Getting Senior Leaders to Optimal Performance and Sustainable Growth Without Burnout

You’re capable, experienced, and used to handling pressure. Yet certain moments quietly destabilise even strong leaders.
► When you step into a new role and realise the rules have changed
► When a restructuring, missed promotion, or sudden shift knocks confidence more than you admit
► When performance still looks “fine”, but decision-making feels heavier and slower than it should

These moments don’t look dramatic from the outside. 
They look like coping.

And this is where many leaders hesitate —
waiting for clarity to return on its own,
until the cost shows up as loss of judgment, credibility, or energy.

👉 This is where my work begins.
I partner with senior leaders and leadership teams during high-stakes transitions — where clarity, authority, and direction matter more than speed.

My clients typically come to this point when they need to:

✔️ Make clear, grounded decisions under pressure 
✔️ Re-establish authority and presence in a new or changing role 
✔️ Navigate career transitions or restructuring without loss of momentum 
✔️ Lead teams through complexity, transformation, or sustained change 
✔️ Perform at a high level without sacrificing health, focus, or integrity

I bring 17+ years of experience from Fortune 500 organisations (P&G, General Mills, GSK, Syngenta), combined with professional executive coaching and mentoring (ICF PCC, EMCC SP). 

I understand the realities of senior leadership — competing priorities, political complexity, and the expectation to “hold it together” while everything shifts.

My clients often describe the biggest shift not as improved performance alone — but as clearer thinking, steadier confidence, and the ability to lead without constantly operating in reactive mode.

If you’re navigating a meaningful transition — whether you’re still in role or between chapters — and sense that waiting is no longer the right strategy, you’re welcome to message me here on LinkedIn to explore whether working together makes sense.

— 
🌐 tatianarueff.com 
📩 tatiana@tatianarueff.com 

For organisations, I also design and deliver senior leadership workshops and keynotes on leading through high-stakes transitions — enabling sustainable performance, clarity, and resilience under pressure.

Tatiana Rueff

𝐓𝐡𝐞𝐫𝐞’𝐬 𝐚 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐜𝐞 𝐛𝐞𝐭𝐰𝐞𝐞𝐧 𝐭𝐡𝐢𝐧𝐤𝐢𝐧𝐠 𝐦𝐨𝐫𝐞
𝐚𝐧𝐝 𝐭𝐡𝐢𝐧𝐤𝐢𝐧𝐠 𝐜𝐥𝐞𝐚𝐫𝐥𝐲 𝐞𝐧𝐨𝐮𝐠𝐡 𝐭𝐨 𝐚𝐜𝐭.

Most of the leaders I work with aren’t stuck 
because they are not thinking enough.

They see what’s no longer working.
They understand the implications.
They have ideas to test.
They’ve thought it through - repeatedly.

What’s missing isn’t insight.

It’s a space where clarity turns into decisions,
and decisions turn into movement -
without rushing, proving, or forcing outcomes.

Some moments don’t need more effort.
They need the right kind of containment.

P.S. If something you’ve been circling feels ready to be addressed, this is the kind of transition that benefits from the right container.

Partnering with Leaders through High-Stakes Transitions | Clear Decisions & Sustainable Growth under Pressure | Executive & Leadership Transition Coach (ICF PCC) | Ex-Fortune 500

Tatiana Rueff, Executive and Leadership Transition Coach, standing in a snowy mountain village, looking calmly at the camera, with alpine houses and snow-covered peaks (Mont Blanc) behind her on a clear winter day.

𝐓𝐡𝐞 𝐡𝐚𝐫𝐝𝐞𝐬𝐭 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐚 𝐜𝐚𝐫𝐞𝐞𝐫 𝐭𝐫𝐚𝐧𝐬𝐢𝐭𝐢𝐨𝐧
𝐢𝐬 𝐧𝐨𝐭 𝐤𝐧𝐨𝐰𝐢𝐧𝐠 𝐡𝐨𝐰 𝐥𝐨𝐧𝐠 𝐢𝐭 𝐰𝐢𝐥𝐥 𝐭𝐚𝐤𝐞.

Between roles many leaders feel an invisible clock ticking.

They don’t want to rush.
They don’t want to repeat old patterns.
But they also don’t want to get stuck.

So they stay busy instead.

Networking.
Thinking.
Sending applications daily.
Scrolling LinkedIn.

Yet the discomfort isn’t really about time.
It’s about not having enough structure for the transition.

Without that, even thoughtful leaders start doubting themselves.

This is where transitions quietly stretch longer than necessary -
not because skills are missing,
but because support is.

P.S. Being between chapters isn’t a gap to fill. 
It’s a phase to take seriously.

A quiet home office with a wooden desk by a window, a beige leather chair slightly pulled back, an open laptop displaying emails, a notebook and pen, a coffee mug, and a digital clock showing 13:30, suggesting a paused workday and time passing.

𝐋𝐢𝐟𝐞 𝐢𝐬𝐧’𝐭 𝐚 𝐪𝐮𝐢𝐞𝐭 𝐥𝐚𝐤𝐞.
𝐈𝐭’𝐬 𝐚𝐧 𝐨𝐜𝐞𝐚𝐧.

And waiting won’t make it calmer.

Many people are waiting.

Waiting for the market to improve.
Waiting for work to slow down.
Waiting for life to feel easier before they finally breathe again.

They hope the waters will calm.

But life is rarely a quiet lake.
Most of the time, it’s a wavy ocean - 
unpredictable, demanding, alive.

