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Search Results for: marketing matters

Successfully Doing Business with the Public Sector E32

November 21, 2022 by Karen

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AZ TechCast
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Successfully-Doing-Business-with-the-Public-Sector

Successfully Doing Business with the Public Sector E32

If you’ve ever considered doing business with state or federal government entities, you know that the procurement and government sales process can feel like a maze of rules and regulations. So, how can your company stand out from competitors when pursuing business opportunities with the public sector?

The November 2022 episode of the Arizona Technology Council’s AZTechCast podcast featured experts including Ed Jimenez, director, State Procurement Office, State of Arizona; Paul Robles, sales executive, State and Local Government, Google Cloud; and Jennifer Woods, president, Traversant Group. These leaders joined Karen Nowicki, president and owner of Phoenix Business RadioX, and Steve Zylstra, president and CEO of the Arizona Technology Council, in discussing the complex nuances of the public sector’s primary motivations and operating models when it comes to procurement.

Throughout this hour-long episode, the panel of three experts convened in person at the Phoenix Business RadioX studio to discuss the ins and outs of why the private sector should consider doing business with the public sector, the primary barriers that prevent private companies from contracting with federal and state government entities and the advice that the panel would give smaller companies that are exploring becoming first-time contractors for the public sector. 

Logo-GoogleCloud

Google helps our government transform how they serve their constituents. Google guides them through the challenges they face caused by outside pressures and massive demands on their systems.

Google helps them adopt new technologies and adapt to new ways of doing business quickly, efficiently, securely, and intelligently. By using Google Cloud, government systems are smarter, more efficient, and more responsive.

Paul-Robles-AZ-TechCastPaul Robles is an experienced leader with 25 years of sales, planning, and management experience in globally recognized entities including Hewlett Packard Enterprise, IBM, and American Airlines (formerly America West Airlines).

With a progressive career supporting various industries including the public sector, healthcare, financial services and travel, Paul focuses on driving business outcomes for his clients and team members.

Follow Google Cloud on LinkedIn, Facebook, Twitter, Instagram.

The mission of the Arizona Department of Administration’s State Procurement Office is to help accelerate agency performance through value added services and offering agencies world class best practices in procurement.

Their vision is to be the #1 State Procurement office in the Nation, where adding value is the norm and customer service is second to none.

Ed-Jimenez-AZ-TechCastEd Jimenez serves as the Director of the State Procurement Office for the Arizona Department of Administration. Ed is the State’s central procurement authority and is responsible for the authorization, oversight and management of the contracting and purchasing activities of the State.

Prior to his appointment, Ed served as the Executive Director in different capacities for The Boeing Company as well as the President and CEO for Supply Chain Whisperer, a supply chain consulting LLC.

Ed has been a provider of supply chain logistics and purchasing to aerospace and airline industries, including but not limited to: lean initiatives, procedures refresh/rewrites, supply base rationalization, subcontract strategies, commodity strategies, market analysis, warehouse optimization, strategic outsourcing, root cause analysis, balanced scorecards, employee development, negotiation strategies, project management, RFP development, and KPIs.

Follow the State of Arizona on LinkedIn, Facebook and Twitter.

traversant-group-logo

Traversant Group is the proven strategic and tactical business guide for organizations who wish to accelerate their success in the government market and achieve extraordinary outcomes.

Jennifer-Woods-AZ-TechCastJennifer Woods has 20 years of experience in government relations, strategic planning, procurement, and public policy. Prior to starting Traversant Group in 2013, Jennifer served as the Arizona Deputy State Procurement Administrator to help lead the state’s procurement reform effort.

Previously, she was a Principal at one of Arizona’s largest public affairs firm where she was instrumental in creating the first government marketing and procurement business line in the Arizona lobbying community. Jennifer is also an attorney and has worked as a
commercial litigator at two national law firms.

Jennifer’s practice focuses on advising a broad range of clients from large corporations to small start-ups and non-profits on matters involving marketing strategies and government contracts at the local, state and federal level.

She develops and executes public sector sales and branding strategies, advises clients on government procurement and contract issues, and has lobbied on legislative matters.

Follow Traversant Group on LinkedIn and Twitter.

About AZ TechCastAZTECHCASTLOGOBRX-4-23-2020

AZ TechCast is dedicated to covering innovation and technology in Arizona and beyond.

Through the art of connected conversation, AZ TechCast’s guests will share their expertise, success stories, news and analysis about the region’s leading startups, companies and emerging technologies, as well as the latest industry trends and critical issues propelling the state’s growing technology ecosystem.

About Your Hosts

Steven-ZylstraSteve Zylstra serves as president and CEO of the Arizona Technology Council, a role he assumed in 2007. He is responsible for strategy, operations, finance and policy development. Zylstra is a vocal spokesman for the value technology can provide in raising social and economic standards in Arizona.

Zylstra serves on numerous councils, committees and boards, was named “Leader of the Year, Technology,” by the Arizona Capitol Times, and “Most Admired Leader” by the Phoenix Business Journal. In addition, he was awarded an honorary doctorate of science in technology from the University of Advancing Technology in Tempe, Ariz.

Zylstra earned a bachelor’s degree in automotive engineering technology from Western Michigan University.

KarenNowickiv2Karen Nowicki is a successful author, speaker and the creator of Deep Impact Leadership™ and SoulMarks Coaching™. She is a two-time recipient of the prestigious national Choice Award® for her book and personal development retreat. Karen was crowned the first-ever “Mompreneur of the Year” Award in 2010 for the southwestern states. She was recognized for her leadership, business acumen, and work-life balance.

Karen has been an expert guest on regional TV and radio shows, including Fox Phoenix Morning Show, Sonoran Living, Good Morning Arizona, The Chat Room, and Mid-Day Arizona. She has been a regular contributor to many print and online magazines – publishing articles and blogs for business and education.

In addition to working with private coaching clients, Karen is also the Owner & President of Phoenix Business RadioX. The Business RadioX Network amplifies the voice of business – serving the Fortune 500,000, not just the Fortune 500. Phoenix Business RadioX helps local businesses and professional associations get the word out about the important work they’re doing to serve their market, profession, and community.

Of all the experiences Karen has had the privilege of participating in over her vast career, she shares that Phoenix Business RadioX is a pinnacle adventure!

Connect with Karen on LinkedIn and follow Phoenix Business RadioX on Facebook and Instagram.

bianca-buliga-aztechcastBorn in Phoenix, Arizona, Bianca Buliga is a trilingual first-generation American of Romanian ethnicity. A marketing professional with experience in both the nonprofit and for-profit sectors, Bianca currently works as Director, Marketing & Communications for the Arizona Technology Council.

Previously, Bianca worked as Marketing Communications Lead at Proctorio, a learning integrity platform that offers remote proctoring software ensuring exam integrity for learners around the world.

Bianca also worked as Senior Marketing Manager at SEED SPOT, a social impact incubator that educates, accelerates, and invests in impact-driven entrepreneurs creating market-based solutions to social problems. In January of 2020, Bianca was selected as an awardee of the Mandela Washington Reciprocal Exchange Program and traveled to the African island of Mauritius to run entrepreneurship programming for 15 impact-driven ecopreneurs on behalf of the U.S. State Department’s Bureau of Educational and Cultural Affairs.

Bianca has also completed comprehensive consulting projects for IBM, ESAN Business School, and the Peruvian government, and interned at the Arizona House of Representatives and U.S. Embassy in Bucharest, Romania.

Bianca earned her Bachelor’s degree in International Affairs from Northern Arizona University in 2014 and her Master’s degree in Global Affairs and Management from the Thunderbird School of Global Management in 2017. She is an avid reader, yogi, and world traveler always planning her next trip.

Connect with Bianca on LinkedIn.

About Our Sponsor

The Arizona Technology Council, Arizona’s only statewide organization serving the technology sector, fosters a climate of innovation to enhance technology in Arizona.

A trusted resource in strengthening Arizona’s technology industry, the Council proactively eliminates impediments that companies face, accelerates the entrepreneurial mindset in the state’s expanding innovation ecosystem, and works to create a destination for companies to be, thrive and stay.

Follow Arizona Technology Council on LinkedIn, Facebook, and Instagram.

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Tagged With: google, Google Cloud, government contract, government relations, procurement, public sector, State of Arizona, strategic sales

Workplace MVP: Victoria Hepburn, Hepburn Coaching

November 17, 2022 by John Ray

Minneapolis St. Paul Studio
Minneapolis St. Paul Studio
Workplace MVP: Victoria Hepburn, Hepburn Coaching
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Victoria Hepburn

Workplace MVP: Victoria Hepburn, Hepburn Coaching

Bestselling author, coach, and speaker Victoria Hepburn of Hepburn Coaching joined host Jamie Gassmann to discuss stress and burnout, particularly for leaders. After experiencing her own burnout, Victoria took proactive steps to get healthy and happy without leaving her corporate career. She and Jamie talk about that journey, Victoria’s book, Pressure Makes Diamonds: Simple Habits for Busy Professionals to Break the Burnout Cycle, how leaders can identify and approach their own stress, how a coach can help, and much more.

Workplace MVP is underwritten and presented by R3 Continuum and produced by the Minneapolis-St.Paul Studio of Business RadioX®.

Victoria Hepburn, PCC, Author, Speaker, and Remote Work Strategist, Hepburn Coaching

Victoria Hepburn, PCC, Author, Speaker, and Remote Work Strategist, Hepburn Coaching

Remote Work Strategist Victoria Hepburn, PCC, is an author, speaker, and certified business transitions coach specializing in remote work productivity and career development. Victoria teaches professionals how to create efficiencies in their life and business to stay visible and valued while working remotely, on virtual teams, or in hybrid offices. She has nearly twenty years of award-winning experience in Fortune 500 engineering and sales roles that were on remote, hybrid, and global virtual teams.

Her mission is to share the proven tools for building a rewarding career journey without sacrificing your home life and health. Her programs are designed to help talented, hard-working professionals navigate the world of remote and hybrid work, including building trusted relationships, preventing burnout, and finding new career opportunities. Her Amazon New Release #1 bestselling book, Pressure Makes Diamonds: Simple Habits for Busy Professionals to Break the Burnout Cycle gives clear and simple actions to boost productivity and resilience without quitting.

Prior to becoming a bestselling author, coach, and speaker, she enjoyed over a decade-long award-winning engineering and sales career at Merck, GE Healthcare, and BD. Victoria earned a Bachelor of Science in Chemistry from New York University and a Bachelor of Chemical Engineering from Stevens Institute of Technology through a dual degree program. She is an IPEC-certified professional coach,  a certified Heartmath Coach and was awarded a Professional Certified Coach (PCC) accreditation by the International Coaching Federation in 2021. Victoria’s a busy wife and mother who enjoys walks with the family’s large rescue dog, who refuses to play fetch.  

Victoria’s most popular talk titles are “Building Remote Relationships: How to Use the Pressure You’re Under to Shine In Your Career” and “Build Your Career Board of Directors to Maximize Growth and Opportunity”. Her upcoming book series, “The Future is Now” will be available on Amazon on November 30, 2022.

Website | LinkedIn | Facebook

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.

R3 Continuum

R3 Continuum is a global leader in workplace behavioral health and security solutions. R3c helps ensure the psychological and physical safety of organizations and their people in today’s ever-changing and often unpredictable world. Through their continuum of tailored solutions, including evaluations, crisis response, executive optimization, protective services, and more, they help organizations maintain and cultivate a workplace of wellbeing so that their people can thrive. Learn more about R3c at www.r3c.com.

Company website | LinkedIn | Facebook | Twitter

TRANSCRIPT

Intro: [00:00:02] Broadcasting from the studios of Business RadioX, it’s time for Workplace MVP. Brought to you by R3 Continuum, a global leader in helping workplaces thrive during disruptive times. Now, here’s your host, Jamie Gasmann.

Jamie Gassmann: [00:00:20] Hi, everyone. Your host, Jamie Gassmann here, and welcome to this episode of Workplace MVP. Stress, burnout, resignations are common terms we’re hearing all across various industries, particularly of concern at the executive and senior leadership levels. The navigating of continuous disruption within work environments, the shifting economic situation, and other professional and personal challenges that present themselves is taking a toll on key leadership.

Jamie Gassmann: [00:00:49] While they spend a good amount of time focusing on ensuring their people’s wellbeing is taken care of, they are forgetting that their own wellbeing is just as important in ensuring organizational success. But how do you strike that balance between work success, home life, and your own wellbeing?

Jamie Gassmann: [00:01:05] Well, joining us today, we have a special guest, bestselling author, keynote speaker, and Workplace MVP Victoria Hepburn, who’s going to share her perspective on how leaders can tackle and benefit from the challenges of stress and burnout. So, let’s get this conversation going. Welcome to the show, Victoria.

Victoria Hepburn: [00:01:23] Thank you so much, Jamie. It’s a pleasure to be here.

Jamie Gassmann: [00:01:26] I’m really excited to have you on the show after talking with you at the GSC-SHRM Conference. I think we had such a great dialogue around how leaders, you know, can combat this. They can get after that stress and burnout that they’re facing. So, before we dive into the content of the conversation, let’s start with hearing about how you came to be an author and a speaker on stress and burnout. And what does your career journey look like? Because I recall from our conversation, you had your own kind of personal experiences that kind of drove you to where you’re at today. So, why don’t I have you share that story with us?

Victoria Hepburn: [00:02:02] Oh, well, thank you. What really brought me to it is I needed to solve my own burnout journey, as I’ve grown to call it. But at the time when I was in the weeds – just to step back, I have spent more than 18 years in corporate America in engineering and sales roles, Fortune 500. And I was working at the point where I said I have to do something about my burnout.

Victoria Hepburn: [00:02:27] I was working internationally and I would have to be, like, on calls at 3:00 a.m. with my European counterparts and then stay up and connected enough to meet with Japanese project teams. So, that was being stretched in a million directions. And it’s a uniquely American problem, I learned, because my colleagues in Asia and in Europe had assistance to do all the logistical stuff I didn’t have. I had to, like, schedule my travel, send out quotes. So, I was just pulled in so many directions. And I also had to drive forward project teams at the same time.

Victoria Hepburn: [00:03:05] So, I couldn’t quit because I loved my work. We were doing amazing things, but I needed to stop feeling the sense of cynicism, the exhaustion, and just generally not loving my life and saying no to all the people that I loved and who loved me all the time. It was miserable. So, that’s really when I had my epiphany where I have to do something. I have to find time, space, and attention for me because my health was also failing. I was starting to gain weight. I thought I had a heart condition, but it was really like an anxiety and panic attack kind of situation. And I just had that moment where, no, I have to do something.

Victoria Hepburn: [00:03:45] So, my first step was to get back into exercise and meditation, because those are things that I knew worked for me. And then, in my quest to find a meditation that worked, it was insight meditation. Then, I found HeartMath, which is a stress relieving technique that you can do with your eyes open. So, in meetings I could calm myself down and focus because, really, it was about focusing on what mattered the most to me and creating a new goal.

Victoria Hepburn: [00:04:14] All my goals were professional at that point in my life, and that was the first time where I created a triple bottom line, where it was my professional goals but also my social goals, who did I want to be around. And my health, I had to start making my health a priority. And this is in my 30s. This isn’t like it took a long time. This is my early 30s that I was making these decisions.

Victoria Hepburn: [00:04:35] And what changed for me was so profound that other people I worked with took notice. Because I didn’t quit to fix myself and to fix my issues, but it required me to do three things differently than how we’re taught to be as professionals. The first thing was actually holding time for me and that exercise, you know, that’s an appointment as if it was a customer meeting or a senior leadership meeting. Making time every single morning, even if I was running late or whatever, for my insight meditation to practice bringing my focus back to what matters.

Victoria Hepburn: [00:05:13] And then, finally, making time for people in my life, which was crazy making. I’m not going to lie and say I eased into it effortlessly. I put it in my book, Pressure Makes Diamonds, because it is not easy to shift your mindset to say you actually have that time. But I started by just taking one night off a week. One night off a week, where I would do something for me with another human, and that’s it. That was the level that I had to get through. It’s really challenging to create that time.

Victoria Hepburn: [00:05:48] And then, fast forward, I was able to keep winning awards. I take pride in having a whole wall of glass over here from all my different corporate sales roles and engineering roles. And keep making a difference for our customers, but I also had quality of life. And this is coming from someone who cancelled vacations and missed family holidays and things like that. So, I believe that it’s a necessary thing in order to preserve your life force. At this point, in this moment, a lot more people are thrust into that life that I had with remote work and interdisciplinary work. Teams are much leaner than they ever have been. And we have to start acknowledging our humanity.

Jamie Gassmann: [00:06:30] And you really become a better performer at the end of it, it sounds like. You know, you kind of personally experienced that, that creating that balance in your life to be able to take care of yourself from a health and wellbeing perspective allows you to perform even better because you probably had more of a clear mind. You know, what were some of the feeling that you felt when you had that differentiation, when you started really taking care of yourself and making that time to take care of yourself?

Victoria Hepburn: [00:07:00] Initially terror, because I felt like I was going against the grain. I’m doing things. They’re going to fire me because I’m saying no. Like, I had all the feelings around it. If you’re listening to this, you can’t see me, I’m a woman and I’m a person of color. I’m Black. So, I stand out. If I say no to a meeting, people are like, “Where’s Victoria?” Like, specifically looking for me because I stand out. And it’s happened, that’s the only reason why I say that. So, I felt that I would be forfeiting opportunity. I felt that I was putting a lot at risk, like all that I had worked for would be at risk. But I figured if not now, when? Because if I fall apart, it’s all at risk too. So, it was that level of terror.

Victoria Hepburn: [00:07:45] But then, after you get some positive reinforcement, setting small goals towards today it’s just about getting my workout in at the end of the day. That’s the goal. Keep it small and attainable. And keep reflecting each week. Reflect what was I able to do, what got in my way. And I developed a practice over time of just looking, what do I need to do, what do I want to do, and what am I ready to let go of.

Victoria Hepburn: [00:08:15] Because it’s a process. You can’t just say, “Oh, I’m starting a whole new life,” like New Year’s resolution style. It doesn’t work like that. People are used to you showing up a certain way. Like, if you’re always available at 9:00 at night, people feel some kind of way when all of a sudden you’re not available at 9:00 at night. Like, “What’s this?” Especially if your colleagues are in another time zone and they rely on that.

Victoria Hepburn: [00:08:37] So, you have to train people. Having conversations and telling people I’m going to start disconnecting. Putting it on your Slack that I won’t be available from these hours. And sometimes for me it was like an auto message that went out to people saying, “I’ll get back to you in a few hours” or something, I tried to use that sparingly. It was really about communicating directly to my team members and saying, “Listen, I’m going to be disconnecting every Wednesday at 6:00 because I have a commitment.” You don’t have to go crazy on what that commitment was, but just being practical and saying, you know, I respect and appreciate what we’re working on, but I need this time. And most people were gracious.

Jamie Gassmann: [00:09:18] You create boundaries for yourself, right? You’re kind of structuring out for people, like, this is what I’m available to do and not do. That’s great. And I think that’s – go ahead.

Victoria Hepburn: [00:09:26] The blessing of working with Europeans is they totally said, “Okay, fine.” You would see their –

Jamie Gassmann: [00:09:33] They’re probably like, “I’m glad to hear about that.” No. I mean, from your perspective, these are such great tips. And looking at the challenging and complex environment that we currently have, both professionally and personally, coming off of three years of fast and rapid and dramatic change that people are experiencing, in the work that you do with coaching leaders, what are you seeing as a common theme within leadership today?

Victoria Hepburn: [00:10:04] The speed of everything is coming at everyone so fast, particularly leaders. Because right now, if you’re running any kind of organization, you’re standing in charge of a major transformation that no one asked for. We have the great reshuffle, plus the pandemic after effects or ongoing pandemic, depending on who you talk to, plus a changing workforce dynamic with the different generations at work, and the needs of people have changed. So, the speed of transformation is going like never before.

Jamie Gassmann: [00:10:42] And then, now you’ve got the economic shift, too, that’s on the mind of a lot of leaders as well that they’re trying to navigate. And sometimes making some really tough decisions, as we’ve seen kind of with some of the tech industry recently. So, definitely a challenging time and complex time for leaders. So, this is a very timely conversation.

Victoria Hepburn: [00:11:03] Yes. And there’s so much they can do that aren’t commonly taught. Like, I didn’t learn any of this in my business or academic education. You know, my degrees are in chemistry and chemical engineering and I took a lot of business classes as an engineer. But nothing they talked about with regards to team dynamics prepares you for this. And then, I talk to my friends who have great MBAs and they’re like, “Yeah. There’s no class that tells you how to make these tough choices or to work at the pace of disruption that we’re seeing.”

Jamie Gassmann: [00:11:34] Yeah. No, there’s not. And the other thing, too, is, I think when you get to a certain point in leadership when you’re in what they consider that senior leadership and above, there’s almost this expectation that you know how to manage yourself and you know how to navigate those challenges and complexities that are coming at you. Though I think there is some truth to that, because you’ve gotten where you’re at for a reason, there’s also sometimes, to your point that you made, there’s things that you feel are expectations upon you.

Jamie Gassmann: [00:12:08] So, you’re almost carrying the weight of the world. You don’t want to make anything different that goes against that because you’re in your position for a reason. So, there’s some kind of barriers almost that you have to kind of overcome, I think, sometimes within your own mindset of what you should be doing during that time frame.

Victoria Hepburn: [00:12:28] Yes.

Jamie Gassmann: [00:12:28] So, in looking at your book, Pressure Makes Diamonds, you talk about how you felt that burnout was something that you had to put up with. So, kind of getting after what I was just kind of talking about, and particularly some of that is, you know, you seeing others dealing with it and having those high stress days and kind of witnessing that rundown. And, you know, I know myself as a leader, I would say, “Yep. Onward and upward, I’m still breathing. We got this.”

Jamie Gassmann: [00:12:55] But I imagine a lot of leaders across various different industries are looking at that and going, “Yeah, I see that, too.” How can they look at that differently? How can they look at what we see as what we think of status quo is it’s normal to be high stressed and burned out all the time. How can they be looking at that from a different lens to take better care of themselves?

Victoria Hepburn: [00:13:19] I always say, just because it’s normal doesn’t make it right for me. And just permission, give yourself permission to say what I need matters. And it’s not disruptive to save yourself, that’s the thing. It’s disruptive if you try to force it on other people. But when you are trying to save yourself, that’s not disruptive.

Victoria Hepburn: [00:13:44] Also, there’s a lot of data in the business process about unlearning old mindsets, old habits. And right now we’re in the process of unlearning this industrial revolution style work ethic, which says we have to keep working endlessly and be the expert and give all the directions. That’s just false in the knowledge economy.

Victoria Hepburn: [00:14:07] We have more information at our fingertips than we ever have in human history, so the answers don’t have to come from a leader. They need to come from the team more so because now you have a team of experts. Even as stressed out as our teams are, we can get more done together. And there’s a lot of opportunity for delegation, but it requires a leader to unlearn that old top down approach and to say openly to your team, “What is it that we are not doing that we should be doing?”

Victoria Hepburn: [00:14:41] And it’s the cardinal rule of business, I was taught, was, never ask questions you don’t know the answer to. And now we’re in a moment where if you don’t ask questions you don’t know the answer to, you won’t know where the problems are, where the low hanging fruit is. And that will relieve a lot of the stress and the worry from the uncertainty is having certainty with your team.

Jamie Gassmann: [00:15:05] Yeah, I love that. I love that unlearn the bad habits in a way of what we’ve been taught or how we’ve been kind of groomed to be as leaders.

Jamie Gassmann: [00:15:14] So, what are some of the personal contributors to a leader’s own stress and burnout? So, you know, I know there’s always some things that kind of in the work environment just come by the nature of the work. But what are some of the kind of personal things that could be kind of exasperating some of the things from work.

Jamie Gassmann: [00:15:33] I know in your book you talk a little bit about perfectionism. You know, that not wanting to fail. You kind of mentioned I don’t want it to seem obvious I’m not there. You know, working in the need to always be on, if you will, culture or that perceived culture. What are ways that they can kind of get around those? Or how are those impacting that overall stress and burnout?

Victoria Hepburn: [00:16:00] Well, always on culture was definitely a contributor to my burnout. So, I definitely can speak to that. It really comes down to getting at the heart of what is urgent and what is important. And we don’t have those conversations enough. Collaboration was the key source for me, for my burnout. And I think the biggest thing is the longer you’re in your role, the more your scope and your expertise grows. The more people ask you for those shoulder tap kind of conversations, virtually or in real life. And that’s what consumed me and created the most fatigue.

Victoria Hepburn: [00:16:39] And because I’m a bit of a nerd, I researched it. And I, as a coach, learned from an expert 40 years of studying high level leadership, Dr. Rob Cross. And he basically wrote a book outlining collaboration fatigue as one of the largest contributors. And what happens is, as your scope of work grows, you never drop things off your list. You never delegate them. So, you have to do more and more and more just to be okay. And that is something that most of us are unaware of that we’re doing it until we hit burnout, until we can’t physically do all the things.

