Predictive ROI CEO Stephen Woessner Shares How Demand Turns Authority Into Action

The transcript below has been edited lightly for clarity, speaker identification, proper names, framework terms, and source notes. The audio remains the authoritative version of the conversation.

Stephen Woessner [00:00:08 – 00:00:57]
Over the past decade, we’ve had more than 1,200 conversations with CEOs, bestselling
authors, and agency leaders. And here’s what we’re seeing. Agencies that had built an
authority position no longer struggled to be seen. Instead, they struggled to activate
latent demand. Agency leaders have said to us, it’s exactly where we’re sitting right
now— authority without demand. So welcome to the In Demand Agency Podcast
presented by Predictive ROI. It’s sparked by research from the Harvard Business Review,
Edelman, Gallup, Agencycore, all showing that trust has moved upstream. In today’s
marketplace, authority earns attention, yes, but demand is what turns attention into
action.
Stephen Woessner [00:00:57 – 00:02:06]
Each episode deconstructs the science of demand from behavioral psychology,
decision-making research, and the cross-industry strategies behind why and how B2B
buyers make their decisions. We interview the world’s leading behavioral scientists,
agency network leaders, and strategists from industries far beyond ours, experts who
are reshaping how demand works. I’m your host, Stephen Wessner, and in each
episode, we’ll translate their insights directly into the agency world. And these
conversations are now being heard by a community of over 30,000 agency owners and
their teams. Hello friends, and welcome to the inaugural episode of the In Demand
Agency Podcast. Today’s episode is a solo cast. It is just you and me. So we can peel
back our thesis for the new show in full transparency, as well as begin moving forward
and helping you and your agency move from authority to demand.
Stephen Woessner [00:02:07 – 00:03:51]
And while you and I talk that through, I’m going to share what I’m going to call a, quote,
story from the field, end quote, from our work alongside agency owners so that you can
take those lessons learned, the lessons that we are learning in real time, and apply
them straight away into your agency’s biz dev process. During our time together, I’m
also going to share 3 research insights from 3 different independent sources and how
they connect into the story from the field and how they more broadly connect into our
thesis for the new podcast and why we believe it’ll be helpful to your agency as well as
our growing community of agencies. And it’s likely that I will follow a similar format for
most of the solo casts that I record for you. So I’ll share a story from the field, then I’ll
connect that story from the field to several third-party research insights. And then we’ll
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close out the story with a specific application. Like, how are we going to apply, or how
would we suggest that you apply that lesson into your agency’s biz dev? Our
overarching goal for each episode of the In Demand Agency Podcast, whether it’s just
you and me for a solo cast, or if I’m interviewing one of the world’s leading authorities
on a particular topic, is to help you and your agency move from authority to demand
and to be seen in the niche you serve as an in-demand agency. That’s what we’re
calling it, an in-demand agency. And candidly, we have some big goals for this podcast
and the help that we are committed to providing.
Stephen Woessner [00:03:52 – 00:04:30]
And as I prepared for our time together, I found myself organizing what I wanted to
share with you. It became bigger and bigger and bigger. I’m like, whoa, holy bananas.
Okay. I need to divide that up into parts, into sections, into whatever. And so this solo
cast became 5 different parts. It’s all one episode, but you’ll see that as we move from
part to part, and I’ll call out each part as we’re transitioning from part to part, but I felt
like that was the way that, that it was going to be helpful to organize it best. So I’m
going to give you a quick overview here of each of the parts.
Stephen Woessner [00:04:30 – 00:05:20]
Uh, and then, like I said, we’re going to work our way through each of the parts and I’ll
let you know when we’re transitioning from part to part. So as we do that and
throughout any of, any of the solo casts throughout any of our episodes, at any time
that you have a question, concern, you want to drop me a line, please feel free to do
that. Uh, my direct email address, this is not some sort of inbox with filters or something
like this. If you use this email address, it’s going to come directly to me, I promise. And
it’s Steven, S-T-E-P-H-E-N, steven@predictive So [email protected]. If you ever
have any questions or concerns, or if you think I missed any particular details, maybe I
forgot something, please do drop me a line and let me know. I’m very happy to help.
Okay, so here we go.
Stephen Woessner [00:05:21 – 00:06:16]
We’re going to go through the 5 parts and then we’re going to tackle each of the parts.
So first, high-level overview of all 5 parts. So in part 1, we’re going to peel back the
curtain on how our predictive ROI team currently, currently sees or looks at demand.
And you and I are going to look at what we’re currently calling the authority demand
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ecosystem. You and I will walk through what makes up the ecosystem and how some of
the pieces fit together. And I say some of the pieces together because As you’ll hear
later when I’m previewing future episodes, Hannah Roth and I are going to peel back
some of the curtain even further on the authority-demand ecosystem. Eric Jensen and I
are also going to do that too. So this is going to unfold, if you will, over time, but I’m
going to give you the high-level overview of that ecosystem.
Stephen Woessner [00:06:16 – 00:07:06]
So I do want to, I do want to sort of make a recommendation here. For part 1, and I
guess this is probably helpful for maybe all of the parts, but definitely in particular part
1 of this solo cast. So I’d like to recommend if you’re able to, to have something to write
with and maybe even write, well, have something to write with and then to be able to
write on. So whether that’s a sheet of paper, whether that’s an iPad, you know,
whatever, so that you can sketch some things out so you can literally see how the
ecosystem starts to take All right. So that would be, that would be helpful if you’re able
to do that. Totally get it if you can’t, but if you’re able to, that would be awesome. Okay.
So then quick note then before we move on to part 2, you probably just heard me or
maybe even noticed my use of the word currently.
Stephen Woessner [00:07:07 – 00:08:02]
And when I said that, you know, I said it that we’re going to peel back the curtain on
how our team at Predictive ROI currently sees or looks at demand. And I said currently
because one of our core values here at Predictive is we can always be better. And we
embrace that in our work. We embrace it in how we set up experiments in the Predictive
ROI Lab and how we approach the interviews with our guests with great anticipation.
And because of that, we believe that the opportunity to learn never stops. So today, I’m
gonna share with you how we currently see the authority-demand ecosystem. And you
know what? I’m pretty sure, pretty confident that, that when Seth Godin and I sit down
for a conversation, he’s gonna share some insights and wisdom that is going to stretch
our thinking in new and exciting ways. Hence, we can always be better.
Stephen Woessner [00:08:03 – 00:08:38]
Okay. So that is part 1. In, in part 2, so again, this is just the overview piece. In part 2,
I’m going to share a recent story from our fieldwork with one of our predictive clients,
and I’m going to separate that story into 2, 2 sections. So let’s call section number 1 the
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lessons learned. So quote unquote, lessons learned from our fieldwork. And then section
2, we’re going to take a closer look then at application. So section 1, here’s the lesson
and what was learned.
