WEBVTT
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[SPEAKER_01]: Hi everybody, thanks so much for joining me and welcome to the show.
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[SPEAKER_01]: I'm Bill Harper, CEO, and Chief Creative Officer at Brand Boss HQ, a strategic branding agency focused on helping growth-minded businesses that feel stuck find their path back to scale.
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[SPEAKER_01]: My team's and I have spent the last 35 years helping businesses like Delsaid Lugge, Music and Arts, Breast Cancer Index, and more than 500 others, grow, scale, and stand out and crowded markets, and we're on a mission to help a thousand more.
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[SPEAKER_01]: So if you've ever wondered what it really takes to build a powerful brand, grow a successful business or navigate the wild world of entrepreneurship, you're in the right place.
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[SPEAKER_01]: Because this show is all about the strategies, mindset, and real world lessons that will help you go from where you are now to where you want to be.
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[SPEAKER_01]: faster and with fewer mistakes.
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[SPEAKER_01]: In each episode, I'll break down what works, what doesn't, and the game changing insights I've learned along the way from mentors and experience alike.
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[SPEAKER_01]: So if you're ready to sharpen your strategy, level up your brand and build a business that truly stands out and listen in, because I'm going to give you all the tips, tricks, frameworks, what to do and what not to do to keep your business growing strong.
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[SPEAKER_01]: I look forward to this time together in helping your business grow.
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[SPEAKER_01]: Thanks so much for joining me.
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[SPEAKER_01]: Ladies and gentlemen, Paul sing.
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[SPEAKER_00]: Hello Paul.
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[SPEAKER_00]: Hello Bill, this is all the way out from Toronto, EST times on.
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[SPEAKER_01]: Nice.
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[SPEAKER_01]: All right, so what's been happening since we spoke?
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[SPEAKER_01]: When did we speak last?
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[SPEAKER_01]: When did we speak last?
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[SPEAKER_01]: That's a great question.
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[SPEAKER_01]: Two years?
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[SPEAKER_00]: No, I can't be that one.
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[SPEAKER_00]: Oh my God, it's drunk.
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[SPEAKER_00]: Yeah, one year ago, exactly.
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[SPEAKER_00]: It's been a year, though.
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[SPEAKER_00]: That's crazy, man.
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[SPEAKER_00]: That is Bananas, yeah, but to be honest, like because I've been watching so much of your content on TikTok, I've been following your LinkedIn stuff, you know, if feels like it doesn't feel like it's been so long, you know, no, I'm just I'm right around the corner all the time.
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[SPEAKER_00]: Yeah, and you're putting out some really, really cool content.
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[SPEAKER_00]: I know that you've, let's, we'll get into it.
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[SPEAKER_00]: Well, let's get into all these things that that's happened in the last one year.
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[SPEAKER_00]: Yeah, but yeah, but this time I'm actually on your podcast.
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[SPEAKER_01]: Paul, yeah, so this was the crazy thing.
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[SPEAKER_01]: Paul, you were like my first real podcast.
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[SPEAKER_01]: Like, come on and talk to me about stuff.
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[SPEAKER_01]: And I'm like, you know, I had done like some little stuff before.
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[SPEAKER_01]: I was like, okay, I'll jump on Paul's podcast.
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[SPEAKER_01]: We'll see what's going on.
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[SPEAKER_01]: And we had such a good time.
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[SPEAKER_01]: I mean, I think the two of us spent more time laughing on the podcast than we did actually talking about anything.
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[SPEAKER_01]: It was great though.
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[SPEAKER_01]: I thought it's such a good time.
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[SPEAKER_00]: Leave it all.
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[SPEAKER_00]: Well, you're funny.
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[SPEAKER_00]: So, it was fun.
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[SPEAKER_01]: There was a lot of fun.
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[SPEAKER_01]: Yeah.
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[SPEAKER_01]: And yeah.
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[SPEAKER_01]: So, a new blue room, which is kind of fun.
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[SPEAKER_01]: Nice.
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[SPEAKER_01]: I was on a client call the other day, said, man, you're background intimidates me.
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[SPEAKER_01]: I just started laughing.
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[SPEAKER_01]: It's like, you got the microphone.
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[SPEAKER_01]: Like, all the blue lines you've installed.
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[SPEAKER_01]: He's like, it feels very real.
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[SPEAKER_00]: It's like, okay.
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[SPEAKER_00]: Very good.
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[SPEAKER_00]: over-expecting a pixelated light.
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[SPEAKER_00]: Yeah, I don't know what they're.
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[SPEAKER_01]: What they're yet to be expecting.
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[SPEAKER_01]: But yeah, it has.
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[SPEAKER_01]: It's been an incredible year.
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[SPEAKER_01]: We just pressed it 168,000 followers, which was pretty cool.
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[SPEAKER_01]: Waiting to see how long it'll take to get to 250.
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[SPEAKER_01]: 250 is like the next big milestone.
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[SPEAKER_01]: We'll see if we can hit 250.
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[SPEAKER_01]: That is incredible.
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[SPEAKER_00]: It's pretty fun.
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[SPEAKER_00]: And you've been like, what do you call it?
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[SPEAKER_00]: Like shipping content like a machine.
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[SPEAKER_01]: We have, we've been a little crazy with the content creation.
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[SPEAKER_01]: Yeah.
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[SPEAKER_01]: I want to see if her mozi's right.
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[SPEAKER_01]: Can you really do 400 pieces a week?
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[SPEAKER_01]: You know, like, he throws these numbers out.
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[SPEAKER_01]: And I was like, you know, I test my team.
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[SPEAKER_01]: I was like, all right, first up higher, more people.
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[SPEAKER_01]: Second, like, I want, so here's what I did, Paul.
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[SPEAKER_01]: I went to the North Pole because the elves are off this time of year.
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[SPEAKER_01]: And I was like, look, guys, I need somebody who get factory.
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[SPEAKER_01]: like I need somebody who understands like first we got to fix the wheel on this wagon and it's square like I need those guys and and they help so I the most we did that we sustained was eight a day and we did that for a month new eight net new a day all these smokes and how did that led and they were all like it wasn't the chop up stuff either these were like
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[SPEAKER_01]: right for 20 consecutive business days.
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[SPEAKER_01]: Holy smokes.
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[SPEAKER_01]: And he was like the whole thing.
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[SPEAKER_01]: It would be like the video, the edit, the whole nine yards, drop, drop, drop.
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[SPEAKER_01]: And I think we did actually do eight net new.
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[SPEAKER_01]: I'm sorry, that's not true.
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[SPEAKER_01]: We did five net new and three repeats.
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[SPEAKER_01]: Okay.
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[SPEAKER_01]: And it's still about killed us.
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[SPEAKER_01]: Trying to manage that kind of a flow was, it was a lot of work.
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[SPEAKER_01]: So when we did, we backed off a little bit, hired up some different people that were able to do it, and we're about to take a run of it again.
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[SPEAKER_01]: What I want to try to get to is 10 a day.
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[SPEAKER_01]: I want to see if we can do 10 a day.
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[SPEAKER_00]: Right, right.
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[SPEAKER_00]: You know what, hold on.
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[SPEAKER_00]: So when you, when you've started this, was Alex Hermosie the impetus for this, by the way?
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[SPEAKER_01]: No, no, no, he just, he's the loudest one about, you know, I do, like, he always serves out these ridiculous numbers.
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[SPEAKER_01]: It's him and Vaynerchuk.
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[SPEAKER_01]: Yeah, Vaynerchuk's always like, you know, he doesn't actually talk about it anymore, but her Mossey does.
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[SPEAKER_01]: Her Mossey's like, we put out 400 pieces of kind, I'm misquoting, I can't remember how many pieces.
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[SPEAKER_01]: But he throws out these like huge numbers and he was like, yeah, my team, like, puts these together.
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[SPEAKER_01]: But he also talks about the efficiency of, you know,
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[SPEAKER_01]: short shorter form edits, right?
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[SPEAKER_01]: So like he'll do something and he'll grab a sound bite a sound bite and then he'll just blast it all over the place.
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[SPEAKER_01]: So I just wanted to see if we could do it across all channels aided day.
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[SPEAKER_01]: You really got to be, you really got to like be dedicated to get that.
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[SPEAKER_01]: It's like being in the gym for eight hours.
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[SPEAKER_01]: They're like, you gotta really, you gotta really want it man to be in there for that one.
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[SPEAKER_00]: I'm sure by the way, like just for context is now I know that I think on LinkedIn I think you have like about 25,000 people that follow you on LinkedIn then you have TikTok is there any other channel that you're like I'm not even sure.
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[SPEAKER_01]: Yeah, so we're on Instagram and we're on YouTube.
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[SPEAKER_01]: I think we're a little over 10,000 on Instagram, which isn't anything to write home about.
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[SPEAKER_01]: And YouTube is a pitiful starting spot.
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[SPEAKER_01]: Like we're even off the block yet.
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[SPEAKER_01]: I think you can still hear the echo of the gun from when we just took off the starting block.
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[SPEAKER_01]: You know, we passed a thousand on you to the other day.
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[SPEAKER_01]: Long form is a different kind of a thing, so we're trying to get that all dialed in.
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[SPEAKER_01]: But we did, we launched an education series that's been selling.
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[SPEAKER_01]: That's been really great helping people who either don't really understand how marketing works, so they really want to be able to do it themselves and they don't have the ability to do it with an agency.
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[SPEAKER_01]: So we created a full thing, our entire process, we mapped the entire thing out, did an entire workbook playbook to go through the whole thing, a whole nine yard.
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[SPEAKER_01]: So it has been a really interesting year.
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[SPEAKER_01]: So we've got a do it for you, a do it with you, and a do it yourself.
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[SPEAKER_00]: Oh my God.
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[SPEAKER_00]: And you've totally rewaped the website.
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[SPEAKER_01]: Yeah, everything about that.
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[SPEAKER_01]: And if you go to go dot brand boss university dot com, you'll see what we're doing with the education.
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[SPEAKER_00]: And so I'm guessing all these leads are coming through TikTok pretty much yeah oddly enough almost everything we just started marketing ourselves this year oh my god This is like Russell Brunson like like sales letter what a one at the whole spang with the fricking test like yeah Welcome to the funnel well into my my personal funnel.
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[SPEAKER_00]: I'm guessing you're using click funnels for this
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[SPEAKER_01]: No, actually we're not.
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[SPEAKER_01]: We're using go high level and Okay, I'll tell you how go funnels.
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[SPEAKER_00]: Yeah, okay, because yeah, like the It's just by the structure the look it's like whenever I see something like this, I'm like Russell brought some comes to my top of right.
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[SPEAKER_00]: Yeah.
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[SPEAKER_01]: Yeah.
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[SPEAKER_01]: Yeah.
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[SPEAKER_01]: Yeah.
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[SPEAKER_01]: Yeah.
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[SPEAKER_01]: It's very it's very click funnel feel
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[SPEAKER_00]: Yeah, but this is great, like even the packaging of it, the brand transformation playbook.
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[SPEAKER_00]: So I'll get hold on.
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[SPEAKER_00]: So now let's take a step back and I would love to like learn a little bit more about sort of, because you essentially I know that you have an agency and you work with clients.
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[SPEAKER_00]: I remember like really high touch kind of stuff that's what we talked about last time.
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[SPEAKER_00]: And then so what was the impetus sort of, how did this even come about and how long did it take you to like kind of put it together?
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[SPEAKER_00]: which piece this whole brand boss is two university.
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[SPEAKER_01]: I've been wanting to do that for we opened brand boss two and a half years ago and it was a transformation from WMH so WM Harper was a full service agency that
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[SPEAKER_01]: was really kind of struggling because everything in the economy had switched to small business that way.
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[SPEAKER_01]: You know, at that time, like three years ago, large scale businesses, you know, you just weren't closing the quarter million half million dollar pieces of business the same way anymore.
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[SPEAKER_01]: Everybody was sort of holding tight at the end of COVID and all the rest of that.
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[SPEAKER_01]: And there was such interest
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[SPEAKER_01]: in hey could you take that big playbook and bring it down to something that was manageable for smaller groups and we really got excited about that and built the whole brand boss concept and then surprisingly as that started going along then there was another group of people that came along behind that and were like hey were students that would like to see your process or were agencies that's the quiet one that nobody wants to talk about.
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[SPEAKER_01]: where agencies that don't do strategy to creative, we are execution of SEO or we're execution of this or that and we want to be able to add that to our revenue stream.
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[SPEAKER_01]: So we created this basic playbook for everybody to be able to do it and it's really taken off.
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[SPEAKER_01]: It's really been awesome.
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[SPEAKER_00]: That's actually really smart because all the adjacent people like depending on the value chain like where what they do like this maybe sits at the front of it or behind it like so that like that's a great customer base to have because like you said you know adds value to whatever they're already doing with their clients
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[SPEAKER_00]: And then the other piece is I think I wrote a little LinkedIn post today on this topic is not on this topic, but I was reminded of that a lot of the things that I learned were from like practitioners like yourself early on in my career.
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[SPEAKER_00]: So this actually takes your like decades of experience and compresses it into like this force, which is fantastic.
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[SPEAKER_01]: Yeah, and we're going to revamp it to make it the 30-day instead of the 60-day.
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[SPEAKER_01]: So, you know, I found some ways to streamline it even more, but it still gives people what they need to be able to do it.
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[SPEAKER_01]: And unlike something like a story brand, I'm not knocking what Dalman and his team have done, but people seem to have a hard time translating that from the stage, you know, from the page to the stage.
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[SPEAKER_01]: And in this instance, we added things like elevator pitch, sales arc for their sales team, like we really tried to fill all those extra holes so that it wasn't just a marketing thing, it was a business leadership thing, it was a sales tool, it was an elevator pitch, it was a marketing thing, like we tried to wrap all of that into this tool.