Victoria Hepburn: [00:17:21] So, one of the things that is most helpful, and this something I point out in my book, is creating time to reflect. Putting in on the calendar each day what your actual goals are, and also time for you to work on those things. Just blocking it out and having that precious time for you, it’s not selfish. It’s survival.

Jamie Gassmann: [00:17:44] Yeah. And I think just speaking from my own personal experience, when I have a day where there’s no meetings, it’s like, “Wow. Where do I begin with what I can work on?” And holy cow, the ideas that can come out when you’re not moving meeting to meeting to meeting, and you have that time to really clear head and think through a project or a task. You kind of learn from it. In my mind, it’s like I learned from that. It’s like, so it’s okay to block out time and say I’m going to be working today, but I’m not available for meetings or conversations. I’m just in my world.

Jamie Gassmann: [00:18:19] So, carving out time for yourself, especially if your perfectionism can get in the way of that, too. Like, I want it to be perfect. I want it to look great. But you’ve got to have that time to be able to do that. And sometimes you need that time alone to create that. And, again, I think it’s getting after those boundaries and creating that sense of, like, carve out that time, take that time to go for the run.

Jamie Gassmann: [00:18:44] I was actually just talking to my own boss about how I take lunchbreak runs. I go for a, you know, three mile run on my lunchbreak. And at first I felt really guilty about it. You know, as an executive myself, I was like, “Oh.” I felt kind of bad because I’m trained the 8:00 to 5:00 grind. You’re at your computer, you’re fully accessible, anybody can contact you if they need to. And so, that was a shift for me.

Jamie Gassmann: [00:19:13] But what I found is I’m still actually technically working when I’m running because I’m thinking about things. And I’m strategizing as I’m on that run, things are running through my mind. And because it’s a different environment, I sometimes get some really good ideas or really good thoughts that get kind of pulled out of that. Have you experienced some of that, too, when you allowed yourself some of that free time?

Victoria Hepburn: [00:19:35] One hundred percent. Part of what I talk about in the book, one of the parts of my method, the T in BOOST is take time for yourself. And I tell the story about how I adopted my rescue dog and he fundamentally drove me out into the world and got me off my laptop – similar to what you said – all these ideas, this energy. So, the sound of my laptop closing was like his excitement moment because we’re going out.

Victoria Hepburn: [00:20:06] And it was so beneficial for me because I got, not just the walk, but my community. Like running, you’re in the zone. But I didn’t realize, I got to know my neighbors. I had this expansion of my circle and my support network. So, now I have a neighbor if an emergency happens and I need to leave my dog with someone, I just go around the corner. That’s a gift. That’s like a mental load lifted. And professionally, it gave me a fresh set of eyes just taking that 15 minute walk. Yeah, I have to come back for my evening calls with the West Coast in Asia, but it clears the slate.

Victoria Hepburn: [00:20:44] Now, I’m not telling anyone to adopt a rescue dog as a strategy for fitness. That’s a huge undertaking. But I do think that we don’t see how taking time for ourselves helps other people. But it’s that old very much used cliche of put your oxygen mask on first before you can help other people.

Jamie Gassmann: [00:21:03] Oh, absolutely. And I love that. I have a rescue dog as well, and it never fails. As soon as she sees that it’s the end of my workday, it’s like, “All right. it’s time to go for a walk. Let’s go.”

Victoria Hepburn: [00:21:12] It doesn’t matter the weather either.

Jamie Gassmann: [00:21:14] Oh, no. Especially in Minnesota, it does not. So, you also discussed how leaders get into a cycle of feeling overwhelmed and get stuck feeling professional exhaustion or burnout. Can you tell us a little bit about how one might identify that they’re in that cycle?

Victoria Hepburn: [00:21:32] I think the simplest way is you don’t feel like you anymore. And for everybody that’s different. So, for me, it was about getting headaches halfway through my workday. And it wasn’t just eyestrain. You know, you check your eyes, you check everything else, there’s nothing there. And then, also my attitude towards my work shifted. Whereas, I was still showing up. I was still working hard. But I was much more cynical.

Victoria Hepburn: [00:21:56] I’m normally a pretty upbeat person. And I didn’t notice it as much as the people in your life notice it. And they may or may not tell you, so it might be a friend, a spouse, a trusted ally at work. That’s who’s going to tell you. Your team will never tell you. Your team will just think you’re on one today or every day. They’re never going to tell you because they like to live. So, those are the best thing.

Victoria Hepburn: [00:22:20] Sometimes that Mel Robbins approach of sending the text to someone who cares about you saying what could I do to be a better person or better friend to you or a better loved one to you. And what you get back will help you understand it. Because when you’re in it, you just feel like you’re in it and you’re trapped and you’re stuck in it. And that stuck feeling is very limiting. We can’t see possibilities. We can’t see much of anything.

Victoria Hepburn: [00:22:48] And that’s why the tagline of my book is helping busy professionals to break the burnout cycle, because, for me, I would get out of it, I would get back into it. I would get out of it, I’d be like, “Oh, I’m fixed. I don’t have to do those healthy things anymore,” and then I fall back into it. You know, kind of like yo-yo dieting but with stress.

Jamie Gassmann: [00:23:07] Yeah. Oh, my gosh. I had a friend one time that said I always started my diets on a Monday. She’s like, “Oh, you have your Monday diet again.” I’m like, “Oh, I didn’t realize I did that, but I do.”

Jamie Gassmann: [00:23:20] I was just reading something and I don’t know if it was in your book or if it was in an article somewhere I was reading that you feel like you’re underwater trying to run. And I was like, “That is such a great analogy to that feeling.” And when you’re talking about that stuck feeling and how you feel like you’re trying to keep going, it’s like you’re almost like you’re not getting anywhere, but things are moving around you, it made me think of that verse in something that I was reading. Kind of that feeling, and I’m like you can totally feel that when you’re like I’m just trying to get moving forward and I just can’t get there.

Jamie Gassmann: [00:23:57] So, when a leader is stuck in this cycle and they’re showing up to work stressed, they’re showing up burned out, probably even exhausted, obviously it’s got an impact on them physically and probably mentally. But what is the impact on their people and their projects and their performance? What starts to happen to them in that professional world when they’re starting to feel that stuck feeling?

Victoria Hepburn: [00:24:20] Well, most of us, and myself included, try to hide it. The problem is we try to say everything’s okay. We default to toxic positivity because everyone’s counting on us. And the challenge with that is none of us are the Academy Award winning actor we think we are. You know, I’m not channeling my inner Helen Mirren or Dame Judi Dench or Denzel Washington. We’re not as good at covering as we think and so our teams feel tension. Then, as humans, their brain starts spinning because we’re not telling them why we’re tense.

Victoria Hepburn: [00:24:57] It could be about an acute issue, like an upcoming challenge point for the business, but most likely it’s not. It’s just because we’re stressed out, we’re juggling the most, and we don’t have the resources we need to help ourselves or others in that moment. But how are teams interpreted a lot of times is very disruptive because people just get the vibe that you’re not as jolly as you used to be. You’re not sharing information like you used to be. You’re working all the time and you’re not doing the things we know you love to do. What’s wrong with the business that you have to do that?

Victoria Hepburn: [00:25:31] And then, your best people are going to be dusting off their resumes. They’re not going to say anything to you. And that’s the insidious cost of this, because your best people have options. And in this economy, more than ever, that is a terrifying thought as a leader.

Victoria Hepburn: [00:25:48] So, the best thing you can do is to get the support. For some people, it’s about actually healing trauma that they’ve experienced and seeking those mental health services. I know when I had a difficult experience at work, I went to therapy. I needed to talk it through. I needed to make sure I had systems in place to help me move forward. And I also knew I needed to have structure. So, I joined a mindfulness-based stress reduction course, which they fully admit in the first two weeks it’s really mindfulness-based stress creation, trying to fit all those exercises into your life and trying to do all those things.

Victoria Hepburn: [00:26:27] But whatever you do, you have to fix it. You have to. Because those people who are counting on you need you healthy and they need your attention shifted back. But more importantly, you need it. The people who love you want you to be healthy. And the people who care about you and know what you’re capable of when you’re healthy, they need you too. So, I think that’s what it comes down to.

Victoria Hepburn: [00:26:54] And being corporate, you have the blessing of resources, the resources both to get the support you need. It’s really about taking the time. For some people, it’s just about having accountability partnership. I mean, as a coach, that’s what I do a lot of times is remind people of their goal, and help them take the the steps through the messy middle from when you declared everything is going to change to where you’ve achieved the change. That middle part is uncertain. And we humans crave certainty, so it’s hard. And having that accountability partner along the way is super helpful.

Jamie Gassmann: [00:27:29] Yeah. No, absolutely. Even in all wellbeing kind of avenues too. I always tell people I’ll be your accountability workout partner, just let me know. So, that’s great. We’re going to just take a moment to hear from our show sponsor.

Jamie Gassmann: [00:27:44] So, Workplace MVP is sponsored by R3 Continuum. R3 Continuum is a leading expert in providing behavioral health support to people and organizations facing workplace disruption, workplace violence, critical incidents, and extreme stress. They help leaders navigate the complexity and challenges disruption can have on a work environment, guiding them and their organization on the journey to recovery. To learn how they can help your workplace make tomorrow better than today by helping your people thrive, visit r3c.com today.

Jamie Gassmann: [00:28:16] So, diving in, you built a program and I know you talk about it in your book, Pressure Makes Diamonds. You built a program called BOOST. Can you talk us through that program?

Victoria Hepburn: [00:28:28] Yes. So, the BOOST Method I created because I realized I needed to hold myself accountable for what was working for both me and my clients. So, people come to me at that level of, “I can’t take it anymore. I never thought I’d downshift my career, but I have to because this is just too much.”

Victoria Hepburn: [00:28:49] And the BOOST Method is an acronym. So, first is Be specific. You know, consciously understand your why, why you need to change, why this matters, both what you’re working on at work, at home, creating that triple bottom line. That’s the first step is to get clear on what you want. And it has to be appealing enough that you want to commit to working towards it.

Victoria Hepburn: [00:29:15] The next thing is the first O is organize your priorities. Listen to others, ask specific questions to make sure what you’re spending your time on serves your specific goals and the team’s goals.

Victoria Hepburn: [00:29:28] Three is operate like a leader. Because fast movers and organizations, they are adept at disagreeing with people without being disagreeable. So, think about ways where you can show your leadership in a new way that supports your goal and supports the company’s goal. So, a lot of times what that can mean is just not being a supervisor, not caring about what people are working on, but what outcomes are they achieving. Just that shift alone frees up a lot more time and attention.

Victoria Hepburn: [00:30:03] Four is sharing responsibility of others. So, really taking that forward, not just what can you delegate, but encouraging people to actively bring solutions to you in a lot more avenues than you already are doing. And people are super busy, but sometimes these solutions can come from what they’re already working on.

Victoria Hepburn: [00:30:22] And then, finally, as I mentioned before, is, take time for yourself. The guilt and the shame we all have around taking time for our fitness, our families, and our health, and wellbeing has got to stop. As humans we’re not born alone. We’re social creatures. If we don’t nurture that side of ourselves, we are not going to appreciate the business wins. We’re not going to be our best and most creative. The curiosity and the drive that made us successful to this point, if that’s not there, we can’t get to the next level. So, just really taking time to understand what concessions need to be made in order for you to have that time. So, that’s basically the BOOST Method. It is a lot because you need a holistic solution.

Jamie Gassmann: [00:31:12] Yeah, absolutely. And that take time for yourself is just one of my favorites, because I’ve learned myself as a leader how much value is there. So, I love that that’s a key part of your overall program.

Jamie Gassmann: [00:31:26] And looking at the work that you are doing with leaders, and I know you work with a number of them, when they’re kind of going through their day-to-day, and, yes, they might be feeling stressed out, maybe they’re feeling exhausted, there are some that maybe aren’t as in-tune to know that that’s their red flags or the signs that they need to do something.

Jamie Gassmann: [00:31:49] Or how do they give themselves permission to get that support and help from a program like BOOST? What are some of the things that they can watch for where they might need to give themselves that permission to engage in a program? You know, is there a way to kind of help them to kind of be more alert or self-aware of some of the things that could be going on that are impacting their overall wellbeing?

Victoria Hepburn: [00:32:13] I think the biggest thing is asking the question, Who in my life can I talk about this stuff with? Because talking about it is a lot of what heals us. And if the answer is no one, you need to have someone.

Victoria Hepburn: [00:32:29] Now, as a coach, I hold the same kind of confidentiality I did in my corporate career. I was working on super secret drug development programs. So, I have had really good experience toeing the line and holding space for people, and that’s what my clients appreciate. Some coaches are like splash everything. No, no, no. I want to help the person. So, I don’t care how big you are. That’s a problem, the higher you go in anything, fewer and fewer people, one, understand your struggles, and, two, you can’t share your honest perspective because it will shift your relationships sometimes.

Victoria Hepburn: [00:33:06] So, having a disinterested third party, any kind of executive coach or even if it’s past trauma and you know it’s rooted, like you haven’t been able to get over something bad, getting a quality therapist on your team, the answer is always “I don’t have someone to talk to,” then you need to hire, period. That’s the number one thing that I’ve seen is the most effective thing. Because, otherwise, you can join a Facebook Group or a LinkedIn Group and find someone you get along with. People in your industry who you can trade stories with or who will help you along and give you that support, that mentorship, or alliance.

Victoria Hepburn: [00:33:46] But if you don’t have that or you can’t seek that out, the shortcut is hiring a coach, like me, who is skilled in the transition. Change is the hardest thing for us humans. I’m a transition coach because I’ve struggled with it so much. I feel like I’ve learned so much and I’ve done so much research. I could write many, many, many books on that alone.

Victoria Hepburn: [00:34:09] I also stay current on what’s working now in business. Because that’s the other thing, you’re busy doing your thing. You don’t have time to read all the literature. You don’t have an organizational management and development. You don’t read half the HBR articles you probably flagged. That’s most of us. But coaches, therapists, if that’s your job, that’s what we do.

Victoria Hepburn: [00:34:31] And coaching and therapy are different. I always like to point that out. You seek out a therapist to heal your past. You seek out a coach to solve today and look forward because coaches are not clinical professionals. So, I just want to throw that in there as well.

Jamie Gassmann: [00:34:48] Just makes a little bit of a difference in the type of conversations that you might be having. And you hit on something that was really interesting in that response around having somebody that you can talk to that understands what you’re going through. There’s a common theme where it’s lonely at the top. Even though you have other executives that you’re working with, depending on the organization and the culture and that structure, sometimes you don’t want to talk to somebody else or have them know that you might be struggling with something. You don’t want your team to know you might be struggling with something. You don’t want that perception that you’re weak or you’re vulnerable.

Jamie Gassmann: [00:35:24] Sometimes even though everything you read today about how a leader should be showing up in the workforce of today, that’s different than the workforce of yesterday as they want to see that vulnerability. But giving yourself that permission and having that confidence to be able to show that is really tough, because as a leader you’re kind of taught not to. So, there is definitely some personal things that we have to change and some adaptation to the modern workforce and modern world. So, lots going on there. But I think I like the point that you made where it’s okay to seek that help and give yourself that permission to go and find it, if you know you can’t talk to somebody who understands. That’s great.

Victoria Hepburn: [00:36:08] Yeah. Because I grew up with a grandmother who was a therapist, a mental health professional. And that’s one thing that she would always say, is that, a lot of her clients come to her just because there’s no one else who they can talk to. And she had a private practice for 30 years. No advertising or anything. Just because of the whisper network. So, there’s been a need for centuries for this level of support, to your point, we’re just at the point where we can talk about it publicly and not get laughed at.

Victoria Hepburn: [00:36:37] And I totally understand people because I always used to joke with a friend whenever people said, “Oh, I want authenticity on our team and I want people to be how they would be at a backyard barbecue.” And I’m like, “That flies in the face of everything I’ve ever been taught about business.” It took me a long time to realize, no, they just want stories from my life. I don’t need to look perfect all the time. You’re like, “Oh, man. Did I do that? I’m so sorry. I messed up.” Like, it’s little moments of humanity.

Victoria Hepburn: [00:37:07] I hate the word authenticity. I feel like it’s moments of humanity. If you phrase it like that, it sounds more doable for people like me who are like, “No, no, no, no. I want to be professional.”

Jamie Gassmann: [00:37:15] Yeah, I like the term true self. Like, can you bring your true self to work? I’ve heard that in some of our other shows that we’ve done, and I kind of ponder on that sometimes like, “Do I bring my true self to work?” I mean, I’m told I wear all my emotions on my face in meetings. But does my team really get to see the true me? And so, as a leader, I do try to let them see by sharing stories and other personal things that you typically don’t, like you wouldn’t have in years past.

Jamie Gassmann: [00:37:47] But what I have found as a leader is how much more you learn about your people that way. It becomes more of that work family, because you really do know each other at a different level. And when people feel that way, I don’t think they leave as often because they feel comfortable. They know they can come to work and they can be honest about their feelings and people are listening and hearing them.

Jamie Gassmann: [00:38:10] So, looking at it like that and creating a culture, you know, that culture of vulnerability, that ability to come to work as your true self, even at that senior leadership level, what can a workplace do to help support their leaders while being more? How can a workplace create opportunities for leaders to be able to seek that help, whether they want to do it very confidentially or be able to do that where they’re showing a little bit more vulnerability. What, in your opinion, can a workplace do more of?

Victoria Hepburn: [00:38:42] I think a lot of workplaces are now looking for solutions. That’s how I met you at the SHRM Conference. When I was speaking, I noticed how open people are to new providers and solutions more than they ever have been in the past to deal with the soft skills part of leadership. Because everybody has always called them soft skills. I think now they’re called power skills because that’s the difference maker. How you connect with people is a skill that can be learned. And as you said, it opens your team up and it makes it so much more possible. It makes better retention possible.

Victoria Hepburn: [00:39:20] But I think bringing in those resources and also holding space for people to be human, whatever that is, for your industry. It’s about not just saying in the policy it’s okay to take time off, but to actually allow that time off. That seems so basic, but I’ve never worked at an organization where that axiom was 100 percent. Like, “Yeah. Time off.” And some organizations have unlimited time off. And I personally know for a fact people who’ve never taken time off from those organizations.

Victoria Hepburn: [00:39:54] So, just making sure that people feel okay to use the resources that you already have, making sure that a leader has the space to share what is going on, making sure that leaders have their one-on ones. I think that’s the biggest issue since 2020 is I’ve never known so many managers and higher level leaders not be able to speak with their next level on a regular basis. And that is, to me, cutting off all positive resources and engagement.

Victoria Hepburn: [00:40:37] Because your front line and higher, the more empowered they are, the more uplifted they are. And I know Gallup’s research says that, that the secret to employee engagement is those first line managers. And just holding the space to have those rhythm meetings with them. If you’re in the C-suite, you need to be meeting with your people and de-risking their struggles to the greatest extent possible by having just the conversation. You don’t actually have to do things sometimes. They just need to make you aware or get your buy-in on something.

Victoria Hepburn: [00:41:09] But how are they otherwise going to have the time? There’s just so many conversations that you don’t feel right doing a shoulder tap because you feel like I don’t want to burnout all my goodwill and opportunities. And they just need that 20, 30 minutes every other week, but they’re not getting it. So, I think those are the two biggest things that I would say, allow people to use the resources that we have on paper. And the second part is normalize checking in with each other, especially if you work remotely, because then your managers, your leaders feel like they’re out in the ether. They feel relegated to being managers and not leaders when they’re out on an island on their own.

Jamie Gassmann: [00:41:52] Yeah, that’s great. So, if you had one piece of advice, and I’m sure you do like a key piece of advice, you want to leave our listeners with who are in a leadership role and navigating stress and burnout, maybe they might after listening this go, “Gosh, I think I’m in that cycle she’s talking about,” what would that advice be as it relates to ensuring they’re keeping themselves out of the cycle or get themselves out of the cycle for now and then even into the future. They don’t kind of repeat some of those bad habits. What would be a piece of advice you would want to leave them with?

Victoria Hepburn: [00:42:26] I think the one piece of advice I would say is, what’s the one thing you’re ready to let go of? Because as perfectionists, as high achievers, we’re always adding. But it’s the letting go that gives us more power in burnout and these scenarios.

Victoria Hepburn: [00:42:43] So, I’m not talking about quitting, because as a high achiever, that doesn’t feel good. But it’s really about an expectation for me. It’s expecting that I do everything on my list. Like, once I let go of that expectation, I’m about 15 years into letting go of that expectation. And what changed for me was I’m able to see the big picture more often. And I do tasks that align with my smart goals more often. So, just what are you willing to let go of? And I know that’s what I put in the book, it’s like what do you want to let go of right now? Like, for most of us, it’s like top of mind. We can just blurt.

Jamie Gassmann: [00:43:24] Yeah. Yeah. That’s a great piece of advice. Because, really, what you let go of is what creates you to have that opportunity in time to do other things that help to take care of yourself. So, it’s a great piece of advice.

Jamie Gassmann: [00:43:38] So, this has been an awesome conversation. And I know our listeners, if they want to get a hold of you or if they want to get your book, you know, how can they get more information from you or kind of purchase that book? If they had questions on that, how would they do that?

Victoria Hepburn: [00:43:54] Okay. Well, they can go to my website, victoriahepburn.com. And if you go to victoriahepburn.com/giveaway, I’m giving away an unpublished copy of my next book only to my email subscribers for this month. Again, that’s victoriahepburn.com/giveaway. And I will provide a link and everything for your show notes as well.

Jamie Gassmann: [00:44:16] Wonderful. Awesome. Thank you so much, Victoria, for being on the show. It’s been so great to have the opportunity to talk with you again on what I think is actually a really important topic, and I’m really glad we were able to cover it here. So, thank you so much. It’s been truly a pleasure to have you on the show.

Victoria Hepburn: [00:44:32] Same here. Thank you so much, Jamie. It’s great to continue our conversation from the conference.

Jamie Gassmann: [00:44:37] Yes. So, also, we want to thank our show sponsor, R3 Continuum, for supporting the Workplace MVP podcast. And to our listeners, thank you for tuning in. And 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. If you are a Workplace MVP or you know someone who is, we want to hear from you, so email us at info@workplace-mvp.com. Thank you all for joining us and have a great rest of your day.

Outro: [00:45:17] Thank you for joining us on Workplace MVP. R3 Continuum is a proud sponsor of this show and is delighted to celebrate most valuable professionals who work diligently to secure safe workplaces where employees can thrive.

 

 

Tagged With: burnout, executive burnout, Exercise, Hepburn Coaching, Jamie Gassmann, Pressure Makes Diamonds, R3 Continuum, stress, Victoria Hepburn, wellness, Workplace MVP

High Performance Coach Eva Medilek

November 14, 2022 by angishields

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High Velocity Radio
High Performance Coach Eva Medilek
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Eva-Medilek-headshotEva Medilek specializes in helping busy professionals have more money, time, and success without sacrificing health, well-being and relationships in the process.

As a keynote speaker, Eva shows you how to generate the energy needed to reverse the burnout we experience from trying to do it all.

Most recently, Eva is a radio talk show host on Voice America’s Influencer Channel. Her show, What’s Important Now; Making Time for What Matters Most brings to light hot topics and guests that focus on important matters facing us today.

She uses her personal experiences along with her leadership, relationship, and high-performance training to teach you how to have it all without sacrificing it all.

Connect with Eva on LinkedIn, Facebook, Twitter and Instagram.

This transcript is machine transcribed by Sonix 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX studios in Atlanta, Georgia. It’s time for High Velocity Radio.

Stone Payton: Welcome to the High Velocity Radio show, where we celebrate top performers producing better results in less time. Stone Payton here with you this afternoon. Please join me in welcoming to the broadcast Certified High Performance Coach, International speaker, bestselling author and cultural inclusivity Trainer. Ms.. Eva Medilek. How are you?

Eva Medilek: Oh, I’m doing fantastic. Stone How are you?

Stone Payton: I am doing well and really been looking forward to this conversation right there in the intro. We talk about being a high performance coach. Maybe a good place to start would be to get your perspective on what it really means to to be a high performer.

Eva Medilek: Oh, yeah, I get that all the time because most people think that because you’re a high achiever, you are a high performer, and that’s not necessarily true. So when you are a high performer, you are able to advance your career without sacrificing some other things that are important to you, like your health, your well being and your relationships in order to be successful and have it all. And most high achievers get the achieving part right, but they don’t get that special type of unique balance to where it’s not costing them and some other important areas of their lives. So it really is, you know, performing at your best and on your A-game without it costing you and some other important areas of your life.

Stone Payton: So my observation has been and I think I want to make sure I’m using the right term here, but the people that we would would say are high achievers. I mean, sometimes they just they wear themselves out, don’t they? They get exhausted.

