Donatella Giacometti on Executive Presence, Leadership, and Communication Mastery

In this episode of Success Leaves Clues Podcast, host Pedro sits down with Donatella Giacometti, founder of CEO Media Coach Inc. and a nationally recognized communications strategist who helps executives, CEOs, CFOs, and leadership teams elevate their executive presence and communication impact.

Donatella shares her journey from branding, public relations, and strategic communications into executive coaching, revealing how a simple piece of advice from a client inspired her to build a world-class coaching practice. She discusses the mindset required to become a successful entrepreneur, the importance of finding your niche, and why confidence, structure, and specialization are essential for long-term success.

Throughout the conversation, Donatella provides valuable insights into executive communication, leadership presence, media training, investor relations, storytelling, relationship-building, and the growing importance of human-centered soft skills in the age of artificial intelligence. She also explains how she helps high-performing leaders prepare for IPOs, acquisitions, media appearances, and high-stakes business opportunities.


Connect with

LinkedIn: https://www.linkedin.com/in/donatellagiacometti/
Website: https://ceomediacoach.com/

Transcript

Donatella Giacometti 0:00

template for your for how you're going to organize information. I think that that would be definitely because it touches everything. It touches the bookkeeping, the accounting, the contracting, the templates for uh organizing every every session. So I think the digital space at the at the very beginning is something that you want to look at as really kind of your workflow. So that's definitely one thing that I would say. I think another thing is not to be hesitant to ask for advice. You know, don't it you know it doesn't matter if you know you're shy or introverted or just beginning or you don't want to look silly or whatever the case. I think asking for advice is critical.

Davis Nguyen 0:39

Welcome to Success Leaves Clues, the podcast where we interview business owners on how they built their businesses and the hard lessons they learned along the way. My name is David Swain and I'm a business coach and the founder of Purple Circle where we help business owners achieve their first six figure, seven figure, and eight figure year, all without sacrificing their quality of life. Before becoming a business coach and before founding Purple Circle, I started scale with several seven and eight figure coaching businesses and have been a consultant at several businesses doing over $100 million each, including some that are publicly listed and doing over a billion dollars each. In every episode of the podcast, you're going to learn lessons that took our guest years to learn and you'll be able to learn that in minutes. No matter if you're a new business owner or an established business owner, every episode is going to give you the clues in order to elevate your business.

Pedro 1:23

Welcome to Success Leaves Clues Podcast. I'm Pedro and today I'm joined by Donatella Giacometti, a nationally recognized communications strategist who founded CEO Media Coach Inc. to transform C-suite officers and high potential managers into camera ready spokespersons across the most challenging media environments. Donatella's hands-on approach with every engagement working with a strategic communications team of ambassador relations, digital, video, data, and graphic specialists to implement a time saving message management system builds genuine executive presence. Donatella's expertise spans from startups to IPO to Fortune 500 companies across industries, including life sciences, healthcare, financial services and technology, coaching leaders through news interviews, earnings calls, and roadshows communications. Her comprehensive approach addresses everything from verbal filler remediation and nonverbal communications to reputation management.

Donatella Giacometti 2:37

Welcome to the show Donatella thank you Pedro for that comprehensive introduction. I really appreciate it.

Pedro 2:44

Okay, well first of all Donatella you're the one to blame about the introduction you did it all yourself okay I might have read back to you but you're the one to blame. Now funny enough I'm a comic book nerd myself Donatella is that right yes and I love the first editions you know the origin story. So before we get into what you do now I'm curious how this all actually started so what was going on in your life when coaching became more than just an idea?

