The In-Demand Agency Podcast

Stephen Woessner
  • 5.0 (3)
  • Marketing

For the last four years, the Sell with Authority podcast focused on one core idea…how to help agencies earn trust before asking for the sale. And it worked. Agencies that chose a niche, committed to a point of view, and taught what they know in service of the right audience became recognized. Their thinking traveled. And prospects began to show up more prepared, more confident, and more aligned. But over time, a pattern emerged inside the Predictive Lab. Agencies that had built an authority position no longer struggled to be seen. They struggled with creating and activating demand. Prospects knew them. Respected them. Even believed they were the right agency to choose. And still…they waited. Authority earns attention. But demand…demand is what turns that attention into action. The In-Demand Agency Podcast picks up exactly where that realization begins. Each episode of the In-Demand Agency Podcast deconstructs the science of demand…from behavioral psychology, decision-making research, and the cross-industry strategies behind why B2B buyers make decisions. We interview the world's leading behavioral scientists, global agency network leaders, and strategists from industries far beyond ours…voices you may have never heard but who are reshaping how demand works. Then we translate their insights directly into the agency world. Think of it as the "Harvard Business Review" for agency owners who are done with guesswork and ready for growth. The In-Demand Agency Podcast is hosted by Stephen Woessner, CEO of Predictive ROI. If the conversation around how to create intrigue, curiosity, and desire with intention so you activate demand, choose the clients you want to work with, and so you can reach your biz dev goals faster resonates with where you are and where you're headed…we'd love for you to join us here.

Episodes

  1. 5d ago

    EP 7: Distinction Authority Scott McKain Shows How Agencies Become Unmistakably Valuable