Eva Medilek: Yeah, exactly. You know, if you’re a high achiever, most likely you’re white knuckling through burnout and exhaustion because you don’t want to quit. You don’t want to stop. There are too many things that you want to do and achieve right now. So it’s not the time to slow down right now and it’s really is costing them and how their relationships are affected, how their their mood is affected, how their health is affected. And it really it’s not attractive a lot of times, if you will, to be a high achiever if you’re not showing up in a good I like to say, in a good mood. If you’re a little Mr. and Mrs. Cranky Pants, then maybe you should look at what high performance coaching can do for you.

Stone Payton: So I got to know the back story. How in the world did you get into this line of work? What was the path?

Eva Medilek: The path was being a high achiever. I have to tell you, when I was preparing for my 50th birthday, which was about 12 years ago, I got downsized from my job as a dental hygienist. And it was that spark that prompted me to become an entrepreneur. So I started a real estate investing company, and at the time I had gotten more employment as a hygienist and I was working hard to just work full time. I was doing my business, but I was also doing all of the cooking, all of the shopping, the laundry, like all of it. I was Superwoman and some people listening might remember this commercial from the I guess it was 1980s or so where it depicted this this successful, super successful woman and she comes out singing, I can bring home the bacon, fry it up in a pan and never let you forget your man because I’m a woman. Well, that was me. And so basically the tagline for that was Angele, the eight hour perfume for the 24 hour Woman So basically you could work yourself to death 24 hours a day, but at least she’ll smell good in the process.

Eva Medilek: But, you know, in all honesty, I was really working myself into the ground and my health was affected my well being. You know, I was just always a tired and complaining about being tired. And then eventually my relationship with my husband became affected. We were cranky with each other and snapping at each other. And I don’t know if you ever had as as soon as disease, but I always thought as a as a busy person, as soon as the business gets to a certain level, as soon as we make a certain amount of money, as soon as I own a certain amount of units, then we can take the time to work on our relationship. And as soon as it came for me, when I discovered my husband was having an affair and that was the wake up call that I needed to realize that my current habits were contributing to my stress and breakdown in my health and my relationship. And high performance living actually resonated with me because I knew I needed to take responsibility for who I was being as I was building.

Stone Payton: So let’s talk about habits a little bit. Are there habits that we can engage in that can kind of help us navigate this this gap between busy and effective? I mean.

Eva Medilek: You know, I call them, if you will, pit stops. You know, we’ve all seen NASCAR race, right, or the Indy 500. And those cars are racing really fast, dangerously high speeds, trying to make it to the the finish line and hopefully win the race without crashing and burning. And I remember I used to think when I saw the lead car get off and stop for a pit stop, I would think that was stupid. Right? Aren’t they going to fall behind and lose the race? Aren’t other people going to pass them up? And so those drivers realize that taking pit stop is necessary to continue to race at peak or high performance without breaking down. And most of us are running our lives and business at high speeds. We’re racing around the track because we’re afraid if we slow down, we’re going to fall behind and lose. And so when you look at high performance habits, those are strategic pit stops throughout the day so that you have that energy that you need to finish the day as strong as you started it without breaking down. And so, for example, most of us eat when we get hungry. Right. If you were a high performer, you would eat to fuel yourself for performance. Just like that car at the pit stop gets gas before it’s on empty.

Stone Payton: What a great analogy. What a great frame to to view that from. So you’ve been at this a while. I can tell that you find the work incredibly rewarding. What are you enjoying the most at this point in your career? At this point in your practice? What’s the most fun?

Eva Medilek: The most fun for me is when my clients have their breakthroughs about how they are, about what they can do to show up better for themselves, their own happiness. They’re all getting clear on what they want and what makes them happy and prioritizing what’s important to them so that they can set boundaries that actually support their values and priorities and what’s important to them and when they realize that. You know, most of us are talking about how we’re working this hard and hustling and grinding for our spouse, our kids, our families and our future. But yet we’re spending very little time with the people that we claim to be working so hard for. When they get that realization that what’s important to them is not really what they’re spending their time on. That’s really fun for me.

Stone Payton: So you’re out there coaching, but you’re also a speaker. What is that world like and what is it like to get in front of a bunch of people and try to share some of these ideas?

Eva Medilek: I actually love it. I mean, because we are connecting in person and and most people can really relate to what it feels like to be hustling and grinding to get ahead and create success in your life and business. And just really seeing some of these realizations and how high performance habits can help you generate the energy that you need so that you’re not burnt out, exhausted and overwhelmed. Is is fantastic. And I just love connecting with people in person because most people on Zoom can multitask or tune out. But when you’ve at least got them in a room with you, they’re kind of a captive audience. And there’s an exercise that I do with audiences. When I do have the time to speak where I have them take out three blank sheets of paper. And I learned this from one of my coaches, Larry Winget, who calls himself the pitbull of personal development. So I want to give credit where credit is due here. But on the first piece of paper for you to write down the State of the Union of your life, how everything is in your life and your business, and on the second sheet of paper to write down how you want it to be in your life, in business and your relationships. So you’ve got the current state of affairs and the dream life, and then on the third blank sheet, write down what you’re willing to give up. To get from the first sheet of paper to the second sheet of paper, because most of us think that we need to keep adding more and more and more. And it’s not about adding more. It’s about getting rid of things like you don’t get fit and healthy. You give up. What’s keeping you from getting fit and healthy, right? You don’t get skinny. You give up what’s making you fat, You don’t get healthy, you give up what’s making you unhealthy. Right? And so most of us think that we have to add more things as high achievers, right? But the magic is learning what to let go of.

Stone Payton: How does the whole sales and marketing thing work for a person like you, a practice like yours? Are you at a point where it just sort of comes in over the transom, or do you find yourself needing to engage in some sort of structured sales and marketing process to get the speaking gigs, to get the opportunities to coach people?

Eva Medilek: Yes. Yes, I do. I do. I need to put myself out there and be seen. And and I usually invite people to a a session with me so that they can see the value of high performance coaching and explain that in more detail. And for them to really see the cost, if you will, of not being a high performer and just being a high achiever. I know what it nearly cost me. So I am speaking from experience. I nearly lost everything and just to to not leave the audience hanging. My husband and I are still together. That infidelity actually saved our marriage because it was the punch in the gut that I needed or the two by four to the head or whatever you want to call it. That made me realize who I was. Being as I was building was actually pushing the people I cared the most about away. And so, yes, I still mark it. I still speak I still out there on social media sharing and always inviting people to connect with me.

Stone Payton: And you’ve committed some ideas to paper. You’ve written a bestselling book. Tell us about being an author. Tell us what that experience is like.

Eva Medilek: I’ve actually it was in a compilation book with Les Brown. Some of you may have heard of Les Brown, who is a motivational speaker as well. I was in a compilation book with him and Dr. Cheryl Wood, and that made it to the bestseller list. And I also wrote a solo book to highlight some of the the diversity, equity and inclusion work that I started doing as a result of the the racial events of 2020. And that book was called The Intimacy of Race How to Move from Subconscious Racism to Active Allyship for People of Privilege. And that’s really a simple, a simple book to get you started on how to how to communicate and how to be aware of some certain things to help you be better allies for underserved communities. And what we can do as mere individuals to make a difference for people.

Stone Payton: When you were writing the book, did you find that some chapter, some parts of it came together fairly easily and others were were a real struggle for you? What was that like?

Eva Medilek: Well, what happened? It was a struggle for me to get started because I just didn’t feel worthy. But once I started, I did get an accountability partner to help me keep going. But this book was based on a live event that I produced called the Allyship Awareness Forum, and I basically took everything that was discussed in that forum. We had six amazing, powerful women of color in the leadership position. We all got together and I produced this event. I think there was 700 people on it. And we we each had a section where we talked about some myths about racism, how to communicate, what bypassing was, all of these different things. And I really took that and compiled it into a book called The Intimacy of Race. So it was pretty much lined out for me, just really getting it from kind of a listen and learn event to something on as a paper resource for people was challenging, to say the least, but just to be motivated to think that I could do it. For me, it was that personal part of, you know, I’m not a trained and I expert, although I do coach in that space for some corporations. And it was just something I felt I needed to do to to contribute and make a difference during that very difficult period in America’s history so that I could make a difference.

Stone Payton: Well, I’m asking some of these questions because I know many of our listeners are entrepreneurs. Some are coaches, consultants. You know, they have a book in them. And I think sometimes maybe they could use a little bit of inspiration or a little bit of a nudge to get going and get started on it. But again, on this book, when you got it together, was it a little bit scary to sort of put it out in the world and then like, wait and see how it was received?

Eva Medilek: You know, I actually got really excited once I finished it because it was such a huge accomplishment to get me out of procrastination because of the fear. And once I finished it and got the book cover design and everything, I was real excited actually to get it out in the world and have people have it as a as a resource that they could always refer to. But yeah, all of the feelings were there of fear. It was just something I felt out of my own satisfaction that I, I accomplished it and, and I got help. Here’s the kicker. I got help to be able to accomplish it. And I think a lot of entrepreneurs try to do so many things on their own. And success is really, really lonely. And we work a lot in isolation. And when that happens, a lot of times it really slows us down. And I had to get someone to really hold me accountable to to the milestones and the benchmarks that I set for myself to get the book written. And once I did that, I actually came in ahead of my deadline. So it was pretty cool.

Stone Payton: Oh, so on these topics, diversity, equity, inclusion, I came across a term in your write up as I was preparing to to have this conversation inclusive intelligence. Can you speak to that a little bit?

Eva Medilek: You know, I can because it really is a level of awareness and intelligence on how to be inclusive. And what I mean by that is it’s a skill. It’s a skill. It’s something that’s learned. It’s something that doesn’t come naturally to us in how to formulate conversations, if you will, that creates safety and inclusivity. There’s a certain level of intelligence. We have emotional intelligence, right? We’ve got personal intelligence. We hear all of the X and peaks, but how do we create a level of intelligence that gives that supports inclusivity? How I want to say that it supports people of different backgrounds, different upbringings, different education to feel included. In the space to feel seen, heard and acknowledged in the space. And that’s the level of intelligence.

Stone Payton: So as if you didn’t already have enough irons in the fire, as my daddy would say. You also host your own radio show. Talk about that a little bit. Tell us about the format of the show and what you’re trying to accomplish with that.

Eva Medilek: You know, my show is called What’s Important Now? Making Time for what matters most and the intention of the show is to really support people in getting clear on what really matters to them, what the priorities in our lives are. Because when we’re chasing so many shiny objects, if you will, which leads to burnout and overwhelm, we actually lose sight of what’s really important to us. So I bring on guests and experts, a lot of authors who help us prioritize our health, prioritize our mental health, our emotional health, our physical health, prioritize some of the dreams and goals that we have. Prioritize and get clear on what matters most to us in all areas of our lives. And this show is on the Voice of America Influencers channel right now. It airs live Tuesdays at 1 p.m. Pacific Time, and it’s been really fun speaking to people from all walks of life and leadership and who have been through some challenges on their own and really share how they’ve overcome those challenges and hopefully will help some of the listeners get clear on what matters most to them.

Stone Payton: Well, I’ll tell you, my experience has been as a ton of fun and I feel like I learned so much and have built, I mean, lifelong relationships that have sort of launched from having a conversation with someone on air. I got to tell you again, if you if you enjoy building relationships with people and you’re a life learner, get yourself a radio show. Don’t you agree? Oh, man, it is so much fun. Before we wrap, I’d love to circle back to this this idea, this topic of of burnout. And maybe if you could share, I don’t know, maybe a handful of pro tips things that we can be thinking about, reading, doing, not doing, just to make a little bit of headway against this, this thing called burnout.

Eva Medilek: Well, you know, I actually have a PDF called Five Ways to Reverse Burnout that if anybody’s, you know, even metallic dot com forward slash reverse burnout. But basically it really is being proactive to set yourself up to win and to create the energy that you need so that you don’t burn out. And so I would say the number one thing is to establish routines and especially a morning routine. A morning routine has been proven to wipe out 20% of stress and brings you preparedness for the day and again, reset like a pit stop. Don’t work on any one task, if you will, for more than an hour before you get up and take a break, move, have water, have an energy generating snack or whatever. But just give yourself that that break that those little breaks, strategic breaks in the day. I never schedule my meetings back to back. I always give a 15 minute buffer so that I can reset and recharge myself. And I think one of the number one things to preventing burnout or creating energy is to really make sure you get at least 7 to 8 hours of sleep to optimize your performance per night. So those are three things you can start to do right now to just start generating more energy for your performance during the day.

Stone Payton: I am so glad that I asked. That sounds like marvelous counsel and I think the number one pro tip for those of you out there listening is reach out, have a conversation with Eva or someone on her team. Tap into this radio show of hers. Read the book. Attend to attend a class. Let’s make it easy for our listeners to connect with you and tap into your work. I want them to have access to this book. I want them to be able to get to the show. So whatever you feel like is appropriate website, LinkedIn, email. But let’s leave them with a with a way to connect with you.

Eva Medilek: Eva Oh, absolutely. My website is Eva Metallica, and you can actually download a free gift on there. You can read about the book and the form that I put on and you can have a link to listen to some of the past episodes of the radio show on there as well.

Stone Payton: Well, Eva, it has been an absolute delight having you on the program this afternoon. Thank you for sharing your insight, your perspective, your energy. This has been an inspiring, informative conversation and the work you’re doing is so important and it has such tremendous impact. I’m sure not only with the individuals and the teams you’re working with, but then in turn the people that they are leading with and and through. Thank you so much.

Eva Medilek: Well, I appreciate the opportunity to be on your show. Thank you for having me.

Stone Payton: My pleasure. All right. Until next time, this is Stone Payton for our guest today, Eva Metalik and everyone here at the Business Radio X family saying we’ll see you in the fast lane.

 

Tagged With: Eva Medilek

Steve Kahan With Insight Partners

November 9, 2022 by Jacob Lapera

High Velocity Radio
High Velocity Radio
Steve Kahan With Insight Partners
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Insight PartnersSteve Kahan-CopySteve Kahan, Marketing Expert at Insight Partners.

He has successfully helped grow seven startup companies from the early stage to going public or being sold, resulting in $5 billion in shareholder value. Steven is the author of Amazon’s best-seller, Be a Startup Superstar. Steven’s newest book is called High-Velocity Digital Marketing.

Connect with Steve on LinkedIn.

What You’ll Learn In This Episode

  • Anatomy of a $1 Billion Exit
  • The situation was on day 1 at Thycotic – where revenue was flat
  • The big bets the company made
  • The modern digital marketing strategies the company put in place – that any company can replicate
  • Easy-to-implement strategies for getting found online, providing the most critical information, and getting buyers to purchase—fast.

This transcript is machine transcribed by Sonix

TRANSCRIPT

Intro: [00:00:05] Broadcasting live from the Business RadioX studios in Atlanta, Georgia. It’s time for high velocity radio.

Lee Kantor: [00:00:15] Lee Kantor here, another episode of High Velocity Radio. And this is going to be a good one. Today on the show, we have Steve Kahan with INSIGHT Partners. Welcome, Steve.

Steve Kahan: [00:00:26] Thank you for having me, Lee.

Lee Kantor: [00:00:27] I am so excited to learn what you’re up to. Tell us a little bit about Insight Partners. How are you serving folks?

Steve Kahan: [00:00:33] Yeah, So Insight Partners is one of the world’s largest venture capital companies. And I advise a number of portfolio companies on their digital marketing.

Lee Kantor: [00:00:45] And what’s your backstory? How did you get into this line of work?

Steve Kahan: [00:00:49] So I really am a 30 year veteran of startups in particular, focused in on marketing. And and really, if you if you look at my background, I’ve been blessed to have work with seven startups, all of which have successfully sold or have gone public, generating a little over 5 billion in shareholder value.

Lee Kantor: [00:01:14] So did you start out just within one startup and then that grew and then you got kind of the bug and you jump from, you know, one site exited, then you jump to another one.

Steve Kahan: [00:01:24] Yeah, that’s pretty much the story. But, you know, for me, I did not take the traditional path. And I remember when I was growing up, my father used to tell me so many times just, Hey, get your degree. Go to work for a large corporation. You work hard, they’ll take care of you and you’ll have a great career. And I remember about a year and a half in, and I was staring at this pile of claims that I was supposed to process that that day. And then looking at my bank account and wondering, how on earth will I ever get ahead? And the student loans would eat my paychecks before they ever even got a chance to hit my bank account. And so I asked an important question to myself at that point, which was, how could I earn a great living loving what I do? And so for me, I quickly realized I needed to kind of get out of working for a large corporation and get in to the startup world where there’d be very much like minded entrepreneurs. And and as you say, I got the bug and have never left.

Lee Kantor: [00:02:34] Now, when you’re working at a venture firm like you are, how do you kind of view the entrepreneur? How do you view that startup founder? Are you seeing them like, I know you’ve kind of gone through the path multiple times, but has that perception shifted when you’re looking at kind of the other side of the ledger?

Steve Kahan: [00:02:56] Yeah. So for me, it’s it’s a it’s a great question because although I now sort of work with the venture capital company, when you have 30 years of being in the trenches, of having to do the work that a lot of the entrepreneurs that I’m advising are doing, What they’re not getting, for example, is advice from a super smart, young sort of person who’s got a background in in banking or financials who who really has all the book smarts in the world but has never really done it right. And so for me, I have a great empathy with respect to what the entrepreneurs are going through. And what I try to do is, is try to utilize a lot of the experience that I have, in particular with what works and then focus in on providing advice that helps them to accelerate revenue at reasonable cost.

Lee Kantor: [00:04:01] Now, anyone, any entrepreneur that’s going the venture route, isn’t it the expectation when you go that route, it’s like a home run or a grand slam or an out, like you’re not interested in manufacturing runs and and being okay with singles as a result?

Steve Kahan: [00:04:22] Well, in terms of the investment philosophy, the organization is always looking for home runs, but they’re singles, there’s doubles and there’s triples. And I, for example, have have have hit the singles, doubles, triples and home runs as well. And so, you know, you always a every single deal that you invest in always looks like it’s going to be that home run, at least in Excel. Right. And then the real world sort of gets in the way, if you will. Right. And so so you you certainly are looking for those home runs and you try to counsel and provide great guidance. That would enable the entrepreneur to achieve that. But realistically, that’s not the case all the time, even though you’re shooting for it for sure.

Lee Kantor: [00:05:15] Now, with your lens as a marketer, do you see companies differently? Like are you able to advise folks maybe that have an idea that is are generating singles and you can, with your marketing skill, move them up to a double, triple home run?

Steve Kahan: [00:05:33] Yeah, 100%. I mean, what I find is that there was an interesting study that I recently read where 83% of the CEOs expect their marketing to drive most of their companies growth. And yet the Harvard Business Review said roughly 80% of CEOs are dissatisfied with their marketing results. And and so what you find is, is that there’s a lot of sales and marketing leaders who feel a little bit overwhelmed by revenue expectations they can’t meet. And part of at least the advice that I give is that the way people buy now has totally changed. Right. And so there’s a lot of organizations that interestingly hasn’t kept up with that. And a great example is if you think about it, just think about it in your own life, right? If you’re going to go buy a car, you probably are not looking forward to going to ten different dealerships and working with sales reps at those ten dealerships. Again, nothing, nothing against those those reps. But what you’re doing is you’re going to be searching online. You’re going to go do some Google searches. You’re going to understand the various options that you have. You might build your own car, you’re going to read reviews. You’ll probably even know what the pricing is and what it should be. Right. And that’s the way people are buying now. And so when you think of that, that a lot of organizations haven’t adopted an approach that enables them to grow revenue, given the fact that their buyers are now relying on digital content to make their purchase decisions.

Lee Kantor: [00:07:27] And that’s a major shift because historically the salesperson was kind of the gatekeeper of the information and now the consumer has the information at their fingertips and then the salesperson has to really just be the Sherpa that’s guiding them through the the buying decision that makes sense for them.

Steve Kahan: [00:07:49] That’s right. And what it means in in just very specific terms is that there’s a new level of information parity during the buying process that has totally changed how marketers have to interact with potential buyers to influence them towards their product and services. And so the bottom line is, is you’ve got to be great online, right? And if you want to consistently grow revenue, you have to be able to do it by delivering great content in an environment where people are going to scan quickly to quickly, then make a decision whether or not they’re going to read on. Right. And so you’ve got seconds, right? And so being great in that environment is is is not easy. But but but I’ve been able to do it. I’ve been able to crack that code. And and that’s a lot of the advice that I also try to provide the organizations that I work with.

Lee Kantor: [00:08:54] But isn’t it I mean, that tactic of being brief but high quality information, enticing, compelling that works, I would think, for the person maybe at the beginning of their journey. But when they’re ready to make that actual buying decision, don’t they want to go deep and really validate their instinct?

Steve Kahan: [00:09:16] Yes. And Right. And so so what that means in in practical terms is that you’ve got to be able to understand and deliver content across the full spectrum of the buyer’s journey. Right. So when they’re educating themselves at the top, when they’re considering different solutions, when they might actually go just refine their search forward and start to look at a specific solution or a specific couple of vendors to to evaluate all the way through the purchase. And you’ve got to be able to connect with them across all of those stages. And if you don’t have great content across the full spectrum of the buyer’s journey, that will zap the. Velocity out of any high velocity digital marketing strategy.

Lee Kantor: [00:10:10] Now, how important is it in this journey, like especially in startups where you don’t have buyers yet? Maybe you have an idea. How do you kind of get actionable information when you don’t have kind of a baked solution yet?

Steve Kahan: [00:10:27] Well, the way that I would advise people to to look at that is that they’ve got to really understand the status quo. Right? And so the status quo represents the current situation, how the buyer is serving their their needs now. And and this really matters in the scenario that you outlined, because you often don’t lose business to a competitor, you lose it to the status quo. Right. And so oftentimes you’ll hear someone say, gee, we’re just not interested or I’m not interested because what I’ve got is good enough, Right? And so so you’ve got to ask potential buyers about the status quo, have them to describe, for example, their current process for for what they’re doing today, what their operations are, how they and their team stay on top of the challenge, how they don’t get overwhelmed by it. What are some of the tools and products that they use today? What are they like about them? What don’t they like? Right. And so by understanding that status quo and communicating very specifically against it, it enables you to tackle that problem head on.

Lee Kantor: [00:11:52] Now, I think that you brought up a very important point here in terms of learning how to position your product or service, how to speak the language of your prospective customer. You have to really have conversations, human to human conversations, and understand the language they’re using, the search terms, they’re using the the outcomes they’re desiring. You have to really get to know them. And a lot of founders, at least the ones I’ve spoke to, they have an ego maybe, or a point of view that they understand and they really can develop personas, but they don’t really have the data to validate those personas that makes sense in their head. And then you can’t not have conversations with people who are buyers and or potential buyers. That’s where the rubber hits the road. That’s where you’re going to get that edge to create that high velocity result you’re talking about.

Steve Kahan: [00:12:57] Yeah, you’re absolutely right. I mean, what you’ve got to be able to do is you’ve got to understand the entire context of the buyer’s world and and you’ve got to regularly talk with customers and then beyond. Just that is that if you look at a lot of the organizations that actually do talk with customers is that they they ask them questions that just so happens to align with the solution that they sell. So they’re almost leading them towards the solution because that that’s what they want to hear. And so you’ve got to ask certain questions in which you don’t do that, and then you’ve got to pay very close attention to the specific language that those potential customers use. Because then in your content, in your ads, you want to reflect that language back at them. Because one of the major marketing fallacies is that like, gee, if we could just be super creative, that that’s going to really help us to to stand out and win. And the truth is, is that the buyers don’t care how clever your marketing department is. They want to work with people who understand and empathize with them, and speaking their language proves that you do exactly that.

Lee Kantor: [00:14:22] Yeah, I remember when I was in school, one of the lessons they taught I have a degree in advertising was it’s not creative unless it sells and a lot of marketers get hung up with the creative part and not the selling part.

Steve Kahan: [00:14:36] Yeah, absolutely right. And then when you’re asking those questions, then you’re starting to get a better sense of also what people are Googling for. Now, you can get a lot of the stats of what the what the search numbers are on specific terms, but really understanding that, I mean, you’ve got to be great on Google, right? And so that’s whenever someone’s going to buy something today there, they’re there oftentimes. Going to Google, Right. And and and being great on Google is a key in this environment in order to sustain growth.

Lee Kantor: [00:15:14] Now let’s share some advice, maybe for a couple of different people. Let’s start out with the the new startup founder. Maybe there that person that had a corporate job and is thinking, you know what, I’m going to take this plunge and I’m going to pursue startups as maybe a pivot in my career. Any advice for that person that’s going from a corporate background into the startup world? What are some do’s and don’ts for that individual?

