Why Your Marketing Isn’t Working Anymore – And What To Do About It!


In this episode of the Just Great People podcast, Barry Eustance sits down with Tracy Borreson to unpack one of the biggest issues facing leaders, marketers and founders today: modern marketing has become so complex that it’s stopped working.

Tracy argues that businesses are drowning in tools, automations and data, yet starving for the one element that has always driven sales and brand loyalty: real human connection.

Tracy explores how businesses replace meaningful conversations with automated funnels, and why this shift has weakened customer insight, reduced conversion rates and created overwhelmed teams.

She explains why organisations must simplify their systems, redesign the way they speak to customers and return to the fundamentals of relationship-led communication.

Barry and Tracy discuss everything from micro-experiments in marketing to why junior marketers are being set up to fail, and how legacy skills like curiosity, listening and live customer conversations outperform any CRM workflow.

They also examine why entrepreneurs should think like they’re standing at a farmer’s market: what would make someone stop, pay attention and talk to you?

This is a practical and provocative episode for leaders who want better performance, simpler systems, and marketing that actually generates a return.

To explore how authentic communication and customer understanding strengthen performance and culture, visit The Sixsess Consultancy:

Home: https://sixsess.org/

Insights Blog: https://sixsess.org/insights/blog/

Connect with Tracy Borreson and learn more about her advisory and coaching work:

Tracy Borreson: https://www.tlbcoaching.com/

Prostate Cancer UK: https://prostatecanceruk.org/

Tracy and Barry's Previous Just Great Peopl Podcast: https://youtu.be/b3xVdq9MOpI?si=ltMHR5Sr-y0ngWKI


Keywords
authentic marketing strategy
human-centred marketing
customer insight for leaders
simplifying marketing systems
marketing and sales alignment
customer research methods
leadership communication skills
micro-experiments in marketing
return on marketing investment
relationship-based selling
modern marketing challenges
digital overwhelm in business

I hope you really enjoyed our podcast and found it to be inspiring and insightful.

Please remember to LIKE our podcast and please DO SUBSCRIBE !!

I really look forward to reading and replying to your thoughts and comments.

Many thanks

Kindest regards

Barry

Europe’s Small Airlines: Why the Economics No Longer Add Up – A Just Great People Conversation with Stratos 12

Description
In this Just Great People deep-dive, Barry Eustance and aviation specialist Remco Althuis explore the real state of Europe’s small airline sector.

This is the first in a new series of conversations between The Sixsess Consultancy and Stratos 12, offering straight-talking analysis on the operational realities facing the aviation industry today.

Remco and Barry take a frank look at the structural disadvantages small carriers operate under: thin networks, fragile balance sheets, high exposure to shocks and limited access to capital.

They walk through the performance of Air Baltic, Air Serbia, Brussels Airlines and Tarom before examining niche but essential players like Loganair, Binter Canarias, Emerald Airlines, Air Corsica and Widerøe.

The discussion also covers the recent collapses of Play, BRA, CityJet and Eastern Airways – and the recurring reasons why small carriers fail.

Across every example, one theme comes through clearly: standalone regional airlines are running out of room.

Cost pressures, labour shortages, fuel volatility and fleet renewal demands are making consolidation the only realistic path for survival.

Widereøe’s acquisition by Norwegian is one example of what the future now looks like.

This episode is a clear, grounded and accessible explanation of the pressures shaping European aviation – and why the economics of small airlines no longer add up.

