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Welcome to the ValuePro Show, where value pros get value
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ready.
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Hi. My name is Bruce Scheer, the host of the ValuePro Show. In this episode,
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we're talking with Steve Miller, the marketing gunslinger,
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and you won't unhear that. Steve is the author of the best selling
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book uncopyable, how to create an unfair advantage over your
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competition. And he's delivered over 1,600
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national and international presentations, and he's even been on the TED
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conference made in state. Not TEDx, but TED.
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He's worked with businesses of all sizes to help them stand out in a
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world of sameness, creating innovative strategies that make them the
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only choice for their customers. Lean into this one.
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He's gonna share a depth of wisdom
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that comes from a place of fundamentals for how do you truly
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stand apart from the pack. Let's dig in. So
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welcome to the ValuePro Show. Today, we've got with us Steve Miller,
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and I am so excited about this. I had the
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opportunity to, read Steve's book,
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and I've been, if you've seen the cartoon Pepe Le
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Pew, I've been chasing I've been chasing Steve for
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about two years trying to get him to join the National Speakers Association
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Northwest chapter. And then I find out he freaking started
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the whole thing. I I just found that out. And, you know, of
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course, he he knows what he'd be getting into if he joined us. But I
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and I invited him onto the show because he's got
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some magic pixie dust on how to help us be uncopyable
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in a way that's gonna help sellers in this brutally tough
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market, stand apart from the pack and
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and and close more deals at the end of the day. And it's it's a
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rough world out there, and it's really needed. But, Steve,
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before we jump in, can I get an honest answer from you?
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Could I get your commitment to give me the truth? I cannot guarantee that,
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but go ahead. Alright. Well, let me test it. This morning, I was on my
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exercise bike getting ready for this episode,
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and I watched a Katy Perry video here.
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And this is Katy Perry on stage singing California
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Girl, one of their most popular songs. Yeah.
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In order If you zoom in, I just
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is this you in in that photo? Because he's wearing green
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orange, and you're wearing orange. Let's
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just I'm just curious. I I did it, and I need an honest
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answer. Alright. So how are we doing? So it was
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you? Alright. Alright. Well, hey. Hey. Back to the
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story line, Steve. Just just getting into a summary for the honest
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answer. She's one of our groupies.
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Awesome. Well, Steve, kick us off here. You could talk
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about you know, just tell us about the the book a little bit, why you
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wrote it, and then we'll kinda unpack from there. Okay.
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Yeah. I don't wanna get into a lot of my background. Let's get going because
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you, you know, you brought me on. Of course. You know? Yeah. You can let's
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assume that that that I'm here for a reason. Alright? The the book
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uncopyable is about it it boils down to,
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and and I'm I'm going to give Peter Drucker a big
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shout out here. Peter Drucker, for those of you who don't know, you should
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know, first of all. Probably known as the
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godfather of corporate management philosophy and stuff like
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that. And and, the guy was unbelievable.
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And one of the things that he said and he
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reinforced for many, many years now I I know that Bruce
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has a lot of visuals that we have already
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kinda fixed up and stuff like that. But, you know, I figured, you know, I'm
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gonna I'm gonna create my own very, high-tech
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visuals for this. Okay? But Peter Peter Drucker said,
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he said business has only
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two functions. Only two
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functions, marketing and innovation. Here's
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my here's my high-tech visuals.
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Alright. Nice work. Okay. They're they're all
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So for the listening for the listening audience for us, what
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Steve did is he held up a card and and go ahead and explain that.
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Yeah. Alright. You know, I held up a card. It said it says marketing and
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innovation. He said, Drucker Drucker said there are the only two
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functions of, of a business, and they're and
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these are the only he he key he reinforces this this the
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statement. He said, they are marketing and innovation.
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Mhmm. And then and then as he goes on, he goes on
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to say, and if, if
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marketing is done correctly and here's here's here's the
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controversial statement for you guys. If marketing is done correctly,
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it makes selling superfluous.
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So when I first started studying
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Drucker and I heard him talk about that, and talk about
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marketing innovation. Okay. So what I started to ask myself, well, what are those?
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And that's the it's see, in my book on copyable
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talks basically about the those two things. What is
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marketing? Marketing is creating a new customer.
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I mean, Drucker does say the purpose of business is to
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create a customer. That's the purpose of business. Alright?
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So that's so marketing is creating the
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customer. Now the question is, why
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does a customer choose you?
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And and that comes down to, you know, the the comment
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of, you know, where I say that,
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nobody buys from you because you are
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similar to the competition. Mhmm. Mhmm.
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And and in fact, people don't even wanna buy from you
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if you are better than the competition. They don't want
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to. They wanna buy from you
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because you are not similar to the competition.
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Or another way of saying is that you are different. Mhmm. Mhmm. You
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are delivering something different to them that they cannot get
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anywhere else. And yet, most
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companies, especially I say I say not not
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especially. But most companies, most marketplaces
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you you know, I have spent my life working in the b to b world.
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Okay? Yes. And and most companies
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simply look watch their competition.
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Mhmm. Mhmm. They study their competition day
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in and day out, and they and and when they sit down and they
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say, hey. How can we be better than the competition?
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What can we do that's better than the competition? Oh, oh, they've got a,
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a a flywheel that is, doing it and doing 5,000
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RPM. You know, you know well, you know what? We can make
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one that's 10,000 RPM. That's that's it. We win. We're
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better than the competition. But you see after a while, somebody else gets
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better. Yeah. And right now, I'm showing for people that can't see
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the our our session here for people listening. I'm
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showing, three people on the Olympic podium, and and
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one's raising the flag, but they all look exactly the
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same. And, Steve, that reminds me of a a project I
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was on, for a company in the security space, digital
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security and and preventing credit, credit card
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fraud. And it was so wild. Within two
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years, you know, I there were probably about 25 different players in
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the same space. And and I did this messaging,
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analysis, and all of them literally were
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saying the same thing when I looked went to website website to website.
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They had all Picking up. Copied one another. Picking
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up. Unbelievable. Uh-huh. Yeah. Like like, let me ask you, Bruce. Okay?
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Have you ever heard of the heavenly bed? No. I
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haven't. Okay.
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One of the hotel chains, an a number of years ago,
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decided that one way they were going to separate themselves from the competition was they
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were gonna have a better bed, and they
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called it the heavenly bed. Mhmm. Mhmm. Okay?
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Now I ask people all the time. You what who who made the
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heavenly bed? They still do. The the company still does, and it's Westin
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hotels. Okay? Oh, okay. Uh-huh. It was it was it
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was it didn't take I it probably didn't take but
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a a a couple of months or somebody to come up with, oh, we have
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a Sleep Number bed. Oh, we have a slumber bed. Oh, we have a
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blood up bed. You know? It's exactly what you're talking about, Bruce. See, when
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somebody does come up with some kite some
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type of new idea, if it can
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be copied, it will be copied. Yes.
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Uh-huh. Uh-huh. That's the bottom line. And so and and
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so my philosophy about be about
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uncopyable is is that marketing we're gonna
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we want to help mark companies market themselves,
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you know, to the exact right target market. You
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know? But we also wanna help companies be able to show
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that they are different. And and
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if you do different right, different can become
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uncopyable. And and and in most
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cases, it has nothing to do with the product or service.
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Okay. Okay. Because in most cases you you know,
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today, technology, commoditizes
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everything. Yes. Uh-huh. It it it it
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commoditizes everything. And and, again, if it can be copied, it
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will be copied. So so what you wanna be able to do is
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is then you are now going to look for something
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else that is part of the
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deliver part of the deliverable, part of the experience, part
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of part of the relationship that you are delivering
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to people, nobody else can copy.
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Mhmm. Mhmm. Nobody else can copy. So,
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and and and so I get in in your,
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philosophy, you know, with values,
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IO, you you've got in there you know, you talk about that
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your go to market narrative you talk about
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that, it's a key it's a key to differentiating
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a brand. See, the the keyword there is differentiating.
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Yeah. And engaging buyers effectively.
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That's marketing. Yeah. Steve, I was,
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interacting with a guy for he was a former Gong executive. He's got his
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own firm now called PC Club dot
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IO. And, oh, it was so interesting.
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When he was at Gong, Gong Labs did a huge study,
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thousands reviewing thousands and thousands of sales calls.
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But what they found when sellers were
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enabled with a a narrative, in my case, with
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valuepros.io, we build value narratives. We
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believe very strongly in leading the buyer with value.
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When when you have a a narrative for that seller,
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the win rate goes up 30% for those
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sellers that are enabled with a narrative. You know, again,
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based on thousands of calls and data from Gong Labs.
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Really powerful. Because you're you're talking you know, when you say,
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the narrative, the you you know, what what what they're what you're
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delivering. You're you're not saying the word, oh, our product.
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You're not say you're not even say you're not even saying, oh, our
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service. No. Mhmm. It's the it's a bigger picture than
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that. And, and if you are not
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see, I mean, again, the the fact is is that
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technology commoditizes everything. So so
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if it can be copied, it will be copied. So so
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don't just make sure. Yes. Of course. You wanna make
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sure that what you are delivering to them has the
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same type of of valid from a from a
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product or service perspective right there. Okay? It's the same
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and at least equal to the competition. Yeah. But then Mhmm.
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But then what you wrap around it Right here. You
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wrap around it, you know, goes goes so much
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farther. Again, you know, like you say in in here, and for those of you
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who can't can't see it, okay, you know, he's posted another saying of mine that
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is that the experience is the marketing.
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The the experience that people have dealing with
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you is the marketing. I have a client, and
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and they build fleets
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or fleet work trucks. You know? So you think about the
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delivery delivery trucks, landscapers,
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rentals, things like that. These are fleets. Alright? And they build
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these fleets. Okay? And their and their their,
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the quality of the the fleets, the, you know, the the,
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everything that's that's, inside of one of those
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trucks is as good as
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anybody else's. Okay? But then we make a big
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promise. We make a promise that says we will do what no one
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else will do. So now we
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start looking for ways to provide education
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for the for their, you know, for the staffers,
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for for, better, and
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nowadays, you know, education on things
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like AI. So, like, in delivery trucks,
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it's how do they deliver more efficiently, you know, if the
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routes are updated regularly, constantly. Every
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single time they're done with the they're done with one of their their stops,
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the AI updates. Right? And so now so these
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are all but they now include that in the
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in the truck. Mhmm. That's part that's part of the
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experience that my client,
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you you know, it puts into the product. And
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and that's what separates, everybody else. I
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cannot believe this. Yeah. I like this, Steve, or this
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example, you know, get out of the box your your
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quote. You know, getting out of the box means nothing. Build your
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own box. I've got a story for you on this fleet topic. A
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buddy of mine was working with a a company that,
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didn't have the fleet of trucks. It was providing, the
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service areas for the trucks. And, but
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again, back to this notion of leading with value, they
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didn't talk about, hey. Your your truck driver should come to our truck stops because,
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hey. We got a, b, c, d, and e, and f, and g for them,
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and blah blah blah blah blah blah blah. All all the details around these truck
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stops. Instead, they led with the problem domain of,
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hey. You know, what's bothering you? Well, you know, hey. We got truck
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drivers that are tired. They're, they're they turn
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over often. It's hard to keep these guys working working for us. You
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know, the fleet fleet you know, like your client, those fleet guys, you know, hey.
