Success is rarely linear, and for Ken Sterling, Head of Artists, Talent & Business Affairs at BigSpeak, the path to leadership has been one of exploration, adaptability, and strategic connections.
Over a decade ago, Ken Sterling joined BigSpeak, drawn by its mission to “awaken greatness within.” The company’s dedication to fostering thought leadership, inspiring teams, and working with some of the world’s most influential thought leaders, academics, and celebrities resonated deeply with him. Through this role, he honed his skills in talent management and business affairs—becoming a part of a movement that amplifies ideas and innovation.
Ken Sterling’s diverse skillset and experience at BigSpeak opened doors to new opportunities, including a long-term relationship with Omar Johnson at ØPUS United. Omar is best known for his role as CMO of Beats and Apple, prior to his marketing leadership role at Nike. ØPUS United and Mr. Johnson launched Opus Intelligence recently, and Ken was selected to be General Counsel. This transition underscores his ability to navigate the intersections of law, marketing technology, and business strategy—bringing legal expertise into spaces where innovation thrives.
Leadership Inspired by Visionaries
Leadership is not just about managing teams. It’s about cultivating a culture that reflects core values and inspires growth. For Ken Sterling, his leadership philosophy is deeply influenced by the visionaries who laid the foundation for BigSpeak. “My inspiration is taken from our founder, Jonathan, our President, Barrett, and watching the way they have prioritized our leadership style, our ethos, and our culture,” he shares. Their commitment to the company’s mission has shaped his own approach to leadership.
Furthermore, working with Omar Johnson at Opus Intelligence has also been an amazing learning experience for leadership, as Omar is also a major thought leader in the leadership and hyper-growth brand space. Omar’s approach is to “meet people where they are,” and this has proven to be an excellent way to lead high-performance work teams.
Beyond internal influences, Ken Sterling’s role provides him with access to some of the world’s most respected celebrities, founders, and thought leaders in business, culture, and leadership. Collaborating with bestselling authors, top professors, and industry personalities has offered him a continuous learning experience—one that keeps his leadership style dynamic and forward-thinking. “Being in the room with them, collaborating on new projects, has been fantastic and given me a place to learn and later share with others,” he adds. This exposure to cutting-edge ideas not only reinforces his leadership approach but allows him to bring fresh perspectives into the organizations he serves.
Elevating Business Through Thought Leadership
In a crowded industry of speaker bureaus, BigSpeak stands apart with its focus on business-driven thought leadership. “BigSpeak is the largest business-focused speakers bureau out there,” Ken Sterling explains. Unlike other agencies that prioritize celebrity figures or political voices, BigSpeak is dedicated to serving the corporate world—partnering with over 70% of the Fortune 1000 to deliver transformative insights and experiences.
What truly differentiates BigSpeak is the team and leadership behind it. “We have been entrepreneurs out in the business world, and we understand the business challenges and what businesses need,” he shares. This firsthand experience allows the company to craft impactful engagements that go beyond just keynotes—they create tailored experiences designed to drive company growth, enhance team performance, and refine market positioning.
From flawless strategy execution to fostering high-performing teams, BigSpeak empowers businesses with the knowledge and inspiration they need to stay ahead. Through its carefully curated network of top thought leaders, the company continues to deliver world-class insights that help organizations navigate a constantly evolving business landscape.
Tackling Challenges with the ACE Framework
In a business landscape that is constantly shifting, effective leadership demands anticipation, clear communication, and decisive execution. For Ken Sterling, navigating uncertainty is guided by a strategic approach he developed, which he calls the ACE Framework: Anticipate, Communicate, and Execute.
“Whether it’s leading a team, managing a crisis, or responding to market shifts, there are three critical steps: anticipate, communicate, and execute,” he explains. The first step, anticipation, is about staying ahead—recognizing emerging trends, potential disruptions, and external factors that could impact operations. From understanding shifts in the industry to something as practical as adjusting for weather-related travel delays, foresight is key to minimizing challenges before they arise.
The second pillar, communication, ensures that teams, clients, and stakeholders remain aligned. “We communicate for growth, for innovation, and to stay nimble,” he says. Transparent and proactive communication fosters trust and keeps organizations agile in times of change. “Being open, direct and caring in the way we communicate with each other and our clients has been paramount to our success,” he adds.