Stephen Woessner [00:08:39 – 00:09:40]
Uh, and then section 2 is if you’re going to apply that lesson, how can you apply that
lesson directly into your agency’s biz dev process? Okay. A great story can of course be
educational. A story can be inspirational. A story can be entertaining. Of course, all of
those things and, and really encourage us to lean in and receive sort of those golden
nuggets in that story. But then, in my opinion, for a story to have impact and lasting
value, it needs to answer the question, yeah, but how do I apply this to my situation?
And that’s why we will connect each and every story from our fieldwork, each and every
story that we share inside In Demand Agency podcast episodes, and in particular, the
solo cast, and that we’re going to do this with our guests. As well, we’re going to tie that
directly into, into your agency so you can take and apply, take the lesson and apply it.
Okay.
Stephen Woessner [00:09:40 – 00:10:40]
So that’s part 1 and 2. Then in part 3, I’m going to shine a bright light on 3 research
insights that connect to today’s discussion. So a quick side note here, and I should have
mentioned this as part of our overarching goal for the podcast. We plan to add a level of
rigor to each and every episode that in our opinion is lacking in our industry. Each
episode is going to include excerpts from and citations for third-party research that will
either support or contradict what we know to be true about demand. We will also
include the results of experiments, from our predictive lab, all in full transparency. Our
team of experts is working hard to ensure that each episode is research-backed and
there is zero room for hyperbole. So we’re going to share all of our sources in full
transparency.
Stephen Woessner [00:10:40 – 00:11:38]
We’re going to link to that data in the show notes for each episode so that you and your
team can review everything that we’re studying too. So for today’s solo cast, I’ll be
sharing insights from the Harvard Business Review. Then I’m going to share insights
from a study that was done in collaboration between Edelman and LinkedIn. And then
we’ll bring part 3 of the solo cast in for a landing with an insight from the latest
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Agencycore study. And in fact, I think I just gave you the wrong order of how we’re
going to walk through that. I think I’m going to go Agencycore first. Then I think I’m
going to go Edelman, LinkedIn, and then I think we’re going to come in for a landing
with HBR, Harvard Business Review. Quick side note here again, Susan Baier, who’s the
founder, co-founder, maybe founder, co-founder of Agencycore, is going to be joining
me for an interview in the coming weeks.
Stephen Woessner [00:11:38 – 00:12:17]
So I’m going to touch on that as we do part 5. I see the part 4 or part 5. of today’s
SolarCast. I’m going to give you a preview of some of the upcoming episodes. And
being able to sit down with Susan is going to be an excellent opportunity to dive into
this full set of insights from their latest research study. And then I’ll be connecting those
insights into demand. So links to the HBR article, so Harvard Business Review article,
the Edelman LinkedIn study, and then the Agency Core study, all of that is going to be
found or can be found in today’s show notes at predictiveROI.com. Okay.
Stephen Woessner [00:12:17 – 00:13:15]
All right. So now point— or point— now for part 4, not point 4, part 4. I’m going to recap
when we get to this part. I’m going to recap. Now, again, this is going to sort of display
or maybe have my bias in this, but I’m going to recap 5 takeaways from today’s solo
cast, and your takeaways may be different than mine. 5 takeaways, but I’m going to
highlight 5 takeaways from today’s solo cast, uh, to help you keep what you and I
worked through or talked through as actionable as possible. And then as we continue to
build out the show, one of the key features that we’re super excited about is how our
team is going to create a downloadable quick action guide, or, or maybe it’s a checklist,
uh, maybe some episodes. is going to kind of spawn, uh, or spur an idea for a tool, uh,
immediately after we close out the recording of an episode with a guest.
Stephen Woessner [00:13:16 – 00:14:18]
So that by the time, like, as soon as we, uh, stop the recording, our team is going to get
busy on that so that by the time the episode is published and you’re listening to it,
you’re going to be able to go to our website, go to the show notes, uh, for that
particular episode. And you’re going to be able to download the tool and then be able to
put it into practice inside your shop. So every single episode, not only are you going to
be able to learn the insights and wisdom, obviously from a really amazing guest, uh,
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you know, the leads, uh, excuse me, the world’s leading authorities had 3 words
jumbled in my head there, the world’s leading authorities. But, uh, as soon as you’re
listening to it, there’s going to be a tool that is available for you to be able to download.
Okay. All right. So, and lastly, We’re going to come in for a landing in part 5. And again,
looping back to what I was starting to share with you a few minutes ago, this is where
I’m going to quickly preview our next 3 episodes and why we structured the publishing
schedule the way that we did.
Stephen Woessner [00:14:19 – 00:14:44]
So that’s what we’re going to tackle. Pretty big agenda. That’s what we’re going to
tackle in this first episode of the In Demand Agency Podcast. I sincerely appreciate you
taking the time to join me. And I’m so very glad that you’re here. Okay, friends, I’m
going to take a quick sip of my drink and then, and then we’re going to dive into part 1.
Here we go. So let’s dive into part 1.
Stephen Woessner [00:14:45 – 00:15:27]
And again, this is what we’re calling the authority demand ecosystem. And again, this is
where it would be handy. Um, if you can, if you have something to write on, And write
with, because I’m going to essentially verbally walk you through how to sketch out the
ecosystem. It’s not going to be in super detail yet. The future episodes are going to
bring all of this into, into kind of clearer focus, if you will, but I’m going to give you the
sketch so you can start to see it. And then this would be something that you’re going to
fill out over time and make it more and more detailed. All right. So if you’ve got a sheet
of paper, if you’ve got an iPad, You know, whatever you like to take notes on.
Stephen Woessner [00:15:27 – 00:16:00]
If you want to take notes on your phone and then sketch it out later, you know, that
works too. All right. So, so take your sheet of paper. I’m just going to assume that you
have like, you know, a standard 8.5 by 11 sheet of paper. Uh, so that’s how I’m going to,
uh, kind of talk this through and, uh, give you that navigational path, if you will. Uh, so
take your sheet of paper, turn it horizontally, and then on the left side of the paper. I
want you to draw a good size square. And when I say a good size square, just to kind of
give you a little bit of preview, you’re going to be drawing same size square on the right
side of the paper.
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Stephen Woessner [00:16:01 – 00:16:42]
There’s going to be a gap in between. But so on the left side of the paper, draw a good
size square. Um, and then above that square, as if you were giving the square kind of a
label, if you’re like labeling the square, I want you to write the word authority. Okay. I
want you to write the word authority and then in parentheses, kind of to the right of the
word authority. Um, so inside parentheses next to the word authority, I want you to
write the word marketing. Okay. So above the square on the left-hand side, as if you
were labeling that square, I want you to write the word authority.
