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A New Direction

A New Direction

Von: Jay Izso
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 Interviewing Best Selling Authors from around the world for success and leadership in business, life and career.Jay Izso, 2023 Management & Leadership Persönliche Entwicklung Persönlicher Erfolg Ökonomie
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  • 3 Ways to Spark Unstoppable Brand Desire

    3 Ways to Spark Unstoppable Brand Desire
    Jan 22 2026
    Become the Brand Your Customers Feel Great About Have you ever wondered why you are fiercely loyal to certain brands while ignoring others that offer the exact same thing? It’s not about the price, and it’s rarely about the features. It is about brain physiology and how it interacts with our decisions when it comes to brands. Today, we are diving deep into the science of emotion with Kevin Perlmutter, the pioneering strategist and author of the groundbreaking new book, Brand Desire. Kevin is here to reveal that the secret to business growth isn’t “selling”—it’s “solving.” We are going to explore his “Limbic Sparks” approach, a method rooted in behavioral science that helps you stop chasing customers and start magnetically attracting them. Whether you are leading a Fortune 500 company or building a personal brand, you will learn how to tap into the instinctive, emotional part of the brain that drives our decision-making. In this episode of A New Direction, we are moving beyond the old-school 20th century branding like “Unique Selling Proposition.” Kevin will walk us through his proven “Focus, Connect, Evolve” framework, showing us how to align your business with what people actually care about. We will discuss why traditional marketing language is dead and how you can earn loyalty by making your customers feel seen, heard, and understood. Join us live on A New Direction as we uncover the blind spots in your current strategy. If you are ready to stop shouting into the void and start building a brand that people don’t just buy from—but truly desire—this is a conversation you cannot afford to miss. Kevin Perlmutter’s book, “Brand Desire: Spark Customer Interest Using Emotional Insights” is the absolute essential book for today’s brand leaders. This is a book that is founded solidly on research both from the brand researchers and his own research working with different companies. For most of us we are still stuck in the 20th century branding ideas of persuasion. We are talking about all the great things about ourselves and what WE THINK we do for the future customer, but here’s the problem…how do your customers feel about your brand. Because at the end of the day it is all about how they feel about you. This is an important, because as we know we, as humans, do not make logical purchasing decisions, not matter how big or how small. It also does not matter if you are B2C or B2B, every human makes a decision based on emotions triggered by the limbic system and then justifies it with logic. And Kevin Perlmutter’s book, “Brand Desire” helps solve the problem. Kevin Perlmutter, helps us understand the 3 Steps to creating a brand that resonates with customers and makes them come back for more…Focus, Connect, Evolve. That is doing the right research asking the right questions, then creating a message that emotionally is in sync with the organization and the customer, and then how you are seen how you are heard, and does the message really something the customer cares about. Amazing book, one that will change you as a brand leader whether you are on a one person show, or a corporation looking to increase profitability. Click here to get your copy of Brand Desire! Linda Craft Team, Realtors for more than 40 years they have been helping people make a life transition. Wait! What? Think about it, every place you have ever lived has been a transition in your life. And since 1985 they have been helping people reduce the stress and making that transition easier for thousands of people. Unaffiliated and independently owned and operated they can recommend the best real estate professional to help you sell your home or buy your next home anywhere in the world. That is because they are not attached to a national company, they are attached to what is in your best interest. So before you buy or sell start with the “Legends” at Linda Craft Team. Just click on over to www.LindaCraft.com Here is the truth: You tune into A New Direction because you want to grow. But consuming content and executing strategy are two different things. If you are leading a company between $5M and $50M and you feel like you are hitting a ceiling, the problem isn’t a lack of information. It’s likely a “human” bottleneck. I am Coach Jay, a Behavioral Strategist who specializes in fixing the friction that kills profit. I don’t just look at your P&L; I look at the psychology of the people driving it. I recently helped a stalled mid-market firm save $3 Million and secure new capital—not by firing people, but by realigning their behavior. Stop guessing. Let’s find the millions trapped in your org chart. Reach out for a discreet conversation: 919-369-2121 or visit TheCoachJay.com.
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    57 Min.
  • 3 Ways to Discover The Art of The Pivot