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Right. It's kinda hard dealing with these drivers. And,
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then they would, you know, talk about, well, hey. What if we were able to
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improve retention? What if we were able to keep those trucks on the road a
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little bit better, a little bit longer? What's that mean for you? What's the money
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side of that? And then we're, like, going, well, that's compelling. How the hell do
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you do that? And and and then we're, like, oh, well, guess what?
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Our we've strategically located these truck
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stops where, you know, one of the reasons truckers don't get to
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sleep, they they they don't have a good experience. They're kinda scared. You
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know? Typically, truck stops are out in the woods and scary places. There could
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be witches and goblins and stuff. And, you know, but ours,
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no. They're great locations, and the truck drivers love them.
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They, you know, they get a good grasp. They They're they're yeah. Yeah. Yeah. They're
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safe. They've got a a fast food or or a you know?
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I love that. See, I love that. And
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and and so you're not selling trucks,
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but you are but you are, you're delivering
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a value that they can't that they that they can't get
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anywhere else. Yeah. Back to your point, you know, the experience is that
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marketing that they're selling, and you're building your own
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box back to your wisdom. Let me clarify what I mean by with
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this. Is is that, you know, the phrase, you know, oh, you
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gotta get out of the box. Gotta get out of the box. That is such
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a common phrase. But here's the problem with it. Who tells
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you what the box is? And and who tells you what
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what getting out what happens when you get out of the box? Nobody ever says
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anything about it. So let me explain it to you real quick. Alright? Imagine that
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you and let's let's use the truck, an app you know, truck
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truck industry. Alright? And, you know, the truck
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industry is a box. Okay? The the the
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truck industry the the it is the box. Inside that truck
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industry are all of the manufacturers of
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anything that has to do with those trucks. Inside that
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inside that box are all the trade shows that they might be
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going to, all of the conferences they might be going
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to, anything they might read about,
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all the buyers that, buy stuff like
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that, they anything that has to do with the truck
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world is in the box, and you're in the box. Now you are
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part of the supplier circle in that box.
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Now what happens typically is that the suppliers are
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all just staring at each other in the circle.
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K? And and and they're going, what are they doing? What are they doing? What
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are they doing? What are they doing? What are they doing? What are they doing?
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You know? And and they go, oh, oh, I see what they're oh, we can
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do that better. We can do that better. Right? Mhmm. But
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but, if you sit down in your in your office and you say, hey. Let's
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have a brainstorming session. Let's get a big FIP chart, and we're gonna have
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a brainstorming sessions. How can we separate ourselves from the competition?
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Well, what are they doing? What are they doing? What are they doing? Right? Yeah.
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And and we always it just gets into we just wanna be
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better. Okay? Better is not different. Mhmm.
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Mhmm. Better is not different. And and and,
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improvement is not innovation. Let's make sure we understand that.
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Alright? So now how do you find out? How do you
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learn about this stuff? Well, okay. The phrase get out of the box is
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correct, except it doesn't it it it needs to be finished.
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And the finish is because if you get out of the box, it's just there's
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nothing there. Not okay. Yeah. So so what you
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do what what you need to do is you need to say, okay. Where do
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I get new ideas? And you get new ideas by
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getting out of your go and climb into somebody else's box
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in a box that has nothing to do with
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you. Mhmm. You know? And I think I told you, but the
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Caterpillar story. Right? You know? That, I was
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consulting for Caterpillar, you know, kind of a big
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company. Right? Mhmm. You know? Kinda well known in the construction
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world and stuff. And I don't know if you've heard of them, but, the One
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of my old colleagues was head of global enablement for those guys, Steve.
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Yeah. You can probably find them. But so, anyway, so we were and they
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they they kept saying, oh, we wanna really learn how to, innovate. That's
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what we wanna do. And I said, okay. I'm fine. So their offices are outside
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of Chicago. I got a big truck big truck a big
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bus. Put everybody on the bus, the
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all all the top management on the bus. We drove into
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Downtown Chicago. Now this was many years ago, and
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and I drove them to what, at that time, was the only
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American Girl doll store in the
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world, and it was in Downtown Chicago.
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We pulled up, and they go, what are we doing here? And I said, well,
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we're gonna go inside the American Girl store.
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And, I mean, you talk I mean, you talk about dragging people,
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kicking and screaming into the store. I said I said, I want
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you to go in, and I want you to tell I want you to study
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how do they market. How do they sell their products?
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Who is their customer, and what are the things
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that they are doing Yeah. You know,
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to get customers to spend more money. Right? Mhmm.
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So I I I sent them in there. They kicking and screaming.
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Two, three hours later, I had to drag them out
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of the store because they were taking so many
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notes. They were comparing ideas. Because you go into the
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it's a doll store for gosh sakes, people. You go in
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there. There's a bookstore with that that puts,
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has historical books about
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American Revolution, and they've got an American Girl doll who's an
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American Revolution doll. They've got a magazine
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that they do for and they do cover stories, and then you go
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around the store. They've got a, you know, a beauty
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salon. They've got and and and another thing
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really important. You go to the you you you take your doll to the
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American Girl's Girl Store, and what what what if and
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I hate to say the world the word what if your doll is broken? Because
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you take it to you take your doll to the American Girl Store. It's not
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broken. It's thick.
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And they have a hospital, the American
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Girl Hospital. Mhmm. You you check
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your doll in. They get a wheelchair
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to take the doll back into
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the infirmary to take care of take care of the doll. Now why do I
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point that out? Well, number one, because think about think about how
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different that is. Yeah. Right? Yeah. From, like, a normal America.
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Okay. But let me ask you this question. Alright? You know, how many places do
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you go to where,
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you you know, something's broken? What do they call it?
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Customer service. Right? It's called customer
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service. That's what it's called. What's it called at an Apple store?
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Yeah. Genius Bar. Yeah. Genius Bar. Yeah.
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It's just customer service. And now I know where
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this phrase came from. Yes. Nice.
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See? Steal g see. That's why I say don't
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don't copy competitors. Go into another box
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Yeah. And steal what what's
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common in another box and bring it back. And if you if you
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if you steal something that's common and and and used a lot and
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stuff like that, now in your box, it's it's
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genius. Nobody's ever used it before. But now you see you're talking
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about an experiential thing. Right? Yes. Absolutely.
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And and so and so now you're delivering something to your
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customer. So imagine the types of
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changes that a Caterpillar could use
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from stealing Genius at the American Girl store
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and going out and and teaching drivers,
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sharing, you know, the presentation materials,
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the books that they have. Yeah. They don't have they they
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don't have a customer service department now. You know? It's it's
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I don't even remember what it's called or or anything. You know? But but, see,
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that's that's what I'm talking about here is that,
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Peter Drucker said marketing
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is number one. Marketing is creating a
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customer. Number two is the customer re
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you are delivering something to the customer that is different than the
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competition. But if you if if all you do is copy everybody, you gotta go
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find somewhere else. Oh, I got a quick one to to
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anchor, with you on this. See, I just my own understanding. And,
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there's a guy in the NSA National Speakers Association named Mark
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Levy, and, he's really
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brilliant. He helped Simon Sinek, one of his most famous,
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clients, finds the the maxim start
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with why, you know, that big idea. And,
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he was telling us a story that, about David Meerman
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Scott. He wrote this, you know, wildly successful book.
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Didn't he read it? Oh, you know him personally? Yeah. Yeah.
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His new rules of PR. But, David was stuck. He
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called Mark and said, hey. I need a new bestseller. And, when
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David wants a a new bestseller, he means a Wall Street Journal bestseller,
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a New York Times bestseller. Not like us. It's not Amazon bestsellers.
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Guilty as charged. But, so he goes to Martin saying, hey. I need a a
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new bestseller. And, so they brainstorm, brainstorm,
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brainstorm, brainstorm, and and like you say, they were kinda just
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stuck in the box. You know, they they just weren't breaking out
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until Mark said, hey. Are you gonna be around this weekend, you
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know, where where you live? And he goes, yeah. Yeah. Why? And he's, like, going,
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you know, if you just hike it up the road, there's this
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big, huge event called Comic Con. I'd like to you to
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attend it. Mark's, like, going, why the hell would I
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wanna attend Comic Con? I don't I don't get it. He goes, just go
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and and trust me on this. We need some new thinking
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just like what you did with caterpillars, Steve. And so he
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goes and then comes back and he's, like, going, oh, damn. I loved
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it. It was great. You know? I learned so much, took notes and everything.
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And because Mark's, like, going, okay. Give me the juice, man. What'd you get out
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of it? And together, they worked to formulate a new
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big idea and a new best Wall Street Journal. How to do that.
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You have to learn how to do that. New Wall Street Journal bestseller Fanocracy.
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And, but, yeah, it's just a plain you know, I, I don't know if
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you've ever met, or or seen the work of Edward de Bono.
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Sadly, even I I know Edward too. I'm a TED guy.
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I'm a TEDster. So, see, I get to hang I get to go hang out
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at TED with with all those guys. And and, Ed
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Debono is one of the very few, people who actually
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got kicked off the TED stage. Most people don't know. Most people
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don't know that. Well, he's he he does have a strong opinion.
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Yeah. He got kicked off the stage. That was that was one of the best
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I've ever seen on TED. I I I learned a, principle from him,
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Steve, that I think helps in this concept. He calls it lateral
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thinking, you know, where you gotta get out of your box. You know, you you
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go find something that's maybe completely
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unrelated. It's supposed to be But then you you can tie the two
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together somehow to come up with a new
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thing, a bigger idea. Simple. It's so it it is
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it see, this is but this has happened for for many, many,
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many, many, many, many, many, many years. Right? Even,
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the the concept of, studying nature
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and learning from nature and stealing nature. Velcro came from
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nature. Uh-huh. Velcro, a a German
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scientist was walking through the woods with his dog, got a whole bunch
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of burrs stuck to his socks. And and when he
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took his socks off, he took a look at them and
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started a company called Velcro. And,
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so it it's yeah. You you you know,
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ideas are everywhere, but here's our problem.
