Converted - Conversations That Turn Ideas Into Results

Chloe Cannon, corporate strategist, consultant, and founder of Good Business, joins the show to share how true collaboration and self-discovery shaped her path from senior leadership to supporting entrepreneurs and women’s wellbeing. In this episode, we unpack how career pivots, self-awareness, and human connection drive lasting commercial success. From the pressures of corporate identity to finding real fulfilment in entrepreneurship and wellbeing, Chloe and Ross explore the pivotal moments and quiet epiphanies that shape both business strategy and personal growth. Chloe shares the story behind founding Good Business and Good Things, her journey from commercial director to solo mum, and the values-led approach that now guides her work. She details why reflection trumps hustle, what it takes to challenge old corporate patterns, and why holding space, whether in a boardroom or yoga studio can be transformative. You'll leave with practical ways to recognise your own patterns, tools for better communication and perspective, and empowering advice on thriving in male-dominated spaces. Most of all, you’ll gain permission to pause, reflect, and reset your vision—at work and in life. KEY TOPICS Leaving a senior corporate role to pursue entrepreneurship and personal alignment [06:34] How collaboration beats competition and fuels small business growth [02:57] Navigating gender dynamics and building confidence as a woman in male-dominated industries [26:57] The critical role of pausing and reflection for commercial strategy and personal development [17:02] Why communication skills and a human approach are vital to sales and business success [31:08] GUEST BIO & LINKS Chloe Cannon is a corporate strategist, commercial consultant, entrepreneur, and founder of both Good Business and Good Things Community. With a background in senior roles across defence, energy, and engineering, Chloe now helps founders, SMEs, and social enterprises develop winning strategies and navigate high-growth moments. She is a passionate advocate for collaboration over competition and is active in supporting women in business through coaching, yoga, and community building. Connect with Chloe Cannon: Good Business: https://www.goodbusinessgroup.uk/ Yoga: https://www.goodthingscommunity.com/yoga LinkedIn: https://www.linkedin.com/in/chloecannon/ ABOUT THE SHOW Chief 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 Ross: Website: https://www.rossjohnpenman.com LinkedIn: www.linkedin.com/in/ross-john-penman/ Email: contact@rossjohnpenman.com Subscribe to The Converted Podcast wherever you listen to podcasts. Chloe Cannon, corporate strategist, consultant, and founder of Good Business, joins the show to share how true collaboration and self-discovery shaped her path from senior leadership to supporting entrepreneurs and women’s wellbeing.

Advisor, consultant, speaker & podcaster. Helping authors, consultants, coaches & experts build, market & monetise their expertise, products & personal brands. In this episode, we dive into the power of podcasting as a business growth tool, the myths and realities of personal branding, and why clarity and consistency often matter more than raw star quality. You’ll hear candid stories about pushing past imposter syndrome, building genuine relationships for sales, and repurposing long-form content across platforms. Bob Gentle shares the strategy behind his eight-year podcasting journey, a practical five-part daily nurture ritual for sales, and reveals the overlooked value of being clear on who you serve and the transformation you deliver. He opens up about building authority step-by-step and why your "vibe attracts your tribe" only if you dare to transmit authentically. Listeners will walk away with frameworks for consistent outreach, smarter content creation, and actionable tips on using tech (and courage) to amplify your brand. You'll learn how to leverage your unique strengths and why imposter syndrome might actually be your compass for growth. KEY TOPICS The podcast as a long-term relationship engine, not just a content strategy [00:05:36] Why clarity and consistency matter more than "star quality" in personal branding [00:13:05] Techniques for overcoming imposter syndrome and finding your authentic voice [00:17:13] The five-part daily nurture ritual for effective, human-to-human sales [00:21:09] How asking better questions leads to genuine thought leadership and authority [00:42:11] GUEST BIO & LINKS Bob Gentle is a personal brand strategist who works with leaders, boards, and CEOs to turn leadership visibility into influence, opportunity, and revenue. With nearly 20 years in digital marketing, he helps senior leaders and experts articulate their leadership narrative, build authority, and monetise their personal brand in a way that supports organisational growth. He hosts the Building Your LeaderBrand Show, ranked in the global top 2% on ListenNotes. Connect with Bob Gentle: Website: https://www.amplifyme.agency/ LinkedIn: https://www.linkedin.com/in/bobgentle/ ABOUT THE SHOW Chief 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 Ross: Website: https://www.rossjohnpenman.com LinkedIn: www.linkedin.com/in/ross-john-penman/ Email: contact@rossjohnpenman.com Subscribe to The Converted Podcast wherever you listen to podcasts.

