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Chris LoCurto


March 14, 2017

How To Sell To Different Personality Styles And Close More Sales

March 14, 2017 | By | 7 Comments">7 Comments

Here’s a great guest post by Joel Fortner, one of my key leaders, and fellow presenter at the Next-Level Leadership LIVE Event May 11-13. 

selling, personality styles, personalities

When it comes to sales, it’s not about you; it’s about them.

The more you understand the personality style of the person you’re communicating with, the better you can to guide them to a decision that’s right for them.

Now, before I go on, let me quickly explain what I mean by “right for them”.

Zig Ziglar said it best when he said, “Selling is not something you do to someone, it’s something you do for someone.”

I couldn’t agree more. And the better I get at “servant selling,” the more enjoyable leading the sales process is, and the more people say “yes” to doing business with us.

A key to selling as something “you do for someone” is understanding personality styles.

And of all of the personality style tools out there, DISC is the best tool.

Why is DISC the best personality styles tool?

“Complexity is your enemy,” said Sir Richard Branson said. “Any fool can make something complicated. It’s hard to make something simple.”

We can’t implement what we don’t understand. DISC is easy to understand, remember, apply, and get your team onboard with.

For example, when you know someone is dominantly a High I (Interactive) and the attributes of a High I, you can lean in the their direction, and understand their needs, strengths, and weaknesses.

This helps you lead them in the sales process. If you can’t even remember their personality style, you can’t do this.

Here’s a short, 3-minute video from Chris on using DISC to improve communication if you want to learn a little more.

When you know the personality style you are selling to, you can change the way you give information to best serve the other person.

Here’s how to sell using DISC, by personality profile.

First off, here’s a 30,000 foot view description of each personality style.

It’s important to remember that everyone has all 4 levels, but normally, people have 1 or 2 “high” levels, such as a “high D”.

Also, people’s personality fluctuate between their “natural” and “adaptive.”

A simple way to think about this is people tend to be in their “natural” when their at time, and “adaptive” at work or when they know people are watching them.

understanding personality styles, selling to different personalities

Here’s a breakdown of what to factor in to selling to each personality type.

Selling to High Ds:

  • Give them info in sound bites. Short and sweet.
  • If written, give it in bullet points
  • Once a high D has bought…STOP SELLING THEM. STOP TALKING. Transition to the close.

Selling to High Is:

  • They are all about people.
  • Don’t go into the meeting giving them information right off the bat. Ask them how they are doing?
  • But don’t be fake! Be genuinely interested in them.
  • They won’t hear a ton of details so follow up with them in a more detailed email.
  • Keep the meeting fun and energetic.

Selling to High Ss:

  • This is the most difficult style to sell to because change is conflict for them. Most people give up on them because they take a looooong time to make a decision.
  • They’re always asking themselves, “how is this going to impact the team?”
  • Give them information. Teach them how your product, service will help the company AND team.
  • Understand it will take a lot of follow up. But the effort is worth it!

Selling to High Cs:

  • You have to have A LOT OF DETAIL to sell to high Cs. They don’t want salesmanship or hype.
  • They just want the facts. It doesn’t need to be exciting.
  • If they disagree with your facts…you lost the sale.
  • Be prepared.
  • Ask them, “Are there any questions?” This allows them to give information back to you so you can fill in more information.
  • And remember…DETAIL DETAIL DETAIL!!!

Learning to master selling to different personalities, and servant selling overall, takes years of practice and diligence.

If you study top performing sales people, they take immediate action when they learn new, useful information. That’s what I encourage you to do with this information! Take action today!

The next step is committing to mastery.

If you want to take the next step, and take your sales ability to the next level, check out the Next-Level Leadership LIVE Event May 11-13 in Nashville, Tenn.

Growing a business isn’t as hard when you have a proven plan to get the vision, systems (including sales and marketing), and a united team in place and performing with more focus.

Early bird ticket pricing ends March 28, so don’t wait too long!

Go here to learn more about the Next-Level Leadership LIVE Event and register today. 

Question: How do you think selling according to personality style can help you? 


Chris LoCurto


March 2, 2017

5 Steps To Overcome Guardedness and Live More Authentically

how to not be guarded, live authentically, authenticity

Are you fully open or vulnerable with your family or friends?

If you’re not, guess what? You’re pretty darn normal, and there are reasons for that.

But have you ever worked on figuring out why you’re not more open, and what holds you back?

Oftentimes, people blame the other person in the relationship.

Perhaps you’ve thought or said something like…

“I’d be more open, if they’d be.”

“If they treated me better, I’d open up.”

“Anytime I try to be open, they respond in a way I don’t like…they try to fix it, tell me to get over it, or I end up hurt.”

If you’re guilty of any of these, brace yourself because here comes the painful part.

Do you see how there’s no personal ownership or responsibility in any of these statements?

When we take a victim stance or blame someone else, we eliminate any chance of changing the situation, and we stay stuck in it.

We put it all on the other person, and because we “can’t change them” or “they just won’t change,” we build up walls and become guarded to protect ourselves.

next-level life, create a plan for your life

And when we guard, other people will, too, and now we have two people cycling against each other, instead of pouring into each other.

This destroys relationships.

Here are 5 steps to overcome guardedness and live more authentically and free. 

1. Pray for God to change you, and the relationship. 

I firmly believe that God changes us from the inside out, and heals relationships, especially when we’re diligent and ask for His help.

Pray for His peace and help, and surrender it to Him.

2. Start with you.

Diligence starts with learning to be more open, and discovering all of the pieces in your Root System that are causing you to guard and protect.

This is something we go super deep into in every Next-Level Life event, and is truly the key to any type of life change that lasts.

For right now though, it’s critical to understand personal responsibility is where to begin.

3.  Gain perspective from the other person to understand more. 

Ask questions to understand why they respond to you like they do, and ask questions to learn how you contribute to their guardedness.

Now here’s the thing. It’s super important to not be defensive or frustrated when they share.

Responses like these also come from your Root System, and until you’re able to overcome them, do your best to manage them.

Caution: If you’re talking to a very toxic person (i.e. controlling, abusive, very negative and judgmental), this step will be very difficult because the other person won’t be healthy enough to have a conversation like this.

