บทถอดความฉบับเต็มของ How to Create Win-Win Strategic Growth Alliances with Dr. J.C. Baker

00:03:12.644 --> 00:03:13.944 - I say yes to everything 86 00:03:14.324 --> 00:03:16.324 - because you never know what you're gonna find, 87 00:03:16.324 --> 00:03:18.564 - who you're gonna find, how you're gonna help 88 00:03:18.564 --> 00:03:20.710 - someone, and how someone may help you. So 89 00:03:20.710 --> 00:03:22.870 - you have to be smart with how you 90 00:03:22.870 --> 00:03:25.270 - navigate your time, but you also have to 91 00:03:25.270 --> 00:03:28.310 - open yourself up for the opportunity to be 92 00:03:28.310 --> 00:03:29.750 - there, and they come from a lot of 93 00:03:29.750 --> 00:03:32.150 - unlikely places. So when you say where does 94 00:03:32.150 --> 00:03:34.229 - it start, it starts a lot of places. 95 00:03:34.229 --> 00:03:35.210 - It starts with, 96 00:03:35.794 --> 00:03:38.675 - networking events. It starts with Chamber of Commerce 97 00:03:38.675 --> 00:03:40.055 - events. It start with, 98 00:03:40.835 --> 00:03:42.115 - invites to certain, 99 00:03:42.594 --> 00:03:44.754 - opportunities where they say, you know what? You're 100 00:03:44.754 --> 00:03:46.034 - a person that I've been trying to get 101 00:03:46.034 --> 00:03:47.155 - a hold of, and I would love for 102 00:03:47.155 --> 00:03:48.835 - you to come support me at such and 103 00:03:48.835 --> 00:03:51.120 - such event. You should say yes to that 104 00:03:51.120 --> 00:03:53.280 - if you were asking me because when you 105 00:03:53.280 --> 00:03:54.959 - get there and if you ask the right 106 00:03:54.959 --> 00:03:57.139 - questions and you present yourself appropriately, 107 00:03:57.840 --> 00:04:01.219 - those opportunities for the right alliances and allegiances 108 00:04:01.519 --> 00:04:03.219 - will start to manifest themselves. 109 00:04:03.519 --> 00:04:06.055 - And then you get better over time with 110 00:04:06.055 --> 00:04:06.955 - how to present 111 00:04:07.334 --> 00:04:09.334 - how you show up in order for someone 112 00:04:09.334 --> 00:04:11.254 - else to see you appropriately. Say, you know 113 00:04:11.254 --> 00:04:13.254 - what? I know exactly what I should be 114 00:04:13.254 --> 00:04:15.094 - doing with Mark or with company a b 115 00:04:15.094 --> 00:04:17.115 - c or with the business hospital. 116 00:04:17.415 --> 00:04:19.014 - And then you can also say, you know 117 00:04:19.014 --> 00:04:20.970 - what? I see what you're into, and guess 118 00:04:20.970 --> 00:04:23.849 - what would help you because you've had that 119 00:04:23.849 --> 00:04:24.349 - practice 120 00:04:24.729 --> 00:04:27.129 - of having that dialogue in so many different 121 00:04:27.129 --> 00:04:27.629 - areas. 122 00:04:28.490 --> 00:04:31.129 - So you mentioned asking the right questions. Can 123 00:04:31.129 --> 00:04:33.050 - you give some examples? How do you know 124 00:04:33.050 --> 00:04:34.649 - what kind of questions to ask when you 125 00:04:34.649 --> 00:04:35.629 - get in those scenarios? 126 00:04:36.064 --> 00:04:38.944 - Well, it's

very unique that I actually teach 127 00:04:38.944 --> 00:04:41.664 - question asking and probing when I'm working with 128 00:04:41.664 --> 00:04:44.224 - my business patients. Most of the time, it 129 00:04:44.224 --> 00:04:45.844 - falls under the realm of sales 130 00:04:46.144 --> 00:04:48.224 - because when you think about sales, most people 131 00:04:48.224 --> 00:04:50.500 - think it's about the information you give, but 132 00:04:50.500 --> 00:04:52.680 - it's more about the information you receive 133 00:04:53.300 --> 00:04:55.860 - based on what questions you ask. So the 134 00:04:55.860 --> 00:04:58.259 - way that you go about probing is gonna 135 00:04:58.259 --> 00:05:00.759 - help you understand, one, how to position yourself 136 00:05:01.139 --> 00:05:04.019 - and then, two, how to provide value to 137 00:05:04.019 --> 00:05:05.240 - whomever you're probing. 138 00:05:05.595 --> 00:05:07.275 - So in other words, there's a couple ways 139 00:05:07.275 --> 00:05:09.115 - of doing this, and and this is more 140 00:05:09.115 --> 00:05:11.835 - technique at this moment. But you've got the 141 00:05:11.835 --> 00:05:13.675 - probes that you learned when you were in 142 00:05:13.675 --> 00:05:15.915 - elementary school. Who, what, when, where, why, and 143 00:05:15.915 --> 00:05:18.735 - how. You know, we have to really revisit 144 00:05:18.795 --> 00:05:21.730 - those and say, how am I placing my 145 00:05:21.949 --> 00:05:23.970 - who, what, when, where, why and how? 146 00:05:24.270 --> 00:05:25.490 - So for an example, 147 00:05:25.870 --> 00:05:27.870 - if I'm talking to you, Mark, we just 148 00:05:27.870 --> 00:05:29.870 - met, we're at a networking event or we're 149 00:05:29.870 --> 00:05:31.250 - at a seminar or conference. 150 00:05:31.949 --> 00:05:33.970 - And one of the what's is, 151 00:05:34.435 --> 00:05:36.595 - yo, what do you do, Mark? Well, Mark's 152 00:05:36.595 --> 00:05:37.955 - gonna tell me. Now I need to be 153 00:05:37.955 --> 00:05:40.435 - listening with a very intent ear. And I'm 154 00:05:40.435 --> 00:05:42.455 - not listening just for the sake of listening. 155 00:05:42.514 --> 00:05:44.675 - I'm listening for the sake of how do 156 00:05:44.675 --> 00:05:46.915 - I help them? Not how I make money 157 00:05:46.915 --> 00:05:48.855 - from him. How do I help him? 158 00:05:49.339 --> 00:05:51.100 - Because if I understand how to help him, 159 00:05:51.100 --> 00:05:52.860 - I can see where my skill sets match 160 00:05:52.860 --> 00:05:54.400 - yours or maybe my resources 161 00:05:54.939 --> 00:05:57.740 - or my network can benefit you. So that's 162 00:05:57.740 --> 00:06:00.240 - a simple what. Very easy question. 163 00:06:00.779 --> 00:06:03.180 - But now you've got your second level probes, 164 00:06:03.180 --> 00:06:04.944 - and your second level probes are very much 165 00:06:04.944 --> 00:06:05.764 - like a therapist. 