Chris Quinn, commercial director at Usave Power, joins the podcast to share his journey from humble beginnings in sales at 16 to leading commercial teams across the water industry. Chris reveals how confidence, resilience, and personal growth became the foundation for nearly three decades of high performance and transformative leadership. In this conversation, we dive into the world of sales and high performance, from industry pet peeves and breakthroughs, to the power of real-life experience over formal education, and why self-belief trumps technique when you’re just starting out. Chris shares his journey from leaving school at 16 and ‘falling into’ sales, to becoming a commercial director, the lessons learned from early face-to-face roles, and how personal growth and mentorship transformed both his career and leadership style. You’ll walk away with practical advice for new sales professionals, insights into balancing confidence and development, and the mindset shift needed to move from solo high performer to selfless leader. Plus, the evergreen secrets to building teams that blend experience, energy, and future potential. KEY TOPICS Falling into sales as a teenager and the unexpected leap from Maryhill to the water industry [00:02:22] The lost art and value of face-to-face confidence in a digital-first generation [00:06:47] Why self-belief and charisma matter more than product knowledge for sales rookies [00:10:44] The crucial inflection point: deregulation, accountability, and learning to "love the numbers" [00:14:00] Hard work over intellect: why outworking everyone (with a smile) remains evergreen advice [00:33:34] GUEST BIO & LINKS Chris Quinn is the commercial director at Usave Power and a veteran leader in the water industry with over 26 years’ experience. Starting his career at 16 after leaving school, Chris quickly found his place in sales, learning the ropes through grit, self-belief, and an unrelenting work ethic. Over the years, he has developed and led high-performing teams, guided by a passion for coaching young talent and a belief in continual development. Chris balances his professional drive with candid reflections on family life, leadership, and the evolving nature of high performance in sales. Connect with Chris Quinn: LinkedIn: https://www.linkedin.com/in/chris-quinn-28941b16/ Connect with Ross: Website: https://www.rossjohnpenman.com LinkedIn: www.linkedin.com/in/ross-john-penman/ Email: contact@rossjohnpenman.com Subscribe to The Converted Podcast wherever you listen to podcasts.

James Corbett, strength coach and founder of Mauchline Barbell Club, joins the show to challenge the way we think about physical health, asking why we plan for our financial future but often neglect our "physical pension.” In this episode, we challenge the myth that fitness transformation has to be overwhelming or slow, uncovering why your “physical pension” might be the most important investment you’ll ever make, and how the lessons of business, sport, and strength training overlap for lasting change. James shares how squatting his way out of teenage sluggishness led to a journey from engineering to running Mauchline Barbell Club, why coaching his own mother through pain reframed his mission, and the pivotal mindset shifts. From ditching blame to embracing consistency that underpin all sustainable progress. You’ll walk away with a sharp, actionable playbook: the mindset habit that stops self-sabotage, a “minimum effective dose” approach to fitness that outperforms crash routines, and a stop-start-continue filter for business or wellbeing that helps you simplify, focus, and finally see real results. KEY TOPICS The "physical pension" concept: why investing in your health is as vital as saving for retirement [00:02:05] How early strength gains transform aches, pains, and body composition for adults over 35 [00:07:05] From engineering student to strength coach: James Corbett’s winding path to opening Machlan Barbell Club [00:14:57] Building a coaching business by prioritising communication, process, and authentic sales without "always be closing" tactics [00:41:57] Simplifying change: why consistency, minimum effective dose, and ditching victimhood fuel long-term fitness and business results [00:53:13] GUEST BIO & LINKS James Corbett is a strength coach, gym owner, and former engineer. He helps people, particularly those over 35 rebuild strength, prevent pain, and invest in their long-term health through personalised coaching and group training at Mauchline Barbell Club. Drawing on decades of experience in sport, engineering, and fitness, James combines analytical problem-solving with practical, down-to-earth coaching. His approach centres on consistency, simplicity, and building the physical resilience needed to enjoy life for decades to come. Connect with James Corbett: Website: https://coachjamescorbett.com/ Facebook: https://www.facebook.com/mauchlinebarbellclub Innstagram: https://www.instagram.com/mauchlinebarbellclub/ Connect with Ross: Website: https://www.rossjohnpenman.com LinkedIn: www.linkedin.com/in/ross-john-penman/ Email: contact@rossjohnpenman.com Subscribe to The Converted Podcast wherever you listen to podcasts.