And while you’re waiting for perfect conditions,
your life is still passing by.

Sustainable growth doesn’t come from hoping the waves disappear.
It comes from learning how to surf.

From building balance, clarity, and resilience 𝘪𝘯𝘴𝘪𝘥𝘦 you -
so you can navigate change without burning out
and even enjoy the ride.

𝐓𝐡𝐞 𝐰𝐚𝐯𝐞𝐬 𝐚𝐫𝐞 𝐧𝐨𝐭 𝐭𝐡𝐞 𝐩𝐫𝐨𝐛𝐥𝐞𝐦.
𝐖𝐚𝐢𝐭𝐢𝐧𝐠 𝐟𝐨𝐫 𝐭𝐡𝐞𝐦 𝐭𝐨 𝐬𝐭𝐨𝐩 𝐢𝐬.

P.S. Where in your life are you still waiting for “better times”?

Guiding Senior Leaders & Teams Through Transitions | From Pressure to Clarity, Confidence & Sustainable Growth | Executive & Leadership Transition Coach (ICF PCC) | Ex-Fortune 500

A split image contrasting two approaches to challenge: on the left, a person stands at the edge of a turbulent ocean, watching the waves; on the right, a surfer actively rides a large wave, moving with strength and balance.

𝐁𝐮𝐫𝐧𝐨𝐮𝐭 𝐫𝐚𝐫𝐞𝐥𝐲 𝐬𝐭𝐚𝐫𝐭𝐬 𝐰𝐢𝐭𝐡 𝐞𝐱𝐡𝐚𝐮𝐬𝐭𝐢𝐨𝐧. 
𝐈𝐭 𝐬𝐭𝐚𝐫𝐭𝐬 𝐰𝐢𝐭𝐡 𝐦𝐢𝐬𝐚𝐥𝐢𝐠𝐧𝐦𝐞𝐧𝐭.

Many senior leaders don’t collapse.
They continue performing.

What changes first is something quieter.

Decisions take longer.
Recovery takes more effort.
Quality thinking time disappears.
Weekends bring more screen time than joy.

They tell themselves it’s temporary.
That pressure comes with the role.

Sometimes that’s true.
Often it’s a signal.

Sustainable growth isn’t about pushing less.
It’s about noticing when the cost is no longer worth the output.

That moment is easy to rationalise away -
until it forces a decision later, 
under worse conditions.

P.S. If the price of “doing well” has been rising for a while, it might be asking for your attention now.

Tatiana Rueff, executive and leadership transition coaching, seated on a wooden balcony overlooking snow-covered mountains and alpine houses, appearing thoughtful and composed in a calm winter setting.

𝐄𝐯𝐞𝐫𝐲 𝐩𝐫𝐨𝐦𝐨𝐭𝐢𝐨𝐧 𝐚𝐧𝐧𝐨𝐮𝐧𝐜𝐞𝐦𝐞𝐧𝐭 𝐨𝐧 𝐬𝐨𝐜𝐢𝐚𝐥 𝐦𝐞𝐝𝐢𝐚
𝐦𝐚𝐤𝐞𝐬 𝐬𝐨𝐦𝐞𝐨𝐧𝐞 𝐞𝐥𝐬𝐞 𝐪𝐮𝐢𝐞𝐭𝐥𝐲 𝐪𝐮𝐞𝐬𝐭𝐢𝐨𝐧 𝐭𝐡𝐞𝐢𝐫 𝐥𝐢𝐟𝐞.

Scroll through LinkedIn on any given day and you’ll see it.

New role announcements.
Promotions.
Bigger titles.
Public celebrations of progress.

Most people could make these updates invisible - 
but they don’t.

Because being seen, acknowledged, and validated matters.
That’s human.

What we don’t talk about enough is the other side of those posts.

The quiet comparison they trigger in leaders who are already carrying a lot.

𝘈𝘮 𝘐 𝘧𝘢𝘭𝘭𝘪𝘯𝘨 𝘣𝘦𝘩𝘪𝘯𝘥?
𝘞𝘩𝘺 𝘢𝘮 𝘐 𝘯𝘰𝘵 𝘵𝘩𝘦𝘳𝘦 𝘺𝘦𝘵?
𝘏𝘰𝘸 𝘥𝘪𝘥 𝘐 𝘦𝘯𝘥 𝘶𝘱 l𝘦𝘢𝘷𝘪𝘯𝘨 𝘮𝘺 𝘳𝘰𝘭𝘦 𝘸𝘩𝘪𝘭𝘦 𝘵𝘩𝘦𝘺 𝘴𝘵𝘦𝘱𝘱𝘦𝘥 𝘪𝘯𝘵𝘰 𝘮𝘪𝘯𝘦?
𝘞𝘩𝘢𝘵 𝘥𝘰𝘦𝘴 𝘵𝘩𝘪𝘴 𝘴𝘢𝘺 𝘢𝘣𝘰𝘶𝘵 𝘮𝘺 𝘷𝘢𝘭𝘶𝘦?

These questions don’t stop early in a career.

I hear them from VPs, CEOs, and founders -
especially in moments of transition.

The problem isn’t ambition.

The problem is the false idea that there’s a universal success ladder we’re supposed to follow.

There isn’t.

Careers are not straight lines.
They pause, accelerate, reset, and sometimes fall apart - 
often for reasons far beyond effort or talent.

When you measure yourself against someone else’s highlight reel, you risk seeing personal failure where there is none.

You’re not late.
You’re not early.

You are where your life has brought you - 
and you still get to decide what comes next.