What we cover in this episode

- Why small airlines operate with structural disadvantages

- Performance trends across key European regional carriers

- Niches that work – and the ones under growing pressure

- The truth behind recent airline collapses and restructurings

- Why ACMI is unstable unless the customer is stable

- Consolidation, group protection and long-term survivability

- Why the market needs small airlines, yet struggles to sustain them

Useful Links

Just Great People Podcast – https://www.youtube.com/playlist?list=PL1mLL4YkJ9LEUPsjaZwBLAjoR-h8YEXpu

The Sixsess Consultancy – https://sixsess.org

PEOPLE Change Leadership and Management Framework – https://sixsess.org/training/people-change-management-leadership-framework-course/

Stratos 12 Aviation Consultancy – https://stratos12.com/

Keyword List
European small airline sector
regional airlines Europe
airline consolidation Europe
small airline financial pressure
aviation operational risk
European airline performance analysis
airline restructuring Europe
ACMI carrier risks
Air Baltic performance
Air Serbia aviation strategy
Brussels Airlines financial results
Tarom restructuring challenges
Loganair operations Scotland
Binter Canarias inter-island network
Emerald Airlines ATR operations
Air Corsica connectivity
Widerøe Norwegian acquisition
airline failures Europe
Play collapse
BRA restructuring
CityJet ACMI operations
Eastern Airways administration
aviation consulting services
airline operational insight
aviation industry analysis
regional airline strategy
airline cost structure support

I hope you really enjoyed our podcast and found it to be inspiring and insightful.

Please remember to LIKE our podcast and please DO SUBSCRIBE !!

I really look forward to reading and replying to your thoughts and comments.

Many thanks

Kindest regards

Barry

Pain, Fear and What It Takes to Swim the 7 Oceans


Discover the mindset and resilience behind one of the toughest endurance feats on the planet: the Ocean 7.

In this episode of the Just Great People podcast, Adam Walker shares the truth about pain, fear and the psychological demands of swimming the world’s most dangerous channels.


From hypothermia and Portuguese Man O' War stings to 30-hour training weeks and life-changing mindset work, Adam explains how he transformed from a UK sales manager to the first Briton to complete the Ocean Seven challenge.

His insights into resilience, visualisation and overcoming fear are powerful lessons for leaders, founders and anyone facing personal or professional pressure.


In this episode:

The mindset formula Adam used to compete the Ocean 7

The science of resilience when facing extreme adversity

How Adam reframed pain, fear and self doubt

What really happens during long-distance ocean swims

Why ordinary people can achieve extraordinary outcomes

Listen and connect:

Website: The Sixsess Consultancy: https://sixsess.org/

Podcast: Just Great People Podcast
https://youtube.com/playlist?list=PL1mLL4YkJ9LEUPsjaZwBLAjoR-h8YEXpu&si=e5PecB4kuCaiAg3D

Guest: Adam Walker, Ocean Walker Academy https://oceanwalkeracademy.com/

Man Versus Ocean: Adam Walker's Book: https://www.amazon.co.uk/Man-Ocean-Journey-Worlds-Toughest-ebook/dp/B0DHYNHCZ7/ref=sr_1_1


The Be World Class Performance Conference Show Reel: https://youtu.be/LAgq1euEtzk?si=L0J0lDXMKcVK2Noh


The Be World Class Performance Conference 2025: https://be-world-class.com/world-class-performance-conference-2025/


Keywords
mindset and resilience
Ocean Seven Challenge
swim the seven oceans
Adam Walker swimmer
open water swimming
endurance mindset
overcoming fear
resilience stories
extreme endurance swimming
ocean swimming challenges
what it takes to swim the seven oceans
mindset for open water swimming
how Adam Walker completed the Ocean 7
resilience lessons from extreme athletes
overcoming pain and fear in sport
mindset and resilience
Ocean Seven Challenge
overcoming the impossible
impossible challenge
challenge myself

overcoming fear of public speaking

glossophobia

I hope you really enjoyed our podcast and found it to be inspiring and insightful.

Please remember to LIKE our podcast and please DO SUBSCRIBE !!

I really look forward to reading and replying to your thoughts and comments.

Many thanks

Kindest regards

Barry

World Champion Nick Parkes “I Was Dead for 20 Minutes!" - The Power of CPR to Save Lives (Including YOURS!)

1. Short Summary

In this extraordinary episode, World Champion open-water swimmer Nick Parkes joins Barry Eustance to tell the story that transformed his life.

During a competition, Nick suffered a cardiac arrest in the water, nearly drowned, and was clinically dead for 20 minutes.