166 00:06:06.305 --> 00:06:07.285 - Walk me through, 167 00:06:07.745 --> 00:06:10.245 - explain to me, paint me a picture, 168 00:06:11.024 --> 00:06:13.425 - tell me a time when. So when you 169 00:06:13.425 --> 00:06:15.185 - start your questions that way and I say, 170 00:06:15.185 --> 00:06:16.990 - Mark, paint me a picture 171 00:06:17.290 --> 00:06:18.970 - of what it is that you would really 172 00:06:18.970 --> 00:06:20.569 - like to get done over the next three 173 00:06:20.569 --> 00:06:22.509 - to four months. What does that look like? 174 00:06:22.649 --> 00:06:24.410 - And you tell me that and I find 175 00:06:24.410 --> 00:06:26.990 - out whatever you say fits my wheelhouse, 176 00:06:27.449 --> 00:06:29.129 - I now know that I can bring you 177 00:06:29.129 --> 00:06:29.629 - value. 178 00:06:30.305 --> 00:06:32.064 - Now from there, I have to say the 179 00:06:32.064 --> 00:06:33.125 - same thing to myself. 180 00:06:33.824 --> 00:06:34.724 - Doctor Baker, 181 00:06:35.264 --> 00:06:37.504 - really think about what it is that Mark 182 00:06:37.504 --> 00:06:38.245 - just said 183 00:06:38.784 --> 00:06:40.884 - that could really benefit what we're doing. 184 00:06:41.504 --> 00:06:43.769 - And then from there, you're able to ask 185 00:06:43.769 --> 00:06:45.870 - the right questions because I would have extracted 186 00:06:46.009 --> 00:06:48.990 - information from you that if I'm listening intently, 187 00:06:49.370 --> 00:06:51.310 - I now can point that in the direction 188 00:06:51.449 --> 00:06:53.529 - that benefits you and benefits us. So if 189 00:06:53.529 --> 00:06:54.829 - it's not mutually beneficial, 190 00:06:55.264 --> 00:06:56.165 - it's not beneficial. 191 00:06:56.785 --> 00:06:59.425 - Even if we say mutually beneficial, it's me 192 00:06:59.425 --> 00:07:00.245 - helping you. 193 00:07:00.944 --> 00:07:03.185 - Because if you find gratitude in that or 194 00:07:03.185 --> 00:07:05.185 - you build a platform on the fact that 195 00:07:05.185 --> 00:07:06.944 - I'm just here to help, that still makes 196 00:07:06.944 --> 00:07:08.165 - that mutually beneficial. 197 00:07:09.569 --> 00:07:11.089 - Dig into that a little bit more because 198 00:07:11.089 --> 00:07:12.689 - I know it's it's an important part of 199 00:07:12.689 --> 00:07:14.290 - business is how can I help you? How 200 00:07:14.290 --> 00:07:16.149 - can you help the person make it reciprocal? 201 00:07:16.930 --> 00:07:17.670 - How do 202 00:07:18.129 --> 00:07:20.629 - you how do you bridge that gap between 203 00:07:20.944 --> 00:07:22.865 - I know how can I help you? How 204 00:07:22.865 --> 00:07:24.944 - can I help you? And then somebody actually 205 00:07:24.944 --> 00:07:26.865 - being beneficial to you so you're not just 206 00:07:26.865 --> 00:07:29.904 - running around helping everybody. You're also growing your 207 00:07:29.904 --> 00:07:31.345 - business at the same time. How do you 208 00:07:31.345 --> 00:07:34.164 - bridge the gap between helping and getting help? 209 00:07:34.879 --> 00:07:37.540 - So it

really depends on your business model. 210 00:07:37.680 --> 00:07:40.000 - And so I can speak to mine, and 211 00:07:40.000 --> 00:07:42.560 - mine may not help anybody that's listening, but 212 00:07:42.560 --> 00:07:45.199 - I hope there's a nugget in this, is 213 00:07:45.199 --> 00:07:47.600 - that my work at the business hospital, it's 214 00:07:47.600 --> 00:07:50.100 - a literal business hospital. It's not metaphorical. 215 00:07:50.654 --> 00:07:52.274 - So our currency is help. 216 00:07:52.654 --> 00:07:55.074 - So the more businesses and the more humans 217 00:07:55.375 --> 00:07:57.455 - that have been made better because of our 218 00:07:57.455 --> 00:07:57.955 - existence, 219 00:07:58.335 --> 00:08:00.095 - that's more stories we can tell about the 220 00:08:00.095 --> 00:08:02.415 - help that we provide, which then gives us 221 00:08:02.415 --> 00:08:03.074 - more patients 222 00:08:03.459 --> 00:08:05.779 - as a result of that. So our is 223 00:08:05.779 --> 00:08:08.819 - ours is inherent in our business model. So 224 00:08:08.819 --> 00:08:10.919 - even though it comes from a genuine place, 225 00:08:10.979 --> 00:08:13.459 - it also generates currency for us because our 226 00:08:13.459 --> 00:08:15.800 - business model is built around the authenticity 227 00:08:16.419 --> 00:08:17.159 - of help. 228 00:08:17.645 --> 00:08:19.185 - So that's one reality. 229 00:08:19.564 --> 00:08:21.324 - But another reality, let's say I had a 230 00:08:21.324 --> 00:08:21.824 - product. 231 00:08:22.205 --> 00:08:23.345 - And so I've got 232 00:08:23.725 --> 00:08:26.764 - a technology. I've got a technology that helps 233 00:08:26.764 --> 00:08:27.264 - you, 234 00:08:28.444 --> 00:08:30.605 - organize your human capital better. Let's say that's 235 00:08:30.605 --> 00:08:31.824 - what I have. I have a technology. 236 00:08:32.330 --> 00:08:34.490 - And so I'm here helping you in a 237 00:08:34.490 --> 00:08:36.509 - way. So let's say that what you needed 238 00:08:37.049 --> 00:08:39.370 - was that you were talking about how to 239 00:08:39.370 --> 00:08:40.509 - increase your platform, 240 00:08:40.970 --> 00:08:42.889 - get more eyeballs to your platform. And I 241 00:08:42.889 --> 00:08:45.129 - said, you know what? I was working with 242 00:08:45.129 --> 00:08:45.710 - a lady, 243 00:08:46.214 --> 00:08:48.694 - and her marketing work was so outstanding. It 244 00:08:48.694 --> 00:08:51.254 - was so stellar that I watched her take 245 00:08:51.254 --> 00:08:54.694 - four or five podcasts from 10,000 people viewing 246 00:08:54.694 --> 00:08:56.615 - and listening to over a million. You know 247 00:08:56.615 --> 00:08:58.799 - what? I'm gonna get her connected with Mark. 248 00:08:58.879 --> 00:09:01.279 - Let's say that was the help. And so 249 00:09:01.360 --> 00:09:03.120 - and we'll call her Susan. And let's say 250 00:09:03.120 --> 00:09:05.759 - Susan went ahead and she increased the work 251 00:09:05.759 --> 00:09:08.559 - even by 10%, 5%, whatever the number is. 252 00:09:08.559 --> 00:09:11.039 - She was a benefit. Now that didn't earn 253 00:09:11.039 --> 00:09:13.700 - me direct currency. There was no cash given 254 00:09:13.924 --> 00:09:16.184 - to doctor Baker because of that connectivity 255 00:09:16.644 --> 00:09:18.564 - or that help if you deem it that 256 00:09:18.564 --> 00:09:19.625 - way. However, 257 00:09:20.084 --> 00:09:22.485 - what it did do was it allowed me 258 00:09:22.485 --> 00:09:24.964 - to continue dialogue with Mark because Mark sees 259 00:09:24.964 --> 00:09:25.865 - me as an advocate. 