Turn expertise into visible authority

The Breakfast Club helps emerging leaders turn the expertise they already have into credible, market-facing authority.

The environment we operate in

Trust is harder won in knowledge-based businesses. Buyers, journalists and analysts look past polished corporate messaging for people who can explain complex issues with clarity. Forrester reports that 94% of B2B buyers now use generative AI and conversational search during their purchasing process, making discoverable expertise a genuine commercial asset.

The emerging leadership opportunity

Most firms are rich in expertise but rely on a small cast of familiar voices. Their next generation of leaders is often capable, busy and wary of self-promotion.

The issue is rarely a lack of substance. It's the absence of a route from deep experience to a clear market signal, leaving intellectual capital and future leaders untapped.

The solution

The Breakfast Club is a practical small-group programme for practice heads, directors, senior managers, principals and aspiring partners across professional services, advisory and technology firms.

Delivered through two focused 90-minute breakfast workshops, with light diagnostic pre-work, participants clarify what they should be known for, who they need to reach, and the evidence behind their authority. They leave with a tailored 90-day visibility sprint: priority topics, proof points, channels and first actions.

It's not a follower-building exercise, and it's not a demand to become a content machine. The Breakfast Club is a sustainable way to make real expertise more visible.

The Breakfast Club FAQ

What is The Breakfast Club, and what is it not?
The Breakfast Club is a practical, small-group programme that helps emerging leaders in expertise-led firms turn what they know into credible, market-facing authority, starting with what they should be known for, who they need to reach, and how to show it.

It's not personal-brand training, a social-media course, or a push to publish constantly. No follower-chasing, no performative self-promotion, no manufactured expertise. Just genuine experience, made visible.

Is it a heavy lift?
No. It's built for busy, client-facing leaders: light pre-work, then two 90-minute breakfast workshops, ideally a week apart, in your boardroom. Participants leave with a focused 90-day visibility sprint, not a content calendar or another internal initiative to manage.

How will participants benefit?
Clarity on what to be known for, who to reach, and the proof points behind their point of view plus the channels and formats that actually suit their role and time.

Most importantly: they get a practical plan for building recognition their own way, whether that's client events, articles, media, podcasts, presentations, or social channels.

What's in it for the firm?
A broader, more credible leadership bench, not just the same few rainmakers representing the firm. It surfaces under-used expertise, supports growth and succession, and connects emerging leaders' visibility to the firm's own priorities.

It also complements the existing efforts of your communications, marketing, and business-development teams and is not intended to create more work for them.

I'm interested. What are the immediate next steps?
Reach out for a short conversation to see if it's a fit. From there, we'll agree on your cohort (typically up to eight), timing, and delivery.

Pre-work comes first, then two boardroom sessions over consecutive weeks. Participants leave with their 90-day sprint, with an optional check-in after 90 days.

Course facilitators

Trevor Young

Trevor Young is a PR and content strategist with 30+ years industry experience. He is a pioneer of the social media and content marketing industry in Australia; a long-time blogger and podcaster, and the author of two books on personal-brand authority. He's spent his career helping credible experts earn the recognition their work deserves — turning depth into visibility, and visibility into opportunity.

Trevor opens Session 1, showing participants what real, earned authority looks like before turning the lens on their own.

Simon Murphy

Simon Murphy is a communications advisor with 25+ years spent building thought leadership and trust-based communications for professional services and technology firms in the UK and across Asia-Pacific. As a senior regional leader at Edelman, he led the firm’s regional B2B for a number of years and was responsible for delivering brand and reputation awareness programmes on behalf of clients such as Microsoft, DLA Piper Asia and EY among others.

Using the programme's TRUST framework, Simon leads Session 2, turning that same authority-led thinking into each participant's practical 90-day plan.