WEBVTT
1
00:00:01.040 --> 00:00:06.919
Educate, empower, enable, impact. Thank you for tuning in to
2
00:00:07.120 --> 00:00:11.359
that Will Never Work podcast, where we share inspiring information
3
00:00:11.519 --> 00:00:15.439
and personal experiences related to business and the entrepreneurial journey
4
00:00:15.599 --> 00:00:19.399
from those who are leaders in their respective field. Now
5
00:00:19.440 --> 00:00:24.199
here's your host, author and business coach Mari's.
6
00:00:25.199 --> 00:00:27.320
Thank you very much for tuning in. Today.
7
00:00:27.440 --> 00:00:30.079
We have a special guest who's going We're going to
8
00:00:30.160 --> 00:00:32.280
talk about our branding. We're also going to talk about
9
00:00:32.320 --> 00:00:36.439
just having fun in entrepreneurship. This individual, he's an entrepreneur
10
00:00:36.560 --> 00:00:41.479
and CEO of Caliq. He specializes in online brand management
11
00:00:41.520 --> 00:00:45.719
and his superhero skills his ability to influence and reshape
12
00:00:45.880 --> 00:00:50.119
Google's focus on an individual or a company. This isn't
13
00:00:50.119 --> 00:00:54.520
just optimization, it's a strategic manipulation of digital perceptions. And
14
00:00:54.560 --> 00:00:57.119
he's been working on Google since the year was incorporated,
15
00:00:57.159 --> 00:01:00.719
and he has been successfully.
16
00:00:59.439 --> 00:01:01.159
Manipulated in Google from day one.
17
00:01:01.920 --> 00:01:04.680
Literally, how many people do you know personally who can
18
00:01:04.799 --> 00:01:08.840
say and do that. I don't know anyone, how about yourself,
19
00:01:08.920 --> 00:01:12.920
especially since day one? Unless I am.
20
00:01:11.920 --> 00:01:14.439
The coder for Google, you know so?
21
00:01:14.439 --> 00:01:16.760
So I thank y'all very much for listening today and
22
00:01:16.799 --> 00:01:19.319
I present to y'all none other than Jason Bernard.
23
00:01:19.400 --> 00:01:21.000
Jason, thank you very much for coming on the show.
24
00:01:22.000 --> 00:01:25.239
It's a pleasure. Maurice, I'm delighted to be here. Thank
25
00:01:25.239 --> 00:01:25.959
you for the intrum.
26
00:01:26.439 --> 00:01:27.840
Sure, no problem, no problem.
27
00:01:27.920 --> 00:01:32.359
So we would like to talk about making entrepreneurship fund
28
00:01:32.439 --> 00:01:36.519
especially for those that are trying to jump into the waters,
29
00:01:36.560 --> 00:01:40.760
if you will, right, and it can be a little frightening.
30
00:01:40.920 --> 00:01:46.319
So so, how would you even categorize being entrepreneur even
31
00:01:46.400 --> 00:01:49.680
being fun just from the beginning, just from a a
32
00:01:49.680 --> 00:01:50.599
ground level.
33
00:01:51.879 --> 00:01:53.280
Right, Richard's lovely question.
34
00:01:53.560 --> 00:01:55.640
I don't know if I was lucky or smart, but
35
00:01:55.760 --> 00:01:58.879
I've always found it fun because I've always done things.
36
00:01:59.200 --> 00:02:02.680
I've always had comempanies that I was passionate about what
37
00:02:02.719 --> 00:02:07.040
we were doing. And I've had three different companies. The
38
00:02:07.079 --> 00:02:10.080
first one was a music publishing company because I was
39
00:02:10.080 --> 00:02:14.039
in a rock band and I created the company in
40
00:02:14.159 --> 00:02:17.479
order to release the music albums of the rock band
41
00:02:17.520 --> 00:02:22.120
and organize concerts for them. So that was fun because
42
00:02:22.120 --> 00:02:24.719
it was the aim was to release the music of
43
00:02:24.759 --> 00:02:27.960
the band and tour with the band and make a
44
00:02:28.000 --> 00:02:29.240
living as a musician.
45
00:02:29.240 --> 00:02:32.400
That was in nineteen ninety one. And the second.
46
00:02:32.080 --> 00:02:37.120
Company I created was a children's media entertainment company because
47
00:02:37.159 --> 00:02:40.439
my wife and I had created cartoon characters called Bouoa
48
00:02:40.520 --> 00:02:43.719
and Kuala, and I wanted to create a TV show
49
00:02:43.759 --> 00:02:46.960
and a website and music albums and books and plush
50
00:02:47.000 --> 00:02:51.039
toys for those characters. And so it was once again
51
00:02:51.080 --> 00:02:54.919
a vehicle for creativity and what I wanted to do.
52
00:02:55.039 --> 00:02:59.599
And then with Kni Cube, I've created a company because
53
00:02:59.639 --> 00:03:06.719
I find it endlessly engaging interesting trying to figure out
54
00:03:06.800 --> 00:03:11.599
exactly how Google understands the world and how it decides
55
00:03:11.639 --> 00:03:17.919
how to represent people like you and me, And philosophically speaking,
56
00:03:18.080 --> 00:03:23.599
it's existential. It's you know, the future of humanity depends
57
00:03:23.639 --> 00:03:27.719
on how AI understands and represents people and things, and
58
00:03:27.800 --> 00:03:30.360
we can control how it understands and represents us. So
59
00:03:30.479 --> 00:03:36.240
Google or Chat, GPT or Microsoft Being or even Apple, Facebook, Twitter,
60
00:03:36.280 --> 00:03:38.400
LinkedIn all the same. They're all trying to understand who
61
00:03:38.439 --> 00:03:40.080
we are, what we do, in which audience we serve.
62
00:03:40.919 --> 00:03:44.560
And for me, this is the most interesting intellectual game
63
00:03:44.599 --> 00:03:45.719
I could possibly think of.
64
00:03:47.000 --> 00:03:50.520
Well if you for those of you who are listening,
65
00:03:51.039 --> 00:03:55.520
the first two companies were relatively they were cousins, right
66
00:03:55.879 --> 00:03:59.719
being music entertainment. You know, the type of thing, you
67
00:03:59.759 --> 00:04:02.960
know is So was there something that you had an
68
00:04:03.039 --> 00:04:06.800
interesting overall being music? I understand you were in a band, right,
69
00:04:07.159 --> 00:04:11.360
you know, and there they're morphed into the entertainment with
70
00:04:11.400 --> 00:04:15.080
the cartoons and things like that. So was there a
71
00:04:15.240 --> 00:04:20.240
childhood love of music or entertainment, you know, whatever it.
72
00:04:20.319 --> 00:04:22.319
Was, which is lovely.
73
00:04:22.480 --> 00:04:22.560
No.
74
00:04:22.680 --> 00:04:24.759
In fact, as a child, I was very good at
75
00:04:24.759 --> 00:04:27.800
mathematics and economics, and I got a degree in economics.
76
00:04:29.480 --> 00:04:31.879
But I realized that having a job in economics or
77
00:04:31.879 --> 00:04:35.439
in mathematics would be really boring, and that every morning
78
00:04:35.439 --> 00:04:36.920
when I got up, I would be thinking, oh, I
79
00:04:36.920 --> 00:04:40.360
don't want to go to work. But if I was
80
00:04:40.360 --> 00:04:44.519
playing music, it's all fun. So I started playing music,
81
00:04:44.560 --> 00:04:47.480
became a musician, and then realized that we couldn't release
82
00:04:47.519 --> 00:04:51.079
the album because the music the record companies didn't want us.
83
00:04:51.480 --> 00:04:55.560
So I thought credit company, and once again.
84
00:04:55.439 --> 00:04:57.279
It was a vehicle for what we were doing.
85
00:04:58.399 --> 00:04:59.839
And at the end of the day, what I'm actually
86
00:04:59.839 --> 00:05:01.720
doing now is much closer to what I was doing
87
00:05:01.759 --> 00:05:05.560
as a child. But because as you point out, I
88
00:05:05.639 --> 00:05:11.319
learned to make entrepreneurship enjoyable and fun, I've approached this
89
00:05:12.839 --> 00:05:19.199
geeky mathematical economic business Cody geeky stuff funny for myself.
90
00:05:19.759 --> 00:05:22.600
So calliek in my life has come at the perfect time.
91
00:05:22.759 --> 00:05:26.000
I learned to make entrepreneurship fun and this third company
92
00:05:26.040 --> 00:05:30.199
I've created is fun, even though the topic doesn't necessarily
93
00:05:30.439 --> 00:05:30.920
look like.
94
00:05:30.879 --> 00:05:31.360
It would be.
95
00:05:31.920 --> 00:05:35.920
So so I know one thing, even though it sounds
96
00:05:35.920 --> 00:05:38.240
like it might be two different things. But I think
97
00:05:38.639 --> 00:05:40.480
music does have a little math too, it doesn't it
98
00:05:41.439 --> 00:05:46.839
good point, So you did a straight away too too far?
99
00:05:47.920 --> 00:05:51.399
No exactly. I actually interviewed a couple of people in
100
00:05:51.519 --> 00:05:51.839
s c O.
101
00:05:52.480 --> 00:05:55.279
I'm not an SEO. I'm a personal brand. I managed
102
00:05:55.319 --> 00:06:00.160
personal brands for our clients, and I come from a
103
00:06:00.279 --> 00:06:04.879
background of understanding sl So I talked to sels and
104
00:06:04.959 --> 00:06:06.800
they talked to me about their geeky stuff and I
105
00:06:07.120 --> 00:06:09.879
try and integrate it into what we're doing. And they
106
00:06:09.920 --> 00:06:12.639
were saying a lot of musicians end up being sels
107
00:06:12.720 --> 00:06:14.959
because there is that thing in music of a mixture
108
00:06:15.000 --> 00:06:20.560
of creativity and structure and mathematical formula that suits the
109
00:06:20.680 --> 00:06:24.120
musician's brain. So if you're if you're an ex musician
110
00:06:24.120 --> 00:06:26.319
and you're looking for a job, SCL is a good
111
00:06:26.319 --> 00:06:26.759
place to go.
112
00:06:27.399 --> 00:06:30.759
So so now let's let's bring in a little more
113
00:06:31.000 --> 00:06:34.519
current work, cala Que, because we went from your childhood
114
00:06:34.680 --> 00:06:38.199
again math. Now you're saying, hey, you know, I graduated
115
00:06:38.199 --> 00:06:42.720
to another part of my creativity, still in math, you know.
116
00:06:43.120 --> 00:06:45.560
Now when I work on my brain, I mean on
117
00:06:45.680 --> 00:06:50.519
my brand, you know. And now I'm trying to challenge
118
00:06:50.560 --> 00:06:53.360
Google on what my brand needs to look like.
119
00:06:54.439 --> 00:06:54.639
You know.
120
00:06:54.759 --> 00:06:58.240
So now do I need to still understand the mathematics
121
00:06:58.279 --> 00:07:01.680
of Google to some agree in order for me to
122
00:07:01.759 --> 00:07:03.800
control my brand?
123
00:07:05.040 --> 00:07:06.160
Well, that's exactly it.
124
00:07:06.959 --> 00:07:12.439
The Google algorithms are hugely complicated, I mean beyond any
125
00:07:12.519 --> 00:07:15.040
understanding that we have, and even the engineers at Google
126
00:07:15.079 --> 00:07:18.680
don't really understand how they function in detail. Because it's
127
00:07:18.720 --> 00:07:22.439
machine learning, it's artificial intelligence. So they tell the machine,
128
00:07:22.839 --> 00:07:25.920
here's some data, here's what we want, what we want
129
00:07:25.959 --> 00:07:28.160
to achieve. Here are some ideas about how you might
130
00:07:28.199 --> 00:07:30.759
go about achieving it. Here are some guardrails to stop
131
00:07:30.800 --> 00:07:32.079
you going completely nuts.
132
00:07:32.560 --> 00:07:32.759
Off.
133
00:07:32.800 --> 00:07:34.759
You go do it and show me what you can do,
134
00:07:35.000 --> 00:07:37.560
and then the machine gets on with learning it. And
135
00:07:38.680 --> 00:07:41.079
from that perspective, it's it's a black box where you
136
00:07:41.079 --> 00:07:44.920
don't know what's going inside its little brain, but you
137
00:07:45.040 --> 00:07:48.040
do know, we know a Cali cube what we put
138
00:07:48.079 --> 00:07:52.800
in and what's likely to come out. So what we
139
00:07:52.920 --> 00:07:55.279
have is a prediction of if we put this in,
140
00:07:55.720 --> 00:07:57.800
this is going to come out the other side. But
141
00:07:57.959 --> 00:08:00.800
actually how it functions to all in hands and purposes
142
00:08:00.839 --> 00:08:04.319
doesn't matter as long as our prediction is correct, and
143
00:08:04.360 --> 00:08:07.639
our predictions are ninety five percent correct, which is better
144
00:08:07.680 --> 00:08:09.759
than anybody else I can think of it in the world.