Finally, the most crucial step—execution. “A lot of leaders struggle with execution,” he notes. “They overanalyze, hesitate, or act too slowly, allowing problems to escalate.” Successful execution means taking decisive action based on analysis and strategy, ensuring that plans don’t just remain ideas but are transformed into results.
Examples are that after the leadership team has a strategy session, they select three items to move on: one that is “low-hanging fruit”, that can be done that week, one that will take some time and be an easy win and one that is a “moonshot” that will take time and make a huge difference for the company. With these items, goals and milestones are set, along with a “team captain” to get the project across the finish line.
With the ACE Framework, Ken has built a leadership style that is both adaptable and action-driven, helping organizations and individuals navigate uncertainty with confidence and clarity.
Staying Ahead Through Curiosity and Hands-On Leadership
At BigSpeak, embracing digital transformation is about maintaining a deep connection with the market, clients, and evolving trends.
“We have a very open and curious mindset,” Ken Sterling explains. “We’re out in the market, on location, meeting with people, and truly engaging with what’s happening in the industry.” This proactive approach ensures that BigSpeak remains agile, continuously adapting to shifts in technology and audience expectations.
One of the biggest pitfalls for leaders, he notes, is what his friend Dr. J.P. Pawliw-Fry calls ‘CEO’s Disease’—becoming too far removed from day-to-day operations. “When leaders distance themselves from what the company, customers, partners, and employees are actually experiencing, they lose sight of what truly matters,” he says.
Ken highlights that leadership at BigSpeak is about staying in the kitchen and doing the cooking—remaining actively involved in the business to ensure strategies align with real-world demands. This hands-on approach, combined with a culture of curiosity, keeps BigSpeak ahead of industry trends, ensuring its speakers and clients are always equipped with cutting-edge insights and innovative solutions.
The Road Ahead for BigSpeak
While some upcoming plans remain proprietary, one thing is clear—BigSpeak is doubling down on technology, innovation, and talent development to shape its future.
Technology has always been at the core of BigSpeak’s operations, and the company continues to be at the forefront of digital advancements. “We’ve been very cutting-edge with technology,” Ken Sterling shares. “AI is a key focus, and we’re leveraging insights from top thought leaders, including Zach Kass, former head of Go-To-Market at OpenAI, to separate what’s ‘ripe’ from what’s just ‘hype’ in AI.”
Beyond technology, BigSpeak remains committed to investing in its people. The company provides professional and personal development budgets, ensuring employees continue to grow both in their business acumen and personal well-being. This holistic approach reflects BigSpeak’s belief that success is not just about external innovation but also about nurturing minds and talents.
As BigSpeak moves forward, its focus on AI integration, technological advancements, and human-centered development will continue to drive its impact in the speaking and leadership space. The company’s strategic direction is clear—embracing the future while staying true to its mission of awakening greatness within.
BigSpeak’s Vision for the Next 5 Years
- Client & Team Satisfaction: The company aims to amaze and delight both its clients and its team, ensuring an exceptional experience on both ends.
- Sustainable Growth: Its goal is to grow the company by 20–30% annually while maintaining a high Net Promoter Score—a testament to its customer-first approach.
- Thriving Culture: More than just numbers, its focus is on a balanced, happy, and thriving team because a strong culture fuels success.
- Innovation & Adaptation: The company will continue to evolve, embrace cutting-edge technology, and find new ways to enhance its offerings.
Milestones of Success
Under President Barrett Cordero and Ken Sterling’s leadership, BigSpeak has experienced unprecedented growth, tripling its business twice in just a decade. This remarkable expansion reflects the company’s ability to stay ahead of industry trends, embrace innovation, and continuously deliver value to its clients.
One of BigSpeak’s most significant achievements is its exceptionally high Net Promoter Score (NPS), consistently ranking in the 90s—the highest in the industry. To put this into perspective, industry giants like Amazon and Nordstrom have historically held NPS scores in the 80s at their peak. This metric underscores BigSpeak’s commitment to customer satisfaction, feedback, and service excellence.
