How the Story Ends … Dictates Your Brand Success

Before you could read words on your own, you begged your parents: “Please, read me a story.” Most of us wanted our parents to reread our favorite tales of adventure—the same books every night. And if your exhausted mother or father skipped a page or two, you made them go back and read what they missed because you knew all of the characters and the exact progression of the story. You insisted on hearing the ending you already knew.

Why would you want to hear the same story over and over again? Because you wanted to feel the same warm and fuzzy emotions that stirred you the first time. You still do this when you play the same love songs that make you feel so warm. Even sad songs make you relive unforgettable moments in your life.

Stories take us to an emotional place of joy, peace, comfort, and understanding. We absorb many of life’s stories to heal our pain, to deal with our fears, insecurities, and doubts. Fortunately, there is no shortage of stories.

They come in the form of books, magazines, pamphlets, movies, social media posts, stage plays, podcasts, music, lectures, advertisements, medical results, comedians, nightly newscasts, and television shows—all digitally preserved for eternity and available for instant reference.

Which stories are important to us? We like stories that make sense—stories that resonate with our own lives. The ones we won’t retell are the ones with a confusing ending. A story has a better chance of going “viral” when it has a happy ending—or at least a satisfying resolution. The best stories solve problems that pit good against evil.

Personal conflict stories usually have a protagonist (a good person) and an antagonist (a bad person).

EXAMPLE #1: A girl leaves her boyfriend because he ignores her. We feel sorry for the girl and dislike the boy—until he corrects his selfish ways and wins her back.

EXAMPLE #2: A mother’s 4-year-old child is kidnapped and held for ransom—until she battles insurmountable odds to rescue her daughter safely.

The same “story rules” apply to commerce. If you listen to an emotionally charged third-party product or service endorsement and the story captures your attention, you may be moved to buy. Next, you decide how much you’ll spend. Finally, you decide how soon you’ll buy.

Which brings us to your profession. Whatever service you provide—or maybe you sell a product—you will be more successful if you can tell an honest, convincing, and emotional story about how you can help others:

THE FORMULA

1. Establish the problem with genuine emotion.
2. Offer the solution.
3. Tell potential customers how to find you.

Story Example

SUSAN: My plantar fasciitis had become so painful it was impossible to play with my grandkids. So, I tried Invisible Cloud Shoe Inserts for a month. The pain is gone. Want to get your life back? Click on this link. There is no risk.

While the story is short, it promises to solve a debilitating problem with a satisfying resolution. In story terms, “Susan” is the protagonist. We like her, and we want her to be pain-free. The inflamed tendons in her feet are the antagonists. The rescue is the Invisible Cloud Shoe Inserts.

Ross Shafer is an Emmy Award-winning comedian, talk show host, and Hall of Fame Keynote Speaker. If you want to learn how to tell better sales and brand stories … click on www.RossShafer.com and see how Ross Shafer can bring fun and effective story solutions to your next conference.

#Storytelling #BrandSuccess #BusinessGrowth #LeadershipThroughChange #CustomerExperience

#SalesStrategy #BrandStorytelling #MarketingTips #BusinessCommunication

DON’T FOCUS ON WINNING

By leadership author and keynote speaker Ross Shafer

Meet John Lloyd: A Life Fueled by Curiosity, Not Competition

In this inspiring video, Ross Shafer introduces us to his long-time friend, John Lloyd—a man whose relentless pursuit of excellence offers a powerful alternative to traditional ideas of success. Rather than focusing on winning, fame, or fortune, John has spent his life honing a mindset of continuous personal growth. He’s the kind of person who doesn’t chase accolades but consistently ends up at the top of whatever field he enters.

Humble Beginnings, Extraordinary Work Ethic

John’s story begins modestly. Raised in a family without wealth or status, he learned early on that if he wanted something, he had to earn it. This mindset, instilled by hardworking parents, pushed him to be resourceful and disciplined. He became a champion diver at the University of Oregon, not because he dreamed of being #1, but because he dedicated himself to mastering the craft. That same work ethic carried him through an entry-level job in the pharmaceutical industry to become one of the industry’s top consultants.