Stephen Woessner [00:16:43 – 00:17:17]
And then in parentheses to the right of the word authority, please write the word
marketing. So at the top of the square, you should have authority to the right of it,
marketing in parentheses. Then inside the square, please write some of the, you know,
kind of common ingredients to the authority recipe, if you will. Like the, we know that
these ingredients are part of the recipe to help an agency like yours. Build an authority
position. Now, this is not an exhaustive list. We’re just adding some things in there for
context. Okay.
Stephen Woessner [00:17:18 – 00:17:43]
This is not an exhaustive list of, you know, if I just do these 5 things, um, that, that is
going to give me or give the agency an authority position. All right. So this is not an
exhaustive list, just, just a few of the ingredients. Okay. So inside the box, I’d like you to
write a few words. The first one being niche. I want you to write niche inside the box
and then please write point of view. Uh, so we’ve got niche, point of view.
Stephen Woessner [00:17:43 – 00:18:39]
Uh, after that, write content channels or maybe distribution. So, or just channels for
short. So niche, point of view, channels. Uh, and then lastly, let’s just put in audience
again, not in a, uh, an exhaustive list, just a few things to kind of give us some context.
And memory, uh, some muscle memory when we come back to this sketch. Um, so this
is, this is now kind of giving us sort of a clean version of the ecosystem, right? Like if
you continue to use the sketch as like when you listen to the episode that Hannah and I
do and that Eric and I share with you, you know, this sketch is going to get more and
more built out, but for time, I’m just, or excuse me, just for today, I’m giving you sort of
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the, uh, the bones of it just to kind of have that sketch. Okay. So now under your
authority box, so you’ve got the label above the box, you’ve got the like niche and point
of view and so forth inside the box.
Stephen Woessner [00:18:40 – 00:19:20]
Now underneath the box, I want you to write 3 statements. Uh, you might need to write
these kind of relatively small, but I would like for you to please write 3 statements.
Okay. And, and so these statements would be like, Essentially from the perspective of
your prospect, like it’d be really awesome if your prospects said this about, or said these
things about your agency. And my guess is some of your prospects absolutely do
already. And so those 3 statements are, first is, wow, these people are smart. So please
write that literally, uh, underneath the box. Wow, these people are smart.
Stephen Woessner [00:19:21 – 00:19:43]
The next one that goes underneath that, the second statement is, wow, these people
are helpful. All right. So the first one is, wow, these people are smart. The second one
is, wow, these people are helpful. And then the third and final statement is, wow, these
people are awesome. Right? So you’ve got 3 statements there. These people are smart.
These people are helpful.
Stephen Woessner [00:19:43 – 00:20:24]
These people are awesome. Okay. So again, these are, these are 3 really powerful
statements. These are things that if you heard your prospects saying that about you,
it’d be like, that is so fantastic. We, we absolutely want that for you, uh, for your
prospects to think and feel that way about you. Okay. So, but here’s the interesting
thing about those statements. When your prospects say, or when they write things like
this about your agency, Yes, the words are a wonderful affirmation of how helpful you’ve
been and the value that you’ve demonstrated, and yay for that.
Stephen Woessner [00:20:25 – 00:20:51]
But you may have also noticed that none of these statements read, well, holy bananas,
we want to hire you. Well, holy bananas, please take this big bag of money. None of
that. That’s going to come in a bit, uh, as we continue to build out the rest of the
ecosystem. But for now, it’s just those 3 statements under the left side box. These
people are smart. These people are helpful. These people are awesome.
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Stephen Woessner [00:20:52 – 00:21:33]
Okay. All right. So now let’s shift to the right side of the paper and we’re going to repeat
the process. So draw another square on the right side of your paper, uh, that is
essentially the same size as the box on the left side of the paper. So 2 kind of balanced
or proportional, I guess would be the right word. Um, so you have a box on the left for
authority and a box on the right, and then there’s going to be a gap in the middle of the
paper. All right. So for the box that’s on the right side, uh, we’re going to also label that
one in a similar way to the box on the left side, except this time, instead of authority,
please write demand.
Stephen Woessner [00:21:34 – 00:22:11]
So you’re going to label this box above the box, please write the word demand. And
then in parentheses, so before you put marketing in parentheses, now next to demand,
please write in parentheses the word sales. Okay. Then inside the box. So again, this
label is going to be demand and then a parenthesis next to demand, the word sales. All
right. So then inside the box, let’s add a few ingredients that we know are part of Sort of
the demand recipe, if you will. Let’s add a few of the ingredients again here.
Stephen Woessner [00:22:12 – 00:22:44]
Uh, this is a thin slice. This is not an exhaustive list, just a couple of things, uh, to sort of
spark our memory and get the juices flowing. Uh, so let’s add a few of those pieces and
a few of those pieces are going to be write the words sales outreach, right? So sales
outreach. Uh, next, uh, let’s write in value ladder, if you could please. So sales outreach,
value ladder. Next is hero offer. So hero offer. So sales outreach, value ladder, hero
offer.
Stephen Woessner [00:22:45 – 00:23:20]
Uh, let’s do a couple of, uh, or let’s please add a couple of more. Uh, next one would be
strategic pricing. Uh, and then lastly, sales process. So we’ve got sales outreach, we’ve
got value ladder, we have hero offer. We have strategic pricing and we’ve got sales
process. Again, not an exhaustive list, is a thin slice of all of the ingredients for demand,
but I just want something in there for now so that we can start to build this out over
time. Um, and, and as we refine our view of the authority demand ecosystem. Okay.
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Stephen Woessner [00:23:20 – 00:23:50]
So now just like on the left-hand side where you wrote 3 statements, On the right-hand
side under demand, and again, you may have to write pretty small. Uh, this time we’re
going to write 5 statements, if you would please. Okay. So please write these 5
statements. All right, here we go. First one is, wow, these people really understand my
challenges. All right. So the first statement is, these people really understand my
challenges.
Stephen Woessner [00:23:51 – 00:24:20]
Okay. The second one is, wow, these people can help me. So the second statement is,
these people can help me. The third one is, wow, these people can solve my problems.
All right. These people can solve my problem. The fourth one is, wow, this is a good
investment. This is a good investment.
Stephen Woessner [00:24:20 – 00:24:49]
And then lastly, wow, I cannot lose them. All right, those 5 statements. So top to
bottom, these people understand my challenges. 2, these people can help me. 3, these
people can solve my problems. Number 4, This is a good investment. And 5, I cannot
lose them. All right.
