple.

👉 Example: “Could I skip ahead in line? I’m in a rush because I have a flight to catch.”

🔹 7. They Make Saying “Yes” Easy
The easier you make it to agree, the more likely people will. Offer small, low-risk steps first.

👉 Example: “Would you be open to a quick chat to explore ideas?” (instead of “Let’s partner up.”)

Which one do you use the most? Drop a comment below! ⬇

♻ Please share to help your network and follow me Oliver Aust for daily tips on leadership communication.

Follow to become a top 1% communicator I Founder of Speak Like a CEO Academy I Bestselling 4 x Author I Host of Speak Like a CEO podcast I I help the world’s most ambitious leaders scale through unignorable communication

A CEO I work with needs his organization to change.

He wants to go with the usual narrative: 

“We must change, or we’re doomed.” But he worries that it would create rifts in the organization.

Rightly so. Instead, we base his 2026 strategy presentation on the My Story – Our Story – The Future framework.

Revealing something about himself, making himself vulnerable even, created a narrative of “us vs the problem” instead of a divisive “us vs them”.

Steal these 5 structures to ensure your presentation moves people to action and won’t be forgotten by tomorrow👇

1. 𝐖𝐇𝐀𝐓? 𝐒𝐎 𝐖𝐇𝐀𝐓? 𝐍𝐎𝐖 𝐖𝐇𝐀𝐓?
Perfect for updates, decisions, or making a point land.
Ask:
✅ What happened?
✅ Why does it matter?
✅ What should we do next?

2. 𝐒𝐈𝐓𝐔𝐀𝐓𝐈𝐎𝐍 – 𝐓𝐀𝐒𝐊 – 𝐀𝐂𝐓𝐈𝐎𝐍 – 𝐑𝐄𝐒𝐔𝐋𝐓 (𝐒𝐓𝐀𝐑)
Ideal for pitching a solution or sharing success stories.
→ Describe the situation
→ Share the challenge
→ Explain your action
→ Reveal the outcome

3. 𝐓𝐇𝐄 𝐇𝐎𝐋𝐋𝐘𝐖𝐎𝐎𝐃 3-𝐀𝐂𝐓 𝐒𝐓𝐑𝐔𝐂𝐓𝐔𝐑𝐄
Great for storytelling and vision casting:
🎬 Act 1: Excite – the opportunity
⚠️ Act 2: Disturb – the conflict
💡 Act 3: Assure – the resolution

4. 𝐌𝐘 𝐒𝐓𝐎𝐑𝐘 – 𝐎𝐔𝐑 𝐒𝐓𝐎𝐑𝐘 – 𝐓𝐇𝐄 𝐅𝐔𝐓𝐔𝐑𝐄
Want to connect emotionally and inspire? This one’s gold.
→ My Story: Share your experience
→ Our Story: Build common ground
→ The Future: Show the path ahead

5. 𝐏𝐑𝐎𝐁𝐋𝐄𝐌 – 𝐒𝐎𝐋𝐔𝐓𝐈𝐎𝐍 – 𝐁𝐄𝐍𝐄𝐅𝐈𝐓
A classic for a reason.
→ Problem: Name it
→ Solution: Offer it
→ Benefit: Make it real for them


❓ What’s your go-to structure?

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Your mind goes blank mid-speech.

You start to worry.

What do you do?

Public speaking is scary – what can throw me off is not getting a reaction from the crowd.

“Do they not like it? Are they even listening?”

During a major talk 9 years ago, I choked – I just couldn’t remember what came next.

It can happen to anyone. Even those paid 4 millions per year on the speaking circuit – like Scott Galloway, who had panic attacks on stage on 3 different occasions.

How do you prevent it? With my BMW method:

1/ Calm your BODY
↳ Practice sighing and breathing.
↳Try to be well rested, don’t overcaffeinate.
↳ Move before you are trapped on stage.

2/ Tame your MIND
↳ Reframe nervousness as excitement.
↳ Show up to give, not to get.