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[SPEAKER_00]: Yeah, I think like somebody met new hearing list for them.
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[SPEAKER_00]: Then we're like, oh my god, this is like 50 things.
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[SPEAKER_00]: But I assure you like once you start going, I'm sure like when start going through the whole process, you start stacking one thing on top of the other.
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[SPEAKER_00]: It starts with the other.
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[SPEAKER_01]: Yeah, it starts with the pain point.
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[SPEAKER_01]: And then it moves to the target audience evaluation.
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[SPEAKER_01]: Then it moves to competitor.
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[SPEAKER_01]: Then it moves to like it takes you through every single piece of it very linearly so you can't get lost.
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[SPEAKER_00]: Right.
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[SPEAKER_00]: So is it also hosted on goal level?
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[SPEAKER_00]: I go high level.
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[SPEAKER_00]: Sorry.
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[SPEAKER_01]: No.
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[SPEAKER_01]: It's just on our thing right now.
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[SPEAKER_01]: But we're about to do a whole distribution launch for it.
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[SPEAKER_01]: It's going to be on a number of different learning platforms and there's going to be all kinds of stuff that all that sick.
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[SPEAKER_00]: Yeah.
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[SPEAKER_00]: Distribution is like distribution.
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[SPEAKER_00]: That distribution is key.
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[SPEAKER_00]: Yeah, so now kind of coming back for a hot ticket.
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[SPEAKER_00]: I know that you see we're saying that you had done the for 20 days.
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[SPEAKER_00]: You went like full like balls to the walls.
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[SPEAKER_00]: Yeah, and now nuts and now that you're doing it again.
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[SPEAKER_00]: I'm sensing or it sounds like you had some success there.
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[SPEAKER_00]: That's why you're repeating it.
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[SPEAKER_01]: So, you know, here are the things that you learn, right?
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[SPEAKER_01]: Number one is cadence, right?
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[SPEAKER_01]: So when you're recording, like all people who are recording stuff, you're excited to get it out there, right?
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[SPEAKER_01]: But when you do it the wrong way, it cannibalizes.
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[SPEAKER_01]: So something will start taking off, and then you'll launch another one, two close, and it cannibalizes the activity in the first one for the second one, and then they wind up fighting.
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[SPEAKER_01]: There's like a cadence to releasing, there's a cadence to,
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[SPEAKER_01]: You know, length and such.
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[SPEAKER_01]: There's also the ability to sort of let something go like I got on the cracker barrel thing and it hit 1.2 million views and That was downward like as it started going, you know, you sort of you'd back off the accelerator right because you don't want to launch stuff that's going to wind up cannibalizing the engagement that you're getting on one And there were some great conversations that were happening in there, so you know, you want to kind of stop and pay attention to what's happening
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[SPEAKER_01]: So it's really like putting the right team together to be able to manage that kind of throughput because when you've got that happening and then you've got, you know, a long-form thing happening and then you've got LinkedIn engagement happening and then you've got paid happening, you know, you've got to have the right team in place to be able to manage it all.
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[SPEAKER_00]: That's a really good point, that if you kind of have to let it breathe, the piece of content that's actually working and that actually makes a lot of sense.
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[SPEAKER_00]: I've, you know what the funny thing is, I don't pay attention to anything I just post whatever I feel like and whatever I feel like.
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[SPEAKER_00]: and of course you know obviously it shows because you know I don't have that kind of engagement or virality and all that stuff but I've just never cared but I think I should start paying attention to some of the things that you're saying and start following these things.
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[SPEAKER_01]: It's two it's a beast right I mean it's its own it's its own thing and I love how all the big guys were always like yeah yeah
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[SPEAKER_01]: You know, I just I post a bajillion things and they do whatever I'm like, okay, I've done it and I know that there are like 19 people on the back Kind of this thing juggling balls like mad trying to stay ahead of it all because you know, you can't channel manage 5 channels and and you know stay on top of
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[SPEAKER_01]: you know, engagement and come up with scripts and edit them and post them in a timely fashion and respond to the things that people are responding to.
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[SPEAKER_01]: You just, you can't do it without a team.
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[SPEAKER_01]: Like it's just, it's a separate, it's a separate initiative.
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[SPEAKER_00]: Well, that's really great.
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[SPEAKER_00]: That actually you have a team.
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[SPEAKER_00]: What I've actually, I'm going to start doing now is despite all this equipment that I have, which is basically an astered market in the form of
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[SPEAKER_00]: is I'm thinking and I was talking to my sister, she's doing really well on crashing it on TikTok.
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[SPEAKER_00]: And what I'm thinking is just like literally just grab my phone.
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[SPEAKER_00]: When I go for my 10,000 steps every day, literally just record the clip upload that's it.
15:12.768 --> 15:16.533
[SPEAKER_00]: Like no editing, no post production, it's just what it is.
15:17.033 --> 15:17.234
[SPEAKER_01]: Yep.
15:17.894 --> 15:19.356
[SPEAKER_01]: There's a lot to be said for that.
15:19.437 --> 15:25.905
[SPEAKER_01]: There's there is such a thing as production fatigue, you know, not only in producing it, but also in watching it.
15:26.025 --> 15:31.112
[SPEAKER_01]: You know, and there's something to be said for, I'm sitting in the line at Wendy's.
15:31.092 --> 15:45.646
[SPEAKER_01]: You know what I mean, like I'm just having a thought and I thought I would like one of the best performing ones I have I'm sitting at a food court at an airport waiting on a delayed flight and I was like, you know It's thinking about this that and the other it's got like 70,000 views.
15:46.067 --> 15:59.580
[SPEAKER_01]: Is the lighting is horrific Sound is terrible like nothing about it makes any damn sense at all except the point was really well made It was like I just had five minutes to actually think the thought through I was like here This is this makes sense
15:59.560 --> 16:12.076
[SPEAKER_00]: I remember the, I think the first video that blew up where, I don't know if that was your first video that blew up, but that was one of the videos that blew up like crazy, which was like, tell me brand works or something on those lines.
16:12.536 --> 16:15.660
[SPEAKER_01]: Yeah, yeah, yeah, tell me how, um, I threw that to me that a brand.
16:15.880 --> 16:19.645
[SPEAKER_00]: And that literally looked like you just, you were just kind of doing something in the moment.
16:19.665 --> 16:22.128
[SPEAKER_00]: You just put up the camera started recording and then hit publish.
16:22.689 --> 16:25.352
[SPEAKER_00]: Like it didn't look like it was so pre-meditated or anything.
16:25.372 --> 16:27.795
[SPEAKER_00]: You just kind of like riffing off the cuff kind of vibe.
16:28.028 --> 16:29.470
[SPEAKER_01]: That's pretty much what it was.
16:29.530 --> 16:31.132
[SPEAKER_01]: There was no there was no script.
16:31.152 --> 16:32.314
[SPEAKER_01]: There's no like no.
16:32.534 --> 16:35.939
[SPEAKER_01]: It's just I was thinking about this We should talk about this.
16:36.239 --> 16:43.189
[SPEAKER_00]: Yeah, so that's kind of what I want to lean into is like yes There is a time when I like recording a podcast.
16:43.249 --> 16:47.455
[SPEAKER_00]: I have an editor now shows she does all the editing and you touch like
16:47.435 --> 17:07.570
[SPEAKER_00]: point like watching it back is so painful doing it is a lot of fun and so now that now that I have an editor the advantage that I have is and this is probably in your case as well is that she goes and edits like scrubs through the whole thing put it together then I can just watch it at 3x the speed just to make sure everything looks good and I just tell her to upload it.
17:07.853 --> 17:10.198
[SPEAKER_01]: Yeah, it's certainly helpful to do that.
17:10.218 --> 17:15.470
[SPEAKER_01]: So we have a group that does that, but I also edit my own stuff still.
17:15.530 --> 17:20.241
[SPEAKER_01]: So if I'm just riffing on an idea about something, yeah, I'll just edit it myself.
17:20.942 --> 17:24.410
[SPEAKER_01]: Right, so, you know, it's, but you know, you're so right.
17:24.470 --> 17:27.938
[SPEAKER_01]: It's the energy has to be the right place.
17:27.918 --> 17:35.990
[SPEAKER_01]: tone has to be the right thing like I'll watch something you know what I was when I was doing the long format for the education series.
17:36.591 --> 17:40.357
[SPEAKER_01]: You'd watch some of that stuff back and you'd be like, no, no, no, burn it.
17:40.397 --> 17:41.258
[SPEAKER_01]: Just burn it.
17:41.278 --> 17:42.600
[SPEAKER_01]: It's like it's so bad.
17:42.961 --> 17:50.652
[SPEAKER_01]: And you got to go back and start a good because you're like the energy like, you know, it was hour six and I'm still recording and I'm like the energy is way down here and I'm like,
17:50.632 --> 18:15.306
[SPEAKER_01]: you know the whole team the whole production team is like God don't say we need to do it again and I'm like I'm gonna go take a two minute walk have a quick cup of coffee we're gonna come back we're gonna do it again but the difference is so profound you have to do it you've got to otherwise it stuff comes off and it's like anyway there's no there's no there there so you've got to do it
18:16.822 --> 18:17.504
[SPEAKER_01]: Got to do it.
18:17.765 --> 18:26.434
[SPEAKER_00]: Yeah, I think the way I can achieve like velocity and I just tried it yesterday for the first time like my sisters like just do this.
18:26.494 --> 18:27.859
[SPEAKER_00]: I'm like, okay, let me just try it.
18:27.879 --> 18:29.143
[SPEAKER_00]: So I went on a walk.
18:29.461 --> 18:40.378
[SPEAKER_00]: I literally recorded like like a little bit blurry, but the audience great with the, you know what the new AirPods, the microphone is fricking insane, it is, it's really good.
18:40.879 --> 18:55.722
[SPEAKER_01]: Yeah, so we're the little magnetic love mics that sit on your shirt, those things are DNGs, I think they're like amazing, they're truly like you can get a lot out of them, they're they're really pretty phenomenal, okay.
18:55.921 --> 18:59.578
[SPEAKER_00]: By the way, if you're watching, please sponsor this podcast.
19:01.828 --> 19:05.003
[SPEAKER_00]: It's please follow, mash that little follow button.
19:06.282 --> 19:32.290
[SPEAKER_00]: Yeah, so yeah, so my thinking is that to get that volume in to get is I'm going to just start doing every day when I go out for those 10,000 steps just push out like three, four pieces of content and then for the little bit more thought out a little bit scripted or like something has to go deeper into I'll probably do those once a week like on a Saturday sit down and just recorded in one go that's kind of how I'm thinking about it because yeah.
19:32.270 --> 19:40.946
[SPEAKER_00]: I don't like you said to your point earlier is the there is definitely a fatigue because you're hoarding, editing, rewatching, uploading, tagging.
19:41.187 --> 19:42.850
[SPEAKER_00]: It's like a full-time job, so.
19:42.970 --> 19:46.397
[SPEAKER_01]: It is it's not in my opinion it is a full-time job.
19:46.437 --> 19:49.022
[SPEAKER_01]: Like really it's it's its own department.
19:49.042 --> 19:51.747
[SPEAKER_01]: You're doing your own thing to make it really work and I think
19:51.727 --> 19:55.712
[SPEAKER_01]: So many people like, oh, it's so easy, like, just get your phone up.
19:55.732 --> 19:58.696
[SPEAKER_01]: No, it's not, it's not really easy in that respect.
19:58.716 --> 20:03.782
[SPEAKER_01]: I think it is easy for people to generate a following.
20:04.082 --> 20:07.026
[SPEAKER_01]: Don't get me wrong, but it's not easy to be consistent with it.
20:07.106 --> 20:12.793
[SPEAKER_01]: It's not easy to be consistent with it and feel like you're making progress towards being better.
20:12.913 --> 20:15.777
[SPEAKER_01]: You know, if you go back and look at the first videos that I was doing,
20:15.757 --> 20:17.479
[SPEAKER_01]: And they were like everybody else's videos.
20:17.499 --> 20:21.445
[SPEAKER_01]: So you're not sure how to stand, you don't know how loud to be, you're not sure what kind of energy level.
20:21.505 --> 20:26.051
[SPEAKER_01]: You don't really understand, you're kind of like trying to figure it all out, it doesn't make any sense.
20:26.071 --> 20:27.593
[SPEAKER_01]: And you look like a goofball, right?
20:28.074 --> 20:29.015
[SPEAKER_01]: You're just doing your thing.
20:29.035 --> 20:32.320
[SPEAKER_01]: But then along the way, you get a sense of comfort for it.
20:32.340 --> 20:34.343
[SPEAKER_01]: And you're like, okay, well, this is just the way it is.
20:34.463 --> 20:37.447
[SPEAKER_01]: And I like the lighting a little better if I do it this way.
20:37.467 --> 20:38.909
[SPEAKER_01]: And I think, oh, I could do it that thing.
20:38.929 --> 20:42.574
[SPEAKER_01]: And there did just little incremental things that you add onto it, and you're like, okay.
20:43.280 --> 21:02.318
[SPEAKER_00]: you know to remind me of the first time that awkward school dance and then they lower the lights and then this like the romantic and everybody's like looking around like oh shit the girls are on that side of the gym the boys are on that side of the gym right yeah looking at each other you're gonna cross no
21:09.571 --> 21:10.393
[SPEAKER_01]: Yeah, that confidence.
21:10.413 --> 21:15.343
[SPEAKER_00]: And then what would happen is two teachers would start doing the dance.
21:15.364 --> 21:17.187
[SPEAKER_00]: And everyone was like, hooting and cheering.