Stephen Woessner [00:24:50 – 00:25:57]
So we now have a box on the left, a box on the right. And when you get the demand
side of the ecosystem dialed in, these 5 statements, the 5 statements that you just
wrote down on the right side of the ecosystem, These are the types of things you will
hear from your prospects. It is lovely to get the affirmations on the, on the left side of
the ecosystem, because that tells you, that shows you how helpful you’re being. And
then on the right side of the ecosystem, that’s what helps a prospective client take
action now. So when you hear these statements consistently from prospects, As they
move through your sales process, or when they proactively knock on your door, or they
respond to one of your emails, one of your invitations, that is a leading indicator that
your agency is starting to be seen as an in-demand agency. Okay. So now we’ve got the
authority box on the left. Quick review here.
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Stephen Woessner [00:25:57 – 00:26:45]
We’ve got the authority box on the left. We’ve got your demand box on the right.
Awesome. Now, have I said the word now, now, like 4,000 times in this conversation so
far? Now, please draw a straight line through the middle of your paper to essentially
intersect or connect, not intersect, to connect the authority box to your demand box,
right? So you’re going to have a straight line from box to box to connect the 2 boxes. So
Uh, you should now have your authority box on the left, your demand box on the right
with a line that connects the two of them through the center of your paper. Okay. Then,
uh, I threw in a different word there. Then instead of now, then, uh, above that line.
Stephen Woessner [00:26:45 – 00:27:23]
So above the line that you just drew, uh, in the center of your paper, please write the
words, two words, trust box. Trust box. Bridge, trust bridge. And then below the trust
bridge line, so below that line, I’d like you to, to write out some of the ingredients that
we know build trust. Again, not an exhaustive list. We’re just going to put a few in there.
Okay. So underneath the line, below the line, below your trust bridge line, I’d like you to
write the words transitional Moments.
Stephen Woessner [00:27:24 – 00:28:04]
Okay. Uh, write the words transitional moments. After transitional moments, underneath
it, I should say, under transitional moments, please write the 2 words, the brief, the
brief. All right. So transitional moments, then the brief. Underneath the brief, I’d like you
to write 2 words, conversation sparks. So we’ve got transitional moments, we’ve got the
brief, and then conversation Sparks. And then underneath conversation sparks, uh,
please write outcomes-focused case studies, right? Outcomes-focused case studies.
Stephen Woessner [00:28:05 – 00:28:31]
Underneath case studies, please write client results. All right. So transitional moments,
the brief, conversation sparks, outcomes-focused case studies. Client results. And then
lastly, this is kind of a catch-all, if you will. Uh, write, please write the words trust
indicators. Okay. So we’ve got transition moments.
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Stephen Woessner [00:28:31 – 00:29:16]
We’ve got the brief, we’ve got conversation sparks. We’ve got outcomes-focused case
studies, client results, and then the catch-all there of trust indicators. All right. So let’s,
let’s zoom out here for a minute. Before we go back to, to eye level. So what you now
have is a sketch, albeit there’s lots of holes and missing pieces, but you now have a
high-level view of what we call the authority-demand ecosystem. And over the last 18
to 24 months, we’ve seen how it’s no longer enough to be just— and when I say the
word just, it kind of makes me cringe a little bit. But candidly, it’s, it’s just no longer
enough to be just an authority in a particular niche.
Stephen Woessner [00:29:17 – 00:29:51]
If you’re creating content so that every time someone from your audience turns around
with an important question, there you are with a helpful answer. That is awesome. But
I’m telling you, and you may not like me saying this to you, but you’ve done the bare
minimum. This is becoming the ante now in building your authority position. Building an
authority position, teaching, sharing generously across multiple channels. So you’re
findable and earned that attention. It is the ante in today’s business development
game. It is the ante.
Stephen Woessner [00:29:52 – 00:30:24]
It is expected. And when we get into the Edelman LinkedIn research, when 86% of
buyers are remaining hidden and they’re looking, have you put the ante on the table?
And if you haven’t, you don’t even get the at-bat. It doesn’t matter how proactive your
outreach is. They’re going to check you out before they even say yes to your invitation.
You must. It is just not a negotiable. It is the ante to play the game. So I recently
received a text from an agency owner in our community.
Stephen Woessner [00:30:25 – 00:31:08]
And the agency owner said to me, hey there, uh, I wanted to, or didn’t say to me,
texted me. Hey there. I wanted to tell you that I listened to your podcast teaser,
meaning the teaser, the trailer for the In Demand Agency Podcast. I wanted to tell you
that I listened to your podcast teaser this week, and I’m really excited about it. It’s
exactly where we are sitting right now, authority without demand. And I can’t wait to
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learn from you. So friends, during each episode, we will explore all of the ways for you
to, yes, continually strengthen your authority position. You cannot get To demand
without having authority, which is why I wanted you to sketch this out visually.
Stephen Woessner [00:31:09 – 00:32:23]
And then how to build with intention your trust bridge so your prospects can easily find
their way to the demand side of your ecosystem. We want to help you in such a way
that you can help your prospects feel confident enough in what they know about you
and your agency to accept your invitation And to take your hand and then walk across
your trust bridge to the right side of the sheet of paper where they’re delighted and
excited to become a new client of your agency. When that happens for you on a
consistent basis, not once, but when that happens for you on a consistent basis, and
then it happens so consistently that you are no longer worried about the predictability
of your sales pipeline because You can see the steady stream of right-fit prospects
flowing in, and you’re hearing things like, wow, these people understand my challenges.
These people can help me. These people can solve my problems. This is a good
investment. I can’t lose them. Then, friends, you’ve become an in-demand agency, and
that is our hope for you.
Stephen Woessner [00:32:23 – 00:33:08]
And we will do everything we can During our episodes, our, all the tools that we create
off of those episodes, our new YouTube channel, our mini intensives, and any other
ways that we share our insights, our goal is to shorten the path for you to becoming in
demand. So I hope that that was helpful as far as part 1. So I want you to keep your
ecosystem sketch nearby. And as you listen to upcoming episodes, You know, my guess
is you’re going to be adding a bunch of notes and context to it. Okay. All right. I’m going
to take a quick sip of my drink and then we’re going to move to part 2, which is the
story from the field. Okay.
Stephen Woessner [00:33:09 – 00:33:57]
Here we go. Um, so in thinking about this story, I decided to share, to share it because
In my opinion, it illustrates something important about, um, I’m going to call it demand
activation. And in particular, the trust bridge and demand sitting on the right side of the
ecosystem. All right. So let’s peel back the curtain a little bit. So my predictive team and
I, we’ve been working alongside an agency owner. Uh, who has built an authority
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position in the niche that they serve. They have a depth of authority, uh, and they’re
absolutely brilliant at what they do, like from a services perspective and how they
deliver value for clients.
