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Decision Vision Episode 164: Should I Do Business in Ukraine? – An Interview with Dr. Leonid Kistersky and Dr. Tetyana Lypova

April 14, 2022 by John Ray

Ukraine
Decision Vision
Decision Vision Episode 164: Should I Do Business in Ukraine? - An Interview with Dr. Leonid Kistersky and Dr. Tetyana Lypova
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Decision Vision Episode 164: Should I Do Business in Ukraine? – An Interview with Dr. Leonid Kistersky and Dr. Tetyana Lypova, IPR Group

Dr. Leonid Kistersky and Dr. Tetyana Lypova, co-founders of Kyiv-based IPR Group and long-term friends of host Mike Blake, joined the show from Poland after safely escaping their home country Ukraine. They discussed their work, the evolution of their work as they cope with the realities of war, the way the war has reshaped the economy in Ukraine, the resiliency of the Ukrainian people, future opportunities in the country, and much more.

Decision Vision is presented by Brady Ware & Company and produced by the North Fulton studio of Business RadioX®.

During the show, Leonid and Tetyana offered several causes to which you can contribute to help the Ukrainian cause. Follow this link for more information.

Dr. Leonid Kistersky

Dr. Leonid Kistersky

Doctor of Economics, Professor, Founding Director of the Institute for International Business Development (Kyiv), Professor of Vasyl Stus Donetsk National University (Vinnytsia).

He worked as an economic adviser at the Secretariat of the United Nations Conference on Trade and Development (UNCTAD) in Geneva (Switzerland), was the founding chairman of the National Center for Implementation of the International Technical Assistance to Ukraine in the rank of a Minister. 

Leonid Kistersky has taught and conducted research at the world’s leading research centers and universities – Institute of Economics of the National Academy of Sciences of Ukraine, Konstance University (Germany), Brown and Stanford Universities (USA), Kyiv Institute of International Relations at Taras Shevchenko National University, Higher School of Business (Poland). 

Dr. Kisterski is the author and co-author of almost 150 scientific works, including 15 books and textbooks on international economic relations and business development, published in Ukraine, Switzerland, Russia, USA, Great Britain, Poland, Germany, Czech Republic and in other countries; international organizations such as the UN, the World Bank and the European Union also published his books and articles. 

Leonid Kistersky is a member of prestigious international and national scientific institutions and organizations – specialized scientific councils at the Kyiv Institute of International Relations and Vasyl Stus Donetsk National University, Ukrainian Association of International Economists, Ukrainian Academy of Economics, the Academy of Higher Education of Ukraine; for many years he was a member of the UN Scientific Council, editorial boards of foreign and Ukrainian scientific journals and publications.

In 2019, President of Ukraine Volodymyr Zelenskyy awarded Professor Kistersky the title of “Honored Worker of Science and Technology of Ukraine”.

LinkedIn

Dr. Tetyana Lypova (Tatiana Lipovaya)

Dr. Tetyana Lypova

Dr. Tetyana Lypova received a Ph.D. in economics from the Institute of International Relations of Taras Shevchenko National University of Kyiv. She is Associate Professor and Deputy Director of the Institute for International Business Development, which promotes business development and financing of business projects.

Graduated from the Faculty of Economics and Management of Vadym Hetman National Economic University of Kyiv. She underwent internships in the programs of Brown University (USA), the London Center for International Economics, and the Consortium for the Improvement of Education Management in Ukraine. 

Tetyana Lypova has worked as a trainer, consultant, expert analyst on numerous projects and programs of such international organizations as the EU, UNDP, World Bank, USAID, Know-How Found, and other leading international institutions.

Since 2015, she has also been working as the head of the licensing department at the international company IPR Group, where she provides advice to Ukrainian and foreign entrepreneurs on prosecution and registration of trademarks, enforcement of rights, licensing and franchising, protection of geographical indications, copyrights, dispute resolutions, etc. She works with national and international clients and companies on intellectual property protection in Ukraine and in post-soviet independent countries like Georgia, Armenia, Azerbaijan, Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan, Uzbekistan, and Moldova.

She was a member of the Geographical Indications Committee of the International Trademark Association (INTA).

Tetyana Lypova is the author of about 60 scientific publications, including 5 monographs and textbooks on international economic relations, international technical assistance, and small and medium business development.

LinkedIn

Mike Blake, Brady Ware & Company

Mike Blake, Host of the “Decision Vision” podcast series

Michael Blake is the host of the Decision Vision podcast series and a Director of Brady Ware & Company. Mike specializes in the valuation of intellectual property-driven firms, such as software firms, aerospace firms, and professional services firms, most frequently in the capacity as a transaction advisor, helping clients obtain great outcomes from complex transaction opportunities. He is also a specialist in the appraisal of intellectual properties as stand-alone assets, such as software, trade secrets, and patents.

Mike has been a full-time business appraiser for 13 years with public accounting firms, boutique business appraisal firms, and an owner of his own firm. Prior to that, he spent 8 years in venture capital and investment banking, including transactions in the U.S., Israel, Russia, Ukraine, and Belarus.

LinkedIn | Facebook | Twitter | Instagram

Brady Ware & Company

Brady Ware & Company is a regional full-service accounting and advisory firm which helps businesses and entrepreneurs make visions a reality. Brady Ware services clients nationally from its offices in Alpharetta, GA; Columbus and Dayton, OH; and Richmond, IN. The firm is growth-minded, committed to the regions in which they operate, and most importantly, they make significant investments in their people and service offerings to meet the changing financial needs of those they are privileged to serve. The firm is dedicated to providing results that make a difference for its clients.

Decision Vision Podcast Series

Decision Vision is a podcast covering topics and issues facing small business owners and connecting them with solutions from leading experts. This series is presented by Brady Ware & Company. If you are a decision-maker for a small business, we’d love to hear from you. Contact us at decisionvision@bradyware.com and make sure to listen to every Thursday to the Decision Vision podcast.

Past episodes of Decision Vision can be found at decisionvisionpodcast.com. Decision Vision is produced by John Ray and the North Fulton studio of Business RadioX®.

Connect with Brady Ware & Company:

Website | LinkedIn | Facebook | Twitter | Instagram

TRANSCRIPT

Intro: [00:00:01] Welcome to Decision Vision, a podcast series focusing on critical business decisions. Brought to you by Brady Ware & Company. Brady Ware is a regional, full-service accounting and advisory firm that helps businesses and entrepreneurs make visions a reality.

Mike Blake: [00:00:22] Welcome to Decision Vision, a podcast giving you, the listener, clear vision to make great decisions. In each episode, we discuss the process of decision making on a different topic from the business owners’ or executives’ perspective. We aren’t necessarily telling you what to do, but we can put you in a position to make an informed decision on your own and understand when you might need help along the way.

Mike Blake: [00:00:45] My name is Mike Blake, and I’m your host for today’s program. I am a director at Brady Ware & Company, a full-service accounting firm based in Dayton, Ohio, with offices in Dayton; Columbus, Ohio; Richmond, Indiana; and Alpharetta, Georgia. I am Managing Partner of the Strategic Valuation and Advisory Services Practice, which brings clarity to the most important strategic decisions that business owners and executives face by presenting them with factual evidence for such decisions. Brady Ware is sponsoring this podcast.

Mike Blake: [00:01:16] If you would like to engage with me on social media with my Chart of the Day and other content, I’m on LinkedIn as myself and @unblakeable on Facebook, Twitter, Clubhouse, and Instagram. I also recently launched a new LinkedIn Group called Unblakeable’s Group That Doesn’t Suck, so please join that as well if you would like to engage.

Mike Blake: [00:01:39] Today’s topic is a topic that I hoped that I would address at some point over the course of this program in a very different context. But there’s a saying in Yiddish that roughly translates into, Man plans and God laughs. And there’s nothing particularly funny about this topic, but life does have a way of of bringing the unexpected.

Mike Blake: [00:02:06] So, as I record this on the 8th of April 2022, we are something on the order of about six weeks into the Russia-Ukraine war. And I recorded a podcast on this about five or six weeks ago with the topic Should I continue to do business in Russia and Belarus? And I explained my qualifications to address that topic in that episode. And I would encourage you to listen to that episode for that information as well as more.

Mike Blake: [00:02:39] And the only thing that I’ll rehash here – I dislike strongly that I have to address this topic in the way that it is being addressed – the early part of my career was formed by living and working in Russia, and in Belarus, and in Ukraine. And if there’s anything good that I’ve brought to the table professionally today in large part, it is due to the learning experiences of which I had the benefit those many years ago, long before I had any grey hair, that’s for sure, and I was a lot thinner then as well. But here we have it.

Mike Blake: [00:03:28] And so, the topic we’re going to discuss is sort of the flip side of the topic, instead of Should I do business with Russia and Belarus, I laid forth a case that I don’t think you should. And, frankly, I’m not sure it’s realistically feasible. I think it’s very difficult to do business there. I think that although no set of economic sanctions work perfectly, we have certainly made life very difficult for the Russians and for those who may seek to do business with them.

Mike Blake: [00:04:00] And if they choose to become a client state of China, as appears to be their choice at this point, there’s really nothing that we can do about that. But one thing we can do, and I guess I’m pleased to say that I’m pleased that we’re doing is we are supporting Ukraine, a fascinating country with a fascinating history that for most of its history has been a people much longer than it has been an organized country, if you will. It’s very paradoxical, and there are people who can discuss it much better than I can. We have professors that do that. But it’s a very interesting place with a very complicated history.

Mike Blake: [00:04:51] And as we’re now six weeks into the Russian invasion and we’ve witnessed extraordinary events, things that I think my generation -I’m going to be 52 next month – we never thought that we would see in my generation. We thought this is something that my grandfather would have dealt with, but certainly not today. But, again, here it is. History does have a tendency to be cyclical in nature.

Mike Blake: [00:05:27] And the discussion of whether or not to do business in Ukraine may seem bizarre. And I grant you, if you’re not all that familiar with Ukraine, its history, its geography, I can understand that. And that’s why this topic is so necessary, because Ukraine is a very big place. And although a large portion of the country – really, any portion of the country in those conditions be considered large – but something on the order of about 10 percent is an active war zone. And most of the country is under threat of some attack in some fashion by the Russian armed forces.

Mike Blake: [00:06:13] The fact of the matter is that (A) there has been a war going on since 2014, since the annexation of Crimea and the bizarre quasi independence of the Donetsk and Luhansk regions. That’s been going on anyway. It was simply sort of self-contained. But, of course, now it’s been expanded, and most of you have seen the pictures, you’ve read the news, in many ways it’s probably worse than is being reported on the ground, there before the grace of God go I.

Mike Blake: [00:06:50] But the reality is that there’s a lot of Ukraine that amazingly is still functioning. It is still a functioning state. Volodymyr Zelenskyy, their President, who, frankly, if I’m honest about it, I had a lot of doubts when he was elected. That a comedic actor would rise to the level of being able to govern such a complex country with a very complex political structure as Ukraine. And, now, he’s being mentioned in the same words as Winston Churchill. So, it really goes to show you what I know, which is probably absolutely nothing.

Mike Blake: [00:07:28] But all of a sudden now we all know who he is. We all know his famous quote that he says he wants weapons, not a ride. And, you know, this is a country that’s not going away silently by any stretch of the imagination.

Mike Blake: [00:07:46] And I think I owe it to you as the listeners to help you understand what the opportunities are to do business in Ukraine, not just from a humanitarian perspective, not just from a moral and ethical imperative, although those do still exist. But the country is amazingly, with all the things that are happening to it, that they are still open for business.

Mike Blake: [00:08:17] And joining us today are two longtime dear friends of mine, who I was very relieved to speak to only a few days ago. I realized that they had managed to escape the country after their home came under attack. And joining us from Poland are Dr. Leonid Kistersky and Dr. Tatiana Lipovaya. Who, again, I’ve known for a very long time.

Mike Blake: [00:08:44] And they are co-founders of a company called IPR. That, among other things, is a law firm that provides counsel for companies seeking to do business from the West into the former Soviet Union. I’m not even sure what that region of the world is going to be called anymore. I think it’s going to be different. I just can’t predict what that’s going to be. And their specialization has long been about protecting Western intellectual property rights in those countries, anti-counterfeiting in particular.

Mike Blake: [00:09:25] As well as working with a sister company, where I guess I was sort of an entrepreneur or teacher in residence, for lack of a better term, for about two-and-a-half years, The Institute for International Business Development, whose focus has been to serve as a bridge between Western companies seeking to learn about how to do business in that region, how to take advantage of the opportunities that that region has held and, I think, will hold at some point in the future – God knows only when – as well as how to navigate the many risks that region holds.

Mike Blake: [00:10:07] And they’ve just been fantastic people. And I’m delighted – but really proud – to call them my friends. By way of a little bit of a professional introduction in no particular order, Dr. Leonid Kistersky got a lot of things to his claim to fame. I could read a very lengthy bio, but I don’t want to do that because I want to get to questions.

Mike Blake: [00:10:35] But suffice to say that he was the First Minister of Foreign Economic Relations in the First Post-Independent Ukrainian Government of the early 1990s. He has been a visiting instructor at places such as Brown University, Stanford University, and Columbia, there are others that I’m probably forgetting. And he’s been doing this for about 50 years.

Mike Blake: [00:11:01] I couldn’t believe it when I looked up his bio, he does not look like he’s as old as his calendar would say. Hedoesn’t sound like he’s that old either. I look and sound older than the guy does. So, Leonid, whatever you’re doing, keep doing it because God knows it’s helping you.

Mike Blake: [00:11:19] And he was also recently the recipient of Ukraine’s Highest National Honor in Support of Science and Technology for the Republic of Ukraine.

Mike Blake: [00:11:31] Dr. Tatiana Lipovaya is the Head of Licensing and Trademark at IPR, where she’s been advising national and international clients on trademark filing, prosecution and enforcement, domain name infringements, unfair competition assignments, licensing, and all the work that goes with that. Has done a tremendous amount of work, in particular with some places that are very hard to do business in, Kazakhstan, Georgia, Armenia, Azerbaijan, Kyrgyzstan, et cetera.

Mike Blake: [00:12:05] And she, herself – I can’t believe it’s been this long. We knew each other when we were much younger – accumulated over two decades of experience in not just the legal aspect, but also becoming a top notch business advisor and holds a PhD in International Economics. She’s a member of INTA as well as the Ukrainian Association of International Economics. Has graduated with economics and management degrees of the Kiev National Economic University.

Mike Blake: [00:12:42] The firm itself has been in operation since 1999, and the sister group, IIBD, since before that, since at least the early 1990s. And I guess fittingly, it’s always seemed to me to be a very awkward translation, but the title of Ukrainian’s National Anthem is Ukraine is not yet perished, and neither has their firm. And I think when you think about what they’re doing, how they continue to do business in spite of all that’s going on, it gives you an appreciation as to why the Russians have, frankly, failed to achieve their military objectives by and large, and have redefined kind of what a Pyrrhic victory is, if you can even call it that.

Mike Blake: [00:13:34] I’m going to stop talking. I think I’ve established these are really good guests. You’re really going to enjoy talking to them. The more I talk, the less you hear from them. So, Leonid and Tatiana, welcome to the program. It is so good to see you and it’s so good to hear from you, more or less safe and sound. And I guess you’re joining us from Poland.

Leonid Kistersky: [00:13:57] Yes. Mike, thank you very much for such a very kind introduction. And sometimes I think that you know more about us than we do. Anyway, we can see that you to be, not only our long term friend, but we consider you also to be a founding father of our businesses and all endeavors since, as you rightly mentioned, we came together in the middle of previous millennium a long time ago.

Leonid Kistersky: [00:14:42] And in order to train Ukrainian entrepreneurs who set up Institute for International Business Development, which you helped to establish, and through which we started developing private business training people in Ukraine more than a quarter of a century ago already. And, in fact, IPR Group, it’s probably sort of a business which has been set up by the Institute for International Business Development and helped to develop even to a much more important private business now than the Institute for International Business Development is.

Leonid Kistersky: [00:15:42] So, both of us try to combine private business since I keep on provide consultancy before the war, of course, for governmental institutions, for international companies, for Ukrainian private businesses, just helping them to establish and to use high ethical norms in business, and was helping to develop high moral values of them, like personalities and like entrepreneurs. And still combining my activities with consultancy and private business.

Leonid Kistersky: [00:16:33] I still until now keep on training it to Ukrainian universities, Kiev National, Taras Shevchenko University, and Donetsk National University named after Vasyl’ Stus, which, eight years ago, moved from Donetsk to Vinnytsia in order to continue its activity. And they needed specialists in international economic relations. And that’s why I willingly joined them. And still I keep on doing this online until today and will continue to do so.

Leonid Kistersky: [00:17:25] Well, Tatiana is more a private businessman now.

Tatiana Lipovaya: [00:17:30] Businesswoman.

Leonid Kistersky: [00:17:33] Businesswoman, yeah. And probably she will tell herself about what is she doing in the IPR Group.

Tatiana Lipovaya: [00:17:45] I actually deal with the trademarks protection, prosecution. So, our IPR Group company, it’s a Ukrainian established and based in Ukraine business, but we deal with a lot of other countries. We provide our services in former Soviet Union countries, like Mike already mentioned, Georgia, Tajikistan, Turkmenistan, and other countries which are not accessible for foreigners because they have special laws, they have special rules which you need to know to deal with these countries, especially for business and for also intellectual property rights protection, there are a lot of specific in these countries.

Tatiana Lipovaya: [00:18:39] And I’m really happy that I’m involved in such kind of business. I received a lot of new skills. And all the time develop myself, not only as a business consultant, which I used to be for the last 20 years, but now I developed myself as a lawyer and as a specialist in intellectual property rights protection.

Tatiana Lipovaya: [00:19:11] So, it’s also important for developing business, because intellectual property rights is the very important part of the business development, especially for new companies, for companies who involve the new technologies, would like to protect their property rights, patents licensing. So, they need a lot of advice and a lot of support for doing business in our countries.

Leonid Kistersky: [00:19:48] So, we continue our businesses.

Mike Blake: [00:19:52] And I think that’s remarkable and I think that’s one thing I want to make sure our audience hears, is, how are you continuing your business?

Leonid Kistersky: [00:20:07] Well, as you know, we had to move from Ukraine further to west, west, west, and so we appeared in Poland. And, currently, we are in the City of Nowy Sącz in Poland.

Leonid Kistersky: [00:20:28] Of course, we used to live some 30 kilometers from Kiev, in the City of Vasylkiv. Probably does ring a bell for you since press wrote a lot of the city there was the [inaudible] and airport and the tank farm which was bombed every day, and we were living nearby. In a couple of weeks, the situation at that time became dangerous to my mind. And we read that Russian, you know, monsters rush into houses, kill people, rape women and girls. So, that’s why we drove to the west in a couple of weeks after the start of the Russian invasion.

Leonid Kistersky: [00:21:30] So, we were going west and west, and so Tatiana’s colleague wrote us when we were in Lviv, and we were invited to live three weeks in their house while her kids were away. And so, during this time, we somehow managed to do now business, establish again contacts to start doing business online. And so, moving in, we rented a small apartment in Nowy Sącz. There is a famous school of business here where I taught 25 years ago, again for some time, and my colleagues helped us to rent an apartment here.

Leonid Kistersky: [00:22:26] So, there are, of course, difficulties in doing business outside of Ukraine, but in Ukraine. But still it is quite possible as far as teaching is concerned, it’s almost no difference. You have good internet, you have good connections, and you keep on doing it online.

Leonid Kistersky: [00:22:52] With Tatiana’s business, it is more complicated. Tatiana probably will tell about it herself. Not only our businessmen, but also our government on a daily basis introduces new opportunities first to revive businesses in Ukraine and to further develop there.

Tatiana Lipovaya: [00:23:26] As for my business, we understood that in such situations which all of us need to move from Kiev to other places, some of us still stay in Ukraine. For example, in the western part of Ukraine, some of our staff – and some of our staff means women – who can leave Ukraine, they are moved to Poland and to other countries in the Western Europe. We understand there’s a weak possibility to keep our business awake. It’s only the distance, the remote work on a distance. It’s online work. Hopefully, our kind of business, because we provide the services for international companies, our business allowed us to work remotely.

Tatiana Lipovaya: [00:24:30] So, our technical specialists did as much as possible to secure our business, our services, emails, our database, to put them to the safe servers to support our everyday activities. We’re happy that the Government of Ukraine, especially the national body, which is responsible for intellectual property rights protection in Ukraine, allowed us to work and link to them also online. So, they provided the system which allowed us to apply and file trademarks, patents, other intellectual property requests to the office online without providing papers.

Leonid Kistersky: [00:25:37] You mean Ukrainian Patent Office?

Tatiana Lipovaya: [00:25:40] Yes. I mean the Ukrainian Patent Office, which still works, still keep their activities, and still provide full range of services to the clients and allowed us, as the patent attorneys, to conduct our activities on a very good level.

Leonid Kistersky: [00:26:03] In fact, Tatiana already mentioned a very good example of the Ukrainian State Patent Office, which provides all opportunities for this business to be on the surface, so to say. And private entrepreneurs, as you taught us, still used to take care of themselves. Moreover, I would like to say that we have a lot of big and middle sized businesses in Ukraine.

Leonid Kistersky: [00:26:38] And, now, our government helps them materially to move from those parts of our country, which is still bombed by Russian monsters, to move to the center of Ukraine, to the more safe areas. And until today, several hundreds of such businesses were moved to central part of our country and they keep on functioning. Also, government introduced several important privileges for businesses to function.

Leonid Kistersky: [00:27:20] Now, this is decreased taxation. For example, when I saw the consultant, I owned some small money and there is so-called simplified system of taxation. I was paying just 5 percent from turnover. Now, during the war time, it was brought down to 2 percent only. And we keep on paying taxes. We keep on paying now for our communal services for the apartments.

Leonid Kistersky: [00:28:02] Also, businesses were given an opportunity to have access to cheap credits, sometimes interest free credits. Tatiana, what is the amount of such? Several million hryvnia. Effective cost of hryvnia to U.S. dollar is approximately, roughly, 29 hryvnias per U.S. dollar. And you can get several million hryvnias of interest-free credit. So, there are simplified now procedures for registering your business, for reporting about your financial and other situations.

Leonid Kistersky: [00:28:53] So, I would like to say that it’s very sad that really this awful war triggered such support of private business in Ukraine. But, still, I am absolutely sure that after our victory, the war is over, business in Ukraine will be developing at a very high speed, especially internationally.

Mike Blake: [00:29:24] So, you said something I had not even thought of, and it reminds me of history. Because in World War II, the Soviet Union had to move entire industries east, out of the way of Hitler. And it hadn’t even occurred to me, but I suppose in a way that’s actually a skill and, in fact, if factories were built during Soviet times, they may have been designed to be moved again in case of an invasion. It’s history repeating itself.

Leonid Kistersky: [00:29:57] Yes, the history repeating. But to tell you very openly, we did not expect that this history repeats in Ukraine. We didn’t expect it.

Mike Blake: [00:30:12] Of course. And you didn’t think you’d be moving out west.

Leonid Kistersky: [00:30:18] I think [inaudible] how we cope with it.l

Mike Blake: [00:30:18] But I hadn’t even thought of that, but you’re right. I mean, there’s historical precedent that entire industries, factories can be picked up and simply moved to a part of the country that is not as close to the combat area.

Leonid Kistersky: [00:30:36] Look, now combat area, it’s all over Ukraine now. Of course, Russian bombed the country or fired missiles on a random basis. That is done deliberately to create panic, to create atmosphere of fright. But, still, people in Ukraine somehow coped with it, and business continues functioning despite. This is one of the purposes of Russia now, to destroy Ukraine.

Leonid Kistersky: [00:31:24] Again, also like you, Michael, I like history. And very recent history after the dissolution of the Soviet Union. And when Putin came to power, on many occasions, including internationally, he was saying that dissolution of the Soviet Union is the greatest, probably, awful event of the 19th Century. He did not mention First World War. He did not mention starvation. He didn’t mention Second World War. A lot of original wars. But dissolution of the Soviet Union. And this is his maniacal idea to restore it in some form. And, of course, without Ukraine, that is not attainable. And that’s why he is trying to do away with our country. But as you rightly said, he failed and continues to fail.

Mike Blake: [00:32:36] So, a thought that occurred is one of the things that already is resulting from the war, and I think will result for a generation, is that, economic ties between Russia and Ukraine will be effectively cut off. Forgive and forget is one thing. But I think there’s decades of healing that’s going to have to take place, I think, for that to occur. Belarus the same.

Mike Blake: [00:33:13] And as you know, oddly enough, you guys are as pro-Russia as any Ukrainians I’d ever met. You always took a very pragmatic view. Why do we want to make a big enemy? There’s no reason to do that. Not that it matters. I’m an American citizen, but I always thought it was smart. But now this has happened.

Mike Blake: [00:33:36] And there are certain things that Ukraine is not going to be able to get from Russia or Belarus anymore. Are there opportunities now for other countries to supply those things? What are those things that you can’t get from Russia anymore? Is it steel? Or is it fuel? Or is it something else? And are there opportunities for another country now to come in and and fill the void that is left because the Russia trade link has been cut off?

Leonid Kistersky: [00:34:09] Yeah. That’s true. Because sentiments in Ukraine against Russia now are self-understandable, because our country to no extent was anti-Russian. We treated Russia in a very friendly way. And we did not expect such a cruelty from their side and such behavior to do away with our country. And, now, I am, and all of us, are so anti-Russian and we cannot forgive what they did. And during my lifetime, I will never forgive them. And probably that will take several generations, somehow, to cool down with our sentiments towards Russia.

Leonid Kistersky: [00:35:11] Because a recent statistical polls indicated that now about 85 percent of Ukrainians see no way of improving the relations with Russia. And the other 12 percent just are still hesitant and they think that maybe it may take a generation or 10, 15 years. And only two or three percent believe that it could be repaired very soon. So, unfortunately, Russia should blame itself only for such a cut off of all kind of relations with Ukraine and with other countries.

Leonid Kistersky: [00:36:05] And so, I would like to separately single out one sphere that we have lost Russia and they have lost us for generations. But we gained a lot of friends, other friends. We are so grateful to Poland, which hosted 2.5 million Ukrainians now. And we feel such friendly relations and they take care of Ukraine and they support us. Also, the United Kingdom.

Leonid Kistersky: [00:36:47] Separately, I would like to mention the United States, which is the country with which we have long term friendly relations, including a lot of individuals. I would like to mention Al and Cher who introduced us to each other, and we continue this cooperation and friendly. Of course, the United States is the world leader, which provides moral, economic, military, all types of support. And other countries, I cannot just mention every country, a lot of them.

Leonid Kistersky: [00:37:29] That is why we are very optimistic about the outcome of this war and the prospects of business development in Ukraine. Michael and John, you have our invitation to meet in Kiev after the victory in this war and you will enjoy our hospitality.

Mike Blake: [00:37:56] I’ll be on the first plane.

Leonid Kistersky: [00:37:59] Yeah.

Mike Blake: [00:38:00] I’ll be on the first plane. So, now that trade has been cut off, what did Ukraine used to import from Russia that it can’t get anymore and now has to go to a different source?

Leonid Kistersky: [00:38:14] First of all, oil and gas. Anything else is of meager importance. It could not be even mentioned. And so, moreover, they are deliberately bombing and destroying our tank farms. They bombed one of them, I mentioned near Vasylkiv, where we used to live before the war for several years, for almost ten years already. And so, they wanted to cut off, not only supplies of oil, but also to destroy available oil tanks in our country.

Leonid Kistersky: [00:39:06] And we started to receive gas on a reverse basis from Europe. And, again, I would like to mention the very important initiative of the United States is to discontinue buying oil, gas, and coal from Russia, which is extremely important. But more so, United States announced, to put it correctly, the availability of their strategic oil reserves for the international market. And, you know, it’s like a positive signal for the market and other countries join this initiative. And, now, about 30 countries, including the United States, made their strategic oil reserves available for the international market.

Leonid Kistersky: [00:40:11] So, due to this, our military drivers and other sectors of economy started receiving gas – I mean, petrol. Meaning petrol, you call it gas in the United States. But for us, gas is gas, petrol is petrol. So, we started receiving it by railways, through automobile supplies in the country. Of course, we felt sometimes, you know, deficit of petrol in Ukraine, but still it is in the quantity sufficient for the country to survive now. So, energy resources, of course.

Leonid Kistersky: [00:41:07] Same thing with Belarus. But we were supplying services of electricity for Belarus, which we do not do anymore. And we discontinued our electricity system from Russia a couple of months ago. And it took Europe, European Union, only about three days to include Ukraine into the European system of electricity. And so, it functions properly. So, step by step, we are discontinuing our ties and our business links with Russia, Belarus, and other countries from former Soviet Union, and switched it to Europe and to the United States. Among the countries, of course, I would like to mention Canada and North America.

Mike Blake: [00:42:09] Of course, there’s a very large Ukrainian diaspora in Canada, especially in the western part of the country.

Leonid Kistersky: [00:42:15] Which raised their voice and provide support.

Mike Blake: [00:42:20] So, another challenge to the economy must be labor, right? Four million people have left. Ten million people have been displaced. We don’t know how many people have been killed. I’m guessing 100,000 people have probably been killed. We just can’t count them yet. And pretty much almost every able bodied man, whatever they were doing six weeks ago, they’re now holding a gun. And many women as well, by the way. There’s a lot of reports that women are also in active military service as well. And is that impacting simply the supply of labor to actually do economic things?

Leonid Kistersky: [00:43:11] Of course, this is an issue which is widely discussed, but there are speculations how many people were killed in Ukraine. I would like to say that especially we have heavy casualties among the civil population, of course. Probably today you’ve heard that they bombed the railway station killing several thousands of people and wounding more than 100.

Leonid Kistersky: [00:43:52] But our economy now is being restructured. And, again, it’s an irony that war forces us to reform at a quicker pace, introducing higher technologies which are not so labor intensive. And that is the way out of the situation. More so, as I see from internet, IPR Group, from Tatiana’s business, that ladies now do all this business. Even sometimes Tatiana invites our 18 year old daughter, Olga, to join. So, even kids, even grown up already with kids, but, still, they do what they can to make the country not to feel the deficit of a labor force. That is, high technologies, less labor important technologies. And, of course, our female population started to do a lot of work, which they were not even thinking about before the war.

Mike Blake: [00:45:13] So, you mentioned something that surprised me positively. I think you said the hryvnia is something around 29 to the dollar, is that correct?

Leonid Kistersky: [00:45:26] Yes. That is correct.

Mike Blake: [00:45:29] So, it’s fairly –

Leonid Kistersky: [00:45:31] 29.3 it seems to be.

Tatiana Lipovaya: [00:45:33] [Inaudible].

Leonid Kistersky: [00:45:34] Yeah.

Mike Blake: [00:45:35] 29.3.

Tatiana Lipovaya: [00:45:37] It’s by the National Bank.

Mike Blake: [00:45:40] So, is the banking system able to still function? It sounds like it is.

Leonid Kistersky: [00:45:51] Yes. Look, again, I like very much comparison and historic examples like you. And before the war, the exchange rate of hryvnia-dollar was something 27.9, about 28. Now, it’s 29.3. It says that our government understands the basics of the economy. If we recollect historically, Adam Smith, who wrote his famous book some 250 years ago, he said, “Stable exchange rate is a fundamental principles of successful functioning of any economy.” And he explained why.

Leonid Kistersky: [00:46:51] So, our National Bank maintains stable, despite there is higher inflation – of course as compared before the war period – but still the exchange rate is very stable.

Leonid Kistersky: [00:47:10] Examples, we keep on working. We receive hryvnias on our business cards, and we can pay by those cards in Poland. Our National Bank agreed with the Polish banking system about the exchange rate, which is fair enough, and so we can pay by hryvnias from our business cards in Poland. Tatiana, maybe you will tell the rest.

Leonid Kistersky: [00:47:46] For businesses, there are still some problems since the beginning of the war [inaudible] because budgetary deficit and, again, a lot of countries support us on a grand basis supporting our budget. But, still, our Ministry of Finance and National Bank are doing a lot of useful things on their own. At the beginning of war, they stopped currency operations, which was not very useful for business but, still, it helped our economy to survive and our banking system to function. And today, it was announced that they are easing those regulations in order to allow our businesses to function internationally to make payments and to receive payments.

Mike Blake: [00:48:43] So, that means that they’re loosening capital controls.