𝐏.𝐒.  Which “should” have you been carrying that no longer serves you?

Man lying in bed at night looking at his phone, reflecting on social media comparison and career self-doubt.

𝐒𝐭𝐚𝐫𝐭𝐢𝐧𝐠 𝐚 𝐧𝐞𝐰 𝐫𝐨𝐥𝐞 𝐢𝐬 𝐦𝐨𝐫𝐞 𝐝𝐞𝐦𝐚𝐧𝐝𝐢𝐧𝐠 
𝐭𝐡𝐚𝐧 𝐦𝐨𝐬𝐭 𝐥𝐞𝐚𝐝𝐞𝐫𝐬 𝐞𝐱𝐩𝐞𝐜𝐭 𝐚𝐧𝐝 𝐭𝐡𝐞𝐫𝐞’𝐬 𝐚 𝐫𝐞𝐚𝐬𝐨𝐧.

It’s not because you’re unprepared.
Or lacking confidence.
Or suddenly less capable.

It’s because you’re stepping into a system that already exists -
with unspoken expectations, inherited dynamics, 
and histories you didn’t create.

You’re being read before you fully understand the context.
Your decisions matter before you’ve had time to see the full picture.

And the pressure to “add value quickly” is constant, 
even when no one says it out loud.

Most leaders respond by accelerating.

They work harder.
They say yes more often.
They try to prove themselves early.

But early overcompensation is how misalignment starts.

The leaders who land well do something different.

They slow their thinking before they speed up their actions.
They take time to understand what’s really being asked of them, 
not just what’s written.

They decide what not to change yet.

This isn’t about confidence.
It’s about orientation.

The first moves you make set patterns that last far longer than people expect.

P.S. If you’re stepping into something new and feel the pressure to get it “right” quickly, that’s not a flaw. It’s the moment.

A professional woman stands by a large window overlooking a lake and mountains, reflecting quietly before stepping into a new role.

𝐄𝐯𝐞𝐫𝐲𝐨𝐧𝐞 𝐧𝐨𝐭𝐢𝐜𝐞𝐝 𝐭𝐡𝐞 𝐬𝐮𝐧𝐠𝐥𝐚𝐬𝐬𝐞𝐬.
Very few talked about what that reaction reveals about leadership.

When Emmanuel Macron wore sunglasses indoors at Davos, 
the world listened - and still speculated.

And this is the interesting part:
an explanation had already been given.

It was presented as a benign eye issue -
nothing strategic, nothing symbolic.

Still -

Memes spread.
Commentary escalated.
The company behind the sunglasses saw its share price jump 28%.

Not because eyewear matters -
but because when a leader breaks an unspoken norm, 
explanation alone doesn’t stop interpretation.

This happens inside organisations every day.

A leader goes quiet.
Delays a decision.
Shows up differently than expected.

Even when there is a rational reason,
the system keeps reading signals.

Stories fill the gap:

– “Something’s off.”
– “A restructuring is coming.”
– “There must be more going on.”

The real risk for leaders isn’t deviation.
It’s assuming clarity has been received just because it was provided.

Strong leadership isn’t about over-explaining.

It’s about recognising when perception has momentum -
and choosing whether to actively frame it, hold it, or redirect it.

Because whether you intend it or not,
people are always reading the signals.

PS: Where have you seen a small, unintended leadership signal take on disproportionate meaning?

A pair of blue-tinted aviator sunglasses on a light background.

𝐈𝐧𝐬𝐢𝐠𝐡𝐭 𝐰𝐢𝐭𝐡𝐨𝐮𝐭 𝐚𝐜𝐭𝐢𝐨𝐧 𝐪𝐮𝐢𝐞𝐭𝐥𝐲 𝐞𝐱𝐩𝐢𝐫𝐞𝐬.

Many leaders value reflection.

They think deeply.
They notice patterns.
They see what’s no longer working.

And then… they wait.

They tell themselves they’re “not ready yet”.
That they need a bit more time.
That there’s something urgent to take care of first.
That they’ll figure it out.

But insight has a shelf life.

What starts as awareness slowly turns into friction.
The same questions resurface.
The same tension returns, just louder.

At some point, not acting costs more than acting.

The tricky part is that nothing breaks immediately.

You keep functioning.
You keep thinking about it.
You keep living your life.

But over time, the cost shows up elsewhere -
in energy, focus, and the quality of decisions.

That’s when waiting stops being a pause
and starts shaping the outcome.

P.S. If something has been unaddressed for a while, this might be the moment it’s asking for a different response from you.

A man at a home office desk looks at an hourglass as time passes, reflecting on decisions and waiting.

𝐓𝐡𝐞 𝐟𝐢𝐫𝐬𝐭 90 𝐝𝐚𝐲𝐬 𝐝𝐨𝐧’𝐭 𝐟𝐚𝐢𝐥 𝐥𝐨𝐮𝐝𝐥𝐲.
𝐓𝐡𝐞𝐲 𝐝𝐫𝐢𝐟𝐭.

Most leaders prepare hard for interviews.
Very few prepare for what comes after.

They step into a role already moving.
With inherited dynamics they didn’t design.
And expectations that aren’t fully spoken.

So they compensate early.

They try to add value fast.
They change things quickly.

And sometimes… 
they lock in patterns they later have to undo.

The leaders who land well don’t rush alignment.
They create space to think before they accelerate action.

That window is brief.
And often underestimated.