Steve Kahan: [00:15:40] Yeah, so the way that first of all, I, I think of startups, right? So I never founded my own company. I always went to companies at least had some sort of revenue that were taxed to them. Right. And so what I look for and what I try to always find is that a lot of the entrepreneurs out there, they have good stories, right? But what you’re looking for is a situation in which there’s both a good story as well as a good chance for success. So what I look for first and foremost are quality people that share my values, right? And so if you can’t respect, trust and admire the people involved, move on and look for others, that that sort of rock your world have complementary skill sets. I look for a concept that fills a big market need in which that market need is a must solve problem. Right? And so it’s why I’ve sort of gravitated mostly towards cybersecurity. And I don’t worry if there is competition, I worry if there’s not competition. I look for a great product that I believe in, one in which that I would want to purchase or recommend myself. Right? And that I could go to work every day for with a passion for what that company creates and my role in creating it. And then I also look for that the startup is is funded well enough, right? You don’t want to choose a startup that doesn’t have a long enough runway to get off the ground, right? So you want to check to see that the company is properly funded and capitalize. You have the best chance for growth and stability. I found that if you look at those core attributes when you’re evaluating companies, odds are that you’ll be selecting a company that has the potential to win big.

Lee Kantor: [00:17:41] Now, I know a lot of your background and work is in the startup world. Does your in your latest book, High Velocity Digital Marketing, does any of that pertain to maybe that individual that’s in professional services that they’re that they themselves are marketers or they themselves are an accountant or a doctor? Do do those same strategies work in like kind of a B to B consultant world?

Steve Kahan: [00:18:09] Absolutely right. And so, you know, like if you look at even just understanding your ideal target buyer, right, in in great ways, I mean, when I started at the last company I was at where we went from 5 million to 145 million in five years and exited for 1.4 billion. When I joined on day one, I asked the founders and the management who the customer was, and they said it was it was cybersecurity company, right? And they said that our our, our, our customers are the chief information security officers. Right. And so they were like, Steve, you should know that this is we’re we’re cybersecurity company And I started to interview the the customers. And what I found was it wasn’t the the people responsible for i.t security at all. It was actually i.t admins. It was the techies in the trenches. Right. And so in many ways those are the folks who are never going to read an analyst report. They want stuff fast. Easy, right? They they aware in many hats. They’re going to read reviews. They’re going to hang out online in certain places where the the i.t. Security people who are creating policy or worried about regulatory compliance are are not right. And so when you think of companies of all sizes, no matter what your role, there are very fundamental things in this case. This established company didn’t even know who its ideal buyer was right and so that that lesson of of focusing on your ideal target buyer for example, is is something that a lot of people in organizations across different roles oftentimes take for granted. And as a result, when their marketing digitally their marketing in the wrong places and they wonder why they’re not getting the return that they expected.

Lee Kantor: [00:20:14] But in your example, not only were they looking in the wrong places, they were dismissing your question like they were. So they were so confident that they knew it didn’t even occur to them to look somewhere else.

Steve Kahan: [00:20:30] Yeah, absolutely. I mean, and then it plays out, right? And so, like, if you think about it, we wanted to launch a podcast. And so the last thing I wanted to do was to launch a podcast that, like, nobody’s listening to. So knowing that our target customer were these IT admins, I went to partner with an organization that was the leading provider of training to I.T admins and they did some podcast. I offered up a partnership with a cybersecurity podcast and because we tapped into that huge customer base that they had literally within weeks we had one of the largest cybersecurity podcasts around the globe. Right? But that all emanated from knowing who we were going after and then being, I guess, sort of entrepreneurial enough to say, Gee, who can we partner with where at very little cost, we could have a huge podcast and do it at Lightspeed.

Lee Kantor: [00:21:36] Yeah. So I mean, it’s a great lesson for people out there. And again, it’s you’ve got to get out of your office and talk to the real buyers, not just assume you know, because even if what you thought was true when you started may not be true today.

Steve Kahan: [00:21:53] Yeah, for sure. I mean, and those needs change, right? Markets evolve, competitors evolve. I remember we were taking a position around simplicity, ease of use, right? Because it aligned with what our buyers wanted and it really started to work. And so our £800 gorilla competitor that actually had a complex product started messaging all around simplicity. So I got online and I started Googling for their documentation, their products documentation, and ours was about 30 pages. And I found that their product documentation was over 1500 pages long, and I compared their documentation to the fifth largest novel ever written in human history and trained our sales and partners on that. And, and literally their attempt at matching our messaging ended and, and it never recovered for them.

Lee Kantor: [00:22:59] Good stuff. Well, for you, what? Could we be doing more for you? What do you need more of? How can we help you?

Steve Kahan: [00:23:07] Well, really, I’m more about helping others. Right. And so what would help me is, is that I just wrote a new book called High Velocity Digital Marketing. It’s really focused on the digital marketing strategies that we’re talking a little bit about here. And it’s very much a how to, by the way, where people could implement what they learn literally that same day. And so I guess if it provides value, what would help me is that I get gratification at at least at this point in my career is is just hearing back from others that they tried some things that that that worked or any feedback that they might have that that would be most helpful for me would be just helping others succeed.

Lee Kantor: [00:23:56] Now, in this book, it’s very tactical. And is is this something that you have to have a big budget in order to leverage digital marketing? Or are there ways, like you mentioned, partnering and doing things with others that may be you can do it in a more affordable rate?

Steve Kahan: [00:24:12] Yeah, I mean, that’s what it’s all about, right? I mean, I mean, another example is, is that which I, I go into detail, but like we talked just a little bit about being great on Google and you could pay super expensive SEO consultants or read 500 page books and your head will be spinning. Right? And so what we did is we identified our coveted keywords, right? These were the ones that people were searching on whenever we created content, whether it was web content or or other types of content, we would have our SEO expert meet with that content creator, make sure we were covering the appropriate keywords. They would meet again at the end of the project to make sure that they were incorporated, and then we would expose the content so that Google could scan it right? And just simply that process, as well as creating content that our partners love, which gave us a lot of backlinks, enable us to punch far above our weight. And so that just implementing a process like that and I go into other things as well, can really help any listener and their company to become great on Google.

Lee Kantor: [00:25:29] Well, if somebody wants to get a hold of the book or connect with you and your team, what is the way to do that?

Steve Kahan: [00:25:35] Well, my book, High Velocity Digital Marketing, is available wherever you would buy books online like Amazon and I could be connected with at Be a Startup Superstar.

Lee Kantor: [00:25:49] All right, Steve, thank you so much for sharing your story today. You’re doing such important work and we appreciate you.

Steve Kahan: [00:25:54] Well, thank you for having me. Lee. It is my pleasure.

Lee Kantor: [00:25:57] All right. This is Lee Kantor. Until next time on high velocity radio.

Tagged With: Insight Partners, Steve Kahan

Growth Coach Warren Coughlin

November 1, 2022 by angishields

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High Velocity Radio
Growth Coach Warren Coughlin
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Warren-Coughlin-headshotWarren Coughlin helps principled entrepreneurs build a Business That Matters. That is one that delivers to you, the owner, attractive profits and a fulfilling lifestyle while also creating positive impacts on customers, team and the larger community. In other words, it is one that helps make the world – or just your corner of it – a better place.

This requires a combination of solid business skills and disciplines guided by deeply held values. Warren has been helping entrepreneurs do this since 2002. They have experienced everything from 8 figure exits, to 7 figure salaries, from rapid expansion to minimized operational work because of the development of great leaders and high performance values-driven cultures.

Warren is also a recovering lawyer, a serial entrepreneur,college professor, actor, theater director and Dad to a wonderful daughter who constantly challenges him to be a better person.

Connect with Warren on LinkedIn and Facebook.

What You’ll Learn in This Episode

  • Why Warren feels entrepreneurship is so important
  • Warren’s take on culture eats strategy.
  • How important culture is in the face of the challenging current labour market

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 High Velocity radio.

Stone Payton: [00:00:15] Welcome to the High Velocity Radio show, where we celebrate top performers producing better results in less time. Stone Payton here with you this morning. You guys are in for a real treat. Please join me in welcoming to the broadcast with Jump Start Coaching. Mr. Warren Coughlin. Good morning, sir.

Warren Coughlin: [00:00:34] Good morning, Stone. How are.

Stone Payton: [00:00:35] You? I am doing well. Really been looking forward to this conversation. I’m thinking a great place to start would be if you could articulate for us mission purpose. What are you and your team really out there trying to do for folks? Ma’am?

Warren Coughlin: [00:00:51] That’s a great question. A great place to start. I so I’m a business coach, but with a bit of a bit of a different twist, I guess. I like to work with what I call entrepreneurs to do what I call a business that matters. That’s one that wants to make for the entrepreneur a lot of money, but also makes a positive impact on the world or just some corner of it. And those folks are people I think deserve a little bit of extra help because they’re actually trying to do some good in the world.

Stone Payton: [00:01:16] Well, it sounds like it would be incredibly rewarding work. What’s the what do you enjoy the most about it?

Warren Coughlin: [00:01:23] I love entrepreneurs. I have been an entrepreneur and I’ve worked with entrepreneurs and they’re I say this cheekily, they’re kind of a freak. They’re freaks of nature. They’re a different breed. And because they take a lot of personal responsibility, they’ve actually taken the gamble or the risk to say, I’m going to go out there and carve a niche in the world for myself based on my own vision, my own effort, what I want to contribute to the world. That takes courage, it takes confidence, it takes energy, commitment, compassion, all kinds of great things. And so the challenge, though, is they do that with all those motivations, but most of them don’t have the grounding in business skills. And so they’re out there trying to do good, but without necessarily having all the tools they need to do it. And so that’s kind of why I do what I do. If I can help them accomplish that better than I’m having fun, I’m working with people who I think are fantastic people. And it just it’s ultimately very, very rewarding to see the outcomes. When somebody started from struggling to selling a business for eight figures a few years later, it’s super rewarding.

Stone Payton: [00:02:33] So how did you get into this line of work? Man? What’s the back story?

Warren Coughlin: [00:02:39] Oh, man, I got to I have got a weird long. The Reader’s Digest version of I was supposed to die at birth. I was given zero chance of survival. I was the second person in history to live through a weird congenital defect. And when I found out about that, I wanted to do something with this kind of unexpected gift. So I went through all kinds of iterations. I was a lawyer thinking I go to politics or pursue justice. I was a college professor, I was an actor, a theater director, and then it was really an entrepreneurship that I went, No, this is entrepreneurship matters. It’s entrepreneurs create, they create jobs, opportunities, wealth, innovation, solutions to problems. And there’s a great line in the play rent that says the opposite of war is not peace, it is creation. And so I really felt no entrepreneur. Entrepreneurs are the ones that make the difference. And so that’s where I want to play. So it was this long, circuitous route, but when I landed on it, it was like, okay, this is where I want to play. And then after I exited one business, I was sort of looking for the next thing to do. And a family friend back in 2002 was doing this weird thing called business coaching that I’d never heard of. And I looked into it and thought, Well, that sounds pretty fantastic, and looked into it and jumped into it and never looked back.

Stone Payton: [00:03:50] So you write and speak about and consult toward I think you describe it as three foundations that kind of set businesses up for growth and success. Can you speak to that a little bit?

Warren Coughlin: [00:04:03] Yeah, for sure. There’s there are really three foundations, and I think the best metaphor for it is, is like sports. So you can’t win if you if you don’t know how to keep score, you can’t win if you don’t have a winning team and you can’t win if you don’t have a game plan. So those are the three foundations for success in any sort of competitive endeavor. And so in businesses, how do you how do you know how to keep score? You’ve got to know your numbers. The number of entrepreneurs who don’t know how to read their numbers, all they do is they look at their sales and they look at what’s in a bank account and they think that’s all they need to know. And they’re just missing so much valuable information on how to perform in their business better building a high performance team so that it means creating a culture and having a recruitment, performance management systems, all that kind of thing that builds what I call a high performance culture. No one likes to play on a team with a slacker, so you want to make sure that your team is populated with high performers who care about winning. And then the third is you need it. You need a game plan. And so I actually created a software tool because I’ve been doing this for 20 years.

Warren Coughlin: [00:05:03] I’ve coached people from start up to 150 million, and I can count on one hand the number of people who do strategic planning well. So I’ve actually created a software tool that automates the whole front end of the strategic planning process. So what I do is within the first three months of working with a client, we get each of those foundations in place, make sure you really understand your numbers. I’ve got some software tools that just produce KPIs, financials, projections, all that kind of stuff, so you always know what you’re doing. Then we go through a process to define your culture, build that high performance team. Then we go through the planning exercise and at the end of the three months you walk out with a fully baked 90 day action plan, a system for execution and a series of areas of focus for subsequent plans. So it’s an intense three months, but it really it’s sort of like if you ever see a condo being built, you know, there’s this hole in the ground for three, four or five, six months. You don’t know what’s going on and you walk by a week later and all of a sudden it’s three stories up and it’s because they took the time to build those foundations, right? And then everything gets built on that platform.

Stone Payton: [00:06:06] And you place a great deal of weight on numbers. And I kind of resemble some of your remarks because I’ll confess to you and the listeners, I was just looking at my own QuickBooks before we got on the line here. And, you know, I looked at sales volume for the month, sales volume for the quarter. I looked at the bank account and that was about it. And then I got ready for the for the interview. We won’t ask for the whole intense course here, but what are some of the other things that I that I should be looking at?

Warren Coughlin: [00:06:34] So rather than looking at I won’t tell you particular numbers, I’ll just get your books are a story. Your numbers actually tell a story and we know how to read them. When you know how to tell the story, you can actually understand what’s going on in the business more effectively. So the main thing is you don’t just look at one number or one period of time. You look at it as a trend. You look at your numbers over time. And so you need to see it charted out over a year so you can see what the trends are, because that’s you know, if you can look at, for instance, a number called a quick ratio or which is a measure of liquidity, you can look at the number once and say, oh, it looks good. But if you actually see it went from 5.1 to 4.1 to 3.1, you know, 3 to 1 is a decent number. But if it started at five, you’re heading in the wrong direction. Right. And so you want to intervene before it gets bad. Not once it’s bad. And so if you’re not if you’re not looking at it as a narrative, you know, as this is a book that’s trying to tell me something, then you’re just you’re not really gleaning the information that helps you make smart decisions.

Stone Payton: [00:07:37] I think you and I may have touched on this when we had a chance to chat by phone a few weeks ago. But you might remember in a in an earlier part of my career, I was in the change management world. And I if I heard it once, I heard it a thousand times that, you know, culture eats strategy for breakfast and you’ve got a whole different take on that.

Warren Coughlin: [00:08:02] Yeah, Yeah, I do, because it’s I used to believe that. I used to preach that and now I’ve shifted. I actually think culture and strategy are bedfellows. They’re a perfect marriage because strategy defines what’s to be done and culture makes sure that it gets done. If you have a culture without strategy, you have a really motivated group of people who will wind up getting frustrated because they don’t know what they’re supposed to do or there’s no clear direction. And then like winners want to win, right? So if you get to really just think of it again in a sports analogy, if you have a really, really great player and you put them on a team that doesn’t have a strategy, they’re going to get pissed off. They’re going to get annoyed and frustrated. Right? But if you put that person in another team with a coach who kind of knows this is the direction that we’re going, this is the strategy that we’re going to deploy. Now they’re liberated to really use their skills in a way that’s going to motivate them. And so I think those two things, culture and strategy, when they’re when they’re aligned, man, you’re unstoppable.

Stone Payton: [00:09:00] Then I got to believe it has a tremendous impact and a real influence on your ability to to recruit and develop and retain as well. Yeah.

Warren Coughlin: [00:09:12] Oh, so again, you’re you’re a high performer. You’re being offered for jobs, you know, And that’s that’s the reality right now in the marketplace, right? Somebody who’s a high performer has lots of opportunity. So you look at a place now they’re going to pay me a bunch of money, but man, they’re a they’re a dog’s breakfast, they’re a mess. And then there’s this place over here that they’re paying a little less to start. But man, their path that they’ve laid out for me looks really interesting. And the culture they’ve got is aligned with my values, the people they have or other high performers. And I like to play with high performers, and there’s some way for me to benefit when that strategy pays off. Which of those two jobs are they going to take? You know, you put yourself in the position of the decision maker on the other end. Of course, they’re going to go for that place. That’s got a clear strategy, a high performing culture, opportunity for growth. And so if you if you build your business that way, you’re going to wind up attracting the high performers. And then the result of that is you’re going to attract better customers as well.

Stone Payton: [00:10:08] Yeah. And and keep them both.

Warren Coughlin: [00:10:11] Which is exactly which is how you build long term sustainable growth.

Stone Payton: [00:10:15] So how does the whole sales and marketing thing work for a guy like you, a practice like yours? Do you do you have to have some sort of rigor and discipline to a sales and marketing process? Are you or are you at a point now in your career where it just sort of comes in over the transom?

Warren Coughlin: [00:10:31] So you’re asking that at an interesting time, because I actually am just starting some new marketing things, but more because I’m trying to build a platform to help some other coaches as well with with these three foundations and some other tools. But historically, yeah, it’s been, you know, I don’t want to pad myself on the back too much, but I’ve had some good fortune that I think in the coaching industry, the average client retention is I know the numbers have changed over the pandemic, but like 6 to 8 months or something like that. Mine, I’ve got an average client retention of between two and a half and three years, so I haven’t had to do a ton of marketing. It’s usually by referral or somebody hears me on a conversation like this and then they reach out. So that’s that’s been my model. But now I am actually trying to be more proactive in marketing because I’m wanting to feed other coaches.

Stone Payton: [00:11:16] So have you had the benefit of one or more mentors, especially in the early years when you made this pivot to this arena of having a mentor or two that have that have helped you kind of navigate this terrain?

Warren Coughlin: [00:11:32] Yes, very much. I was I was with a group of people and there was there were I retained mentors. I went and studied with people. Yeah. I wouldn’t be here if I didn’t have those folks. And I’ll tell you, just I remember when I first started, I did this sales profile that says I have a really high personality match with consultative sales, but I wasn’t selling like my revenue was not where I needed it to be and the organization I was part of, they actually at that point had a sales coach to go out with the coaches and he went out with me on a couple of sales calls and he actually reported back equals warns like the best sales guy you’ve got in the country. And I was so mad at that because it was just patently untrue. There were some things I was good at, but I wasn’t closing. So by definition his analysis was just wrong. And so I actually targeted a couple of people who did have high closing ratios, and I went and followed them. And then I realized it was just like two turns of the tumbler that I was missing. And as soon as I got those in place, my conversion rate started to skyrocket. So like, if it weren’t for those couple of people who let me go along with them, I would have never figured that out. And so, yeah, having someone because you can read like I read the books, I knew the theory of sales sales, right? But it was just contextually there was just this little thing that I was missing. And as soon as I went, Oh, that’s what they’re doing. Then all of a sudden everything fell into place.

Stone Payton: [00:12:56] So there are so many reasons to struggle or even fail on this entrepreneurial journey that so many of us are on. You know, there’s COVID, there’s inflation, there’s potential recession, there’s the challenge in the labor market. Do you think resiliency and working through all of that comes back to what you mentioned earlier in the conversation, the personal accountability, the self-awareness somehow coupled with these these disciplines of strategic planning? What’s the. I mean, is that the magic? Is that is that what helps us get through it all?

Warren Coughlin: [00:13:29] Yeah. I mean, there’s a common approach. I call it the brute force approach, right, that a lot of people use, which is I’m just going to jam my way through it. And I admire people who do that. And there are some people who succeed just through brute force. And so that resilience is one piece of it, but the discipline is also required. And I use the metaphor of poker. Some people think poker is a game of luck, Right. But it’s not. Poker is a game of skill, of which chance is an element. Business is the same way. So when poker, a rookie can beat a pro in a given hand, but a pro will always win the game. And why? Because they have the discipline. They have the skills, right? So you can’t just sit at the poker table and say, I’m going to be resilient and just keep trying when I don’t know what I’m doing. You’re going to continually get your butt kicked. Right. But if you say, I’m going to be resilient and I’m going to study and I’m going to watch those people who are successful and I’m going to try those strategies, then you will wind up being successful. Right. There’s a reason why when you look at the people who are most successful, if you look at their history, they’ve had failures, but they don’t just keep failing. Each one of those failures, they reflect and they learn from, right? So it isn’t just resilience that I’m just going to keep pushing against a brick wall doing the same thing. It’s resilience to say, I just need to figure out a different way of doing it. I’m going to have faith in my ability. I’m going to have faith in my dream and vision, but I’m not going to have faith that just the way I do things or the way I want to do things is the right way. Right? So it requires a certain humility that goes along with that resilience to be open to the learning.

Stone Payton: [00:15:03] So if and when you get a little worn down, the batteries run a little bit low, where do you go? And I don’t necessarily mean a physical place, but where do you go for, I don’t know, inspiration to recharge, get refreshed. Where do you what do you do personally?

Warren Coughlin: [00:15:20] I do a few things. So one actually is a physical place. I get on a mountain bike and I go in the woods and I go mountain biking for a couple of hours. That just lifts me like nothing else. I also do something called SDR, which is non sleep depressed, also called yoga. And it’s sort of a form of meditation but a little bit different. There’s a neuroscientist, Andrew Huberman, who really just turned a lot of people on to that. It’s a really, really useful technique. And then do some journaling. And then as well, I have I have some really, really good friends. And, you know, and we’re we’re guys who really support each other. So any time any one of us is a little bit down or struggling or something like that, we just we’re there for each other. So those three things like being in nature, getting physical exercise, doing some meditation and then having a network of supporters is really, I think is the magic combination to for me anyway, to always be ready to.

Stone Payton: [00:16:20] Go Well, and it’s so important for us to build those things in, right. No matter what the mechanism is, that’s it’s important to have that that support system and those those things where we can go and kind of get refreshed and ready for the next thing.

Warren Coughlin: [00:16:35] And yeah, and you know, as a side note, there’s a thing, right, that, you know, men don’t talk about their feelings and all that kind of stuff. So there’s just this part of the conversation is directed specifically at guys. What I found like with this, this group of buddies I’ve got, there’s actually a lot of vulnerability that we share and it’s it’s not anti masculine, you know, it’s it’s not like it’s very strengthening. To have people that you can be open with and we’re going to have your back and we’ll frankly kick you in the ass a little bit. Yeah. You know, like, that’s that’s such a powerful asset. And people who are like, well, I can’t talk about how I’m going to. What I’ve discovered is I think I, me and one other guy sort of let it is that guys actually want to be able to do that if you’re you’re a guy listening alone you know this to be true you want to be able to say what you’re thinking and feeling to somebody, and that means other guys around you do as well. And if you’re willing to take the risk and just share a couple of things, you’ll find that the guys around you who you think are tough, macho guys can have it all together, don’t. And they’re going to be open to having the conversation.

Stone Payton: [00:17:46] All right, let’s. Let’s leave our listeners with a couple of pro tips, if we could. Just a couple of things to be thinking about, reading about, maybe even something we could take a little bit of immediate action on. And my recommendation to you going is the number one pro tip, reach out to Warren, have a conversation with him. But but maybe there’s something you know, just after listening to this that we can start thinking about, reading about doing anything on that front would be great, man.

Warren Coughlin: [00:18:13] So first thing I would learn how to read your financial statements. I mean, as maybe boring or as intimidating as that may sound, even if you’re not good at math, you don’t have to be good at math to do it. Just look at your financials over a six month period and just look at the trends on your sales, on your cost of sales, on your gross profit and your cash flow. Just look at what’s happened to your cash on a month by month basis and see what one thing you could tweak. Like if you could drop your accounts receivable days by ten days, that’s going to boost your cash flow by a whole bunch. So that’s just one real pro tip. The second pro tip is actually think about the next 90 days or we’re in the time of this recording. We’re nearing the end of 2020 to say, Where do I want to be at the end of 2023? And what are the two top changes I can make? Don’t, don’t list 23. So what are the two top things that I could do in my business to make that change? And if you just do that, you just focus on two and then start knocking them off. You’ll be amazed at the momentum that starts. So those two things get get a handle on your numbers and then just start doing some planning with just a couple of key items.

Stone Payton: [00:19:30] All right. So what’s the best way to connect with you? Have a conversation with you. Someone on your team start to tap into your work. Whatever you feel like is appropriate, whether it’s LinkedIn, email, website. I just want to make sure that our folks can connect with you.

Warren Coughlin: [00:19:44] Yeah, sure. So my website, Warren Coughlin. So Warren Coughlin. There’s a way to book an appointment with me there. There’s also a description of what I do, and there’s actually a free resource there that can really help you with some of the things that we’ve just talked about.

Stone Payton: [00:20:01] Fantastic. Well, Warren, it has been an absolute delight having you on the show this morning. Thanks for investing the time in In Energy to share your perspective and your insight with us. You do an important work, man, and we we sure appreciate you. All right. Until next time, this is Stone Payton for our guest today, Warren Coughlin with Jumpstart Coaching and everyone here at the Business Radio X family saying we’ll see you in the fast lane.