21:17.248 --> 21:20.575
[SPEAKER_00]: Oh my god, Mrs. McColl, Mr. McColls and Mrs.
21:20.715 --> 21:21.016
[SPEAKER_00]: Right.
21:21.116 --> 21:26.387
[SPEAKER_00]: Young, you know, as you always have like these, anyways, point is it is pretty awkward.
21:26.427 --> 21:27.630
[SPEAKER_00]: Kind of like that school dance.
21:27.610 --> 21:34.965
[SPEAKER_00]: And yeah, that's kind of what I'm going to be doing is I definitely want to build a little bit of an audience.
21:35.366 --> 21:38.352
[SPEAKER_00]: I'm not necessarily even thinking customers necessarily.
21:38.572 --> 21:40.436
[SPEAKER_01]: Well, how many podcasts are you doing now?
21:40.516 --> 21:44.083
[SPEAKER_01]: Because you have a good, you've got a good long run on the podcast scene.
21:44.063 --> 21:52.707
[SPEAKER_00]: have no schedule of no plan, no like cadence, you know, to your point, I just kind of like when I find something interesting like, hey, do you want a chat?
21:53.088 --> 21:53.931
[SPEAKER_00]: Like, that's it.
21:54.412 --> 21:56.217
[SPEAKER_01]: And so I love that about Pocket.
21:56.237 --> 21:57.661
[SPEAKER_01]: You know, who was on with me the other day?
21:57.701 --> 21:59.085
[SPEAKER_01]: David Scheng.
21:59.065 --> 22:21.478
[SPEAKER_01]: he's the nicest guy in the world yeah so he's the guy um he's got you'd probably know him from his hair he's got like this super super crazy hair he used to work over at AOL and Google and he's like a digital profit this guy anyway he's Australian but he's been working in the US for a number of years and he's so insightful
22:21.458 --> 22:28.307
[SPEAKER_01]: about having his finger on the pulse of where marketing is going and what's happening and it was just it was a great conversation.
22:28.327 --> 22:34.995
[SPEAKER_01]: It was one of those where like I almost had to set a timer so I didn't like wear the guy out, you know, having him on for too long.
22:35.977 --> 22:38.420
[SPEAKER_01]: It's been 45 minutes and I want to be respectful of your time.
22:38.880 --> 22:41.003
[SPEAKER_01]: But we were just chatting and having a great time.
22:41.343 --> 22:44.708
[SPEAKER_00]: I think you had somebody from liquid death was it?
22:45.148 --> 22:46.911
[SPEAKER_00]: There was no dollar shave club.
22:47.011 --> 22:48.513
[SPEAKER_00]: Dollar's height, dollar shave club.
22:48.573 --> 22:48.833
[SPEAKER_00]: Sorry.
22:48.813 --> 22:50.715
[SPEAKER_00]: That's, I've, I've bookmarked that.
22:50.836 --> 22:53.659
[SPEAKER_00]: I'm gonna be listening to that this week.
22:53.679 --> 22:56.924
[SPEAKER_01]: I, you know, here's the other thing that's so great about podcast.
22:56.944 --> 22:57.945
[SPEAKER_01]: Michael became a friend.
22:58.085 --> 23:02.391
[SPEAKER_01]: Like we're having dinner with another CMO this Friday.
23:02.431 --> 23:09.039
[SPEAKER_01]: Like we, like that thing spawned just like a guy's get together every couple of weeks for dinner thing.
23:09.320 --> 23:09.640
[SPEAKER_01]: And
23:09.620 --> 23:28.962
[SPEAKER_01]: It was just like the nicest guy in the world to interview and we did it in person, which you know, it seems rare by today's standards, but we did and we just hit it off and he was new to the area and I was like, listen, when you move up, let me know and I'll you know, I'll take some time and get out of the house and like we'll go do something and we did and we had a ball like we went out and
23:28.942 --> 23:33.131
[SPEAKER_01]: had a great steak dinner and like just enjoyed each other's company and it was really nice.
23:33.312 --> 23:40.006
[SPEAKER_01]: So podcast wound up being a gateway to a friend and then another client that we had, they hired a new CMO.
23:40.146 --> 23:41.189
[SPEAKER_01]: He was new to town.
23:41.870 --> 23:43.033
[SPEAKER_01]: Same kind of situation.
23:43.073 --> 23:48.705
[SPEAKER_01]: His family isn't moving up for several months like he's trying to get his feet wet and I was like, well, watch, you come join us out for dinner.
23:48.685 --> 23:53.792
[SPEAKER_01]: So he's coming to join us as well, and then Michael calls me, he's like, hey, I got another buddy that wanted to come up with.
23:53.852 --> 23:54.713
[SPEAKER_01]: Yeah, bring him along.
23:54.733 --> 24:06.488
[SPEAKER_01]: So like this one podcast interview wound up connecting what's going to become this small little fleet of people that's just out sharing ideas about marketing all the time over dinner, which is really cool.
24:06.809 --> 24:09.512
[SPEAKER_00]: I love that because I think...
24:09.492 --> 24:17.532
[SPEAKER_00]: There's like a lot of like misconception around like what a podcast isn't people either saying like, oh, just use the podcast as like a sales vehicle.
24:17.652 --> 24:21.883
[SPEAKER_00]: It's like, no, use the podcast to build relationships have meaningful conversations.
24:22.685 --> 24:25.071
[SPEAKER_00]: And then let the universe take effect.
24:25.051 --> 24:50.316
[SPEAKER_01]: I think it is the greatest thing ever I really do it's it is the it's the replacement it's the antidote to social in the sense that we're separated closeness right like I know you cuz I see you but I don't know you cuz I've never shook your hand I've never been in the same space this thing actually is the networking event through the podcast it was really I had never even considered that as a potential
24:50.296 --> 24:54.283
[SPEAKER_01]: outcome from it, you know, I've just figured, okay, well, interview him and then that'll be that, whatever.
24:54.644 --> 25:05.422
[SPEAKER_01]: But what I'm finding is that a lot of the people that I'm podcasting with, you know, you stumble onto something that you have in common or something where, you know, somebody says, oh, could you tell me more about that after the show?
25:05.442 --> 25:06.524
[SPEAKER_01]: You're like, oh, yeah.
25:06.544 --> 25:10.431
[SPEAKER_01]: And the next thing you know, you've got connection that you wouldn't have had.
25:10.411 --> 25:18.618
[SPEAKER_01]: So in a weird way, podcasts even over doing the social stuff because of the interaction is a total door opener to all kinds of neat stuff.
25:18.638 --> 25:20.720
[SPEAKER_01]: I meant some amazing people doing podcasts.
25:20.800 --> 25:28.307
[SPEAKER_01]: I would do podcasts even if they weren't broadcast just because of how interesting most of the people are that you meet.
25:28.347 --> 25:33.171
[SPEAKER_01]: And I mean, you get a couple of people where you just, like, not a connection, but most of the time it's the exact opposite.
25:33.252 --> 25:40.418
[SPEAKER_01]: You're like, oh, I didn't know that about you or I didn't know about that about your story or about this thing.
25:40.398 --> 25:41.660
[SPEAKER_01]: It wants to be really cool.
25:41.941 --> 25:42.602
[SPEAKER_00]: Or I love it.
25:42.803 --> 25:44.766
[SPEAKER_01]: Is there anything else that you've sort of uncovered doing?
25:44.927 --> 25:46.229
[SPEAKER_01]: Like, how many have you done by the way now?
25:46.409 --> 25:49.255
[SPEAKER_01]: There's a guy that I know a buddy of mine that's out in California.
25:49.275 --> 25:51.940
[SPEAKER_01]: And he and I were doing it regularly for a little while.
25:52.641 --> 25:54.926
[SPEAKER_01]: And then both of us got busy.
25:55.186 --> 25:59.875
[SPEAKER_01]: He had another, he has another super, super successful podcast called Behind the Brand.
25:59.855 --> 26:03.142
[SPEAKER_01]: and then I was wanting to start up brand location.
26:03.202 --> 26:08.192
[SPEAKER_01]: So I got my solo thing going and then everyone's in a while will kind of jump back on and do a thing.
26:08.252 --> 26:11.398
[SPEAKER_01]: But I don't know, independently, maybe 15, 20 something like that.
26:11.779 --> 26:14.425
[SPEAKER_00]: I think the bill Harper show sounds so good.
26:14.926 --> 26:17.070
[SPEAKER_00]: Forget Brad education.
26:18.248 --> 26:21.273
[SPEAKER_00]: The Bill Harper show sounds so freaking cool.
26:21.934 --> 26:24.999
[SPEAKER_01]: I think you know what, it's so funny that you say that we struggled.
26:25.120 --> 26:26.622
[SPEAKER_01]: It was the Bill Harper show.
26:26.762 --> 26:28.606
[SPEAKER_01]: And then I felt like that was so arrogant.
26:28.746 --> 26:29.828
[SPEAKER_01]: Like I just hated it.
26:29.848 --> 26:31.170
[SPEAKER_01]: I was like, go the other way.
26:32.031 --> 26:35.497
[SPEAKER_00]: You had that like total late night show vibe.
26:35.597 --> 26:38.923
[SPEAKER_00]: And like, I, I think you should go with lean into the Bill Harper show.
26:38.988 --> 26:41.197
[SPEAKER_01]: All right, well, look, I'll bring it back to the team.
26:41.217 --> 26:45.193
[SPEAKER_01]: Well, I don't think we've done anything enough that people would be like, you know, whatever.
26:45.213 --> 26:46.518
[SPEAKER_00]: It's really, really cool.
26:46.820 --> 26:48.245
[SPEAKER_00]: It just rolls off the tongue.
26:48.366 --> 26:49.892
[SPEAKER_00]: The bill heart for shell, heart for shell.
26:49.990 --> 26:59.520
[SPEAKER_00]: You know, it's like, if you obviously have had like a really long Russian sort of name or like some slow vacuum or Swedish name would be like, I can't even say that.
27:00.241 --> 27:03.344
[SPEAKER_00]: I think I'm basically I'm at I think 32 episodes now.
27:04.125 --> 27:07.168
[SPEAKER_00]: And again, similar to you, I used the podcast.
27:07.188 --> 27:10.191
[SPEAKER_00]: I was like, you know, whatever topics I'm interested in whoever looks interesting.
27:10.631 --> 27:14.175
[SPEAKER_00]: I just want to talk to people and I'm out of amazing isn't it?
27:14.155 --> 27:15.638
[SPEAKER_00]: It is pretty cool.
27:15.698 --> 27:29.441
[SPEAKER_00]: I mean, again, I think somebody I was talking to two days ago They were like, you know, I'm thinking of starting a podcast and you know, so I started unpacking the conversation I was like, it's great that you want to start a podcast, but why do you want to start a podcast?
27:29.461 --> 27:34.009
[SPEAKER_00]: You're like, oh, because I like me to generate business and like I want to be seen as a thought leader.
27:34.029 --> 27:36.012
[SPEAKER_00]: I was like, okay
27:35.992 --> 27:38.795
[SPEAKER_00]: fair, but let me just break down a couple of things.
27:38.835 --> 27:41.938
[SPEAKER_00]: Number one, it's production hell takes right.
27:42.179 --> 27:43.160
[SPEAKER_00]: It just takes a lot of time.
27:43.380 --> 27:45.042
[SPEAKER_00]: So are you going to be committed to doing that?
27:45.382 --> 27:47.925
[SPEAKER_00]: I used to do it all myself and I have a person because I just can't do it.
27:48.005 --> 27:48.866
[SPEAKER_00]: It's really painful.
27:49.426 --> 27:53.511
[SPEAKER_00]: I was like there's a cost and time associated with doing a podcast.
27:53.531 --> 28:04.362
[SPEAKER_00]: Firstly, you're in the conversation and you have to find the right people to talk to scheduling like post production, pre-production.
28:05.658 --> 28:07.623
[SPEAKER_00]: I was like, just be clear on why you're doing it.
28:07.643 --> 28:10.309
[SPEAKER_00]: I was like, okay, so I was like, let me ask you a reverse question.
28:10.610 --> 28:13.718
[SPEAKER_00]: If we solve the lead generation problem, would you do the podcast?
28:13.738 --> 28:15.642
[SPEAKER_00]: He's like, no, I was like, you have your answer.
28:15.763 --> 28:18.790
[SPEAKER_01]: And it's on to the podcast.
28:20.086 --> 28:21.851
[SPEAKER_01]: Yeah, you'll never stay with it.
28:21.871 --> 28:22.994
[SPEAKER_01]: You'll never ever stay with it.
28:23.274 --> 28:24.738
[SPEAKER_01]: It's fun though, that's the thing.
28:24.838 --> 28:25.620
[SPEAKER_01]: Like it really is.
28:25.741 --> 28:27.626
[SPEAKER_01]: And you'd be amazed who will say yes.
28:28.528 --> 28:28.728
[SPEAKER_01]: Yeah.
28:28.749 --> 28:31.496
[SPEAKER_01]: You'd be amazed who will pick up the phone and see yes.
28:31.516 --> 28:35.867
[SPEAKER_01]: When I got the cheap brand officer of Dollar Shave Club, I was like, there we go.
28:35.847 --> 28:50.903
[SPEAKER_00]: I think let's unpack that like how did you go about reaching out to the chief brand officer and like how did that happen like just for people to learn if people like well how does this happen how do you get like such guests on the show you go to LinkedIn
28:52.452 --> 28:57.179
[SPEAKER_01]: you type in, chief marketing office, they're at Boller Shave Club.
28:57.840 --> 29:00.244
[SPEAKER_01]: And then you craft an email and you invite them.
