Events

PSA London December 2024: It’s all about the stuffing

14 December|09:00 - 16:30|ETC Venues - Marble Arch - See full address

About this event

It’s time for a party this December at PSA London!
Alongside our two fabulous Keynote speakers, Carol Benton & Sajna Rahman, you can expect some excellent Showcases –  and we’ll even have slideshow Karaoke!

Tomorrow’s You Begins Today: Rising Beyond the Comfort of Now
– With Sajna Rahman

In this inspiring keynote, Sajna Rahman challenges professional speakers and leaders to
break free from the whispers of doubt and fear that hold them back. Drawing on her own
experiences of self-doubt and growth, Sajna shares how she pushed through her comfort
zones to build her business and seize unexpected opportunities.

Through powerful storytelling and actionable frameworks, Sajna helps audiences connect
with their future selves—the version of them that dares to dream bigger, act bolder, and rise
beyond today’s limitations. She explores how the choices we make today, whether it’s
stepping outside our comfort zones or taking decisive action, directly shape the opportunities
of tomorrow.

Learn how to silence the fears of the present, embrace the disciplined actions your future
selves need, and take courageous steps toward the person you are meant to become.
Tomorrow’s opportunities are waiting. The only question is: Are you ready to take that step
today?

From ‘What’ to ‘So What’: Mastering the Art of Customer Language – With Carol Benton

No matter how good you are at what you do, being great doesn’t always translate into sales, getting the contract, winning more business. Sometimes that’s because of the way we’re communicating – put simply, we’re not speaking our customers’ language.

In this talk, Carol Benton explains the difference between the two languages in business – ‘What’, which is all about us, and ‘So What’ which is the language our customers need to hear in order to choose to do business with us.

She shares her framework for effective business communication, the ‘Connect, Convince, Convert methodology and brings it to life with real-world stories and examples. Along with her unique insights, Carol gives her audiences six practical and actionable tips to enhance their own business communication, to ensure they’re speaking their customers’ language and to win more business.

After hearing Carol’s talk, you will know how to translate from ‘What’ to ‘So What’.

 

How to Thrive at the Edge of Chaos – With Bruce Whitfield

To get ahead you need to master ambiguity. Certainty is a myth. Comfortable. But dangerous. Why do you think the way you do?

This keynote, drawing on Bruce’s quarter of a century of financial journalism and intimately studying founders of globally successful businesses, will help teams identify how best to navigate a frightening global environment.

Key Takeaways:

  • Identify and contextualise big global and domestic risks and how they impact you.
  • Navigating uncertainty
  • How to figure out what really matters and how prioritise in noisy world…

Keynote speakers

Carol Benton
Carol Benton
Sajna Rahman
Bruce Whitfield
Bruce Whitfield
Carol Benton

Carol Benton is a business communication speaker and consultant. She helps organisations to win more business through effective communication.

With over 30 years in the tech sector, Carol has held executive positions at IBM and Toshiba, spearheaded sales strategies, and sold IT solutions to major financial, retail and public sector organisations in the UK, Europe, Australia and New Zealand. Through these experiences, she saw first hand the importance of having the right message the customer’s own language, igniting her passion to transform how organisations convey their business value.

She used these insights to develop her signature ‘Connect, Convince, Convert’ methodology and best- selling book.

Today Carol is going to share with us some of her insights and tips, in her speech – From ‘What’ to ‘So What’.

Sajna Rahman

Sajna Rahman is a dynamic speaker, leadership coach, and corporate consultant who empowers individuals and organisations to achieve their full potential. With over two decades of experience across global markets, she excels at bridging cultural, generational, and organisational gaps to create transformative leadership experiences.

Sajna has worked with large global companies and medium-sized enterprises, delivering leadership programs and coaching that inspire bold action, meaningful connections, and purposeful growth. Known for her engaging storytelling and practical wisdom, she equips audiences with the clarity, courage, and discipline needed to shape their future.

A passionate advocate for personal growth and empowerment, Sajna helps others rise beyond limitations and lead with impact.

Bruce Whitfield

Bruce is an in-demand business speaker with a relatable message for a global audience.
He understands what organisations and team leaders want and need to know about turning trying times into life-changing opportunities. He conveys an inspiring message with passion, humour, and purpose. Bruce has delivered thought provoking content to audiences from London to Dubai.
He has also shared platforms with Bill and Hillary Clinton, Nouriel Roubini, Charlize Theron, Lord Mervyn King, and hundreds of business and political luminaries. He’s a dynamic business speaker who knows how to read a room regardless of size or location. He draws on his vast journalistic experience behind cameras and microphones, and years of research as a best-selling author, to leave audiences inspired to think and do things differently. Bruce has delivered thought-provoking content to audiences from London to Dubai and facilitates relevant and necessary discussion. As a seasoned speaker, Bruce can work a crowd like few others, yet his keynotes are focused, concise, and perfectly paced. His key themes come from years of research for his two popular business books and decades as an iconic radio personality.

The venue

Get in touch with the organiser

Stephen Whitton

Regional President - PSA London

Buy tickets for:

PSA London December 2024: It’s all about the stuffing

Ticket types

Members Early Bird
 - £65
  + VAT
Members Standard
 - £75
  + VAT
First Time Visitor
 - £47.50
  + VAT
Non Member
 - £95
  + VAT