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00:00:04.873Welcome to the Growing Our Future podcast.
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00:00:19.969In this show, the Texas FFA Foundation will take on a journey of exploration into agricultural science, education, leadership development and insights from subject matter experts and sponsors who provide the fuel to make dreams come true.
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00:00:22.344Here's your host, Aaron Alejandro.
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00:00:39.445Well, good morning, good afternoon, good evening or whenever you may be tuning in to the Growing Our Future podcast Number one, thank you.
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00:00:40.704Thank you for stopping by.
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00:00:47.167I meant, when you're asking somebody to give up a little bit of their time, you're asking them to give something away that they're never going to get back.
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00:00:51.948So the fact that you're joining us, we want you to know that, we appreciate that and we value that.
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00:01:10.129We also appreciate the fact that we've got this incredible platform, this technology that we have that allows us to bring subject matter experts on, to bring guests on that are willing to share their insights, their experiences, their expertise, to share seeds of greatness.
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00:01:15.626You know, like we always say, if agriculture has taught us anything, it's taught us.
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00:01:18.881If you want to know what the future is, grow it.
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00:01:20.444Well, how do you grow it?
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00:01:25.765You got to plant the right seeds and today we've got a guy that's going to bring some seeds of greatness.
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00:01:34.099It has been an honor to get to know him, it's been an honor to work with him and, I will tell you, it's even more of an honor that he's taking time out of his schedule to join us.
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00:01:37.969Ladies and gentlemen, steve Derman, steve, thank you for joining us.
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00:01:39.540Aaron, thank you for having me.
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00:01:41.843It's always an honor, definitely a pleasure, to be here.
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00:01:43.846You're going to learn more about Steve.
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00:01:47.712He is the founder and creative director of Four man Furnace.
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00:01:54.209We'll talk a little bit about Four man Furnace and you've probably seen their work and we're going to talk about that here in a minute.
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00:02:00.507Steve, every episode when we start, we like to ask guests the same question.
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00:02:11.491So we start every episode with the same question and you get that question today and it is Steve, what are you grateful for today?
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00:02:15.981Gosh, I'm feeling incredibly grateful today just for family.
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00:02:19.211I've got my beautiful daughter Tessa here at the office with me today.
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00:02:20.644She's helping me at work.
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00:02:27.144She's incredibly talented and is able to actually legitimately be a help here at the office even at 12 years old.
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00:02:36.092But definitely just feeling incredibly grateful for family today in general my son Wesley, my wife Leandra, across the board, just very blessed.
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00:02:40.066That's good, I agree with you.
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00:02:47.701And the thing I appreciate, steve, steve, is how much you appreciate your family and you value your family and it shows.
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00:02:52.233And I showed the kids a picture of our family the other day and I said look at that.
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00:02:55.067And they're like what I said look at that, you know.
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00:02:56.269Look, I want you to look at it.
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00:03:04.787And I kind of got a little sappy with them and I said you know, if you'd ever grew up with one, you don't understand why this is such a precious picture.
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00:03:13.110Yeah, and so when you share a family, I just want you to know that that means something, because some people never grew up with that.
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00:03:15.879And so when we get to see it, we appreciate it and we value it.
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00:03:22.401Yeah, yeah, it's the one thing that we get in life that we don't get to acquire or choose for ourselves.
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00:03:36.455Either we're born into a family not of our choosing, or when we choose to have a family and create a family, we don't really have a whole terrible amount of control over how that turns out and the people that kind of become a part of that.
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00:03:38.282So it's always a blessing.
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00:03:41.759It's also a challenge, but through those challenges we grow and become better people.
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00:03:44.468So, yeah, just I'm feeling it today for sure.
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00:03:49.200Awesome.
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00:03:51.106Well, good luck to those kids, and I know they're going to do good work.
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00:03:52.031They got a good boss, so that's a good thing.
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00:03:52.532Appreciate it, thanks.
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00:03:53.717So, anyway, hey, listen.
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00:04:00.233So for people that aren't familiar with Steve Durnham or Four man Furnace, let me give y'all a little backstory.
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00:04:14.073So several years ago we wanted to do a project, a promotional project, to promote really what we see as the value of agricultural science education and the FFA program.
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00:04:21.641And those of you familiar with our show and what we talk about, I always say if you want to be the best, train with the best.
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00:04:28.911So if you want to be the best at something, go find the best out there and train with them, hang out with them, watch them.
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00:04:34.266And we had caught word of this company called Four man Furnace.
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00:04:49.786We got word of this gentleman named Steve Derman and we reached out and we started a relationship, a business relationship, and I got to tell you I would say this on the air and off the air I appreciate this organization.
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00:04:54.843I appreciate their employees, their leadership, their customer service.
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00:04:58.269They are always on top of their game.
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00:05:05.411I love it that they listen and because they know this, they've got that skill of just listening with eyes and ears.
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00:05:12.713It helps them create the products that they create, and it shows in what they put out there.
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00:05:18.096But, steve, I don't suspect that you just fell into that seat that you're in.
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00:05:23.247I don't believe that you just fell into being the creative director and founder of Foreman.
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00:05:39.600Something tells me that there was a journey that led there, and so I was wondering if you might take a minute and tell us how did you get on this path to this journey for this company, for marketing and creative, and how did you end up in that chair?
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00:05:43.083Yeah, so I didn't fall into the chair.
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00:05:48.447I think it was equal parts, intention and equal parts.
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00:05:59.074The other half of that coin is really just kind of going where I was led at any given moment in time and so my background is as a graphic designer.
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00:06:00.154That's what I went to school for.
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00:06:26.995I have my BA in graphic design and graduated in the late 90s, went to work at the time I was living in New Jersey went to work in Atlantic City, which was near where I lived at the time at a casino in their marketing department, and really was able to cut my teeth on just this industry that we're in creative services for marketing and branding and advertising and so really learned a lot those first couple of years working in the casino.
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00:06:36.742In early 2000, moved here to the DFW area and had aspirations of working at an advertising agency Back then.
