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Decision Vision Episode 173: Should I Purchase Trade Credit Insurance? – An Interview with Janelle Foy and Carlos Garcia, Allianz Trade

June 16, 2022 by John Ray

Allianz Trade
Decision Vision
Decision Vision Episode 173: Should I Purchase Trade Credit Insurance? - An Interview with Janelle Foy and Carlos Garcia, Allianz Trade
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Allianz Trade

Decision Vision Episode 173: Should I Purchase Trade Credit Insurance? – An Interview with Janelle Foy and Carlos Garcia, Allianz Trade

On this episode of Decision Vision, Janelle Foy and Carlos Garcia of Allianz Trade joined host Mike Blake to discuss the ins and outs of trade credit insurance. Janelle and Carlos explained how this insurance comes into play and what it provides for, why this insurance is a reliable source of due diligence of trading partners, and much more.

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

Allianz Trade

Euler Hermes North America Insurance Company and its affiliated debt collection company are part of the Allianz group and market their products and services using the ‘Allianz Trade’ trademark. They are the global leader in trade credit insurance and a recognized specialist in the areas of surety, collections, structured trade credit, and political risk.

For over a century, they have been helping businesses like yours anticipate risks, act with speed, make informed decisions and grow securely. Headquartered in Paris, they are present in more than 50 countries with 5,500 employees. In 2021, their global business transactions represented 931 billion Euro in exposure.

As a member of the Allianz Group, they are a strong global community committed to a culture where both people and performance matter. They truly care for their employees and their individual needs and aspirations. They all shape an environment in which everyone has the confidence to dream, to explore and to grow.

Company website | LinkedIn |Twitter

Janelle Foy, Senior Agent, Allianz Trade

Janelle Foy, Senior Agent, Allianz Trade

Janelle just celebrated 15 years with Allianz Trade. She works in business development and is focused on fostering her clients aggressive sales growth while protecting against credit risk.

Prior to Allianz Trade, Janelle spent 7 years in sales and account management for BellSouth Business, selling telecommunication services to middle-market customers. She is an active member of multiple professional organizations and currently serves as President of the Secured Finance Network (SFNet) Atlanta Chapter.

Janelle lives in Chamblee, Georgia with her husband and two teenage sons.

LinkedIn

Carlos Garcia, Sales Vice President, Allianz Trade

Carlos Garcia, Sales Vice President, Allianz Trade

For over 15 years, Carlos Garcia has been consulting with a variety of companies in diverse industries to help them navigate the growth of their business.

As a part of Allianz Trade, he has access to a wide range of B2B trade receivables protection and credit management solutions, including credit insurance and debt collection.

His goal is to leverage the knowledge he has amassed over the years to help you deal with the inevitable hiccups that happen while growing your business. He can make sure your business continues to thrive in the face of the unexpected.

LinkedIn

Mike Blake, Brady Ware & Company

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

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

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

LinkedIn | Facebook | Twitter | Instagram

Brady Ware & Company

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

Decision Vision Podcast Series

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

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

Connect with Brady Ware & Company:

Website | LinkedIn | Facebook | Twitter | Instagram

TRANSCRIPT

Intro: [00:00:02] Welcome to Decision Vision, a podcast series focusing on critical business decisions. Brought to you by Brady Ware & Company. Brady Ware is a regional, full-service accounting and advisory firm that helps businesses and entrepreneurs make visions a reality.

Mike Blake: [00:00:21] Welcome to Decision Vision, a podcast giving you, the listener, clear vision to make great decisions. In each episode, we discuss the process of decision making on a different topic from the business owners’ or executives’ perspective. We aren’t necessarily telling you what to do, but we can put you in a position to make an informed decision on your own and understand when you might need help along the way.

Mike Blake: [00:00:44] My name is Mike Blake, and I’m your host for today’s program. I’m the Managing Partner of Brady Ware Arpeggio, a data-driven management consultancy which brings clarity to owners and managers of unique businesses facing unique strategic decisions. Our parent, Brady Ware & Company, is sponsoring this podcast. Brady Ware is a public accounting firm with offices in Dayton, Ohio; Alpharetta, Georgia; Columbus, Ohio; and Richmond, Indiana.

Mike Blake: [00:01:08] If you would like to engage with me on social media with my Chart of the Day and other content, I’m on LinkedIn as myself and @unblakeable on Facebook, Twitter, and Instagram. I also host a LinkedIn Group called Unblakeable’s Group That Doesn’t Suck, so please join that as well if you would like to engage.

Mike Blake: [00:01:24] Today’s topic is, Should I purchase trade credit insurance? According to the Federal Reserve, U.S. non-financial firms had $4.5 trillion in trade credit outstanding, equal to approximately 21 percent of gross domestic product.

Mike Blake: [00:01:40] So, accordingly, trade credit is the largest form of short term business financing. And I want to cover this topic today because, even though it’s a niche topic, it’s foundational to the import-export business. And we haven’t really done foreign business in a while. I don’t remember what podcast number it is, it had been within the first 50, when we had Gene Plavnik on to talk about Should I export? And we didn’t really touch upon trade credit there is my recollection.

Mike Blake: [00:02:17] But I think what we’re going to find from one of our guests is that one of the key things that allows import-export to go, especially at scale, is the existence of this kind of insurance product. And so, whether you are exporting, or perhaps even importing, now or you’re thinking of doing so in the next couple of years, this is a topic that you’re going to want to understand as you go down that path.

Mike Blake: [00:02:48] So, joining us today are Janelle Foy and Carlos Garcia of Allianz Trade. Janelle just celebrated 15 years with Allianz. She works in business development and is focused on fostering her clients’ aggressive sales growth while protecting against credit risk. And protecting against risk is something near and dear to my heart. Prior to working with Allianz, Janelle spent seven years in sales and account management for BellSouth business, selling telecommunication services to middle market customers. She’s an active member of multiple professional organizations and currently serves as president of the Secured Finance Network, Atlanta Chapter.

Mike Blake: [00:02:48] For over 15 years, Carlos Garcia has been consulting with a variety of companies and diverse industries to help them navigate the growth of their business. As part of Allianz Trade, Carlos has access to a wide range of business-to-business, trade receivables, protection, and credit management solutions, including credit insurance and debt collection. Carlos’s goal is to leverage the knowledge he has amassed over the years to help clients deal with the inevitable hiccups that happen while growing their business.

Mike Blake: [00:03:52] Headquartered in Paris, Allianz Trade is present in more than 50 countries, with over 5,500 employees. A member of the Allianz Group, they are a strong global community, committed to a culture where both people and performance matter. Janelle and Carlos, welcome to the Decision Vision podcast.

Carlos Garcia: [00:04:10] Thank you for having us.

Janelle Foy: [00:04:12] Thank you for having us.

Mike Blake: [00:04:14] So, let’s start off with something very basic, because I think a lot of our listeners are not going to necessarily be familiar with this topic, what is trade credit insurance and why do people buy it?

Carlos Garcia: [00:04:29] Well, trade credit insurance, it’s very, very easy to understand, but a lot of people want to make it very difficult. Imagine – to use something that everybody discusses and knows, brands – Samsung, so let’s say Samsung is going to go and sell $100,000 worth of T.V.s to Best Buy. Well, we insure is that if Best Buy goes bankrupt, disappears, slow pace, or there’s any type of political risk, if they’re in an export market, we’re going to pay them 90 percent of that loss. So, it’s basically an insurance when you give a customer terms.

Mike Blake: [00:05:15] Now, I think something that will be helpful is to explain to our listeners, and to me – because I don’t do a lot of import-export. I have some sales to foreign customers, but nothing of the magnitude you guys deal with – how do import-export deals generally work? And where does trade credit insurance fit into that process?

Carlos Garcia: [00:05:39] Well, from import-export, once you import the product, if you’re distributing it within the U.S., the minute that you reach out to us where we would approve a buyer, as soon as you cut that invoice and that product has left your warehouse, at that point is where the receivable starts and the insurance begins.

Carlos Garcia: [00:06:06] On the export side, it basically starts either it goes to the freight forwarder or you deliver it directly to the customer. That’s where the insurance starts when you’ve lost control of the product.

Mike Blake: [00:06:23] And so, how does it work? I mean, to me, it’s fairly obvious about how this works from an export perspective. You sell something. You expect to get paid for it. Something happens. All of a sudden you don’t think you’re going to get paid. That’s when the insurance comes in. But what about on the import side? How does trade credit insurance work on the import side?

Carlos Garcia: [00:06:53] It’s not a product for the import.

Mike Blake: [00:06:56] It’s not. Okay. I want to make sure I understood that.

Carlos Garcia: [00:06:58] Once you import the product, what you’re going to do with that product, so if you’re going to sell it to a customer and give them terms to pay you, for example, within the U.S., that’s where our insurance starts.

Mike Blake: [00:07:12] Got it. Okay. So, what are the reasons that deals go badly? What are the most typical reasons that your insurance is ultimately called upon?

Janelle Foy: [00:07:22] I think, like you had mentioned before, when you talk about that 4.5 trillion in trade credit outstanding, essentially, when you give somebody 60 day terms, you’re giving them a loan. It’s basically a small business loan. A bank would never do that without getting collateral, without getting financials, without getting credit terms, all the information that they need. But buyers expect you to do that on virtually no information.

Janelle Foy: [00:07:48] So, what credit insurance does is, essentially, provides that collateral for the loan. We’re going to help you know if that customer is a good customer and a strong one to work with. And then, if in the end they don’t pay you, we’re going to cover you and pay you for it.

Mike Blake: [00:08:02] Not being paid by a customer is something that is a risk, of course, whether it’s an international or a domestic deal. Why is that risk different when you’re exporting to a foreign country versus, say, a deal between a company in New Jersey and a company in Indiana?

Carlos Garcia: [00:08:27] Well, the biggest thing is because we cover political risk. So, if you’re shipping overseas and there’s a political risk situation, that’s the biggest thing of exporting why people require the insurance or the financial institution requires the insurance. It’s because of that political risk factor.

Mike Blake: [00:08:48] Okay. So, let’s dive into that because I think it’ll be helpful for our audience to get granular. What are some examples of a place where political risk puts being paid at risk?

Carlos Garcia: [00:09:04] A real easy one, for example, is a couple of years ago when Argentina or Venezuela said, “Hey, you’re not pulling any money out of the country to pay a U.S. debt.” So, a situation like that where the government gets involved and either seizes the products at the port or says, “Hey, there’s no money coming out of here to pay U.S. debt.” Those are political risk events that would cause our insurance to trigger and cover that.

Janelle Foy: [00:09:32] I think another timely example is sanctions in Russia. We had a client with a barge full of perishable goods that we’re shipping into Russia. We put the sanctions in place. They were no longer able to deliver those goods. So, that then becomes a political risk claim as well.

Mike Blake: [00:09:50] I’m glad you mentioned that because I was going to ask about that. One day you’re able to do business in Russia, another day you’re not. And, to me, the interesting risk or dynamic that political risk brings into these deals is, you may have a customer who is perfectly willing and able to pay. But because of some policy intervention, they may not be allowed to. Russia’s interesting and that the policy intervention has not been within Russia itself, at least not initially. It’s been on Western countries, including the United States.

Mike Blake: [00:10:30] But the more classic case for what you described, in Latin America, where they put in currency controls, for example. The point is that, even with the best of intentions, the buyer, the customer, may simply be legally prohibited from paying, even though they can and want to do so.

Mike Blake: [00:10:52] So, you bring Argentina – I’m curious about this – Argentina is a very interesting case because I’m old enough to remember at least two debt defaults. And we’re old enough to remember at least two currency devaluations where another comma was put on the currency, maybe two commas, in fact. I’m curious, in your experience, once a country kind of commits those acts, which then compel you to pay out insurance claims, how long does it take to get comfortable to go back into that country?

Mike Blake: [00:11:35] Because it’s kind of interesting how short memories we have when during the 1980s default, the chatter was, “Well, Argentina can’t default because nobody will ever put money into the country again.” Within five years, it was as if nothing had ever happened. I’m curious about that phenomenon. This is kind of a philosophical question, but just fascinates me, if you’re going to be an international risk, international credit, do you sort of have to have a short memory? Does that come with the territory?

