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 on 15+ years working across 25 countries, Bram explains why the "two-week fade" kills training ROI, why feedback in the rear-view mirror is never enough, and how AI-powered practice tools are changing the game. He also makes the case for a bespoke hybrid model — one that combines the best of AI coaching tools with real human development — so capability builds over time rather than evaporating after the initial buzz wears off. If you're a commercial leader responsible for training investment, this one's for you.