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Mark Jones empowers storytelling for leaders, helping them master impactful narratives to build brands that inspire change. Speaker bio. Storytelling Mindset Expert Mark Jones is a Certified Speaking Professional (CSP), Bestselling Author + Journalist. His signature keynote - Get fired up, not burn out - blends stagecraft, humour, and raw vulnerability with unforgettable clarity on the power of a storytelling mindset to lead well . Mark brings three decades of global journalism and corporate experience at the top echelons of industry, advising blue-chip brands on how to shift beliefs and behaviour using proven models of brand storytelling, now applied to individual stories. Now, he wants to get inside your head and help rewrite the stories holding you back from believing in your capacity to grow, thrive, and lead well, even through crises and constant change. A Certified Speaking Professional (CSP) and bestselling author of THE STORY CODE and Beliefonomics , Mark is known for creating keynote moments people talk about long after the event. Get in touch

GenAI has amplified risk at scale. Mark's compelling, clear and entertaining keynote clarifies the Gen AI story for directors, CEOs and senior leaders. He shares tools, frameworks and case studies to help organisations keep control, innovate and stay ahead of the growth curve. Technology Keynote Who's leading who? Navigating the AI revolution and keeping control. Gen AI is rapidly transforming how businesses operate, innovate, and compete. It's both awe-inspiring and worrying for senior leaders. Are we still in control, or are the machines taking over? It's never been more important to get this right. Senior leaders are managing risks now amplified at unimaginable scale by invisible agents. In this compelling and entertaining keynote, Mark grounds leaders in reality and future possibilities with a 101 breakdown. He explores how AI systems like chatbots, creative AI tools, and automation technologies work and clarifies AI's current capabilities and limitations. He's uniquely qualified for the job: A former IT editor at the Financial Review, senior journalist in Silicon Valley, a company director and professional speaker who's educated leaders on tech innovation and disruption since the early 2000s. You’ll leave this session with actionable insights, grounded in strategic storytelling, to help you frame AI as an enabler of innovation – not a threat. Get ready for practical tools, case studies and frameworks to help organisations develop a proactive strategy for leading teams and customers through this revolution with confidence and clarity. Audience impact Understand Gen AI’s core functionality and practical applications relevant to your business. Learn how to integrate AI into your operations while maintaining human oversight and leadership. Develop a confident and proactive AI leadership mindset. Key themes Gen AI, innovation, technology, governance, leadership, professional development. Audiences Senior leaders, managers, business owners, sales and marketing professionals. Industries Customised for corporate, tech, real estate, business, government and social sectors. Formats 30-45 min keynote or virtual event. Ask about optional half-day workshop. Outcomes Identify limiting beliefs. Inspired and equipped to rewrite or reclaim your story. Contact Mark to discuss

Ever wondered what truly sets top leaders apart? Is it just their experience, or is there something more? From my own journey and countless conversations with senior leaders, I’ve found that coaching for executives plays a pivotal role in shaping not just careers but entire organisations. Let’s dive into why this is such a game-changer. Why Executive Coaching Is More Important Than Ever Leadership today isn’t what it used to be. The pace is faster, the stakes are higher, and the pressure? Well, it’s relentless. So, how do leaders keep their edge without burning out? That’s where coaching steps in. Think of coaching as your personal GPS in the complex world of leadership. It helps you navigate challenges, spot opportunities, and avoid costly detours. But it’s not just about problem-solving. It’s about unlocking potential you didn’t even know you had. For example, I once worked with a CEO who was struggling with self-doubt. Through targeted coaching, she transformed her internal narrative, gaining confidence that rippled through her entire team. The result? A 30% increase in team productivity and a renewed company culture. Key benefits of coaching for executives include: Enhanced self-awareness and emotional intelligence Improved decision-making skills Greater resilience under pressure Stronger communication and influence Clearer vision and strategic focus Coaching session setup for executives How Executive Coaching Programs Drive Real Change You might be asking, “What exactly happens in these executive coaching programs ?” Great question! These programs are designed to be highly personalised, focusing on your unique challenges and goals. Here’s a typical flow: Assessment - Understanding your leadership style, strengths, and blind spots through tools and feedback. Goal Setting - Defining what success looks like for you personally and professionally. Action Planning - Creating a roadmap with clear, achievable steps. Ongoing Support - Regular sessions to reflect, adjust, and celebrate progress. One memorable case was a senior