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Our our our natural inclination
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is to own is our heuristics. Let's put it that way.
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Our heuristics are that we
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see who we see what we are.
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Okay? We hang out with the same people. We talk the
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same language. We we, you know, you know,
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we go, we wear the same clothes.
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You know? That's what we do. And and for
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even Steve Jobs recognized this. He when he used to have
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conferences, brainstorming conferences in his
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office, he would hire painters,
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architects, engineers, from,
464
00:29:16,000 --> 00:29:19,840
farming. Yeah. I mean, he would bring people in who
465
00:29:19,840 --> 00:29:23,434
had nothing to do with high-tech. Mhmm.
466
00:29:23,534 --> 00:29:27,115
Mhmm. And and they would sit, and and that's where the design
467
00:29:27,174 --> 00:29:30,855
ideas came from. That's where the the concepts of some of the things that that
468
00:29:30,855 --> 00:29:34,534
they and and Jobs was very famous. He, you know, he
469
00:29:34,534 --> 00:29:38,054
he he was, just as famous about saying, you
470
00:29:38,054 --> 00:29:41,730
know, great art artists, you know, don't copy.
471
00:29:42,190 --> 00:29:45,790
They steal. Yes. Yes. Okay.
472
00:29:45,790 --> 00:29:49,330
Yep. Well, hey. I'd I wanted to get one more concept
473
00:29:49,390 --> 00:29:53,115
across that came from you, Steve, on you know? So you you know, just to
474
00:29:53,115 --> 00:29:56,475
recap, you're talking about, you know, you wanna be uncopyable. You know? That
475
00:29:56,635 --> 00:30:00,155
Steve's just a master in thinking about that. But,
476
00:30:00,395 --> 00:30:03,215
so so you need to get out of your own box. You need to steal,
477
00:30:03,995 --> 00:30:06,495
genius because competition breeds conformity.
478
00:30:08,150 --> 00:30:11,590
But could you, end this our episode with this big
479
00:30:11,590 --> 00:30:15,429
idea around value? And because I think that really brings it
480
00:30:15,429 --> 00:30:19,049
home. Once you've you're outside of that box, you've stole, genius.
481
00:30:19,510 --> 00:30:23,095
Now what do you do? Well, the point the point of value, which
482
00:30:23,095 --> 00:30:26,775
which you guys are are very well known for, you know, with
483
00:30:26,775 --> 00:30:30,155
your, you know, with the value propositions, with your go to market narrative,
484
00:30:30,455 --> 00:30:33,895
and things like that. The the bottom line see, value is this
485
00:30:33,895 --> 00:30:37,529
big, and for lack of a better word,
486
00:30:37,990 --> 00:30:40,889
nebulous thing. Alright?
487
00:30:42,070 --> 00:30:45,610
That that people receive
488
00:30:46,789 --> 00:30:49,885
when they write you a check. Okay?
489
00:30:50,424 --> 00:30:54,184
Now everybody everybody has a picture in their own mind. The moment they write you
490
00:30:54,184 --> 00:30:57,885
a check, they have a picture in in their mind of
491
00:30:58,265 --> 00:31:01,900
what they expect that what they're expecting from you. And what
492
00:31:02,020 --> 00:31:05,620
and and whatever that picture is is what their picture of value
493
00:31:05,620 --> 00:31:09,220
is. And it might be, oh, you you
494
00:31:09,220 --> 00:31:13,059
know, yeah, you got a great product. You you you know? Yeah. And, oh, yeah,
495
00:31:13,059 --> 00:31:16,635
you're gonna deliver it on time. You know? The it's it's
496
00:31:16,635 --> 00:31:20,335
that whole package that they perceive.
497
00:31:21,675 --> 00:31:25,355
Okay? Now what what we want to
498
00:31:25,355 --> 00:31:29,140
do when it comes to value is we also want to create
499
00:31:29,140 --> 00:31:32,580
a value that they go, holy crap. That's a value that nobody else can give
500
00:31:32,580 --> 00:31:36,340
me. There other people and and
501
00:31:36,340 --> 00:31:39,300
it comes from things like let let me share things like,
502
00:31:40,900 --> 00:31:43,745
like language. Okay?
503
00:31:44,525 --> 00:31:47,905
If you use the exact same terminology
504
00:31:48,765 --> 00:31:51,825
as your as your competition,
505
00:31:52,925 --> 00:31:56,360
then you're not different. Mhmm. Okay?
506
00:31:57,300 --> 00:32:01,140
The you you realize that none of us had
507
00:32:01,140 --> 00:32:04,040
any idea how to order coffee until Starbucks came.
508
00:32:05,460 --> 00:32:07,800
All of a sudden, it became an Italian discussion.
509
00:32:09,855 --> 00:32:12,835
Right? You know, you know, how to order coffee.
510
00:32:13,695 --> 00:32:17,135
Right? Because Starbucks created a new
511
00:32:17,135 --> 00:32:20,195
language of of ordering coffee.
512
00:32:20,575 --> 00:32:24,355
Completely different from all the other coffee shops on the planet.
513
00:32:24,840 --> 00:32:28,520
Right? But it was Starbucks who created that. And and and everybody
514
00:32:28,520 --> 00:32:31,880
knows it. Everybody knows that it was Starbucks who created
515
00:32:31,880 --> 00:32:35,720
that. That's part of the deal is that when you create something
516
00:32:35,720 --> 00:32:39,335
new like that, like a terminology, You
517
00:32:39,395 --> 00:32:42,914
know? I mean, here, a color. Okay? My color is orange. Our
518
00:32:42,914 --> 00:32:46,755
colors our brand color is orange. And when we we tell people, when you see
519
00:32:46,755 --> 00:32:50,455
the color orange, you should automatically ask yourself the question,
520
00:32:50,515 --> 00:32:54,054
what am I looking at that's uncopyable that I can steal
521
00:32:54,274 --> 00:32:58,110
right now? Yeah. Exactly. Exactly. What can
522
00:32:58,110 --> 00:33:01,230
I steal right now? Right? Well, you know,
523
00:33:02,190 --> 00:33:05,970
be because I want them to think about me
524
00:33:06,110 --> 00:33:09,775
and think about us. A a couple of
525
00:33:09,775 --> 00:33:13,075
years ago, there was a guy, in Houston,
526
00:33:13,695 --> 00:33:17,475
a guy named Jim McIngvale, known as Mattress Mac.
527
00:33:17,775 --> 00:33:21,215
He has three furniture stores in Houston. He is he is
528
00:33:21,215 --> 00:33:25,039
a rock star in Houston. Because when
529
00:33:25,039 --> 00:33:28,880
hurricane Katrina came and hit hit the town and people were
530
00:33:28,880 --> 00:33:32,720
displaced from their homes, he put out a a
531
00:33:32,720 --> 00:33:36,000
a a message to everybody in the city. He said, look. If you have been
532
00:33:36,000 --> 00:33:39,835
displaced from your home, you can come to my store. I will you
533
00:33:39,835 --> 00:33:43,515
can sleep on our beds. You can sleep on our couches. I will
534
00:33:43,515 --> 00:33:46,955
pull the mattresses out. If you need food, we will feed
535
00:33:46,955 --> 00:33:50,715
you. If you need clothing, we will find clothing for you. Alright? He was
536
00:33:50,715 --> 00:33:54,330
a rock star. Okay? The guy read my book.
537
00:33:56,950 --> 00:33:59,610
And and opening game
538
00:34:01,510 --> 00:34:05,049
of the baseball season, he's at a Houston Astros
539
00:34:05,110 --> 00:34:08,715
baseball game, and they all come running out in their
540
00:34:09,175 --> 00:34:13,014
orange jerseys. And he turned
541
00:34:13,014 --> 00:34:16,775
to his son, and he said, Steve Miller, I gotta
542
00:34:16,775 --> 00:34:20,614
call him tomorrow morning. Nice. Nice. Okay. He called me
543
00:34:20,614 --> 00:34:23,100
the next morning, hired me on the spot.
544
00:34:24,520 --> 00:34:27,980
He he just he said he said, hey. If if if you can impact
545
00:34:28,280 --> 00:34:31,880
me to think of you at that moment, he said, I wanna I
546
00:34:31,880 --> 00:34:35,534
want you to help us get better too. I want some of that. Yeah. That's
547
00:34:35,534 --> 00:34:39,054
an that's that's that's an example of what I'm talking about. So you see, you
548
00:34:39,054 --> 00:34:41,954
learn you you you start to look for ways
549
00:34:42,574 --> 00:34:46,194
to, create these anchors and these triggers
550
00:34:47,150 --> 00:34:50,850
for your marketplace that are different from what
551
00:34:51,790 --> 00:34:55,630
your your your competition does. I absolutely love that.
552
00:34:55,630 --> 00:34:58,290
Yeah. When you do that, you now own.
553
00:34:59,390 --> 00:35:02,735
You own that relationship. Perfect. So
554
00:35:02,975 --> 00:35:06,735
Perfect. Well, Steve, we've, wanna, just do a
555
00:35:06,735 --> 00:35:10,275
wrap up with this now on, and just mention to everybody,
556
00:35:10,895 --> 00:35:14,670
Steve's book, Uncopyable, is fantastic, you know,
557
00:35:14,670 --> 00:35:18,349
where you wanna create your, you know, an unfair advantage. I
558
00:35:18,349 --> 00:35:22,190
love that term. And, you yeah. To you know, if you think smart
559
00:35:22,190 --> 00:35:25,950
and work smart and sell smart, oh my god, you're gonna improve your win rate,
560
00:35:25,950 --> 00:35:29,555
you know, and and that's what we're talking about today. Just some brilliant
561
00:35:29,615 --> 00:35:33,375
ideas and great thinking about how you can stand apart from the back and
562
00:35:33,375 --> 00:35:37,214
win more business for yourself. So I do encourage everybody, you know,
563
00:35:37,214 --> 00:35:40,895
grab a copy of Steve's book. You know, we we just scratched the surface. There's
564
00:35:40,895 --> 00:35:44,700
so much more there, a richness and distinctions that'll that'll
565
00:35:44,700 --> 00:35:48,060
help you think differently, get out of your box, and build a new
566
00:35:48,060 --> 00:35:51,820
box, by by reading this book. And then, Steve, they can,
567
00:35:52,220 --> 00:35:55,440
look for your beautiful face, on on LinkedIn.
