Tuesday 2 December 2025 | 13:00 EST, 19:00 SAST

Building trust in
a trustless age:
The AI advantage
for modern leaders

If you want people to buy Bibles, first, they have to be Christians. People buy your story before they buy your product. Learn how to craft a powerful narrative and use AI to scale it, without compromising on authenticity. 

Make sure your message lands
Goals, product plans, and slogans are abstract and forgettable without a powerful narrative. This masterclass will help you (or your clients) develop a distinctive voice and framework for sharing your perspective.

You’re a leader and you want to:

Who is this for?

Build trust
In an era of noise, skepticism, and short attention spans, you’ll learn how to build belief, not just awareness. 

Scale your influence
Learn how to train your AI companion to amplify your unique story and thought leadership at scale. 

Founder of Nicework, Ross Drakes

Meet your host

He’s a designer, business owner, and challenger of lazy thinking. Over the past 18 years, Ross and his beard have seen many a branding breakthrough. He’s helped hundreds of companies take up space in people’s minds, from global powerhouses like Nike to the inventors of the hamburger.

He’s spoken in 17 countries and is obsessed with unlocking the value that emergent technologies create for leaders. Ross lectures part-time at Universities and hosts three podcasts, One More Question, 10 More Questions and RadEO (a podcast for EO South Africa).

As an active member of the EO community, Ross spends his time surrounded by people who are wired to build, grow, and question everything. He also works closely with Bloom and the ICF, helping founders and coaches sharpen their stories and scale their impact.

What’s in it for you?

  • Learn how to articulate your perspective so that you stand out and resonate with your audience.

  • Discover how to amplify your message using AI without losing authenticity or impact.

  • Identify what needs your personal touch and what AI can handle.

  • Get hands-on with tools, frameworks, and custom GPT’s that help you shape AI to mirror your voice and point of view.

  • Inspiration for building influence before selling.

By the end of this masterclass, you’ll have actionable strategies and a framework to articulate your point of view, understand how to leverage AI without losing your voice, and create a story-driven brand that resonates and endures.

Don’t just take our word for it…

Here’s what others are saying about Ross and Nicework

“Even though I'm really thoughtful about what I do, [Nicework] pushed my thinking even further about why I'm doing it. I was asked really deep questions about who I am, why I do what I do, and what really had meaning and purpose to me and my work. I felt seen and heard.”

Ali Levin – Coach, Speaker, YPO-Certified Facilitator and Leadership Development Expert

“Before we came to Nicework, we didn't really have a brand that spoke to who we really were. And so we were almost misrepresenting ourselves in the marketplace. Now we feel like our brand and our values represent who we are, but also the gravitas that we have as a consultancy. I think it's allowed us to stand out from the crowd.”

Hayley Barnard – Founder, Mix Diversity

“A lot of times it's hard to identify how we should be communicating something. But I think part of your job is to understand what people want to hear and how they would receive it and hear it through their ears versus just us speaking at them. And I think that really helped us better understand how we should communicate and how people will receive and perceive what we say.”

Ben DeBow – Author of Amazon Bestseller "End of Abundance in Tech", Founder and CEO at Fortified