Who says you're an expert? Who says that you're an authority? Who says that you are world class? Is it you or is it the people around you? I'm Sheena Walker and today I'm going to be sharing with you. If you're an executive or a CEO and you're struggling a little bit to quantify and qualify just who you are and what you do and how you would like to be positioned differently, have that authority and presence and command spaces this year. And it's easy to have a title. I know many people who have a title and when you have a conversation there's these huge gaps. I call that grey world gaps which means that quite often personally and professionally you find it difficult for people to listen to you. You find it difficult for your staff to follow you and look at you as if you're credible. So let's change that today. And what I'm sharing with you today is part of or is what I do as a shaping call for CEOs. And you can see that on my website. Today, I'm going to share that with you and how you can think about kickstarting you to be different. And just before I start, I was on LinkedIn today. And I'm tempted to say that listen to what I'm sharing with you and then start applying it to yourself personally and professionally. Don't keep following some of the myths and truths and self-proclaimed people that are on LinkedIn and you think, oh, I might try that. because you'll go down another month, another quarter where you'll be underperforming. So today I'm going to share with you what I call my A1 Victory System and it's a pyramid system and it's condensing some of my other models. I've always worked with signature systems whether it's in speaking, leadership and coaching. My systems have all got a title. They've all got steps to and they will position you as the go-to person. So let's look at today what three Ps might be in that positioning. And it's how do you position yourself as an authority? how do you plan yourself? How do you become a director of you? A director of your life? Not just a director of your company, but of you. And the third P is presence. So positioning, planning and presence are three areas that if you can start to do things differently, you will be treated differently. People will start to ask you questions and have conversations with you. Isn't that what you'd like to have this year? Let's unpack what that might look like. So a mini world-class signature model is one that does these three things I've just mentioned. So there's three areas that I'd first of all like to share and that is how do you clarify complexity in your organisation? How do you share your philosophy, your leadership or what your company does that makes you successful into a simple model? and the second thing is as I mentioned how do you command authority an authority that people look to you as the creator of an original product and having that methodology that you share with people when you're at a briefing meeting or with your board members you can share with them These are three areas that we're going to look at this quarter. But the third thing that's more important is that what you create, can you repeat it? Is it reckable? Can it be used by teams, your clients, your partners and beyond them? How often have you had a conversation, and I see this all the time, and never ever ask somebody what they do, because it'll take them about 30 minutes and they still haven't explained to you what they do. So what's important is that if you are out and somebody asks you, what do you do? You need to be able to say, my company specialises in, which means when we work with you, what we do is. And an example of that is when somebody asks me that, I can say that I'm the founder of Say Yes. and what I do is I work with individuals and CEOs to position them in their company as the go-to person. I do that by teaching them two skills, performance mastery and professional speaking. Why do I do that? So that they can have the competitive edge and lead their industry. Now that took all of 30 seconds. Now that's off the top of my head, I'm not reading a script, I'm just sharing with you. You need to be able to distill who you are, what your position is and why somebody would want to have a conversation with you. so my proven three-tier authority model has been used by elite coaches and leaders and sometimes when I look at people I think oh they've got three things that they're doing could it be better yes it could be I often hear people saying they do these three things and I think oh these words could have been better these words could have been different and you could have paced and paused and used your voice very differently. So in the three-tier authority model, I have a philosophy. Why do you exist? What's your belief system? in my book I why I exist a decade ago I looked at and researched world class sports people because I have a sports background and I looked at world class business people and I actually became addicted That a word yes and obsessed with what did world people do Were they similar? Were they different? And what I did, I created a methodology, a framework, how you do it. I created models in each of my chapters. I have eight. And I created this model with methods and processes that I've designed that you can follow in my book. And you don't have to go and invest thousands and thousands of pounds. You can start off by, who am I? What do I do? and what is it I deliver? So really the philosophy, the framework and the formula. What is it that you deliver to people? And that starts off with a bio that goes to your business message, your networking, what you deliver or what you teach your team to deliver. they should all fit in together and what I see is a fragmented approach to services a jigsaw where there's pieces missing and that's when somebody like me thinks what is it they do what is it they're trying to tell me and I'm having to visualize and imagine what it is they do. So I'll just repeat that again to you. Three-tier model. Why you exist. The principle behind your leadership. How you do it, the framework, the model, the method and process you're going to design. And formula. What does it deliver? What is the measurable outcome? And these are areas that if you can start to jot things down as I'm speaking and you might want to have a conversation with me. I've been doing shaping calls, shaping investments for quite a