Thanks to immediate CPR and the rapid response of an air ambulance team, he survived.

Today, he dedicates his life to raising awareness of CPR’s life-saving power and campaigning to change the stark reality that 1 in 11 people who experience an out-of-hospital cardiac-arrest will die.

2. Key Themes and Takeaways
How a world champion athlete suffered cardiac arrest mid-competition.
The chain of survival: CPR, rapid response, and expert intervention.
The terrifying statistic: 1 in 11 people who suffer out-of-hospital cardiac arrest will die.
CPR is simple, fast to learn, and the only tool most bystanders will ever have.
Why hesitation kills - and how confidence saves.
What it means to be clinically dead for 20 minutes - and come back.
Nick’s mission as a Cardiac Champion, raising awareness across the UK.
The emotional impact on survivors, responders, and families.
The cultural need to normalise CPR knowledge for all ages.
The empowering reality: you can save a life.

3. Chapters / Timestamps
00:00 – Introduction and Nick’s background in elite open-water swimming
03:45 – The competition: when everything changed
09:55 – Cardiac arrest, drowning, and being clinically dead for 20 minutes
14:20 – CPR: the battle to keep Nick alive
18:40 – The air ambulance team arrives
23:55 – Waking up: confronting survival
29:30 – The 1-in-11 statistic and the CPR knowledge gap
35:50 – Why CPR must become universal
41:10 – Nick’s mission as a Cardiac Champion
47:20 – Reflections on purpose, fragility, and action
54:00 – Final message: anyone can save a life

4. Links
BHF RevivR – Learn CPR in 15 minutes
https://www.bhf.org.uk/how-you-can-help/how-to-save-a-life/how-to-do-cpr/learn-cpr-in-15-minutes

Nick Parkes – JustGiving Fundraising Page
https://www.justgiving.com/crowdfunding/nick-parkes

BBC News Tells Nick's story
https://www.bbc.co.uk/news/articles/c4ngdqwnrdro

The Sixsess Consultancy – Home
https://sixsess.org

Be World Class – Home
https://be-world-class.com

Be World Class Performance Conference 2025
https://be-world-class.com/world-class-performance-conference-2025/

The Sixsess Consultancy’s Be World Class Performance Conference Summary
https://sixsess.org/2025/11/02/be-world-class-performance-conference-2025-facing-and-achieving-the-impossible/

The Sixsess Consultancy’s Be World Class Performance Conference Summary Golden Thread Summary PDF
https://sixsess.org/wp-content/uploads/2025/10/The-Sixsess-Consutancys-Summary-of-BWPC-2025-Summary.pdf

Keywords
Nick Parkes, The Sixsess Consultancy, Barry Eustance, cardiac arrest survivor, CPR saves lives, British Heart Foundation RevivR, BHF RevivR, learn CPR, cardiac arrest awareness, air ambulance rescue, drowning and CPR, elite athlete cardiac arrest, world champion swimmer, sudden cardiac arrest, out of hospital cardiac arrest, CPR training, emergency response, survival story, Cardiac Champion, life saving skills, public health awareness, leadership and purpose, human survival, inspirational stories, trauma recovery, saving lives through CPR,

I hope you really enjoyed our podcast and found it to be inspiring and insightful.

Please remember to LIKE our podcast and please DO SUBSCRIBE !!

I really look forward to reading and replying to your thoughts and comments.

Many thanks

Kindest regards

Barry

Bianca Robinson: Purposeful Leadership and the Power of Service

In this powerful and deeply human conversation, Barry Eustance speaks with Bianca Robinson, CEO of CEO Sleepout UK, about purposeful leadership and weaving purpose into the fabric of society.

Bianca shares her personal journey and the story of CEO Sleepout UK – a nationwide initiative that invites business leaders to spend a night sleeping outdoors in solidarity with people experiencing homelessness.

Their message is simple but profound: Sleep out, wake up, change lives.

Together, Barry and Bianca explore what it means for leaders to align personal values with business purpose – and why true fulfilment comes from service, not status.