145
00:08:10.240 --> 00:08:13.279
So as we're talking about our brand, which is really
146
00:08:13.360 --> 00:08:16.240
you know, people's perception of us, you know, So how.
147
00:08:16.120 --> 00:08:17.720
Are we able to control there?
148
00:08:18.240 --> 00:08:22.560
If let's say, you know, I had something that happened
149
00:08:22.600 --> 00:08:25.560
five six years ago, you know, and people are kind
150
00:08:25.600 --> 00:08:28.720
of used to that and seeing that, how can we
151
00:08:28.759 --> 00:08:30.800
I mean, we can't erase it, So how do we
152
00:08:30.839 --> 00:08:31.439
control that?
153
00:08:32.919 --> 00:08:34.840
It's a really good point you kind of raise it.
154
00:08:35.279 --> 00:08:37.039
A lot of people kind of just think it's in
155
00:08:37.080 --> 00:08:38.799
the past, therefore it's gone, but it's not.
156
00:08:38.840 --> 00:08:42.879
It's still that history is there. Google understands history.
157
00:08:42.960 --> 00:08:46.559
Actually got an interesting piece of data today which is
158
00:08:47.080 --> 00:08:49.840
Google has a knowledge graph, which is its understanding of
159
00:08:49.879 --> 00:08:54.799
the world, and it understands millions and millions and millions
160
00:08:54.799 --> 00:08:56.600
of people who they are, what they do, which audience
161
00:08:56.600 --> 00:08:59.200
they serve, when they were born, who they work for,
162
00:09:00.320 --> 00:09:04.720
how old they are, obviously, who their partner is, who
163
00:09:04.720 --> 00:09:09.279
they've worked with, which university they went to when they died.
164
00:09:10.679 --> 00:09:14.679
Over fifty percent of the people, it understands are now
165
00:09:14.919 --> 00:09:15.799
no longer living.
166
00:09:17.159 --> 00:09:18.679
That's how heavy history is.
167
00:09:19.240 --> 00:09:21.440
So if we consider that, we're saying, Okay, you need
168
00:09:21.480 --> 00:09:24.519
to take care of your pastor you're right, how do
169
00:09:24.600 --> 00:09:27.600
we change its perceptions? And that's why I started working
170
00:09:27.679 --> 00:09:31.720
in this particular field is when I stopped the cartoon company,
171
00:09:31.840 --> 00:09:33.879
which I actually know I didn't stop it. The cartoon
172
00:09:33.919 --> 00:09:36.919
company is still going. All of my companies are still going.
173
00:09:37.360 --> 00:09:39.919
They all belong to other people except caliqu and they're
174
00:09:39.960 --> 00:09:44.080
all still profitable. I have sixty six years of profitable
175
00:09:44.200 --> 00:09:46.360
entrepreneurship under my belt with my companies.
176
00:09:49.360 --> 00:09:50.200
But that's not the point.
177
00:09:50.320 --> 00:09:54.559
The point was my ex business partner took over the
178
00:09:54.600 --> 00:09:58.679
company for the cartoons, and I realized that I needed
179
00:09:58.720 --> 00:10:02.200
to leave the blue Dog blue Dog. I played the character.
180
00:10:02.320 --> 00:10:05.519
I needed to leave him behind. But I couldn't delete him.
181
00:10:05.559 --> 00:10:07.720
I couldn't deny that I was at a blue rather
182
00:10:07.799 --> 00:10:11.720
blue Dog. What I could do is change Google's focus
183
00:10:13.080 --> 00:10:17.360
So in twenty twelve, twenty thirteen, I sat down and
184
00:10:17.399 --> 00:10:20.240
I thought, how do I change Google's perception of me
185
00:10:20.440 --> 00:10:23.159
so that it represents me to the subset of its
186
00:10:23.240 --> 00:10:25.759
users who are my audience in the way that I want,
187
00:10:26.039 --> 00:10:31.360
which is digital marketer, entrepreneur. And that kicked off this
188
00:10:31.399 --> 00:10:33.360
whole career, that kicked off Culli Cube. That kicked off
189
00:10:33.360 --> 00:10:34.879
the whole lot because I found that I could do
190
00:10:34.960 --> 00:10:37.440
it and that nobody else was doing it. Nobody else
191
00:10:37.440 --> 00:10:39.440
had actually sat down and thought about this and found
192
00:10:39.440 --> 00:10:42.039
a solution to the problem. So I found a solution
193
00:10:42.120 --> 00:10:46.039
to a fundamental problem that nobody else has been looking at,
194
00:10:46.080 --> 00:10:47.879
and as far as I know, nobody else is looking
195
00:10:47.919 --> 00:10:49.799
at today to the extent that we do.
196
00:10:50.600 --> 00:10:54.240
So I think, I know you had mentioned that you
197
00:10:54.320 --> 00:10:55.360
have over sixty.
198
00:10:55.080 --> 00:11:00.000
Six years, right, I don't want to gloss over there,
199
00:11:00.759 --> 00:11:03.240
And I'm saying that because of all the other businesses
200
00:11:03.279 --> 00:11:06.639
that you have created, you've started, you found it, you
201
00:11:06.759 --> 00:11:08.600
participated with, or whatever it is.
202
00:11:09.559 --> 00:11:12.960
You know, if someone is trying to.
203
00:11:14.519 --> 00:11:17.000
Change what the brand is or how people view them
204
00:11:17.360 --> 00:11:20.399
or how they talk about them, even just from Google,
205
00:11:20.879 --> 00:11:23.519
you know, talking about them or bringing up whatever information.
206
00:11:23.919 --> 00:11:26.360
But for you, someone like yourself who is a part
207
00:11:26.399 --> 00:11:27.879
of multiple things.
208
00:11:28.360 --> 00:11:31.559
How much heart is it for someone like yourself? You know?
209
00:11:31.759 --> 00:11:34.919
How how much you have to study? How much do
210
00:11:35.000 --> 00:11:36.919
you have to work at it? Is it twenty four
211
00:11:36.960 --> 00:11:38.240
hours a day, seven days.
212
00:11:38.080 --> 00:11:40.600
A week, you know? Or like like you know because
213
00:11:40.639 --> 00:11:41.559
of you.
214
00:11:41.519 --> 00:11:43.440
Know, I think of someone like myself who has a
215
00:11:43.480 --> 00:11:46.200
few I have a two or three, you know, and
216
00:11:46.240 --> 00:11:48.080
I've been in business for twelve years, but you're talking
217
00:11:48.080 --> 00:11:49.679
about sixty six years totally.
218
00:11:50.120 --> 00:11:50.679
That's a lot.
219
00:11:50.799 --> 00:11:53.720
So how do you really, you know, concentrate on that
220
00:11:53.919 --> 00:11:55.519
for everything that you've accomplished.
221
00:11:57.320 --> 00:11:58.360
Yeah, it's a lovely question.
222
00:11:58.679 --> 00:12:02.240
We're all multifaceted, so everybody has this problem. Everybody has
223
00:12:02.320 --> 00:12:06.279
multiple facets to who they are, but different work career
224
00:12:06.519 --> 00:12:09.759
path different things you do in life, things that you've published,
225
00:12:09.759 --> 00:12:12.799
things that you talk about. I'm a musician, I'm a
226
00:12:12.840 --> 00:12:17.399
cartoon maker and an entrepreneur and the CEO.
227
00:12:17.919 --> 00:12:20.080
I've got all these different hats and.
228
00:12:22.240 --> 00:12:26.559
Google doesn't understand which hat it should be presenting primarily,
229
00:12:27.200 --> 00:12:29.000
and it's up to me to explain to it which
230
00:12:29.080 --> 00:12:31.080
I wanted to which one I want it to show.
231
00:12:32.159 --> 00:12:34.840
So if I tell it and educate it, it will
232
00:12:34.840 --> 00:12:37.080
do what I want because it has no reason to
233
00:12:37.080 --> 00:12:44.039
do anything else. And the work is boring and it
234
00:12:44.120 --> 00:12:46.840
is quite a lot of work. But the big, big,
235
00:12:46.879 --> 00:12:51.480
big chunk of work takes about three months when we're
236
00:12:51.519 --> 00:12:56.080
serving our clients. Three months we call it understandability. Does
237
00:12:56.120 --> 00:12:57.759
the machine understand who you are, what.
238
00:12:57.720 --> 00:12:58.840
You do, which audience you serve?
239
00:12:59.279 --> 00:13:05.559
And the three months is intensive work to optimize your
240
00:13:05.600 --> 00:13:09.519
digital footprint so that it's clear and consistent and creates
241
00:13:09.559 --> 00:13:14.120
the right focus for the algorithms. And that means taking
242
00:13:14.159 --> 00:13:16.279
everything you've got online. We've got a machine that goes
243
00:13:16.320 --> 00:13:20.519
around and finds every single thing about you online. We
244
00:13:20.600 --> 00:13:23.000
then prioritize it and say we need to update that.
245
00:13:24.840 --> 00:13:29.720
We update it all, or we have you updated. Either way,
246
00:13:30.840 --> 00:13:32.600
it's a big chunk of work and it's really boring,
247
00:13:33.200 --> 00:13:37.320
but it's incredibly effective because consistency is key. If the
248
00:13:37.360 --> 00:13:40.840
machine sees consistent information across the web, it will understand.
249
00:13:41.720 --> 00:13:44.039
Then what we do is we help you to create
250
00:13:44.080 --> 00:13:49.919
a website about you where you talk about you, and
251
00:13:49.960 --> 00:13:52.080
all that website needs to do it can be two pages,
252
00:13:52.120 --> 00:13:55.159
doesn't need to be big, is say who I am,
253
00:13:55.720 --> 00:13:59.240
what I do, who I serve why and credible. Then
254
00:13:59.279 --> 00:14:01.840
we give that to good and from that website we
255
00:14:01.960 --> 00:14:05.720
point to all of the different corroborative sources that confirm
256
00:14:05.799 --> 00:14:09.600
what we're saying on our own website. Google then goes
257
00:14:09.639 --> 00:14:12.919
backwards and forwards and an infinite loop of self corroboration
258
00:14:14.000 --> 00:14:16.200
and sees that what you're saying is confirmed by the
259
00:14:16.240 --> 00:14:17.000
rest of the world.
260
00:14:17.159 --> 00:14:19.720
It then believes what you're saying.
261
00:14:20.960 --> 00:14:24.399
And trusts you for the future to give it the
262
00:14:24.440 --> 00:14:28.960
truth about yourself, so you then gain control. Simple as that.
263
00:14:29.480 --> 00:14:31.799
It's a lot of work, but it's simple in and
264
00:14:31.799 --> 00:14:32.360
of itself.
265
00:14:33.679 --> 00:14:35.919
Jason, I'm not important enough to have my own website.
266
00:14:36.440 --> 00:14:36.679
You know.
267
00:14:36.960 --> 00:14:40.399
Anybody can have a website.
268
00:14:42.399 --> 00:14:46.000
You know some of us believed that though, no, yeah, no,
269
00:14:46.080 --> 00:14:46.879
it's a great point.
270
00:14:47.000 --> 00:14:51.320
And the thing is, it isn't a website to show
271
00:14:51.360 --> 00:14:53.480
off and to be present and to get people to
272
00:14:53.480 --> 00:14:56.039
come and look at you. And it's not me being
273
00:14:56.759 --> 00:14:59.399
terribly self satisfied and happy with myself and saying look
274
00:14:59.440 --> 00:15:04.000
at me, wonderful. It's saying I need a place on
275
00:15:04.039 --> 00:15:07.519
the web that the machines can rely on for information
276
00:15:07.600 --> 00:15:11.080
about me from me, so that I can help them
277
00:15:11.080 --> 00:15:13.360
to understand so that they can then represent me the
278
00:15:13.360 --> 00:15:16.279
way that I would like. And if people come and
279
00:15:16.360 --> 00:15:20.200
visit the website, that's great because if a potential client
280
00:15:20.519 --> 00:15:22.559
or a potential partner for my business wants to know
281
00:15:22.600 --> 00:15:25.240
more about me, they come to my website, they find
282
00:15:25.240 --> 00:15:27.320
out about me, and then they can see that I
283
00:15:27.360 --> 00:15:29.679
write for Forbes, that I wrote for Search Engine Land,
284
00:15:30.320 --> 00:15:32.679
that I'm on IMDb. They see all this information which
285
00:15:32.679 --> 00:15:36.240
helps them to better understand me. So although I'm talking
286
00:15:36.279 --> 00:15:38.759
a lot about machines, at the end of the day,
287
00:15:39.360 --> 00:15:41.039
people too can benefit from that.