260 00:09:26.179 --> 00:09:27.639 - He sees me as an ambassador 261 00:09:28.019 --> 00:09:30.360 - to what he's doing. And if I understand 262 00:09:30.419 --> 00:09:32.199 - my position, I could say, Mark, 263 00:09:32.659 --> 00:09:34.919 - you know for a living, we fix businesses. 264 00:09:35.539 --> 00:09:37.779 - Surely in your podcast, you've talked to two 265 00:09:37.779 --> 00:09:40.024 - or three or four businesses that in private 266 00:09:40.084 --> 00:09:42.164 - said, Mark, we we just can't figure this 267 00:09:42.164 --> 00:09:44.504 - out. We just don't know what we're doing. 268 00:09:45.044 --> 00:09:46.804 - It would help me, Mark, if you got 269 00:09:46.804 --> 00:09:48.725 - me in front of them. And if you 270 00:09:48.725 --> 00:09:50.565 - get me in front of them, what's gonna 271 00:09:50.565 --> 00:09:52.804 - happen is they're gonna recognize you as caring 272 00:09:52.804 --> 00:09:54.800 - about them because you got them the help 273 00:09:54.800 --> 00:09:56.960 - they needed when they told you something that 274 00:09:56.960 --> 00:09:59.200 - wasn't an intimate moment. You listened to them, 275 00:09:59.200 --> 00:10:00.740 - and you provided them a solution. 276 00:10:01.120 --> 00:10:03.920 - So now me getting you, Susan, to increase 277 00:10:03.920 --> 00:10:04.660 - your marketing 278 00:10:05.120 --> 00:10:06.100 - bought me currency 279 00:10:06.480 --> 00:10:08.565 - because that was a genuine help to you. 280 00:10:08.725 --> 00:10:10.485 - And now that allows me to have a 281 00:10:10.485 --> 00:10:13.544 - a reciprocated ask later. It's not a 282 00:10:13.924 --> 00:10:15.365 - you do for me, I do for you. 283 00:10:15.365 --> 00:10:17.445 - It's not a quid pro quo. It's more 284 00:10:17.445 --> 00:10:19.784 - of we're an ecosystem of assistance. 285 00:10:20.245 --> 00:10:22.424 - And so when you say strategic alliance, 286 00:10:22.860 --> 00:10:26.139 - all strategic means is I know that you've 287 00:10:26.139 --> 00:10:27.980 - got things that's gonna benefit me, and I've 288 00:10:27.980 --> 00:10:29.980 - got things that are gonna benefit you. And 289 00:10:29.980 --> 00:10:30.480 - together, 290 00:10:31.100 --> 00:10:34.639 - we have a a collaborative system that benefits 291 00:10:34.700 --> 00:10:36.879 - both of us in the most authentic way. 292 00:10:38.065 --> 00:10:39.745 - Once you find someone

that you can help 293 00:10:39.745 --> 00:10:41.664 - and they can help you, and I don't 294 00:10:41.664 --> 00:10:43.745 - mean this as a legal structure, like we 295 00:10:43.745 --> 00:10:46.565 - said, partnership, not that, but a strategic alliance. 296 00:10:47.024 --> 00:10:47.845 - How do you 297 00:10:48.304 --> 00:10:50.384 - how do you formalize that once you realize 298 00:10:50.384 --> 00:10:51.750 - I can help you, you can help me, 299 00:10:51.750 --> 00:10:53.669 - maybe a little give and take on both 300 00:10:53.669 --> 00:10:55.669 - sides? How do you make it more formal 301 00:10:55.669 --> 00:10:57.589 - to say, okay. We're gonna help each other 302 00:10:57.589 --> 00:10:59.830 - on an ongoing basis, and we're both gonna 303 00:10:59.830 --> 00:11:02.389 - grow because of this? You have to treat 304 00:11:02.389 --> 00:11:03.129 - that relationship 305 00:11:03.509 --> 00:11:05.429 - very much as how you would treat your 306 00:11:05.429 --> 00:11:06.995 - business development efforts. 307 00:11:07.534 --> 00:11:09.934 - So I'm gonna use a personal example, then 308 00:11:09.934 --> 00:11:11.475 - I'm gonna use a general example. 309 00:11:11.774 --> 00:11:14.355 - So in the business hospital, ours is formalized 310 00:11:14.735 --> 00:11:15.794 - between our 311 00:11:16.174 --> 00:11:18.495 - partners, which are wings, and those are the 312 00:11:18.495 --> 00:11:19.554 - ones that are contracted. 313 00:11:19.934 --> 00:11:21.394 - But then we've got our pharmacy, 314 00:11:21.730 --> 00:11:23.029 - which are not contracted, 315 00:11:23.410 --> 00:11:25.169 - but we have our own system that we 316 00:11:25.169 --> 00:11:27.570 - built called Hospital Plus. It's a MyChart for 317 00:11:27.570 --> 00:11:29.410 - businesses, if you will, and it has a 318 00:11:29.410 --> 00:11:31.570 - built in pharmacy. So when I go into 319 00:11:31.570 --> 00:11:33.970 - that pharmacy, I've got hundreds of businesses in 320 00:11:33.970 --> 00:11:36.289 - there that I've come across over the last 321 00:11:36.289 --> 00:11:36.789 - decade 322 00:11:37.105 --> 00:11:38.705 - and all of the countries that we've been 323 00:11:38.705 --> 00:11:40.705 - in. So when I need a person or 324 00:11:40.705 --> 00:11:43.184 - a business that has a certain thing that's 325 00:11:43.184 --> 00:11:45.345 - a benefit to someone else, I see that 326 00:11:45.345 --> 00:11:46.945 - they're in there. I can conduct an easy 327 00:11:46.945 --> 00:11:48.884 - search and say I need a mediator. 