    Most agencies try to win by appearing different. But different is comparative. A prospect still places your agency beside the alternatives…compares the services…compares the claims…and compares the price. Scott McKain raises the standard. An In-Demand Agency makes its strategic value so clear, relevant, and consistently experienced that comparison becomes less useful. Scott is a bestselling author, business advisor, and Hall of Fame professional speaker whose work centers on distinction and customer experience. Quick answer: An agency becomes unmistakably valuable when it stands for something clear, delivers one client-valued element in a uniquely valuable way, communicates through stories and evidence that transform understanding, and creates a consistent experience across every department. Scott McKain organizes this work through the Four Cornerstones of Distinction: Clarity, Creativity, Communication, and Customer Experience Focus. For agency owners, the practical test is simple: can a right-fit prospect explain why your agency is meaningfully valuable without comparing your deliverables and price to everyone else? In this conversation, Stephen Woessner and Hannah Roth ask Scott how agencies move from sameness…to differentiation…to Distinction…and ultimately toward transcendence. How does an agency become unmistakably valuable? 1. Move beyond being different Scott makes an important distinction between difference and Distinction. Being different only gives the prospect another attribute to compare. Distinction creates a meaningful preference because the agency's value is relevant to the buyer and reinforced through the buyer's experience. That begins with Clarity. Agency leaders need to define what they stand for, what they stand against, and what they intentionally will not do. The answer cannot be a general claim such as "we care more" or "we provide better service." Those phrases are easy for competitors to repeat and difficult for prospects to evaluate. Scott's sharper question is whether the agency can identify something the client values…then deliver that element in a uniquely valuable way. The idea itself may be imitated. The discipline, consistency, and experience surrounding it are much harder to reproduce. If a prospect can only explain the difference by comparing services and prices, the agency has not yet made its strategic value unmistakable. 2. Design the experience horizontally Scott explains that agencies usually organize themselves vertically by department. The client does not experience those departments separately. The client experiences the agency horizontally…from the first email to the proposal, kickoff, strategy, delivery, reporting, invoicing, and renewal. That means one strong strategist or account lead cannot carry the entire promise. Every handoff either reinforces the agency's Distinction or weakens it. Scott also draws a useful boundary around AI. Technology can improve research, communication, and execution. But, as he says during the episode, "AI is artificial intelligence…not artificial wisdom." The wisdom to interpret a buyer's situation, make a judgment, and create a meaningful human experience remains the agency's responsibility. His second line makes the assignment even clearer: "Tasks are for technology. Experiences are for humans." Use AI to improve the work…then use human discernment to make every important interaction feel relevant, congruent, and worth continuing. Your client does not experience your departments. Your client experiences one agency. 3. Align the promise with the performance Scott's fourth cornerstone is Customer Experience Focus. His emphasis is not on occasional surprise-and-delight moments. It is on whether the agency's performance consistently matches the promise that attracted the client. Research by Ayelet Gneezy and Nicholas Epley reinforces the importance of promise keeping. Across three sets of experiments, breaking a promise was evaluated more negatively than keeping it, while exceeding a promise was not evaluated more positively than simply keeping it. The agency implication is significant. Underpromising is not a strategy for creating trust. It lowers the promise and can make the agency less compelling. Overpromising creates an expectation gap. The stronger approach is to make a clear, relevant promise…then design the operation so the client experiences that promise consistently. For Scott, that alignment is central to Distinction. The marketing, sales conversation, client experience, and delivery cannot tell four different stories. Distinction becomes believable when the promise and the performance match. How Enterprise Rent-A-Car made customer experience visible During the episode, Scott shares his direct experience helping Enterprise Rent-A-Car elevate customer service as a point of distinction. The breakthrough was not another unsupported claim about providing excellent service. Employees learned to tell specific stories about what exceptional service looked like in the field. Those stories made the standard concrete, teachable, and repeatable. That example matters for agency owners. A claim invites comparison. A specific story gives the buyer evidence. When prospects can see how your team thinks, how it responds, and how it delivers…the agency's Distinction becomes easier to recognize. What you'll learn in this episode: How sameness, differentiation, Distinction, and transcendence differ Why "different" can leave an agency trapped in comparison How the Four Cornerstones of Distinction apply to an agency Why AI should improve tasks without replacing human wisdom How to evaluate the client experience across departmental handoffs Why promise-performance alignment strengthens trust How stories make strategic value visible and memorable How to test your agency's Distinction this week Clarify what your agency stands for. Write one sentence stating what you believe, what you oppose, and what you intentionally will not do. Name one client-valued element. Identify the part of your approach that clients value most…then define how every department will reinforce it in a uniquely valuable way. Audit the horizontal experience. Walk from first contact through renewal and find the handoff where the experience no longer matches the promise. Continue the Authority-to-Demand conversation In Susan Baier's Agency Core research conversation, Susan explains why agencies know the playbook but are not consistently running the plays…including the work required to demonstrate specialized strategic expertise. In Erik Jensen's episode on how proof activates demand, Erik shows how visible patterns of evidence help a right-fit prospect trust what will happen next. In Stephen Woessner's foundational solocast on how Demand turns Authority into action, Stephen maps the Authority-Demand Ecosystem™ and explains why trust is the bridge between being known and being chosen. Explore the complete In-Demand Agency Podcast archive. Research notes and sources 1. Scott McKain's current work and credentials Scott McKain, official website. Scott's official site documents his work on distinction and customer experience, his current role at High Point University, and his Professional Speakers Hall of Fame and Sales and Marketing Hall of Fame recognition. 2. Scott McKain's books and the Four Cornerstones Scott McKain, Business Books on Distinction. Scott's official books page lists seven books and identifies Create Distinction as the source of the Four Cornerstones of Distinction. 3. Clarity, Creativity, Communication, and Customer Experience Focus Scott McKain, "The Importance of Creating Distinction for Individual Professionals". Scott explains the four foundational cornerstones and how they shape preference. 4. Agency Core 2026 differentiation research Agency Core, Agency Leaders See the Path. Now Walk It! The Agency Core 2026 Research Report, 2026. The report shows that 50% of agencies cited demonstrating differentiation as a pressing challenge in 2026, up from 33% in 2025. 5. Promise-performance research Ayelet Gneezy and Nicholas Epley, "Worth Keeping but Not Exceeding: Asymmetric Consequences of Breaking Versus Exceeding Promises", Social Psychological and Personality Science, 2014. Across three sets of experiments, broken promises were evaluated more negatively than kept promises, while exceeded promises were not evaluated more positively than promises that were simply kept. Resources: Download The Distinction Scorecard Visit Scott McKain's official website Explore Scott McKain's books on Distinction Read the Agency Core 2026 research report Listen to Erik Jensen explain how proof activates demand Explore the In-Demand Agency Podcast archive Your right next step Download The Distinction Scorecard and take three minutes to score your agency across Clarity, Unique Value, Transformative Communication, Horizontal Experience, and Promise and Performance. Then share the scorecard with your leadership team. Compare the scores…identify the weakest area…and select one improvement to make before your next right-fit prospect enters the agency's ecosystem. Onward with gusto! About Scott McKain Scott McKain is a bestselling author, business advisor, and professional speaker whose work helps organizations create Distinction, deliver exceptional customer experiences, and build lasting relevance. He is an In Residence Expert on Distinction and Relevance at High Point University and has been inducted into both the Professional Speakers Hall of Fame and the Sales and Marketing Hall of Fame. Scott has written seven books, including Create Distinction, ICONIC, The Ultimate Customer Experience, and Beyond Distinction. His Four Cornerstones of Distinction…Clarity, Creativity, Communication, and Customer Experience Focus…provide the central framework for this episode.