Tatiana Lipovaya: [00:48:46] Yes.

Leonid Kistersky: [00:48:47] Yes. Exactly, Michael. Exactly. Yeah. Despite there are still some limitations, but they are also because –

Tatiana Lipovaya: [00:48:59] Emergency goods, medical goods, and for humanitarian purposes. They just drove down this –

Leonid Kistersky: [00:49:06] Easing, easing regulation.

Tatiana Lipovaya: [00:49:08] And they allowed for payments in the foreign currencies as well.

Leonid Kistersky: [00:49:15] That is true, especially for critical sectors of our economy, like agriculture, chemistry, and others.

Tatiana Lipovaya: [00:49:27] It’s a first step for the future.

Leonid Kistersky: [00:49:33] For future business development internationally.

Mike Blake: [00:49:40] So, as a matter of history, any time that there’s a great disruption, such as a war, that also sometimes creates opportunities in its aftermath. And I’m curious, what do you see will be the opportunities of a post-war or post-victory Ukraine?

Leonid Kistersky: [00:50:09] I am very optimistic about those opportunities. Of course, for those weeks, maybe weeks or month ahead of us, in this state of war, I hope people understand the importance of real values. You cannot imagine how people in Ukraine became friendly to each other. I was always surprised in the United States or in Western Europe, people were smiling to each other, helping each other. When driving, they’re making friendly gestures. They are just letting all the cars to go.

Leonid Kistersky: [00:50:55] It was not the case in Ukraine before the war, as you probably know. But, now, it took us several weeks to cover this huge distance. So, before war period, I see a period of very quick reconstruction of our country. Of course, our government and our administration are ready to take steps to achieve agreements with countries, with companies for reconstructing Ukraine.

Leonid Kistersky: [00:51:35] And remember that some 22 years ago, I published an article – it is available in English – Marshall Plan for Ukraine. At that time, I was thinking of reforming the economy of Ukraine. But, now, it will be a real Marshall Plan for Ukraine to reconstruct the country, and ways of reconstruction, and ways of further development will be unprecedented, believe me. And Ukraine may become, in some near future, a member of the European Union. And we have support of key players in Europe and in North America. So, I’m very optimistic about this period. Of course, war changed people in my country in a very positive way.

Mike Blake: [00:52:33] I’m talking with Dr. Leonid Kistersky and Dr. Tatiana Lipovaya. And the topic is, Should I do business in Ukraine? So, I’m going to ask you a very unfair question, but I want to know the answer. I know our listeners want to know the answer. And that is, how do you think this ends? What does it look like? Is there a total Ukrainian victory? Is there a return to the 2014 situation? Is it something else? How does this end?

Leonid Kistersky: [00:53:10] Michael, it’s one of the most probably difficult questions for me to address. And I could just mention that there are possible scenarios. If we receive more weapons, more support, then maybe rather quickly with our victory. Of course, Russia behaving in such a monstrous way because before recently, nobody dared to protect itself and to give them heavy blows, which they received from Ukraine.

Leonid Kistersky: [00:54:06] If we come back to a more remote history, I always remember an article so-called Long Telegram of the prominent American Historian Diplomat George Kennan. In his Long Telegram, who explained the essence of Russian empire and of the Soviet Union. And Russia inherited the Soviet Union efficiently, all of them. So, it will be attacking and attacking its neighbors because of its traditions. They are not capable of creating something on their own. They are capable of destroying other people.

Leonid Kistersky: [00:54:58] Let’s take now very recent history, for example, 1993, occupation of part of Moldova, Pridnestrovian so-called, non-recognised artificial republic. Then, ’08 the War in Georgia, they unleashed and occupied Abkhazia and South Ossetia. Then, Syria, other countries, some other continents, and 14 that is occupation of Crimea and part of Donbas. And at that time, there was their market. They’re in charge of Ukraine, which, in fact, allowed infiltrating our country by Russian agents.

Leonid Kistersky: [00:55:58] So, now, it’s different. And February 24, Russia attacked Ukraine, it received severe blows and keep on receiving it. So, end of the war depends decisively, probably not on negotiations, but on the performance of our military, and our territorial defense, and on patriotic support of all Ukrainian population, which is practically unanimous now. So, it may take more time. It may take several weeks or several months.

Leonid Kistersky: [00:56:51] I don’t like to see freezing this conflict because our military are in a position, not only to defend, but also to attack. And, now, I see that Western democracies at least started supplying heavy weapons to Ukraine, which may be a decisive factor in achieving a victory in the quite predictable future. Anyway, I will inform you. I’ll be the first to inform you that this is end of war. But end of war could be only a victory for Ukraine.

Tatiana Lipovaya: [00:57:39] Yeah.

Leonid Kistersky: [00:57:41] As our president told this.

Mike Blake: [00:57:44] I think not many people would doubt you at this point. Underestimate Ukraine at your peril, I think, is probably a good way to put this and maybe a good way to wrap this up. I know it’s late there. You have a lot of other things that you need to take care of.

Mike Blake: [00:58:08] But I would like to ask you this, and that is, many people are asking me – and I’m helping them as best I can, but you probably have better information – people, individual citizens, in the United States do want to donate money or other things to support Ukrainian refugees, to support Ukraine’s struggle against Russia, are there organizations that you recommend that you think are the most helpful that provide the most direct assistance on the ground?

Leonid Kistersky: [00:58:44] Yeah. First of all, Michael, when we will prepare the information which we promised to do after the show, we will probably give you official addresses how to do it. But may I tell you what Tatiana and I are doing in this respect. We are not rich people, as you know, but at least we are well to do, I would like to say some middle Ukrainian class.

Leonid Kistersky: [00:59:19] First of all, we donate money to official sides of Ukraine for our military. Then, we know a lot of individual families whose husbands or fathers now in the military of Ukraine and they require some equipment, some arms. And the people who know those family, we put our money together in order to buy what they require. They have all these devices which make it possible to see during night time, for example, the necessity of such.

Leonid Kistersky: [01:00:16] Then, we like animals very much, and we have a cat here in Poland. We took it together. We said that all of us or nobody. So, all of us. And we donate money to special organizations which support animals. Plus, we buy tickets for zoos in various parts of Ukraine. They appeal, “Please buy tickets for our zoos online. Transfer money for buying tickets.” And they feed their animals.

Leonid Kistersky: [01:00:55] So, there are a lot of opportunities how to support Ukraine, and probably people in the United States they would prefer to support it in some official way, which supports directly Ukrainian military or humanitarian support. And we will send those addresses to you, so you could provide your fellow citizens with those reliable addresses.

Mike Blake: [01:01:33] Very good. Well, we’ll make sure that those get published when we publish this show next Thursday.

Leonid Kistersky: [01:01:40] Yeah.

Mike Blake: [01:01:44] Leonid, Tatiana, I can’t tell you how this is a confusing time. It’s a very difficult time, obviously. But I truly thank God that you and Olga are safe. I know many others are not. And I wish I could help them, but I can’t. But I can at least speak to you. And I cannot imagine what you’re going through physically, emotionally. But, again, if there’s any way that I or my family can help or our community here – and we do even have a Ukrainian church here in Atlanta – please let us know. I would like to know.

Mike Blake: [01:02:33] But you’ve shared, I think, a lot of information that I don’t think gets reported here. And I’m extremely grateful. [Foreign Language] that you agreed to come on our show. Yeah, I still remember a little Ukrainian. In fact I find it very hard to speak Russian right now. It’s emotionally very difficult. But thank you very much for, again, being on the program and for being patriots.

Mike Blake: [01:03:06] And I think you guys realize and we realize in America that the war for, in many cases, humanity’s soul is being fought in Ukraine. We always thought that it would be in Iraq over oil for something like that. But it turns out it’s in Ukraine. And, you know, we all are pulling for you. And we just thank you for your courage. We admire you for your courage and the sacrifice you’re making. And, hopefully, you’ll achieve a swift victory and get this thing over with and send a message that this just was a bad idea from the outset.

Leonid Kistersky: [01:03:49] Yeah. Michael, may I say that we are very grateful to our American friends, Michael Blake and John Ray, and to all of the American people who are interested in Ukraine, who support Ukraine. And so, this is minimum what we can do now for American-Ukrainian development sharing our information with you. And we will be more than happy to do it in the future. We are so grateful to you. Thank you, guys.

Tatiana Lipovaya: [01:04:28] Thank you very much.

Mike Blake: [01:04:30] Well, all right. Thank you very much. And have a pleasant evening. And we will tell you when the podcast is ready so that you can see it and listen to it and, hopefully, share with other people that you think will be interested and have an impact.

Leonid Kistersky: [01:04:44] Thank you very much, Michael.

Tatiana Lipovaya: [01:04:45] Thank you, Michael.

Leonid Kistersky: [01:04:45] And we will try to share this show with our Ukrainian contacts back in Ukraine to demonstrate to everybody that America fully supports us on all levels. Thank you.

Mike Blake: [01:05:01] [Foreign Language]. Thank you very much and all the very best.

Leonid Kistersky: [01:05:08] [Foreign Language].

Tatiana Lipovaya: [01:05:10] [Foreign Language].

Mike Blake: [01:05:11] Okay. That’s going to wrap it up for today’s program. And I’d like to thank Dr. Leonid Kistersky and Dr. Tatiana Lipovaya so much for sharing their expertise with us.

Mike Blake: [01:05:21] We will be exploring a new topic each week, so please tune in so that when you’re faced with your next business decision, you have clear vision when making it. If you enjoy these podcasts, please consider leaving a review with your favorite podcast aggregator. It helps people find us so that we can help them.

Mike Blake: [01:05:38] If you would like to engage with us on social media with my Chart of the Day and other content, I’m on LinkedIn as myself and @unblakeable on Facebook, Twitter, Clubhouse, and Instagram. Also, check out my new LinkedIn Group called Unblakeable’s Group That Doesn’t Suck. Once again, this is Mike Blake. Our sponsor is Brady Ware & Company. And this has been the Decision Vision podcast.

 

 

Tagged With: Brady Ware & Company, Decision Vision, Dr Tetyana Lypova, Dr. Leonid Kistersky, hryvnia, Mike Blake, Ukraine

Mike Gomez With Allegro Consulting

April 14, 2022 by Jacob Lapera

Startup Showdown Podcast
Startup Showdown Podcast
Mike Gomez With Allegro Consulting
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allegroconsulting

mikegomezMike Gomez is the founder and principal consultant of Allegro Consulting, a growth strategy and sales specialty firm based in Atlanta, GA.

Mike has been helping privately held business owners and startup founders find avenues for sustained growth for 20 years. He is an advisor at Atlanta Tech Village, guest lecturer at Georgia Tech and University of Georgia, and a prolific business speaker and writer.

Prior to Allegro, he was an aerospace engineer for the USN, an officer in the USAF, and an international sales executive for Boeing and Lockheed. Mike has an accumulated sales record of over $10 billion.

Allegro applies his vast personal sales campaign experience and process to help companies dramatically improve their sales win-rate by profoundly transforming the quality and content of every customer interaction; an interaction grounded by the principle of being “in the service of” your customer.

Connect with Mike on LinkedIn.

What You’ll Learn In This Episode

  • Advising startup founders
  • Advice to give a B2B startup founder on how to go about selling their product or service
  • SDRs (Sales Development Reps)
  • The whole cadence cold emailing and cold calling approach to selling

This transcript is machine transcribed by Sonix

TRANSCRIPT

Intro: [00:00:04] Welcome back to the start of Showdown podcast where we discuss pitching, funding and scaling startups. Join us as we interview winners, mentors and judges of the monthly $120,000 pitch competition powered by Panoramic Ventures. We also discuss the latest updates in software web3, health care, tech, fintech and more. Now sit tight as we interview this week’s guest and their journey through entrepreneurship.

Lee Kantor: [00:00:38] Lee Kantor here another episode of Startup Showdown, and this is going to be a good one. But before we get started, it’s important to recognize our sponsor, Panoramic Ventures. Without them, we couldn’t be sharing these important stories. Today on Startup Showdown, we have Mike Gomez. He is with Allegro Consulting. Welcome, Mike.

Mike Gomez: [00:00:59] Hi, Lee. God, it’s been a while since I’ve talked to you.

Lee Kantor: [00:01:02] I know it’s been a minute. How have things been going for the folks who aren’t familiar? Can you share a little bit about Allegro? How you serving folks?

Mike Gomez: [00:01:10] I’m I call myself a growth specialist. I help privately held businesses, which includes both startups and established businesses. On if you’re a startup and a founder about go to market strategy and if you’re an established business about what strategic plan you have that will drive growth. And so I focus on helping clients figure out where they want to be, what they want their company to look like two years from now and make that the driving destination. If you cannot just grow by letting the market guide you, you have to drive your business that way. And the other focus I have is on on sales and sales process and firm believer that selling is a science selling it can be taught and that in doing so you can dramatically change the way you engage with your customers and and improve your sales win rate.

Lee Kantor: [00:02:02] So what’s your back story? How did you get involved in this type of consulting?

Mike Gomez: [00:02:07] Wow. It’s an interesting backstory. So I used to sell fighter jets for Boeing and Lockheed. Right now people go, well, that’s an interesting back story. And how does that translate to this? Well, one of the things that most people don’t know about international sales of jet fighters is there’s two elements. One is to prove to the customer that our solution is the best solution for their future defense needs. That’s common. Everybody understands that. The other element that most people don’t know about is there’s the part of it where the governments that we’re dealing with want to see. In addition to the fighter jets arriving, they want to see jobs being created in their country. And and that element where I am basically an economic development specialist, meant that I needed to travel around these countries and meet the business owners to see what it is about their business that made them unique and that might make a good match. Marriage with some of our suppliers. And so what I was basically doing was doing many consulting engagements with a whole bunch of different businesses all over the world. And I began to start seeing some common flaws that privately held businesses tend to not adhere to. Some of the basic standards of business rules have a strategic plan, follow a plan. These are rules that I’ve come to know by working in corporate America, but I was quite stunned. We’re not being adhered to by privately held businesses. And so when I finally got off the corporate treadmill, I decided that I would make this my personal mission to to bring these disciplines in a reasonable way to private business owners and to startup founders so that we can reduce the failure rate of startups and improve the growth rate of privately held businesses. How’s that?

Lee Kantor: [00:04:07] That’s pretty, pretty impressive. Now, is the advice similar to a startup as an established business? Because an established business hopefully has kind of some repeatable measures of success. And they know that if I push this lever up and down, I’m going to get a certain result where a lot of startups hope that that occurs, but they are not kind of quite sure what are the right levers to push and who are the right people to even be talking to about those levers.

Mike Gomez: [00:04:44] All right. So the commonality that exists between an established business and a private I mean, a startup is this when you’re trying to launch a business, the question that has to be is, do you know everything that you should know about entering your business into the marketplace? Do you know the risks? Do you know the competitive landscape? Do you understand who is suffering the problem that you’re trying to set out to solve? And what proof do you have that they’re willing to pay for your kind of solution? Now, all of those things I just described are are the makeup of what is known as a business plan. And that is a necessary first step for any startup. Now, there’s going to be a lot of people who are going to turn off this podcast right now because there’s another strategy consultant talking about a business plan. But the same holds true when you’re an established business, that an established business needs to have a destination that they’re driving the business to. That’s called a strategic plan. And both of these are very common languages in the business world. They’re very well understood. The practices have been around for years. They’re around for years because they’re relevant. Unfortunately, most startups skip the business plan and most established businesses skip the strategic plan. And unfortunately the results are well documented.

Lee Kantor: [00:06:21] So why do you think that is? If something has been kind of tried and true for so long and has so many examples of success, why do both entities, you know, either consciously or subconsciously say, Yeah, that’s for other people, not for me.

Mike Gomez: [00:06:37] It’s not fun. Lee It’s not fun. I’d rather make things. I’d rather do stuff in my company, then work on a plan or I don’t know how to. I’ve tried many times to sit down and start working on it and I get as far as strategic plan on the top of the piece of paper or the Google doc. And then I immediately go, This is not fun and I’m going to go do something more productive. Or Here’s another excuse is I don’t want to be hemmed in. I don’t want to be restricted or handcuffed by a plan. I want the ability to to to move around and be free to make constant, constantly evolving decisions. I’ve written an article called Short Sighted Reasons Business Owners Don’t Plan, and it captures a lot of ones that I’ve heard. But look, I don’t want to get focused on the on the business plan here because the audience that we’re talking about, these startup founders, they want to know, like, what what can I do to improve my chances? And yes, I will argue that if you do a business plan, you will improve your chances substantially.

Mike Gomez: [00:07:45] I’m not failing. It doesn’t guarantee it. But at least you’ve gone through the exercise. I was explaining to a startup founder the other day that in my old world of flying airplanes, we had simulators. And the reason we flew in simulators to practice emergency procedures and conditions of flight that we not would not normally encounter is that we could exercise ourselves so that when we are in that environment, it actually happens. We’re not going to be surprised. And the business plan for a startup is that simulator in the safety and comfort of your home. You can sit down on paper and see whether or not the business that you’re projecting. The idea for your startup can survive on paper by looking at the competitive landscape and how much do you differentiate and and what are all the resources that you’re going to need in order to make this business successful? And can you afford those resources? And how long before you run out of money you can do all that in the safety of the paper.

Lee Kantor: [00:08:50] Now is that your role when you’re consulting is to be this kind of stress test or stress tester for these firms to give them things to think about and to challenge their assumptions and to poke and prod to see where the weak points are.

Mike Gomez: [00:09:08] I find myself doing that quite a bit. I’m an advisor in Atlanta Tech Village. That’s how I got associated with this opportunity here. And I’ve been an advisor for Tech Village for coming on five or six, seven years now, and I’m considered sort of the Simon Cowell tough love judge there. My job is to not be a cheerleader for the founders, and I know I do that very well, but but instead really challenge the the founders about how they thought through everything. And and so are they going to stumble and fall on some of the same traps that have caused other startups to stumble and fall? For example, if we agree, let’s start with this first premise. If we agree that startups fail because they run out of money, can we agree about that?

Lee Kantor: [00:10:12] Sure.

Mike Gomez: [00:10:13] All right. Good. So if you then talk about, well, why do they run out of money? All right. Or what can we do to prevent that? And therefore, it is the founder’s job to drive the business to the shortest path toward incoming revenue. What is that shortest path? Now when I’m advising my startup founders, one of the things that I’ve used, a term that I’ve developed, it’s a Gomez ism. It’s called. Be soda straw small. In pursuit of the first paying customers. Now, what do I mean by that? If you’ve ever looked through a soda straw, you don’t see very much. And what I’m asking of the founder is, who is it that you were aiming at? And the way I help my founders figure that out, because that’s really the most important part, is shortest distance to the first paying customer. Well, you have to know who that paying customer is. What do they look like? And I go, the best way to figure that out is doing your market research while you’re out there talking to the market community about your solution. Which one of that community, when they see your solution, have nothing short of this kind of expression? Wow. This is awesome. Where has that been? And that is your soda store. Small target. That demographic of that individual needs to be the one that you go after first.

Lee Kantor: [00:12:04] And then you help them identify that, help them get clear on on who that is, what they look like and where they’re where they hang out.

Mike Gomez: [00:12:14] That that is that is probably the the one common issue that I have to deal with most often when working with a startup founder is are you do you understand who is going to be your first paying customer? And now, look, this this scares the heck out of a lot of founders about this idea of soda straw small because they’re told, well, Mike, shouldn’t I be trying to reach out to the broadest audience? Because by sheer numbers, if I reach out to the broadest audience, I am more likely to get a sale than if I were so narrowly focused like you are describing. And here’s a great example of that from a founder who had a solution that was designed to serve and help lawyers do their job. And he came to me and I and he goes and he goes, Mike, and this is this is salute. And I go, what? So. So it’s to help lawyers because. Yes, I go, any lawyers? And he goes, Well, yes, any lawyer. I said, I’m a lawyer in Singapore. Is it for me? He goes, no, no, not not international lawyers. Oh, so it’s actually not any lawyer. It’s what? Lawyers in the United States? Yes, lawyers in the United States. So in this one brief moment, I just change his definition, his founder’s definition to his team about who our target market is.

Mike Gomez: [00:13:41] It went from any lawyers to lawyers in the United States. I then ask the next question. How many lawyers are there in the United States? I don’t know. How about 5 million or maybe more? How many people in your company? Well, it’s just me and two others. How well do you think you can communicate effectively to 5 million lawyers? What kind of lawyer are you? Because I imagine the genesis of this idea was to help you do your job better. Well, I’m going to patent an attorney law. Why don’t we focus on patent attorney lawyers? And we kept going through this exercise. Now, he had not made a sale yet, and they’ve been flailing around for about a year or two. But we got to a soda straw small target demographic of patent and attorney lawyers in firms of this size who deal in this kind of patent attorney law. Located in the Southeast because they were an Atlanta based company and more narrowly located in Georgia and Atlanta. And I said, Why don’t you target these companies first? And if you can’t sell your solution in your own backyard. Then maybe we don’t have a viable business here.

Lee Kantor: [00:15:03] Now. Yeah, well, when you’re having that conversation, I’m sure the people you’re talking to are going. It’s obviously counterintuitive to their thinking. And it’s it’s one of those things where I think people underestimate these the power of the niche. You know, they they don’t understand that being focusing on that niche and going deep and really becoming that subject matter expert, that that person who knows everything about it and is paying attention to all the nuance and all of all of the kind of subtleties of that niche makes you that much more valuable. And as a bonus, they’re easier to find. You know what they look like, you know where they are, there’s less of them. So you can do a better job of reaching out to them and communicating with them.

Mike Gomez: [00:15:53] Bingo. It is. It’s one thing to say I have a solution for moms. It’s another to say I have a solution for moms with kids in elementary school. Who live in the suburban environment and those kids go to. I participate in in Little League baseball. Because now when you’re communicating, using all the different tools we use in the world of marketing to target an individual and attract their attention, what you’re using in the language you’re using is intended to speak to that mom. With kids in elementary school whose sons are participating in Little League versus the first one was We have a solution for moms. All right. So and again, we’re talking about the shortest distance, so to straw small to the first paying customer. We’ve got to get our startup founders focused on that because running out of money is what’s going to cause them to go out of business. Makes sense.

Lee Kantor: [00:17:11] Yeah. Now, a lot of startups are very attracted, attractive or attracted to the kind of the SDR model of selling with the sales development rep going, you know, doing what they do. Handing him off to somebody to do a demo. Blah, blah, blah. Everybody’s heard this a million times. What’s your take on that methodology when you’re dealing with marketing in the manner that you’re describing, does that work in that as effectively in that space?

Mike Gomez: [00:17:42] Okay. So I’ve got a pet peeve with SDR, the whole concept of SDR. I think it’s just taking the whole world of sales. It’s already got a bad reputation as it is to be self serving and all about us as opposed to the customer. It’s just it’s just taking it and taking it one step even worse. There’s no doubt in my mind that the audience is listening to this podcast right now has been the recipient of cold emails from people you don’t know who trying to get on your calendar because they want to make a pitch to you. They haven’t bothered to serve you in any capacity. Their email is something you’re going to have to work to delete. They weren’t invited into your email inbox, but they they self invited themselves into it and they gave you work to do to just delete them every time. And this idea of stars where their focus is on volumes. How many emails did you send out? How many cold calls did you make? Not on how, how, how? What was the quality of the engagements that you had with the prospects that we think we can best serve? No, it’s it’s all about quota and all about me and my agenda, the SDR, and not a thing about the customer. And I despise that approach to selling. I believe that if if you are running your business well and this is a message to founders and and business owners and you are clear about the customer demographic that you best can serve with your solution.

Mike Gomez: [00:19:39] Then then you will find a way to be more in the service of that community and engage them in a thoughtful manner, in a useful manner. Then this idea that says, I’m just going to broadcast out to as many people as possible and then see what I what I catch in my net. But look, I’m a professional sales guy. I sold fighter jets to foreign governments. I was taught how to sell. And one of the underlying principles about what I was taught was, are you acting in the service of your customer? Are you helping them? Make a good buying decision. And that philosophy of the service has always stayed with me. Are you acting? Are the tasks and the things that you are doing in the service of your customer and helping them make a good buying decision? And the moment you step away from that and that you’re doing something because you’re trying to meet your company’s quota or your your sales bonus, then you need to stop because your customer doesn’t care about any of that. They’re trying to run their business successfully as they can. And to the extent that you can help them with a solution, that’s awesome.

Lee Kantor: [00:21:10] Well, I don’t think a lot of salespeople look at it that way. Their goal is to sell them something, not really help that prospect find the best solution. Because sometimes the best solution isn’t you.

Mike Gomez: [00:21:23] Yeah, yes. Sometimes it isn’t. And maybe that should be some insight into whether or not that’s the kind of customer you should be communicating with. Right?

Lee Kantor: [00:21:35] Right. Well, that’s why it’s called customer discovery, right?

Mike Gomez: [00:21:38] Yes. And so that’s an insight that says, you know what? After listening to you and understanding the different solutions that help solve your problem, we’re not the right ones. I think you probably should go that direction. But it was a pleasure meeting you and. And learning about your business. Thank you very much. And move your time and attention to a more relevant customer.

Lee Kantor: [00:22:10] Yeah. I mean that in order to do that, you really have to care and not just crank out numbers.

Mike Gomez: [00:22:16] Oh, my goodness. There’s a word that, yes, it’s unfortunately alien in a lot of the sales departments and particularly those with czars. They don’t care. They don’t care about my email box. They don’t care about my day that they may be interrupting with their unsolicited phone call into my cell number or the unsolicited text that I now getting from them. They don’t care. And that shows I mean, as a professional sales person, that just burns my butt anyway.

Lee Kantor: [00:22:52] So. Well, let’s talk about how that transfers to that early stage startup. How do you get these people who who their backgrounds aren’t usually typically in professional selling, they might be technologists. They might be somebody who stumbled on a great solution to a pressing problem. But they don’t understand truly the sales, what sales looks like or what it could look like if it’s done in a more elegant manner. How do you help those people open their mind to a different way of doing something when they’re bombarded with this kind of older? It’s not it’s not even older, but it’s a different, you know, more accepted practice in the startup community.

Mike Gomez: [00:23:35] Yeah, the look, I spent a great deal of time trying to help convince a startup founder to look at the selling. In the same way that they look at accounting. It’s a profession that is learned. It’s a profession that can be that can follow a series of steps. And and sequences and that and that by adhering to specific steps along the sales journey and your serving the customer along that journey, by following those steps, you prevent yourself from falling in the classic excuse that is used to explain away a loss, a sales loss to a competitor or a sales loss to in action. And that excuse is I didn’t know. I didn’t know something about how the decision was going to be made. I didn’t know that, Bob. The CFO had more weighting in this decision than Sally and Operations, and I was focused on John only talking to Sally. I didn’t know Bob how to say. I didn’t talk to Bob. Well, why didn’t you know? Well, because you didn’t have a sales methodology that you were adhering to that made certain that you found this information out. I didn’t know that sustainability was more important than functionality. I didn’t know our software had to be integrated with this. I didn’t know. I didn’t know. I didn’t know. It is the number one excuse for why a cell? Loss occurs. And I will argue that a sales methodology rigidly followed prevents you from falling in that trap. That’s how they turn an aerospace engineer me into a very, very effective and successful salesperson because I adhered to a sales process and methodology, and now I teach that.

Lee Kantor: [00:26:03] But you also may be inherently. He had the secret sauce of caring.

Mike Gomez: [00:26:10] Honestly, you know, I never saw myself as becoming a salesperson. I was an engineer. But but one of the things that happened in in the world of Boeing and later in Lockheed was a recognition that simply. Having a pass to flying our airplanes made you a good salesperson. And that wasn’t enough. Well, what we found is that there are a multitude of people that are involved in these making these decisions. And it’s our job is to sales person to understand who those people are and where their mind is. And it’s that sales methodology that I was taught that equipped me with that and now knowledge of what it means to help someone through a sales purchasing decision. Right. I wasn’t I wasn’t born with that. And I wasn’t taught that in school as an engineer. I had to be taught selling. By my company and by like by following a sales methodology. And there are sales methodologies that are out there. Like I said, I teach one, there’s spin selling, there’s, there’s a challenge of sales methodology, there’s the Sandler sales methodology. There are professional sales courses out there. And what founders need to understand that if you are trying to sell a solution, particularly to an A, B to B environment. Then you better be adhering to some sort of sales methodology, or I guarantee you will fall in the classic trap of I didn’t know when you’re suddenly surprised when a customer didn’t buy your product.

Lee Kantor: [00:27:58] So. So Mike, what’s the most rewarding part of your job working with these startups?

Mike Gomez: [00:28:05] Rewarding would be to watch them get through that first awkward startup phase and finding and hearing their story of when they got the first check. That they that they followed my advice. They became so distraught, small in who they went after. And as a result of that, they got their first check. And that I mean, there’s nothing more amazing to see that smile and to see that as a result of that first check. That helped them bridge themselves to the second check and the third, because now they can talk to that customer community and say, yeah, we’ve already sold our solution to this company and this company, and you’re just like them. And these two others have figured out that we are a valuable solution and we’re going to convince you and show you how we are as well for you and then later to see them. And particularly when I come back and see them a couple of years later and I see 25 people now working there. Those are jobs. Those are real jobs. These people are now serving our economy in Atlanta and continuing to grow our employment when there were no jobs in that company before. And that’s that’s pretty, pretty exciting.

Lee Kantor: [00:29:39] Well, congratulations on all the success. And thank you so much for helping this community. If somebody wants to learn more about your practice, your team, what’s the website?

Mike Gomez: [00:29:53] Allegro consultant one word. No. S No. Img after consultant dot com and you can find, I think on my site interviews like this that I’ve done where I talk about a lot of the elements that are necessary to help your company grow. My closing message to founders out there. The rules of business have been around for years. It’s like gravity. You might be able to think you can fight them, but gravity will eventually win. Follow the rules. It’ll serve you well. Leigh, thanks so much.

Lee Kantor: [00:30:33] Well, Mike, thank you. Thank you so much for what you do. You’re doing important work and we appreciate you.

Mike Gomez: [00:30:39] I am honored to be invited for this podcast and let me know if you need anything more.

Lee Kantor: [00:30:46] You got it. All right. This is Lee Kantor. We’ll see you next time on Startup Showdown.

Intro: [00:30:52] As always, thanks for joining us. And don’t forget to follow and subscribe to the Startup Showdown podcast. So you get the latest episode as it drops wherever you listen to podcasts to learn more and apply to our next startup showdown pitch competition visit showdown vs that’s showdown dot DC. All right that’s all for this week. Goodbye for now.

 

Tagged With: Allegro Consulting, Mike Gomez

Krista Ryan, KfG Coaching

April 14, 2022 by John Ray

Krista Ryan
Minneapolis St. Paul Studio
Krista Ryan, KfG Coaching
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Krista Ryan

Workplace MVP: Krista Ryan, KfG Coaching

In 2017, days after completing coaching training, Krista Ryan traveled to Las Vegas, Nevada for the Route 91 Harvest Festival. She was a witness to the horrific mass shooting at that event which killed 60 people and injured hundreds.  On this episode of Workplace MVP, Krista recounted that experience with host Jamie Gassmann. Krista shared her struggle to find immediate help for her experience, her journey of recovery, how she has merged her experience and her training to help others through KfG Coaching, the model she developed based on her own recovery, and much more.  Workplace MVP is underwritten and presented by R3 Continuum and produced by the Minneapolis-St.Paul Studio of Business RadioX®.

KfG Coaching

Krista Ryan, the founder of KfG Coaching, has been coaching employees across the United States, Canada, Europe, and Asia. As a smaller business owner herself, Krista personally understands the unique challenges smaller business owners and employees face every day.

Through her experiences working with C-Suite and Fortune 500 companies, she realized there was a lack of professional coaching and support available to small and medium-sized businesses and their employees. KfG Coaching is a business coaching company designed specifically for these situations. KfG Coaching supports the employees within organization through confidential conversations, strategy-building, professional coaching, and action plans. Often times, KfG coaching is considered a bridge between the employee and the HR department. With KfG Coaching support, employees can identify ways to hold themselves accountable for their own success, creating a happier, more productive workplace for everyone.