Mastery Across Disciplines: From Golf to Gardening

But John Lloyd’s achievements don’t stop there. At 50 years old, he taught himself how to play golf—and became a near-scratch golfer. He’s also a skilled photographer, gardener, motorcycle enthusiast, and global traveler. Each new pursuit is taken on with the same internal drive: not to win, but to learn, grow, and avoid boredom. His latest endeavor? Competing in national-level swimming competitions at age 63, where he ranks 59th in the country out of more than 400,000 competitors.

The Secret? Focus on Process Over Outcome

What’s striking is John’s approach to life: he never sets out to be the best. Instead, he asks, “What do I need to do right now to get better?” Whether that means reading more, training harder, or simply being present in the moment, John’s process-oriented mindset consistently leads to excellence. He lives fully in the present, refusing to be distracted by long-term expectations or obsessed with outcomes. That counterintuitive strategy—focusing on effort over results—is what sets him apart.

Do What You Love—Even If You’re Starting from Scratch

When Ross asks John what advice he would give young people trying to find direction in life, his answer is simple but profound: do what you love. Don’t waste time chasing a career or life path that doesn’t bring you joy. Even if you have no experience or proven talent, pursue your passion with intensity and discipline. Try and fail—then try again. Because success, in John’s world, is about mastery and meaning, not medals or money.

Redefining Success: Progress, Not Perfection

John’s story is a reminder that fulfillment doesn’t come from external validation—it comes from the satisfaction of knowing you’ve given your best. His commitment to excellence is self-driven. He’s not motivated by rankings or recognition. He’s motivated by the thrill of learning, the challenge of growth, and the joy of doing something well.

A Masterclass in Living with Purpose

Ross Shafer’s interview with John Lloyd is more than a profile of an accomplished man—it’s a masterclass in living with purpose. It challenges viewers to reconsider their own definitions of success and to adopt a mindset that values progress over perfection. Whether you’re an aspiring entrepreneur, an athlete, a student, or someone simply looking for more meaning in your day-to-day life, John’s story is a compelling case for shifting your focus inward and committing to doing your best right now.

Watch the full video interview to gain insight into John’s extraordinary mindset and discover how letting go of the need to win might be the secret to reaching your own potential.

Click here to explore more motivational videos from Ross Shafer on YouTube.

 

 

 

 

Is Your Company Future-Proof?

By leadership author and keynote speaker Ross Shafer

The Future Belongs to Companies That Adapt

If you want your organization to thrive—not just survive—in this rapidly shifting business landscape, you need to ask yourself one critical question:

Are we evolving fast enough to stay relevant to our customers?

Last week, I spent time with an innovative company called NICE, and what I learned could change the way you approach customer service forever.

Meet CXone: The Game-Changer in Customer Experience

NICE has developed a powerful cloud-based software suite called CXone, and it’s designed to do one thing exceptionally well: perfect your customer experience across every channel.

That matters more than ever—because 80% of customers will abandon a brand after just one bad experience. One mistake can cost you loyalty. CXone helps you prevent those costly missteps by gathering and analyzing feedback from email, phone calls, texts, social media, live chat, and your website.

Real-Time Insights That Keep You Ahead of the Curve

CXone doesn’t just collect data—it interprets customer behavior in real time through interaction analytics. This includes tracking keywords, identifying emotional intensity (yes, even detecting swear words), and providing actionable insights.

Whether you’re trying to:

• Monitor how often your competitors are mentioned

• Measure how your retention offers are landing

• Analyze how your support agents are performing

• Or simply understand what frustrates your customers most

CXone delivers clarity. It empowers you to customize your response strategies based on both the platform and the personality of the customer—creating meaningful, personalized experiences that build trust and loyalty.

Future-Proofing Starts with the Right Tools

The beauty of CXone? It’s cloud-native, easy to implement, and designed to integrate seamlessly into your existing system. That means your IT team can get back to building innovation rather than babysitting outdated infrastructure.

Your competitors are adopting this technology. If you aren’t, you’re falling behind.

Learn more about how CXone can transform your customer engagement at NICE.com.

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Hire Ross Shafer to Future-Proof Your Audience

If your organization, conference, or leadership team is serious about staying ahead of disruption, you need a speaker who delivers more than inspiration—you need someone who delivers actionable relevance strategies.