Calum Moore, known as The Communication Catalyst, joins the show to break down why true confidence isn't about showmanship, it's about finding your throughline and owning your story. As a speaking and communication coach, Calum works with business owners, professionals, and leaders to transform their speaking skills and unlock authentic impact, whether on stage, in meetings, or on camera. In this episode, we dive into the world of impactful communication, why the ability to express yourself is business’s true superpower, how theatre skills translate to leading teams and closing deals, and why confidence isn’t about being extroverted, but about predicting a positive outcome. We break down the real root of “public speaking nerves,” and why meaningful reps beat raw practice every time. Calum shares his transition from shy child in drama class to professional speaking coach, revealing the acting secrets that turn nervous presenters into confident leaders. He explains the power of the “throughline” in any talk, the difference between scripting and structuring, and how simple body language shifts can transform your presence both on stage and on camera. You’ll leave with practical strategies to overcome self-doubt, a recording exercise for instant feedback, and the follow-up question technique that deepens every conversation. Become a super communicator with enthusiasm, curiosity, and a proven framework for genuine connection. KEY TOPICS The journey from performing arts to coaching and how vulnerability & awareness translate from stage to business [00:03:12] Breaking through the fear of public speaking with practical recording and review exercises to build confidence [00:19:49] The throughline, narrative beats, and actioning. Structuring talks for impact and authenticity without memorising scripts [00:31:33] Grounding, posture, and the power of pause: physical techniques that transform delivery and audience connection [00:39:05] Why meaningful follow-up questions and genuine curiosity create deep talk and lasting human connections in any environment [00:54:37] GUEST BIO & LINKS Calum Moore is a professional communication coach, speaker, and former theatre director, known as The Communication Catalyst. Drawing from his background in the performing arts and years of directing, Calum helps business owners, founders, and ambitious professionals become powerful communicators. His practical coaching blends storytelling, actionable frameworks, and mindset strategies to demystify public speaking, boost confidence, and help clients show up authentically on stage, at networking events, or online. Calum works 1:1, delivers workshops, and regularly supports leaders preparing keynote talks or social media content. Connect with Calum Moore: Website: https://www.calummoore.co.uk/ LinkedIn: https://www.linkedin.com/in/calum-moore-a64b1414b/ Connect with Ross: Website: https://www.rossjohnpenman.com LinkedIn: www.linkedin.com/in/ross-john-penman/ Email: contact@rossjohnpenman.com Subscribe to The Converted Podcast wherever you listen to podcasts.

Chris Dillon, automation specialist and widely recognised as "the WhatsApp guy," joins the show to share how an obsession with customer experience, psychology, and processes has helped hundreds of businesses transform their sales journeys often before they even know they need to. In this episode, we dive into why most businesses lose leads before the sales call even happens, how the smallest customer experience details make the biggest difference, and why automating WhatsApp follow-ups will skyrocket your engagement rates, if you get the messaging right. Chris shares stories from DJing in Magaluf to speaking on global stages, what nightclubs can teach you about human behaviour, and how he doubled a client’s webinar attendance simply by tweaking a single automated message. He also reveals his unorthodox "pattern interrupt" trick that guarantees audience participation, every time. You’ll walk away knowing exactly why "nobody gives a shit about your business," how to spot blind spots in your customer journey, and practical ways to build seamless, highly converting processes, plus the mindset shift that turns curious prospects into raving clients. KEY TOPICS The art of using WhatsApp automation to transform lead engagement and sales processes [05:31] Why most businesses lose leads by failing to consider the customer's true journey and mindset [17:23] The power of setting expectations and guiding customers at every step for higher conversion rates [22:54] Behind the scenes: preparing for big-stage speaking gigs and how intentionality drives opportunity [49:48] The psychology of group behaviour, pattern interrupts, and why clever automations increase engagement [13:05] GUEST BIO & LINKS Chris Dillon is an automation expert, author, speaker, and DJ-turned-marketer who helps businesses dramatically increase engagement and sales by optimising customer processes and leveraging WhatsApp automation. Known for his unique approach to behavioural psychology and "pattern interrupt" moments, Chris’s work has helped businesses boost open rates, streamline customer journeys, and turn overlooked details into powerful growth levers. He regularly speaks on global stages for industry leaders like HighLevel and has built an online community dedicated to practical, customer-focused automation strategies. Connect with Chris Dillon: WhatsApp Automation Demo: https://wa.me/+442080584101?text=I saw you on LinkedIn! LinkedIn: https://www.linkedin.com/in/chris-dillon-tma/ Connect with Ross: Website: https://www.rossjohnpenman.com LinkedIn: www.linkedin.com/in/ross-john-penman/ Email: contact@rossjohnpenman.com Subscribe to The Converted Podcast wherever you listen to podcasts.