Cases, playbooks and books to communicate with impact

“Learning to tell stories transformed the way I communicate. I discovered that when an idea is presented as a narrative, the audience stops seeing it as something foreign and starts to make it their own. I became much more aware of those moments that produce an Aha moment for me, and that way I was able to make complex concepts, like discussing corporate affairs, become close and valuable, turn resistance into openness, and make the abstract come to life in real examples. The most valuable thing has been seeing how, by connecting emotionally, I not only transmit a message, I also inspire action toward change. When it was my turn to present the corporate affairs plan, I knew I couldn't limit myself to showing numbers and activities; I needed the team to see beyond a strategy on paper. So I decided to tell them a story. I spoke to them about everything we had built over the years, about the hours invested in dialogue with authorities, about the perseverance to sustain relationships despite changes in context, and about how, step by step, we had managed to position the organization's voice with credibility. That narrative turned the everyday into a shared achievement; they stopped seeing the plan as a set of pending items and started to see it as the opportunity to show the Mexican government the real value of our work. In my personal life, learning to tell stories has also made a big difference. With my children, talking about discipline, sports, or health was not always easy, and at first they experienced it as rules or demands, but when I started sharing stories with them, like the first time I managed to overcome a sports challenge through perseverance or how discipline has opened doors for me at different moments in my life, the way they received it changed. I have seen how they get emotional when they recognize themselves in those stories and how little by little they make those values their own. In the Takeda Mexico positioning project on LinkedIn, the first audit showed that we still have much to advance, and that is clear evidence of our starting point. By presenting the results with a narrative that connected data with stories, we managed to turn the numbers from being cold into a clearer message about culture, values, and social responsibility actions, and that motivated the team to see digital communication as an opportunity to show the world who we are and act with greater conviction.”

“I learned the importance of sharing a story, because it not only allows you to show empathy, it is also an opportunity to share your experience. I also understood that showing vulnerability changes the perspective of attendees and helps capture their attention. A clear example was the IMSS Catalog II process, which is new for all collaborators at Takeda. The General Director mentioned that, given everyone's lack of knowledge, we ran the risk of delaying the deployment of the Entyvio contract, emphasizing that no one at Takeda had experience in that. Through my story, everyone learned that I was a pioneer in that process and that I have managed it for many years, and that gave them a lot of peace of mind. This made me see that it is extremely important not to assume that all attendees know everything about you, nor you about them. Before taking this course, it would never have crossed my mind to share a story, much less one that would make me show my vulnerability and lack of empathy. Today I understood how important it is that people, not only work colleagues, but also friends and family, feel your empathy, that you understand what they are going through, and that perhaps with your experience, together you can resolve complicated situations. After my presentation, I received several text messages and audio messages congratulating me, mentioning that they didn't know I had experience in the subject and that I demonstrated it to them with facts. Furthermore, last week when I had the opportunity to meet with that team again, they told me that the information I shared with them was very helpful, the process manual, but especially the tips, because they have been able to obtain information in their accounts and have guided their doctors about the process, and they are achieving approval for all their Catalog II cases, which translates into the deployment of the Entyvio contract. So the best evidence I have is the feedback they gave me last week and the deployment of the contract.”

“I am Benito Gutiérrez. I am a speaker, mentor, consultant and author of the book "Marketing with Soul". On this occasion I want to share with you briefly a story. Of which Gerardo Betancourt is a key factor. And I'm going to explain to you why. Some years ago I was in the process of preparing my retirement after more than 30 years of collaborating in an educational institution and precisely planning what was going to happen after my retirement, which obviously I was not thinking of retiring. It was when I met Gerardo Betancourt. And at that time he became my mentor. I took a course with him to develop my skills that I already had as a speaker and thanks to Gerardo I went from a speaker level of $5,000 dollars to a level of $10,000 USD, with everything that this implies. It was not just the matter of skill development techniques, but the accompaniment he knew how to give me to find and develop my own abilities. Later with his mentorship, I entered the field of digital marketing. My original training is marketing. But that transition from offline marketing to online marketing I achieved thanks to Gerardo Betancourt's mentorship. One of the things that impressed me most about Gerardo was that he constantly told us I am not going to keep anything for myself. Everything I know, I am sharing it with you and I realized that more than teaching what he knew, he taught what he is as a person, and that is what I value most about him as a mentor. The fact that today, after four years, he is resuming his professional work. That gives me so much joy because he does so much good through his courses, through his mentorship and definitely I, if they asked me to synthesize what Gerardo Betancourt is or what he has been for my professional career, I can say that Gerardo Betancourt is a trainer of trainers. Thank you very much.”