288
00:15:41.360 --> 00:15:42.159
And it's not.
289
00:15:44.159 --> 00:15:47.200
It's not that you're being self satisfied, and it's never
290
00:15:47.240 --> 00:15:49.399
that you're not important enough. If anybody wants to look
291
00:15:49.399 --> 00:15:51.720
at the website, you're reporting enough. It might be your mother.
292
00:15:52.399 --> 00:15:56.279
That's fine, But for the machines it's essential. Without that,
293
00:15:56.440 --> 00:16:01.039
it will never work long term. You don't have control.
294
00:16:01.480 --> 00:16:06.320
So the perspective of saying, Okay, we're going to create
295
00:16:06.360 --> 00:16:12.679
this website so that I can control how the machines perceive, understand,
296
00:16:12.720 --> 00:16:17.360
and represent me. And in addition, to help my audience,
297
00:16:17.399 --> 00:16:19.639
who really want to understand who I am before they
298
00:16:19.639 --> 00:16:22.360
do business with me, get to know me a little
299
00:16:22.360 --> 00:16:26.720
bit on my terms. I can't see anything negative or
300
00:16:26.720 --> 00:16:32.320
bad about that. I can only see positives. So yeah,
301
00:16:32.399 --> 00:16:35.519
everybody is worthy of a website.
302
00:16:35.960 --> 00:16:41.600
Now, up until now, I have just been using LinkedIn
303
00:16:41.720 --> 00:16:46.279
as my primary you know, place this in everybody, and
304
00:16:46.320 --> 00:16:49.120
it has been pretty successful for me. So why shouldn't
305
00:16:49.120 --> 00:16:52.360
I continue to use something like LinkedIn? You know, if
306
00:16:52.399 --> 00:16:55.200
I'm pointing everyone there, I'm.
307
00:16:55.000 --> 00:17:00.960
Going to be really rude. Do you own LinkedIn? I
308
00:17:01.000 --> 00:17:03.559
do not, but you would own your web your own
309
00:17:03.559 --> 00:17:09.160
website control. If LinkedIn closes your account, you've lost it.
310
00:17:11.079 --> 00:17:13.720
If LinkedIn changes its policy and changes the way it
311
00:17:13.720 --> 00:17:16.880
presents information, you've lost control of how your information is presented.
312
00:17:17.720 --> 00:17:20.559
If LinkedIn makes a huge code bug and starts putting
313
00:17:20.599 --> 00:17:23.880
somebody else's information on your page, the machines will certainly
314
00:17:23.880 --> 00:17:24.920
not understand anymore.
315
00:17:25.119 --> 00:17:26.079
You've lost it again.
316
00:17:26.920 --> 00:17:30.519
Control of the source, primary source of information about you
317
00:17:30.680 --> 00:17:34.480
is essential. If you don't own the primary source of information,
318
00:17:34.599 --> 00:17:35.640
you don't have control.
319
00:17:38.079 --> 00:17:40.400
And I think that is a key point because a
320
00:17:40.440 --> 00:17:44.920
lot of times we rely on these other platforms to
321
00:17:45.039 --> 00:17:48.200
holst our information, to gather the information, whatever it is.
322
00:17:48.240 --> 00:17:51.839
We don't always try to control the narrative in or
323
00:17:52.480 --> 00:17:56.759
we don't like celebrities quart and call. When you're trying
324
00:17:56.799 --> 00:18:00.319
to control the media or whatever it is, you know
325
00:18:00.680 --> 00:18:02.920
there's a there's a reason for the there's a purpose
326
00:18:02.960 --> 00:18:04.920
for their I think you're really touching on it.
327
00:18:04.960 --> 00:18:09.680
There. Hey, these machines, there's this algorithm. Right.
328
00:18:09.920 --> 00:18:12.440
If we're trying to build and grow, we need to
329
00:18:12.440 --> 00:18:15.759
make sure that we control the narrative to a degree.
330
00:18:16.839 --> 00:18:20.799
Absolutely, And I get what you mean about celebrities. We
331
00:18:20.880 --> 00:18:23.119
kind of think all they're controlling what's coming out about them.
332
00:18:23.200 --> 00:18:27.880
That's not good. Academics. It's a similar problem actors. It's
333
00:18:27.920 --> 00:18:31.440
a similar problem that perception of their audience is not
334
00:18:31.559 --> 00:18:35.839
the perception of your business audience. So if you're trying
335
00:18:35.880 --> 00:18:38.680
to do business with somebody that actually doesn't matter. You
336
00:18:38.720 --> 00:18:40.519
know that nobody's going to come in. Think at oh,
337
00:18:40.599 --> 00:18:43.559
they're trying to control their brand narrative. Because you're not
338
00:18:43.599 --> 00:18:45.480
a superstar. So the fact that you feel that you're
339
00:18:45.480 --> 00:18:47.759
not worthy of a website is actually a positive signal
340
00:18:48.279 --> 00:18:51.200
of saying that means I can actually control this explicitly,
341
00:18:51.240 --> 00:18:52.880
and I don't need to be ashamed of that because
342
00:18:52.880 --> 00:18:57.359
nobody cares. Whereas if you were famous, people would start
343
00:18:57.359 --> 00:19:00.119
to care a which case in which case story the
344
00:19:00.160 --> 00:19:04.359
problem becomes slightly different from our perspective not being seen
345
00:19:05.039 --> 00:19:07.920
to look after and to manage your brand narrative online
346
00:19:08.359 --> 00:19:12.039
is you know something we can do as well, But
347
00:19:12.119 --> 00:19:14.880
I prefer the idea of saying, Okay, let's be upfront
348
00:19:14.880 --> 00:19:17.640
about it. We're managing this, and we're managing it for
349
00:19:17.680 --> 00:19:20.480
a reason. We're managing it because we want to do
350
00:19:20.559 --> 00:19:24.519
business right right. And that brings me to the next point,
351
00:19:24.559 --> 00:19:30.119
which is, we want to manage our the representation of
352
00:19:30.240 --> 00:19:33.160
our personal brand to our audience when they're visiting our
353
00:19:33.200 --> 00:19:36.039
website or our LinkedIn or our Twitter, because they're people
354
00:19:36.079 --> 00:19:39.480
we want to do business with. We want the machines
355
00:19:39.519 --> 00:19:42.440
to understand who we are, what we do, which audience
356
00:19:42.480 --> 00:19:46.759
we serve, because we want them to represent us to
357
00:19:46.839 --> 00:19:49.640
the subset of their users who are our audience. So
358
00:19:49.680 --> 00:19:52.559
the machine is actually just an interface between people and people,
359
00:19:53.759 --> 00:19:55.839
and I'm just asking the machine to connect me to
360
00:19:55.880 --> 00:19:58.480
the right people and recommend me to the right people
361
00:19:58.519 --> 00:20:03.079
when they're searching or research searching through chat GPT for example. Right, right,
362
00:20:03.559 --> 00:20:05.359
So if you don't look at the machine as the
363
00:20:05.960 --> 00:20:08.039
end goal, you look at the people on the who
364
00:20:08.039 --> 00:20:11.319
are using the machine as the end goal. Once again,
365
00:20:11.359 --> 00:20:13.839
we're just saying I want to be represented accurately to
366
00:20:13.880 --> 00:20:18.039
my audience. Nothing wrong with that, Everything good about it.
367
00:20:18.079 --> 00:20:19.160
If you're trying to do business.
368
00:20:20.359 --> 00:20:22.240
Wow, we can go down a rabbit hole with this.
369
00:20:23.640 --> 00:20:25.720
I've gone down a ten year, a twelve year now
370
00:20:25.799 --> 00:20:28.079
rabbit hole of I thought I would do it for
371
00:20:28.119 --> 00:20:30.839
a few months. Honestly, I thought I'll just change Google's
372
00:20:30.839 --> 00:20:33.319
perception of me from the blue dog in the cartoon
373
00:20:33.839 --> 00:20:38.799
to entrepreneur, businessman, digital marketer. Twelve years later, you know,
374
00:20:38.920 --> 00:20:41.000
the rabbit hole is deeper and deeper, and I don't
375
00:20:41.000 --> 00:20:41.720
see the bottom.
376
00:20:43.400 --> 00:20:46.039
Jesus. Bit. I appreciate you coming on this show, you know,
377
00:20:46.200 --> 00:20:47.759
so before I let you go, I.
378
00:20:47.720 --> 00:20:54.200
Mean, the people need tips, they need ideas or whatever
379
00:20:54.240 --> 00:20:56.720
it is. And you have a newsletter that you offer
380
00:20:56.759 --> 00:20:59.319
for people to you know, glean from. So can you
381
00:20:59.359 --> 00:21:00.759
please sorry about about the newsletter?
382
00:21:02.039 --> 00:21:02.240
Yeah.
383
00:21:02.359 --> 00:21:06.000
The idea of the newsletter is basically, how do you
384
00:21:06.160 --> 00:21:10.000
use these machines to reach a bigger audience? So how
385
00:21:10.039 --> 00:21:12.200
do you manage your brand, narrative and the way the
386
00:21:12.279 --> 00:21:14.920
machines understand and represent you so that you can reach
387
00:21:15.000 --> 00:21:19.400
the audience who want to do business with you. And
388
00:21:19.680 --> 00:21:21.480
the newsletter is just full of tips and tricks of
389
00:21:21.519 --> 00:21:23.759
I answer to it, both for your company and for yourself.
390
00:21:24.279 --> 00:21:24.680
Now, as a.
391
00:21:24.680 --> 00:21:29.000
Company, we work on the personal brand of CEOs and
392
00:21:29.039 --> 00:21:31.880
founders of corporations who have been in existence for a
393
00:21:31.960 --> 00:21:36.119
few years. That's where we make our money. But the system,
394
00:21:36.240 --> 00:21:38.319
the caliqub process that we use, can work for the
395
00:21:38.400 --> 00:21:42.039
company and any person. At which point we're giving all
396
00:21:42.079 --> 00:21:45.920
this information away for free because it's important and that's
397
00:21:45.920 --> 00:21:48.119
where I come from. I want to educate and help people.
398
00:21:48.559 --> 00:21:50.920
I did the cartoons because I wanted to educate children,
399
00:21:51.079 --> 00:21:54.880
entertain them, and help them learn about a complicated world.
400
00:21:54.920 --> 00:21:56.799
It's out there and that's where cali Cube is coming from.
401
00:21:56.839 --> 00:21:57.160
Today.
402
00:21:58.079 --> 00:22:00.559
So calicube dot com KA L I, c U b
403
00:22:00.720 --> 00:22:03.880
e dot com slash Newsletter. We'll get you to the
404
00:22:04.000 --> 00:22:07.319
newsletter where you'll receive regular emails about how to manage
405
00:22:07.319 --> 00:22:09.559
your personal brand, but also how to manage your corporate brand.
406
00:22:10.400 --> 00:22:13.960
And if you want the quick solution cliq dot com
407
00:22:14.079 --> 00:22:16.039
k A L I, c U b e dot com
408
00:22:16.119 --> 00:22:20.319
Slash Guides g U I d E S, you can
409
00:22:20.400 --> 00:22:26.319
download sixty page pdf guides to how to control your
410
00:22:26.359 --> 00:22:28.960
personal brand, how to control your your corporate brand, how
411
00:22:29.000 --> 00:22:31.680
to build your personal brand, how to build your corporate brand,
412
00:22:31.920 --> 00:22:36.079
how to face up to this world of AI that's
413
00:22:36.119 --> 00:22:40.880
scary but very very very much manageable and an opportunity,
414
00:22:41.480 --> 00:22:44.599
a huge opportunity for people who sees it. And all
415
00:22:44.640 --> 00:22:48.720
of that's free because we know that it's important and
416
00:22:48.839 --> 00:22:53.240
we know that this is a universal, universal, universally applicable
417
00:22:53.680 --> 00:22:55.759
solution to a huge problem.
