On today’s episode of the Engaging Marketeer, I am speaking with Tony Nutley, an NLP trainer — that’s neuro-linguistic programming for those unfamiliar.
Tony has transitioned from the corporate world into coaching and leadership training. Today, we’ll explore how Tony made this leap, the power of NLP, and the significant transformations it can create both in business and personal life.
Darren: “So, Tony, what made you want to coach people on leadership and help others in business?”
Tony : “I often say I do what I do because I love it, but it all happened by accident, to be honest. Over 30 years ago, I was working for the largest optician group in the UK. Foolishly, they promoted me, and it quickly became clear that managing a national sales and clinical team wasn’t in my skill set. I sought help from HR, and they sent me on a training course, which introduced me to NLP. The impact was immediate. I applied the tools, and we turned a company that was just getting by into a multi-million-pound business.”
Darren: “It sounds like NLP really revolutionised your approach to leadership and business. How did that course help grow the company?”
Tony : “The first major impact was on communication — understanding what people truly want, listening to the language they use. NLP helps you connect with people by matching their communication style. We applied these principles in the business, particularly through self-leadership, which is key.
“If you can’t lead yourself effectively, how can you lead others?”
Darren: “That’s interesting. You mentioned earlier that you left your corporate job to set up your own business. A lot of companies worry about investing in training for staff only to have them leave. What’s your take on that?”
Tony: “I’d say it’s worse if you don’t train them. Sure, I eventually left, but before that, I gave significant value back to the company. My boss even advised me to go part-time while I built my business, which gave me the financial security to grow gradually. That advice was probably the best thing that could’ve happened to me.”
Darren: “You mentioned how NLP helped transform the business, but what specific parts of NLP made the difference?”
Tony: “NLP is all about communication, outcomes, and leadership. It teaches you to set clear, well-formed outcomes for yourself and your team, and to communicate in a way that resonates with others. Whether you’re talking to a visual, auditory or kinesthetic learner, NLP helps you align with their way of thinking, and that creates rapport. As Tad James once said:
“Without rapport, you’ve got nothing.”
Darren: “You’ve clearly mastered the NLP techniques, but what would you say to someone just starting out in leadership and NLP? Can you give some practical advice?”
Tony: “Listen. As the old sales adage goes, you’ve got two ears and one mouth for a reason. Listen for the cues people give you, whether they use visual, auditory or kinesthetic language. Start by focusing on one, and before you know it, it becomes second nature. The key is to match their language in a natural, elegant way — it’s not about being robotic.”
Darren: “Can you apply these NLP principles outside the workplace?”
Tony: “Absolutely. Whether it’s with your family, friends, or in your community, the principles of NLP help in any situation. It’s about creating genuine human connections. Of course, like any tool, it can be used for good or bad purposes, but that’s true of anything. A kitchen knife can be used to cook dinner or cause harm — it’s all about how you choose to use it.”
Darren: “I’ve seen NLP used in all kinds of environments, from personal development to, quite frankly, selling dreams. What’s your take on people using NLP to manipulate others?”
Tony: “Unfortunately, there are snake oil salespeople out there. They’ll sell you a dream, but without practical application, it’s useless. I always tell people, I’m selling you the tools, not your dream. It’s up to you to create your own success with those tools.”
Darren: “You’ve spoken about the power of networking when starting a business, but what advice would you give to someone who hates networking but knows they need to do it?”
Tony: “Have a story. When you meet someone, ask about them first, and when they ask about you, be ready with a clear, concise story that explains who you are, what you do, and how you can add value. Keep it short, but make sure it’s meaningful and genuine.”
Darren: “When COVID hit, many businesses were forced to pivot online. How did you manage that transition?”
Tony: “It was challenging. We had no online training infrastructure before the pandemic. I’d never even heard of Zoom, but we adapted. Initially, there were a lot of car crashes, as we tried to replicate in-person training online, but once we got it right, we realised we could actually reach more people globally. Now, everything is online, and we’re even planning to launch a mobile app soon.”
Darren: “Tony, it’s been an absolute pleasure. For anyone wanting to find out more about your business, where can they go?”
Tony: “You can visit us at ukcpd.co.uk, or find me on LinkedIn. Whether you’re interested in NLP training, leadership coaching, or personal development, we’ve got plenty of resources to help.”
Darren: “Thanks again for joining us today, Tony. And for everyone listening, I’ll pop the link to Tony’s website in the description below. It’s been a fascinating discussion on NLP and leadership, and I hope you’ve all found it as engaging as I have.”
Connect with Tony:
Website: https://ukcpd.co.uk/
LinkedIn: https://www.linkedin.com/in/tonynutley/
Facebook: https://www.facebook.com/UKCPD
About your host:
Darren has worked within digital marketing since the last century, and was the first in-house web designer for video games retailer GAME in the UK, known as Electronics Boutique in the States. After co-founding his own agency, Engage Web, in 2009, Darren has worked with clients around the world, including Australia, Canada and the USA.
iTunes: https://podcasts.apple.com/gb/podcast/engaging-marketeer/id1612454837
LinkedIn: https://www.linkedin.com/in/darrenjamieson/
Engaging Marketeer: https://engagingmarketeer.com
Engage Web: https://www.engageweb.co.uk