568
00:35:56,555 --> 00:35:59,455
You know, we Yeah. They can find me on LinkedIn, Steve a Miller.
569
00:36:00,235 --> 00:36:03,295
Absolutely. And they can, yeah, they can go,
570
00:36:04,715 --> 00:36:06,635
track me down at
571
00:36:06,635 --> 00:36:10,250
@buncopiable.com. You can track track me
572
00:36:10,250 --> 00:36:14,010
down there. And I believe that's where they can go. You and you and
573
00:36:14,010 --> 00:36:17,770
Kaye, you know, coauthored another book, but you guys
574
00:36:17,770 --> 00:36:21,530
have a a five series email, right, that they can get in terms
575
00:36:21,530 --> 00:36:25,285
of helping them along the their path. And and and, again,
576
00:36:25,285 --> 00:36:28,425
using my very high-tech,
577
00:36:30,485 --> 00:36:34,185
and for those of you who cannot see this, alright, I'm holding up
578
00:36:34,325 --> 00:36:38,025
a a very high-tech, personalized, visual
579
00:36:38,565 --> 00:36:41,569
that says be uncopyable.com slash
580
00:36:42,430 --> 00:36:46,049
the number five dash emails. Awesome.
581
00:36:46,269 --> 00:36:49,950
Okay. And and if you go there, you you can, you know, Kaye put
582
00:36:49,950 --> 00:36:53,785
together a a series for you guys, and, and
583
00:36:53,785 --> 00:36:57,145
we're there to help. You know? And and let me tell you something.
584
00:36:57,145 --> 00:37:00,825
Bruce, you know, he he teaches this
585
00:37:00,825 --> 00:37:04,365
stuff. He just doesn't he he doesn't he he's not as,
586
00:37:04,985 --> 00:37:07,520
nuts. Okay. So,
587
00:37:08,620 --> 00:37:12,220
versus much more professional than I
588
00:37:12,220 --> 00:37:16,060
am. Right? I don't ever wanna be be, You don't wanna be
589
00:37:16,060 --> 00:37:18,700
like me. Oh my god. I don't wanna be no. But I don't wanna be
590
00:37:18,700 --> 00:37:22,265
accused of being professional because I'm not. You know? I'm just
591
00:37:22,345 --> 00:37:25,325
you know? I'm I'm orange is what I am. And,
592
00:37:25,945 --> 00:37:29,705
and I love your, you know, your book. Even I love short
593
00:37:29,705 --> 00:37:33,485
books like that. In fact, I'm writing more short books. Yeah.
594
00:37:33,950 --> 00:37:37,730
You know, that that are easy easy to digest and easy and
595
00:37:38,030 --> 00:37:41,790
a ton of information. So I learned that from my mentor who
596
00:37:41,790 --> 00:37:45,550
you know quite well, Janelle Barlow. But she said book write write
597
00:37:45,550 --> 00:37:48,735
write your book, Bruce, to be read on a flight, and that's what I did.
598
00:37:48,815 --> 00:37:52,655
And and it's funny. Such a good advice. I've had executives send
599
00:37:52,655 --> 00:37:56,415
me copies of them, you know, with the book in their hand on a
600
00:37:56,415 --> 00:37:59,855
flight. Such a good advice. And you know what? You know what? And you should
601
00:37:59,855 --> 00:38:03,615
you should teach your these clients of your write your own
602
00:38:03,615 --> 00:38:07,220
book, people. Oh, yeah. Yeah. Yeah. Yeah. That that's a new
603
00:38:07,220 --> 00:38:10,820
box. Well, Steve, on that note, thank you so much for
604
00:38:10,820 --> 00:38:14,420
joining the show. Really appreciate it. Thank you, buddy. Good to see you,
605
00:38:14,420 --> 00:38:17,964
man. What a fantastic conversation with Steve Miller. We
606
00:38:17,964 --> 00:38:21,805
covered so many powerful ideas today from the importance of
607
00:38:21,805 --> 00:38:25,585
true differentiation to the art of stealing genius
608
00:38:25,805 --> 00:38:29,345
from unexpected places. One of my biggest takeaways,
609
00:38:29,805 --> 00:38:33,540
if you wanna win more deals, you can't just be better. You
610
00:38:33,540 --> 00:38:37,240
have to be different in a way that your competition can't copy.
611
00:38:37,860 --> 00:38:41,620
If you found today's episode valuable, be sure to check out
612
00:38:41,620 --> 00:38:43,620
Steve's book, Uncopyable, and visit
613
00:38:43,620 --> 00:38:46,934
himbeuncopyable.com for more resources.
614
00:38:47,395 --> 00:38:50,994
And of course, if you enjoyed the episode, please like and subscribe to the
615
00:38:50,994 --> 00:38:54,694
Value Pro Show. If you're feeling kind, leave a review too
616
00:38:54,835 --> 00:38:58,434
so others can find it. Until next time, keep leading with
617
00:38:58,434 --> 00:39:00,615
value and standing out in your market.
00:00:01,920 --> 00:00:05,359
Welcome to the ValuePro Show, where value pros get value
2
00:00:05,359 --> 00:00:05,859
ready.
3
00:00:09,599 --> 00:00:13,165
Hi. My name is Bruce Scheer, the host of the ValuePro Show. In this episode,
4
00:00:13,165 --> 00:00:16,545
we're talking with Steve Miller, the marketing gunslinger,
5
00:00:16,845 --> 00:00:20,525
and you won't unhear that. Steve is the author of the best selling
6
00:00:20,525 --> 00:00:24,125
book uncopyable, how to create an unfair advantage over your
7
00:00:24,125 --> 00:00:27,650
competition. And he's delivered over 1,600
8
00:00:27,710 --> 00:00:31,150
national and international presentations, and he's even been on the TED
9
00:00:31,150 --> 00:00:34,450
conference made in state. Not TEDx, but TED.
10
00:00:34,750 --> 00:00:38,430
He's worked with businesses of all sizes to help them stand out in a
11
00:00:38,430 --> 00:00:42,245
world of sameness, creating innovative strategies that make them the
12
00:00:42,245 --> 00:00:45,845
only choice for their customers. Lean into this one.
13
00:00:45,845 --> 00:00:49,065
He's gonna share a depth of wisdom
14
00:00:49,525 --> 00:00:53,365
that comes from a place of fundamentals for how do you truly
15
00:00:53,365 --> 00:00:57,120
stand apart from the pack. Let's dig in. So
16
00:00:57,120 --> 00:01:00,800
welcome to the ValuePro Show. Today, we've got with us Steve Miller,
17
00:01:00,800 --> 00:01:04,239
and I am so excited about this. I had the
18
00:01:04,239 --> 00:01:07,860
opportunity to, read Steve's book,
19
00:01:08,065 --> 00:01:11,505
and I've been, if you've seen the cartoon Pepe Le
20
00:01:11,505 --> 00:01:15,104
Pew, I've been chasing I've been chasing Steve for
21
00:01:15,104 --> 00:01:18,725
about two years trying to get him to join the National Speakers Association
22
00:01:18,865 --> 00:01:22,625
Northwest chapter. And then I find out he freaking started
23
00:01:22,625 --> 00:01:26,460
the whole thing. I I just found that out. And, you know, of
24
00:01:26,460 --> 00:01:30,220
course, he he knows what he'd be getting into if he joined us. But I
25
00:01:30,300 --> 00:01:34,140
and I invited him onto the show because he's got
26
00:01:34,140 --> 00:01:37,360
some magic pixie dust on how to help us be uncopyable
27
00:01:38,185 --> 00:01:41,645
in a way that's gonna help sellers in this brutally tough
28
00:01:41,705 --> 00:01:45,545
market, stand apart from the pack and
29
00:01:45,545 --> 00:01:48,745
and and close more deals at the end of the day. And it's it's a
30
00:01:48,745 --> 00:01:52,530
rough world out there, and it's really needed. But, Steve,
31
00:01:52,750 --> 00:01:56,590
before we jump in, can I get an honest answer from you?
32
00:01:56,590 --> 00:02:00,430
Could I get your commitment to give me the truth? I cannot guarantee that,
33
00:02:00,430 --> 00:02:04,270
but go ahead. Alright. Well, let me test it. This morning, I was on my
34
00:02:04,270 --> 00:02:07,170
exercise bike getting ready for this episode,
35
00:02:08,005 --> 00:02:11,385
and I watched a Katy Perry video here.
36
00:02:11,765 --> 00:02:15,385
And this is Katy Perry on stage singing California
37
00:02:15,765 --> 00:02:19,525
Girl, one of their most popular songs. Yeah.
38
00:02:19,525 --> 00:02:23,045
In order If you zoom in, I just
39
00:02:23,640 --> 00:02:27,239
is this you in in that photo? Because he's wearing green
40
00:02:27,640 --> 00:02:31,400
orange, and you're wearing orange. Let's
41
00:02:31,400 --> 00:02:35,079
just I'm just curious. I I did it, and I need an honest
42
00:02:35,079 --> 00:02:38,535
answer. Alright. So how are we doing? So it was
43
00:02:38,535 --> 00:02:42,215
you? Alright. Alright. Well, hey. Hey. Back to the
44
00:02:42,215 --> 00:02:45,894
story line, Steve. Just just getting into a summary for the honest
45
00:02:45,894 --> 00:02:47,995
answer. She's one of our groupies.
46
00:02:49,575 --> 00:02:53,420
Awesome. Well, Steve, kick us off here. You could talk
47
00:02:53,420 --> 00:02:56,700
about you know, just tell us about the the book a little bit, why you
48
00:02:56,700 --> 00:03:00,240
wrote it, and then we'll kinda unpack from there. Okay.
49
00:03:00,860 --> 00:03:04,460
Yeah. I don't wanna get into a lot of my background. Let's get going because
50
00:03:04,460 --> 00:03:08,025
you, you know, you brought me on. Of course. You know? Yeah. You can let's
51
00:03:08,025 --> 00:03:11,625
assume that that that I'm here for a reason. Alright? The the book
52
00:03:11,625 --> 00:03:14,924
uncopyable is about it it boils down to,
53
00:03:17,385 --> 00:03:20,924
and and I'm I'm going to give Peter Drucker a big
54
00:03:21,065 --> 00:03:24,910
shout out here. Peter Drucker, for those of you who don't know, you should
55
00:03:24,910 --> 00:03:28,430
know, first of all. Probably known as the
56
00:03:28,430 --> 00:03:32,270
godfather of corporate management philosophy and stuff like
57
00:03:32,270 --> 00:03:35,410
that. And and, the guy was unbelievable.