3/ Prepare your WORDS
↳ Use structure, not scripts.
↳ Choking is often the result of memorizing a script. Instead, remember stories and key
messages.

But what do you do when it still happens?

You can turn to the audience: “Who here has experienced this?”

If you really need a moment say: “I’m sorry, I'm not feeling well, please be patient with me.” or “I’m sorry, my mind went blank. Please give me a minute.”

The key is to say something so your audience knows what’s going on. People usually couldn't be any nicer about it.

Breathe, then go back to your presentation. If you have slides, read off of them until you recover.

If you don’t, I recommend having a “plan on a page” nearby. That’s the outline of your talk. It can be on the floor, on a desk or lectern nearby, or in your back pocket.

Choking isn’t failure. It’s feedback. Ask yourself:

Was it my BODY?
↳ Was I jetlegged, tired, did I drink the night before?
↳ Next time, get ready for your speech like an athlete gets ready for a game.

Was it my MIND?
↳ Did my perfectionism, imposter syndrome or need for validation kick in?
↳ Next time, make it all about how you can help the audience, not yourself.

Are my WORDS to blame?
↳ Did I use a storytelling structure or did I try to remember a script?
↳ If the latter, move from Level 2 (Robot) to Level 3 speaking (Raconteur).

❓ How do you keep calm on stage?

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I spoke basic high-school English.

Now I publish and podcast in English.

Almost 1.1 billion people speak it as a second language – often in business.

That's almost 3x the number of people who speak English as their first language.

Many of the 1.1 billion are stuck on the OK plateau of mediocre vocabulary, clumsy
syntax and strong accents. That is a challenge, especially in leadership positions.

I know the challenges, I had them too. When I moved to England at 22, I spoke basic
average high school English.

Today, I host a popular podcast, give TEDx and keynote speeches, and write books, all
in English.

So how did I go from average to articulate?

Here are 7 steps that helped me master English and unlock opportunities I never
thought possible.

✅ Choose your dialect (British or American - don’t mix)

✅ Target the 10% of sounds that give you away

✅ Raise the stakes

✅ Immerse yourself

✅ Fall in love with the culture

✅ Know how to learn

✅ Aim not just for fluency, but for clarity, confidence, and connection.

This is not about losing your heritage.

It’s about being understood and being taken seriously in business.

- - - -

❓ What’s your top tip for learning a new language?

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The best leadership advice for the age of AI?

Become more human.

Your biggest leadership threat in 2026 isn’t AI. It’s irrelevance.

Here are 10 strategies to not only stay relevant but become irreplaceable:
 
1/ 𝐋𝐞𝐚𝐫𝐧 𝐀𝐈 + 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬
 ↳ Supercomputers need super communicators.
 ↳ To stay relevant, master both.

2/ 𝐋𝐞𝐚𝐝 𝐇𝐮𝐦𝐚𝐧 + 𝐀𝐈 𝐓𝐞𝐚𝐦𝐬
 ↳ Your team in 2026 = people + AI agents (yes, they are getting real good)
 ↳ Your job: orchestrator-in-chief.

3/ 𝐁𝐞 𝐭𝐡𝐞 𝐌𝐞𝐬𝐬𝐞𝐧𝐠𝐞𝐫
 ↳ In a world of deepfakes, who says it matters more than what is said.
 ↳ Build your voice. Be trusted.

4/ 𝐋𝐞𝐚𝐝 𝐰𝐢𝐭𝐡 𝐄𝐦𝐩𝐚𝐭𝐡𝐲
 ↳ AI fakes emotions. You don’t.
 ↳ Double down on human-to-human connection.

5/ 𝐀𝐯𝐨𝐢𝐝 “𝐀𝐈 𝐕𝐨𝐢𝐜𝐞”
 ↳ If people think a bot wrote your message, trust drops.
 ↳ Outsourcing your voice to AI = irrelevance.

