What if your big idea isn’t landing—not because it’s wrong, but because your audience doesn’t understand it the way you do?

In this episode of Time to Thrive, host Bethany Meadows sits down with message strategist and Thinkers50 honoree Tamson Webster to unpack the real reason most leaders struggle to get buy-in. From her Red Thread® framework to the psychology of transformational change, Tamson shares how to make your message resonate on a deeper level—so it sticks, spreads, and sparks action.

Whether you're leading a team, pitching a new idea, or building a brand, this episode will shift how you think about communication forever.

You’ll learn:

• What a “Red Thread” is—and why your message needs one
• The 4-part structure your brain already uses to make decisions
• How to avoid persuasion fatigue and build lasting buy-in
• Why leaders should make the audience’s case, not their own
• How small business owners can communicate big ideas without sounding “salesy”

Practical, research-backed, and packed with examples—this is a must-listen for entrepreneurs, marketers, and leaders alike.

🔗 Learn more about Tamson and her work at Message Design Institute

00:00 Introduction and Guest Welcome
00:35 Icebreaker Question: Vintage Love
01:30 Tamson's Journey to Message Design
03:39 Understanding the Red Thread
05:33 Importance of Red Thread for Leaders
08:21 Tips for Entrepreneurs on Communication
11:36 Building a Strong Case for Your Idea
16:12 Practical Application for Business Owners
22:55 Strategic Business Differentiation
25:12 Understanding Customer Motivation
26:17 Physics of Motivation
29:44 Internal Motivation and Trust
35:46 Principle of Lasting Change
40:10 Make Their Case, Not Yours
44:31 Conclusion and Contact Information

Discover the strategies, systems and skills that lead to success in business. Visit TimeToThriveInBusiness.com to learn more.