58
00:03:36,715 --> 00:03:40,555
And one of the things that he said and he
59
00:03:40,555 --> 00:03:44,155
reinforced for many, many years now I I know that Bruce
60
00:03:44,155 --> 00:03:47,755
has a lot of visuals that we have already
61
00:03:47,755 --> 00:03:51,040
kinda fixed up and stuff like that. But, you know, I figured, you know, I'm
62
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gonna I'm gonna create my own very, high-tech
63
00:03:55,360 --> 00:03:58,500
visuals for this. Okay? But Peter Peter Drucker said,
64
00:03:59,440 --> 00:04:02,740
he said business has only
65
00:04:03,200 --> 00:04:06,965
two functions. Only two
66
00:04:10,625 --> 00:04:14,064
functions, marketing and innovation. Here's
67
00:04:14,064 --> 00:04:17,445
my here's my high-tech visuals.
68
00:04:17,505 --> 00:04:20,990
Alright. Nice work. Okay. They're they're all
69
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So for the listening for the listening audience for us, what
70
00:04:24,990 --> 00:04:28,350
Steve did is he held up a card and and go ahead and explain that.
71
00:04:28,350 --> 00:04:31,470
Yeah. Alright. You know, I held up a card. It said it says marketing and
72
00:04:31,470 --> 00:04:35,295
innovation. He said, Drucker Drucker said there are the only two
73
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functions of, of a business, and they're and
74
00:04:38,735 --> 00:04:42,575
these are the only he he key he reinforces this this the
75
00:04:42,575 --> 00:04:45,955
statement. He said, they are marketing and innovation.
76
00:04:47,120 --> 00:04:50,800
Mhmm. And then and then as he goes on, he goes on
77
00:04:50,800 --> 00:04:54,479
to say, and if, if
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marketing is done correctly and here's here's here's the
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controversial statement for you guys. If marketing is done correctly,
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it makes selling superfluous.
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So when I first started studying
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Drucker and I heard him talk about that, and talk about
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marketing innovation. Okay. So what I started to ask myself, well, what are those?
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And that's the it's see, in my book on copyable
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talks basically about the those two things. What is
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marketing? Marketing is creating a new customer.
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I mean, Drucker does say the purpose of business is to
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create a customer. That's the purpose of business. Alright?
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So that's so marketing is creating the
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customer. Now the question is, why
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does a customer choose you?
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And and that comes down to, you know, the the comment
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of, you know, where I say that,
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nobody buys from you because you are
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similar to the competition. Mhmm. Mhmm.
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And and in fact, people don't even wanna buy from you
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if you are better than the competition. They don't want
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to. They wanna buy from you
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because you are not similar to the competition.
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Or another way of saying is that you are different. Mhmm. Mhmm. You
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are delivering something different to them that they cannot get
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anywhere else. And yet, most
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companies, especially I say I say not not
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especially. But most companies, most marketplaces
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you you know, I have spent my life working in the b to b world.
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Okay? Yes. And and most companies
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simply look watch their competition.
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Mhmm. Mhmm. They study their competition day
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in and day out, and they and and when they sit down and they
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say, hey. How can we be better than the competition?
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What can we do that's better than the competition? Oh, oh, they've got a,
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a a flywheel that is, doing it and doing 5,000
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RPM. You know, you know well, you know what? We can make
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one that's 10,000 RPM. That's that's it. We win. We're
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better than the competition. But you see after a while, somebody else gets
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better. Yeah. And right now, I'm showing for people that can't see
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the our our session here for people listening. I'm
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showing, three people on the Olympic podium, and and
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one's raising the flag, but they all look exactly the
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same. And, Steve, that reminds me of a a project I
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was on, for a company in the security space, digital
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security and and preventing credit, credit card
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fraud. And it was so wild. Within two
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years, you know, I there were probably about 25 different players in
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the same space. And and I did this messaging,
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analysis, and all of them literally were
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saying the same thing when I looked went to website website to website.
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They had all Picking up. Copied one another. Picking
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up. Unbelievable. Uh-huh. Yeah. Like like, let me ask you, Bruce. Okay?
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Have you ever heard of the heavenly bed? No. I
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haven't. Okay.
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One of the hotel chains, an a number of years ago,
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decided that one way they were going to separate themselves from the competition was they
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were gonna have a better bed, and they
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called it the heavenly bed. Mhmm. Mhmm. Okay?
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Now I ask people all the time. You what who who made the
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heavenly bed? They still do. The the company still does, and it's Westin
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hotels. Okay? Oh, okay. Uh-huh. It was it was it
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was it didn't take I it probably didn't take but
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a a a couple of months or somebody to come up with, oh, we have
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a Sleep Number bed. Oh, we have a slumber bed. Oh, we have a
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blood up bed. You know? It's exactly what you're talking about, Bruce. See, when
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somebody does come up with some kite some
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type of new idea, if it can
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be copied, it will be copied. Yes.
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Uh-huh. Uh-huh. That's the bottom line. And so and and
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so my philosophy about be about
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uncopyable is is that marketing we're gonna
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we want to help mark companies market themselves,
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you know, to the exact right target market. You
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know? But we also wanna help companies be able to show
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that they are different. And and
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if you do different right, different can become
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uncopyable. And and and in most
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cases, it has nothing to do with the product or service.
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Okay. Okay. Because in most cases you you know,
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today, technology, commoditizes
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everything. Yes. Uh-huh. It it it it
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commoditizes everything. And and, again, if it can be copied, it
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will be copied. So so what you wanna be able to do is
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is then you are now going to look for something
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else that is part of the
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deliver part of the deliverable, part of the experience, part
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of part of the relationship that you are delivering
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to people, nobody else can copy.
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Mhmm. Mhmm. Nobody else can copy. So,
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and and and so I get in in your,
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philosophy, you know, with values,
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IO, you you've got in there you know, you talk about that
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your go to market narrative you talk about
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that, it's a key it's a key to differentiating
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a brand. See, the the keyword there is differentiating.
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Yeah. And engaging buyers effectively.
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That's marketing. Yeah. Steve, I was,
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interacting with a guy for he was a former Gong executive. He's got his
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own firm now called PC Club dot
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IO. And, oh, it was so interesting.
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When he was at Gong, Gong Labs did a huge study,
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thousands reviewing thousands and thousands of sales calls.
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But what they found when sellers were
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enabled with a a narrative, in my case, with
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valuepros.io, we build value narratives. We
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believe very strongly in leading the buyer with value.
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When when you have a a narrative for that seller,
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the win rate goes up 30% for those
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sellers that are enabled with a narrative. You know, again,
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based on thousands of calls and data from Gong Labs.
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Really powerful. Because you're you're talking you know, when you say,
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the narrative, the you you know, what what what they're what you're
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delivering. You're you're not saying the word, oh, our product.
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You're not say you're not even say you're not even saying, oh, our
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service. No. Mhmm. It's the it's a bigger picture than
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that. And, and if you are not
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see, I mean, again, the the fact is is that
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technology commoditizes everything. So so
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if it can be copied, it will be copied. So so
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don't just make sure. Yes. Of course. You wanna make
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sure that what you are delivering to them has the
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same type of of valid from a from a
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product or service perspective right there. Okay? It's the same
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and at least equal to the competition. Yeah. But then Mhmm.
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But then what you wrap around it Right here. You
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wrap around it, you know, goes goes so much
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farther. Again, you know, like you say in in here, and for those of you
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who can't can't see it, okay, you know, he's posted another saying of mine that
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is that the experience is the marketing.
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The the experience that people have dealing with
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you is the marketing. I have a client, and
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and they build fleets
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or fleet work trucks. You know? So you think about the
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delivery delivery trucks, landscapers,
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rentals, things like that. These are fleets. Alright? And they build
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these fleets. Okay? And their and their their,
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the quality of the the fleets, the, you know, the the,
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everything that's that's, inside of one of those
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trucks is as good as
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anybody else's. Okay? But then we make a big
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promise. We make a promise that says we will do what no one
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else will do. So now we
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start looking for ways to provide education
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for the for their, you know, for the staffers,
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for for, better, and
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nowadays, you know, education on things
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like AI. So, like, in delivery trucks,
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it's how do they deliver more efficiently, you know, if the
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routes are updated regularly, constantly. Every
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single time they're done with the they're done with one of their their stops,
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the AI updates. Right? And so now so these
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are all but they now include that in the
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in the truck. Mhmm. That's part that's part of the
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experience that my client,
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you you know, it puts into the product. And
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and that's what separates, everybody else. I
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cannot believe this. Yeah. I like this, Steve, or this
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example, you know, get out of the box your your
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quote. You know, getting out of the box means nothing. Build your
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own box. I've got a story for you on this fleet topic. A
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buddy of mine was working with a a company that,
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didn't have the fleet of trucks. It was providing, the
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service areas for the trucks. And, but
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again, back to this notion of leading with value, they
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didn't talk about, hey. Your your truck driver should come to our truck stops because,
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hey. We got a, b, c, d, and e, and f, and g for them,
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and blah blah blah blah blah blah blah. All all the details around these truck
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stops. Instead, they led with the problem domain of,
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hey. You know, what's bothering you? Well, you know, hey. We got truck
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drivers that are tired. They're, they're they turn
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over often. It's hard to keep these guys working working for us. You
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know, the fleet fleet you know, like your client, those fleet guys, you know, hey.
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Right. It's kinda hard dealing with these drivers. And,
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then they would, you know, talk about, well, hey. What if we were able to
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improve retention? What if we were able to keep those trucks on the road a
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little bit better, a little bit longer? What's that mean for you? What's the money
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side of that? And then we're, like, going, well, that's compelling. How the hell do
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you do that? And and and then we're, like, oh, well, guess what?
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Our we've strategically located these truck
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stops where, you know, one of the reasons truckers don't get to
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sleep, they they they don't have a good experience. They're kinda scared. You
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know? Typically, truck stops are out in the woods and scary places. There could
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be witches and goblins and stuff. And, you know, but ours,
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no. They're great locations, and the truck drivers love them.
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They, you know, they get a good grasp. They They're they're yeah. Yeah. Yeah. They're
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safe. They've got a a fast food or or a you know?