Donatella Giacometti 3:13

Well a great question. I would say I'll start from the end. When a client said to me would you you could be the best in the world at what you do if you focus all of your attention on executive coaching and and being a leadership advisor. And when she said that she was the CEO of a company a client of ours and she said that it was a light bulb went off. And I went back into my own the those uh situations that have influenced me in my life family certainly different environments different cities that I've lived in and I'm a native New Yorker but I've traveled a great deal around the world and so really having a perspective on a variety of cultures uh architecture music the arts all of that influence so you take all of that you move that into a professional environment which I did I got involved in advertising and PR and graphic design and that in the area of branding and I started to recognize that a story could be told very quickly if you were able to put all of those communications messages together. And then when I the client said be the best in the world I thought well that that sounds pretty good. Why not? And you know I took on the task um you know a number of years back of starting a coaching practice and it has gone very well and happy to tell you more about that.

Pedro 4:38

Exactly what I want to do a deep dive right now okay and there is also one thing that I'm very curious Danatala you were you mentioned you open shop, right? Your coaching practice but that's almost like an identity shift sometimes for some coaches right it's like you're in a birthday party and you're just chilling and Backy asks you hey what do you do for a living? And you're in that middle that transition of oh I'm a coach now and you're used to talk like for my example I was worked in banking consulting firms I was like how do I say this now you know it's almost like I'm trying to feel comfortable in my own skin because my identity shifts so how did that look like for you you know when you actually started your coaching business and what made you validate that to like it was it the first paying client was it like the first invoice towards coaching you know what I mean? Can you walk me through how that how did that look like for you?

Donatella Giacometti 5:33

Well that is a very deep dive into kind of the psychology the personality the confidence that is required to be a successful entrepreneur. So I think that there's that element the entrepreneurial element. So with that being said I definitely have a f a family background and with a father that was entrepreneurial. And so being able to draw upon that, you know, kind of the genetics of that and the family influence. But I think that your question is about you're in people will ask you okay what do you do? And now it's very easy for me to say I'm an executive coach. Getting to that point requires uh for me it required the experience you know kind of building on the experience of what a client's looking for. But I always knew from the very beginning that the the right client fit was going to be at the C-suite that it was going to be CEOs, CFOs, um uh chief HR officers, because that space of those people that were already highly accomplished needed a little more was kind of the right fit for uh my intentions. So with that being said, I accepted that and was able to articulate that particular point of view and focus. And then that became another layer and the other layer was well what's what is the outcome of what we're trying to do with these executives and what we're trying to do is get enterprise value. So you're not just dealing with an individual in this in the C-suite. What you're doing is really knowing that they have a tremendous impact on the success of their own so knowing that the knock on of whatever you're doing with that executive is going to have a ripple effect within the organization. That was also a very important point of accepting um the of being an executive coach. And so those elements really needed to come together for me to be able to say this is what I do, this is who I am professionally. And it's not a a one-two step and I think that I can maybe some points of advice for uh for others that are thinking about this I think you need to be systematic so we developed this a methodology a proprietary methodology so that's one thing an infrastructure to be able to have like a trusted circle you know who do you go to for legal financial banking your other digital so do you have those other associates in place? I think that infrastructure is really important. And then maybe a third element as you're building your confidence and your specificity is the area of focus. So I think that those things are something that I think we all have to go through and consider. And then you can answer that cocktail party question what do you do?

Pedro 8:28

Right? I love the tactical advice. I love that. Now back to you okay once you were out there helping people and I we already established who you help today right C suite, CFO, CEO and all of that. But at the start was it like that? I mean in the early days of coaching there's a lot of try and error sometimes to get to the point that to okay I really served this type of people so my question to you is first who do you serve now right and what was the evolution if it existed from to who you were as a coach in the old days and who you are right now.