They also reflect on their shared experience at the Be World Class Performance Conference 2025, where they heard from extraordinary people who have faced and achieved the impossible, including Adam Walker, Mark Pollock, Martine Wright, Ann Daniels, and John Volanthen, Nick Parkes and Tony Underwood.

Key insights:

- Purposeful leadership begins with self-awareness and values clarity.

- The shortest walk to fulfilment is through being of service to others.

- Businesses have the power – and the responsibility – to drive social change.

- Aligning purpose and profit isn’t idealistic – it’s practical and sustainable.

- We blame society, but we ARE society – real change begins with each of US.

Guest:

Bianca Robinson – CEO, CEO Sleepout UK
https://ceosleepout.co.uk/

Links:

The Sixsess Consultancy – https://sixsess.org

The Sixsess Consultancy PEOPLE Framework Course – https://sixsess.org/training/people-change-management-leadership-framework-course/

Be World Class – https://be-world-class.com/

Be World Class Performance Conference 2025 – https://be-world-class.com/world-class-performance-conference-2025/

The Sixsess Consultancy’s Be World Class Summary Post – https://sixsess.org/2025/11/02/be-world-class-performance-conference-2025-facing-and-achieving-the-impossible/

The Sixsess Consultancy’s Golden Thread Summary PDF – https://sixsess.org/wp-content/uploads/2025/10/The-Sixsess-Consutancys-Summary-of-BWPC-2025-Summary.pdf

The Just Great People Podcast – https://www.youtube.com/playlist?list=PL1mLL4YkJ9LEUPsjaZwBLAjoR-h8YEXpu

Keywords
Bianca Robinson, CEO Sleepout UK, The Sixsess Consultancy, Barry Eustance, purposeful leadership, social impact, leadership with purpose, business and values, homelessness awareness, Be World Class, Be World Class Performance Conference 2025, leadership values, culture and purpose, service-based leadership, community impact, SME leadership, business ethics, sustainability, social responsibility, corporate citizenship, Mark Pollock, Martine Wright, John Volanthen, Ann Daniels, human resilience, social innovation, purpose-driven business, cultural transformation, employee engagement, moral leadership

I hope you really enjoyed our podcast and found it to be inspiring and insightful.

Please remember to LIKE our podcast and please DO SUBSCRIBE !!

I really look forward to reading and replying to your thoughts and comments.

Many thanks

Kindest regards

Barry

The Be World Class Performance Conference 2025 – Facing and Achieving the "Impossible" | Barry Eustance & Simon Hartley | The Sixsess Consultancy

Barry Eustance, Founder of The Sixsess Consultancy, is joined by Simon Hartley, performance coach and founder of Be World Class, to reflect on the Be World Class 2025 Conference held at Lord’s.

This powerful conversation captures the spirit and lessons from a day that brought together extraordinary speakers – including:

- Adam Walker
- Martine Wright MBE
- Ann Daniels
- John Volanthen
- Tony Underwood
- Nick Parkes
- Mark Pollock
– all of whom embody the essence of what it means to be world-class.

Barry shares his personal distillation of the Be World Class philosophy – defining the “Job” and the “Five Key Supporting Actions” that underpin exceptional performance.

Together, Simon and Barry explore how ordinary people achieve the extraordinary through belief, clarity, courage, collaboration, and endurance.

Key Takeaways:

The Be World Class Job: to face and achieve the impossible through belief, clarity, courage, collaboration, and endurance.

The Five Key Supporting Actions:

1 Reframe adversity into perspective
2 Anchor belief and clarity
3 Choose positivity and courage
4 Collaborate without ego
5 Value and endure the journey

- Why every world-class performer starts as an ordinary person.
- How belief and clarity transform the impossible into achievable progress.
- An inspiring conversation that captures the mindset, discipline, and humanity behind Be World Class.