328 00:11:49.259 --> 00:11:52.220 - I need a fractional CMO. I need whatever 329 00:11:52.220 --> 00:11:54.059 - it is I might need there in that 330 00:11:54.059 --> 00:11:56.559 - pharmacy. So I have it built out formally, 331 00:11:56.620 --> 00:11:58.379 - and I have it built out in a 332 00:11:58.379 --> 00:12:00.480 - way where you don't have to be contracted, 333 00:12:00.540 --> 00:12:02.815 - but I'm not gonna forget you because you're 334 00:12:02.815 --> 00:12:04.654 - in that pharmacy. And because you're in that 335 00:12:04.654 --> 00:12:07.615 - pharmacy, I get notifications that tell me you 336 00:12:07.615 --> 00:12:09.615 - haven't talked to Mark in a while. You 337 00:12:09.615 --> 00:12:11.855 - said Mark was a good strategic partner. You 338 00:12:11.855 --> 00:12:13.294 - need to reach out to Mark and make 339 00:12:13.294 --> 00:12:14.975 - sure that he knows that you care about 340 00:12:14.975 --> 00:12:16.834 - him. So that's formalized 341 00:12:17.600 --> 00:12:18.500 - in an informal 342 00:12:19.279 --> 00:12:21.360 - way. Well, if it's business development, you should 343 00:12:21.360 --> 00:12:23.920 - have a CRM tool. No matter what business 344 00:12:23.920 --> 00:12:26.000 - you have, whether you are a single member 345 00:12:26.000 --> 00:12:28.580 - LLC and an as an owner operated entity, 346 00:12:28.800 --> 00:12:31.940 - you should have a CRM customer relationship management 347 00:12:32.000 --> 00:12:35.465 - tool or customer retention management tool. You should 348 00:12:35.465 --> 00:12:37.785 - have that CRM, and in that CRM, you 349 00:12:37.785 --> 00:12:40.424 - should put those strategic alliances in there. And 350 00:12:40.424 --> 00:12:41.865 - you should say, you know what? Every six 351 00:12:41.865 --> 00:12:43.384 - weeks, I'm gonna make sure I talk to 352 00:12:43.384 --> 00:12:43.884 - Tim 353 00:12:44.264 --> 00:12:45.865 - because I need Tim to know that I 354 00:12:45.865 --> 00:12:47.865 - care about him, and I also need Tim 355 00:12:47.865 --> 00:12:50.559 - to know to not forget about me. Because 356 00:12:50.559 --> 00:12:52.419 - we deemed that it was strategic, 357 00:12:52.799 --> 00:12:55.279 - we need to formally put a process in 358 00:12:55.279 --> 00:12:57.759 - place that allows me to informally keep our 359 00:12:57.759 --> 00:12:58.820 - relationship going. 360 00:12:59.919 --> 00:13:01.365 - So once you get into a relationship 361 00:13:02.804 --> 00:13:04.625 - some examples? How do you ask for help? 362 00:13:04.625 --> 00:13:06.004 - Whether you're reaching out every six weeks, eight 363 00:13:06.004 --> 00:13:08.424 - weeks, whatever it might be, what does asking 364 00:13:08.485 --> 00:13:09.544 - for help look like? 365 00:13:10.004 --> 00:13:12.565 - So it it's it's everything that I've ever 366 00:13:12.565 --> 00:13:14.399 - done in my life, and this is more 367 00:13:14.639 --> 00:13:17.040 - personal, less professional, but I use my personal 368 00:13:17.040 --> 00:13:18.740 - as professional in this instance. 369 00:13:19.440 --> 00:13:20.800 - I do a 100% 370 00:13:20.800 --> 00:13:22.580 - of all things a la carte. 371 00:13:23.440 --> 00:13:24.340 - For an example, 372 00:13:25.120 --> 00:13:27.680 - when I am emailing or sending out a 373 00:13:27.680 --> 00:13:28.180 - campaign, 374 00:13:28.754 --> 00:13:30.215 - I craft those personally. 375 00:13:30.595 --> 00:13:31.495 - There are no 376 00:13:31.875 -->

00:13:34.274 - systems in place that are gonna automatically do 377 00:13:34.274 --> 00:13:36.674 - it. We have a society that says you 378 00:13:36.674 --> 00:13:38.674 - can speed time up. You can do things 379 00:13:38.674 --> 00:13:40.295 - more effectively and more efficiently 380 00:13:40.754 --> 00:13:42.455 - by using this, that, and the other. 381 00:13:42.929 --> 00:13:45.009 - I am very much of the I'm gonna 382 00:13:45.009 --> 00:13:46.929 - show up and shake your hand, look you 383 00:13:46.929 --> 00:13:49.649 - in the eye, write a letter, type this 384 00:13:49.649 --> 00:13:50.149 - personally, 385 00:13:50.529 --> 00:13:53.889 - remember your children, remember your birthday. I'm very 386 00:13:53.889 --> 00:13:55.110 - much gonna do that. 387 00:13:55.464 --> 00:13:57.065 - Always been the case. I I was number 388 00:13:57.065 --> 00:13:59.464 - one in sales in five different industries, and 389 00:13:59.464 --> 00:14:01.225 - I knew for a fact that that was 390 00:14:01.225 --> 00:14:04.264 - one of the primary methods of me converting 391 00:14:04.264 --> 00:14:06.504 - at a high level because I knew everyone 392 00:14:06.504 --> 00:14:08.904 - that I spoke with intimately, and they knew 393 00:14:08.904 --> 00:14:10.524 - that they could tell that it wasn't 394 00:14:10.889 --> 00:14:11.389 - automated. 395 00:14:11.850 --> 00:14:14.350 - Well, from there, when we're thinking about 396 00:14:15.210 --> 00:14:16.269 - what is the frequency, 397 00:14:16.889 --> 00:14:18.570 - how do you go about doing it, it's 398 00:14:18.570 --> 00:14:20.190 - gonna be based on the entity. 399 00:14:20.730 --> 00:14:22.809 - It's gonna be based on what they offer, 400 00:14:22.809 --> 00:14:24.570 - who they are, how I know them, where 401 00:14:24.570 --> 00:14:25.470 - they are geographically, 402 00:14:26.045 --> 00:14:27.504 - what we mean to one another. 403 00:14:27.805 --> 00:14:29.805 - And so those touch points are gonna be 404 00:14:29.805 --> 00:14:31.345 - more frequent or less frequent 405 00:14:31.725 --> 00:14:34.125 - based on that level of intimacy because not 406 00:14:34.125 --> 00:14:36.225 - all strategic alliances are the same. 407 00:14:36.605 --> 00:14:39.024 - If you have a business that has microtransactions 408 00:14:40.009 --> 00:14:41.690 - where you need a bunch of of of 409 00:14:41.690 --> 00:14:44.809 - just economics turning over regularly or regularly, well, 410 00:14:44.809 --> 00:14:46.809 - that might be a one or a two 411 00:14:46.809 --> 00:14:47.309 - time, 412 00:14:48.649 --> 00:14:51.370 - reality where you make some form of a 413 00:14:51.370 --> 00:14:53.965 - deal even if it's a handshake deal. But 414 00:14:53.965 --> 00:14:55.804 - the more of those things are moving forward, 415 00:14:55.804 --> 00:14:59.325 - they're economically benefiting from it. That strategic alliance 416 00:14:59.325 --> 00:15:00.845 - is a win for both of you because 417 00:15:00.845 --> 00:15:03.245 - you're selling