Company website | LinkedIn | Facebook

Krista Ryan, PCC, Founder, KfG Coaching

Krista Ryan, PCC Founder, KfG Coaching

Krista Ryan is a professional business and employee success coach who supports employees across the United States, Canada, Europe, and Asia. Krista comes from 18 years of experience in the financial industry as the Human Resources Director at a community bank she and her husband own and operate in southeast Minnesota. Krista coaches business owners and employees through her I.R.S. method. This formula was created in 2017 after her personal involvement in the mass shooting in Las Vegas at the Route 91 Harvest Festival which claimed the lives of 59 innocent lives and remains America’s largest mass shooting as of today. With this formula, she leads employees through key factors in successfully self-navigating and coaching others within their own organizations through events out of their control.

Whether it be the pandemic, divorce, job/title change, medical diagnosis, the decline of a promotion, bonus/salary adjustment, or organizational changes, there are many events requiring a unique way of navigating to achieve success. The I.R.S. method will lead individuals through actionable steps for themselves and their teams while maintaining personal and professional success through unplanned events that life may present.

LinkedIn

About Workplace MVP

Every day, around the world, organizations of all sizes face disruptive events and situations. Within those workplaces are everyday heroes in human resources, risk management, security, business continuity, and the C-suite. They don’t call themselves heroes though. On the contrary, they simply show up every day, laboring for the well-being of employees in their care, readying the workplace for and planning responses to disruption. This show, Workplace MVP, confers on these heroes the designation they deserve, Workplace MVP (Most Valuable Professionals), and gives them the forum to tell their story. As you hear their experiences, you will learn first-hand, real-life approaches to readying the workplace, responses to crisis situations, and overcoming challenges of disruption. Visit our show archive here.

Workplace MVP Host Jamie Gassmann

Jamie Gassmann, Host, “Workplace MVP”

In addition to serving as the host to the Workplace MVP podcast, Jamie Gassmann is the Director of Marketing at R3 Continuum (R3c). Collectively, she has more than fourteen years of marketing experience. Across her tenure, she has experience working in and with various industries including banking, real estate, retail, crisis management, insurance, business continuity, and more. She holds a Bachelor of Science Degree in Mass Communications with special interest in Advertising and Public Relations and a Master of Business Administration from Paseka School of Business, Minnesota State University.

Company website | LinkedIn | Facebook | Twitter

TRANSCRIPT

Intro: [00:00:04] Broadcasting from the Business RadioX Studios, it’s time for Workplace MVP. Workplace MVP is brought to you by R3 Continuum, a global leader in workplace behavioral health, and security solutions. Now, here’s your host, Jamie Gassmann.

Jamie Gassmann: [00:00:25] Hi, everyone. Your host Jamie Gassman here and welcome to this episode of Workplace MVP. Work is just one part of an employee’s life. Outside of the workplace, they have various other commitments, responsibilities, and activities that they are involved with. Great way to sum it up, it’s their life outside of work. And just like at work, disruptive events or events out of the employee’s control can occur, the death of a loved one, divorce, pandemic stress, catastrophic accident, natural disaster, and violent acts, to name a few.

Jamie Gassmann: [00:00:59] Disruption is one’s life with – disruption in one’s life whether at work or at home, can have an impact on their ability to remain productive and thrive both in and out of the workplace. When the disruption is personal, how can an employer help their employee with the recovery journey? And in doing that, what are the benefits they receive from providing that support?

Jamie Gassmann: [00:01:22] Well, joining us today to share her personal story of recovery following the Las Vegas Route 91 Harvest Music Festival mass shooting and her journey to helping other organizations support their employees through events that are out of their control is Workplace MVP and Professional Business and Employee Success Coach for Bravely and founder of KFG Coaching Krista Ryan. Welcome to the show, Krista.

Krista Ryan: [00:01:47] Thank you. Thank you so much for having me. It’s a pleasure being with you today.

Jamie Gassmann: [00:01:52] Yeah. We’re really, really happy to have you on the show and so excited to hear from you in terms of, you know, the journey that you’ve been on and how you’ve turned that into your coaching career and in helping other individuals with disruption. So with that, can you start off by walking us through, now I know you had a career in human resources and coaching prior to forming KFG Coaching. So can you walk us through your journey of becoming a success coach?

Krista Ryan: [00:02:22] Yes. Absolutely. Honestly, it’s one of those journeys that I never would have dreamt. This is where I’d be sitting today. Never in my wildest dreams. I’m communications major. That’s really where my heart lies. I’ve always enjoyed conversations and having communication with other people. I thought I was going to go into journalism for a while. There was just something in me that really enjoys having conversations. So with that being said, I quickly realized that that’s not just what my career is. It’s a passion.

Krista Ryan: [00:02:57] So, when I talk about how I became this employee success coach, it was really by accident. I have 18 years background experience as a human resources director in an organization that actually my husband and I own. So, I had that conversation piece very consistent. It was happening on a daily basis with our staff as their human resources director. What I realized I was doing was, in essence, I believed what I was doing through my conversations was coaching them.

Krista Ryan: [00:03:30] So, long story short, I remember walking into my husband’s office and saying, I think I need to figure out that I’m doing this effectively, that I actually know what I’m doing. I would love to go out and get formally certified, get my education as a career business coach and make sure I can apply those skill sets to our staff. So, very supportive. He was all on board with that. I went out – in 2016 is when I went and got my formal education with executive employee coaching, got certified, and then came back.

Krista Ryan: [00:04:04] So, my education, I’m based out of Minnesota. My education was at Newfield Network in Colorado. I came home, flew home, literally. It was such in-depth information. It’s one of those moments where you’re like, whoa, that was a huge overload of information. I literally remember sitting on my patio that night after flying in. It was a late flight. And I sat there and I remember looking up at the stars and thinking, What in the world am I going to do with all of this information? It was a lot. How am I going to apply this? How am I going to make an impact with all of this information just given to me?

Krista Ryan: [00:04:44] So, interesting how the world works was four days after the flight home and that actual question, my husband and I and some close friends of ours flew out to Las Vegas. So, we’re big country music fans. We enjoy outdoor concerts. We absolutely love the energy all that brings. So, we went out to celebrate. My husband and I really wanted to celebrate my certification in this new journey of mine as an employee coach and also just celebrate with our friends at this musical festival, so Route 91. So, we were there in what turned out to be a celebration quickly turned into tragedy as we were involved in the Route 91 Harvest Music Festival Mass Shooting, which stands today as America’s largest mass shooting; 58 lives were claimed that night. Two other individuals passed away since then due to the injuries.

Krista Ryan: [00:05:44] So, it definitely was an opportunity and it’s how I got to where I’m at today. Through my recovery, through the lessons I learned, I’d been given this tool kit, all of these tools I had just learned in my education and in my certification for coaching. And I was actively working them. But I had that opportunity, the gift to not just talk the talk but now I was walking the walk, utilizing these tools that I had received through coaching in my own recovery.

Krista Ryan: [00:06:19] And it sounds like okay that’s the story but it was years of hard work, years of new awareness, years of learning who I am and how I can effectively respond to every situation that I’m encountered with. So, that’s really how I got into developing my own business, KFG Coaching. It’s really to help employees of organizations across the globe understand that it’s up to them on how they respond to any situation and through coaching. That’s the support that we really offer and that’s the impact that I am inspired to make on the employees and really overall the world.

Jamie Gassmann: [00:07:02] Right. I mean, and that it’s such a – you know, it’s like there’s always things in our life that’s like, oh, now I understand why I had to go through that. Right? I mean, obviously going through mass shooting, we all hear it on the news and it’s – you always, I don’t know about, you know, I’m sure you experiencing it firsthand. It’s like, what was that like? What was that in that moment? What were some of the things that you carried with you after that? What was your kind of the survival of it, the recovery of it? Can you talk us through some of the feelings that you were going through when that event was happeningAbsolutely. It’s interesting. I’d heard of all these kinds of events. Right. So, you see them on the news. You hear about them. You have some sort of really close connection that’s going through something that you can’t even wrap your head around. You just can’t even understand it. I quickly realized it as being part of it, as of there was 22,000 plus people in attendance of that event. I mean, it was an impactful event for thousands and thousands of people, not just those in attendance, but those that are connected to them, our family members, our close friends. It was really a trickle effect for those that were involved.

Krista Ryan: [00:08:18] What I learned is you actually know nothing, right? There’s so much that is out of your control, even in the heat of the moment. So, some main points that really stand out from my experience there specifically at that night was I actually don’t remember making any kind of decisions. It was just all of a sudden your body takes over and action takes place. So, I don’t remember making the decision to lie down on the ground. I don’t remember making the decision to stand up and start running. I do remember when the shot started, my husband and I and our friends, actually, I got separated from all of them. So, I had 2% on my phone battery and the last text message went to one of my dear girlfriends and said, “My phone is at 2%. I’m really worried that it’s going to die and then I’m going to be not able to find you guys.” I’m really concerned about that.

Krista Ryan: [00:09:18] My husband was on a mission to find the world’s biggest belt buckle. That’s what he was doing. That’s how we were separated. So, he was looking for a belt buckle. And I was frustrated because we couldn’t find each other. So, there were already emotions that were involved in the story before the shots even started.

Krista Ryan: [00:09:36] When they started, I do remember the gut feeling, right, and I’ve always been one that follows my gut. I don’t always follow my heart or my head, but I definitely am listening if something is in my gut of what’s going on. And something told me those were not fireworks and this was very serious. Those that were around me were saying, “You guys, it’s fine, it’s fine. It’s got to be fireworks. It’s got to be fireworks.”

Jamie Gassmann: [00:10:03] So, there was that conversation right at the beginning, but then it very quickly turned into absolute chaos because we were seeing individuals that had been hit. We were seeing people, the effects of it. And it was almost as if someone was spraying a garden hose up in the air because there was a lot of ricocheting. We are the – concert was on solid ground, so it wasn’t grass. So, a lot of the bullets were kind of like ricocheting off things. So, there was really no safe area, a lot of chaos. No one really knew where the shots were coming from.

Krista Ryan: [00:10:39] It was only the next day that we found out exactly what had happened from the news. We had absolutely no clue if it was one person, if there were multiple, if we were surrounded, and we really were caged. We were in this area that was fenced in. So, I don’t remember making choices. I do remember the world turned black and white. Like for some reason, there was no color and that was just my own body’s way of observing what was happening I guess. I remember very little sound other than the shots. I don’t remember screams or cries or people even really talking. It was almost as if life just slowed down. You know, life really just went in slow motion for a while.

Krista Ryan: [00:11:28] And then it was one of those, “What’s the next best thing? What do I need to do next?” And my decision, everyone had that question without even knowing they had that question. That’s where you see some people their next best thing is laying on top of someone to protect them. You know, the next person, their next best thing is to run, jump over the fence, try to get out of there. The other person’s next best thing is to wrap gauze around someone that was wounded. So, everyone had different action steps that they were taking. And mine were – my next best thing for me is I’m getting out of here. I’m going home to my three kids. That’s definitely in the forefront of my mind. I’m going to do absolutely everything I can to get out of this situation and to get home.

Krista Ryan: [00:12:17] That piece of it actually took a ton of recovery for me because that decision I held on to and started asking myself, why didn’t I stop and help people that I saw were injured? Why did I keep running? Why didn’t I do more on my part to X, Y or Z? So, those are the questions that started to come to the surface and they were not helping me. They were hurting me because it was holding me back. And, really, I got sucked into that deep, deep, dark victim mindset.

Krista Ryan: [00:12:53] So, was I a victim? And were those that were there that night of victim? Absolutely, 100%. But the next hour, the next day, the day after, the month after, we’re not victims anymore. If we choose to respond in a way that really supports us in that moment, we’re not victims. So, it’s really – it was a really a long journey of recovery and a lot of tools, a lot of hard work to kind of start shifting away from that mindset because it’s all about the way you respond.

Jamie Gassmann: [00:13:26] Yeah. And in that recovery, let’s talk a little bit about that because I kind of formed, you know, some of what we’re talking about today is, you know, what was it like getting on that plane to fly home?

Krista Ryan: [00:13:38] Oh, that was absolutely horrific, to be completely honest with you. It was not only was it horrific because we absolutely were traumatized. We flew home the next day. I don’t know. But I’m assuming most of the people on that flight had witnessed what we had. There was a lot of scary, dark, heavy emotions that were attached on the flight. We were scared.

Krista Ryan: [00:14:06] You know, when I say we, I’m using myself. I can only tell my story. You know, I can only share my piece of it. But we, as my friends and myself and my husband, can collectively agree that we were definitely afraid. You know, we were afraid. We knew that we were changed in some way, shape, or form likely for the rest of our lives. And it was just a really scary flight home because we had no idea what’s next. We have no idea.

Krista Ryan: [00:14:34] We all knew we had different stories. And it actually took days and days, maybe even a week or two after before we started sharing internally within the group of us what exactly had happened, you know. So, there was a lot of that shutdown, close in, protect ourselves. And that flight home, it was terrible weather. It was very bumpy. The emotions were already there. I cried personally the whole way home. I just remember nonstop tears, which brought a lot of different emotions. It was tears of gratitude, tears of sorrow, tears of what just happened. We were definitely in shock. And tears of what’s next. What do we do now? What’s the next best thing for us or for me?

Jamie Gassmann: [00:15:24] Yeah. A lot to process.

Krista Ryan: [00:15:26] It absolutely was.

Jamie Gassmann: [00:15:27] And also that, you know, I hear a lot of like kind of that survivor’s guilt and you touch a little bit on that where your focal point was to get out of there so you could get home for your kiddos. And yet you’re thinking back on, could I have done more in that moment? You know, so when you got back, you know, and we’ve talked about this on a previous call in terms of that recovery journey.

Krista Ryan: [00:15:52] Yeah.

Jamie Gassmann: [00:15:52] Share with us a little bit. I mean, because one of the things that you touched on is that you shared. There wasn’t really a lot of – you couldn’t find support that could help with addressing what you just went through.

Krista Ryan: [00:16:04] Yeah.

Jamie Gassmann: [00:16:05] And I know our show sponsor, R3 Continuum, provides support at a workplace level, but this is a personal disruption so –

Krista Ryan: [00:16:13] Absolutely.

Jamie Gassmann: [00:16:14] Share with me a little bit some of the challenging parts of the recovery what you would want workplace leaders that might be listening to know and how they can reach out and support their employees.

Krista Ryan: [00:16:26] Yeah. So that was a huge piece and a really huge awareness for myself. So, I’ve always been one who’s not afraid to ask for help. So, that is one thing I’ve always known about myself. I’ve had no problem reaching out and saying like, “Hey, I’m a big believer in therapy.” You know, I’m a big believer that if you’re navigating something and you have questions about if this is effective or if I’m doing this, is this for my best interest that we’re not meant to figure that out alone, that it’s important to ask for support from others. So, in this situation – pardon me, I’m taking a drink. In this situation, it was one of those things that I got home and I knew immediately I’m going to need some major help. I absolutely. I can’t self-diagnose PTSD, but I knew I was in shock, so I was not afraid to start searching and asking for help.

Krista Ryan: [00:17:19] I remember being in the real heat of the moment that brought that awareness to me was the day after we got back. I tried to get into my normal life again immediately. And I remember being afraid to go to bed that night. I didn’t want to turn off the lights. I didn’t want to hear any kind of flashbacks. I didn’t want to hear the gunshots. I had to stop watching the news because it was all over the news. And I started attaching myself to what I was seeing on the news, thinking did I see that? Did I witness that piece? Is that me? I was navigating and looking for, is that me in this new story? Is that me? And looking for answers that were never going to come. They were – I was never going to find the answers of why that happened. What could I have done differently? How could I have responded differently? Those were answers that were hurting me and not helping my recovery.

Krista Ryan: [00:18:09] I was at the grocery store the day after returning and I live not too far from Mayo Clinic. So, we have a helicopter that’s from the hospital that flies over frequently. The helicopter flying over eerily sounded very much like the gunshots at night. And my body went into protection mode at the grocery store. When I was walking out with my cart of groceries, that’s when I knew I cannot continue on this way. I have to ask for some help and assistance. That was my first blockade.

Krista Ryan: [00:18:39] I reached out to multiple places begging for help and I got the response consistently back like, “Yeah, we can open up our calendar for you. We can get you in. It’s going to be three months. It’s going to be eight weeks. It’s going to be.” And I thought if I continue in this way, in this mindset, I’m going to have to admit myself or something because I was helpless. I didn’t know what to do.

Krista Ryan: [00:19:04] So, bless my husband mentioned he has a close connection and a dear friend of ours actually that he said, “Have you thought of reaching out to her?” And I said, “No, I haven’t really.” So, I did. And she got me in the next day. And that was the first step for me really recovering and my body was responding. There’s a lot of somatics involved in recovery when you’re recovering from something like this, shaking of the body, tears. Your body is just trying to process what happened.

Krista Ryan: [00:19:42] So, that was step one for me, and the first time I shared my story with anybody was with her. And it was terrible. It was, you know, tears and shaking, but it was also the most beautiful moment because it was the first one for me to make that step forward. So, my first learning there is don’t think for a second you’re expected to do this alone because you, quite frankly, cannot. It’s too much for one person to be able to navigate alone. So, keep looking, keep looking for support, and don’t stop asking until you receive the support that you’re looking for. That was my first awareness and a really big lesson I took.

Jamie Gassmann: [00:20:28] Yeah. It’s like you’re not alone in that journey of recovery. There’s help for you out there. Yeah. And so we talked a little bit about how each individual has a different experience or perception and a journey following disruption. I know you’ve touched a little bit on that with your husband had a totally different experience and his recovery was different, and even your friends. Can you share how you saw that between the two of you? Like the differences between. Because I know sometimes people start to try to relate, well, you know, you’re not – you should be going through it the same way and they assume that can cause kind of some hindrance to recovery or unintentional, like aggression between. So, you talk a little bit about some of that differentiation that you and your husband went through.

Krista Ryan: [00:21:19] Yeah. Absolutely. And it happens in our personal lives and you see it all over the workplace, too, right. So, you identify someone’s going through something challenging and you immediately come up with solutions for them, right? So that I did it myself with my husband. I decided that since I was going to a somatic therapist, that’s what everyone that experience this should be doing because it was right for me. And then, when it wasn’t happening, when he was recovering, he was on his own journey that he was involved in his story. I was attaching myself to it because I love him. And then I was getting frustrated because he’s not doing things in the way that I feel like he should have but that it had nothing to do with me. That was a really hard pill for me to swallow. And it was a big breakdown for me, right?

Jamie Gassmann: [00:22:07] So, I realized I was attaching myself to his journey so I could avoid looking at my own and, really, what supports me in my own recovery, in my own growth, in my own experience is not cookie-cutter the same for everybody. Everyone observes situations differently. Everyone – some people walked away from that experience with no, they didn’t need any kind of therapy. They observed it. They processed it. They found the healthy steps to move forward from it. And they lived healthy, happy lives a lot faster than I did.

Krista Ryan: [00:22:46] I had to do hard work because I didn’t know how to do it. I didn’t realize it that I was the one accountable for myself and actually no one else. It’s a lot easier to tell someone how they should recover. Right? And it’s a lot easier to draft and say, I think you should do this. I think you need to do this. I think you need to do this, that it’s quite frankly and it’s really a blunt way to say it, but it’s none of our business. It is their own journey to process. And that was frustrating as heck to me because I love these people so much I wanted them to come with me and do it my way because it was supporting me. And that created more breakdown than good.

Jamie Gassmann: [00:23:30] Yeah. And, I imagine too, there could be like the reverse, where you feel like they should be feeling the same way that you are and should understand how you’re feeling.

Krista Ryan: [00:23:39] Yeah.

Jamie Gassmann: [00:23:39] Did you experience some of that as well where, you know – I kind of attribute it to maybe to COVID when the pandemic broke out and people’s reactions to it and maybe when, you know, and then when schools shut down and there’s kids back at home and there’s all this new stress and challenges that we’re navigating. You know, one spouse might be thinking of it one way and dealing with it one way, while the other might be the, you know, doing another thing. But they are not realizing that they might be feeling differently and assuming that each other should be feeling the same.

Krista Ryan: [00:24:13] Yeah.

Jamie Gassmann: [00:24:13] Have you seen that in some of your coaching and how do they navigate those types of situations?

Krista Ryan: [00:24:18] I see it every, every – I don’t want to say every day, but pretty much every day. Right? So, everyone, not just navigates things differently, they experience things differently. It’s really one of the biggest lessons I’ve learned is how important it is for me in my own success, in my own growth, to listen to understand and not listen to respond. Right?

Krista Ryan: [00:24:45] So, so many times people are listening and they’re preparing a way to respond, right? And like, this is what you need to do. This is what – I think this is right. That’s a listening to respond. Listening to understand is kind of like where the level playing field is. That means I’m not right. You’re not right. I’m not wrong. You’re not wrong. We are different people. You know, like there’s no right and wrong. It’s not us versus them. It’s this is how I’m processing. This is what I believe. You’re a different person. You experience things differently. There’s no way we’re going to be aligned on absolutely everything. Let me listen so I can understand how you process what you believe, how you view things, the world, the pandemic, the vaccines, and let me understand. There’s no response that’s even necessary.

Jamie Gassmann: [00:25:39] Yeah. Sometimes they just want to be heard.

Krista Ryan: [00:25:42] Absolutely.

Jamie Gassmann: [00:25:43] Not looking for someone to provide that solution, but just to be heard, which I think, and you know, in looking at the journey that you’ve gone on, you took that and you took that coaching background that you had and you turned it into an opportunity from a coaching perspective so that the event itself that you experienced completely out of your control but yet you took that and you established the IRS models that you created. Can you share with our listeners what this model is? What does the IRS in that name stand for and how does it work in helping people that might be going through, you know, either a similar traumatic experience or other types of disruption in their life? You know, how does it work to help them through that?

Krista Ryan: [00:26:35] Yeah. It’s a process that I formed years, through the years of work after coming back. Right? I didn’t even know I was formulating this method until all of a sudden it was like, “Wow. I’m consistently coaching on the same things. I’m consistently having similar conversations with people across the world.” We are so connected in the way that we navigate and respond that it was one of those aha moments and like this is why, this is how I can turn that experience into a gift to offer others, right? Like, “Whoa. This is my learnings.”

Krista Ryan: [00:27:11] The IRS stands for, quite frankly, I is identification. That’s acknowledging that something is happening that maybe you’re stuck in a victim mindset due to an experience, right? That there is some sort of breakdown. There’s something happening. There’s something out of your control that is taking place that is disrupting your life and your success. That’s the identification.

Krista Ryan: [00:27:35] Some of the key things to keep in mind there is, like, if you’re blaming and complaining a lot, if you’re looking at a surrounding and you’re like, “Why is this happening to me? What’s going on?” You know, a lot of that blame and complain is a keynote of here’s a moment for you to pause and identify exactly what’s going on. So, that’s what the I in the IRS method stands for.

Krista Ryan: [00:27:59] The R is the magical moment. That’s your response. So, anything can happen, anything, the pandemic, a medical diagnosis, the loss of a loved one, the loss of your job. There’s so many things that happen on a day-to-day basis that are completely out of our control. What we can control is our own response to it, and that is where that R sits. And that’s what that magical holding places, the R. Not someone else’s response to it. You can’t control that. You can only control your own.

Krista Ryan: [00:28:35] And then, the S is the power. That’s where the freedom is and that’s sharing your story. We are all connected through sharing our stories. It’s how I got introduced to you. I started talking and get in recovering and I quickly got introduced to Jim Mortensen, who is R3 Continuum. And I like to consider him now a friend. And it’s through sharing stories and learning from each other and looking for more impact and growth moments, and what else can I learn about myself in this moment, and how are we connected. We’re so connected as humans through our stories.

Krista Ryan: [00:29:14] And my experience in Las Vegas, there’s a lot of similarities with people that have been in a car accident or they’re dealing with something that’s challenging in their life. And if they’re not, they will be. The only guarantee is that life is full of unexpected events.

Krista Ryan: [00:29:32] The IRS method is something I’m actively coaching employees across the globe on, and it’s not to help navigate through something, right? So, I want to be really clear that that is definitely therapy. But coaching is to help give them the tools to prepare them for these moments to say like, “You know what? I can handle this through my response. What is my next best thing? What can I do? How can I respond effectively?” So, that is the power of the IRS method. It’s really empowering people to be prepared for events that are out of their control. So, when they do, not if, when they do happen, that they have this tool kit to really utilize to move forward from it.

Jamie Gassmann: [00:30:23] Wonderful. And, yes, that was how I connected with Jim Mortensen, our company president, because I remember following the Harvest Music Festival Mass Shooting. R3 Continuum did respond to that to various workplaces that were either involved or nearby. But we thought about all of you that we’re getting on planes to head home and how could our services be further reaching and how could we support this broader group of people who get on a plane and head home following that, knowing that they need support to some capacity or may not, but at least they know what’s available. So, yeah, definitely –

Krista Ryan: [00:31:02] Yeah. It gives me chills. Jamie, it does. It gives me chills because I never even knew until after this happened and my healing took place. You are – you’re so close to me in my home state. You’re literally miles away. And I got in the car and I drove up and I said, “I would love to have a conversation with you. Tell me the impact that you’re making.” It’s just – I was so inspired to learn more. I was thirsty to hear the support that you’re offering individuals that are navigating situations such as this, and through the sharing of stories, that’s how I’m reaching out to other people. That’s how we’re learning from each other. That’s how we’re improving and that’s the freedom. And, really, the last step of this IRS method is here’s now how you can take the experience and make impact for others.

Jamie Gassmann: [00:31:49] Yeah. And that’s so powerful because we do all. There’s different – it might be different levels of disruption and obviously, we’re all going to respond to it differently But it’s how – it’s having tools and knowing that you have that support there. Sometimes you may not be ready to talk about it, but when you are knowing that you’ve got that option.

Krista Ryan: [00:32:08] Yes.

Jamie Gassmann: [00:32:08] And so powerful. So, speaking of R3 Continuum, R3 Continuum is the sponsor of Workplace MVP. They are a global leader in empowering leaders to effectively support and help their employees thrive during disruptive times through their tailored workplace behavioral health support, disruptions, response and recovery, and violence mitigation solutions. They can help you create a work environment where your employees can feel psychologically and physically safe. To learn more, visit r3c.com.

Jamie Gassmann: [00:32:39] So, continuing with some – now, I want to shift into kind of talking about that workplace, right. I know for you the workplace was your own organization, but for others that might be going back to a work environment, you know, following some type of a disruption, you know, from the coaching that you’ve done, how does personal disruption or one struggle to recover from maybe a particular event that’s out of their control impact that workplace, almost like as a whole?

Krista Ryan: [00:33:11] Multiple ways. I mean in so many ways. It’s almost easier to identify how it does not. Right? Because it’s a lot less. It impacts it in all ways. It impacts the relationships. It impacts productivity. It impacts vulnerability. There are so many ways that it impacts the entire organization, not just the person that is going through the disruption. Sometimes it’s an individual disruption. Sometimes it’s an entire organizational disruption that multiple team members are involved with. So, there’s a lot of layers to the onion of what exactly it means.

Krista Ryan: [00:33:48] But the one – the key thing to note is despite whether it’s one individual or the entire organization going through collectively, every single person is disrupted by it. So, every single, whether they’re the one experiencing it or not, they are completely disrupted by it. So, and everyone navigates different. Right? So, there’s no, if I could create a step-by- step and send it out to every business and organization and say when you’re going through this, here’s the steps to effectively move forward. I would love to do that. It’s impossible because everyone’s different. Everyone is made up differently and receives processes differently.

Krista Ryan: [00:34:34] The best thing that in my personal experience I found is vulnerability, transparency, and no guessing. So, what that means is in organizations, key leaders, team members, managers, supervisors, owners, through asking questions without making any kind of assumption. Right? So, even the question you’re asking me now is a beautiful question to ask team members. What can we do? What can we do to support you through this? Because, quite frankly, we have no idea. And that is the first step. Right? What can we do to support you through this?

Krista Ryan: [00:35:16] My learning in my own experience was, it was hurtful when I came back and was asked information and details. That didn’t feel like support to me. That felt like curiosity and it was hurting me. So, there was – and not by any ill intention either, right, by a lack of awareness and me not being transparent and saying, “Hey, I’m protecting myself in this moment right now. Your questions of curiosity are actually hurting me,” because it’s not something I’m ready to talk about. Right? Some people would just flat out ask the questions if I had seen anyone lose their life that night or how traumatic it was. And it’s not because they’re ill people or that they’re ill-intended people. They are curious, but the curiosity was hurtful to me.

Krista Ryan: [00:36:01] So through my learning, I found that the most supportive questions were the ones of I literally have no idea what to do in this moment to support you, know I’m here, and that I will do anything to support you. That felt like support because I wasn’t quite sure what I needed. I was still trying to figure that out. Did I need more time off? I don’t know. Did I need a person to talk to? I don’t know. I wasn’t sure if I was ready to talk. I didn’t know if I wanted to be home and isolating. I did not know what I needed. But having someone actually be vulnerable and open and say, “I don’t know what to do in this moment, but I’m here for you.” That was the most impactful comment and that helped me breathe and give me space to actually start figuring out what do I need, what does Krista need?

Jamie Gassmann: [00:36:57] Yeah. Very interesting, because I’m sure, you know, it’s similar if somebody gets the news of a, you know, an illness that’s terminal. And, you know, you just – it’s hard to know sometimes how to comfort that person and you feel like you have to, I think, by human nature. But to your point, sometimes it’s better just – it’s okay to say I don’t know what you need from me but I just want you to know I’m here. That’s a very powerful statement because I think, you know, it helps people kind of have that – that gives them that ability to kind of just express that support without having to put too many words into it and make it worse.

Krista Ryan: [00:37:33] Absolutely.

Jamie Gassmann: [00:37:34] Very interesting.

Krista Ryan: [00:37:35] And even how you just mentioned like it’s human nature to want to support and it’s human nature to want to comfort. Right? There was a lot of times I did not want the comfort at all. I was angry and I was rigid. And when people tried to comfort me, I shut them out even harder because I was like that is not the support I need right now. That feels good to you, but it’s not part of my journey right now. So, it was the more questions of like, I don’t know. I literally have no idea what to say or do. And that that felt like, “Oh, that’s real. Okay. Thank you. Because I don’t either.”

Jamie Gassmann: [00:38:10] Yeah. And I can see so that that kind of leads me to my next question about some of those challenges as like a workplace leadership, typically has that job of helping employees, right, you know, or being aware of their employees and identifying when they might need some additional support or might be struggling with something from a personal disruption. What advice would you provide to a workplace leader who might have an employee where they openly know they just went through something? What is their best first steps in supporting that employee? Is it following similar to what you just commented on, or are there ways they can prep the team for it? What are some of your thoughts around that?

Krista Ryan: [00:38:58] Every situation is different. I would say the first step is to have a conversation, quite frankly, with the individual and with that key leader, whoever wants, as the team lead that wants to initiate this conversation, identifying that something happened and that there’s awareness around it, and then formulating the next steps. Right? A lot of conversations are happening, too, because employees don’t, or employers don’t know what to do to support them, but they also still need the job to get done. So, they’re like walking on eggshells and don’t quite know how to approach it, being that we need this job to get done. We have no idea how to support the individual. We don’t want to trigger them or make it seem that we don’t have that support in place for them. But this job needs to get done.

[00:39:42] So, it’s really having that vulnerable conversation of given the fact that this has happened and we need this job done, let’s collectively work together and have constant conversations, not one and done. It’s every day that employee is going to be different. They’re going to show up differently every day through this recovery process. So, let’s meet every day and say, in order to get this job done as effectively as possible, let’s talk about what support looks like for you today. And then, that conversation can happen tomorrow because that employee may show up in a different way tomorrow.

Krista Ryan: [00:40:18] So, it’s a really – it’s an action. It’s not a conversation and done. It’s an action moving forward as the recovery is taking place, as they change. As new things come up, it’s constantly – it’s malleable. It’s constantly changing and shifting.

Jamie Gassmann: [00:40:36] So, and from a leader perspective, what are some of the benefits that that employer can benefit from when they are prepared and able to respond to employee’s personal disruption, where they have some of these kinds of either whether it’s training or educational tools or resources and tools in place to help support employees when they go through that? What are some of the benefits that come from that?

Krista Ryan: [00:41:00] Oh, this guy is so important. It’s really – it’s preparing for the unknown so that when it happens, not if, when it happens, they’re able to effectively navigate, that they have something in place. It can also show that we are truly here to support you, even without having something going already happening. Right? So, let’s support you before we’re going through something. Let’s set this up for success now so that when something happens, we already have the game plan in place and then we can start taking those steps.