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I love that. See, I love that. And
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and and so you're not selling trucks,
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but you are but you are, you're delivering
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a value that they can't that they that they can't get
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anywhere else. Yeah. Back to your point, you know, the experience is that
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marketing that they're selling, and you're building your own
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box back to your wisdom. Let me clarify what I mean by with
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this. Is is that, you know, the phrase, you know, oh, you
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gotta get out of the box. Gotta get out of the box. That is such
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a common phrase. But here's the problem with it. Who tells
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you what the box is? And and who tells you what
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what getting out what happens when you get out of the box? Nobody ever says
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anything about it. So let me explain it to you real quick. Alright? Imagine that
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you and let's let's use the truck, an app you know, truck
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truck industry. Alright? And, you know, the truck
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industry is a box. Okay? The the the
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truck industry the the it is the box. Inside that truck
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industry are all of the manufacturers of
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anything that has to do with those trucks. Inside that
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inside that box are all the trade shows that they might be
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going to, all of the conferences they might be going
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to, anything they might read about,
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all the buyers that, buy stuff like
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that, they anything that has to do with the truck
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world is in the box, and you're in the box. Now you are
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part of the supplier circle in that box.
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Now what happens typically is that the suppliers are
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all just staring at each other in the circle.
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K? And and and they're going, what are they doing? What are they doing? What
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are they doing? What are they doing? What are they doing? What are they doing?
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You know? And and they go, oh, oh, I see what they're oh, we can
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do that better. We can do that better. Right? Mhmm. But
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but, if you sit down in your in your office and you say, hey. Let's
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have a brainstorming session. Let's get a big FIP chart, and we're gonna have
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a brainstorming sessions. How can we separate ourselves from the competition?
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Well, what are they doing? What are they doing? What are they doing? Right? Yeah.
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And and we always it just gets into we just wanna be
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better. Okay? Better is not different. Mhmm.
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Mhmm. Better is not different. And and and,
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improvement is not innovation. Let's make sure we understand that.
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Alright? So now how do you find out? How do you
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learn about this stuff? Well, okay. The phrase get out of the box is
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correct, except it doesn't it it it needs to be finished.
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And the finish is because if you get out of the box, it's just there's
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nothing there. Not okay. Yeah. So so what you
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do what what you need to do is you need to say, okay. Where do
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I get new ideas? And you get new ideas by
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getting out of your go and climb into somebody else's box
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in a box that has nothing to do with
313
00:19:37,175 --> 00:19:40,615
you. Mhmm. You know? And I think I told you, but the
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Caterpillar story. Right? You know? That, I was
315
00:19:44,350 --> 00:19:48,190
consulting for Caterpillar, you know, kind of a big
316
00:19:48,190 --> 00:19:51,650
company. Right? Mhmm. You know? Kinda well known in the construction
317
00:19:51,790 --> 00:19:55,395
world and stuff. And I don't know if you've heard of them, but, the One
318
00:19:55,395 --> 00:19:59,075
of my old colleagues was head of global enablement for those guys, Steve.
319
00:19:59,075 --> 00:20:02,675
Yeah. You can probably find them. But so, anyway, so we were and they
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00:20:02,675 --> 00:20:06,435
they they kept saying, oh, we wanna really learn how to, innovate. That's
321
00:20:06,435 --> 00:20:10,140
what we wanna do. And I said, okay. I'm fine. So their offices are outside
322
00:20:10,140 --> 00:20:13,500
of Chicago. I got a big truck big truck a big
323
00:20:13,500 --> 00:20:16,940
bus. Put everybody on the bus, the
324
00:20:17,020 --> 00:20:20,780
all all the top management on the bus. We drove into
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Downtown Chicago. Now this was many years ago, and
326
00:20:24,585 --> 00:20:28,285
and I drove them to what, at that time, was the only
327
00:20:29,385 --> 00:20:33,065
American Girl doll store in the
328
00:20:33,065 --> 00:20:36,445
world, and it was in Downtown Chicago.
329
00:20:37,530 --> 00:20:41,050
We pulled up, and they go, what are we doing here? And I said, well,
330
00:20:41,050 --> 00:20:44,270
we're gonna go inside the American Girl store.
331
00:20:44,410 --> 00:20:48,170
And, I mean, you talk I mean, you talk about dragging people,
332
00:20:48,170 --> 00:20:51,775
kicking and screaming into the store. I said I said, I want
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00:20:51,775 --> 00:20:55,075
you to go in, and I want you to tell I want you to study
334
00:20:56,015 --> 00:20:59,555
how do they market. How do they sell their products?
335
00:21:00,015 --> 00:21:03,775
Who is their customer, and what are the things
336
00:21:03,775 --> 00:21:06,890
that they are doing Yeah. You know,
337
00:21:07,830 --> 00:21:11,530
to get customers to spend more money. Right? Mhmm.
338
00:21:11,910 --> 00:21:15,690
So I I I sent them in there. They kicking and screaming.
339
00:21:17,270 --> 00:21:20,970
Two, three hours later, I had to drag them out
340
00:21:21,505 --> 00:21:24,865
of the store because they were taking so many
341
00:21:24,865 --> 00:21:28,625
notes. They were comparing ideas. Because you go into the
342
00:21:28,784 --> 00:21:32,625
it's a doll store for gosh sakes, people. You go in
343
00:21:32,625 --> 00:21:36,390
there. There's a bookstore with that that puts,
344
00:21:36,470 --> 00:21:39,990
has historical books about
345
00:21:39,990 --> 00:21:43,510
American Revolution, and they've got an American Girl doll who's an
346
00:21:43,510 --> 00:21:47,290
American Revolution doll. They've got a magazine
347
00:21:48,245 --> 00:21:51,925
that they do for and they do cover stories, and then you go
348
00:21:51,925 --> 00:21:55,625
around the store. They've got a, you know, a beauty
349
00:21:55,685 --> 00:21:59,445
salon. They've got and and and another thing
350
00:21:59,445 --> 00:22:03,020
really important. You go to the you you you take your doll to the
351
00:22:03,020 --> 00:22:06,780
American Girl's Girl Store, and what what what if and
352
00:22:06,780 --> 00:22:10,380
I hate to say the world the word what if your doll is broken? Because
353
00:22:10,380 --> 00:22:13,580
you take it to you take your doll to the American Girl Store. It's not
354
00:22:13,580 --> 00:22:16,160
broken. It's thick.
355
00:22:17,475 --> 00:22:21,255
And they have a hospital, the American
356
00:22:21,475 --> 00:22:25,155
Girl Hospital. Mhmm. You you check
357
00:22:25,155 --> 00:22:28,135
your doll in. They get a wheelchair
358
00:22:29,155 --> 00:22:31,655
to take the doll back into
359
00:22:33,490 --> 00:22:37,090
the infirmary to take care of take care of the doll. Now why do I
360
00:22:37,090 --> 00:22:40,690
point that out? Well, number one, because think about think about how
361
00:22:40,690 --> 00:22:44,390
different that is. Yeah. Right? Yeah. From, like, a normal America.
362
00:22:44,775 --> 00:22:48,295
Okay. But let me ask you this question. Alright? You know, how many places do
363
00:22:48,295 --> 00:22:49,755
you go to where,
364
00:22:52,455 --> 00:22:55,675
you you know, something's broken? What do they call it?
365
00:22:55,895 --> 00:22:59,280
Customer service. Right? It's called customer
366
00:22:59,280 --> 00:23:02,900
service. That's what it's called. What's it called at an Apple store?
367
00:23:04,480 --> 00:23:08,179
Yeah. Genius Bar. Yeah. Genius Bar. Yeah.
368
00:23:08,799 --> 00:23:12,585
It's just customer service. And now I know where
369
00:23:12,585 --> 00:23:15,165
this phrase came from. Yes. Nice.
370
00:23:16,585 --> 00:23:20,265
See? Steal g see. That's why I say don't
371
00:23:20,265 --> 00:23:23,805
don't copy competitors. Go into another box
372
00:23:24,585 --> 00:23:28,399
Yeah. And steal what what's
373
00:23:28,399 --> 00:23:32,240
common in another box and bring it back. And if you if you
374
00:23:32,240 --> 00:23:36,000
if you steal something that's common and and and used a lot and
375
00:23:36,000 --> 00:23:39,455
stuff like that, now in your box, it's it's
376
00:23:39,515 --> 00:23:43,355
genius. Nobody's ever used it before. But now you see you're talking
377
00:23:43,355 --> 00:23:46,915
about an experiential thing. Right? Yes. Absolutely.
378
00:23:46,915 --> 00:23:50,715
And and so and so now you're delivering something to your
379
00:23:50,715 --> 00:23:54,419
customer. So imagine the types of
380
00:23:54,419 --> 00:23:56,919
changes that a Caterpillar could use
381
00:23:58,020 --> 00:24:01,080
from stealing Genius at the American Girl store
382
00:24:02,100 --> 00:24:05,480
and going out and and teaching drivers,
383
00:24:06,895 --> 00:24:09,875
sharing, you know, the presentation materials,
384
00:24:10,815 --> 00:24:14,575
the books that they have. Yeah. They don't have they they
385
00:24:14,575 --> 00:24:18,255
don't have a customer service department now. You know? It's it's
386
00:24:18,415 --> 00:24:21,919
I don't even remember what it's called or or anything. You know? But but, see,
387
00:24:21,919 --> 00:24:24,220
that's that's what I'm talking about here is that,
388
00:24:26,520 --> 00:24:29,820
Peter Drucker said marketing
389
00:24:31,000 --> 00:24:34,440
is number one. Marketing is creating a
390
00:24:34,440 --> 00:24:37,794
customer. Number two is the customer re
391
00:24:38,195 --> 00:24:41,554
you are delivering something to the customer that is different than the
392
00:24:41,554 --> 00:24:45,394
competition. But if you if if all you do is copy everybody, you gotta go
393
00:24:45,394 --> 00:24:48,755
find somewhere else. Oh, I got a quick one to to
394
00:24:48,755 --> 00:24:52,580
anchor, with you on this. See, I just my own understanding. And,
395
00:24:52,740 --> 00:24:56,180
there's a guy in the NSA National Speakers Association named Mark
396
00:24:56,180 --> 00:24:59,780
Levy, and, he's really
397
00:24:59,780 --> 00:25:03,300
brilliant. He helped Simon Sinek, one of his most famous,
398
00:25:03,940 --> 00:25:07,655
clients, finds the the maxim start
399
00:25:07,655 --> 00:25:11,175
with why, you know, that big idea. And,
400
00:25:11,655 --> 00:25:15,255
he was telling us a story that, about David Meerman
401
00:25:15,255 --> 00:25:18,935
Scott. He wrote this, you know, wildly successful book.
