Instead, she created a new category of representation: Personal, in-house speaker's agent --- at the request of someone who spent three years on the FBI's Most Wanted list. In this role, she handled the paid speaking inquiries and negotiations for several high-profile individuals, cultivated a personal network of 538 individual speakers agents from the top bureaus and agencies in the world, and became a member of the International Association of Speakers Bureaus (IASB) - even though she doesn't operate a speakers bureau. It turns out, that the IASB doesn't have a category for what she does, yet they allowed her to join anyway - and her membership offers rare insights into this important industry group and an insider perspective on their behavior, pressures, motivations, strengths, and weaknesses.
In the fast-paced world of professional speaking, breaking into the elite echelon where speakers command top-tier fees requires more than just talent—it demands strategy, passion, and a laser focus on value creation. Amy Gray, founder of New Leaf, has a six-factor framework aimed at helping speakers elevate their practices, maximize revenue, and build long-term success. As she notes, "If you even do one of these six factors really well, it will improve your speaking return on invested time and generate more money for sure."
At the heart of Gray’s approach is the need for speakers to identify their core audience—a seemingly simple yet often misunderstood step. Many speakers believe they can appeal to everyone, but Gray warns, "You fundamentally have to know who your core audience is... Most people think in broad ranges, but buyers are looking for specialists." She emphasizes the importance of psychographics—what keeps your audience up at night? What problem are they desperate to solve?
Gray also highlights the significance of finding your "aspirin," a metaphor for a speaker's unique value proposition. It's not enough to deliver content; speakers must provide solutions to pressing, painful problems. "A lot of people offer what I call vitamins," Gray says, "information that’s nice to have but not essential." Those who succeed are the ones who provide urgent, must-have solutions backed by proven results.
Establishing a category of one is another cornerstone of Gray’s method. She encourages speakers to fuse their passionate interests with their credible expertise to carve out a unique space in the market. "The high-flyers I’ve worked with, from Kevin Mitnick to Steve Wozniak, all had an obsession with their core audience and their subject matter," Gray shares. This level of commitment allows speakers to stand out and command attention, even in a crowded field.
For speakers looking to rise through the ranks, Gray underscores the importance of social media. Platforms like LinkedIn and Instagram are vital for visibility. "If you're not participating, you are essentially invisible," Gray asserts. Social media not only increases followers but also positions speakers as consistent sources of valuable insights, which in turn drives invitations to keynote events.
Finally, Gray advises patience, realism, and continual refinement. Building an elite speaking career doesn’t happen overnight, and she advises allowing two to four years to build momentum. "You need to be evolving constantly," she says. Resting on past success or sticking to one formula is a fast track to stagnation.
In summary, speakers aiming for elite success need to focus not only on what they say but who they say it to and how they deliver it. Gray’s advice is clear: be a specialist, solve urgent problems, and make strategic use of every platform available. "You’ve got to educate yourself and continuously refine your craft," Gray concludes.