Krista Ryan: [00:41:37] So, it can build trust amongst the entire team when you start having conversations about the unknown and how you’re going to navigate. It can establish deeper connection relationships. It can really encourage vulnerability and trust. I mean, all of those are beautiful gifts that will help. Those are assets that help the organization grow.

Krista Ryan: [00:41:58] So, setting something up for success before you have to, that is the sky’s the limit for possibilities that will come from that. And whether that be bringing in external sources or resources ahead of time, having game plans in place, you know, it’s kind of like how kids at school go through. They go through like active shooter drills now. They go through fire alarms or tornado drills. They do that so that if something were to happen, if there’s a tornado coming through town, they actually have some awareness of what to do. Now, will it be perfect? Absolutely not. They’ll have some idea of what to do, how to navigate. They’ll have already received that support. And then, the aftermath, it can be the more individualized support. So, it’s just part of – I feel like it’s part of the employee manual that needs to be constantly updated, talked about, and implemented.

Jamie Gassmann: [00:42:54] And if anything that – we always say, if anything that the pandemic taught us, is that disruption can happen. It’s not an if. It’s usually a when. And it’s how do you – how prepared are you in supporting that workplace when it does? So, to that point, if you were going to leave our audience with any points, point, advice, tools, or resources that you highly recommend that they reach out to or that they put into place now in preparation for these types of situations, what would you share with them?

Krista Ryan: [00:43:29] I would share that everyone has the ability. Everyone, no matter who you are, no matter what you believe you’re able or capable of, you have, within you, you already have the ability to navigate through anything life gives you. It’s through the support of others that it can be the most impactful and successful and you can really step into a whole new way of yourself. So, everyone has the ability to do it. It’s reaching out and connecting with others and learning and constantly shifting and changing. Talk about being like – it’s all about pivoting, learning how to pivot through all these changes and you’re not intended to do it alone. It involves connections.

Jamie Gassmann: [00:44:16] Yeah. That’s a beautiful statement. And it just – it’s so true. And it’s been such a great conversation listening to you. Thank you so much for sharing your story with us. I applaud you. I know – it’s great to see your recovery. I know that had to have been a very hard journey. And I just really appreciate you sharing that with us.

Jamie Gassmann: [00:44:36] But if our audience wanted to get a hold of you and learn more information about your IRS model or KFG Coaching or your coaching services or ask you questions, how can they go about doing that?

Krista Ryan: [00:44:48] The best way to do that would be at my website. It will have my direct contact information. They can reach out to me. I will immediately get back to them. It’s kfgcoaching.com. So, it means keep flipping going. It’s really what we all need to do in our lives. Right? Keep going. So, that’s what CFG coaching is and that’s all we need to do. So, definitely reach out to me on that and I would be happy to have a conversation with them.

Jamie Gassmann: [00:45:19] Wonderful. Thank you again so much, Krista. It’s been so great to chat with you. Really appreciate you being on our show and being a guest and letting us celebrate your accomplishments where you’re at today.

Krista Ryan: [00:45:31] Thank you. Thank you so much, Jamie. And thank you to R3 Continuum.

Jamie Gassmann: [00:45:35] Yeah. Thank you. Also, we also want to thank our show sponsor, R3 Continuum, for supporting the workplace MVP podcast. And to our listeners, thank you for tuning in. If you’ve not already done so, make sure to subscribe so you get our most recent episodes and other resources. You can also follow our show on LinkedIn, Facebook, and Twitter at Workplace MVP. And if you are a Workplace MVP or you know someone who is, we want to hear from you. Please email us at info@workplace-mvp.com. Thank you all for joining us and have a great rest of your day.

 

Tagged With: Jamie Gassmann, KfG Coaching, Krista Ryan, Las Vegas shooting, R3 Continuum, Route 91 Harvest Festival, traumatic event recovery, Workplace MVP

Kurt Gallagher With DC Dental Society

April 12, 2022 by Jacob Lapera

KurtGallagher
Association Leadership Radio
Kurt Gallagher With DC Dental Society
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KurtGallagherKurt Gallagher, Executive Director at DC Dental Society

Kurt is an executive with more than 20 years of association management experience who serves as executive director of the District of Columbia Dental Society (DCDS) and interim executive director of the American College of Oral and Maxillofacial Surgeons (ACOMS).

He is responsible for achieving the strategic missions of the organizations he serves and ensuring a high level of member service.

Connect with Kurt on LinkedIn.

What You’ll Learn In This Episode

  • Strategic Planning
  • Board Relations
  • Events and Educational Programs
  • Member Engagement
  • Volunteer Management

This transcript is machine transcribed by Sonix

TRANSCRIPT

Intro: [00:00:02] Broadcasting live from the business radio studios in Atlanta, Georgia. It’s time for Association Leadership Radio. Now, here’s your host.

Lee Kantor: [00:00:17] Lee Kantor here, another episode of Association Leadership Radio. And this is going to be a good one. Today on the show, we have Kurt Gallagher with D.C. Dental Society. Welcome, Kurt.

Kurt Gallagher: [00:00:28] Well, thanks, Lee. I appreciate you having me on as a guest.

Lee Kantor: [00:00:30] Well, before we get too far into things, tell us a little bit about DC Dental Society. How are you serving folks?

Kurt Gallagher: [00:00:36] So DC Dental Society is the state level affiliate of the American Dental Association that operates in our nation’s capital. We represent close to 500 dentists out of the dentist practicing, and we represent them from providing ongoing educational programs to advocacy before the City Council, the mayor and the Board of Dentistry. And we’ve really provided a lot of support for our profession throughout COVID, including getting PPE and making sure that the concerns of dentists are are maintained at a high level before the board and the city council.

Lee Kantor: [00:01:13] Now, how long have you been leading this group?

Kurt Gallagher: [00:01:16] I’m fairly new. I came on board in December 2019. So what a what a time of change. Just leaders when the pandemic started.

Lee Kantor: [00:01:25] So going into that, you were like, oh, this is going to be great. Another association to lead. And then, you know, within what, a quarter or so you had a new reality thrust upon you.

Kurt Gallagher: [00:01:37] Exactly as did the rest of the world.

Lee Kantor: [00:01:39] So what was the kind of first move? You were probably still in those early stages of getting to know everybody, and then all of a sudden you got a, you know, worldwide pandemic on your plate. How did that transition go?

Kurt Gallagher: [00:01:52] It was immediate. You’re right. It was I was still in the phase where I was learning, getting to know that the organization, the culture, the people and we had to quickly pivot to virtual. Dc Dental Society has monthly events from September to May, so it’s not like a lot of other organizations have a big annual conference, which certainly has risked a lot of those conferences were canceled in 2020 and let’s say you’re fortunate to have them early in the year, but DC Dental, we had to pivot to these monthly events and so it was not only was a logistical change, but it was also a cultural shift because the members are used to coming together, seeing their colleagues every few weeks. And then we had to quickly go to virtual where they saw faces on a zoom screen for about a year and a half before we finally were able to come back together.

Lee Kantor: [00:02:40] Now, how did you kind of manage that change? Because that’s difficult enough. You know, all of those all of your members are struggling with their own situation. And then here’s a group that they relied on in terms of face to face, you know, kind of dealing with each other and making that transition to virtual. How do you keep providing the value that your members need and then even the value that they’re used to in terms of networking and things like that? But now it’s some of these things are kind of life or death regarding their practices.

Kurt Gallagher: [00:03:13] You’re absolutely right, Leigh. And we really strove to provide a steady stream of communication. We had a wonderful support from the ADA. They, the American Dental Association, was a terrific partner throughout this process. They were on top of the government relations at the national level, working with Congress, working with FEMA, working with other federal agencies. Ada was able to provide key information about all the assistance programs, the PGP loans, the EIDL loans, and which we were then able to share with our members. But the ADA also was a great advocate for securing PPE and the protective equipment for dentists, which at that point in early 2020 was in short supply. And there were also a lot of risk from people who knew someone, who knew someone who could potentially get PPE that was not legitimate. And so we work with closely with the ADA in terms of providing that communication and did a lot of listening to members to to just make sure we were aware of the challenges that our members were facing.

Lee Kantor: [00:04:19] Now, when you’re in that kind of crisis mode, you’re probably the way you envisioned. This is going to be my first hundred days here. They’re going to work on the culture. I’m going to work on some of these kind of big issues. And all of a sudden, is that all kind of just pushed to the backburner and you’re just, you know, putting out this big fire of I got to keep my members, you know, in business.

Kurt Gallagher: [00:04:41] Part of the challenge of a crisis is the crisis usually becomes all encompassing. But at the same time, an organization needs someone to keep the lights on, which is something that might not be appreciated. So those basic administrative functions are also critical. You need to make sure that they use those. You don’t lose sight of them, that they’re still managed properly. And fortunately for the DC dental side, we did have staff that helped out with that so that we were able to provide that that basic level of support and operation to keep the organization going while also providing that support that members needed. Know, for example, I mentioned that PPE was was PPE was in short supply. And again, we had some members coming to us who had connections who could potentially get sources of of PPE. But the sources were were were questionable whether or not the quality was there, whether the products were legitimate. At the same time, the ADA secured commitment from FEMA to provide PPE to dentists in 50 states and in DC. But unfortunately, DC government was providing PPE to health care providers, but dentists weren’t in the first priority list, so we had to actually go to a local TV network that helped us raise awareness about this challenge. And a couple of days later, we received confirmation that dentists, too, would be included in that distribution of PPE.

Lee Kantor: [00:06:06] Now when you’re working through this crisis like this and you have so many fires and so many, you know, kind of so much noise out there, how do you kind of. Prioritize. This is a must do. This is the stuff that has to get done. This is a nice to do. And maybe we will backburner this all while trying to kind of keep your vision of a culture of collaboration and of sharing best practices and knowledge during this time.

Kurt Gallagher: [00:06:39] It involves a lot of collaboration with the leaders of the organization. Organizations have to be agile during a crisis and staying in close communication with the elected leadership. But there’s an acronym that’s used in the medical field to assess how to support someone in a sort of triage. Triage mode is ABCs airway, breathing, circulation. So that sort of tells you what you need to do to keep your patient alive. And I use that as an analogy for how we focused and prioritize within the society as well, making sure we address those issues that if weren’t addressed right away, the patient might not survive and then get into the point where we can then deal with the circulation issues. The ABCs again. So it sort of provided a nice apt analogy for the society.

Lee Kantor: [00:07:29] Now, during a crisis like this, to me, this is one of those moments where the value of being a member of an association like DC Dental Society becomes no longer a Oh yeah, that’s a nice thing that I should consider. It becomes a This is something I have to do because these people are helping me survive during this crisis. How do you also educate the folks out there that aren’t members? Like how do you kind of create that member engagement and the prospective member engagement during this time? Because I would think that during a crisis like this, you’re giving them, you know, the information, you know, hot off the presses. You’re helping these people with the stuff they need to be doing without them having to go out and search for it and hope they get reliable information out there on their own.

Kurt Gallagher: [00:08:20] You’re right. And again, it really is that steady communication and sharing some of that information with the nonmembers. In some cases it might be in sort of a teaser format. There might be content that’s password protected behind some sort of password firewall. But making sure that we’re able to to highlight to members and to nonmembers the activity of the organization, whether it was, again, advocating for the PPE, providing information on the assistance programs, those PPE loans or the EIDL loans and other federal assistance programs, and just providing that information, really highlighting the value of the work that the society was doing and that the ADA was doing on our behalf and in coordination with the D.C. Dental Society.

Lee Kantor: [00:09:05] So now how have you have move forward as as the pandemic hopefully is waning and now people can meet again face to face. Are you seeing kind of a resurgence among members like, you know, hungry for this kind of engagement? Is it something where attracting new members is easier or like what’s happening now in the growth of the organization?

Kurt Gallagher: [00:09:29] It’s still an evolving process. So we’ve switched over to having hybrid events, which is something we were never able to do before those monthly events, which has made the organization more accessible to members. But at the same time, we don’t have as many coming in person because there are some participating online. And so it’s it’s still evolving. We had a mask mandate until about a month and a half ago. So that was an impact. And I think people are still to some degree on easy. We had the Delta variant, we had the Omicron variant, and there may be others in the future that are widespread, but we’re seeing the numbers increase in terms of of members coming back as well as members getting engaged in our events. But again, it’s a slow going process because the other thing is we’ve gotten we change culturally and there’s this sort of grand scale in a large scale. You know, we were sort of withdrew. We got used to working from home. Dentists couldn’t do that. They had to go to their practices. But even there, I think a lot of them just sort of were used to sort of getting home, trying to be safe, you know, sort of being almost cocooned for a while during this period just to make sure that, you know, especially someone had younger kids or older and older family members, someone who might be more susceptible to COVID because of their their age or health conditions. You know, we’ve all had to be mindful to protect those people in our lives as well. And that’s certainly applies to dentists because they obviously are people and they have family members who could be at risk as well.

Lee Kantor: [00:11:14] So. Tell us a little bit about your back story. Have you always been involved in association work?

Kurt Gallagher: [00:11:21] For most of my career I have. I’ve worked for a number of associations from a wide range of industries. So the food sector and agriculture are the types of organizations I work with early on. The Pet Food Institute, US Export Council, and then I transitioned over to health care oriented organizations. Initially, some of those were more oriented towards companies and trade associations. But I’ve also worked with a couple of professional societies in addition to the DC Dental Society. I recently was appointed as Executive Director of the American College of Oral and Maxillofacial Surgeons, which is an association for oral surgeons nationwide.

Lee Kantor: [00:12:03] Now, so what do you think your superpower is that makes you so attractive to lead associations?

Kurt Gallagher: [00:12:12] You know, there’s the analogy that we use in the industry that we’re herding cats, right? So with associations, there’s so many different stakeholders and so many different players. Number one, you’ve got to be a good listener. You’ve got to actively listen, find a way to build consensus, bring people together, often with different viewpoints, to try to get on the same page. They’re members of the association because they want to be part of something and they want to support efforts that help their profession with their industry. So that in some ways can make it easy. But even with that sort of very high level shared goal, there can still be challenges that required. So really, I think in terms of building that consensus, that’s one of those, but also helping organizations in terms of assessing their strategic standing. Now, I once was appointed of an association, and part of my onboarding process is to talk with every board member key stakeholders within the organization. And ironically, not one board member could describe the mission of the organization, which was a huge red flag that I focused on correcting.

Lee Kantor: [00:13:19] So when you’re doing that kind of kind of due diligence and getting that discovery at the beginning and you see something like that occur where the board doesn’t even know kind of what you do or the why behind it. What are some actionable things you can do when that occurs? Like what? Share some advice for a leader that’s in a similar case when it comes to dealing with a board. And there is a disconnect between how you see what this association is and the why behind it. And then this the board not understanding fully, you know, why they’re there, really.

Kurt Gallagher: [00:14:00] And one of the challenges an executive director or another association leader has is to surface and resolve conflict. There are always going to be conflicts even again when people come together with similar missions. Sometimes the conflicts are personality, which it can be really challenging as well. Sometimes they’re political and sometimes they’re sort of institutional. But really, to elevate this up in a respectful way, creating a safe place to have that dialog. You know, in the case of the organization I was referring to, it was sort of an open secret that people were aware of, but they weren’t really conscious of, if that makes sense. And no one had come together and and raised it for topic of discussion to be addressed. So this that’s something that’s really important. You know, those of us who are in the association profession to elevate these issues to the appropriate level, whether they be a committee that might have a role or ultimately the board that may have a role in trying to right the ship in terms of its direction and address these challenges.

Lee Kantor: [00:15:04] Now, when you have an event like COVID and that forces change on an organization, sometimes that’s a good thing in a way, in the way that you’re now kind of auditing all of your the whole operation. And you can say, okay. Maybe we should get rid of this. This is a legacy process that maybe has outlived its purpose. Have you found that to be the case in your group where there are some things that just because we’ve done this in the past, it doesn’t make as much sense moving forward in the world the way that it is today.

Kurt Gallagher: [00:15:41] As we go into the next phase of Cove, it is critical for organizations to reassess. There really can’t they can’t be any sacred cows. To your point, there are programs that probably have outlived their purpose and need to be sunset. And that’s a challenge because often culturally organizations members get accustomed to certain programs, but they may not provide the value. They might not have the level of use. They or they may not. They may have revenue challenges. And so that’s critical as we move forward to assess changes and be willing to innovate. Sometimes innovation can be minor. There can be might be minor adjustments to a program or developing a new program that might be very similar to something old. And in some cases, innovation can be really transformational, something that brings about a major change or a major new initiative. Both are valid and both can have significant impact to the organization.

Lee Kantor: [00:16:45] Now, when you’re going about implementing some of this change, is there kind of a go to methodology you use to implement this thing, or is it more of a collaboration getting consensus and then incrementally moving forward? Or is it sometimes just ripping the Band-Aid off and saying, hey, we got to go this way, it’s time we were zigging and now we got to zag.

Kurt Gallagher: [00:17:08] It really depends on the organization, its culture, its situation, you know, the insights I can bring. And it’s also a matter of of sharing a vision that others can get behind. That’s part of the challenge. Part of the challenge, those of us who are leaders in terms of getting that support, if you’re trotting up the mountain and no one’s following you, you’re not really a leader. So that’s critical, is to make sure that you don’t leave people behind. And sometimes it takes time just to bring them on board to make sure that they understand the vision and that they can support it. And sometimes that vision, you know, we might be so sold down on ourselves, but it might not resonate with others and we need to adjust it. So we’ve got to be really flexible in order to really fulfill that promise of leadership.

Lee Kantor: [00:17:54] So what are you most looking forward to as we move hopefully out of this pandemic and move forward into this new normal?

Kurt Gallagher: [00:18:04] Well, I guess a new normal life for all of us. This is a challenge. The COVID has forced us all to reassess our lives, reassess, reassess our work life balance. I can I can attest for how it’s been for me working from home. My schedule expanded. I mean, again, it’s a crisis situation which always requires more attention, more time. But working from home, you know, when I did, you know, my schedule didn’t shorten. I’m looking to create some balance as well. We were all have heard about the great resignation. So that’s a challenge for organizations, whether they be associations or companies or other entities out there trying to find and retain staff. And and that’s a challenge, too, as we move forward, just making sure we provide a work environment that is Fosters staff and provides what they need in terms of expectations and just general sort of personal needs to to feel comfortable working in a place and feel comfortable serving an organization. That’s where the mission and vision no for associations can be so critical because it can provide that reason. That reason. That’s right. That people want to get behind, including staff.

Lee Kantor: [00:19:19] Yeah. There has to be a why that everybody kind of buys in or else it’s going to be very difficult if people don’t believe in the why. That’s a challenge for any group, whether it’s an association or a traditional business or whatever.

Kurt Gallagher: [00:19:34] Absolutely.

Lee Kantor: [00:19:35] Right now for you, have you had any mentors or any whether they’re personal or maybe a book you read or some resource that you go to for leadership advice or for, you know, kind of your philosophy in this.

Kurt Gallagher: [00:19:55] I’ve had mentors in in my role in earlier on when I was with the Pet Food Institute, there were there are a couple of senior members of the team who who mentored me and or we’re really I found to be really helpful in terms of providing advice. And I’ve tried to model myself after their behavior to a certain degree that in one case there was a former executive director of PFI who really was a master in terms of of that consensus building and and empathy and sort of bringing people along with him, making people feel included. So that’s something I’ve striven to achieve and follow my practice. A few years ago also I had an opportunity to participate in a leadership program that really exposed me to a lot of leadership concepts. And this was not a program that was over a weekend, it was over about six months, and there were a dozen books that were I had to read for the course and I took a lot out of that program. And I still have these books that are referred to periodically. So it’s a wide range of them some. And these aren’t basic management sort of books. Some of them focus on challenges of leadership around consensus building or around management structure, around honesty. Some of them focus on mistakes, learning from mistakes, using case studies. So, you know, I think what I try to follow is to always continue learning and always continuing and improving, practicing continuous improvement. If we can do that, I think we can all continue to grow and get better.

Lee Kantor: [00:21:44] So what do you need more of? What right now would help you kind of do your job and help your community?

Kurt Gallagher: [00:21:55] Has some staff transitions. You know, the organizations I serve aren’t immune to the great resignation. And so I’ve got new teams on. We’re all getting on board, learning with one another. I think once we get through that process of really getting acclimated and integrated, you know, we’re well positioned to really move forward with a lot of success. So I’ll be happy once we’re through that process that it takes some time to just for people to get acclimated.

Lee Kantor: [00:22:28] Now, any advice for a young person that hasn’t considered going into association work that maybe that wasn’t on their radar when they were, you know, going through school? Is there anything you would share with them about the reason to explore this as a profession and career?

Kurt Gallagher: [00:22:47] There’s such a tremendous variety of organizations out there that that they can find an organization that matches their areas of interest and their values, and they can also gain so much professional knowledge that that they can carry for other organizations that they may serve, whether they’re for profit or nonprofit. And so that’s why I would encourage them really look at the opportunities, because they’ll be challenged. They will grow, they will learn, they’ll expand their knowledge. And again, they may also end up working for an organization that they really connect with on a personal level, which can be so rewarding as well.

Lee Kantor: [00:23:25] Now, if somebody wants to learn more about D.C. dental society or get a hold of you through that, is there a website?

Kurt Gallagher: [00:23:33] It is. It’s D.C. Dental dot org.

Lee Kantor: [00:23:36] Well, thank you so much, Curt, for sharing your story today. You’re doing such important work and we appreciate you.

Kurt Gallagher: [00:23:43] Lee, I really appreciate the opportunity. Thank you so much. You have a great day.

Lee Kantor: [00:23:46] All right. This is Lee Kantor Lucy all next time on Association Leadership Radio.

Tagged With: DC Dental Society, Kurt Gallagher

Cal Burlock With STEMReps

April 8, 2022 by Jacob Lapera

Cal
Atlanta Business Radio
Cal Burlock With STEMReps
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stemrepsCalCal Burlock, Founder at STEMReps

STEMreps is a new TECHNOLOGY AND TRAINING network of STEM students, technologists, and professionals whose commitment is to learn about and support disruptive STEM and the smart inventions/ new technologies that 1.)  actually make a real difference, primarily in human health and biotech research, 2.)  are always revenue-positive, and 3.) improve our health and environment.

“True Education” is the Goal- applied in the bright and lucrative STEM fields.  They want to lead an excited and committed group of STEM professionals entering or continuing in the workforce as scientists, healthcare professionals, business owners, managers, and inventors who will be in command of how technology works, how it’s adopted and spread, and how they can inspire others to leverage STEM for human advance.

Its mission is to define and spread great STEMsmart technology, always upholding its Premise Promise, to develop and retool a workforce for the careers and ownership that drive STEM and tech advancement, and to offer a new and fresh approach to B2B and B2C outbound markets that manufacturers and service providers can leverage to take their STEMreps-approved solution to market.

Connect with Cal on LinkedIn.

What You’ll Learn In This Episode

  • About STEMreps
  • Dive into $5K won from Staples
  • Future/next steps of STEMreps

This transcript is machine transcribed by Sonix

TRANSCRIPT

Intro: [00:00:04] Broadcasting live from the Business RadioX studios in Atlanta, Georgia. It’s time for Atlanta Business Radio brought to you by onpay Atlanta’s new standard in payroll. Now here’s your host.

Lee Kantor: [00:00:24] Lee Kantor here, another episode of Atlanta Business Radio. And this is going to be a good one. But before we get started, it’s important to recognize our sponsor on pay. Without them, we couldn’t be sharing these important stories today on the Atlanta Business Radio. We have Cal Burlock with STEMreps. Welcome, Cal.

Cal Burlock: [00:00:42] Thank you so much, Lee, for having us. We’re excited to be here.

Lee Kantor: [00:00:45] Well, I’m excited to learn what you’re up to. Tell us a little bit about stem ropes. How you serving folks?

Cal Burlock: [00:00:50] Absolutely. Well, STEM Ropes is a platform that connects innovative manufacturers with their end users. We represent science, technology, engineering, mathematics. And we use a highly trained technical sales and marketing force to go out and bring impactful science to human use. So in order to explain this appropriately, I have to kind of go from general to specific. If you’ve ever wondered how Marta or Delta or any hospital or university, for that matter, gains its actual technology, they usually leverage a highly trained, credible employee of the manufacturer who’s known as an executive account manager or an account executive, to come out and speaks about speak about the solutions and benefits of their technology, and then they guide the institution. Be it Marta Delta or any one of those, the repurchasing process, what we’ve done is privatize that, taking that out of the employer’s hands and created an outsource that does those exact things. So that’s a very general explanation of what we do in that we serve three groups. We serve the manufacturers, we serve the end users who need the technology, and then we serve this middle group to take the technology out to the end users. And we have technology ranging from robotics and automation and chemical reagents used in the university down to sanitizer, soaps and wipes that are fighting the pandemic that we’re in right now. So quite a spread of technology and knowledge base.

Lee Kantor: [00:02:19] So what was the genesis of the idea? How did it come about?

Cal Burlock: [00:02:23] Sure. Well, I had for years been myself an account executive working for companies like Roche, one of the largest companies, pharmaceutical companies in the world, working for like a biosystems perkinelmer, several multinational large technology producers. I mean, well known, top of the line, you know, technology coming out of these companies. And prior to going to that, I had been a teacher. I taught at Marist, I taught at South Cobb and a couple other places around Atlanta. So STEM reps was really the amalgamation of my experience in the world as a scientist. It has a provider of technology, my ability to teach right, and the desire to get economic development going. So I finished Morehouse here in Atlanta and graduated in history, in education. And my entire life had always been about trying to kind of figure out what is going on in America, right. With the economy and with the different, you know, melting pot expressions that we have here in the country. And I felt that for African-Americans many times, the holy grail that’s been missing is economic development. There have been attempts the entire time throughout the history of the country, but they were thwarted or either successful locally. But we need a lot more of that. And so I thought I saw STEM science, technology, engineering, mathematics as the best vehicle and the broadest spectrum vehicle to drive economic development, not only for African-Americans, but for everyone. So I built this structure to say, you know, I really can create this same amazing job and this amazing, amazing life outside of an employer. So we’re an alternative pathway. We take people from soup to nuts and they’re prepared to walk into the boardroom and negotiate and construct deals.

Lee Kantor: [00:04:13] So how does STEM reps impact like those people in K through 12 or in, you know, college or how do you serve that constituent?

Cal Burlock: [00:04:25] Sure. Great question. Most STEM programs and we have been around for about five and a half years. So when we first started using the moniker STEM, people were like, Huh, what’s that? Stem cells, right? But most STEM programs, STEM Nights, they’re all related to K through 12 education. And I wanted to do something that was post K through 12, something where the adult, the young adult could pick up stem and continue their education and not only their education but their employment into STEM. So I purposely did not go into K 12. We target college students, forward adult learners, folks who might want second jobs, folks who might be looking to start their own businesses. And we search out those folks so that you have a adult STEM education and an adult STEM applications. In many ways, STEM is still very foreign to adult learners. They’re still like, Hey, man, I’m trying to get a little bit of it. I bought a new computer and I’m a little dangerous there, but stem in general is something. That’s missing us. We need no further example, no better example than how our country has dealt with this pandemic these last couple of years. My specialty has been biotech and health care tech. So when this came along, this literally fell into our wheelhouse.

Cal Burlock: [00:05:38] I mean, I’ve been doing immunology and microbiology and lab science for 15 years. So none of this, none of the stuff, be it related to the vaccine or to the virus, is foreign to me. So it afforded us an opportunity to speak to adults. To adults. We have a media channel that we teach and try to put to bed a lot of misinformation. We have a situation where blacks are dying at nearly three times the rate. Still, even though there’s been a you know, we’re in a middle of a low, lower part of the surge and out of the surge into a low point, numbers in the black community are still fairly high. And our the deaths are still nearly three times the rate of others. And a good part of that has to do with vaccine hesitancy, a lot of misinformation that’s being passed about. So we saw this as an opportunity to leverage that side of our profession. The education piece, our motto is Learn, earn, gross off, and we do all four of those things. So of course, you can learn with us. You can certainly represent our solutions and earn with us. We’re going to grow your network, grow your resume, and we’re going to solve some of the toughest human challenges.

Lee Kantor: [00:06:45] So let’s talk about each one of those. We talked a little bit already about the learning where you’re trying to educate folks about what’s what out out there and the benefits. I would think of leaning into a STEM related career because there’s so much opportunity here and employers are just, you know, desperate for people with the skills necessary to help them them grow. So I could see tremendous educational opportunities. How does the earning opportunities come into play? How do you help folks earn, you know, maybe either a full time or secondary income?

Cal Burlock: [00:07:22] Absolutely. So we will recruit people to to come into our learning, to take up our our technical training and then place them as account executives to the field. So we have teams that serve universities. So like Georgia Tech, we provided them a 3D bio printer for their bioengineering department, very cutting edge stuff. We only touch the most cutting edge, the literal bleeding edge. It’s actually part of our religion and our our badge of honor. We call the premise promise we won’t touch anything unless it’s very disruptive. And so we send people forth. They go out to the universities, they go out to doctor’s offices, clinical environments, daycares, and provide our technology again, from general to specific, even though we provide robotics and automation and all that kind of high level stuff for for research laboratories, we also provide to daycare schools. We provide a technology in antimicrobial that actually lasts much longer on the surfaces and much longer on your hands. So right as the pandemic came prior to that, we were actually already in antimicrobials. We were already representing non leaching technology. So we have people who take this out and they make commissions off of sales and off of the relationships that they build. If they’re really good, we will promote them. On to the more technical team where they’ll actually be talking to cancer labs and protein and genetics labs and so forth. So we’ve got something for for just about every technical skill level. We do qualify you and test you and make sure that you’re ready to represent us correctly and send you out and you make commissions on those sales.

Lee Kantor: [00:08:58] So is that a difficult conversation to have with folks? I’m sure people are attracted to the idea of, hey, there’s money to be made doing this kind of work and people need this kind of work. But this isn’t like you have to be educated and this kind of learning. Some people struggle with this kind of science based learning.

Cal Burlock: [00:09:18] Bleh or so, right? I mean, that’s, that’s been a little bit for me because I’ve always been certified nerd, right? So I knew when I started this, I said, Well, we’re not like a multi-level marketing organization. We’re not just open to everybody. We’re very specific on the kind of talent base that we’re looking for. You know, this is science and tech, so you need to be polished when you actually walk into an environment or you reach out to them. So we do a good job at qualifying the right kind of people and it’s not for everyone. We want to get those folks who are on the fence who don’t think they can learn tech, but they just need the right kind of teacher. And for me, in my experience, I’ve our program, what we’ve set up has been the right kind of teaching to really reach out to people. So not for everybody, but I think for a lot of folks, especially for those are coming out of K through 12 who’ve had STEM education for these last 15 years or so. And they are at least in the conversation. Well, we want to take that forward and show them how to earn money with it.

Lee Kantor: [00:10:23] So now how did you get involved with that Staples program where you won $5,000?

Cal Burlock: [00:10:28] Sure thing. We are always looking for resources. We’re always looking to collaborate and partner. My mantra this year has been collaboration is the new tech. So so we were, I think, cruising on social media, probably on Facebook. And I saw the application and I was like, this is for me. And I dove right into filling things out. You know, when you’re in our situation where we have been relying on our organic growth and organic sales, we’ve not taken on any investment. When you’re in that situation and kind of bootstrapping along, every partner that comes to the table is really helpful. And so to be able to get, you know, $5,000, which will go to our equipment, go to making us not look so amateurish on our TV channel. I’ve never been a TV channel producer, and yet here I have a channel that goes to 200 million homes and 200, 200 countries. And so I and I’ve had that now for about four months, and we’re trying to do as best as we can to produce TV level quality. So we were able to buy some communication tools, new computers, software, business software. All of that is extremely helpful. So now I feel very outfitted. Even though we’re not done making our purchases, I feel very outfitted to approaching the market better and serving our constituencies much better.

Lee Kantor: [00:11:50] And then, so what is next for STEM reps now that you have kind of some funding in place, you’ve got a little bit of momentum now and you’re got these new channels that you’re able to kind of get the word out on. What’s next for you and your team?