P.S. If you’ve recently stepped into a new role and feel the pressure to move fast, this is the moment I help leaders slow their thinking before their actions lock in.
You don’t need to navigate it alone.

A silhouetted man standing indoors by a window, looking out at blurred car lights moving quickly through the night, suggesting contrast between stillness and speed.

𝐘𝐨𝐮 𝐜𝐚𝐧 𝐛𝐞 𝐝𝐨𝐢𝐧𝐠 𝐰𝐞𝐥𝐥 𝐨𝐧 𝐩𝐚𝐩𝐞𝐫
𝐚𝐧𝐝 𝐬𝐭𝐢𝐥𝐥 𝐛𝐞 𝐩𝐚𝐲𝐢𝐧𝐠 𝐭𝐨𝐨 𝐡𝐢𝐠𝐡 𝐚 𝐩𝐫𝐢𝐜𝐞.

Many senior leaders look like they’re doing fine.

They deliver.
They show up.
They keep things moving.

But privately, the cost is rising.

More effort to stay focused.
More recovery time after non-stop meetings.
Less space to think clearly.

They tell themselves:

“𝘛𝘩𝘪𝘴 𝘪𝘴 𝘫𝘶𝘴𝘵 𝘢 𝘥𝘦𝘮𝘢𝘯𝘥𝘪𝘯𝘨 𝘱𝘩𝘢𝘴𝘦.”
“𝘐 𝘴𝘩𝘰𝘶𝘭𝘥 𝘣𝘦 𝘢𝘣𝘭𝘦 𝘵𝘰 𝘩𝘢𝘯𝘥𝘭𝘦 𝘵𝘩𝘪𝘴.”
“𝘖𝘵𝘩𝘦𝘳𝘴 𝘴𝘦𝘦𝘮 𝘵𝘰 𝘮𝘢𝘯𝘢𝘨𝘦.”

High performance can mask misalignment for a long time.

Until one day, the question shifts from

“𝘊𝘢𝘯 𝘐 𝘥𝘰 𝘵𝘩𝘪𝘴?”
to
“𝘋𝘰 𝘐 𝘸𝘢𝘯𝘵 𝘵𝘰 𝘬𝘦𝘦𝘱 𝘥𝘰𝘪𝘯𝘨 𝘪𝘵 𝘵𝘩𝘪𝘴 𝘸𝘢𝘺?”

That’s not weakness.
That’s information.

P.S. Where has “pushing through” quietly become your default?

𝐓𝐢𝐦𝐞 𝐢𝐧 𝐭𝐫𝐚𝐧𝐬𝐢𝐭𝐢𝐨𝐧 𝐢𝐬𝐧’𝐭 𝐝𝐚𝐧𝐠𝐞𝐫𝐨𝐮𝐬. 
Poor positioning is.

Most senior leaders don’t struggle because transitions take too long.
They struggle because they stay too broad for too long.

Time itself isn’t the problem.
Ambiguity is.

When your message sounds like:

“𝘐’𝘮 𝘰𝘱𝘦𝘯.”
“𝘐 𝘤𝘢𝘯 𝘥𝘰 𝘴𝘦𝘷𝘦𝘳𝘢𝘭 𝘵𝘩𝘪𝘯𝘨𝘴.”
“𝘐’𝘮 𝘧𝘭𝘦𝘹𝘪𝘣𝘭𝘦.”

You make it harder for others to place you -
and easier for the wrong opportunities to absorb your energy.

At senior level, clarity isn’t a constraint.
It’s a service.

The leaders who land well don’t rush.
They narrow deliberately - often with support - 
long before urgency starts making decisions for them.

The right support doesn’t just protect the outcome.

It sharpens positioning 
and that’s what changes the timeline.

If this resonates, you’re already thinking at the right level.

A narrow mountain path running along a green ridge under a clear blue sky, with steep slopes on both sides, symbolising focus and deliberate career progress.

𝐓𝐫𝐚𝐧𝐬𝐢𝐭𝐢𝐨𝐧 𝐝𝐨𝐞𝐬𝐧’𝐭 𝐣𝐮𝐬𝐭 𝐚𝐟𝐟𝐞𝐜𝐭 𝐢𝐧𝐝𝐢𝐯𝐢𝐝𝐮𝐚𝐥𝐬. 
𝐈𝐭 𝐪𝐮𝐢𝐞𝐭𝐥𝐲 𝐫𝐞𝐬𝐡𝐚𝐩𝐞𝐬 𝐭𝐞𝐚𝐦 𝐝𝐲𝐧𝐚𝐦𝐢𝐜𝐬. 

When an organisation goes through transition - 
a leadership change, restructuring, strategy shift - 
the impact isn’t limited to roles or org charts. 

Team dynamics change first. 

What I often observe is not open resistance, but subtle shifts: 

– Decision-making slows 
– Ownership becomes blurred 
– Informal leaders go quiet 
– High performers start self-protecting 

On the surface, work continues. 
Underneath, alignment erodes. 

This isn’t a people problem. 
It’s a leadership transition problem. 

Teams need clarity on: 

– what still matters 
– what has changed 
– where decisions now sit 
– and what “good performance” looks like in the new context 

Without that, leaders spend months compensating with more meetings, more pressure, and more effort - 
often burning out their best people in the process. 

Sustainable leadership in transition isn’t about pushing harder. 
It’s about stabilising the system so people can perform again. 

That’s the work I do with leaders and organisations navigating change.

An empty leadership meeting room in a modern office with panoramic views over Zurich, representing organisational transition, decision-making, and the need for leadership clarity.