Stephen Woessner [00:33:58 – 00:34:41]
The agency is highly respected in the niche. And part of that respect and authority was
earned as a result of the, the, the agency, the team presenting consistent webinars for
their audience in the niche. So I want you to think like clients, prospects, and other
stakeholders. That is the audience inside the niche. And the agency was already doing
the hard work, the heavy lifting of authority building. None of that was in question, not
at all. But as we dug into strategy sessions, our team, you know, peeled back the
layers, of course. And then we discovered that those sessions, those webinars were not
connected Strategically to how the agency wanted to help a prospect.
Stephen Woessner [00:34:42 – 00:35:44]
Excellent content, no doubt, but not connected strategically to how the agency wanted
and could help a prospect walk across the trust bridge and become a new client for the
agency. The content, although great and although helpful, did not include an intentional
arc. There was no follow-up system. There wasn’t a mechanism to help an attendee
move from thinking, well, that was interesting. That was helpful to, I need to have a
conversation with this agency because they are the experts that I have been looking for.
So here’s the lesson that I promised, um, you know, in the introduction when I was
giving you the, the overview here. The lesson is the webinars, although helpful content,
were being created as a standalone content experience. They were building the
agency’s authority position, no doubt, but they were not connected at all to the demand
side of the ecosystem.
Stephen Woessner [00:35:45 – 00:36:22]
Okay. So let me give that back to you again. So the lesson is, is that the webinars, and
you can swap out webinars, maybe you don’t do webinars, maybe you teach other
types of live events, or maybe you host live events. Or maybe it’s other forms of
content. Maybe it’s a YouTube channel. Um, maybe you’re working on a book. So
although the, the content was helpful, they were, they were being created as a
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standalone content experience. So yes, they were building the agency’s authority,
excuse me, the agency’s authority, but they weren’t connected to the demand side of
the ecosystem.
Stephen Woessner [00:36:22 – 00:37:13]
All right. So let’s keep peeling that back. So in our strategy sessions with the agency,
we asked, okay, what if we made, or what if we took, you know, what you’re already
doing and purposefully, purposefully linked it directly to the business blueprint that we
just finished building? All right. So there, there’s a term that I’m just throwing in there.
So let me give you a little bit of context. The business blueprint is the result outcome of
Several different strategic frameworks, like better understanding the pain points, the
business issues, the challenges, and how those challenges are solved. Then connecting
that into like, these are the types of things that we would teach because what we teach
and what we do are the same thing. And so the business blueprint is sort of the
embodiment or embodying of that.
Stephen Woessner [00:37:14 – 00:37:59]
And so when what you teach is tied into the business blueprint, meaning what you
teach is also what the agency does, then it is linked. So every single piece of content
ties directly into how you help. Then it’s much easier for your audience to go, oh, okay,
totally get it. They just taught me this and they also do that. So at some point, if I want
an expert to help me do that, and maybe that’s right now as they’re listening to you
teach, Then they’re going to raise their hand and say, hey, can you help me do that? All
right. So that’s a very simplistic example. It’s oftentimes not that simple, but just at a
high level simplistic example. So we dove into design this 9-week webinar series.
Stephen Woessner [00:37:59 – 00:39:04]
Why 9? Because there are 9 different tactics. Excuse me. Uh, there are 3 strategic
pillars, 3 tactics against each one of those pillars, 3 different ways that we implement
those things or that the agency implements those things. So that’s why there’s 9. So
the 9-week webinar series built entirely around the specific challenges and pain points
of their right-fit prospects, right? So not a single random topic and not what— so the,
the, the agency, our client is never thinking, hmm, what should we talk about this
week? It’s already been defined and they can, they can fill in those gaps for the
audience. Which is then going to help walk across the trust bridge to the demand side
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of the ecosystem. So every session was architected to help the audience move closer to
realizing that they have a problem worth solving, and our client is the expert who can
solve it without our client standing there in front of the microphone or the camera
pounding on their chest and sounding like a self-aggrandizing me monster. Right? It’s
not them.
Stephen Woessner [00:39:04 – 00:39:40]
It’s about the audience. And then it’s about you teaching something super, super
helpful and full transparency. But the teaching connects directly into your doing. Teach
and do, teach and do. And then we layered in the demand activation piece. And here’s
what I mean by that. After each session now, our world-class setter, and, and if you’ve
been You know, in our community for a while now, uh, you know that her name is Roxy
and Roxy is a living, breathing person. She’s not, she’s not an AI, uh, you know, an AI
setter.
Stephen Woessner [00:39:40 – 00:40:28]
Uh, Roxy is a world-class setter, uh, who works alongside many of our clients. And, and
in, in, if you and I have had email exchanges before, you may have seen, uh, Roxy
copied to some of those. So she is our world-class setter. And she is now connecting
with each of the attendees and the non-attendees too. Um, after, you know, any of
these sessions with, uh, that our client is hosting with the goal of not pouncing on them
from a sales conversation per se. It’s the goal of scheduling a conversation where the
agency owner, our client, is going to then help prospects take their learning deeper by
working through a proprietary diagnostic. So that diagnostic is modeled after the
Predictive ROI Focus Finder. Um, maybe you’ve downloaded it, maybe you’ve reviewed
it.
Stephen Woessner [00:40:29 – 00:41:27]
Uh, there’s going to be a link to it in today’s show notes, uh, so you can download it for
free. Um, and then, but specifically, so our client took that, uh, Focus Finder alongside
our strategist, repurposed it then for their agency, uh, because, you know, they’re,
they’re, they’re serving their niche and ours is written to serve the niche of agency
owners. So, but the model is the same contextually. It’s different, but the model is the
same. Uh, and candidly, friends, this agency, again, they didn’t need to, to build new
content or to reinvent their authority position. What they, they, they did not need, you
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know, a bunch of new channels or a bunch of new content. They were already doing a
lot of things with excellence. What they needed was a way to take what they were
already doing, make it strategic, and then use the content so it acted as a transitional
moment Which is why I asked you to write that underneath your trust bridge, to use it
as a transitional moment along their trust bridge.
Stephen Woessner [00:41:28 – 00:42:22]
I promise you, the biz dev win often doesn’t come from doing more, but by taking what
you’re already doing and asking yourself a very simple question. How can I take this
piece of content, this event, this whatever, and how do I add it Into the trust bridge so
that my prospects will accept my invitation. They will take my hand and they will walk
with me to the other side of the ecosystem. Okay. So that’s the lesson piece. Now, now
let’s think a little bit more about application. So as you think about the possibilities of
putting this lesson into practice and applying it, um, let’s say you’re hosting a webinar
or other type of live event or some, something else that we would consider to be a
transitional moment. And a transitional moment is a term that Eric coined here at
Predictive many years ago.