Carlos Garcia: [00:12:06] Absolutely. From every aspect of what we do, we have a short memory. Our head underwriter tells me that all the time, when we go through difficult times and I tell him, “Hey, Steve. Do you think we learned that we’re not going to do this again?” And he tells us, “Hey, we’re going to have short memory and we’re going to do this and worse.” Because you never know what’s going to happen.

Carlos Garcia: [00:12:36] And in the situation with Argentina, yeah, sometimes we come off the political risk. Currently, we’re off the political risk. So, if you purchase credit insurance in Argentina, for example, we tell you, “Hey, this is excluding the political risk factor because the chances of there being a political risk event in today’s world in Argentina is extremely, extremely high.” But we do have very short term memory when it comes to things.

Janelle Foy: [00:13:05] And, ultimately, we are in the business of paying claims. So, we can’t live in a no risk market. Ultimately, we do pay claims to our clients, so we have to take on some level of risk.

Mike Blake: [00:13:18] So, I’m also curious, we hadn’t discussed this before, we talked about Argentina and talked about Russia, places which, historically, let’s just say, had had some volatility to them. Do you ever write policies with more, frankly, stable political environments? Maybe even somebody, the G20 or the G7, that we wouldn’t ordinarily have political risk. But maybe there’s a perception in each area where there could be political risk. Or is it purely so-called developing world?

Janelle Foy: [00:13:55] Political risk for certain countries is very valuable. But when we look at foreign receivables, there’s multiple reasons why companies buy them. A lot of banks will not lend on any foreign receivables that aren’t insured, so to help them prove a borrowing base and their lending capabilities.

Janelle Foy: [00:14:13] But, in addition, as much as we insure foreign receivables, we also insure domestic. So, companies look at it for a credit management tool. They look at it for an insurance product. They look at it to just protect the risk that is out there, regardless if it’s in Argentina or Germany, the risk is still there. And the ability to go collect a receivable in Germany is going to be just as difficult as going to Argentina and collecting it. So, that’s where we kind of step in and make sure they’re going to get paid for those receivables.

Mike Blake: [00:14:40] Yes. That’s really interesting, too. So, the political risk is not limited to a foreign or a distinct policy, but simply the risk of trying to collect on a judgment in a foreign judicial system is something that also is insured against.

Janelle Foy: [00:15:03] Absolutely.

Carlos Garcia: [00:15:05] It’s got a default. The easy way to understand it, is, we cover the inability to pay. Not I don’t want to pay. But it has to be I can’t pay for X, Y, Z reason. Not I don’t want to pay because the product was bad. Now, there’s got to be an inability to pay.

Mike Blake: [00:15:27] Got it. Okay. So, let’s say someone’s been listening to this and they’re thinking, “Oh, I really ought to think about trade credit insurance. I just didn’t know that this existed or hadn’t learned anything about it.” What is the process like to apply for an insurance policy from you guys or somebody similar to you?

Janelle Foy: [00:15:50] The process is really pretty simple. It’s an application and a recent copy of their aging report. Oftentimes, we can help them complete the application. But it’s a pretty simple process. Turnaround, we can do it in five to ten business days. So, we can have a quote for them and a proposal in front of them pretty quickly.

Mike Blake: [00:16:10] And over time, does a relationship with the customer matter? In other words, is it easier once you’ve done a deal or two with a particular customer? Do you find that it’s easier to underwrite more policies for that person? Is there benefit to that relationship to go back to, for example, you guys, Allianz or somebody else? Or is each opportunity purely a standalone exercise that’s evaluated on its own merits?

Janelle Foy: [00:16:41] We don’t generally write transactional policies. When we write a policy, it’s usually for a one to two year term. The idea being that then we bundle all of their customers in, or a portion of their customers, and we continue to insure those for the policy period. So, unlike, say, a letter of credit, where for every transaction you have to get a new letter of credit, with credit insurance, we set a policy in place and you’re covered and insured for all those buyers for the policy period.

Mike Blake: [00:17:09] Okay. That’s interesting. I didn’t know that. I presumed that these would be transaction-based policies. But, in fact, you’ll write a policy for all transactions, presumably between a customer and all their customers in one country for a fixed period of time. Is that how that works? So, like, if I were going to do business in Germany, for example, you’d be writing a one to two year policy on all the business that I do in Germany over a one to two year period?

Janelle Foy: [00:17:42] Essentially, we underwrite at a buyer level. So, they would let us know they’re doing business with ABC Company. They would tell us how much they need that insured for. And that goes to our local underwriting department. So, like you had mentioned earlier, we have offices in 50 countries. We cover 200 markets. So, if you have a customer in Germany, that request goes to our local German risk department, and they determine whether or not that customer is insurable.

Janelle Foy: [00:18:07] So, in addition to the insurance, you’re also getting a credit management tool that helps you understand if a company is insurable. We continue to monitor their risk throughout the policy period. And you know that ABC Company is insured for X amount of dollars. So, you know based on that policy exactly how much coverage you have on that particular buyer.

Mike Blake: [00:18:26] Oh, I see. Okay. So, it’s really focused on one particular trade relationship over a period of time, right? One buyer, one seller.

Janelle Foy: [00:18:37] Average is at a buyer level. The policy itself is combined of all those buyers, a combination of those buyers together.

Mike Blake: [00:18:46] Understood. So, that brings me to another question I want to make sure to ask, because it seems to me that bringing in trade credit insurance can actually have a useful sort of – no pun intended – collateral impact in that what you do must be a great source of due diligence. And that’s got to be one of the hardest things with a new foreign customer how do you kind of check them out. You know, is there a German or an Austrian version of D&B or Hoovers? Does that even matter anymore? But your analysis can be very useful tactical intelligence to the customer.

Carlos Garcia: [00:19:28] Exactly. An easy way to understand it, we’re like their credit manager with a checkbook. So, if your credit manager makes a mistake, you can’t go to them and say, “You made a mistake. I need 200 grand for this loss.” That’s what we do. We review the buyer, look at their financials, in some cases, make a decision. If we make a mistake, you receive a check.

Mike Blake: [00:19:52] Now, most of the time when we talk about doing foreign business, I think we automatically think about selling products to foreign buyers. But point of fact, of course, America is a pretty big exporter of professional services abroad, especially architectural services, among others. Can services be insured in this way as well?

Carlos Garcia: [00:20:18] Yes. Any service, any product, as long as you give terms, 30, 60, 90, 120 days, we can ensure it.

Mike Blake: [00:20:30] Okay. And I’m curious. This may be a silly question, but it occurs to me, I wonder if in the terms of a particular transaction there might be a question or discussion over who actually pays for the insurance policy. Is the insurance policy going to be paid for by the seller or the buyer, maybe both, depending on the structure of the transaction? Is that a thing or does the seller always pay for the insurance or maybe the buyer always pays? I truly don’t know.

Janelle Foy: [00:21:04] As a general rule, the seller will pay for the policy. But I’ve certainly had situations where a bank has required credit insurance and the bank has paid for the policy parent company, even the insurer’s supplier. There’s multiple cases where somebody else may pay for the policy. But, generally, as a rule, the supplier or the person that owns the policy and manages it, they’re the ones that pay for the premium.

Mike Blake: [00:21:27] Okay. And how long does it take? So, let’s say somebody wants to take out insurance on a particular trade activity, how long does it take from somebody contacting one of you guys? Assuming that the policy is writable, that that works out, how long does it take to go from phone call to being insured?

Carlos Garcia: [00:21:52] Two or three days.

Mike Blake: [00:21:53] How much?

Carlos Garcia: [00:21:54] Two or three days.

Mike Blake: [00:21:55] Oh. Two or three days. That’s pretty quick. So, you’re not going to get in the way of a transaction happening.

Carlos Garcia: [00:22:02] No, absolutely not.

Mike Blake: [00:22:04] Now, within the context of political risk, does that in any way cover currency risk or is that just a totally separate thing?

Carlos Garcia: [00:22:15] It’s separate. We don’t cover devaluation of currency.

Mike Blake: [00:22:20] So, in an insurance policy like this, how are they priced or how is the pricing expressed? And what I mean by that is, I have car insurance, so I just pay a number of dollars per month. But I think there are certain other kinds of insurance or financial instruments that are expressed as a percentage of the amount of the transaction or expected transactions over time or maybe something else. So, can you talk to me about kind of what the model looks like in terms of pricing these policies?

Carlos Garcia: [00:22:58] The policy, most of them, they go based on an insured sales volume annually and then it’s a percent. So, to give you a little bit of an idea. Let’s say a company comes up to us and says, “Hey, I want to insure my receivables. My sales on credit are $10 million a year.” Our underwriter will come back and say, “Okay. Your rate is going to be a quarter of one percent.” We take a quarter of one percent, multiply times 10 million, and it’s 25 grand a year. And we give you two options, either you can pay it in full or you can finance it 25 percent down in quarterly payments. It’s basically that simple.

Carlos Garcia: [00:23:37] We do have policies that are coverage based, for example, single debtor transactions. A big hot topic now as the cruise line, “Hey, I need $5 Million on cruise line.” We’ll tell them, “Okay. It’ll cost you 0.42 percent a month.” So, we have two options to price policies.

Janelle Foy: [00:23:59] And I think –

Mike Blake: [00:24:00] Sorry. Go ahead, Janelle.

Janelle Foy: [00:24:03] Well, I was just going to say, I think one thing to point out that the big misnomer in credit insurance is you do not have to insure the entire portfolio. So, if you only want to insure your export business, if you only want to insure key accounts, we can carve out that business. And, essentially, every policy is customized for the customer’s needs. So, depending on what they’re looking for, we can structure a policy to meet their needs.

Mike Blake: [00:24:26] And do the terms vary on the policy? My world is M&A, so I tell clients all the time that in an M&A deal, price and terms are dancing partners. And you might get a better price, but you may have to give up more strict terms. Or maybe from an insurance perspective, maybe there’s a “higher deductible” in order to lower your fees. Does that kind of conversation happen in your world? Or are the terms pretty much standardized no matter what you’re insuring?

Carlos Garcia: [00:25:01] No. There is a little bit of a wiggle room, you know, increase in deductible and increase of price share. But at the end of the day, there’s a cost to turn the lights on. So, at some point we’re going to say, “It doesn’t matter if you lower that another 20 percent, it’s still not going to change the price.”

Mike Blake: [00:25:24] So, when a customer approaches you for an insurance policy like this, what sorts of information are you going to be requesting to review?

Janelle Foy: [00:25:38] So, on the application, the information is pretty simple. We’re looking at the annual sales of what we’re insuring, and we talked about being able to segment your business. So, we look at the annual sales. In the event of foreign receivables, we look at how those break down by country. We look at the industry you’re in, your loss history, the terms you sell on. All those things kind of rolling together to determine the premium.

Mike Blake: [00:26:03] So, is there a minimum – not transaction. I keep thinking transaction. That’s not right. Is there a minimum amount of sales volume, let me put it that way? Or even a maximum sales volume that you or others like you will consider?

Carlos Garcia: [00:26:25] No. There is no minimum. What we have is a minimum premium. So, for a domestic policy, the minimum premium is going to be 10,000. For an export policy, it’s going to be 15,000, because of the coverage of the political risk. And, basically, there is no maximum.

Mike Blake: [00:26:40] Okay. So then, at that point, customers will self-select that. Obviously, if it’s a $10,000 transaction, spending on insurance doesn’t make any sense.

Carlos Garcia: [00:26:49] Exactly.

Mike Blake: [00:26:50] Interesting. Okay. So, I think one of your competitors, either directly or indirectly, is going to be somebody like EXIM Bank or Maeda over in Japan, entities of that nature who are designed to be in particular export promotion entities. And if I’m not mistaken, they also provide some sort of trade credit insurance, typically based on political risk. How do you coexist with them? Or where does it make sense to come to you guys versus to go to an EXIM Bank or a similar authority? How do you help clients navigate that decision?

Janelle Foy: [00:27:32] EXIM Bank really was developed to help support small businesses. And really where its strength is, is at that transactional level, like you were talking about earlier. So, if you do four or five transactions a year, small export business, that’s where EXIM really does well.

