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Some Goodness

Richard Ellis

Some Goodness is hosted by Richard Ellis, a seasoned sales leader passionate about inviting top business minds to share their wisdom. Each episode is only 15-20 minutes, perfect for your commute or workout.

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  • 24 episodes
  • fortnightly
  • Avg 25 min
  • English

Episodes 24

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  • January 28 · 24 min

    Episode 43: How to Be a Podcast Guest Executives Want to Hear

    This episode delves into the art of being a great podcast guest, particularly for senior executives who increasingly turn to podcasts as a platform to build authority and reach new audiences. Host Richard Ellis is joined by award-winning journalist Chris Warren. They explore key attributes that make guests memorable, such as being great conversationalists, connecting small details to bigger themes, and steering clear of self-serving marketing speak. Chris Warren shares practical advice on how to prepare for podcasts, the importance of transparency and storytelling, and how these skills can translate into better leadership and communication in various business settings. The conversation also touches on the co-creation of narratives and engaging with audiences authentically. The episode concludes with a personal touch as Chris shares some recent 'goodness' in his life, namely his enjoyment of a book on Captain Cook. Chapters 00:00 The Rise of Podcasting Among Executives 00:39 Introduction to Today's Topic: Being a Great Podcast Guest 01:35 The Art of Being a Great Conversationalist 05:23 Avoiding Common Pitfalls as a Podcast Guest 09:04 The Importance of Authenticity and Humility 15:52 Relating Podcast Skills to Business Leadership 19:47 Co-Creating Narratives in Business Meetings 22:38 Conclusion and Personal Reflections Keywords podcasts, podcast guesting, executive visibility, leadership communication, conversational skills, storytelling, audience service, relevance, authenticity, preparation, listening, humility, credibility, transparency, answering questions, context, examples, narrative, co creation, audience focus, producer perspective, media literacy, executive presence, communication skills, trust, engagement Soundbites “Great podcast guests are great conversationalists. That’s something our culture has almost forgotten.” “You answer the question, then you layer context, examples, and meaning. The best guests connect the small to the big.” “If you come in with five things you have to say, the conversation is already limited.” “When someone reads their answers, you’re done before you start.” “People tune into a podcast for their reasons, not yours.” “Your job as a guest is to serve the audience.” “If your driving impulse is ‘I have to sound smart,’ you’re setting yourself up for failure.” “When you drift, stop yourself. Bring it back. That shows humility and respect for the listener’s time.” “Always answer the question. People ask for a reason.” “How you communicate shapes how people engage with you. It’s foundational.”

  • January 14 · 28 min

    Episode 42: Did ABM Fail?

    In this episode of 'Some Goodness,' we explore the evolution of account-based marketing (ABM) with Jessica Fewless, VP of Marketing at Inverta and an original architect of modern ABM. The discussion delves into the challenges and missteps in ABM implementation over the last decade, highlighting how marketing discipline, not ABM itself, needs improvement. Jessica provides insights into the need for alignment between sales and marketing, the importance of understanding and targeting the Ideal Customer Profile (ICP), and how AI and technology can enhance ABM strategies. She emphasizes the importance of getting back to marketing fundamentals and the need for rigorous data management. The episode closes with practical tips on creating relevant messaging and maintaining work-life balance. Chapters 00:00 Introduction to B2B Marketing Challenges 00:43 Guest Introduction: Jessica Fless 01:17 The Evolution of Account-Based Marketing (ABM) 05:47 Challenges and Missteps in ABM Implementation 08:36 The Role of Buying Committees in ABM 12:22 Future of ABM and Demand Generation 14:20 Fundamentals and Best Practices in Marketing 22:18 The Importance of Data Hygiene and AI 24:09 Final Thoughts and Personal Insights Keywords Account based marketing, ABM, one to one ABM, one to many ABM, marketing discipline, demand generation, sales and marketing alignment, ICP, ideal customer profile, target accounts, buying groups, buying committees, intent data, MQLs, MQAs, pipeline efficiency, revenue efficiency, personalization at scale, relevance, focus, go to market strategy, batch and blast, volume based marketing, signal based marketing, consensus messaging, account focus, TAM versus ICP, sustainable revenue, data hygiene, CRM data, AI in marketing, marketing fundamentals, technology versus strategy, noise in the market, buyer journey, digital buying behavior, sales marketing partnership Soundbites “Marketers were feeling like they were on this hamster wheel. Doing more and more, sending more emails, producing more content, and sales was disqualifying more and more of it.” “One-to-many ABM served its purpose. It broke bad habits like batch and blast and reliance on volume.” “Sales always knew there was a buying committee. Marketing just never operationalized it.” “It should never be a handoff between marketing and sales. It has to be a partnership.” “Buying groups require consensus messaging, not just persona level personalization.” “If you just buy the technology and think you’re doing ABM, you’re skipping the work.” “You are doing your board a disservice by continuing to play into the TAM narrative.” “You can’t build a sustainable revenue engine by focusing on your total addressable market. You have to focus on your ICP.” “AI will not tell you your data is wrong. It will confidently give you answers based on bad data.”

