Episode #578

Finding Your Message and Your Why

With Marcy Grossman

“I’ve been a caterpillar. You know, what do caterpillars do? They collect, they eat, they stock up, they build up until they get a calling that says build yourself a chrysalis. And that [chrysalis], for me, was leaving public service.”

Welcome back to The Speaker Lab podcast! Today’s episode features Marcy Grossman, whose career path took her from criminal psychologist, working in federal prisons, to Canadian ambassador in the United Arab Emirates, and now to the world of professional speaking. Host Grant Baldwin guides us through Marcy Grossman’s candid journey, revealing the authentic highs and lows behind building a business as a speaker.

Less than a year ago, Marcy found herself in what she describes as the “dark valley of despair”—overwhelmed by anxiety, negative self-talk, and the fear that her stories wouldn’t matter. But instead of giving up, Marcy turned to The Speaker Lab podcast and program, discovering a supportive community, actionable frameworks, and the structure she needed to move forward. Grant and Marcy dig deep into what it really takes to pivot into the speaking industry. You’ll hear how Marcy leveraged her hard-earned experience, learned to embrace the nerves and adrenaline of being on stage, and realized the key to success is trusting the process.

Additionally, the episode covers how speaking can fit into a broader consulting or coaching business, the challenges behind the scenes that most speakers face, and practical tips for building momentum, managing self-doubt, and packaging your unique story. If you’re a speaker in the making, this conversation will remind you that setbacks are part of the journey, and that the stage can be a place for anyone willing to put in the work!

You’ll learn:

  • About Marcy’s career as a criminal psychologist
  • Gaining confidence through repeated experience
  • How to cope with self-doubt and feelings of failure
  • To reframe setbacks and regain momentum
  • Learning and implementing a booking pipeline
  • How speaking is largely driven by business process
  • Expanding your offerings beyond just speaking
  • And much, much more!

“Many of the speakers I have met are people that have messages in their heart, and that’s why they’re unstoppable.”

Want to know exactly how to find and book more paid speaking gigs?

Download our 18-page guide to the 6 proven steps you can use to book more paid speaking gigs in 2024!

About Marcy Grossman

Criminal psychologist by training, and diplomat by design, Marcy Grossman’s exceptional leadership skills and contributions to Canadian diplomacy have earned her worldwide respect and admiration.

As Canada’s Ambassador to the United Arab Emirates (2019–2022), she led high-stakes operations during some of the most complex global crises of our time: coordinating the evacuation of Afghans during the Taliban takeover, steering embassy teams through Middle East crises and the global pandemic and delivering Canada’s Pavilion at Expo 2020 Dubai. Her work played a pivotal role in advancing the Abraham Accords, building historic bridges between Jewish and Arab communities, and deepening Canada’s global presence.

With four senior diplomatic postings across the U.S. (2002–2016), Marcy has championed Canada’s political, economic, and public safety interests, securing multimillion-dollar investments and shaping key alliances. She was instrumental in the creation of Invest in Canada and is the producer of Innovation Nation, a Canadian bestseller highlighting the country’s role in the global innovation economy.

Today, Marcy serves as an international business and leadership consultant and as a Senior Fellow at the Atlantic Council, leading initiatives around Middle East peace, and the distinct role of women in diplomacy. As a professional speaker, her brand “Be your best Ambassador”, brings the diplomat’s playbook to life, inspiring leaders to navigate today’s challenges like a high-stakes mission, and to be the ambassadors of their own success.

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