Donatella Giacometti 9:03

Because I was already in the brand marketing business was already in that space and what that required to be you know to be successful in brand marketing, you really need the skills that I think I mentioned already of public relations and advertising and graphic arts and understanding you know media coverage all of those elements were already in place. And so that afforded me an opportunity to already work with high-level decision makers. So I was already in the company of successful executives on the decision side, the client side. So that I guess the the build for me was already historically happening without my knowledge that it was going to culminate in a coaching practice. I didn't really know that at the time I just knew that I was comfortable felt peer on peer with very high achievers. So I guess that's for for anyone that you know is entering the business or is in the business I think that finding your own comfort is essential because it will be apparent to those that you know you're coaching whether you're a peer or not if if it requires ramping up with your client they might not feel as comfortable as they need to. So that comfort on the client side why is that important? Because they have to they have to trust you they have to know that you're going to add value, that their their time which is their scarcest resource is is valued and if they're going to spend time with you as a coach they have to know on the other end of that conversation notice I use the word conversation that that element is a you know a good use of their time and they walk away and they say you know I really I really got something out of it. And in fact at the at the close of every consultation I always ask the client you know so what are your key takeaways from today? Because I want to hear them repeat what their key takeaways are and and then we can reiterate what was the value of our time together.

Pedro 11:10

I love that okay now I want to do a quick exercise with you Donatali if you don't mind. Okay I want to pretend I'm your ideal client profile your ICP your avatar however you want to call it okay I'm one of those CEOs, CFOs, I'm a high achiever, have a you know a leadership position. So first of all, marketing wise, how would I be able to find you and your business?

Donatella Giacometti 11:30

The visibility where our visibility is like the the push pull all of our business comes through referral. So how do how do the referrals find us? They find us through their own like a board board of director, you know, uh a board of directors they're in a position to say XYZ executive could really help you some help because they have a lot of verbal filler for example that's that's often like the the beginning the entry point verbal filler they say um and ah and so they're diminishing their credibility because sure or you know there are all these phrases that are getting in the way of being of really having that executive presence that you mentioned earlier. So a board of a director on a board will say we're frustrated we know that this CEO is very competent but the way they're projecting themselves on the, you know, kind of on the world stage is distracting from you know from what from who they are and what they're really delivering in terms of top line growth or bottom line you know measurements. So board directors we do a lot of work with private equity firms and that is a particular sector it's a it's a certain world there are only so many of them on the planet and they have portfolio companies and what that means private equity firms that have invested in companies different sectors they're those are the portfolio companies and the the objective primarily is to maximize or optimize the value of those portfolio companies so those investors at private equity firms will say we really need to have our for example a CFO chief financial officer ready for an exit strategy. And our search the way you would find us is to know that we have deep knowledge in investor relations and in employee relations and media relations. So you pull those things together and we we get found that way.

Pedro 13:32

So referrals we were also just named the C-suite communications uh services firm for the the top honor so we are you know we have award winning uh credentials behind us and the knock on on that is more visibility okay I'm still in that exercise I'm still your ICP okay let's say I was referred to work with you guys right we can speed up a little bit on the sales process let's just say there is alignment you guys can help me I can sense you can help me okay we close a deal can you walk me through how does it look like to work with CEO your your business right CEO media coach and uh what are the potential outcomes I can expect out of it?

Donatella Giacometti 14:13

The outcomes will depend will depend or the outcome will depend upon what your intention is so several examples you're preparing for the sale of the company you're let's say you're the chief executive officer you're preparing to sell the company for whatever reason it could be through a merger and acquisition it could be through an initial public offering an IPO there are many ways you know to be able to exit to to optimize the value of your company. So you come to us and you say it might be a two-year plan that you have you might be two years away or less to your exit but you know that a lot has to go on behind the scenes to get you ready and your team ready to be able to go out with investors and tell your story. So how we would work together one first of all you have to bond. You have to the chemistry is good I think you mentioned that so we know that we have that then you have to have trust and confidence that the confidentiality is there beyond the NDAs it's it's really you know kind of a human to human touch. And then you start to look together at the value proposition of your company. So what do you really stand for? How do you compete? All right now we figured that out then let's find the word bank for you. So what does that mean? What's your word bank when you're under pressure as an executive you want to be able to have words in the back of your mind words and phrases that are indicative of what your company stands for, how you're different. Why should anyone want to take part in you know either acquiring your your company or investing in it. So there's all of those elements that go into the storytelling. And then finally the executive has to be able with his or her team to be able to deliver the message and be able to answer questions concisely and crisp, right? Tell your story, be able to like put you know put a pin on what's the beginning, what's the middle, where is what's the end point? So that people can remember your message, remember the name of your company and come back to you again because there's always follow-up. So how we get there is because as I mentioned earlier executives are very time starved, right? You don't have a lot of time I'm working I'm working for you you don't have a lot of time so our job is not just the one-on-one consultations it's all of the behind the scenes work that is required to prepare. So that it you to have the ability to work in financial services as well as in biotech for example you have to you as a coach have to do the deep dive so when you come to that consultation moment you are more than ready to add something new and fresh to the experience the executive is going to have I have a couple questions for you like the first one I'm thinking about it's like you're dealing with people that you mentioned they don't have a lot of time and they're very sometimes very anxious about the outcome right they you they have a big machine running in the background they have payroll and all that did you find yourself in certain situations that you found some friction about the for example oh why are we doing this?