𝐌𝐨𝐬𝐭 𝐥𝐞𝐚𝐝𝐞𝐫𝐬 𝐝𝐨𝐧’𝐭 𝐬𝐭𝐫𝐮𝐠𝐠𝐥𝐞 𝐛𝐞𝐜𝐚𝐮𝐬𝐞 𝐭𝐡𝐞𝐲 𝐥𝐚𝐜𝐤 𝐢𝐧𝐬𝐢𝐠𝐡𝐭.

They notice when something starts to feel off.
When the role demands more than it gives back.
When effort increases but clarity doesn’t.

What’s harder is knowing how to respond in that moment.

Do you pause and think it through alone?
Do you give it time, hoping the pressure will ease?
Do you reach for an external perspective or structured support early enough?

I see very capable leaders make very different choices at this point.

And those choices quietly shape how long transitions last and how costly they become.

I’m curious what tends to be true for you in practice, not in theory.

When you realise something in your career is no longer sustainable, what do you tend to do first?

The author can see how you vote. Learn more

Richard Moore

I help consultants get clients on LinkedIn, using sales and content 🚀 Follow #RichTips for content

At some point it becomes obvious: your expertise isn’t the problem.
The real challenge is turning that expertise into consistent, high-value revenue.

Whether you lead a commercial team or run your own consultancy, gaining traction with potential clients on LinkedIn often feels harder than it should.

That’s where I come in.

I train leaders, consultants, and founders in the psychology of high-trust deal-making and sales. This helps individuals and teams move from interest to commitment without pressure or scripts.

My work blends behavioural psychology, strategic communication, and modern sales design.
More importantly, it comes from doing it:
22+ years of being a sales practitioner and $millions in converted deals.

Because theory is powerful
But you can't beat having done it too

Crucially, the help I give is for those who want to sell with nuance, credibility and long-term results.

Here’s what we focus on:
Strategic positioning: shaping how your expertise is perceived by buyers and decision-makers

Authority content: creating trust through clarity, not noise

Conversation design: turning dialogue into opportunity with structure and intent

Deal-flow mastery: applying timing, buyer psychology, and decision dynamics to close complex deals

I’ve worked with organisations from Microsoft and LinkedIn, to JP Morgan and Deloitte
Beyond this I've also coached thousands of consultants, coaches and founders

All of them have had the focus on refining how they sell and how they communicate

As a 2x LinkedIn Top Voice and LinkedIn Learning Instructor with five courses on sales and communication, studied by tens of thousands of professionals worldwide, I'm asked to work with professionals on their delivery, awareness of buyer state and the words that move a buyer to step forward. 

My communities, the LinkedIn Client Accelerator and Art of Sell, bring together over 500 members focused on mastering client acquisition and high-trust sales.

In the offline world I founded Entrepreneur Business Live, a global event series connecting business leaders to support local causes and I’ve delivered keynotes and lectures at Oxford University, Warwick Business School, University of Edinburgh, Nottingham, Pearson Business School and many more.

If you want to elevate how you or your team win clients, with more trust, depth, and commercial precision, this is where we start.

DM me here on LinkedIn
Or email directly richard@therichardmoore.com
Or check out the featured links on this profile for more

Follow #RichTips for insights on high-trust deal-making and sales

Founder - LinkedIn Client Accelerator

You know that saying "people buy from people"?
Well that's only partly true...

You also need to present your offering in a very particular way.

You see, only around 10% of purchases are for the product itself:
The "how"
The fine detail, under the hood

So approaching a prospect and over-focusing on specs, how well written the code is or how much work went into making it is typically going to fall on deaf ears.

Good for you if you love the product. 
You should. 
And you should keep striving to make it best in class.

But until it's been established that the person you're speaking with also cares about all this, hold that part back.

Instead, focus on the "outcomes" for them of using your offering.

Because people are interested in outcomes. Another word for this is the 'wins' for them. 

For them. 

They need to feel:
↳ does it make me look good / more successful?
↳ does it save me time / is it a convenience hack?
↳ does it save me money?
↳ does it make me money?

Why is this the case? 
Because you're supposed to be a solution, not another 'thing' they have to work out how to operate or another person to manage.

Be and present the solution.

Don't just indulge in over-explanation.

What's the #1 'outcome' for your offering?

--
📌Useful? So repost this to your network or save it for later
PS check out the "visit my website" link at the top of this post👀

#RichTips

I train founders in the psychology of high-trust deal-making and sales | Creator, Art of Sell | 3× LinkedIn Top Voice | 5 x LinkedIn Learning Instructor

How to Pitch your Service

"$36k was giving me the panics. Then I quoted $66k"

One of the members (let's call him Jake) in the Art of Sell community almost doubled his price mid-call

and he still closed the deal.

What you don't know is, I've watched Jake's mindset level up in the last year

The panic Jake said he was feeling is never about whether they can afford it, and always about saying the number out loud to another human.

Yes, the same "am I worth it" feeling you battle.

There's value in saying a higher price out loud

Even if they don't buy
Because the moment you do it, your baseline shifts

↳ Once you say it and someone says yes, everything changes
↳ Going back to lower prices starts to "feel weird"

There's a guy who runs a $300M company who got 20 minutes with Elon Musk

You know what he learned?
"I am playing so small"

Every time you go up, you realise it wasn't hard

You just had to do it

That perspective shift is EARNED

- Through reps of saying the number
- By you closing at that level
- Until it becomes your new normal

So what's the price you're too scared to say out loud?
That's probably where you need to start.