Cal Burlock: [00:12:07] Hey, the sky and all of space, man. Stem is an explosive metaverse. There really is no end to it. I always say, you know, my strong suit has been biotech, health care, tech, but there’s stem in everything from food science to audio engineering to oil in petroleum to materials engineering. So we’re as long as we bring on the expertize and a corresponding cutting edge product set, there is no limit to where we’re going, where we are right now. As far as the very next step is to pour gasoline on our model, we’re looking for new partners, new collaborations. You know, we may entertain some investment, looking for more customers, looking to serve our community. I will say I know I’ve said a lot here on this interview, but one of our I would say the tip of our spear right now is biosafety, is giving our community the tools that they need to fight the pandemic. So we do regular education on that, just broadly to the public. Right. Do a clubhouse a couple of nights a week. We try to on our television channel. I’ve got an episode there. I call What to Tell Your Kids about COVID, where it’s a non-threatening way for really the adults. It’s really written for the parents, but it’s got kids in the title, so hopefully people will watch it and go, Oh yeah, let me see what to tell my kid and actually get educated themselves.

Cal Burlock: [00:13:22] So that’s on the channel. We just want to pour gasoline on our model. We want to reach more customers, protect more environments. The kinds of testimonies that I get coming out of some of the environments that we’ve impacted are just phenomenal. We’ve got daycares, churches, schools who’ve been very, you know, been pretty much without COVID or have not been able to have the infection spread that they usually would have. I mean, like longtime daycare owners, you’ve only daycare for 15 years. And you know that hand, foot, mouth disease, thyroid disease, norovirus, flu, these are things that are common in a daycare. Well, when we come in and coat those environments, we put down a 90 day germ killer. It’s a barrier that goes on all the surfaces, the floors, the door pulls, the switches right, and kills microbes that land there. And all of a sudden your absenteeism goes down, your employee absenteeism goes down. Right. And you’re not losing kids who are getting sick, you know, and your daycare operators are not sick every day. And it just it’s a real it’s a real impact. So that’s what we’re in it for, to make a real impact. And we want to do that in more places. Our message is that everyone needs to upgrade their kind of their disinfectant technology right now.

Lee Kantor: [00:14:29] So now what’s what’s an actionable piece of advice you can share with other founders when you’re launching, especially one of these mission based organizations where your work not only, you know, can generate revenue, but it also can really make an impact in a community.

Cal Burlock: [00:14:49] Sure. Your job is our job is to serve. If I’m not serving anyone today, I’m failing. And that’s the way I see it. I you know, obviously, I told you the heart of this is economic development, but we believe that economic development comes when you serve others, when you provide value to your community. So I would say don’t give up and don’t lose the focus of providing a service and being of service to your community. I think it starts there and collaborate, collaborate, collaborate, collaborate is the new tech. So there are people who are more attuned to doing some maybe some facets of your business, perhaps, you know, collaborate, find those folks and build build a consensus and a team approach and whatever vehicle you guys choose. But yep.

Lee Kantor: [00:15:38] Well, Kyle, if somebody wants to learn more about STEM reps, whether they want to learn, they want to earn, they want to grow. What is the website.

Cal Burlock: [00:15:47] Sure. We’re at WW stem reps dot com just like it sounds stem reps. We’re on all social media at STEM reps and definitely reach out to us at any of those sites. We have contact forms on every page of our website so you can drop in a note, say, Hey, I’d like to join the group, I’d like to learn Earn GROSS off with you, I want to partner with you. And in some way we’re completely open for that. So we’re just we’re just just growing now, man. It’s really just growing and scaling.

Lee Kantor: [00:16:20] Well, thank you again for sharing your story. You’re doing important work and we appreciate you.

Cal Burlock: [00:16:25] All right. Well, I appreciate the ability to get on your platform and tell people about it. So thank you so much.

Lee Kantor: [00:16:31] All right. This Lee Kantor will show next time on Atlanta Business Radio.

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Tagged With: Cal Burlock, STEMReps

Ellen Tyler With Ellen Tyler Coaching

April 7, 2022 by Jacob Lapera

GWBC Radio
GWBC Radio
Ellen Tyler With Ellen Tyler Coaching
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Ellen Tyler-Logo

ellentylerEllen Tyler is a Business, Mindset, and Sales Coach who has been helping her clients create the life they want and making their (BIG) goals a reality.

Ellen has excelled in business for the past 30 years. As a former financial services professional, she has been recognized for her ability to build business – whether individual or corporate. She then turned her attention to broadening her capability to help expand ALL areas of a client’s life. Have you ever wondered why some people are successful and others aren’t? Ellen knows exactly how and why and more importantly – how many of us can have the same results.

No matter what your past was, your future is dependent on what you do today. People often wait for their “golden opportunity” or until it’s “their turn” to be successful. However, those opportunities aren’t handed out. They are created by individuals who are passionate about and determined to improve the quality of their life and reach their goals. DECIDE right now to astonish yourself. With what you can become. What you can do. What you can have.

Connect with Ellen on Facebook and LinkedIn.

What You’ll Learn In This Episode

  • How to Build Your Dream Business
  • 90 Day Action Plan – fill your pipeline
  • You can’t outearn your image
  • Most of us don’t know how to set a goal
  • Identifying and avoiding the land mine that will sabotage your success
TRANSCRIPT

Intro: [00:00:04] Broadcasting live from the Business RadioX studios in Atlanta, Georgia, it’s time for GWBC Radio’s Open for Business. Now here’s your host.

Lee Kantor: [00:00:18] Lee Kantor here. Another episode of GWBC Open for Business. And this is going to be a fun one. Today on the show, we have Ellen Tyler and she is with Ellen Tyler Coaching. Welcome, Ellen.

Ellen Tyler: [00:00:29] Hi, Lee. Glad to be here.

Lee Kantor: [00:00:31] Well, I am excited to learn about your practice. Tell us a little bit about your coaching practice, how you’re serving folks.

Ellen Tyler: [00:00:39] So, I like to say I help serve individuals who are trying to define what success means to them rather than to tell them what success should mean for them because it’s different for each and every person. But typically it’s around some business aspect that they’re just trying to get someplace they’ve never been before.

Lee Kantor: [00:01:00] Now, could they be an entrepreneur that has their own business? Could they be like a corporate executive that wants to move up the ladder or a variety of folks?

Ellen Tyler: [00:01:10] I think the variety of folks helps describe it the best way. If you think about a person’s role as an entrepreneur, they’re responsible for growing their business. As an executive, they’re responsible for their role, their division, and how they get from point A to point B in any given timeframe.

Lee Kantor: [00:01:34] So, now what’s your back story? How’d you get into this line of work? Have you always been a coach?

Ellen Tyler: [00:01:39] Not at all. In fact, I always like to say that we find our way and we find the solution when we’re not looking for it. And I left a few decades of working in financial services, which similar, I didn’t start out that way. And it was through the insight of one of my former managers who thought sales would be a good fit for this introverted, shy person. I’m not quite sure how that managed, but a couple of things. I’m a really good student. I’m very aware that other people have knowledge that will help me. And when you end up in financial services that you never thought you would, you realize, I should raise my hand and get a little bit of help. And it introduced me to the idea of what the heck a coach even does because I wasn’t raised in that environment. I went to school, picked a major. But it was the ability to identify that if I needed to uplevel my skills that there were other people who had the roadmap. And, I like to say that the transition was seamless, even though my peers in financial services would have thought me a little bit crazy. But in both instances, you’re helping people. In financial services, you have to wait for a financial event, and on the coaching side, I don’t have to wait for that. I get to help them at any stage along the journey.

Lee Kantor: [00:03:14] Now, so you were saying that you kind of invested in coaching in your career while your peers were not?

Ellen Tyler: [00:03:22] Yes. Look, I think it’s who you associate yourself with and how you identify the individuals that do well in business and you ask them questions. What did they do differently? Why are they having success and others aren’t? And sometimes sales is a really easy place to see that in any organization. You’ll have the superstars and then you’ll have the people who are just struggling to get by.

Lee Kantor: [00:03:50] And then, you found a correlation between the superstars and them getting either mentored or coached.

Ellen Tyler: [00:03:57] That and sometimes they would like to say their unconscious competence, but they recognized that there are different skills, that just because we went to school it doesn’t mean that somebody taught me how to have a sales conversation or how to prospect or get in front of people or what the heck a balance sheet looks like. All those different areas are places that we can benefit from asking questions and being a really good student.

Lee Kantor: [00:04:28] Now, in your practice, you focus a lot on helping people get better results. How did you kind of use that as your – how did that come about as kind of a lever for conversation or for just helping people get the outcome they desire?

Ellen Tyler: [00:04:43] Sure. So, when I thought about what it really meant as a coach for me and what the outcome was, I couldn’t have imagined that somebody could help me double or triple my income and stay in the same role. And even to this day, sometimes it sounds just a little bit impossible, but that’s truly the benefit of working with a coach, is to identify where do they want to get to, what type of outcomes would mean success for them.

Ellen Tyler: [00:05:19] Typically around income is why somebody comes in the door to begin with. And then, Lee, they also understand that if I can figure this out, how to increase my income, I can probably use this in some other areas of my life. I just chose the business side because I had spent such a long time in the business world as to what success looked like for most that I could speak their language. And it wasn’t that I was going to have to learn a whole new language with how to help people define success within the structure of what they do.

Lee Kantor: [00:05:55] And then, the good thing about sales and business is there are numbers. So, you know, that’s quantifiable. Like, you can say, I have X number of dollars today and then in 90 days, you know, I have X plus or X times the amount of money. Like, you can quantify it. How do you, how do you – is there a way that you can help somebody, a listener right now, at least take some baby steps when it comes to putting together some sort of an action plan or just, you know, some sort of a launching point to help them get the result that they would want. Is there something that you can share today that can put people on the right track?

Ellen Tyler: [00:06:41] Oh, absolutely. It’s one of the things that I love is being able to bring value to anybody where they sit today. And I sometimes talk about what is their – what is a 90-day action plan? So, somebody sitting here at the very beginning week of the third quarter I wish, second quarter, is looking at how do I get a little bit closer to the goal that I already set out? And, first is to ask a question. If it’s number of clients that defines where I’m trying to get to, so I’ll speak in the terms of somebody who’s just trying to reach X. If I want to add ten more clients today, then let’s back into that and create the action plan. So, the first question becomes, what’s the game plan? And if I want to add clients, it’s where do I find them? How do I get introduced?

Ellen Tyler: [00:07:37] You run through all the normal prospecting ideas that you can come up with. So, first is to lay out the game plan, but then it’s to break it down even further from that and narrow it in as to what is the one thing that they know if they focus on for the next 90 days that they’re certain because they’ve seen it work for them before, that it’s going to get them closer to having those X number of clients.

Ellen Tyler: [00:08:07] So, what is the one thing? It could be something as simple as consistently calling five people a day, showing up at networking. But just focus on one thing, because the challenge becomes in a 90-day plan is that we try to do too many things. So, have the game plan, focus on the one thing and then have a daily discipline each and every day for those 90 days.

Ellen Tyler: [00:08:34] And it’s to consistently track that daily discipline, whether it’s how do I start my morning? How do I contact people each and every day? What do I have to change to get to that? And then, most important at the end of the week is to review what the week has looked like to reflect on any changes that you might need to add to that and then repeat. So, it’s almost rinse, review, repeat. If anyone listening adheres to those five steps in their industry, game plan, focus, daily discipline, and review, repeat and rinse, they will hit where they want to go in 90 days.

Lee Kantor: [00:09:22] And is this part of your coaching process? You really help them hone in so they are being efficient and effective in executing that plan.

Ellen Tyler: [00:09:30] I would say yes. I like to tell my clients, look, you’re going to fall down. You’re going to need some help getting up. We’re going to dust you off and we’re going to send you down the right path again. It sounds so simple when I say it, but when each and every one of us tries to implement it, we’re going to hit bumps. And the best thing to understand is that when those bumps come, it’s how do we address them and just get right back to the game plan.

Lee Kantor: [00:10:00] And that’s what I think a lot of people don’t realize that a coach does. They’re there to catch them when they fall and get them back on track as quickly as possible, as opposed to if you’re on your own, one day becomes a bad week and that bad week becomes a bad month, and then that bad month, a bad quarter. And then, you had a plan last year. And it just kind of spirals out of control if you don’t have someone that’s, you know, holding you accountable and watching your back.

Ellen Tyler: [00:10:28] Very true. I think I heard and I wish I could attribute to where I heard this from, but it was a great description of coaching versus being exposed to training that a lot of the companies do, and I came from those companies so I understand it. It’s that when you’re in the audience, listening to a speaker, a coach, a motivational person, you’re being exposed to the idea. So, you’re exposed to the idea of what coaching does. But just as you said, I always say my job is, is that I hold you accountable so I will come and hunt you down if you’re not doing the work that you need to do, that you get to practice because there’s practice involved in that repetition, and then, you have repetition. And it’s having a guide who’s been there before, who understands that there is not perfect. Because if perfect happened, we all wouldn’t be going to goals, that we are going to learn to come out of that rabbit hole quicker than stay in it.

Lee Kantor: [00:11:30] Now, how do you help people who have never set a goal before that they may not even know how to begin this?

Ellen Tyler: [00:11:37] So, Lee, one of the exercises I give them, because here playing, if I ask them what’s your goal and they can’t answer that, there’s two different ways to start feeling like they’re getting closer. One is to ask, “Well, what don’t you want?” Sounds kind of crazy. But if I don’t want to be the bottom of the sales bucket, then that’s a really good way to start defining.

Ellen Tyler: [00:12:02] But the other is to start on an exercise that is going to take a little bit of time, and that is to list up to at least 50 and the goal is to try to get to 100 of personal and professional wants that you would like to have. The reason that the number is so large to help anyone is that the first 10 or 12 are the ones we’ve been taught by society to say, I want a vacation home. I’d like to go travel to Italy. I’d like to go around the world. And so, we have to get through those first ones to really start identifying what do we really want.

Ellen Tyler: [00:12:43] The next step for someone who has taken the time to do that is to take whatever number it is and, let’s say, it’s only 30 or even 15, is to divide those into three equal columns, from most important to least. Focus on that most important column because your goal is hidden in there and it’s wrapped around what’s important to you.

Lee Kantor: [00:13:08] And then, that helped you kind of hone in on once you know these things now it’s just a matter of doing that kind of relentless, persistent, daily discipline, the behavior that you need to do to just start knocking out these dreams and goals.

Ellen Tyler: [00:13:23] Right. And the other place that it helps you in is that it will give you the why do you get up in the morning and why do you really want to get to that goal? And, it’s to assign an accountability like who gets hurt. Because the problem with goals and that whole thing about, oh, my gosh, New Year’s resolutions, they don’t work because you’re not assigning why do you care so much about it.

Ellen Tyler: [00:13:49] So, for instance, I have five kids. I do everything so that I can improve their life and make sure that they are happy, contribute to society. And why do they get hurt if I don’t succeed is that they’re not going to have life experiences. So, I tell some of my clients, assign it to a Disney trip, which sounds crazy, but if you’ve ever taken kids to Disney, you know how expensive it is. But it is really who’s going to get hurt if you don’t make this goal because that’s the person you have to be accountable to at the end of the year.

Lee Kantor: [00:14:24] Now, is there anything that could be done for the person that may be subconsciously sabotaging themselves or maybe has some bad habits or behaviors that are preventing them from reaching their goals?

Ellen Tyler: [00:14:38] Always. In fact, that’s the bulk of the work that I do, is that I like to let people know that we cannot outearn our self-image, but our self-image is only what we accepted of the opinions and the evaluations of others. But habits are – you know, you’ve heard it takes 21 days to make a habit stick. Part of what happens with an individual who’s, let’s say I’m trying to go to the gym and I want to work out and I want to stop drinking sweet tea here in Georgia and replace it with water. Well, that’s all good and fine until I hit a day that I’m craving that drink that I used to love. And it’s the missing piece that most of these other, or I would say like, training programs miss is that, is to give yourself the ability to create a command, which is I replace sweet tea with water every day. I love to drink it and I drink eight glasses a day however it is. But it’s to give ourselves a command.

Ellen Tyler: [00:14:38] And, again, I’ll go back to that very beginning part, whereas they’re going to fall down, I’m going to fall down in my habit, but I’m going to give myself the command the very next day to instill that habit. And we don’t leave working on the habit until we’re sure that it’s moving us closer to the goal. And habits are important to understand. It should be an action step that will help us improve our life and get closer to where we want to be.

Lee Kantor: [00:16:19] Now, this Ellen Tyler Coaching methodology, is this something that you have just kind of put together over the years of having read and experienced life and have seen things? Or is this – are you following someone else’s kind of paradigm? How did you come about this kind of, you know, this almost a curriculum for success?

Ellen Tyler: [00:16:42] Yeah. I will say this because the curriculum that I use and the process and the system was the brilliant genius of Sandy Gallagher and Bob Proctor. Bob Proctor is no longer with us. We lost him a couple of weeks ago. And he would have told you that everything that we do and the way that we take people through this process is information that he gleaned from you can go through the books, Think And Grow Rich, The Science of Getting Rich, individuals like Dr. Thurman Fleet or JB Ryan from Duke.

Ellen Tyler: [00:17:24] And Bob Proctor had all this information in his head. Sandy Gallagher came along, brilliant merger and acquisition attorney, who decided she wanted to work with him and had the insight to take what was inside him because this is what he taught and to pull it out of him into this system. So, we always give credit that this is not something we created. This is not something that is only Proctor-Gallagher, but it was through the 60 years of research that Bob did into all these other individuals.

Lee Kantor: [00:17:58] So, now when you decided to kind of make this your career, this part of your career, when did you kind of start seeing that traction, those breadcrumbs that are saying, hey, I am on the right path?

Ellen Tyler: [00:18:12] Well, I think part of it is that to understand when we all take a leap and it doesn’t matter whether it’s going from financial services to coaching. The first thing is for myself and everybody is that decision, and the decision is this is going to be successful no matter what. It really comes down to persistence. And it’s asking the important questions, who do I want to help? And, how is that going to be successful for myself and my clients?

Ellen Tyler: [00:18:46] And I always give the story to my clients. Look, I have no insight into when we’re going to be locked down, but in 2019 I had been doing some coaching and I decided I was going to leave and do that full time. And then, it really was in 2020 because everybody had to pivot. Everybody had something that was put in front of them that they’ve not ever seen and they didn’t know how to navigate it, which was, it was like the perfect storm. It was the ability to relate to what they were going through and to be able to help them have a roadmap because nobody had the roadmap.

Lee Kantor: [00:19:29] And then what –

Ellen Tyler: [00:19:30] And that wasn’t easy.

Lee Kantor: [00:19:31] Right. So, you’re in this kind of a chaotic time and then you decided to kind of just lean into this direction. Rather than fight it, you just went with it and said, let me get – let me relentlessly pursue this. So, congratulations for, you know, also having that not only having the mindset to embrace it instead of, you know, battle it, but to, you know, kind of get the most out of it. That’s a big achievement. You should be very proud.

Ellen Tyler: [00:20:04] I am. I’m fortunate that I’ve always looked at how can we make this better? That’s really – that’s really it. How can we make this better? And one of the things I tell my clients, which I adhere to, Lee, is if I didn’t choose to make the jump when I did, I was going to hurt the clients that were looking for me.

Lee Kantor: [00:20:24] Right. The sooner you got into this, the more people you could help.

Ellen Tyler: [00:20:27] Right.

Lee Kantor: [00:20:29] Now, what drew you to GWBC?

Ellen Tyler: [00:20:33] Well, it was a client of mine. So, I was unaware that this was a benefit or an organization that really was honed in in helping those of us, female entrepreneurs, to really grow and expand our business and to really make a footprint. And, a client of mine was giving a presentation, speaking about her business, and that she said two major things happened, is that she had gone through this process of recognizing and organizing as a woman-owned business. Coupled with that, she was increasing her visibility and that her business just did that J curve and soared and took off. And I asked a very simple question, not being aware, I go, “Well, how many people need to be in this woman-owned business?” And she said, “One.” And I go, “Okay. Let me think about this. I care about the growth of businesses. I help all of my clients understand how to grow businesses. And you’re telling me there’s this organization that’s going to help me even more?” It was a no-brainer.

Lee Kantor: [00:21:48] And then, so you kind of researched it and then just took the leap in this area as well.

Ellen Tyler: [00:21:54] I researched it. I did everything that I needed to do. I’m a person who believes into participate because when – it’s no different than a sports team in school. You join it. You don’t know how to play the sport. You’re trying to figure out your role in it. And to get a better understanding is to jump in and participate as much as you possibly can without asking how.

Lee Kantor: [00:22:24] Right. I agree 100%. To get the most out of anything, it’s hard to dabble. You have to kind of go all in and immerse yourself and be part of the organization or whatever it is you’re trying to do. The more you’re involved, the better your chances of leveraging it to get the most out of it.

Ellen Tyler: [00:22:43] And I think for me it was, also because of the type of work I do, it’s also to ask how can I help you. So, when you think about all of the businesses that encompass this, it’s how can I help? Do I know somebody? Is there a skill that you need? Is it a way to comfortably expand? I tell people I collect relationships and I’m looking to see who can open doors for you. That’s the way I approach it.

Lee Kantor: [00:23:14] Now, have you identified kind of that opening point that point of first interaction that at least gives you a chance to get a new client or to learn about a new client? Is there something that happens first for you to – where a prospect can raise their hand and say, I’d like to talk to Ellen?

Ellen Tyler: [00:23:37] So, through a couple of different ways. But typically a person who’s thinking about that they can do better – it’s like perfect storm, Lee – is that I have opportunities where I get to speak in front of groups. I have opportunities where I get introduced to individuals. It’s that same philosophy is like, how can I help? I tend to describe it as if there’s somebody in these situations, if they’re an entrepreneur and they’re frustrated and they’re sitting in the 3 to 5 year and they’ve plateaued and they don’t know how to get past it, let’s have a conversation. And it’s in a sense, it’s having your warriors out there for you who understand the types of businesses that you like to help and being able to just ask those simple questions, would you like some help? What is the goal for your business? I think I know somebody who can help you get there.

Lee Kantor: [00:24:36] And then, you do talks as well. So, if there’s a team or an organization or group that would have you come in and speak, you do different talks about getting results and things like that.

Ellen Tyler: [00:24:46] I do. And it’s very simple. Some of the most requested topics are subtle things like if I know what to do, why am I not doing it? And I just tell people, I trained with the best. I trained with Bob Proctor. And all we want to do is get this information in people’s hands like that 90-day plan. And I think through those types of talks, people understand. We just want to help you have the tools at your fingertips so that you can do this because it works for everyone in every instance on anything that they want to get to. And I think it’s that approachability. It’s not – this is not a big secret. I will tell people exactly what to do. And if they want the accountability and the help along the way, then they raise their hand.

Lee Kantor: [00:25:39] Well, congratulations on all the success. And, thank you for sharing your story today.

Ellen Tyler: [00:25:45] Look, Lee, if it changes one person’s life and if one person sits there and goes, “Oh, shoot. It is the second quarter and maybe I should just come up with that game plan so it doesn’t happen, like you said, that it gets at the end of the year,” then this was the perfect conversation.

Lee Kantor: [00:26:03] And if somebody wants to learn more, have a more substantive conversation with you, what’s the website?

Ellen Tyler: [00:26:09] It’s ellentylercoaching.com.

Lee Kantor: [00:26:11] And they can connect with you there or I’m sure on LinkedIn and all the socials.

Ellen Tyler: [00:26:17] All the usual suspects.

Lee Kantor: [00:26:19] Well, thank you again for sharing your story. You’re doing important work, and we appreciate you.

Ellen Tyler: [00:26:24] Thanks, Lee. I’m glad to be here.

Lee Kantor: [00:26:26] All right. This is Lee Kantor. We’ll see you all next time on GWBC Open for Business.

Tagged With: Ellen Tyler, Ellen Tyler Coaching

Adam Geisler With Youth Athletes United

April 7, 2022 by Jacob Lapera

AdamGeisler
Franchise Marketing Radio
Adam Geisler With Youth Athletes United
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Brought To You By SeoSamba . . . Comprehensive, High Performing Marketing Solutions For Mature And Emerging Franchise Brands . . . To Supercharge Your Franchise Marketing, Go To seosamba.com.

AdamGeislerAdam Geisler spent the first 10 years of his career at Everlast, the 118-year-old half a billion dollar global fitness and lifestyle brand. Adam held positions in Marketing, Merchandising, and eventually President of the business, where he led the brand’s wholesale and licensing divisions globally to over $55M in wholesale sales (4 years 15% CAGR) and $18M in licensing income.

Everlast was acquired in 2007 by the $3B retailer Sports Direct for $200M, a 12x+ multiple. Adam later went on to help lead the start-up sports performance accessory company called MISSION. While at MISSION, he led Strategy, Merchandising, and Sales to grow the business from $3M to $50M in wholesale in less than 5 years. He then went on to Authentic Brands Group the 2nd largest IP company globally generating over $13B in total retail sales. There he was the Global Brand Manager of their sports portfolio – Prince, Spyder, and Airwalk to name a few—which represented over $1B in retail sales. He would eventually move on to business development across the IP portfolio, driving new business as well as global retail development.

Adam along with Private Equity Firm Reynolds Channel, his partners and the pre-existing management team created Youth Athletes United 3 years ago with a goal of creating the largest youth sports franchise platform in the country, where every child is an athlete and can enjoy learning the fundamentals of the sport while having fun! Adam and his team have led the company to double its revenue growth in less than 3 years system-wide revenue via organic growth and strategic acquisitions.

Most importantly, the team is getting closer every day to reaching its goal of impacting over 1M kids every year through its platform. Today they impact over 200k+ kids, while burning over 20M calories annually! The company is a group of committed individuals with a team-first approach towards positively impacting children’s lives every day. It is a passion and a lifestyle for all involved!

Connect with Adam on LinkedIn.

What You’ll Learn In This Episode

  • About Youth Athletes United
  • Leveraging a new strategy for franchise growth
  • New brand ambassador program

This transcript is machine transcribed by Sonix

TRANSCRIPT

Intro: [00:00:07] Welcome to Franchise Marketing Radio. Brought to you by SeoSamba comprehensive high performing marketing solutions for mature and emerging franchise brands. To supercharge your franchise marketing, go to seosamba.com. That’s seosamba.com.

Lee Kantor: [00:00:31] Lee Kantor here another episode of Franchise Marketing Radio and this is going to be a fun one. Today on the show, we have Adam Geisler and he’s with Youth Athletes United. Welcome, Adam.

Adam Geisler: [00:00:43] Thank you, Lee. Thanks for having us.

Lee Kantor: [00:00:45] Well, I’m excited to learn what you’re up to. Tell us a little bit about Youth Athletes United. How are you serving folks?

Adam Geisler: [00:00:51] Yeah. So, listen, we we saw an opportunity to create what we believe is one of the largest youth franchise, youth sports franchise platforms in the industry. And the biggest opportunity that we saw is getting kids active, getting kids moving. And I think there’s a lot of people in our space who are starting to see this opportunity. It’s not just about an opportunity. It’s opportunity to have impact. And so what we really said is we want to create this experience of my first sport experience for kids, for parents, and really have an impact for them as they’re coming up through life. And that’s from an activity standpoint. And that’s really what we focus here, focus on here at Youth Athletes, United is being the first sport experience where every kid is an athlete. And we want to we want these kids to have fun while learning the fundamentals of sport. And so we focus on a lot of those first sport experiences soccer, multi sport, baseball, tennis and golf, and those types of experiences where we can really have a profound impact on them both their their physical education, as well as their mental acuity and their life skills.

Lee Kantor: [00:02:06] So for a lot of kids, there’s a lot of leagues and stuff for individual sports as yours kind of all encompassing that you’re kind of sport agnostic and then you’re serving a variety of sports.

Adam Geisler: [00:02:18] Well, no, it’s a really listen, a really great question. So we kind of serve both. So for people that want to have and try every sport, which is what we encourage for kids and for parents, we have amazing athletes and jump bunch. Those two brands, they’re their first sport experience and we teach a different sport every single week. So those become really important gauges for kids to try different things and find paths. Then we have sports specific curriculum. So the brand called super soccer stars called Little Rookies Baseball, and a brand called PGA Tennis and Golf Athletics, where we teach sports specific skills. All of the programs that we have are curriculum based, so they’re as little as 30 minutes to 60 minutes of fun engaging content where we’re teaching them muscle groups, food groups, and then we really get into those sports specific skills.

Lee Kantor: [00:03:07] Now, for a lot of parents, they want their kid to have as much training as possible, to be as good as they want to be or that, you know, to kind of maximize their potential. Is that for this type of parent and child or is this more for the parent that just wants the kid to have an active lifestyle, enjoy sports, you know, not be the professional athlete.

Adam Geisler: [00:03:31] So the answer is both. And that’s really what we’re very focused on. And it’s one of the reasons we’ll talk about in a few minutes of why we’ve brought these professional athlete endorsers is because the success path is actually one in the same. Whether you want to be an elite athlete or you just want to have a lifestyle. The success point is the same. And so there’s this great, great book called Sports Gene, and the principle being is intentional play versus unintentional play. So what we really want to focus on is this unintentional play. They don’t know the kid doesn’t know what they want yet because they haven’t been exposed to enough. So it’s not our decision as parents to say, I want you to be a professional baseball player or professional soccer player. It’s I want you to be a good person. I want you to be a healthy person. And I want to expose you to different things and take you down a journey where ultimately that kid can make that decision. And what we really want and we want to be able to encourage and want to have a big influence on is we don’t want that child or parent to really make that intentional decision to about six or seven years old. And this sports team really talks about this whole pathway and the pathway to lead athletes is let them figure out on their own that journey because it’s not just about where their skills are, but it’s also about where their desires are.

Adam Geisler: [00:04:48] You want that child or that parent to make that decision come to come to them on their own if they’re forced into it. We’ve heard all the stories, and we do know that there are going to be those exceptions in those one offs where it does happen at the age of 18 months. They’re swinging that golf club and we’re seeing the Tiger Woods and everybody says, well, I want to emulate that. If you want to emulate that, emulate that. This is the path. Get your kids trying multiple sports. And we really want to pride ourselves on as that first sport experience. There’s a big opportunity and responsibility that opportunities to have a big impact. But if it’s not fun, it’s not engaging. There’s times where that child or parent may opt out of that sport and they’re done. You know, we’d hate to lose a great professional soccer player if the soccer class isn’t good or if the golf classes and tennis classes good. So that’s a big responsibility on opportunity. But the answer to your question, it’s for all those parents. And the goal is let kids have fun. Let them. Learn their passion. Let them find their passion, that sport. Then at that point in time, we can take them up into that sport specific and that more intentional play with soccer, golf and tennis. But we want them to enjoy everything at first.

Lee Kantor: [00:05:58] Now, in Europe, that’s more common than here. I think that training of young people is more a generalist approach rather than a sports specific approach. Does this require a lot of education for you with the parent to explain that, look, you’re not wasting time by having them be a generous and play these sports. You’re actually helping them. That’s going to you know, they’re going to get a lot better. Maybe they’re going to get more passionate about it and they won’t burn out like some of these young people are.

Adam Geisler: [00:06:28] Yeah, there’s definitely going to take some education and listen, the brands that that that we’ve kind of put into this platform have been around for 20 plus years. So they have buy in from the parents, they have authenticity and they’ve really been tried and tested. But I think the other piece that’s really interesting to your point is we’ve brought on a few athlete endorsers. And the reason and the rationale is exactly what you’re talking about. It’s about that education. So we’ve brought on some really interesting athlete endorsers Leylah Fernandez, Trinity Rodman, Danny Geiss, Ben Graef all with different levels of success in their professional careers. But the thread between all of them is they all played multiple sports, they all had different journeys that led them to ultimately what their success point is. And by them continuing to tell their stories about how they found the sport that was important to them, and they all took similar paths to what we present. That’s the education that we want to give back to the parents. And there’s two really cool stories, if I can. One is Trinity Robin, who’s now really one of the most sought after and up and coming rising female soccer players in the country. She actually took our amazing acting classes at the age of three. And so the principal of the fact that she was exposed to so many different sports at a young age and then ultimately found that soccer was where she felt the most at home. And with her skills and her prowess, she found that after I played basketball and baseball and these other sports, this is what felt like home to me and this is something I wanted to spend my time on. And she’d had really good experiences and coaches up to that point led her to continue down that path.

