Episode 274 (Shay is based in Charlotte NC)
In this conversation with Shay Prosser, we explore:
why strategy must come before messaging
how interviewing customers sharpens language that resonates
the danger of “laundry list” offerings and what to say instead
how clear targeting helps the right people self-select (and others opt out)
how to set do/don’t-do boundaries so teams deliver consistently
a simple way to stop scope creep in service businesses
what makes a business scalable beyond the owner
how 90-day plans with simple metrics create real momentum
why rebrands should serve a strategic purpose, not vanity
how to refine vision so teams can actually execute
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About our guest Shay Prosser:
Shay is fractional chief Marketing and Strategy Officer. She is a founding member of the Birthing of Giants regional cohorts.
She has lived in 10 states plus living abroad.
Learn more about Shay and her services at:
Connect with Shay:
https://www.linkedin.com/in/shayprosser/
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Key Learning Points:
strategy precedes messaging: define who you serve, the problem, and the words they use.
talk to customers first: use their language to shape offers and copy.
focus beats laundry lists: communicate the problem you solve, not 25 services.
repel to attract: clear messages signal who is and isn’t a fit.
internal alignment matters: communicate what you do/don’t do and set boundaries.
fight scope creep: “today’s exception is tomorrow’s expectation.”
services must match promises: align sales, delivery, and scope controls.
build a scalable business: processes and people so the owner can step back.
use 90-day plans + simple metrics: create momentum and visible wins.
vision → strategy → execution: clarify the destination, then pick the route.
rebrand with purpose: positioning, story, and team rollout—not just colors.
smart change management: communicate the why, who’s involved, and the plan.
cross-industry practices help: fractional leaders transfer proven playbooks.
empower the team: owners are often the bottleneck; promote leadership.
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----more----
In these interviews we will explore presentation skills, public speaking, conversation, persuasion, negotiation, sales conversations, marketing, team meetings, social media, branding, self talk and more.
Your host is George Torok
George is a specialist in communication skills. Especially presentation. He’s fascinated by the links between communication and influencing behaviors. He delivers training and coaching programs to help leaders and promising professionals deliver the intended message for greater success.
De-escalate any argument in 90 seconds: Doug Noll
Manage Difficult Conversations & Meetings
The 3-step script to calm angry people
No-fluff Approach to Brand Storytelling: Deevo Tindal
Build trust in business through authentic storytelling
The brand blueprint: how
Tackle Wicked Challenges with Human Ingenuity: Ken Tencer
Build Innovation Teams That Thrive in Ambiguity
Human Ingenuity: Clever, Inventi
Your Intended Message: Transform your communication skills and business results