Stephen Woessner [00:42:23 – 00:43:09]
And essentially transitional moment is, it is an instance where there’s a change in
relationship, right? Trust goes a little bit deeper. So maybe you’re doing some other
thing that we would consider to be a transitional moment with your audience of clients
and prospects. Then before putting this lesson into action, I would also encourage you,
like highly encourage you to put a system or process into place and maybe you already
have it. And if you do, yay for that. So I would encourage you to put a system or process
into place that you can track some specific data points related to your prospects in your
ecosystem. So you can see who might need to be nurtured even more. All right. So I’m
going to give you a few of those data points.
Stephen Woessner [00:43:09 – 00:43:51]
Um, okay. So here they are. For example, uh, I, we would recommend that you keep a
running list of registrations. When you hear that, you might be like, yeah, duh, of
course. Why wouldn’t we do that? Uh, but I promise you, um, that that is not common to
keep a running list of registrations. Uh, next is I would encourage you to track your
attendance percentage. So you’ve got a list of registrations, but how many people
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actually showed up live for the content? Um, third is track your replay requests. Like
who raised their hand and said, oh, I couldn’t make it live, but you know, could I get
that replay? Um, and then if you can, uh, track your replay views.
Stephen Woessner [00:43:52 – 00:44:55]
So, you know, if you’re, if you’ve got your replay, um, you know, uh, available on a
particular platform, then it’s going to give you, you know, view counts and, and so forth.
Um, Or maybe it’s behind some other sort of CMS or LMS or whatever. Um, next is to
track your meetings booked where you’re walking a prospect through your version of
the Focus Finder. So if you had 100 people register and you had 80 people attend, uh,
how many of those 100, um, you know, then raised their hand and said, hey, yeah, I’d
like to schedule some time to, to walk through the diagnostic. Um, and then lastly, of
course, tracking any new client wins. And I would suggest not just, hey, we want
business from XYZ, but I would suggest that it’s, hey, we want business from XYZ and
then assigning a dollar value to it. So I hope that you found, um, that lesson in
application, that story from the field helpful. If you have any questions or concerns, if
you have any feedback on how I can improve, uh, stories from the field, please let me
know.
Stephen Woessner [00:44:55 – 00:45:34]
Drop me a line at [email protected]. Because obviously this is the first time
that I’m sharing a story from the field like that and structuring it with lesson and then
application. So if you think I can do better next time, or if you’d like to see me tweak
that in a certain way, then please drop me an email. So, okay, friends, here’s what
we’re going to do. We’re going to take a brief pause here. So we’re going to take a quick
break and then we will pick back up again with part 3, the 3 research insights that I
promised earlier. Okay, so we’re going to take a quick break and I’ll be back in just a
minute. Welcome back, friends.
Stephen Woessner [00:45:35 – 00:46:31]
Now we’re going to dive into part 3, which are the research insights that I selected for
this SolarCast. Okay, so in the introduction, or as I was giving you the overview, I think I
said HBR, Edelman, LinkedIn, and then Agency Corps. As number 3, and then I
corrected myself. So now we’re going to go through Agency Core first, just one insight,
and we’re not going through the entire study. I just want to share one insight with you.
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And then insight number 2 is going to come from Edelman LinkedIn, the collaborative
study that Edelman and LinkedIn did. And then the third is I’m going to share sort of a
high-level view, sort of my take on an article that I studied from the Harvard Business
Review. So those are going to be the 3: Agency Corps, Edelman/LinkedIn, and then HBR.
Stephen Woessner [00:46:32 – 00:47:26]
Okay. So again, these are just quick insights. We’re not going through the studies in
depth, and I’ve probably said it ad nauseam, but we will continue to reinforce the
research backed for each of our episodes. So if you go to the show notes for today’s
episode, the links are going to, for each of the sources, they will be there. Okay. So
insight number 1, there’s been a 48% increase in what agencies consider this challenge
of differentiation between 2025 and 2026. So let me say that in a different way. In 2025,
the participants in the Agency Core study, 33% of them ranked differentiation as like
one of the big challenges, 33%.
Stephen Woessner [00:47:26 – 00:48:10]
In the 2026 version of the study, of the Agency Core study, that 33% increased to 49%.
So there were a few other challenges, of course, and like, you know, pipeline being one
of them, fees being one of them. You know, AI impact and relevance and so forth. And
all of those are important. Interestingly, pipeline remained flat as far as like a challenge
being seen by agency— by agencies, excuse me. In 2025, it was seen as 67% of the
agencies concerned. In 2026, it was also at 67%. But differentiation went from 33% to
49%.
Stephen Woessner [00:48:11 – 00:49:30]
And so that increase, that percentage increase from 33% to 49% is a 48% increase in
the importance of the challenge of differentiation. So when we looked at that, we
thought, okay, holy bananas. When we think of, yes, is it important to be seen as an
authority? Yes, of course it is. And then also part of that authority position, part of the
way that we can create differentiation for the agency is by showing that there is a clear
path from the teaching to the doing side, from the authority side, walking across the
trust bridge to then the right side. It’s the demand side of the ecosystem, right? So yes,
you absolutely want your audience to be saying, wow, these, these people are really
great teachers. And then also they need to be able to see And understand how, just like
in the story from the field, that they’re teaching, but they can also do. When you teach
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and do, we would argue that you increase your differentiation, that you step out of the
sea of sameness because you’re showing your audience a full set of capabilities, not
just teaching, but then also doing. And the teaching and the doing must be intact.
Stephen Woessner [00:49:30 – 00:50:14]
So it’s easy to see Teaching equals doing, and you do what you teach, right? So there,
there have been instances that I could just give you a whole bunch of stories between
how the teaching and the doing just didn’t match. Uh, and then that loses, that puts you
back into the sea of sameness. So if you really want to emphasize differentiation for
your agency, which we would highly recommend that you do, is by being able to master
The authority demand ecosystem. So that’s the first insight. There’s a 48% increase in
the challenge of differentiation in 2026 versus 2025. Okay. That’s insight number 1.
Okay.
Stephen Woessner [00:50:15 – 00:51:34]
Insight number 2. And this comes from Edelman, LinkedIn, and their collaborative study.