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00:06:48.747To me the advertising agency life was exciting and fast-paced and creative and the types of clients working at an agency gives you access to is really exciting.
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00:06:50.192So I did that.
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00:06:54.512Middle of 2000, I landed a job at an advertising agency.
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00:07:16.834So I'm going to fast forward a bunch because there was a lot of steps along the way there, but ended up as a creative director, an advertising agency, and at the same time, on the side, I was working with my own clients, kind of consulting on the side and it got to the point where both of those endeavors were incredibly intense and demanding a lot of my time.
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00:07:26.021And so I'm leading a little bit into two things One, the founding of Four man Furnace and, at the same time, how I chose that name for the company.
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00:07:47.593So at the time we were or I was going to work as a creative director at a pretty intense working environment and then, coming home and working a full-time job on my consulting clients, found out that my wife was pregnant with our firstborn this was in late 2007 and decided to quit my job.
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00:07:56.444Something had to give and I said I'm going to quit the day job and I'm going to make this consulting thing, this freelance thing, the main thing.
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00:08:02.764Which was really scary because there was no, you know, working at the agency as a creative director.
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00:08:13.762I knew I had a job next week, next month, whatever Was working on some really good clients and working with some really smart, talented people and going freelance.
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00:08:14.728Nothing was guaranteed.
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00:08:17.779It was quite literally a leap of faith.
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00:08:24.374It was what I believe to be the right decision, but definitely not the easy decision.
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00:08:28.485So I knew, okay, I'm going to start creative business of my own.
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00:08:30.187What am I going to call this thing?
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00:08:34.807It needs to be memorable, it needs to attract some attention.
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00:08:39.783People need to hear the name and it needs to be somewhat kind of compelling and intriguing.
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00:08:46.860But to me, it also needs to have meaning, and I really felt a story from the Old Testament of the Bible.
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00:09:00.841At the time I felt like I was going through a similar experience, and it's the story of Shadrach, meshach and Abednego, when they refused to worship the king of Babylon and the punishment was he was going to throw them into a furnace of fire and burn them alive.
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00:09:01.423That was their punishment.
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00:09:03.765He was going to throw them into a furnace of fire and burn them alive.
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00:09:04.687That was their punishment.
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00:09:18.863And so the story says that, confronted with this, they said to the king well, that's kind of scary and do what you're going to do.
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00:09:21.749We believe we're making the right choice and we're keeping the leaving the results up to our God.
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00:09:23.913And that's kind of what I was doing.
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00:09:27.010It was scary and I believed I was making the right choice and I was kind of leaving the results up to our God, and that's kind of what I was doing.
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00:09:31.346It was scary and I believed I was making the right choice and I was kind of leaving the results up to God, and so, of course, the story has a happy ending.
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00:09:33.231Hopefully a lot of your listeners are familiar.
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00:09:42.745When they were thrown into the furnace, the king looked in to see to ensure that they were dead, and what the Bible says is he didn't see three men in the furnace.
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00:09:44.227He saw four men in the furnace.
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00:09:51.951They were walking around unhurt, having a conversation, and that fourth man appeared to be an angel of God protecting them.
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00:10:05.929And so I really clung to that story in the early years of the four-man furnace because it was a scary ride, like I said, and nothing was certain, but I was every day going to work in faith, trusting that I was doing the right thing.
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00:10:09.455What a story.
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00:10:14.346I love it, by the way, and I've expressed that to Steve.
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00:10:18.288Even off the air, I thought it was a very clever take.
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00:10:30.850And when you know the background and you know why that leap of faith was so important and, like you said, it was more than just a leap of faith you actually felt like I'm being thrown into fire.
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00:10:33.008It's something even more incredible.
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00:10:42.412And there's a comfort that comes with faith, by the way, and I think that that comfort is what's giving you that foundation to take risk.
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00:10:56.067And you know all successful people that I'm aware of, steve, they've all taken risks, yeah, and they typically, if you really drill down, there's always a component of faith in taking risk.
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00:11:11.751And so you've already kicked this off just perfectly, because you know what we really want folks to gather from this podcast is bring on successful people and what are those elements of their journey that made them successful?
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00:11:16.431Because somebody listening is going to find some seeds of greatness.
00:11:16.431 -->
00:11:21.292You know, like we always say in agriculture, if you want to know what the future is, grow it Got to plant the seeds.
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00:11:22.865So we need guests like you to share those examples.
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00:11:24.432So somebody that's listening right now says you know, I got to do the seeds.
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00:11:25.518So we need guests like you to share those examples.
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00:11:38.453So somebody that's listening right now says, you know, I got to do a better job of that and I can't be so afraid of the fire and I can't be adverse to taking risk that everything that we do is risky.
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00:11:49.783I will tell you, in the nonprofit world, you know, we don't live on production lines, we don't live on services that we get money for.
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00:11:52.870We live on the generosity of others.
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00:12:10.131And so when you get ready to saddle with a company and you say we're going to go spend a lot of money on a marketing company, we were kind of in there with you because we were really relying on faith, that we felt like we were making the right decision.
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00:12:18.561We felt like there was this incredible story of the Texas FFA that needed to be told, and we needed to tell it in a way that we've never told it before.
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00:12:26.287And thus that's how we came to know you and began working with your team and that relationship.
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00:12:28.528Now, how long has that relationship been going on?
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00:12:31.860We launched that program in 2016.
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00:12:36.211So I want to say we probably started conversations in 2015 around it.
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00:12:44.631So that's what I'm years, yeah, and it's been great, and again, I say this just because it's the kind of relationship that I like.
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00:12:47.408They always answer the phone and they listen.
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00:12:52.287We throw ideas, but I think, steve, would you say it's fair that we listen to you too.
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00:12:54.552Oh for sure, Absolutely yeah.
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00:13:01.172You and your team are tremendous to work with, and one of our core values here is we have two core values.
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00:13:06.722One is do amazing work, and the other is be amazing to work with, and we've.