Janelle Foy: [00:27:49] Once you start getting into regular business and you really are doing a decent amount of volume on the export side, at that point, private insurance is going to be more cost effective. We also have the access to more information. So, we have the risk underwriters throughout the world that are providing the data that somebody like an EXIM Bank wouldn’t be able to offer.

Janelle Foy: [00:28:09] And in addition, we don’t have requirements for where the products are made. EXIM requires that a large portion of it be manufactured here in the United States. And, also, we can cover domestic receivables, and that’s something that EXIM can’t do.

Mike Blake: [00:28:24] How does the company prepare to work with somebody like you? What do they need to do in order to make your job easier so you can quickly and effectively put up an insurance policy in place?

Carlos Garcia: [00:28:38] Basically, it’s very, very easy. All we’re going to ask them for, like Janelle said, that information on the application. But moving forward, all we ask them is for three pieces of information. What’s the name of the customer you’re going to sell to? What’s their address? And how much you need? That will go to our underwriting team. And on the U.S. side, from instant to 48 hours, you’re going to get an answer. One of three answers. Either (1) the buyer is insured for that amount; (2) the buyer is insured for a lesser amount and the reason why; or (3) stay away from this buyer, they’re not insurable, and this is the reason why.

Carlos Garcia: [00:29:11] On an export, it’s a little longer. It could be from instant to five days with the same information. So, from a customer’s point of view, it’s basically taking it from a situation where they’re going from the credit manager sitting on their desk to review it, to maybe going to the credit manager, he or she looking at it, putting it in our system, making a decision, and now they can make a business decision, do they want to still sell to that buyer or not? So, it’s really not a lot of effort that they got to put on their part to get a transaction insured.

Mike Blake: [00:29:50] I’m talking with Janelle Foy and Carlos Garcia. And the topic is, Should I purchase trade credit insurance? So, a question I like to ask in almost every show is, Who shouldn’t get trade credit insurance? Is there a profile of somebody that maybe should be thinking about it but you kind of tell them, “Don’t waste your time. This probably isn’t the right kind of product for you”?

Carlos Garcia: [00:30:14] Customers that don’t give credit to their customer. Someone that does prepaid, COD, on delivery. But as soon as they want to grow, the only way to grow is for them to start giving terms to their customers. At that point, they have to come get the insurance. I would say anybody that’s got an accounts receivables should have credit insurance.

Mike Blake: [00:30:38] So, are there countries right now that are basically on a no fly list? Are there countries that pretty much an application is going to be dead on arrival that that risk is just simply uninsurable?

Carlos Garcia: [00:30:53] On my world out of Miami here, the biggest one is Venezuela and Cuba. Those are non-starters.

Mike Blake: [00:31:06] All right. So, this has been a good conversation. I’ve learned a lot. I’m sure there are questions that my listeners would have liked me to have asked or that our listeners would have liked us to spend more time on, if somebody wants to contact you for more information about this topic, can they do so? And if so, what’s the best way for them to do so?

Carlos Garcia: [00:31:30] I’m sure you’re going to provide our email and phone number. Janelle and I are readily available. You can just shoot us an email or give us a call. And if we don’t answer the phone on the second, within 24 hours, they’ll have a call from us.

Mike Blake: [00:31:48] That’s going to wrap it up for today’s program. I’d like to thank Janelle Foy and Carlos Garcia so much for sharing their expertise with us.

Mike Blake: [00:31:55] We’ll be exploring a new topic each week, so please tune in so that when you’re faced with your next business decision, you have clear vision when making it. If you enjoy these podcasts, please consider leaving a review with your favorite podcast aggregator. It helps people find us that we can help them.

Mike Blake: [00:32:10] If you would like to engage with me on social media with my Chart of the Day and other content, I am on LinkedIn as myself and @unblakeable on Facebook, Twitter, Clubhouse, and Instagram. Also, check out my LinkedIn Group called Unblakeable’s Group That Doesn’t Suck. Once again, this is Mike Blake. Our sponsor is Brady Ware & Company. And this has been the Decision Vision podcast.

 

 

Tagged With: Allianz Trade, Brady Ware, Carlos Garcia, import/export, Janelle Foy, Michael Blake, trade credit insurance

Decision Vision Episode 117: Should I Work for a Non-Profit? – An Interview with Elisa Goodwin, Mission: Hope, and Stan Dawson, Retired from Crossroads Community Ministries

May 20, 2021 by John Ray

Crossroads Community Ministries
Decision Vision
Decision Vision Episode 117: Should I Work for a Non-Profit? - An Interview with Elisa Goodwin, Mission: Hope, and Stan Dawson, Retired from Crossroads Community Ministries
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Elisa Goodwin

Decision Vision Episode 117:  Should I Work for a Non-Profit? – An Interview with Elisa Goodwin, Mission: Hope, and Stan Dawson, Retired from Crossroads Community Ministries

If you’re a corporate executive or business owner thinking about a second stage in your career working at a non-profit, this episode is for you. Elisa Goodwin, current CEO of Mission: Hope, and Stan Dawson, retired Executive Director of Crossroads Community Ministries, discuss their experiences with host Mike Blake, the myths of working for a non-profit, and much more. Decision Vision is presented by Brady Ware & Company.

Elisa Goodwin, President/CEO, Mission: Hope

Elisa Goodwin, President & CEO, Mission: Hope

Elisa Goodwin is currently President/CEO of Mission: Hope, an Atlanta-based, international non-profit serving through local leaders in the world’s most remote villages to build sustainable solutions to their most urgent issues. She has spent the last 15 years in nonprofit service. Prior to that, she was a bank executive in small business banking and retail for more than two decades. For those considering for-profit vs. non-profit careers, she can definitely provide perspective. Elisa attended Towson State University and received a B.S. in Mass Communications. She also received an MBA from Clark University. Her office is in Alpharetta, Georgia on the Jackson Healthcare campus

LinkedIn

Mission: Hope

Mission: Hope is a Christ-centered organization committed to equipping churches and leaders to bring about sustainable transformation in isolated villages.

For over 20 years, they have tackled critical needs in some of the most remote areas on the planet. Led by the vision and adventurous spirit of Dr. Ben Mathes, their organization has provided medical care for millions and led thousands of people to experience new life in Jesus.

In 2017, Rivers of the World changed its name to Mission: Hope to reflect its broader reach beyond the river.

Their goal today is to continue building upon our rich history. While their work has expanded beyond the river, our heart and vision remain the same: doing whatever it takes to bring hope to the hopeless.

Their model looks at a village as a whole, working with the local leaders and churches to distinguish their assets as well as their greatest challenges. Their process heavily involves indigenous leadership for assessing the village and providing solutions to needs. Together they transform impoverished villages into sustainable ones.

Company website | Facebook | Instagram

Stan Dawson, Former Executive Director, Crossroads Community Ministries

Stan was the ED of Crossroads Community Ministries, Inc. from 1999 until 2016.

Prior to that, he was partner/co-owner of Northside Material Brokers, Inc. Prior to that he was Executive Director of Creative Interchange, Inc., (a division of FCS Urban Ministries) which focused on job development and business creation for those living in low-income communities. He also served as national Community Services Director for Prison Fellowship, Inc., Washington, DC. This organization’s mission was to assist federal and state prisoners transition back into mainstream society. He also worked with Boys Clubs of American where he designed the self-help youth employment program. He spent almost three years with Campus Life/Youth for Christ International working with low-income high school students.

After graduating from Georgia State University with a BBA degree, he began his professional career with the First National Bank of Atlanta in their Marketing Department.

Stan is married with two adult children and two grandchildren.

LinkedIn

Crossroads Community Ministries

Crossroads Community Ministries seeks to provide access to resources that empower people experiencing homelessness to progress on the road toward economic and personal stability

For over 20 years, Crossroads Community Ministries has been a leading provider of supportive services for those experiencing homelessness in our community. Last year, the staff and dedicated volunteers served over 4,200 men, women and children, primarily through our Renewal Project which consists of stabilization and job readiness training programs.

Company website | Facebook | Twitter | Instagram

Mike Blake, Brady Ware & Company

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

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

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

Brady Ware & Company

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

Decision Vision Podcast Series

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

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

Connect with Brady Ware & Company:

Website | LinkedIn | Facebook | Twitter | Instagram</a

TRANSCRIPT

Intro: [00:00:02] Welcome to Decision Vision, a podcast series focusing on critical business decisions. Brought to you by Brady Ware & Company. Brady Ware is a regional full service accounting and advisory firm that helps businesses and entrepreneurs make visions a reality.

Mike Blake: [00:00:21] Welcome to Decision Vision, a podcast giving you, the listener, clear vision to make great decisions. In each episode, we discuss the process of decision making on a different topic from the business owners’ or executives’ perspective. We aren’t necessarily telling you what to do, but we can put you in a position to make an informed decision on your own and understand when you might need help along the way.

Mike Blake: [00:00:41] My name is Mike Blake, and I’m your host for today’s program. I’m a director at Brady Ware & Company, a full service accounting firm based in Dayton, Ohio, with offices in Dayton; Columbus, Ohio; Richmond, Indiana; and Alpharetta, Georgia. Brady Ware is sponsoring this podcast, which is being recorded in Atlanta per social distancing protocols. If you would like to engage with me on social media with my Chart of the Day and other content, I am on LinkedIn as myself and @unblakeable on Facebook, Twitter, Clubhouse, and Instagram. If you like this podcast, please subscribe on your favorite podcast aggregator, and please consider leaving a review of the podcast as well.

Mike Blake: [00:01:16] So, today’s topic is, Should I get a job with a nonprofit? And according to a 2019 report by the Center for Civil Society Studies at Johns Hopkins University, nonprofits account for roughly one in ten jobs in the United States private workforce, with total employees worked numbering 12.3 people in 2016.

Mike Blake: [00:01:40] And I want to cover this topic because I think it’s timely for a number of reasons. Number one, as we record this on May 13, 2021, we are seeing some unprecedented conditions in the job market. For the first time in my lifetime – and I just passed age 51, so that makes me 1970 vintage – this is the first time I can ever remember people talking about a labor shortage. There have been times it’s been difficult to hire people. Of course, in the 1990’s, we have the dotcom boom and we had a very tight labor market. But there’s never really a thought that we just didn’t have enough people to fill jobs.

Mike Blake: [00:02:26] And the conversation this time, I think, is very different. I think it’s also relevant because, you know, the pandemic and other things that have happened, of course, right along with it, we’ve had massive social upheaval. And many of the effects of those two phenomena have been not great. People have been hurt. They’ve died. They’ve had their lives, their careers, perhaps, inexorably altered. But it’s also led, I think, as any crisis and cataclysm, really, creates is something new that’s going to rise from the ashes.

Mike Blake: [00:03:14] And what I’m observing as I read and as I talk to people, as I listen to other podcasts, TED talks, et cetera, one thing that’s rising from the ashes is, I think, many people are re-examining what they want to do with the rest of their lives. They’re re-examining, “Is what I was doing in 2019, is it really all that and a bag of chips, frankly? And do I kind of want to go back to that in 2021? Even if I get two shots, even if I get ten shots, even if everybody I know and their uncle and aunt get shots, you know, am I all fired up to going back to what I was doing then?”

Mike Blake: [00:03:53] And, now, realizing how life short is – I don’t know what the death toll is in the United States. The official death toll is a-half-a-million. I think it’s likely higher than that from the pandemic. And although it’s been concentrated among the elderly, it certainly has not been limited to that. And so, you know, my Generation X and other subsequent generations have been confronted with mortality in, in your face, widespread way, that, again, I don’t think that I can remember. I think it’s prompting a lot of people to do some soul searching and say, “Am I doing what I really want to be doing?”

Mike Blake: [00:03:53] And that leads into that labor force discussions, partially that we don’t have enough people. On our last conversation we had last week with Jeffrey Korzenik, you know, the decline in labor force in the United States has been occurring since 2010. This phenomenon just simply made it more noticeable. But I think a lot of people are reexamining, not only what are they doing, but why are they doing it? And I think people are starting to place a premium on, “If I’m going to work, then I want it to be more meaningful than a paycheck. Frankly, I want it to be more meaningful than paying off my student loans. If that’s all it is, I’m not sure how I’m interested.”

