Tony Anagor | Founder of EIN Partners | Emotionally Intelligent Negotiation Expert | Leadership Coach | IESE Lecturer | Podcaster
Meet Tony Anagor from London, United Kingdom. Now based in Barcelona, this leadership coach and founder of EIN Partners, he’s spent over two decades empowering executives with emotionally intelligent negotiation skills. From lecturing at IESE Business School to hosting the Empathy at the Table podcast, Tony drives impactful conversations that transform teams and organizations.
Imagine the buzz of a podcast studio, the microphone live, and a voice cutting through with clarity and warmth. That’s Tony Anagor, coach, lecturer, and negotiation expert; captivating his audience with insights honed over decades. From a stuttering child in the UK to a transformative force in Barcelona’s business landscape, Tony’s journey is one of grit, growth, and a relentless drive to help others communicate with impact. Today, as the founder of EIN Partners and a lecturer at IESE Business School, he’s redefining how leaders negotiate, turning high-stakes conversations into opportunities for connection and success.
Early Education: A Foundation in Curiosity
Tony’s story begins in Nottingham, England, where he pursued a Bachelor of Science in Bio-Computing at The Nottingham Trent University from 1989 to 1992. It was an unconventional start for someone now known for human connection, but this blend of science and systems thinking laid the groundwork for his analytical approach to leadership and negotiation. As a child, Tony faced a personal hurdle: a severe stutter that often left him frustrated and fighting to be heard. Reflecting on this, he shared,
“As a child, I struggled to communicate. I stuttered terribly and often found myself in fights because I couldn’t express myself with words.”
That struggle sparked a lifelong passion for communication, turning a weakness into a mission. His curiosity, once reprimanded as “asking too many questions” became the fuel for his future.
First Steps: From Pharmaceuticals to Purpose
Fresh out of university, Tony stepped into the professional world as a Pharmaceutical Sales Specialist at Novartis in the UK from 1993 to 1997. Specializing in transdermal patch therapy, he educated medical professionals across London, organizing conferences and building relationships. It was here that he first glimpsed the power of effective communication, not just to sell, but to connect and educate. Yet, the corporate structure felt limiting for a mind buzzing with ideas. A weekend trip to Barcelona in 2001 changed everything. Captivated by the city’s energy, Tony decided to stay, launching Lifestyle Barcelona in 2003 with a vision to craft memorable experiences. He recalled in an interview,
“I came to Barcelona in 2001 for a weekend, fell in love with the city and decided I wanted to stay here.”
What began as a platform for unique activities like Ferrari driving soon evolved into a thriving corporate events business, LifestyleDMC, showcasing his knack for turning vision into action.
The Entrepreneurial Leap: Building Bridges and Breaking Silos
Tony’s entrepreneurial spirit flourished in Barcelona. Co-founding Crossover Conferences and Events in 2003, he spent over two decades creating bespoke corporate experiences worldwide, from Beijing to Budapest. But it wasn’t just about logistics, it was about connection. His innovative “No Agenda Conference” concept, born from a 2018 epiphany, flipped the script on traditional events. He wrote,
“What if we took the energy and vibe of the coffee breaks into the actual conference itself?”
This focus on human exchange over PowerPoint slides reflected his growing belief that collaboration, not competition, drives progress. By 2020, Tony channeled this philosophy into founding EIN Partners SL, a platform dedicated to Emotionally Intelligent Negotiation. He explained its ethos: “Negotiation doesn’t always have to be a competition. What if, instead of trying to compete, we focused on creating value?” Through workshops and coaching, he began equipping leaders to negotiate with empathy and strategy.
Current Role: A Voice for Transformation
Today, Tony Anagor stands at the forefront of leadership development, splitting his time between EIN Partners, IESE Business School, and his podcast, Empathy at the Table. As an external communication skills lecturer at IESE since 2010, he shapes the next generation of executives, helping them master clarity and confidence. His work with the School of Founders Program guides startup leaders to scale with emotional intelligence at the helm. Meanwhile, EIN Partners empowers teams at companies like Amazon and Oracle to rethink negotiation, emphasizing,
“Effective negotiation isn’t just about winning, it’s about creating value, building trust, and fostering lasting partnerships.”
His podcast, celebrating 20 episodes in 2024, amplifies this message globally, featuring voices like Softonic CEO Fiona Garvey and negotiation expert Kwame Christian.
Tony’s personal milestone, 25 years of helping people communicate underscores his journey. “For the last 25 years, I have dedicated my work to helping people become better communicators,” he wrote, reflecting on a career that’s taken him from Nigeria’s startup ecosystem to Barcelona’s boardrooms. His recent visit to Lagos, hosted by IESE alumni, revealed a universal truth:
“Deals are often built on personal connections and long-term trust rather than just transactional value.”
Whether coaching C-suite leaders or facilitating team alignment, Tony bridges silos, turning competing priorities into shared purpose.
A Legacy of Connection
Tony Anagor’s story is one of transformation from a child silenced by a stutter to a voice that inspires thousands. His blend of emotional intelligence, negotiation expertise, and entrepreneurial drive has left an indelible mark on high-growth companies worldwide. As he puts it, “Silos don’t kill teams, competing priorities do.” With every workshop, lecture, and podcast episode, Tony proves that the real power of leadership lies in listening, connecting, and creating value together.
The Nectar of Wisdom from Tony Anagor’s Journey
Here are five key insights distilled from Tony Anagor’s remarkable career, blending his experiences with his own words to inspire and guide:
- Embrace Emotions in Negotiation: Tony teaches that emotions are data, not weaknesses. “When negotiating it is wise not to ignore the emotions, they play a much bigger part of our decision making process than we may like to admit.”
- Value Collaboration Over Competition: He redefines negotiation as a shared win. “Negotiation doesn’t always have to be a competition. What if, instead of trying to compete, we focused on creating value?”
- Turn Struggles into Strengths: His childhood stutter fueled a lifelong mission. “As a child, I struggled to communicate. I stuttered terribly and often found myself in fights because I couldn’t express myself with words.”
- Align Teams Beyond Silos: Tony bridges divides with purpose, not force. “Silos don’t kill teams, competing priorities do.”
- Ask Questions to Unlock Growth: Curiosity drives his approach to leadership. “Today, as a negotiation skills trainer, asking good questions forms the cornerstone of how I connect, communicate, and guide others.”
Editorial Note
Tony Anagor’s journey is a testament to the power of perseverance and empathy, transforming personal challenges into a global mission. His ability to weave emotional intelligence into negotiation and leadership sets him apart as a visionary coach. With an infectious passion for connection, he inspires executives to lead with heart and strategy. Executives Diary salutes Tony’s unwavering commitment to fostering impactful conversations. Truly, his legacy is one of empowerment and wisdom.
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