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00:13:16.149I firmly believe if we can do those two things, then, you know, the work will come our way, because who doesn't want to work with amazing people who do great work?
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00:13:31.803And so I think one of the when I think about be amazing to work with we we can break that down into a few different areas, but one of the things that we try to focus on is know when to give direction and when to take it, and I feel like your team understands that as well.
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00:13:50.432They give us great direction in terms of articulating to us what the goals are for an initiative that we're working on for y'all, but when we have ideas or a perspective that we want to share, in response to that and collaborate on, hey, maybe there's a better way to do this.
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00:13:56.072Your team is all ears and they're 100 percent willing to listen and to take that direction.
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00:14:02.013So we've we've had nothing but joy in working with you guys for almost 10 years now.
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00:14:04.384It's crazy, you know.
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00:14:05.849Let me share this.
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00:14:17.793You know, one of the things that I like to talk about when we talk about agriculture is I remember this time where these two young ladies this was really clever their school district.
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00:14:25.880Every February 2nd, every Groundhog Day, they would send their seniors out to job shadow companies, which I thought was pretty clever.
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00:14:40.842So these young ladies come to my office and they really shouldn't have been in my office, they should have been in the director of the Ag Teachers Association, because why they were there was they want to be ag teachers, agricultural science teachers and so I let them kind of watch what we do during the day.
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00:14:43.048And I finally said do y'all have any questions?
00:14:43.048 -->
00:14:45.561And they said yes, we do during the day.
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00:14:46.503And I finally said do y'all have any questions?
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00:14:46.943And they said yes, sir.
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00:14:49.009They said we want to be great ag teachers one day.
00:14:49.129 -->
00:14:50.952What does it take to be a great ag teacher?
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00:14:54.407And I said well, it takes three things to be a great ag teacher.
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00:14:56.631I said number one do your job.
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00:14:59.565And I said you need to listen to what I'm telling you.
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00:15:06.688Do your job If your boss says don't dot I's, don't cross T's and staple in the top right-hand corner.
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00:15:08.460You better not dot cross and you better staple in the top right-hand corner.
00:15:08.460 -->
00:15:09.846You're going to be looking for another job.
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00:15:17.344So number two have your own personal board of directors, get mentors, get people around you.
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00:15:18.207That will make you better.
00:15:19.900 -->
00:15:22.629And lastly, you got to think big.
00:15:22.629 -->
00:15:24.731I said because if you can't think big, you can't teach big.
00:15:24.731 -->
00:15:25.346If you can't think big, you got to think big.
00:15:25.346 -->
00:15:26.354I said because if you can't think big, you can't teach big.
00:15:26.354 -->
00:15:28.291If you can't think big, you can't inspire big.
00:15:28.291 -->
00:15:31.600And if you can't think big, the kids in your care will never be big.
00:15:31.600 -->
00:15:33.947And they said, well, what do you mean by that?
00:15:33.947 -->
00:15:34.990And I said, well, can I show you?
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00:15:35.701And they said, sure.
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00:15:43.852So I took them on a route through downtown Austin and we walked several blocks and I took them to eat lunch at a sushi restaurant.
00:15:43.852 -->
00:15:46.421I love sushi, so take them to the sushi.
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00:15:47.783They'd never had sushi before.
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00:15:54.046So I'm having fun watching them eat seaweed salad and squid salad and eating sushi, and it was great.
00:15:55.028 -->
00:16:01.268We get back to the office and I asked them I said how many performing arts centers did we pass?
00:16:01.268 -->
00:16:02.991And they start listing things.
00:16:02.991 -->
00:16:04.664I said how many museums did we pass?
00:16:04.664 -->
00:16:05.629They start listing things.
00:16:05.629 -->
00:16:06.613How many musical venues did we pass?
00:16:06.613 -->
00:16:07.355And they start listing things.
00:16:07.355 -->
00:16:08.259I said how many museums did we pass?
00:16:08.259 -->
00:16:11.648They start listing things.
00:16:11.648 -->
00:16:13.275How many musical venues did we pass?
00:16:13.275 -->
00:16:13.938They start listing things.
00:16:18.360 -->
00:16:19.321I said now, how often are those places open?
00:16:19.321 -->
00:16:21.123Well, mostly daily, some just on the weekend, but relatively all the time.
00:16:21.123 -->
00:16:22.705I said now think about what y'all just said.
00:16:22.705 -->
00:16:26.610All of the people that go to this all on a regular basis.
00:16:26.610 -->
00:16:32.442How many of those same people make a trip to the Austin Livestock Show and Rodeo once a year?
00:16:34.025 -->
00:16:36.510And they all looked at me and they said I don't know.
00:16:36.510 -->
00:16:39.544And I said see where I'm going with this is.
00:16:39.544 -->
00:16:43.649We sometimes shake our fist at the world and we say how come you don't understand this?
00:16:43.649 -->
00:16:44.414How come you don't understand this?
00:16:44.414 -->
00:16:46.443How come you don't understand agriculture?
00:16:46.443 -->
00:16:48.109How come you don't understand FFA?
00:16:48.109 -->
00:16:48.831And I'm sitting here going.
00:16:49.741 -->
00:16:52.549We have a responsibility of taking our message to them.
00:16:52.549 -->
00:17:10.887And the reason that we wanted to forge this relationship with Foreman is because y'all came from a background that wasn't just agriculture and we thought who better to help us tell our story than somebody who can translate our story in a way that helps other people really get it?
00:17:10.887 -->
00:17:36.709Yeah, so I just want to give that background so that people understand how this relationship started, why it started, and you can kind of see the paralleling core values that drive Steve and his team are the same values that drive myself and our team and Team, ag Ed toward a message so we can tell people about this incredible story of ag science and FFA.
00:17:36.709 -->
00:17:45.284Steve, have y'all enjoyed getting to learn more about ag science and FFA through all this experience?
00:17:45.970 -->
00:17:46.691Oh, it's been amazing.
00:17:46.691 -->
00:17:49.375I mean ag science and FFA.