With decades of experience helping Fortune 500 companies adapt to change, I share customized keynote presentations that will challenge your team, energize your event, and leave your audience with tools they can implement immediately.

Let’s work together to future-proof your business.
Click here to book Ross Shafer as your next keynote speaker

Are You Terrified About Your Succession Plan?

By leadership author and keynote speaker Ross Shafer

Thinking About Handing the Business to Your Kids? You’re Not Alone.

Are you about to hand over your business to your son or daughter… and secretly freaking out?

You’re not the only one. As a leadership keynote speaker, I hear this from CEOs, founders, and business owners all the time. You’ve spent decades building your company—sweat, tears, and late nights. And now the thought of turning it over to your child feels like risking it all.

Let me offer a fresh perspective.

Your Kids Have Been Preparing—Even If You Didn’t Realize It

First of all, congratulations. You’ve built something worth passing down. That’s no small feat. And while you might be terrified they’ll crash the company… the truth is, they’ve been preparing for this moment longer than you think.

They’ve been watching. They’ve lived through your company’s highs and lows. And more importantly, they understand the stakes. According to Harvard Business Review, successors often work harder than their predecessors because they want to earn the trust they’ve been given.

You’re afraid of a potential disaster.
They’re focused on potential growth.

The Next Generation Brings New Tools to the Table

Here’s what your child brings that you might not:

• Digital Fluency: They were raised on technology and are ready to adopt AI, automation, and analytics to run smarter operations.

• Marketing Savvy: They get social media. They understand digital targeting. They know how to find and engage new customers in modern channels.

• Relationship Agility: You’re worried they don’t have your decades-old connections. But here’s a hard truth: your network is retiring too. You need someone who can build new relationships that will last the next 30 years.

• Innovation-First Mindset: Your best ideas built the company. Theirs can future-proof it. What worked yesterday may not keep you competitive tomorrow. They’re data-driven, adaptable, and more collaborative by nature. These qualities allow them to test new strategies and pivot quickly if something doesn’t work. That’s how innovation happens.

The next generation has grown up in a world of rapid change. They don’t fear innovation—they expect it. As Entrepreneur reports, Millennials and Gen Z are reshaping how businesses grow by embracing technology, diversity, and purpose-driven leadership.

So breathe. Your child isn’t a liability—they’re an asset with the tools and mindset to carry your business into the future. Your job now is to support, guide, and then… let go.

Let Go—and Let Them Lead

This isn’t about letting go of your legacy. It’s about ensuring it lasts. You raised a successor who isn’t afraid of change. Someone who wants to earn your trust, not coast on your name. They won’t break what you built—they’ll evolve it.

So relax. Let them run with it. Because what they know—and what they’re excited to explore—is exactly what will keep your business relevant and resilient in a fast-changing world.

In fact, one of the smartest things you can do as a founder or senior executive is to mentor from the sidelines. Let them lead meetings, make decisions, and even fail. Support them with your wisdom—but give them the space to experiment. That’s how leadership is built.

Remember, your best ideas may be behind you—not because you’re not smart or creative—but because the next era of innovation requires a completely different lens. And that’s okay. You’ve laid the foundation. Now let the next generation build the future.

Ready to Inspire Your Team About the Future?

If this message resonated with you and you’re navigating the challenges of leadership, legacy, or change management—bring Ross Shafer to your next event. His insights blend humor, real-world experience, and powerful motivation that will ignite your team. Hire Ross as a keynote speaker to help your organization thrive through transition.

 

 

How to Deal with Change in the Workplace

By leadership author and keynote speaker Ross Shafer

Struggling to adapt to change at work? You’re not alone—and there’s good news. The ability to navigate change is a learned skill, and as a keynote speaker who has worked with hundreds of organizations, I’ve seen firsthand how companies and individuals can thrive during transformation.

Why Change Feels Disruptive (and Why That’s Normal)

Change at work is often messy and uncertain—especially during:

• Mergers and acquisitions

• Leadership transitions

• Organizational restructuring

• Industry shifts driven by technology or consumer habits

These scenarios often leave team members wondering:

• “Do I still have a job?”
• “What’s my role in this new structure?”