If that’s the case, healthy boundaries are a must, as well as pouring into your relationship with God.

4. Be honest about how you feel. 

Right now you may be thinking, “But wait a second, Chris, this takes being vulnerable! I can’t do this step!”

You’re right, it does mean being open and vulnerable, but note that it’s not step 1 or 2.

If steps 2 and 3 go well, you’ll feel more open to share because you’ll have better perspective about why they respond like they do, and how you influence them.

Perspective provides understanding, and understanding is power.

5. Love them. 

When we understand each other better, we respond with more patience, acceptance, and grace, and judgement and frustration get sidelined.

That’s when our more authentic self comes out, and we can be more free to love well.

Love is the key. Love will end two people cycling against each other because when the other person feels loved, over time, they’ll love you better.

And when you both feel loved, unified, and trusting, you have little reason to guard and protect.

Depending on what’s going on today in your relationships, this step may feel like the last thing you want to do, but in relationships, someone must go first to change things.

Someone must lead toward healing, and remain committed to reversing the cycle of guardedness.

With God’s help, you can do this!

Question: Has guardedness held you back from having greater relationships? Comment below!

If you’d like to learn how Next-Level Life could benefit your life, click here. 


Chris LoCurto


December 6, 2016

How Your Personal Life Holds You Back at Work, And What To Do About It

December 6, 2016 | By | No Comments">No Comments

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We have two phenomenal questions from our podcast listeners today.

Suzanne asks, “I just left a non-profit, and wasn’t able to handle the emotions that went into it. I felt myself getting too much compassion fatigue. Do you have suggestions on how to have a healthy emotional separation at work?

Here’s what you’ll discover:

  • Responsibility in caring for others, philanthropic work or counseling
  • Understanding rejection
  • What happens when you don’t effect change in someone’s life
  • Your single greatest value as a human
  • What getting worth from people looks like
  • The core of getting “you” healthy
  • Difference between helping for your worth…and truly helping
  • Where to get your self worth

Keeley asks about personality styles, and solving communication issues as a leader.

We dive into:

  • How to tax the collective intelligence of the team
  • What to do when team members don’t add valuable input, or voice their opinion
  • How to communicate with different personality styles on your team
  • The right questions to ask to lead your team to higher engagement
  • How to lead your team to success in the moment
  • Exactly what to say in meetings



If you want to be on the show and have your question answered by me, it’s easy to do now. Get on the schedule here.

Next-Level Leadership Live Event is going to be a jam packed 3 days looking at making you, your team and your business successful in every area with new perspective.

Now there are folks already on the waiting list for this event…who will be notified before everyone else when tickets are available. Right now, if you want to get on that list go to!!

Chris LoCurto


November 15, 2016

Encore Episode: Creating a High Quality Culture

November 15, 2016 | By | 2 Comments">2 Comments

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Before we dive into today’s show, we have incredibly exciting news….we’re getting ready to launch our BIGGEST event of the year. It’s our second annual Next-Level Leadership Live Event!!!

When we launch registration… for a short period of time you will have the opportunity to get a freakin’ phenomenal price. We’re only going to do this for a couple of weeks, and it’s during the Christmas season. *Cue holiday merriment and cheer*

Here are just a few of the things we’re going to be teaching on…How to scale your business in a healthy way, how to lead your team to top performance and in-depth lessons on health, marketing, sales, and more…

This is going to be a jam packed 3 days looking at making you, your team and your business successful in every area with new perspective.

Now there are folks already on the waiting list for this event…who will be notified before everyone else when tickets are available. Right now, if you want to get on that list go to!!

I want on the list!

On to our episode! Culture is kind of a big deal around here. I spend a great deal of time teaching entrepreneurs and guiding teams on how to create high quality culture in their organizations. It’s a major component of every business, and it has the power to destroy your company or make you successful. This week we are bringing you an oldie but a goodie and revisiting one of our most listened to podcasts of all time.

INC Magazine invited me to do a talk on culture and those lessons have been available in chapters to blog subscribers. Today, I’m featuring three of the lessons in the podcast.

Question: How Do You Create High Quality Culture?


If you want to be on the show and have your question answered by me, it’s easy to do now. Get on the schedule here.


Thanks for listening folks!

Share the love

If you enjoyed the podcast, please share it! Check out the social media buttons at the bottom of the post.

Let us know…

Reviews are insanely helpful. I read each and every one of them! Please leave an honest review for Chris LoCurto Show Podcast.


Want more? Don’t forget to subscribe to the show on iTunes!

Chris LoCurto


July 19, 2016

How to Deal with Unproductive Criticism

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We have so much crappy culture in our country. No one is standing up and teaching, “quit your complaining, do something about it.”

Folks, it’s not easy to create incredible culture in your business.

It can be exhausting dealing with critics and naysayers in your business when you’re trying to create positive culture. Sometimes it’s unproductive criticism…


Here’s what we cover on today’s episode:

  • How to create a culture of positivity
  • How to deal with unproductive, critical “suggestions”
  • Most beneficial way to reason with your critics
  • Understanding artistic personalities in the decision making process
  • How to manage your business when you move across the globe
  • How to find a trusted leader to fill your shoes as you transition to owner
  • My advice on “leasing” clients and switchbacks

If you want to be on the show and have your question answered by me, it’s easy to do now. Get on the schedule here.


DISC Personality Profile


Thanks for listening folks!

Share the love

If you enjoyed the podcast, please share it! Check out the social media buttons at the bottom of the post.

Let us know…

Reviews are insanely helpful. I read each and every one of them! Please leave an honest review for Chris LoCurto Show Podcast.


Want more? Don’t forget to subscribe to the show on iTunes!


Q: How have you dealt with unproductive criticism in your business? (Comment below!)


Chris LoCurto


March 23, 2016

How To Use Personality Styles To Overcome The Biggest Obstacle In Your Business, Team

March 23, 2016 | By | No Comments">No Comments

DISC Personality Styles, test, solving bad communication, communication


A lack of high-quality communication is the most common and destructive issue I see in almost every business I work with.

What causes this significant lack of communication? Simple – not understanding how to communicate effectively with each of the different personalities on the team.

It doesn’t matter what the vision is, what the goals are, or if you have the right people in the right seats, if the team’s communication is poor, productivity, morale, and team unity will suffer.