402
00:25:18,935 --> 00:25:22,419
Didn't he read it? Oh, you know him personally? Yeah. Yeah.
403
00:25:22,980 --> 00:25:26,659
His new rules of PR. But, David was stuck. He
404
00:25:26,659 --> 00:25:30,179
called Mark and said, hey. I need a new bestseller. And, when
405
00:25:30,179 --> 00:25:33,960
David wants a a new bestseller, he means a Wall Street Journal bestseller,
406
00:25:34,020 --> 00:25:37,225
a New York Times bestseller. Not like us. It's not Amazon bestsellers.
407
00:25:37,684 --> 00:25:41,285
Guilty as charged. But, so he goes to Martin saying, hey. I need a a
408
00:25:41,285 --> 00:25:44,985
new bestseller. And, so they brainstorm, brainstorm,
409
00:25:45,045 --> 00:25:48,570
brainstorm, brainstorm, and and like you say, they were kinda just
410
00:25:48,889 --> 00:25:52,509
stuck in the box. You know, they they just weren't breaking out
411
00:25:53,049 --> 00:25:56,889
until Mark said, hey. Are you gonna be around this weekend, you
412
00:25:56,889 --> 00:26:00,090
know, where where you live? And he goes, yeah. Yeah. Why? And he's, like, going,
413
00:26:00,090 --> 00:26:03,655
you know, if you just hike it up the road, there's this
414
00:26:03,655 --> 00:26:07,335
big, huge event called Comic Con. I'd like to you to
415
00:26:07,335 --> 00:26:10,934
attend it. Mark's, like, going, why the hell would I
416
00:26:10,934 --> 00:26:14,075
wanna attend Comic Con? I don't I don't get it. He goes, just go
417
00:26:14,890 --> 00:26:18,350
and and trust me on this. We need some new thinking
418
00:26:18,730 --> 00:26:22,090
just like what you did with caterpillars, Steve. And so he
419
00:26:22,090 --> 00:26:25,929
goes and then comes back and he's, like, going, oh, damn. I loved
420
00:26:25,929 --> 00:26:29,770
it. It was great. You know? I learned so much, took notes and everything.
421
00:26:29,770 --> 00:26:32,685
And because Mark's, like, going, okay. Give me the juice, man. What'd you get out
422
00:26:32,685 --> 00:26:36,445
of it? And together, they worked to formulate a new
423
00:26:36,445 --> 00:26:40,205
big idea and a new best Wall Street Journal. How to do that.
424
00:26:40,205 --> 00:26:43,820
You have to learn how to do that. New Wall Street Journal bestseller Fanocracy.
425
00:26:45,000 --> 00:26:48,840
And, but, yeah, it's just a plain you know, I, I don't know if
426
00:26:48,840 --> 00:26:52,460
you've ever met, or or seen the work of Edward de Bono.
427
00:26:53,080 --> 00:26:56,919
Sadly, even I I know Edward too. I'm a TED guy.
428
00:26:56,919 --> 00:27:00,525
I'm a TEDster. So, see, I get to hang I get to go hang out
429
00:27:00,525 --> 00:27:04,285
at TED with with all those guys. And and, Ed
430
00:27:04,285 --> 00:27:08,125
Debono is one of the very few, people who actually
431
00:27:08,125 --> 00:27:11,789
got kicked off the TED stage. Most people don't know. Most people
432
00:27:11,789 --> 00:27:15,630
don't know that. Well, he's he he does have a strong opinion.
433
00:27:15,630 --> 00:27:19,070
Yeah. He got kicked off the stage. That was that was one of the best
434
00:27:19,070 --> 00:27:22,830
I've ever seen on TED. I I I learned a, principle from him,
435
00:27:23,070 --> 00:27:26,865
Steve, that I think helps in this concept. He calls it lateral
436
00:27:27,005 --> 00:27:30,765
thinking, you know, where you gotta get out of your box. You know, you you
437
00:27:30,765 --> 00:27:34,304
go find something that's maybe completely
438
00:27:34,684 --> 00:27:38,285
unrelated. It's supposed to be But then you you can tie the two
439
00:27:38,285 --> 00:27:41,830
together somehow to come up with a new
440
00:27:41,830 --> 00:27:45,110
thing, a bigger idea. Simple. It's so it it is
441
00:27:45,270 --> 00:27:49,110
it see, this is but this has happened for for many, many,
442
00:27:49,110 --> 00:27:52,730
many, many, many, many, many, many years. Right? Even,
443
00:27:53,350 --> 00:27:56,985
the the concept of, studying nature
444
00:27:58,085 --> 00:28:01,924
and learning from nature and stealing nature. Velcro came from
445
00:28:01,924 --> 00:28:05,525
nature. Uh-huh. Velcro, a a German
446
00:28:05,525 --> 00:28:09,284
scientist was walking through the woods with his dog, got a whole bunch
447
00:28:09,284 --> 00:28:13,100
of burrs stuck to his socks. And and when he
448
00:28:13,100 --> 00:28:16,000
took his socks off, he took a look at them and
449
00:28:17,740 --> 00:28:20,299
started a company called Velcro. And,
450
00:28:21,580 --> 00:28:24,559
so it it's yeah. You you you know,
451
00:28:25,595 --> 00:28:28,495
ideas are everywhere, but here's our problem.
452
00:28:29,195 --> 00:28:32,495
Our our our natural inclination
453
00:28:33,035 --> 00:28:36,875
is to own is our heuristics. Let's put it that way.
454
00:28:36,875 --> 00:28:39,990
Our heuristics are that we
455
00:28:40,370 --> 00:28:42,309
see who we see what we are.
456
00:28:43,730 --> 00:28:47,490
Okay? We hang out with the same people. We talk the
457
00:28:47,490 --> 00:28:50,850
same language. We we, you know, you know,
458
00:28:50,850 --> 00:28:54,309
we go, we wear the same clothes.
459
00:28:55,875 --> 00:28:59,335
You know? That's what we do. And and for
460
00:28:59,635 --> 00:29:03,475
even Steve Jobs recognized this. He when he used to have
461
00:29:03,475 --> 00:29:07,075
conferences, brainstorming conferences in his
462
00:29:07,075 --> 00:29:10,740
office, he would hire painters,
463
00:29:12,000 --> 00:29:15,299
architects, engineers, from,
464
00:29:16,000 --> 00:29:19,840
farming. Yeah. I mean, he would bring people in who
465
00:29:19,840 --> 00:29:23,434
had nothing to do with high-tech. Mhmm.
466
00:29:23,534 --> 00:29:27,115
Mhmm. And and they would sit, and and that's where the design
467
00:29:27,174 --> 00:29:30,855
ideas came from. That's where the the concepts of some of the things that that
468
00:29:30,855 --> 00:29:34,534
they and and Jobs was very famous. He, you know, he
469
00:29:34,534 --> 00:29:38,054
he he was, just as famous about saying, you
470
00:29:38,054 --> 00:29:41,730
know, great art artists, you know, don't copy.
471
00:29:42,190 --> 00:29:45,790
They steal. Yes. Yes. Okay.
472
00:29:45,790 --> 00:29:49,330
Yep. Well, hey. I'd I wanted to get one more concept
473
00:29:49,390 --> 00:29:53,115
across that came from you, Steve, on you know? So you you know, just to
474
00:29:53,115 --> 00:29:56,475
recap, you're talking about, you know, you wanna be uncopyable. You know? That
475
00:29:56,635 --> 00:30:00,155
Steve's just a master in thinking about that. But,
476
00:30:00,395 --> 00:30:03,215
so so you need to get out of your own box. You need to steal,
477
00:30:03,995 --> 00:30:06,495
genius because competition breeds conformity.
478
00:30:08,150 --> 00:30:11,590
But could you, end this our episode with this big
479
00:30:11,590 --> 00:30:15,429
idea around value? And because I think that really brings it
480
00:30:15,429 --> 00:30:19,049
home. Once you've you're outside of that box, you've stole, genius.
481
00:30:19,510 --> 00:30:23,095
Now what do you do? Well, the point the point of value, which
482
00:30:23,095 --> 00:30:26,775
which you guys are are very well known for, you know, with
483
00:30:26,775 --> 00:30:30,155
your, you know, with the value propositions, with your go to market narrative,
484
00:30:30,455 --> 00:30:33,895
and things like that. The the bottom line see, value is this
485
00:30:33,895 --> 00:30:37,529
big, and for lack of a better word,
486
00:30:37,990 --> 00:30:40,889
nebulous thing. Alright?
487
00:30:42,070 --> 00:30:45,610
That that people receive
488
00:30:46,789 --> 00:30:49,885
when they write you a check. Okay?
489
00:30:50,424 --> 00:30:54,184
Now everybody everybody has a picture in their own mind. The moment they write you
490
00:30:54,184 --> 00:30:57,885
a check, they have a picture in in their mind of
491
00:30:58,265 --> 00:31:01,900
what they expect that what they're expecting from you. And what
492
00:31:02,020 --> 00:31:05,620
and and whatever that picture is is what their picture of value
493
00:31:05,620 --> 00:31:09,220
is. And it might be, oh, you you
494
00:31:09,220 --> 00:31:13,059
know, yeah, you got a great product. You you you know? Yeah. And, oh, yeah,
495
00:31:13,059 --> 00:31:16,635
you're gonna deliver it on time. You know? The it's it's
496
00:31:16,635 --> 00:31:20,335
that whole package that they perceive.
497
00:31:21,675 --> 00:31:25,355
Okay? Now what what we want to
498
00:31:25,355 --> 00:31:29,140
do when it comes to value is we also want to create
499
00:31:29,140 --> 00:31:32,580
a value that they go, holy crap. That's a value that nobody else can give
500
00:31:32,580 --> 00:31:36,340
me. There other people and and
501
00:31:36,340 --> 00:31:39,300
it comes from things like let let me share things like,
502
00:31:40,900 --> 00:31:43,745
like language. Okay?
503
00:31:44,525 --> 00:31:47,905
If you use the exact same terminology
504
00:31:48,765 --> 00:31:51,825
as your as your competition,
505
00:31:52,925 --> 00:31:56,360
then you're not different. Mhmm. Okay?
506
00:31:57,300 --> 00:32:01,140
The you you realize that none of us had
507
00:32:01,140 --> 00:32:04,040
any idea how to order coffee until Starbucks came.
508
00:32:05,460 --> 00:32:07,800
All of a sudden, it became an Italian discussion.
509
00:32:09,855 --> 00:32:12,835
Right? You know, you know, how to order coffee.
