How the Brand and Model Evolved

Selling over 12 million copies of his books worldwide, Surrounded by Idiots author Thomas Erikson knows a thing or two about human nature. But before the global fame, he spent 20 years writing in obscurity while working a "boring" banking job. He joins Michael to reveal why understanding the four core behavioral styles - Red, Yellow, Green, and Blue - is the ultimate hack for sales, leadership, and negotiation, and offers a proven framework for mirroring your prospects to build instant trust. If you want to stop wasting time on pitches that don't land and start scaling your influence, Thomas shares his blueprint for communication mastery and ruthless productivity.

In this episode, you will learn about:

1. The reality behind Thomas’s “overnight success” and why he persisted through 20 years of rejection.
2. A breakdown of the Red, Yellow, Green, and Blue behavioral styles and how to spot them instantly.
3. The "Mirroring" technique: How to adapt your communication style to close deals faster and cut meeting times in half.
4. How to identify a prospect’s personality type without asking them to take a formal assessment.
5. The “Ferrari Strategy”: Why Thomas keeps his coaching high-priced and exclusive to build brand value.
6. Why "follow your passion" is often bad advice, and why you should focus on what you are good at instead.
7. How to scale a global business using a licensing and affiliate model rather than hiring an army of consultants.
8. The secret to high-level productivity: The "I only do what only I can do" framework for extreme delegation.

Welcome to the Consulting Success podcast. I'm your host Michael Zipursky, and in this podcast, we're going to dive deep into the world of elite consultants where you're going to learn the strategies, tactics and mindset to grow a highly profitable and successful consulting business.

Before we dive into today's episode. Are you ready to grow and take your consulting business to the next level? Many of the clients that we work with started as podcast listeners just like you, and a consistent theme they have shared with us is that they wished they had reached out sooner about our Clarity Coaching Program rather than waiting for that perfect time. If you're interested in learning more about how we help consultants just like you, we're offering a free, no pressure growth session call. On this call, we're going to dive deep into your goals, challenges and situation and outline a plan that is tailor made just for you. We will also help you identify where you may be making costly and time consuming mistakes to ensure you're benefiting from the proven methods and strategies to grow your consulting business.

So don't wait years to find clarity. If you're committed and serious about reaching a new level of success in your consulting business, go ahead and schedule your free growth session. Get in touch today. Just visit Consulting Success - Grow to book your free call today.

Thomas Erikson is a Swedish behaviorist and author of the global phenomenon Surrounded by Idiots, with over 12 million copies sold in 70+ languages whose mission is to make human behavior understandable. By applying the DISC model, he teaches practical self-awareness for better leadership and communication. Writing for 20 years before his breakthrough, Thomas now lectures 120+ times a year and impacts executives worldwide. He lives in the Swedish countryside with his wife, dogs, and a collection of classic Land Rovers, guided by one idea: you cannot change others, only yourself.

Connect with Thomas Erikson: https://www.linkedin.com/company/surroundedbyidiots/

Discover more about Surrounded by Idiots: https://www.surroundedbyidiots.com/en/

Mentioned in this episode:

Your 3-Day Blueprint for Consulting Growth in San Diego.

Imagine your future self looking back on the single event that changed everything. The Consulting Success Mastermind in San Diego (April 30 - May 2, 2026) is designed to be that moment. For three days, you'll be surrounded by high-performing peers, world-class mentors, and a community genuinely dedicated to your success. Walk away with strategic clarity and unstoppable momentum. Create your breakthrough moment. Learn more about the San Diego Mastermind: www.consultingsuccess.com/sandiego