What Happens When Communication Is Bad

I’ll paint a common picture for you!

If you’re like most leaders, you have no lack of stuff on your plate that needs to get done.

In the heat of stressful, busy days when you’re trying to get through your to-do list and put out fires, team members have questions.

They pop into your office, or catch you as you walk by to get what they need answered.

And now we’re off to the races. What do I mean?

People communicate how they want to be communicated to.

In this example, let’s say you’re a High D personality on the DISC Personality Assessment. This means you’re a driven, dominant person who likes information in sound bites.

And the team member that just popped into your office is a high S and C.

This means they need lots of detail, need to have time to process on the information to understand it, and will most likely have more questions later. That’s their High C.

Because they’re also a High S, they hate conflict and won’t push you for details or what they need. They’ll take what you give them, turn around, and go back to work.

This is especially true if you don’t stop working to talk to them, and give short, terse answers. The team member will feel like they’re bothering you because you seem busy.

If you don’t understand their personality style AND your own, you will give them 10% of the information they need to be successful.

They’ll go back to their desk feeling frustrated, unclear on what to do next, and most likely put the task on the back burner and do nothing with it.

Does any of this sound familiar?

And this is just one example!

What you need is a deeper understanding of personality styles.

What Great Communication Looks Like 

A key to great communication is “leaning in” to the personality style of the person you’re communicating with.

So many times, we learn our personality style and expect everyone to communicate to us in our style. Great communication doesn’t work that way.

One time in a team meeting, we were solving a lot of problems and setting direction on a project. A lot of new workload was being created.

Toward the end of the meeting, I noticed the look on one of my High C team member’s face. She looked worried and stressed out.

I immediately considered her personality style, stopped the discussion, and asked her questions about what she was feeling and thinking. Why?

Because her non-verbal communication was communicating something I needed to know, as her leader.

I knew she was stressed and feeling overwhelmed, and if we ended the meeting and she went back to work, she wasn’t going to be successful.

When you freak, you freeze, and she was freezing.

By knowing her personality style, caring more about her than me, and asking a lot of questions to gain perspective, I learned she was processing on how all of her new work was going to get done.

Fear of failure was setting in.

Because I knew her personality style, together we were able to talk through all of her workload, remove some tasks from her plate, reset priorities, and create clear direction for her.

The stress and fear went away, and she left the meeting in a great place, and has been killing it in her role!

If I didn’t understand personality styles and didn’t have great communication, can you see in this example how productivity would’ve been impacted?

Can you see how much of a waste that meeting would’ve been? Can you see how her morale would’ve been impacted?

That’s the difference between knowing personality styles and not.

And of all of the personality style tools out there, DISC is the best tool.

Why is DISC the best personality styles tool?

“Complexity is your enemy,” said Sir Richard Branson said. “Any fool can make something complicated. It’s hard to make something simple.”

We can’t implement what we don’t understand. DISC is easy to understand, remember, apply, and get your team onboard with.

For example, when you know someone is dominantly a High I (Interactive) and the attributes of a High I, you can lean in the their direction, and understand their needs, strengths, and weaknesses.

This helps you lead them to success in their role. If you can’t even remember their personality style, you can’t do this.

As a leader, if you don’t know how someone needs to receive information…how can you set them up for success each day?

Get your DISC Personality Tests here.

With a DISC test, you’ve got just enough information to be dangerous…. If you really want to dive in, the Personality Styles Video is an in-depth coaching session on how to not just understand your personality style, but others as well.

The goal is to “lean in” to the personality style of the team or family member you’re communicating with. So many times, we learn our style and expect everyone to communicate to us in our style. Great communication doesn’t work that way.

When a team member has been communicated to poorly about what they’re supposed to do, they spend most of their time trying to figure it out. This lack of communication cuts team productivity in half, costing a ton of money…

Understanding personality styles in all aspects of business means a greater bottom line. It also means higher morale, happier team members, and more productivity.

If you want to dive deep into how to lead people by their personality style to boost their productivity, how each personality style contributes to conflict, how to lead people by their natural motivators and ensure they’re in the right seat, and so much more, check out the Next-Level Leadership LIVE Event in Nashville, Tenn.

Question: How do you create a culture of communication at the office or at home?

Chris LoCurto


October 27, 2015

High Levels of Quality Communication

October 27, 2015 | By | 2 Comments">2 Comments


Today, on the podcast, we are answering a question that came in from one of our listeners.

Justin writes, “I have to start with the obvious. Thanks for all that you guys are doing and keep killing it. I know you’re always open to suggestions for podcast topics, and yes we are, so I wanted to throw out the idea of doing something high level on communication, and maybe topic in with your top 10 recommended books on communication.

I loved your list on the poverty mindset. I know how important you think communication is, and I think most of your listeners could benefit from what you have to say on the topic and from the books you recommend. Thanks again, and keep up the good work.”

Thank you Justin, we appreciate all of that. I’m going to answer Justin’s question but before I do I have created a tool for you to use to help you better communicate.

There are some do’s and some don’ts of body language when you’re communicating effectively. So make sure that you get today’s download if you want to know these things, and you want the power of understanding body language, and the things to do and not to do for effective communication. 


Now on to Justin’s question. Here are eleven ways that will help you have high levels of quality communication.

Verbal Communication

To have great communication skills, you have to start with caring for the other person. Yes, I said caring! Caring that they are not only an emotional being, but that they are a child of the Most High God! Which means He cares about how you treat them!

For communication sake, caring means that you are focused on leaning in the direction of the other person, so they can successfully understand what you are saying. This happens by understanding how they receive information, by staying calm, being focused, polite, interested, and to match the mood or emotion of the situation.

You first have to understand the person you’re talking to. How do they receive information? If they received it in sound bytes, it they need the scroll that is 10-feet long, if they need energy and excitement with it, if they need understanding and the least amount of conflict.

Whatever it is, you have to start by understanding how they receive information. That way, you can give it to them well. By staying calm in the process, by being focused on the things that you’re saying, by being polite, by caring about matching the emotion of the situation, whatever that is, the mood of the situation, make sure that you are following all of these pieces.

