Becoming Preferred

Michael Vickers
  • 5.0 (6)
  • ENTREPRENEURSHIP
  • UPDATED WEEKLY

In this informative and practical podcast, Michael and his guests share the latest strategies and tactics to help you become the preferred provider (the emotional favorite) in the markets you serve. The key insights and strategies discussed, come from Michael's experience working with many of the finest brands in business today and his guest interviews will inspire you, educate you, and give you the tools you need to be successful in today's turbulent and competitive marketplace.

  1. Allan Kreda - Gold Medals, Stanley Cups and Creating Miracles with Persistence

    3D AGO

    Allan Kreda - Gold Medals, Stanley Cups and Creating Miracles with Persistence

    SEASON: 6 EPISODE: 2 Episode Overview: Welcome back to Becoming Preferred, the podcast dedicated to uncovering the strategies that make entrepreneurs and professionals the emotional favorite in the markets they serve. Today, we’re shifting our focus from the boardroom to the hockey rink, but the lessons remain intensely relevant. Our guest today is Allan Kreda, a seasoned journalist with nearly two decades covering finance and the NHL for giants like the Associated Press, the New York Times and Bloomberg News. Allan has mastered the art of extracting the core truth, whether from a quarterly earnings report or a locker room. He’s here to talk about his latest project: the book, Ken Morrow: Miracle Gold, Four Stanley Cups, and a Lifetime of Islanders Hockey. Morrow is one of the most uniquely accomplished athletes in history, winning the Olympic 'Miracle on Ice' gold, and the Stanley Cup in the same year. We aren't here just for hockey stories, though. Allan's journey from investigative journalist to co-author provides a blueprint for every professional. Join me for my conversation with Allan Kreda. Guest Bio: Allan is a storyteller, author, and speaker who deeply values empathy and connection. Specializing in biographical storytelling, he seeks to ask the right questions and attentively listen to his subjects in order to craft accurate and heartfelt stories that honor their experiences. Growing up in Brooklyn in the 70s, Allan developed a strong passion for hockey. He fondly recalls attending New York Rangers games with his father and brother, witnessing legendary players like Jean Ratelle, Vic Hadfield, and Rod Gilbert taking the ice. This formative experience instilled in him a lifelong love for the sport and a commitment to sharing the stories of those who have dedicated their lives to the game. Resource Links: Website:  https://www.allankreda.com/Product Link: https://www.amazon.com/Ken-Morrow-Miracle-Lifetime-Islanders/dp/1637276435 Insight Gold Timestamps: 03:27 The professor at the time said, well, you've got to do something in the real world 04:51 I've always been about the long game, like long process, practice and process and incremental progress 07:58  What was the core compelling narrative gap that you identified that made this book a necessary project? 10:50  All he did is work at it, and quietly excel 11:22 That was 1980 with the Miracle on Ice 13:55  Memories vary 16:45  You can get involved with that story and then the lessons are learned 18:39  They might not always like it, but they can trust it 21:03 There's no limit to research 22:42 You started by listening, not interviewing 26:50  You kind of know when you have it, and you know when you don't quite have it 29:32 She was going through it with a different eye 31:30  If you're working with someone at a publishing house that's working with you, you're 80% there 32:06  It's like the endless term paper that never ends 34:44  Playing through pain, uncomplaining, and for the team 36:07  Always turning the page, always looking to the next game, thinking long term, not fearing losing 40:24  The perseverance sort of creates moments of happenstance 40:38  True success is really defined by compound persistence and consistency 41:17 The book is called Ken Morrow: Miracle Gold, Four Stanley Cups and a...