510
00:32:13,695 --> 00:32:17,135
Right? Because Starbucks created a new
511
00:32:17,135 --> 00:32:20,195
language of of ordering coffee.
512
00:32:20,575 --> 00:32:24,355
Completely different from all the other coffee shops on the planet.
513
00:32:24,840 --> 00:32:28,520
Right? But it was Starbucks who created that. And and and everybody
514
00:32:28,520 --> 00:32:31,880
knows it. Everybody knows that it was Starbucks who created
515
00:32:31,880 --> 00:32:35,720
that. That's part of the deal is that when you create something
516
00:32:35,720 --> 00:32:39,335
new like that, like a terminology, You
517
00:32:39,395 --> 00:32:42,914
know? I mean, here, a color. Okay? My color is orange. Our
518
00:32:42,914 --> 00:32:46,755
colors our brand color is orange. And when we we tell people, when you see
519
00:32:46,755 --> 00:32:50,455
the color orange, you should automatically ask yourself the question,
520
00:32:50,515 --> 00:32:54,054
what am I looking at that's uncopyable that I can steal
521
00:32:54,274 --> 00:32:58,110
right now? Yeah. Exactly. Exactly. What can
522
00:32:58,110 --> 00:33:01,230
I steal right now? Right? Well, you know,
523
00:33:02,190 --> 00:33:05,970
be because I want them to think about me
524
00:33:06,110 --> 00:33:09,775
and think about us. A a couple of
525
00:33:09,775 --> 00:33:13,075
years ago, there was a guy, in Houston,
526
00:33:13,695 --> 00:33:17,475
a guy named Jim McIngvale, known as Mattress Mac.
527
00:33:17,775 --> 00:33:21,215
He has three furniture stores in Houston. He is he is
528
00:33:21,215 --> 00:33:25,039
a rock star in Houston. Because when
529
00:33:25,039 --> 00:33:28,880
hurricane Katrina came and hit hit the town and people were
530
00:33:28,880 --> 00:33:32,720
displaced from their homes, he put out a a
531
00:33:32,720 --> 00:33:36,000
a a message to everybody in the city. He said, look. If you have been
532
00:33:36,000 --> 00:33:39,835
displaced from your home, you can come to my store. I will you
533
00:33:39,835 --> 00:33:43,515
can sleep on our beds. You can sleep on our couches. I will
534
00:33:43,515 --> 00:33:46,955
pull the mattresses out. If you need food, we will feed
535
00:33:46,955 --> 00:33:50,715
you. If you need clothing, we will find clothing for you. Alright? He was
536
00:33:50,715 --> 00:33:54,330
a rock star. Okay? The guy read my book.
537
00:33:56,950 --> 00:33:59,610
And and opening game
538
00:34:01,510 --> 00:34:05,049
of the baseball season, he's at a Houston Astros
539
00:34:05,110 --> 00:34:08,715
baseball game, and they all come running out in their
540
00:34:09,175 --> 00:34:13,014
orange jerseys. And he turned
541
00:34:13,014 --> 00:34:16,775
to his son, and he said, Steve Miller, I gotta
542
00:34:16,775 --> 00:34:20,614
call him tomorrow morning. Nice. Nice. Okay. He called me
543
00:34:20,614 --> 00:34:23,100
the next morning, hired me on the spot.
544
00:34:24,520 --> 00:34:27,980
He he just he said he said, hey. If if if you can impact
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00:34:28,280 --> 00:34:31,880
me to think of you at that moment, he said, I wanna I
546
00:34:31,880 --> 00:34:35,534
want you to help us get better too. I want some of that. Yeah. That's
547
00:34:35,534 --> 00:34:39,054
an that's that's that's an example of what I'm talking about. So you see, you
548
00:34:39,054 --> 00:34:41,954
learn you you you start to look for ways
549
00:34:42,574 --> 00:34:46,194
to, create these anchors and these triggers
550
00:34:47,150 --> 00:34:50,850
for your marketplace that are different from what
551
00:34:51,790 --> 00:34:55,630
your your your competition does. I absolutely love that.
552
00:34:55,630 --> 00:34:58,290
Yeah. When you do that, you now own.
553
00:34:59,390 --> 00:35:02,735
You own that relationship. Perfect. So
554
00:35:02,975 --> 00:35:06,735
Perfect. Well, Steve, we've, wanna, just do a
555
00:35:06,735 --> 00:35:10,275
wrap up with this now on, and just mention to everybody,
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00:35:10,895 --> 00:35:14,670
Steve's book, Uncopyable, is fantastic, you know,
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00:35:14,670 --> 00:35:18,349
where you wanna create your, you know, an unfair advantage. I
558
00:35:18,349 --> 00:35:22,190
love that term. And, you yeah. To you know, if you think smart
559
00:35:22,190 --> 00:35:25,950
and work smart and sell smart, oh my god, you're gonna improve your win rate,
560
00:35:25,950 --> 00:35:29,555
you know, and and that's what we're talking about today. Just some brilliant
561
00:35:29,615 --> 00:35:33,375
ideas and great thinking about how you can stand apart from the back and
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00:35:33,375 --> 00:35:37,214
win more business for yourself. So I do encourage everybody, you know,
563
00:35:37,214 --> 00:35:40,895
grab a copy of Steve's book. You know, we we just scratched the surface. There's
564
00:35:40,895 --> 00:35:44,700
so much more there, a richness and distinctions that'll that'll
565
00:35:44,700 --> 00:35:48,060
help you think differently, get out of your box, and build a new
566
00:35:48,060 --> 00:35:51,820
box, by by reading this book. And then, Steve, they can,
567
00:35:52,220 --> 00:35:55,440
look for your beautiful face, on on LinkedIn.
568
00:35:56,555 --> 00:35:59,455
You know, we Yeah. They can find me on LinkedIn, Steve a Miller.
569
00:36:00,235 --> 00:36:03,295
Absolutely. And they can, yeah, they can go,
570
00:36:04,715 --> 00:36:06,635
track me down at
571
00:36:06,635 --> 00:36:10,250
@buncopiable.com. You can track track me
572
00:36:10,250 --> 00:36:14,010
down there. And I believe that's where they can go. You and you and
573
00:36:14,010 --> 00:36:17,770
Kaye, you know, coauthored another book, but you guys
574
00:36:17,770 --> 00:36:21,530
have a a five series email, right, that they can get in terms
575
00:36:21,530 --> 00:36:25,285
of helping them along the their path. And and and, again,
576
00:36:25,285 --> 00:36:28,425
using my very high-tech,
577
00:36:30,485 --> 00:36:34,185
and for those of you who cannot see this, alright, I'm holding up
578
00:36:34,325 --> 00:36:38,025
a a very high-tech, personalized, visual
579
00:36:38,565 --> 00:36:41,569
that says be uncopyable.com slash
580
00:36:42,430 --> 00:36:46,049
the number five dash emails. Awesome.
581
00:36:46,269 --> 00:36:49,950
Okay. And and if you go there, you you can, you know, Kaye put
582
00:36:49,950 --> 00:36:53,785
together a a series for you guys, and, and
583
00:36:53,785 --> 00:36:57,145
we're there to help. You know? And and let me tell you something.
584
00:36:57,145 --> 00:37:00,825
Bruce, you know, he he teaches this
585
00:37:00,825 --> 00:37:04,365
stuff. He just doesn't he he doesn't he he's not as,
586
00:37:04,985 --> 00:37:07,520
nuts. Okay. So,
587
00:37:08,620 --> 00:37:12,220
versus much more professional than I
588
00:37:12,220 --> 00:37:16,060
am. Right? I don't ever wanna be be, You don't wanna be
589
00:37:16,060 --> 00:37:18,700
like me. Oh my god. I don't wanna be no. But I don't wanna be
590
00:37:18,700 --> 00:37:22,265
accused of being professional because I'm not. You know? I'm just
591
00:37:22,345 --> 00:37:25,325
you know? I'm I'm orange is what I am. And,
592
00:37:25,945 --> 00:37:29,705
and I love your, you know, your book. Even I love short
593
00:37:29,705 --> 00:37:33,485
books like that. In fact, I'm writing more short books. Yeah.
594
00:37:33,950 --> 00:37:37,730
You know, that that are easy easy to digest and easy and
595
00:37:38,030 --> 00:37:41,790
a ton of information. So I learned that from my mentor who
596
00:37:41,790 --> 00:37:45,550
you know quite well, Janelle Barlow. But she said book write write
597
00:37:45,550 --> 00:37:48,735
write your book, Bruce, to be read on a flight, and that's what I did.
598
00:37:48,815 --> 00:37:52,655
And and it's funny. Such a good advice. I've had executives send
599
00:37:52,655 --> 00:37:56,415
me copies of them, you know, with the book in their hand on a
600
00:37:56,415 --> 00:37:59,855
flight. Such a good advice. And you know what? You know what? And you should
601
00:37:59,855 --> 00:38:03,615
you should teach your these clients of your write your own
602
00:38:03,615 --> 00:38:07,220
book, people. Oh, yeah. Yeah. Yeah. Yeah. That that's a new
603
00:38:07,220 --> 00:38:10,820
box. Well, Steve, on that note, thank you so much for
604
00:38:10,820 --> 00:38:14,420
joining the show. Really appreciate it. Thank you, buddy. Good to see you,
605
00:38:14,420 --> 00:38:17,964
man. What a fantastic conversation with Steve Miller. We
606
00:38:17,964 --> 00:38:21,805
covered so many powerful ideas today from the importance of
607
00:38:21,805 --> 00:38:25,585
true differentiation to the art of stealing genius
608
00:38:25,805 --> 00:38:29,345
from unexpected places. One of my biggest takeaways,
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00:38:29,805 --> 00:38:33,540
if you wanna win more deals, you can't just be better. You
610
00:38:33,540 --> 00:38:37,240
have to be different in a way that your competition can't copy.
611
00:38:37,860 --> 00:38:41,620
If you found today's episode valuable, be sure to check out
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00:38:41,620 --> 00:38:43,620
Steve's book, Uncopyable, and visit
613
00:38:43,620 --> 00:38:46,934
himbeuncopyable.com for more resources.
614
00:38:47,395 --> 00:38:50,994
And of course, if you enjoyed the episode, please like and subscribe to the
615
00:38:50,994 --> 00:38:54,694
Value Pro Show. If you're feeling kind, leave a review too
616
00:38:54,835 --> 00:38:58,434
so others can find it. Until next time, keep leading with
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00:38:58,434 --> 00:39:00,615
value and standing out in your market.