We are so usually focused on our own feelings that we don’t think about how difficult we make it for others when we communicate. I watch people be so absolutely short in their verbal communication, and give so little detail that there is no wonder why the other person doesn’t understand. If that is you, you’re not doing a good job verbally giving information.

Non-verbal communication

Your body language is constantly speaking. I am always watching every bit of body language from our attendees. It doesn’t matter who it is. Anybody coming in, I’m always watching body language. It’s nonstop. It tells me a ton about what they are experiencing.

It even tells me what they’re thinking. I can see things by the way that they respond. You can see specific responses that will tell you what people are thinking. There are all kinds of things that I watch. I watch whether people cross their legs.

Do they cross them towards somebody against, away from somebody, whatever it is? Do they put themselves in a position of power, where they feel more powerful when they’re talking?

All of that stuff is nonverbal communication, all of your facial expressions, your eye contact, whether you have it or whether you don’t, your posture, your gestures with your extremities.

Even the way you position yourself physically in a room, where you put yourself, where you stand, do you put yourself in the middle of conversations? Do you put yourself to the outside?

Whatever that is, all of that is revealing a lot about you, and for better or for worse. It could be good. It could be bad. Either way, you’ve got to understand that your body language tells a ton. You’ve got to understand your non-verbals.


Great communicators are incredible listeners, not good listeners, incredible listeners. Crappy communicators cannot wait for the other person to take a breath, so they can speak. You know them.

You’ve experienced those people. That may be you. Listening is half of the equation that makes me great at leading and coaching people.

Without it, I wouldn’t have any clients. They wouldn’t want to hang around. If all you do is communicate what you think someone needs to hear without listening to them, how will you ever know if you’re communicating successfully? If you’re going to communicate well, you have to listen really well. 


It needs to be at least equal to the content you’re communicating. Let me give a quick dive on that. You hear me say all the time it is your job as a leader to make your team successful. If you’re trying to make a team member successful, then your patience has to line up with the thing that you’re trying to teach.

If you’re trying to teach them or communicate to them how to make coffee, probably, not a whole lot of patience needed here. We probably need to run through this once or twice, but you really should have this after that. If you’re trying to delegate large tasks, then you have to have patience.

You have to understand that you may not be doing a great job communicating, or the way that they receive it may take more time. Understand that.

If you are just giving somebody an update, then understand that the patience for that is considerably less than making a team member successful on a large delegation project. If you’re giving an update, have the patience for them to ask questions, and make sure that they understand what it is that you’re updating on. 

Then if the ox is in the ditch, if it’s an emergency, then the patience is considerably less. “Hey guys, this is something we’ve got to do right now. Now unless somebody has some phenomenal input, we’ve got to go. Go, go, go.”

I’m the kind of leader who is always trying to teach. I’m always trying to make my team successful. I would spend a lot of time making sure that they understand stuff. If there is an emergency, if there is something we’ve got to get after, then there’ve been times that I’ve walked up to a team member and said, “Hey, listen, I don’t have time to explain this.

I need you to do this. Just go in this direction right now. This is something we’ve got to do. We’ve got a problem. We’ve got an emergency. Just make this happen. I’ll explain later, or we can talk through, or when the situations are normal, then I will sit down and teach.

This isn’t the time for me to teach. I need you to go move in this direction.” You’ve got to have patience, but make sure that it’s equal to the content that you’re communicating.

Ask Questions

Questioning is one of the best ways for you to gain perspective. It is the thing that shows people that you’re interested in them. It’s the thing that shows them that you’re listening. It also helps you to get a lot of information.

We don’t do a good job gaining perspectives. Since we’re not asking a lot of questions, since we’re not getting a lot of perspective, what tends to happen is we make uninformed decisions, or we show people that we don’t really care. We don’t want to dig further.

We don’t want to know more, and so they don’t care. They give up. You’ve got to make sure. Ask questions. Ask quality questions as well. Care enough to find out. The more perspective you have, the greater decision-making process you have.

Decision-making processes are usually junked up because of a lack of perspective. Make sure you’re asking great questions. I’m talking about the stuff that helps you to get real, good quality information. The more you do that, the better you’re going to be at communicating.


You have to respect people. You have to respect their situations and what they’re maybe going through. Stop and respect people. Respect their time. Respect their emotions.

Problem Solve

In high levels of quality communication, you have to be able to identify exactly what the problem is. You do that by dissecting the problem, so it’s fully understood. This goes back to question asking, listening, and patience.

You do that by gaining the information, not just talking or making statements about it, but gaining great perspective and then setting up a system of strategies or objectives to solve the problem.

Then taking that information, and putting together whatever it is that you’re going to do to solve the problem, putting together some objectives to get this thing done, whatever that is. Great communicators are also great problem solvers, or at least they can guide information to getting the problem solved.

Socially Aware

Understand you have to be in tune with other’s emotions. It is absolutely essential to understand. It is something that you need as an interpersonal skill. Is somebody going through something incredibly painful? Did they just lose a relative, or did they get fired from a job, or, or, or?”

Whatever that is, be aware. Be in tune. See how they are. Also, being aware of, like I said, what are people experiencing. If you’re the leader, what are they experiencing with the work that you’ve put on them? Have you done too much? Have you done too little? Are they being demeaned, whatever it is? Think about those things.


You have to be in control of your emotions. You have to be thinking about what is appropriate behavior. You have to be responding appropriately with appropriate behavior to the situation itself. What does it need?

If you’re flying off the handle on something that is absolutely small it does not require what’s nothing really requires, you’re flying off the handle. If you are overdoing it because you’re stressed out, if you’re overdoing it because of something you’re going through, you can’t just sit there and think, “Well, I’m going to respond this way. I don’t care what anybody thinks.”

It means you got to control yourself. You have to not get angry. There are times where I could be totally frustrated with a team member because of something that’s going on. The first question I have to ask, I have to self-manage myself, “Is this my fault? Did I not do a good job communicating? Am I the one to blame here? If not, then why didn’t I catch this?”

I first always try and look at myself, and say, “How are you the one who is contributing to this problem,” and solve it? Don’t get a little crazy. Don’t get frustrated. Understand what’s happening. Be aware of yourself. Be aware of your behavior.

