Change Leadership
Identity is the strategy beneath every strategy.
The truth is, people’s behaviour most predictably aligns with how they see themselves… what people “like them” would do.
They don't always do what they want to do, or what they feel inspired to do, or what they know they should do, or even what they're told to do. Nope! Instead, they consistently behave in a way that is congruent with their sense of identity!
Most leaders, managers, marketers and businesses owners try to change behaviour. The most successful leaders, however, learn to shape identity.
Dan Gregory is an expert in Change Leadership. He uses Identity-Driven Strategy to help leaders, entrepreneurs and organisations shape the identities that drive leadership, culture, performance, innovation and category-leading positioning.
He delivers behavioural and business strategy with the timing and insightful humour of a professional stand up comedian. This makes positive change feel like a positive experience.
The result? Not just empty hope or wishful thinking… but rather, Intelligent optimism!
An internationally award-winning business strategist, five-time author and one of Meetings & Conventions USA's Top 25 C-Suite Speakers to Watch, Dan plays at the intersection of strategy, psychology and stand-up comedy, helping people build reputations, cultures and organisations worthy of their potential.
He delivers Keynote Speeches, Mentoring, Training Workshops and large scale Facilitation on:
Purpose - Leadership, Culture, Innovation & Strategy
Positioning - Brand, Personal Brand, Marketing & Thought Leadership
Performance - Strengths, Behaviour, Personality Psychology & Change
Team Dynamics & Collaborative Innovation with Kieran Flanagan
"Dan is the unlikely love child of Simon Sinek and Ricky Gervais."
— THOUGHT LEADERS GLOBAL
Contact Dan today… and let’s make positive change a positive experience!
Dan’s “ID-ology”
Identity is the psychological force that shapes all human behaviour and makes change stick!
In a world where expertise is increasingly interchangeable, our greatest advantage is no longer what we know, but who we choose to be. When identity shifts, behaviour follows.
My passion is helping leaders, entrepreneurs and organisations build identities that inspire extraordinary performance, amplify influence and create lasting social and commercial impact.
Identity-Driven Transformation takes you from…
CULTURES OF CONTROL to CULTURES OF THE WILLING
MICRO-MANAGED to SELF MOTIVATED
AT THE MERCY OF CHANGE to LEADING IT
CONSCIOUS COMPETENCE to AUTONOMOUS PERFORMANCE
CATEGORY GENERIC to INDUSTRY INFLUENCER
YOUR FIELD’S BEST KEPT SECRET to THE GO TO
DOING to BEING
CHANGE NEGATIVE to CHANGE POSITIVE
How Dan helps
Dan helps make change about congruence, not compliance!
In other words, he builds Change Leadership capability through Identity-Driven Strategy, applied to…
Purpose
Key Themes:
#LEADERSHIP #CULTURE #STRATEGY #INNOVATION
Dan delivers practical and inspiring Keynote Speeches, 1:1 Mentoring & Training Workshops on Identity-Driven Purpose.
Using proprietary tools such as The Identity Shift™, he'll reveal how to create a shared identity that aligns people around a common purpose, transforms strategy into everyday behaviour and builds a culture where ownership, innovation and performance become self-sustaining.
You'll discover how to shape an identity that people don't just understand—but want to belong to, so you can:
Greater alignment and buy-in
A self-correcting sense of ownership
Develop a proactive opportunity mindset
Turn strategy into consistent everyday behaviour
Positioning
Key Themes:
#MARKETING #BRAND #PERSONALBRAND #THOUGHTLEADERSHIP
Dan delivers practical and inspiring Keynote Speeches, 1:1 Mentoring & Training Workshops on Identity-Driven Positioning:
He’ll reveal how to build a compelling Personal or Commercial Brand, develop a marketing strategy that makes you the stand out in your field and create a proprietary thought leadership platform.
You’ll identify your Younique Advantage™ & create your own personal Blue Ocean, so you can.
Stand out in your field
Attract the right people
Lead your industry into the future
Raise your “price” (both figuratively & literally)
Performance
Key Themes:
#STRENGTHS #BEHAVIOUR #CHANGE #PERSONALITYPSYCHOLOGY
Dan delivers practical and thought-provoking Keynote Speeches, 1:1 Mentoring & Training Workshops on Identity-Driven Performance.
Using proprietary tools such as Default Filters & Frames™ and the Three Environments of Performance™, he'll reveal how to harness your natural strengths, understand the hidden drivers of behaviour and design the conditions that make high performance more consistent, sustainable and repeatable.
You'll discover how to work with human nature instead of against it, so you can:
Understand your Default Filters & Frames™
Turn strengths into a competitive advantage
Design behavioural change that lasts
Create high-performance habits by design, not discipline
Team Facilitation
Key Themes:
#TEAMWORK #FACILITATION #COLLABORATION #INNOVATION
Together with his business partner of 30 years, Kieran Flanagan, Dan delivers engaging Team Facilitation and hosts Conferences, Panels, Great Debates, Leadership Retreats, Board Meetings, Strategy Off-sites and All Hands Events that turn conversation into clarity, ideas into action and diverse perspectives into shared commitment.