    44 min
  2. Bennett Maxwell - Deeper Than Dough: Building Wealth Without Sacrificing Your Mental Health

    NOV 3

    Bennett Maxwell - Deeper Than Dough: Building Wealth Without Sacrificing Your Mental Health

    SEASON: 6 EPISODE: 1 Episode Overview: Welcome to Becoming Preferred, the podcast for entrepreneurs and business leaders dedicated to building a life of purpose and prosperity. Today, we have a guest whose journey proves that the most valuable lessons are often learned in the fire. My guest is Bennett Maxwell, a serial entrepreneur who went from door-to-door selling to building a nationwide franchise empire with Dirty Dough. He's a master of turning adversity into a competitive advantage, navigating a high-profile legal battle that ultimately propelled his brand into the national spotlight.  But his story is more than just business. Bennett is an advocate for mental health and believes that true success is about building a business that supports your life, not consumes it. Today, we're talking about how he built a franchise system from the ground up, the critical mindset shifts required for explosive growth, and why he’s now focused on helping other entrepreneurs find their path to financial freedom. Get ready to learn the business playbook from a man who's seen it all. Join me for my conversation with Bennett Maxwell. Guest Bio: Bennett Maxwell is an entrepreneur and investor that likes to move fast and grow with other like-minded leaders. Bennett is a serial entrepreneur, franchise mentor and mental‑health advocate. After exiting multiple companies (including Dirty Dough Cookies), Bennett now helps aspiring entrepreneurs build wealth through franchising while staying mentally resilient. Resource Links: Website: https://bennettmaxwell.com/Product Link: https://bennettmaxwell.com/franchise/  Insight Gold Timestamps: 03:31 I had purchased Dirty Dough with the intent of franchising it 05:54  Even working within an organization, you can still be an intrapreneur 07:19 T he emotion's typically attached with the journey rather than the destination 09:22 A lot of people  are chasing the thing that's going to fix their life 12:21  I've contemplated bankruptcy more days than I want to admit 14:39  I hired really good advisors that had been in the game 17:40  I guess the new mission statement is freedom from constant thought to live a life of ease and gratitude 22:46  I've always been able to do what I need to do whenever I need to do it 25:58  I couldn't fully enjoy it because I could never be present 29:54  Tell everybody what you're doing and try to find really good advisors 34:10 What are your goals? 35:54  it's really hard, I think to start something, because you just don't know what you don't know 38:29 Your website bennettmaxwell.com Connect Socially: LinkedIn: https://www.linkedin.com/in/bennett-maxwell-703717126/ Twitter: https://x.com/bennettmaxwell0?lang=en TikTok: https://www.tiktok.com/@bennettmaxwell35 YouTube: https://www.youtube.com/channel/UCyho7xB9vJbK7lsYCKz0iYw Instagram: a...

    40 min
  3. Greg Licciardi - The Modern-Day "Holy Grail" of Marketing

    OCT 27

    Greg Licciardi - The Modern-Day "Holy Grail" of Marketing

    SEASON: 5 EPISODE: 36 Episode Overview: Welcome back to the Becoming Preferred podcast, where we help you become the emotional favorite in your market. Today we are in for a masterclass on a topic that is the very foundation of all business success: marketing. My guest is someone who has spent his entire career at the intersection of brand strategy, consumer behavior, and marketing innovation. We have the privilege of sitting down with Greg Licciardi. As the Vice President of Sponsorships and Partner Programs at the Association of National Advertisers, the ANA, he works with some of the most influential brands in the world, helping them elevate their campaigns and connect with their audience. With an MBA from Fordham and over a decade of experience as an Adjunct Professor of Marketing, he’s not just a practitioner; he's an educator who understands the principles behind what works. He’s also the author of the new book, The Holy Grail of Marketing. From American Express to Univision, Greg has consistently delivered award-winning results and today he's here to share his hard-won wisdom with all of us. Get ready to rethink how you approach your marketing efforts. Join me for my conversation with Greg Licciardi. Guest Bio: Greg Licciardi received his MBA from Fordham University and his undergraduate degree from Rutgers University. He has been an Adjunct Professor of Marketing at Fordham and Seton Hall universities for the past ten years. As Vice President of Sponsorships and Partner Programs at the ANA, Association of National Advertisers, he consults with leading brands on how to elevate their marketing campaigns using the ANA's vast resources and events. He has also held senior leadership roles at American Express, Univision and Worth Media Group where he has won numerous awards. Resource Links: Website: https://holygrailofmarketing.com/Product Link: https://www.amazon.com/Holy-Grail-Marketing-Greg-Licciardi/dp/B0F8KP9TNK/ref=sr_1_1?crid=4EP267K9ERYG&dib=eyJ2IjoiMSJ9.gylKSSBpgd1EJTYsGOSWvsJ-OmqnSJ8W62eDJe8pD3d7tcz7MXDrpeX9AtE_ziw1KqzF_wMbRCy4EPL2ypRVQq4nYCMnoAOSol0dAEWtqSGlh9vfeJ74nYHuWGWqmlIKw3W-DIs  Insight Gold Timestamps: 03:37 This is a really good question because marketing has changed greatly 06:11 Your book is entitled The Holy Grail of Marketing 07:19 I  started researching other companies that were doing it really well 10:06 My goal with the book is to make it the must read modern day marketing book 11:08  I love the whole point of the right message at the right time, with the right individual and in the right environment 12:04  That's the positive side of AI, personalization with authenticity 14:18  How can we stop the customer from burning calories? 16:18 In that chapter I write about how sales and marketing are increasingly converging 21:10 I still teach the four Ps of marketing: Price, Product, Placement, and Promotion 23:30  I write about that in the book. I'm so happy you brought that up...the why 24:24  He calls it, What's your because? 25:30  A lot of today is about storytelling 28:05  Brands can't lose sight of the value of brand purpose 30:26  One campaign doesn't fit all niches 33:02  You also have to be...

