12-Week Intensive · $3500 USD · Payment plans available next cohort.
For keynote speakers serious about building a sustainable business
Build the System that grows your speaking business.
The Strategic Speaker Growth Program is a 12-week intensive where you’ll build a predictable, relationship-driven speaking business — using the same intelligence frameworks Fortune 500 companies use to win competitive deals. Strategic targeting. Relationship intelligence. Event execution playbooks. Pricing confidence. Sustainable pipeline. All of it. Built around your business.
At A Glance
The Problem This Solves
Most speakers build their business the same way:
→ Wait for referrals
→ Hope the bureau sends something
→ Post on LinkedIn and see what happens
→ Attend events and start from scratch every time
It works — sometimes. But it’s reactive, unpredictable, and exhausting. When the referrals slow down, there’s nothing to fall back on.
This program teaches you to build systematic, relationship-driven pipeline using intelligence frameworks that compound over time. You stop starting from zero. You start building something that grows.
What You’ll Build
By the end of 12 weeks, you’ll have:
→ Strategic market positioning — you know exactly who to pursue and why, so you stop wasting time on wrong-fit prospects
→ Relationship systems that open doors — warm, genuine connections with decision-makers built through intelligence, not cold outreach
→ Event intelligence playbooks — a repeatable system for turning every conference into business development opportunity, including that 20-minute window after your talk when the room is most receptive
→ Pricing confidence backed by real market data — know what to charge, how to ask the right questions, and how to stop negotiating against yourself
→ Sustainable pipeline systems — 30 minutes a week of pipeline management instead of constant scrambling
WHO THIS IS FOR
This program is for paid speakers who are serious about building a systematic, relationship-driven business. It works whether you’re at $15K trying to break through or $100K trying to scale — what matters is your mindset, not your current revenue.
You’re a fit if you:
✓ Are actively building your speaking business and ready to go beyond referrals
✓ Want consistent, predictable income — not feast-or-famine cycles
✓ Are ready to build systems rather than rely on luck-based networking
✓ Believe in genuine relationship-building over spray-and-pray outreach
✓ Are willing to do the work — this is not a passive program
✓ Value collaboration and are open to learning alongside a small cohort
This is NOT for you if:
✗ You’re looking for pitch templates, social media hacks, or quick fixes
✗ You want an easy button — this requires real work and real implementation
✗ You’re 100% happy with your current pipeline and bureau relationships
THE EXPERIENCE
6 bi-weekly 90-minute group sessions 60 minutes teaching + 30 minutes live Q&A and hot seats. Every session is recorded and posted within 24 hours.
3 monthly 1-on-1 strategy sessions Personalized guidance applied directly to your business, your market, and your goals.
All templates, frameworks, and playbooks Everything you need to implement — not just learn.
Small cohort 8–10 speakers maximum. You’re not lost in a crowd.
Lifetime access All content, community, and updates. Yours forever.
This experience is tailored to where you are. Just getting started? You’ll be supported. More advanced? We’ll move faster.
Week 1-2 | Module 1
Strategic Focus
Figure out who to target and how you’re different
What You’ll Learn
- Who actually books speakers like you (not demographics—real decision-makers with budget)
- What other speakers in your space charge and how they position themselves
- Where you fit in the market so you stop competing on price
- Your unfair advantages that make you the obvious choice
- How to use research tools to gather strategic intelligence quickly
What Changes For You
- You’ll stop wasting time on wrong-fit prospects who’ll never hire you
- You’ll know exactly how to explain why you’re different (and worth more)
- You’ll have a clear target list of who to pursue
- You’ll have confidence in your pricing because you understand the market
- You’ll make strategic decisions instead of guessing
You’ll Create
Ideal Client Profile · Market Position Map · Your One-Page Strategy Document · Your 90-Day Strategic Roadmap
Week 3-4 | Module 2
Relationship Building
Connect with decision-makers without being pushy or salesy
What you’ll learn
- How to deeply understand the person in front of you—from basic facts to what actually motivates them
- How to use psychology to naturally open doors and build relationships grounded in trust
- The gap between what people say publicly and what they actually think (and how to bridge it)
- How to research individuals so your outreach feels personal, not generic