Their facilitation is built around two core themes:
Team Dynamics – Build trust, strengthen communication and create high-performing teams that collaborate more effectively.
Collaborative Innovation – Harness diverse thinking, challenge assumptions and turn collective intelligence into practical ideas and commercial opportunities.
Learn more about Dan & Kieran’s Team Facilitation on Team Dynamics & Collaborative Innovation here.
Dan (Daniel) Gregory
Dan Gregory is an expert in Change Leadership through Identity-Driven Strategy. He makes positive change a positive experience - helping leaders, entrepreneurs and organisations shape culture, change, performance and category-leading positioning through keynote speeches, workshops, mentoring and strategic consulting.
A five-time author, regular media commentator, founding panellist on The Gruen Transfer and host of LinkedIn's A Show Called BrandIn, Dan was named one of Meetings & Conventions USA's "Top 25 C-Suite Speakers to Watch." Blending psychology, business strategy and stand-up comedy, he is internationally recognised for his engaging, practical and entertaining approach to driving commercial and social impact.
Dan has developed personal brand strategies, as well as leadership and behavioural performance programs with leaders in organisations as diverse as the UN, Coca-Cola, TikTok, Aldi, AstraZeneca, the Australian Navy, and Federal and State Governments. His next book, The Younique Advantage, is due for release in early 2027.
Some of Dan’s proudest achievements include:
Developing the strategy behind most successful new product launch in Australian history and the world’s most successful brand resurrection.
Creating organisation-wide identity shifts, experience design and behavioural strategy for financial organisations, technology companies and law firms
Working with United Nations, UN Women and Singapore Government on behaviour change initiatives to combat human trafficking.
Building leadership and cultural development programs for multinational tech giants, big pharma, engineering firms & professional services organisations.
Designing the postgraduate curricula for the University of Western Sydney (Business & Behavioural Performance) and authoring the Innovation Course text for William & Mary College in Virginia, USA (Innovation on Purpose).
Designing internationally award-winning strategies & communication for global companies like Coca-Cola and Unilever.
Writing four books on human behaviour, communication, performance & identity
Being a regular on ABC TV’s The Gruen Transfer as well as hosting A show called BrandIn for LinkedIn Live.
Let’s work together. Drop Dan a line (or two)
Clients
“His address was as witty as it was challenging, weaving humour with hard truths, and practical frameworks with stories that linger long after the laughter has faded...
... he took us through six guiding principles of leadership, but rather than delivering them as abstract theory, he wrapped each one in stories that made the ideas tangible and memorable.”
“The psychologsist and business person in me are in heaven.”
“@DanGregoryCo takes #leadership to the next level. Scarily awesome!”
“Comedy relief from down under with a huge helping of #knowledge.”
“We’ve had amazing feedback - Very grateful!”
“Dan scored OFF THE CHARTS with our audience.”
“Dan, as usual, you were the post man. You delivered.”
“The feedback from your presentation has been bombarding! Which is bloody awesome!”
“Dan had the room engaged from the outset and took our team on a 90 minute journey, resulting in eyes and minds being opened to new opportunities. The feedback after the event was overwhelmingly positive - we wouldn’t hesitate in working with Dan again in the future.”
“It was a pleasure to deliver the genius of Dan Gregory to our members at the Real Estate IQ Conference. Dan’s infectious enthusiasm, coupled with his brilliance, was incredibly well received by our audience with many following up on his presentation in months to come. I would personally recommend Dan’s services to any event manager who is looking to effectively engage, educate and inspire their delegates.”
“Signs of genius.”
“Our recent Business Partner Exchange event was a great success, largely due to Dan Gregory. Dan met our brief completely, with his presentation providing a strong and supportive storyline for our launch. We couldn’t have asked for more, and are looking forward to other opportunities to work with Dan in the future.”
“He more than lives up to his own advertising!”
“Australia’s Don Draper!”
“Over 100 leaders in the real estate industry left our convention buzzing with possibilities.”
“Engaging, entertaining and informative and we were so impressed that we are preparing to work with them again this year for another area of our business.”
“What a fantastic way to kick off the new year! (We’ve been) flooded with positive phone calls and emails!”
“A unique ability of entertaining an audience with humour while giving them a wide range of strategies that can make a significant difference to their bottom line.”
“I learned a huge amount and the team feedback has been incredibly positive.”
“Rarely have I heard anybody articulate their thoughts with such clarity and vision. His intelligence and insight provides a much greater understanding of how to engage your customers, your team and the community. I would whole heartedly recommend Dan, you will never be disappointed.”
“Funny and fact-filled!”
“Just mind-altering.”
“Dan was bloody brilliant. I didn’t move a muscle his entire presentation and have definitely stolen a few ideas he presented.”