This confusion leads to pushback. That’s not a failure—it’s human nature. When everything you know feels under attack, your instincts kick in to protect familiar ground.

But here’s the truth:
Nobody implements change to make things worse.

Companies don’t change for the sake of chaos. They change because they have to—often to stay competitive in a fast-moving industry or adapt to evolving customer expectations. Harvard Business Review offers insightful articles on managing these complex transitions.

Organizational restructuring or leadership shifts can create uncertainty across departments. But with the right mindset, these transitions offer growth. According to McKinsey’s research, companies that manage change effectively outperform competitors in engagement and profitability.

How to Emotionally Navigate Change at Work

Step 1: Don’t resist—stay neutral.
Even if you’re unsure or uncomfortable, try to avoid negative reactions. Continue doing your job the best you can and allow the change process to unfold. Leadership will notice your professionalism.

Step 2: Be a team player.
Offer to help. Volunteer to be part of the transition. Ask how you can support new initiatives. Leaders are always watching for people who lean in when times are tough—and those people often become key players in shaping the new direction.

Step 3: Take ownership.
Want to feel empowered during change? Contribute to the solution. When you take responsibility for your role in the future, the unknown becomes less scary—and more exciting.

The Upside of Organizational Change

Here’s what I’ve learned after decades of guiding companies through transformation:

99.5% of the time, the end result of change is more opportunity, more growth, and a better future.

When the dust settles, people who stayed open-minded and flexible are the ones who thrive. They earn leadership’s trust, expand their skill sets, and often advance in their careers faster than expected.

Book Ross Shafer to Speak at Your Next Event

Looking for a keynote speaker who can make your team laugh, think, and evolve? Ross Shafer is a six-time Emmy® winner and corporate culture expert who delivers change management keynotes that resonate—and get results.

Contact us to book Ross and bring transformational insight to your next meeting, conference, or retreat.

 

How to Start a Small Business Without Going Broke

By leadership author and keynote speaker Ross Shafer

So—you want to start a small business, but you don’t want to blow your life savings doing it. Smart. I’m talking to you—the dreamers, the doers, and the side-hustlers who’ve heard that 50% of small businesses fail within five years and are rightfully cautious.

Yes, that statistic is true. But let’s talk about why they fail—and more importantly, how you can beat the odds and succeed.

Why Do Half of All Small Businesses Fail?

Simple. They run out of money.
That’s why you see so many entrepreneurs going on shows like Shark Tank—they need funding to stay alive. But let’s say the Sharks don’t bite. That’s OK. You can still make it… if you understand cash flow.

Cash Flow: The Lifeblood of Your Business

Cash flow is the money coming in versus the money going out. Outflows include rent, licenses, internet, taxes, and any equipment or help you need to launch. Just like running a household, you won’t survive if you’re spending more than you’re bringing in.

Poor cash management is the #1 reason small businesses go bankrupt. So here’s my first hard truth: Don’t quit your day job.

You’ll need that steady income to pay your existing bills while your business gets off the ground. Your startup isn’t going to support you—yet.

Start Small. Start Smart. Start From Home.

I recommend starting your small business at home or online. That way, your overhead stays low. Work at night. Get up an hour earlier. Just carve out the time.

Why online? Because you don’t even know yet if your product or service is in demand.

Here’s a simple, low-cost way to test it:

• Create a free website

• Sign up for PayPal to accept payments

• Promote your idea by emailing friends and posting on social media

There’s truly no better time to start a small business for under $500.

The Second Biggest Business Killer? Ego.

Some people get caught up in the fantasy. They lease a storefront before making a sale. They hire employees too early. They buy a car thinking they’ll “write it off.” Don’t fall into these traps.

Keep expenses low for the first 9 months. Figure out:

• What sells (and what doesn’t)

• What customers are willing to pay

• Where to get cheaper supplies

• Who can refer business to you

Being frugal is being smart. There’s no shame in running lean—only power in staying in the game.

Obsess Over the Books

If you’re serious about winning in business, become an obsessive bookkeeper. Track every dollar you make and every dollar you spend.