    39 min
  4. Mike Irving - What the Best Business Owners Do Differently

    OCT 20

    Mike Irving - What the Best Business Owners Do Differently

    SEASON: 5 EPISODE: 35 Episode Overview: Welcome back to the Becoming Preferred podcast! Do you ever feel like you've hit a ceiling in your business or career? You're successful, you've got a great team, but there's a nagging feeling that you're capable of more—if only you could get unstuck. Our guest to day understands that feeling better than anyone. He's the founder of Advanced Business Abilities, a coaching company built specifically for established business owners and professionals who are ready to b reak through to that next level of growth without sacrificing their health or their values. With over two decades of leadership experience—from launching his first business at 21 to managing a national sales force of over 300—he knows the entrepreneurial journey from the ground up. He's ditched the generic, one-size-fits-all approach to coaching in favor of something deeply personal and effective and he brings a refreshingly honest and grounded voice to the conversation, and he's here to help us do the work that actually works. Please join me for my conversation with the founder of Advanced Business Abilities, Mike Irving. Guest Bio: Mike Irving is the founder of Advanced Business Abilities, a coaching company designed for established business owners who know they’re capable of more—but haven’t yet found a support system that truly meets them where they are. With over two decades of leadership experience—from launching his first business at 21 to managing a national sales force of over 300—Mike understands the highs of entrepreneurial success and the hidden costs that often come with it: burnout, disconnection, and stalled progress. Frustrated by one-size-fits-all coaching programs that glossed over individual nuance, Mike set out to build something different. The result was Advanced Business Abilities: a coaching platform that combines deeply personal insight with practical, strategic execution. One of the unique aspects of ABA’s methodology is the Success Predictor Profile—a proprietary tool backed by 50+ years of scientific research—that helps easily and efficiently identify a person's strengths, weaknesses, and blindspots and allows ABA to give business owners a custom blueprint for growth, performance, and alignment. Today, Mike works with owners leading teams of 5 or more, who are not just chasing revenue but want to lead with integrity, improve decision-making, and grow without sacrificing their health or values. His approach resonates with founders who are practical, values-driven, and actively investing in their long-term success. Whether he’s coaching in a boardroom or speaking on a podcast, Mike brings a refreshingly honest, grounded voice to the leadership conversation—always focused on helping others do the work that actually works. Resource Links: Website: https://advancedbusinessabilities.com/Free Discovery Session: https://advancedbusinessabilities.com/individual-sales-coaching/ Insight Gold Timestamps: 03:36  I found a job that I could learn how to do, going door to door, doing sales and commission only 04:36  What does it take to be successful today? 08:19  If I have resistance within me, that resistance can and will activate resistance in the other person 08:40 You developed the Success Predictor Profile 12:28  It's kind of like looking at a person through the analogy of a helicopter 14:19  Identifying if there are blind spots in general, competency is super important 19:45  One of the things I was very interested in is what you call the...