Responsible and Accountable

You have to be responsible and accountable with your actions, with your communication. Responsibility says personal responsibility, being mature. If you say that you’re going to do something, actually do it.

If you say that you’re going to do something and you don’t, take responsibility. If something crashes or goes wrong because of something you did or did not do, take responsibility. “Guys, I am so sorry. That is my bad. I did that. I know I failed that. I screwed that up.” Whatever it is, take responsibility.

Also, hold yourself accountable for your own actions. One of the things I’m always doing or at least trying to do with myself is I’m always trying to tell myself, “Hey man, look at this situation. You need to act. You need to take responsibility. You need to apologize. You need to do whatever.”

That part of accountability and holding my own self accountable by calling my own self out helps me to be not only a great communicator, but it also gains a lot of respect. It also gains a lot of loyalty, because when others see that I am very quick to call myself, and I think I’m right, I think I’m right.

The moment I realize I’m not, “Hey, I’m wrong. I’m sorry, I’m wrong. I screwed that up. I did this or whatever.” That is a part of accountability. Get on it. Take responsibility. Hold yourself accountable.


This should not be used as a license to be a jerk. I am not talking about you being assertive in the jerk way, where you just start ripping on people. That is not what I’m saying at all. What I am saying is that it goes hand and hand with what you hear me saying when it comes to things like healthy boundaries.

If somebody’s trying to control you, trying to manipulate you, just not respecting you in this situation, then you may need to go ahead and give a little push back. You may need to go ahead and be a little assertive. Put a good healthy boundary in place. I am not saying being assertive by being a jerk. Please understand that.

These are all things that I want you to be thinking about. If you want to have high levels of quality communication, if you want to be a great communicator, if you want to lead your team well, if you want to do the things that create success for team members, create success for you, so you can communicate well in your relationships, in your work, whatever it is, then these are things you need to be focused on, things you need to be thinking about. By doing these, you would become a great communicator.


As promised, here are my top books for better communication:

Everyone Communicates, Few Connect: What the Most Effective People Do Differently, by John C. Maxwell

  • John C. Maxwell says if you want to succeed, you must learn how to connect with people. In Everyone Communicates, Few Connect, Maxwell shares the Five Principles and Five Practices to develop the crucial skill of connecting

How To Win Friends and Influence People, by Dale Carnegie

  • Three fundamental techniques in handling people
  • The six ways to make people like you
  • The twelve ways to win people to you way of thinking
  • The nine ways to change people without arousing resentment

Safe People, by Henry Cloud, John Townsend 

  • Solid guidance for making safe choices in relationships, from friendships to romance. They help identify the nurturing people we all need in our lives, as well as ones we need to learn to avoid. Safe People will help you to recognize 20 traits of relationally untrustworthy people. Discover what makes some people relationally safe, and how to avoid unhealthy entanglements. You’ll learn about things within yourself that jeopardize your relational security. And you’ll find out what to do and what not to do to develop a balanced, healthy approach to relationships.

Crucial Conversations, by Kerry Patterson

  • Prepare for high-stakes situations
  • Transform anger and hurt feelings into powerful dialogue
  • Make it safe to talk about almost anything
  • Be persuasive, not abrasive

Made To Stick, by Chip Heath, Dan Heath

  • A book that will transform the way you communicate ideas, Made to Stick shows us the vital principles of winning ideas–and tells us how we can apply these rules to making our own messages stick. 

Communicating for a Change, by Andy Stanley

  • In Communicating for a Change, Andy Stanley and Lane Jones offer a unique strategy for communicators seeking to deliver captivating and practical messages. In this highly creative presentation, the authors unpack seven concepts that will empower you to engage and impact your audience in a way that leaves them wanting more.

The Tipping Point, by Malcolm Gladwell

  • The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire. Just as a single sick person can start an epidemic of the flu, so too can a small but precisely targeted push cause a fashion trend, the popularity of a new product, or a drop in the crime rate. 

The 7 Habits of Highly Effective People, by Stephen Covey 

  • Focus and act on what can be controlled and influenced, instead of what can’t.
  • Define clear measures of success and create a plan to achieve them for both life and work.
  • Prioritize and achieve the most important goals instead of constantly reacting to urgencies.
  • Develop innovative solutions that leverage diversity and satisfy all key stakeholders.
  • Collaborate more effectively with others by building high-trust relationships of mutual benefit.

Boundaries, by Henry Cloud, John Townsend

  • Biblically-based answers to these and other tough questions, showing us how to set healthy boundaries with our parents, spouses, children, friends, co-workers, and even ourselves.


We love hearing from you so please keep those questions coming! 

Chris LoCurto


October 20, 2015

How To Wow Your Audience with Michael Port

October 20, 2015 | By | 2 Comments">2 Comments

michael port graphic

First off, when I say audience, you probably think a concert or a show don’t you? An audience is somebody who is listening. It could be one person sitting across the desk from you, or it could be a theater filled with people.

Anybody who you ask for attention from is an audience, and there is often an inherent value in that interaction based on performance. Performance in the way that we’re looking at is about authenticity.

The greatest performers in the world are the most honest ones, the most authentic ones. Performance is about amplifying different parts of your personality in order to achieve a particular goal.

Today we are talking to Michael Port, author of Steal the ShowHow to Guarantee a Standing Ovation for All the Performances in Your Life.

We have got a fabulous download from Michael today. It’s “50 Tips You Can’t Afford To Ignore If You Want To Wow Your Audience.”

michael port button

“Your life is made up of lots of high stakes situations, and how you perform during those moments, and if you fall flat, then your life is relatively flat, but if you can shine when the spotlight’s on you, then you get to do big things.”

The book focuses on on feedback, how to give it, how to take it, how to get the kind of feedback that you want. We tend to run away from criticism, and as a result, we don’t grow.



Recognize that you don’t need to be an entertainer to be a performer. You just need to be somebody who wants to connect with others and deliver on promises.

You can focus on you, or you can focus on what the people are hearing. The moment you stop thinking about yourself, the moment you stop being nervous.

So how do you crush your fears and face your critics?

BE PREPARED: One of the reasons that we are often afraid is because we are not as prepared as we would like to be. We don’t know if we are going to be able to deliver what we want to deliver. If you’re prepared, then you tend to be calmer.