Mike Blake: [00:05:19] And so, I think for many people the thoughts are turning to a nonprofit. I think by definition, when you work for a nonprofit, you’re committing to work for something that’s a purpose greater than yourself. And our guests will talk to us more about that. But one of the attractions, I think, for working for a nonprofit is – I cannot imagine it’s all about the paycheck. You don’t change your career to the nonprofit world to get rich. You change your career because you want your work life to have a greater impact beyond yourself. And from what I’m seeing and how people are reflecting upon their lives, how their spirituality is evolving in this trans-pandemic environment, I think that it’s a timely topic. And I hope that you, the listeners, think that it’s a timely topic, too.

Mike Blake: [00:06:10] And helping us work through this are two guests, Elisa Goodwin and Stan Dawson. Elisa Goodwin is currently President and CEO of Mission: Hope, an Atlanta based international nonprofit serving through local leaders in the world’s most remote villages to build sustainable solutions to their most urgent issues. Last year, Mission: Hope served 45,000 in remote villages where no one else was helping. She spent the last 15 years in nonprofit service. Prior to that, she was a bank executive in small business banking and retail for more than two decades. For those considering profit versus nonprofit careers, she can definitely provide perspective.

Mike Blake: [00:06:47] Also joining us is Stan Dawson, who is the Executive Director of Crossroads Community Ministries from 1999 to 2016 – at which point, I believe he retired. Prior to that, Stan was a partner and co-owner of Northside Material Brokers Incorporated. And before that, was executive director of Creative Interchange Incorporated, which is a division of FCS Urban Ministries that’s focused on job development and business creation for those living in low income communities. He also served as National Community Services Director for Prison Fellowship Incorporated in Washington, D.C. Another connection, because our last topic was about making the decision to hire people with a criminal record.

Mike Blake: [00:07:24] Stan also worked with Boys Clubs of America, where he designed the Self-help Youth Employment Program. He spent almost three years in the Campus Life Youth for Christ International, working with low income high school students. Stan’s first job out of school was with the First National Bank of Atlanta in their marketing department. Currently, he’s married with two adult children and two grandchildren. Elisa and Stan, welcome to the program.

Elisa Goodwin: [00:07:47] Thank you, Mike.

Stan Dawson: [00:07:47] Thank you. Glad to be with you.

Mike Blake: [00:07:49] So, this may sound like an obvious question, but I think it’s actually quite a new one, so I’m going to ask it anyway because I don’t want to assume. What is a nonprofit exactly?

Elisa Goodwin: [00:08:03] Do you want to go first, Mike? Or me?

Mike Blake: [00:08:08] Elisa, why don’t you take it.

Elisa Goodwin: [00:08:09] Sure. So, it’s an organization that qualifies for tax exempt status from the IRS. And its mission or purpose is to further a social cause and provide public benefit. And if you are qualifying for people to write off their donations, then you’re a 501(c)3. That’s the really simple explanation or definition of it, but that’s pretty much what it is.

Mike Blake: [00:08:43] Okay. So, I like you both to talk about your origin stories. Stan, I’ll ask you to lead off first. You spent a good chunk of your career, and it sounds like from a pretty early age, in the nonprofit sector. How did you get there?

Stan Dawson: [00:08:59] That was not my intent. I grew up right near downtown Atlanta. I got a business degree. And my one goal in life at that point was to make as much money as I could coming out of college with a business degree. I got on at that point, as you had mentioned earlier, with one of the largest banks in Atlanta. Then, it was known as the First National Bank of Atlanta, since morphed many times into Wells Fargo today.

Stan Dawson: [00:09:36] And I was really fortunate through a professor friend, landed in their marketing department. And most people starting out in banking, at least back then, you had to start at ground level. So, I was really fortunate, excited, thrilled that I’d be on the path to establishing a solid financial foundation.

Stan Dawson: [00:10:02] Well, 15 months into it, my heart started pounding away and I realized that for me to have a goal of making as much money as I could wasn’t going to bring me joy in life. It might bring me a happy retirement, but I wanted to enjoy what I was doing while I was doing it. So, I got involved with, as you said, Campus Life Youth Organization. Mainly underprivileged teenagers at that point fell so in love with that.

Stan Dawson: [00:10:37] I morphed into the next phase, which was aligning myself with a brand new organization, since become quite well-known, at least in southeast Atlanta, and that’s Family Consultation Services, which in effect worked with the same population. But parents, children, teens, whomever was in that demographic. I fell in love even deeper with what I was doing that led to involvement at one point with federal prisoners. Chuck Colson, who you may remember is President Richard Nixon’s hatchet man, started this organization. Tremendous job. We were helping federal prisoners. I did that for a few years. Moved back to Atlanta, re-engaged with FCS, ran some businesses for them.

Stan Dawson: [00:11:41] And then, after 20 plus years, I decided maybe it was time to step away, take a break from nonprofit work, and get back to pursuing the goal of chasing money. So, I went into partnership with another individual. I was making more money than I ever had. And suddenly, the heart started pounding away. And I said, “This isn’t worth it. I’m making all this money and I’m very miserable.” With that – long story short – a door opened up the Crossroads. They were looking for an executive director. Because of my background and, obviously, my most recent business experience, I jumped into the hopper and was selected to be the next executive director. And then, until I retired, I just spent 16 incredible joyous years doing that program, directing that program.

Mike Blake: [00:12:47] Elisa, how about you? I know you had a little bit of a different path. What’s your origin story? How did you and the nonprofit world meet?

Elisa Goodwin: [00:12:55] Okay. Well, so I was having a really great time in banking for, like you said, over two decades. I moved up the ladder quickly, got my MBA to be more competitive. One trip still why. I just got stock options. It was a blast. And I loved banking, so the only mission that I had was to be the next bank president. I was perfectly satisfied. Well, and I’m being facetious, but the mistake of saying, “God, send me where you want me. And if you ever want me to leave banking, just make it clear and I’ll leave.” Well, there you go.

Elisa Goodwin: [00:13:35] And then, two weeks later, we were getting ready for a recession. And the senior team was getting together and the leader said, “You guys need to decide that you’re in this with me and we’re going to make some changes. It’s going to affect you, but you’ll still get your salary and all your good stuff. But are you in?” And long story short, I felt like I could make a decision right there. So, since I needed to make a decision, I really felt like that was a clear point to terminate a 17 year relationship with one particular leader.

Elisa Goodwin: [00:14:09] It was super difficult to do, and I was sure that my purpose was to go in the financial industry, just a different job. I was a senior VP at that point, like you said, in retail and small business banking, and loving every minute of it and very fulfilled. So, I started looking in the financial industry and applied to one nonprofit that I knew of because of my experience with a board member who gave generously to that organization. And I read their book and loved it.

Elisa Goodwin: [00:14:40] And, actually, the president of that organization was the former prison fellowship president after Chuck Colson – so we have a little connection there – Tom Pratt. So, anyway, they called me and I was sure that they were going to offer me or invite me to give a major gift. I really didn’t think they would want, you know, a jaded banker to take a ministry position. And so, I went in and they didn’t have a role. And the guy liked me and said, “All I have is this assistant position.” And here I have been a senior V.P. and I said, “Well, you know, if this is where I’m supposed to be, God will provide, let’s keep talking.”

Elisa Goodwin: [00:15:18] I ended up going into the senior team meeting. He wanted me to meet everyone. Tom Pratt saw me and said, “I want to see this lady’s resume.” And as a result, my first gig was at an international ministry and I was running, essentially, sales. The equivalent in a nonprofit of sales is philanthropy fundraising. So, I ran the fundraising, the marketing and communications. And that was my background. And that’s how it all started.

Elisa Goodwin: [00:15:48] And I’ve got to tell you, I’ve never felt like I had to be in nonprofit, even though it’s certainly rewarding. But every time I think that God is kind of stirring me up to go somewhere and I say, “Well, if you want me to go back into the for-profit world and, you know, be a light and an encouragement and do my job, I’ll do it.” But he keeps sending me into nonprofit. So, here I am, 15 years later, still in nonprofit, and enjoying it. I’ve had a career that I’ve loved every minute of for-profit and nonprofit.

Mike Blake: [00:16:18] Well, I can see that. For the listeners, you can’t see the video, but I can see she’s got a big smile on her face when she talks about this. So, it certainly looks like you’re enjoying it. So, a question I’d like each of you to take a swing at. It could be just my bias, though I don’t think so. But if it is, I’ll cop to it. But I think there’s a sense that when people leave the corporate sector to join a nonprofit and to join that world, there can be the perception that that’s sort of a transition to retirement or maybe a capstone to a career.

Elisa Goodwin: [00:16:59] It’s viewed – I think in some circles, if you don’t know what you’re talking about to be perfectly candid – as something of a step down from being in the corporate environment. It doesn’t pay as well. Perhaps the intensity is less, but you’ll either confirm or disabuse me of that notion. And I’m curious, is that accurate? Is that a bad bias? Is there some truth to that? How would you kind of react to that observation?

Elisa Goodwin: [00:17:28] I can go first if you want. I would say, first of all, I know that some people consider it like their half-time transition. And some people do consider it kind of in semiretirement mode. But I think it’s just completely situational and can go either way. For me, it was just the next step in my career. Did it actually set me back? Yeah. I took about a 65 percent pay cut and went from six weeks vacation to zero the first year with loads of experience. So, heck yeah, I call it my desert period.

Elisa Goodwin: [00:18:06] Now, you know, I’ve pretty much recovered from that. I mean in terms of that, there are jobs that are sweet that pay a lot in nonprofit, but there’s a lot more probably that don’t, I would say. And I even worked for an organization that didn’t have medical benefits and I had to turn around and find ways to provide that because I could not take care of my people.

Elisa Goodwin: [00:18:30] But in terms of how demanding it is, I would say that I thought I worked like a dog in banking, but now I work like a dog, a cat, and a gorilla. I mean, it’s a lot. It’s demanding and rewarding. So, if you don’t do it for the passion and the mission, then you probably should still be in for-profit because, you know, it is rare that you are compensated fully for all that you sacrifice to be in that role. And I mean that in a positive way. But it is the truth.

Mike Blake: [00:19:04] I mean, there’s a trade off that we’re talking about, at least I perceive it to be that way anyway. Stan, do you want to add anything to that?

Stan Dawson: [00:19:12] Well, just to say that, for me, as I mentioned, I was making more money than I ever had, but my heart was just empty. And when this opportunity presented itself, I couldn’t get to it fast enough. I had to dissolve my side of the partnership. But it was just such a joy to leave. The fact that I was going to take a pay cut never entered my mind. I knew that I was getting older faster and that I wanted the rest of my work life to be involved with helping to make lives better for the organization we’re serving.

Stan Dawson: [00:20:00] I will say that the business opportunity, when you run a business, of course, PNLs, balance sheets are very, very important. Often people think that in the nonprofit sector, it’s not quite as important. But it’s just like running a business. You better have more revenue coming in than going out. Or regardless of how big your heart is, the doors are going to eventually close. So, my business degree and ownership position for those four or five years, I took all that skill with me to the nonprofit. And I think elevated my management standards, if you will, much quicker than it would have had I just started out in the world of nonprofits.

Mike Blake: [00:20:57] You know, you say something that I like to pause on a little bit, because I think that’s important. I’ve served on boards of a couple of nonprofits. I’ve never been employed by one. I’ve never been offered employment by one. But one thing that struck me is that, generating revenue for a nonprofit, I think, may be harder – maybe a lot harder than generating revenue for a for-profit.

Mike Blake: [00:21:24] You know, I’m a partner in a CPA firm and I’m a practice leader, and, frankly, I can sell. And if I don’t, I’m going hungry. But if I had to sell kind of the way that nonprofits generate revenue, that’s just a different animal, man. And I think in a lot of ways it’s harder, isn’t it? I mean, what do you think about that? I am on to something there or am I all wet?

Stan Dawson: [00:21:53] No. Not at all. At Crossroads, who we had the privilege of serving was people who came to us that were homeless. They could have been a bank executive or pro athlete, crack, cocaine, abuser, prostitute, all walks of life came through our doors at Crossroads. And, you know, when you don’t have a hard product to sell, if you will, for $0.97, what you’re selling is trying to make a human’s life a little bit more joyful, more livable, more sustainable, that’s a challenging task. I’m sure Elisa with her mission runs into the same thing.

