The Expert Method

Check out the Program Execution System Toolkit:

https://implementgpts.com/pestoolkit

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Most founders think their content is the problem.

But in many cases, the real issue is what happens after the content gets someone’s attention.

In this conversation, Cora breaks down why content alone rarely drives growth without the right backend system, conversion path, and nurture process behind it. She explains how messaging, audience specificity, belief shifting, and offer clarity all work together to turn attention into qualified leads and sales.

Cora and I also unpacked the role of PMBs, stages of awareness, long-term nurture, and why improving the actual offer is often a more powerful growth lever than simply creating more content.

If your content is getting seen but not producing consistent business results, this episode will help you see what is likely missing.

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Cora’s Links:

- LinkedIn: https://www.linkedin.com/in/cora-annadale-b0639819a

- Instagram: https://www.instagram.com/cora.annadale/

- Facebook: https://www.facebook.com/cora.annadale/

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- My LinkedIn: https://www.linkedin.com/in/ian-gatzke/

- Schedule Free Blueprinting Call: https://api.leadconnectorhq.com/widget/bookings/implement-ai-blueprinting

===============

Highlights:

00:00 Content Problem

00:24 Backend System

01:36 Funnel Breakdown

03:36 Business Ecosystem

05:43 Nurture Strategy

06:21 Value Delivery

07:21 Belief Rewiring

08:57 Client Process

10:04 Messaging Strategy

11:37 Audience Specificity

14:32 Demand Matrix

18:56 PMB Framework

24:32 Awareness Stages

27:21 Lead Nurture

29:42 Marketing Lever

31:31 Better Offer

33:33 Quick Wins

34:54 Sales Expectations

38:51 Live Congruently

Check out the Program Execution System Toolkit:

https://implementgpts.com/pestoolkit

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In this episode of Systems of Scale, Ian Gatzke sits down with Bob Burg to unpack what real influence actually is and why it has less to do with pressure and more to do with trust.

Bob explains the difference between persuasion and manipulation, why listening is central to understanding value, and how sales has shifted as buyers have become more informed and more skeptical of outdated tactics.

The conversation also explores why genuine concern for the other person is not just ethical, but commercially effective.

If you care about selling in a way that builds trust, creates better outcomes, and leads to stronger long-term relationships, this episode will give you a clear framework for thinking about influence differently.

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Bob’s Links:

- Website: https://burg.com/

- LinkedIn: https://www.linkedin.com/in/bobburg

- Instagram: https://www.instagram.com/realbobburg/

- Facebook: https://www.facebook.com/burgbob/

Bob’s Books:

https://burg.com/books/

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- My LinkedIn: https://www.linkedin.com/in/ian-gatzke/

- Schedule Free Blueprinting Call: https://api.leadconnectorhq.com/widget/bookings/implement-ai-blueprinting

===============

Highlights:

00:00 - Intro

00:13 - Influence Defined

03:11 - Creating Pull

05:29 - Persuasion Vs Manipulation

09:16 - Changing Sales

14:29 - Why Listening

18:07 - Sales Questions

21:17 - Walking Away

23:02 - Billboard Question

24:37 - Living Practically

Download the Program Execution System Toolkit:

https://implementgpts.com/pestoolkit

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In this episode, I sat down with Katherine Tuominen to explore what real thought leadership actually requires, and why it cannot be reduced to shortcuts, soundbites, or AI-generated content.

We unpack how founders can identify the deeper threads in their personal and professional story, then turn those insights into a clear framework, message, and market position.

Katherine shares how her team helps founders uncover the through line behind their expertise, translate it into a coherent narrative, and build a more holistic communication ecosystem around it.

Our conversation also expands into ethical marketing, long-term credibility, and why improving the product itself may be the most important lever for growing a business.

This is a strong episode for founders who want to build visibility in a way that is durable, honest, and structurally sound.

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Katherine’s Links:

- Website: https://catalystbrandstrategy.com/

- LinkedIn: https://www.linkedin.com/in/katherine-tuominen

- Instagram: https://www.instagram.com/katherinetuominen/

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- My LinkedIn: https://www.linkedin.com/in/ian-gatzke/

- Schedule Free Blueprinting Call: https://api.leadconnectorhq.com/widget/bookings/implement-ai-blueprinting

===============

Highlights:

00:00 Intro And Setup

01:19 Defining Thought Leadership

05:17 Finding Personal Threads

10:18 Katherine's Story

15:02 Holistic Marketing Systems

18:10 Why Product Matters

22:48 Ideal Client Profile

24:05 Measuring Real Impact

27:10 Choosing One Channel

29:54 Catalyst Vision

33:23 Long Term Credibility

35:48 Billboard Message

Download the Program Execution System Toolkit:

https://implementgpts.com/pestoolkit

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In this conversation, Jay Samit breaks down why reinvention is not something that happens by accident, but something people can design with intention.

