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Bob Maddams

“Einstein said ‘Creativity is intelligence having fun.’ I say let the games begin.”

Bob Maddams runs 10X Training, a specialist communications training consultancy that is the creator of Persuasion Communication. In a wide-ranging communications career Bob has worked as an advertising copywriter (Ogilvy & Mather, M&C Saatchi), journalist (The Guardian, The Times, The Daily Telegraph) and as a film-maker (ITV, National Geographic TV). He spent 7 years living in Ethiopia where he taught ex-street kids to become community film-makers, and where he created behaviour change campaigns for the UN and international NGOs. Bob is a City & Guilds media skills trainer and as well as running 10X Training, also runs Brighton Copy & Content, a copywriting and content creation company.

Upcoming Masterclasses

Story Telling – Magic and Mechanics

All the best presentations, sales pitches, lectures, management debates, even negotiations share one vital ingredient, they all contain a compelling story. Stories are highly persuasive. Psychologists have shown that our brains are hard-wired to react to stories more than any other form of communication. From Stone Age man sitting round the camp fire to classic literature and right up to Netflix, the basic elements of storytelling have remained unchanged for thousands of years. Storytelling – magic and mechanics reveals the mystery of story, how stories work on us psychologically, and explains the basic elements of storytelling so that we can tell more interesting stories and be more persuasive. Both in our personal and professional lives, story is the most powerful communication tool we have. Storytelling – magic and mechanics will show you how to become a more effective communicator by becoming a more engaging storyteller.

The Art of Persuasion Communication

There are now more ways to communicate today than ever before. This has been fuelled by the rise of the internet, digital technology and social media. So much so that we are now bombarded with more messages every day than we can possibly remember or manage. Economists have given this phenomena a name, the “Attention Economy”, which treats human attention as a scarce commodity. More tech is not the answer, in fact, it’s a big part of the problem, and the mobile phone, for instance, has become the weapon of mass distraction. The answer lies in recognizing that persuasion doesn’t happen on screen, or on the page, it happens in the human mind, and that understanding how we react to messages and what influences our decision making processes is what constitutes powerful persuasion.

Upcoming Events

The Art of Persuasion Communication

There are now more ways to communicate today than ever before. This has been fuelled by the rise of the…


Date & time:

January 7, 2020 @ 1:00 pm - 5:00 pm