“What impacted me most about this masterclass was the Storyleading approach: it is not just about telling a story, but about leading through it, generating a real emotional connection with the audience and guiding them toward a concrete action or perspective. This approach seemed powerful to me, especially when combined with two key elements: communication with charisma, to capture and sustain the audience's attention, and the integration of Flare and Spark, which add creativity, spark and identity to each message. From my role in Marketing Direction and Anthropomarketing, I found multiple ways to apply these concepts. On one hand, in the development of brand narratives that resonate with consumers' values and emotions. On the other, in training teams to communicate with greater charisma and empathy. Additionally, the incorporation of Flare and Spark inspires me to design more creative campaigns that stand out in a saturated environment and that truly connect with the audience from a more human place. Throughout the entire session I developed active listening. Gerardo Betancourt's clarity in presenting the concepts, as well as the practical activities and interaction with other participants, made it easier for me to stay focused, grasp the details, and apply the knowledge in a concrete way. This way of learning helped me better internalize the techniques seen. The greatest value I take from this experience is precisely that fusion between narrative and anthropology applied to marketing. Understanding how to lead with stories, and doing it in a charismatic and creative way, opens new possibilities for connecting with people genuinely. It is not just an improvement in communication skills, but a transformation in the way of generating impact with meaning.”

“I have learned to communicate more fluently and connect with the audience using different communication strategies I acquired in the course. These techniques have helped me convey key messages more efficiently. For instance, in one of my talks with professionals from other specialties—I, as a nephrologist, was giving a session to gynecologists—I asked myself, based on what I learned in the course, what common ground connects our two specialties. From there, I decided to build a story that would resonate with both of us, focusing on patients with chronic kidney disease during pregnancy. This allowed me to lower the audience’s guard and create a space where I could effectively deliver the key message: the importance of early identification of kidney disease in pregnant women, due to maternal, fetal, and long-term nephrological complications. I believe that without what I had learned beforehand, it would have been more difficult to make an impact with this audience. At the end of my presentations, I feel I’ve inspired other colleagues. Some doctors have told me that my sessions motivated them to apply the knowledge in their daily practice. This has helped me stay closer to my audience. This is a course that is truly worth it. In our medical training, we usually learn to give presentations through trial and error, following our mentors' examples but without a clear structure. This course gives us the tools to communicate more clearly and effectively.”

“I improved my way of communicating in front of small and large audiences, and I have greater confidence in myself to convey clear messages that generate a call to action. I also perceive that the confidence with which I now communicate, combined with hard data, generates more trust and credibility with my interlocutors. A concrete example was that I had been searching for months for a meeting to present Ixazomib to ISSSTE, and with the changes in the way I communicate with decision makers, in the last 2 weeks they gave me the appointment and furthermore the presentation was very successful. The impact is also noticeable in day-to-day life. It is noteworthy the way I now communicate: I feel more confident in generating messages, I am more punctual in conveying them, I don't go around in circles with the topics I want to address, nor do I ramble. Personally the change has also been considerable, because my communication with my children, husband, family, and friends now generates a more positive impact. If I had to present evidence, I would have liked to have a recording of my way of presenting 6 months ago and now, but since I don't have one, I believe my colleagues and supervisors can be faithful witnesses to my evolution. What I can document is the change in my PowerPoint presentations, because there you can clearly see my evolution between how I did them 6 months ago and the presentations I create now.”

“The application of the learning I obtained during this course served me greatly to improve my presentations in multidisciplinary forums. Connecting with my audience from the first moment helped, without a doubt, to adapt my messages so that the presentations would have greater impact. Identifying the motivations that drive team members and focusing our efforts on obtaining tangible results helped me enormously. A specific example was a workshop with the Immunoglobulins area. During this workshop I had the opportunity to use all the tools learned during the storytelling course, with the objective of moving my audience to action. I managed to prepare all available resources to execute the strategies outlined during this session going forward. The positive impact has been that this methodology is effective and implementable for me in my personal and professional life. They have given me tools to improve my communication more effectively and achieve concrete objectives more quickly. If I had to present evidence of results, I would show the tangible outcomes of the workshop: we obtained insights from each of the health institutions, we will follow up for doctor mapping, patient census, and strengthening relationships with KDM. That follow-up will be recorded in a calendar with deliverables for each session and tracking files in SharePoint for its implementation.”