- Cultural considerations that make or break relationships across different backgrounds
What Changes for You
- Your outreach will actually get responses because it’s relevant and human
- You’ll build genuine relationships instead of transactional connections
- You’ll know what matters to each person so conversations flow naturally
- You’ll stop feeling awkward or “salesy” when reaching out
- You’ll have a repeatable system for connecting with new people
You’ll Create
Your Individual Stakeholder Profiles · Your Analysis of What Each Person Really Cares About · Your Personalized Outreach Message Templates
Week 5-6 | Module 3
Strategic Targeting
Focus on your top 5 dream clients before scaling to more
What you’ll learn
- How to pick your top 5 dream companies and master the approach before scaling to more
- Who really decides to hire speakers inside a company—and who just wastes your time
- How to find the actual names and contact info of decision-makers (not just job titles)
- How to spot buyers with budget vs. tire-kickers who’ll never close
What Changes For You
- You’ll stop hoping for the best with your outreach that goes nowhere
- You’ll know exactly which 5 companies to focus on first
- You’ll understand the org chart so you reach the right people
- You find the right path through the organization, including building relationships with gatekeepers where appropriate
- You’ll have a repeatable system you can scale once you nail it with 5 companies
You’ll Walk Away With
Your Top 5 Target List · Your Stakeholder Maps · Your Individual Profiles
Week 7-8 | Module 4
Event Intelligence
Turn conferences into business development and insight engines
What you’ll learn
- How to decide if an event is worth your time before you register (many aren’t)
- The goals framework: what you should accomplish at every event beyond “networking”
- How to research who’ll be there and prioritize who to actually talk to
- The critical 20-minute window after your keynote when people are most receptive
- What to say in follow-ups so people respond (instead of ghosting you) and how to dislodge the ghosts if needed
What Changes For You
- You’ll stop going to events hoping something good happens
- You’ll show up with a clear plan and target list
- You’ll convert conference conversations into actual business opportunities
- You’ll maximize the post-talk window when you have the most credibility
- You’ll have a follow-up system that keeps relationships warm
You’ll Walk Away With
Your Event Evaluation Scorecard · Your Event Preparation Checklist · Your Target Contact List (Pre-Event) · Your Follow-Up Email Sequences · Your Event Execution Playbook
Week 9-10 | Module 5
Pricing & Confidence
Know what to charge and how to talk about your value
What you’ll learn
- How to find out what other speakers got paid at the same company (yes, it’s possible)
- The “filet mignon test”—how to spot whether they have real budget or they’re lowballing you
- How to translate your speaking topic into dollars-and-cents business impact
- Smart questions that get buyers to reveal their actual budget (without asking directly)
- How negotiations work differently across cultures and industries
What Changes For You
- You’ll stop underpricing yourself because you don’t know the market
- You’ll have real numbers to back up your fees
- You’ll spot red flags before wasting time on broke prospects
- You’ll talk about ROI and business impact, not just “I speak for an hour”
- You’ll negotiate with confidence because you understand what’s really happening
You’ll Walk Away With
Your Business Impact Statement · Your ROI Talking Points · Your Discovery Questions Guide · Your Pricing Intelligence Summary
Week 11-12 | Module 6
Pipeline & Systems
Set up the tech and rhythms that make this sustainable
What you’ll learn
- Individual 1-on-1 Tech Consulting (60 min): Deep dive on your specific technology needs
- How to pick the right CRM for YOUR business (speakers + coaching + consulting)
- What tech should actually connect to what (email, social media, calendar)
- How to know who’s engaging with your content and when to follow up
- How to track where each opportunity is in your pipeline (without manual spreadsheets)
- How to set up weekly rhythms so business development becomes habit, not hustle
What Changes For You
- You’ll stop losing track of opportunities because you forgot to follow up
- You’ll have visibility into your pipeline so you’re not guessing what’s coming
- Your tech will remove heavy lifting instead of creating more work
- You’ll spend 30 minutes a week on pipeline management instead of scrambling
- You’ll have a sustainable system that works for YOUR business model
You’ll Walk Away With
Your Personalized Tech Stack Assessment · Your Integration Roadmap · Your Tech Evaluation Framework
Week 13-14 | Optional bonus module
Digital Presence Intelligence
What story are you actually telling online?
