Communication: Why You’re Failing — And the Real Reason People Don’t Listen
Insights from Frederick Afrifa on the Business Growth Podcast (powered by ActionCOACH UK)
Most business owners believe they communicate well.
Most are wrong.In a recent episode of the Business Growth Podcast, former Apprentice candidate and elite communication trainer Frederick Afrifa breaks down why even smart, experienced leaders crumble under pressure — and what to do instead. Frederick has coached executives across Fortune 500 companies, but his lessons apply directly to every business owner trying to lead, influence, and sell more effectively.
Below is the essential playbook from the episode — rewritten for you as a practical guide to transforming the way you communicate.
The Hidden Psychological Traps Sabotaging Your Communication
Frederick reveals two mental habits that destroy your ability to speak with clarity and confidence:
1. Explicit Monitoring — The Overthinking Trap
This happens when you think so hard about what you’re saying that you override your natural speaking ability. Just like an athlete who suddenly “forgets how to run,” leaders under pressure often forget how to speak naturally.
2. Distraction Theory — Focusing on Judgment, Not the Message
Instead of focusing on what you want to say, you focus on what people think of you. That shift is fatal — it’s where nerves, wobbly delivery, and rambling begin.
Frederick’s unique perspective as a 10.3-second 100m sprinter gives him a rare insight into performing under pressure. His techniques help you remove these psychological barriers and communicate like someone who deserves attention.
Why Practising in Front of a Mirror Doesn’t Work
Frederick is blunt:
“Mirror practice is useless.”Professionals don’t rehearse in front of a mirror — athletes certainly don’t. Instead, Frederick uses race simulations: practising in conditions as close as possible to the real event. For speakers, that means rehearsing with:
Time pressure
An audience (even a fake one)
Environmental distractions
Real stakes
This is how he transforms nervous speakers into confident communicators in as little as 12 hours of focused training.
A Four-Part Storytelling Formula That Works Every Time
Frederick’s storytelling framework — the same one behind his viral Apprentice presentation — is both simple and powerful:
Relate – Connect to your audience’s world.
Explain the Challenge – Define the problem clearly.
Resolve – Show what happened or what you did.
Deliver the Moral – Provide the lesson or takeaway.
He demonstrates how this works with different audiences, from investors to employees, proving that storytelling isn’t an art — it’s a structure.
Why Listening Is the Ultimate Business Advantage
Speaking well matters.
Listening well matters more.Frederick introduces a Chinese philosophy of listening that includes:
Eyes – Observe body language
Ears – Hear both tone and words
Heart – Sense intent and emotion
Treating someone as if they are “the only person in the world” instantly lowers resistance — whether you’re negotiating, leading, selling, or handling conflict.
This is the communication skill most business owners never master.
Confidence Comes from Evidence, Not Affirmations
Forget the “stand in the mirror and say you’re amazing” approach.
Frederick explains that:
Confidence is activity-specific
It is earned, not imagined
It grows through repeated proof, not internal pep talks
If you’re confident in one area of business but not another, that’s normal. The solution is not more motivation — it’s systematic skills training.
The Apprentice Lesson Every Business Owner Needs: Energy Management
Frederick shares a surprising reason he struggled on The Apprentice:
He ignored his introverted need for recovery time because he feared being judged.The result?
Poor decision making
Reduced clarity
Emotional burnout
Business owners do this daily — trying to be everything to everyone, everywhere, all the time.
Energy, not effort, is what fuels high performance.
The “Brian” Technique for Silencing Your Inner Critic
Frederick suggests naming the negative voice in your head — his is called Brian.
When you treat the inner critic as a separate character, you stop fighting it and start managing it. This shift turns anxiety into focused attention, giving you control instead of chaos.
Key Timestamps from the Episode
00:00 The Fear of Public Speaking
01:34 The Apprentice Experience
06:27 Explicit Monitoring & Distraction Theory
07:26 Race Simulation: How Professionals Practise
21:11 The Storytelling Framework
29:23 The Lost Art of Listening
34:08 Confidence & Competence
40:25 Energy Management
52:05 Visibility & Marketing
Why This Matters for Every Business Owner
Whether you’re:
Leading a team
Pitching investors
Selling to clients
Presenting at events
Or trying to stop repeating yourself to people who still don’t listen…
This episode delivers a blueprint for reliable communication under pressure.
Frederick Afrifa has trained thousands to perform when it counts — and his insights will elevate how you lead, influence, and inspire.
Watch below
