What's Preventing You From Becoming the Obvious Choice?

You're doing good work. You're investing in your business. You're trying to reach the right customers. So why isn't your business the obvious choice?

Sometimes the answer isn't more marketing, more content, or more effort. It might be something you haven't stopped to examine.

Dr. J.J. Peterson is joined by Julie Firth and Sonia Whittam to kick off the Become the Obvious Choice series. Together, they explore nine areas of business that influence how customers find, evaluate, and choose you, from thought leadership and positioning to sales, customer experience, scaling, and leadership.

The goal isn't to give you nine more things to fix. It's to help you recognize what might be holding your business back and identify where your attention could make the biggest difference.

What This Explores

• Why having a distinct point of view matters in the age of AI

• The difference between positioning and marketing

• How changing buying habits are reshaping sales

• Why customer experience plays such an important role in building trust

• How to identify where your business needs the most attention

Take the Conversation Further

Knowing what might be holding your business back is one thing. Figuring out what to do about it is another.

The Become the Obvious Choice events bring experienced business leaders together to work through real challenges, share perspectives, and make decisions about what comes next.

Explore upcoming events: https://become-the-obvious-choice.com/

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What if becoming a more confident public speaker doesn't start with what you do on stage, but with how well you know yourself?

Award-winning speaker and Spark the Stage author Aleya Harris joins Dr. J.J. Peterson to explore why great public speaking begins with understanding who you are, recognizing the value of your expertise, and finding a speaking style that feels authentic to you.

Aleya shares her Get Real, Get Clear, Get Connected approach, along with her STEAM framework for structuring presentations that engage audiences and make your message memorable. They also explore how developing your skills as a speaker can open doors to unexpected business opportunities.

Whether you're preparing for your first presentation or looking to become a more effective speaker, Aleya offers a practical place to begin.

Connect with Aleya Harris

Website: https://www.aleyaharris.com/

Book: Spark the Stage

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Getting what you want doesn't mean you'll automatically know what to do next. Sometimes achieving something meaningful is where the real learning begins.

Kelly Lyndgaard loved her successful corporate career. But when she discovered the challenges women faced after addiction recovery treatment, she saw a problem she wanted to help solve. She founded Unshattered, an organization that employs women in recovery to create premium handbags from reclaimed materials.

Building Unshattered required more than believing in its mission. Kelly had to challenge her assumptions about what people needed, understand what motivated customers to support the business, and recognize that even positive change can come with unexpected loss.

Dr. J.J. Peterson and Kelly explore the gap between knowing what you want to accomplish and figuring out how to make it happen. From building a sustainable organization to navigating personal transitions, their conversation is a reminder that meaningful change takes both humility and determination.

• Having a clear purpose doesn't mean you have all the answers.
• Understanding what people actually need may require questioning your assumptions.
• A meaningful mission still needs a business model that works.
• Moving toward something better can involve grieving what you're leaving behind.
• Lasting leadership requires the determination to keep going and the humility to keep learning.

https://unshattered.org/

Unshattered on LinkedIn

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You have an idea you've been thinking about for years. Maybe people have even told you they want it. So why haven't you made it happen?

Creating something new means taking a risk. What if nobody shows up? What if it doesn't work? What if you're not the right person to do it? But what if the thing you're afraid to create could bring more happiness, connection, and meaning into your life—and someone else's?

After finally bringing two long-imagined events to life, Dr. J.J. Peterson reflects on what he learned from Arthur Brooks, former Disney innovation leader Duncan Wardle, and a six-year-old storyteller about creativity, courage, and what becomes possible when we invite other people into our imagination.

What This Explores

• Why we hesitate to create things we care about, even when people want them

• How creativity contributes to enjoyment, satisfaction, and meaning

• Why you might be more creative than you give yourself credit for

• How asking "What if?" can open possibilities you've stopped considering

• What becomes possible when you create something others can participate in

Become the Obvious Choice

After a sold-out first event, Become the Obvious Choice returns December 4 in Nashville. Join J.J., Julie Firth, and Sonia Widham for a day of working through real business challenges alongside other entrepreneurs.

Learn more: https://become-the-obvious-choice.com/

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What if part of your job is to create more magic?

After attending Will Guidara's Welcome Conference in New York, Dr. J.J. Peterson found himself returning to a conversation that had already changed how he thinks about work, creativity, and the people around him. Listening again, he discovered new meaning in an idea that sounds simple but can be surprisingly difficult to practice: making ordinary moments extraordinary.

Will Guidara, bestselling author of Unreasonable Hospitality, helped turn Eleven Madison Park into the number one restaurant in the world by caring as much about how people felt as he did about the food they were served. But his philosophy goes far beyond restaurants. It's about noticing people, creating moments of connection, and being willing to invest more energy into an experience than anyone might reasonably expect.