Pedro 17:22

The work bank for example when I want outcome X, Y, and Z, that you had to enlighten them almost educate them that this is part of a process?

Donatella Giacometti 17:31

I think that by the time they achieve that level and the and the rapport is there and I want to talk about rapport in a moment when that's there, they understand that there that there is you know kind of a process you know that there's a continuum. Also the way we're structured, we structure our business in in modules. So there is a force multiplier so that if you're in your consultation number one of eight or ten for example you you know as an executive that that we have an endpoint where you know that by uh by consultation number 10 we're going to complete the task. And many of our clients roll over as well because there's always a new real world challenge, right? But let's say you're you know you're just looking at what's your pacing and I think that they're they're comfortable with the experience and the they could the leader the coaching leadership that is guiding them to their improvement. They know they already know they come to it knowing that they're already at 95% you know ready is but there's a little more that needs to be done. And that little more is a heavy lift typically but if you make it fun you make it entertaining that question doesn't really come up.

Pedro 18:49

Okay interesting now I have uh another for you which is like structure wise right yes how does it your your coaching business's structure are we talking about mainly one-on-ones is there a one-to-many component is that are there online components how does that look is remote so uh that allows CEO media coach to be geographically agnostic so you don't have to be on the plane or the train or the car or the boat or whatever.

Donatella Giacometti 19:16

Wherever in the world the client is it's not an impediment and then you know in the old days five seven years ago in the beginning the travel was essential. Go to the client bring you know cameras equipment whatever you needed to do go studios studio work uh in you know different cities with you know four cameras I mean but then the world changed the world changed you know we know what happened and you know through you know people working remotely there became a comfort level and the technology also uh improved people became became this is kind of interesting because c clients became aware of the lighting the camera ready as you said earlier audio microphones wardrobing the script ready they that whole consciousness moved toward scre the screen and and and so the remote work became possible and and the focus that that provides is I I would say in many ways superior to the to the in-person and so I want to add to I think your question was about kind of these the the structure it's it's always it's always one-on-one we we work one on one and uh and that way you can have the specificity and the tailored pro approach that is necessary at that level of responsibility. Okay interesting appreciate the insights okay now I'm curious where you're taking all this you know Donatella are you thinking about growth leverage building a team refining what already works you know what feels most exciting right now short term helping the marketplace understand and accept more and more with a with artificial intelligence that what remains let me step back we work with we're data driven right so in our network of colleagues you know close network of colleagues we've been aware of predictive analytics and AI for a number of years and so we have more and more narrowed our expertise deepened our expertise in what's sometimes called soft skills so soft skills I mentioned the word rapport earlier which is like really building a you know a camaraderie a trust with other people being able to have conversation like we're having today and not feeling that you have to just you know kind of lecture other people or educate I think we used the word educate earlier it's really more uh it's more organic than that so the swell skills those people skills are becoming more And more essential as artificial intelligence is taking a more of a prominent role in our lives. And understanding that and what's coming out of the universities, we know it, we have evidence to point to, that in in this short term, the next uh three to five years, I think that the acceptance of the soft skills is not just a nice to have. It's not just nice to have. At the value of companies, the value of companies, especially like if you're thinking about publicly traded companies, just for example, it's really the management team. It's yes, it's the product, yes, it's the services, all of that. But if the management team is not strong, it it diminishes the value of what that company is about. And then ultimately, in terms of what's next, I think it's uh really looking at our uh how we package our services. And I think that there may be a place for on-demand services. So for example, if uh an executive through a referral is feeling that they're just it's situational and they really need uh almost a more immediate consultation, I think there's a place for that. And uh, we're working on on the effort to see how we could package that in a way that would make sense to CEO media coach and and to potential clients. So we're getting the we're formulating that, then of course to get the word out that that would be available.

