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A New Direction

A New Direction

De: Jay Izso
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Interviewing Best Selling Authors from around the world for success and leadership in business, life and career.Jay Izso, 2023 Desarrollo Personal Economía Gestión y Liderazgo Liderazgo Éxito Personal
Episodios
  • 6 Stories Every Leader Must Master to Win in Business

    6 Stories Every Leader Must Master to Win in Business
    Nov 13 2025
    Is Your Business Telling the Stories that Sell and add Value? In today’s competitive marketplace, it’s not the best ideas that win—it’s the best stories. This week on A New Direction, I sit down with strategist and author Gavin McMahon to discuss his powerful new book, Story Business: Why Stories Rule the World and How They Can Reinvent Your Business. Gavin reveals why every leader, CEO, and sales professional must learn the language of storytelling if they want to inspire, influence, and ignite action. We’ll explore the 6 essential genres of business storytelling—Value, Product, Brand, Sales, Leadership, and Culture—and how each one can transform the way you communicate and connect. Whether you’re pitching an idea, leading a team, or building a brand, mastering these six stories can elevate your message from informative to unforgettable. Gavin will share practical insights on turning complexity into clarity, data into drama, and strategy into stories that stick. You’ll learn why simplicity is a competitive edge, how to make your message “retellable,” and what separates a leader who speaks from one who truly connects. By the end of this episode, you’ll understand how storytelling drives alignment, motivation, and measurable results—because when people believe the story, they believe in the mission. Join Gavin McMahon and me, Coach Jay on A New Direction. Discover how these six stories can help you inspire your team, elevate your influence, and lead your business in a whole new direction. Gavin McMahon's book, Story Business: Why Stories Rule the World and How They Can Reinvent Your Business" is a mind bender of a book. Hold on to your brains folks, because this book is going to challenge the way you think about every presentation, every intereaction, and every piece of marketing you do in your business. The fact is...the stories matter! Here is the big fact: Our brains are wired for stories. Just think about it for a second. What is your favorite movie? Got it? Why is it your favorite? There is something about the story, right? Well what if we apply the same principles to every avenue of your business? And that is exactly what Gavin McMahon does in "Story Business". He pulls the elements of great storytelling and makes it applicable to you regardless of size of business or budget. Many powerful things in the book, but the first one that stands out is the Motive Triangle: Hope, Fear, and Reason. The fact is we don't make our decisions rationally. Here is the key: Emotions create action. Reason creates rationalization. If you want people to move you have to connect to emotion...and when you can oppose hope and fear...you have a recipe for success! Secondly, The Six Genres of Storytelling are extremely powerful: Value Storytelling, Brand Storytelling, Product Story Telling, Sales Storytelling, Leader Storytelling, and Culture Storytelling opens up our minds to worlds and possibilities that I certainly had not thought of before until I read the book. I think Story Business is a must read for everyone. Check it out by clicking: Story Business Please reach out and thank the financial sponsors of A New Direction: Enhance Your Audiobook Experience with Zoundy! If you’re an author or narrator looking to produce high-quality audiobooks with ease, Zoundy is the ultimate tool you need. Designed specifically for audiobook creation, Zoundy delivers crystal-clear sound, seamless editing capabilities, and professional-grade production tools—all in one intuitive platform. Whether you’re recording your own book or refining your narration, Zoundy ensures every word is heard with perfection. And here’s the best part: As a listener of A New Direction, you get an exclusive deal! Head over to zoundy.com/jay and use the code JAY25 at checkout to unlock special savings on your audiobook production. Don’t settle for anything less than studio-quality sound—power up your audiobook journey today with Zoundy!
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    1 h
  • 10 Commandments to Marketing and Persuasion