  2. Sep 2

    EP 6: Predictive ROI CEO Stephen Woessner Pinpoints What Turns Trust Into Demand

    A prospect can trust your agency…and still not take the next step. That gap between trust and action is where demand is either activated or lost. In this solocast, Predictive ROI CEO Stephen Woessner connects new research on AI-mediated B2B buying with the Heath brothers' work in Made to Stick and Jonah Berger's barrier-removal framework in The Catalyst. The result is a practical way to diagnose three places where trust can fail to become demand: your expertise is invisible, curiosity is opened without enough depth, or an unresolved barrier keeps the buyer from moving. Quick answer: Trust turns into demand when a right-fit buyer can find your expertise, understand the value behind it, see credible proof, and take a next step without unnecessary friction. For agencies, that means making the thinking visible before the sales conversation, pairing curiosity with depth, publishing proof that reduces uncertainty, and diagnosing the barrier that keeps the prospect from acting. Friends, authority earns attention. But attention by itself does not create movement. Your prospect may respect your agency. The team may trust your expertise. The decision may still go quiet because trust has not crossed the bridge into action. That is what you and Stephen will walk through in this episode. First, Stephen examines research from Harvard Business Review showing that B2B discovery, evaluation, and recommendation are moving into AI-mediated environments that companies do not own. That shift matters because a prospect may encounter an AI-generated explanation of your agency before ever reaching your website or speaking with your team. Then, Stephen connects that new buying environment to two well-established bodies of work. Made to Stick explains how curiosity earns and holds attention. The Catalyst explains why more facts and harder pushing often fail to create change…and why removing the hidden barrier can. Taken together, those sources reveal three breakdowns agency leaders need to diagnose. What turns trust into demand? 1. Make your expertise visible before the conversation AI is becoming part of how B2B buyers discover firms, compare options, and shape their shortlists. Harvard Business Review describes discovery, evaluation, and recommendation moving into environments that companies neither own nor fully understand. In my opinion…this means trust is now being built earlier, farther upstream, and sometimes without your agency in the room. If your expertise is buried inside a sales deck, locked behind a form, or explained only during a live conversation, a right-fit prospect may never see enough evidence to include your agency in the first place. The first job is to make your thinking findable, understandable, and credible before the prospect initiates contact. That includes the questions your best prospects ask, the frameworks your team uses, the proof behind those frameworks, and the outcomes your agency has helped create. 2. Pair curiosity with depth Chip and Dan Heath write that ideas become more memorable when they are simple, unexpected, concrete, credible, emotional, and carried through stories. They also explain that sustained curiosity comes from systematically "opening gaps" in an audience's knowledge and then "filling those gaps." Opening the gap earns attention. Filling the gap earns confidence. If an agency publishes an intriguing headline but the content underneath is thin, generic, or disconnected from proof, the audience feels the promise but never receives the depth. That is the difference between content that is prolific and content that is profound. Curiosity opens the door. Depth gives the prospect a reason to stay. Proof gives the prospect a reason to believe. 3. Remove the barrier instead of pushing harder Jonah Berger's The Catalyst argues that change is not created by adding more pressure. It is created by identifying and reducing the barrier that stands in the way. Berger starts with two questions: "Why haven't they changed already? What's stopping them?" His REDUCE framework identifies five common barriers: Reactance, Endowment, Distance, Uncertainty, and Corroborating Evidence. For an agency prospect, the barrier may be uncertainty about the outcome. It may be attachment to the status quo. It may be distance between the change your agency is recommending and what the prospect believes is possible. Or the buyer may need to hear the same truth from more than one credible source. More information does not always solve that. More pressure rarely solves it. Your next step is to diagnose the barrier…and then architect the conversation, proof, or experience that reduces it. An example from the field My Predictive team and I worked alongside an agency that had built significant authority. The agency was well-known, respected, and trusted. But the team was still framing its value around deliverables. The work changed when the conversation shifted from