What you’ll learn
- The story you’re telling vs. the story you think you’re telling – Most speakers have a 3-5 point gap between their intended positioning and what prospects actually see
- How to use your website and LinkedIn to attract ideal clients and repel wrong-fit prospects before they waste your time
- The 30-second clarity test — can someone answer “what do you do, who do you serve, and why you?” in 30 seconds on your site?
- How to gather intelligence on prospects before they ever get on your calendar
What Changes For You
- You’ll see your digital presence through the eyes of others (not your own assumptions)
- Your website and profiles will do pre-qualification work FOR you
- You’ll stop attracting wrong-fit prospects who never had budget in the first place
- Your online presence will reinforce the positioning you built in Module 1
You’ll Walk Away With
Your Digital Presence Audit (peer feedback on what story you’re telling) · Your Pre-Discovery Intake Template (intelligence-gathering questions that filter fit) · Your Digital Presence Intelligence Checklist (framework for ongoing assessment)
Note: This is a 90-minute working session where you’ll do live peer audits of each other’s LinkedIn profiles and websites. Not a lecture—hands-on feedback and honest assessment of what story is actually coming through. What this is: Strategic positioning applied to your digital presence. What this isn’t: Marketing tactics, SEO optimization, or social media strategy.
Bonus: Included free for founding cohort members (regularly $497 standalone)
Ongoing
Support and Community
Connection, Knowledge Sharing, Continued growth
What Happens After the 12 Weeks?
The structured coaching ends, but your access and support continue.
- As a founding member, you’ll have lifetime access to:
- All course materials, templates, and frameworks (yours forever)
- Content updates as the program evolves
- Ongoing community support in Skool (including from me)
- Weekly or bi-weekly alumni Q&A sessions
- Peer support from other speakers building strategic businesses
- Options to continue 1-on-1 coaching after the program
- Bottom line: You’re not on your own after Week 12. The learning and support continue as you implement and grow.
What Makes This Different
This isn’t a pitch template course or LinkedIn growth program.
Most speaker training focuses on:
→ Perfecting your one-sheet
→ Getting better at pitching
→ Posting more content on social media
→ “Networking” (aka hoping you meet the right person)
This program focuses on intelligence and systems:
WHY THIS APPROACH WORKS
I’ve spent 17+ years applying these methods across industries — helping global law firms close over 50% of identified prospects, transforming multi-million dollar programs for fintech and manufacturing companies, and advising Fortune 500 organizations on competitive intelligence and strategic relationship-building.
The frameworks you’ll learn aren’t theoretical. They’re the same methods used by:
- Top global law firms to systematically convert prospects into clients at 50%+ close rates
- Fortune 500 companies to understand competitive landscapes and make strategic moves
- Growth-stage businesses to build genuine relationships across industries and cultures
I’m a Council of Competitive Intelligence Fellow — one of a small group globally recognized for expertise in this field. And I’ve organized 75+ events including the first TEDx Moncton, so I understand both sides: what speakers need, and what event organizers are actually looking for when they choose a keynote.
This isn’t a marketing program. It’s intelligence methodology applied to your speaking business.
Former Global Head of Employee Engagement, HSBC
Jonathan transforms professionals into network-savvy strategists who know exactly which stakeholders to approach, what questions to ask, and how to build relationships that actually move the needle. Learn more about Karen
Knowledge Translation Expert
Jonathan’s research, and astute interpretations of it, have enabled us to zero in on our target audience, refine our branding and messaging, and forge ahead with a project that will transform our business. Learn more about Dawn.
9x Sales Leader, 2 Successful Exits
Jonathan has this uncanny ability to cut through the rubbish just by asking the right painful questions that uncover the issues at hand. Learn more about Michel.
Strategic Intelligence Scholar & CI Fellow
Jonathan is a rarity in that he is equally comfortable and competent in rooms comprised of executives or scholars. He’s a game-changer who you will be better off for having crossed paths with. Learn more about Craig.
Frequently Asked Questions
Where are sessions held?
All live group sessions and 1-on-1 calls are conducted via Zoom. You’ll receive calendar invites with Zoom links for each session.
Where do I access content and the community?
All course materials, templates, playbooks, and community discussions are hosted in Skool. You’ll receive lifetime access to the platform where you can access recorded sessions, download resources, ask questions, and connect with other cohort members.
I already have a marketing person/strategy: is this still relevant?