6/ 𝐃𝐢𝐭𝐜𝐡 𝐂𝐨𝐦𝐦𝐚𝐧𝐝-𝐚𝐧𝐝-𝐂𝐨𝐧𝐭𝐫𝐨𝐥
 ↳ Top-down won’t work anymore.
 ↳ Instead: tell a compelling story of change.

7/ 𝐖𝐢𝐧 𝐭𝐡𝐞 𝐀𝐭𝐭𝐞𝐧𝐭𝐢𝐨𝐧 𝐆𝐚𝐦𝐞
 ↳ Building a product is easy. Earning trust and attention? That’s leadership.
 ↳ Communicate like a creator.

8/ 𝐔𝐬𝐞 𝐭𝐡𝐞 10-80-10 𝐑𝐮𝐥𝐞
 ↳ 10% your idea → 80% AI help → 10% your polish.
 ↳ That way you keep your voice, just 5x faster.
 
9/ 𝐉𝐮𝐝𝐠𝐞𝐦𝐞𝐧𝐭 > 𝐈𝐧𝐭𝐞𝐥𝐥𝐢𝐠𝐞𝐧𝐜𝐞
 ↳ AI is smarter, faster, cheaper.
 ↳ Your edge? Better decisions, better taste.

10/ 𝐃𝐨𝐧’𝐭 𝐂𝐨𝐦𝐩𝐞𝐭𝐞 𝐖𝐢𝐭𝐡 𝐭𝐡𝐞 𝐌𝐚𝐜𝐡𝐢𝐧𝐞
 ↳ Use the machine to compete.
 ↳ Leaders who partner with AI, win.

❓ What’s your best piece of leadership advice for 2026?

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Your biggest leadership flex in 2026?

Telling one story so well it replaces 20 slides.

Most leaders are ramblers or robots. 

Their presentations are data dumps, their speeches forgettable, their relevance shrinking in the age of AI. 

But there is a way to achieve relevance, confidence and impact – and it is a learnable skill. 

I’ve taught it to 300 CEOs and founders so they could command the world’s biggest stages like SXSW, Web Summit and TED and raise millions for their startups. 

Whether you realize it or not, you fall into one of these three categories. 

Which one are you? And more importantly – who do you want to become in 2026?

Level 1: The Rambler

Passionate but all over the place. They have plenty to say but no clear path, leaving their audience lost (or looking at their phones).

To move up to Level 2:
→ Write down your key messages. Writing it down clarifies your thinking. 
→ Create a 1-page outline of your talk or presentation, or even a script. 
→ Practice, practice, practice.    

Level 2: The Robot 

Polished, rehearsed, and… forgettable. 

They are on message but miss the one thing that matters most – connection.

To move up to Level 3:
→ Ditch your script or teleprompter.  
→ Turn your talk or presentation into a story.  
→ Add sparkle: metaphors, surprise, drama, attention hooks.  
→ Remember what you want to say, don’t memorize. 

Level 3: The Raconteur 

The speaker who pulls you in. They don’t just talk; they transport. 

They weave structure with spontaneity, data with drama, making their message impossible to ignore.

Great speakers don’t just inform. They captivate. They shift perspectives, spark emotions, and make ideas stick.

—-----------------
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Many women are taught to be nice & agreeable.

To say yes to every request.

But that comes at a cost in the workplace.

This week on Speak Like a CEO, I sit down with Kate Mason, PhD, a former world-champion debater and author of Powerfully Likeable: A Woman's Guide to Effective Communication.

Kate challenges the idea that women have to choose between being likeable and powerful at work. 

She unpacks how to define your authentic communication style, bring warmth without losing authority, and find calm confidence even in high-stakes rooms.

She also shares 
✅ how to say “no” and set boundaries without guilt
✅ what to do when you’re afraid to speak up
✅ how to manage perfectionism and over-preparation and 
✅ the one mindset shift that helps women "steal space" in powerful rooms.

- - - 

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