Links:

The Sixsess Consultancy Home: https://sixsess.org

The Sixsess Consultancy PEOPLE Change Management & Leadership Framework Course: https://sixsess.org/training/people-change-management-leadership-framework-course/

Be World Class Home: https://be-world-class.com/

Be World Class Conference 2025: https://be-world-class.com/world-class-performance-conference-2025/

Adam Walker website: https://www.oceanwalkeruk.com/

Adam Walker real: https://youtu.be/haGV2eRhus0?si=9PLXMbMcZu65LARV

Martine Wright MBE website: https://martinewright.co.uk/

Marine Wright MBE TEDx Talk: https://youtu.be/sMX8Zex89UY?si=9tl0_SfiyIaagaVO

Ann Daniels website: https://www.anndaniels.com/

Ann Daniels reel: https://youtu.be/RBrOdc-jOcU?si=4qo_nel2nM4os-2t

Nick Parkes LinkedIn: https://www.linkedin.com/in/nick-parkes-6815112a/

Tony Underwood Website: https://www.believesolutions.co.uk/tony

Be World Class This is Mental - Video Series with Nick Parkes & Tony Underwood

John Volanthen website: https://volanthen.com/

BBC Thai Cave Rescue report with John Volanthen: https://youtu.be/ERFdaDMa5t8?si=RtrclGojM3JjSgPu

Mark Pollock website: https://www.markpollock.com/

Mark Pollock TEDx Talk: https://youtu.be/7rMYfiRNT7g?si=XV24xslD2fTjxdMF

The Sixsess Consultancy’s Golden Thread Attendee Summary
https://sixsess.org/wp-content/uploads/2025/10/The-Sixsess-Consutancys-Summary-of-BWPC-2025-Summary.pdf

Keywords

High Performance, Human Potential, Leadership Development, Motivation, Organisational Culture, Purpose-Driven Leadership, Facing the Impossible, Belief and Clarity, Courage and Collaboration, Endurance, The Job, Five Key Supporting Actions, World-Class Performance, Resilience, Mindset, Change Leadership, Continuous Improvement, Peak Performance, Teamwork, Business Transformation, Human Behaviour, Psychologic

I hope you really enjoyed our podcast and found it to be inspiring and insightful.

Please remember to LIKE our podcast and please DO SUBSCRIBE !!

I really look forward to reading and replying to your thoughts and comments.

Many thanks

Kindest regards

Barry

Why AI Implementations Fail – and How PEOPLE Can Fix It | Barry Eustance & Mark Blackwell

Barry Eustance, Founder of The Sixsess Consultancy, joins Mark Blackwell, Partner at Arkaro Consulting (Geneva), to explore one of the most revealing findings in the current AI landscape – why up to 95% of AI implementations fail.

Drawing on evidence from Gartner, Kotter International, Hilary Scarlett’s neuroscience-based framework and Julie Hodges' People-centric Organizational Change, Barry and Mark discuss how the failure of AI adoption isn’t primarily about technology – it’s about people.

They examine the link between the PEOPLE Change Management and Leadership Framework (The Sixsess Consultancy) and Hilary Scarlett’s S-P-A-C-E-S model (Neuroscience of Organisational Change).

Both show how success depends on human factors – self-esteem, purpose, autonomy, certainty, equity, and social connection.

Key discussion points:

- Why between 70% and 95% of AI projects fail to meet objectives.

- How leadership misunderstanding and “corporate FOMO” drive poor implementation.

- The neuroscience of resistance to change and how to mitigate it.

- How PEOPLE-centric leadership enables sustainable, effective AI adoption.
- The link between PEOPLE and S-P-A-C-E-S – and why alignment matters.

Barry and Mark explain:

- AI is not the enemy. Mismanaged change is.

- To succeed, organisations must focus on the PEOPLE who use AI, not just the systems that deliver it.

