Project Trojan Horse

Project Trojan Horse is a MAG strategic engagement framework designed to extend the impact of conferences delivered by James well beyond the event itself. The aim is to ensure James's delivery isn’t seen as a one-off performance, but as a deliberate gateway to deeper, long-term partnerships with our clients.

Project Trojan Horse is a MAG strategic approach to turn keynotes into lasting partnerships. Just like in the ancient tale of the Trojan Horse—where the Greeks offered a wooden horse to Troy, only to reveal hidden warriors who opened the gates from within—we embed value and opportunity within every delivery. This isn’t about deception, but about deliberate strategy: we plant seeds of insight that naturally lead to follow-up conversations. The keynote becomes a gateway to upsell and cross-sell our MAG Offsite Programs.

• Demo 

  • After the demo, James will assess whether the client or organization qualifies for Project Trojan Horse. If they do, the proposal will include bonus pages—specifically, a Complimentary Debrief Call and a Complimentary Executive X Invitation. 

  • This qualification decision will be noted in the demo notes, indicating whether the bonus pages should be included in the proposal. 

  • In some cases, James may remain uncertain—either during or immediately after the demo—about whether to include the bonus pages. This is because he may want to further evaluate the client or organization during the actual conference delivery to determine if they are a strong fit for Project Trojan Horse. If, after delivering the conference, James identifies qualities that make the client or organization a suitable candidate, the Debrief Call invitation and Executive X invitation will then be sent as a follow-up.

See Images here for reference:

•  Once locked-in, the debrief call component and complimentary Executive X invite will be included in the agreement

• 20-min Briefing call to be scheduled

• 20-min debrief call to be scheduled already before the keynote delivery, this is to plant seeds post delivery

• After the conference delivery, James' EA will coordinate in arranging the Debrief Call, this is to plant seeds post delivery, this is the part that James could introduce other opportunities to the client, it could be we could invite the client to Executive X and after executive , we could introduce/upsell our experiences products like the MAG Team Offsite, Leader X, and Leader Development Program.

Last Update Date: 27/05/2025

Updated By: Frank Vincent Olis