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In today’s fast paced digital landscape, where automation and scalability dominate conversations, it’s easy to forget the one thing that makes marketing truly powerful: human connection.
In this intimate mastermind session, Christene Marie a fractional CMO and brand builder behind campaigns for Amazon and Toyota unveils what she calls the forgotten ingredient in modern business growth: emotional intelligence. More than just strategy and execution, Christene challenges agency owners to lead with authenticity, personal values, and emotionally resonant storytelling to build loyal client relationships that last.
Why Emotional Intelligence Is Your Agency’s Competitive Edge
Christene opens with a truth many overlook: “So many times we focus on the IQ and we forget the EQ.” In other words, in the pursuit of ROI and conversion metrics, we often neglect the deeper driver of long-term growth emotional resonance.
According to Harvard, 95% of purchasing decisions happen in the subconscious where emotions live. So, why are so many agencies still selling with facts and features?
“The power lies in your differentiating factor.”
– Christene Marie
Christene urges founders to rediscover and articulate their “why” that unique personal story or experience that shapes how they serve clients. Whether it’s a past career, a cultural background, or a transformative life event, your story builds trust and creates emotional anchors for your audience.
Uncovering Your Superpower: What Sets You Apart?
The mastermind turned interactive as participants were asked a powerful question:
What is something of great value you’ve lived, experienced, or practiced that sets you apart?
Answers ranged from project execution and crisis management to visionary thinking and being “insatiably curious.” These weren’t just professional traits they were reflections of deeply personal truths.
“Each one of us has something unique to contribute… no one else has our soul.”
– Christene Marie
Here are some powerful examples:
- Alexa shared how her background in competitive sports helps her sell the feeling of winning, not just the service.
- Dominique described how her multicultural roots help her stretch client visions beyond their limitations.
- Brian, diagnosed with ADHD at 46, shared how it became his superpower for solving problems under pressure.
- Chris leveraged his construction background to earn trust and communicate effectively with blue collar clients.
- Nancy explained how her strength is helping others break past fear based indecision and finally make confident choices.
Each story proved the point: clients aren’t just buying services they’re buying you.
Emotional Intelligence in Action: Awareness, Empathy, and Expression
Christene broke emotional intelligence into two actionable categories:
- Inward Emotional Intelligence – Awareness, control, and expression of your own emotions.
- Outward Emotional Intelligence – Empathetically handling relationships with clients, team members, and partners.
She challenged everyone to audit how they show up online, asking:
- Is your personal differentiator visible on your website?
- Does your social media reflect your real values and story?
- Are you showing up consistently across your brand?
“How we live right now determines the story they’ll tell about us when we’re gone.”
– Christene Marie
She even shared her practice of writing a eulogy yes, a eulogy! and using it to reverse engineer her business and life goals. It was a compelling reminder to build with legacy in mind, not just short term wins.
Personal Branding Isn’t Optional Anymore
Whether you’re a solo consultant or part of a large team, personal branding matters even in corporate roles. Christene shared that companies like Amazon and Walgreens are investing thousands monthly in the personal brands of their executives.
Why?
Because people trust people more than companies. And when you humanize your brand, retention and loyalty skyrocket.
For agency owners especially, this is a game changer.
If you want long term clients who value your work, you need to:
- Show your face and your voice more often
- Share stories that reflect your values
- Align your personal story with your business mission
“People may share your values, but no one shares your why. That’s what makes your brand proprietary.”
Final Thoughts: From Commodity to Connection
Too many agencies compete on price or promises. But the ones who win long term play a different game they connect emotionally, authentically, and consistently.
This session was a powerful reminder that emotional intelligence is not a soft skill it’s a success skill.
Christene left us with a clear challenge: Audit your brand. Own your story. Speak your truth. That’s how you stand out in a crowded market.
Connect with Christene Marie
Want to dive deeper into personal branding, emotional intelligence, or crafting a business that reflects your why?
Follow and connect with Christene Marie here:
- Website: theknowingagency.com
- Podcast: The Knowing Podcast on Spotify
- LinkedIn: linkedin.com/in/christenemarie
At That Company, we’ve helped over 700 agencies scale over the last 18 years not by staying invisible, but by operating on the front lines under their brand, building real client relationships. If you want support delivering exceptional marketing services while you focus on being the visionary, let’s talk.
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