Adam Geisler: [00:08:06] Leylah Fernandez much the same thing. Her father was actually a professional soccer player and so he actually didn’t want her to be a soccer player. He wanted her to take her own path. And she started out with soccer and she was really, really good at it. And then he kept exposing her to other sports to one day he went to Canadian Tire and said, Listen to sporting a store in Canada. And he said, Listen, I just want a sport where my daughter can swing something with a ball like this big. And the guy’s like, Yeah, well, have you ever heard of tennis? She’s like, No, but just give give me whatever you have. And so they found a tennis racket and tennis ball, and she swung it and she said, This is home for me. This is what I love. And that’s how she found her pathway. And we found that with Danny Guice, who is a professional golfer. His father is one of our franchisees for TGA and Danny played he actually loved basketball is his favorite sport for a while and then he found that golf was really passionate, wasn’t even until high school and that’s where he’s focused all the kind of time and attention. So having those types of stories, I think really for the parents that do believe or they see enough potential in their kids that professional or collegiate is the aspiration. We want to give them that path that this can lead you down there. And then for everyone else, we want to make sure that every parent is getting their kids involved in youth sports because we need to create and promote healthy, active lifestyles at a very young age.

Lee Kantor: [00:09:26] Now, let’s talk about the franchise aspect of this is tell me about that ideal franchisee. What does that person look like? Are they a former athlete or are they, you know, a parent with a child? Like what does a franchisee look like?

Adam Geisler: [00:09:43] Yeah, listen, we have some amazing franchisees in our system. And I would say one of the tie that binds almost every single one of these franchisees, whether it’s amazing athletes, whether it’s super soccer stars, where the PGA or whether it’s Jump Bunch is, they care about kids and they’ve had some sort of experience. Sometimes it’s their own kids are going through sports and they say, you know what, I love sports so much. I want to be a part of it and I want to impact more kids. A lot of times they’ve been educators, whether it’s physical educators or they’ve been enrichment educators. And they say, I know that sports and education can really empower and pack more kids. So I want to do that for a living. And that’s got to be the fundamental root of every franchisee. If they’re willing to get out there and coach and have an impact on kids, every single one of those franchisees will be successful. And that seems to be the profile of what we’ve really built over time. They really got to be passionate about kids and being willing to impact kids.

Lee Kantor: [00:10:36] But they don’t have to be like coaches or former players to have that kind of knowledge because you have a curricular. That’s going to do the training and teaching and coaching part.

Adam Geisler: [00:10:47] Excellent question. So it’s actually almost quite the opposite. You know, it’s sometimes harder for people at that elite level. Doesn’t mean they can’t. But but at that elite level, sometimes they have challenges relating to the younger kids. Now, our business, the real sweet spot of that business is 2 to 6. That’s where a lot of that impact is. So being able to relate to a kid at 2 to 6 is very different than being a really good professional coach who can get high school athletes or really talented younger individuals into sports. So some coaches, we do have plenty of plenty of franchisees who are at that level and have that experience and can relate. But you don’t have to because we’re teaching a life skills and it’s more about how can you relate to a kid? We can teach you soccer, baseball, those other pieces. You don’t have to have that sport experience necessarily.

Lee Kantor: [00:11:30] So what does a day look like for a franchisee?

Adam Geisler: [00:11:33] Yeah, I mean, it depends on the franchisee. And that’s what’s really nice about our system. On amazing athletes, we have these wonderful franchisees that the majority of their day is packed five days a week from about 9 to 12. And sometimes if they have after school businesses as well, but they’re going into preschools and they’re impacting kids and they’re raising kids in from different classes and different programs. They’re running about 30 minutes. It’s 30 minute sessions back to back to back for 2 to 3 hours, anywhere between 4 to 5 times a week. And as they’re growing, they’re really managing a team of 4 to 5 coaches that are doing that within the preschool channel. And that’s the amazing athletes business on the PGA. It’s much the same, but it tends to happen more after school and weekends. We’re running tennis and golf classes at schools and gymnasiums. So we’re going we’re going where the kids are, and we’re running an enrichment program where we’re teaching the fundamentals of tennis and golf, not on a tennis court or a golf course, which can be really intimidating. We want to get you there and we’ll run plenty of classes there.

Adam Geisler: [00:12:33] But those franchisees are running it at schools or hiring coaches to run this at schools. And then on the weekends they’re running those programs on court or on course where they’re able to really enrich these lives and teach them the game of golf and tennis. It’s really, really exciting. And then soccer is much the same is it can run all of those gamuts it can be during the it can be in the morning, it can be after school and it can be on the weekend or impacting these kids and these parents with their first sport experience of soccer. And it’s there’s so much excitement, so much opportunity. And we’re also finding that many of those franchisees, as we’ve been doing this for about three and a half years, they’re taking on multiple brands. So almost 30% of our system are franchisees who have either amazing athletes, soccer stars, PGA or Jump Bunch, and they have multiple brands because they feel that as long as they can impact kids throughout the day, they want to continue to use these different brands and curriculums to do it.

Lee Kantor: [00:13:27] So when they find out about your your company and then they interact with you, is it typically they have a point of entry with one of the brands and then over time they’re adding brands. Are the brands kind of like modules to one overarching umbrella or is it you’re buying an individual franchise in each brand is is its own franchise?

Adam Geisler: [00:13:48] It’s a really good question. So our theory is is no different than than any other business, I think, is you’ve got to come in with focus. So any franchisee that comes in first, they tend to come in with one point of view of they’re very into either impacting kids or specific sport, and we try to lead them down that path. But we do have other brands that we can promote, promote to them if if that territory was sold out as an example. But philosophically, if somebody is into multi sport, they’re coming through amazing athletes, we want them to start with amazing athletes for the first 1 to 2 years and then know that they have an opportunity once they start to build that business. We have other other opportunities, franchise products for them to get into, whether that’s tennis, golf, baseball or soccer. And so that’s kind of the path that we’d want them to be in. Same thing if they come in as a golf expert and they really want to we want them to start in golf, then if they’re really strong, we want to take them over to tennis or we can take them over to soccer or multi sport, but we want them to get really focused, build out their core competency in one area, but know that they have opportunities to build into other brands and build their business and have a real lifestyle business that they feel really good about impacting kids that can generate real revenue and profit for themselves.

Lee Kantor: [00:14:59] Now, is the franchisee typically kind of all in on youth athletes united or is this a complementary brand in a bigger portfolio that might include, you know, other, you know, just complementary brands that they are already a part of. So they’re already kind of in the franchise mindset and working in franchising, and they’re just adding this to a portfolio that they already have in the local market.

Adam Geisler: [00:15:24] I think. I think over time, you know, listen, we launched we had super soccer stars and amazing athletes for about three years. We recently acquired PGA tennis and golf athletics. We just added another business, little rookies, baseball as well as Jump Bunch. So I think the system overall is still very new. We’re still learning our way through what franchisees what type of franchisees will ultimately come through the system. I think you will find some franchisees that will be in franchising, say, I want to be part of this type of business. I’ve been in retail or services or other things, and this looks really interesting to me and I want to impact kids or we have some franchisees and this is what they will do exclusively is be involved in just youth sports and they’ll have they’ll buy into amazing athletes, then they’ll buy the super soccer stars and they’ll buy me. And ultimately, we’d like to see franchisees that can do all of these brands within single territories or multi unit territories.

Lee Kantor: [00:16:17] Now, you mentioned partnering with these younger athletes. Is that trickling down to leveraging some of that nil? With college athletes now being able to take sponsorship? Are you are you going in that direction as well? Or you’ve just kind of handpicked a handful of folks that represent the spirit of what you’re trying to accomplish?

Adam Geisler: [00:16:39] It’s such a great question, and I think you’re spot on to what’s going on in the market. And so what we have seen is with our athletes and Danny guys I think is a really good example of this. And we’re about to do a launch with Ben Greve next this coming weekend in San Diego on the on the baseball side is having these these local market clinics and kind of the touch and feel with these parents and these kids is is unbelievable. So the example is we use Danny Geiss. We had him do a golf clinic for us out in Long Beach with a franchisee, and he spent four and a half hours in professional golf or spent four and a half hours. These kids talk about what he goes through, teaching the different things, helping them with their swing, with their grip, all these different types of things. They will look up to Danny for the rest of his life. As far as they’re concerned, he is Tiger Woods. He is Phil Mickelson. He is one of these elite golfers. And so that aspirational piece, I think, is really important when you can have that connection. So I think our vision we’ve talked to a few different groups about it is to really look at those collegiate athletes. We’ve got to be smart about it. But finding those collegiate athletes in soccer, golf, tennis, multi sports where they can come in and they can impact kids on a different level because they will look up to them, they will follow them. And we know that aspirational piece. It’s good for the parents and it’s good for them for the kids to see what can I be if I if I put my mind to it, what can I accomplish?

Lee Kantor: [00:18:01] So are you targeting certain regions of the country or is this kind of a the world is your oyster situation where you’ll take a franchisee from anywhere?

Adam Geisler: [00:18:10] It’ll really be about franchise adoption. You have some franchisees that I think will will be able to leverage this and be able to do it really well. And so it’ll be on a case by case basis for the franchisee where it makes the most sense if a franchise in Missouri finds that they can get some good local college athletes in tennis and golf, and that can really help them activate their business and impact their business, let’s do it. If in Detroit it doesn’t make sense, we’re not going to do it. So it’s really on a case by case basis. But I think principally the concept of being able to use these collegiate athletes as as role models and examples and aspirations for these kids and these parents is really important. It’s a big opportunity that now a company like ours is afforded to do, and we’re absolutely going to take advantage of it.

Lee Kantor: [00:18:52] So what’s next for you? How do you kind of project growth in the coming year or two?

Adam Geisler: [00:18:58] Yeah, listen, I think for us, you know, we really want to see ourselves growing at 50 to 100 units across our system every single year. And that’s agnostic of brand. As long as we’re impacting kids, it doesn’t matter. And so I think we want to get more amazing at these franchisees, super successful franchisees to franchisees. We just launched little rookies baseball. We want to get more jump on franchisees. We want to see our systems grow. And I think as we continue to do that and we find we see all these shared services where franchisees are able to come in, we’re able to remove a lot of the points of failure that a lot of franchisees have coming in, whether that’s admin, whether that’s scale, whether it’s technology resources, whether it’s marketing resources. A lot of things that we can provide that are turnkey. If we can remove a lot of those points of failure and give new franchisees more confidence to grow within the system and bring in new, then we’ll also continue to look at new support verticals. So I think system growth over the next 3 to 5 years with what we have is really important. And I think there’s probably 2 to 3 new sport verticals that we really see ourselves getting into that will really help grow and kind of complete that athlete pathway where ultimately we want a parent to be able to come to Youth Athletes United and say, listen, I want to I want to invest my time and money into you because I trust you as a brand. And I want to be able to take a soccer class, a baseball class, a tennis class, a multisport class. All with you. I know. I trust you. I know you have all my information. I know you’re going to give me a quality experience and my kids are going to be able to go through the athlete pathway. That’s where we want to be a year or two from now.

Lee Kantor: [00:20:33] Well, congratulations on all the success. If somebody wants to learn more about the opportunity, what’s a website?

Adam Geisler: [00:20:39] Yes. Youth Athletes United.

Lee Kantor: [00:20:42] Good stuff. Well, congratulations again. And thank you so much for sharing your story today. You’re doing important work and we appreciate you.

Adam Geisler: [00:20:49] Thanks a lot.

Lee Kantor: [00:20:50] All right. This is Lee Kantor. We’ll see all next time on Franchise Marketing Radio.

Tagged With: Adam Geisler, Youth Athletes United

Battling Imposter Syndrome: An Interview with Stacey Ruth, Unstoppable Leader

April 5, 2022 by John Ray

Stacey Ruth
North Fulton Studio
Battling Imposter Syndrome: An Interview with Stacey Ruth, Unstoppable Leader
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Stacey Ruth

Battling Imposter Syndrome: An Interview with Stacey Ruth, Unstoppable Leader

Anyone who has started their own professional services practice faces imposter syndrome at some point in their journey. What happens, though, when the stress of imposter syndrome is so severe that you find yourself on the bathroom floor, bleeding internally and suffering severe headaches and hair loss? In a frank, raw interview with host John Ray, Stacey Ruth, CEO of Unstoppable Leader, shared her battle with imposter syndrome, and how it affected not only her physical health but her professional services business as well. Stacey discussed the many ways imposter syndrome shows up, how to diagnose and deal with it, how imposter syndrome can become a diversity and inclusion issue, imposter syndrome and pricing, and much more.

To download the imposter syndrome workbook Stacey mentioned in the interview, follow this link.

The Price and Value Journey is presented by John Ray and produced by the North Fulton studio of Business RadioX®.

Stacey Ruth, CPC, CEO, Unstoppable Leader

Stacey Ruth, CPC, CEO, Unstoppable Leader

Stacey Ruth is unstoppable. She founded two multimillion-dollar agencies, has been among the Top 50 Entrepreneurs Under 50 in Atlanta, and twice awarded Top 100 “It” Agencies by Experiential Marketer.

As a novice entrepreneur, she made nearly every business decision mistake possible – and learned how to make the necessary personal transformations in order to thrive. Her businesses survived personal challenges, the fallout of 9/11, deep recessions, and her own health issues resulting from a battle with imposter syndrome.

Today she coaches other CEOs and executives on how to make faster and more accurate decisions, using their inner wisdom. She is a passionate advocate for women leaders claiming their own seat at the table they design for themselves.

Stacey delivers sustainable change, measurable results, and immediate impact for her clients. Her human-centered approach is designed to help ignite the transformational leadership every organization requires.

Her book, Own Your Own Shift is available on Amazon, and her new book, Inside Out Smart will be available April 19, 2022.

Website | Stacey’s books | LinkedIn | Instagram | YouTube | Twitter | Facebook

TRANSCRIPT

John Ray: [00:00:00] And hello again, everyone. I’m John Ray on The Price and Value Journey. Today, we’re going to talk about imposter syndrome. And I think that’s an important topic for anyone who sells what’s between their ears. Because what’s between your ears and imposter syndrome can get mixed up in a big way, particularly if you’re coming out of corporate. You’ve had this shelter of corporate, maybe the branding and the assistance that comes from corporate. And, suddenly, you’re out in your own practice trying to do all your own thing, comparing yourselves to everyone else out there that’s doing what you’re doing, and wondering whether you’re doing it right or whether you belong where you are.

John Ray: [00:00:50] And we’ve got a fantastic guest to talk about this important subject. Stacey Ruth is the CEO of Unstoppable Leader. Stacey founded two multimillion dollar agencies. She’s been among the top 50 Entrepreneurs Under 50 in Atlanta. And twice awarded the Top 100 It Agencies by Experiential Marketer.

Stacey Ruth: [00:01:14] As a novice entrepreneur, Stacey made nearly every business decision mistake possible – wow. And she learned how to make the necessary personal transformations in order to thrive – even bigger wow. Her businesses survived personal challenges, the fallout of 9-11, deep recessions, and her own health issues resulting from a battle with imposter syndrome.

John Ray: [00:01:41] Today, she coaches other CEOs and executives on how to make faster and more accurate decisions using their personal wisdom. She’s a passionate advocate for women leaders claiming their own seat at the table that they designed for themselves. She’s got a new book out, it’s her second book following her first one, and her new book is called Own Your Own Shift, and it’s available on Amazon. And as we record this, it’ll be out in a few weeks on April 19, 2022. Stacey Ruth, it’s a pleasure to have you on.

Stacey Ruth: [00:02:17] Absolutely a pleasure to be here. I think you’ve got a really, really great group of listeners who can really benefit from what we’re talking about today. This is going to be great.

John Ray: [00:02:27] Yeah. Thank you. I really appreciate you being willing to share what you’ve got to share about your own journey. But talk about how you started your practice and just the background of your practice. What led you to go out on your own?

Stacey Ruth: [00:02:44] That’s a great one, because I was actually in a corporate agency. We were the largest global production and event marketing agency in the world at one time. And I’ll say, it was pre-focused on diversity and inclusion. And it was very much a, I’ll say, male lily white type of environment, very much like Mad Men if anyone watches that. And I was very much seduced, if you will, by the excitement and being a part of it. And it was also a sweatshop and I was very exhausted. And couldn’t kind of keep up with the politics. We were buying a new company, literally, every week at the time. And so, I chose to take the leap out on my own. And it was still in an industry that was male dominated.

Stacey Ruth: [00:03:52] And I don’t know if you and your listeners are aware, but imposter syndrome is not just up to the moment term that people are using to describe self-doubt. It’s actually a diversity and inclusion issue. And it belongs to the people who are first only or different in an industry or in a business or an organization.

Stacey Ruth: [00:04:17] And I was a woman CEO of a fast growing agency, and what was at the time a male dominated field. And I immediately started experiencing this since I was young and I was female, that maybe I didn’t have what it took. And then, I started trying to shore myself up. And that’s when things went a little bit sideways.

John Ray: [00:04:47] Now, was this before you left to start your own firm, or was it during this big firm experience that you had, or both?

Stacey Ruth: [00:04:56] Well, both. The big firm experience kind of set me up to feel that I was down in power structure as a young female. And I talk about that in my upcoming book, Inside Out Smart. And we’re talking about biases. And we’re talking about assumptions. And we’re talking about how society shapes a lot of our beliefs about ourselves. And so, it’s shaped a lot of my beliefs about what I was and was not capable of, even though I’m a relatively gregarious and confident person. But in that context, I experienced a sense of maybe I don’t belong here and maybe they’ll find out I don’t know what I’m doing. And that just carried over into starting my own business.

John Ray: [00:05:54] So, how were you able to start your own business when you had imposter syndrome to begin with?

Stacey Ruth: [00:06:02] That’s great, because the idea behind being able to move forward is to be able to tap into our inner concept of our self, our inner wisdom. Some of that is intuition. Some of that is our ability to connect to our own purpose, our own values. And I had enough of that to be able to take the risk, to take the leap. And that’s true of most entrepreneurs. And we have a growing entrepreneurial culture going on right now.

Stacey Ruth: [00:06:41] But 84 percent of entrepreneurs self-identify with imposter syndrome. So, it’s not just women, it’s not just underrepresented demographics, it’s not just black or brown or gay, LGBTQ+, whatever it is. There are things that will lead us to believe that maybe we don’t have what it takes. And someone somewhere is going to find out and we’ll be outed.

John Ray: [00:07:15] So, talk about what happened with you as you built your own firm. What was that journey like? What was going on with the firm? And then, what was going on with this arc of imposter syndrome for you?

Stacey Ruth: [00:07:32] Oh, absolutely. And, you know, I’m going to be really real with you, because I was my own worst nightmare boss when I started the agency. And so, I did what a lot of individuals with imposter syndrome will do.

Stacey Ruth: [00:07:51] And when we talk a little bit about how people can contact me, I do have an imposter syndrome workbook where people can identify whether they have it. There’s some questions on there and then ways to deal with it.

Stacey Ruth: [00:08:05] But I was micromanaging, so I was hovering over the folks that worked with me. I brought in additional executives who were men, who were older than me, in order to shore up what I felt was lacking credibility. I also was over delivering, over performing. So, I was burning the candle at both ends. I was working around the clock, 80 hour workweeks. And it was never enough. It was never enough for me. And my employees could never do enough for me in that dynamic.

Stacey Ruth: [00:08:50] So, a lot of people who are solopreneurs can identify and then they can also experience what might be going on in their organizations if they have employees or vendor partners and suppliers.

Stacey Ruth: [00:09:02] And what wound up happening to me, I didn’t realize what was going on. That was just what I thought I had to do. And what wound up happening to me – and I share this when I speak on imposter syndrome – is there was a day when I found myself on the floor of the women’s bathroom. My hair had been falling out. I was having headaches 24/7. And, now, I was bleeding internally. And that’s the level of pressure and stress that imposter syndrome puts on us.

Stacey Ruth: [00:09:38] And I’ve heard other women leaders talk about similar kinds of health issues. Arianna Huffington talks about it. I know there’s a number of people that discuss it. So, if we internalize it rather than recognizing it and dealing with it, it can actually do some serious damage to our physical well-being.

John Ray: [00:09:59] Did you attribute at that time imposter syndrome to the physical symptoms you are having? Or did that take a time to make that connection?

Stacey Ruth: [00:10:11] No, I did not. It took time to make that connection. And one of the reasons that I’m so willing to share what I went through was I actually was reading what Arianna Huffington was going through. I was reading what other women with imposter syndrome were going through, because I was following other women leaders, like, what are they doing? And so, I was starting to hear these stories and I was like, “Oh. That’s me.” And so, it was this slow dawning by hearing other people share what they were going through and how they were dealing with it.

John Ray: [00:10:48] And so, you really didn’t know imposter syndrome was to blame for any of this until you really identified it in others.

Stacey Ruth: [00:10:59] Correct. And I mean, I’ve certainly studied it, immersed myself in it, so that I really can deal with it. And I think I’m on a mission to share it with others, because given that I am a lifelong entrepreneur, given that I do believe that entrepreneurship is crucial as a foundation for our entire economic structure, and 84 percent of entrepreneurs are dealing with this. I think it’s so important to get it out there and not let people just think, “Oh, well. I just doubt myself.” Oh, no. There’s more going on. And it’s possible to overcome it, and it’s not difficult once you recognize it.

John Ray: [00:11:47] But what you’re implying here – or you’re not implying. You’re saying it flat out – thank you – is that you can go on and function “normally” for years and suddenly hit a wall, because that’s what I think I hear you saying was it captures your experience with imposter syndrome.

Stacey Ruth: [00:12:13] Yes. And, in fact, the more you achieve and the higher you go, I’ll say, the rarer the air where you are, the more likely you are to experience imposter syndrome in a new role in an organization where there aren’t any others like you at the level at which you’ve achieved. So, that’s what really starts to trigger it, first, only different and high achieving.

John Ray: [00:12:49] So, you found yourself on the bathroom floor. You had all these physical symptoms that were so powerful. What happened? How did you take care of yourself physically, number one? And number two, when did that connection come? You know, did it take a while before you read about Miss Huffington and others that had this same issue?

Stacey Ruth: [00:13:15] Well, I think that it tends to be when we start to realize something’s wrong and we start looking around for what it could be, that we start to see things that were right there in front of our face that we never saw before. And that certainly was my experience. Now, I had already been through all of the physical tests and they couldn’t find anything physically wrong with me, with standard blood work and all. I even had an MRI.

Stacey Ruth: [00:13:44] But I did go get therapy help with what was going on because everyone pretty much settled on. It was stress. And as we were getting into that conversation, I started to realize that it was really my concept of what was necessary and what I deserved that was not being met. And I was the only one who could meet it. And, of course, I was seeing what other women were experiencing kind of in concert with that.

John Ray: [00:14:19] Right. Right. Say more about that, the part about what you deserved. I mean, what was your mindset there?

Stacey Ruth: [00:14:27] Well, my mindset was classic for imposter syndrome. And the definition of imposter syndrome is, no matter what you’ve achieved, you tend to dismiss it as luck, knowing the right people. It’s something outside of your control. It has nothing to do with the fact that you actually worked really hard for it. You were really qualified for it. You really did the work. You did the work and you got yourself there. So, I realized I was pushing away my own credibility and handing over my success to outside situations, people that they were supportive but they didn’t cause it, if that makes sense.

John Ray: [00:15:19] So, for you, what did the arc of recovery look like? Was it something that took a while? Was it something that you had on the other extreme, a moment of pure insight where you saw the light from the heavens and you knew you were worthy? I mean, talk about the arc of your recovery.

Stacey Ruth: [00:15:41] Well, the arc of my recovery was starting to apply a lot of the tools. And the tools, for the most part, they are self-awareness and mindset tools. So, was I picking up the tools going, “This will fix my imposter syndrome”? No, not exactly. The first thing I was trying to do was get my self back in balance. As I’m getting myself back in balance, what I’m doing is talking to other people about what I’m actually feeling inside.

Stacey Ruth: [00:16:18] As impostors, we don’t want to let others see how hard we’re paddling just underneath the surface. And being able to have someone that I trusted, who I didn’t feel like sharing with them was going to sabotage anything I was doing in my career was extremely powerful. So, being able to share what you’re going through is critical. It gets it out of your head and allows you to get perspective.

Stacey Ruth: [00:16:45] Another thing that’s very important was being able to let go of some perfectionism and let go of some of that micromanaging control, which was part of the work. The other thing – and this may sound a little woo-woo to your audience, but it is probably one of the most powerful tools for dealing with imposter syndrome – is to be able to shift our internal mantras. And one of the ones that imposters have, especially if they’re starting their own business, is, no one will pay that much for what I do.

John Ray: [00:17:22] Oh, yes.

Stacey Ruth: [00:17:25] And you can shift that into an affirmation. And my agency, initially, was notoriously under charging for our services. No one will pay that much for what we do. And when we flipped that and said, “No. We are charging fair market value for very valuable services.” So, when you do an affirmation, your brain has to believe it’s possible. So, the way out there, affirmations aren’t as effective as simply saying I provide a service that has real value, and owning the value that you provide.

Stacey Ruth: [00:18:17] So, those are some of the things that it’s not a grand sweeping shift. It’s making those micromovements that continue to assert, I deserve it, I’m worth it, and I bring something of value through my experience.

John Ray: [00:18:38] Folks, we’re here chatting with Stacey Ruth. She is the CEO of Unstoppable Leader. I want to circle back around to, I guess, the how I know I’ve got imposter syndrome. For you, it was more obvious than maybe it is for some others who maybe they don’t have the physical symptoms. Maybe they haven’t hit that wall yet. But how do they know that they’ve got something that’s serious that they better take care of?

Stacey Ruth: [00:19:11] Well, I think one of the easiest ways to get our brain around the symptoms are – and this comes out of the book, The Secret Thoughts of Professional Women by one of the kind of forerunner researchers on imposter syndrome in women, which was discovered in the early ’70s – she defines five personality types.

Stacey Ruth: [00:19:37] One of them is the super hero. And that’s the person who’s going to do it all and take on that one more thing. And people are like, “Oh, my gosh. How do you get that all done?” So, if that resonates with you, you might have imposter syndrome. Another one is the expert. That’s the person who always has to have one more degree, one more credential, one more certification. They have all of this knowledge, but they can’t quite get out of the gate. And, you know, a lot of coaches deal with that. But not just coaches, a lot of folks feel that need.

Stacey Ruth: [00:20:20] Another one is – and I don’t think she calls it this. Oh, yes. She does – the natural genius. And the natural genius has always learned things really easily and things come easily to them. So, they’re smart, they’re capable. And then, they bump up against that one thing that it doesn’t come as natural to them and they don’t really know how to learn something new because it’s always been so easy for them. And so, they start to doubt themselves because, “Why is this one hard?” So, that’s another one, if that resonates.

Stacey Ruth: [00:21:04] And then, there are the perfectionists, the person who’s always got to get it 100 percent right all the time or do nothing. So, there’s a fear of failure behind that, and that leads to a lot of procrastination, which can also be a hallmark of the imposter syndrome. [Inaudible].

John Ray: [00:21:23] Well, for those folks, if they ever get it sent out or hit send or hit publish, whatever, then they’re looking at all the errors in it that they should have caught. Right?

Stacey Ruth: [00:21:36] It’s what keeps a lot of people from writing that book. It keeps people from applying for that job. It keeps people from making their deadlines. Or – oh, my gosh. This one – that burst of energy that gets you across the finish line and the person says, “Oh, well. I’m really motivated when I have a deadline, so I’ll get it done.” And yet that’s actually not how our brains work. So, what actually happens is, yeah, you get it done, but it’s probably got a lot of mistakes in it. So, the procrastination and perfectionism which can go hand in hand can actually feed each other.

Stacey Ruth: [00:22:23] So, if any of those resonated, someone might be dealing with a case of imposter syndrome. Mine was classic and mine was intense. Not everyone’s is that classic or that intense. And yet, if it goes without being dealt with, it can build, which was also what happened for me.

John Ray: [00:22:46] Now, speaking of intense, I saw Sheryl Sandberg, formerly with Facebook and Google. She said that both men and women are susceptible to imposter syndrome, but that women tend to experience it more intensely and be more limited by it. What’s your perspective on that?

Stacey Ruth: [00:23:09] This is true. It was first identified in women and in the ’70s where women were coming into the workforce. And I said it earlier in the conversation, imposter syndrome is really a diversity and inclusion issue. Because we, as a society, tend to feel like if I’m the only woman or only fill in the blank, any underrepresented demographic – I’ll just use women because it was first discovered with women – then I feel like there’s no one I can relate to. And, therefore, I don’t belong.

Stacey Ruth: [00:23:53] So, there’s a sense of not belonging where we are, because when we look around in the landscape, we can’t identify with anyone else. So, that’s one reason that women and other underrepresented demographics will feel that way.

Stacey Ruth: [00:24:09] Another reason, especially for women, we feel like we might be betraying other responsibilities. So, we might be betraying because that’s still the way the society is structured, “I have the responsibility for the home. I have the responsibility for the kids.” And then, “I’m not being true to that responsibility.” And, also, “What about my peers? I’ve now left them behind.” So, all of those internal struggles can really feed it, especially for women.

John Ray: [00:24:44] Okay. I don’t want to get men off the hook here.

Stacey Ruth: [00:24:48] No. They’re not off the hook. No, no. Especially male entrepreneurs.

John Ray: [00:24:55] Yeah. Let’s pull them in here. So, what is the issue with men? Do they not have imposter syndrome as much? Do they not talk about it as much but they really do have it underneath the surface? What’s going on with men?

Stacey Ruth: [00:25:14] Well, again, I think that especially when men achieve a certain level within an organization, that high achieving man, the man who goes out on his own and starts a business, we have then put ourselves in a first only different situation. So, all the same feelings can apply, “I’ve left my peers behind. My peer group is back there, they’re behind me. Why am I so special? So, I don’t belong here.”

Stacey Ruth: [00:25:54] Maybe the guy was a the natural genius. And now suddenly, “I’m doing something I have no context for, no experience for, and I don’t know what to do. And I feel like somebody’s going to find out that I don’t know what I’m doing.” All the same rules apply.

John Ray: [00:26:14] I got it. So, let’s talk a little bit about, I guess, how you deal with it. And do you need a third party? You mentioned getting therapy, do you need a third party, a live person to be able to help? Maybe a trusted adviser or a coach, someone like that? And if so, how do you find that person? Because you’re at a moment of, obviously, doubt, how do you find a trusted person that you can walk that journey with?

Stacey Ruth: [00:26:54] Well, as a coach, I happen to believe that no one “needs a coach”. Now, all the coaches are going to cringe when I say this. I don’t believe anyone needs a coach. I believe that coaches accelerate what we’re ready to lean into. They give perspective, accountability, and all of those kinds of things that it just takes longer and it can be harder to do on our own.

Stacey Ruth: [00:27:26] So, can someone get over imposter syndrome on their own? Yes. Of course, they can. They can pick up the books. They can do the blogs. They can get all the information. Putting it into application is so much faster and easier when you do it with somebody who understands. So, that is possible with a mastermind support group. It’s possible with a coach, like myself. It’s possible with a mentor. It’s possible with a therapist. I mean, there’s a number of outlets that you can work through.

Stacey Ruth: [00:28:02] I think for CEOs, especially women CEOs, who especially deal with this, working with a coach who’s been there, done that, got the t-shirt, is a great way to accelerate getting through that because it does slow you down, limit your growth, and limit what kind of income you can generate.

John Ray: [00:28:27] Yeah. I want to get to that now because this is The Price and Value Journey and I’m all about pricing. And you brought that up earlier, so I want to get to income and pricing here in just a second.

John Ray: [00:28:42] But you mentioned the term get over it, getting over it, and I don’t know what the term is, do you ever really get over it? Or maybe it’s a bad analogy that once an alcoholic, you’re always an alcoholic. It’s just a matter of controlling it and dealing with it mentally, the mental aspect of it, and doing what you’ve got to do, whether you’re in AA or whatever, to walk that journey as an alcoholic. Are you always suffering from imposter syndrome or it’s just a matter of controlling it?

Stacey Ruth: [00:29:20] Well, that’s an interesting choice of analogy.

John Ray: [00:29:25] Maybe it’s a bad analogy, Stacey, but –

Stacey Ruth: [00:29:28] No. Actually, I don’t know that it is. Actually, I’m going to pause for a moment. I’m going to say something I really want your listeners to lean in and hear this.

