All Episodes
Episodes
Ep 18 Your Favourite Leadership Guru Has Never Met Your Team
How many leadership books do you own that you've actually finished? I own about forty, and if I'm honest, I couldn't tell you the ending of half of them. In this episode I run seven of the biggest names in leadership...
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Ep 17 Three Lenses to Influence Anyone, Anywhere
Ever had a pitch, a team, or a negotiation fall flat and you couldn't quite figure out why? In this episode of The Commercial Leader, I unpack three practical lenses for reading and adapting to anyone you're trying to...
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Ep 16 Respect, Not Rank: How Koen Cardon Built a 2,500-Person Business Across Asia
My guest this week is Koen Cardon — Belgian engineer, Officer of the Order of Leopold II, and the man who spent 30 years building Katoen Natie's business across Southeast Asia, from a standing start to an operation...
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Ep 15 How Many KPIs Is Too Many? (And What Actually Gets Buy-In)
Most sales teams I meet are tracking eight, ten, sometimes twelve KPIs — and wondering why nobody's excelling at any of them. In this episode of The Commercial Leader, I unpack why fewer KPIs almost always beat more,...
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Ep 14 Every Sales Framework Has the Same Blind Spot
Every sales framework you've come across — SPIN selling, the Challenger sale, consultative selling, straight-line selling — shares one blind spot: they assume there's a single right way to sell to every buyer. In this...
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Ep 13 People Aren't Difficult — They're in Difficulty | with Kate Russell
In this episode, I sit down with Kate Russell — conflict resolution specialist, speaker, coach, and author of Leaders Who Lead — for one of the most honest conversations we've had on this show about what leadership...
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Ep 12 The Clash Between Departments — And What's Really Causing It
Every organisation has them: the sales team pushing for speed, finance demanding accuracy, operations wanting process, and leadership expecting results — yesterday. The friction feels personal. It isn't.
In this...
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Ep 11 Difficult People Are Our Best Teachers
What if the most frustrating person in your life is also your most valuable coach? In this episode of The Commercial Leader, Bram Lagrou makes the case that "difficult" people aren't the problem — they're a mirror....
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Ep 10 Going From Good To Great
Most organisations aren't struggling because they have the wrong strategy. They're struggling because they don't truly understand the people executing it. In this episode of The Commercial Leader, Bram Lagrou unpacks...
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Ep 9 Stop Hoping Training Works — Start Engineering Results
In this episode of The Commercial Leader, Bram Lagrou unpacks why even well-funded corporate training programmes rarely deliver lasting results — and what forward-thinking organisations are doing differently. Drawing...
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Ep 8 The Bespoke Suit — Tailored Communication for Leaders and Sales Professionals
In this episode, Bram Lagrou makes the case for why tailored communication is the highest-leverage skill available to leaders and commercial professionals — and why most people are still defaulting to a...
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Ep 7 Building Blocks of Elite Sales Management: Success By Design, not Luck
What separates a sales team that consistently performs from one that's left to chance? It comes down to architecture — and most organisations are building without a plan. In this episode of The Commercial Leader, Bram...
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