00:17:49.375 -->
00:17:53.864It was really a light bulb moment in early on in one of our first meetings.
00:17:53.864 -->
00:17:59.693Like I mentioned earlier, I grew up in New Jersey, so South Jersey, so it is the Garden State.
00:17:59.773 -->
00:18:03.903There is a lot of agriculture in New Jersey, but I wasn't exposed to it growing up.
00:18:03.903 -->
00:18:23.267So learning the impact that an ag science education and all of the leadership development attributes of the FFA experience has on pointing young people in the trajectory of success and leadership was really was inspirational to me at the time.
00:18:23.267 -->
00:18:49.862I had young kids and really saw the value in that, and so learning about the programs and you know, all of the different kind of areas of focus that an ag science student can go into that will have not only are necessary for the future of American society but will have a positive impact on the future of American society was.
00:18:49.862 -->
00:19:17.659It's been really, really cool and I talk about it all the time with people you know when we're talking about the future and talking about concerns of food and environment and leadership and technology and technology as it applies to all these things, the FFA and the preparation that you guys are doing for our future leaders is always a part of conversation if I'm involved, because it's just something that I've grown to love.
00:19:19.041 -->
00:19:20.976Thank you and we appreciate that.
00:19:20.976 -->
00:19:45.896Again, that's the reason why I like working together is you become a conduit, you become an ambassador for us to an audience that we might always know how to speak that language, but you can help us translate that, because in the world of FFA and ag science, we can talk LDEs and CDEs and SREs and we got so many acronyms.
00:19:45.896 -->
00:19:47.276We all know what they are.
00:19:47.276 -->
00:19:48.492The rest of the world's going.
00:19:48.492 -->
00:19:49.939What in the world did they just say?
00:19:49.939 -->
00:19:59.200And that's why we've got to have the right people that can help us translate that so that it can be assimilated by an audience that we might not have reached yet.
00:19:59.200 -->
00:20:03.451Yeah, that's the value that your teams bring into what we do have reached yet.
00:20:03.471 -->
00:20:04.653Yeah, that's the value that your teams bring into what we do.
00:20:04.653 -->
00:20:18.012Yeah, and the fact of the matter is that what you guys do legitimately has an impact on everybody, and so it's easy for someone like me who focuses on communication.
00:20:18.012 -->
00:20:31.679It's easy to translate that story in a way that's meaningful to people, because they need food and you know they need high quality employees and they need, you know, responsible citizens who understand how the world works.
00:20:31.679 -->
00:20:39.230And so the need is there for for, if you want to call it, the product that the FFA experience delivers, but it's really the people.
00:20:39.230 -->
00:20:45.824But the need is there for the people and their output, and so it's really really easy to speak to.
00:20:46.770 -->
00:20:57.917It's easiest for us to do our job when in selling things because, look, I mean, at the end of the day, our job at Four man Furnace is to help our clients sell, whether it's an idea or a product or a service.
00:20:57.917 -->
00:21:02.795And it's easiest to sell something when somebody feels the need.
00:21:02.795 -->
00:21:10.364And part of our job for other clients is to get them to feel the need right, Like manufacture a need or convince them that they have a need.
00:21:10.364 -->
00:21:20.664That maybe isn't front of mind, but the needs that the FFA, that kids who come through the FFA program fill are felt by everybody.
00:21:20.664 -->
00:21:30.403They're just front of mind for business owners and leaders and community and people who are concerned with where food comes from.
00:21:30.403 -->
00:21:39.123And so it's easy for us to tell your story because the need is there and you guys do such a good job at scale of filling that need.
00:21:40.171 -->
00:21:45.972That's awesome, thank you, you said something I'm going to piggyback on what you just said, cool.
00:21:45.972 -->
00:21:51.544So one of the things I like to ask the kids is I say, tell me about your business.
00:21:51.544 -->
00:21:55.096And the kids will look at me and they say, well, I don't have a business.
00:21:55.096 -->
00:21:57.211I said, yeah, you do, you're it?
00:21:57.211 -->
00:22:00.076What time do you open?
00:22:00.076 -->
00:22:02.881What kind of customer service do you deliver?
00:22:02.881 -->
00:22:04.845Are you articulate?
00:22:04.845 -->
00:22:05.711Can you sell me?
00:22:05.751 -->
00:22:08.720And you know one of our great sponsors, carlos Guerra.
00:22:08.720 -->
00:22:14.339He always says no show, no tell, no sell, and he's always talking about cattle.
00:22:14.339 -->
00:22:18.881And if you can't show the cattle and you can't tell me about your cattle, you'll never sell your cattle.
00:22:18.881 -->
00:22:23.076Kids, you know they're our business, they're our future.
00:22:23.076 -->
00:22:24.801You said it, they're our future.
00:22:26.550 -->
00:22:42.478They also represent our brand and one of the things that I think I've seen organizations take very lightly, very lightly, is their brand and they don't put enough time and effort into creating what their brand is.
00:22:42.478 -->
00:22:47.702And I've been fortunate through my career to sit through several of those.
00:22:47.702 -->
00:22:55.865I got to sit through the development of CEV Multimedia and I got to watch CEV create its initial brand.
00:22:55.865 -->
00:22:59.032I didn't watch that brand evolve into ICEV.
00:22:59.032 -->
00:23:08.972I got to watch La Quinta go through their rebranding and their starburst and I'll never forget getting to watch that.
00:23:08.972 -->
00:23:15.031I got to watch Mahindra Tractors when they did some rebranding of their messaging.
00:23:16.693 -->
00:23:18.817But there's a lot that goes into brand.
00:23:18.817 -->
00:23:32.538There's a lot that goes into a company's, an organization's brand and what I wanted to ask you is is how important and this goes back to the individual that's the reason why I'm bringing this up it goes back to you're your own business.
00:23:32.538 -->
00:23:33.421You're your brand.
00:23:33.421 -->
00:23:37.173Everybody that knows me on social media knows I'm the live your brand guy.