what the agency produced to what became possible because of the agency's thinking. A client later said: "We went from spending $20,000 a year to $420,000 because we finally understood what was possible." The authority was already there. The shift in framing made the value visible. The proof reduced uncertainty. The next step felt grounded in an outcome instead of a list of deliverables. Excellence in action. What you'll learn in this episode: How AI-mediated research is changing when and where B2B trust is formed Why being respected is not the same as activating demand How to make your agency's expertise findable and credible before a sales conversation Why the curiosity gap must be followed by depth, specificity, and proof How the REDUCE framework helps diagnose what is keeping a right-fit prospect from acting Why stories, research, and corroborating evidence make the Trust Bridge visible Three questions your team can use to find the breakdown between authority and demand Three questions to use with your team Bring these questions into your next content, biz dev, or leadership meeting: Can a right-fit prospect find our best thinking before speaking with us? Look at the questions prospects ask, the sources AI tools cite, and the clarity of the pages, episodes, videos, and proof assets they can reach. After we earn curiosity, do we provide enough depth and proof to build confidence? Review whether your content teaches the method, shows what changed, and gives the audience a credible next step. What barrier is keeping the prospect from acting? Diagnose reactance, attachment to the status quo, distance, uncertainty, or the need for corroborating evidence before adding more pressure or information. Continue the Authority-to-Demand series Episode 6 brings together the opening arc of The In-Demand Agency Podcast. Use the sequence below to see how the full system connects. Start with Episode 1, where Stephen maps how demand turns authority into action. Revisit Episode 2, where Hannah Roth explains the gap between being admired and being chosen. Listen to Episode 3, where Erik Jensen deconstructs how proof activates demand. Study Episode 4, where Susan Baier explains why agencies know the playbook but are not running the plays. Use Episode 5, where Libby Stinson shows how purposeful questions build trust and demand. You can also browse every current episode in the IDA Podcast archive. Research notes and sources 1. Generative AI and B2B buying decisions Amit Joshi, Ivy Buche, and Caroline Schwaer, "How Gen AI is Disrupting B2B Buying Decisions," Harvard Business Review, June 12, 2026. HBR's summary states that generative AI is changing B2B buying by "shifting discovery, evaluation, and recommendation into AI-mediated environments that companies neither own nor fully understand." 2. Generative readiness and the executive response The HBR article's executive response addresses the need to rethink go-to-market strategy for AI-mediated discovery. The recommendations Stephen examines include coordinating narratives, creating machine-readable content, strengthening credibility signals, and monitoring how AI systems represent the brand. For additional context from one of the authors, read Amit Joshi's public explanation of the research and its B2B implications. 3. Made to Stick Chip Heath and Dan Heath, Made to Stick: Why Some Ideas Survive and Others Die. The authors' official site identifies the book as a New York Times and Wall Street Journal bestseller and describes its focus on why ideas are understood, remembered, repeated, and capable of changing behavior. 4. The six SUCCESs traits In the Heath brothers' official introduction to Made to Stick, they summarize the checklist as a Simple Unexpected Concrete Credentialed Emotional Story, forming the acronym SUCCESs. Stanford Graduate School of Business describes the same six traits as simplicity, unexpectedness, concreteness, credibility, emotions, and stories. 5. The curiosity gap The Heath brothers write that we can engage curiosity over time by systematically "opening gaps" in an audience's knowledge and then "filling those gaps." Read the full passage in the official Made to Stick introduction. 6. The Catalyst Jonah Berger, The Catalyst: How to Change Anyone's Mind. Berger's official site identifies the book as a New York Times and Wall Street Journal bestseller and summarizes its central idea: successful change is not about pushing harder. It is about removing barriers, reducing friction, and lowering the hurdles to action. 7. The REDUCE framework In Berger's Wharton article, "How to Change Anyone's Mind," he asks: "Why haven't they changed already? What's stopping them?" He then explains five recurring barriers: Reactance, Endowment, Distance, Uncertainty, and Corroborating Evidence. Together, they form REDUCE. 8. Scott McKain and Distinction Scott McKain's website opens with the statement "If Customers Can Compare You, They Can Replace You" and describes his Beyond Distinction work as helping organizations