So insight number 2 is this: 86% 86% of hidden decision makers want your fresh
perspectives and for you to challenge their ideas. Okay, so let me take that a little bit
deeper, and I’m going to quote a couple of things out of the study. So here’s, here’s a
quote: Far from being box checkers, hidden buyers value thinking, that informs or even
challenges their perspectives. What they want from you, they want fresh perspectives
and ideas that challenge assumptions, not just validate their thinking on a topic. Let’s
tie that back into insight number 1 with what, what Agency Core, not with, but from
Agency Core, right? That if differentiation, if being seen in the sea of sameness is
plaguing more and more agencies, and they see that more of a problem than they did
just a year ago, then let’s lean into this data from Edelman and LinkedIn. 86% of hidden
decision makers want your fresh perspectives and for you to challenge their ideas.
Stephen Woessner [00:51:34 – 00:52:15]
So that goes into your authority piece. Yes. And how you teach. And then by showing
them that there’s a trust bridge that walks over to the right side, the demand side, And
those 2 things need to be in sync. For example, the brief that I had asked you to, you
know, write under your trust bridge, those 2 words, the brief, the brief. Now we’re not
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covering it here. Coincidentally, we actually did just publish a new episode on our
YouTube channel about the brief. So we would encourage you to have a brief that when
you schedule a meeting, You send and share the brief in advance of that meeting.
Stephen Woessner [00:52:15 – 00:52:41]
So it sets context, it challenges assumptions, it gives them fresh perspectives. And that
brief is also tied to your business blueprint. Okay. So teaching and doing, challenge
perspectives. Do not show up as vanilla because 86% of your hidden decision makers
want fresh perspectives and for you to challenge their ideas. That are not, that is not
Vanilla capabilities. Okay. All right.
Stephen Woessner [00:52:41 – 00:53:21]
Insight number 3. Um, focus on being seen as a thought doer, not a thought leader.
Now that’s weird because we just wrote on the left side of the page, I had asked you to
write that or create that box, sketch out that box of authority position. And here I’m
saying, oh, but actually position yourself as a thought doer, not a thought leader. So I’m
going to share sort of a summary, if you will, from this article from the Harvard Business
Review. And John Windsor is the author of the article. I think he did a brilliant job. So
here’s my sort of take on it.
Stephen Woessner [00:53:22 – 00:54:14]
So this article again was written by John Windsor. And the title that John chose for this
article is, Has AI Ended, ended thought leadership. Has AI ended thought leadership?
We’re going to link it in the show notes. You can Google it also, has AI ended thought
leadership? You’ll be able to find it from John. Um, so the title alone, you know, asks the
question that many agency owners and their teams are wondering today, like, has AI
ended thought leadership? And his conclusion was, yeah, it has. And, and, and then in
my opinion, what’s replacing it is exactly where your agency needs to plant your flag of
authority. So here’s, here’s what I mean by that. So Windsor, he argues that generative
AI has created a, quote, faux expert crisis or a faux expert crisis, end quote.
Stephen Woessner [00:54:15 – 00:55:08]
Uh, it’s never been easier. And I totally agree. It’s never been easier for someone with
zero operating experience to use AI to produce passable polished content. The output
reads well, it targets the right keywords, excuse me. But candidly, friends, the content
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is oftentimes empty for the audience because, because it wasn’t forged through actual
experience, experience in the trenches, experience working alongside your clients. And
when everyone can perform like authority for authority’s sake, unfortunately, authority
itself Starts losing meaning. And as you know, and as the Agency Core Study indicates,
you know, agencies are drowning in that sea of sameness. They’re looking for a way to
differentiate themselves.
Stephen Woessner [00:55:08 – 00:56:15]
And I promise you, this drowning is actually a massive— this is a massive opportunity
for you, for you in the left side of your authority-demand ecosystem that we worked
through just a few minutes ago. So yes, of course, AI can generate frameworks. It can
generate platitudes, but what AI cannot generate is the scar tissue that you and your
agencies or agency have earned, right? Perhaps, perhaps over decades of working
alongside clients in your niche. AI can’t tell the stories, can’t tell the story of a pilot
program that may have cratered in week number 3. Or the partnership that looked
brilliant on paper, but then collapsed once you got it out into market. So Windsor calls
this antidote, if you will, or calls the antidote to this as thought-doership. And I think
that’s a pretty cool way to state it. So at Predictive, you know, we call that teaching and
selling simultaneously.
Stephen Woessner [00:56:17 – 00:57:07]
It’s about sharing the granular details of successes and your failures. It’s about pulling
back the curtain and showing your right-fit prospects exactly how you navigate the
messiness of real-world execution. Faux experts, they’re comfortable at 30,000 feet.
True authorities like you, the ones who win the opportunity to work alongside the best
clients, They’re the agencies that are comfortable at ground level. They’re comfortable
at doing the messy work. If your content sounds like everyone else’s, you’re just adding
to the noise. You’re adding to the problem that Agency Core pulled out, right? You’re not
stepping out of the sea of sameness. You’re splashing around in the undifferentiated.
Stephen Woessner [00:57:08 – 00:58:10]
But if you share your scar tissue, If you share your specific point of view and the hardwon lessons from your own lab, then you, friends, become magnetic. You will cut right
through the AI-generated mediocrity because you don’t sound like a polished thought
leader. Instead, you’re showing your clients and prospects that you Or a thought doer.
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And that not only builds a true authority position, yay for that, but then you’re also
helping your audience navigate and see the bridge that you’ve built for them, that you
built the bridge intentionally. And then you’re earning the invitation. You’re earning the
right for them to take you by the hand And for you to walk in step with one another to
the other side. Okay. So those are the 3 insights that I wanted to share with you.
Stephen Woessner [00:58:11 – 00:59:01]
So if you go to predictiveROI.com, friends, you’re going to be able to see the link to all 3
of those resources in today’s show notes. All right. So we’re going to, we’re going to
start our descent in coming in for a landing here with part 4. And that is the key
takeaways. Then we’re, then I’m going to come back and then we’re going to actually
touch down for landing with part 5, where I give you the preview or share the preview
with you for the next, I think, 3 episodes. All right. So as I kind of gave you a disclaimer
at the top of the show, top of the episode, that my list of 5 takeaways includes my bias
around what I think is important. Uh, and, and if you’ve been taking notes along the
way, you may have a completely different list and yay for that.
Stephen Woessner [00:59:02 – 00:59:49]
Um, so, and actually, I, this might sound a little bit weird, but I, but I hope that you do
have a completely different list of takeaways in mind because then you will have a
longer list and you will have gotten more out of today’s solo cast, uh, perhaps. So, so
here’s my top 5. Um, one is the left side of the authority demand ecosystem, authority.
Uh, and then, and then marketing. This is going to be something that, that Hannah and
I, Hannah Roth and I really dive into because I kind of gave you the placeholder. I asked
you to write authority and then put marketing in parentheses. And then I didn’t give you
any additional context around that. And so save that for our next episode because we’re
going to fill that in and give you more context around why I asked you to put marketing
in the parentheses.