00:23:37.173 -->
00:23:38.335Live your brand.
00:23:38.335 -->
00:23:43.002What you post, what share, what you engage with, that's your brand.
00:23:43.002 -->
00:23:58.893Steve, as a marketing professional, how important is a brand and what thought process goes into creating the creative of a logo of a brand?
00:23:58.893 -->
00:24:06.432So how important is the brand and how important is it to put that into an image like the Nike Swish or the Texas FFA Foundation?
00:24:06.432 -->
00:24:07.193Give me an idea.
00:24:07.955 -->
00:24:28.084Yeah, I always say the kind of analogy I use to disambiguate even what is a brand, because that word means different things to different people and I always what I tell clients who come to us for branding is your marketing is like asking someone out on a date and your brand is why they say yes.
00:24:28.084 -->
00:24:54.907So your brand essentially what your brand is about it and develop your brand to communicate to the market what you're about and communicate to the market what they should believe about you.
00:24:54.907 -->
00:25:00.742I think so many companies leave it to the market to define what their brand is.
00:25:00.742 -->
00:25:14.029They'll just create a great product, offer a great service and kind of let the chips fall where they may when it comes to the brand, which could be great if you have a great product or a great service and then you're defined by that.
00:25:14.029 -->
00:25:24.163But it's hard to get people to trust handing their money over for what you offer without a brand.
00:25:24.163 -->
00:25:30.682Like I said, your marketing is asking someone out for a date and the brand is the reason they would say yes or say no.
00:25:30.682 -->
00:25:42.700So the importance of a brand I don't think can be overstated, because it is the promise, it's how you communicate your unique value to the market.
00:25:42.700 -->
00:25:59.211If it's done well.
00:25:59.211 -->
00:26:02.049You can very quickly and succinctly educate your highest value customers about what you offer and why they should want it in 15 seconds.
00:26:02.130 -->
00:26:03.336To me, a brand is more than a logo.
00:26:03.336 -->
00:26:04.201A logo is just a very.
00:26:04.201 -->
00:26:08.015It's an important but small part of a branding project that we do.
00:26:08.015 -->
00:26:11.803Your brand is understanding who your consumers are.
00:26:11.803 -->
00:26:18.423It's understanding what their goals are as it pertains to your product offering or service offering.
00:26:18.423 -->
00:26:29.045It's understanding the needs that they have, both kind of felt needs, their higher order needs that maybe they can articulate as well.
00:26:29.045 -->
00:26:51.561It's creating a messaging platform that includes the hierarchy of how you talk about what you do, includes the tone of voice or the copy style in which you communicate, the voice, the tone of voice or the copy style in which you communicate, and then it also includes your logo and color palette and fonts and other visual assets.
00:26:51.561 -->
00:27:05.051I think what a lot of people think of when they think of a brand is the logo, and a lot of people go to the Apple logo or the Nike logo or some of these iconic logos that are so great because they're so simple and they're so easily recognizable.
00:27:06.535 -->
00:27:15.559But one of the litmus tests I always give our designers when we're creating a piece for a client is if you cover up the logo, can you still tell that it's for that client?
00:27:15.559 -->
00:27:17.811So you mentioned La Quinta.
00:27:17.811 -->
00:27:19.959La Quinta was one of our clients for a long time.
00:27:19.959 -->
00:27:37.519It's actually, I think, how we connected was La Quinta was a supporter of the Texas FFA and we were doing work for La Quinta, and so that's how kind of we we found ourselves in the same sphere of influence and so when we were creating assets for La Quinta, we'd cover up the La Quinta logo.
00:27:37.941 -->
00:27:41.996And can you still tell that that advertisement is for La Quinta if you cover up the logo?
00:27:41.996 -->
00:28:00.070If not, then it's not a well-branded piece, because the colors and the fonts and the photography and the tone, the headline, how it reads, the emotions that it's conveying, all are part of the brand, and so branding is incredibly important.
00:28:00.070 -->
00:28:02.794I mean, just get back to the simple question that you were asking.
00:28:02.794 -->
00:28:04.355Branding is incredibly important.
00:28:04.355 -->
00:28:05.676I mean, just get back to the simple question that you were asking.
00:28:05.676 -->
00:28:14.126Branding is incredibly important because if you do it well and if you do it strategically, you're not leaving your brand up for the market to decide what it is.
00:28:16.090 -->
00:28:17.994That right there, steve, what you just shared.
00:28:17.994 -->
00:28:28.019For a lot of our kids right, for a lot of the young people that listen to this, for them, the most prominent place of their brand right now is on social media, yep.
00:28:28.019 -->
00:28:33.096And so what I tell them is is that, you know, consistency creates credibility.
00:28:33.096 -->
00:28:40.557So, first thing is, in my world, what I like to say is you know, make sure your profile picture is consistent.
00:28:40.557 -->
00:28:46.872That way I know I'm talking to the right person, because if it looks different, I'm always questioning is this the same person or I'm not really sure?
00:28:46.872 -->
00:28:49.800You're making me guess at stuff and I don't want to guess, I want to know.
00:28:49.800 -->
00:28:55.823And then, secondly, what you like, share, comment on all of the things that you engage with.
00:28:55.823 -->
00:28:58.271That becomes part of your brand, like you said.
00:28:58.731 -->
00:29:06.297So when I take your image away, I could see a comment and I could go oh, I know, that's Steve, it's talking about cars and really cool stuff.
00:29:06.297 -->
00:29:21.787But you know, I think you're on to something there and I hope people heard that that consistency creates credibility and you want to create a brand that's known for its consistency, and that consistency is the tone.
00:29:21.787 -->
00:29:27.290It's what we see.
00:29:27.290 -->
00:29:30.961If I hear somebody giving me a speech about things that's inconsistent with what they're posting on social media.
00:29:30.961 -->
00:29:34.718It's going to be harder for me to reconcile those two.
00:29:34.718 -->
00:29:47.979So I think there's a lot of genius in what you just shared, and I hope people really take a moment and drill down and listen to that, because that was really good advice that you just shared yeah, I think your, your audience too, they would.