    3 Ways to Discover The Art of The Pivot
    Jan 15 2026
    The Art of The Pivot It happens to the best of us. The calendar is set, the mic is hot, and then the notification pops up—a last-minute cancellation. This week on A New Direction, I faced a choice: scramble to replay an old hit or walk the walk. I chose the latter. This unexpected gap in the schedule wasn’t a setback; it was a perfect metaphor for what we discuss on this show every week. It was a clear sign to talk about the one skill that separates the successful from the stagnant: The Art of the Pivot. If I had to adjust my direction on the fly, it seemed like the perfect time to teach you how to do the same. How do you know when it’s time to change course? We often wait for a catastrophe to force our hand, but the real signs are much subtler. In this episode, I break down the red flags you might be ignoring, specifically the “Sunday Night Dread”—that physical rejection of your current reality—and the “Competence Trap,” where being good at your job actually becomes the cage that keeps you from being great. We also have a hard conversation about why your jealousy of others is actually a roadmap disguised as envy. Recognizing these signals is the first step out of the drift and into the driver’s seat, and start your pivot Identifying the problem is easy; navigating the transition to pivot is where most people quit. I call this the “Messy Middle”—that terrifying space between letting go of the old trapeze bar and catching the new one. In this solo session, I share the specific tool kit you need to survive the gap, including shifting your mindset from “How do I do this?” to “Who can help me?” and conducting “15-Minute Experiments” to test the waters without drowning. You don’t need to burn the ships to make a change; you just need a better strategy to handle the uncertainty. Finally, we move from information to execution. I am not interested in you just listening; I want you moving. I’m issuing a “24-Hour Challenge” to every listener with three specific options to get you started on your pivot. Whether it’s sending a “scary email” to a mentor or making a micro-commitment, I’m asking you to take one concrete step today. A “New Direction” isn’t a destination you wish for; it’s a decision you make. Tune in to hear the full breakdown, and let’s turn this unexpected solo show into your pivot. Please thank the sponsors of A New Direction Linda Craft Team, Realtors Linda built her business in 1985 one relationship at a time, and her team and her continue to do the same things she did 40 years later. They have provided thousands of people the ability to help people sell or buy their next home with personalized legendary customer service. They have the experience, knowledge, and understanding of the home industry. They also understand you and what you want and need from your next home purchase or sale. What is more they can help you regardless of where you live. Ready to buy or sell your next home or your first…click on over to to www.LindaCraft.com Enhance Your Audiobook Experience with Zoundy! If you’re an author or narrator looking to produce high-quality audiobooks with ease, Zoundy is the ultimate tool you need. Designed specifically for audiobook creation, Zoundy delivers crystal-clear sound, seamless editing capabilities, and professional-grade production tools—all in one intuitive platform. Whether you’re recording your own book or refining your narration, Zoundy ensures every word is heard with perfection. And here’s the best part: As a listener of A New Direction, you get an exclusive deal! Head over to zoundy.com/jay and use the code JAY25 at checkout to unlock special savings on your audiobook production. Don’t settle for anything less than studio-quality sound—power up your audiobook journey today with Zoundy! Here is the truth: You tune into A New Direction because you want to grow. But consuming content and executing strategy are two different things. If you are leading a company between $5M and $50M and you feel like you are hitting a ceiling, the problem isn’t a lack of information. It’s likely a “human” bottleneck. I am Coach Jay, a Behavioral Strategist who specializes in fixing the friction that kills profit. I don’t just look at your P&L; I look at the psychology of the people driving it. I recently helped a stalled mid-market firm save $3 Million and secure new capital—not by firing people, but by realigning their behavior. Stop guessing. Let’s find the millions trapped in your org chart. Reach out for a discreet conversation: 919-369-2121 or visit TheCoachJay.com.
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    57 Min.
  • Beyond Success: The John Wooden Way to Leadership