418
00:22:56.079 --> 00:22:58.759
Yeah it is. So, you know, Jason, I thank you
419
00:22:58.920 --> 00:23:01.359
very much for coming on. Just you know, I guess
420
00:23:01.480 --> 00:23:03.640
kind of humanizing.
421
00:23:03.000 --> 00:23:05.400
Google a little bit because I know that we can't,
422
00:23:05.640 --> 00:23:07.720
you know, we can manipulate it a little bit.
423
00:23:08.519 --> 00:23:12.039
Yeah, humanizing it. If you can see here that's Google bot.
424
00:23:12.240 --> 00:23:14.480
So it's Google's robot as a child.
425
00:23:14.799 --> 00:23:15.079
Okay.
426
00:23:16.079 --> 00:23:19.200
So the conclusion of this is Google is a child.
427
00:23:20.640 --> 00:23:23.079
You can educate that child to understand who you are,
428
00:23:23.119 --> 00:23:25.519
what you do, which audience you serve, and teach it
429
00:23:26.039 --> 00:23:30.119
to represent you the way you want and the practical
430
00:23:30.200 --> 00:23:32.759
thing you need to do build yourself a very simple
431
00:23:32.839 --> 00:23:37.200
one page, two page website. Stay clearly who you are,
432
00:23:37.279 --> 00:23:39.400
what you do, which audience you serve, why you're credible.
433
00:23:41.039 --> 00:23:43.960
Link out to all of the coroberative sources that say
434
00:23:44.000 --> 00:23:46.799
the same thing about you, and make sure they do
435
00:23:47.000 --> 00:23:49.279
say the same thing about you, so you correct them all.
436
00:23:49.839 --> 00:23:51.519
And at that point the child will learn.
437
00:23:51.559 --> 00:23:52.279
It will learn by.
438
00:23:52.240 --> 00:23:54.440
Repetition, and it will learn to trust you.
439
00:23:54.880 --> 00:23:57.599
You've got control, and moving forward, you can seize the
440
00:23:57.720 --> 00:24:01.319
opportunity that AI represents for us all because if you're
441
00:24:01.359 --> 00:24:03.880
in the head of the rest of the field, your competitors,
442
00:24:04.160 --> 00:24:06.480
you're gonna win that game because you control.
443
00:24:07.519 --> 00:24:10.240
Wow. Thank you man, I appreciate it. I appreciate you
444
00:24:10.359 --> 00:24:10.680
coming on.
445
00:24:11.839 --> 00:24:14.839
I like the way you keep saying, Wow, it's delightful.
446
00:24:14.839 --> 00:24:16.240
Because it is. Because it is.
447
00:24:16.960 --> 00:24:19.839
It brings it down to a place where for those
448
00:24:19.880 --> 00:24:24.960
of us who are intimidated by this, you know, because
449
00:24:25.000 --> 00:24:27.119
it's yes, even though it sounds like a lot of work,
450
00:24:27.359 --> 00:24:31.279
but and we're also intimidated by it. But the way
451
00:24:32.160 --> 00:24:35.079
the way I take it, this is just Maurice taking
452
00:24:35.160 --> 00:24:38.119
it all right, let me take my time understand first
453
00:24:38.759 --> 00:24:43.400
what I need the image or the message to be
454
00:24:43.480 --> 00:24:46.799
about me. First, Yeah, take my time on that. And
455
00:24:46.920 --> 00:24:49.960
then now because again for who I am, all right,
456
00:24:50.000 --> 00:24:51.720
do I need to put make sure the message is
457
00:24:51.839 --> 00:24:56.279
on LinkedIn, Facebook, Instagram, Twitter, you know, Pinterest, but is
458
00:24:56.319 --> 00:24:58.519
that just a copy and paste across the board, like
459
00:24:58.599 --> 00:25:00.640
you know. So I'm just thinking for myself of how
460
00:25:00.759 --> 00:25:03.480
simple it can be for those listeners that are out there.
461
00:25:03.680 --> 00:25:05.440
It doesn't have to be all long and drawn out.
462
00:25:05.519 --> 00:25:07.599
It just takes time to go into each account and
463
00:25:07.640 --> 00:25:08.519
all that type of stuff.
464
00:25:09.359 --> 00:25:11.000
And you're one hundred percent right.
465
00:25:11.039 --> 00:25:13.000
You need to clearly define what it is you want
466
00:25:13.039 --> 00:25:15.680
to communicate before you start changing things, and if you
467
00:25:15.759 --> 00:25:19.440
do that then it becomes relatively easy. You also need
468
00:25:19.519 --> 00:25:22.279
to define the key points about you. Jason Barnard is
469
00:25:22.319 --> 00:25:25.640
an entrepreneurs A sentence you will see on every single platform.
470
00:25:26.440 --> 00:25:28.119
But if you go to LinkedIn, you won't see the
471
00:25:28.119 --> 00:25:29.720
blue dog and the yellow koala. If you go to
472
00:25:29.799 --> 00:25:33.039
Twitter you will right right. So it's also a question
473
00:25:33.119 --> 00:25:36.839
of consistent information that builds the foundational understanding and the
474
00:25:36.960 --> 00:25:40.440
focus point and the rest can be your different facets
475
00:25:40.519 --> 00:25:43.319
depending on the audience on a particular platform, so it
476
00:25:43.440 --> 00:25:46.559
is flexible, but the machine will see that same information.
477
00:25:46.680 --> 00:25:49.880
Jason Barnard is an entrepreneur, an author, and a keynote speaker,
478
00:25:49.920 --> 00:25:53.119
and the CEO of canny Cube absolutely everywhere, so it
479
00:25:53.319 --> 00:25:55.400
knows that's the focus, simple as that.
480
00:25:56.559 --> 00:26:00.960
And what's funny is there there was one sentence maybe two.
481
00:26:04.680 --> 00:26:08.559
It was now very deep, no one und Yeah, I
482
00:26:08.599 --> 00:26:09.319
mean and the.
483
00:26:11.200 --> 00:26:13.200
Repeatable or the stuff you need to repeat is that
484
00:26:13.400 --> 00:26:16.240
very simple part and then build around it.
485
00:26:18.440 --> 00:26:19.200
I think that the.
486
00:26:20.880 --> 00:26:25.240
People are afraid of repeating themselves. But then if you
487
00:26:25.359 --> 00:26:28.359
are primarily in my case, an entrepreneur and an author
488
00:26:29.000 --> 00:26:32.400
and the CEO of cate Cube, that's what I want
489
00:26:32.400 --> 00:26:35.200
people to understand about me today. And if they want
490
00:26:35.240 --> 00:26:36.960
to dig deeper, they can dig deeper. They can find
491
00:26:37.000 --> 00:26:39.240
the musician, they can find the blue dog, they can
492
00:26:39.319 --> 00:26:43.920
find all sorts of things about me, but primarily especially
493
00:26:43.960 --> 00:26:45.640
in business. And if we come back to that topic,
494
00:26:45.799 --> 00:26:47.880
I want to do business. I want people to know
495
00:26:48.039 --> 00:26:50.799
that I can help them with their personal brand. So
496
00:26:50.920 --> 00:26:55.799
I need to communicate but exactly what it is in
497
00:26:55.839 --> 00:26:59.440
the first instance that I'm trustable, which is the entrepreneur part. Secondly,
498
00:26:59.519 --> 00:27:01.480
I can help so when they come to my website,
499
00:27:01.519 --> 00:27:04.480
first thing it says is I help business leaders go
500
00:27:04.640 --> 00:27:08.200
from being one of many to the one amongst many,
501
00:27:08.960 --> 00:27:12.720
build their personal brand and find more clients, more business
502
00:27:13.039 --> 00:27:17.480
build their personal brand as a business attribute for their corporation.
503
00:27:18.039 --> 00:27:20.759
Nice nice, well, Jesus, thank you very much for coming
504
00:27:20.799 --> 00:27:21.240
on the show.
505
00:27:21.279 --> 00:27:23.119
But before I let you go, I gotta ask you
506
00:27:23.200 --> 00:27:26.839
a world famous question I ask everybody now.
507
00:27:26.720 --> 00:27:27.720
Would you rather question?
508
00:27:28.799 --> 00:27:29.680
Would you rather write?
509
00:27:30.240 --> 00:27:32.640
Would you rather choose three doors or a fork in
510
00:27:32.680 --> 00:27:33.000
the road.
511
00:27:34.759 --> 00:27:34.960
Oh?
512
00:27:37.839 --> 00:27:39.880
I think I'd rather choose a fork in the road
513
00:27:40.839 --> 00:27:44.039
because I have some level of visibility over what's coming
514
00:27:44.240 --> 00:27:49.240
over the next hill. So in terms of my life decisions,
515
00:27:49.279 --> 00:27:51.400
I prefer the fork in the road. And I like
516
00:27:51.480 --> 00:27:53.559
the idea of paths, which is, you know, I went
517
00:27:53.640 --> 00:27:55.880
down the path of creating Caliqub rather than the path
518
00:27:55.960 --> 00:27:58.839
of doing a different company for sel or something like that.
519
00:28:00.359 --> 00:28:02.599
But if I was in my personal life, which I
520
00:28:02.640 --> 00:28:05.920
think is different to my business life, I like the
521
00:28:06.039 --> 00:28:09.000
idea of the doors because I like a surprise, but.
522
00:28:09.079 --> 00:28:09.759
Not in business.
523
00:28:10.799 --> 00:28:14.160
Ah, you're the first one that broke it down like that.
524
00:28:14.640 --> 00:28:17.920
No one else has has broken down personal versus business
525
00:28:18.519 --> 00:28:20.200
to two other sides of the brain.
526
00:28:21.119 --> 00:28:21.319
Yeah.
527
00:28:21.839 --> 00:28:25.039
No, It's something I've learned is my personal life and
528
00:28:25.079 --> 00:28:27.119
my business life has got nothing to do with each other.
529
00:28:27.200 --> 00:28:28.359
And obviously I'm the same.
530
00:28:28.200 --> 00:28:31.160
Person but walking the road for the business, doors, for
531
00:28:31.960 --> 00:28:34.359
for the for the personal life. Because for the doors,
532
00:28:34.519 --> 00:28:36.839
I can imagine myself standing in front with my family
533
00:28:37.319 --> 00:28:40.799
having a game, right, Whereas the talk in the road,
534
00:28:41.079 --> 00:28:42.720
I want to know what's going to be happening because
535
00:28:42.720 --> 00:28:45.559
I don't want to mess it up because other people
536
00:28:45.640 --> 00:28:48.839
in my company depend on the company for their for
537
00:28:48.960 --> 00:28:52.599
their for their income, their personal life. And I don't
538
00:28:52.640 --> 00:28:54.400
have the right to just say, oh, I'll have fun
539
00:28:54.440 --> 00:28:56.680
opening a door and seeing what happens. I have to
540
00:28:56.960 --> 00:28:58.599
I have to be able to see I have some
541
00:28:58.759 --> 00:29:00.599
visibility in the road ahead, right.
542
00:29:01.240 --> 00:29:01.720
I like that.
543
00:29:02.079 --> 00:29:03.559
I didn't know what that question was going to be,
544
00:29:03.680 --> 00:29:04.000
and it was.
545
00:29:06.039 --> 00:29:06.519
No, no.
546
00:29:06.799 --> 00:29:08.160
But you know, but I thank you very much for
547
00:29:08.279 --> 00:29:10.400
playing along with it. I appreciate it, and that's a
548
00:29:10.440 --> 00:29:10.920
great point.
549
00:29:11.400 --> 00:29:13.960
I like that. I like that answer, So thank you
550
00:29:14.039 --> 00:29:14.759
very much for coming on.
551
00:29:16.000 --> 00:29:20.039
Thank you very much, Maurice, thank you, thank you very much.
552
00:29:20.799 --> 00:29:23.640
And I'm going to continue to practice on that. But
553
00:29:23.720 --> 00:29:26.400
you know, thank y'all for listening to that Whenever Word podcast.
554
00:29:26.519 --> 00:29:29.559
Of course, all the information that was mentioned today CALIQ,
555
00:29:29.759 --> 00:29:31.799
the newsletter, of course that would be in the show notes.
556
00:29:32.160 --> 00:29:34.359
I thank you for listening and I will talk to
557
00:29:34.400 --> 00:29:35.079
you a little later.