00:29:48.319 -->
00:30:04.463you know there are exercises you could go through to to show how what you're saying lack of consistency, or when a brand is, uh, applied consistently, you can spot inconsistencies.
00:30:04.463 -->
00:30:05.816They stick out like a sore thumb.
00:30:05.816 -->
00:30:34.176So if somebody were to see a fake Nike ad that had the Nike logo on it but very clearly had the wrong messaging, even though it has the Nike logo on it because that brand is so well applied, they could spot a fake from a mile away and they wouldn't trust it because they feel like that's not on the brand.
00:30:34.176 -->
00:30:38.480Somebody just slapped a Nike logo on a fake ad or whatever.
00:30:38.480 -->
00:30:51.542So you're absolutely right, it's that it's trusted brands that are are consistently kind of stewarded through through all of the communications, in all of the different channels in which they, in which they appear.
00:30:54.286 -->
00:30:56.586Wow, Zig Ziglar.
00:30:56.586 -->
00:31:10.436You know I love Zig quotes, I'm a big Zig fan and Zig and Tom Ziglar have said that if they know you they'll listen to you, but if they trust you they'll do business with you.
00:31:10.436 -->
00:31:14.098And I believe that you build that trust through consistency.
00:31:14.098 -->
00:31:18.642I believe you build that trust through relationship, through consistency.
00:31:18.642 -->
00:31:28.924I believe you build that trust through relationship and I think that you know, like you said, we either take charge of our brand or we leave it up to somebody else to determine what our brand is, and we may not like how they interpret our brand.
00:31:30.346 -->
00:31:30.567Yep.
00:31:30.567 -->
00:31:32.633Well, and how are they going to do it, too?
00:31:32.633 -->
00:31:33.675You have to think to yourself.
00:31:33.675 -->
00:31:37.865They're going to do it by how you most consistently represent yourself.
00:31:37.865 -->
00:31:42.244Think to yourself, they're going to do it by how you most consistently represent yourself.
00:31:42.244 -->
00:31:47.450So you are branding, whether you're doing it on purpose or not.
00:31:47.450 -->
00:32:06.792We're all in the business of creating a brand, and if we're leaving it up to others to define or to articulate what the brand is, what they're going to do is look for how do you consistently treat others, how do you consistently show up, how do you consistently dress, how do you consistently speak, and that's going to be what your brand is.
00:32:06.792 -->
00:32:19.732So, yeah, I mean, the idea of being consistent in the things that are important to your brand is really really important for individuals as well as for corporations and companies.
00:32:20.565 -->
00:32:22.730Absolutely, and that's kind of where I was.
00:32:22.730 -->
00:32:33.288This is why I wanted you on the show right here, because you're a professional in marketing, you're a professional in creative development and you're you're helping us understand as individuals.
00:32:33.288 -->
00:32:36.328You know, it's like I tell the high school kids.
00:32:36.328 -->
00:32:47.994If we could get to every eighth grader and tell every eighth grader do me a favor for the next four years, find something that you're passionate about and talk about those for three.
00:32:47.994 -->
00:32:50.056Three things for four years.
00:32:50.056 -->
00:32:51.557Just talk about those things.
00:32:51.557 -->
00:32:57.038Let that be your brand, and then, when you get to college, I want you to do the same thing for the next four years.
00:32:57.038 -->
00:33:00.740Find three things that you're really passionate, interested in, talk about those.
00:33:00.740 -->
00:33:20.746I guarantee you, when you get ready to graduate from college, you won't have to look for a job, because your brand will be so well known and so consistent that somebody will say that's who I want working here, because that's how they're going to promote my brand, going to promote my brand.
00:33:20.746 -->
00:33:28.148So that's why I say that consistency and understanding that is so important to both a person, an organization or even our companies and we work with some great brands, by the way.
00:33:28.148 -->
00:33:31.623We work with some great brands and we enjoy getting to work with them.
00:33:31.623 -->
00:33:46.238I remember when we got the gift from Ford Motor Company to build our building in Austin Texas we got the gift from Ford Motor Company to build our building in Austin Texas there was a book, probably this thick, just on the branding of the oval, on the building of what we could and we couldn't do.
00:33:46.238 -->
00:33:52.394So that's how serious brands are, that's how much those brands are worth.
00:33:52.394 -->
00:34:00.394And, to your point, steve, what's more valuable than your own personal brand?
00:34:00.394 -->
00:34:15.900Yeah, so these tools, these suggestions, these ideas that Steve and we're sharing through the show, those are those seeds that you can plant that will grow a strong brand.
00:34:15.900 -->
00:34:19.927They'll grow a brand that can open a lot of doors of opportunity.
00:34:20.989 -->
00:34:22.592Let's talk about leadership for a minute.
00:34:22.592 -->
00:34:26.547Sure, because you're a leader, I would say.
00:34:26.547 -->
00:34:27.989You've been around leaders.
00:34:27.989 -->
00:34:33.369You've traveled the country, You've been exposed to a lot of different types of leaders.
00:34:33.369 -->
00:34:35.836You've been in business meetings with leaders.
00:34:35.836 -->
00:34:45.838If, in your experience, you could condense some of that down and tell young people here are three leadership tips what would you tell them?
00:34:45.838 -->
00:34:50.036What would be three tips on leadership you would share with FFA members?
00:34:51.521 -->
00:34:53.206The first tip would just be to listen.
00:34:53.646 -->
00:35:10.217I think good leaders listen, and that's not to say that they let the voice of other people necessarily influence the decisions that they make, but they listen to you mentioned it earlier, aaron mentors or your personal board of directors.
00:35:10.217 -->
00:35:15.536They listen to their employees, people who have their finger on the pulse of the day-to-day.
00:35:15.536 -->
00:35:17.652And they listen to the market.
00:35:17.652 -->
00:35:33.152They understand what's going on in their industry, what the future may hold, you know, staying relevant, whether it's through continuous learning opportunities or podcasts like this one or other types of industry voices that they're paying attention to.
