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Hungry buyers don’t need convincing; they need finding. That’s the heart of our conversation with strategist and storyteller Erica Mackay from the Marketing Detective Agency, where “Giraffes Don’t Eat Steak” isn’t just a catchy title—it’s a sharp reminder that not every audience is your audience. We swap spray-and-pray tactics for research-led clarity and show how to spot the lions who actually want what you sell.

Erica takes us from her childhood in apartheid South Africa—where questioning unfair rules became second nature—to a global marketing career across EMEA and a bold pivot into entrepreneurship. Along the way, she reveals an unexpected chapter as a close protection officer and unpacks how that discipline translates into better marketing: map the environment, profile the actors, plan the route, and prepare contingencies. In business terms, that’s voice-of-customer research, competitor insight, channel focus, and message testing that saves time and money.

We break down practical steps any founder or marketer can use now: narrow your segment to people who want, need, and can afford your offer; capture the exact language your buyers use; craft a simple value proposition; and place it where attention already lives. Erica’s throughline is human connection—help people feel seen, whether they’re customers or young speakers finding confidence—and the results will follow. Expect smart positioning tips, memorable metaphors, and candid life lessons on courage, curiosity, and asking for help.

If you’re ready to stop waving steak at giraffes and start serving the right audience, hit play and bring a notepad. Then share this with a founder who needs a nudge, subscribe for more brand strategy conversations, and leave a review to tell us which insight you’ll test first.

Tune in next week for more stories of 'Distinction & Genius' from The Good Listening To Show 'Clearing'. If you would like to be my Guest too then you can find out HOW via the different 'series strands' at 'The Good Listening To Show' website.

• Show Website: https://www.thegoodlisteningtoshow.com
• You can email me about the Show: chris@secondcurve.uk
• Twitter thatchrisgrimes
• LinkedIn https://www.linkedin.com/in/chris-grimes-actor-broadcaster-facilitator-coach/
• FaceBook Group: https://www.facebook.com/groups/842056403204860

Don't forget to SUBSCRIBE & REVIEW wherever you get your Podcasts :)

Thanks for listening!

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A quiet letter. A packed car on the way back from university. A house that suddenly feels bigger than your life. These moments whisper the same question: who are you now? Coach and founder Mary Van Eker joins us to share the story behind her new signature 'The Me I Forgot' Programme, a 4 week programme designed for women 45+ who want to rediscover their identity, purpose, and joy after decades of caregiving or career-first living.

We dive into the real triggers that spark change—menopause, empty nests, shifting family dynamics—and how to turn them into a reset rather than a crisis. Mary unpacks her coaching craft: creating a mental “clearing” where thinking deepens, using silence to surface insight, and blending agile methods with human warmth. Think sprints, backlogs, and tiny experiments that build confidence without burnout.

She speaks candidly about belonging, from Liverpool’s grit to Portsmouth’s community, and how parenting four children trained her to hold space, listen for truth, and celebrate the moment a client’s face lifts with an aha.

This conversation moves beyond platitudes. You’ll hear practical steps to reclaim your voice, set boundaries, and map a life that feels chosen. We explore women’s networks as lifelines, the courage to be seen and heard, and the gentle power of asking one question without apology: what do you want? If your inner narrator has gone quiet, Mary’s invitation is simple and strong—have a go, learn in public, and iterate toward a life that fits.

Ready to find the you that went quiet while you were holding everyone else together? Listen now, share this with a friend who needs it, and tell us one small step you’ll take this week.

If you find value here, follow the show, leave a review, and help more women see what’s possible.

Tune in next week for more stories of 'Distinction & Genius' from The Good Listening To Show 'Clearing'. If you would like to be my Guest too then you can find out HOW via the different 'series strands' at 'The Good Listening To Show' website.

• Show Website: https://www.thegoodlisteningtoshow.com
• You can email me about the Show: chris@secondcurve.uk
• Twitter thatchrisgrimes
• LinkedIn https://www.linkedin.com/in/chris-grimes-actor-broadcaster-facilitator-coach/
• FaceBook Group: https://www.facebook.com/groups/842056403204860

Don't forget to SUBSCRIBE & REVIEW wherever you get your Podcasts :)

Thanks for listening!

Send us a text

A host hands over his own mic, steps into the straw-lit ring, and lets his story breathe. Chris Grimes invites us into “the clearing,” a warm, curated space where presence comes first and stories find their shape. From a Uganda childhood and the hum of a TV showing Laurel & Hardy to the ache of losing a sister and the discipline of actor-teacher training, Chris traces the real forces that shaped his craft, his humour, and his ethos of yes-and.

We dig into the 5-4-3-2-1 framework he uses to spark honest conversation, and why comedy can be the first evidence of freedom. Expect Stan Laurel’s kindness, Michael Palin’s curiosity, and a dash of John Cleese; a tender nod to Federer’s focus on the next point; and a confession about a £2,000 wheelie bin in the name of creative risk. Chris shares the quotes he keeps in his pocket—be where your feet are; nothing is either good or bad, but thinking makes it so—and the one story he returns to when doubt creeps in: the Helsinki Bus Garage. Translation for creatives and leaders alike—stay on the bus long enough to reach the route only you can travel.

The heart of the conversation is Legacy Life Reflections, a human-led way to record personal histories before voices fade. Chris talks about capturing his father’s story in the halcyon years and why every family has a documentary inside it, not a footnote. It’s story craft with care: listening deeply, framing gently, and creating a keepsake that outlives the moment. Along the way, we talk tennis, ping-pong, presence, and the north star of a dream guest—Sir Michael Palin.

If you’re building a career in the arts, leading teams, or simply trying to honour the voices you love, there’s gold here: practical storytelling tools, resilience reframes, and a reminder to laugh when you can. Subscribe, share with a friend who needs the nudge, and leave a review to help more people find the clearing. Then tell us—what’s your story?

Tune in next week for more stories of 'Distinction & Genius' from The Good Listening To Show 'Clearing'. If you would like to be my Guest too then you can find out HOW via the different 'series strands' at 'The Good Listening To Show' website.

• Show Website: https://www.thegoodlisteningtoshow.com
• You can email me about the Show: chris@secondcurve.uk
• Twitter thatchrisgrimes
• LinkedIn https://www.linkedin.com/in/chris-grimes-actor-broadcaster-facilitator-coach/
• FaceBook Group: https://www.facebook.com/groups/842056403204860

Don't forget to SUBSCRIBE & REVIEW wherever you get your Podcasts :)

Thanks for listening!