“Deiric has made a bottom-line impact on me and my business in two different areas. The first is via his considerable expertise in sales, as a very gifted, engaging and irreverently funny expert presenter at our annual Profiles International conference. The second is as the co-author of ‘Leadership Charisma’, a very practical, thoroughly researched and well-written ‘how-to’ book that every person who wants to become a more effective leader should read – and heed. Deiric McCann has my strongest professional endorsement”

Russ Minary, Brand & Talent Management Thought Leader

Deiric McCann

I joined Profiles International in 1998, initially as National Director for Great Britain & Ireland, and since 2004, as Executive Vice President with responsibility primarily for development of Profiles’ European and SE Asian operations.

I directly support our partners (trainers, coaches and consultants) in growing their businesses – especially through helping their clients to develop more effective leaders.

I have written 4 books: Winning Business Proposals (3 editions since 1994), The Customer Continuum & The Business Bathroom Bible. I also co-authored 40 Strategies for Winning Business and Leadership Charisma (2011).

Over the last 20 years I’ve also had more than 1,000 articles published worldwide.

In 2012 I completed an intensive post-grad Diploma in Business & Executive Coaching with Smurfit Business School (UCD), graduating with ‘distinction’, and formalizing my years of ‘on the job’ coaching experience.

My real passion is speaking – there’s nothing I love more than speaking to large groups on subjects I feel passionate about – e.g. Leadership Charisma, Mindful Leadership, and Building Resilient Leaders.

Deiric McCann

Latest Articles from the Blog


Chapter 7 of the audio book version of ‘Leadership Charisma’ is ready to download.  If you missed any earlier chapters or the introduction to this series of free downloads please browse here to catch up. This next instalment includes the introduction to Step 3 in the Leadership Charisma process – which focuses upon ‘physical charisma’ – the part that body language and other nonverbal behavior plays in creating a charismatic impact.  The first chapter in that section is Chapter 7, which is entitled ‘The Charismatic First Impression’. To listen to or to download the latest chapter press the ‘continue’ link. Test Driving ‘Leadership Charisma’ – In Audio Form Leadership Charisma is one of the most attractive books you’ll ever read – we produced it in full color, on great quality paper, to make the content more accessible (have a look at a sample chapter here), and to allow us to provide better illustrations of key concepts. So an audio version is not the ideal test drive!  However, it will give you a great insight into the quality of the content of this step-by-step guide to becoming a more charismatic, engaging and productive leader. Throughout the audio program I refer to an accompanying handout – this is not available with the free version: the best approach to getting your hands on the figures and illustrations I speak about would be to buy a hard copy of the book. That way you’ll get the best of the content from combining the audio and print versions. So, when you’re ready to purchase a hard copy (or just download a sample chapter) please browse... read more

The Critical Importance of the Business Proposal Cover Letter

Before writing your business proposal cover letter let’s look at how it relates to the rest of your proposal. What’s the role of the proposal cover letter? Business proposal letter writing is about enticing recipient to read the proposal – or at least to read the Executive Summary and, even if they fail to read no more than the cover letter, to provide enough information to position yours as a strong solution to their requirements. In turn, the purpose of the Executive Summary is really to entice the reader to read the other sections of your proposal so that they can see all of the detailed reasons why your solution to their requirements is superior to all others – and, again if they don’t do read the entire proposal, to position yours as a strong solution to their requirements. Finally, you could also say that the purpose of the main sections of the proposal are to direct to the Appendices section those readers who must have ‘proof’ that all you say in support of your proposed solution is true. That being the case you can see that there must be a clear relationship between the messages in the business proposal cover letter, the Executive Summary, the main proposal sections, and the proof material in the Appendices section – they are all connected by a common thread: the Requirements-Solution-Benefits-Costs-Proof Winning Proposal Model. Each of these four elements must contain essentially the same message – with the only difference between them being the level of detail you must include in each. Figure 1: Proposal Pyramid – how it all hangs together Where does the proposal cover letter... read more


Do you want to be a charismatic leader? Do you want to become one of those leaders who get extraordinary results from their people? Many years before Jesus Christ walked the earth the ancient Greeks observed that some of their leaders more effectively engaged their people than others – and in doing so those leaders got them motivated to achieve much greater results in the service of their goals and vision. Charisma – A ‘God Given Gift’? Because they couldn’t figure out precisely what specific qualitie these leaders had that made them so capable of moving people to achieve such results they decided that this mysterious attribute must either be inborn or have come from an otherworldly source.  So they minted a new word for what these leaders had: they called it ‘Kharisma’, or ‘charisma’ as we spell it, – which literally means ‘God given gift’. That word ‘charisma’ has found its way from the ancient Greeks into almost every modern language – and its meaning still holds the same mystique.   We still talk of those who have above average influence over others as being charismatic. Today there are business leaders who have this same ability to get their people so engaged, to get their people so enthusiastic and dedicated to their cause, that they achieve results that stand out head and shoulders above all leaders around them.  We routinely called them charismatic leaders too.  Think of Steve Jobs of Apple, Pierre Omidyar of eBay or Richard Branson of Virgin. The word charisma lets leaders like us off the hook – after all, if these leaders get their results because... read more

Writing Business Proposals – Should I Invest the Effort?