Yes. This program complements your marketing by focusing on relationship-building and intelligence-gathering that marketing can’t do. Marketing creates visibility — this program converts that visibility into bookings through strategic relationship development. It’s highly complementary to good marketing.
How is this different from other speaker business programs?
Most programs teach you to pitch better or optimize your speaker one-sheet. This program applies 17+ years of strategic intelligence methodology to help you understand markets, build relationships strategically, and create systems that compound over time. I’m not a marketing expert teaching speaking: I’m a strategic intelligence expert teaching speakers systematic business development.
Are there rewards for active participation?
Yes. Every month we recognize our most engaged community members: top contributor receives a 60-minute bonus 1-on-1 session, second place receives a 45-minute session, third through fifth place are featured across my social channels.
What if I can’t attend a live session?
All sessions are recorded and posted to Skool within 24 hours. While live attendance is encouraged for the Q&A and hot seat coaching, you’ll have full access to the teaching content if you need to miss a session.
How much time should I expect to invest weekly?
Plan for approximately 3-4 hours per week: 90 minutes for the bi-weekly live session, plus 1.5-2.5 hours for homework and implementation. The work is designed to be applied directly to your business, so you’re building your speaking pipeline as you learn.
What if I’m just starting out as a speaker?
This program is for speakers who are serious about building a systematic business. It works whether you’re at $15K trying to break through or $100K trying to scale — what matters is your mindset, not your current revenue.
Do you offer payment plans?
Yes. Reach out to discuss what works for your situation.
What if this program isn’t for me? Can I get my money back?
If you complete the first month — attend the sessions, do the work, engage with the process — and it doesn’t click, I’ll refund your investment. No questions asked. I’m confident that once you experience how these methods apply to your business, you’ll see opportunities you’ve been missing. If it doesn’t click in the first month, you shouldn’t pay for it.
I’m outside of the US and this is priced in USD. How does that work?
Customers are welcome to join from all over the world and most currencies are converted to the equivalent. Contact me if you have questions.
What’s different about this “founding cohort”?
As a founding member, you’re getting the program at $2,000 USD off future pricing, and your feedback will shape how it evolves. You’ll have more direct access to me than later cohorts, and lifetime access to all content updates as the program grows.
What happens after the 12 weeks?
Lifetime access to all materials, content updates, and the Skool community. Alumni Q&A sessions continue. The structured coaching ends — the support doesn’t.
Can I continue working with you 1-on-1 after the program?
Yes. Many founding members choose to continue with coaching after the 12 weeks. We can discuss what makes sense for your goals during the program.
This seems really inexpensive — is this too good to be true? My goal is to bring this methodology to keynote speakers who want more impact and more of the right opportunities. While prices will grow over time, the founding cohort price reflects my commitment to making this accessible to the right people.
I did other programs and they gave me templates to use. Templates can work — sometimes. But not every person or market is the same. In a world where people are drowning in pitches and AI-generated outreach, the approach you’ll learn here builds meaningful, lasting relationships. If you just want to automate your outreach, this isn’t the program for you.
Founding Cohort Investment
$3,500 USD
12-week program · Lifetime access to all content · Payment Plans Available
Future pricing: $5,500 USD · You save $2,000
What’s included:
- 6 bi-weekly 90-minute group sessions (teaching + live Q&A)
- 3 monthly 1-on-1 strategy sessions (30–60 min)
- All templates, frameworks, and playbooks
- Lifetime access to all content, community, and updates
- Small founding cohort — 8–10 speakers maximum
- Bonus: Digital Presence Intelligence working session (valued at $497)
- Bonus: Personal 60-minute tech consulting session
Payment plans available — reach out to discuss.
One booking covers your investment. The pricing intelligence you’ll gain in week 5 will help make sure that booking — and every one after — is at the right fee.
30-DAY GUARANTEE
Complete the first month — attend the sessions, do the work, engage with the process. If it doesn’t click, I’ll refund your investment. No questions asked.
I’m confident that once you experience how these methods apply to your business, you’ll see opportunities you’ve been missing. If it doesn’t click in the first month, you shouldn’t pay for it.
Ready to apply?
Applications are now open for the next cohort. Spots are limited to 8–10 speakers to ensure the quality of the experience.
Not ready for the full program? Join the next free workshop or book an Event Strategy Session for your next conference.
