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How can business help solve society’s biggest challenges? Welcome to Take on Tomorrow, the award-winning podcast from PwC that examines the biggest problems facing society and the role business can—and should—play in solving them. Hosts Femi Oke and Lizzie O’Leary talk to industry innovators, tech trailblazers and visionary leaders from around the globe about timely topics: from the climate transition to AI and data; and from the future of food to how we build, move and power the world.
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Points of Interest
- 00:00–01:02 – Introduction: Marcel welcomes Stephen, a veteran agency operator, author, and CEO of Predictive ROI focused on helping agencies sell more by adding value.
- 01:02–03:09 – Who Predictive ROI Serves: Stephen explains their exclusive focus on agencies and their expertise in business development through authority positioning and structured nurture.
- 03:09–05:18 – Systems Mindset Origin Story: From Air Force missile silos to agency life, Stephen shares how life-or-death procedures taught him the power of process in selling.
- 06:21–07:30 – Why Go-to-Market Matters Now: With AI as a new disruption, positioning and trust creation become mission-critical as channels get noisier.
- 07:30–11:30 – Trust Starts Below Zero: Referencing market skepticism, Stephen argues prospects begin in “distrust,” so sellers must over-prove capability through repeated value.
- 11:30–15:43 – Expertise vs. Empty Positioning: Marcel critiques “lipstick positioning” and argues public demonstrations of expertise are required to restore credibility.
- 17:06–20:30 – Power of Long-Form Content: Both highlight unscripted, long-form conversations as a stress test that builds trust better than polished sound bites.
- 20:49–23:55 – Step 1: Choose a Narrow Who: The framework begins by declaring a niche, rejecting generic messaging, and embracing focus as the path to demand.
- 23:55–28:27 – Step 2: Name the Methodology: Codify problems, pillars, and levers; document common mistakes and strategic moves so teaching and delivery match.
- 30:18–33:51 – Trust Architecture: Help Me Understand: First sales meeting is a five-question diagnostic about the prospect’s priorities, obstacles, and market—no pitching.
- 34:08–39:53 – Align & Prescribe → Meet & Greet: Use a self-scoring “Focus Finder,” then have strategists teach the system, add proof and ROI, and gain conceptual agreement.
- 40:24–48:00 – Content Blueprint & Consistency: Turn the methodology into pillars (Grow, Nurture, Sell), create cornerstone content, repurpose across channels, and show up weekly.
Show Notes
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