    10 Commandments to Marketing and Persuasion
    Nov 6 2025
    The 10 Commandments to Marketing and Persuasion I’m pumped to bring you an interview with Dr. Yaniv Zaid — the guy known around the world as “Doctor Persuasion” and the author of The 21st Century Sales Bible. If you’ve ever felt like you’re shouting into the void with your message, or you’re undervaluing your work, or you’re trying to build a community but can’t quite crack the code — this conversation will flip a switch. We’ll dig into the ten “commandments” he lays out for how to master marketing, negotiation, persuasion and finally step into the high-value version of your brand. This isn’t a fluffy chat about sales tactics that evaporate after you walk away. This is raw, real, and rooted in systems and psychology. Dr. Zaid draws from a PhD in law, from global speaking and consulting experience — and yes, this matters because what worked in 1999 doesn’t fly in 2025. He’ll challenge you to stop under-charging, stop hiding your expertise, and start leading with boldness, with clarity and with confidence. If you’ve ever held back because you thought you weren’t “salesy enough” or you weren’t supposed to push yourself forward — get ready to reframe that story. Here’s why you’ll want to tune in: we’re going to unpack how to build a community that buys from you not just once, but again and again. We’re going to talk about how to get people talking about you (the holy grail of word-of-mouth), how to provide personal attention in an age that seems to dehumanize connection, and how to build trust so that when you speak, people listen and act. And more importantly, this isn’t just theory — we’ll pull examples, tactics and take-aways you can use Monday morning. Because micro-dosing your life means small shifts that compound. Coach Jay style means you’ll leave ready to act. So if you’re ready to step into that next level — ready to raise your price, raise your presence, raise your impact — then clear your calendar for tomorrow at 6 pm Eastern. Bring your notebook, your questions, your “what if I could…” mindset. We’ll push past the noise, past the hustle-without-heart, and build something purposeful, profitable and sustainable. Dr. Yaniv Zaid's book, "The 21st Century Sales Bible: Mastering the 10 Commandments of Marketing, Negotiation & Persuasion" is an outstanding book filled with practical insights that you can use right now in your business and in your life. The book is filled with examples that give meaning to the ideas and concepts that he discusses in the 21st Century Sales Bible. Each of the 10 Commandments builds on one another. When you start with the 1st Commandment to the 10th there is a connection between them all. What I found so brilliant, is at the end of each chapter he has "Key Takeaways" from each commandment. If you forgot something he reemphasizes it again, making the book a extremely useful took kit for anyone in business. Often times we find words like "marketing" and "persuasion" to be a bit uncomfortable. But, when you really read what Dr. Zaid, is saying you begin to realize our whole life is marketing ourselves and persuading others to do what we would like them to do. The difference is this: There is an ethical and moral way to do it! When we truly love our clients, and truly know we can help them with their problems or pain, then persuasion is not a bad word, but a great word for us to help them see the solution to the potential clients issues. The book says it is a Sales Bible. And when you truly dig into the wisdom and guidance that is shared in each chapter will be both enlightening and life changing. Get your copy of "The 21st Sales Bible" by Clicking Here! Please reach out to our sponsors of A New Direction who support us and our guests! Enhance Your Audiobook Experience with Zoundy! If you’re an author or narrator looking to produce high-quality audiobooks with ease, Zoundy is the ultimate tool you need. Designed specifically for audiobook creation,
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    57 m
  • 3 Powerful Choices to Stop Drama and Start Leading

    3 Powerful Choices to Stop Drama and Start Leading
    Oct 23 2025
    The Opposite of Leadership...Wait for it...It's Drama I’m really excited for this week’s episode of A New Direction, because I’ll be sitting down with best-selling author Charlie Sheppard, whose work jolts us out of the endless cycle of workplace drama and into — you guessed it — leadership by choice. In his book Save Your Drama for Your Mama: Drama or Leadership is a Choice, Charlie makes it clear that drama isn’t just annoying, it’s corrosive. It creates what he calls the “Drama Triangle” — where we play the roles of victim, persecutor, or rescuer — and it keeps us trapped in old patterns of blame, guilt, and avoidance. But the powerful truth is that leadership is also a triangle — one that begins when we make a conscious choice to step out of the drama and lead ourselves first. One of the topics we’ll explore is what it means to shift from external control (“It’s not my fault, someone else made me do it”) to internal ownership (“I choose how I respond”). Charlie argues that when we feel powerless, we fall into drama; when we reclaim choice, we start leading. So, I want us to ask: where in your professional or personal life are you still waiting for someone else to drive the bus? And how might you hop into the driver’s seat instead? This isn’t about becoming perfect or drama-free overnight — it’s about recognizing that you always have the power to choose differently. We’ll also dive into how we show up in the roles we play — adversary vs. catalyst, victim vs. visionary. These distinctions move leadership beyond the abstract and into behaviors we can see in our teams and ourselves. Expect us to unpack those everyday situations — the teammate who plays the victim and drags the group down, or the adversary who stirs things up in destructive ways — and contrast them with the visionary or catalyst who chooses to energize, engage, and elevate. If you’ve ever wondered how to stop drama from being “just how we do things,” this part of the conversation will be eye-opening. Finally, we’ll wrap with the big idea that leadership is a choice — full stop. Charlie doesn’t sugar-coat it: real leadership takes awareness, intention, and a willingness to look in the mirror. But he also offers a practical roadmap — not just “stop the drama,” but “what do I do instead?” Whether you’re leading a team, managing projects, coaching others, or simply trying to grow as a person, this message will challenge and inspire you. My hope is that when you tune in, you’ll ask yourself one powerful question: “Am I choosing leadership right now… or am I just participating in drama because it’s easier?” Charlie Sheppard's book, "Save Your Drama For Your Mama: Drama or Leadership. is a Choice is perhaps one of the best practical books on leadership I have ever read. For the first time someone has clearly defined the opposite of leadership. Are you wondering what that is? It's not followership...it's drama. And what Charlie Sheppard had developed is elegantly simplistic by comparing and contrasting the behaviors of those in leadership and those in drama. In fact, you discover the opposites. For Example: An internal locus of control is leadership, it's counterpart is an external locus of control. Adversary or catalyst. Victim or visionary. Rescuer or coach?. His detailed triangles take us through a journey that begins change our perspective. What is also phenomenal about this book is he has a tremendous amount of research to support his findings. If you are brain and body geek you are going to love is section on the amygdala and it's connection to how it interacts with both drama and leadership. If you want real world examples, he supplies those as well. Absolutely an engaging read. And I will add there is truth in his warning in the introduction of the book. "Once you’ve been exposed to this way of thinking, your life will never be the same." It's absolutely true. I have used it with my clients and it works!
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    59 m
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