executive who wanted to improve team engagement. Through coaching, he learned to listen more actively and delegate effectively. Within months, his team’s morale soared, and turnover dropped significantly. The beauty of these programs is that they don’t just scratch the surface. They dig deep into mindset shifts, behavioural changes, and leadership habits that stick. The Ripple Effect: Beyond the Individual Leader Here’s something I find fascinating: the impact of coaching doesn’t stop with the executive. It cascades through the entire organisation. When a leader grows, their team grows. When a leader gains clarity, the company gains direction. Imagine a senior executive who, after coaching, starts fostering a culture of openness and innovation. Suddenly, employees feel safe to share ideas, take risks, and collaborate more effectively. The result? Increased creativity, faster problem-solving, and better business outcomes. This ripple effect is why investing in coaching is not just a personal development expense. It’s a strategic business decision. Executive leading a team meeting after coaching Practical Tips to Maximise Your Coaching Experience If you’re considering coaching or already on the journey, here are some tips to get the most out of it: Be open and honest : Coaching works best when you’re willing to be vulnerable and transparent. Set clear goals : Know what you want to achieve and communicate it clearly. Commit to action : Coaching is not passive. You need to apply insights and try new behaviours. Seek feedback : Ask your coach and colleagues for honest feedback regularly. Reflect often : Take time to think about what’s working and what’s not. Remember, coaching is a partnership. The more you invest emotionally and mentally, the richer the rewards. Embracing the Future of Leadership Growth So, what’s next for leaders who want to stay ahead? The future is all about continuous learning and adaptability. Executive coaching programs are evolving to include digital tools, peer learning, and even AI-driven insights. But at its core, the essence remains the same: transforming your internal story to unlock your full potential. As Mark Jones highlights in his work, changing the narrative you tell yourself can be the key to overcoming self-doubt and driving growth. If you’re ready to take that step, remember that coaching is not a sign of weakness. It’s a bold move towards becoming the leader you were meant to be. There you have it - a deep dive into the impact of coaching for executives. It’s more than just a buzzword; it’s a powerful catalyst for change. So, what’s holding you back from exploring this path? Your next breakthrough might just be one coaching session away.

I've spent decades working in storytelling, marketing and communications. And if there's one recurring problem I've seen it's the question of clarity . As consumers, we're easily confused and distracted. The field of behavioural economics teaches us we humans are inconsistent, emotional and would rather not think too hard. And this is precisely the opposite of what most business owners, CEO and even some sales and marketing leaders believe to be true. There's a persistent myth people are rational, clear-thinking decision makers. Just show me your features and benefits and I'll buy your product. Wrong. Brands invariably have complex products, services and ideas. We're easily tempted to throw all these big ideas at consumers and hope for the best. No clarity, focus or strategic intent. I think about this clarity question as lack of Billboard Thinking . Can you glance at a headline, a picture or advertisement and get it straight away? If your idea fails the Billboard Thinking test it's probably not simple, clear or focused enough. So that idea was the professional spark behind writing the book. I also had a personal drive worth mentioning. What, exactly, is a good story? I wanted to know at a deeper level. Discover storytelling's heartbeat, as it were. Fast-forward to 2020 This thinking inspired three years of research, practical work with clients and a good chunk of writing time. I wrote Beliefonomics: Realise the True Value of Your Brand Story to help organisations leverage the power of storytelling to achieve business growth by connecting with customer beliefs.   It contains the Beliefonomics Brand Storytelling Framework which I've used in workshops and brand strategy projects with clients across four continents. Beliefonomics aligns an organisation's core narrative (its Brand Story) with the belief systems of its target audience, fostering deeper connections and ultimately influencing customer behaviour to drive tangible results. Read on for the summary and FAQ. Beliefonomics book summary Beliefonomics presents a structured framework, the Beliefonomics Brand Storytelling Framework, which emphasises the importance of aligning organisational beliefs with customer beliefs to drive growth.   The framework encompasses three key journeys: the Belief Journey, the Brand Journey, and the Channel Journey.   The Belief Journey explores how customers' beliefs evolve through various stages, from unbelief to belief.   The Brand Journey examines an organisation's history and evolution, highlighting key moments and narratives.   The Channel Journey focuses on selecting the most effective media channels to connect with customers and deliver compelling brand stories.   