more and they might be selling 418 00:15:03.245 --> 00:15:06.684 - more. Well, there's also other situations where you 419 00:15:06.684 --> 00:15:08.445 - might only need one or two transactions in 420 00:15:08.445 --> 00:15:10.820 - a year or one or two realities in 421 00:15:10.820 --> 00:15:13.059 - a year. Well, those touch points might have 422 00:15:13.059 --> 00:15:15.460 - to be a little less frequent, but they 423 00:15:15.460 --> 00:15:17.059 - have to be more impactful when you have 424 00:15:17.059 --> 00:15:18.820 - them so that when you catch up, it's 425 00:15:18.820 --> 00:15:20.899 - like catching up with an old friend that 426 00:15:20.899 --> 00:15:22.500 - maybe you haven't talked to in the last 427 00:15:22.500 --> 00:15:24.074 - five, six years, but it feels like you 428 00:15:24.074 --> 00:15:25.754 - never left off. You still got the same 429 00:15:25.754 --> 00:15:28.394 - inside jokes. You're still kidding around the same 430 00:15:28.394 --> 00:15:30.334 - way. All of it is the same. 431 00:15:31.034 --> 00:15:33.595 - Right? And so it really depends. So my 432 00:15:33.595 --> 00:15:35.375 - recommendation is that you legitimately 433 00:15:36.074 --> 00:15:37.934 - and authentically take an individualized 434 00:15:38.315 --> 00:15:41.279 - approach based on how that relationship was nurtured. 435 00:15:42.220 --> 00:15:43.740 - So what do you do when you it 436 00:15:43.740 --> 00:15:45.419 - it starts out looking like a two way 437 00:15:45.419 --> 00:15:47.120 - street, a good strategic alliance. 438 00:15:48.220 --> 00:15:50.799 - Some time goes by, and it's not benefiting 439 00:15:51.019 --> 00:15:53.345 - you. How do you end it? What do 440 00:15:53.345 --> 00:15:54.945 - you do when you realize we thought this 441 00:15:54.945 --> 00:15:56.784 - was a two way street? It's really not. 442 00:15:56.784 --> 00:15:58.544 - It's not helping me with my business. What 443 00:15:58.544 --> 00:16:00.865 - do you do in situations like that? Well, 444 00:16:00.865 --> 00:16:03.105 - I I I think that that is something 445 00:16:03.105 --> 00:16:05.204 - that looms over many 446 00:16:06.040 --> 00:16:07.899 - good hearted business professionals 447 00:16:08.840 --> 00:16:11.000 - is that they really want to help. They 448 00:16:11.000 --> 00:16:13.820 - really wanna serve. They really want the opportunities. 449 00:16:14.360 --> 00:16:16.200 - They really want an you know, a chance 450 00:16:16.200 --> 00:16:18.200 - to give you what they got and and 451 00:16:18.200 --> 00:16:19.980 - do as much for you as they can, 452 00:16:20.075 --> 00:16:22.735 - but it gets lopsided. That's human nature where 453 00:16:23.034 --> 00:16:25.695 - not everyone has the same intent or understand 454 00:16:26.154 --> 00:16:28.794 - relationships the same way. And and quite frankly, 455 00:16:28.794 --> 00:16:30.634 - there's a lot of people that use people. 456 00:16:30.634 --> 00:16:32.309 - They could care less about the 457 00:16:32.789 --> 00:16:35.110 - the the the the collective component of it. 458 00:16:35.110 --> 00:16:37.350 - It's only about me, me, me, me, me. 459 00:16:37.350 --> 00:16:39.110 - Then you have to know when is there 460 00:16:39.110 --> 00:16:41.110 - a time that I shut this off, so 461 00:16:41.110 --> 00:16:43.750 - therefore I'm not abusing myself. One part of 462 00:16:43.750 --> 00:16:45.590 - it is them abusing you. Another part is 463 00:16:45.590 --> 00:16:48.044 - you abusing you, and you should never contribute 464 00:16:48.044 --> 00:16:49.024 - to your own abuse. 465 00:16:49.404 --> 00:16:51.485 - So in that reality, if you've sent out 466 00:16:51.485 --> 00:16:52.625 - whether it's time, 467 00:16:53.485 --> 00:16:55.024 - other allocated resources, 468 00:16:55.485 --> 00:16:58.605 - actual dollars, and you've been putting that into 469 00:16:58.605 --> 00:16:59.904 - soil that's not fertile, 470 00:17:00.259 --> 00:17:02.580 - you should stop doing that. Now that's also 471 00:17:02.580 --> 00:17:03.320 - based on 472 00:17:03.860 --> 00:17:05.079 - behavior and 473 00:17:05.619 --> 00:17:07.940 - really your temperament. So when I say behavior 474 00:17:07.940 --> 00:17:08.599 - and temperament, 475 00:17:09.220 --> 00:17:11.460 - I kinda run into conflict. I'm okay with 476 00:17:11.460 --> 00:17:13.700 - punching conflict right in the face. I'll call 477 00:17:13.700 --> 00:17:14.819 - you out on it and say, why are 478 00:17:14.819 --> 00:17:17.035 - you being such a weirdo? You just taken 479 00:17:17.035 --> 00:17:18.634 - from the hospital and you're not given to 480 00:17:18.634 --> 00:17:20.474 - the hospital. Are you one of those types 481 00:17:20.474 --> 00:17:21.994 - of people? I'm a call it out on 482 00:17:21.994 --> 00:17:23.355 - the street and then I'm a make a 483 00:17:23.355 --> 00:17:25.515 - declaration on if I wanna continue to participate 484 00:17:25.515 --> 00:17:26.174 - or not. 485 00:17:26.555 --> 00:17:28.795 - Some people don't like conflict of any type. 486 00:17:28.795 --> 00:17:30.414 - They don't want it to be uncomfortable. 487 00:17:30.779 --> 00:17:32.700 - They don't want anything to seem like there's 488 00:17:32.700 --> 00:17:33.840 - any level of tension. 489 00:17:34.220 --> 00:17:37.019 - So they might just kinda quietly disappear very 490 00:17:37.019 --> 00:17:39.740 - much like the Homer Simpson into the bushes 491 00:17:39.740 --> 00:17:41.740 - type of of of of of of of 492 00:17:41.740 --> 00:17:43.039 - of gift. But 493 00:17:43.555 --> 00:17:45.095 - what really happens is saying, 494 00:17:45.634 --> 00:17:47.634 - yeah. I won't be sending so much more 495 00:17:47.634 --> 00:17:49.634 - back your way because I don't see where 496 00:17:49.634 --> 00:17:52.914 - this is mutually beneficial. Or, hey, Rick. I'm 497 00:17:52.914 --> 00:17:54.355 - just reaching out to you to let you 498 00:17:54.355 --> 00:17:56.115 - know. I'm a send you one more thing. 499 00:17:56.115 -->