00:35:33.152 -->
00:35:45.976So I think listening is a really the first thing that jumps to my mind, and partially because I've seen it modeled and partially because a lot of the less than stellar leaders that I've observed.
00:35:45.976 -->
00:35:48.860One of the first things I've noticed is they don't listen.
00:35:48.860 -->
00:35:51.070Nobody can say anything to them.
00:35:51.070 -->
00:35:57.137They get defensive or they bristle when somebody does something they don't like.
00:35:57.137 -->
00:36:03.173Get defensive or they bristle when somebody does something they don't like, so they don't genuinely have an open mind or an open ear to differing opinions.
00:36:03.173 -->
00:36:08.936So good leaders listen, I think also, good leaders have a vision for the future.
00:36:08.936 -->
00:36:12.809They see a direction and they're willing to take steps in that direction.
00:36:12.809 -->
00:36:24.117I liken this to kind of something that I learned when we had our first child was this idea of a flexible routine, and I think good leaders have a version of that flexible routine.
00:36:24.117 -->
00:36:29.737So the flexible routine that we learned with children is, like you know, there's a general model when you have a newborn infant.
00:36:29.737 -->
00:36:36.313It's sleep, play, eat, sleep, play, eat, and it kind of is on repeat for the first nine months or so.
00:36:36.313 -->
00:36:38.686But you need to be flexible with that.
00:36:38.686 -->
00:36:51.550Right, there's a pattern, but you can break the pattern a little bit and still be fine, and it's good because it keeps you sane, but it also keeps the child kind of in the zone of having their needs met in the way they need to be met.
00:36:51.550 -->
00:37:16.960And so I think in business it's very similar to have that flexible path forward, the vision for the future that can be influenced by market dynamics, it can be influenced by technological innovations, but you know you've got a direction because you can articulate it to your team and they can rally around it, which builds the camaraderie and builds the environment in which people can succeed and know what's expected of them.
00:37:18.385 -->
00:37:44.860And then the third part is probably accountability, I think being accountable to your mentors, being accountable to your own moral code or promises that you've made or commitments that you've made, and being accountable to the team that you're leading, because, at the end of the day, your job as a leader is to make your team successful.
00:37:44.860 -->
00:37:47.690It's not their job to make you a success.
00:37:47.690 -->
00:37:56.719It's your job to make them a success, and so you need to be able to say hey guys, I'm sorry, I messed up, I made the wrong call here.
00:37:56.719 -->
00:38:00.807Hey guys, I'm sorry, I messed up, I made the wrong call here.
00:38:00.807 -->
00:38:04.838Or I know I said I was going to do this and I fell short, and that's on me because I either over-promised or I under-delivered.
00:38:04.838 -->
00:38:18.436So I think accountability is also incredibly important for a leader, and there's probably more attributes of leadership that we can talk about, but those are the three that really come to mind right now those are strong, by the way.
00:38:19.829 -->
00:38:26.347And what's interesting is you bring guests on and you ask them that question and you start finding these common denominators.
00:38:26.347 -->
00:38:33.329Yeah, and you know one of the ones that you said is they say listen, and they don't mean just with your ears, they mean with your eyes too.
00:38:33.329 -->
00:38:38.860Pay attention, because you never know what trend you may spot ahead of somebody else.
00:38:41.288 -->
00:38:42.389And, like you said, vision.
00:38:42.389 -->
00:38:47.820I tell people all the time the one thing I've learned about leaders that I've worked with is they're visionaries.
00:38:47.820 -->
00:39:04.536And if you can't communicate things where they can see themselves as the hero of the story, if you can't communicate things where they can see how they can be part of the solution or be part of a positive outcome, it's hard for them to unpack it and understand.
00:39:04.536 -->
00:39:07.148Why am I here, why do you need me involved?
00:39:07.148 -->
00:39:13.327But if you can show them that vision and help them understand it, they want to be part of it.
00:39:13.327 -->
00:39:20.704Now, I believe it's biblical, by the way, as a matter of fact, of it.
00:39:20.724 -->
00:39:27.266Now, I believe it's biblical, by the way, as a matter of fact, in 1985, when I ran for state FFA president, I took the stage with the quote the Bible says where there is no vision, the people will perish.
00:39:27.266 -->
00:39:32.280I'm Aaron Alejandro with a vision for the Texas FFA, and that was in 1985.
00:39:32.280 -->
00:39:40.235And here we are today and we're still trying to create visions, we're still trying to find opportunities for the people that are going to follow in our footsteps.
00:39:40.235 -->
00:39:42.753And then, lastly, I love it, accountability.
00:39:42.753 -->
00:39:46.554You know there are some people that you know you got onto me.
00:39:46.554 -->
00:39:50.159Well, I got onto you because I care about you.
00:39:50.844 -->
00:40:01.275Exactly, I got onto you because I want you to have responsibility, and when I give you responsibility, I need you to know I need to hold you accountable for that, just like I hold myself accountable for that.
00:40:01.275 -->
00:40:03.666So that's excellent, steve.
00:40:03.666 -->
00:40:05.911I wrote them down.
00:40:05.911 -->
00:40:09.579Listen, vision and accountability Good stuff, thank you.
00:40:09.579 -->
00:40:16.157Well, listen, you know time flies when you're having fun, and here we are.
00:40:16.157 -->
00:40:22.050We've just about wrapped up the time that we have set aside for another episode of Growing Our Future.
00:40:22.050 -->
00:40:33.090We appreciate you taking time, steve, to come by and share with us, but you don't get out of here without the fun question, and everybody on the podcast gets a fun question.
00:40:33.090 -->
00:40:35.414So here's your fun questionve.
00:40:35.414 -->
00:40:39.099Tell me what is the best concert you've ever been to?
00:40:39.907 -->
00:40:41.471oh, gosh uh, best concert.
00:40:41.471 -->
00:40:42.715I've ever been to.
00:40:42.715 -->
00:40:45.682The most memorable concert.