“The moment when I had the opportunity to moderate the sales convention was where I applied several concepts. One of the tools was "sharpening the axe," because I analyzed a diverse audience as best as possible and was able to prepare messages and stories that would stick. That was evident, for example, when closing one of the convention activities, when we left satisfied with the purpose we sought as a diverse, inclusive company centered on the patient. I also worked on speaking with stories. One of the days was focused on "inspiring" and I had the opportunity to tell the story of a person with Down syndrome who has forged a path to be independent, and that opened the audience to connect with the purpose of inspiring us. By sharpening the axe, getting to know the audience first was key, because I identified that one of the common motivators was the patients and the patient's story was going to click, we managed to put ourselves in their shoes. In that execution, the use of tone of voice was important to move emotions and make participants feel like an important part of the activity and our purpose as Takeda. I am left mainly with the importance of preparation and with the use of pauses and silences. This gave me more fluency when speaking in virtual work sessions and being more assertive in my comments.”

“The result is being able to incorporate a personal story that manages to impact and capture the audience's attention to communicate the message efficiently. A specific example was during the assessment process for the Business Case presentation. There I used the result of the last government bidding process to communicate the opportunities that would present themselves to the executive committee, and I also incorporated the personal experience and that of the team throughout that successful journey. Following the BC presentation and a presentation during the convention on results, status and monitoring of bidding processes with the government, the opportunity arose to be promoted as Commercial Director, also assuming responsibility for Private and Customer Care. The impact I notice is in the way I present. Before I focused on giving concrete data, getting to the point and somehow finishing early. Now I try to enjoy the presentation by incorporating anecdotes and stories from the process to connect with the audience, and also to seek what the audience needs or what is important to them, in such a way that I incorporate the message that interests them and their benefit.”

“When I started my presentation, I noticed that people were distracted. As I moved forward with the introduction and the amazing story, I noticed how people paid more attention to what I was presenting. At the end of the presentation, I had interaction with three people who spoke to me about the topic and recognized the work I do, which is sometimes not easy to understand. The change I saw is that the technique helps capture people's attention. I believe that, at least from what I presented, they retained more than two ideas and understood the context. It also helped me understand the importance of interacting in a different way, and some people recognized my presentation, that was the result I saw. In general, it has helped me think about the type of audience, what materials I should prepare so that my presentation truly fulfills its objective. It has made me more aware of my surroundings and how I should address my audience. If I had to show evidence, I would say that the cross-functional team better understands the work I do and how they contribute to achieving the result, because I encouraged them to make a commitment and collaborate to reach the same goal.”

“By incorporating concepts like the paradigmatic idea into my presentation and focusing on the problem rather than the topic, the flow happened in a more agile way. Also, considering who the audience was and the context helped me generate attention and openness from the audience. Although when we started the sessions with Gerardo we talked about putting into practice what we learned in a specific meeting, the opportunity came up to participate in a session during the recent convention and there I applied the concepts. In the same way, I will do the same in the session that I initially discussed with Gerardo. For that session I also studied the content, and that allowed me to feel more confident. The way the project was narrated was very natural: the context was addressed, the problem was presented, the audience was made a participant, and they were attentive during the presentation. As evidence of the result, I received positive comments not only about the project, but about the way it was presented. There were even written comments congratulating me and they asked me to share this same thing in the region.”

“If there is someone who can take you to ULTRA results, it is Gerardo Betancourt. If you want to have true influence and bring "your idea" down from the cloud, believe me that with the first 90 minutes applying Gerardo's methodology, you are going to be in the big leagues; doing what you do best, creating unparalleled relationships and building six-figure incomes. What more do you want? In a world of so much "hurrah, hurrah," motivation and coaches everywhere, I personally am very selective when I decide to learn from someone, because for me, coherence is EVERYTHING. Today, I can say that Gerardo is that and more. Thank you my good Gerry! For being: human, genuine, and having first-rate know-how, for those who want to shake off laziness and start materializing their legacy and results. You are great!”