Stan Dawson: [00:22:56] But to try to raise revenue for that particular population is a real challenge. So, you better come with a briefcase full of business savvy knowledge base about the population you’re serving, and what it is you need and are asking for, so that the folks you’re requesting funds from will buy into your sense of accountability. Because if they don’t, there’s no going back with a less expensive product.

Mike Blake: [00:23:34] Elisa, what do you think?

Elisa Goodwin: [00:23:35] Oh, my word, it’s tremendously different and more difficult. So, in banking, of course, if you can show me how you can save me money and make my business easier to run, and I like and trust you, you’re goals. In the nonprofit sector, you have to still build the relationship and be trustworthy. But then, as Stan said, you’ve got to connect with where their heart is, where they want to have their money make the biggest impact. And there are tons of different ways they look at that, right? So, you’ve got to figure out what triggers them and what’s going to keep them engaged, as opposed to simply save you money on your loan and your deposits, et cetera. I’ve got your business as long as I stay competitive.

Elisa Goodwin: [00:24:24] And just like the for-profit industry, you are competing with tons of other nonprofits who know where the money is and they are pinging on these people as well. And then, you’ve got the people that are so jaded, they talk about how they feel like an ATM machine. That’s kind of a common phrase. And then, they’ll use third parties like National Christian Foundation and other community foundations so that they are a bit separated from the organizations unless they choose to engage. And then, that kind of creates a wider distance for you and that the partner so it’s even harder to keep them engaged.

Elisa Goodwin: [00:25:05] I mean, there are benefits to it. So, not discounting the value, but it is kind of, now, there’s an additional gatekeeper to that person. So, it, honestly, is a lot tougher. You can transition those skills and learn the ways to engage people and be really conscious of what triggers them and their vision trips and things like that. But it’s not as simple. I could do banking, and my team and I would be number one all day long for years. But transitioning to nonprofit, it was just a whole new game.

Mike Blake: [00:25:38] So, I want to come back to that transition, because I think that’s really important for our listeners to understand kind of what they’re getting into. And on that note, you know, when you went from corporate into nonprofit, what was that adjustment like? How long did it take for you to get adjusted? What were the hardest things for you to catch up to in order to, you know, for lack of a better term, find your stride? Elisa, yeah.

Elisa Goodwin: [00:26:11] For me, a couple of things, one – and this one’s really minor, but it’s an adjustment – how you communicate. So, when you’re in ministry, oftentimes you’ll do your closing with blessings or, you know, whatever, depending on what your mission is and what resonates for you. But I was used to sincerely in regards, right? So, suddenly I’m getting all of the kind of Christianize verbiage, you know, both in communications to partners and even in my own emails. So, that was a significant change.

Elisa Goodwin: [00:26:45] It was intimidating to be around people who had led these, at least for all intents and purposes, amazing Christian life, a lot of pastors or this and that so they had dedicated themselves. And I’m coming in, you know, divorced and just, you know, the mess that you bring with normal life and feeling like each one of them came out of the womb with a Bible in hand. So, it was a bit intimidating. And then, the adjustment of realizing that you can’t go in for a sale like you do in for-profit.

Elisa Goodwin: [00:27:19] And even hiring people, there were people that I could see that had great sales skills, but were they willing to soften them? You know, in the case of working in a Christian organization, you want to also make sure you’re praying and allowing the Holy Spirit to lead. So, all of those things to make sure those rough edges didn’t turn people away. So, there were a lot of nuances that had to be done for me and as I looked at other people to bring into the organization. But still, I would say once I got settled in after, say, a quarter, three months, I felt pretty comfortable. And the skills that I had acquired through education and experience actually really made it fairly easy to transition as long as you’re self-aware and make the adjustments.

Mike Blake: [00:28:06] So, Stan and Elisa said something that I’d like to ping you on, because I find that to be true, too. You know, nonprofits in a way can have their own language to them, can’t they? The accounting can be different. The terminology can be different. And that can be difficult to catch up to.

Stan Dawson: [00:28:28] Yes, without question. You know, for me, I think the greatest asset – that I don’t take any credit for this. It was just there in my heart – people would say to me, thinking about the transition you’re describing, “What’s it take, Stan?” The first and foremost thing that enabled me – and by the way, my first day of work, I discovered there was a $60,000 debt hanging over the organization that no one bothered to share with me when we were in the recruitment phase of the process.

Stan Dawson: [00:29:11] But I did know one thing, like Elisa, I knew that God had opened this door for me and that my passion was overwhelming. I didn’t realized it at the time, but that ended up being my greatest tool in my briefcase, because, you know, with some people, you can use the right language. You can come up with the correct bylines. But, really, what closes the deal is if the presenter has an incredible passion for what it is they’re doing. And I had that passion. Again, I don’t give myself any credit. It was just there already.

Stan Dawson: [00:29:57] But as soon as they read my passion, I had instant access to whoever it was I was presenting to. And then, once they realized that we were running Crossroads, just like they were running Chick-fil-A or whatever other organization they were corporately involved with, you know, the door got even wider for us. There’s a tremendous sense out there – and I think it’s true throughout America – of wanting to make life better for those who need a little bit of assistance. But often time, as Elisa alluded to, the puzzle gets real jumbled and you’re not sure where or how to do that. But when you come with passion, one, and, two, business savvy about the organization you’re managing, credibility becomes much easier.

Mike Blake: [00:31:07] So, Stan, I like to follow up on that. You said that when you joined, there is a $50,000 debt that wasn’t overly enthusiastically disclosed to you. Did your business background help you address that debt in a way that, maybe, would not have been as effective had you not had that background?

Stan Dawson: [00:31:36] Without question. And I wish it had been 50, but it was 60.

Mike Blake: [00:31:40] Sixty. Okay. What’s $10,000 among friends?

Stan Dawson: [00:31:45] Yeah. Not only my nonprofit experience, but the business experience running my own business there for a while, taught me how important it was to cross T’s and dot I’s. And, again, because we dealt with so much of the private sector corporate community in metro Atlanta, you know, to demonstrate that this organization was about basic business principles along with our mission, it made the task much easier.

Stan Dawson: [00:32:27] Now, again, when I discovered the $60,000 debt and what I hadn’t said so far, the population we were working with in metro Atlanta is a population that most citizens, just like in Cleveland, Ohio or L.A. or San Francisco, it’s a population that a lot of folks already have preconceived notions about. So, you can imagine – and I never thought of myself as a sales person – the amount of effort going in to having to change minds about that situation we call homelessness in America, to then turn around and ask them to get on this particular train to help make life better.

Stan Dawson: [00:33:25] But, again, to answer your question, Mike, because of my business background, that I could take that and I could marry it up to my incredible passion for what I was being asked to do. It took a while to get rid of that debt, but it turned into a win-win situation. And, thankfully, when I left the organization, its balance sheet was over a million dollars.

Mike Blake: [00:33:55] All right. Well, congratulations. Now, at least let me ask you sort of a similar question, but a little bit differently. As you joined your nonprofit and you’ve got to sell it over those three months, what skill did you learn was the most valuable? What skill did you bring to the table walking in that said maybe people said to you, “Thank goodness you know how to do this because we really need help here”?

Elisa Goodwin: [00:34:21] Gotcha. So, yeah, it’s different from the first world to the world now. So, I would say it was having that sales management experience. That and, honestly, you would think that nonprofits are just, I wouldn’t say well- managed, but they think that they’re happy places. Everyone must be happy. They love Jesus or, hopefully, with a good mission. But it doesn’t mean that’s always the case. So, part of what I brought was my positivity that I didn’t realize people so desperately wanted. And the other part was the experience in sales management that could help with philanthropy and communications.

Elisa Goodwin: [00:35:09] But then, I need to piggyback off of what Stan said, I realized the more I got involved in nonprofit, that there were a number of individuals leading departments and organizations who didn’t have the business background and it did caused issues. And so, there was a real benefit having someone with my banking finance leadership experience. It really did help fill a gap that wasn’t always being filled in a nonprofit. So, definitely that’s critical.

Elisa Goodwin: [00:35:40] And I also agree with Stan that, if you do decide to go into nonprofit, it’s good to ask a lot of really good challenging questions. Because don’t expect there to be more transparency in a nonprofit in terms of their challenges as opposed to a for-profit. Just because, you know, maybe it’s a Christian organization does not mean that they’re going to share everything that you probably should know. And so, you’ve got to ask those tough questions. Don’t make assumptions.

Mike Blake: [00:36:12] So, at least you said something that to I want to capitalize on a little bit. You know, I do think there’s a conception, there’s a bias, or even a stereotype that nonprofits are sort of happy, la vita dolce kind of places because you don’t have the pressure cooker of being on Wall Street. And as if there’s just those two extremes and nothing in between. And, you know, having been involved pretty heavily in one nonprofit in particular that was struggling, I think the morale in a nonprofit can actually be much more challenging than in an organization, especially if things aren’t going well.

Mike Blake: [00:37:02] And I say that because, you know, in a business organization, if things aren’t going well, I think you have a lot more tools available to turn things around. I, as a practice leader can say, “Well, I’m going to work harder. I’m going to sell more projects. I’m going to get more revenue in the door by cutting prices,” whatever. I’m glad John Ray is not here, he would cut me off if I said that. But whatever it takes, I have more tools available to me.

Mike Blake: [00:37:26] But with a nonprofit, when things aren’t going well, I think nonprofits have a little bit of a harder time turning things around because, first of all, the revenue cycle is so different. You know, typically, you have narrow windows of opportunity to bring in new revenue. And, also, I think because people in nonprofits, like you, they typically join nonprofit because they’re so mission driven. If they feel that mission being constrained, I think it can be very demoralizing as well. And so, I love both you and Stan to comment on that. Is it, in fact, more difficult in some cases to maintain morale inside of a nonprofit?

Elisa Goodwin: [00:38:14] Yes. I would say yes. And apologies to any nonprofits I worked for in the past, but, honestly, I would say the morale was better in my for-profit experiences than my nonprofit. And part of that was some of the clunkyness of the experience. Or even, you know, maybe a little bit more focus on the mission and a little bit less on taking care of the people.

Elisa Goodwin: [00:38:41] And, for me, my passion is to see people thrive both globally and my team. And so, we’re very holistic with the international mission. And so, I wanted to be holistic with our U.S. Team as well. So, just to share with folks who might be interested in this, we are going through a dream manager training program.

Elisa Goodwin: [00:39:04] Matthew Kelly wrote this book called Dream Manager, and it’s about really unpacking the dreams of your team, both personal and professional. And if you can help them focus on that and actually even make adjustments to your own organization culturally in policies and things where it makes sense. You know, in one case, there was a large organization that had low skilled people and they were out all the time, but it was because they couldn’t get to work. He ended up having a shuttle where people met at different hubs and then, suddenly, morale and attendance was higher. So, being more sensitive to the needs of your people in a very intentional way.

Elisa Goodwin: [00:39:39] And so, I reached out to Matthew Kelly and we were invited to go through the training. It’s a year process. And we’re going to embed it in our culture. But that’s because I feel like it’s kind of hypocritical to say, “Hey, we’re helping people in these remote, unreached areas to thrive and then not addressing the needs of our own organization.” So, I think that’s part of the rub where we get so wrapped up in the mission that maybe sometimes we forget we have a mission to the people within our U.S. Group as well. I can’t speak for everybody org, but that’s been my perception with some.

Elisa Goodwin: [00:40:11] And, hey, if you’re a nonprofit and you know you had to make these sacrifices, so what if you can’t pay your mortgage or you don’t have medical benefits, right? But then, you don’t have a thriving team and it’s going to end up playing out in production and everything else.

Mike Blake: [00:40:27] Stan, anything you’d like to add to that?

Stan Dawson: [00:40:29] Well, yes. I wouldn’t disagree with anything she said there. But when I got to Crossroads, there were several staff members with college degrees that were not totally in touch with the population we served. So, they had already reached the negative morale point, if you will. One of my first challenges was to remake the staff. There were a couple of folks that were already there that were top notch and fully empathized with the population we were working with.