Before writing business proposals it is critical that you stop, at least briefly, and consider whether the time and energy you’re going to invest in your proposal will get an appropriate return on investment – and if not then don’t waste your resources. If you want to dramatically increase your proposal success rate then don’t chase business you cannot win – before you invest in writing business proposals make a ‘bid / no bid’ decision. Do it every time – it’s easy! Why bother with a “bid/no-bid” decision? Every you go about preparing a business proposal, win or lose, it costs you in a lot of ways – some of which you may not have considered: Financial Costs  These are obvious – all of the costs associated with proposal preparation (man-hours cost, consumables costs etc.) are marketing costs, and are just as real as those associated with advertising, PR, brochure production, mailing and so on. Writing business proposals is expensive. Think of the time you spend before you commit to spending on any of these more obvious marketing expenses – shouldn’t you think carefully before jumping in and getting involved in a bid process that’s going to use up your valuable time and money? Opportunity Cost What other, more profitable business might you have won and delivered if you weren’t wasting your time on patently unsuitable deal opportunities. Confidence Cost How does the team feel if it loses deal after deal, even if it because the opportunity wasn’t really suitable? Unnecessary lost deals hurt team morale and drive. Before writing business proposals take all possible steps to avoid unnecessarily lost deals. Profile Cost How does it... read more

Simple Proposals Sample

Here’s the ‘simple’ proposals sample discussed in “A Simple Business Proposal – Writing a ‘Letter Proposal’”. If you’ve arrived on this page without checking out that module then I’d very strongly suggest you delve into that page before continuing to read here. Take a look at the letter proposal below (Figures 1 – 4 below – to see a full size PDF version of this letter proposal simply click here or on any of the page images below).   This sample business proposal was written in letter proposal form to address precisely the same case study requirement as the larger, more elaborate, multi-section proposal we wrote in “Writing the Proposal Content”, and which is illustrated by the sample business proposals elsewhere on this site. The only difference is that the proposal writer here decided that (s)he required a less elaborate proposal and so the entire content is built into a single letter. Figure 1: Case Study Letter Proposal – Page 1 Do you notice that this is example of a business proposal is essentially just a letter version of the Executive Summary produced in the module entitled “Writing an Executive Summary”. Figure 2: Case Study Letter Proposal – Page 2 …The thinking is the same, the process of developing the proposal is the same (just smaller scale), and the impact upon the client is the same. This Requirements-Solution-Benefits-Costs-Proof response to your client’s requirements will always impress with its businesslike, consultative, solution-oriented approach – whether you’re writing a full blown proposal or a more simple business proposal like this one. Figure 3: Case Study Letter Proposal – Page 3 Figure 4:... read more

The Zen of Social Media

Build Credibility, Generate Buzz, and Increase Revenue I read this book as part of my personal expertise development plan – where one current focus is Social Media Marketing. For someone who has already mastered the very entry levels basics of social media and is looking for some practical guidance on how to take the next step in adding a social media stratgey dimension to their marketing mix this book is a great buy. Although those who have a more advanced knowledge of the topic may find the Shama Kabani’s inclusion of some very basic information an irritation, I’d have to commend her on doing a really excellent job of balancing that basic information with some good practical in-depth ‘how to’ guidance for the more advanced reader. Because it focuses upon FaceBook, Twitter, LinkedIn and YouTube it really a great primer for those looking for a business angle on social media. The ‘Zen’ referred to in the title is the distinction the author draws between the traditional marketing mindset and the mindset required for success in social media marketing – this will be familiar territory for those who have read much on the topic, but she treats it well and draws on an impressive record of having successfully ‘practiced what she preaches’ in her own business. The book is described in the blurb as ‘an easier way to build credibility, generate buzz, and increase revenue’. There is no doubt in my mind that following her step-by-step guidance will indeed build credibility and generate buzz – on revenue generation I’ll have to let you know later. This is definitely worth a... read more

FREE 12-week Leadership charisma Self-study Program

Sign up for a 12-week study program on Leadership Charisma, delivered into your email weekly at no cost!