00:17:57.634 - I would love to see this thing come 500 00:17:57.634 --> 00:17:59.109 - back, but but I'm only sending one more 501 00:17:59.109 --> 00:18:00.490 - thing. But at some level, 502 00:18:00.789 --> 00:18:02.950 - you've gotta draw a line and say, you 503 00:18:02.950 --> 00:18:04.730 - know what? This is now more abusive 504 00:18:05.029 --> 00:18:07.349 - than it is beneficial, and we're not in 505 00:18:07.349 --> 00:18:08.490 - business to be abused. 506 00:18:09.750 --> 00:18:11.269 - How about the other side of the coin? 507 00:18:11.269 --> 00:18:12.789 - When you find something that's a good it 508 00:18:12.789 --> 00:18:14.944 - is it is a good two way street. 509 00:18:15.325 --> 00:18:17.904 - What are ways you can foster intentionally 510 00:18:18.365 --> 00:18:20.684 - foster those relationships to make them even better 511 00:18:20.684 --> 00:18:21.664 - for both of you? 512 00:18:22.284 --> 00:18:23.265 - A lot of times, 513 00:18:24.125 --> 00:18:25.825 - even though it seems disingenuous, 514 00:18:26.365 --> 00:18:28.144 - it isn't. It's really transactional 515 00:18:28.630 --> 00:18:30.549 - components. It's making sure the other person's making 516 00:18:30.549 --> 00:18:31.210 - more money. 517 00:18:31.589 --> 00:18:33.109 - The more money you can make that other 518 00:18:33.109 --> 00:18:35.909 - person, the more they feel appreciated by that 519 00:18:35.909 --> 00:18:38.730 - relationship. And so now in your business model, 520 00:18:38.950 --> 00:18:41.109 - you should be including them when you make 521 00:18:41.109 --> 00:18:41.690 - a dollar. 522 00:18:42.154 --> 00:18:43.755 - Is is there 10¢, 523 00:18:43.755 --> 00:18:44.634 - 15¢ 524 00:18:44.634 --> 00:18:46.394 - that I can find to give to the 525 00:18:46.394 --> 00:18:48.794 - strategic partner in a way that's natural to 526 00:18:48.794 --> 00:18:50.474 - their business to where they don't have to 527 00:18:50.474 --> 00:18:52.794 - reinvest to get some of that? It looks 528 00:18:52.794 --> 00:18:54.815 - like it's appreciation. That's one. 529 00:18:55.269 --> 00:18:57.369 - Number two is new opportunities 530 00:18:57.670 --> 00:18:59.670 - that arise, and you bring them into those 531 00:18:59.670 --> 00:19:00.329 - new opportunities 532 00:19:00.789 --> 00:19:02.230 - so that they can be a part of 533 00:19:02.230 --> 00:19:04.630 - the ground level of that. So for an 534 00:19:04.630 --> 00:19:05.130 - example, 535 00:19:05.910 --> 00:19:07.644 - I'll use my own self. I do a 536 00:19:07.644 --> 00:19:09.805 - lot of work with chambers of commerce, economic 537 00:19:09.805 --> 00:19:11.265 - development centers, municipalities. 538 00:19:12.125 --> 00:19:14.545 - So if I'm going into a new municipality 539 00:19:14.684 --> 00:19:17.085 - and there's a strategic alliance that I think 540 00:19:17.085 --> 00:19:18.625 - could have a, a participation 541 00:19:19.005 --> 00:19:20.900 - effort, I might say, hey. I'm gonna go 542 00:19:20.900 --> 00:19:23.220 - over to this new county, this new state, 543 00:19:23.220 --> 00:19:25.619 - this new city. I'm thinking about bringing you 544 00:19:25.619 --> 00:19:27.380 - in there in this role or function. What 545 00:19:27.380 --> 00:19:29.299 - do you think? And should we alter this, 546 00:19:29.299 --> 00:19:31.299 - or how do you see yourself participating in 547 00:19:31.299 --> 00:19:32.914 - it? Well, they don't know that I was 548 00:19:32.914 --> 00:19:35.234 - thinking about them in that way, but that 549 00:19:35.234 --> 00:19:36.375 - turns into currency. 550 00:19:36.755 --> 00:19:39.315 - Whether we execute it well or not, they 551 00:19:39.315 --> 00:19:41.315 - know that I was willing to take a 552 00:19:41.315 --> 00:19:42.535 - part of my investment 553 00:19:42.914 --> 00:19:45.315 - or my revenue and share it with them 554 00:19:45.315 --> 00:19:47.414 - because of my appreciation of them. 555 00:19:48.809 --> 00:19:50.490 - Once you get a hit a point where 556 00:19:50.490 --> 00:19:52.509 - you you've got a lot of strategic alliances 557 00:19:52.569 --> 00:19:53.069 - going 558 00:19:54.009 --> 00:19:55.549 - and just come full circle, 559 00:19:55.849 --> 00:19:57.849 - in the beginning, you mentioned saying yes to 560 00:19:57.849 --> 00:19:59.849 - almost everything and going to events. You never 561 00:19:59.849 --> 00:20:01.789 - know who you're gonna meet, things like that. 562 00:20:02.265 --> 00:20:03.865 - Does there come a time when you have 563 00:20:03.865 --> 00:20:06.664 - to guard relations the the guard the number 564 00:20:06.664 --> 00:20:08.345 - of relationships? Do you ever hit a point 565 00:20:08.345 --> 00:20:10.105 - where you're like, I am gonna scale back 566 00:20:10.105 --> 00:20:12.105 - on going to events and searching for new 567 00:20:12.105 --> 00:20:12.845 - ones because 568 00:20:13.144 --> 00:20:15.144 - I've got so many that I can't handle 569 00:20:15.144 --> 00:20:17.464 - anymore, or is it always an open field 570 00:20:17.464 --> 00:20:19.639 - with, sure, the more the merrier? 571 00:20:20.899 --> 00:20:23.460 - So, personally, it's always an open field for 572 00:20:23.460 --> 00:20:25.779 - me, but I know how to discern. And 573 00:20:25.779 --> 00:20:28.099 - so that's where you talk about knowing the 574 00:20:28.099 --> 00:20:29.079 - difference between 575 00:20:29.779 --> 00:20:31.940 - direction and distraction. And I'll give you a 576 00:20:31.940 --> 00:20:33.904 - great example of that. I I was talking 577 00:20:33.904 --> 00:20:35.984 - with one of the chambers of commerce out 578 00:20:35.984 --> 00:20:36.565 - of Kentucky, 579 00:20:37.105 --> 00:20:39.904 - and I frequent Kentucky regularly for a lot 580 00:20:39.904 --> 00:20:41.585 - of their events. I've got a lot of 581 00:20:41.585 --> 00:20:43.744 - really good business interest in the state of 582 00:20:43.744 --> 00:20:45.664 - Kentucky. And I was telling one of the 583 00:20:45.664 --> 00:20:47.904