    42 min
  5. Alan Gregerman - The Unconventional Power of Outside Perspectives

    OCT 13

    Alan Gregerman - The Unconventional Power of Outside Perspectives

    SEASON: 5 EPISODE: 34 Episode Overview: Welcome back to Becoming Preferred, the podcast where we talk to the people and hear the stories and insights that can help us build better professional and personal lives. Have you ever wondered what separates a good idea from a truly brilliant one? Or how some companies seem to effortlessly innovate while others struggle to survive? Our guest today has made it his life’s work to answer those very questions. Today, we're joined by Alan Gregerman, a renowned author, speaker, and consultant who believes we all have the capacity for genius. Alan isn't just about big ideas; he's about unlocking the incredible potential that exists within each of us and the organizations we're a part of. He’s going to share how a deeper understanding of ourselves and the world around us can lead to breakthroughs we never thought possible. Whether you're an entrepreneur looking for that next big idea or a business professional trying to foster a culture of innovation, this episode is packed with insights you won't want to miss. Get ready to rethink how brilliance actually happens and discover the keys to becoming more creative, innovative, and successful than you ever imagined. J oin me for my conversation with Alan Gregerman. Guest Bio: Alan Gregerman is an author, speaker, entrepreneur, consultant, teacher, researcher, and community volunteer who is constantly trying to figure out how to unlock the genius in all of us and all of the companies and organizations we work for.   Alan believes that we all have the ability to be way more creative, innovative, and successful than we ever imagined by having a better understanding of ourselves, the world around us, and how brilliance actually occurs. Resource Links: Website: https://alangregerman.com/Product Link: https://alangregerman.com/resources/ Insight Gold Timestamps: 05:00  I think it was your first book, The Necessity of Strangers came out in 2013 05:41  The simple notion that 99% of all new ideas are based on somebody's thinking 08:10  We're all innovative if we're curious 09:23  We often think about innovation as you know, who's got a brilliant idea 11:37  I would never start an innovative thinking session in a room with a bunch of people who come in with what they know and their expertise 13:55 I start with purpose 15:02  So, what you've done is you've paid to figure out how to be the best of the worst 16:50  I ask audiences sometimes when I'm speaking, what if Apple got into your business? What would that look like? 19:04  They need to put their best customers at the center of their business, and they need to design around them 23:34  What kind of questions should they be asking to gain truly valuable insights? 24:22 The second is what I call serendipity 25:17 Strangers matter because they think differently than I do and my friends do 27:35 We need to eat our lunch before someone else does 29:06  I don't think being clever and curious costs money 30:39  We're going to get out there and figure out how to be more amazing together 32:23 We can't behave as though the world is going to stand still 37:00  We have to create cultures in which we're open to these ideas and willing to give them a fair test 39:36  The reality is every business can sharpen its pencil 40:12  Releasing a new book called a...

