Episode 91

ProofStacking Your Way to Business Success with Edward Winslow

Edward Winslow, a protégé of the legendary Bob Knakal, joins Amy for this episode of the Performance Mindset podcast. Edward is the author of the book “ProofStacking: How to Overcome Consumer Doubt, Create Trust, and Get More Clients Than You Can Handle.” ProofStacking is a marketing concept that transcends industries, building trust with clients and giving you more control over your own destiny. Edward shares some tips for honing the techniques to fit your particular situation and offers insights on the human desire for belief.

In this episode, you’ll hear:

  1. Edward Winslow’s background in real estate, his relationship with Bob Knakal, and the premise behind his book “ProofStacking: How to Overcome Consumer Doubt, Create Trust, and Get More Clients Than You Can Handle.”
  2. Building a great marketing machine based on reputation.
  3. The human desire for belief.
  4. The ProofStacking concept and how Edward built it using the one-page case study model.
  5. The benefits of ProofStacking, including more control over your destiny and building trust.
  6. Honing the techniques to fit your particular situation–no matter your industry or level.
  7. Using your email list as a sales funnel and how Edward gets them into the funnel.
  8. The importance of creating an identification factor–things people relate to–in marketing.
  9. Putting in the reps to reach success.

Connect with Amy Calandrino here:

Beyond Commercial

Amy Calandrino

Connect with Edward Winslow:

One Page Case Studies

LinkedIn

ProofStacking book

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About the Podcast

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The Performance Mindset Show
Insights for high performers in business, leadership, and real estate.

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About your host

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Amy Calandrino

Amy Calandrino, SIOR, CCIM, is a Director at Cushman & Wakefield with deep experience representing small and mid-sized businesses, family enterprises, and private investors throughout Central Florida and beyond. She is known for being a thoughtful listener, a creative problem-solver, and a strategic advisor who helps clients make informed decisions that support both their business goals and long-term wealth creation.

With a career rooted in guiding entrepreneurs and families through pivotal real estate moments, Amy brings clarity, structure, and actionable strategy to every assignment. She has completed hundreds of transactions across office, flex, and retail properties, and clients rely on her strong command of market trends, valuations, and space needs particularly within Winter Park and Greater Orlando. Her experience is backed by the SIOR and CCIM designations, reflecting her commitment to expertise and excellence in the industry.

In addition to her advisory work, Amy is the author of From Perfect to Real: Ditch Perfection, Shift Your Mindset, and Thrive on Your Terms, where she shares her SPORT Success System® for high performance. She is also the host of The Performance Mindset Show, a podcast featuring candid conversations with leaders in business, real estate, and entrepreneurship.

Committed to strengthening her community, Amy co-founded the Calandrino Foundation with her husband, Phil, to equip youth with the skills and mindset needed for entrepreneurship and financial empowerment. She also serves on the Park Avenue District Board in Winter Park.

Amy lives in Central Florida with her family. Outside of work, she enjoys golf, running, and staying active with her two children. Her faith, family, and dedication to helping others grow continue to guide her both personally and professionally.