He explains how AI is reshaping the labor market, why most people will be replaced by someone using AI better than they are, and how disruption can become an opening rather than a dead end.

We also explore the practical structure of a second act, from identifying meaningful problems to building around your unique experience, purpose, and strengths.

Along the way, Jay shares stories about entrepreneurship, aging, mentorship, digital guidance, and the role of purpose in both longevity and meaningful work.

This episode is a deep look at how people can navigate change, create value, and design a more intentional next chapter.

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Jay’s Links:

- Website: https://jaysamit.com/

- LinkedIn: https://www.linkedin.com/in/jaysamit

- Facebook: https://www.facebook.com/jaysamit

- TikTok: https://twitter.com/jaysamit

Order The Second Act Advantage Book: https://amzn.to/4rMxvHm

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- My LinkedIn: https://www.linkedin.com/in/ian-gatzke/

- Schedule Free Blueprinting Call: https://api.leadconnectorhq.com/widget/bookings/implement-ai-blueprinting

===============

Highlights:

0:00 Intro

1:22 Reinvention Framework

8:03 Problem Identification

11:59 Digital Mentorship

17:43 Motivation And Purpose

23:46 Opportunity Recognition

30:27 Entrepreneurship Mindset

33:08 Longevity Basics

39:23 Ikigai And Reading

44:41 Personalized Guidance

47:37 Second Act Community

50:33 Final Billboard

Download the Program Execution System Toolkit:

https://implementgpts.com/pestoolkit

===============

What happens when your life forces a reset and the story you tell about it becomes the thing keeping you stuck?

In this episode, author Jeanette Harrison joins Systems of Scale to talk about identity after disruption, the moment she realized she was dealing with PTSD (not just anxiety), and the practical tools she used to rebuild from multiple major life shifts.

We also unpack a trap that shows up for a lot of high-functioning people: rehearsing the struggle story long after the crisis is over, and how to flip that narrative into proof, progress, and self-trust.

In this episode, we cover:

• Identity shifts after life resets
• PTSD vs anxiety, and recognizing the difference
• Tools that helped: therapy, meditation, journaling, and “empty chair” processing
• Breaking assumptions and unhelpful internal narratives
• Letting go of the struggle story without denying what happened
• Incremental steps that rebuild confidence and capacity
• Why walking became a body-mind reset and emotional release

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Jeanette’s Links:

- Website: https://www.howhealthcareworks.net/

- LinkedIn: https://www.linkedin.com/in/jeanetteharrisonmph

- Facebook: https://www.facebook.com/AuthorJeanetteHarrison/

- Instagram: https://www.instagram.com/jrharrison2014/

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- My LinkedIn: https://www.linkedin.com/in/ian-gatzke/

- Schedule Free Blueprinting Call: https://api.leadconnectorhq.com/widget/bookings/implement-ai-blueprinting

===============

Highlights:

00:00 Starting the show

01:01 Identity resets impact

06:29 Stress and DNA

08:11 PTSD realization moment

10:40 Recovery tools overview

18:03 Empty chair therapy

19:58 Struggle story trap

23:40 Reframing to proof

25:30 Workshop and worksheet

32:56 Walking as anchor

38:02 Small wins matter

41:52 Billboard message

Download the Program Execution System Toolkit:

https://implementgpts.com/pestoolkit

===============
Build Your Own Systems Assistant GPT Guide:

https://www.canva.com/design/DAHCWkW_9Ng/9VjJUKuJ-_X5ueaPmlbWhw/edit?utm_content=DAHCWkW_9Ng&utm_campaign=designshare&utm_medium=link2&utm_source=sharebutton

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What does it actually look like to build a career where every move compounds instead of competing for your attention?

In this conversation, Julia Hurley unpacks how to grow a personal brand by starting with one core capability, then expanding into adjacent offers, relationships, and income streams that reinforce each other.