Pedro 23:26

Interesting. Okay, I want to ask you something because you mentioned some uh one topic that I feel like it's very interesting for the coaching space, which and all industries, all aboard, you know, it's like the AI, you know, and I want to see your perspective because you're in CEO media coach, you help them to get you know camera ready. So you mentioned soft skills, you mentioned the human component and how important that is nowadays. So, how do you see the AI affecting first the coaching space? If it is it like a threat, is it like a good thing? And uh specifically your own business and your clients, you know, how can you can you give me your insight about that?

Donatella Giacometti 24:08

The clients are asking the questions, like no, you know, what you know, what you know, what do you think? So everyone is asking the question, what you know, how is this going to affect what we do? I don't know that we any of us really have the answer to that definitively, because I I think it could take many different forms. So let me tell you how we're using AI now, which is I mean, it's phenomenal actually, uh, to be able to tap into certain platforms and ask a question to like what's in the news on a particular topic. So, like, and I snap my fingers because that's how fast it is to get the latest headlines and beyond that, if you wanted in-depth information about a particular subject. So, what that allows is a pr level of preparedness and relevance to um, you know, that before might have taken, you know, a lot more time and energy. And back to your word of conversation. What I I think is quite remarkable in my observations with AI, it these digital assistants, you really have a conversation with them. So you ask them a question, and then it's like, okay, well, here's, you know, here's here's the answer, but wait, you know, I know what I need to know more, or let me refine my question, or let me add to that. I I I think it's really quite remarkable. So right now it is pleasure. What can I say three, five years down the line? It's unknown. It's unknown. I love that.

Pedro 25:38

Embracing the uncertainty, you know. Now, I have one last question for you. I'm very curious about this one. Okay. Let's pretend, Donatella, we have a time machine in front of you. Okay. You can step in and you go back to your first day as a a knowner, not just a coach, but an owner of a business. Okay, as a coach too. And you have one piece of business advice you could give yourself past Donatella when she was starting. How would what would that look like?

Donatella Giacometti 26:07

First thing that comes to mind is f use digital files. Eliminate paper, use digital files. Make a systematic template for your for how you're going to organize information. I think that that would be definitely because it touches everything. It touches the bookkeeping, the accounting, the contracting, the uh templates for uh organizing every every session. So I think the digital space at the at the very beginning is something that you want to look at as really kind of your workflow. So that's definitely one thing that I would say. I think another thing is uh not to be hesitant to ask for advice. You know, don't it you know it doesn't matter if you know you're shy or introverted or just beginning or you don't want to look silly or whatever the case. I think asking for advice is critical. Now, where do you find advice? You know, you want to build your ex executive network. I mean, there are a lot of retired executives that are, you know, in the universe that are available to and and are willing and anxious to help, you know, kind of up-and-comers. So I think to tap into those that have been there before, which is like this podcast, right? I mean, I think that this is a great resource for saying, well, there are others that I'm not alone, right? Not alone. And so by knowing that you're not alone, I think it gives you the courage to tap into others who might be able to help answer a question that, you know, saves you time and energy.

Pedro 27:44

Interesting. Okay. Now, before we close this out, if someone resonated with what you share and wants to follow your work, and by the way, we're gonna have all the links in the description, but what's the best way to find you?