    44 min
  6. Returning Guest, Cat Mulvihill – The Momentum Formula

    OCT 6

    Returning Guest, Cat Mulvihill – The Momentum Formula

    SEASON: 5 EPISODE: 33 Episode Overview: Welcome back to Becoming Preferred, the podcast dedicated to empowering you to become the preferred choice in your industry, your business, and your life. Today we're tackling a topic that is essential for every entrepreneur and business professional striving for significant growth: momentum. We all have ambitious goals, but sometimes the path forward feels muddled by roadblocks, self-doubt, or just plain inertia. How do you consistently take action that truly matters? How do you move forward with genuine clarity and unwavering confidence? Our guest today is an expert in exactly that. She helps individuals unlock their potential by teaching them how to build and leverage momentum. She's going to share actionable strategies to overcome those persistent roadblocks and propel you towards your most important objectives. Get ready to shift from dreaming to doing, with purpose and power. Please join me in welcoming the incredible Cat Mulvihill! Guest Bio: Cat Mulvihill is an acclaimed expert dedicated to helping business professionals and entrepreneurs transform their ambitions into tangible achievements. With a focus on "Using Momentum to Take Meaningful Action Towards the Goals That Matter," Cat empowers her clients to navigate challenges, conquer self-doubt, and consistently move forward with clarity and confidence. She understands the unique pressures faced by leaders and founders, providing practical, actionable strategies to overcome analysis paralysis, leverage small wins, and sustain progress even amidst demanding schedules. Through her insightful coaching and proven frameworks, Cat equips individuals to identify their true priorities, dismantle roadblocks, and build unstoppable momentum towards their most significant personal and professional aspirations. Discover more about her work and how you can build your own momentum at CatMulvihill.com. Resource Links: Website: https://catmulvihill.com Product Link: https://catmulvihill.com/work-with-me/ Insight Gold Timestamps: 02:12 In 2024, I finally was diagnosed with ADHD 05:17 This idea of the Momentum Formula and that there are three different roadblocks and then there are three different approaches 07:32 You've got Method, Mode and Mindset 10:14 A lot of people know what to do, but they don't actually have a method or a plan in place 11:57 I call it BEEP: Biology Expectations, Environment, and Preferences 12:39 We all naturally either meet or resist expectations 16:18 I think where traditional advice starts to fail us is that they don't look at the why not 19:38 How important is it to have a clarity of your values and your mindset and linking that behavior to values? 22:45 I believe we all have blind spots 26:44 There was still a cost because the indecision was a cost 28:40 Over time, your preferences may change 30:32 H ow do I make it shiny and new? 32:36 I have actually reached out and said to another person, Hey, do you wanna be an accountability buddy on this? 34:47 I think that it's really important to embrace discernment 36:13 Your intuition's really quiet and fear is really loud 37:37 Are there specific practices you recommend for revitalization? 40:20 When you start to focus on some of those foundational habits... 43:25 Stay curious and to sort of step into the role of an observer 45:02 The website's catmulvihill.com Connect Socially: LinkedIn: a...

    46 min
  7. Peggy Sullivan – How to Beat the Busyness Addiction

    SEP 29

    Peggy Sullivan – How to Beat the Busyness Addiction

    SEASON: 5 EPISODE: 32 Episode Overview: Welcome back to the Becoming Preferred podcast, the show dedicated to helping you achieve more and reach your highest potential. Today, we have an incredible guest who is going to challenge everything you think you know about success and productivity. In our fast-paced world, we're taught that being busy is a badge of honor, but what if that very belief is holding you back from your true potential? Our guest is here to show us a new way. Peggy Sullivan is a renowned keynote speaker, author, and researcher who has dedicated her life to helping individuals and Fortune 500 companies break free from the "hustle culture." As a self-proclaimed "busyness addict in recovery," Peggy has developed a transformative, research-backed methodology called the "Busy Busting Framework," which she outlines in her latest book, Beyond Busyness: How to Achieve More with Less. Get ready to rethink your approach to work and life, as Peggy shares her powerful insights on how to achieve peak performance without sacrificing your well-being or happiness. Join me now for my conversation with Peggy Sullivan. Guest Bio: Peggy Sullivan is a renowned keynote speaker, author, researcher, and expert in the field of overcoming busyness and achieving peak performance. With years of extensive research and a transformative methodology, Peggy has helped individuals and organizations unlock their true potential without compromising well-being or happiness. Her research-backed framework has been successfully implemented by numerous individuals, teams, and Fortune 500 companies, including Google, Bank of America, Blue Cross BlueShield, and Ingram Micro. Driven by her mission to shift the narrative from busy to fulfilled, Peggy is dedicated to empowering individuals and businesses to prioritize meaning and happiness over the Huscle Culture. In her latest book, "Beyond Busyness: How to Achieve More with Less," she teaches her signature Busy Busting Framework, a practical three-step methodology that has already benefited thousands, guiding them away from the busy treadmill and towards a life filled with intention, fulfillment, and remarkable outcomes. Resource Links: Website: https://www.peggysullivanspeaker.com/Product Link: https://www.amazon.com/Beyond-Busyness-Achieve-Doing-Less%EF%BB%BF/dp/B0DGMPZTBG  Insight Gold Timestamps:   01:23 I think you wrote your book, Achieve More by Doing Less. Break Free From the Busyness Trap, for me 03:22 I had four wake up calls 05:55 My dad and his family escaped the Holocaust 07:44 I knew I had a problem, but I didn't know what the solution was 09:10 We identified 25, what we call busy habits, low value activities 09:53 Whenever you're trying to change an addictive behavior, you have to replace it with dopamine 11:04 An interesting concept that you introduced was the concept of time poverty 11:44 We forget about how busyness impacts our colleagues, our friends, our workers, our families 13:52 And there are so many "times sucks" 15:20 It takes the average person 23 minutes to reclaim the mental state that they were in 17:52 I researched over 12,000 people to understand what values equate to quality of life 19:35 How do we get our mojo working in the right direction? 20:20 Being in customer service is a really hard job 22:07 I believe that values are very universal 25:01 In 2023 you came out and created the busy report 28:07 It takes daily...