558
00:29:37.799 --> 00:29:40.920
Thanks for listening. Find us on social media at Chisholm
559
00:29:41.039 --> 00:29:45.079
Group LLC and check back weekly for new episodes until
560
00:29:45.200 --> 00:29:48.640
next time. That will never work, or will it
1
00:00:01.040 --> 00:00:06.919
Educate, empower, enable, impact. Thank you for tuning in to
2
00:00:07.120 --> 00:00:11.359
that Will Never Work podcast, where we share inspiring information
3
00:00:11.519 --> 00:00:15.439
and personal experiences related to business and the entrepreneurial journey
4
00:00:15.599 --> 00:00:19.399
from those who are leaders in their respective field. Now
5
00:00:19.440 --> 00:00:24.199
here's your host, author and business coach Mari's.
6
00:00:25.199 --> 00:00:27.320
Thank you very much for tuning in. Today.
7
00:00:27.440 --> 00:00:30.079
We have a special guest who's going We're going to
8
00:00:30.160 --> 00:00:32.280
talk about our branding. We're also going to talk about
9
00:00:32.320 --> 00:00:36.439
just having fun in entrepreneurship. This individual, he's an entrepreneur
10
00:00:36.560 --> 00:00:41.479
and CEO of Caliq. He specializes in online brand management
11
00:00:41.520 --> 00:00:45.719
and his superhero skills his ability to influence and reshape
12
00:00:45.880 --> 00:00:50.119
Google's focus on an individual or a company. This isn't
13
00:00:50.119 --> 00:00:54.520
just optimization, it's a strategic manipulation of digital perceptions. And
14
00:00:54.560 --> 00:00:57.119
he's been working on Google since the year was incorporated,
15
00:00:57.159 --> 00:01:00.719
and he has been successfully.
16
00:00:59.439 --> 00:01:01.159
Manipulated in Google from day one.
17
00:01:01.920 --> 00:01:04.680
Literally, how many people do you know personally who can
18
00:01:04.799 --> 00:01:08.840
say and do that. I don't know anyone, how about yourself,
19
00:01:08.920 --> 00:01:12.920
especially since day one? Unless I am.
20
00:01:11.920 --> 00:01:14.439
The coder for Google, you know so?
21
00:01:14.439 --> 00:01:16.760
So I thank y'all very much for listening today and
22
00:01:16.799 --> 00:01:19.319
I present to y'all none other than Jason Bernard.
23
00:01:19.400 --> 00:01:21.000
Jason, thank you very much for coming on the show.
24
00:01:22.000 --> 00:01:25.239
It's a pleasure. Maurice, I'm delighted to be here. Thank
25
00:01:25.239 --> 00:01:25.959
you for the intrum.
26
00:01:26.439 --> 00:01:27.840
Sure, no problem, no problem.
27
00:01:27.920 --> 00:01:32.359
So we would like to talk about making entrepreneurship fund
28
00:01:32.439 --> 00:01:36.519
especially for those that are trying to jump into the waters,
29
00:01:36.560 --> 00:01:40.760
if you will, right, and it can be a little frightening.
30
00:01:40.920 --> 00:01:46.319
So so, how would you even categorize being entrepreneur even
31
00:01:46.400 --> 00:01:49.680
being fun just from the beginning, just from a a
32
00:01:49.680 --> 00:01:50.599
ground level.
33
00:01:51.879 --> 00:01:53.280
Right, Richard's lovely question.
34
00:01:53.560 --> 00:01:55.640
I don't know if I was lucky or smart, but
35
00:01:55.760 --> 00:01:58.879
I've always found it fun because I've always done things.
36
00:01:59.200 --> 00:02:02.680
I've always had comempanies that I was passionate about what
37
00:02:02.719 --> 00:02:07.040
we were doing. And I've had three different companies. The
38
00:02:07.079 --> 00:02:10.080
first one was a music publishing company because I was
39
00:02:10.080 --> 00:02:14.039
in a rock band and I created the company in
40
00:02:14.159 --> 00:02:17.479
order to release the music albums of the rock band
41
00:02:17.520 --> 00:02:22.120
and organize concerts for them. So that was fun because
42
00:02:22.120 --> 00:02:24.719
it was the aim was to release the music of
43
00:02:24.759 --> 00:02:27.960
the band and tour with the band and make a
44
00:02:28.000 --> 00:02:29.240
living as a musician.
45
00:02:29.240 --> 00:02:32.400
That was in nineteen ninety one. And the second.
46
00:02:32.080 --> 00:02:37.120
Company I created was a children's media entertainment company because
47
00:02:37.159 --> 00:02:40.439
my wife and I had created cartoon characters called Bouoa
48
00:02:40.520 --> 00:02:43.719
and Kuala, and I wanted to create a TV show
49
00:02:43.759 --> 00:02:46.960
and a website and music albums and books and plush
50
00:02:47.000 --> 00:02:51.039
toys for those characters. And so it was once again
51
00:02:51.080 --> 00:02:54.919
a vehicle for creativity and what I wanted to do.
52
00:02:55.039 --> 00:02:59.599
And then with Kni Cube, I've created a company because
53
00:02:59.639 --> 00:03:06.719
I find it endlessly engaging interesting trying to figure out
54
00:03:06.800 --> 00:03:11.599
exactly how Google understands the world and how it decides
55
00:03:11.639 --> 00:03:17.919
how to represent people like you and me, And philosophically speaking,
56
00:03:18.080 --> 00:03:23.599
it's existential. It's you know, the future of humanity depends
57
00:03:23.639 --> 00:03:27.719
on how AI understands and represents people and things, and
58
00:03:27.800 --> 00:03:30.360
we can control how it understands and represents us. So
59
00:03:30.479 --> 00:03:36.240
Google or Chat, GPT or Microsoft Being or even Apple, Facebook, Twitter,
60
00:03:36.280 --> 00:03:38.400
LinkedIn all the same. They're all trying to understand who
61
00:03:38.439 --> 00:03:40.080
we are, what we do, in which audience we serve.
62
00:03:40.919 --> 00:03:44.560
And for me, this is the most interesting intellectual game
63
00:03:44.599 --> 00:03:45.719
I could possibly think of.
64
00:03:47.000 --> 00:03:50.520
Well if you for those of you who are listening,
65
00:03:51.039 --> 00:03:55.520
the first two companies were relatively they were cousins, right
66
00:03:55.879 --> 00:03:59.719
being music entertainment. You know, the type of thing, you
67
00:03:59.759 --> 00:04:02.960
know is So was there something that you had an
68
00:04:03.039 --> 00:04:06.800
interesting overall being music? I understand you were in a band, right,
69
00:04:07.159 --> 00:04:11.360
you know, and there they're morphed into the entertainment with
70
00:04:11.400 --> 00:04:15.080
the cartoons and things like that. So was there a
71
00:04:15.240 --> 00:04:20.240
childhood love of music or entertainment, you know, whatever it.
72
00:04:20.319 --> 00:04:22.319
Was, which is lovely.
73
00:04:22.480 --> 00:04:22.560
No.
74
00:04:22.680 --> 00:04:24.759
In fact, as a child, I was very good at
75
00:04:24.759 --> 00:04:27.800
mathematics and economics, and I got a degree in economics.
76
00:04:29.480 --> 00:04:31.879
But I realized that having a job in economics or
77
00:04:31.879 --> 00:04:35.439
in mathematics would be really boring, and that every morning
78
00:04:35.439 --> 00:04:36.920
when I got up, I would be thinking, oh, I
79
00:04:36.920 --> 00:04:40.360
don't want to go to work. But if I was
80
00:04:40.360 --> 00:04:44.519
playing music, it's all fun. So I started playing music,
81
00:04:44.560 --> 00:04:47.480
became a musician, and then realized that we couldn't release
82
00:04:47.519 --> 00:04:51.079
the album because the music the record companies didn't want us.
83
00:04:51.480 --> 00:04:55.560
So I thought credit company, and once again.
84
00:04:55.439 --> 00:04:57.279
It was a vehicle for what we were doing.
85
00:04:58.399 --> 00:04:59.839
And at the end of the day, what I'm actually
86
00:04:59.839 --> 00:05:01.720
doing now is much closer to what I was doing
87
00:05:01.759 --> 00:05:05.560
as a child. But because as you point out, I
88
00:05:05.639 --> 00:05:11.319
learned to make entrepreneurship enjoyable and fun, I've approached this
89
00:05:12.839 --> 00:05:19.199
geeky mathematical economic business Cody geeky stuff funny for myself.
90
00:05:19.759 --> 00:05:22.600
So calliek in my life has come at the perfect time.
91
00:05:22.759 --> 00:05:26.000
I learned to make entrepreneurship fun and this third company
92
00:05:26.040 --> 00:05:30.199
I've created is fun, even though the topic doesn't necessarily
93
00:05:30.439 --> 00:05:30.920
look like.
94
00:05:30.879 --> 00:05:31.360
It would be.
95
00:05:31.920 --> 00:05:35.920
So so I know one thing, even though it sounds
96
00:05:35.920 --> 00:05:38.240
like it might be two different things. But I think
97
00:05:38.639 --> 00:05:40.480
music does have a little math too, it doesn't it
98
00:05:41.439 --> 00:05:46.839
good point, So you did a straight away too too far?
99
00:05:47.920 --> 00:05:51.399
No exactly. I actually interviewed a couple of people in
100
00:05:51.519 --> 00:05:51.839
s c O.
101
00:05:52.480 --> 00:05:55.279
I'm not an SEO. I'm a personal brand. I managed
102
00:05:55.319 --> 00:06:00.160
personal brands for our clients, and I come from a
103
00:06:00.279 --> 00:06:04.879
background of understanding sl So I talked to sels and
104
00:06:04.959 --> 00:06:06.800
they talked to me about their geeky stuff and I
105
00:06:07.120 --> 00:06:09.879
try and integrate it into what we're doing. And they
106
00:06:09.920 --> 00:06:12.639
were saying a lot of musicians end up being sels
107
00:06:12.720 --> 00:06:14.959
because there is that thing in music of a mixture
108
00:06:15.000 --> 00:06:20.560
of creativity and structure and mathematical formula that suits the
109
00:06:20.680 --> 00:06:24.120
musician's brain. So if you're if you're an ex musician
110
00:06:24.120 --> 00:06:26.319
and you're looking for a job, SCL is a good
111
00:06:26.319 --> 00:06:26.759
place to go.
112
00:06:27.399 --> 00:06:30.759
So so now let's let's bring in a little more
113
00:06:31.000 --> 00:06:34.519
current work, cala Que, because we went from your childhood
114
00:06:34.680 --> 00:06:38.199
again math. Now you're saying, hey, you know, I graduated
115
00:06:38.199 --> 00:06:42.720
to another part of my creativity, still in math, you know.
116
00:06:43.120 --> 00:06:45.560
Now when I work on my brain, I mean on
117
00:06:45.680 --> 00:06:50.519
my brand, you know. And now I'm trying to challenge
118
00:06:50.560 --> 00:06:53.360
Google on what my brand needs to look like.
119
00:06:54.439 --> 00:06:54.639
You know.
120
00:06:54.759 --> 00:06:58.240
So now do I need to still understand the mathematics
121
00:06:58.279 --> 00:07:01.680
of Google to some agree in order for me to
122
00:07:01.759 --> 00:07:03.800
control my brand?
123
00:07:05.040 --> 00:07:06.160
Well, that's exactly it.
124
00:07:06.959 --> 00:07:12.439
The Google algorithms are hugely complicated, I mean beyond any
125
00:07:12.519 --> 00:07:15.040
understanding that we have, and even the engineers at Google
126
00:07:15.079 --> 00:07:18.680
don't really understand how they function in detail. Because it's
127
00:07:18.720 --> 00:07:22.439
machine learning, it's artificial intelligence. So they tell the machine,
128
00:07:22.839 --> 00:07:25.920
here's some data, here's what we want, what we want
129
00:07:25.959 --> 00:07:28.160
to achieve. Here are some ideas about how you might
130
00:07:28.199 --> 00:07:30.759
go about achieving it. Here are some guardrails to stop
131
00:07:30.800 --> 00:07:32.079
you going completely nuts.
132
00:07:32.560 --> 00:07:32.759
Off.
133
00:07:32.800 --> 00:07:34.759
You go do it and show me what you can do,
134
00:07:35.000 --> 00:07:37.560
and then the machine gets on with learning it. And
135
00:07:38.680 --> 00:07:41.079
from that perspective, it's it's a black box where you
136
00:07:41.079 --> 00:07:44.920
don't know what's going inside its little brain, but you
137
00:07:45.040 --> 00:07:48.040
do know, we know a Cali cube what we put
138
00:07:48.079 --> 00:07:52.800
in and what's likely to come out. So what we
139
00:07:52.920 --> 00:07:55.279
have is a prediction of if we put this in,
140
00:07:55.720 --> 00:07:57.800
this is going to come out the other side. But
141
00:07:57.959 --> 00:08:00.800
actually how it functions to all in hands and purposes
142
00:08:00.839 --> 00:08:04.319
doesn't matter as long as our prediction is correct, and
143
00:08:04.360 --> 00:08:07.639
our predictions are ninety five percent correct, which is better
144
00:08:07.680 --> 00:08:09.759
than anybody else I can think of it in the world.