Donatella Giacometti 27:56

Through our website, because we put a lot of time and energy into organizing it and and hopefully making it relevant. You know, you'll see customized programs for media and investor media relations, investor relations, customer relations, employee relations. So if you have um thought in your mind that there is a particular situation that gives you kind of, I have a why now. You know, you're you're out there, you have a why now. I I need some help. Think if you go to our website, which is ceomediacoach.com. Hopefully, we've given you a navigation system that uh is very easy to have a better understanding. And then there's a an email, advisor at CEO MediaCoach.com, which is it'll come to me and I will answer you. So you know, please feel free to reach out. I would say that that's really digital. This is really the best way to not a ladder, not a ladder. Well, no, but it but I'm glad you said that. It's very important to you know to be to be a good writer, you know, and check, you know, check no typos and you know, just check for your grammar, because all of that is to helps to refine the professional presence of any individual.

Pedro 29:13

You know, there is a trend out there, Donatella. I don't want to pose you, but there is a trend of people adding typos so they're not mistaken by AI, believe it or not.

Donatella Giacometti 29:23

Well, that's interesting. Okay, well, I learned something.

Pedro 29:26

Right? It's like the AI never makes mistakes. So if I make some mistakes here, people will think I'm and they train AI to do that. So they they look more human. You know what I mean? It's a it's a wild well, today is wild, honestly.

Donatella Giacometti 29:39

Okay, well, see, that's that's very interesting. All right, well, then you know what? When you spell my name incorrectly, I will know that you're a human. It's a tough name.

Pedro 29:49

You know, there were certain parts of this chat today that really stood out to me. Okay, then tell I'm gonna highlight a few. When we were talking about the origin story, right? And I asked you about a shift when you became a coach, you were like, well, not just a coach, but I got into the entrepreneur journey, right? And you had your father as inspiration. But the real the the part I feel is really interesting is like you mentioned like the business development side, you know? That and and I see a lot of coaches out there out there that they forget about that one. They're just worried about coaching, you know, the ops side, the operations. Oh, I'm gonna coach people. And they forget about the unbillable hours, they forget they need an accountant, they forget they need a marketing strategy, they are the salesperson, you know. You we can keep adding people there and hats and all that, but that reminder is so powerful. And you you're giving advice on the tactical level, too, to our audience. So thank you for that. Also, when you mention that when you're talking with your clients, at the end, you're like, what were the key takeaways from today? You know, you mentioned something like that. That reminds me of us, it's a quote I learned in when I was in high-ticket sales, okay? Which is basically, if you say it, they doubt it. If they say it, they own it. So it's in a way, it's to frame that they are creating the entire environment, the intern setup that they created. Honestly, they did it. It's different when you if I I have two boys, right? I'm not a parent, I'm a referee, okay? And if I tell them to do X, Y, and Z, they don't listen to me. But if I ask them why did you do X, Y, and Z, are you hungry? Yeah, so what are we going to do about this? You know, it's not just you gotta eat, it's different. And it I can see they're spinning their wheels, right? They're like, oh, so that's what you meant. So it's basically on the same idea of making people realize that you know they're part of the process and all that. So kudos to you and that. Really cool watch. The last but not least, and I stole that. Okay, I'll be can it. I stole it. The word bank really like the word bank idea because it's like they are they they need to be ready to expand an idea, and usually that's tied up with values, right? Um, so who do you serve? What do you do? What do you guys do? It's not just oh, we sell cars, right? No, no, no, no, no. It doesn't work like that. We want to impact people doing X, Y, and Z or whatever that looks like, you know? So this is just my long-winded way of saying, Donatella, I got your name right, I promise. I really appreciated taking the time and being open with us today. It was great having you on.

Donatella Giacometti 32:23

Pedro, it's a truly a pleasure, and thank you very much for the opportunity.

Davis Nguyen 32:27

That's it for this episode. This episode, as well as this podcast, was brought to you by Purple Circle, where we help business owners elevate their business to six, seven, and eight figure years, all without burning out. If you're looking to grow your business as well as get the time freedom that you are looking for, visit us at joinpurplecircle.com and see what we can do to help you.