  3. Aug 26

    EP 5: Predictive ROI Strategist Libby Stinson Examines How Purposeful Questions Build Trust and Demand

    What if the most important question in your next biz dev conversation isn't the one you prepared in advance? What if it's hiding inside the answer your prospect just gave you? Friends, that's exactly what my Predictive ROI teammate Libby Stinson and I are going to deconstruct in this episode of The In-Demand Agency Podcast. Libby is a strategist here at Predictive ROI, but before joining our team, she spent years in law enforcement followed by a decade conducting forensic interviews. She has hundreds of hours of training in interviewing, linguistics, memory, and questioning techniques — and thousands of hours putting those skills into practice in the field. And as Libby discovered when she entered the agency world, those skills translate extraordinarily well into biz dev conversations. Because here's the reality: your prospects are not natural narrators. They summarize. They give you headlines like, "Sales have been slow," "Our marketing isn't working," or "Most of our business comes from referrals." Those are answers — but they're not the whole story. The real story is underneath the surface. And if you and your team don't know how to ask purposeful questions, listen carefully to what comes back, and follow the clues inside those answers, you risk prescribing a solution before you truly understand the problem. Libby calls this "Don't waste the answer." Every answer your prospect gives you leaves clues. Instead of thinking about question number two while your prospect is still answering question number one, Libby teaches us how to stay curious, listen for those clues, and let the answer determine where the conversation goes next. Libby also walks us through three powerful question openings: "Take me back," "Looking back," and "How did you decide?" Each serves a different purpose — helping your prospect move from generalizations into specific experiences, identify patterns, and unpack how previous decisions were made. And when you do that well, something important happens. You stop sounding like every other agency running through a standard discovery-call checklist. Instead, you create an experience that makes a prospect think, "That felt different. No one has asked us that before." That's differentiation. That builds trust. And that's part of how your agency moves from authority to demand. So grab your notebook because Libby gives us a framework you and your team can put into practice during your very next biz dev conversation. What you'll learn in this episode: Why prospects naturally summarize instead of telling you the whole story How to follow the clues in every answer instead of jumping to your next question, possibly wasting your prospect's answers How "Take me back," "Looking back," and "How did you decide?" uncover deeper insights Why words like "usually," "always," "never," and "pretty good" signal there's more to explore How purposeful questions create trust, differentiation, and help turn authority into demand Resources: Free Download: Don't Waste the Answer Diagnostic(opens in new tab) Visit our new Predictive ROI website(opens in new tab) Connect with Libby Stinson on LinkedIn(opens in new tab) Find our mini workshops and trainings on YouTube