---
PS Building pricing confidence is one of the core sessions in Art of Sell.
We cover the exact conditioning process that gets you from "Oh my God, can I really charge this?" to quoting six figures without flinching.

Click "visit my website" at the top of this post to join.

#RichTips

Richard Moore seated, hosting his Entrepreneur Business Live Barcelona charity networking event.

If your calls 'go well' but don't convert, this is why:

You're treating the call as a persuasion event.

It's not.

The decision was already made before you ever spoke. The call simply confirms or undermines what they already believed about you.

Here's what actually happens:

They came to you positioned as the prize. You showed up like a service provider hoping to be chosen.

I've watched this pattern across thousands of conversations over 22 years.

The call starts well.
They're engaged.
Everything feels positive.

Then comes the shift.

↳ You ask vague questions.
↳ You over-explain your process.
↳ You serve and coach instead of diagnosing and prescribing.

The version of you they met doesn't match the authority they expected.

They're looking for certainty.
What they experience is uncertainty.

You see, objections don't happen at the conversion. They're just the buyer naming the uncertainty you introduced earlier, usually when you switched into 'nice person' mode.

Here’s how to change it:

↳ Stop asking "would you be open to..." and start saying "the next step is..."
↳ Stop offering options for them to choose and start prescribing the solution they need

Authority established through content must be maintained through behaviour.

When those two things don't align, buyers feel it immediately.

They ghost.
They go cold.
They "need to think about it."

When they do align? That’s when the call converts.

Do your calls match how you position yourself?

--
📌Speakers from Microsoft and Nike. 
All coming up in Art of Sell
So, who are you learning from?
When I built AoS I wanted speakers good enough that I needed to take notes. 
Because if you're not learning from best in class, it's a serious waste of valuable time
More on my featured links here: → Richard Moore

#RichTips

Richard Moore hosting his Entrepreneur Business Live London charity networking event, 2023

Here's how I closed a deal with Sony
(or, the "competition play"):

Many feel the way to get a sale is to:
↳ Know the benefits
↳ Build up some rapport
↳ Lean into the best features

But everyone does that, so you need more edge.

I remember wanting to work with Sony Professional (their industry arm of the business)

And I knew that just approaching with relevance ("hey, I can help you") wouldn't work. 

That's what everyone does
That's what they expect
And I only get 1 shot

So instead, I used leverage:
In this case it was their competition

At the time, we were working with Samsung's Commercial division so I collected everything I could on their results with us.

When I approached Sony, everything I said to the Product Director was through the lens of their competitor:
• "Here's how we're doing it with Samsung"
• "This is what Samsung said when we got the result"
• "See that there? That's Samsung winning again, because of us"

I'll never forget how she started laughing down the phone at me when I asked for the order.

I started to feel concerned that I may have messed up. 

So I asked "why are you laughing?"

She said "because I have to do it, don't I?!"

The competition play isn't always the most elegant way to sell, 
but with the right people paid to take market share, it works.

And here's the lesson:
You don't have to be mean to do it

Show your results with a similar client.
It's far more compelling than just describing benefits.

Now, they'll believe it truly works

--
📌Speakers from Coca Cola, Microsoft and Nike. 
All coming up in Art of Sell
So, who are you learning from?
When I built AoS I wanted speakers good enough that I needed to take notes. 
Because if you're not learning from best in class, it's a serious waste of valuable time
More on my featured links here: → Richard Moore

#RichTips

Richard Moore hosting his Entrepreneur Business Live London charity networking event

Me in a workshop recently:
"Here's how to find people actively looking"

Everyone else:
"Make lists of CEOs and DM them all"

Here's the thing about prospecting:

Amateur level LinkedIn prospecting is this:
- Make a list of 100 CEOs
- Scrape their emails with a 3rd party app
- Pray you don't get banned
- Send the same DM to them all
- Get 0 replies so think maybe your profile needs optimising
- Buy another course on improving your reach

Legendary level LinkedIn prospecting is this:
- Know where to find active leaders with a need
- Know how to start a conversation that can pivot
- Do 3-5 of these in a day
- Schedule a call a day
- Get a deal a week
- Feel fulfilled

High ticket deals with premium buyers on LinkedIn is a volume game when you haven't got a clue

But with a system and some competency, it becomes a tiny number of interactions with the right people

Easy choice (in my opinion):
Spend 80% of the day mucking around on LinkedIn 
or
Spend 80% of the day with customers

Which one did you start your business to do?

--
🚀Moving people from "😭please! No more coaching about reach" to "cool! Now I know how to convert the small amount of traffic I DO get" is what my Accelerator is all about. 
5 years. 246+ members. $Millions in deals. 
DM "I've got to change" and I'll share how they do it

#RichTips

Image of a DM conversation between Richard Moore and one of his LinkedIn Client Accelerator members.

You're meant to be the expert
So why do you do this 1 thing when closing?

I've sold using my Doctor Method™ for 7 years
And one crucial component comes at the end

If you don't do this, you throw away all the magic your
- Content
- Brand
- DMs
worked to create

Don't throw it away with this simple mistake

--
PS I'm right.
PPS good luck commenting on this one, AI ;)

📌Join me at 2pm UK / 9am ET today for a live AMA here on LinkedIn

And, for more reading on my Doctor Method™, check out my December 12 Art of Sell newsletter on my profile here → Richard Moore
And consider joining the almost 18,000 subscribers to the weekly newsletter

#RichTips

I just learnt founders waste $50k-$100k in year 1
That’s huge. But why?