    37 min
  8. Amy Kemp – Are Your Thought Habits Holding You Back?

    SEP 22

    Amy Kemp – Are Your Thought Habits Holding You Back?

    SEASON: 5 EPISODE: 31  Episode Overview: Welcome back to Becoming Preferred, the podcast for professionals and entrepreneurs who are ready to build their expertise and dominate their industry. Have you ever felt like you're doing all the right things, but still not getting the results you want? What if the key to unlocking your next level of success isn't about working harder, but about understanding the invisible habits of thought that are running the show? Our guest today is a world-class expert on this very topic. She is a best-selling author of the book I See You. Her work is all about helping individuals and organizations achieve more without burning out by aligning their thoughts with their goals. She is on a mission to help people get out of their own way so they can build a life and a business they love. Please join me for my conversation with Amy Kemp. Guest Bio: Amy Kemp is the owner and CEO of Amy Kemp, Inc. In her work within this growing company, Amy helps leaders and business professionals understand how deeply “thought habits” impact every part of their work and lives. As a certified Habit Finder coach, Amy has led over 400 female business leaders through a four-month small group engagement called Encounter. This experience is designed to help clients replace subconscious thought habits that are no longer serving them with more healthy ones. She has worked through the Habit Finder curriculum with hundreds of leaders in one-on-one settings and with leadership teams at small and large companies. In addition, Amy teaches two engaging online courses each year in the fall and spring that are designed to challenge and expand her clients’ understanding of themselves and to welcome new, curious people into the scope of her work. Some of the most popular topics in her library of offerings are “Money Is a Mirror” and “A Boundary Is Not a Wall.” Finally, with the launch of her first book, I See You: A Guide for Women to Make More, Have More, and Be More – Without More Work, on February 29, 2024, Amy has created an opportunity for everyone to learn and engage with her and the principles that guide her coaching.  Resource Links: Website: www.amykemp.comProduct Link: https://amykemp.com/habit-finder-assessment/  Insight Gold Timestamps: 03:47 Nobody in here is smarter than anyone else 07:24 Your work really revolves around the idea fundamentally that thought creates habit, and habit creates results 09:30 We're hardwired to survive 10:35 In the title of your book, I See You, A Guide for Women to Make More, Have More and Be More...Without More Work 12:04 The core message of the book is that you can't outwork your thought habits 12:51 Women generally still carry the absolute majority weight of the unpaid labor in our world 14:40 If in fact you're choosing to do the unpaid labor... 16:40 I think families are businesses 18:50 There has to be an intentional division of that labor that isn't just falling on one person 21:23 Your work with the Habit Finder Assessment is really the cornerstone of your coaching 23:25 Everyone has a wall when you first encounter them 24:50 You need to have more guilt free play 27:11 That's the kind of energy that grows a business or that grows your leadership 31:20 If you want to sustain any kind of discipline in that way, it has to be connected to a deeper value or a deeper purpose 31:35 Playtime is an investment in growing my income and...

    41 min
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About

In this informative and practical podcast, Michael and his guests share the latest strategies and tactics to help you become the preferred provider (the emotional favorite) in the markets you serve. The key insights and strategies discussed, come from Michael's experience working with many of the finest brands in business today and his guest interviews will inspire you, educate you, and give you the tools you need to be successful in today's turbulent and competitive marketplace.

Information

  • Creator
    Michael Vickers
  • Years Active
    2022 - 2025
  • Episodes
    182
  • Rating
    Clean
  • Copyright
    © Copyright 2025 Michael Vickers
  • Show Website
    Becoming Preferred

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