00:40:45.682 -->
00:40:48.590I think it was because I was younger and a little bit more impressionable.
00:40:48.590 -->
00:40:54.465Early in college I went and saw no doubt at the electric factory in philadelphia.
00:40:54.465 -->
00:41:00.110I was living in southern New Jersey at the time, so it was only a 40-minute drive, but this was before they were big.
00:41:00.110 -->
00:41:04.514So this was a small venue, standing room only, and it was crazy.
00:41:04.514 -->
00:41:07.938It was, I mean, like nothing I've ever been to before.
00:41:07.938 -->
00:41:09.480It was insane.
00:41:09.480 -->
00:41:11.461It was like a crazy party.
00:41:11.461 -->
00:41:14.454That was the concert I've been to.
00:41:14.454 -->
00:41:20.429It maybe not have been the best musically, but, from just making memories, I went there with my cousin and some friends.
00:41:20.429 -->
00:41:21.472It was a good time.
00:41:22.293 -->
00:41:22.934Isn't that great.
00:41:22.934 -->
00:41:24.679I love it.
00:41:24.679 -->
00:41:42.389I love asking guests that question because when you look at the spectrum of guests young, old, male, female, different backgrounds, different experiences it's fun to hear what music we like, to hear the experiences that we've had.
00:41:42.389 -->
00:41:46.237And you know, I think sometimes we overcomplicate things.
00:41:46.237 -->
00:41:51.416I tell people all the time people don't change, they never have.
00:41:51.416 -->
00:41:55.728You can read the Bible and you'll find pessimists and optimists.
00:41:55.728 -->
00:41:57.931You know, you'll find sinners and saints.
00:41:57.931 -->
00:41:58.592And guess what?
00:41:58.592 -->
00:42:00.815Fast forward to 2024 and guess what?
00:42:00.815 -->
00:42:03.807You find Pessimists and optimists, sinners and saints.
00:42:03.807 -->
00:42:04.851People don't change.
00:42:04.891 -->
00:42:08.806I think individuals can change, but I don't think people change.
00:42:08.806 -->
00:42:24.800And I think sometimes we look so hard for that silver bullet when really the same thing that motivates, inspires you, is the same thing that motivates, inspires me, yep, the good song, the good movie, good book, and I, you know, family, friends, incentive.
00:42:24.800 -->
00:42:28.094And I find the same thing works with my kids, yep.
00:42:28.094 -->
00:42:33.510So I think a lot of times we we get so caught up in looking for the magic bullet but it's really not there.
00:42:33.510 -->
00:42:35.391Sometimes it's in the simplest things.
00:42:35.391 -->
00:42:37.251Yeah, off there.
00:42:37.251 -->
00:42:38.494Sometimes it's in the simplest things.
00:42:38.494 -->
00:42:45.135Let me tell you about the no Doubt concert I dated myself a little bit there, I think I know who no Doubt is.
00:42:46.056 -->
00:42:46.498Okay, good.
00:42:48.505 -->
00:42:51.632Anyway, steve, thanks so much for coming by and sharing.
00:42:51.632 -->
00:42:53.418Thanks so much for the work that you do.
00:42:53.418 -->
00:43:04.038If y'all are not familiar with Four man Furnace, I'm going to put the link in the comments, but if you want to see some of their work, go to the mytexasffaorg website.
00:43:04.038 -->
00:43:11.012Go to mytexasffaorg, click on our stories and watch four videos.
00:43:11.012 -->
00:43:13.657These are award-winning videos.
00:43:13.657 -->
00:43:16.588Go, check these videos out.
00:43:16.588 -->
00:43:29.094They were written, helped, directed by Steve, his team and some other collaborators, but they are outstanding and they have an incredible evergreen shelf life to them because of the way that y'all designed them.
00:43:29.094 -->
00:43:32.650So we appreciate that and you'll just see some of the incredible work.
00:43:32.650 -->
00:43:40.297And then, when you get to Foreman's website, you're going to see some of their incredible work, not just with the Texas FFA but with other clients.
00:43:41.505 -->
00:43:43.050Steve, thanks again for joining us.
00:43:43.050 -->
00:43:44.255Thank you, aaron.
00:43:44.255 -->
00:43:47.153For everybody else, thank you for stopping by.
00:43:47.153 -->
00:43:50.373You know time is the only thing we get to spend.
00:43:50.373 -->
00:43:53.050We can't save it, we just get to spend it.
00:43:53.050 -->
00:43:53.632And guess what?
00:43:53.632 -->
00:43:57.293You spent a little of your time with us and we want you to know that.
00:43:57.293 -->
00:43:58.315We appreciate that.
00:43:58.315 -->
00:44:09.911We appreciate again the platform where we get to share guests like Steve and their insights with all of the incredible audience that we have and we appreciate you Again.
00:44:09.911 -->
00:44:13.597Like we say in agriculture, if you want to know what the future is, grow it.
00:44:13.597 -->
00:44:16.170That means you've got to plant seeds.
00:44:16.170 -->
00:44:17.896You've got to put them in place in your life.
00:44:17.896 -->
00:44:23.547As Steve said, they're part of your brand.
00:44:23.547 -->
00:44:25.371Make sure you're planting the good stuff so you can harvest the good stuff.
00:44:25.371 -->
00:44:29.067And until our paths cross again, everybody go out and do something great for somebody.
00:44:29.067 -->
00:44:38.036You'll feel good about it and guess what, along the way, you just might make our communities a better place to live, work and raise our families.
00:44:38.036 -->
00:44:40.452Until we meet again, everybody be safe.
00:44:45.326 -->
00:44:48.896We hope you've enjoyed this episode of the Growing Our Future podcast.
00:44:48.896 -->
00:45:03.175This show is sponsored by the Texas FFA Foundation, whose mission is to strengthen agricultural science education so students can develop their potential for personal growth, career success and leadership in a global marketplace.
00:45:03.175 -->
00:45:05.510Learn more at mytexasffaorg.
