Why Executives Lose Deals: The Left Brain Trap

Jeremy Connell-Waite, Global Communications Designer at IBM and author of "The 109 Rules of Storytelling," joins the show to reveal why smart executives fail at persuasion.In this conversation, we explore the data behind failed pitches. Jeremy shares how he coached an executive who was losing 4 out of 5 deals to competitors—despite being eloquent, experienced, and well-paid. By mapping every word they used, Jeremy discovered they were trapped in left-brain communication: logic, ROI, and technical specs. Missing entirely? The emotional connection that drives decisions.You'll walk away with Jeremy's 6-part framework that balances left-brain content (inform, educate, solve) with right-brain storytelling (inspire, excite, challenge), the Jane Goodall principle of "one sermon, 52 ways to preach it," and how to structure 90-minute business presentations like blockbuster movies using Blake Snyder's Save the Cat method.GUEST BIO & LINKSJeremy Connell-Waite is a Global Communications Designer at IBM, speechwriter for executives, and author of "The 109 Rules of Storytelling." He's trained with Al Gore as a Climate Reality Leader and created IBM's Communications Thinking™ system—using AI and neuroscience to help leaders tell better stories.Connect with Jeremy:LinkedIn: www.linkedin.com/in/jeremypaulwaiteWebsite: betterstories.org (400+ free storytelling resources)Book: "The 109 Rules of Storytelling"Podcast: "The Truth in Ten"Blog: jeremy.earthBOOKS MENTIONED:"Emotional Intelligence" by Daniel Goleman"Neuroscience for Leadership" by Tara Swart"Emotional Ignorance" by Dr. Dean BurnettHarvard Business Review Emotional Intelligence Box Set"Save the Cat" by Blake Snyde"The Creative Act" by Rick RubinABOUT THE SHOWChief Story Officer is a podcast about how stories drive strategy, not just communication. Host Rob D. Willis talks with executives and thought leaders about the moments where the right message changed everything.Real stories. Real impact. Every two weeks.CONNECT WITH ROBWant frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"→ subscribepage.io/robdwillisConnect with Rob:Website: robdwillis.comLinkedIn: linkedin.com/in/robdwillisInstagram: @robdwillisTikTok: @robdwillisSubscribe to Chief Story Officer wherever you listen to podcasts.