145
00:08:10.240 --> 00:08:13.279
So as we're talking about our brand, which is really
146
00:08:13.360 --> 00:08:16.240
you know, people's perception of us, you know, So how.
147
00:08:16.120 --> 00:08:17.720
Are we able to control there?
148
00:08:18.240 --> 00:08:22.560
If let's say, you know, I had something that happened
149
00:08:22.600 --> 00:08:25.560
five six years ago, you know, and people are kind
150
00:08:25.600 --> 00:08:28.720
of used to that and seeing that, how can we
151
00:08:28.759 --> 00:08:30.800
I mean, we can't erase it, So how do we
152
00:08:30.839 --> 00:08:31.439
control that?
153
00:08:32.919 --> 00:08:34.840
It's a really good point you kind of raise it.
154
00:08:35.279 --> 00:08:37.039
A lot of people kind of just think it's in
155
00:08:37.080 --> 00:08:38.799
the past, therefore it's gone, but it's not.
156
00:08:38.840 --> 00:08:42.879
It's still that history is there. Google understands history.
157
00:08:42.960 --> 00:08:46.559
Actually got an interesting piece of data today which is
158
00:08:47.080 --> 00:08:49.840
Google has a knowledge graph, which is its understanding of
159
00:08:49.879 --> 00:08:54.799
the world, and it understands millions and millions and millions
160
00:08:54.799 --> 00:08:56.600
of people who they are, what they do, which audience
161
00:08:56.600 --> 00:08:59.200
they serve, when they were born, who they work for,
162
00:09:00.320 --> 00:09:04.720
how old they are, obviously, who their partner is, who
163
00:09:04.720 --> 00:09:09.279
they've worked with, which university they went to when they died.
164
00:09:10.679 --> 00:09:14.679
Over fifty percent of the people, it understands are now
165
00:09:14.919 --> 00:09:15.799
no longer living.
166
00:09:17.159 --> 00:09:18.679
That's how heavy history is.
167
00:09:19.240 --> 00:09:21.440
So if we consider that, we're saying, Okay, you need
168
00:09:21.480 --> 00:09:24.519
to take care of your pastor you're right, how do
169
00:09:24.600 --> 00:09:27.600
we change its perceptions? And that's why I started working
170
00:09:27.679 --> 00:09:31.720
in this particular field is when I stopped the cartoon company,
171
00:09:31.840 --> 00:09:33.879
which I actually know I didn't stop it. The cartoon
172
00:09:33.919 --> 00:09:36.919
company is still going. All of my companies are still going.
173
00:09:37.360 --> 00:09:39.919
They all belong to other people except caliqu and they're
174
00:09:39.960 --> 00:09:44.080
all still profitable. I have sixty six years of profitable
175
00:09:44.200 --> 00:09:46.360
entrepreneurship under my belt with my companies.
176
00:09:49.360 --> 00:09:50.200
But that's not the point.
177
00:09:50.320 --> 00:09:54.559
The point was my ex business partner took over the
178
00:09:54.600 --> 00:09:58.679
company for the cartoons, and I realized that I needed
179
00:09:58.720 --> 00:10:02.200
to leave the blue Dog blue Dog. I played the character.
180
00:10:02.320 --> 00:10:05.519
I needed to leave him behind. But I couldn't delete him.
181
00:10:05.559 --> 00:10:07.720
I couldn't deny that I was at a blue rather
182
00:10:07.799 --> 00:10:11.720
blue Dog. What I could do is change Google's focus
183
00:10:13.080 --> 00:10:17.360
So in twenty twelve, twenty thirteen, I sat down and
184
00:10:17.399 --> 00:10:20.240
I thought, how do I change Google's perception of me
185
00:10:20.440 --> 00:10:23.159
so that it represents me to the subset of its
186
00:10:23.240 --> 00:10:25.759
users who are my audience in the way that I want,
187
00:10:26.039 --> 00:10:31.360
which is digital marketer, entrepreneur. And that kicked off this
188
00:10:31.399 --> 00:10:33.360
whole career, that kicked off Culli Cube. That kicked off
189
00:10:33.360 --> 00:10:34.879
the whole lot because I found that I could do
190
00:10:34.960 --> 00:10:37.440
it and that nobody else was doing it. Nobody else
191
00:10:37.440 --> 00:10:39.440
had actually sat down and thought about this and found
192
00:10:39.440 --> 00:10:42.039
a solution to the problem. So I found a solution
193
00:10:42.120 --> 00:10:46.039
to a fundamental problem that nobody else has been looking at,
194
00:10:46.080 --> 00:10:47.879
and as far as I know, nobody else is looking
195
00:10:47.919 --> 00:10:49.799
at today to the extent that we do.
196
00:10:50.600 --> 00:10:54.240
So I think, I know you had mentioned that you
197
00:10:54.320 --> 00:10:55.360
have over sixty.
198
00:10:55.080 --> 00:11:00.000
Six years, right, I don't want to gloss over there,
199
00:11:00.759 --> 00:11:03.240
And I'm saying that because of all the other businesses
200
00:11:03.279 --> 00:11:06.639
that you have created, you've started, you found it, you
201
00:11:06.759 --> 00:11:08.600
participated with, or whatever it is.
202
00:11:09.559 --> 00:11:12.960
You know, if someone is trying to.
203
00:11:14.519 --> 00:11:17.000
Change what the brand is or how people view them
204
00:11:17.360 --> 00:11:20.399
or how they talk about them, even just from Google,
205
00:11:20.879 --> 00:11:23.519
you know, talking about them or bringing up whatever information.
206
00:11:23.919 --> 00:11:26.360
But for you, someone like yourself who is a part
207
00:11:26.399 --> 00:11:27.879
of multiple things.
208
00:11:28.360 --> 00:11:31.559
How much heart is it for someone like yourself? You know?
209
00:11:31.759 --> 00:11:34.919
How how much you have to study? How much do
210
00:11:35.000 --> 00:11:36.919
you have to work at it? Is it twenty four
211
00:11:36.960 --> 00:11:38.240
hours a day, seven days.
212
00:11:38.080 --> 00:11:40.600
A week, you know? Or like like you know because
213
00:11:40.639 --> 00:11:41.559
of you.
214
00:11:41.519 --> 00:11:43.440
Know, I think of someone like myself who has a
215
00:11:43.480 --> 00:11:46.200
few I have a two or three, you know, and
216
00:11:46.240 --> 00:11:48.080
I've been in business for twelve years, but you're talking
217
00:11:48.080 --> 00:11:49.679
about sixty six years totally.
218
00:11:50.120 --> 00:11:50.679
That's a lot.
219
00:11:50.799 --> 00:11:53.720
So how do you really, you know, concentrate on that
220
00:11:53.919 --> 00:11:55.519
for everything that you've accomplished.
221
00:11:57.320 --> 00:11:58.360
Yeah, it's a lovely question.
222
00:11:58.679 --> 00:12:02.240
We're all multifaceted, so everybody has this problem. Everybody has
223
00:12:02.320 --> 00:12:06.279
multiple facets to who they are, but different work career
224
00:12:06.519 --> 00:12:09.759
path different things you do in life, things that you've published,
225
00:12:09.759 --> 00:12:12.799
things that you talk about. I'm a musician, I'm a
226
00:12:12.840 --> 00:12:17.399
cartoon maker and an entrepreneur and the CEO.
227
00:12:17.919 --> 00:12:20.080
I've got all these different hats and.
228
00:12:22.240 --> 00:12:26.559
Google doesn't understand which hat it should be presenting primarily,
229
00:12:27.200 --> 00:12:29.000
and it's up to me to explain to it which
230
00:12:29.080 --> 00:12:31.080
I wanted to which one I want it to show.
231
00:12:32.159 --> 00:12:34.840
So if I tell it and educate it, it will
232
00:12:34.840 --> 00:12:37.080
do what I want because it has no reason to
233
00:12:37.080 --> 00:12:44.039
do anything else. And the work is boring and it
234
00:12:44.120 --> 00:12:46.840
is quite a lot of work. But the big, big,
235
00:12:46.879 --> 00:12:51.480
big chunk of work takes about three months when we're
236
00:12:51.519 --> 00:12:56.080
serving our clients. Three months we call it understandability. Does
237
00:12:56.120 --> 00:12:57.759
the machine understand who you are, what.
238
00:12:57.720 --> 00:12:58.840
You do, which audience you serve?
239
00:12:59.279 --> 00:13:05.559
And the three months is intensive work to optimize your
240
00:13:05.600 --> 00:13:09.519
digital footprint so that it's clear and consistent and creates
241
00:13:09.559 --> 00:13:14.120
the right focus for the algorithms. And that means taking
242
00:13:14.159 --> 00:13:16.279
everything you've got online. We've got a machine that goes
243
00:13:16.320 --> 00:13:20.519
around and finds every single thing about you online. We
244
00:13:20.600 --> 00:13:23.000
then prioritize it and say we need to update that.
245
00:13:24.840 --> 00:13:29.720
We update it all, or we have you updated. Either way,
246
00:13:30.840 --> 00:13:32.600
it's a big chunk of work and it's really boring,
247
00:13:33.200 --> 00:13:37.320
but it's incredibly effective because consistency is key. If the
248
00:13:37.360 --> 00:13:40.840
machine sees consistent information across the web, it will understand.
249
00:13:41.720 --> 00:13:44.039
Then what we do is we help you to create
250
00:13:44.080 --> 00:13:49.919
a website about you where you talk about you, and
251
00:13:49.960 --> 00:13:52.080
all that website needs to do it can be two pages,
252
00:13:52.120 --> 00:13:55.159
doesn't need to be big, is say who I am,
253
00:13:55.720 --> 00:13:59.240
what I do, who I serve why and credible. Then
254
00:13:59.279 --> 00:14:01.840
we give that to good and from that website we
255
00:14:01.960 --> 00:14:05.720
point to all of the different corroborative sources that confirm
256
00:14:05.799 --> 00:14:09.600
what we're saying on our own website. Google then goes
257
00:14:09.639 --> 00:14:12.919
backwards and forwards and an infinite loop of self corroboration
258
00:14:14.000 --> 00:14:16.200
and sees that what you're saying is confirmed by the
259
00:14:16.240 --> 00:14:17.000
rest of the world.
260
00:14:17.159 --> 00:14:19.720
It then believes what you're saying.
261
00:14:20.960 --> 00:14:24.399
And trusts you for the future to give it the
262
00:14:24.440 --> 00:14:28.960
truth about yourself, so you then gain control. Simple as that.
263
00:14:29.480 --> 00:14:31.799
It's a lot of work, but it's simple in and
264
00:14:31.799 --> 00:14:32.360
of itself.
265
00:14:33.679 --> 00:14:35.919
Jason, I'm not important enough to have my own website.
266
00:14:36.440 --> 00:14:36.679
You know.
267
00:14:36.960 --> 00:14:40.399
Anybody can have a website.
268
00:14:42.399 --> 00:14:46.000
You know some of us believed that though, no, yeah, no,
269
00:14:46.080 --> 00:14:46.879
it's a great point.
270
00:14:47.000 --> 00:14:51.320
And the thing is, it isn't a website to show
271
00:14:51.360 --> 00:14:53.480
off and to be present and to get people to
272
00:14:53.480 --> 00:14:56.039
come and look at you. And it's not me being
273
00:14:56.759 --> 00:14:59.399
terribly self satisfied and happy with myself and saying look
274
00:14:59.440 --> 00:15:04.000
at me, wonderful. It's saying I need a place on
275
00:15:04.039 --> 00:15:07.519
the web that the machines can rely on for information
276
00:15:07.600 --> 00:15:11.080
about me from me, so that I can help them
277
00:15:11.080 --> 00:15:13.360
to understand so that they can then represent me the
278
00:15:13.360 --> 00:15:16.279
way that I would like. And if people come and
279
00:15:16.360 --> 00:15:20.200
visit the website, that's great because if a potential client
280
00:15:20.519 --> 00:15:22.559
or a potential partner for my business wants to know
281
00:15:22.600 --> 00:15:25.240
more about me, they come to my website, they find
282
00:15:25.240 --> 00:15:27.320
out about me, and then they can see that I
283
00:15:27.360 --> 00:15:29.679
write for Forbes, that I wrote for Search Engine Land,
284
00:15:30.320 --> 00:15:32.679
that I'm on IMDb. They see all this information which
285
00:15:32.679 --> 00:15:36.240
helps them to better understand me. So although I'm talking
286
00:15:36.279 --> 00:15:38.759
a lot about machines, at the end of the day,
287
00:15:39.360 --> 00:15:41.039
people too can benefit from that.