Beyond financial growth and client satisfaction, BigSpeak’s success is also fueled by its focus on identifying emerging trends and leveraging technology. The company actively explores how chatbots can enhance operational efficiency, particularly in lower-stakes situations that do not require human intervention. This proactive approach ensures that BigSpeak remains a pioneer in the speaker and leadership industry while maintaining the high-touch, personalized experiences that set it apart.
Building a Thriving Culture
At BigSpeak, fostering a strong corporate culture begins with core values—Collaboration, Optimism, Accountability, Communication, and Healthy Growth. Together, these values form the foundation of what the company calls COACH, a guiding philosophy that shapes both leadership and teamwork.
A key differentiator in BigSpeak’s culture is intentional hiring. The company seeks individuals who already embody these values and are eager to cultivate them within themselves and their teams. This ensures alignment between personal and organizational goals, creating a cohesive and motivated workforce.
Another essential component of employee engagement is BigSpeak’s people-centric approach. The company actively implements various feedback frameworks to balance high accountability with high care, a principle learned from leadership experts like Dr. J.P. Pawliw-Fry and Bill Benjamin from IHHP. Their framework highlights that for a high-performing team to succeed, employees must feel both supported and challenged.
This means striking the right balance:
- Too much leniency can lead to complacency, while
- Excessive pressure without care can diminish morale.
- Balancing high care AND high accountability is the winning formula for high-performing teams.
BigSpeak ensures consistent feedback, professional growth opportunities, and a collaborative environment where employees feel valued and empowered. This holistic approach drives performance while reinforcing a workplace culture where innovation, engagement, and personal fulfillment thrive.
👥 Employee Engagement:
- Low turnover rate—BigSpeak fosters a strong company culture where employees thrive.
- Internal career growth—team members are encouraged to grow personally and professionally.
- Data-driven insights guide employee engagement and decision-making, ensuring continuous improvement.
The Power of Putting People First
For emerging leaders looking to make a lasting impact, the most crucial advice is: People fuel every business.
Regardless of the industry—whether tech, manufacturing, defense, or entertainment—companies thrive when their people thrive. The best leaders understand that growth, innovation, and long-term success come from putting employees first.
This means:
✔ Listening actively to employees’ needs, challenges, and ideas.
✔ Providing meaningful feedback—not just criticism, but inspiration that drives improvement.
✔ Creating a culture of care and accountability to motivate teams toward excellence.
Leaders who prioritize their people—by fostering a culture of trust, development, and recognition—will always be ahead of the curve. Their companies won’t just survive, they’ll thrive.
Balancing Care with Accountability
Following along with the work of Dr. J.P. Pawliw-Fry and the high-care plus high-accountability framework, one of the most challenging decisions a leader must make is when it’s time for someone to leave the company.
Throughout his career, Ken has faced this tough reality, including large-scale force reductions—or what some call “smart sizing.” It’s never easy, especially when fostering a culture of high care. In these times, he approached the layoffs personally and didn’t hide behind the HR cushion. He apologized to the staff, was kind in the approach and offered all the help and assistance available to the displaced employees.
However, great leadership requires mindfulness of all stakeholders—not just employees, but clients, shareholders, and the company as a whole.
4 Key lessons Ken Sterling learned in his leadership journey:
- Coaching is essential, but not everyone is the right fit.
- Values alignment matters—if an employee doesn’t align with the company’s culture, it’s best for both parties to part ways.
- Tough decisions should be made with integrity, ensuring employees can find a place where they truly thrive.
- The hardest decisions are often the most necessary—but handling them with care and fairness defines true leadership.
The Legacy of Leadership
As a business leader, the legacy Ken Sterling hopes to leave behind adheres to these principles:
- We can do well by doing good.
- Integrity, care, and ethical leadership are not just moral choices but strategic advantages.
- When we prioritize people, act with integrity, and run an ethical, high-performing business, success follows.
BigSpeak’s Growth and Data-Driven Success
- Revenue Growth: BigSpeak has experienced consistent, double-digit growth, aiming for 20-30% annual expansion while maintaining a high Net Promoter Score (NPS) in the 90s—one of the highest in the industry.
- Market Expansion: Through cutting-edge digital marketing strategies, BigSpeak continues to dominate the industry’s digital footprint, expanding into new markets and leveraging AI for future opportunities.
