How do you prepare a first-time leader to succeed when everyone’s watching?

In this episode of Leveraging Thought Leadership, Bill speaks with Noel Massie, former VP of US Operations at UPS and author of the upcoming book "Congrats, You've Been Promoted "(June 2025). Noel spent his distinguished career at UPS mentoring new leaders and guiding them through the challenging transition from individual contributor to manager. Recognizing a critical gap in available resources specifically designed for newly promoted frontline leaders, he decided to write the book he wished he'd had earlier in his career.

Noel introduces powerful frameworks, including the "4 by 5 method" and the "BEST principle," designed to help young leaders navigate complex leadership moments confidently. Drawing on his experiences—such as leading teams where individuals often had decades more experience—he highlights the essential role clear communication and defined expectations play in managing teams effectively.

Throughout our conversation, Noel underscores the responsibility of seasoned executives to engage directly with frontline staff, nurturing the next generation of leaders through active mentorship. He shares personal stories that reveal why mentorship and leadership development became not just his professional focus, but his enduring passion long after retirement.

This episode offers invaluable insights for leaders at any stage, emphasizing that great leadership is fundamentally about investing in others.

Three Key Takeaways:

• Leadership Development Requires Intentionality - Effective leadership doesn't happen by accident. Leaders must intentionally communicate their values, clearly define expectations, and invest in ongoing training, especially for newly promoted managers stepping into challenging roles for the first time.

• Mentorship is Central to Successful Leadership - Great leaders actively mentor their teams, engaging directly with individuals regardless of their position within the organization. Noel emphasizes that the greatest legacy a leader can leave is measured by the success of the leaders they help develop.

• Practical Frameworks Empower New Leaders - Noel's "4 by 5 method" and "BEST principle" offer structured, actionable guidance for handling difficult leadership moments. These frameworks help young leaders maintain control, build their confidence, and foster positive team dynamics—critical elements for successful frontline leadership.

If you enjoyed this conversation on how to successfully prepare new leaders and the importance of mentorship, I highly recommend going back to our very first episode featuring Chester Elton. Chester dives deep into how recognition, mentorship, and intentional leadership practices shape thriving organizational cultures. Together, these two episodes offer powerful insights and actionable strategies for building and supporting effective leaders at every level of your organization.

How do you build genuine trust when AI-driven automation floods our lives?

In this engaging episode of Leveraging Thought Leadership, I sit down with Ashley Faus, author of "Human Centred Marketing: How to Connect with Audiences in the Age of AI", to explore the irreplaceable role of authentic human connection in today's tech-heavy marketing landscape. Ashley argues that while AI can streamline content creation and amplify messaging, the core elements of trust—authenticity, empathy, and credibility—can only be forged through real human interactions.

We discuss practical ways marketers can move beyond outdated funnel approaches, introducing Ashley's innovative "Content Playground" framework, designed to engage audiences dynamically rather than forcing them down a rigid path. Ashley also shares insights on her "Four Pillars of Thought Leadership," providing a clear structure for developing credible, authentic voices that stand out even in a crowded digital space.

Highlighting real-world examples, Ashley demonstrates how AI often falls short in understanding nuanced human preferences and emotions, reinforcing the need for marketers to maintain strong, direct relationships with their audiences. Ultimately, she makes a compelling case for why embracing our human quirks and personal authenticity is essential for lasting audience connection in the AI era.

Three Key Takeaways:

• Human Connection is Irreplaceable: Despite the efficiencies AI can offer, true marketing success hinges on authentic human connection and trust—something automation simply cannot replicate.

• Shift from Funnels to Playgrounds: Marketers should move away from rigid funnel-based approaches and instead adopt dynamic, audience-centric strategies, like Ashley’s "Content Playground," which encourages organic exploration and engagement.

• Authenticity Drives Thought Leadership: Building credibility in thought leadership requires authenticity and empathy, grounded firmly in genuine interactions and consistent personal voice, elements AI struggles to mimic convincingly.

If you enjoyed Ashley's insights on human-centered marketing and building authentic trust in the age of AI, I highly recommend checking out Peter Winick's conversation with Bill Bice in Episode 157. Bill offers valuable perspectives on how data-driven content marketing and analytics can illuminate the customer journey, reinforcing Ashley's points on authenticity and meaningful audience connection. Together, these episodes provide a comprehensive view of modern marketing, blending human empathy with smart, strategic insights.

Give it a listen!

What if your next client already feels like they know you—before you’ve ever spoken a word?

This week on Leveraging Thought Leadership, Peter talks with Jim Schleckser, founder of The CEO Project, a peer advisory group for high-performing CEOs. Jim shares insights from advising over 125 CEOs across 40 states, leading organizations with revenues from $25 million to over $2 billion. His unique perspective offers a window into how top leaders are using thought leadership as both consumers and creators.

We dig into why CEOs crave curated content that helps them grow—and why books and podcasts still dominate their learning habits. Jim explains how the right idea, delivered through the right channel, can build trust and drive decisions long before the first handshake. We explore how CEOs and their teams are becoming more intentional about content creation—not for vanity metrics, but to attract the right clients, partners, and talent.

Jim also unpacks the shifting role of AI in content development. As more companies turn to AI for marketing output, he challenges us to think deeper: What’s your human layer of insight that the algorithms can’t replicate?

This episode is packed with practical takeaways for CEOs, content creators, and thought leaders who want to build meaningful influence, not just volume.

Three Key Takeaways:

• Quality Over Quantity in Thought Leadership
CEOs aren’t looking for mass appeal—they want relevant insights from trusted sources. Thought leadership that resonates with a niche but high-value audience can drive business results far more effectively than chasing viral reach.

• Books and Podcasts Still Matter
Despite the flood of digital content, CEOs continue to prioritize books and podcasts as their go-to learning tools. These formats allow for deeper engagement and often serve as catalysts for future business relationships.

• AI Is a Tool, Not a Strategy
While AI can assist in generating content, it can’t replace the value of human insight. Leaders must use AI thoughtfully—adding expertise and perspective—to ensure their thought leadership remains authentic and impactful.

If you found Jim Schleckser’s insights on high-impact, CEO-focused thought leadership valuable, you’ll want to check out Episode 498 with Will Milano. Will shares how organizations can turn their senior leaders and subject-matter experts into trusted voices of authority—without relying solely on the CEO. Together, these episodes explore how to scale thought leadership, deepen trust, and focus on quality over quantity. Don’t miss it!