When leaders take time to understanding these journeys and integrate them into a unified Brand Story, businesses can create powerful Belief Moments that resonate with customers on an emotional and cognitive level, fostering trust, loyalty, and ultimately, growth. The book offers practical examples, case studies, and actionable advice for businesses of all sizes, demonstrating how to leverage the power of storytelling to achieve both commercial success and meaningful impact. FAQ   1. What is Beliefonomics?   Beliefonomics is a brand storytelling framework that helps organisations and individuals realise the true value of their story. It's a structured process that combines the customer Belief Journey, the Brand Journey, and the Channel Journey.   Beliefonomics helps companies uncover their core beliefs, understand their customers' beliefs, and use those insights to create compelling stories that resonate with their target audience and ultimately drive growth.     2. Why is storytelling important in business?   Storytelling is crucial for businesses because it appeals to both the heart and mind, creating an emotional connection with the audience while also conveying information. This duality is essential for driving growth, as it influences behaviour change more effectively than simply presenting facts or figures. In a marketplace saturated with options, a compelling story can differentiate a brand, build trust, and foster long-term customer loyalty.     3. What is a Belief Moment, and why is it important?   A Belief Moment is a specific instance where a story shifts someone's belief from one state to another. It's a point where a narrative resonates so deeply that it changes the way someone thinks or feels about a brand, product, or idea.   Belief Moments are crucial because they bridge the gap between simply hearing a message and internalising it as a belief. This shift in belief is often what drives customers to take action.     4. What are the stages of the customer Belief Journey?   The customer Belief Journey outlines the different stages a person goes through as their beliefs are challenged and reshaped. It consists of:   Control:  Where individuals hold firm beliefs and are resistant to change. Reconsider:  Openness to exploring different perspectives and questioning existing beliefs. Stress:  The realisation that previous beliefs might be flawed, leading to uncertainty and a desire for resolution. Seek:  Actively searching for information and solutions that align with their evolving beliefs. Truth:  Accepting a new set of beliefs based on gathered information and perceived value. Belief:  Complete integration of the new belief, becoming an advocate and sharing it with others.   5. How can understanding the Belief Journey improve marketing efforts?   By mapping their target audience's position on the Belief Journey, businesses can tailor their marketing messages to address specific customer beliefs and doubts.   This targeted approach leads to more effective communication, as it speaks directly to the audience's current mindset.   Understanding the emotional triggers and motivations at each stage allows marketers to craft Belief Moments that resonate and guide customers towards a desired action, ultimately increasing conversion rates and fostering brand loyalty.     6. What is the Brand Journey, and how does it contribute to effective storytelling?   The Brand Journey outlines the different stages a company goes through, from its origin to its ultimate destiny. It typically includes:   Origin Story: The captivating tale of the company's beginnings, its founders, and their vision. Vision Story:  A clear articulation of the company's aspirations, what it aims to achieve, and its impact on the world. Growth Story: Showcasing the company's achievements, milestones, and how it's fulfilling its vision. Trials Story: Acknowledging challenges and setbacks, demonstrating resilience, and the lessons learned. Truth Story:  A moment of reflection, evaluating progress, and reaffirming core values. Destiny Story: The ultimate realization of the company's vision and its legacy.   Understanding the Brand Journey allows organizations to identify compelling narratives within their own history and communicate them authentically to their audience.     7. What is the Channel Journey and why is it an important consideration?   The Channel Journey maps out the various media channels that connect a brand with its customers. It acknowledges that different platforms resonate with different audiences and that a multi-faceted approach is often required for a successful marketing strategy.   From owned media like websites and social media to paid advertising and earned media coverage, strategically choosing and integrating these channels ensures the right message reaches the right audience at the right time.     8. How does Beliefonomics connect to the concept of "purpose-driven" brands?   Beliefonomics aligns with the growing trend of "purpose-driven" brands by emphasising the importance of aligning a company's core beliefs with its actions and messaging.   This approach acknowledges that modern consumers are increasingly drawn to brands that stand for something beyond profit. By clearly defining and communicating their beliefs, organisations can attract like-minded customers, fostering stronger connections and loyalty.   This authenticity resonates more powerfully in today's marketplace, where consumers are bombarded with advertising and sceptical of inauthentic messaging.