29:00.544 --> 29:07.295
[SPEAKER_01]: And you say, hey, would love to have you come talk to me about marketing for Dollar Shave Club.
29:07.315 --> 29:13.925
[SPEAKER_01]: Ladies and gentlemen, the checks in the mail, like it really is not, there's no rocket science to it.
29:13.945 --> 29:15.828
[SPEAKER_01]: And people either say yes or they say no.
29:16.208 --> 29:17.670
[SPEAKER_01]: And you can't worry about it.
29:17.710 --> 29:20.755
[SPEAKER_01]: I mean, if I said one to Joe Rogan tomorrow
29:20.735 --> 29:24.140
[SPEAKER_01]: Oh my god, Bill Harper invited me on his podcast.
29:24.601 --> 29:30.609
[SPEAKER_01]: No, that's not gonna have, but that's fine, Joe Rogan's got his own thing, and who knows, maybe I'll be a guest on Joe Rogan show one day.
29:30.830 --> 29:32.792
[SPEAKER_00]: That would be pretty sick.
29:32.953 --> 29:34.235
[SPEAKER_00]: You could put a word in for me as well.
29:34.275 --> 29:36.197
[SPEAKER_00]: It's like, I know this guy, yeah.
29:36.378 --> 29:36.999
[SPEAKER_00]: We should think about it.
29:37.019 --> 29:37.760
[SPEAKER_01]: That's a poem.
29:37.780 --> 29:39.402
[SPEAKER_00]: Yeah, I think the,
29:39.382 --> 29:59.719
[SPEAKER_01]: That's also something that I know that some people struggle with is like how do I reach out to someone they're like just paralyzed with anxiety and fear like how do I send out that so get this okay this is where this is when I realize that you know it's just people right like I know like it's easy to say that but they're so just people alright, so
29:59.699 --> 30:00.981
[SPEAKER_01]: I was really blown away.
30:01.021 --> 30:08.794
[SPEAKER_01]: Do you remember a couple of years ago when the guys in Italy deconstructed the DNA sequence and rolled it out on a TED talk?
30:08.814 --> 30:15.244
[SPEAKER_01]: It was like 300 tones that they basically sequenced the entire human genome.
30:15.224 --> 30:31.444
[SPEAKER_01]: And they like rolled it out on a TED Talk stage and they were like we did it like this is a human from A to Z Like Tada there it is and I was that is the coolest thing ever like we were alive when that happened that was that's history in the main That's really amazing
30:31.424 --> 30:44.420
[SPEAKER_01]: So I sent it, I got on LinkedIn, I looked him up and I sent him a message and I was like, hey, that was breathtaking, like how exciting was that to be a part of that and to my complete and total amazement.
30:44.841 --> 30:50.648
[SPEAKER_01]: He answered with a very thoughtful, like, five, six paragraph thing where he was like, hey man, thanks so much, I really appreciate it.
30:50.968 --> 30:52.050
[SPEAKER_01]: Yeah, it was amazing.
30:52.110 --> 30:55.474
[SPEAKER_01]: We did this thing and then that thing happened and it was awesome and I was like,
30:55.454 --> 31:05.108
[SPEAKER_01]: Wow, so about a week later, I'm reading this book and I got to a place where I saw a novel concept, something I had never seen before, which is very rare in a book anymore.
31:05.549 --> 31:13.000
[SPEAKER_01]: And I saw that the woman that wrote it had gone to Northwestern, which was like five blocks from my house when I was a kid.
31:13.420 --> 31:20.511
[SPEAKER_01]: So right there in the coffee shop, put the book down, looked her up, sent her a message and was just like, hey, really enjoying the book.
31:20.591 --> 31:24.837
[SPEAKER_01]: I'm on page 48.
31:24.817 --> 31:26.219
[SPEAKER_01]: She answered me in a half hour.
31:26.459 --> 31:29.342
[SPEAKER_01]: She was like, oh, hey, thanks up between classes or whatever she was doing.
31:29.362 --> 31:30.604
[SPEAKER_01]: She was like, thanks so much.
31:30.644 --> 31:32.446
[SPEAKER_01]: I really appreciate that you were reading the book.
31:32.466 --> 31:32.746
[SPEAKER_01]: Whatever.
31:32.867 --> 31:39.314
[SPEAKER_01]: I think people are way more afraid to try because they think some kind of bad outcome is going to happen, but they shouldn't be.
31:39.775 --> 31:43.279
[SPEAKER_01]: Most people are really genuinely good folks.
31:43.399 --> 31:54.132
[SPEAKER_01]: And, you know, if you are genuinely interested, like I didn't have an objective or anything, I wasn't trying to get them to do something for me or give me anything.
31:54.112 --> 31:55.594
[SPEAKER_01]: saying I appreciated what they did.
31:55.634 --> 31:56.856
[SPEAKER_01]: I thought it was really cool.
31:56.876 --> 32:00.181
[SPEAKER_00]: By the way, what were you doing with a book in a coffee shop like a psychopath?
32:01.283 --> 32:02.345
[SPEAKER_01]: Things are traveling.
32:03.787 --> 32:06.691
[SPEAKER_01]: Like an hour to wait for a taxi or something.
32:06.771 --> 32:09.275
[SPEAKER_01]: I'm like, I got to burn some time and it's sitting down with a book.
32:09.576 --> 32:11.158
[SPEAKER_00]: I haven't seen that in a while.
32:11.408 --> 32:12.870
[SPEAKER_01]: Yeah, it's good stuff.
32:12.890 --> 32:14.472
[SPEAKER_00]: Yeah, that's really, really cool.
32:14.532 --> 32:28.028
[SPEAKER_00]: I think the takeaway, you know, for if anybody's like, be thoughtful, but we're trying to be salesy, just be honest, authentic, version of like what you observe, what you like, share that, and don't expect anything in return.
32:28.168 --> 32:35.256
[SPEAKER_00]: And I would highly recommend anybody who's thinking of doing your podcast, only do it if you're going to stick it out for the long run and expect nothing from it.
32:35.540 --> 32:37.183
[SPEAKER_01]: Yeah, that's the only way.
32:37.344 --> 32:40.170
[SPEAKER_01]: If you think anything is going to happen.
32:42.053 --> 32:45.100
[SPEAKER_01]: It's like saying, hey, we're going on a trip today.
32:45.360 --> 32:46.663
[SPEAKER_01]: Hope we don't get a flat tire.
32:46.843 --> 32:49.148
[SPEAKER_01]: Like, you can't.
32:49.509 --> 32:51.052
[SPEAKER_01]: You can't tempt fate that way.
32:51.072 --> 32:53.858
[SPEAKER_01]: You just have to say, ah, I'm going anyway.
32:53.958 --> 32:55.321
[SPEAKER_01]: Let's just go.
32:55.341 --> 32:56.383
[SPEAKER_01]: Yeah, go for sure.
32:56.363 --> 33:03.385
[SPEAKER_01]: Paul, I have another thing I got a jump to here at the bottom of the hour, but I so appreciate you finding some time to jump on with me, man.
33:03.405 --> 33:04.208
[SPEAKER_01]: This is awesome.
33:04.308 --> 33:10.187
[SPEAKER_01]: We should pick this conversation up again and do this as like a more regular thing.
33:10.657 --> 33:11.258
[SPEAKER_00]: Let's do it.
33:11.358 --> 33:32.496
[SPEAKER_00]: Yeah, I think what I can do also is I know there's like a whole bunch of really cool stuff been working on like for example even like the way you're sort of packaging your offer how you're putting it all together in your even creating like I think what I find to be something that I'm also practicing for myself and kind of what I'm seeing you do and some other really thoughtful people do is like
33:32.476 --> 33:33.618
[SPEAKER_00]: Well, here's this person.
33:34.039 --> 33:36.242
[SPEAKER_00]: I really like what they what they have to say.
33:36.262 --> 33:45.678
[SPEAKER_00]: I trust their it like they're putting out really good thoughtful content just not just like stuff to get engaged and stuff so I trust this person.
33:45.818 --> 33:47.841
[SPEAKER_00]: I want to something a little bit more.
33:48.041 --> 33:53.370
[SPEAKER_00]: So you have like a slightly lower ticket offer than you can graduate to a bigger ticket offer.
33:53.536 --> 33:59.007
[SPEAKER_00]: Again, that sort of Russell Bronson playbook of like I think what I forgot his mentor's name.
33:59.488 --> 34:06.102
[SPEAKER_00]: I think that's something we should definitely cover because a lot of people who've been let go don't know how to kind of productize themselves.
34:06.483 --> 34:09.790
[SPEAKER_00]: I think we can cover that whole topic soup and nuts like how to...
34:09.770 --> 34:15.339
[SPEAKER_01]: I think that would be a really good one because I think it right now in particular with the economy being tight the way that it is.
34:15.720 --> 34:15.940
[SPEAKER_01]: Yeah.
34:16.381 --> 34:24.554
[SPEAKER_01]: You're seeing people lean into the gig thing or they're being laid off for the wrong reasons again, you know whatever, so we should definitely plan that.
34:24.575 --> 34:28.221
[SPEAKER_00]: And I would love to know like what kind of like projects are working on and all that stuff.
34:28.241 --> 34:29.463
[SPEAKER_00]: So we can cover some of those things.
34:29.483 --> 34:29.863
[SPEAKER_00]: It'll be fun.
34:30.444 --> 34:31.045
[SPEAKER_00]: It sounds good.
34:31.206 --> 34:31.666
[SPEAKER_00]: And the feedback.
34:31.726 --> 34:32.267
[SPEAKER_00]: Thanks so much.
34:32.307 --> 34:33.129
[SPEAKER_00]: It was great seeing you.
34:33.149 --> 34:34.090
[SPEAKER_00]: We'll talk to you again soon.
34:34.731 --> 34:35.132
[SPEAKER_00]: All right, built.
34:35.152 --> 34:35.853
[SPEAKER_00]: This was super fun.
34:36.194 --> 34:36.655
[SPEAKER_01]: Like always.
34:36.695 --> 34:36.815
[SPEAKER_01]: Yeah.
34:37.075 --> 34:37.336
[SPEAKER_01]: Picker.
34:37.496 --> 34:38.157
[SPEAKER_01]: Bye.
00:05.313 --> 00:07.840
[SPEAKER_01]: Hi everybody, thanks so much for joining me and welcome to the show.
00:08.322 --> 00:19.474
[SPEAKER_01]: I'm Bill Harper, CEO, and Chief Creative Officer at Brand Boss HQ, a strategic branding agency focused on helping growth-minded businesses that feel stuck find their path back to scale.
00:19.808 --> 00:32.605
[SPEAKER_01]: My team's and I have spent the last 35 years helping businesses like Delsaid Lugge, Music and Arts, Breast Cancer Index, and more than 500 others, grow, scale, and stand out and crowded markets, and we're on a mission to help a thousand more.
00:33.106 --> 00:41.598
[SPEAKER_01]: So if you've ever wondered what it really takes to build a powerful brand, grow a successful business or navigate the wild world of entrepreneurship, you're in the right place.
00:41.618 --> 00:49.208
[SPEAKER_01]: Because this show is all about the strategies, mindset, and real world lessons that will help you go from where you are now to where you want to be.
00:49.188 --> 00:50.850
[SPEAKER_01]: faster and with fewer mistakes.
00:51.491 --> 00:58.842
[SPEAKER_01]: In each episode, I'll break down what works, what doesn't, and the game changing insights I've learned along the way from mentors and experience alike.
00:58.862 --> 01:12.041
[SPEAKER_01]: So if you're ready to sharpen your strategy, level up your brand and build a business that truly stands out and listen in, because I'm going to give you all the tips, tricks, frameworks, what to do and what not to do to keep your business growing strong.
01:12.642 --> 01:15.266
[SPEAKER_01]: I look forward to this time together in helping your business grow.
01:15.686 --> 01:16.748
[SPEAKER_01]: Thanks so much for joining me.
01:17.217 --> 01:18.980
[SPEAKER_01]: Ladies and gentlemen, Paul sing.
01:19.261 --> 01:20.082
[SPEAKER_00]: Hello Paul.
01:20.262 --> 01:26.373
[SPEAKER_00]: Hello Bill, this is all the way out from Toronto, EST times on.
01:26.393 --> 01:26.874
[SPEAKER_01]: Nice.
01:27.375 --> 01:29.078
[SPEAKER_01]: All right, so what's been happening since we spoke?
01:29.098 --> 01:30.440
[SPEAKER_01]: When did we speak last?
01:30.540 --> 01:31.622
[SPEAKER_01]: When did we speak last?
01:31.662 --> 01:32.684
[SPEAKER_01]: That's a great question.
01:32.724 --> 01:33.365
[SPEAKER_01]: Two years?
01:33.586 --> 01:35.108
[SPEAKER_00]: No, I can't be that one.
01:35.128 --> 01:36.931
[SPEAKER_00]: Oh my God, it's drunk.
01:37.112 --> 01:38.454
[SPEAKER_00]: Yeah, one year ago, exactly.
01:38.634 --> 01:40.137
[SPEAKER_00]: It's been a year, though.
01:40.117 --> 01:41.340
[SPEAKER_00]: That's crazy, man.
01:41.661 --> 01:58.260
[SPEAKER_00]: That is Bananas, yeah, but to be honest, like because I've been watching so much of your content on TikTok, I've been following your LinkedIn stuff, you know, if feels like it doesn't feel like it's been so long, you know, no, I'm just I'm right around the corner all the time.
01:58.882 --> 02:01.869
[SPEAKER_00]: Yeah, and you're putting out some really, really cool content.
02:01.929 --> 02:03.794
[SPEAKER_00]: I know that you've, let's, we'll get into it.