Chapters:

0:00 Introduction to Change Management Frameworks
3:00 AI Implementation Challenges
6:00 The S-P-A-C-E-S Framework
9:00 AI and Organisational Strategy
12:00 The Importance of People-Centric Leadership
15:00 Empowerment and Optimisation in AI
18:00 Purpose-Driven Vision and Learning
21:00 Conclusion and Future Topics

Links:
The Sixsess Consultancy Home: https://sixsess.org

PEOPLE Change Management & Leadership Framework Course: https://sixsess.org/training/people-change-management-leadership-framework-course/

Arkaro Consulting – Why AI Implementations Fail (Neuroscience Perspective): https://arkaro.com/why-ai-implementations-fail-neuroscience/

MIT Research Shows What We've Been Saying: Why 95% of AI Implementations Fail
https://www.linkedin.com/pulse/mit-research-shows-what-weve-been-saying-why-95-ai-implementations-v8fuf/?trackingId=aWmCE23hSOaaMSIcn6Yk6A%3D%3D

Hilary Scarlett’s Neuroscience of Organization Change:
https://www.koganpage.com/hr-learning-development/neuroscience-for-organizational-change-9781398621282

Julie Hodges’ People-centric Organizational Change and Managing and Leading People through Organizational Change:
https://www.koganpage.com/authors/julie-hodges


Keywords:
AI Implementation Failure, The Sixsess Consultancy, Barry Eustance, Mark Blackwell, Arkaro Consulting, PEOPLE Change Management and Leadership Framework, Hilary Scarlett, S-P-A-C-E-S Framework, Organisational Change, AI Adoption, Change Management, Leadership and AI, Neuroscience of Change, Organisational Culture, Employee Engagement, Purpose-Driven Leadership, People-Centric Change, Technology Strategy, Cultural Transformation, Change Leadership, AI Strategy

I hope you really enjoyed our podcast and found it to be inspiring and insightful.

Please remember to LIKE our podcast and please DO SUBSCRIBE !!

I really look forward to reading and replying to your thoughts and comments.

Many thanks

Kindest regards

Barry

Building Authentic Brands Through People and Purpose – Barry Eustance & Tracy Borreson | The Sixsess Consultancy | Be World Class 2025

In this Just Great People conversation, Barry Eustance from The Sixsess Consultancy speaks with Tracy Borreson about how authenticity, purpose, and leadership combine to create people-centred brands and stronger organisational cultures.

They explore why personal brand is not about image or visibility, but about alignment, trust, and authenticity.

When leaders and teams show up as their true selves, they strengthen engagement, drive collaboration, and build cultures that perform sustainably.

The discussion also connects with themes from the Be World Class Conference 2025 and the Be World Class community – focusing on what it means to lead with integrity, courage, and humanity in business today.

These principles mirror the PEOPLE Change Management and Leadership Framework used by The Sixsess Consultancy, where people, purpose, and performance are united through culture and leadership.

Watch now to learn:

- Why authenticity and purpose drive trust and engagement.
- How personal brand supports leadership credibility.
- How people-centred culture delivers measurable performance.
- Why leaders who focus on being real build stronger organisations.

Links:

The Sixsess Consultancy Home: https://sixsess.org/

The Sixsess Consultancy About: https://sixsess.org/about-us/

The Just Great People Podcast: https://www.youtube.com/playlist?list=PL1mLL4YkJ9LEUPsjaZwBLAjoR-h8YEXpu

Be World Class: https://be-world-class.com/

Be World Class Conference 2025: https://be-world-class.com/world-class-performance-conference-2025/

Guest website: https://www.tlbcoaching.com/

Keywords:

Personal Branding, Leadership, Organisational Culture, The Sixsess Consultancy, Tracy Borreson, Be World Class, Be World Class Conference 2025, People-Centric Leadership, Authentic Leadership, Brand Trust, Organisational Purpose, Employee Engagement, The PEOPLE Framework, Culture and Performance, Empowerment, Purpose-Driven Leadership, Human Leadership, Workplace Authenticity, Leadership Communication, Brand and Culture Alignment, Organisational Change, Leadership and TrustHow personal brand supports leadership credibility.

I hope you really enjoyed our podcast and found it to be inspiring and insightful.

Please remember to LIKE our podcast and please DO SUBSCRIBE !!

I really look forward to reading and replying to your thoughts and comments.

Many thanks

Kindest regards

Barry