I look for every creative tool to arm teams, to help them grow — Talk Marketing 072 — Mark Carter

Martin Henley
4 min readSep 20, 2022
I look for every creative tool to arm teams, to help them grow — Talk Marketing 072 — Mark Carter

Today’s guest started work way back in 1986 in a bank.

Since then, he has sold advertising, directed tours, but mainly he has been involved in talent development for businesses including Travel Corp, Contiki Holidays and Groupon.

He has been running his business Glo International for almost 20 years. He is the author of Ignite Your Potential, two books, I’ll put my teeth in and I’ll try again. Two books, Ignite Your Potential and Add Value. He is a keynote speaker Master of Ceremonies has 26 years learning and development experience and presented his brilliant presentation Pause and Effect for TEDx. Today’s guest has the weirdest accent I’ve heard in 20 years so you can let us know in the comments where on earth you think he got that from and he really likes mangoes. Today’s guest is Mark Carter.

0:58–2:30 Introduction

07:19 How are you Mark Carter, qualified to talk to us about value?

12:17 Why understanding value should be important to business.

14:27 What is value?

17:06 What is tangible value?

18:07 What is emotional value?

18:44 What is service value?

Martin Henley 7:19

How are you Mark Carter, qualified to talk to us about value?

Mark Carter 7:25

I love that, that’s a great question. I think I would start by saying, I serendipitously found my spot and place by my boss in Kontiki, putting me in the role of a training manager in Europe. 26 years later, I find myself still in this field. I would say the cut through I’ve got over more than two decades on projects I’ve delivered gives me confidence and comfortability in the message that I’ve got to share. The proofs in the pudding, all the programmes I’ve delivered over many years seem to make transformational change with people. There’s clients I work with, have worked with me for two decades and never had the same content twice. It’s more than two decades experience is what I bring to that mix. I don’t doubt there’s other people as qualified, more qualified, but I’m comfortable in the message that I bring.

Does that help answer that to some degree?

Martin Henley 8:20

A little bit yeah. Yeah, we need more. So what kind of projects have you been involved in and how did that specifically lead you to talking about, and thinking about, writing a book about and talking about value?

Mark Carter 8:40

Perfect. I love that we do these drilling questions, by the way, because that’s where we go to. So I was coaching and I’ve worked in with corporates, in a consultant capacity in Australia for close to two decades. That included consulting and coaching heavily sales m businesses, sales leaders, sales teams to build them out and buffer them out. The way that the value piece came around, and it’s actually prefaced in the TED talk, and certainly in the book, as a training manager, I look for every creative tool I can think of to arm teams to help them grow and get the outcomes we’re looking for. I started asking this question of managers, sales managers — define value for me? The reason I started asking is because I wanted to understand how they were positioning with their teams, so that I could maybe think of ways to help them see it differently.

It was the answers to that question that sent me down the rabbit hole of going wow, this is a really interesting subject and one I need to do more work on. It amazed me how many leaders and people in business when asked to define the word value many of them couldn’t even give me a definition. They literally pause there weren’t some, some of them would say I’ve never thought about it. Now hit pause for a second there. Think about that. If you’re in business selling any service or doing anything, adding value is kind of critical for somebody wanting to buy your product or service, right? So if you can’t even define the very thing you’re trying to prove how you’re going to prove that your adding value in the fi rst place. That’s what caught my attention and that’s what made me want to keep asking this question. By asking the question of 10s, hundreds 1000s of people across multiple businesses, it became super clear to me that, as you described, Martin, when you said you kind of fudged and you hack through there is this perception of value, however, this perception of value is linked to the layers of human behaviour.



Martin Henley

Martin has built a reputation for having a no nonsense approach to sales and marketing and for motivating audiences with his wit, energy, and enthusiasm.