 

Tagged With: Growth Coach, Warren Coughlin

Richard Lee With Supercopy

October 28, 2022 by Jacob Lapera

Richard Lee
Atlanta Business Radio
Richard Lee With Supercopy
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SupercopyRichard LeeFrom the island of Guam, Richard Lee is an engineer/designer and now cofounder at Bettersum building Supercopy where we believe marketing should communicate to people in the manner they want to be communicated to.

Connect with Richard on LinkedIn.

What You’ll Learn In This Episode

  • Favorite part about building a startup
  • Favorite growth hack

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 on Pay Atlanta’s new standard in payroll. Now, here’s your host.

Lee Kantor: [00:00:25] 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 Richard Lee and he is with Super Copy. Welcome, Richard.

Richard Lee: [00:00:43] Hi. Glad to be here.

Lee Kantor: [00:00:45] Well, I’m so excited to learn what you’re up to. Tell us a little bit about super copy, how you serve in folks.

Richard Lee: [00:00:51] Yeah. Yeah. So super copy was created about four months ago to help people market and create a lot of content quickly and create content that matters in the faster way than what we’ve been doing recently.

Lee Kantor: [00:01:03] So how do you do that magic trick?

Richard Lee: [00:01:06] Yeah, so we use A.I. for a lot of the content, like contextual information, and we use that to create a lot of words that come out in the format and sense that comes out in. But it’s up to the marketer to put in the right information, such as What’s the goal of it? What’s the context? What brand are you pushing? What’s the tone with the language? So we’re essentially augmenting and compiling a marketer’s current progress.

Lee Kantor: [00:01:28] So now is this something that once I start working with super copy, it’s going to kind of learn with me and start understanding my tone and my voice so that I can, you know, create more content faster.

Richard Lee: [00:01:44] Yes. So that’s something we’re working on right now. So right now it’s partially a manual process and partially an automated process and the future. We want this to be something that learns a few, but also like something you get to edit into, something you want it to become.

Lee Kantor: [00:01:57] So now what is the way I would be using this today?

Richard Lee: [00:02:01] So right now the way it currently operates is we have a quick interface where you could put in your brand, your company, your company’s website or digital link of some sort, and then discuss what kind of goal do you want? So is it convincing people to tune into the radio or is it convincing people to check out this new product that we just launched? Or is it discussing the value of a new feature that just got launched for a product X, Y, Z? And then you get the tone as well as the audience who you’re talking to.

Lee Kantor: [00:02:30] And then what happens?

Richard Lee: [00:02:32] And then you click generate, there’s a button that comes up and then it just generates you a couple of options for you to consider. Right now, we’re figuring out the best way to measure, measure the impact before you can post it or shared or send it to a friend.

Lee Kantor: [00:02:44] Now, is it something that I can just like, say, for example, I want to come up with a bunch of subject line for an email marketing campaign that I want to test. Is that something that I could use this with?

Richard Lee: [00:02:57] Yes, absolutely. We actually had a couple of sales people use it either to prototype out a couple of sales headlines, but or also like test out some things a lot faster instead of like brainstorming as a team together.

Lee Kantor: [00:03:09] So I could use it not only for the subject line, I can have the kind of the copy for the email marketing campaign as well.

Richard Lee: [00:03:17] Yes, that’s absolutely right.

Lee Kantor: [00:03:19] And then is it something that okay, so say I come up with a five email cadence and I send it out using super copy? Is it something that it can learn and say, you know what, We weren’t getting the open rate. We anticipated our number two. Let’s try to optimize that for a better result?

Richard Lee: [00:03:42] Yes, definitely. So right now, super copy doesn’t send it out for us, but we do have people copy pasting into their emails and editing, of course. So we do see people doing A, B testing and seeing which one goes well. So super copy allows you to adjust your tone and your demographic really quickly, as well as adjusting a lot of the nuances early on. So when you set up your AB test, you have a little bit more of a direction on each one that you’ll be doing. And in the future, of course, we want to integrate with the email and texting system that people already have to see those responses real time.

Lee Kantor: [00:04:13] Now, at this stage, is it primarily just kind of a a thought starter for a better first draft? And then I’m going to go back in and edit it and tweak it? Or is it something where it can take my first draft and make it better?

Richard Lee: [00:04:28] Yeah, so we actually do both. So we do our the initial product was generating the first draft really quickly. So we’re getting you to the red zone, right in the football term, we’re getting to the red zone and you just have to finish up, which that’s the harder part, right? And that helps you focus on the important part, which is the nuances and the jargon and the things that just makes it a little bit more for the audience. But we also have a tool that use AI to make things a little bit more engaging. So we have an Engager tool that if you put in the the copy, you could click on it and it’ll generate a slightly more engaging version of the post.

Lee Kantor: [00:05:01] Now, when you say engaging, if my tone like say, I think you mentioned earlier, my tone is persuasion, which is different than maybe entertaining, which is different than educating like, are you pulling if I say persuasion or have you taught it like some persuasion strategies and inputted some persuasion language in order for you to to be to actually persuade?

Richard Lee: [00:05:29] Yes. So it does take into context of the words I use to convince it. So if you use persuasion, it will use persuasion type words. So essentially persuade the user or audience member to sign up for X, Y, Z.

Lee Kantor: [00:05:44] But if you say entertaining, is it using like comedic words? Is it using friendlier tone, more conversational?

Richard Lee: [00:05:52] Definitely. So it really takes into consider the words you use if you entertain or convince or discuss like the tones of the words will change based on the word.

Lee Kantor: [00:06:03] And then if if I say entertaining over time, is it going to kind of take on a the avatar of some person that’s entertaining?

Richard Lee: [00:06:18] So that’s the ultimate goal for us is how can we get it more and more tuned into something that’s more entertaining And like deciding on what’s more entertaining and entertaining is a broad word, right? So the initial term is it gets the basic going, but the future term that we want to build up is how can we how can we know what’s entertaining? And also what demographic is this entertaining to and adjusting that to the entertainer itself.

Lee Kantor: [00:06:42] So it could over time, like if I say I want to have a tone like Jerry Seinfeld, it would have a tone like that more so than a tone like. Bill Burr.

Richard Lee: [00:06:55] Yes. So right now you could actually try Jerry Seinfeld because he has enough content online to refer from. Like, we could see some of the cadences. But if it’s like a completely new comedian, that’s like just started out, their cadence and style will be a little harder to pinpoint.

Lee Kantor: [00:07:12] So could you could this be a tool for an entertainer like, say, a comedian wanted help in writing jokes or or stories? Yeah. So it can work in nonfiction as well as a fiction environment.

Richard Lee: [00:07:27] Just because the information pulled from it doesn’t really know what’s true or not. Like, it’s kind of like the Internet in a nutshell, right? Like it’s really hard to dictate what’s true or not because there’s information on both sides on any topic. So it just gets on. It gets especially asides with, you know, which way you’re thinking. So if you think blue is the best color, like, okay, blue is the best color because you say red is the best color. And they’re like, Oh, yeah, red is the best color. So it just depends on how you dictate it.

Lee Kantor: [00:07:56] So what’s your back story? How did you get involved in this?

Richard Lee: [00:07:59] Yeah, Yeah. So I’ve been I come from an electrical engineering background here at Georgia Tech, graduated and had a corporate job. And at one point I’m like, cool. I want to pursue start ups. The the pandemic hit now is a perfect time for me to just start pursuing that. So be. I’ve been in entrepreneurship for about three years, full time, and I’ve gone through multiple iterations, and the last iteration was essentially a digital product studio where we work for our clients and I’m like, okay, we want to make you more money. Essentially, that’s what our products do, right? So we create a bunch of products for our clients and we just realized. They had a far bigger budget for their marketing that they were spending like all over the place, and then a super small budget for any product. They want to create it to make the marketing make sense. So really, okay, you’re spending. 100 x all you’re spending on us. Why don’t we just do the marketing? Because we also are the best marketers of our own studios. So, okay, you’re essentially creating a problem for ourselves because we just didn’t know how to market effectively. Okay, what can we do to do that? Because like right now, what we were saying is that you got to post everywhere. You have to everywhere at all times. It all has to be good. And that’s what we saw. Okay. That doesn’t seem humanly possible. How can we make that a little easier? And that’s where super copy came from.

Lee Kantor: [00:09:17] So now have you pivoted your business or this kind of aside thing right now?

Richard Lee: [00:09:22] So Supercoppa is the main business. Essentially, it’s a technical startup and and everything else has been to the wayside and we’re not really focusing on it.

Lee Kantor: [00:09:31] So are you still. So you’re not doing any kind of help. You’re not a marketing company. More. You’re a startup that’s trying to roll out the super copy. Is it an app or a software or software is a service? How is it going to be marketed?

Richard Lee: [00:09:47] Yeah, that’s I think that’s a really good question. So, yeah, like definitely not doing anything else. We are now a tech startup in most traditional sense and it’s a SAS, so you could use it online. It’s a web portal so you could go in and anyone with a log in access could access it, and it works off internet. So if have an access and a website, you could access it.

Lee Kantor: [00:10:09] Now, is it something that in order to try it out, I have to buy it? Or is it something that I can kind of You have a freemium model?

Richard Lee: [00:10:19] So right now we are we do not have a free child. We’re currently building that right now. So everyone that we signed up in the last few months, they’ve all paid day one. But yeah, we are definitely looking to premiums for people to try to for us and we want to create a premium product to over time we’ll be adding features and anyone that signed up in the last few months will be inheriting those features over time.

Lee Kantor: [00:10:40] So now that you’re have this start up, is there any advice you can share for other startups to maybe launch or to grow quickly?

Richard Lee: [00:10:49] Yeah, Yeah. So I think a funny story for us, We built this product in a day. We built essentially the prototype of day and sold that prototype the next day. So I’ve, I’ve been in the startup game for a couple of years and I’ve been affiliated. We’re working for like living in that world for about ten. My biggest advice is just get it out there as fast as you can. Customer discovery is fantastic, but you really need to see where people’s money, where they’re willing to spend money at because it must be a problem we’re solving at that level. So yeah, I would always encourage speed and also like taking the risk when you can.

Lee Kantor: [00:11:26] So to layer on top of that, how did you come up with a pricing structure that could work for you and would be kind of an easy in for the client?

Richard Lee: [00:11:37] Yeah. So initially I think this is what lost our founders do is they kind of get like what people think they are. So we start off with $100 based on like and just saw a reaction. So especially we’re onboarding people manually, right? So we could tell from their face whether they’re like, Oh, that’s way too high, or they’re like, Oh, that’s an easy decision. So we always go based on that type of feedback and we see what type of customer like pushes away from a certain price point. And so in people that don’t even consider that like being an obstacle, So we do look into that. So I would say if your product is SAS, you could easily be in the realm of like 20 to 100 to 1000 depending on what your product does and what what kind of critical problem it solves. Right. Like if I could ten extra business with this SAS product, I’m like, usually people are willing to spend a lot more if I’m helping your business by 10%. Is there like a band aid you’re selling? Is it a vitamin? Is a painkiller? So it depends on what kind of category you go into.

Lee Kantor: [00:12:34] Now who is the ideal purchaser of this?

Richard Lee: [00:12:37] So we’ve been working primarily with marketing agencies and sole marketers because they tend to use the product the best. We work with business owners, but we just noticed that they’re very their hands are full with 20 other things all at the same time. So like marketing might be the last thing that they’re considering, but they still want it. So we’ve been seeing various different types on a like once 20 person team scale and we also been working with 100 plus employee companies and seeing how that works for internal marketing.

Lee Kantor: [00:13:07] Now how is your experience been in the Atlanta startup ecosystem.

Richard Lee: [00:13:13] The last year? Because it’s really nice. I really like it. It’s one of the reasons I stayed after college here in Atlanta. Everyone’s really supportive. If you have a question and if you’re genuine about it, people will reach out to you and people will help work with you. I really love the bootstrap energy that Atlanta has. Like it’s not Silicon Valley, but it is throwing money around for no reason and that’s kind of you have to earn it. I do like that. So it helps us focus on bootstrapping and making revenue a lot earlier compared to like going to go get funding earlier, which is I would say not the best practice, especially in a professional model.

Lee Kantor: [00:13:47] Now, what about if you were to educate people on artificial intelligence and how you’re using it? Some people are afraid. Some people can’t wait. What would you you know, what are some of the myths you’d like to dispel about A.I.?

Richard Lee: [00:14:03] So I would say for AI is really good at helping people get to where they are there. It’s kind of dumb if you leave it alone. Right. Because it’s it’s it’s just recognizing what it sees. And often what it sees is often wrong. So that’s something we do see in the market. And A.I. requires some kind of copilot, Like it’s like you’re the goose and maverick and maverick goose type model where without it, you still need A.I. to replicate things on scale. But without the human, the AI’s kind of stopped replicating very old things or mundane things. It just doesn’t really understand it. It’s not going to go for your job unless it’s super repeatable. If your job is super repeatable and doesn’t require a lot of creativity. A.i. is probably going to take over that spot primarily because it’s such a repeatable test that humans shouldn’t be doing. But in jobs that are far more creative, it will have more of an augmenting experience. They’ll help you get to your place where you want to go. They’ll never replace you.

Lee Kantor: [00:15:03] Yeah. What I’ve heard is if you if your job can be done with a checklist, you’re probably going to be replaced.

Richard Lee: [00:15:10] Yeah. Yeah. But we’ve seen that with technology over the last hundreds, hundreds of years.

Lee Kantor: [00:15:15] Right. It’s nothing personal.

Richard Lee: [00:15:17] Yeah, it’s nothing personal. It’s a repeatable test that shouldn’t be done by a human. That’s overkill, right? The number of energy you have to put into it. But if it’s just like. Like writing something creative. Yeah, like, I will help you, but I won’t do the thing for you.

Lee Kantor: [00:15:33] Now, what do you need more of? How can we help you?

Richard Lee: [00:15:36] Yeah. I would love to meet with more marketers in Atlanta. Meet with Mark Agency in Atlanta and just listen to you like what are your pain points and help you solve those problems for you.

Lee Kantor: [00:15:46] And if somebody wants to learn more, where should they go?

Richard Lee: [00:15:50] You can hit me up on my email at Richard. I better btr sue dot com or email me there or check us out on our site. I’m also very active on LinkedIn, so I’m there. Richard Lee. You can find me on that handle as well.

Lee Kantor: [00:16:10] And it’s super copied that I Oh.

Richard Lee: [00:16:12] Yes, super copy that.

Lee Kantor: [00:16:14] Oh, and that’s the website. They can go and they can check it out. They can look at it and then buy it if they were interested.

Richard Lee: [00:16:21] Yes, absolutely.

Lee Kantor: [00:16:22] Well, Richard, thank you so much for sharing your story today. You’re doing important work and we appreciate you.

Richard Lee: [00:16:27] Appreciate it. Appreciate it. Thanks so much for having me on.

Lee Kantor: [00:16:30] All right. That’s Lee Kantor. We’ll see you all next time on the Atlanta Business Radio.

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Tagged With: Richard Lee, Supercopy

Randy Beck with Beckshot

October 24, 2022 by angishields

Fearless-Formula-Beckshot
Fearless Formula
Randy Beck with Beckshot
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Randell-Beck-headshotRandell Beck, Photographer – Cinematographer–and Post-Production at Beckshot

Randell is a former Naval Commander with a background in engineering and special operations. A lifelong outdoorsman and photographer, he also holds an MBA from the University of Texas in Community Planning (joint program between the school of architecture and real estate programs), and extensive experience in logistics and team building.

He applies his business expertise, operational planning background, and award-winning photographic talent to the challenge of producing exquisite marketing materials for his clients. His extensive real estate career spans over 25 years in every aspect of real estate: development, construction, marketing, operations, and design.

He is a member of the Board of Directors of Lutheran Social Services of New York and an accomplished guitarist.

Follow Beckshot Media on Instagram and Facebook

This transcript is machine transcribed by Sonix 

TRANSCRIPT

Intro: [00:00:08] Coming to you live from the Business RadioX studio in Woodstock, Georgia. This is fearless formula with Sharon Cline.

Sharon Cline: [00:00:18] And a happy Friday. Fearless formula Friday here at Business RadioX.

Randy Beck: [00:00:22] Is there another kind?

Sharon Cline: [00:00:23] No, there’s not, because Fearless Formula Friday is my happy day. Welcome to Fearless Formula, where we talk about the ups and downs of the business world and offer words of wisdom for business success. I am happy to have a gentleman in my studio who is the owner, creator, director, president of Beckshot. It’s a media company here in Woodstock, but also interestingly in New York. His name is Randy Beck. Thank you for coming in.

Randy Beck: [00:00:52] Hi, Sharon.

Sharon Cline: [00:00:53] Hello, Randy. I appreciate you taking the time to come here because I know you’ve actually were on another business radio show. You’re like in demand. So I appreciate you.

Randy Beck: [00:01:02] I cut a photoshoot short just for you.

Sharon Cline: [00:01:05] Oh, my goodness. Well, I don’t want to keep you, you know. So I wanted to talk to you for a couple of different reasons. One is, I think it’s kind of interesting, your back story. You you have you had a business in New York, which seems like people from Woodstock, Georgia, would almost seem as New York as their destination. But you came from New York to here. How did you do that?

Randy Beck: [00:01:29] It was more of a side hustle in New York. Because I had started doing photo and video for real estate at the companies I worked for. I really didn’t like what I was getting from the photographers or anybody that I worked with up.

Sharon Cline: [00:01:43] There, really.

Randy Beck: [00:01:44] So I kind of adopted the equipment, started doing it myself because I’ve been doing this my whole life. I kind of knew what I wanted and how to get it. And so it was growing into a business. And when COVID and all that mess happened, I was basically looking at what to do next. Right. I interviewed a few E suite type positions here and there, and they had like 800 applicants for the VP jobs. Gosh, it’s crazy. Is lunacy in the job market. You know, the effect on on the commercial real estate up there, which is what I was doing. And so I. In the course of deciding what I wanted to do and making my pro and con list and all that, I figured maybe I could turn this into a career. And then as it turns out, my friend here in Woodstock was retiring. He has health problems, really could not keep working. He was going to close his doors. So I called him and I was like, you know, why don’t you sell me your company? And that’s what we did. I wound up buying it from him and moving down. And, you know, back shot 2.0 is the new venture. Right after I moved down and kind of started making it into my own little game.

Sharon Cline: [00:02:55] So why didn’t you like what they were doing when you were when they were taking videos and photos of real estate up there? What was it that didn’t satisfy you?

Randy Beck: [00:03:06] Ultimately, it was just the the art of it. Real real estate photography is kind of a unique game. And then and I worked in in the commercial world, corporate real estate. So we were building big buildings and operating big portfolios of apartment housing and multi use buildings and land development and all that. So I was working a lot with architects and engineers, and the photography that goes along in that world is very different. If you look at an Mlss photo and then you look at something in, I don’t know, Residential design magazine.

Sharon Cline: [00:03:32] Right.

Randy Beck: [00:03:33] Night and day difference. Right, Right. What I found was that architectural style photography worked really well in the real estate world, really communicated more to people about what it’s like to be in the space, what it looked like and felt like, and what the design part of the equation stuck out. It’s not just standing in the corner, taking that big, wide angle shot, making that that making a closet look like a football field, which happens in real estate. Sure, sure. It’s never a good thing, right? A buyer comes in and sees a small room after seeing something like that. Now he’s mad at the agent and so forth. So there’s other ways to communicate. What’s so about a space? And that’s what I was always into. I just and I couldn’t find it nearly as often as I liked.

Sharon Cline: [00:04:16] So it clearly worked for you getting into this business so far. I’m not jinxing anything by saying that. I’m just saying in New York, you know, you have you were successful this way, so it made sense for you to transfer it down.

Randy Beck: [00:04:29] As soon as I started, people were like, Wow, you really made that look like something special, you know? And people responded, You know, the art of doing this has always been towards the top of my list. You know.

Sharon Cline: [00:04:39] Were you, you know, the shows fearless formula that we talk about fear a little bit. So was it daunting to come down here and start brand new with a brand new market?

Randy Beck: [00:04:49] Terrifying. Terrifying, Yeah.

Sharon Cline: [00:04:52] But you did it anyway.

Randy Beck: [00:04:53] Yeah. Which doesn’t really slow me down a lot. It just makes me plan more, you know? So I was a naval officer. I kind of learned how to deal with adrenaline, fear and confusion and frustration in the past and maybe, maybe have some training and resources that a lot of people don’t have. Right. Which makes it easier. But so I can call on that. Right. So for me, sequence and order, right, is the antidote to fear and frustration, right? So I start, I start putting things in sequence and imposing order on chaos and just move forward.

Sharon Cline: [00:05:23] That calms your emotions down.

Randy Beck: [00:05:25] Yeah. To me, that’s the management challenge, is just just imposing order on the chaos. And as you do that, everything calms down. And so now it’s not a fear question, Now it’s a logistics question, it’s facts.

Sharon Cline: [00:05:36] That’s interesting. I hadn’t really thought about it in terms of kind of like you’re saying, putting things in sequence A plus B equals C, You know, it’s like logical. I’m such a non logical person. So it’s I really appreciate that nugget for me to take, you know, because I tend to get overwhelmed with the feelings and the logic. It all kind of shuts down for me. So thinking about it, I’m switching it from right brain brain to left brain. I can imagine that being kind of what you’re talking about.

Randy Beck: [00:06:02] That’s the imposition right there is. It’s a learned skill to pull back from the emotional view. And take the rational view, make that switch right And then but if you can do that, then because there’s order there, then you can develop a plan to deal with yourself essentially.

Sharon Cline: [00:06:23] How did you learn that skill, though? Was it the military?

Randy Beck: [00:06:26] Mainly, yeah. I did some very we did some very complex things in the military. So when I when I you remember in officer and a gentleman, he’s asking them where they’re all from. And that one guy, the little the short Hispanic guy he says Texas Tech University math major. And he was like the only two things come out of Texas is steers and queers. Right. The reason they picked Texas Tech is because there was no ROTC at Texas Tech. And so it’s like there’s a safe school to mention. Eventually, there was one. I was the first officer commissioned out of that ROTC.

Sharon Cline: [00:07:00] Oh, well, congrats.

Randy Beck: [00:07:01] And so I went in the Navy. I started doing the things they make you do. And I was completely you know, I’m a dirt kickin, redneck kid. I did rodeos in high school, and most people are playing football from Texas.

Sharon Cline: [00:07:13] You’re from.

Randy Beck: [00:07:13] Texas? I’m from. Cotton field and oil oil country. Right. And, you know, I didn’t know anything when I got to my initial training up in Rhode Island. I was claustrophobic for three weeks. I was uncomfortable. I couldn’t sit still for three weeks until I finally figured out it’s because all the trees and I couldn’t see see anything. You know, I was used to being able to see for miles.

Sharon Cline: [00:07:31] Oh, interesting, right? Yeah. So the thought landscape would impact someone like that, but it makes sense. I never thought about that.

Randy Beck: [00:07:37] So I didn’t know what I didn’t know. Right. So I’m this green bucket headed, insane, showing up, trying to. Trying to be a leader and. It’s a very methodical plan. Everything on a ship is very thought out and very, very structured. And so for me, it was I was able to take that structure and make it work for me and learn my way along very quickly without having to have somebody hold my hand. So I guess that was the beginning of the process. And then later on we got to be doing very complex things. The ship I was on was the first vessel’s equipped ship, so we were loading. We developed a way to load Tomahawk cruise missiles at sea from a barge. Extremely dangerous, first time ever. But we were able to develop that.

Sharon Cline: [00:08:18] What was the name of your ship?

Randy Beck: [00:08:20] Fife. Fife? Yeah. It’s a reef. It’s a reef now. It’s sunk in in 97, I think.

Sharon Cline: [00:08:27] Oh, how weird.

Randy Beck: [00:08:27] Right? Decommissioned and so on. So that was one of the things that I did was develop that, that at sea load. Right. And so logistics is a thing for me and being able to plan things and put them in sequence. So then later when I was in the SEAL teams, that was an essential skill because you’re dealing with subject matter experts. They don’t need to be told what to do or how to do it. All they need to be shown is what’s the objective, and they’re spread out over the the globe, right? So it’s really a logistical challenge.

Sharon Cline: [00:08:58] So you feel like these things translated so well for you regarding business? Absolutely. Do you think people are too emotional in business?

Randy Beck: [00:09:08] Maybe yes and maybe no. But what they are not is what I see. The biggest shortcoming I see a lot of times is just the ability to put a plan in action and follow all the way through with it in an expedited way. Right. We used to say things like an OC plan put in practice is better than any perfect plan that you never get into into.

Sharon Cline: [00:09:28] Right? You’re just thinking about it and it’s never been executed.

Randy Beck: [00:09:30] So I think some of this is about being able to adjust on the fly too. But ultimately the better planner and the better you can adjust and the better you can put things in action and make them move and move yourself forward faster, I think is a real advantage in the marketplace.