02:03.974 --> 02:07.643
[SPEAKER_00]: Well, let's get into all these things that that's happened in the last one year.
02:07.683 --> 02:12.013
[SPEAKER_00]: Yeah, but yeah, but this time I'm actually on your podcast.
02:12.112 --> 02:14.255
[SPEAKER_01]: Paul, yeah, so this was the crazy thing.
02:14.375 --> 02:18.420
[SPEAKER_01]: Paul, you were like my first real podcast.
02:19.561 --> 02:22.645
[SPEAKER_01]: Like, come on and talk to me about stuff.
02:23.145 --> 02:25.788
[SPEAKER_01]: And I'm like, you know, I had done like some little stuff before.
02:25.808 --> 02:28.291
[SPEAKER_01]: I was like, okay, I'll jump on Paul's podcast.
02:28.312 --> 02:29.273
[SPEAKER_01]: We'll see what's going on.
02:29.313 --> 02:30.754
[SPEAKER_01]: And we had such a good time.
02:31.295 --> 02:35.841
[SPEAKER_01]: I mean, I think the two of us spent more time laughing on the podcast than we did actually talking about anything.
02:35.861 --> 02:36.581
[SPEAKER_01]: It was great though.
02:36.601 --> 02:37.883
[SPEAKER_01]: I thought it's such a good time.
02:37.863 --> 02:39.025
[SPEAKER_00]: Leave it all.
02:39.045 --> 02:39.625
[SPEAKER_00]: Well, you're funny.
02:39.826 --> 02:41.047
[SPEAKER_00]: So, it was fun.
02:41.228 --> 02:41.949
[SPEAKER_01]: There was a lot of fun.
02:42.309 --> 02:42.550
[SPEAKER_01]: Yeah.
02:42.770 --> 02:43.471
[SPEAKER_01]: And yeah.
02:43.511 --> 02:45.614
[SPEAKER_01]: So, a new blue room, which is kind of fun.
02:46.055 --> 02:46.315
[SPEAKER_01]: Nice.
02:46.455 --> 02:50.281
[SPEAKER_01]: I was on a client call the other day, said, man, you're background intimidates me.
02:50.381 --> 02:51.382
[SPEAKER_01]: I just started laughing.
02:52.123 --> 02:54.006
[SPEAKER_01]: It's like, you got the microphone.
02:54.847 --> 02:57.110
[SPEAKER_01]: Like, all the blue lines you've installed.
02:57.190 --> 02:58.692
[SPEAKER_01]: He's like, it feels very real.
02:59.854 --> 03:01.396
[SPEAKER_00]: It's like, okay.
03:01.416 --> 03:01.997
[SPEAKER_00]: Very good.
03:03.108 --> 03:05.651
[SPEAKER_00]: over-expecting a pixelated light.
03:05.691 --> 03:08.455
[SPEAKER_00]: Yeah, I don't know what they're.
03:08.475 --> 03:09.457
[SPEAKER_01]: What they're yet to be expecting.
03:09.537 --> 03:10.398
[SPEAKER_01]: But yeah, it has.
03:10.438 --> 03:11.639
[SPEAKER_01]: It's been an incredible year.
03:11.720 --> 03:17.207
[SPEAKER_01]: We just pressed it 168,000 followers, which was pretty cool.
03:17.788 --> 03:20.592
[SPEAKER_01]: Waiting to see how long it'll take to get to 250.
03:20.612 --> 03:22.855
[SPEAKER_01]: 250 is like the next big milestone.
03:22.875 --> 03:24.216
[SPEAKER_01]: We'll see if we can hit 250.
03:24.457 --> 03:25.198
[SPEAKER_01]: That is incredible.
03:25.518 --> 03:26.139
[SPEAKER_00]: It's pretty fun.
03:26.399 --> 03:28.562
[SPEAKER_00]: And you've been like, what do you call it?
03:28.582 --> 03:31.326
[SPEAKER_00]: Like shipping content like a machine.
03:31.306 --> 03:35.192
[SPEAKER_01]: We have, we've been a little crazy with the content creation.
03:35.232 --> 03:35.432
[SPEAKER_01]: Yeah.
03:35.832 --> 03:37.455
[SPEAKER_01]: I want to see if her mozi's right.
03:37.515 --> 03:41.280
[SPEAKER_01]: Can you really do 400 pieces a week?
03:41.300 --> 03:43.584
[SPEAKER_01]: You know, like, he throws these numbers out.
03:44.104 --> 03:45.687
[SPEAKER_01]: And I was like, you know, I test my team.
03:45.707 --> 03:47.569
[SPEAKER_01]: I was like, all right, first up higher, more people.
03:47.689 --> 03:51.435
[SPEAKER_01]: Second, like, I want, so here's what I did, Paul.
03:51.475 --> 03:54.359
[SPEAKER_01]: I went to the North Pole because the elves are off this time of year.
03:54.419 --> 03:57.263
[SPEAKER_01]: And I was like, look, guys, I need somebody who get factory.
03:57.243 --> 04:25.377
[SPEAKER_01]: like I need somebody who understands like first we got to fix the wheel on this wagon and it's square like I need those guys and and they help so I the most we did that we sustained was eight a day and we did that for a month new eight net new a day all these smokes and how did that led and they were all like it wasn't the chop up stuff either these were like
04:25.357 --> 04:28.803
[SPEAKER_01]: right for 20 consecutive business days.
04:29.484 --> 04:30.887
[SPEAKER_01]: Holy smokes.
04:30.907 --> 04:33.972
[SPEAKER_01]: And he was like the whole thing.
04:34.032 --> 04:38.079
[SPEAKER_01]: It would be like the video, the edit, the whole nine yards, drop, drop, drop.
04:38.099 --> 04:40.203
[SPEAKER_01]: And I think we did actually do eight net new.
04:40.363 --> 04:41.204
[SPEAKER_01]: I'm sorry, that's not true.
04:41.284 --> 04:45.131
[SPEAKER_01]: We did five net new and three repeats.
04:45.151 --> 04:45.792
[SPEAKER_01]: Okay.
04:45.812 --> 04:48.597
[SPEAKER_01]: And it's still about killed us.
04:48.577 --> 04:52.443
[SPEAKER_01]: Trying to manage that kind of a flow was, it was a lot of work.
04:52.763 --> 04:58.592
[SPEAKER_01]: So when we did, we backed off a little bit, hired up some different people that were able to do it, and we're about to take a run of it again.
04:58.632 --> 05:00.695
[SPEAKER_01]: What I want to try to get to is 10 a day.
05:00.875 --> 05:02.217
[SPEAKER_01]: I want to see if we can do 10 a day.
05:02.497 --> 05:03.559
[SPEAKER_00]: Right, right.
05:04.100 --> 05:05.041
[SPEAKER_00]: You know what, hold on.
05:05.061 --> 05:09.167
[SPEAKER_00]: So when you, when you've started this, was Alex Hermosie the impetus for this, by the way?
05:09.147 --> 05:14.976
[SPEAKER_01]: No, no, no, he just, he's the loudest one about, you know, I do, like, he always serves out these ridiculous numbers.
05:15.036 --> 05:16.418
[SPEAKER_01]: It's him and Vaynerchuk.
05:16.438 --> 05:20.604
[SPEAKER_01]: Yeah, Vaynerchuk's always like, you know, he doesn't actually talk about it anymore, but her Mossey does.
05:20.685 --> 05:25.872
[SPEAKER_01]: Her Mossey's like, we put out 400 pieces of kind, I'm misquoting, I can't remember how many pieces.
05:25.933 --> 05:30.019
[SPEAKER_01]: But he throws out these like huge numbers and he was like, yeah, my team, like, puts these together.
05:30.499 --> 05:33.484
[SPEAKER_01]: But he also talks about the efficiency of, you know,
05:33.464 --> 05:36.027
[SPEAKER_01]: short shorter form edits, right?
05:36.047 --> 05:40.853
[SPEAKER_01]: So like he'll do something and he'll grab a sound bite a sound bite and then he'll just blast it all over the place.
05:41.093 --> 05:44.738
[SPEAKER_01]: So I just wanted to see if we could do it across all channels aided day.
05:45.158 --> 05:49.303
[SPEAKER_01]: You really got to be, you really got to like be dedicated to get that.
05:49.383 --> 05:51.045
[SPEAKER_01]: It's like being in the gym for eight hours.
05:51.085 --> 05:55.911
[SPEAKER_01]: They're like, you gotta really, you gotta really want it man to be in there for that one.
05:55.891 --> 06:10.373
[SPEAKER_00]: I'm sure by the way, like just for context is now I know that I think on LinkedIn I think you have like about 25,000 people that follow you on LinkedIn then you have TikTok is there any other channel that you're like I'm not even sure.
06:10.690 --> 06:15.319
[SPEAKER_01]: Yeah, so we're on Instagram and we're on YouTube.
06:15.660 --> 06:20.029
[SPEAKER_01]: I think we're a little over 10,000 on Instagram, which isn't anything to write home about.
06:20.189 --> 06:22.814
[SPEAKER_01]: And YouTube is a pitiful starting spot.
06:22.894 --> 06:24.397
[SPEAKER_01]: Like we're even off the block yet.
06:24.437 --> 06:29.307
[SPEAKER_01]: I think you can still hear the echo of the gun from when we just took off the starting block.
06:29.287 --> 06:32.733
[SPEAKER_01]: You know, we passed a thousand on you to the other day.
06:32.813 --> 06:37.661
[SPEAKER_01]: Long form is a different kind of a thing, so we're trying to get that all dialed in.
06:37.881 --> 06:41.006
[SPEAKER_01]: But we did, we launched an education series that's been selling.
06:41.046 --> 06:51.784
[SPEAKER_01]: That's been really great helping people who either don't really understand how marketing works, so they really want to be able to do it themselves and they don't have the ability to do it with an agency.
06:51.764 --> 07:02.316
[SPEAKER_01]: So we created a full thing, our entire process, we mapped the entire thing out, did an entire workbook playbook to go through the whole thing, a whole nine yard.
07:02.336 --> 07:04.358
[SPEAKER_01]: So it has been a really interesting year.
07:04.398 --> 07:08.242
[SPEAKER_01]: So we've got a do it for you, a do it with you, and a do it yourself.
07:08.582 --> 07:09.123
[SPEAKER_00]: Oh my God.
07:09.143 --> 07:10.965
[SPEAKER_00]: And you've totally rewaped the website.
07:11.185 --> 07:12.587
[SPEAKER_01]: Yeah, everything about that.
07:12.607 --> 07:18.193
[SPEAKER_01]: And if you go to go dot brand boss university dot com, you'll see what we're doing with the education.
07:18.275 --> 07:39.373
[SPEAKER_00]: And so I'm guessing all these leads are coming through TikTok pretty much yeah oddly enough almost everything we just started marketing ourselves this year oh my god This is like Russell Brunson like like sales letter what a one at the whole spang with the fricking test like yeah Welcome to the funnel well into my my personal funnel.
07:39.533 --> 07:41.717
[SPEAKER_00]: I'm guessing you're using click funnels for this
07:42.254 --> 07:43.577
[SPEAKER_01]: No, actually we're not.
07:43.637 --> 07:47.645
[SPEAKER_01]: We're using go high level and Okay, I'll tell you how go funnels.
07:47.665 --> 07:56.282
[SPEAKER_00]: Yeah, okay, because yeah, like the It's just by the structure the look it's like whenever I see something like this, I'm like Russell brought some comes to my top of right.
07:56.302 --> 07:56.402
[SPEAKER_00]: Yeah.
07:56.422 --> 07:56.643
[SPEAKER_01]: Yeah.
07:56.803 --> 07:57.064
[SPEAKER_01]: Yeah.
07:57.084 --> 07:57.184
[SPEAKER_01]: Yeah.
07:57.204 --> 07:57.344
[SPEAKER_01]: Yeah.
07:57.364 --> 07:59.689
[SPEAKER_01]: It's very it's very click funnel feel
07:59.703 --> 08:03.929
[SPEAKER_00]: Yeah, but this is great, like even the packaging of it, the brand transformation playbook.
08:04.470 --> 08:05.211
[SPEAKER_00]: So I'll get hold on.
08:05.492 --> 08:14.165
[SPEAKER_00]: So now let's take a step back and I would love to like learn a little bit more about sort of, because you essentially I know that you have an agency and you work with clients.
08:14.806 --> 08:17.710
[SPEAKER_00]: I remember like really high touch kind of stuff that's what we talked about last time.
08:18.752 --> 08:25.963
[SPEAKER_00]: And then so what was the impetus sort of, how did this even come about and how long did it take you to like kind of put it together?
08:26.382 --> 08:29.771
[SPEAKER_00]: which piece this whole brand boss is two university.
08:30.132 --> 08:42.484
[SPEAKER_01]: I've been wanting to do that for we opened brand boss two and a half years ago and it was a transformation from WMH so WM Harper was a full service agency that
08:42.464 --> 08:48.192
[SPEAKER_01]: was really kind of struggling because everything in the economy had switched to small business that way.
08:48.412 --> 08:57.685
[SPEAKER_01]: You know, at that time, like three years ago, large scale businesses, you know, you just weren't closing the quarter million half million dollar pieces of business the same way anymore.
08:57.705 --> 09:00.749
[SPEAKER_01]: Everybody was sort of holding tight at the end of COVID and all the rest of that.
09:00.929 --> 09:03.072
[SPEAKER_01]: And there was such interest
09:03.052 --> 09:26.545
[SPEAKER_01]: in hey could you take that big playbook and bring it down to something that was manageable for smaller groups and we really got excited about that and built the whole brand boss concept and then surprisingly as that started going along then there was another group of people that came along behind that and were like hey were students that would like to see your process or were agencies that's the quiet one that nobody wants to talk about.