We also get into delegation, systems, networking with purpose, and why long-term growth depends less on flashy tactics and more on consistency, clarity, and structure.

For coaches, mentors, consultants, and info-product founders, this episode is a practical look at how real leverage gets built over time.

If you are trying to turn expertise into a durable business, this one gives you a strong operating model.

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Julia’s Links:

- Website: https://linktr.ee/thejuliahurley

- LinkedIn: https://www.linkedin.com/in/juliahurley

- TikTok: https://www.tiktok.com/@TheJuliaHurley

- YT Channel: https://www.youtube.com/@TheJuliaHurley

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- My LinkedIn: https://www.linkedin.com/in/ian-gatzke/

- Schedule Free Blueprinting Call: https://api.leadconnectorhq.com/widget/bookings/implement-ai-blueprinting

===============

Highlights:

00:00 - Cold Open
00:37 - Career Compounding
04:18 - Build Bench
07:11 - Super Connector
14:27 - Purposeful Networking
20:03 - Build Systems
25:50 - Real Estate
33:22 - Athlete Management
40:31 - NIL Support Model
51:52 - Do Your Best

Download the Program Execution System Toolkit:

https://implementgpts.com/pestoolkit

===============

In this episode, Ian sits down with Dr. Kevin Mays to explore why leadership breakdowns often start beneath the surface, inside the hidden patterns, assumptions, and emotional defaults that shape how we lead.

Kevin explains his framework for self-leadership, including the difference between the “robot brain,” presence, awareness, intention, and vision.

They unpack how these internal patterns affect delegation, performance, culture, and business growth, and why many founders hit a ceiling when they fail to evolve their leadership alongside their company.

This is a deep conversation on how to lead yourself first so you can lead others more effectively.

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Dr. May’s Links:

- Website: https://maysleadership.com/

- LinkedIn: https://www.linkedin.com/in/dr-kevin-mays-3b893210/

- Facebook: https://www.facebook.com/maysleadership/

- Instagram: https://www.instagram.com/maysleadership/

- TikTok: https://www.tiktok.com/@maysleadership

- YT Channel: https://www.youtube.com/@maysleadership5398

Lead Yourself First Book:

https://www.amazon.com/Lead-Yourself-First-Achievers-Leadership-ebook/dp/B0GK9K9GQC/ref=sr_1_1?crid=1VOE3OVNN6ZJG&dib=eyJ2IjoiMSJ9.9q7Utsb1gk7w1kBVSq5QxJ188Fjql7ZCiFhOEsi7PGE.xzE9OZj_fOJbvtZTazKCOzE219fYi8c3Mg6KRDU7_gw&dib_tag=se&keywords=lead+yourself+first+kevin+mays&qid=1771463076&sprefix=lead+yourself+first+kevin+mays%2Caps%2C193&sr=8-1

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- My LinkedIn: https://www.linkedin.com/in/ian-gatzke/

- Schedule Free Blueprinting Call: https://api.leadconnectorhq.com/widget/bookings/implement-ai-blueprinting

===============

Highlights:

00:00 Recording Setup

01:22 Robot Brain

06:16 Pattern Awareness

14:02 Business Outcomes

21:15 Leadership Growth

26:40 Mental Rehearsal

36:47 Awareness Practices

42:08 Vision Design

51:22 Evolve Intentionally

55:16 Final Billboard

Download the Program Execution System Toolkit:

https://implementgpts.com/pestoolkit

===============

In this episode, Kathryn Eipl breaks down how self-doubt, self-sabotage, and nervous system dysregulation can quietly shape the way people think, act, and move through life.

She explains the structure behind her NeuroResonance Method, a process that blends cognitive behavioral work, energy work, and sound healing to help clients uncover the beliefs and stored experiences driving unwanted patterns.

The conversation explores how limiting beliefs are formed, how they can be challenged, and what it looks like to create change that feels both personal and durable.

Kathryn also shares her own story of leaving a misaligned career, working through substance dependence, and building a method rooted in the kind of support she could not find herself.

It is a grounded conversation about healing, structure, and what it takes to create real internal change.