Stacey Ruth: [00:29:45] If you’re dealing with imposter syndrome, it’s not your fault. Because a lot of people will take that on and say, “There’s something wrong with me. What’s going on?” It’s not your fault. You’re a product of the society and the society’s beliefs and values. You can change yours. So, choosing to change is the important thing.

Stacey Ruth: [00:30:12] And the reason I said that that’s not such a bad analogy with someone who’s dealing with addiction, whether it’s alcoholism, drug addiction, or any other kind of addiction, is, the 12 step programs say, the solution is actually to understand, have a self-awareness, a consciousness of who you are in the context of the greater whole. And change how you’re seeing yourself so that you don’t feel empty inside. That you don’t feel like you’re lacking something inside.

Stacey Ruth: [00:30:47] And they say it’s of a spiritual nature. Well, I believe spirituality is based on values, and purpose, and meaning. And a lot of people who are dealing with imposter syndrome have kind of disconnected from their internal guidance system, which is values-based, purpose-based, meaning-based. And we’re really measuring ourselves by these externals.

Stacey Ruth: [00:31:08] We’re constantly comparing ourselves to everyone else and looking for affirmation that we’re okay. They’re not going to kick us out of the club today because they didn’t find out that we don’t really belong here. So, instead, we can turn in to our own inner guidance system that says, “No. I’m perfect, whole, complete exactly the way I am and I can do this. And if I need help, that’s not an admission of weakness. That’s an admission of willingness to grow and learn.”

John Ray: [00:31:46] I mean, we talked extensively about your bathroom floor experience. I want to give you a chance to talk about the other side of that. And just as you’ve been able to recognize and then put that experience in the box it belongs in your life. What has been the result for you and your business and your life?

Stacey Ruth: [00:32:15] Oh, my gosh. Well, I will tell you, I stopped racing. I love that question. I stopped racing against myself. It felt like I was competing with people, competitors, the industry, other CEOs. I was trying to be better, stronger, faster, all of that. I was doing it at the expense of my poor body that was just trying to serve me.

Stacey Ruth: [00:32:51] And, by the way, I do want you to know that I am 100 percent healed physically from that. So, I feel more energetic. I feel more engaged. But mostly I feel more fulfilled. The money is great. I mean, here we are, price value, you know. The money is great. It doesn’t fill the gap of self-doubt that is created by imposter syndrome. It never is enough because it’s always external.

Stacey Ruth: [00:33:29] So, what happened is I got a lot more satisfaction and I’m like, “Well, hey, this is doing something that is really of service I really love, and I get paid good money for doing it. What more do you want?”

John Ray: [00:33:45] Great words and great story here from Stacey Ruth. She’s the CEO of Unstoppable Leader. So, Stacey, let’s talk about pricing. Let’s get there. So, for you, how did imposter syndrome affect your pricing? How did you get to a point where, again, you put that in the box and kept it from affecting how you communicate and talk about your value?

Stacey Ruth: [00:34:26] Yeah. Well, it’s interesting – let me collect my thoughts on this one. Imposter syndrome can continue to pop up even after you’ve done the work. You recognize it when it does. And one of the places that it popped up for me recently, in like the last three years, when I really leaned in to doing the executive coaching, which I had people asking me to coach them, so I said, “Well, there’s a need for this. I’d be happy to step in and do this and I love it. I absolutely love it.”

Stacey Ruth: [00:35:11] And that little impostor syndrome sitting on my shoulder whispered in my ear – this is classic imposter syndrome – “Who do you think you are to coach CEOs and executives who are more successful financially, hierarchy, all of that, than you are?” And so, I’m walking through this because the answer to that is, “I don’t need to be more powerful, more successful in order to be able to serve. What I’m able to do is help them bring out their own inner wisdom.”

Stacey Ruth: [00:35:58] That’s what coaches do. We ask powerful questions and we help people discover their own truth, and their own value, and their own worth. So, I don’t have to lord it over them. I’m not even supposed to. That’s not my job. And so, I know what my value is and so I could set that imposter syndrome off my shoulder and say, “No. No. Not today. We’re not going to do that because that’s not even the truth of the experience,” if that makes sense.

Stacey Ruth: [00:36:30] I’m not sure if I answered your question, but I felt like that was an important shift for people to be able to hear that. I can charge what an executive coach charges because I’m being an executive coach. I’m not being the executive.

John Ray: [00:36:43] Right. Right. And I think what I hear you saying is that you really switched in your head from thinking about making this comparison of externals, external position, power, authority, whatever, to the outcome that you’ll help foster in the person that you’re going to be working with. And that’s where the value is, right?

Stacey Ruth: [00:37:14] Correct. That’s where the value is. And I’ve been in other industries. I’ve been in marketing. And a lot of folks are starting all different kinds of marketing and sales type organizations right now just as rife with imposter syndrome and pricing is all over the highway. And a lot of startup businesses are nickeling and diming on things that really have more value.

Stacey Ruth: [00:37:49] And you can get something on Fiverr for $5. Why would I pay someone $1,200, $2,000 for the same thing I could get for $5 on Fiverr? And so, that leads to a lot of imposter syndrome. Why should I charge $2,000 for this? Well, because you are providing the service. You’re making sure it’s tailored and customized. Whatever is going on there that makes it a higher value, own it.

John Ray: [00:38:24] Well, people are making the wrong comparison, right? I mean, they’re looking at the competitors instead of looking at the outcome they bring about. And they may have done this – like you’re saying you may have done this – many times before, but that doubt and that, “Oh, they won’t pay that,” that voice that comes in your head, it still comes back. And so, do you treat it like a friend and just wave at it and say, “Okay. I see you,” and they keep going. Is that what you do? That’s what it sounds like.

Stacey Ruth: [00:38:58] A little bit. A little bit. And the steps I go through are awareness, “Oh, I recognize that voice. I know what that voice is about. Okay. We’re having an impostor moment. Let’s just have a moment.” And then, when that happens, “Okay. Is that true?” Questioning those thoughts is critical to shifting them, “Is that true?” If it’s not true or if I don’t know that it’s true, what’s an alternative? And then, pursuing the alternative and testing it. Being willing to test that alternative. And that’s really how the shift occurs. Individual variations, of course. But that’s the critical component is awareness and then questioning our thoughts about that.

John Ray: [00:39:57] You know, I’m so glad we could do this show because I work with folks a lot on their pricing, and what I recognized, the base problem for so many of them really is imposter syndrome. And that’s really the underlying problem. I’m not the psychologist. I’m not the coach like you are.

Stacey Ruth: [00:40:18] I’m not a psychologist, I just want to be clear. Neuroscience, yes. Psychologist, no.

John Ray: [00:40:24] Okay. Noted. But I guess what I would ask you, to submit to you, is, I think it’s dangerous for people to think about this in terms of, “Oh, I need to get what I’m worth, because that takes you down the internal conundrum that you’re going through and switch it toward outcomes I bring about.” And if you do that, it should help get you out of the whole business about thinking that it’s about you. It’s not about you. It’s about the outcomes you help foster with the work that you do.

John Ray: [00:41:15] And I realized for some people that may be a subtle difference. But that’s really the step folks need to take. That’s what I would think. Now, give me your reaction to that.

Stacey Ruth: [00:41:27] Well, it actually makes me think about something that a lot of new coaches are told, is, you’re not selling coaching. Coaching is what you do. It’s not who you are. And so, to be able to share the results that you create changes the entire conversation. So, helping someone get out of overwhelm, helping someone be able to get clarity around what next steps are, that’s what coaching does.

Stacey Ruth: [00:41:57] So, when somebody says, what do you do? I don’t say coaching. I say I help executives and CEOs who are dealing with exhaustion, overwhelm, a new position, a lot of change, and really help them get clarity and focus so they can grow their influence and impact. That’s what has value. That’s what creates the price value equation.

John Ray: [00:42:22] There you go. Yeah. I love it. I love it.

Stacey Ruth: [00:42:26] Yeah. Results are the deal. Results are the deal. And allowing yourself to own the results and not feel like you’re being full of yourself.

John Ray: [00:42:42] Yeah. I like it.

Stacey Ruth: [00:42:43] And to get the testimonials, to ask for the referrals, all of those things imposters will hold back on as well.

John Ray: [00:42:52] Great point. We could talk more about that, that’s for sure. But that’s a great way to end. Stacey Ruth, CEO of Unstoppable Leader. Wow. Stacey, I can’t tell you how much I appreciate you coming on and sharing your story in such a raw and real way. I really appreciate you.

John Ray: [00:43:16] And I just want to go back because I bungled your book when I mentioned your books.

Stacey Ruth: [00:43:21] All the books. All the books.

John Ray: [00:43:21] Yeah. That’s what happens when you release multiple books, right? So, Stacey’s first book was Own Your Own Shift.

Stacey Ruth: [00:43:32] Be careful how you say that. Yes.

John Ray: [00:43:35] That’s right. And I almost bungled that, too. But her new book is called Inside Out Smart. So, be on the lookout for Inside Out Smart.

Stacey Ruth: [00:43:45] Yeah. April 19th it launches.

John Ray: [00:43:46] Coming here in April 19, 2022. And Own Your Own Shift – I got that right – is out. It’s been out. You can get it right now. So, I wanted to clarify that for everyone. But, Stacey, again, thank you so much for coming on. Before we let you go, I would love it if you could, if you don’t mind, sharing your contact information so folks that are interested in hearing more about you and your work can be in touch?

Stacey Ruth: [00:44:15] Absolutely. I think one of the best places to reach me is through my website, unstoppable-leader.com. And you can find me all over social media, Facebook, Instagram, Twitter, Stacey Ruth Says, and that’s S-T-A-C-E-Y. So, I look forward to connecting with your listeners. You’re doing great work here.

John Ray: [00:44:42] Thank you, Stacey. I really appreciate you. And thanks again for coming on.

Stacey Ruth: [00:44:46] Thank you very much.

John Ray: [00:44:48] Folks, just a quick reminder, if you’re a newcomer to this series, you can find the full show archive at pricevaluejourney.com or on your favorite app. Just use that search term price value journey, you’ll find the show. And if you’d like to connect with me directly, just send me an email. john@johnray.co. Thank you for joining us.

 

About The Price and Value Journey

The title of this show describes the journey all professional services providers are on:  building a services practice by seeking to convince the world of the value we offer, helping clients achieve the outcomes they desire, and trying to do all that at pricing which reflects the value we deliver.

If you feel like you’re working too hard for too little money in your solo or small firm practice, this show is for you. Even if you’re reasonably happy with your practice, you’ll hear ways to improve both your bottom line as well as the mindset you bring to your business.

The show is produced by the North Fulton studio of Business RadioX® and can be found on all the major podcast apps. The complete show archive is here.

John Ray, Host of The Price and Value Journey

John Ray The Price and Value Journey
John Ray, Host of “The Price and Value Journey”

John Ray is the host of The Price and Value Journey.

John owns Ray Business Advisors, a business advisory practice. John’s services include advising solopreneur and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their “grey matter,” such as attorneys, CPAs, accountants and bookkeepers, consultants, marketing professionals, and other professional services practitioners.

In his other business, John a Studio Owner, Producer, and Show Host with Business RadioX®, and works with business owners who want to do their own podcast. As a veteran B2B services provider, John’s special sauce is coaching B2B professionals to use a podcast to build relationships in a non-salesy way which translate into revenue.

John is the host of North Fulton Business Radio, Minneapolis-St. Paul Business Radio, Nashville Business Radio, Alpharetta Tech Talk, and Business Leaders Radio. house shows that feature a wide range of business leaders and companies. John has hosted and/or produced over 1,100 podcast episodes.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Tagged With: imposter syndrome, Inside Out Smart, John Ray, Own Your Own Shift, Price Value Journey, pricing, professional services, professional services practice, professional services provider, solopreneurs, Stacey Ruth, Unstoppable Leader, value

Chiropractor Dr. Thomas Graham, Licensed Realtor Susan Guda And Chiropractor Dr. Zach Conner on Cherokee Business Radio

March 31, 2022 by Jacob Lapera

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Cherokee Business Radio
Chiropractor Dr. Thomas Graham, Licensed Realtor Susan Guda And Chiropractor Dr. Zach Conner on Cherokee Business Radio
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This Episode was brought to you by

The Innovation SpotAlma Coffee

 

 

 

 

Dr. Thomas Graham, Chiropractor at GENESIS: Centre For Optimal Living

Dr. Thomas was born and raised in a small town in New Hampshire where his hobbies included music, sports, outdoors, boy scouts and more. In his college career, he found his passion was health and the human body, so he studied personal training and biochemistry to create his own major (like sports medicine).

Shortly after he got his bachelor’s degree, Chiropractic became his focus and passion and In 2014 he started Chiropractic College at LIFE University in Marietta Georgia. Since then he’s embarked on a vitalistic journey to learn the true dynamics of a better life and healthier living.

Through school he learned a lot about the brain, nervous system, and positive psychology, which was a perfect combination for his love of health, personal development, and quantum physics (or the new science). He was also involved in many clubs, studied under some of the best doctors internationally, traveled on 3 different missions trips, and was able to communicate with other students from around the world to share the true chiropractic message. In September of 2017, he Graduated from LIFE University, Cum Laude, with his Doctorate of Chiropractic, and since then he’s continued to get his masters in positive psychology, because he realized how truly important our mindset is in the journey of life and healing.

The ONLY thing more important than chiropractic in health, is your mindset to begin with, and now his devotion is leading others towards betterment in all aspects of life! His life experiences and chiropractic have enabled him to help others in a way he never previously conceived possible, so It is his PLEASURE to serve and guide people into the next evolution of their LIFE!

Follow GENESIS on Facebook.

 

ZachCornerDr. Zach Conner, Life Enhancing Tonal Chiropractor

Dr. Zach Conner is in his last year of chiropractic school at Life University in Marietta, Georgia and plans on opening his first office at the beginning 2023 in the suburbs Detroit.

Ever since 2008, Zach has found a passion for the study of principles – the foundational truths upon which other truths are built. In 2017, he found a way to apply these principles through the philosophy, science, and art of chiropractic.

Zach’s mission is influence positive and lasting change in others through life-enhancing tonal chiropractic care.

Follow Zach on Instagram.

 

SusanGudaSusan Guda, CEO at Guda Residential Services, LLC

Metro-Atlanta, Georgia is a great place to live and work, which is why she chose to call it home. With roots in Atlanta, Georgia, Susan returned to Metro-Atlanta in 1987. She has spent her entire career helping families and individuals reach their life goals. As a listing agent in residential real estate, she has utilized 3-D tours for her own clients and has seen the benefits of providing virtual tours even prior to the current market change. Real estate is a passion for her, with a background in education and real estate photography and videography, it is easy to see why her clients called her for help buying and selling.

She enjoys being a part of the Atlanta Communities family and she’s passionate about helping clients take the next step in their homeownership journey. She volunteers with The Hope Center, To Write Love on Her Arms, Next Step Ministries, Forever Fed and loves being a part of other Metro-Atlanta community events.

When she is not in the office or volunteering, you’ll often find me pursuing her love of the outdoors, leading hiking and backpacking expeditions, kayaking, and biking. She also enjoys spending time in her community, supporting local artists and small businesses, listening to live music, and enjoying time with friends and family.

Connect with Susan on Facebook, LinkedIn, and Twitter.

 

This transcript is machine transcribed by Sonix

TRANSCRIPT

Intro: [00:00:07] Broadcasting live from the Business RadioX studios in Woodstock, Georgia. It’s time for Cherokee Business Radio. Now, here’s your host.

Stone Payton: [00:00:23] Welcome to Cherokee Business Radio Stone Payton here with you this morning. And today’s episode is brought to you in part by Alma Coffee. Sustainably grown, veteran, owned and direct trade, which means, of course, from seed to cup, there are no middlemen. Please go check them out at my alma coffee ecom and go visit their Roastery Cafe at 3448 Holly Springs Parkway in Canton. As for Harry or the brains of the outfit, Letitia and tell them that Stone sent you. You guys are in for such a real treat this morning. Please join me in welcoming to the broadcast. First up on today’s edition of Cherokee Business Radio with Genesis Center for Optimal Living. Dr. Thomas Graham. Good morning, sir.

Dr. Thomas Graham: [00:01:10] Good morning. How’s it.

Stone Payton: [00:01:11] Going? It is going well. We’ve been looking forward to this for some weeks now. I’ve really have kind of envisioned us having this conversation for a few reasons that may come to light as as our discussion unfolds. But you and I, I think we initially connected at maybe Woodstock Business Club or YPO, one of these local business organizations that were so fortunate to have here in this community. Am I remembering that right?

Dr. Thomas Graham: [00:01:37] Yeah. I believe I originally met you, the y pow and then later on at Woodstock Business Club. So.

Stone Payton: [00:01:44] So incidentally, why Powell? The why and why Palestinians for young, why they let me participate in that group? I don’t know. But I am so fortunate your heart. That’s I am I am young at heart. All right, Dr. Tom, tell us a little bit about mission purpose. Would your work with your practice? What are you really out there trying to do for folks?

Dr. Thomas Graham: [00:02:08] Well, I’ll start with just my purpose statement. I feel that gives a lot of clarity to what we kind of do in this crazy rock we call Earth. So my purpose is to elevate humanity’s consciousness through personal growth and development, utilizing inspiration, education and opportunity.

Stone Payton: [00:02:26] I feel like you’ve answered that question before, maybe once or twice. That was very articulate, very, very eloquent. All right. So say well.

Dr. Thomas Graham: [00:02:33] So ultimately, my my place on this earth is to try to get people thinking clear, trying to elevate their choices, and then also creating education, hopefully inspire people with things like this radio show and then, of course, create opportunity where someone could go better, their mind better, their life, their health. What’s the next step for you and your evolution ultimately?

Stone Payton: [00:02:56] So let’s do that. Let’s talk about optimal health, because I’m operating under the impression you probably have a very distinct frame of reference definition for that. And maybe in the course of that same discussion, maybe a little bit about, you know, what is disease in your mind?

Dr. Thomas Graham: [00:03:14] Well, it all starts in the the root of the word dis ease. So disease is literally the lack of ease in a body. So chiropractic on a on a I’ll say historic level has looked at health a lot different than, let’s say, many Western medicines. And they look at disease as essentially things that you come across in your surroundings, your environment, things like that that ultimately your brain can’t fully process. And with time that starts to create resistance or the lack of ease in a system or the lack of flow in an energetic system, so that at the at the end of it all, disease is essentially these things. You can’t process finding resistance in your body. And with time, that usually ends up creating dysfunction disease. Yeah.

Stone Payton: [00:04:11] All right. And so optimal health is in your mind the the other end of that continuum or the.

Dr. Thomas Graham: [00:04:17] Exactly. So so health is is very much a spectrum. On one side of health, you have optimal health means that, you know, all the cells in your body are doing their appropriate function, your organs are are giving back. All the cells in the body have right communication flow. And essentially that would be things are regenerating with you at your at your prime. There’s there’s guys even today that, you know, 100 years old are running marathons and wow, what’s possible for one is possible for all. It’s a matter of it’s a matter of the steps you take to actually achieve that and how you can essentially create more ease throughout the system.

Stone Payton: [00:05:00] So in our admittedly pretty cursory conversations, you have mentioned on more than one occasion brain and nervous system. And this is a this is a very important aspect of of your practice. Can you speak more to that?

Dr. Thomas Graham: [00:05:14] Absolutely. So the brain and nervous system is really what I focus on at Genesis as chiropractors. Ultimately, like I said, the body is all energetic. Flow in the brain and nervous system is the key system. It’s also the master control center, kind of like at the computer of the whole body. So if the computer can’t connect to the part, right, the part is going to start malfunctioning.

Stone Payton: [00:05:45] I love these stone level descriptions. I know it’s helpful for me and I think it’s probably helpful for the listeners. Thank you. Yeah. Keep going.

Dr. Thomas Graham: [00:05:51] So if you can’t get full communication to all the cells in the body, essentially that’s what starts the process of disease or dysfunction. So the brain and nervous system, right, all runs through the spinal cord. So those that have seen chiropractors of any sort, generally they’re working with your spine somehow. That’s because 90% of all your nervous system essentially is between your head and your tailbone happens all through that core layer. And when that starts to dysfunction, twist the spine and the body start to twist, distort things like that. The level of communication that goes to those cells goes to your different organs and tissues starts to minimize. And now the cells don’t know how to react to the rest of the body. They’re not getting all the right information right. So if you’ve been on a phone call with someone, you can only hear 50% of the conversation. You try to get to Woodstock, they end up in Alabama.

Stone Payton: [00:06:53] So I think most of us laypeople already understand there’s probably a little bit of a departure from the the art and science of chiropractic versus traditional Western medicine. But I get the sense that there’s a little bit of a departure in, in in your path, your approach to chiropractic than maybe what we might describe as traditional chiropractic. Is that.

Dr. Thomas Graham: [00:07:17] Accurate? I will I will actually correct you slightly.

Stone Payton: [00:07:23] It happens to me all the time. My wife, Holly, does that a lot.

Dr. Thomas Graham: [00:07:25] I am actually what you would consider a traditional chiropractor.

Stone Payton: [00:07:29] Okay.

Dr. Thomas Graham: [00:07:30] Because this is the philosophy that that the profession was truly founded on. Right. It uses principles. We even have something in the chiropractic profession called the 33 principles. Some of them are talking about universal principles. Some of them talk about biologic principles. But when you add all those together, essentially you come up with a very clean framework about how someone can go about their life, starting to make better decisions and starting to up the game. Right. So universal principle number one, there is an intelligence that exists through all of matter universally. So whether it’s in the table, the chair, our bodies in this microphone, the computer, there are some sort of intelligence that holds atoms together, some sort of intelligence that allows stuff to stay operating. I’m not that smart to know what that intelligence is, but I can observe it every day, all the time, right? Oh, yeah. So another one would be time. Principle number six is all processes require time, right? You can see it easily observable principle that you could basically demonstrate over and over and over and over again. Right. So when you when you take that approach using principles as far as how you start facilitating someone’s health journey at the at the end of the day, as long as those principles are true, then, then absolutely you’re going to end up at much higher gains in your life and function so that traditional chiropractic takes that approach. Western medicine has has started to integrate with a lot of chiropractic and.

Stone Payton: [00:09:17] Much more so than in recent than, you know, a decade back. Right. It was not so much back then. Yeah.

Dr. Thomas Graham: [00:09:23] I would say it really it really started in the late seventies and eighties is when when insurance got involved more with the profession, diagnosis, things like that. So a lot of the profession took on more of a Western medical allopathic treatment protocol versus principles of living. Does that make sense? Yeah.

Stone Payton: [00:09:47] Well, so far.

Stone Payton: [00:09:48] I’ve got.

Stone Payton: [00:09:48] Lots of other questions. I mean, there’s just so much I don’t know about so much, but particularly this domain. I’m not going to run out of questions. We’ll just have to have you guys back. All right. We’re going to dove more into that because I really do. It fascinates it fascinates me. And I’m on my own personal health journey right now that, you know, it’s my show. So I’m going to talk about that a little bit, too, in a little while. But you brought somebody with you. Tell us about who you who you brought with you. Man, this team.

Dr. Thomas Graham: [00:10:12] Up, he’s he’s like my brother from another mother. We met later on in chiropractic school. We basically look like twins.

Stone Payton: [00:10:21] Yes, you do. You should start your own cult or something. I don’t know.

Dr. Thomas Graham: [00:10:26] It’s a endeared friend of mine. Fellow fraternity brother in the chiropractic, professional fraternity and doctor, or soon to be Dr. Zack Conner. He’ll be graduating and starting practice in Michigan in December as when his departure from from Georgia happens.

Stone Payton: [00:10:44] But. All right. Well, welcome to the show, Zach.

Dr. Zach Conner: [00:10:47] Thank you. It’s great to be here.

Stone Payton: [00:10:48] Yeah. So you can see it now. The light at the end of the tunnel, you’re going to you’re going to get your credentials and then you’re making a bold move right out of the box here. You’re leaving sunny Georgia and going to Michigan.

Dr. Zach Conner: [00:11:01] Yeah, yeah. My, my better, more beautiful half and her family are up there, and it’s going to be exciting north of Detroit, Macomb County, somewhere in that area.

Stone Payton: [00:11:10] So when and how did you make the decision to pursue this path? Because, I mean, you’re a good looking, strapping, young, healthy guy. You could have been a lot of things, right? You could have been an Army man, bus driver. I’ll explain that to our audience here a little bit.

Dr. Zach Conner: [00:11:29] It’s almost as if you’ve known me for.

Stone Payton: [00:11:30] Exactly.

Dr. Zach Conner: [00:11:31] Yeah. So I was in the Navy for a while and I was going to get out of the Navy because they treated me nice and it went well. But as far as people telling me what to do every day, I was kind of getting sick of that. And I threw this Hail Mary, which is basically I’ll re-enlist if I get this job. And it’s not like I had pool. I didn’t have leverage like that. I just got lucky and I got it. And they call it cake duty and it’s just an intentionally easy job that somebody has to do. And I happen to be that guy. So I had too much free time basically, and just spent my time out in San Diego researching and and exploring, really fell in love with philosophy and ancient Egyptian philosophy and anything that had to do with base principles and stacking of awarenesses and understandings. And then I got out of the Navy and just played for probably way too long and worked in the service industry, got into bartending and met, you know, cool, interesting people like Dr. Tom here and just kept talking philosophy. And one day my my neck was messed up from a fall and it was like, you know, I can crack my own neck. And and I was actually at work bartending and I went to crack my own neck and made it way worse. Ended up going to a local chiropractor, Doctor Bobby Braille. He’s still in Marietta practicing. And he spit the philosophy at me and it hit me, like, deeply, because I’m like, wow, this is an application of these fundamental truths that I’ve been studying for all these years because I wasn’t specifically studying the body, but the fundamental truths are represented in the body. And so it was just this beautiful union. And ever since then, it’s been nothing but a re affirmation. You know, it’s it’s very affirmed. This is where I’m supposed to be.

Stone Payton: [00:13:16] So both of you and I’d like for both of you to speak to this. So you you’ve got your credential. You’re out doing your thing. Dr. Tom. Zach, you got your whole life ahead of you with this. And you both also know you’ve got your business people. So, I mean, that’s a whole nother domain of expertize and angst. And and I don’t know what, but I’ll start with you, Dr. Tom. Tell us a little bit about that, like becoming a business person, things you found exciting, things that didn’t maybe go so well, challenges, rewards. What was that like?

Dr. Thomas Graham: [00:13:51] Well, I’m still learning every day. And I definitely didn’t go to business school for 15 years. Yeah, that was a rude awakening. But but ultimately, it’s, it’s that stepping stone for for helping other people. So even even through the stuff, you know, I don’t absolutely fall in love with doing at the end of the day, it’s become worth it because you get to help more people make good connections, everything like that. But yeah, the business the business side of the business side of things has definitely been a learning curve just because there’s a lot of aspects to it. You’re the you’re wearing all the hats, right, right, right. Right off the bat as well. Of course, you know, starting on a on a student budget, I’ll say don’t have the finances to hire people and stuff like that. So so yeah, it’s been definitely a learning curve but enjoyable.

Stone Payton: [00:14:51] So so far, how does the whole sales and marketing thing work for a guy like you at practice? Like, are you out there shaking the bushes or are you creating really important relationships with other people in that in the health ecosystem? How are you getting the new business?

Dr. Thomas Graham: [00:15:09] So most recently it’s been a lot of business to business connections, honestly doing networking, stuff like that. Besides that though, but I’ll say before I did a whole rebranding. Assess for about a year out of my office and everything like that and was basically just word of mouth. So luckily when you’re good at what you do, people do sing praises, which I’m grateful for. So, so yeah, in that process, it’s just been keeping me floating. And going forward, I’ll say and then now that I’ve actually got rebranded completely and everything, doing a lot more actual personal outreach, doing health talks, education’s definitely one of the the pillars as far as making a sustainable practice, especially especially a model like this, because you’re not looking for the the one time Nick Payne Pop or whatever really it’s showing people that health is a journey and showing them that chiropractic can be part of their brain and neurology piece of that, just like nutrition is, you know, a piece of that as well. Exercise, it’s a piece of that big journey.

Stone Payton: [00:16:22] So are you finding that you’re educating different groups of people like lay people like me who may need and want to be clients of yours, but other practitioners and other domains like are you educating doctors or people who are nutritionists? Are you educating them as well so that you can?

Dr. Thomas Graham: [00:16:42] Yeah, yeah. Yeah. So I’m always, always an advocate for reaching out to other businesses in the health realm because my office brain nervous system. That’s it, right? I can make recommendations of of supplements and stuff like that. But really, that’s not my forte. It’s not what I do in office. So I want people if you want to lose some weight, I have a couple of people I can call up. Oh, I got the person for you. Or if you want to go, get in better shape. Yeah, I got the person from you for you. You need a massage? Yep, I got a person for you. So having that trusted network of people is absolutely part of my business model. Maybe eventually down the road, I’ll get to a place where I can have it all under one roof. But. Right, well.

Stone Payton: [00:17:27] That could be.

Dr. Thomas Graham: [00:17:28] Cool. But right now, I love, love the thought of just taking care of people’s brain nervous system and and love them. Yeah.

Stone Payton: [00:17:35] Yeah. Okay, Zach, you got to get out there and run a business here before too long. Are there some things you’re doing now to to prep for that? Because you don’t want to just land a mission and go, oh, gosh, I got to do something. Right. So you’re doing some stuff now?

Dr. Zach Conner: [00:17:50] Yeah. So right now I’m collecting resources essentially, and I’ve been mentor shopping the whole time I’ve been in school. And so I’ve been finding more and more successful people that are willing to willing to help out. And luckily I’ve got my again, my more beautiful half Fiona Gallagher. Her father, Terrence Gallagher, is a successful businessman who’s opened many chiropractic offices in Michigan, and he’s willing to help us out on the coaching of the business end of things. And so from what I’ve heard, whether it’s an organization that’s you pay a certain amount of money a month or you do a full on franchise, having some type of coaching and mentoring is really where it’s at. And so and I’m going to be pulling from as many resources as I can. So that’s a long way to answer. I’ve got a lot to do.

Dr. Zach Conner: [00:18:42] I’ve done a lot of step one and stepping into step two shortly. So sure. Yeah. Making preparations, you know. Yeah.

Stone Payton: [00:18:50] So let’s shift gears a little bit. I’m going to ask you first, Zac, but could you speak to to some of the misconceptions that a layperson, like, like myself, might have about this whole field of chiropractic or about, you know, wellness in general? Are there are there some patterns that you see over and over? You know, like if you get in a conversation with a lay person, you almost can be assured this topic is going to come up and you’re going to do your best to kind of nudge them in a direction.

Dr. Zach Conner: [00:19:19] Yeah. So Barton gives me an opportunity to practice communicating chiropractic to the layperson. And I’ve actually found and I don’t think Lay is derogatory, just the non chiropractic person. I found that it’s easier to communicate chiropractic to people who have no exposure to chiropractic or minimal exposure to chiropractic than it is to people who feel like they’ve had a lot of exposure to it and then maybe didn’t have a good experience. You know, chiropractic works, it’s just that some chiropractic works better.

Stone Payton: [00:19:54] And.

Dr. Zach Conner: [00:19:55] And so maybe they were at an office that worked but maybe didn’t work enough or they just the communication maybe wasn’t there because sometimes when the healing process kicks in, areas of the body that have dimmed down a little bit because of to prevent further injury, part of that would be maybe even the pain signals have turned down. And so as we go through this healing journey, one of the things that might happen is the pain. Might actually increase their start in a new area that it wasn’t. But as long as we see that it’s changing, that’s how we know the body is adapting. And so the difference there in the communication is the process of healing shows adaptation and the process of disease and sickness shows a pattern. And so even though we may have something new, arise in the initial stages of the healing process, that’s still gauged, and we can tell that you’re on a healing journey. So communication like that, and I know a real common one that comes up when I’m talking to people about it is imagine a guitar, but imagine that the guitar is a self tuning guitar with artificial intelligence and now imagine it gets kind of stuck and then it just needs a little nudge so it can continue its process of auto tuning. And so we are like a third party perspective and we can see areas the bodies have just gotten stuck and they just need a little nudge. You know, humans weren’t made dependent on chiropractors, but we have had a interesting 150 or 200. I mean, we’ve had an interesting time with the Industrial Revolution going into the early 1900s. You know, we’re sitting all the time. We’re stressed out, we’ve got blue lights, we’re on unnaturally flat surfaces. And so the body gets overwhelmed and chiropractors are there to assist the body in doing what it’s already doing. So those are a few of the things that kind of come up in the just regular person conversation.