09:26.525 --> 09:36.389
[SPEAKER_01]: where agencies that don't do strategy to creative, we are execution of SEO or we're execution of this or that and we want to be able to add that to our revenue stream.
09:36.830 --> 09:43.106
[SPEAKER_01]: So we created this basic playbook for everybody to be able to do it and it's really taken off.
09:43.206 --> 09:44.128
[SPEAKER_01]: It's really been awesome.
09:44.463 --> 10:02.050
[SPEAKER_00]: That's actually really smart because all the adjacent people like depending on the value chain like where what they do like this maybe sits at the front of it or behind it like so that like that's a great customer base to have because like you said you know adds value to whatever they're already doing with their clients
10:02.030 --> 10:14.750
[SPEAKER_00]: And then the other piece is I think I wrote a little LinkedIn post today on this topic is not on this topic, but I was reminded of that a lot of the things that I learned were from like practitioners like yourself early on in my career.
10:15.251 --> 10:21.861
[SPEAKER_00]: So this actually takes your like decades of experience and compresses it into like this force, which is fantastic.
10:22.077 --> 10:26.804
[SPEAKER_01]: Yeah, and we're going to revamp it to make it the 30-day instead of the 60-day.
10:26.924 --> 10:33.875
[SPEAKER_01]: So, you know, I found some ways to streamline it even more, but it still gives people what they need to be able to do it.
10:33.935 --> 10:47.376
[SPEAKER_01]: And unlike something like a story brand, I'm not knocking what Dalman and his team have done, but people seem to have a hard time translating that from the stage, you know, from the page to the stage.
10:47.356 --> 11:10.613
[SPEAKER_01]: And in this instance, we added things like elevator pitch, sales arc for their sales team, like we really tried to fill all those extra holes so that it wasn't just a marketing thing, it was a business leadership thing, it was a sales tool, it was an elevator pitch, it was a marketing thing, like we tried to wrap all of that into this tool.
11:10.660 --> 11:14.885
[SPEAKER_00]: Yeah, I think like somebody met new hearing list for them.
11:14.905 --> 11:16.848
[SPEAKER_00]: Then we're like, oh my god, this is like 50 things.
11:16.928 --> 11:23.256
[SPEAKER_00]: But I assure you like once you start going, I'm sure like when start going through the whole process, you start stacking one thing on top of the other.
11:23.296 --> 11:24.658
[SPEAKER_00]: It starts with the other.
11:24.678 --> 11:26.300
[SPEAKER_01]: Yeah, it starts with the pain point.
11:26.480 --> 11:29.864
[SPEAKER_01]: And then it moves to the target audience evaluation.
11:29.884 --> 11:31.326
[SPEAKER_01]: Then it moves to competitor.
11:31.386 --> 11:39.216
[SPEAKER_01]: Then it moves to like it takes you through every single piece of it very linearly so you can't get lost.
11:39.196 --> 11:39.797
[SPEAKER_00]: Right.
11:39.917 --> 11:42.403
[SPEAKER_00]: So is it also hosted on goal level?
11:42.783 --> 11:43.605
[SPEAKER_00]: I go high level.
11:43.645 --> 11:43.865
[SPEAKER_00]: Sorry.
11:44.467 --> 11:44.707
[SPEAKER_01]: No.
11:45.088 --> 11:46.290
[SPEAKER_01]: It's just on our thing right now.
11:46.330 --> 11:48.775
[SPEAKER_01]: But we're about to do a whole distribution launch for it.
11:48.795 --> 11:55.229
[SPEAKER_01]: It's going to be on a number of different learning platforms and there's going to be all kinds of stuff that all that sick.
11:55.549 --> 11:55.730
[SPEAKER_00]: Yeah.
11:55.810 --> 11:58.195
[SPEAKER_00]: Distribution is like distribution.
11:58.655 --> 12:00.900
[SPEAKER_00]: That distribution is key.
12:00.880 --> 12:03.546
[SPEAKER_00]: Yeah, so now kind of coming back for a hot ticket.
12:03.566 --> 12:07.796
[SPEAKER_00]: I know that you see we're saying that you had done the for 20 days.
12:07.957 --> 12:10.483
[SPEAKER_00]: You went like full like balls to the walls.
12:11.164 --> 12:13.871
[SPEAKER_00]: Yeah, and now nuts and now that you're doing it again.
12:13.951 --> 12:17.399
[SPEAKER_00]: I'm sensing or it sounds like you had some success there.
12:17.419 --> 12:18.602
[SPEAKER_00]: That's why you're repeating it.
12:18.582 --> 12:21.004
[SPEAKER_01]: So, you know, here are the things that you learn, right?
12:21.065 --> 12:23.187
[SPEAKER_01]: Number one is cadence, right?
12:23.207 --> 12:29.754
[SPEAKER_01]: So when you're recording, like all people who are recording stuff, you're excited to get it out there, right?
12:29.774 --> 12:32.216
[SPEAKER_01]: But when you do it the wrong way, it cannibalizes.
12:32.396 --> 12:40.925
[SPEAKER_01]: So something will start taking off, and then you'll launch another one, two close, and it cannibalizes the activity in the first one for the second one, and then they wind up fighting.
12:41.025 --> 12:44.809
[SPEAKER_01]: There's like a cadence to releasing, there's a cadence to,
12:44.789 --> 12:46.592
[SPEAKER_01]: You know, length and such.
12:46.652 --> 13:10.948
[SPEAKER_01]: There's also the ability to sort of let something go like I got on the cracker barrel thing and it hit 1.2 million views and That was downward like as it started going, you know, you sort of you'd back off the accelerator right because you don't want to launch stuff that's going to wind up cannibalizing the engagement that you're getting on one And there were some great conversations that were happening in there, so you know, you want to kind of stop and pay attention to what's happening
13:10.928 --> 13:31.688
[SPEAKER_01]: So it's really like putting the right team together to be able to manage that kind of throughput because when you've got that happening and then you've got, you know, a long-form thing happening and then you've got LinkedIn engagement happening and then you've got paid happening, you know, you've got to have the right team in place to be able to manage it all.
13:31.853 --> 13:40.086
[SPEAKER_00]: That's a really good point, that if you kind of have to let it breathe, the piece of content that's actually working and that actually makes a lot of sense.
13:40.206 --> 13:47.618
[SPEAKER_00]: I've, you know what the funny thing is, I don't pay attention to anything I just post whatever I feel like and whatever I feel like.
13:47.800 --> 14:01.878
[SPEAKER_00]: and of course you know obviously it shows because you know I don't have that kind of engagement or virality and all that stuff but I've just never cared but I think I should start paying attention to some of the things that you're saying and start following these things.
14:02.238 --> 14:10.028
[SPEAKER_01]: It's two it's a beast right I mean it's its own it's its own thing and I love how all the big guys were always like yeah yeah
14:10.008 --> 14:28.607
[SPEAKER_01]: You know, I just I post a bajillion things and they do whatever I'm like, okay, I've done it and I know that there are like 19 people on the back Kind of this thing juggling balls like mad trying to stay ahead of it all because you know, you can't channel manage 5 channels and and you know stay on top of
14:28.587 --> 14:36.879
[SPEAKER_01]: you know, engagement and come up with scripts and edit them and post them in a timely fashion and respond to the things that people are responding to.
14:37.641 --> 14:39.263
[SPEAKER_01]: You just, you can't do it without a team.
14:39.363 --> 14:42.548
[SPEAKER_01]: Like it's just, it's a separate, it's a separate initiative.
14:42.788 --> 14:43.569
[SPEAKER_00]: Well, that's really great.
14:43.589 --> 14:45.012
[SPEAKER_00]: That actually you have a team.
14:45.432 --> 14:57.430
[SPEAKER_00]: What I've actually, I'm going to start doing now is despite all this equipment that I have, which is basically an astered market in the form of
14:57.528 --> 15:02.965
[SPEAKER_00]: is I'm thinking and I was talking to my sister, she's doing really well on crashing it on TikTok.
15:03.215 --> 15:06.660
[SPEAKER_00]: And what I'm thinking is just like literally just grab my phone.
15:06.920 --> 15:12.527
[SPEAKER_00]: When I go for my 10,000 steps every day, literally just record the clip upload that's it.
15:12.768 --> 15:16.533
[SPEAKER_00]: Like no editing, no post production, it's just what it is.
15:17.033 --> 15:17.234
[SPEAKER_01]: Yep.
15:17.894 --> 15:19.356
[SPEAKER_01]: There's a lot to be said for that.
15:19.437 --> 15:25.905
[SPEAKER_01]: There's there is such a thing as production fatigue, you know, not only in producing it, but also in watching it.
15:26.025 --> 15:31.112
[SPEAKER_01]: You know, and there's something to be said for, I'm sitting in the line at Wendy's.
15:31.092 --> 15:45.646
[SPEAKER_01]: You know what I mean, like I'm just having a thought and I thought I would like one of the best performing ones I have I'm sitting at a food court at an airport waiting on a delayed flight and I was like, you know It's thinking about this that and the other it's got like 70,000 views.
15:46.067 --> 15:59.580
[SPEAKER_01]: Is the lighting is horrific Sound is terrible like nothing about it makes any damn sense at all except the point was really well made It was like I just had five minutes to actually think the thought through I was like here This is this makes sense
15:59.560 --> 16:12.076
[SPEAKER_00]: I remember the, I think the first video that blew up where, I don't know if that was your first video that blew up, but that was one of the videos that blew up like crazy, which was like, tell me brand works or something on those lines.
16:12.536 --> 16:15.660
[SPEAKER_01]: Yeah, yeah, yeah, tell me how, um, I threw that to me that a brand.
16:15.880 --> 16:19.645
[SPEAKER_00]: And that literally looked like you just, you were just kind of doing something in the moment.
16:19.665 --> 16:22.128
[SPEAKER_00]: You just put up the camera started recording and then hit publish.
16:22.689 --> 16:25.352
[SPEAKER_00]: Like it didn't look like it was so pre-meditated or anything.
16:25.372 --> 16:27.795
[SPEAKER_00]: You just kind of like riffing off the cuff kind of vibe.
16:28.028 --> 16:29.470
[SPEAKER_01]: That's pretty much what it was.
16:29.530 --> 16:31.132
[SPEAKER_01]: There was no there was no script.
16:31.152 --> 16:32.314
[SPEAKER_01]: There's no like no.
16:32.534 --> 16:35.939
[SPEAKER_01]: It's just I was thinking about this We should talk about this.
16:36.239 --> 16:43.189
[SPEAKER_00]: Yeah, so that's kind of what I want to lean into is like yes There is a time when I like recording a podcast.
16:43.249 --> 16:47.455
[SPEAKER_00]: I have an editor now shows she does all the editing and you touch like
16:47.435 --> 17:07.570
[SPEAKER_00]: point like watching it back is so painful doing it is a lot of fun and so now that now that I have an editor the advantage that I have is and this is probably in your case as well is that she goes and edits like scrubs through the whole thing put it together then I can just watch it at 3x the speed just to make sure everything looks good and I just tell her to upload it.
17:07.853 --> 17:10.198
[SPEAKER_01]: Yeah, it's certainly helpful to do that.
17:10.218 --> 17:15.470
[SPEAKER_01]: So we have a group that does that, but I also edit my own stuff still.
17:15.530 --> 17:20.241
[SPEAKER_01]: So if I'm just riffing on an idea about something, yeah, I'll just edit it myself.
17:20.942 --> 17:24.410
[SPEAKER_01]: Right, so, you know, it's, but you know, you're so right.
17:24.470 --> 17:27.938
[SPEAKER_01]: It's the energy has to be the right place.
17:27.918 --> 17:35.990
[SPEAKER_01]: tone has to be the right thing like I'll watch something you know what I was when I was doing the long format for the education series.
17:36.591 --> 17:40.357
[SPEAKER_01]: You'd watch some of that stuff back and you'd be like, no, no, no, burn it.
17:40.397 --> 17:41.258
[SPEAKER_01]: Just burn it.
17:41.278 --> 17:42.600
[SPEAKER_01]: It's like it's so bad.
17:42.961 --> 17:50.652
[SPEAKER_01]: And you got to go back and start a good because you're like the energy like, you know, it was hour six and I'm still recording and I'm like the energy is way down here and I'm like,
17:50.632 --> 18:15.306
[SPEAKER_01]: you know the whole team the whole production team is like God don't say we need to do it again and I'm like I'm gonna go take a two minute walk have a quick cup of coffee we're gonna come back we're gonna do it again but the difference is so profound you have to do it you've got to otherwise it stuff comes off and it's like anyway there's no there's no there there so you've got to do it
18:16.822 --> 18:17.504
[SPEAKER_01]: Got to do it.
18:17.765 --> 18:26.434
[SPEAKER_00]: Yeah, I think the way I can achieve like velocity and I just tried it yesterday for the first time like my sisters like just do this.
18:26.494 --> 18:27.859
[SPEAKER_00]: I'm like, okay, let me just try it.
18:27.879 --> 18:29.143
[SPEAKER_00]: So I went on a walk.
18:29.461 --> 18:40.378
[SPEAKER_00]: I literally recorded like like a little bit blurry, but the audience great with the, you know what the new AirPods, the microphone is fricking insane, it is, it's really good.
18:40.879 --> 18:55.722
[SPEAKER_01]: Yeah, so we're the little magnetic love mics that sit on your shirt, those things are DNGs, I think they're like amazing, they're truly like you can get a lot out of them, they're they're really pretty phenomenal, okay.
18:55.921 --> 18:59.578
[SPEAKER_00]: By the way, if you're watching, please sponsor this podcast.
