All Episodes
Episodes
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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Ep 6 Why Assessing Your Sales Team Could Reveal Where You’re Losing Revenue
In this episode of The Commercial Leader, Bram Lagrou explores why assessing your sales team can reveal where your business is winning, losing and leaking revenue. Many salespeople rely on their natural communication...
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Ep 5 The Architecture of Learning: How to Design Training That Actually Works
In this episode, Bram Lagrou makes the case that most corporate training fails not because of the content — but because of the design. Drawing on DISC profiling and years of experience across 25 countries, Bram breaks...
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Ep 4 When Communication Becomes a Competitive Advantage: A Health Insurance Case Study
What does communication have to do with sales performance, leadership culture, and commercial execution? Everything, according to this episode. Bram Lagrou walks through a detailed case study involving a national...
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Ep 3 From Stuck to Green in 90 Days: A Leadership Case Study in Clarity and Execution
What happens when a high-complexity team stops performing — and it's not a skills issue? In this episode, Bram Lagrou walks through a real client case study: a division of 200+ engineers that had been falling behind...
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Ep 2 Why Your Sales Team Has A Training Problem - Not An Attitude Problem
Most sales managers think underperformance is a motivation issue. After 16 years working with sales teams across more than 20 countries, Bram Lagrou would push back on that — hard. In this episode, Bram breaks down...
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