Stan Dawson: [00:41:12] But I really flipped the switch at Crossroads in that I started to employ people that had come to us to receive our services, meaning formerly folks who were homeless, men and women. That was probably, in all my years, the smartest management decision I made because it made my job so much easier in that, if you’ll excuse the expression, I got rid of a whole lot of BS much sooner than if a bunch of degree people had sat down and tried to figure all that out. So, I was really fortunate.

Stan Dawson: [00:41:58] And it wasn’t that I had some kind of special training to know to do that. It just made common sense to me. And then, long term, the benefit of that is that the people that were financially supporting us really warmed up to the fact that, “Wait a minute. You had former people coming to you for service and now they’re moving into the workforce?” So, it turned into a real bonus. I didn’t anticipate that. I just did it because I thought they’ve been there. They know what it is I’m trying to raise money and resources for. So, let me listen to them about what the geography looks like.

Mike Blake: [00:42:51] So, are there any skills or abilities that you developed in business that maybe you wish you could use more? Stan, anything come to mind? Something that you don’t use as much, maybe as much as you thought of, as much as you would like to?

Stan Dawson: [00:43:14] I don’t want to sound like a broken record here – and I’ll just name it – that be it God or the Holy Spirit placed it in my life, the intangible that I keep referring to is that word passion. And so, I went to school and learned the business school, I ran a business, so I learned those skill sets. So, with that luggage in hand, the passion was already there. But I would never, never in my wildest expectations taken on a job like this without that passion, that commitment to the mission that was there. I know that sounds awfully simplistic but –

Mike Blake: [00:44:08] Well, look, I think to be fair, there’s a lot to it. My favorite business book – period. There’s no tie. There’s no close second – Start with Why by Simon Sinek. And the fundamental thesis of that book – and by the way, I have an uncomfortable man crush on Simon Sinek. My dream is to get him on this podcast. He will never come. But his core thesis, people don’t buy what you do, they buy why you do it. And that’s not just customers, but also the people that you work with.

Mike Blake: [00:44:39] And, you know, you spoke of something about how you hired and that you actually hired from your clientele, if you will. And there was a case study that either in Simon’s book – I call him Simon. He calls me who the heck are you? – or the successor book, Find Your Why, they talked about a study of actually a telemarketing firm that did fundraising for nonprofits – no. It was a hospital that did fundraising. So, they have a benevolent fund for patients, that’s what it was. And they found that simply by bringing in people to meet the telemarketers who had been helped by that program, that their effectiveness went up by something like 30 percent.

Stan Dawson: [00:45:36] Absolutely.

Mike Blake: [00:45:37] Because it just gave people a sense as to why they were doing it. It became real. So, that organization made it a point to bring in somebody who had been helped by the program once a month to talk to everybody. And that was as motivating as anybody. And in fact, an interesting thing is that, it actually turned the lower performers into the highest performers. Because they had a [inaudible] that some people that just like telemarketing. If they hadn’t done it for them, they would have done it in a boiler room someplace. And they were just going to call people to get money because that’s the way they were wired.

Mike Blake: [00:46:10] But for other people that did sort of face that call reluctance, if you will, being enrolled in a higher calling purpose or mission, all of a sudden, made them go from being the bottom performers to the top performers. So, for what it’s worth, I think that completely meshes with the empirical data that’s out there in terms of how that can be very powerful and transformative decision.

Stan Dawson: [00:46:36] It certainly worked for us.

Mike Blake: [00:46:43] We’re talking to Elisa Goodwin and Stan Dawson. And the topic is, Should I get a job with a nonprofit? And I like both your answer this, so each of you should answer it, what in your mind is the most common misconception or misunderstanding about working for a nonprofit? What do most people think working for a nonprofit is like that really isn’t true at all?

Elisa Goodwin: [00:47:13] I just recently heard a perception that, you are not going to get the same quality experience because you’ve got people in nonprofit who maybe couldn’t make the cut in for-profit. And that you’re not going to get paid what you’re worth. And I think both of those are true and not true. It just depends on the organization like anywhere else. And this is at least in a small nonprofit. And I’ve worked in small and large ones.

Elisa Goodwin: [00:47:47] In a relatively small organization, it reminds me of a small bank environment where you got to wear a lot of different hats. So, it really exposed you to a lot of areas that otherwise you may not. In a commercial bank, you’re siloed. And in a really large nonprofit, typically, you have your scope of responsibility and you don’t go beyond that typically. And so, I think it can really challenge you and allow you to see what you enjoy most and then grow on that.

Elisa Goodwin: [00:48:17] I think the disadvantage is that, in most nonprofits – I want to make sure people hear this – you will get a lot of good experience, but you won’t necessarily have a lot of time to continue to grow except in the practical application within the job. You know, one out of the five or six that I worked at really was already so solid in their infrastructure and workings that you have the space to maybe get higher education and different things. But in most of them, they oftentimes refer to it as, we’re building the plane while we’re flying it, which makes it a lot more difficult to get the additional refinement of your skills, but you will get a lot through experience.

Elisa Goodwin: [00:48:59] So, I would say from that perspective, there’s plus and minuses. And from the standpoint of salary, I think it could go either way. I see people who are overpaid in the industry and I see people who are underpaid. So, either way, I mean, it’s just hit or miss depending on where you end up working. And that’s up to you in terms of how well you vet the organizations that you choose to apply to.

Mike Blake: [00:49:27] Stan, how about you? Any misconceptions about working for a nonprofit you’d like to dispel our audience of?

Stan Dawson: [00:49:33] Well, at least in the arena I was in, in metro Atlanta, the nonprofit industry as a whole, the level of water has gone up, not down. Meaning, more and more organizations where they don’t survive are providing a living wage with decent benefits. When I got to Crossroads, there was not anything other than sort of indirectly connected health insurance policy, but that was it. But most nonprofits now that have any kind of a history, at least in the homeless arena, are paying a livable wage, have benefits, and it’s not like it was 25 years ago.

Stan Dawson: [00:50:29] Now, what I discovered at Crossroads, the other emotional side of it, all of us are human beings. We all bleed red blood. But the pressure of the arena I was in can be very intense, almost on a daily basis. So, you don’t have a ton of happy faces running around and smiling and patting each other on the back. But for those that have the passion down deep, they emotionally do just fine.

Mike Blake: [00:51:17] You know, we’re running out of time here and I want to make sure you guys can get back to serving your constituency and fulfilling your missions. But a question I did want to get to is, you know, for somebody who’s out there thinking about joining a nonprofit and moving their career into the nonprofit sector, whether temporarily or permanently, what in your mind is the biggest risk of doing that? Is there a risk to doing that? And if so, what is the biggest one in your minds?

Elisa Goodwin: [00:51:44] Well, first, they need to realize that the grass is not greener on the other side. It really is important for them to examine the whys behind what they’re thinking about doing. If it’s just because they’re not happy with the job and they have, maybe, unrealistic expectations that things are going to be rosier in a nonprofit, that’s not a good reason to do it. If, as Stan said, they’ve got a passion and they really want to invest their talents in a mission that’s going to resonate for them, that’s awesome.

Elisa Goodwin: [00:52:16] But, also, if they think that they’re not doing enough in their current job, I would challenge them to consider how to mobilize the opportunities that they do have. You know, if they’re making a lot of money, we need them. Stan and I in nonprofit, need them to fund the work and to be board members and different things.

Elisa Goodwin: [00:52:36] You know, they can be thought in, like, if you will, in their current situation, there are a lot of business leaders who are Christians who helped to empower and bless and be a light to their own corporations as well as to the business community at large. So, I would just challenge them to make sure that they’re making the decision for the right reason, because they can get that same satisfaction by continuing in a role in for-profit. But if they do decide that they want to be a part of it, I would not let them be deterred by the thought of, “Well, I’m not going to make the same amount of money.”

Elisa Goodwin: [00:53:13] I have yet to meet someone who’s going from for-profit to nonprofit who doesn’t talk about, “Well, I don’t know if I’m ready to take a pay cut.” Don’t walk in anticipating a pay cut. Do your homework, there’s a lot of data – I’d be happy to share some with you – so you can see what the typical salaries are and the ranges. Be aggressive to get what you deserve. There’s a chance not everybody is like, “Man, it’s going to take a big pay cut.” So, don’t let that deter you. But, you know, make the decision for the right reasons.

Mike Blake: [00:53:42] Stan, how about you?

Stan Dawson: [00:53:44] Elisa detailed it very well. Though I will go back, you’re going to stop calling me Stan and start calling me passion. But particularly what I was called to do, on a scale of one to ten, I’d have to measure where that passion was. Now, doing that involves a lot more than a resume. It involves a lot of building relationship with another person before you employ them. But if that passion level, because the work is too hard, is too challenging, you get slapped in the face way too many times against that backdrop. If their passion meter is not 8.5 to 10, they’re not going to last. And you’re doing them a disservice as well as the organization.

Mike Blake: [00:54:51] Stan and Elisa, this has been a great conversation. We’re running out of time and there are a lot more questions that we could have covered, but just enough time to. Would it be okay if somebody wants to contact you maybe to go deeper into a question we covered or cover a question that we didn’t? And if so, what’s the best way for them to contact you?

Elisa Goodwin: [00:55:09] For me, the best way is elisa, E-L-I-S-A, @missionhope.org.

Mike Blake: [00:55:17] Stan?

Stan Dawson: [00:55:17] And for me, it’s lowercase letters, S-A-D-6-6-7@icloud.com.

Mike Blake: [00:55:31] Okay. Well, thank you. And that’s going to wrap it up for today’s program, I’d like to thank Elisa Goodwin and Stan Passion Dawson so much for joining us today and sharing their expertise with us today.

Mike Blake: [00:55:41] We’ll be exploring a new topic each week, so please tune so that when you’re faced with your next business decision, you have clear vision when making it. If you enjoy these podcasts, please consider leaving a review with your favorite podcast aggregator. It helps people find us that we can help them. If you would like to engage with me on social media with my Chart of the Day and other content, I’m on LinkedIn as myself and @unblakeable on Facebook, Twitter, Clubhouse, and Instagram. Once again, this is Mike Blake. Our sponsor is Brady Ware & Company. And this has been the Decision Vision podcast.

 

Tagged With: Brady Ware & Company, crossroads, Crossroads Community Ministries, Elisa Goodwiin, Michael Blake, Mike Blake, Mission: Hope, Nonprofit, Nonprofit / Faith-based, Stan Dawson

Decision Vision Episode 115:  Should I Become a Caregiver? – An Interview with Rayna Neises, A Season of Caring

May 6, 2021 by John Ray

A Season of Caring
Decision Vision
Decision Vision Episode 115:  Should I Become a Caregiver? - An Interview with Rayna Neises, A Season of Caring
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A Season of Caring

Decision Vision Episode 115:  Should I Become a Caregiver? – An Interview with Rayna Neises, A Season of Caring

Caregiving might seem like a topic which doesn’t fit a business podcast, yet when the need to act as a caregiver to a parent or other family member arises, a career or business is affected. Rayna Neises, who journeyed through her own seasons of caring with parents affected by Alzheimer’s, joined host Mike Blake to address issues and questions which arise for caregivers in these circumstances. Decision Vision is presented by Brady Ware & Company.

Rayna Neises, Certified Coach/ Author, A Season of Caring

A Season of Caring
Rayna Neises, Coach/Author, A Season of Caring

A Season of Caring is owned and operated by Rayna Neises an ICF Associate Certified Coach with certifications in both Life and Leadership Coaching from the Professional Christian Coaching Institute. She specializes in supporting those who are in a season of caring for an aging parent.  A Season of Caring offers private coaching, monthly online support groups, a variety of workshops with a membership option coming soon.
Caregivers don’t need to aimlessly wander through this season, they can have the guidance and support they need in order to be able to look back with no regrets once they have walked their parent all the way home.

Rayna has also published a book with Morgan James Publishing sharing heartwarming stories and practical takeaways from her experience of caring for her father in the last years of his journey with Alzheimer’s.  No Regrets: Hope for Your Caregiving Season is a must-read.

Rayna is the host of “A Season of Caring”, a weekly podcast where she interviews family caregivers and caring professionals to offer Hope for Living, Loving and Caring with No Regrets to her listeners.