288
00:15:41.360 --> 00:15:42.159
And it's not.
289
00:15:44.159 --> 00:15:47.200
It's not that you're being self satisfied, and it's never
290
00:15:47.240 --> 00:15:49.399
that you're not important enough. If anybody wants to look
291
00:15:49.399 --> 00:15:51.720
at the website, you're reporting enough. It might be your mother.
292
00:15:52.399 --> 00:15:56.279
That's fine, But for the machines it's essential. Without that,
293
00:15:56.440 --> 00:16:01.039
it will never work long term. You don't have control.
294
00:16:01.480 --> 00:16:06.320
So the perspective of saying, Okay, we're going to create
295
00:16:06.360 --> 00:16:12.679
this website so that I can control how the machines perceive, understand,
296
00:16:12.720 --> 00:16:17.360
and represent me. And in addition, to help my audience,
297
00:16:17.399 --> 00:16:19.639
who really want to understand who I am before they
298
00:16:19.639 --> 00:16:22.360
do business with me, get to know me a little
299
00:16:22.360 --> 00:16:26.720
bit on my terms. I can't see anything negative or
300
00:16:26.720 --> 00:16:32.320
bad about that. I can only see positives. So yeah,
301
00:16:32.399 --> 00:16:35.519
everybody is worthy of a website.
302
00:16:35.960 --> 00:16:41.600
Now, up until now, I have just been using LinkedIn
303
00:16:41.720 --> 00:16:46.279
as my primary you know, place this in everybody, and
304
00:16:46.320 --> 00:16:49.120
it has been pretty successful for me. So why shouldn't
305
00:16:49.120 --> 00:16:52.360
I continue to use something like LinkedIn? You know, if
306
00:16:52.399 --> 00:16:55.200
I'm pointing everyone there, I'm.
307
00:16:55.000 --> 00:17:00.960
Going to be really rude. Do you own LinkedIn? I
308
00:17:01.000 --> 00:17:03.559
do not, but you would own your web your own
309
00:17:03.559 --> 00:17:09.160
website control. If LinkedIn closes your account, you've lost it.
310
00:17:11.079 --> 00:17:13.720
If LinkedIn changes its policy and changes the way it
311
00:17:13.720 --> 00:17:16.880
presents information, you've lost control of how your information is presented.
312
00:17:17.720 --> 00:17:20.559
If LinkedIn makes a huge code bug and starts putting
313
00:17:20.599 --> 00:17:23.880
somebody else's information on your page, the machines will certainly
314
00:17:23.880 --> 00:17:24.920
not understand anymore.
315
00:17:25.119 --> 00:17:26.079
You've lost it again.
316
00:17:26.920 --> 00:17:30.519
Control of the source, primary source of information about you
317
00:17:30.680 --> 00:17:34.480
is essential. If you don't own the primary source of information,
318
00:17:34.599 --> 00:17:35.640
you don't have control.
319
00:17:38.079 --> 00:17:40.400
And I think that is a key point because a
320
00:17:40.440 --> 00:17:44.920
lot of times we rely on these other platforms to
321
00:17:45.039 --> 00:17:48.200
holst our information, to gather the information, whatever it is.
322
00:17:48.240 --> 00:17:51.839
We don't always try to control the narrative in or
323
00:17:52.480 --> 00:17:56.759
we don't like celebrities quart and call. When you're trying
324
00:17:56.799 --> 00:18:00.319
to control the media or whatever it is, you know
325
00:18:00.680 --> 00:18:02.920
there's a there's a reason for the there's a purpose
326
00:18:02.960 --> 00:18:04.920
for their I think you're really touching on it.
327
00:18:04.960 --> 00:18:09.680
There. Hey, these machines, there's this algorithm. Right.
328
00:18:09.920 --> 00:18:12.440
If we're trying to build and grow, we need to
329
00:18:12.440 --> 00:18:15.759
make sure that we control the narrative to a degree.
330
00:18:16.839 --> 00:18:20.799
Absolutely, And I get what you mean about celebrities. We
331
00:18:20.880 --> 00:18:23.119
kind of think all they're controlling what's coming out about them.
332
00:18:23.200 --> 00:18:27.880
That's not good. Academics. It's a similar problem actors. It's
333
00:18:27.920 --> 00:18:31.440
a similar problem that perception of their audience is not
334
00:18:31.559 --> 00:18:35.839
the perception of your business audience. So if you're trying
335
00:18:35.880 --> 00:18:38.680
to do business with somebody that actually doesn't matter. You
336
00:18:38.720 --> 00:18:40.519
know that nobody's going to come in. Think at oh,
337
00:18:40.599 --> 00:18:43.559
they're trying to control their brand narrative. Because you're not
338
00:18:43.599 --> 00:18:45.480
a superstar. So the fact that you feel that you're
339
00:18:45.480 --> 00:18:47.759
not worthy of a website is actually a positive signal
340
00:18:48.279 --> 00:18:51.200
of saying that means I can actually control this explicitly,
341
00:18:51.240 --> 00:18:52.880
and I don't need to be ashamed of that because
342
00:18:52.880 --> 00:18:57.359
nobody cares. Whereas if you were famous, people would start
343
00:18:57.359 --> 00:19:00.119
to care a which case in which case story the
344
00:19:00.160 --> 00:19:04.359
problem becomes slightly different from our perspective not being seen
345
00:19:05.039 --> 00:19:07.920
to look after and to manage your brand narrative online
346
00:19:08.359 --> 00:19:12.039
is you know something we can do as well, But
347
00:19:12.119 --> 00:19:14.880
I prefer the idea of saying, Okay, let's be upfront
348
00:19:14.880 --> 00:19:17.640
about it. We're managing this, and we're managing it for
349
00:19:17.680 --> 00:19:20.480
a reason. We're managing it because we want to do
350
00:19:20.559 --> 00:19:24.519
business right right. And that brings me to the next point,
351
00:19:24.559 --> 00:19:30.119
which is, we want to manage our the representation of
352
00:19:30.240 --> 00:19:33.160
our personal brand to our audience when they're visiting our
353
00:19:33.200 --> 00:19:36.039
website or our LinkedIn or our Twitter, because they're people
354
00:19:36.079 --> 00:19:39.480
we want to do business with. We want the machines
355
00:19:39.519 --> 00:19:42.440
to understand who we are, what we do, which audience
356
00:19:42.480 --> 00:19:46.759
we serve, because we want them to represent us to
357
00:19:46.839 --> 00:19:49.640
the subset of their users who are our audience. So
358
00:19:49.680 --> 00:19:52.559
the machine is actually just an interface between people and people,
359
00:19:53.759 --> 00:19:55.839
and I'm just asking the machine to connect me to
360
00:19:55.880 --> 00:19:58.480
the right people and recommend me to the right people
361
00:19:58.519 --> 00:20:03.079
when they're searching or research searching through chat GPT for example. Right, right,
362
00:20:03.559 --> 00:20:05.359
So if you don't look at the machine as the
363
00:20:05.960 --> 00:20:08.039
end goal, you look at the people on the who
364
00:20:08.039 --> 00:20:11.319
are using the machine as the end goal. Once again,
365
00:20:11.359 --> 00:20:13.839
we're just saying I want to be represented accurately to
366
00:20:13.880 --> 00:20:18.039
my audience. Nothing wrong with that, Everything good about it.
367
00:20:18.079 --> 00:20:19.160
If you're trying to do business.
368
00:20:20.359 --> 00:20:22.240
Wow, we can go down a rabbit hole with this.
369
00:20:23.640 --> 00:20:25.720
I've gone down a ten year, a twelve year now
370
00:20:25.799 --> 00:20:28.079
rabbit hole of I thought I would do it for
371
00:20:28.119 --> 00:20:30.839
a few months. Honestly, I thought I'll just change Google's
372
00:20:30.839 --> 00:20:33.319
perception of me from the blue dog in the cartoon
373
00:20:33.839 --> 00:20:38.799
to entrepreneur, businessman, digital marketer. Twelve years later, you know,
374
00:20:38.920 --> 00:20:41.000
the rabbit hole is deeper and deeper, and I don't
375
00:20:41.000 --> 00:20:41.720
see the bottom.
376
00:20:43.400 --> 00:20:46.039
Jesus. Bit. I appreciate you coming on this show, you know,
377
00:20:46.200 --> 00:20:47.759
so before I let you go, I.
378
00:20:47.720 --> 00:20:54.200
Mean, the people need tips, they need ideas or whatever
379
00:20:54.240 --> 00:20:56.720
it is. And you have a newsletter that you offer
380
00:20:56.759 --> 00:20:59.319
for people to you know, glean from. So can you
381
00:20:59.359 --> 00:21:00.759
please sorry about about the newsletter?
382
00:21:02.039 --> 00:21:02.240
Yeah.
383
00:21:02.359 --> 00:21:06.000
The idea of the newsletter is basically, how do you
384
00:21:06.160 --> 00:21:10.000
use these machines to reach a bigger audience? So how
385
00:21:10.039 --> 00:21:12.200
do you manage your brand, narrative and the way the
386
00:21:12.279 --> 00:21:14.920
machines understand and represent you so that you can reach
387
00:21:15.000 --> 00:21:19.400
the audience who want to do business with you. And
388
00:21:19.680 --> 00:21:21.480
the newsletter is just full of tips and tricks of
389
00:21:21.519 --> 00:21:23.759
I answer to it, both for your company and for yourself.
390
00:21:24.279 --> 00:21:24.680
Now, as a.
391
00:21:24.680 --> 00:21:29.000
Company, we work on the personal brand of CEOs and
392
00:21:29.039 --> 00:21:31.880
founders of corporations who have been in existence for a
393
00:21:31.960 --> 00:21:36.119
few years. That's where we make our money. But the system,
394
00:21:36.240 --> 00:21:38.319
the caliqub process that we use, can work for the
395
00:21:38.400 --> 00:21:42.039
company and any person. At which point we're giving all
396
00:21:42.079 --> 00:21:45.920
this information away for free because it's important and that's
397
00:21:45.920 --> 00:21:48.119
where I come from. I want to educate and help people.
398
00:21:48.559 --> 00:21:50.920
I did the cartoons because I wanted to educate children,
399
00:21:51.079 --> 00:21:54.880
entertain them, and help them learn about a complicated world.
400
00:21:54.920 --> 00:21:56.799
It's out there and that's where cali Cube is coming from.
401
00:21:56.839 --> 00:21:57.160
Today.
402
00:21:58.079 --> 00:22:00.559
So calicube dot com KA L I, c U b
403
00:22:00.720 --> 00:22:03.880
e dot com slash Newsletter. We'll get you to the
404
00:22:04.000 --> 00:22:07.319
newsletter where you'll receive regular emails about how to manage
405
00:22:07.319 --> 00:22:09.559
your personal brand, but also how to manage your corporate brand.
406
00:22:10.400 --> 00:22:13.960
And if you want the quick solution cliq dot com
407
00:22:14.079 --> 00:22:16.039
k A L I, c U b e dot com
408
00:22:16.119 --> 00:22:20.319
Slash Guides g U I d E S, you can
409
00:22:20.400 --> 00:22:26.319
download sixty page pdf guides to how to control your
410
00:22:26.359 --> 00:22:28.960
personal brand, how to control your your corporate brand, how
411
00:22:29.000 --> 00:22:31.680
to build your personal brand, how to build your corporate brand,
412
00:22:31.920 --> 00:22:36.079
how to face up to this world of AI that's
413
00:22:36.119 --> 00:22:40.880
scary but very very very much manageable and an opportunity,
414
00:22:41.480 --> 00:22:44.599
a huge opportunity for people who sees it. And all
415
00:22:44.640 --> 00:22:48.720
of that's free because we know that it's important and
416
00:22:48.839 --> 00:22:53.240
we know that this is a universal, universal, universally applicable
417
00:22:53.680 --> 00:22:55.759
solution to a huge problem.