  4. Aug 19

    EP 4: Agency Research Pioneer Susan Baier Uncovers Why Agencies Know the Playbook But Are Not Running the Plays

    In the first three episodes of The In-Demand Agency Podcast, we explored the Authority-Demand Ecosystem, the Trust Bridge, and how proof helps your right-fit prospects move from admiring your expertise to choosing your agency. Today, we're taking that conversation into the data. Joining me is Susan Baier, Founder and CEO of Audience Audit and co-founder of Agency Core, one of the largest ongoing studies of agency leaders in our industry. Susan has surveyed more than 1,200 agency leaders across three years of Agency Core research, and her findings helped spark the genesis of this podcast. One of the clearest insights from the 2026 study is also one of the most sobering: More than half of agency leaders can identify the strategies they need to improve pipeline, revenue, and reputation, yet fewer than 17% are fully implementing them. Agencies know the playbook. They simply aren't running the plays. Susan deconstructs the gap between recognition and action, why being great at what you do is no longer enough, and how agencies can build a trusted reputation for specialized strategic expertise before a prospect ever reaches out. We also explore the optimism paradox inside the agency world. While many agency leaders feel uncertain about AI, differentiation, and the future, the client data tells a much more encouraging story. There is tremendous opportunity in front of agencies that are willing to stop sitting still, claim their expertise, and put what they already know into action. What you'll learn in this episode: The jaw-dropping implementation gap – why knowing the right strategy is not the same as executing it How trusted reputation creates differentiation Why clients value specialized strategic expertise What separates Confident Differentiators from struggling agencies Why "knowing without acting" will put you at risk (there's hard data to prove it) Resources: Audience Audit(opens in new tab) Agency Core(opens in new tab) Find Susan on LinkedIn

  5. Aug 12

    EP 3: Predictive ROI President Erik Jensen Deconstructs How Proof Activates Demand

    Friends, Last week in episode 2 of the podcast , Hannah Roth and I took you deeper into the Authority-Demand Ecosystem and why being seen as smart is no longer enough. Today, we're going another layer deeper into the invisible structure connecting authority to demand: The Trust Bridge. Joining me is my business partner, Predictive ROI President and COO Erik Jensen. Erik is one of the chief architects of the Authority-Demand Ecosystem, and trust has been a red thread running through his work for nearly two decades. Erik and I deconstruct why proof matters so much when your prospects are deciding whether to move from thinking, "Wow, these people are smart," to "Wow, I cannot lose them." Your right-fit prospects are looking for patterns. They want evidence that what you've done successfully in the past can be repeated for them in the future. Your job is to make the case easy for them to see. And the more specific, visible, and consistent that pattern becomes, the easier it is for them to trust you. What you'll learn in this episode: Why authority and trust aren't the same thing How consistent proof creates patterns your prospects can trust Why specificity strengthens your Trust Bridge How transitional moments move prospects closer to demand Resources: Free Download: The Demand Activation Diagnostic Visit our new Predictive ROI website Connect with Erik Jensen on LinkedIn Find our mini workshops and trainings on YouTube

  6. Aug 5

    EP 2: Predictive ROI CSO Hannah Roth Reveals The Gap Between Being Admired and Being Chosen

    Last week on the inaugural episode of The In-Demand Agency Podcast, we explored why authority, by itself, is no longer enough to drive agency growth. This week, we're taking that conversation several layers deeper. Joining me is my business partner and Predictive ROI Chief Strategy Officer, Hannah Roth. Hannah is one of the sharpest strategic thinkers I've ever worked alongside. As a data scientist by trade, she has an extraordinary ability to uncover patterns others overlook and challenge assumptions with research-backed insights. For this episode, we tackle one of the biggest shifts happening in agency business development today. It's no longer enough for prospects to think, "These people are smart." The real question is whether your expertise gives buyers the confidence to say, "I cannot lose them." Hannah unveils "The Authority-Demand Ecosystem"—the often-missed gap between being admired and being chosen. She deconstructs how to cross that gap using research-backed steps from the real trenches. We also discuss why AI has fundamentally changed the value of knowledge, why simply creating more content is becoming less effective, and what agencies must do instead if they want to build trust that converts into demand. What you'll learn in this episode: Why expertise alone is no longer enough to earn new business The difference between being prolific and sharing something profound The Authority-Demand Ecosystem: what it is, why it matters, and how to use it Why the "Trust Bridge" is the critical connection between being respected and being chosen How questioning assumptions leads to stronger recommendations and better outcomes Resources: Website: https://predictiveroi.com/ LinkedIn: https://www.linkedin.com/in/hannah-roth-387a6b223/ YouTube: https://www.youtube.com/@PredictiveROI