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Kathryn’s Links:

- Website: https://eiplhealing.com/

- LinkedIn: https://www.linkedin.com/in/kathryn-eipl/

- Facebook: https://www.facebook.com/eiplhealing

- Instagram: https://www.instagram.com/eiplhealing

- TikTok: https://www.tiktok.com/@eiplhealing

Thoughts Tracker Workbook: https://eipl-healing.involve.me/thoughts-tracker

===============

- My LinkedIn: https://www.linkedin.com/in/ian-gatzke/

- Schedule Free Blueprinting Call: https://api.leadconnectorhq.com/widget/bookings/implement-ai-blueprinting

===============

Highlights:

00:00 Cold Open

01:22 Method Overview

03:25 Personalized Process

06:05 Sound Healing

09:17 Founder Self-Doubt

15:22 Inner Parts

18:47 Processing Tools

23:17 Intentional Change

28:23 Tech Interruption

40:02 Scaling Personalization

45:54 Kathryn’s Story

56:25 Life Alignment

1:01:38 Breaking Point

1:07:50 Be Kind

Download the Program Execution System Toolkit:

https://implementgpts.com/pestoolkit

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Dr. Patrice J. Carter breaks down what it actually takes to go from “I think I’m called to coach” to running a real coaching business.

We unpack how she structures Breakpoint Coaching Collective as a 12-week transformation that builds the coach and the business in parallel, including why she gets students coaching early instead of hiding behind branding work.

Patrice also clarifies a key distinction many new coaches miss: coaching vs. mentoring, and why asking and listening is the real skill.

We talk about niche selection, the fear of “too many coaches,” and how community and accountability close the execution gap inside any program.

If you’re serious about starting a coaching business, this episode is a clean reminder: stop overthinking and start.

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Dr. Patrice J. Carter’s Links:

- YT Channel: https://www.youtube.com/@DrPatriceJCarter

- LinkedIn: https://www.linkedin.com/in/drpatricecarter

- Facebook: https://www.facebook.com/patrice.s.carter/

===============

- My LinkedIn: https://www.linkedin.com/in/ian-gatzke/

- Schedule Free Blueprinting Call: https://api.leadconnectorhq.com/widget/bookings/implement-ai-blueprinting

===============

Highlights:

00:35 12-week journey overview

02:52 Start coaching early

05:09 Niche from past

07:27 Money not enough

09:52 Betting on yourself

13:04 Do it scared

17:11 Mission and niche

28:48 Faith and business

39:11 What sets apart

43:08 Community drives completion

48:45 Stop overthinking, just jump

Download the Program Execution System Toolkit:

https://implementgpts.com/pestoolkit

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In 2009, Mickey Lyles experienced a moment that forced a permanent shift in how he sees life, work, and responsibility. After losing his father unexpectedly, he discovered there was no safety net, no inheritance, and no one coming to rescue him.

That moment became the foundation for his core message: no one’s coming, stop waiting, start building.

In this episode, Mickey breaks down how that mindset changes the way entrepreneurs make decisions, why many founders accidentally “own a job,” and what it looks like to build a business that creates real margin, real leverage, and real freedom.

We also get tactical on scaling: reverse-engineering KPIs, using employee scorecards without micromanaging, hiring past the fear of “what if it doesn’t work,” and designing incentives that actually drive outcomes.

What you’ll learn:

• The 2009 moment that reshaped Mickey’s worldview
• Why “no one’s coming” is the foundation of extreme ownership
• How to choose the right business “vehicle” for your goals
• The Time, Money, Control framework for decision-making
• Why revenue can lie, and why margin matters more
• How to scale without becoming the bottleneck
• Scorecards + KPIs that create accountability without micromanagement
• The traits Mickey sees in the most successful entrepreneurs

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Mickey’s Links:

- Website: https://mickeylyles.com

- Website: https://immeasura.com/

- LinkedIn: https://www.linkedin.com/in/mickey-lyles

- YT Channel: https://www.youtube.com/@MickeyLylesImmeasura

===============

- My LinkedIn: https://www.linkedin.com/in/ian-gatzke/

- Schedule Free Blueprinting Call: https://api.leadconnectorhq.com/widget/bookings/implement-ai-blueprinting

===============

Highlights:

00:00 Minimal intro start

00:59 Defining moment 2009

05:13 Belief shapes decisions

08:59 Business vehicle fit

13:01 Roadmap planning horizons

16:32 Time money control

19:10 Million dollars realization

22:09 Time matters most

24:16 Savings not security

27:18 Reinvestment fear hurdle

30:58 Reverse engineer KPIs

36:29 From job scaling

40:45 Scorecards not micromanage

48:38 Traits of winners

51:39 Billboard core message

52:42 Closing remarks wrap