long time. And just now it's £97 and you can have what I'm sharing with you and ready to go. why would you not want to be the very best that you can be? So why does this work? Why is it that as a CEO or a business executive would you not want to be recognised not just for your results but for a named idea? I remember many years ago I'm always impressed with people that take risk and are leaders and Jeff Bezos of Amazon he invented a flywheel now that was just a circle with lots of services in it was he able to communicate that? well no, not at the beginning he wasn't and not for a number of months but right now I teach people if they have a methodology I teach people how to present it, how to deliver it in a way that makes you commercially viable. Steve Jobs, for a spell, had a principle about thinking different. It used to be buy a Mac and don't look back. And then he changed it to thinking different or think different. And Elon Musk had one. I think he's changed it a number of times. first principles. These are three people, yes, you'll know them, that they were recognised for being founders, being creators. And I'd like to think that my books say yes. Perhaps if you read it, you'll think, oh, I did know that or I didn't know that. I wrote my book in 2000, mostly 2017, and the manuscript was there and I spent two or three years on it at that time. I resurrected it in 2022 and I wanted to work with someone who would publish it and understand my thinking because many books now are fictional. Many books don't actually give you executive outcomes to go and do something and be different. And in my book, after each page, after each chapter, I've got what I call director notes. And that's me saying to you, this is what I want you to do. So this is what I want you to do when I'm telling you and sharing my three-tier authority model. The principle, model it and measure the outcome. people can then start to recognise your model and people say to me now oh you have a framework that leads from the podium that's a little bit, yes it is and if that's all people remember I'm actually happy with that because for three decades I have led athletes to the podium and in the world of work I've led people to the business podium and that starts to be scalable it starts to turn your leadership ideas into a legacy and what my book has done is my thinking has become teachable transferable and timeless And it isn't just about having a book with information. Anybody who seems to be able to create information thinks they've got a great book. when you are a coach, a trainer, a leader, a mentor you have to be able to have steps and a signature model that your people start to recognise and when you don't have that, confusion sets in and I know that I do lots of videos This week I did one on trying to find somebody's telephone number on their web page. Confusion set in as I flipped from page to page trying to find that. So you might have, right now, I forgot to ask you today if you had your notebook out. In fact, you should have a notebook in your pocket wherever you go. I have a small notebook and sometimes I'm out and sometimes it's funny sometimes it's something serious I just jot down a sentence and then at the end of a week I'll have a look and I might have eight or nine topics and I think oh I can do a post on that I can do a post on this and then I can expand it out One thing I like to share with you is that which is a big turn off and I had discussions behind the scenes on this is that many people now do everything with chatbeating They do everything there even their answers on a post If you do that, please stop doing that. A1, I think, is brilliant if you're perhaps working in HR or you're looking to tighten up your policies and processes. I think that you can link your thinking and get things corrected to a high level. But what I'm sharing with you today is about having a pyramid, a system that you can lead, perform, position you with podium precision. Something that you can speak about. Something that in any day of the week you can speak to your team. your deputy, the person on the phone, that you can share what it is your company does. It's time now for you to step up. I mean, I can help you design your own world-class signature system. What does that really mean, being world-class? Some people say you're world class when somebody else recognises what you do. When your model or method can meet three global benchmarks, it can be endorsed by results. It may be that you're recognised by peers or institutions for referencing or studying what other people have done. But your framework must be able to work across sectors and cultures. And it must be linked to your brand. what is it you do? Are you Armani? Are you BMW? Are you perhaps your Primark? Are you Aldi's? These are all different brands but whatever brand you're connected to tailor your presentation and your leadership. to being successful. I call that having laws of exclusivity. So it meets these benchmarks of authority and recognition. Something I do, and my son was with me recently, sometimes I often feel like asking questions when I'm out, when I see someone with good practice. But I think, oh, that might sound a little bit cheeky. But now when I'm out and I see or recognise something that I think, wow, that was really good. I ask a question. I asked someone last week, I said, your staff are very helpful. I do like coming in here. And I said, do you spend a lot of time teaching customer service skills? And the manager said, no. I said, oh. I said, so do you try to get recruitment right? Well, sometimes I said, you're hesitant. She said, the one thing that we tell our staff is you must keep the shelves stocked 24-7. because if we don't have products, we don't have sales. I came away thinking, I speak a lot about customer service, speak a lot about leadership, speaking. And here was a manager telling me that they highlighted the importance of stock on the shelves. I'm not saying they didn't do the other things, but what I'm saying to you is, depending on what your organisation delivers, is it a product? is it a service? is it a car? are you Audi or BMW or one of these top ranges? or do you have an electric car? I said to a member of my family yesterday who has an electric car do you like it? and he screwed his face up do you know what that means? he turned his nose