19:01.828 --> 19:05.003
[SPEAKER_00]: It's please follow, mash that little follow button.
19:06.282 --> 19:32.290
[SPEAKER_00]: Yeah, so yeah, so my thinking is that to get that volume in to get is I'm going to just start doing every day when I go out for those 10,000 steps just push out like three, four pieces of content and then for the little bit more thought out a little bit scripted or like something has to go deeper into I'll probably do those once a week like on a Saturday sit down and just recorded in one go that's kind of how I'm thinking about it because yeah.
19:32.270 --> 19:40.946
[SPEAKER_00]: I don't like you said to your point earlier is the there is definitely a fatigue because you're hoarding, editing, rewatching, uploading, tagging.
19:41.187 --> 19:42.850
[SPEAKER_00]: It's like a full-time job, so.
19:42.970 --> 19:46.397
[SPEAKER_01]: It is it's not in my opinion it is a full-time job.
19:46.437 --> 19:49.022
[SPEAKER_01]: Like really it's it's its own department.
19:49.042 --> 19:51.747
[SPEAKER_01]: You're doing your own thing to make it really work and I think
19:51.727 --> 19:55.712
[SPEAKER_01]: So many people like, oh, it's so easy, like, just get your phone up.
19:55.732 --> 19:58.696
[SPEAKER_01]: No, it's not, it's not really easy in that respect.
19:58.716 --> 20:03.782
[SPEAKER_01]: I think it is easy for people to generate a following.
20:04.082 --> 20:07.026
[SPEAKER_01]: Don't get me wrong, but it's not easy to be consistent with it.
20:07.106 --> 20:12.793
[SPEAKER_01]: It's not easy to be consistent with it and feel like you're making progress towards being better.
20:12.913 --> 20:15.777
[SPEAKER_01]: You know, if you go back and look at the first videos that I was doing,
20:15.757 --> 20:17.479
[SPEAKER_01]: And they were like everybody else's videos.
20:17.499 --> 20:21.445
[SPEAKER_01]: So you're not sure how to stand, you don't know how loud to be, you're not sure what kind of energy level.
20:21.505 --> 20:26.051
[SPEAKER_01]: You don't really understand, you're kind of like trying to figure it all out, it doesn't make any sense.
20:26.071 --> 20:27.593
[SPEAKER_01]: And you look like a goofball, right?
20:28.074 --> 20:29.015
[SPEAKER_01]: You're just doing your thing.
20:29.035 --> 20:32.320
[SPEAKER_01]: But then along the way, you get a sense of comfort for it.
20:32.340 --> 20:34.343
[SPEAKER_01]: And you're like, okay, well, this is just the way it is.
20:34.463 --> 20:37.447
[SPEAKER_01]: And I like the lighting a little better if I do it this way.
20:37.467 --> 20:38.909
[SPEAKER_01]: And I think, oh, I could do it that thing.
20:38.929 --> 20:42.574
[SPEAKER_01]: And there did just little incremental things that you add onto it, and you're like, okay.
20:43.280 --> 21:02.318
[SPEAKER_00]: you know to remind me of the first time that awkward school dance and then they lower the lights and then this like the romantic and everybody's like looking around like oh shit the girls are on that side of the gym the boys are on that side of the gym right yeah looking at each other you're gonna cross no
21:09.571 --> 21:10.393
[SPEAKER_01]: Yeah, that confidence.
21:10.413 --> 21:15.343
[SPEAKER_00]: And then what would happen is two teachers would start doing the dance.
21:15.364 --> 21:17.187
[SPEAKER_00]: And everyone was like, hooting and cheering.
21:17.248 --> 21:20.575
[SPEAKER_00]: Oh my god, Mrs. McColl, Mr. McColls and Mrs.
21:20.715 --> 21:21.016
[SPEAKER_00]: Right.
21:21.116 --> 21:26.387
[SPEAKER_00]: Young, you know, as you always have like these, anyways, point is it is pretty awkward.
21:26.427 --> 21:27.630
[SPEAKER_00]: Kind of like that school dance.
21:27.610 --> 21:34.965
[SPEAKER_00]: And yeah, that's kind of what I'm going to be doing is I definitely want to build a little bit of an audience.
21:35.366 --> 21:38.352
[SPEAKER_00]: I'm not necessarily even thinking customers necessarily.
21:38.572 --> 21:40.436
[SPEAKER_01]: Well, how many podcasts are you doing now?
21:40.516 --> 21:44.083
[SPEAKER_01]: Because you have a good, you've got a good long run on the podcast scene.
21:44.063 --> 21:52.707
[SPEAKER_00]: have no schedule of no plan, no like cadence, you know, to your point, I just kind of like when I find something interesting like, hey, do you want a chat?
21:53.088 --> 21:53.931
[SPEAKER_00]: Like, that's it.
21:54.412 --> 21:56.217
[SPEAKER_01]: And so I love that about Pocket.
21:56.237 --> 21:57.661
[SPEAKER_01]: You know, who was on with me the other day?
21:57.701 --> 21:59.085
[SPEAKER_01]: David Scheng.
21:59.065 --> 22:21.478
[SPEAKER_01]: he's the nicest guy in the world yeah so he's the guy um he's got you'd probably know him from his hair he's got like this super super crazy hair he used to work over at AOL and Google and he's like a digital profit this guy anyway he's Australian but he's been working in the US for a number of years and he's so insightful
22:21.458 --> 22:28.307
[SPEAKER_01]: about having his finger on the pulse of where marketing is going and what's happening and it was just it was a great conversation.
22:28.327 --> 22:34.995
[SPEAKER_01]: It was one of those where like I almost had to set a timer so I didn't like wear the guy out, you know, having him on for too long.
22:35.977 --> 22:38.420
[SPEAKER_01]: It's been 45 minutes and I want to be respectful of your time.
22:38.880 --> 22:41.003
[SPEAKER_01]: But we were just chatting and having a great time.
22:41.343 --> 22:44.708
[SPEAKER_00]: I think you had somebody from liquid death was it?
22:45.148 --> 22:46.911
[SPEAKER_00]: There was no dollar shave club.
22:47.011 --> 22:48.513
[SPEAKER_00]: Dollar's height, dollar shave club.
22:48.573 --> 22:48.833
[SPEAKER_00]: Sorry.
22:48.813 --> 22:50.715
[SPEAKER_00]: That's, I've, I've bookmarked that.
22:50.836 --> 22:53.659
[SPEAKER_00]: I'm gonna be listening to that this week.
22:53.679 --> 22:56.924
[SPEAKER_01]: I, you know, here's the other thing that's so great about podcast.
22:56.944 --> 22:57.945
[SPEAKER_01]: Michael became a friend.
22:58.085 --> 23:02.391
[SPEAKER_01]: Like we're having dinner with another CMO this Friday.
23:02.431 --> 23:09.039
[SPEAKER_01]: Like we, like that thing spawned just like a guy's get together every couple of weeks for dinner thing.
23:09.320 --> 23:09.640
[SPEAKER_01]: And
23:09.620 --> 23:28.962
[SPEAKER_01]: It was just like the nicest guy in the world to interview and we did it in person, which you know, it seems rare by today's standards, but we did and we just hit it off and he was new to the area and I was like, listen, when you move up, let me know and I'll you know, I'll take some time and get out of the house and like we'll go do something and we did and we had a ball like we went out and
23:28.942 --> 23:33.131
[SPEAKER_01]: had a great steak dinner and like just enjoyed each other's company and it was really nice.
23:33.312 --> 23:40.006
[SPEAKER_01]: So podcast wound up being a gateway to a friend and then another client that we had, they hired a new CMO.
23:40.146 --> 23:41.189
[SPEAKER_01]: He was new to town.
23:41.870 --> 23:43.033
[SPEAKER_01]: Same kind of situation.
23:43.073 --> 23:48.705
[SPEAKER_01]: His family isn't moving up for several months like he's trying to get his feet wet and I was like, well, watch, you come join us out for dinner.
23:48.685 --> 23:53.792
[SPEAKER_01]: So he's coming to join us as well, and then Michael calls me, he's like, hey, I got another buddy that wanted to come up with.
23:53.852 --> 23:54.713
[SPEAKER_01]: Yeah, bring him along.
23:54.733 --> 24:06.488
[SPEAKER_01]: So like this one podcast interview wound up connecting what's going to become this small little fleet of people that's just out sharing ideas about marketing all the time over dinner, which is really cool.
24:06.809 --> 24:09.512
[SPEAKER_00]: I love that because I think...
24:09.492 --> 24:17.532
[SPEAKER_00]: There's like a lot of like misconception around like what a podcast isn't people either saying like, oh, just use the podcast as like a sales vehicle.
24:17.652 --> 24:21.883
[SPEAKER_00]: It's like, no, use the podcast to build relationships have meaningful conversations.
24:22.685 --> 24:25.071
[SPEAKER_00]: And then let the universe take effect.
24:25.051 --> 24:50.316
[SPEAKER_01]: I think it is the greatest thing ever I really do it's it is the it's the replacement it's the antidote to social in the sense that we're separated closeness right like I know you cuz I see you but I don't know you cuz I've never shook your hand I've never been in the same space this thing actually is the networking event through the podcast it was really I had never even considered that as a potential
24:50.296 --> 24:54.283
[SPEAKER_01]: outcome from it, you know, I've just figured, okay, well, interview him and then that'll be that, whatever.
24:54.644 --> 25:05.422
[SPEAKER_01]: But what I'm finding is that a lot of the people that I'm podcasting with, you know, you stumble onto something that you have in common or something where, you know, somebody says, oh, could you tell me more about that after the show?
25:05.442 --> 25:06.524
[SPEAKER_01]: You're like, oh, yeah.
25:06.544 --> 25:10.431
[SPEAKER_01]: And the next thing you know, you've got connection that you wouldn't have had.
25:10.411 --> 25:18.618
[SPEAKER_01]: So in a weird way, podcasts even over doing the social stuff because of the interaction is a total door opener to all kinds of neat stuff.
25:18.638 --> 25:20.720
[SPEAKER_01]: I meant some amazing people doing podcasts.
25:20.800 --> 25:28.307
[SPEAKER_01]: I would do podcasts even if they weren't broadcast just because of how interesting most of the people are that you meet.
25:28.347 --> 25:33.171
[SPEAKER_01]: And I mean, you get a couple of people where you just, like, not a connection, but most of the time it's the exact opposite.
25:33.252 --> 25:40.418
[SPEAKER_01]: You're like, oh, I didn't know that about you or I didn't know about that about your story or about this thing.
25:40.398 --> 25:41.660
[SPEAKER_01]: It wants to be really cool.
25:41.941 --> 25:42.602
[SPEAKER_00]: Or I love it.
25:42.803 --> 25:44.766
[SPEAKER_01]: Is there anything else that you've sort of uncovered doing?
25:44.927 --> 25:46.229
[SPEAKER_01]: Like, how many have you done by the way now?
25:46.409 --> 25:49.255
[SPEAKER_01]: There's a guy that I know a buddy of mine that's out in California.
25:49.275 --> 25:51.940
[SPEAKER_01]: And he and I were doing it regularly for a little while.
25:52.641 --> 25:54.926
[SPEAKER_01]: And then both of us got busy.
25:55.186 --> 25:59.875
[SPEAKER_01]: He had another, he has another super, super successful podcast called Behind the Brand.
25:59.855 --> 26:03.142
[SPEAKER_01]: and then I was wanting to start up brand location.
26:03.202 --> 26:08.192
[SPEAKER_01]: So I got my solo thing going and then everyone's in a while will kind of jump back on and do a thing.
26:08.252 --> 26:11.398
[SPEAKER_01]: But I don't know, independently, maybe 15, 20 something like that.
26:11.779 --> 26:14.425
[SPEAKER_00]: I think the bill Harper show sounds so good.
26:14.926 --> 26:17.070
[SPEAKER_00]: Forget Brad education.
26:18.248 --> 26:21.273
[SPEAKER_00]: The Bill Harper show sounds so freaking cool.
26:21.934 --> 26:24.999
[SPEAKER_01]: I think you know what, it's so funny that you say that we struggled.
26:25.120 --> 26:26.622
[SPEAKER_01]: It was the Bill Harper show.
26:26.762 --> 26:28.606
[SPEAKER_01]: And then I felt like that was so arrogant.
26:28.746 --> 26:29.828
[SPEAKER_01]: Like I just hated it.
26:29.848 --> 26:31.170
[SPEAKER_01]: I was like, go the other way.
26:32.031 --> 26:35.497
[SPEAKER_00]: You had that like total late night show vibe.
26:35.597 --> 26:38.923
[SPEAKER_00]: And like, I, I think you should go with lean into the Bill Harper show.
26:38.988 --> 26:41.197
[SPEAKER_01]: All right, well, look, I'll bring it back to the team.
26:41.217 --> 26:45.193
[SPEAKER_01]: Well, I don't think we've done anything enough that people would be like, you know, whatever.
26:45.213 --> 26:46.518
[SPEAKER_00]: It's really, really cool.
26:46.820 --> 26:48.245
[SPEAKER_00]: It just rolls off the tongue.
26:48.366 --> 26:49.892
[SPEAKER_00]: The bill heart for shell, heart for shell.
26:49.990 --> 26:59.520
[SPEAKER_00]: You know, it's like, if you obviously have had like a really long Russian sort of name or like some slow vacuum or Swedish name would be like, I can't even say that.
27:00.241 --> 27:03.344
[SPEAKER_00]: I think I'm basically I'm at I think 32 episodes now.
27:04.125 --> 27:07.168
[SPEAKER_00]: And again, similar to you, I used the podcast.