Rayna lost both of her parents to Alzheimer’s disease twenty years apart. After her season of caring for her dad through his journey, she founded A Season of Caring Coaching where she offers encouragement, support, and resources aimed at preventing family caregivers from aimlessly wandering through this important season of life.

Rayna lives on a farm in southeast Kansas with her husband, Ron, and a small pack of dogs. She is the baby of her family, but most would never guess that. She is a former teacher and enjoys crafts of all kinds and spending time with her grandkids most of all.

Mike Blake, Brady Ware & Company

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

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

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

Brady Ware & Company

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

Decision Vision Podcast Series

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

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

Connect with Brady Ware & Company:

Website | LinkedIn | Facebook | Twitter | Instagram

TRANSCRIPT

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

Mike Blake: [00:00:21] Welcome to Decision Vision, a podcast giving you, the listener, clear vision to make great decisions. In each episode, we discuss the process of decision making on a different topic from the business owners’ or executives’ perspective. We aren’t necessarily telling you what to do, but we can put you in a position to make an informed decision on your own and understand when you might need help along the way.

Mike Blake: [00:00:40] My name is Mike Blake, and I’m your host for today’s program. I’m a director at Brady Ware & Company, a full-service accounting firm based in Dayton, Ohio, with offices in Dayton; Columbus, Ohio; Richmond, Indiana; and Alpharetta, Georgia. Brady Ware is sponsoring this podcast, which is being recorded in Atlanta per social distancing protocols. If you like to engage with me on social media, with my Chart of the Day and other content, I’m on LinkedIn as myself and @unblakeable on Facebook, Twitter, Clubhouse, and Instagram. If you like this podcast, please subscribe on your favorite podcast aggregator, and please consider leaving a review of the podcast as well.

Mike Blake: [00:01:14] Today’s topic is, should I become a caregiver? And this may seem like a strange topic for a business podcast, but, you know, I think this is one of these topics where personal life and corporate life necessarily merge into one another, or maybe collide – might be the better term – into one another. According to estimates from the National Alliance for Caregiving, during the past year, 65.7 million Americans or 29 percent of the U.S. adult population served as family caregivers for an ill or disabled relative. So, that means that there’s a three out of ten chance in a given year that we are going to find ourselves, at a minimum, a caregiving opportunity, if not ultimately a caregiving position.

Mike Blake: [00:02:13] And while some of us may be in a position to simply retire or leave the workforce, not all of us will be. And even if you are in that position, you are going to be forced to make a difficult decision. But the fact of the matter is, I think for most people – I don’t know if it’s a fact. But I certainly think it’s hard to argue – the sudden responsibility that you assume to become a caregiver for another human being is potentially all consuming, all absorbing. And by necessity, just as we do when we are parents, we are going to have to balance the priorities of caring for, if you’re a parent, your children, or as a caregiver for the people under your charge, and your professional responsibilities. And the reality is that on some occasions somebody’s going to lose. Somebody is just not going to get your best because you’re choosing to give your best elsewhere based on whatever your priorities are at that particular time. So, for many of us, this is going to become a real thing.

Mike Blake: [00:03:26] And I have a personal story to share, not nearly on the on the level of that of our guest. But about four years ago, I was visiting my parents in Boston. And the day before I was going to leave, I thought I was going to go take on a Red Sox game. At the very last second, I said, “You know what? It’s just the Tampa Bay Rays anyway, I’m not going to bother. I’ll watch the game at home.” And so, I sat down to watch the game at home. My dad was going to join me. Long story short, he basically had a stroke right in front of me. And, I’ve never seen somebody – frankly, I didn’t know he had a stroke. I just knew something was not right.

Mike Blake: [00:04:09] And my parents live in a fairly large house. My mother was on an entirely different floor. And, you know, long story short, because I was there, an ambulance was at our house within ten minutes. And that, at a minimum, saved his life and also probably saved him from massive brain damage as well. And I believe I’m not the hero of the story. I just happened to be in the right place at the right time and I hit the panic button. That’s all I did.

Mike Blake: [00:04:34] But it did sort of drawn a very sharp focus that, had things gone differently, that I could have been put in a position of being a caregiver. My mother, she’s still independent, but I don’t know that she’d be in a position to do that entirely on her own. But the point is, there before the grace of God, I still have my father, thankfully. And there before the grace of God, I may have been in a caregiver position for a long time. And I live in Atlanta doing that from Boston and it could have been a lot of upheaval.

Mike Blake: [00:05:04] So, it did sort of ram home that that day may be coming for me. At some point, it may be coming for all of us. And as I said, there are business implications to that. So, that’s why I’m doing this topic on a business program, because the decision to care for a family member or not is, perhaps, one of the most consequential decisions you may ever make in your professional life because it will have such far ranging impacts.

Mike Blake: [00:05:33] So, joining us today is Rayna Neises, who is literally one of the nicest people I’ve ever met. And that’s how I remember how to pronounce the name. But she’s founder of a coaching company called A Season of Caring. And she is an ICF, International Coaching Federation, Associate Certified Coach with certifications in both life and leadership coaching from the Professional Christian Coaching Institute. She specializes in supporting those who are in a season of caring for an aging parent. A Season of Caring offers private coaching, monthly online support groups, and a variety of workshops to the membership option coming soon.

Mike Blake: [00:06:09] Rayna has also published a book with Morgan James Publishing, sharing heartwarming stories and practical takeaways from her experience of caring for her father in the last years of his journey with Alzheimer’s Disease. No Regrets: Hope for Your Caregiving Season is a must read, especially if you find yourself as a potential or actual Alzheimer’s caregiver. Rayna is the host of A Season of Caring, a weekly podcast where she interviews family caregivers and caring professionals to offer hope for living, loving, and caring with no regrets to her listeners.

Mike Blake: [00:06:40] Rayna lives on a farm in southeast Kansas with her husband Ron and a small pack of dogs. She is the baby of her family, but most would never guess that. She is a former teacher and enjoys crafts of all kinds and spending time with her grandkids, most of all. I think you’re our first guest from Kansas, so thank you for representing the great State of Kansas. Rayna. welcome to the program.

Rayna Neises: [00:06:59] Thank you. It’s great to be here.

Mike Blake: [00:07:01] So, Rayna, I’ve not had a chance to read your book, and I don’t want you to give us spoilers necessary. But I’d like to invite you to share with our listeners your caregiving journey and how that prompted you then to be an advocate for caregivers and someone who teaches other caregivers how to be the best caregivers they can be.

Rayna Neises: [00:07:27] Well, I have the story actually nobody wants to have. I’ve actually lost both of my parents to Alzheimer’s Disease. I was 16 years old when my mom was diagnosed, she was just 53. And she was able to live at home for the 12 year journey through the disease with my dad, who took the option of early retirement to take care of her in the home. And so, just seven years after her passing, my dad was diagnosed with Alzheimer’s. He lived 14 years with the disease and passed away in his home just in June of ’18.

Rayna Neises: [00:08:04] So, we’ve had caregiving a part of our lives. My sister and I, most of our lives. But definitely for me, when dad was diagnosed, we sat down and had a conversation where he asked to stay at home as long as possible. And so, that was something that we kind of had to define and figure out. And about nine years into his diagnosis, he had cancer, skin cancer, had surgery, and the recovery was just really difficult. He had MRSA and some other complications. And his ability to care for his own daily needs just declined quickly. He was living with his sister at the time and she just couldn’t handle it all.

Rayna Neises: [00:08:45] So, we reached a point as a family that we had to make the decision, what are we going to do? And so, looking at memory care units and just trying to decide what was going to work best. Thankfully, my husband just said, “You know, if you don’t see your dad doing well there, then if you need to move here -” which was 220 miles away from our farm “- to care for him, then you need to do that.” And so, I was able to then stop and say, “Okay. What does this look like?” And make plans to do that and recruit help. And so, with my sister, his sister, and paid caregivers, we were able to keep my dad at home for the last four-and-a-half years of his life.

Rayna Neises: [00:09:21] And through that journey, just like you said, so many times, it’s, you know, how do I do this and be a good employee? How do I do this and be a good boss? There’s so many pieces because it impacts everything of your life. And really being able to navigate that without losing your life and losing things that are important to you, your marriage, your job, your career, all of those things, you have to do it intentionally. And so, after my season of caring for my dad, I just really decided to pivot my business and start to focus in on others that are finding themselves in that place. And that’s how I came up with the book as well, as just really what’s the most important things I need to tell people who are walking this journey or just starting out this journey.

Mike Blake: [00:10:08] So, I’m going to go off script a little bit here, because I think I have a better question than the one I originally thought of, and that is, how do you describe to somebody who isn’t already a caregiver what that experience is like? Is it even possible without a common frame of reference? Or do you have to be in that position to really have any hope of understanding what that means?

Rayna Neises: [00:10:33] I think it’s a really tough line to walk, because, first of all, you hate to paint this horrible picture of what it’s going to look like. But the reality is, it’s not easy. There’s really nothing easy about it. And so, I think it is difficult for people to understand. Number one, majority of people just don’t even want to think about it. They don’t want to think about their parents getting older. If their parents get older, they’re getting older. And it’s just a lot. It impacts every area of your life. And so, unless you’re in the middle of it, it is difficult.

Rayna Neises: [00:11:06] But I guess my goal is to help people start thinking about it now. Because the more conversations you have with your family, your parents, whoever it is that needs you to care for them, the more you talk about what they really want, what’s important to them, the more you understand and the more you can make steps in that direction.

Mike Blake: [00:11:26] So, can you describe whether it’s from your client’s or your own perspective, or however it is you choose to approach it, what are the physical and mental tolls that becoming a caregiver takes on that person?

Rayna Neises: [00:11:45] You know, again, every situation is different, you know that. And, really, I think just watching someone age is difficult. I mean, your parents are the people who have known you your whole life. And they’ve always been there for you. And they’ve done things for you. They provided for you. They’ve been support, but they’ve also been that one that kind of shows you how to do it, who taught you to walk, who taught you to talk. You know, all of those things came from them.

Rayna Neises: [00:12:10] So, emotionally, there are so many emotions that are involved in caregiving. There’s that grief, it’s anticipatory grief is what they call it. And it’s anticipating things that are no longer going to be the same that you experienced all the time. They’re little things, like mom can’t make the same pumpkin pie that you’ve always had for Thanksgiving, because she doesn’t remember, or it’s not safe for her to cook anymore, or she’s gone.

Rayna Neises: [00:12:38] You know, my dad and I were in business together, and we found that those business meetings that he had always been – he was an accountant – where he was able to bring his expertise of people management and money management to our business together, which I was doing the hands-on running, he just got to a point where it was too confusing. There was too much for him to be able to really take the information in and problem solve with me. That was a loss. I mean, you’re losing the normal relationship that you’ve had, no matter what the situation is.

Rayna Neises: [00:13:11] And physically, there’s just a lot of stress involved, whether it be physical stress of needing to physically – you know, there were times that my dad’s blood pressure would drop and he would collapse, and physically getting him off of the floor into a safe place. Lack of sleep as a caregiver. Oftentimes, when you’re caring for someone, you’re on the alert. Just like you are when you have a young infant, you’re listening for every little thing to be able to come in. So, lack of sleep, eating habits, just all of those things can really fall to the wayside unless we’re intentional. And that’s where, you know, I feel that I can provide the most support for caregivers, is, asking them to check in, asking them to be able to really see where they are, and if they’re taking care of themselves or not.

Mike Blake: [00:13:58] So, as somebody comes to you and looks for coaching and maybe they’re in mid-caregiver mode, or maybe they realize they’re about to embark upon that responsibility, what sort of the beginner’s crash course – when you have that first conversation, how do you prepare them for the awesome responsibility that they’re considering or maybe they’re about to take on, whether considering or not or maybe they just have to? How do you prepare them for that?

Rayna Neises: [00:14:28] So, the main thing is to start with an inventory of where is your life right now. You know, when I stepped into this caregiving role of driving 220 miles one way to my dad’s home, I was teaching four-and-a-half days a week, I had a high school or at home, I had volunteer responsibilities at my church, and kids getting married. There were all kinds of things happening in our lives that are really full plates. So, adding this additional responsibility on top of what I already had really didn’t make sense.