- workers, we went to lunch together, and I 584 00:20:47.904 --> 00:20:48.964 - told her, I said, 585 00:20:49.299 --> 00:20:50.820 - every time you all throw an event and 586 00:20:50.820 --> 00:20:52.339 - you see me at that event, don't you 587 00:20:52.339 --> 00:20:53.400 - see me leave early? 588 00:20:53.859 --> 00:20:55.059 - She was like, yeah. I do. I said, 589 00:20:55.059 --> 00:20:56.980 - because I walk in there for about fifteen 590 00:20:56.980 --> 00:20:58.820 - minutes. I know exactly what I wanna get 591 00:20:58.820 --> 00:21:00.660 - done. I get it done, and then I 592 00:21:00.660 --> 00:21:01.160 - leave. 593 00:21:01.774 --> 00:21:03.214 - Well, now I don't have a two hour 594 00:21:03.214 --> 00:21:05.154 - obligation. I have a fifteen minute obligation, 595 00:21:05.454 --> 00:21:08.255 - but that fifteen minute obligation might earn me 596 00:21:08.255 --> 00:21:08.755 - exponentially. 597 00:21:09.375 --> 00:21:11.454 - So I understand the direction of that. Now 598 00:21:11.454 --> 00:21:13.774 - if I'm uncertain, I might be there all 599 00:21:13.774 --> 00:21:14.434 - two hours 600 00:21:15.000 --> 00:21:17.079 - trying to figure out what am I trying 601 00:21:17.079 --> 00:21:18.839 - to pull out of it. But I'm an 602 00:21:18.839 --> 00:21:20.680 - expert at my work now. I know exactly 603 00:21:20.680 --> 00:21:22.140 - what I need out of every event. 604 00:21:22.440 --> 00:21:24.759 - And sometimes you might be in something because 605 00:21:24.759 --> 00:21:27.240 - you're supporting someone else and support is a 606 00:21:27.240 --> 00:21:30.045 - currency as well. So it just depends on 607 00:21:30.045 --> 00:21:32.204 - what you are trying to obtain from it 608 00:21:32.204 --> 00:21:34.365 - and what does that mean to whether it's 609 00:21:34.365 --> 00:21:36.684 - the event, the event holder. So if I've 610 00:21:36.684 --> 00:21:37.585 - got a strategic, 611 00:21:37.884 --> 00:21:39.505 - you know, alliance partner 612 00:21:39.884 --> 00:21:40.384 - that 613 00:21:40.880 --> 00:21:42.480 - is putting on an event. Like, I went 614 00:21:42.480 --> 00:21:44.400 - to one the other day. It was in 615 00:21:44.400 --> 00:21:46.320 - the evening. I had to find someone. You 616 00:21:46.320 --> 00:21:48.240 - know, I had to rearrange my my my 617 00:21:48.240 --> 00:21:50.240 - evening to get my daughter to to soccer, 618 00:21:50.240 --> 00:21:51.619 - and, you know, like, it was a thing. 619 00:21:51.840 --> 00:21:53.600 - And I really didn't want to do it, 620 00:21:53.600 --> 00:21:55.644 - but I cherish the human. I didn't really 621 00:21:55.644 --> 00:21:57.404 - care about the event, but the human was 622 00:21:57.404 --> 00:21:57.904 - important. 623 00:21:58.365 --> 00:21:59.964 - So I went and I supported the entire 624 00:21:59.964 --> 00:22:01.105 - event for the human. 625 00:22:01.404 --> 00:22:03.644 - But I do know that the human is 626 00:22:03.644 --> 00:22:04.224 - a dividend 627 00:22:04.765 --> 00:22:06.525 - and has been and will continue to be 628 00:22:06.525 --> 00:22:08.525 - a dividend, so that two hours was a 629 00:22:08.525 --> 00:22:11.069 - two hour investment into them. But let's say 630 00:22:11.069 --> 00:22:12.829 - that was an event that came across my 631 00:22:12.829 --> 00:22:13.329 - calendar 632 00:22:13.869 --> 00:22:17.329 - and no particular human is of my interest. 633 00:22:17.549 --> 00:22:19.549 - The event is of interest. Well, now I 634 00:22:19.549 --> 00:22:21.390 - can make a discernment on, is this ten 635 00:22:21.390 --> 00:22:22.755 - minutes or is this two hours? 636 00:22:23.154 --> 00:22:24.515 - And who's gonna be there? And when I 637 00:22:24.515 --> 00:22:25.555 - get there and if I don't see the 638 00:22:25.555 --> 00:22:27.394 - faces I wanna see or if I see 639 00:22:27.394 --> 00:22:28.835 - on that list that that's not the list 640 00:22:28.835 --> 00:22:30.515 - that I want, you come in, you get 641 00:22:30.515 --> 00:22:33.234 - out, and you're more decisive in your movement. 642 00:22:33.234 --> 00:22:35.255 - You're more of a sniper in that instance 643 00:22:35.394 --> 00:22:38.269 - than guerrilla warfare. So it really all depends. 644 00:22:38.269 --> 00:22:39.170 - It's all contextual. 645 00:22:39.549 --> 00:22:40.049 - How 646 00:22:40.750 --> 00:22:42.589 - explain the unpack that a little bit more. 647 00:22:42.589 --> 00:22:44.769 - When you say discernment, how do you get 648 00:22:44.829 --> 00:22:46.049 - to be more discerning 649 00:22:46.829 --> 00:22:47.890 - without being 650 00:22:48.429 --> 00:22:49.329 - too transactional 651 00:22:49.630 --> 00:22:50.369 - in the situation? 652 00:22:50.990 --> 00:22:51.490 - So 653 00:22:54.884 --> 00:22:57.304 - one state event I went to, 654 00:22:58.484 --> 00:23:00.884 - the governor was gonna be there. I knew 655 00:23:00.884 --> 00:23:02.565 - the governor was gonna be there, and the 656 00:23:02.565 --> 00:23:04.105 - governor was my only target. 657 00:23:04.565 --> 00:23:06.744 - Governor wasn't coming on for forty minutes. 658 00:23:07.200 --> 00:23:08.880 - So I had to wait forty minutes before 659 00:23:08.880 --> 00:23:10.339 - I knew I could see the governor. 660 00:23:10.880 --> 00:23:12.899 - So that forty minutes, what are you doing? 661 00:23:13.440 --> 00:23:15.359 - Well, I know that if a business comes 662 00:23:15.359 --> 00:23:16.659 - to me and that business, 663 00:23:17.679 --> 00:23:19.839 - let's say there's an entry level worker or 664 00:23:19.839 --> 00:23:21.059 - a mid level worker 665 00:23:21.404 --> 00:23:23.505 - that wants to try to network with me. 666 00:23:23.725 --> 00:23:25.105 - I'm not gonna disrespect 667 00:23:25.404 --> 00:23:27.664 - the entry level or the mid level worker 668 00:23:27.725 --> 00:23:29.105 - that's working at this accountancy, 669 00:23:29.884 --> 00:23:31.805 - but I know that that's not the decision 670 00:23:31.805 --> 00:23:33.900 - maker that

