SEASON: 6 EPISODE: 6

Episode Overview:

Welcome back to Becoming Preferred, the podcast where we help you climb the revenue ladder and become the preferred provider in the markets you serve.

Today, we're tackling a challenge every modern business leader faces: You have a passionate purpose, but does it actually move the needle? What if your brand could prove that activism and social impact don't just inspire; they reliably sell, grow market share, and reduce customer churn? Our guest is here to show you exactly how to do it.

Neil Callanan is the founder of LooseGrip and the brilliant mind behind the Grasp Impact Framework. His work sits at the critical intersection of marketing, activism, and analytics. He doesn't just talk about having a mission; he equips you with the tools to measure what truly matters.

Get ready to learn how the most impactful brands are connecting their values to tangible business growth. Join me for my conversation with Neil Callanan.

Guest Bio:

Neil Callanan is the founder of LooseGrip and the creator of the Grasp Impact Framework, a system that helps mission-driven brands connect storytelling with measurable outcomes. Since 2009, he has guided organizations from global giants like Unilever and Ben & Jerry’s to emerging value-focused companies, showing how to align their campaigns with tangible business growth and impact.

Neil’s work sits at the intersection of marketing, activism, and analytics. Where most teams drown in disconnected data or rely on anecdotes, he helps leaders find the middle ground—inspiring teams by turning data into stories, and stories into metrics that stand up in boardrooms.

His goal is simple: equip leaders with tools to measure what truly matters so they can do more of it.

Resource Links:

• Website: https://loosegrip.net
• Website: https://www.graspyourimpact.com/
• Product Link: https://loosegrip.net/services/

05:03  A little bit of intention and a little bit of luck

06:41  There are stories that need to be told

09:12 When we're figuring out whether a client's a good fit for our framework

10: 56 When people are connected with our brand, they buy more of our stuff

11:48  Most companies get stuck by not starting

14:11 They're kind of topic agnostic

15:20 I know you hate spreadsheets and you kind of pride yourself on hating spreadsheets

15:51  What would the perfect experience be?

19:20  I chair the board of a nonprofit called the I Am Able Foundation

23:22 We love to talk about data in the form of Legos

25:00 If you can turn that data into a story, I think you can connect with your audience a whole lot more

26:37 If I could know anything, what would I want to know?

30:04  Why did I choose Big Brother?

30:56  I think a lot of people are really inherently altruistic and they actually want to help other folks

33:24  If they get the value out of it, and we get to bring our best selves to the project, that's the win

34:44  You talk about writing through grief

34:55  My wife and I lost our son Shea, he was 4 1/2

35:43  I wrote a lot about the journey

42:12  AI has not yet replaced us entirely, but I think it has gotten a lot better at doing the first 60% of the work

43:13  Websites are graspyourimpact and we got loosegrip

43:23 On LinkedIn as well

Connect Socially:

LinkedIn: https://www.linkedin.com/in/neilcallanan/

Business LinkedIn: https://www.linkedin.com/company/loosegrip/

X: https://x.com/loosegrip

Email: [email protected]

Sponsors:

Rainmaker LeadGen Platform Demo: https://bookme.michaelvickers.com/lite/rainmaker-leadgen-platform-demo

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/