Sharon Cline: [00:09:42] Well, how different is the market? Tell me how different. Woodstock, Georgia or Atlanta is from New York. Is are people’s fundamentals the same? What their needs are are basically the same. It’s just what you’re shooting is different.

Randy Beck: [00:09:57] I say that people pay more and get less up their. Huh? Everybody’s in a hurry all the time. The use of time is insane up there. People schedule down to five minute increments. You know, it’s crazy. 5 minutes down here. Down here. Nobody’s in a hurry.

Sharon Cline: [00:10:11] We need to drink our sweet tea. I don’t know.

Randy Beck: [00:10:15] It’s a much more comfortable lifestyle. And of course, we have space here. We haven’t ruined our cityscape here. Like. Like some areas up there. Ah, which is good.

Sharon Cline: [00:10:28] But are you are you finding. It’s okay. How about this? Is it. Is it. What’s the most satisfying part of your job since you’ve been here with Beck Shot? What’s your. What makes you the happiest?

Randy Beck: [00:10:42] I like to see when when a project goes well and it changes the relationship that a business has with their clients. Because I’m B2B, my job is to help you change the relationship you have with your clients. And so where you used to do advertising and everything was salesy and it was all your your website was an electronic flier, right? Right. Or bulletin board. Now it becomes an interactive and interactive thing. We use video and photos in a way that give people a real sense of connection, and we communicate in ways that generate emotional impact. And so your client now is is having an interaction with you on a personal level. This is all part of content marketing. One of the reasons that advertising model is obsolete now and. And so to watch that transformation and watch, watch people get it. Watch them start nodding. Watch them smile. Watch those emotions hit. Watch that relationship with their client change, you know, where they’re generating loyalty and commitment from their customers to. It’s a really neat thing.

Sharon Cline: [00:11:45] It’s interesting that you’re talking about emotion when you when you need to not talk about emotion in terms of business, but you’re trying to connect with people emotionally with your product, which is must be I mean, that’s a skill you have to be adept, I suppose, at being able to do both.

Randy Beck: [00:12:01] Well, certainly in any creative field, any kind of media field or anything that’s got a creative aspect to it, you really got to be able to go back and forth.

Sharon Cline: [00:12:09] So do you have people here that are sort of a mentor of yours, or do you who are your mentors, who are people that you look to to kind of navigate? As you said, the the advertising model is different, right? So as it’s changed, do you look toward any other kind of company or group that kind of gives you ideas about how to. I’m talking like. Social media even being the advertising, I guess, model.

Randy Beck: [00:12:36] I learn a lot from a lot of people, right? And so like when I bought this company and went into this business, my predecessor Michael, helped me get off off the ground, on my feet, get run in the right way. Right. And things that I needed to know about operating the business and making video and doing the things that where I had not been exposed to it yet, but on a broader scale, on that marketing sense, there’s people that I read or listen to that that make a lot of sense. I’ve been exposed to them from I’m an MBA, I have a graduate degree, so I’ve been exposed to a lot of people. I do a lot of study and a lot of reading, and I’ve found people that resonate with me that I think are really on the right track for future marketing. There’s an architect that I listen to that does podcast, and he’s always talking about how to have a creative type business in this modern environment. I find that very useful.

Sharon Cline: [00:13:32] Who is.

Randy Beck: [00:13:32] He? Simon Sinek is another one. His motivational aspects of marketing, you know, on on why and how and how businesses either do communicate or should communicate is really groundbreaking. One of the reasons he resonates so much is because it pulled a lot of things together that people were observing over the last 20 years and maybe unable to explain. But he did a really good job of putting that in context for people and work enormously from the sign framework.

Sharon Cline: [00:14:00] What are what are things that you think people don’t understand about your industry or that have a misconception about that you would like to clear up?

Randy Beck: [00:14:10] There’s an old joke in music about how many drummers does it take to change a light bulb? None. We have machines that do that now. So? So it’s like, Oh, well, I have I have a cell phone. I’ll do video. Good luck with that.

Sharon Cline: [00:14:26] You don’t think it just takes me to my cell phone to. I mean, All right, so you have kick ass equipment.

Randy Beck: [00:14:31] I think you’ll hit the limits of the of the knowledge and experience in equipment very quickly if you try that. Right.

Sharon Cline: [00:14:38] Right.

Randy Beck: [00:14:39] Well, it’s not that it’s bad to get started. Of course it’s not. You know, I mean, and you can do video that way and but what is your brand? How do you want to show up in the marketplace? You know, what type of messaging are you trying to do? There’s a lot of ways to show up. The periodic table of marketing shows hundreds of combinations of ways to appear in the marketplace in ways to communicate to your market. So. One of the big challenges is tailoring your presentation to fit that. It’s all it’s all part of branding. What is that sum total of experience that your clients. Receive. When they deal with you.

Sharon Cline: [00:15:19] Who’s your ideal client?

Randy Beck: [00:15:21] My ideal client are people that either own businesses or run them high up decision makers that are brand conscious and understand the value of broad based branding. And then what they want to do is communicate directly to their clients and communicate that they have shared values, shared lifestyles and shared goals so that the lifestyle of their client and the purpose of the business resonate with you. This is pure Simon Sinek now. Sure, Aria is the best example. I use this all the time. I, as a company, lives the life that their client base lives and they have from day one. They’re an outdoor equipment maker. They they started off as a group of climbers buying in bulk so they could save themselves money. They were buying the things they actually used on the mountains. The company was run by Jim Whittaker, by a mountaineer who attempted to climb K2, went to Everest, all those all the big stuff. And over the years, they’ve developed this reputation and this presence in the market where if you’re an outdoors person, you know that you’re going to get the best of its kind from area. So number one, if you want to save time, you really don’t want to do all the research. Go to Aria and find out what they’re selling because it’s the best of its kind. Whatever it is, you don’t have to do all that work they’ve done. It takes the guesswork out of it. Plus their pricing is good. They give they give money back if you’re a member, Right. Based on the level of your purchases. So it’s a co-op business. It’s a co-op.

Sharon Cline: [00:16:43] It’s got you.

Randy Beck: [00:16:45] It’s that concept is useful for people who want to belong to something, right? Then they they do all the things you would expect a company in that business to do. They’re involved in conservation efforts. They their customer service is. Beyond anything that you’ll find.

Sharon Cline: [00:17:03] Anywhere better than Nordstrom. Just curious.

Randy Beck: [00:17:06] I think so.

Sharon Cline: [00:17:07] Wow, that’s awesome. I’ve never I’ve never shopped there.

Randy Beck: [00:17:09] Clearly, I don’t. If you weren’t there and you feel like, you know, there’s a need, like I want to teach people how to build, how to clean up the river by using beaver dams. Right. They will make resources available to you to have that class and go help people do that or hold the class in the store or whatever. You can take a leave of absence to go do that. You know, the company walks the walk, right? So their client base knows that and they’re fanatically loyal.

Sharon Cline: [00:17:32] And they so they mark it correctly and effectively.

Randy Beck: [00:17:35] You mean very effectively, Yeah.

Sharon Cline: [00:17:38] In coming down here and starting this company, taking over this company, what would you say? You have something that’s your biggest mistake. What’s a mistake that you wish you had or been able to navigate differently?

Randy Beck: [00:17:50] I wish I’d done it five or ten or 20 years sooner. All right. I was too slow.

Sharon Cline: [00:17:59] No, you know, there’s there’s divine timing. Do you agree with that?

Randy Beck: [00:18:02] Yes. Yes. Yes, I do. All right. And apparently managed to hit divine timing this time around, which I’m happy about that. Well, that’s.

Sharon Cline: [00:18:11] Exciting.

Randy Beck: [00:18:13] Mistake.

Sharon Cline: [00:18:15] I can name ten and just 5 seconds really easily.

Randy Beck: [00:18:18] It’s like, where do we start? I know I charged too little. I tried to do things maybe wasn’t quite ready to do. I tried to cover too many too many market segments at first instead of specializing at first.

Sharon Cline: [00:18:30] So you would recommend that I would.

Randy Beck: [00:18:33] Any time. You need to get your name known quickly, it’s better to go deep than to go wide.

Sharon Cline: [00:18:39] Okay, that’s interesting. But you know what? There’s something that I do a lot, which is fake it till you make it. So I mean, I’m still faking it, by the way, in case you’re wondering, I. I do think this like, Well, I’m going to seem like I know what I’m doing and then kind of go back and figure out how to do it before I actually officially do it. In other words, even starting a voiceover company, I didn’t know if I would be successful doing that, but I started it. And then once I got hired, I figured out, Oh my God, now I’ve got to go back and figure out exactly how I’m supposed to sound. And all of the I guess all the back story behind being a successful person. So I didn’t I don’t recommend that, generally speaking. But I do have an energy of, yeah, I’ll try that. Even this radio shows. Sure, I’ll try it. We’ll see what happens.

Randy Beck: [00:19:22] How long have you been doing?

Sharon Cline: [00:19:23] Voiceover Well, I started recording audiobooks in 2017 six. So how many years is that? Six. Six years? Yeah. Five, five years. Six years.

Randy Beck: [00:19:37] Do I remember you telling me you put a booth in?

Sharon Cline: [00:19:39] Yeah, I have a booth in my garage. That’s true.

Randy Beck: [00:19:43] Taken all the right steps, right?

Sharon Cline: [00:19:44] Yes, but, you know, I guess what I’m asking is, like, would you. You were kind of had that energy. If I’m going to make. I’m going to do what I think is right. I’m going to throw myself out there and see what what sticks and what hits.

Randy Beck: [00:19:55] You know, there’s always a body of knowledge, right? And then there’s always room for a little bit of experimentation or individual expression. And some of the some of the pathways are a little hidden till you get on them. So I would say it’s it’s not a bad idea to just get started, right? I don’t know if fake it till you make it is what I the way I would describe it. But you walk the path that’s laid before you and you’re learning as you’re going, you know, and figuring out what to do, what the next best thing. Yes, you can always backtrack a little and change a decision. You know, very little of this is is permanent.

Sharon Cline: [00:20:24] Right.

Randy Beck: [00:20:24] So if you make a mistake, you can always back up and try again and do something different.

Sharon Cline: [00:20:28] Yes. Is there anything that you wish you could have known that you know now that you wish you could have known when you got started? Besides the don’t go as wide as making your market smaller and making a name for yourself in a smaller way.

Randy Beck: [00:20:44] I wish I had started studying marketing in a deeper way before I did. So I would have more knowledge and more expertise in that field because it turns out that practically everything I do now is marketing based. And so I’m.

Sharon Cline: [00:20:59] Just very much filming.

Randy Beck: [00:21:00] Right? I’m very much in the marketing space. And so the art of building a campaign and how to what makes marketing campaigns work and what makes branding special is all stuff I learn as I go. And I wish I had studied that deeper sooner.

Sharon Cline: [00:21:15] I don’t know. I find that inspiring too, because if I don’t, if I try to get all my ducks in a row and know everything before I actually do something, generally speaking, I’m never going to be ready because I always think there’s something I’m not going to be prepared for.

Randy Beck: [00:21:28] The trap you fall into is that perfectionist trap, right? Like, I can’t I can’t move until I know every detail. It’s all.

Sharon Cline: [00:21:34] Like, you know, me.

Randy Beck: [00:21:35] Nailed down.

Sharon Cline: [00:21:35] Like, you know me. That’s my brain.

Randy Beck: [00:21:37] I have a friend that way back in, back in Texas. And his name, you know, he’s such a perfectionist that he has he has turned down lots of opportunities because he couldn’t lay out the entire plan from the very beginning. And as a result, he just he never has done much. And it’s really kind of heartbreaking to see. He’s a talented guy, but he just can’t get off the starting mark until all the answers are in place and they never are.

Sharon Cline: [00:22:01] So how do you how do you navigate perfectionism then?

Randy Beck: [00:22:04] I don’t have any.

Sharon Cline: [00:22:07] No problem. Me neither. By the way.

Randy Beck: [00:22:10] I don’t even look for perfection.

Sharon Cline: [00:22:12] You look for good enough. I look for good enough.

Randy Beck: [00:22:14] The Navy taught us day one. They said, Listen, good enough is good enough. It’s just pain, you know.

Sharon Cline: [00:22:19] It’s the fix of pain.

Randy Beck: [00:22:20] And they said if the minimum wouldn’t be the minimum if it wasn’t good enough, you know, it’s like, okay, so I don’t I don’t like that mindset. But but there’s a useful lesson there, which is get going.

Sharon Cline: [00:22:30] Just do good.

Randy Beck: [00:22:31] Enough, get going. You’ll improve as you go.

Sharon Cline: [00:22:34] Truth. Truth. Well, so what do you think has been the biggest challenge for you? Besides, I know that you had mentioned not knowing exactly marketing as well as you know now, but is it the biggest challenge is is becoming a starting a business where you don’t really have a huge network like you would have in New York? What was what’s been the biggest challenge for you?

Randy Beck: [00:22:57] I didn’t find I just so this business has a huge component of networking. It’s a it’s a creative business, right? People don’t really know what they’re going to get till the end.

Sharon Cline: [00:23:05] It’s interesting.

Randy Beck: [00:23:05] I have to trust you.

Sharon Cline: [00:23:06] I was going to say, you probably have to show them things, try to make them see things that aren’t tangible yet.

Randy Beck: [00:23:12] Or visual examples. And, you know, so they have to trust you. And so that means a lot of personal contact. So it’s a long sales process and it’s all all based on referral on who? Who knows you? Nobody. Nobody orders this stuff off the web by remote control. It just doesn’t work. So I kind of knew that that networking was going to be a huge part of this coming in, and I just planned to do it that way.

Sharon Cline: [00:23:34] So you do you do networking? Yeah, a lot. What are some of your networking events that you go to.

Randy Beck: [00:23:40] Woodstock Business Club to shout out to the Woodstock Business Club? Hi, Darren. Hi. John Whipple, young professionals of Woodstock. I do, Powercor. I go to some architecture and commercial real estate oriented groups in Atlanta. Things like that.

Sharon Cline: [00:24:00] How do you market yourself besides networking? Do you do you do any kind of advertising?

Randy Beck: [00:24:06] I do social media work. Social media advertising.

Sharon Cline: [00:24:09] How big is this? Because I talk about social media with every person.

Randy Beck: [00:24:12] So now we’re going into what I do, right, which is content marketing, right? And so the presentation I give all the time is that marketing changed used to be an advertising model. So you had you had three basic channels of reaching out to people, you had print, you had radio, audio broadcast, and you had TV broadcast, right. And. There’s a few others like billboards and stuff like that. But I mean, essentially it was it was broadcast, it was radio or it was print. And so what you would do is competition was fierce for that space. It’s very expensive. And and it’s necessarily generic. So you would develop a slogan, you develop a product, you develop a message, and you make your ad a little bit in the blind. Ad agencies were all about coming up with a creative way to put out what you were saying. And then and then you walk out there on a street corner with a megaphone and you shout it to the world and everybody that goes by, you’re hoping it resonates with some of them, right? And every industry, every type of marketing had its own measures of.

Sharon Cline: [00:25:15] Their analytics.

Randy Beck: [00:25:16] And how many people are going to respond. Right. So along comes the Internet revolution and we get bandwidth and we get social media and we get things like YouTube. And so now you can host high resolution images and video and blog posts, and there are all these ways to communicate directly to somebody if they can find it. And so by pushing out what you’re doing on social media and on and you got social, you’ve got search engines with SEO and all this stuff that they can search out what they want. So now the job is not to shout your megaphone to everybody. The job is give your primary client something to find, right? Because they’re looking for what matters to them. So you give it to them to find. So that’s all about story, That’s all about communication. It’s all about shared values. They’re looking. Simon Sinek again mentioned that people are now choosing companies based on Do they Think Like me? So if you can do that, you give them the information to show that the way you’re thinking and the way they’re thinking. Have a match. Then they like you and they’re doing all the work. They’re finding you. So your job now is putting out good content that illustrates that. So this is all a social media or primarily a social media function in various different channels, and there’s a lot of ways to do it. But this is where that periodic table I was mentioning comes from. How do you want to show up? What’s what’s the format? You can’t be good at everything. So you pick a few ways that you know you can be good at to put that information out there for people to find. And then that’s what you roll with. That’s a that’s a big sea change in the marketing world.

Sharon Cline: [00:26:54] Well, if you’re just joining us, I’m speaking with Randall Beck of Big Shot to Media company here in Woodstock, also Long Island. How do you manage Long Island?

Randy Beck: [00:27:02] So have a. Snowboard house up there. That’s a production facility, right?

Sharon Cline: [00:27:11] Yeah.

Randy Beck: [00:27:11] Got you. Keep some gear there. Keep some equipment. I can travel back and forth. And so if I need to do some work up there, I can base out of that. That’s on. And I have basically the company fits into my grip truck, so it’s a complete inventory of all the gear. I need a minimalist movie set, essentially lights, reflectors, cameras, drones, it’s all there. And so I can carry that with me, either location or anywhere on the road to any location I want to be in and work in a complete and complete way.

Sharon Cline: [00:27:41] So nice.

Randy Beck: [00:27:42] So there’s a facility there where I can sleep, eat and and hang out and do the work as well as here.

Sharon Cline: [00:27:48] You keep those those contacts as well up there. So that’s I mean, it makes sense. I’m sure not everybody has that. So it’s kind of cool that you’ve got two different places.

Randy Beck: [00:27:57] And I could do that in Texas too. I haven’t been, but I can.

Sharon Cline: [00:28:02] Take a.

Randy Beck: [00:28:02] Little place, a little place back there. So yeah. World domination. Pinky. Same thing we do every day.

Sharon Cline: [00:28:07] Pinky Well, you know what you’re talking about content and the quality of content. What do you think of the quality of content that is out there now that people are using? I mean, we we talked briefly before the show started about how people use our phones for everything. I mean, it’s true. I could potentially do a little bit of videoing for myself, but there’s a huge limit to what my phone can do.

Randy Beck: [00:28:30] There is.

Sharon Cline: [00:28:31] But it’s not just.

Randy Beck: [00:28:32] Fits your brand, then, you know it can work, right? I mean, it’s not like it’s not like it’s a useless tool. It’s just got its limitations. It’s not a professional marketing tool, right? But there’s plenty of guys that use their hammer in their PSAs and they build their dog house. Right. And so and their dog is fine in their dog house. So there’s a lot of ways to show up in the market. Basically boils down to what is your brand, Right? And if your brand is kind of DIY, cheap and cheerful, hey.

Sharon Cline: [00:28:56] Listen, cheerful.

Randy Beck: [00:28:57] Enlists cell phone updates, right? Every day I’m going to get on that cell phone. I got to tell you something interesting. Well, that can.

Sharon Cline: [00:29:03] Work, does work.

Randy Beck: [00:29:04] And then there’s and then there’s other industry. But look, there’s a lot of industry that understand the idea about visuals, Right? There’s a reason that that they spend so much money on visual branding, on high quality imagery and video is because that conveys something, emotion about their product, about their brand, and it conveys something to their client, right? So you have to kind of choose where in this spectrum you want to fall. I do a lot of work with like real estate people and real estate people. They need to be both quick and current with information and they need some really high quality material that really sets them up as a as a local expert in their field. So one of my clients does quarterly series of video content that’s produced. We do very high quality work that basically illuminates topics of interest to his market, to his sellers and his buyers. And then in between those times, he’ll jump on the cell phone and be like, here’s something that just happened that you might be interested in, right? So there’s a mix of this legacy content and this casual content, and it’s very effective that way. It keeps him top of mind to all of the people that are interested in working with him.

Sharon Cline: [00:30:14] So someone who would be interested in getting into this industry, do you have some words of wisdom for them?

Randy Beck: [00:30:19] Don’t.

Sharon Cline: [00:30:20] Yeah.

Randy Beck: [00:30:21] I’ve got it all locked up.

Sharon Cline: [00:30:24] Don’t compete with Randy. You might go to a different market. You can’t complain. Oh, good Lord.

Randy Beck: [00:30:29] My my best advice would would literally be to take business courses. I mean, look, it’s easy to learn the cameras. It’s easy to learn the drones. That’s mechanical, right? It’s machinery. I was having this conversation this morning with somebody. It’s easy to learn the tools. What’s hard to learn is judgment messaging, impact the emotional qualities that you’re looking for, what a business is need, what’s the business billing cycle? How does it work? What is what does a business need to do in the marketplace to make to set itself apart? Right. Those are things that the more you can know about that, the better you can be at that, the more value you’re going to deliver to your client. As opposed to their nephew who went out with his drone and captured some content. And now he’s going to try to stitch it together to a story that’s kind of random. And business messaging, at the very least, is not random.

Sharon Cline: [00:31:19] So take some business courses to understand the back side of this. Not only your own business, but the businesses you’re looking to impact. Interesting.

Randy Beck: [00:31:26] I would recommend that. And then and then at the early stage, specialize in a market so that you get very familiar with it. Right? You can you can work deep. You can become a subject matter expert for your chosen clientele. You can branch off from that easily. But if you’re trying to work in every direction at once, all at once. That’s a lower strategy of success.

Sharon Cline: [00:31:48] What’s a project you’re working on right now? I know you had mentioned real estate, that you’ve got something you do quarterly, but I know you’ve done other things and I know you’re working specifically with someone who writes motorcycles, which is exciting.

Randy Beck: [00:31:58] I’m doing a documentary on John’s John Clunes comeback from from his. He used to be a racer, at least semi-pro or professional sponsored racer, and he had a series of I don’t want to give away too much of the story, but has series of health and life challenges that took him off the track for 15 years. And then this past year he made a comeback to racing. So our film is, you know, racing as a metaphor for life, right? Oh, how original. It seems like a lot of people do that, but it’s a it’s a real unique story that I really when I heard him tell it, it resonated with me. And I said, Let’s do this little film about you. And so not to give away the end, but we’ve tracked his progress through this season now and and how he’s doing in his first season back in 15 years.

Sharon Cline: [00:32:48] Well, that’s fun, isn’t it? I mean, that’s I think the goal, like anything that I’m doing, I’m trying to have fun with it, which this is very fun for me. But I just mean being able to follow someone else’s sort of own hero journey is fun, you know, and it’s inspiring for your own self, I think. Or at least.

Randy Beck: [00:33:03] That’s where you find it, right? It’s all around you. Heroes are all around us. All you have to do is be open to the idea and looking for them.

Sharon Cline: [00:33:09] I don’t know. I always look. I just think about myself all the time. I’m not kidding.

Randy Beck: [00:33:13] I’m kidding. No, you. A little bit. I know that’s not true. Not entirely true. Well, mostly not. It might not be true.

Sharon Cline: [00:33:21] I appreciate you giving me a little out there. That was really nice. Well, if anyone wanted to find you and are interested in kind of working with you, what would be the best way?

Randy Beck: [00:33:31] My website is best shot, and I’m on Facebook as best shot. And Instagram is best shot in media and. Those are the best ways.

Sharon Cline: [00:33:43] Well, I can’t thank you enough for spending some time with us. I mean, I know that you’ve been here a good bit, so it feels really nice that you took more time out of your weekend filming to at least give me some tidbits of information that it’s like when whenever I’ve chatted with you in the past, I haven’t really been able to kind of hone in on your story. And that’s kind of what I love about Business RadioX is like, this is an opportunity for us to even kind of know each other better. But but for you to be able to explain a backstory that someone may not know, I feel like that’s everybody’s got their back story. And when you understand someone’s backstory and their journey, it’s almost like you become like you want to root for them a little bit. You know.

Randy Beck: [00:34:20] Like my career story is a long one of error, miscalculation and frustration until all of a sudden you find something that could actually work.

Sharon Cline: [00:34:29] But it’s probably most people listen. That’s very inspiring for anyone who’s listening who’s like, yes, that’s me. But I do think that’s most people, you know, nobody’s career path seems to go in a straight line. No one that I’ve spoken to has been like a, A, plus B, We’ll see.

Randy Beck: [00:34:44] What do they say? Plans are what we make while God laughs.

Sharon Cline: [00:34:47] Well, yeah, I’m just rolling with it too, you know. But how how fun and how inspiring and exciting for you to see how well you’ll do as time goes on. And you, you’ve even got another venture. You’re about to start in radio, right? Do you want to talk about that at all?

Randy Beck: [00:35:01] Well, here on Business RadioX, some of my real estate partners and I have been putting a show together that we may be we may be going ahead with sort of an interview style Joe Rogan style interview based. Podcast, if you will, broadcast for four local community leaders, business leaders and stuff where we can talk a little more about thought leadership, not strictly business. It’s more about community and business and ways for people to talk about their causes and what’s important to them as well as just what they do.