STOP BEING SELF ABSORBED: Once we start thinking about ourselves, and we go, “Oh my God, I look fat in these pants,” or “They’re going to hate me,” or “They’re not going to believe anything I have to say,” or “Who am I to say this? It’s already been said,” or any other number of things that we start to obsess on.

When we obsess on those things, it just gets worse. It’s a downward spiral. If we focus on the audience and every speech, every interview, every negotiation, every deal, every engagement, then we are serving our audience. Our job is to deliver on the promise, to focus on the people we’re meant to serve.

When your focus comes off of you, and your own needs, and anxieties, and on to the people that you’re there to serve, it gets a lot easier. You get a lot more relaxed.

You are more comfortable, and you forget about some of the things that were making you nervous, because you can’t hold those two thoughts in your head at the same time. Your mind is focused on one thing, which is delivering on the promise, that you don’t have the space in your brain for the anxiety.

How do people create a story that keeps their audience, whether it is thousands of people or two people? How do they keep people on the edge of their seats?

People, places, things, and then times or events. That simple! Here is where you grab paper and a pen.

Take out a piece of paper, and you would just put a line on the side of the piece paper with a title that says “Stories.” You’re not going to judge these stories. You’re not deciding whether or not you’re going to use these at any point. You’re just trying to remember the stories. That’s all.

Then you back later, and you look and go, “Could I use that in my next meeting to demonstrate the point of hard work,” or “Could I use that story to demonstrate that every once in a while we do things that make us look foolish, but you know what, we live to tell the tale?” You go back after and do that.

Then, brainstorm the whole story. Sometimes, it helps recording it. If you do it on audio, and then you listen back, you can write it down, what you said or you can have it transcribed if it’s a very long story.

It’s good to have just a big messy draft, because you are going to cut some of it. Cut it, sculpt it, and mold it into three acts.

ACT 1: The Exposition: The time, the setting, and the place. It’s the information that the listener needs to know in order to understand what comes next.

ACT 2: The Conflict: It starts with inciting incidence. Something occurs that creates conflict, and that conflict spurs some kind of action, and that action might create more conflict, which then spurs some more action, which the spurs some more conflict. That’s where the tension’s created.

ACT 3: The Resolution: Resolution is the thing that we’re waiting for. It’s not always happy. Sometimes it’s “they all lived happily ever after,” and sometimes it’s “they all died in the end.” The resolution determines the length of the story, meaning if the resolution is worth waiting for, it’s incredible powerful.

What is the biggest mistake that somebody in public speaking, in acting, or in selling can make, and how can they avoid it? 

Respect. If you do not respect the audience, it’s hard to win them over. You need to respect them, and love them no matter what they’re doing.

If you found this valuable, inspiring and worthy of your time, please share it!

Podcast Details:

Click here to download the transcript of this week’s episode.

Chris LoCurto


December 10, 2013

Why Your Meetings Suck [Podcast]

December 10, 2013 | By | 14 Comments">14 Comments

Meetings. Suck. At least most of the time. Why? I’ll tell you!

Today’s podcast is dedicated to the topic of making your meetings more productive! Check it out!

Subscribe to the podcast:          iTunes  Stitcher Radio  SoundCloud

Get your copy of my new, free eBook Why Your Meetings Suck and share it with your team, office and social circles.

Why Your Meetings Suck, eBook

To download the eBook, you must provide your email address. If you’re already a subscriber, you’ll automatically receive an email with the download link.

 Question: What do you think of the book?

Chris LoCurto


December 9, 2013

Get My New Book Tomorrow for Free!

December 9, 2013 | By | 47 Comments">47 Comments

I’m excited to announce that my first book, Why Your Meetings Suck, will be released tomorrow for FREE! Here’s a short teaser from the introduction to explain what the book’s about and why I wrote it. Be sure to listen to the podcast tomorrow and sign up for emails by subscribing to get your copy of my new eBook!

It’s funny how many people have told me they are excited about the release of this book. Why would anyone look forward to a book about meetings? Simple. People spend a lot of time in meetings, and they want them to be…better. Or, maybe they just want to rid their lives of them altogether.

We all know our work lives will never be meeting-free, but we can eliminate the bad ones while making the ones we do have more effective. All it takes is a little thought and planning, and it’s my goal to show you exactly how to make it happen!

Sucky Meetings

For years I’ve taught leaders how to lead their teams, entrepreneurs how to run their businesses, and team members how to be excellent in the ordinary. They all have one common gripe – meetings that suck. They find themselves stuck in these rambling, unorganized time-wasters that take them away from work they actually need to do.

Sucky meetings give all meetings a bad reputation. Most people would rather take care of the mountain of work they already have – you know, actually get something done.

That’s why I wanted to write this book. To show you you’re not doomed to a career of sucky meetings. You truly can have productive meetings. Meetings that change the way you do business, and ultimately allow you to accomplish more every day.

The Cost of Wasted Time 

The ideas in this book aren’t just for you. As you read, think about how you can share them with your team. If you’re in leadership, share them with other leaders in your company. If you’re a team member, share them with your company’s leadership to try and get them on board as well.

If your company eliminates its sucky meetings, you’ll save time and money, not just through increased productivity, but through improved morale as well.

Think about it: When you walk out of a bad meeting, you’re frustrated. You’re asking yourself (and maybe others), “Why in the world did we just have that meeting? That was an absolute waste of time.”

Your team is no different. Sucky meetings are a morale-buster for everyone. And I truly believe when morale is low, your team is only half as productive.

For those of you focused on the bottom line, take a minute to calculate the time your team spends each week on meetings, and then calculate the payroll you spend during those meetings. The amount in an average business is stunning!

For all these reasons, you have to ask yourself, “Why do I put up with sucky meetings?”

Many years ago, I was at a nonprofit board meeting. The committee chair and co-chair ARGUED about the color of copy paper for over 45 minutes! No one else had an input opportunity.  Much time was wasted. Morale plummeted. Maybe most importantly, the color didn’t matter at all.

Too bad there’s not a Ph.D. for meetings! 

– Rebecca Henderson from the #CLoTribe

Question: What’s the worst meeting you’ve ever had?