  • Dec 31, 2025 · 18 min

    Episode 41: 2025 in Review

    This year-end review episode of 'Some Goodness' delves into the significant business themes of 2025, including the dominance of AI, the importance of clear workflows, and the crucial role of consistent messaging. The episode compiles insights from various conversations with business leaders, including Ben Scoones, Chris Blocker, Chris Strammiello, Stacy Leidwinger, Jim Karrh, Steve Graves, and Larry Sweeney. They highlight that tools and technology alone cannot resolve fundamental issues like weak leadership and poor execution. The discussion explores the balance between human touch and automation, the pitfalls of vanity metrics, and the fundamental role of strong leadership and moral integrity in navigating fast-changing business landscapes. Chapters 00:00 AI's Impact on Business in 2025 00:35 Year-End Review: Lessons from 2025 01:00 The Pitfalls of Relying on Tools 03:07 The Importance of Consistent Messaging 04:23 Navigating AI and Leadership Challenges 08:07 The Fundamentals of Effective Leadership 08:26 The Dangers of Vanity Metrics 09:57 The Power of Storytelling in Business 12:48 Execution and Moral Leadership 16:31 The Role of Trust in Leadership 17:53 Final Reflections on Leadership in 2025 Keywords AI, leadership, judgment, execution, clarity, workflows, decision making, messaging consistency, brand trust, automation limits, fundamentals, prioritization, discernment, sales productivity, win rate, vanity metrics, cost of sale, storytelling, human element, culture, accountability, mentorship, trust, integrity, management, go to market, organizational behavior Soundbites “Understanding your own workflow should be a basic requirement for doing anything within a business, especially when you’re looking to integrate AI technology.” Ben Scoones “If you can’t tell a person what to do and expect them to be successful, why would you expect AI to do a good job?” Ben Scoones “It doesn’t matter having the perfect words. It matters being consistent.” Stacy Leidwinger “When an organization all uses the same words, that’s when you get power of brand and power of message.” Stacy Leidwinger “Stories are compelling because something disrupts the status quo and forces a decision.” Jim Karrh “Most customer success stories are technically correct, but what’s missing is emotion.” Jim Karrh “When we win, we have to be careful not to get addicted to outcomes.” Steve Graves “Nothing else is more important than the relationship you have with your manager. Money and managers keep people in their jobs.” Larry Sweeney “Leaders have to show up not just as competent people, but as the kind of people others want to follow.” Chris Blocker

  • Dec 17, 2025 · 27 min

    Episode 40: Content is Not Storytelling

    In this episode of Some Goodness, host Richard Ellis engages with Chris Warren, an award-winning journalist and consulting principal, to explore the art and significance of storytelling in the business world. They discuss the challenges executives face with ineffective presentations and the importance of narrative discipline amidst overwhelming content. Chris emphasizes the need for engaging, human-centered stories rather than sterile, data-heavy content. He shares insights from his extensive career in journalism and screenwriting, offering practical advice on avoiding common mistakes and enhancing business communication through compelling storytelling techniques. Chris also highlights the value of authenticity, emotional connection, and understanding the stakes involved in storytelling. Chapters 00:00 The Crisis of Ineffective Business Communication 00:55 Introducing the Power of Storytelling 02:01 The Relevance of Storytelling in Modern Business 03:40 Common Mistakes in Business Storytelling 08:14 Crafting a Compelling Business Narrative 13:20 Insights from Journalism and Screenwriting 20:22 The Human Element in Storytelling 23:36 Conclusion and Personal Reflections Keywords storytelling, business storytelling, content versus story, audience relevance, customer perspective, human connection, authenticity, stakes, tension and resolution, shared reality, protagonist, executive communication, leadership communication, technical expertise, relevance, curiosity, listening, asking questions, humility, credibility, trust, culture, storytelling culture, sales storytelling, customer outcomes, human outcomes, features versus value, connection, narrative, brand story, differentiation, emotional resonance Soundbites “We are overwhelmed with content, but content is not storytelling. Storytelling is what people remember and repeat.” “Deep knowledge about a topic is not a story. In fact, it is often an impediment to good storytelling.” “The biggest mistake leaders make is assuming their internal world is relevant outside their four walls.” “If you are enraptured with your own world, you are not thinking about your audience.” “Your technical expertise has a place, but not as the lead-in.” “Good stories have shared reality, tension, and resolution. A tsunami of facts is not a story.” “There are stakes in every industry. If you do not name them, you are missing the story.” “You are not the star of the story. Your audience is the protagonist.” “People will remember the human outcome long after they forget the feature list.” “When you stop acting like a walking brochure, you open entirely new pathways to connection.”

Showing 21–24 of 24 episodes