27:07.188 --> 27:10.191
[SPEAKER_00]: I was like, you know, whatever topics I'm interested in whoever looks interesting.
27:10.631 --> 27:14.175
[SPEAKER_00]: I just want to talk to people and I'm out of amazing isn't it?
27:14.155 --> 27:15.638
[SPEAKER_00]: It is pretty cool.
27:15.698 --> 27:29.441
[SPEAKER_00]: I mean, again, I think somebody I was talking to two days ago They were like, you know, I'm thinking of starting a podcast and you know, so I started unpacking the conversation I was like, it's great that you want to start a podcast, but why do you want to start a podcast?
27:29.461 --> 27:34.009
[SPEAKER_00]: You're like, oh, because I like me to generate business and like I want to be seen as a thought leader.
27:34.029 --> 27:36.012
[SPEAKER_00]: I was like, okay
27:35.992 --> 27:38.795
[SPEAKER_00]: fair, but let me just break down a couple of things.
27:38.835 --> 27:41.938
[SPEAKER_00]: Number one, it's production hell takes right.
27:42.179 --> 27:43.160
[SPEAKER_00]: It just takes a lot of time.
27:43.380 --> 27:45.042
[SPEAKER_00]: So are you going to be committed to doing that?
27:45.382 --> 27:47.925
[SPEAKER_00]: I used to do it all myself and I have a person because I just can't do it.
27:48.005 --> 27:48.866
[SPEAKER_00]: It's really painful.
27:49.426 --> 27:53.511
[SPEAKER_00]: I was like there's a cost and time associated with doing a podcast.
27:53.531 --> 28:04.362
[SPEAKER_00]: Firstly, you're in the conversation and you have to find the right people to talk to scheduling like post production, pre-production.
28:05.658 --> 28:07.623
[SPEAKER_00]: I was like, just be clear on why you're doing it.
28:07.643 --> 28:10.309
[SPEAKER_00]: I was like, okay, so I was like, let me ask you a reverse question.
28:10.610 --> 28:13.718
[SPEAKER_00]: If we solve the lead generation problem, would you do the podcast?
28:13.738 --> 28:15.642
[SPEAKER_00]: He's like, no, I was like, you have your answer.
28:15.763 --> 28:18.790
[SPEAKER_01]: And it's on to the podcast.
28:20.086 --> 28:21.851
[SPEAKER_01]: Yeah, you'll never stay with it.
28:21.871 --> 28:22.994
[SPEAKER_01]: You'll never ever stay with it.
28:23.274 --> 28:24.738
[SPEAKER_01]: It's fun though, that's the thing.
28:24.838 --> 28:25.620
[SPEAKER_01]: Like it really is.
28:25.741 --> 28:27.626
[SPEAKER_01]: And you'd be amazed who will say yes.
28:28.528 --> 28:28.728
[SPEAKER_01]: Yeah.
28:28.749 --> 28:31.496
[SPEAKER_01]: You'd be amazed who will pick up the phone and see yes.
28:31.516 --> 28:35.867
[SPEAKER_01]: When I got the cheap brand officer of Dollar Shave Club, I was like, there we go.
28:35.847 --> 28:50.903
[SPEAKER_00]: I think let's unpack that like how did you go about reaching out to the chief brand officer and like how did that happen like just for people to learn if people like well how does this happen how do you get like such guests on the show you go to LinkedIn
28:52.452 --> 28:57.179
[SPEAKER_01]: you type in, chief marketing office, they're at Boller Shave Club.
28:57.840 --> 29:00.244
[SPEAKER_01]: And then you craft an email and you invite them.
29:00.544 --> 29:07.295
[SPEAKER_01]: And you say, hey, would love to have you come talk to me about marketing for Dollar Shave Club.
29:07.315 --> 29:13.925
[SPEAKER_01]: Ladies and gentlemen, the checks in the mail, like it really is not, there's no rocket science to it.
29:13.945 --> 29:15.828
[SPEAKER_01]: And people either say yes or they say no.
29:16.208 --> 29:17.670
[SPEAKER_01]: And you can't worry about it.
29:17.710 --> 29:20.755
[SPEAKER_01]: I mean, if I said one to Joe Rogan tomorrow
29:20.735 --> 29:24.140
[SPEAKER_01]: Oh my god, Bill Harper invited me on his podcast.
29:24.601 --> 29:30.609
[SPEAKER_01]: No, that's not gonna have, but that's fine, Joe Rogan's got his own thing, and who knows, maybe I'll be a guest on Joe Rogan show one day.
29:30.830 --> 29:32.792
[SPEAKER_00]: That would be pretty sick.
29:32.953 --> 29:34.235
[SPEAKER_00]: You could put a word in for me as well.
29:34.275 --> 29:36.197
[SPEAKER_00]: It's like, I know this guy, yeah.
29:36.378 --> 29:36.999
[SPEAKER_00]: We should think about it.
29:37.019 --> 29:37.760
[SPEAKER_01]: That's a poem.
29:37.780 --> 29:39.402
[SPEAKER_00]: Yeah, I think the,
29:39.382 --> 29:59.719
[SPEAKER_01]: That's also something that I know that some people struggle with is like how do I reach out to someone they're like just paralyzed with anxiety and fear like how do I send out that so get this okay this is where this is when I realize that you know it's just people right like I know like it's easy to say that but they're so just people alright, so
29:59.699 --> 30:00.981
[SPEAKER_01]: I was really blown away.
30:01.021 --> 30:08.794
[SPEAKER_01]: Do you remember a couple of years ago when the guys in Italy deconstructed the DNA sequence and rolled it out on a TED talk?
30:08.814 --> 30:15.244
[SPEAKER_01]: It was like 300 tones that they basically sequenced the entire human genome.
30:15.224 --> 30:31.444
[SPEAKER_01]: And they like rolled it out on a TED Talk stage and they were like we did it like this is a human from A to Z Like Tada there it is and I was that is the coolest thing ever like we were alive when that happened that was that's history in the main That's really amazing
30:31.424 --> 30:44.420
[SPEAKER_01]: So I sent it, I got on LinkedIn, I looked him up and I sent him a message and I was like, hey, that was breathtaking, like how exciting was that to be a part of that and to my complete and total amazement.
30:44.841 --> 30:50.648
[SPEAKER_01]: He answered with a very thoughtful, like, five, six paragraph thing where he was like, hey man, thanks so much, I really appreciate it.
30:50.968 --> 30:52.050
[SPEAKER_01]: Yeah, it was amazing.
30:52.110 --> 30:55.474
[SPEAKER_01]: We did this thing and then that thing happened and it was awesome and I was like,
30:55.454 --> 31:05.108
[SPEAKER_01]: Wow, so about a week later, I'm reading this book and I got to a place where I saw a novel concept, something I had never seen before, which is very rare in a book anymore.
31:05.549 --> 31:13.000
[SPEAKER_01]: And I saw that the woman that wrote it had gone to Northwestern, which was like five blocks from my house when I was a kid.
31:13.420 --> 31:20.511
[SPEAKER_01]: So right there in the coffee shop, put the book down, looked her up, sent her a message and was just like, hey, really enjoying the book.
31:20.591 --> 31:24.837
[SPEAKER_01]: I'm on page 48.
31:24.817 --> 31:26.219
[SPEAKER_01]: She answered me in a half hour.
31:26.459 --> 31:29.342
[SPEAKER_01]: She was like, oh, hey, thanks up between classes or whatever she was doing.
31:29.362 --> 31:30.604
[SPEAKER_01]: She was like, thanks so much.
31:30.644 --> 31:32.446
[SPEAKER_01]: I really appreciate that you were reading the book.
31:32.466 --> 31:32.746
[SPEAKER_01]: Whatever.
31:32.867 --> 31:39.314
[SPEAKER_01]: I think people are way more afraid to try because they think some kind of bad outcome is going to happen, but they shouldn't be.
31:39.775 --> 31:43.279
[SPEAKER_01]: Most people are really genuinely good folks.
31:43.399 --> 31:54.132
[SPEAKER_01]: And, you know, if you are genuinely interested, like I didn't have an objective or anything, I wasn't trying to get them to do something for me or give me anything.
31:54.112 --> 31:55.594
[SPEAKER_01]: saying I appreciated what they did.
31:55.634 --> 31:56.856
[SPEAKER_01]: I thought it was really cool.
31:56.876 --> 32:00.181
[SPEAKER_00]: By the way, what were you doing with a book in a coffee shop like a psychopath?
32:01.283 --> 32:02.345
[SPEAKER_01]: Things are traveling.
32:03.787 --> 32:06.691
[SPEAKER_01]: Like an hour to wait for a taxi or something.
32:06.771 --> 32:09.275
[SPEAKER_01]: I'm like, I got to burn some time and it's sitting down with a book.
32:09.576 --> 32:11.158
[SPEAKER_00]: I haven't seen that in a while.
32:11.408 --> 32:12.870
[SPEAKER_01]: Yeah, it's good stuff.
32:12.890 --> 32:14.472
[SPEAKER_00]: Yeah, that's really, really cool.
32:14.532 --> 32:28.028
[SPEAKER_00]: I think the takeaway, you know, for if anybody's like, be thoughtful, but we're trying to be salesy, just be honest, authentic, version of like what you observe, what you like, share that, and don't expect anything in return.
32:28.168 --> 32:35.256
[SPEAKER_00]: And I would highly recommend anybody who's thinking of doing your podcast, only do it if you're going to stick it out for the long run and expect nothing from it.
32:35.540 --> 32:37.183
[SPEAKER_01]: Yeah, that's the only way.
32:37.344 --> 32:40.170
[SPEAKER_01]: If you think anything is going to happen.
32:42.053 --> 32:45.100
[SPEAKER_01]: It's like saying, hey, we're going on a trip today.
32:45.360 --> 32:46.663
[SPEAKER_01]: Hope we don't get a flat tire.
32:46.843 --> 32:49.148
[SPEAKER_01]: Like, you can't.
32:49.509 --> 32:51.052
[SPEAKER_01]: You can't tempt fate that way.
32:51.072 --> 32:53.858
[SPEAKER_01]: You just have to say, ah, I'm going anyway.
32:53.958 --> 32:55.321
[SPEAKER_01]: Let's just go.
32:55.341 --> 32:56.383
[SPEAKER_01]: Yeah, go for sure.
32:56.363 --> 33:03.385
[SPEAKER_01]: Paul, I have another thing I got a jump to here at the bottom of the hour, but I so appreciate you finding some time to jump on with me, man.
33:03.405 --> 33:04.208
[SPEAKER_01]: This is awesome.
33:04.308 --> 33:10.187
[SPEAKER_01]: We should pick this conversation up again and do this as like a more regular thing.
33:10.657 --> 33:11.258
[SPEAKER_00]: Let's do it.
33:11.358 --> 33:32.496
[SPEAKER_00]: Yeah, I think what I can do also is I know there's like a whole bunch of really cool stuff been working on like for example even like the way you're sort of packaging your offer how you're putting it all together in your even creating like I think what I find to be something that I'm also practicing for myself and kind of what I'm seeing you do and some other really thoughtful people do is like
33:32.476 --> 33:33.618
[SPEAKER_00]: Well, here's this person.
33:34.039 --> 33:36.242
[SPEAKER_00]: I really like what they what they have to say.
33:36.262 --> 33:45.678
[SPEAKER_00]: I trust their it like they're putting out really good thoughtful content just not just like stuff to get engaged and stuff so I trust this person.
33:45.818 --> 33:47.841
[SPEAKER_00]: I want to something a little bit more.
33:48.041 --> 33:53.370
[SPEAKER_00]: So you have like a slightly lower ticket offer than you can graduate to a bigger ticket offer.
33:53.536 --> 33:59.007
[SPEAKER_00]: Again, that sort of Russell Bronson playbook of like I think what I forgot his mentor's name.
33:59.488 --> 34:06.102
[SPEAKER_00]: I think that's something we should definitely cover because a lot of people who've been let go don't know how to kind of productize themselves.
34:06.483 --> 34:09.790
[SPEAKER_00]: I think we can cover that whole topic soup and nuts like how to...
34:09.770 --> 34:15.339
[SPEAKER_01]: I think that would be a really good one because I think it right now in particular with the economy being tight the way that it is.
34:15.720 --> 34:15.940
[SPEAKER_01]: Yeah.
34:16.381 --> 34:24.554
[SPEAKER_01]: You're seeing people lean into the gig thing or they're being laid off for the wrong reasons again, you know whatever, so we should definitely plan that.
34:24.575 --> 34:28.221
[SPEAKER_00]: And I would love to know like what kind of like projects are working on and all that stuff.
34:28.241 --> 34:29.463
[SPEAKER_00]: So we can cover some of those things.
34:29.483 --> 34:29.863
[SPEAKER_00]: It'll be fun.
34:30.444 --> 34:31.045
[SPEAKER_00]: It sounds good.
34:31.206 --> 34:31.666
[SPEAKER_00]: And the feedback.
34:31.726 --> 34:32.267
[SPEAKER_00]: Thanks so much.
34:32.307 --> 34:33.129
[SPEAKER_00]: It was great seeing you.
34:33.149 --> 34:34.090
[SPEAKER_00]: We'll talk to you again soon.
34:34.731 --> 34:35.132
[SPEAKER_00]: All right, built.
34:35.152 --> 34:35.853
[SPEAKER_00]: This was super fun.
34:36.194 --> 34:36.655
[SPEAKER_01]: Like always.
34:36.695 --> 34:36.815
[SPEAKER_01]: Yeah.
34:37.075 --> 34:37.336
[SPEAKER_01]: Picker.
34:37.496 --> 34:38.157
[SPEAKER_01]: Bye.