Sharon Cline: [00:35:37] Well, I love that because when you understand someone’s thought process behind why they’re putting a building where they’re putting or why this road is changing or why this initiative is happening, it’s exciting to it almost your emotions get involved in it because you can understand why as opposed to being annoyed that this change is happening. But there’s real thought behind what’s coming. And a lot of times I don’t even know, you know, it’ll just be, Oh, I see that now there’s construction here or there’s a decision that’s been made, but it’s I think that’s awesome because it can it can get people to understand the thought behind. It’s not an inconvenience to your life. It actually has a real big purpose.

Randy Beck: [00:36:13] Right. And we want to deal with topics that that resonate with people like lately. You know, interest rates in the real estate market in Atlanta is all of the rage, right? It’s all of the story. So Robert and Stacy both were in here earlier this week. And we we spent quite a bit of time on the outlook and how people can navigate the interest rate changes and what’s going on and how to make the best decisions. Right now, what it looks like looking out six months, that sort of thing, because those are those are topics that hit us all. Yes. Whether we’re homeowners or renters or whatever living in our community, those things affect us every day. And there’s 150,000 people a year moving into the Atlanta area.

Sharon Cline: [00:36:55] 150,000 a year. I didn’t know that.

Randy Beck: [00:36:58] That’s why the housing is so in short supply and prices have been running up. And, you know, it’s hard to hard to build new housing fast enough for a for in-migration like that.

Sharon Cline: [00:37:06] And then with the interest rate going the way it’s going, it makes it even a smaller market that can even afford to buy a home, I imagine.

Randy Beck: [00:37:13] Well, it’s like bonds, right? If the interest rates go up, prices have to go down for a for a fixed level of income or I guess we should say, for a fixed level of buying power. And so prices and interest rates are interlocked like that. But then there’s also the supply equation. There’s very low supply of housing right now. They can’t build it fast enough. So even though prices try to come down based on interest rates, they’re being pushed up by demand and by lack of new housing. So it’s very complex.

Sharon Cline: [00:37:44] Well, it is. Well, I have spoken to a couple of different realtors and it’s been a fascinating conversation each time because they all have different I mean, they’re dealing with the same things, but their personalities and how they manage these challenges can be vastly different. But at the same time, the goal is the same for everyone to be able to sell their house well, make a profit, and for your buyer to not have to spend an exorbitant amount.

Randy Beck: [00:38:07] So so those personalities and those different methods of dealing with things is is basically what I mean when I say, how are we going to show up in our marketplace, Right. What is what is their plan that either will work or that they hope will work? It’s not not the same as mine would be or yours would.

Sharon Cline: [00:38:21] Right?

Randy Beck: [00:38:22] But everybody has to find the key that unlocks the way forward.

Sharon Cline: [00:38:27] Well, Randy Beck, thank you for coming in. Beck Scott, thank you for coming into the studio today. I really appreciate it. And again, this is Sharon Klein with Fearless Formula, reminding you that with knowledge, knowledge and understanding, we can all have our own fearless formula. Have a great day. Thanks, Randy.

Randy Beck: [00:38:43] Thanks.

 

Tagged With: Beckshot

Leonard Scheiner with Geek Haus

October 24, 2022 by angishields

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High Velocity Radio
Leonard Scheiner with Geek Haus
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Leonard-Scheiner-Geek-HausLeonard Scheiner has been helping law firms, attorneys, and professional service business owners for the past decade with a focus on developing their branding, marketing for new clients, and predictably growing the revenues and online authority for his clients, who have earned millions of dollars worth of new business as a result of Leonard’s frameworks and tactics.

Today, Leonard is the CEO at Geek Haus, a law firm marketing agency based in Los Angeles.

Connect with Leonard on LinkedIn, Facebook, Twitter and Instagram.

What You’ll Learn in This Episode

  • The Science and Creativity Behind Creating A Firm Name
  • Defining and Establishing a USP for B2B and B2C Law Firms
  • Pinpointing your Target Client and Ideal Client Avatars (ICA)
  • Visual Brand: What is it, and How it Communicates Constantly Marketing
  • How does a business afford marketing and have profitable campaigns that pay for themselves?
  • How does a law firm get new clients? (corporate clients or individual people)
  • How can a law firm or lawyer get better quality clients more consistently?
  • When do you know it’s time to hire an outside company to handle your marketing?
  • What is branding and why does it matter?

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 High Velocity radio.

Stone Payton: [00:00:15] Welcome to the High Velocity Radio show where we celebrate top performers producing better results in less time. Stone Payton here with you this afternoon. You guys are in for such a real treat. Please join me in welcoming to the broadcast with guest house. Mr.Leonard Scheiner. How are you, man?

Leonard Scheiner: [00:00:35] Hello, Stone. It’s a pleasure to be here. Doing very well today.

Stone Payton: [00:00:39] I have so been looking forward to this conversation. I’ve got a ton of questions. I know we’re not going to get to them all, but maybe a good place to start is if you could articulate for us mission purpose. What what are you and your team really out there trying to do for folks, man?

Leonard Scheiner: [00:00:58] Well, I love that I am able to get up every single day and help people help people. Now, what does that mean? Well, I run a law firm, marketing, Branding and Public Relations Agency, which is Geek Haus. And we help law firms, lawyers, attorneys help people at a higher scale. And what that means is we get them more clients, we get them a better digital presence so that they look awesome online. We get them looking better in all aspects, really.

Stone Payton: [00:01:35] So was that a very early decision or even before launching your organization to focus on that niche of law firms?

Leonard Scheiner: [00:01:45] Well. Stone It kind of evolved pretty organically. So my first internship when I was in undergrad was at a law firm, and I absolutely loved it. I loved that we could make a wrong situation, right? I absolutely loved the professional environment and how everyone was tremendously not just professional, but intelligent. And I loved that culture of working with attorneys and those who had gone to school to help people. And so that was over ten years of my professional career working in-house at law firms in different marketing capacities, from personal injury firms to bankruptcy firms to civil litigation and business divorces and marriage divorces and immigration and pretty much any area of law. I’ve touched it, and so it evolved pretty organically. Having spent so much time in law firms doing their marketing and also having a little bit of hand in the legal work that I really understood who these people are, who who an attorney is, how they operate, how they think about their business. And so it was around 2019 that I looked to begin my own agency, and that is Geek House. Yeah.

Stone Payton: [00:03:15] So so was it at least just a little bit scary stepping out on your own on this entrepreneurial venture?

Leonard Scheiner: [00:03:24] I think there’s a famous saying that says when you choose to make a decision, go and burn your boats. Right. The analogy is you want to go to an island, go to the island and then burn the boat so you can’t go back. And I’d love to say that I was graciously making that transition, and I did for some time. I was a I had a small consultancy where it was the Leonard show and that was great. I had a few clients, but I really saw that there was an opportunity to serve the legal industry at a much more more a deeper level of expertise in marketing, a deeper level of expertise and PR a deeper level of experience really, when it comes to developing a law firm brand or a solo attorney brand. And so I could only do so much having private clients in my own consultancy. And so when I made that jump, no, it was very scary. It was extremely scary. And just like any good business owner, you ride the crest of the wave and you ride the dip of the wave and you ride the crest of the wave and then the dip of the wave. But hopefully you’re trending upwards. And that’s what we’ve done over the past few years.

Stone Payton: [00:04:46] Now, do you guys sometimes get involved as early as helping a firm create their name or maybe help a more established firm recreate the firm name?

Leonard Scheiner: [00:04:59] In terms of the firm name, it’s interesting you bring that up. I am in consultation. We were just speaking about that a few days ago and they actually are now a coaching client of the agencies and I handle most of the coaching clients of the agency myself directly. And we were going back and forth between a name, a few name options, and there’s a competitor with a similar name in a next door geographic market. And so exactly what you had mentioned, we start with the brand name. That is where we we start the firm name, the brand name, and that could be for someone new. Maybe they’re a seasoned attorney coming from a big firm and they want to branch out on their own. Or maybe they have graduated law school four or five or six years ago, maybe even two or three years ago, and they’re just ready to do their own thing. So if there isn’t one existing, we do start with that. And then to the second half of your question of what about if they are existing, how do we do we help with transitioning a brand name? There was a pretty well known personal injury firm in central California, and I think it’s a generational firm.

Leonard Scheiner: [00:06:14] It’s the dad was was the founder and then the son is is same last name and he’s kind of now the managing attorney and they’ve been in the business for 35, 40 years. And they and I were having a conversation about what is the legacy of this firm look like and does it really make sense to market the firm under the partners names if they might not be there in 15 years? So we do a little bit of that deep dive in terms of the law firm name from the branding aspect, whether it’s new or established, usually the established firms, we like to keep that because they’ve marketed and done a tremendous amount of brand awareness and they’ve got equity with that name. But we also do succession planning in the sense of, Look, is this something that you’re going to keep and die with or is this something that you are looking to sell? And if those are very different conversations. So it’s really driven by the partners or the partner in terms of what they want to do and where they see that going for themselves.

Stone Payton: [00:07:26] Well, I got to say, because of your own focus on a very specific ideal client to work with, you’re probably the perfect person to ask this question. And I’d love to get any insight we could from you on on pinpointing that ideal that that target client. And I think the term you use in your world is an avatar. Yeah. Anything you can help us with on that front.

Leonard Scheiner: [00:07:54] So the ideal avatar for the agency for geek House or for law firms.

Stone Payton: [00:07:59] For law firms or any of us that are out there trying to kind of hone in our focus a little bit. Is there is there some structure, some rigor, some discipline, some approach to really pinpointing?

Leonard Scheiner: [00:08:11] Yeah. So for a law firm that’s going to look very different for every different law firm, right? You could have two P.I. firms. One of them focuses on catastrophic injury where there are limbs that are no longer there or there’s a traumatic brain injury, a TBI. And then you also have other P.I. firms that focus on your everyday fender bender. Right. So you span the gamut, even within the same practice area for a law firm. And that’s something that we dive into with our clients to understand who is your ideal client because we don’t want to talk to everyone. If you’re running ads and you’re talking to everyone, it gets really expensive. Why are we going to waste your ad budget talking to a million people when we could really talk to 100,000 people? Right. And so I gave the example of of personal injury. But even in a practice area like divorce. Right. And most people think, oh, well, there’s regular person divorce and then there’s high net worth individual or high net worth family divorce. And that’s absolutely true. But what about military divorce? What about gay couple? Divorce? What about divorce with adopted children? Right. So there’s all these nuances to any given practice area, and that’s based upon the preference and expertise from the attorney themselves about one, what they feel is the best business decision to be making. So what type of client is is their ideal? What do they have their expertise in? What do they want more of? What do they feel that they’re most comfortable handling? So it really depends on the individual attorney or the individual law firm.

Leonard Scheiner: [00:10:01] And then in terms of house. And the agency and what our ideal type of law firm attorney client is. Typically, we’re working with firms that have three partners down to the solo. Typically, when you have more partners than that, you’ve got an in-house marketing team, so we can still come in and help, but it’s definitely less help that you need from an outside agency if you have inside people handling your marketing. And really when it comes down to it, we’re looking for the people who want to level up, right? If you’ve already got things and a marketing team, you’ve already got your campaigns and things rolling away, that’s well and good. Of course we can come in and optimize and support and create new channels and get more visibility. But the the attorney or partner, two partners that are looking for that outside help to just handle it, I really enjoy and it’s really most beneficial to the firms when I’m able to step in as the fractional CMO for that firm and lay out a strategy, lay out a plan and present the roadmap that’s going to get them from where they are today to where they need to be.

Stone Payton: [00:11:20] All the things you were describing in the work with clients to help them really pinpoint that that ideal client avatar for them, that that’s got to impact how you define and articulate the unique selling proposition for them, whether they’re B to b, b to C, whether they’re in those niches. I mean that’s I mean, now the work’s just getting started, isn’t it?

Leonard Scheiner: [00:11:44] Very much so. Their unique selling proposition or what us in marketing land call USP, it’s going to depend on what sets them apart. And usually we can’t see the label of the jar that we’re in and we all have blind spots. So my expertise is going in there and really teasing out those qualities, those facts, those expertise, the the different levels of expertise or the different aspects of expertise, because, you know, every attorney is an expert, right? They went to school. They they trudged through every single class. They trudged through the bar exam. And now most of them are under the impression most attorneys think I can hang my shingle, People are going to come and then we’re going to create this great practice. And I’m here to tell you that’s just not true. The best attorneys are not the ones that have the biggest practices. The best attorneys are usually the ones that are grinding away, doing the work, giving their time selflessly to organizations and the community or other groups. And so they get to step up and leverage what their unique qualities are. And the right way to do that is to have a market marketing agency, a brand, some type of public relations efforts that are really exploding and shining a spotlight on what that expertise is.

Stone Payton: [00:13:19] So you’ve got the focus, you’ve got the language. But then, I mean, there’s also this whole visual element that is just so important, maybe more so now than than ever before, right? There’s a whole visual aspect to the brand, right?

Leonard Scheiner: [00:13:35] There is. And when we talk about brand, most people think, oh, that’s logo and colors. And while yes, that is very true, it doesn’t stop there. Right? That’s like saying a hamburger is is the meat in the bun. Well, yeah, but how is it cooked? What type of meat is it. What is the bun made of? What are the sauces, What are we putting grilled onions on it or like there’s so much more deeper. And so my response to many attorneys who think that a brand is very simple is we really dive into it is everything you think it is. But I’m looking at the perception because perception is reality. And typically for the consumer firms, consumers are not skilled at hiring attorneys if you’re a business focused firm. So a B2B firm, the person, the client who’s making the buying decision or the hiring decision to retain the firm probably has done this a few times. Right? If they’re hiring an attorney, they’re in business. You’re probably not their first rodeo. But a consumer who has just gotten in a car accident or who has just wanted to file for divorce or who is looking to emigrate, someone in their family or really any of the consumer practice areas. We’re looking for something in that potential attorney that we’re going to hire. And so as an attorney, we need to be cognizant of that perception that we’re giving out.

Leonard Scheiner: [00:15:11] So if our colors don’t match or our messaging doesn’t match, yeah, that’s that’s a part of it, right? We need to have a good logo, good colors, awesome things that match and go together, but even goes down to look at your phone number. Does it end in four random characters or does it end in 5600 or 4200? It needs to look like a business number, right? And if you’re giving a a potential client your business card, which business card is one of the last things of this digital new world that we live in that we actually exchange. Right. And so when we’re giving someone that is the direct dial, say our our main line is 5600 is our direct dial 5610 Great. Now, my perception as a consumer looking to hire this attorney is that they have their stuff together. It all makes sense. But if it’s four random numbers on your main line and then your direct dial has a totally different set of numbers, a different prefix, even sometimes it just looks a little discombobulated. So when they have a choice of choosing attorney A or attorney B, or let’s be real attorney B, C, D, E, and F, we need to stand out as the most best option for that potential client. And so that’s what we help them do with the brand. It goes goes pretty deep into all those aspects of things.

Stone Payton: [00:16:46] I really don’t think I realized until this conversation just how competitive the the attorney landscape that arena must be. I I’d never really thought about I’m operating under the impression that what I would call content marketing where you’re educating your informing would be would be an important in a lot of these processes is that accurate in this so could you speak to that a little bit in how you approach that aspect of things?

Leonard Scheiner: [00:17:19] Stone You’re absolutely right. The content that a law firm puts out speaks a lot about two things one, their expertise and two, their internal processes. So if I see a blog, if I’m a consumer looking to hire an attorney and I see a blog that was updated in 2014, which at the time of this recording is what, eight years ago, I know that we have a problem because they don’t put time into any of those details, right? I know that they don’t have an internal process to regularly produce content, to constantly be a thought leader, to be putting forth what is the new law, What is this new thing that came out a few months ago? What is this new condition about this county or this state? So there’s definitely the the internal process side of it. But then to really what what is striking to most people is the expertise that we can share. Right. I, I always tell clients if you’re going to write a blog post or we produce content for probably 80% of our clients and when we’re doing that, it’s not what to do after a car accident or what to do about your when you’re thinking about divorce, it’s.

Leonard Scheiner: [00:18:34] Not that because that article has been written umpteen trillion of times, but instead we’re thinking about how do you keep your kids safe around Halloween? Right. It’s more pointed and it’s more competitive in the sense that it’s going to resonate with your ideal potential client more than a blog post that is just pretty generic cookie cutter. And so we take the approach that we want it to be educational and also entertaining. So edutainment is what we’re looking for, and our process allows the attorney to streamline that process because we’re mostly producing the content for them. Of course, we present it to them for review because the attorney needs to be aware of what their their firm is communicating. Also, we’re not the subject matter expertise. We need that attorney to lend their eyes and any anecdotal, anecdotal details to that content itself. And so we do that in the form of long form blogs, and we’re able through our process to then parse out different pieces of that content that they’ve already approved that they didn’t have to draft. And then that trickles down into social content on the various platforms.

Stone Payton: [00:19:56] You clearly. I mean, you could just hear it in your voice, find the work incredibly rewarding. What are you enjoying the most right now about the work?

Leonard Scheiner: [00:20:09] I appreciate your compliment and I think if I could do branding all day, every day, that would be my my utmost joy. But I also know that branding is not what grows the firm. I know that branding is not what brings in new clients. I also know that branding doesn’t optimize revenue. And so branding is my true love. I like to think that that’s half the creative, half your brain write, half of it is creative. And so that’s where I love because it is. Some of it is technical. Most of it is. Some of it is technical. Some of it is subjective. But when we can marry those two together and put on the lens or wear the hat of the ideal potential client, things become more clear. But I’m the expert at that. They’re not. And that’s totally okay. But let me take you by the hand and shepherd you through that process. And so the branding is really the most rewarding part of that. But what I know is that branding, if you just do that alone, it will go in a drawer and never be seen again. And it is not shared with clients. It’s not used to its fullest, fullest extent. And a brand really needs to be alive, right? So a few years ago it was Instagram, Facebook, maybe YouTube, and now today we’ve I can’t even tell you how many consultations I’ve had where the the desire for the attorney to be on TikTok is there. Right. And so I’m always like, you’re the captain of the ship. I’m your co captain, you’re the captain of the ship. But at the end of the day, just because you have all these followers on Tik Tok doesn’t mean that that’s going to convert to clients. So I’m always very transparent in the fastest path to cash or the fastest path to clients for the firm, because ultimately their business is a firm is not a charity, and businesses need to be run with the idea of improving the bottom line.

Stone Payton: [00:22:22] Well, let’s stay on that money path for a moment, if we could. Do you have a feel for I don’t know if rule of thumb is the right phrase for what a marketing budget should look like or how we should arrive at a at a marketing budget at a law firm.

Leonard Scheiner: [00:22:39] Yeah. I always encourage the the attorney or the managing attorney, the partners to look at what makes sense. So it’s not as much as an arbitrary number as it is a formula. All marketing is speculative, right? Business. Let’s just take a step back. Business is speculative, right? Facebook didn’t turn a profit until a year ago. Right. And they’ve been having billions of dollars of revenue every single year. So when we think about a marketing budget for a firm, we’re typically looking at what is what are the current finances and whether they choose to share those or not is fine. But what is comfortable in the current finances to. To earmark for marketing. Now, once we’ve come up with that amount, maybe it’s 10,000. Maybe it’s 2000. Maybe it’s 40,000. Maybe it’s 200,000. It’s going to vary. But depending on what that marketing budget is, then that’s our agency’s responsibility to run that as its own pal. So what do I mean by that? If we’ve got a marketing budget and we’re doing, let’s say, Google ads and Facebook ads and some organic marketing. Well, if the Google ads are outperforming our Facebook ads, let’s just say on Facebook, we’re getting a4x return. But our Google ads, we’re getting a 12 X return. Well, then we need to look at that and say, let’s double down on what’s working and reallocate the budget to produce more return on investment. So it’s not really a straight number. It’s more of a formula and it is a strategy. It’s a strategic conversation. When we’re looking at what is it going to be this month, this quarter, this year, and then again, painting that roadmap of what it’s going to look like for them going forward.

Stone Payton: [00:24:47] Well, you bring up an interesting point, and there’s nothing complicated about it, but I think many times those of us who get a little bit distracted by shiny objects from time to time need to keep it in mind. It’s so important that we track the results that we’re getting, that we make the the the shifts. We watch the trends and stay on top of it. If we’re going to invest time, energy, resources, money in these activities, we ought to be paying a lot of attention to the results that are generating and adapt accordingly.

Leonard Scheiner: [00:25:18] Exactly. When I talk to an attorney and they don’t know what their cost per acquisition is, I know that they’re not tracking when I ask them what their marketing budget is and they say they just flat out tell me I don’t have one. When I talk to an attorney and they don’t know how many clients or they usually know how many clients, let me take that back when they don’t know how many leads came in that converted to clients or they don’t know their consultation to client conversion rate or they don’t know their lead to consultation conversion rate. I know that there’s details within their intake process or within their sales process that get to be better defined, and that’s something that we help them with through coaching, through systems, and we make sure that they have good metrics or a good tracking system for metrics to be able to say, okay, we need to pinpoint the problem. We’re not getting enough clients or we want more clients, right? Well, do we need more leads or do we need a better closing attorney or do we need a better intake person or team? Because if the leads are there but they’re not being closed, then we need to we need to know specifically where in the process we get to peer into.

Leonard Scheiner: [00:26:37] Is that the quality of leads? Is it the firm’s ability to close them? Is it that they they churn out and ask for refunds or that they sub out and hire another attorney for their case? Where is it in that process and when we can paint by numbers, really that funnel of this is how many people we we had impressions with. This is how many leads we got, This is how many consultations we had, this is how many fee agreements were sent out. This is how many came back signs. So how many clients, how long do they stay along? What’s our client lifetime value? When we’re looking at that, we can really understand where is the hitting gold within our firm? To give an example, I was speaking with an immigration firm in Texas the other week and. They were oscillating between individual immigration cases or corporate immigration cases. And in our discussions, we we learned together with them that their corporate clients are much, much, much, much, much more lucrative. Why? Because you’ve got to make one connection with the head of h.r. And then they send you ten, 2200 cases. Well, that’s easier because now you don’t have 200 clients, but you have 200 cases.

Leonard Scheiner: [00:28:05] You’ve got one client. That’s the company versus dealing with individual cases. When you’ve got questions and you’re answering the same questions and they’re all individual clients. So we look at the model of the firm as well. And look, there’s nothing wrong with doing individual cases, right? If that was your passion, power to you. But just understand that it is more lucrative to do corporate and if you don’t want to. Fantastic, right? Let’s evaluate that or contrast that rather with doing flat fee versus hourly. If you’re doing flat fee, it needs to be a very well defined scope because there is always going to be a little scope creep. Or what if it’s supposed to take six weeks and it takes six months? You’ve definitely spent more time in communication with that client than you had budgeted for. So then we we want to talk about, okay, maybe it is flat fee or maybe it is hourly or whatever that looks like, but we’re always pretty transparent and attune to how is this going to affect your business and not just the cash collected today, but how is this going to build a sustainable foundation for a firm to grow your firm to grow into the future.

Stone Payton: [00:29:22] The tools and the technology available to us, and some of which we don’t even know about yet, and will keep coming down the pike and having someone with with your experience and expertise in your organization to fully leverage those tools, I got to believe that there are also tools, technology, automation out there that can help us after we land the client to, to, to to make that client experience better and better, which in turn, of course, is going to end up helping us grow the business as well. Do you agree? Have you begun to see some of that, too?

Leonard Scheiner: [00:29:58] Very much so. Oftentimes, an attorney will think that once they have a client and they’ve signed the rep agreement, the fee agreement, and now they’re a client, that they’re going to stick around forever. And that’s just simply not true. So when we look at marketing for a law firm, we’re typically focused on that front end, right, generating new clients for the firm, because that’s usually the first goal. But we also want to think about the full lifecycle of a client. So that’s before they’re a client. That is while they’re a client and that’s after they are a client. So when we talk about lifecycle of a client in a law firm that before they’re a client period is usually what we’re talking about, that’s, that’s 90% of the time we’re talking about a lead came in and they weren’t ready to sign. So let’s do an automated email sequence to them or let’s push our blogs to them. Let’s have something automated where we can continue to nurture that potential client over time in the hopes that they then become a client of the firm. Wonderful. That’s 90% of the conversation. But really, where the missing pieces and many of the puzzles, especially legal marketing puzzle, is while they’re a client. The service that they’re being provided with from who answers your phone, who the reception is, is to who’s their case manager or who’s their paralegal or who’s their attorney.

Leonard Scheiner: [00:31:33] Right. That that process is not usually not automated. But all of that plays into it’s marketing for the firm. It’s the brand of the firm. If everyone’s crabby and not happy at the firm, that’s going to come out, the culture matters. But if everyone’s great, there’s a great team culture. There is open door policies in terms of the paralegals and secretaries being able to ask questions that they have, you know, that is portrayed and it does whether you choose to believe it or not, it does come out in the calls, in the emails, in the client experience. So that’s kind of more the culture, tangible aspect of things and client service. But even while they’re a client, they are already a client. That relationship is the best it’s ever going to get, right? Because you’ve already earned their business and they haven’t left the firm yet. So we want to take the opportunity to inform them about other things that are going on in their life that they might need help with. Right. So. If they have issues, if you’re if they came to you because they’re being sued. I’m thinking about a business who’s being sued by maybe an employee, a wage and hour claim, and they come to the law firm to defend them or to represent them in that case? Well, they probably need help with their employment agreements. They also might need help with their lease negotiation for their office.