  7. Jul 29

    EP 1: Predictive ROI CEO Stephen Woessner Shares How Demand Turns Authority Into Action

    Friends…welcome to the inaugural episode of The In-Demand Agency Podcast. For this first episode, it is just you and me. No guest. I wanted to peel back the curtain on our thesis for the new show in full transparency…and begin helping you and your agency move from authority to demand. Over the last 18-24 months, my Predictive team and I have observed a shift in the field. Agencies that have done the hard work of building an authority position—teaching, sharing generously, and earning attention are still struggling to activate latent demand. Building an authority position is the ante in the business development game of today. In this episode, you and I are going to walk through what we've started calling "The Authority-Demand Ecosystem." You and I will sketch out the difference between a prospect saying, "Wow, these people are smart" and a prospect saying, "Wow, I cannot lose them." I will also share a story from the field about an agency owner who was already doing the work, but needed to make it purposeful. And we will connect that story to three specific research insights from Harvard Business Review, Edelman-LinkedIn, and Agency Core that shed some light on the situation. What you'll learn in this episode: How to sketch and diagnose your own Authority-Demand Ecosystem The critical difference between the Authority side and the Demand side of the ecosystem Why the "Trust Bridge" is the invisible structure that separates being respected from being chosen How to take your content engine that is already running and make it more strategic so it helps your prospects walk across your Trust Bridge The three third-party research insights that show how B2B buyers are making decisions before they ever speak to you Resources mentioned in this episode: Agency Core 2026 Findings Edelman-LinkedIn B2B Thought Leadership Impact Study Harvard Business Review: Has AI Ended Thought Leadership (article) If this episode has been helpful…my Predictive team and I would be grateful if you subscribed to the podcast and left us a rating and review. It only takes about 30 seconds, and you'll be helping other agencies find these conversations. Onward with gusto!

  8. Jun 30

    The In-Demand Agency Podcast Trailer

    The In-Demand Agency Podcast Coming Soon!

  • 8 Episodes

Ratings & Reviews

5
out of 5
3 Ratings

About

For the last four years, the Sell with Authority podcast focused on one core idea…how to help agencies earn trust before asking for the sale. And it worked. Agencies that chose a niche, committed to a point of view, and taught what they know in service of the right audience became recognized. Their thinking traveled. And prospects began to show up more prepared, more confident, and more aligned. But over time, a pattern emerged inside the Predictive Lab. Agencies that had built an authority position no longer struggled to be seen. They struggled with creating and activating demand. Prospects knew them. Respected them. Even believed they were the right agency to choose. And still…they waited. Authority earns attention. But demand…demand is what turns that attention into action. The In-Demand Agency Podcast picks up exactly where that realization begins. Each episode of the In-Demand Agency Podcast deconstructs the science of demand…from behavioral psychology, decision-making research, and the cross-industry strategies behind why B2B buyers make decisions. We interview the world's leading behavioral scientists, global agency network leaders, and strategists from industries far beyond ours…voices you may have never heard but who are reshaping how demand works. Then we translate their insights directly into the agency world. Think of it as the "Harvard Business Review" for agency owners who are done with guesswork and ready for growth. The In-Demand Agency Podcast is hosted by Stephen Woessner, CEO of Predictive ROI. If the conversation around how to create intrigue, curiosity, and desire with intention so you activate demand, choose the clients you want to work with, and so you can reach your biz dev goals faster resonates with where you are and where you're headed…we'd love for you to join us here.

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