I should be working with. So 671 00:23:33.900 --> 00:23:35.740 - I can easily get in and out of 672 00:23:35.740 --> 00:23:38.160 - that conversation or force that conversation 673 00:23:38.539 --> 00:23:40.779 - to get me to the highest level person 674 00:23:40.779 --> 00:23:42.619 - that's in that room. So therefore, I can 675 00:23:42.619 --> 00:23:43.599 - have that introduction 676 00:23:44.059 --> 00:23:45.519 - to use my forty minutes. 677 00:23:46.085 --> 00:23:48.884 - But if I spend twenty five minutes learning 678 00:23:48.884 --> 00:23:50.345 - about this person's journey 679 00:23:50.805 --> 00:23:52.424 - to mid level management, 680 00:23:52.805 --> 00:23:55.224 - then I just abuse my own business. 681 00:23:55.924 --> 00:23:58.105 - So it's not a disrespect to the human, 682 00:23:58.244 --> 00:24:00.184 - it's a disrespect to the function. 683 00:24:01.890 --> 00:24:03.490 - Does that make sense when we talk about 684 00:24:03.490 --> 00:24:03.990 - discernment? 685 00:24:04.690 --> 00:24:07.330 - That makes that makes perfect sense without being 686 00:24:07.330 --> 00:24:08.070 - too transactional 687 00:24:08.450 --> 00:24:10.849 - about the about life the point about being 688 00:24:10.849 --> 00:24:12.609 - at the person or the business and things 689 00:24:12.609 --> 00:24:14.950 - along those lines too. Definitely. Yes. Correct. 690 00:24:15.335 --> 00:24:17.015 - Because if you're in there and you got 691 00:24:17.015 --> 00:24:19.414 - a product to sell, well, you should know 692 00:24:19.414 --> 00:24:22.055 - automatically if let's say that you're a business 693 00:24:22.055 --> 00:24:23.494 - to business. A great one that comes to 694 00:24:23.494 --> 00:24:26.075 - mind is a furniture company, one that sells 695 00:24:26.295 --> 00:24:29.414 - office furniture when there's relocations and big brick 696 00:24:29.414 --> 00:24:31.659 - and mortar moves or, you know, 697 00:24:32.200 --> 00:24:34.539 - custom transformations of certain office space. 698 00:24:35.000 --> 00:24:36.839 - You should not be talking to a person 699 00:24:36.839 --> 00:24:38.220 - that can't write the PO 700 00:24:38.599 --> 00:24:39.579 - for that service. 701 00:24:40.039 --> 00:24:42.359 - So as you're navigating, if you're talking to 702 00:24:42.359 --> 00:24:42.859 - the 703 00:24:43.240 --> 00:24:44.299 - marketing personnel, 704 00:24:45.000 --> 00:24:46.220 - you just harmed yourself. 705 00:24:46.865 --> 00:24:48.865 - You were nice to that human, but you 706 00:24:48.865 --> 00:24:51.525 - lost yourself an hour's worth of work time. 707 00:24:51.585 --> 00:24:53.345 - And if you're worth $300 708 00:24:53.345 --> 00:24:55.684 - an hour, you just spent $300 709 00:24:56.144 --> 00:24:57.445 - talking to that person 710 00:24:57.825 --> 00:24:59.605 - for what dividend from that? 711 00:24:59.950 --> 00:25:01.970 - And the answer would be none, potentially. 712 00:25:02.670 --> 00:25:05.549 - Now that marketing person might get you to 713 00:25:05.549 --> 00:25:07.230 - a person, but now you've got to foster 714 00:25:07.230 --> 00:25:09.789 - that through business development. So now there's another 715 00:25:09.789 --> 00:25:12.029 - hour going by. So you're 600 in a 716 00:25:12.029 --> 00:25:13.984 - hole trying to convince that person to give 717 00:25:13.984 --> 00:25:15.984 - you the right introduction for you to sell 718 00:25:15.984 --> 00:25:16.964 - them office furniture. 719 00:25:17.825 --> 00:25:19.284 - You should not have done that. 720 00:25:20.784 --> 00:25:22.544 - Well, it sounds like we've come full circle 721 00:25:22.544 --> 00:25:25.184 - as far as discernment and finding you know, 722 00:25:25.184 --> 00:25:27.329 - making it a two way street, and we've 723 00:25:27.329 --> 00:25:29.329 - covered a lot of ground in a really 724 00:25:29.329 --> 00:25:31.009 - short period of time. When it comes to 725 00:25:31.009 --> 00:25:34.130 - creating strategic alliances, someone's listening or watching, like, 726 00:25:34.130 --> 00:25:35.650 - I get it. There's a lot of good 727 00:25:35.650 --> 00:25:37.410 - info here. If you were to say if 728 00:25:37.410 --> 00:25:41.029 - you wanna successfully create strategic alliances, whether it's 729 00:25:41.825 --> 00:25:44.065 - restating something you already said or touching on 730 00:25:44.065 --> 00:25:45.505 - something you haven't yet, if you were to 731 00:25:45.505 --> 00:25:47.365 - say at least do this one thing, 732 00:25:47.744 --> 00:25:49.904 - at least do this one thing above all 733 00:25:49.904 --> 00:25:51.664 - else, what would you tell people to do 734 00:25:51.664 --> 00:25:52.884 - to form successful 735 00:25:53.424 --> 00:25:54.484 - strategic alliances? 736 00:25:55.279 --> 00:25:57.859 - It's know what you have to offer 737 00:25:58.639 --> 00:26:00.880 - and what you want to receive that's mutually 738 00:26:00.880 --> 00:26:01.380 - beneficial. 739 00:26:04.079 --> 00:26:06.720 - That is awesome. Thank you, doctor Baker. And 740 00:26:06.720 --> 00:26:08.559 - if people wanna find you online, where's the 741 00:26:08.559 --> 00:26:10.500 - best place or places to go? 742 00:26:10.904 --> 00:26:13.785 - Best place is the website, thebusinesshospital.com. 743 00:26:13.785 --> 00:26:15.545 - Everything you wanna know would be there. We 744 00:26:15.545 --> 00:26:16.445 - do have a LinkedIn, 745 00:26:17.065 --> 00:26:18.984 - presence. It's very small, but you can see 746 00:26:18.984 --> 00:26:21.225 - me there. Just look up doctor JC Baker, 747 00:26:21.225 --> 00:26:23.225 - and you can see me on LinkedIn. But, 748 00:26:23.225 --> 00:26:25.384 - really, the website is there. How to contact 749 00:26:25.384 --> 00:26:26.525 - us is there as well. 750 00:26:27.279 --> 00:26:28.880 - This has been great. Thank you again. I 751 00:26:28.880 --> 00:26:31.299 - appreciate you, doctor Baker. Thank you, Mark. 752 00:26:33.359 --> 00:26:33.859 - And 753 00:26:34.160 --> 00:26:34.660 - scene. 754 00:26:35.279 --> 00:26:35.779 - Okay. 755 00:26:36.799 --> 00:26:38.799 - Good job, Mark. Thank you for joining us 756 00:26:38.799 --> 00:26:40.984 - today. I hope you enjoyed the episode. I 757 00:26:40.984 --> 00:26:43.065 - also hope that you'll subscribe to the Idea 758 00:26:43.065 --> 00:26:45.325 - Climbing podcast and rate us on iTunes. 759 00:26:45.945 --> 00:26:47.705 - Visit ideaclimbing.com 760 00:26:47.705 --> 00:26:49.785 - to learn more about Idea Climbing and hear 761 00:26:49.785 --> 00:26:51.484 - more episodes about mentoring, 762 00:26:52.025 --> 00:26:53.725 - marketing, and big ideas.