Stone Payton: [00:21:43] Yeah, so same question for you, Dr. Tom. And are there different? What’s the right word? Techniques, approaches to this business of chiropractic? And if so, can you kind of lay them out for us a little bit?

Dr. Thomas Graham: [00:21:58] Yeah, so? So absolutely. There’s over 350 techniques of chiropractic. Believe it or not.

Stone Payton: [00:22:06] Holy moly.

Dr. Thomas Graham: [00:22:07] But different different techniques use different approaches. End of the day, all chiropractors, whether you’re traditional or or more modernized and everything like that, generally are looking for some sort of increase in neurology and brain function. So you could be taking x rays. So they have just, let’s say specifically x ray based approaches where they’re trying to get your your curves and your spine back to normal. Because there’s a ton of science showing that when people’s curves in their spine are normal, they have less pain symptoms and disease, right? So some versions of chiropractic will just focus on that. Other versions of chiropractic use lots of, let’s say, muscle testing, things like that to try to analyze where the weaknesses are. Other versions of chiropractic are just strictly energy, which is just essentially even being able to visualize someone. You can feel heat readings off of them when there’s dysfunction. There’s also lots of different tools sometimes people use to try to measure the function of the nervous system. Like thermography is even muscle testing, like they have electronic muscle testings where people can figure out what’s going on. So yeah, many different approaches to to ultimately the same goal, get the person’s brain nervous system firing better wiring together. And when that happens, health increases, right?

Stone Payton: [00:23:43] Yeah. And then initially, do you run into some of these same kind of misconceptions Zach was describing and or some others?

Dr. Thomas Graham: [00:23:50] Absolutely. And as he said, it’s actually easier to to communicate with someone that doesn’t have previous previous notions about what chiropractic is. Right. Just because, again, it’s not it’s not necessarily bad thing, but a lot of people are just associate chiropractic. Oh, headache back pain, neck pain. So so when you have some sort of musculoskeletal issue, oh, this is the pain doc. So yeah, trying to deprogram and or reprogram someone to be like, okay, what are you doing when the pain goes away? Because pain is 5% of your whole neurology, so you’re just focusing on 5% or do you want the other 95%? Because function is really where it’s at. It’s not about it’s not about the pain. It’s what the pain is keeping you from doing. You want to go play with your grandkids again or you want to go out and play softball, right? So, so trying to trying to alter someone’s perception so that they can see a bigger picture when you’re dealing with someone that does have preconceived notions of it, that’s the challenge, someone that’s brand new to it. You can you can basically say, hey, this thing, the brain controls the whole body, right? So if we help the brain function better, your whole health is going to be better, right? It’s a little bit more of an organic, easier conversation than someone that’s stuck in, oh, you treat my back pain and headaches.

Stone Payton: [00:25:22] Right, right. Okay. Let’s talk about me for a minute. It’s my favorite topic. So I really am kind of on a health journey for, I’d say, about five weeks. And now the result has been 12 plus pounds lost, close fitting a lot better. You know, I still had that little, little paunch, but nothing like I did. And I didn’t really go in my mind radical. I still enjoy, you know, a bourbon or a scotch, you know, a couple of evenings a week, not as much. I backed off the beer a lot because it seemed to have a real impact on on my gut. I walk a ton and of course I have walked quite a bit since I moved here. But I don’t stop at every beer market, every walk now.

Stone Payton: [00:26:07] For that bit of refreshment. But I think one of the biggest moves that I made, I was having a conversation. She wasn’t on the show, we were just talking. But she came to the studio with Stacy Roby, who’s in the Woodstock Business Club. And she she has some real knowledge and personal experience around this whole idea of of functional medicine and, you know, food as medicine, I guess I would almost say. And so we got to talk. She was so helpful because she put it at stone level for me and she said, you know, you might want to look at not so much process, not so much sugar, you know, and maybe more Whole Foods. And I said, well, help me with that Whole Foods. And she said, if it has a mother or comes out of the ground. So that’s been like my guideline, right? And I’ve been eating a little bit less meat, so I’ve had some success and now I’m feeling momentum. So I’m encouraged, you know, like you get a little bit of of momentum. So I’m thrilled. I feel better. You know, I don’t know if I look any better, but my clothes fit better and I feel better about myself. I feel like I have more energy. My question so I intend to continue on that path and try to learn more. And I’m reading books like on longevity, like The Blue Zone and all this stuff. What, if any, attention should I put toward this domain? Like, I’m not in any pain, but is there is there potentially some value perhaps in visiting with someone in your line of work? I don’t know, just just to kind of do like a baseline assessment or to tune some things up and yeah, anything either of you have to offer in that regard.

Dr. Thomas Graham: [00:27:46] Do you do you feel as healthy as you could be?

Stone Payton: [00:27:49] No, no, no, no. Absolutely. Absolutely not. I feel like I’ve made tremendous progress in five weeks time, but I feel like there’s no I can do ten push ups and I could do five when I started.

Stone Payton: [00:28:03] But no, the short answer your question is no.

Dr. Thomas Graham: [00:28:05] So if you’re not feeling like you’re as healthy as you can be, that’s the brain. It’s the neurology there is in every single piece. So it doesn’t matter whether I have I use five pillars of health in my office. Nervous system brain is pillar number one. Mindset pillar number two. Nutrition. Pillar number three, exercise is pillar number four and then detox and de stresses pillar number five. Right. But the reason brain and neurology becomes number one is because if you’re let’s say your brain isn’t connected to your digestive system, to your intestines and stomach. Right. Is your intestines and stomach going to be taking in all the nutrition it could be? Does it know what nutrition it needs or is there some level of miscommunication? Right. Your muscles doing five pushups to ten pushups. Right. Most most of that, believe it or not, was probably neurology training in the beginning because your your neurology sets all aspects of your life.

Stone Payton: [00:29:13] And day one, it was like, what are you doing?

Stone Payton: [00:29:17] So this is not us.

Dr. Thomas Graham: [00:29:18] Don’t to the point they even have studies again where after an adjustment, athletes will get a ten or 15% increase in their max weight. Huh? Right after an adjustment. Wow. Because the brain is when you can’t lift the weight. That’s because your brain is telling you that you can’t lift it. So if you clear the communication between the muscle and the brain, oh, now we got rid of some of that disease, some of that stress and that muscle, and now we’ve got another ten or 15% more.

Stone Payton: [00:29:48] Okay. So your answer is an enthusiastic yes. If I’m serious about that.

Dr. Thomas Graham: [00:29:51] Every part of your body, it starts at the brain in neurology.

Stone Payton: [00:29:55] Yeah. Okay. All right, Zach, anything to add to that or any personal experience where you’ve kind of seen what he’s describing come to come to life?

Dr. Zach Conner: [00:30:06] Yeah, there’s no ceiling to optimization, so you can always further optimize. So it’s a never ending journey. You know, it becomes this lifelong endeavor to continuously optimize the the nervous system. And that’s why I plan on doing, you know, a monthly. I just want to charge people monthly because I want them to be able to come in as often as they can. And I want to charge a very fair amount, you know, because having a third party perspective look to see if there’s interference in the nervous system and then initiate a process of self. Correction is something I think everybody would benefit from two times a week for the rest of their life. And if they’ve got something dynamic going on maybe three or four times a week, but especially with the low force technique that both Dr. Tom and myself do it, you know, this concept of being over adjusted or causing harm with adjustments, it’s absolutely not possible with the technique that we use. So yeah, I think on your healing journey, Stone, I think you would greatly benefit from regular chiropractic care. And I think Tom being in the region is a great chiropractor.

Stone Payton: [00:31:17] All right. Good option for you.

Stone Payton: [00:31:19] Fantastic. One more question. I’m not going to go too far down this road on air. I may off air. But I got to believe this. The work I’m already doing and complemented with brain and nervous work and the detox stuff that that you talked about on the other end, as I envision it, would certainly have a potentially some real positive impact on libido, love, life, that area of your life, is that accurate?

Dr. Thomas Graham: [00:31:48] Absolutely. So so I kind of put people in different levels depending on on where they’re at. I’ll say energetically, functionally, when your body is in a state of disease. Right. And it gets really bad, you don’t have the energy to get out of bed. Right. You’re so you’re so energetically locked that that even getting out of bed seems like a task, right? Because most of your energy at that point is actually going into defending your body and essentially and trying its best to heal. But ultimately, things are locked, things aren’t flowing. So when you actually start to get rid of some of these inefficient programs that this brain neurology is, we call them patterns in chiropractic. When you start to break some of these inefficient patterns, that frees up energy. Just like if you have 50 programs running on your computer and you take away ten of them, your computer has more energy now. And what you do with that energy is your life. That’s your quality of life. So now you can go out and walk or eventually run or eventually get to 100 push ups. Who knows? So it’s it’s an evolution ultimately. And yes, the energetic body is really what dictates. Are you are you in a form of defense, what I call training or discover, like discovering your body and stuff like that? Or are you more a little bit more energetically efficient where you have somewhere we would be more in transform care is what we call it. So am I to. Offended right now, or do I have energy to play with and start creating my life?

Stone Payton: [00:33:32] So it does make sense. And our next visit is going to be in your studio.

Dr. Thomas Graham: [00:33:36] Perfect.

Stone Payton: [00:33:37] And we don’t have to record it, but I’m looking forward to that. You’ve absolutely sold me, you guys. You got Zac Conner’s endorsement. I don’t know what else it would take to get someone to do something if Zac says to do it. Zac, I’m going to say this and I’m gonna explain to our listeners why it’s okay to say this. I am so excited for you and I am so proud of you. Zac. Incidentally, Zac Connor is my nephew. His father’s name is Rock, by the way. Mine is Stone. His father and I have actually worked together in the same company, and it did create some interesting conversations when people would call that company and ask for rock. Well, Rock’s out to lunch, but Stone here. What can I do to help you? Very dear. Family member. I have watched Zac grow up and I. And he really did it one time in a school play that Holly and I attended suggested that he wanted to be an army man bus driver. He’s he’s since pivoted and is clearly now going to go into this practice. I’m excited for you. I am really proud of you. And I am so I’m so looking forward to to watching your life and your career and your and your and your family unfold. I don’t know what might be appropriate at this juncture, but I would love for people to be able to connect with you who might want to. And so I don’t know if it’s a LinkedIn, an email, whatever, but before we wrap, let’s leave them with some some point of contact for you, please.

Dr. Zach Conner: [00:35:09] Yeah. And I’m still building, you know, what’s going to end up being my brand. And while it’s coming quick, December right now, the only I think the best point to would be Dr. Zac Conner on Instagram. So it’s at D, r, z, a, c, hc0nner and once I finally get a website up and LinkedIn and all that going professionally in the next year, a few months it’ll all be hosted on there.

Stone Payton: [00:35:33] So and when you do that, if you come to town and you’re seeing rock and glory or whatever, we can come back in the studio. But if not, we’ll set up like a virtual interview and kind of do an update. I think that could be we have like a whole series follow. Zac Well, it’s been a delight having you in the studio, man. It’s so good to see you.

Dr. Zach Conner: [00:35:52] Good to see you, too, Tom Stone.

Stone Payton: [00:35:54] All right, Dr. Tom, let’s make sure that it’s that it’s easy for folks to come see you. Or maybe at this point, they just would like to have a brief conversation with you and explore some ideas. Let’s leave them with a nice, easy way to connect with you, man.

Dr. Thomas Graham: [00:36:07] Yeah. So practice name is Genesis Center for Optimal Living. It’s Genesis Optimal Living dot com has my phone number also email if that works for you as best ways to get out.

Stone Payton: [00:36:21] Yeah, fantastic. Well, thank you so much for coming. Thanks for bringing Zach. My pleasure. I really look forward to seeing your practice flourish and I’m quite sincere on both counts. One having you back on the show sometime, I think that would be really interesting. It might even be fun perhaps to have a delighted client join you and or market partner. You know, it strikes me that some of your market partners might be clients too, but it might be fun to kind of explore how you guys work together to, you know, to mutually serve a client. So let’s keep that channel open. And I’m equally sincere. I’m going to come see you because I’m quite serious about this journey and I’ve experienced enough early success that I don’t want to. I don’t want to lose the momentum, man.

Stone Payton: [00:37:09] All right. Hey, guys, can you hang out with us while we visit with our next guest? Absolutely. All right. Okay. Y’all ready for the headliner out there? Please join me in welcoming to the show with Guru Residential Services, Miss Susan Gouda. How are you.

Susan Guda: [00:37:25] Doing? I’m doing fantastic. Thanks, Stone, for having me out. Yeah.

Stone Payton: [00:37:29] So. So what did you learn in that last segment?

Susan Guda: [00:37:32] Oh, my goodness. There were so many, I believe, very strongly in chiropractic, first of all. So that’s it’s fantastic. But there are so many analogies to living just in looking at that that highway, you know, that that spinal cord highway to communication. And in segueing into some of the things that are important to me in real estate, believe it or not, I spent 28 years in in education, actually. And people say, wow, education, real estate, really? Oh, my goodness. There’s so many connections to it. And the same thing when you’re talking about body and then you talk about community and why do we do what we do and what’s the value and optimal living that involves the community as well. So going outside the body is super important. So I love I love the practice of chiropractic and what it does for body and mind. And. And then I’ve been a performance athlete as well. So using that to keep me going, keep my body from breaking on the road has been very beneficial. So thank you for what you do and what you bring.

Stone Payton: [00:38:39] To the table. You’re both welcome, guys. And you know, we don’t charge people to come on the show, but I think I may have to invoice you for that little clip. Nice work.

Stone Payton: [00:38:48] Susan.

Stone Payton: [00:38:49] All right, so. So residential services, what are the services and who are you serving?

Susan Guda: [00:38:55] Wow, all of metro Atlanta. I’ve lived in this area for 33 years now. It’s hard to believe because I grew up moving every two years. So that also impacts what I do now. But in residential services, I do full residential real estate and in listing I do all of the photography, videography, 3D video. And even in this market where, you know, you could basically just set a house for sale, sign out and sell your house to optimize the selling of that house. I do everything I would have done in a buyer’s market for that home and to market it because you want to get the best that you can for your clients. So I think that it’s vitally important to do the same thing, knowing how well that goes and get as many eyes on those properties as possible. So and then once I used to just do the videography for my own listings, but once COVID hit and the fear of actually being able to show properties and getting into people’s homes, it became very apparent that we needed that in the residential community or the real estate community overall. And so I opened it up and Atlanta real estate video services became a side of what I do. And for other realtors, because I know what I want when I market my property. So then I was able to open that up, which also gets my eyes out there and what the market is containing as well. So that’s been helpful on both sides, I bet.

Stone Payton: [00:40:26] So outside looking in your world just looks great. Crazy to me, right?

Susan Guda: [00:40:32] And vise versa inside looking out.

Stone Payton: [00:40:34] It looks a little crazy too.

Stone Payton: [00:40:35] Yeah. So both of my daughters, Zach’s cousins, have recently been engaged. They got engaged over the holiday and they have both. They each now have a home under contract. My youngest and Chattanooga’s got one that’s a little bit more of a fixer upper kind of thing, and they’re all geared for doing that. And, and then my oldest up in Washington DC has, has got one and it’s under contract, but the oldest one in DC, Katie, they must have gone after a dozen homes and not and I mean they were bidding what to me sounds like a ridiculous amount of.

Stone Payton: [00:41:10] Money.

Stone Payton: [00:41:11] And they were bidding like more than the asking price. You had a list price, right?

Susan Guda: [00:41:16] Yeah. Yeah. And that’s very common. And so now it’s it’s been a real transition in these last couple of years and we thought last year was crazy. This year is even more.

Susan Guda: [00:41:30] Yeah, for sure. And what I tell my buyers is, look, you’ve got let’s not look at the list price as the value of the home. Let’s look at that as the marketing price because the way that you’re listing homes is so totally different than what it used to be as well. But the thing is, when you’re looking at buying a home, it’s always about what your goals are. So if your goals are to go in there and flip a home and get a quick profit, you may really want to be careful in the market that we’re in right now, but if your goals are to go in there and hold property, I’d say five, seven years. You’re still in a good place. It’s you know, this all turns it comes out in the wash because like we bought a home last March and it’s already up over 20% in value. And so now that’s not going to necessarily happen year over year. We don’t have a crystal ball to know exactly what.

Stone Payton: [00:42:24] Can you help me pick stocks, too? I mean, sounds like.

Susan Guda: [00:42:30] And you know, and that’s what a lot of a lot of the country has done. I mean, 21% gains over the year have been pretty almost standard in many of the larger markets. And metro Atlanta is one of those markets that, of course, we have Hartsfield International Airport. So we’ve got so many of the global operations of of mega companies in Atlanta. And then, of course, we’ve turned into this entertainment capital as well. And that’s been a huge thing. And so people are coming from all other areas of the country and there’s a lot of other factors as well. But people coming in from all other areas of the country, California, and we are having to say, look, this $400,000 home that you’re looking at here is totally different than the 400,000 home you were looking at in California. You do not have to put up with those things here. You can get more for your money still here. But it’s an equalizing it’s it’s becoming equalized more so and so I don’t see a big. Drift in price is going downward. But I do see a steadying coming because we’ve got interest rates that are changing all of those things. So, I mean, it’s it’s not I don’t see it as a tremendously volatile market. Like, I don’t see it as a bubble. And that’s a pretty broad that’s a popular understanding and by economists and and others in the industry. And but it is. It is an interesting market. I tell you. I feel like I should wear a cape when we get to the offer table, when we get the closing table, not the offer table. Goodness. When we get to the closing table with a buyer, I feel like, oh, we won. And and recently I actually had somebody close on a property under list price with closing costs included.

Stone Payton: [00:44:13] Wow. You do wear a cape. Wow.

Stone Payton: [00:44:17] Hey, let’s do let’s let’s get kind of tactical here for a minute. Let’s let’s let’s share some pro tips, if we could, for to help a buyer compete in this market.

Susan Guda: [00:44:26] Yeah. Yeah. And it really depends. I mean, it’s important to have a realtor who really has a good network of other realtors to get along with. You see it as a competition, but it really isn’t. So it’s really a matter of creating win win for our clients. We are all looking out for our clients and so it’s very important that we have good communication with other realtors. So for my buyer, when I’m with a buyer, I will go to the realtor the first thing I do what is important to your client so we can strategize because it’s not necessarily we need to close an eight days and we need to, you know, have no contingencies offers, you know, for my listings, I put them on a spreadsheet. So I know it’s nice to work both sides of it because I know what we’re looking for and you want somebody who’s motivated, so you want to show that motivation. Now, I don’t get too much into the letters and those sorts of things because fair housing is a big deal and you want to make sure that everything is on the up and up. And I so I, you know, but it is important to show that the client is very motivated personally to own that home because they may you might get an offer, this outrageous offer, maybe non committed sort of investor type offer, which some investor offers are great and some investor offers.

Susan Guda: [00:45:41] They’re just throwing a lot of them out there. You get a lot of them right away and maybe they’re lowball or maybe they’re just really ridiculously high, but you know, they’re not going to stick. So, you know, it’s helping my client to get to the top of the offer pile. I it’s a combination of finding out what’s important, asking the questions to both my client and and the seller of the property and then strategizing with my lender or the lender that they have chosen to use. You know, outside of that, if they have their own already to be able to get appraisals done quickly, to get to close quickly, if that’s the necessity and to be able to use a variety of different lending tactics. So things like Ribbon are out there and that is something where they can come in with a full cash deal and make it look like a full cash deal instead. And so it’s a thruway for people to get their lending. And ribbon is the one that stands up for that and gets the cash for that. There are other avenues where you take somebody who may have a 20% down for their they’ve got the cash put 20% down.

Susan Guda: [00:46:58] Fabulous. Well, if they’re going to have to have an appraisal gap and that’s you know, that’s in this market, that’s an important thing to have in an offer. Then you can write that appraisal gap in comfortably by eating into a little bit of that down payment. But then they can upfront pay their principal their PMI, which is the the first, you know, when you’re below 20% that insurance that you have to have that kind of ups the the monthly payment for a while there but you can upfront pay that if you’ve got that you know then then it’s just one price and then you can go in and say, well, I’ve still got that same monthly mortgage. And people think, Oh, well, this 10,000 is going to cost me so much. But the 10,000 per month over the course of a 30 year mortgage is not much at all. Of course, it depends on the interest rates and all of that. And what I say to people all the time is, look, it’s not your it’s not just the bottom line house price, it’s the bottom line plus interest. And of course, that’s playing a part in people’s ability to buy right now as well.

Stone Payton: [00:48:00] Yeah. So you mentioned how important are the realtors are? Yeah. What about lenders? I guess you have marvelous relationships. Those are critical, right?

Susan Guda: [00:48:09] Absolutely. And really in any area of the market that touches home ownership. So my vendor relationships are very important. Having people that I can you know, people come to me all the time asking me, do you know somebody who does windows or does siding or painting or and I want to be able to give them a good, solid resource so I don’t just throw those names out there. Those are relationships that are I need proof in the pudding before I’ll give a name out. And so the lenders I work with and the closing attorneys I work with, all of those are people that I have worked with and trust to bring to do the best by my client to handle the and to communicate well with them and to get them to the closing. People without as little stress as possible in the buying process. I can’t say without stress at all, but, you know.

Stone Payton: [00:49:03] So you mentioned like letters or that kind of thing. So is whether it’s through a letter or just through conversation that you equipped your realtor to have with the other realtor, do things like, hey, we’re a young family. And like, does that help at all?

Susan Guda: [00:49:19] You know, the thing about that is you got to be very careful. I am very careful. Different realtors do it different ways, but integrity is everything.

Stone Payton: [00:49:28] Right?

Susan Guda: [00:49:29] And I don’t want anybody to ever question why we chose one offer over another based on anything to do with family structure or, you know, fair housing practices. And that’s never that’s never the case. Right. And I don’t want there to be any questions. So generally speaking, when somebody says, hey, I’ve got this cover, this letter from my client, I will not pass it along until after an offer is accepted. I just don’t want the questions about that. And like I said, integrity is extremely important.

Stone Payton: [00:49:59] But being very clear about what the client needs and wants, you’ve got to do that before you can do your job, your job properly.

Susan Guda: [00:50:08] Right. And when I send in a listing, I set up a listing in the Mlss. I put everything in there. So I’ll put in there all the upgrades that have been done to the property. I’ll put in every detail of everything to make the offer as easy as possible. But I also put in the priority list of the seller, and then once the bids have come in, I’ve learned that it’s really important also to communicate back with the realtor, to let their buyer know kind of where they fell. Not directly like this is the number and that is the number. It is. These are the numbers of offers that came in at this point over asking. These are the numbers offers that came in, you know, at different areas and with contingency, without contingency, with appraisal, gap, without, so that they learn to write a better offer. And so because, you know, it’s. In this market. We do have as realtors, we have to combat the thinking that we’re trying to get more out of the commission. And I would rather take a person. To me, it’s not transactional. It’s very much relational. And in in with all of my clients, well, that’s what I that.

Stone Payton: [00:51:16] Relationship that’s what I think I’m learning in this conversation. This world is far more relationship oriented. Relationship dependent, I guess I had it in much more of a transactional frame, but I can see where you’re going to be working with that realtor again. So you’re equipping her to help her client and that even if you don’t end up in that particular deal, there’s three more coming down the pike this year. Right. And you need to have that good, good relationship.

Susan Guda: [00:51:44] Absolutely. Absolutely. And with the realtor and with my clients, I mean, I’m building a referral based business, so that’s imperative. I have tried other means of creating lead generation, but the one that speaks mostly to me are the people who I really that, of course, know and and trust me. Sure. And and that can really help to not just go from A to B, but to do all of the and the turns, twists and turns in the process, getting from A to B.

Stone Payton: [00:52:15] So so referrals. Some would come from people who are buying and selling houses. I’m sure I had a great experience more, I would think maybe from other realtors or lenders.

Susan Guda: [00:52:26] Or sometimes in realtors out of the area, of course, you know, or you know, if they don’t do business on the north side, northwest side of Atlanta that Susan talked to Susan, that’s you know, and I’ve even had realtors go in with their client on the buy side and to one of my listings and say, oh, man, this is going to be fantastic. Susan Good is doing this and this is going to be a great property to look at.

Stone Payton: [00:52:49] Nice.

Susan Guda: [00:52:49] So that’s I mean, that’s what you want. That’s the reputation you want to have out there.

Stone Payton: [00:52:54] And then like lenders do, they like.

Susan Guda: [00:52:56] Others can as well. It’s not why I choose lenders so, but it is, you know, you develop that relationship, you you send people their way. I do preferred lenders a lot of times in my with my listings because I know that they are good solid lenders and the people that are approving are not just they’re pre-approved, not just pre qualified. Right. So.

Stone Payton: [00:53:21] Well, I want to jump to something else in just a moment. But but since you brought up, let’s make that distinction. Okay.

Susan Guda: [00:53:28] Pre pre-approved they’ve gone through several of the the paperwork, you know, the proof of their income.

Stone Payton: [00:53:36] And it’s not like there are radio hosts. They probably have like real jobs, you know, well documented income. Right. Okay.

Stone Payton: [00:53:43] Got it. Yes.

Susan Guda: [00:53:44] But a pre pre qual is hey, this is what I make and they just kind of type it in. They’re not doing a lot of actual having to prove their income or you know, and so you might go out to some online company and just type in a number and you get an automatic response. Yeah, you’re pre-approved for this much, but then you get into it and there’s like, yeah, that’s not real true.

Stone Payton: [00:54:08] All right.

Stone Payton: [00:54:09] So all right. So let’s talk a little bit more about this other work, this video, this photography. You talked a little bit about the the catalyst is what you just saw, the need you knew what you needed and wanted. So is this I mean, are you doing this two, three or four days a week or are you doing an ad hoc? How’s that?

Susan Guda: [00:54:28] Yeah. And I really have developed relationships with realtors again to like to use my services for what I do provide there, because I can provide a full site plan and and floor plan. You know, some some realtors decide that because it’s such a seller’s market, you know, they may not want to go to the full extent there, but I think there’s tremendous value in it. It’s especially when I’m working with my buyers to see to be able to actually walk through, also brings in people from other areas of the country. So I can look at it from a distance. That’s right.

Stone Payton: [00:55:01] Or people who are coming and they can see a video or pictures describe again, like what I might see if I saw some. Susan, good work.

Susan Guda: [00:55:09] Right? Right. Well, what you would see, Atlanta real estate, video services, ATL real estate video services. So you can see some of the samples there. But the the 3D video, it’s like a walk through you. You can look from any side. You can measure walls you can measure, yeah. You can put your furniture in there, you know, basically. And and you can get up close and real personal to like the water heater. How old is that really? You know, if you get the right angles, you can get all of that information as well. So that’s really beneficial because it’s it really, truly is like you’re walking through not like it is. And so it’s very detailed. It’s a Matterport 3D tour. And then the photos, I, you know, I actually have learned to take the photos with the Matterport so that. That and the angles that need to be done so that it’s not strange.

Stone Payton: [00:56:03] And so this is a this is a professional tool or suite of tools that you use to to capture photography and video in a way that’s going to really lend itself to.

Susan Guda: [00:56:12] Light and adjust lighting and all of those things to make sure that it comes, that you can see everything in its clarity and clarity and and it shows the true size of a room as best as possible, trying to get the entire room, as you know. And so, yeah, I mean, I love it. It gives me a creative outlet. Sure. As far as how often I do it, I did it a lot when COVID first hit. And now I have kind of I’m very, very busy with my real estate business. And so it’s flexible like that.

Stone Payton: [00:56:41] Right. You can you can kind of squeeze the balloon. Oh, yeah. If you really need business on that side, you just call up people and say, you know, we were going to buy that house, but your photos suck.

Stone Payton: [00:56:49] So yeah.

Stone Payton: [00:56:51] I just happen to know a certain.

Stone Payton: [00:56:56] Hey, I’m a marketing guy. I got all kind of ideas, you know?

Susan Guda: [00:56:59] Well, you see a lot of houses out there that are under listed just because they think, Oh, it’s a seller’s market, they’ll buy whatever. They won’t really still buy whatever. They still are going to be picky about what they buy and you’re not going to get the top dollar that you could get.

Stone Payton: [00:57:11] So early in the conversation. We touched on a little bit, but I could sense in you a genuine affinity for community.

Susan Guda: [00:57:21] Yeah, thank you for that. Thank you for bringing that into the conversation because that’s my heart. You know, I mentioned that I had been in education. I owned a montessori preschool for 21 years, and I home educated my children for a lot of their schooling as well. Community where we thrive. And there’s been so many changes in the way that we do things and way we choose homes based on the community. It’s because people are not tied into their office so much anymore.

Stone Payton: [00:57:54] So right.

Susan Guda: [00:57:55] They yeah, they are able to choose their homes based on what they love to do and if they can create a community that’s live, work, play something that’s very healthy and health minded. I love this area and where I am in Woodstock in that I can walk. I can walk from my home to Woodstock, down the Woodstock pass and find the noonday creek and you know, and have.

Stone Payton: [00:58:23] A so we’re neighbors. Holly and I bought a little patio home right here on the edge of hips is my first lily pad. When I’m walking to town.

Stone Payton: [00:58:30] I love it, I.

Susan Guda: [00:58:31] Love it, I love it. I love the fact that we can I mean, it really is kind of like I’m going to really age myself, but it’s like cheers, you know? Everybody knows your name.

Stone Payton: [00:58:38] Yeah.

Susan Guda: [00:58:40] But and that’s so important to walk down the street. And I have lived in another community for 30 years and I never felt that sense of, of, of closeness. I mean, there’s so many in the community. Well, if you can create that sense of live, work, play in a community and have enough events and have enough feeling that I used to run a magazine and I’d like to really get that started again.

Stone Payton: [00:59:03] Honestly, you can’t hold down a job.

Susan Guda: [00:59:10] Yeah.

Stone Payton: [00:59:10] So so the magazine, what would be the the concept for that?

Susan Guda: [00:59:14] The concept is and and was and was fully embraced is really highlighting the stories of people. And so there was a lot of diversity enabled there because people that you wouldn’t normally necessarily have a conversation with, we’re telling their stories. And I think that some of that also allowed for differences of views that were able to be embraced because you understand the back story behind it. And if if our boy is, you know, we’re so polarized, it would be really nice to live in a world where we could really not necessarily agree with everybody. That’s not the that’s not the key. But listen, let’s listen to the stories. And how about these people who are making that pebble drop difference? They’re just living their lives. They live their lives giving. That’s who they are. Let’s highlight those people and let’s change the way we think about our world. So if we if we highlight these people and one of the questions I really love, my favorite one was, you know, who’s the most interesting person you have met here and who would you nominate for this magazine? And because immediately they would look up and they would think, oh, I know this person who lives that way and that. And they give me a whole long list of people that live that way. And and then we all leave just feeling like, you know, the angels are singing in the background.

Stone Payton: [01:00:36] The world is lovely and skies are blue.

Susan Guda: [01:00:39] And, you know, and really, I think we are more good than we. We are not. And I think that we need to remember that that we we really do thrive. By understanding the stories of others.

Stone Payton: [01:00:53] Amen. What a delight to have you come and join us this morning. This is. This is marvelous. Thank you so much. Let’s make sure our listeners know how to get in touch with you on all those fronts. With respect to the real estate and the the video and the photography. And maybe if they want to have a conversation with you, help you get this magazine rekindled. So let’s leave them with some points of contact.

Susan Guda: [01:01:19] All right, fantastic. Well, my my email, if I ever forget that, then I’m in big trouble. It’s Susan at Susan Gouda. It’s Suzanne G. Today.com and Susan and Susan Google.com. And then my website is Susan Gouda dot com. So that’s pretty easy for me to remember. And my, my phone number is six, seven, eight, seven, five, four, seven, nine, seven, seven. And yeah, call me any time I, I answer my phone.

Stone Payton: [01:01:47] I answer my.

Stone Payton: [01:01:48] Phone. Well, keep up the good work. We’re going to continue to follow your story. And don’t be a stranger and I’ll have my my eyes up and my ears open when I’m walking around town. I bet I’ll probably notice you more often now. All right. This is Stone Payton for our guest today and everyone here at the Business RadioX family saying we’ll see you next time on Cherokee Business Radio.

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