10 Apr 2026 · 7 min
Tony Uphoff recounts pitching a Silicon Valley ad agency with a 50-slide deck attacking competitors, only to learn the market had shifted. He rebuilt it around one idea showing the new landscape instead, won the biggest sale of his career, and learned the core rule: never make someone feel stupid. Show the market changed, then guide them to the logical next step.
Welcome to Uphoff on Media, the audio edition. I'm Tony Uphoff. Each week I write about the collision of agentic AI, B2B media, marketing, and technology from the perspective of someone who's actually run these businesses. This is the podcast version of my Substack publication where I take each post and bring it to you in audio form so you can listen wherever you are and Whenever that works for you. If you want to read along, go deeper, or subscribe to the written version, you'll find everything at uphoffonmedia.substack.com. Okay, let's get into it. This episode is called Never Make Them Feel Stupid. A soon-to-be customer handed me the insight that changed how I lead, and I almost missed it. I was a young sales rep at the B2B publication EE Times, freshly transferred to Silicon Valley. Big opportunity, big territory, and assigned to one of the most powerful ad agencies in the Valley, a firm that represented household names in tech and hadn't done business with the E Times in years. The VP media director was legendary. She could make or break media brands and careers. Getting a meeting with her was itself a milestone. So I did what young, hungry sales reps do. I called. I left voicemails, detailed, articulate voicemails laying out our value proposition and requesting, pleading for a meeting every week for 6 months. Crickets. Until one evening at 6:00 PM, my office phone rang. I picked up, and after I said hello, the voice on the other end said, you're not going away, are you? We met. She laid out exactly how she saw the market, what her clients needed, and how she evaluated media brands, including mine. It was a masterclass. Over the next couple of months, we met several times, leading to EE Times being invited to participate in a media day for one of their biggest clients. This was enormous. My publisher, editor, and associate publisher were flying in from New York for a Friday meeting. Careers were watching. On Wednesday, she called and asked me to bring the presentation over. I told her it was still a work in progress. She didn't care. I walked her through a printed copy of 50 slides. She sat with her arms folded the entire time. When I finished, she was quiet for a moment. Then she nodded and said, this is good. You're not telling me I've been stupid for not buying EE Times. What you are telling me is that the market has changed. Your editorial has captured that change. Your readership reflects it. And now I should consider it. I blushed beet red. Because that's not at all what the presentation said. It was a competitor smackdown dressed up as a value proposition. Slide after slide, subtly and not so subtly, making the case that anyone who hadn't been buying EE Times must be clueless. She had just described the presentation I needed to give, not the one I had. I hastily gathered up the presentation, thanked her, drove back to the office, and spent the next 3 days rebuilding everything with my team. We threw out most of what we'd built. We reframed every slide around a single organizing idea. The market had moved, EE Times had moved with it, and here was the evidence. No competitive takedowns, no implicit verdicts, just a clear-eyed view of a changed landscape and where we fit in it. Friday came. The room was packed. Senior agency team, client marketing leadership, my New York executives. The kind of meeting where everything either opens up or closes down. We gave the new presentation and it worked. The result was the single largest sale of my career to that point and one of the largest single sales EE Times had recorded. The agency became a real partner. The client relationship grew. But the outcome I didn't anticipate was what happened next with the VP Media Director herself. She became a mentor. Over the years that followed, she recommended me for leadership positions. She saw something in that 3-day rebuild, in the willingness to listen, to throw out work I was proud of and start over because someone wiser showed me the truth. That told her something about how I'd lead. She invested in my career the way she invested in that Wednesday afternoon conversation— quietly, decisively, without making a big deal of it. I would not have had the management career I had without her mentorship. Here's what she taught me and what I've carried across 5 CEO roles since. When you're trying to change someone's mind, you don't win by making them feel wrong. You win by showing them the world has changed. There's a version of persuasion that's really just an indictment. It says, here's all the evidence that your current approach is a mistake, your current vendors are inferior, your current thinking is outdated. It feels like a strong argument. It's actually a trap. Because no one changes their mind when they feel attacked. They defend, they dig in, and they remember how you made them feel long after they've forgotten your slides. The better strategy, the strategy she modeled for me before I even knew I needed it, is to lead with the landscape, not the verdict. The market shifted, new signals emerged, a different approach may now make sense. That framing gives the buyer somewhere to go. It honors the intelligence of the decisions that got them here while opening a door to something new. This applies well beyond sales. I've used this frame in boardrooms, turnaround conversations, investor updates, one-on-ones, and leadership team offsites. Anytime you're asking someone to change course, a strategy, a vendor, a belief, the question isn't, how do I prove them wrong? It's, how do I show them the landscape has moved in a way that makes a new direction logical, even obvious? One more thing worth naming. She didn't have to do what she did on that Wednesday afternoon. She could have let me walk into Friday's meeting and fail. Instead, she called, sat with her arms folded through 50 bad slides, and handed me the insight that changed everything. That's its own leadership lesson. The most powerful people in any room often got there because they bring others along rather than let them stumble. She did that for me, More than once. I've been trying to pay it forward ever since. Hey, thanks very much for listening, and again, subscribe to Uphoff on Media on Substack.
