When people ask how I built a seven-figure speaking and coaching business, they expect a technical answer. A smart sales funnel or a viral campaign, maybe a few influencer collabs thrown in. But the truth is, none of that was what made the real difference.

The one strategy that transformed everything for me didn’t require a budget, a team or a hack. It was gratitude.

Real, genuine, consistent gratitude.

From Subway struggles to CEO

Seven years ago, I was terrified of speaking to people. As a shy new immigrant to Australia, I didn’t even have the confidence to order Subway without panic. Too many questions. Too much fear. I kept my head down and stayed quiet.

But I knew something had to change. I wanted more out of life. So I challenged myself to have 100 lunches with 100 strangers. That journey changed everything.

Since then, I’ve had over 500 lunches, built a thriving coaching business and helped thousands of others grow their income and impact through speaking. In 2023, I was recognized as one of Australia’s 40 Under 40 Business Elites.

I didn’t do it with ads. I didn’t do it with hacks. I did it with human connection.

And at the core of that connection was gratitude.

Business is built on real relationships

Gratitude is not a fluffy leadership slogan. It’s a powerful tool for influence, trust and growth.

Robert Cialdini talks about the principle of reciprocity. When people receive something of value – a thoughtful word, a small gesture, genuine appreciation – they feel naturally inclined to give back.

But here’s the catch: it has to be real. People can spot fake gratitude from a mile away. That’s why I make it a personal priority. Every new client gets a voice note from me. I thank them for trusting me and I celebrate them for taking action.

Every high-end client receives a welcome pack with hand-picked gifts and a handwritten note from me. It’s not outsourced or mass produced. It’s an offer of sincere appreciation.

Every Friday, we acknowledge team members who went the extra mile. We don’t wait for an annual award. We celebrate people in real time, where it matters.

And when it comes to mentors or referral partners, I go out of my way to show appreciation. One of my mentors, Michael Russell, helped me organize my first national tours. He’s a footy lover and a dog dad, so I bring him little gifts – treats for his dogs, something from his favorite team. One time, I even built his company logo out of LEGO. It wasn’t expensive, but it was meaningful. He felt seen.

That’s what gratitude does. It creates connection.

Gratitude culture isn’t just top down

It’s not just about what I give. It’s about what we expect.

In my business, gratitude isn’t a vibe. It’s a non-negotiable.

We hire grateful people and we attract grateful clients. And when someone shows up entitled or disrespectful, we don’t try to convert them. We refund them. We release them. And sometimes we quietly blacklist them too.

Because culture matters. When you build a community that genuinely appreciates each other, everything flows better. The work. The energy. The results.

That’s why our clients refer their friends. That’s why our team is happy. That’s why our business continues to grow – not through algorithms, but through aligned energy.

I give first, always

For two-and-a-half years, I coached people for free. I helped them get results before asking for anything in return. People started saying my free workshops were more valuable than programs they had paid thousands for.

I didn’t do it to manipulate. I did it because I believe in giving first. That created trust. Trust became momentum. And momentum built my brand.

It’s what I call ‘results in advance’ marketing. And it works, especially when backed by real care.

Gratitude isn’t just a business tool. It’s a way of being.

I’ve had clients turn into lifelong friends. I’ve shared meals with them, cruised down the Yarra River and watched our kids play together. I’ve received support when I didn’t even ask for it – like when I struggled to sell tickets for an event, and more than 50 of my friends and clients shared it online. Within days, the room was full.

That’s the ripple effect of real connection. Real generosity. Real love.

I live with gratitude every day in how I speak, how I lead and how I serve.

When you lead with gratitude, people feel it. They trust you. They support you. They refer you. They stay with you.

The ROI of real gratitude is immeasurable.

Give more. Mean it. And watch what happens next.

Opinions expressed by The CEO Magazine contributors are their own.