Because the wrong tools or reworking is needed by early-stage teams

These are invisible costs
And they compound faster than burn rate.

Of course most of that loss doesn’t show up on a P&L, I’ve discovered, too.

Instead, it shows up as delays, rebuilds, context switching and fragmented decision-making.

These infrastructure decisions are strategic though.

And that’s why I partnered with Notion to launch the AI Founder’s Kit
↳ A practical and no-cost stack
↳ Designed to help founders
↳ It moves them from idea to execution and fundraising with far less friction.

What’s included:
- 1 year of Framer to design and ship your product experience
- $60 in v0 by Vercel to accelerate front-end development
- $300 in Supabase to stand up a scalable backend
- Up to 6 months of Notion Business with AI to run your ops and knowledge layer

But here is my favourite part

Beyond these tools, there is:
- A vetted list of 2,000+ early-stage investors, incubators, and accelerators
- 50 real pitch decks from YC, a16z and Sequoia-backed companies
- Tactical guidance on pitching, storytelling and fundraising from operators
- No hypey SaaS that doesn’t really do anything
- And no noise for your team

The stack helps serious founders reduce waste and execute

And that gives me (and I’m sure you, too) confidence!

If this would be useful for you or your team, comment NOTION and I’ll send you access

--
💕Thanks to the Notion team for partnering with Art of Sell

#RichTips #ad

Richard Moore speaking at an event in London

Most sales training = learn persuasion 
But that misses the point

The real job is transferring risk
Here’s why:

Every buyer will silently ask one question:
“What happens to me if this goes wrong?”

Not:
↳ “Is this good?”
↳ “Is this clever?”
↳ “Is this impressive?”

More:
↳ “Will this make me look less capable?”
↳ “Will this affect my reputation?”
↳ “Will I have to explain it to my boss?”

That’s why ROI slidedecks won’t close your deals
It’s why features don’t move people
And why “trust” isn’t built by being friendly

Trust is built when you show someone you understand the consequences they’re living with.

Again: you show them you understand

Here’s how to actually close:

1. Understand pain before you show upside
ROI only matters once risk is understood
Until then, you’re just waving numbers 
So get context in the conversation first

2. Share stories to help the buyer see themselves
Not case studies with only numbers 
But narratives where they think
“Okay, that’s literally me”

3. Handle their objections as fear, not logic
“I’ll think about it” means
I’m not feeling ready at all 

4. Do the close by making inaction feel heavier than action
No pressure. Ever!
Instead, bring clarity to what happens if nothing changes

If you’re using pressure, you’re doing it wrong.
More, you need to show them standing still is uncomfortable

When have you felt most comfortable buying?

--
PS I've put together 4 x videos showing how I close on the first call
Click the 1st featured link on my profile to watch them for free

No AI comments, please.

#RichTips

Richard Moore giving the keynote speech at Greenhouse Jersey, 2024

Discussion: You're Thinking Too Small. Go BIG in 2026

You set your goals for 2026, right?
But were they at the right level?

Join Jodie Cook and Richard Moore for the first of the new, weekly Art of Sell Livestreams

This week's discussion: You're Thinking Too Small. Go BIG in 2026

Discussion...
Rants too? 
Our perspectives
The views of others
And even your questions

It's 60 minutes of dialogue, exploring where new years goals go right (and wrong) with our 2c and advice added in

Jodie Cook has experience setting goals from competing in UK powerlifting to building her social media and SaaS businesses, working with the likes of Daniel Priestley along the way

Richard Moore has experience setting goals from competing in European and UK taekwondo to a corporate sales career, then his own business, revolving around sales. He's worked with Deloitte, Sony, Microsoft and LinkedIn

Come armed with your questions and views! 
See you Friday🚀

I train founders in the psychology of high-trust deal-making and sales | Creator, Art of Sell | 2× LinkedIn Top Voice

Radiana Miteva, Dmitry Pavlotsky and 56 other attendees

Discussion: You're Thinking Too Small. Go BIG in 2026

Here's how my team and I closed £millions.
(it even worked on cold calls)

In my corporate days, my world was cold outreach.
By phone, by email, in person.

And my teams and I closed millions without:
- The best product on the market
- Building a personal brand
- Referrals from buyers

You see, most people use one thing to reach out

Relevance.

Here's their logic:
↳ "I do X. You can buy X. Therefore, listen to me"

And of course it doesn't work. 

Just check your junk mail for proof!

But when you add leverage to relevance, things change

What's leverage? 

It's a reason to pay attention:
↳ "You work with X. We work with X too. Let's talk"

People like that you're already trusted.
And even more if you're trusted by their friend.

Now, you have the right kind of attention;
You have trust.

And when you're a nobody, trust is the currency you need. 

--
📌We've got speakers from Microsoft, Apple and Nike, 
All coming up in Art of Sell.
So, who are you learning from?
When I built AoS I wanted speakers good enough that I needed to take notes. 
Because if you're not learning from best in class, it's a serious waste of valuable time
More on the website link at the top of this post☝️

#RichTips

Until you learn to spot and fix this conversion gap:

Consistent client acquisition will remain a pipe dream.

The gap isn't between content volume and deals closed.

Right... Where is it?

It's between the psychological state you're creating and the state required for someone to buy.

I've watched this across 7 years on LinkedIn.

Founders create content that generates agreement and then struggle to turn attention into action.

Because agreement and certainty are not the same thing.

↳ Agreement is "this makes sense"
↳ Certainty is "this person can guide me"

You're optimising for the first. 
But buyers really need the second.