418
00:22:56.079 --> 00:22:58.759
Yeah it is. So, you know, Jason, I thank you
419
00:22:58.920 --> 00:23:01.359
very much for coming on. Just you know, I guess
420
00:23:01.480 --> 00:23:03.640
kind of humanizing.
421
00:23:03.000 --> 00:23:05.400
Google a little bit because I know that we can't,
422
00:23:05.640 --> 00:23:07.720
you know, we can manipulate it a little bit.
423
00:23:08.519 --> 00:23:12.039
Yeah, humanizing it. If you can see here that's Google bot.
424
00:23:12.240 --> 00:23:14.480
So it's Google's robot as a child.
425
00:23:14.799 --> 00:23:15.079
Okay.
426
00:23:16.079 --> 00:23:19.200
So the conclusion of this is Google is a child.
427
00:23:20.640 --> 00:23:23.079
You can educate that child to understand who you are,
428
00:23:23.119 --> 00:23:25.519
what you do, which audience you serve, and teach it
429
00:23:26.039 --> 00:23:30.119
to represent you the way you want and the practical
430
00:23:30.200 --> 00:23:32.759
thing you need to do build yourself a very simple
431
00:23:32.839 --> 00:23:37.200
one page, two page website. Stay clearly who you are,
432
00:23:37.279 --> 00:23:39.400
what you do, which audience you serve, why you're credible.
433
00:23:41.039 --> 00:23:43.960
Link out to all of the coroberative sources that say
434
00:23:44.000 --> 00:23:46.799
the same thing about you, and make sure they do
435
00:23:47.000 --> 00:23:49.279
say the same thing about you, so you correct them all.
436
00:23:49.839 --> 00:23:51.519
And at that point the child will learn.
437
00:23:51.559 --> 00:23:52.279
It will learn by.
438
00:23:52.240 --> 00:23:54.440
Repetition, and it will learn to trust you.
439
00:23:54.880 --> 00:23:57.599
You've got control, and moving forward, you can seize the
440
00:23:57.720 --> 00:24:01.319
opportunity that AI represents for us all because if you're
441
00:24:01.359 --> 00:24:03.880
in the head of the rest of the field, your competitors,
442
00:24:04.160 --> 00:24:06.480
you're gonna win that game because you control.
443
00:24:07.519 --> 00:24:10.240
Wow. Thank you man, I appreciate it. I appreciate you
444
00:24:10.359 --> 00:24:10.680
coming on.
445
00:24:11.839 --> 00:24:14.839
I like the way you keep saying, Wow, it's delightful.
446
00:24:14.839 --> 00:24:16.240
Because it is. Because it is.
447
00:24:16.960 --> 00:24:19.839
It brings it down to a place where for those
448
00:24:19.880 --> 00:24:24.960
of us who are intimidated by this, you know, because
449
00:24:25.000 --> 00:24:27.119
it's yes, even though it sounds like a lot of work,
450
00:24:27.359 --> 00:24:31.279
but and we're also intimidated by it. But the way
451
00:24:32.160 --> 00:24:35.079
the way I take it, this is just Maurice taking
452
00:24:35.160 --> 00:24:38.119
it all right, let me take my time understand first
453
00:24:38.759 --> 00:24:43.400
what I need the image or the message to be
454
00:24:43.480 --> 00:24:46.799
about me. First, Yeah, take my time on that. And
455
00:24:46.920 --> 00:24:49.960
then now because again for who I am, all right,
456
00:24:50.000 --> 00:24:51.720
do I need to put make sure the message is
457
00:24:51.839 --> 00:24:56.279
on LinkedIn, Facebook, Instagram, Twitter, you know, Pinterest, but is
458
00:24:56.319 --> 00:24:58.519
that just a copy and paste across the board, like
459
00:24:58.599 --> 00:25:00.640
you know. So I'm just thinking for myself of how
460
00:25:00.759 --> 00:25:03.480
simple it can be for those listeners that are out there.
461
00:25:03.680 --> 00:25:05.440
It doesn't have to be all long and drawn out.
462
00:25:05.519 --> 00:25:07.599
It just takes time to go into each account and
463
00:25:07.640 --> 00:25:08.519
all that type of stuff.
464
00:25:09.359 --> 00:25:11.000
And you're one hundred percent right.
465
00:25:11.039 --> 00:25:13.000
You need to clearly define what it is you want
466
00:25:13.039 --> 00:25:15.680
to communicate before you start changing things, and if you
467
00:25:15.759 --> 00:25:19.440
do that then it becomes relatively easy. You also need
468
00:25:19.519 --> 00:25:22.279
to define the key points about you. Jason Barnard is
469
00:25:22.319 --> 00:25:25.640
an entrepreneurs A sentence you will see on every single platform.
470
00:25:26.440 --> 00:25:28.119
But if you go to LinkedIn, you won't see the
471
00:25:28.119 --> 00:25:29.720
blue dog and the yellow koala. If you go to
472
00:25:29.799 --> 00:25:33.039
Twitter you will right right. So it's also a question
473
00:25:33.119 --> 00:25:36.839
of consistent information that builds the foundational understanding and the
474
00:25:36.960 --> 00:25:40.440
focus point and the rest can be your different facets
475
00:25:40.519 --> 00:25:43.319
depending on the audience on a particular platform, so it
476
00:25:43.440 --> 00:25:46.559
is flexible, but the machine will see that same information.
477
00:25:46.680 --> 00:25:49.880
Jason Barnard is an entrepreneur, an author, and a keynote speaker,
478
00:25:49.920 --> 00:25:53.119
and the CEO of canny Cube absolutely everywhere, so it
479
00:25:53.319 --> 00:25:55.400
knows that's the focus, simple as that.
480
00:25:56.559 --> 00:26:00.960
And what's funny is there there was one sentence maybe two.
481
00:26:04.680 --> 00:26:08.559
It was now very deep, no one und Yeah, I
482
00:26:08.599 --> 00:26:09.319
mean and the.
483
00:26:11.200 --> 00:26:13.200
Repeatable or the stuff you need to repeat is that
484
00:26:13.400 --> 00:26:16.240
very simple part and then build around it.
485
00:26:18.440 --> 00:26:19.200
I think that the.
486
00:26:20.880 --> 00:26:25.240
People are afraid of repeating themselves. But then if you
487
00:26:25.359 --> 00:26:28.359
are primarily in my case, an entrepreneur and an author
488
00:26:29.000 --> 00:26:32.400
and the CEO of cate Cube, that's what I want
489
00:26:32.400 --> 00:26:35.200
people to understand about me today. And if they want
490
00:26:35.240 --> 00:26:36.960
to dig deeper, they can dig deeper. They can find
491
00:26:37.000 --> 00:26:39.240
the musician, they can find the blue dog, they can
492
00:26:39.319 --> 00:26:43.920
find all sorts of things about me, but primarily especially
493
00:26:43.960 --> 00:26:45.640
in business. And if we come back to that topic,
494
00:26:45.799 --> 00:26:47.880
I want to do business. I want people to know
495
00:26:48.039 --> 00:26:50.799
that I can help them with their personal brand. So
496
00:26:50.920 --> 00:26:55.799
I need to communicate but exactly what it is in
497
00:26:55.839 --> 00:26:59.440
the first instance that I'm trustable, which is the entrepreneur part. Secondly,
498
00:26:59.519 --> 00:27:01.480
I can help so when they come to my website,
499
00:27:01.519 --> 00:27:04.480
first thing it says is I help business leaders go
500
00:27:04.640 --> 00:27:08.200
from being one of many to the one amongst many,
501
00:27:08.960 --> 00:27:12.720
build their personal brand and find more clients, more business
502
00:27:13.039 --> 00:27:17.480
build their personal brand as a business attribute for their corporation.
503
00:27:18.039 --> 00:27:20.759
Nice nice, well, Jesus, thank you very much for coming
504
00:27:20.799 --> 00:27:21.240
on the show.
505
00:27:21.279 --> 00:27:23.119
But before I let you go, I gotta ask you
506
00:27:23.200 --> 00:27:26.839
a world famous question I ask everybody now.
507
00:27:26.720 --> 00:27:27.720
Would you rather question?
508
00:27:28.799 --> 00:27:29.680
Would you rather write?
509
00:27:30.240 --> 00:27:32.640
Would you rather choose three doors or a fork in
510
00:27:32.680 --> 00:27:33.000
the road.
511
00:27:34.759 --> 00:27:34.960
Oh?
512
00:27:37.839 --> 00:27:39.880
I think I'd rather choose a fork in the road
513
00:27:40.839 --> 00:27:44.039
because I have some level of visibility over what's coming
514
00:27:44.240 --> 00:27:49.240
over the next hill. So in terms of my life decisions,
515
00:27:49.279 --> 00:27:51.400
I prefer the fork in the road. And I like
516
00:27:51.480 --> 00:27:53.559
the idea of paths, which is, you know, I went
517
00:27:53.640 --> 00:27:55.880
down the path of creating Caliqub rather than the path
518
00:27:55.960 --> 00:27:58.839
of doing a different company for sel or something like that.
519
00:28:00.359 --> 00:28:02.599
But if I was in my personal life, which I
520
00:28:02.640 --> 00:28:05.920
think is different to my business life, I like the
521
00:28:06.039 --> 00:28:09.000
idea of the doors because I like a surprise, but.
522
00:28:09.079 --> 00:28:09.759
Not in business.
523
00:28:10.799 --> 00:28:14.160
Ah, you're the first one that broke it down like that.
524
00:28:14.640 --> 00:28:17.920
No one else has has broken down personal versus business
525
00:28:18.519 --> 00:28:20.200
to two other sides of the brain.
526
00:28:21.119 --> 00:28:21.319
Yeah.
527
00:28:21.839 --> 00:28:25.039
No, It's something I've learned is my personal life and
528
00:28:25.079 --> 00:28:27.119
my business life has got nothing to do with each other.
529
00:28:27.200 --> 00:28:28.359
And obviously I'm the same.
530
00:28:28.200 --> 00:28:31.160
Person but walking the road for the business, doors, for
531
00:28:31.960 --> 00:28:34.359
for the for the personal life. Because for the doors,
532
00:28:34.519 --> 00:28:36.839
I can imagine myself standing in front with my family
533
00:28:37.319 --> 00:28:40.799
having a game, right, Whereas the talk in the road,
534
00:28:41.079 --> 00:28:42.720
I want to know what's going to be happening because
535
00:28:42.720 --> 00:28:45.559
I don't want to mess it up because other people
536
00:28:45.640 --> 00:28:48.839
in my company depend on the company for their for
537
00:28:48.960 --> 00:28:52.599
their for their income, their personal life. And I don't
538
00:28:52.640 --> 00:28:54.400
have the right to just say, oh, I'll have fun
539
00:28:54.440 --> 00:28:56.680
opening a door and seeing what happens. I have to
540
00:28:56.960 --> 00:28:58.599
I have to be able to see I have some
541
00:28:58.759 --> 00:29:00.599
visibility in the road ahead, right.
542
00:29:01.240 --> 00:29:01.720
I like that.
543
00:29:02.079 --> 00:29:03.559
I didn't know what that question was going to be,
544
00:29:03.680 --> 00:29:04.000
and it was.
545
00:29:06.039 --> 00:29:06.519
No, no.
546
00:29:06.799 --> 00:29:08.160
But you know, but I thank you very much for
547
00:29:08.279 --> 00:29:10.400
playing along with it. I appreciate it, and that's a
548
00:29:10.440 --> 00:29:10.920
great point.
549
00:29:11.400 --> 00:29:13.960
I like that. I like that answer, So thank you
550
00:29:14.039 --> 00:29:14.759
very much for coming on.
551
00:29:16.000 --> 00:29:20.039
Thank you very much, Maurice, thank you, thank you very much.
552
00:29:20.799 --> 00:29:23.640
And I'm going to continue to practice on that. But
553
00:29:23.720 --> 00:29:26.400
you know, thank y'all for listening to that Whenever Word podcast.
554
00:29:26.519 --> 00:29:29.559
Of course, all the information that was mentioned today CALIQ,
555
00:29:29.759 --> 00:29:31.799
the newsletter, of course that would be in the show notes.
556
00:29:32.160 --> 00:29:34.359
I thank you for listening and I will talk to
557
00:29:34.400 --> 00:29:35.079
you a little later.
558
00:29:37.799 --> 00:29:40.920
Thanks for listening. Find us on social media at Chisholm
559
00:29:41.039 --> 00:29:45.079
Group LLC and check back weekly for new episodes until
560
00:29:45.200 --> 00:29:48.640
next time. That will never work, or will it