Chris LoCurto


December 5, 2013

Discover What Motivates You [Video]

December 5, 2013 | By | 4 Comments">4 Comments

What do you value in life and at work? Are you passionate about your job? Are you working in your strengths? What do your team members value? Are they in the right seats on the bus?

When you’re committing eight hours of every work day to work, shouldn’t you be doing something you really love? I’ve spent the past decade understanding personality styles and helping people work and communicate in their strengths. Today, I’m releasing a new VALUES Motivators Test to take you and your team even further by discovering what motivates you.

Check out the video and then click the Instant Access button to start your VALUES Test!

Chris LoCurto, Leadership, Business, Strategic Planning, LifePlan, #CLoTribe

For leaders, having a team member in a position where their motivators aren’t utilized can be a huge waste of time, energy, and money. It is vital to have team members operating in their strengths with both their Personality Style and Values!


  • Research shows that the most successful people share the common trait of self-awareness.

    Chris LoCurto, Leadership, Business, Strategic Planning, LifePlan, #CLoTribeThey recognize the situations that will make them successful, and this makes it easy for them to find ways of achieving objectives that resonate with their motivations.

    They also understand their limitations and where they are not effective and this helps them understand what does not inspire them or what will not motivate them to succeed.

    Those who understand their natural motivators better are far more likely to pursue the right opportunities, for the right reasons, and get the results they desire. Learn more about the 7 Motivators by clicking the tab above and be sure to check out the Sample Graph too.

  • This report measures seven dimensions of motivation. They are:

    1. The Aesthetic Dimension: The main motivation in this value is the drive to achieve balance, harmony and find form or beauty. Environmental concerns or “green” initiatives are also typically prized by this dimension.
    2. The Economic Dimension: This dimension examines the motivation for security from economic gain, and to achieve practical returns. The preferred approach of this dimension is a professional one with a focus on bottom-line results.
    3. The Individualistic Dimension: The Individualistic dimensions deals with one’s need to be seen as unique, independent, and to stand apart from the crowd. This is the drive to be socially independent and have opportunity for freedom of personal expression.
    4. The Political Dimension: This drive is to be seen as a leader, and to have influence and control over one’s environment or success. Competitiveness is often associated with those scoring high in this motivation.
    5. The Altruistic Dimension: This drive is an expression of the need or drive to benefit others in a humanitarian sense. There is a genuine sincerity in this dimension to help others, give of one’s time, resources and energy, in aid of others.
    6. The Regulatory Dimension: The Regulatory drive indicates one’s drive to establish order, routine and structure. This motivation is to promote rules and policies, a traditional approach and security through standards and protocols.
    7. The Theoretical Dimension: The drive to understand, gain knowledge, or discover the “truth”. This motivation can often be to gain knowledge for knowledge sake. Rational thinking, reasoning and problem solving are important to this dimension.
  • For example, a person with a high level of Economic will probably do a good job in a sales position, while a person with a high level of Altruistic will probably do well in customer service.

    Chris LoCurto, Leadership, Business, Strategic Planning, LifePlan, #CLoTribe

Take the VALUES Motivators Test today! Bundled pricing for your team or family is also available.

Chris LoCurto, Leadership, Business, Strategic Planning, LifePlan, #CLoTribe


Question: What Motivates You?

Chris LoCurto


October 10, 2013

Start Communicating Better Today

October 10, 2013 | By | 8 Comments">8 Comments

We’ve spent the week focusing on understanding personality styles. In today’s video lesson, I dig deeper into the importance of communicating in the personality style of the person you’re working with. Click here to get the in-depth personality styles video, and DISC profiles for your team!


This is why I created my in-depth video teaching you how to have high levels of quality communication not only in your organization, but in your daily life with your family, your spouse, your friends, etc.

So here’s what I want you to do: I want you to grab the video and watch it with every team member available. After that, spend some time discussing it.

Then, all teams need to share their personality profiles with each other so they know who they’re working with. A key to running a successful, highly profitable business is high-quality communication. The best way to have high-quality communication is to understand the person you’re talking with.

Imagine if your sales team could understand the personality style of the person they’re talking to within the first two minutes of a phone call? It would change the way they sell. So much time is wasted by salespeople because most don’t know how to communicate with the personality style that makes up 40% of the population – the high S personality.

I can promise you that most of the time, a S is not going to purchase on the first phone call. Why is that a big issue for your company? Only 2% of sales teams actually do follow-up calls. With this personality style, not following-up means there is a huge chance you’re missing almost 40% of potential sales because your people don’t understand how to communicate with the high S.

And that’s just one of the styles! This is why it is so important for you to create HIGH levels of communication in your organization. When communication is bad, quality and productivity are down, too. Why? Because people spend so much time either being mad at each other, or not understanding each other, or not knowing exactly what they’re supposed to do.

When a team member has been communicated to poorly about what they’re supposed to do, they spend most of their time trying to figure it out. This lack of communication cuts team productivity in half, costing a ton of money.

Understanding personality styles in all aspects of business means a greater bottom line. It also means higher morale, happier team members, and more productivity.

Click here to get the in-depth personality styles video, and DISC profiles for your team!

Question: How do you create a culture of communication at the office or at home?

Chris LoCurto


October 9, 2013

Check Out My New Personality Styles Video And Profiles!

October 9, 2013 | By | 11 Comments">11 Comments

Almost two decades ago I began realizing just how important understanding personality styles was to me and my business. Even though I thought I knew personality styles well, I really didn’t.  Many times I was failing with team members because I didn’t understand how to guide and direct them according to their own personality style. Instead, I communicated with mine. Why is bad communication so destructive?

Check out the trailer below and then click the Instant Access! button for the full Personality Styles training video!

Chris LoCurto, Leadership, Business, Strategic Planning, LifePlan, #CLoTribe

Most people take a personality profile, find out what they are, and that’s the end of it. That’s why I have created an in-depth video and workbook to help your whole team understand how to communicate effectively with each other, which causes your entire organization to win!  