Don’t buy anything new—not until your bank account is consistently growing. That’s the kind of financial discipline that will set you apart from the 50% who didn’t make it.

Take Action, Start Smart, and Stick With It

If you manage your cash flow, keep your ego in check, and start small, you can build a business that’s profitable, sustainable, and personally rewarding.

And remember:
You’re not just starting a business. You’re starting your freedom.

Want to Empower Your Team or Audience with Real-World Business Advice?

Book Ross Shafer as your next keynote speaker. With decades of experience and a track record of helping entrepreneurs succeed, Ross delivers motivational, no-nonsense strategies that get results. Perfect for corporate events, business seminars, or entrepreneurial workshops.

 

How to Be a Better Negotiator: 4 ways to Close the Deal

By leadership author and keynote speaker Ross Shafer

Are you a decent negotiator—but not quite great? Do you want to land better deals in business, real estate, or partnerships without feeling like you’re getting taken for a ride?

Whether you’re buying a business, securing a lease, or negotiating better vendor terms, becoming a better negotiator is a learnable skill. And I’ve got five practical negotiation tactics that will help you get what you want—without burning bridges.

The ability to negotiate well isn’t about being aggressive—it’s about being smart, strategic, and empathetic. Whether you’re sealing a deal at the boardroom table or bargaining over coffee, these four proven negotiation tips will help you close more deals and build stronger business relationships.

1. Start by Negotiating from the Seller’s Point of View

Didn’t expect that, did you?

Too often, people walk into a negotiation focused entirely on their wants. Big mistake. If you want to make a deal that sticks, ask yourself:
What does the seller really want?

Are they looking for quick cash? Trying to dissolve a business partnership? Hoping to eliminate debt? Once you uncover the seller’s true motivations, you’ll be better positioned to offer a deal that works for both parties—and avoid the common missteps that can kill the deal early.

2. Don’t Be Desperate—Confidence Wins Deals

Desperation is loud. It shows in your voice, your offers, and even your posture. When you look too eager, you lose leverage—and potentially overpay.

Instead, walk in calm, prepared, and willing to walk away. This is especially important when you’re negotiating a business acquisition, lease, or vendor agreement. When you signal that you’re not dependent on this particular deal, you instantly gain power.

That doesn’t mean playing games—it means knowing your numbers and understanding the marketplace. Spend time researching comparable deals in your industry so you can confidently justify your offer.

Additionally, know your walk-away point. That’s the maximum you’re willing to pay or the minimum you’ll accept. Without that, emotions can easily push you into overcommitting. The best negotiators expect alternatives and believe they’ll find other opportunities.

For a deeper dive into this mindset, check out Forbes’ guide to business negotiation.

3. Offer Something Different (Especially When Others Are Competing on Price)

In a crowded negotiation, the winning offer isn’t always the highest—it’s often the most creative.

If others are driving up the price, don’t join the feeding frenzy. Instead, give the seller reasons to choose you:

• Offer a faster closing date

• Let them keep a sentimental item

• Volunteer to help with asset liquidation at no charge

Make your offer memorable. Show them what they’d lose by going with someone else.

4. Keep It Friendly—Your Reputation Is Everything

A guy once told me, “When I negotiate, I’m a Grizzly Bear.” My response? “Most people avoid bears.”

Don’t be a bear. Be someone sellers want to do business with again.

A tough negotiator isn’t someone who dominates the room—it’s someone who builds trust, maintains integrity, and leaves both sides feeling like they won. Fair and friendly will get you further than aggressive and abrasive—especially in long-term business.

Let’s Review:

• Negotiate from the seller’s point of view

• Don’t be desperate—stay cool, stay in control

• Offer more than money—get creative

• Be fair, be friendly, be someone they recommend

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Book Ross Shafer to Speak at Your Next Event

Want to sharpen your team’s negotiation skills and boost your business outcomes? Book Ross Shafer, leadership strategist and Emmy-winning keynote speaker, to deliver proven insights and humor-infused guidance at your next event.

Whether you’re hosting a corporate retreat, business conference, or leadership summit, Ross will inspire your team with practical tools to become confident, persuasive negotiators.

Click here to book Ross