up a little bit he said I'm not sure Sheena, I'm not sure. I think I might go back to what I had before. So, this is what I call the laws of exclusivity with companies. Do you have a law of exclusivity? Do you have high performance leadership and business mastery? could you improve? I asked a question one day last week on my social media. Are you impressed with yourself daily? And someone said, oh, I wouldn't ask myself that. Why not? You need to be impressed with you and think, wow, that was really good what I did today. I'm pleased with that. But tell yourself you're impressed with that. Because here's what's important. Your brain doesn't know right from wrong. Black or white, it only knows the words you feed it. Feed it impressionable words. Feed it celebrity words Feed it with the very best that you can be And I like to think that I lead performing position With podium position When I went to the swimming At the end of the week I had been at a meeting, I had been out And someone saw me coming in I came into the pool, got my goggles out, got ready, and a gentleman who I'd never spoken to before said, are you dressed all the time? Do you go out all the time and you don't go out sloppy? And I said, no, I don't. Now, that doesn't mean when I go to the swimming later on today that I have my trousers and a sweatshirt and my jacket because it's freezing. Of course, you're not going to dress up to go to the swimming. But here's the thing. Whatever your company is, you must think like a director. You must think that you're a director of your own life. So what does that mean? What does that mean you look like? What does that mean you sound like? Can you think about that? Do you know? Have you ever spoken into your phone? Have you ever spoken and listened to what you say? Here a great idea Speak into your phone and then watch it back and think oh I quite pleased with that Or could you make an improvement with your voice? Could you make an improvement with your body language? But more importantly could you make a difference in the words that you use. So let me condense five performance laws of exclusivity for you. The first law, and this is my language, you might say it's a rule, it's a step, I'm calling it a law, is the law of positioning. You must focus and design your distinction. Who are you? You must own you to get a result and be incomparable. You must be doing something that other people are not doing. The second law I call is the law of presence. Let me ask you, do you command the room? Do you command the room when you're networking in the boardroom? When you go to speak to your staff in the morning if you have a short briefing meeting? What if you sat down and looked at, what is it I'm sharing with them? Is it impactful? Am I being influential? And if you think, hmm, that wasn't what I meant, you need to sit down or spend some time with me and we can help shape how you can start being different. The third law is the law of position. And being like an athlete where they have focus, energy and rhythm. When an athlete gets feedback right now, say it was right now, they just go and do it. What I find in the business world for many, they might do it by next Christmas they might do it in August or September but you're not going to do that when you operate like an athlete feedback is when you get feedback you action it immediately do you think Ronaldo when he gets feedback on the pitch today that he's going to continue doing what he's always done If he gets feedback, he'll go and do what he's been asked to do, even though he's world class. Because he will focus and have the energy and rhythm to be different. The fourth one is law of partnership. Now, quite often now, I've been speaking to people about joint ventures, joint partnership, and being influential. and I think particularly in recruitment and selection I think that you have to be influential when you're recruiting new staff. Do you have the right person in the right place at the right time? What do you ask them? Or do you sit on a panel with a grumpy face? I see that and sometimes I have to say to people when I'm on the panel You need to all be more relaxed, be nice to the people. After all, they're quite anxious and nervous when they're coming for a new post. You need to build influence. And if you only smile when someone comes into recruitment, can you imagine that trust and how you might transform how they're thinking before they sit down? let's look at the fifth law which is the law of prosperity when you're looking at podium success looking at how you can be positioned how you can be performing how you have presence you need to think about being on the podium and on the podium you might be bronze, silver or gold. You can start off as bronze. But each time you go through one of the laws that I've mentioned or improve on your signature model that I mentioned, you will step up. You will step up into a different arena. I always say to people, how might you win beyond the arena? And you win beyond the arena by doing things very, very differently. You win beyond the arena by positioning you, having a methodology and a framework, being creative with steps that people can follow in your company and being able to, I love this one, deliver with a touch of class. Are you thinking, I can do this? Sheena, I can do this. I can help you design that signature model tailored to your brand. I can help you to speak differently. I can share with you how you can be exclusive. Because that's the companies that will lead right now. And my book is all about being able to plan, lead, communicate, coach so that people will say yes to working with you. People will say yes to your feedback. And people will say yes to work longer term. You see, winning isn't everything. Winning is the only thing. And if right now I can help you, please get in touch on sheena at sheenawalker.com or you can call me on 07588 645 702 or you can go to my website www.sheenawalker.com or perhaps leave a message here on my hosting site. I'd love to be able to work with you. I'd love to be able to help you. My greatest wish is that when I see people that have a great product that could be super and they've not positioned themselves to share how they can deliver with class. Let that be a tagline that you can think about. Learn to deliver with class this year. I look forward to speaking to you soon.