Leonard Scheiner: [00:33:06] They might need help with a benefit plan. Right. So there’s all these other ancillary things that are kind of legs that are off of the central issue that they came in for. So as a firm, we want to be marketing, and that could be as simple as sending emails that are informative, write education and entertainment. So we want to put some personality in there because we don’t want it to be another legal document that they have to read. But these edutainment emails, while they’re a client talking about the things that matter to them, that’s golden. So we’ve talked about the front end piece then while they’re a client portion now what about after they’re a client? Most firms think, well, they were a former client. They’re kind of dead to us now, right, for just putting it boldly. But people know people. And if they had a great experience and they were treated well, they likely might become a client again themselves or they could refer someone. And we know that building a firm off of word of mouth and referrals is not great because it puts your. Growth and and bank account in the hands of someone else to do a favor. So I’m not saying that’s a total 100% go all in on that strategy. But if these people have been treated well and you did great work for them and you’ve got great rapport, why not continue to inform them about things that are happening in the firm, things that are happening in the local area, things that are happening nationally that might affect them, things that are happening in the state.

Leonard Scheiner: [00:34:45] What about things that they didn’t even think about? Right. We want to be continuously positioned as an expert in their mind so that whether they need help or their daughter needs help or their coworker needs help or the checker at at the local grocery store needs help, and they’re in conversation, you know, hey, go hire Smith and Smith. You know, Johnny Smith really helped me out and they will advocate for you and your firm. And when we’re talking about referrals, as I mentioned, it’s not a 100% solid strategy, but. A warm referral or a word of mouth referral. The barriers for them to become a client are so much less than when you do any other type of marketing, because we believe what other people say. We believe what those closest to us say. So if my mom or my coworker had great results at that law firm, I’m going to expect that they’re going to treat me the same way and I’m going to get the same results or similar results. Of course, results are never guaranteed for a law firm, but that that that connection cannot be replaced.

Stone Payton: [00:35:57] I am so glad that I asked that question. Okay. Let’s make sure that our listeners have an easy path to connect with you. Maybe have a conversation with you or someone on your team. I just wanted to be able to tap into your work, so whatever you feel like is appropriate, whether it’s LinkedIn, email, website, I just want to make it real easy for these folks to to learn more and and tap into your work, man.

Leonard Scheiner: [00:36:24] Awesome. Thanks so much for the opportunity. So I will give our website and I’ll share the spelling of my name so that they can connect on LinkedIn if they so choose. So our website ah, the agency name is Geek House and the website is Go Geek House. So go. Go geek. G e k and house. We spell h a us. We spell it the German way. So go geek house us dot com and I am on LinkedIn. Have a I’m on LinkedIn probably three times a day in different conversations engaging and supporting the community. So on LinkedIn I’m Leonard Shriner. I’m pretty much Leonard Shriner everywhere, even in person too. So Leonard Leo in a r D and last name Scheiner Se as in Sam c h e i n as a Nancy e. R.

Stone Payton: [00:37:31] Well, Leonard, it has been an absolute delight having you on the show this afternoon. Thank you so much for investing the time and the energy to share your experience and perspective. This has been an informative, inspiring conversation, a marvelous way to to invest a Thursday afternoon. Keep up the good work, man, and just know that we that we sincerely appreciate you.

Leonard Scheiner: [00:37:56] It’s been a pleasure. Thanks so much for having me.

Stone Payton: [00:37:58] Stone All right. Until next time, this is Stone Payton for our guest today, Leonard Shiner with Geckos and everyone here at the Business Radio X family saying we’ll see you in the fast lane.

 

Tagged With: Geek Haus

Kevin Kearns with Burn with Kearns

October 24, 2022 by angishields

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High Velocity Radio
Kevin Kearns with Burn with Kearns
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Sponsored by Business RadioX ® Main Street Warriors

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Kevin-Kearns-headshotCoach Kevin Kearns has been in the fitness and martial arts world for 45 years now. As the self proclaimed ” True karate Kid ” he is no stranger to life’s challenges.

The first when he was just 12 years old and his father died of alcoholism. His tormentors who bullied him for years made it much worse. ( His first book Always Picked Last” ) It was. not until a close uncle talked him into taking karate at age 13 that his life would change.

Martial arts was his first love then came weight training. This led to a degree in exercise physiology and he started Burn With Kearns in 1990 his wellness transformation coaching company. In the early 2000’s he became involved with the world of UFC and ended up as a conditioning coach for 15 UFC fighters.

Life was going great except at home for his marriage was falling apart to his wife’s alcoholism. This led to a very messy divorce in 2018. The divorce coupled with many other challenges led him down the path to depression and attempted suicide 2 x in 2019.

He woke up on Christmas Eve 2019 in a locked down ward at Mclean Hospital. After several ECT treatments he began to see “There’s Light In the Tunnel” ( his second book) and decided to make it his new mission to help people everywhere recover from mental illness through his books, workshops , fitness programming and his eventual TED Talk. He is a man that is he calls it “RELENTLESS”

Connect with Kevin on LinkedIn, Facebook and Instagram.

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 High Velocity radio.

Stone Payton: [00:00:15] Welcome to the high velocity radio show where we celebrate top performers producing better results in less time. Stone Payton and Ryan Schlosser are here with you this morning, and today’s episode is brought to you in part by the Business Radio Main Street Warriors program. For more information, go to Main Street Warriors dot org. Ryan we’re we’re rolling up on the weekend, man. You got anything exciting happening this weekend?

Ryan Schlosser: [00:00:41] Oh, man, everything’s new to me here. Just moved to the area about a month ago, so, you know, Have anything going on?

Stone Payton: [00:00:47] Hey, that’s. And that’s the way I roll, man. Somebody rolls into town, I snatch him up, I put him on the team. I do. We’ve got this cadence fair happening. The Reformation is putting on my wife is painting it art on the spot. And there’s still three interviews between this and my first cadence beer. So this is going to be a lot of fun. Guys, you are in for such a real treat this morning. Please join me in welcoming to the broadcast with Burn with Kearns, the man himself, Kevin Kearns. How are you, man?

Kevin Kearns: [00:01:19] Good start. Thanks for having me. And thanks, Ryan. Ryan, I’ll come down and I’ll show you around town to. We’ll just go. Just go smash up the town. How’s that sound?

Ryan Schlosser: [00:01:25] Sounds like a plan. You guys in town checking everything out.

Stone Payton: [00:01:28] So, Kevin, I got 1000 questions. We’re not going to get to them all, but I think maybe a great place to start here would be if you could articulate mission purpose. What are you and your team really out there trying to do for folks?

Kevin Kearns: [00:01:44] Brian, I appreciate that question. Stone So, you know, I’m a wellness transformation coach. What that is, is it’s a new level versus personal trainer. So I was involved with the UFC. I was I trained 15 UFC fighters at one point, turn them into a conditioning system, put that on DVD. It went global. And I’ve spent 37 years and one on one now on Zoom to corporate wellness and public speaking as well. So I’ve got two books in the market, one on anti-bullying, because I was literally the kid that excuse the expression, suck at every sport. Father died of alcohol was when I was 12. Got worse. And I am in martial arts and it saved my life. Going into strength training turned around and got my degree in exercise physiology. Never expected to stop with TRANSCOM and it went global, never expected that. And at the same time, during my career taking off, I was at a very difficult place in my marriage. About 12 years ago, she started drinking and became an alcoholic, which ended up ruining my marriage. And then I fell into a deep depression so bad that I try to literally commit suicide in 2019, which is only three years ago. Twice ended up in McLean Hospital, which actually saved my life, and then turned around and wrote another book called This Light in the Tunnel How to Survive and Thrive With Depression. So my big mission now with my company, Burn with Current, is the three pillars, what we call them proper exercise, proper nutrition, proper mindset programing. So I’m on a mission. Wherever and anywhere I can speak to people about colleges, universities, corporations, about mental health and how to combat mental health and come out of that deep abyss of mental health in depression.

Stone Payton: [00:03:20] So I got to ask you a couple of questions about getting a book out there. So many of our listeners, many of our clients here at the Business RadioX Network, I feel like they have a book in them. They feel like they have a book in them, but maybe they’re a little slow to pull the trigger. What was that experience like? Did some parts of the book come together really easily for you and you struggle with others? Tell us a little bit about what that author experience has been like for you.

Kevin Kearns: [00:03:47] You know, it’s a challenging process. My first book always picked last. I went to a ghostwriter, paid her four grand, and she took notes on my chapter and disappeared. So I got completely disenfranchized with that in 2010. Then another ghostwriter through my fulfillment company for my DVDs that my conditioning system, which I’m relaunching, 2.0 version very soon. And she heard my passion and my vision on this whole thing. And she says, I got to do something with this. She literally kicked Birmingham’s her name. She helped me. She interviewed me every night while my wife was at her ex-wife was at her AA meetings. And it was there was some tough times. She interviewed me and the whole process process was, I want to be in your movie. And I want you to come out of the movie and tell me what’s going on. So every time I write anything, that’s basically the way I kind of people perceive it. And then on the second book, what happened is and I can’t tell you how many people have helped me with the book, like Nick, Pete, my my editor for Fighters Only Train Hi fi Easy. I was I was I’m a C minus and I wrote for five magazines at one point, literally. So like the two magazines, but I wrote for five magazines at one point. I don’t know why people want to listen to me. I don’t know why. It’s kind of funny when I see that.

Kevin Kearns: [00:04:57] And now two books. So a friend said to me to put the first book, I always pick class on audio video. So I had his son, who’s from Ireland, read it and then interview me, and I said, Huh? When I got the idea for the second book, There’s Light in the Tunnel How to Survive and Thrive a Depression. I said, I have an idea. I wrote so much of it. I said, But you know, people want audio and audio and video now. That’s where they’re really into. And I said, What if I conceive of the chapters but filmed myself during some tough moments? So what I did is I actually filmed myself because I’m way better speaking. On. Like we’re doing now or in front of an audience versus writing because it takes longer. And then I took that all those videos gave it to somebody to transcribe this for me, and now I had multiple products. Then I can put it up in Audible. So that’s it is a challenge, but it’s easier than they think. And I would tell anybody, any listeners this, if you have a book that’s a dream. That dream was given to you do it right. Like nobody’s going to read the book, doesn’t matter. Just get it out of you, get it out of you. And it’s very cathartic when you’ve gone through something hard to actually put it on paper.

Ryan Schlosser: [00:06:03] Just a few minutes into the conversation here, Kevin, I can tell you one of the most inspired people that I’ve talked to maybe in my life. So where does all this inspiration come from?

Kevin Kearns: [00:06:16] Wow. That’s a very good question. You know, I’m like, I’m the kid that, like I said, sucked at every sport, got picked on every day. I came from a three family home in Everett. My father died when I was 12. Great guy. Just drank too much and we struggled. You know, my mother was from a depression, so I think I get that from my mother and my father because we really struggle trying to keep us keep the family together. How to put myself through college the whole bit. I’m not I’m not the best student. I’m a this is what I say when I go out to universities in schools, I’m at 2.8 95. I’m a little bit I had a scratch and scrape and fight to get a low B and nothing ever came easy to me. And I think when you go through that, it kind of inspires you to say, okay, who else can I help? Like, I can’t tell you how many people or things I’ve read, like Dale Carnegie, Lester Brown, Dr. Wayne Dyer I’ve listened to that have inspired me. And I go, You know what? Anytime I’ve been through something rough, like when I went through the anti the bullying stuff, I said, You know what? I don’t want any kid to go through this again. My whole mission when the first book was If we can save one kid, if we turn one kid around that doesn’t realize he’s worthless, I’ve made it if we’re on Oprah.

Kevin Kearns: [00:07:26] Great. I’ve got two girls. I got to go to college and I got to pay for it. The second book, going through a depression and suicidal ideation and anxiety is rough. It’s just hard and it’s like a cement overcoat. That’s why I’m working on my first TEDTalk, because if I could reach more people, you can change more life because there’s plenty of people that have changed my life over the years with just a word or a saying or a phone call. And, you know, we’re all interconnected, we’re all human, so we’re here to help each other. So I think my inspiration comes from regular people where they’re like, Hey, man, what you said saved me. Well, how does he know? Saved you if it didn’t save me, like today, when I came forward, the Depression and I put a video up on Facebook. We had 2000 views in a day two years ago. And I said, Now I got to write the book and I’ve saved. I’m not trying to be egotistical on this. I’ve saved 23 people from committing suicide just by talking to them. Some I knew, some I didn’t know.

Ryan Schlosser: [00:08:22] Man. That’s that’s a that’s deep stuff. And that’s an impressive way to use the inspiration you clearly have. What’s what’s been the most challenging aspect of this process for you in the last three, three years?

Kevin Kearns: [00:08:39] Going through a very messy and bloody divorce, not seeing your kids full time wife turned their kids, ex-wife turn the kids against me. I don’t really see them that much. Covid trying to come back from attempted suicide to rebuilding the business. And oh, by the way, here’s a here’s a plague is a pandemic across the globe, which shuts down 80% of your business. I have a certification business, too, where I was traveling to teach people my system from aquariums, my fitness trainer system that shut down. I used to be in England at least twice a year. I traveled to Japan, Canada, you name it, shut down, and then clients aren’t seeing you. So that part of my business, the one on one, the corporate, all got shut down overnight. And then then you turn to something else and then now people are trying to do you can’t. There was no fitness conventions. There was no martial art conventions. So it all got shut down. So I think that’s some of the biggest challenges was life had to go on, the bills have to be paid, but you’re making 80% less money. It’s like, how do you rebound after all that? And there’s an article I think I sent it to Stone this morning from the New York Weekly, did a piece on me. Rock bottom’s a good foundation to stand on, which is solid.

Stone Payton: [00:09:50] Well said. So how does the whole sales and marketing thing work for a guy like you, a business like yours? Do you have a structured process for going out there and getting the new business? How do you get the new the new clients, man?

Kevin Kearns: [00:10:09] That’s a good point. You know, I think I’m going back to old school and you’ll probably appreciate this. Ryan. Sounds like he’s young, but he probably knows this. You really have to network. You really have to get out and do grassroots. You know, the social media, all that stuff is great and that’s all fine and dandy. But if you don’t have a grassroots effort, if you’re not going to Chamber of Commerce meetings, if you’re not going to conventions, if you’re not shaking hands and kissing babies, you’re really kind of screwing yourself. If you’re not going out and publicly speaking, if they don’t have money to do it for free, and then you film whatever you can and post that, you ask for referrals. I really think the attitude of gratitude has to be there where you just give. You know, it’s almost like. Gary Vaynerchuk would say, give, give, give, then ask. So why are you doing it? Like people say to me when I was training all these fighters, why do you still do one on one with clients? And why do you still do this? Why do you still do corporate? I go because it keeps me grounded.

Kevin Kearns: [00:11:02] Because, you know, at the end of the day, I put my pants on one leg at a time. Right. So it doesn’t matter. So I think we’ve lost in the world of social media, we’ve almost lost that personal contact and the world of the pandemic. We’ve lost that personal contact. So I think people want to get back to that. So you go you go to the Chamber of Commerce meeting, you go to the BMI meeting, you go to the the convention. It really is a matter of figuring out. I think at the end of the day, you have to figure out what your target market is and what that niche is and go after it. Like my saying, I think we mentioned this be relentless. Just keep going after it and don’t don’t quit. Dr. Wayne Dyer would say, hold your vision, keep your passion. Well, one of my tattoos says Vision, passion. And the last one is perseverance. If you do not have perseverance, you cannot succeed, whatever it is.

Stone Payton: [00:11:52] So do you feel like there are elements or disciplines or experiences or, gosh, I don’t know, maybe even mentors that have contributed to your ability to to so visibly demonstrate that degree of resilience, that that degree of mental toughness after all this.

Kevin Kearns: [00:12:14] Absolutely. I have to thank my first martial art instructors, Paul Taylor and Charlie McIver, who got me my first black belt. And they taught me something at 17 when I got my first black belt. You’re always white belt. You’re always a beginner. If you don’t think you’re learning, you’re dying. You know, learn and grow what you go through, you grow through. As far as other mentors, you’re talking about Coach Steve Whittier, SPG, East Coast, Mark, Delegate from City Time, one of the best striking coaches in the planet. Dr. David Thomas My my first professor in exercise physiology who told me when I graduated, he said he was proud of me. I’m like, What? You never say that, Dr. Dave. He said, It’s not always the people that get 4.04.0 in grades that do well in life. It’s people like you that have to scratch and scrape and claw to get a B that do well. And I think all along, really what matters is friends along the way, people like Lionel being Craig Rose. You know, you really know who your true friends are when you become vulnerable, who’s going to stick by you? Who’s going to stick by you? I’ve had some of the same friends for 40 years. Other friends. It’s just people that you meet. And I don’t know if you’ve ever explained this, you’re just instantly best friends like Detective Mark Morrissey and his family from Hoboken, from north of New Jersey, where we’ve known each other for years. Nick Pete, my editor, he’s the one that found the first cover for my book, which my first cover was Junk. He designed it, and I’m still friendly with him in the UK all the time. I think, you know, I think to have one mentor, I think you have multiple mentors. It’s like people that you can go to. Definitely people like Dr. Wayne Dyer, Zig Ziglar, Dale Carnegie, All the stuff I’ve read are very, very influential in my life. And then I’m a big yoga person too. So a lot of what I’ve learned from yoga people like Jackie Barnwell all all contributed to my to my world.

Stone Payton: [00:14:05] So let’s talk about the work a little bit, because I get the distinct impression that you have kind of cracked the code on helping people get a handle on nutrition exercise mindset and bring it all together in a way that they can live into as a lifestyle as opposed to, you know, I’m going to do this to get ready for my daughter’s wedding.

Kevin Kearns: [00:14:29] Exactly. Very good. I love that question because it really does have to be know when when, when motivation stops. Okay. Because you can get all motivated. Everybody’s motivated in the New Year, New Year’s, New Year’s resolutions, New Year’s resolution. After that, discipline has to take over. Discipline has to take over. It really does. It really has to take over. So I usually tell clients that we’re going to be one on one. Even corporations give me six months and the first thing they say was all the money. The money. I go, So what? The money? I go, okay, every time you work out is a deposit in your fitness IRA, right? It’s a deposit. The Egyptians figured it out. You can’t take your money with you. So what good is it because you got to stay healthy Now you’re going to stay healthy now. And I think some of the big things we we need to focus on and I work on this daily is instead of focusing on what’s going wrong, focus on what’s going right, you know, you’re either in a problem going to the next problem and coming out of a problem and what is problems, They need to be solved. It’s like math solve the problem. And I think when you’re when you’re really focusing on, okay, when you’ve made up your mind, it’s like Anthony Robbins says, what I must do, I must lose weight, I must be successful, I must be number one in this.

Kevin Kearns: [00:15:42] I must it changes from what you have to to what you must do. Like when I was feeling sick and I got depressed and tried to commit suicide, I literally have a scar on the left side of my neck from trying to slip my own throat. No joke. No joke. And then I found therapy, electroconvulsive therapy. Now, that was a big risk. I knew nothing about it, but I swear my father talks to me and he says, You got to do something different, Kevin. You’ve got to do something different. Usually takes 12 treatments. I started feeling better after three. It was like the sky opens. So I think the way you talk to yourself and the way you talk to other people influences everything. Give an example. If somebody says My bad shoulder, I would say, Your injured shoulder. Why do you say that? When you say bad, it’s a connotation of negativity. When you say injury, injury is temporary. It’s like one of my favorite sayings Pain is inevitable. Pain is inevitable. Suffering is a choice.

Stone Payton: [00:16:36] You know what? I think that’s going to be the quote on the on Stone’s next article. I’ll try to remember to credit you.

Kevin Kearns: [00:16:44] It’s not my quote. I heard it from somebody else, to tell you the truth.

Ryan Schlosser: [00:16:47] Yeah, It’s all about what we do with that, with our suffering. Everyone. Everyone’s got problems they got to deal with. And I love what you said, that motivation or discipline replaces motivation. I can tell that that very instilled in you. How about your customers? Do you do you see that you’re able to get that message in their head and have it stick? What’s what’s that retention process look like for you?

Kevin Kearns: [00:17:12] Well, I’ve had some customers, believe it or not, wine for 23 years. Wow. How about that, huh? And I’ve had fans for and I don’t like the term fans, but people that have been following my DVDs for years. And I think if Stone wants to quote me, this is one of my biggest things. We say what’s called column response. We’ll say hustle equals. And their answer has to be Muscle hustle. You hear me on? I think the biggest one I had was like 300 trainers. I’m like, hustle equals muscle coach. I’m like, That’s right. Think like that. And when you think like that, it’s not just just it’s not just physical muscle. It’s mind muscle. What’s the mind muscle take out could of should have would have just do it. Don’t live with regrets. Who wants to live with regrets? I want to ask them out or I want to ask them out or I want to try for the job. I want to try for. I’m afraid of failure. So one of my talks at schools and corporations is if you took the two year old mine and shoved it into the 40 year old body, you wouldn’t worry about anything, right? You wouldn’t worry about failure. Think about how many times you fail. Think about it. How many times did you fall to walk? But it’s inherently in you. You have to do it. It’s inherently in you. You have to be able to feed yourself. It’s inherently in you that you have to learn how to get home from school. And then what happens is ego takes over. And I was like, and as I say, something told me before, ego is not your amigo.

Stone Payton: [00:18:31] Man. I am taking such copious notes over here. But my whole talk is to be like the Kearns methodology. Your TED talk when you do it is going to be fantastic.

Kevin Kearns: [00:18:42] I hope so. I’m working on it.

Stone Payton: [00:18:45] Before we wrap. I’d love it if we could leave our listeners with with a couple of actionable tips. I’ll call them Pro Tips. And look, gang number one tip on any of these topics is reach out to Kevin and his team, tap into these books. But yeah. Kevin if we could leave our listeners with a couple of things, they could begin thinking about reading, practicing. Let’s leave them with a little something to begin acting on as they come out of listening to this conversation.

Kevin Kearns: [00:19:17] Excellent. I appreciate that. Sure. Action. Step one. Number one. Number one. You matter. Remember that you matter. I don’t care what anybody told you. I don’t care what your family said. I don’t care what your ex-girlfriend, your ex-wife. You matter. Remember that you are important. Number two. Somebody always has it worse.

Stone Payton: [00:19:40] Hmm.

Kevin Kearns: [00:19:41] Number three today is a gift. That’s why they call it the present. Number four, if you’re exercising whatever you’re doing, think of it this way we or you get to do this today. What about those people that can’t? What about those people that are hospitalized? Think of it that way. You get to do this that every time I come out of yoga, I got to do this today. Every time I come out of Tong Muay Thai, I got to do this today. Every time I do my own conditioning from a conditioning, I got to do this today. And you got to do this today. Now, number five, forgive yourself and move on. There’s a great quote and I’ve got a ton of I’m sorry from Mark. I think it was Mark Twain. Forgiveness is the fragrance that is shed by the violet on the heel that has crushed it. I’ll say that again. Forgiveness is the fragrance that is shed by the violet on the heel that has crushed it. Number six, one of my biggest foundations. Be relentless. No matter what it is. I don’t care if it’s an education. I don’t care if it’s playing football. I don’t care if it’s swimming. I don’t care if it’s building a house. I don’t care what it is. Whatever your what is Forget about the how, what’s the what’s the why, whatever it is, be relentless in everything you do. And if you need to reach me, real simple. Brian with Kerns dot com. Kevin at burn with current and I’ll be so bold I hope you don’t mind Stone I answer my phone. 508404 8503.

Stone Payton: [00:21:10] Well, Kevin, it has been an absolute delight having you on the show this morning. Thank you so much for the time and energy that you’ve invested with us to share your insights, your experience, your perspective. And thanks for the work that you’re doing. Man. It is such important work and we so sincerely appreciate you.

Kevin Kearns: [00:21:30] Ryan, Please send me an email because I know Stone has my Kindle version and I’ll send you both whatever you want.

Ryan Schlosser: [00:21:36] Appreciate that. Yeah. Keep, keep. Keep the word going. I love your message. And clearly you’ve got the inspiration.

Stone Payton: [00:21:44] Nicely done, gentlemen. All right. Until next time, this is Stone Payton for my guest host Ryan Schlosser, and our guest today with Burn with Kearns, Mr. Kevin Kearns, and everyone here at the Business Radio X family saying we’ll see you in the fast lane.

 

Tagged With: Burn with Kearns

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