J.J. and Will explore why the most meaningful things we do aren't always the most practical, why joy deserves a place in everyday life, and what becomes possible when we stop talking ourselves out of generous ideas.

What This Conversation Explores:

• Why making people feel seen can transform the experience of work
• How hospitality applies to every business, not just restaurants
• Why creating memorable moments sometimes requires unreasonable effort
• What we miss when every idea has to produce an immediate financial return
• Why joy and celebration shouldn't be reserved for special occasions
• How small acts of generosity can create more magic in everyday life

During their conversation, J.J. shares an idea for a community event that he's not entirely sure he should pursue. Now, months later, he's bringing that idea to life—a fitting reminder of Will's encouragement to stop letting good ideas pass us by.

Because creating more magic doesn't necessarily require a grand gesture. Sometimes it simply means noticing an opportunity to make someone's day better and choosing to act on it.

• Unreasonable Hospitality: https://www.unreasonablehospitality.com/products/unreasonable-hospitality-the-remarkable-power-of-giving-people-more-than-they-expect
• The Unreasonable Hospitality Field Guide: https://www.unreasonablehospitality.com/products/unreasonable-hospitality-the-field-guide
• Website: https://www.unreasonablehospitality.com
• Milk Bar: https://milkbarstore.com

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You have an idea you keep coming back to. A book you want to write. A podcast you want to start. A business, creative project, or next chapter you can see yourself pursuing.

But starting means finding out what happens when the idea leaves your head. What if it isn’t as good as you thought? What if nobody wants it? What if you don’t know exactly what you’re doing yet?

Jill Pickering has spent more than 20 years making creative work as a musician, songwriter, producer, podcaster, and author, including touring with Kelly Clarkson. She’s also learned that you can’t answer every question about an idea before you begin.

Jill and Dr. J.J. Peterson explore what changes when you stop requiring certainty before taking the first step. They talk about starting small enough to learn from what happens, finding your voice by actually using it, recognizing real signs that an idea has potential, and recovering when something you put into the world doesn’t go the way you hoped.

Because sometimes the next step isn’t another plan. It’s making enough of the thing to discover what comes next.

What This Explores

• Starting before you know whether the idea will work
• Using small experiments to discover what comes next
• Finding your voice through making, not just planning
• Looking for real signs that your work is connecting
• Recovering when the response—or the work itself—falls short
• Defining success for yourself as the work evolves

Connect with Jill Pickering

• Instagram: @jipimusic
• Website: jipicreative.com
• Podcast: Take a Jill Pill

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We have more language for healthy communication, boundaries, and emotions than ever before. So why can our relationships still leave us feeling so disconnected?

Dr. Lee Long believes part of the problem may be where we put our attention. When a conversation becomes difficult, we often focus on finding the right words to get the other person to understand, respond differently, or change. We may genuinely believe we’re trying to communicate better, without realizing how much energy we’re putting into managing the outcome.

Dr. J.J. Peterson and Lee explore what changes when we bring some of that attention back to ourselves. They talk about the difference between influence and control, the stories we create when we assume we know what someone else is thinking, and why anxiety can make it difficult to recognize what we’re actually feeling.

Lee also shares a simple question that can interrupt those patterns: Where am I in this? Because understanding where you are doesn’t mean avoiding the difficult conversation. It can help you decide how you want to show up in it.

• Why trying harder to communicate doesn’t always create more connection
• When communication can quietly become an attempt to control the outcome
• The difference between influence and control
• How mind reading and old patterns contribute to conflict and disconnection
• What anxiety and other emotions may be trying to tell us
• How “Where am I in this?” can help us choose what to do next

Follow Dr. Lee Long on social media: @dr.leelong

Learn more about Lee, his book Wait! Where Am I in This?, his podcast, and his work at drleelong.com.

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AI can write, research, organize, automate, and produce at a scale that would have been impossible for most people a few years ago.

But Dan Cumberland thinks the more interesting question is what all of that frees you up to do.

As AI takes on more of the execution, it can create room to go deeper—to spend more time on the ideas that are working, the problems worth solving, and the decisions that need your experience and judgment. It can also force a bigger question: If technology can perform more of the tasks you associate with your work, where do you bring the most value?

Dan and Dr. J.J. Peterson explore what to hand off to AI, how to identify the deeper value you bring beyond the tasks you perform, and why the time AI gives back doesn't have to be filled with more work. Because the real opportunity may be letting technology do more of what it can do so you have more room for what only you can do.

What This Explores

• How AI can create more room for higher-value work
• Where your experience, judgment, and perspective matter most
• How to identify the execution AI can take off your plate
• Why getting time back doesn’t automatically mean producing more
• How AI can help you go deeper on the work that’s already creating value
• Why human judgment and transparency matter as AI scales your work

Mentioned

• Pacemark AI Maturity Assessment: pacemark.ai
• AI Training Guide: aitrainingguide.com
• Dan Cumberland Labs: dancumberlandlabs.com

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