You write content that resonates.
It gets likes.
But your calendar will stay empty.
 
A recent client had a stack of likes but zero calls booked. 
Her content was designed to be read and shared, not to position her as the person you hire.

2 weeks after fixing her positioning, she booked 4 qualified calls.

What changed?
She stopped educating everyone and started demonstrating judgment for the people who needed her.

That’s where the conversion gap closes.

When you shift from creating agreement to creating certainty.

How?

↳ Start speaking to buyer decision-making states rather than writing to impress peers
↳ Start demonstrating judgment of their context rather than demonstrating expertise

As a result, you'll have more of the right people seeing you in the right way, compelled to engage.

Likes measure resonance.
Conversations measure certainty.

Which one are you creating?

--
📌We've got speakers from Microsoft and Nike,  
All coming up in Art of Sell.
So, who are you learning from?
When I built AoS I wanted speakers good enough that I needed to take notes. 
Because if you're not learning from best in class, it's a serious waste of valuable time
More on my featured links here: → Richard Moore

#RichTips

Richard Moore sitting in an aeroplane ready to taxi out for a flying lesson

AI is affecting the workplace 
But how about sales?

LinkedIn News this week shared the recent International Monetary Fund chief's views on how new skills and AI are shaping work.

So I wanted to share my commentary as it relates to sales roles. 

This is, at best, a primer for a far deeper discussion.
So I really welcome your views on the points made.

There's a lot of literature and research already in this space, I found. So do check out the footnotes I've shared. 

And as always, thank you to the almost 18,000 subscribers of the Art of Sell newsletter. These articles give me great pleasure to research and put together each week. 

Thank you for reading!

Richard

--
PS You can upskill your sales calls immediately with my free mini-course. 
Use the "visit my website" link at the top of my profile to access it.

#RichTips #ai #jobs

I’ve read a recent article from the International Monetary Fund [1] which zeroes in on something notable: as AI integrates rapidly with the workplace,

Open article: Sales is Changing What it Rewards: Three Capabilities that Now Win Deals by Richard Moore • 5 min read

Sales is Changing What it Rewards: Three Capabilities that Now Win Deals

In 2025 alone, social selling evolved a huge amount 
And the sophistication buyers need from you is far deeper now.

Here's my view on what I'm calling the end of the "content gold rush" 

I'm also sharing five key elements for social selling as a credible sales strategy in 2026.

As always, thank you to the c.18,000 of you that have subscribed to the Art of Sell newsletter. 

It's really one of my weekly highlights to research, geek out, deep think and write these for you. 

Do consider reading previous editions if you find them valuable. 
You can also subscribe, save to read later or share these with your network. 

For those that read this, what is your take? Always keen on dialogue with readers!

--
PS: Check out the link at the bottom of the article for a free gift
PPS: No AI comments please.

#RichTips

For years, the north star for social selling was a simple one to follow: post regularly, optimise your profile, add connections and the algorithm woul

Open article: The End of “Just Post More”: Social Selling after the Content Gold Rush by Richard Moore • 6 min read

The End of “Just Post More”: Social Selling after the Content Gold Rush

The day I almost quit attending workshops...

There I was, in 2016. I had my ticket bought and was ready to go deep in a workshop on buyer psychology.

I'd been sold the outcome of "walk away with a clear plan for why your own buyers will buy you"

What did I come out with?

↳ Two hours of nice chats
↳ Minimal discussion
↳ All high level lecturing from the host

Not good enough. 

That's why I'm very discerning about events I attend now.

You should be too. 

And that's why, when I run practical events, I do my best to give:
↳ Interaction time
↳ Ideation built into sessions
↳ Space for attendees to create

So I'm thrilled that Aarti Parmar & Sara Marshall see things the same way I do. 

We've curated a 3-part strategic immersion.
This. Is. Not. A. Workshop, people!

Welcome to Positioned to Convert.

12 people, in person, in London. March 12th.

Nice chats about marketing feels warm and fuzzy. 
But your business needs you to do better things with your time.

We'll go deep on understanding your buyers, how you'll strategise your interaction with them and the processes needed to convert them. 

For your branding:
Aarti Parmar is an award winning strategist, featured in Marie Claire, Forbes and working with Enterprise Nation

For your strategy:
Sara Marshall ex-SVP Global Marketing for Universal Pictures and Global Brand Strategy Director for Barclays

For your sales & conversion:
Richard Moore 3 x LinkedIn Top Voice in sales and conversion, 5 x LinkedIn Learning instructor. Clients include Microsoft, Deloitte and J.P. Morgan. £millions in converted sales for himself and his customers

We're keeping this intimate with 12 people so you get our fullest attention. 

You'll gain clarity for your specific business case
Not just learn about processes

So, expect to be challenged, tested and driven. 

Because this is what developing yourself should look like. 

Send me a DM if you want to apply to attend.

And consider this: do you invest in nice chats or genuine development?

--
PS Can't make it? Tag someone who might benefit. 

#PositionedToConvert #RichTips

Promotion of "Positioned to Convert" event covering branding, marketing and conversion techniques

taplio

The Battle

Tatiana Rueff

Richard Moore

Followers

Posts

Engagements

Likes

Performance ScoreTatiana Rueff's LinkedIn Performance

Performance ScoreRichard Moore's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Tatiana Rueff

Richard Moore

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Tatiana Rueff's LinkedIn Performance

Performance ScoreRichard Moore's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreTatiana Rueff's LinkedIn Performance