The Hidden Link Between Vulnerability and Pricing — Joe Rockey Jr. Returns to Talk Sales Strategy

Why do some people charge $25 and others $300 for the same service? It’s not always about skill. In this powerful episode of Leaders and Their Stories, sales coach and author Joe Rockey Jr. returns to unpack the real reason pricing works—or doesn’t.

From emotional buying triggers to vulnerability as a pricing lever, Joe and Richard dig deep into what drives premium pricing, customer trust, and long-term sales success.

You’ll learn:

• Why “What’s in it for them?” is the golden question in any offer
• How to price based on perceived safety, not just deliverables
• The secret to connecting with emotionally raw clients (and why it justifies your rate)
• Why vulnerability builds pricing power—and how to use it wisely
• Lessons from Trader Joe’s, skydiving, hot air balloons, and ghostwriting
• Why some prospects can’t be helped—and how to let them go

What if everything you thought success meant… wasn’t really yours?

In this heartfelt episode of Leaders and Their Stories, leadership coach Doris Walsh joins Richard Lowe to explore what happens when high-achieving professionals hit a crossroads—torn between a thriving career and the deeper pull of family, identity, and meaning.

Doris shares her journey from corporate life to coaching, including the wake-up call that arrived in her 40s and the power of asking, “What do I actually want?” Richard opens up about his own transformation through grief, photography, and learning to let go of toxic relationships.

This conversation is funny, raw, and deeply reflective—packed with real-life examples, emotional truths, and the permission to change… even after 50.

In this powerful episode of Leaders and Their Stories, host Richard Lowe welcomes Trevor Sumner, CEO of IGenie and a seasoned tech entrepreneur with over 25 years in the game. Trevor shares how his AI startup is transforming consumer insights for major brands like Coca-Cola, Bayer, and Unilever—replacing unreliable survey data with real-time analysis of billions of online signals across TikTok, Google, and Instagram.

From the explosive AI hype cycle to the practical, personal benefits of using tools like ChatGPT and Perplexity, Trevor offers grounded, insider wisdom. He and Richard discuss how AI is not just streamlining operations but redefining what lean, high-impact teams can achieve. With real stories of AI shaving hours off content creation, reimagining competitive analysis, and even improving personal health outcomes, this conversation brings AI down to earth.

The episode also explores deep societal implications: the future of entry-level jobs, the demographic collapse, and how automation could offset shrinking populations in countries like Japan and China. Through it all, Trevor maintains a cautious optimism: AI won't replace people—but those who use it wisely will outperform those who don't.

Whether you're a tech executive, founder, marketer, or just curious about where AI is really heading, this episode offers clarity, insight, and actionable takeaways for navigating the next wave of transformation.