Stephen Woessner [00:59:50 – 01:00:15]
Okay. And the same goes for number 2. Um, as far as the takeaway was the right side
then of the authority demand ecosystem demand. And then also I asked you to put
sales in parentheses, but didn’t give you any additional context around that. But
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Hannah and I will fill that in, uh, in the next one. And then 3, uh, there is indeed a trust
bridge. We can act like it doesn’t exist. We can say, hey, I’ve built this authority
position.
Stephen Woessner [01:00:16 – 01:00:48]
Why aren’t prospects You know, wanting to, you know, uh, hire us right away. Uh, now
we painted the fact that there’s the demand sort of island, if you will, uh, over on the
other side. And there’s this gap in between. We call that the trust bridge. And until you
get it right, you will continue to unintentionally, unintentionally strand your audience on
the left side of the ecosystem. Right. How many times has your agency Heard this from
a client or a prospect. Oh, I didn’t know that you did that.
Stephen Woessner [01:00:49 – 01:01:18]
And then they hired somebody else to do it, right? When you get the left side and the
right side in the trust bridge, like we’re talking about right now, you will not strand your
audience on the left side or the authority side of the ecosystem. They will see the
bridge. They will accept your invitation to walk across the bridge. You will have built
every brick of that bridge. with intentionality and walking to the right side of the
ecosystem will be easy. Easy. Okay. Uh, I shouldn’t say easy.
Stephen Woessner [01:01:18 – 01:01:46]
There’s a lot of hard work. Now you probably just rolled your eyes at me. Uh, okay.
Number 4, uh, I want you to think of your transitional moments as strategic pieces of
content. So I’m going back to, uh, the lesson from the field or the story from the field,
from the fieldwork. That 9-set webinar series, that is a series of transitional moments.
We want you to look at your transitional moments, not just as content. That’s authority.
Stephen Woessner [01:01:46 – 01:02:34]
Yay for that. But when you look at them strategically, like strategic pieces of content,
not passive, then they start acting like a key piece of your bridge, a key part in your
bridge. Okay. All right. And then number 5. When you have all 3 of the major pieces of
the ecosystem built, left side authority, right side demand, trust bridge that connects
the 2 in between, you will earn the right to make a proactive invitation to your
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prospects. They will accept by taking you by the hand and letting you guide them
across the bridge, and they will enthusiastically Become your agency’s next new client
when you do that with excellence. All right.
Stephen Woessner [01:02:35 – 01:03:12]
So again, if you have a different set of takeaways, I would love to read your list. Uh, if
you’d be so kind to share your list with me, uh, please drop me a line at
[email protected]. And again, that comes directly to me. I’d love to, to learn
more about what you took out of today’s episode. Please do share. Okay, friends, uh,
let’s move into part 5 of today’s solo cast. So the wheels are coming down on the strip
airstrip right now. Um, so I thought it might be helpful for me to share a preview of our
next several episodes that we’re currently working on.
Stephen Woessner [01:03:12 – 01:03:44]
So next week I will be joined by Hannah Roth. Uh, you may already know Hannah,
maybe you know Hannah very well. She’s our chief strategy officer and she’s also one
of my business partners here at Predictive ROI. Um, Hannah is also one of the primary
architects of the Authority Demand Ecosystem. So I wanted her to join me for the next
episode. So we pick up, or so we could pick up, excuse me, where you and I left off
today. Right. So we sketched it out today, sort of like here’s the framework today.
Stephen Woessner [01:03:45 – 01:04:33]
Um, but I wanted Hannah to add her expertise and experience to this mix. So that you
could add even more depth to the ecosystem so you could continue to build yours out.
Right. So I’m thrilled for you to have an opportunity to learn directly from Hannah and
her lens from all of the fieldwork that she is leading. All right. So then following Hannah,
the next episode after Hannah’s episode is going to be with Erik Jensen, who is our
president and COO here at Predictive and also one of my business partners. So Eric,
Hannah, and I are the 3 owners of Predictive. And Eric alongside Hannah leads our team
of 26 experts and helps our clients move from guesswork to growth so they can reach
their biz dev goals faster.
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Stephen Woessner [01:04:33 – 01:05:38]
And Eric, in collaboration with Hannah, architected the Authority Demand Ecosystem.
And in particular, he built some foundational work that became the Trust Bridge. And
I’m excited For you to learn directly from Eric. So Eric and I, we’re going to zero in our
conversation on the trust bridge specifically, and holy bananas, that’s going to be,
that’s going to be a lot of fun. So, uh, then after, after the thunder that Hannah and Eric
will bring to the show, buckle up because I will be stepping in with Susan Byer, founder
of Audience Audit and Agency Core. So as you heard in the introduction to the show, the
In Demand Agency Podcast was sparked by research from the Harvard Business Review,
from Edelman, from Gallup, from Agencycore, all showing that trust has moved
upstream. So it seemed only fitting that Susan would join us on the show so we could
work our way through all of those insights. And there are a ton from this year’s
Agencycore study.
Stephen Woessner [01:05:38 – 01:06:24]
I mean, I plucked one. One out of a bazillion to share with you during this solo cast. And
then we’re also going to be providing a link to where you can download a summary of
the full study. So, and then after the episodes with Hannah and Eric and Susan, I will
come back with another solo cast so you and I can spend some time one-on-one
together unpacking some of the really big lessons and applications from those episodes.
With Hannah, Eric, and Susan. And then, and then I’ll give you more of a preview of
what we see taking place next. So, you know, buckle up, friends. We’re, we’re going to
help you solve this problem of having authority, but no demand.
Stephen Woessner [01:06:24 – 01:07:20]
And in the process, your agency will be able to be confidently or confidently step into
becoming an in-demand Rock solid awesome. So, uh, it’s time to bring our time, uh,
together to an end. We’re coming in for a landing, and I just want to say this, uh, in
closing. We all have the same 86,400 seconds in a day, and please know how grateful I
am that you chose to spend some of your time with me today. And if you found today’s
episode helpful, I have a small favor to ask. Please subscribe now to the, to the show, to
the podcast, wherever you happen to listen to podcasts so you don’t miss our future
episodes going forward. And we would love to have you with us for each and every one.
And if you have any questions, concerns, or an idea for an episode, please drop me a
line at [email protected].
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Stephen Woessner [01:07:24 – 01:07:39]
And like I said before, that is my actual inbox. and it will come, uh, straight to me. So
until next week, when you and I will be joined by one of my business partners, Hannah
Roth, onward with gusto, my friends.