    Beyond Success: The John Wooden Way to Leadership
    Jan 8 2026
    It’s Time to Redefine Success for You and Your People In the high-stakes game of business, we are often obsessed with the scoreboard—profit margins, market share, and rankings. But the greatest mentor of all time, Coach John Wooden, taught us that true success isn’t merely about winning; it is about the peace of mind attained only through self-satisfaction in knowing you made the effort to do the best of which you are capable. Too many leaders today are burning out chasing the “win” while losing the heart of their team. It is time to redefine what it means to lead. This week on A New Direction, I am sitting down with the man recognized as “America’s Breakthrough Coach,” Brian Biro. We are discussing his book, Beyond Success, and the profound lessons he learned directly from his mentor, John Wooden. Brian doesn’t just theorize about culture; he shows you how to build it. We are going to explore how to apply Wooden’s timeless principles to the modern workplace, shifting your team from a group of employees to a collective of high-performers who genuinely care about the mission and each other. This conversation is vital for every leader, entrepreneur, and coach who wants to build a legacy that lasts. We will dive into how to foster a spirit of “industriousness and enthusiasm” in your organization and how to break through the fear that stifles innovation. Brian is going to share the secrets of how to lead with love and discipline simultaneously, creating an environment where success is the natural by-product of character. This is about taking your business from transactional to transformational. This is your opportunity to learn the blueprint for greatness from a man who learned from the master himself. Bring your notebook and your team—this is the kind of wisdom that changes trajectories. If you cannot join the livestream, make sure to subscribe and download the podcast later. Don’t settle for being a boss; tune in and learn how to become a leader who goes beyond success. Brian Biro‘s book, “Beyond Success: – The 15 Secrets to Effective Leadership and Life Based on Legendary Coach John Wooden’s Pyramid of Success” is a timeless and outstanding read! The stories and practical applications are just as relevant today as they were when John Wooden coached his last year in the mid-seventies. In today’s world we are so focused on the results we are employing strategies at the sacrifice of human fundamentals that either burn our people out or burn us out. Let’s be honest all business is about people. Not just the people we sell to, but the people who do the selling, who handle the paperwork, who mop the floor. All of business is people, and if we are not handling our people well. We have already lost. The fact is all success is going to start with the number one person we need to develop first. And that is us. Sadly, in today’s world we are so concerned with our reputation and what other’s think we are less focused on developing our character. But it is from our character that will drive our enthusiasm, beliefs, and vision. Without fully developed character or vision is nothing more than words on the wall. Empty and meaningless. Beyond Success is truly a refreshing read, that gets grounded into the basics of who we are, getting the most out of the people around us, and building the right blocks so that what naturally flows is competitive greatness. Get your copy of “Beyond Success” by clicking here. Please thank the sponsors of A New Direction Linda Craft Team, Realtors Linda built her business in 1985 one relationship at a time, and her team and her continue to do the same things she did 40 years later. They have provided thousands of people the ability to help people sell or buy their next home with personalized legendary customer service. They have the experience, knowledge, and understanding of the home industry. They also understand you and what you want and need from your next home purchase or sale. What is more they can help you regardless of where you live. Ready to buy or sell your next home or your first…click on over to to www.LindaCraft.com Enhance Your Audiobook Experience with Zoundy! If you’re an author or narrator looking to produce high-quality audiobooks with ease, Zoundy is the ultimate tool you need. Designed specifically for audiobook creation, Zoundy delivers crystal-clear sound, seamless editing capabilities, and professional-grade production tools—all in one intuitive platform. Whether you’re recording your own book or refining your narration, Zoundy ensures every word is heard with perfection. And here’s the best part: As a listener of A New Direction, you get an exclusive deal! Head over to zoundy.com/jay and use the code JAY25 at checkout to unlock special savings on your audiobook production. Don’t settle for anything less than studio-quality sound—power up your audiobook journey today with...
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    58 Min.
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