  • The DISC test is designed to help each member of your team understand their unique personality style. If you’ve already taken the DISC test, great! You’re ready to use the video lesson to better understand how to communicate. If you haven’t taken a DISC test, this is a vital tool for you, your team and family. The online test is quick and simple. You answer a series of questions and a detailed explanation of your unique personality style is delivered in a PDF report. There are four personality types and each of us is a combination of: product_disc_test(D) Dominance: Results Oriented, Drive, Competitive (I) Influencing: Persuasive, Inspiring, Enthusiastic (S) Stabilizing: Amiable, Democratic, Patient (C) Cautious: Analytical, Detail Oriented, Systematic  
  • With a DISC test, you’ve got just enough information to be dangerous. The 45 minute video lesson on Understand Personality Styles is an in-depth coaching session on how to not just understand your personality style, but others as well. The goal is to “lean in” to the personality style of the team or family member you’re communicating with. So many times, we learn our style and expect everyone to communicate to us in our style. Great communication doesn’t work that way. In the video lesson, I’ll teach you:

    • How to read your DISC test and understand the Natural and Adaptive graphs
    • The differences between mature and immature D, I, S, and C personalities
    • How to be a great leader or team member as a D, I, S, and C
    • How to determine the personality of your customer and make the sale
    • How to prevent conflicts through great communication
    • How to understand personalities styles in their environments
    • How to implement great communication at work and at home
      Blog Image

  • The workbook will guide you through the video lesson and give you the opportunity to participate in the lesson through fill-in-the-blanks as well as take notes. The workbook will become a quick reference guide for you in future communication – look through your completed workbook from time to time and freshen up on the information from the video.

Chris LoCurto, Leadership, Business, Strategic Planning, LifePlan, #CLoTribe

Chris LoCurto


October 8, 2013

Why You’re Misunderstood

October 8, 2013 | By | 23 Comments">23 Comments

Today, I’m answering your questions on The Chris LoCurto Show! In last week’s podcast, we asked for you to comment about your greatest challenges when it comes to communicating and understanding personality styles. Folks, you brought it! Check out the podcast for my answers:

Subscribe to the podcast:          iTunes  Stitcher Radio  SoundCloud

We’re still taking your questions…anything you want to ask me about business or life. Go here: 

Chris LoCurto


October 7, 2013

Solve Your Most Destructive Business Issue

October 7, 2013 | By | 42 Comments">42 Comments

A lack of high-quality communication is the most common and destructive issue I see in almost every business I work with. What causes this great lack of communication? Simple – not understanding how to communicate effectively with each of the different personalities in the organization.

Chris LoCurto, Leadership, Business, Strategic Planning, LifePlan, #CLoTribe

This entire week I’ll be focusing the blog, podcast and video lesson on communication and understanding personality styles. Why is this so important? There are several issues that come out of bad communication, including:

  • Lower productivity
  • Gossip
  • Fear
  • Employee turnover
  • Having to redo misunderstood work
  • Lost sales

And those are just a few things that cost your organization a lot of money!

Here’s why good communication is so important:

How many of us have given direction to someone, and the person we talk to gives us the deer-in-the-headlights look? The funny thing is, we’re wondering what’s wrong with the person. Don’t they understand what I’m telling them? I know they’re smart, why aren’t they getting this?

The truth is, the problem isn’t with them, it’s with us. We give information exactly the same way we receive information. So if you’re anything like me, you like information in soundbites, short and sweet. That’s the way I want to receive information.

If the person I’m speaking with needs details, I can promise you I’m giving them information the wrong way, and it’s going to cause them to fail. This goes both ways – team members and leaders.

Every time I teach an organization about personality styles, and it gets implemented in the organization, what follows is the comment,

“We had no clue how chaotic life was inside of our organization until we learned how to communicate the correct way.”

Understanding personality styles is vital to every single team member on your team. In fact, it’s so important, that it’s one of the most requested topics for me to speak about. That’s why I’ve created a video and workbook to take your entire team through!

It will show each team member how they think, process, and what they can do to improve their communication with others. As well as how to execute with their style, how each style distracts from and sabotages communication, and how each person can destroy the obstacles and dysfunction of low communication in the team.

I’ll be launching the video and personality styles offering this week so don’t miss out! If you haven’t subscribed to my blog, sign up here to make sure you receive information on how to change the way you and your team win! Also, a lucky commenter will get a free DISC personality test!

Question: How important is winning with communication to you?

Chris LoCurto


November 17, 2010

Personality Styles

November 17, 2010 | By | No Comments">No Comments

If you know me well at all you know that I am crazy about understanding personality styles and the people they control. (Insert smiley face icon.) As I always say, if you’ve ever given someone direction on something and they just stand there looking at you with the deer in the headlights look, then you probably think to yourself, “I know this person is not dumb, why don’t they get what I’m saying?”

While we have a tendency to believe that the issue of understanding what we’re saying is the hearer’s fault, the truth is that it’s ours. We give information the same way we receive information. Therefore, if I give someone with a strong detail personality information the way I like it, (short and sweet, and in sound bites) then I am failing to set them up for success.

The reason I’m so passionate about personality styles is that once you understand how people, think, act, react, process, etc., you begin to learn how to some extent you can win with communication. Now hear me correctly on this, I’m not saying that you are a failure, (That’s for all of you high I’s and S’s in the DISC profile) I’m saying that you’re not fully reaching your potential. For example, about 8 years ago I hired a fantastic woman in a very stressful administrative type of role.

Actually it was admin on steroids…and…Jolt Cola. Each time I would give her a project to work on she would look at me funny, leave my office, and in 10 minutes she would be back letting me know that she didn’t understand what to do. After a few months of dealing with the same type of issue, I decided to pull out her DISC profile and read through it immensely. As I did I discovered that I was being a horrible leader.

There was no possible way she could do the projects I asked of her since I had not given her enough information to actually complete the tasks. Once I realized that, and decided to stop thinking of only me, I called her in and explained how bad I was doing as her leader. Without hesitation she said, “um, yeaaaaah…I agree!” Okay, actually she was still processing, but that’s what her eyes were telling me.

This doesn’t just stop at your team members. It carries over to your family, your friends, and your customers. If you don’t see how important that is, stop reading my blog and get back to playing your PlayStation. Even if you have taken the profile, or you’re really smart and you’ve had your team take it, I can tell you that I have met a couple of people out of hundreds who actually understand how to use them correctly.

To learn more about the DISC personality test or my Understanding Personality Styles course, check out the online store!