Beliefonomics highlights the critical role media channels play in amplifying a brand's story and fostering those pivotal "Belief Moments" that can sway customer perception and behaviour. It includes a framework called the Channel Journey, urging businesses to carefully consider which channels best suit their objectives and target audience.   Notably, it's not about utilising every available channel, but rather about selecting the most effective channel for a particular stage of the customer journey and refining the storytelling approach within that specific medium.   Let's explore the four primary media channels discussed in the book:   Earned Media This encompasses traditional media outlets such as newspapers, television, radio, magazines, and their online counterparts. Earned media's effectiveness hinges on understanding the beliefs and biases of both the media outlets and their audiences. For instance, pitching a story about the environmental benefits of a new product might resonate more strongly with a publication known for its environmental advocacy. So careful consideration of these nuances is needed to maximize the impact of earned media outreach. Ongoing innovations in this sphere, such as AI-generated content and interactive live streams, indicating an evolving landscape.   Shared Media This refers to social media platforms where content is rapidly disseminated and consumed. Challenges remain inherent in building a brand presence on "rented land" – platforms owned and controlled by third parties. Be careful about over-investment, instead focus on a strategy that prioritises building an email list to maintain a direct line of communication with customers. Meanwhile, stay connected to the evolving landscape of influencer marketing and adopt a strategic approach that involves careful vetting, platform-specific strategies, and a focus on collaborations that provide measurable value. The dominance of paid social media is also discussed, emphasising the need to factor in paid campaigns to achieve significant reach and engagement.   Owned Media This category encompasses any media channel directly owned and managed by the brand, such as company websites, blogs, newsletters, events, podcasts, and even brand-funded documentaries. The book underscores the significant growth of owned media, particularly within the realm of content marketing. It highlights successful examples of brands leveraging owned media to tell compelling stories, such as Patagonia's use of documentaries and Vans' creation of engaging video series on their respective YouTube channels. The book also champions the potential of owned media to cultivate deeper customer relationships by providing a platform for authentic storytelling that goes beyond traditional marketing messages.   Paid Media This encompasses all forms of advertising, ranging from traditional print and broadcast media to digital display ads, paid search, and paid social media campaigns. The book emphasises the importance of a holistic approach that integrates research, creative execution, media buying, and robust measurement. It discusses the growing emphasis on demonstrating a tangible return on investment, with marketers increasingly focused on connecting paid media efforts to concrete outcomes like website conversions and sales. Additionally, the sources note a renewed interest in long-term brand building through paid media, suggesting a shift away from the solely short-term focus often associated with digital campaigns.   Taking action Beliefonomics ultimately advocates for a strategic approach to media channel selection, driven by a deep understanding of both the customer's Belief Journey and the organisation's Brand Journey. By identifying the target audience's current beliefs and their position within the Belief Journey framework, and then aligning those insights with the most compelling aspects of the brand's story, businesses can choose the most impactful media channels to tell their story.