Rayna Neises: [00:14:55] And so, for a period of time, I needed to ride out those responsibilities. But, eventually, I had to move some of those things off of my plate to really make room for caregiving and at the same time have some white space. Because if we don’t have margin in our life, we’re not going to make it. So, really having that conversation of what’s most important to you right now, and what can you let go of, and how are you going to make room in your life for this important role.

Mike Blake: [00:15:23] Now, I suspect, but I don’t know. But I suspect that also another part of this equation is that, you know, as a caregiver or as a caregiver to a new individual, if you will, I may also already have some sort of caregiving responsibilities, right? You mentioned you are a mom of a high schooler. And we know right now, for good or ill, mom, still, they really carry the meal in the household. And what sort of toll does it take on the family that, all of a sudden, has to share and is not going to get – for lack of a better term – the level of service they’re used to from somebody who now has an entirely new caregiving responsibility? And that caregiving responsibility may be more labor intensive than the one they’ve already got.

Rayna Neises: [00:16:17] Important key, you have to get everybody on board and you have to make them understand what we’re looking at. And I would say, the most important thing, the first step is to evaluate where you are and what you have room for. But the other thing is, it doesn’t mean that you have to do it all. You have got to build your team. You have to find the people to support you. So, yes, I went, but I went three days a week. And I brought people in to take care of the other three days so I could be with my family the other three days. So, I brought in help at home. I brought in someone to help clean my house. I brought in someone to clean my dad’s house.

Rayna Neises: [00:16:54] You know, just because it needs to be done, doesn’t mean you have to put your superhero cape on and do it. In fact, you need to take that super hero cape off and find people to help you. Everybody needs their sidekicks. And the more that you build into your team, the better you’re going to be, the healthier you’re going to be, and the longer you’re going to be able to sustain it.

Mike Blake: [00:17:13] I think that’s a really important point. And I want to kind of pause on that for a second, because, again, going back to the parenting model, because that’s the only one that I know in this kind of context. We’ve heard that it takes a village to raise a child. And there is at least a notion, whether or not it’s implemented all the time – again, not this podcast – that good child raising is a community responsibility. If we can, we look out for each other’s children. We try to impart a certain culture, a certain ethos, certain values system, sense of community, et cetera. And your notion that it takes a team to be a caregiver, I think is so important. Where does that team typically come from? Who are the team members?

Rayna Neises: [00:18:05] That’s a great question. I think part of what the struggle is that people assume it’s going to be family. We’re going to all just come together, and we’re all going to get along, and we’re all going to do the same thing, and we’re all going to contribute the same amount. And that is not true. It doesn’t happen. My family was very unusual. And then, I have one sister, and she and I both, we really worked together, we made a lot of sacrifices together. We did not find a lot of conflict. In fact, in my book, again, I say, we found a new relationship, a stronger relationship when we came together to care for my dad.

Rayna Neises: [00:18:38] But, typically, people find that they have these expectations that no one lives up to. And so, there’s a lot of frustration, a lot of feeling dumped on often. And that’s because they’re not looking beyond the family. Point blank, not everyone has the same natural capacity to be a caregiver as others. And so, if you find yourself being that person, great. But don’t expect everyone to be you. So, you have to look outside.

Rayna Neises: [00:19:06] So, I mentioned someone to clean my house. Yard people, I think, are part of the team. Medical people are definitely part of the team. Paid caregivers are part of that team. I believe your employer needs to be a part of that team, because they need to understand what it looks like and what your responsibilities are. The person you’re caring for needs to be a part of that team, because they need to be cooperative and they need to be helpful in that situation. As well as legal and financial professionals. I think we have to build this full capacity team to really help us to meet all of the needs.

Mike Blake: [00:19:40] And, you know, you bring up an interesting point that it doesn’t necessarily have to be family members. In fact, a lot of those team members probably won’t, right? I am qualified to mow a lawn. I’m even qualified to cook to a limited extent, as long as your standard is that it won’t kill you, but it won’t taste all that great. But, you know, I’m not qualified to provide legal advice. I don’t think I’d ever want to manage my parents money, because I have a sister. And there are all kinds of just bad things that can happen just optically when one family member sort of manages money, and that can get very ugly, as I’m sure you’ve seen or heard about.

Rayna Neises: [00:20:23] So, it’s interesting that a lot of that team may very well come from outside of the family. And, you know, I wonder if, in fact, there’s another touch point here with business that, probably some of your skills that may have led one to be successful in business, life management, time management, motivation, coaching, prioritizing resources, et cetera. You know, maybe there are skills from the business world that actually help make this more effective. What do you think about that?

Rayna Neises: [00:20:59] Definitely, 100 percent. I think the more that you realize that this is a team and that you’re managing a team, the stronger you’re going to be. You have to hire, you have to fire, you have to make sure that all of those needs are met. People are working within their strengths and that they are pulling their weight. If they aren’t, then you need to make an adjustment to that team.

Rayna Neises: [00:21:19] And I think that brought a lot of strength to our team, is, my background in business in the comfort level of interviewing, whether it be companies that we were hiring to provide help or individuals. And then, also, I think that business perspective, we aren’t successful individually. We have to have the support that we need. And even if we’re a solopreneur, we need support. And you’re smart enough to know that what’s not your strength is not where you need to be. And so, hire. It’s just like you do in the office.

Mike Blake: [00:21:54] So, one question I’m curious about is, of course, becoming a caregiver is a life changing experience – life altering experience. Not life changing. Though it could be, I guess, from a spiritual perspective. But just life altering in terms of how you’re going to live your life for some possibly indefinite period of time. How long do you find it takes people to adjust to that new reality? And I think that question is important so that people understand, maybe if they’re not perfect right away, they should cut themselves some slack. Because it seems to me this is life shift that would require some sort of breaking in period.

Rayna Neises: [00:22:40] Yeah. I think it definitely does. And it totally depends on the situation. Sometimes people have a slow, gradual step into needing to support their parents. They’re starting to see things like needing help around the yard or cleaning the gutters, those types of things. Some people, it’s a sudden stroke or an accident that suddenly demands a lot of time. And so, I think initially, like anything, we have to just respond. If it’s a crisis, we’ve got to realize it’s a crisis and we’re going to respond in that. And it’s going to take a lot of our time initially. And then, as we find that we build that team that we need to have, we bring in others and we can find more of that balance that we need in life in general to make it.

Rayna Neises: [00:23:27] So, that’s a part of life. We have to integrate caregiving. We cannot allow it to become all of our lives or we’re going to regret that. And so, you know, making sure that we’re integrating it in and we’re making our lives what we want them to be. Both honoring those that were caring for and ourselves and our other family members, I think, is a really crucial piece of that.

Rayna Neises: [00:23:49] The other part that I think oftentimes people overlook is, at the end of life, how important it is to understand this is going to be unlike any other time. It’s going to last as long as it takes. But at the same time, it’s going to take a lot out of our lives, and a lot of our time, a lot of our energy. I know at the time when I lost my mom, it was a six week process of just finally saying goodbye. And at the same time, I had a job and I had other things that I needed to do. But it’s a matter of realizing that some seasons within this caregiving are going to be more demanding than others.

Mike Blake: [00:24:31] A question I want to make sure that I get to is this, caregiving, of course, is one of the ultimate acts of service. And the thought going on in my mind is, I wonder if everybody is really cut out to be a caregiver. And what I’m really getting to is that, are there people in certain circumstances that maybe shouldn’t be a very active caregiver unless they absolutely have to? Are there certain personality profiles? Are there certain physical limitations? You know, frankly, are there people that just have a hard enough time taking care of themselves and then adding somebody else’s wellbeing is just not a good match for that person? Is that a profile or do you think that anybody can adapt with sufficient motivation and time to becoming a caregiver?

Rayna Neises: [00:25:24] I think it’s actually a really wise thing to realize that there are different personalities and there are some that are going to do and respond better than others. Again, different types of illnesses require different types of personalities, probably, or physical strength. You know, if a person is bed ridden, then obviously not everyone is physically able. Someone has a bad back, they’re not able to do some of the things that need to be done for a person who’s aging to make sure that they’re safe – the person they’re caring for is safe, successfully get them off of the floor or stop them from falling.

Rayna Neises: [00:26:02] Another piece of that I think is just, if you’re looking at someone who has dementia – which the numbers are high, that over 35 percent of the people over the age of 65 have some form of dementia – it is very trying to take care of them at times. The repeated questions, the lack of processing, they’re non-ability to understand what’s happening. You know, you really do have to be a certain type of personality to find the way to interact with them.

Rayna Neises: [00:26:37] That being said, I think that people think of caregiving as the hands-on piece only. And I think that that’s where we missed the boat a lot of times. The physical needs of the person we’re caring for are important, and definitely we want someone who’s competent and compassionate doing that. But if you are a child, you have a role in your parents life, no matter if you’re the hands-on person or not. No one can replace you as their daughter or son.

Mike Blake: [00:27:07] So, what are some tips that an individual who finds himself in that position – and you’ve hinted at it, but I’m confident that it’s a highly stressful, emotionally demanding position to be in. What are some tips that you give to people in terms of their own selfcare so that they can, frankly, hold up under that stress?

Rayna Neises: [00:27:35] It is definitely a stressful situation. And I think realizing, number one, that’s part of why I encourage people to take on the caregiver name. Because I think when we realize that we are a caregiver, we do then embrace the fact that there’s more stress in our lives than just being a daughter or son supporting an aging parent. But, you know, like anything dealing with stress, there’s definitely things to do that you need to do, get good sleep, drink plenty of water, get those exercise.

Rayna Neises: [00:28:05] But that’s where the emotional side comes in. I find that most people need to really take time to process the emotions, to grieve the losses, the changes in life, the things that will never look the same again because their parents are not able to be that same person that they were when they were younger. And really take the time to reflect. So, I say you need to be intentional with the commitments that you make and with the things that you choose to keep in your life during the season. And then, at the same time, you need to be reflective. So, each time, once a week, whatever it is, schedule time to stop and check in with yourself. How am I doing? What do I need to do differently? And a lot of times just the question, how am I doing?

Rayna Neises: [00:28:53] I might have had a really rough weekend with my dad. I might have had a time where I was not patient with him or as patient as I wanted to be. Or I might have gotten frustrated with another caregiver and the fact that they didn’t write down that something was used up in the house. And so, we didn’t have catch up when we needed it for our hotdogs, whatever it was. That frustration, that irritability, usually, when I really took the time to step back and look at it, it was because there was something else going on. Either I wasn’t getting enough rest or I was frustrated with myself and didn’t respond well.

Rayna Neises: [00:29:28] Really reflecting, and understanding those emotions, and taking the time to work through the emotions, ride through the emotions, and get the support that you need. I’m a huge advocate for support groups. I think that they can bring a lot of encouragement and normalcy to your life in that season. And so, really finding the support that you need, whatever that looks like, if it’s a coach or support group, counselor, making sure that you’re caring for yourself in that way.

Mike Blake: [00:29:55] So, you mentioned the emotional toll – and maybe I’m putting words in your mouth – but it sounds like it can be something of a roller coaster.

Rayna Neises: [00:30:03] Definitely.

Mike Blake: [00:30:05] I’d like to talk about one emotion in particular, and that is, at the end of that season. All caregiving stints are going to end one way or the other. And I have some thirdhand experience with this because I’ve been involved as a volunteer with Lou Gehrig’s disease advocacy groups. And of course, that’s basically Alzheimer’s of the body.

Mike Blake: [00:30:32] And, you know, something that I’ve heard from caregivers in that scenario is, the most difficult or one of the most difficult emotions that those caregivers have to address or confront is their sense of relief and the guilt that they face around that relief. That, yes, they’re sad that their loved one has died and they miss that person terribly. But on the other hand, suddenly their obligation, a massive obligation, has ended and they can resume their lives. So, their lives have become significantly unburdeneAll right. And, again, thirdhand, I’ve heard that, that in itself can be a different kind of trauma, if you will. Have you heard or experienced something similar? And if so, how do people kind of deal with and work through that?

Rayna Neises: [00:31:29] I think that that’s a normal piece of grief. And society today, I don’t think we really acknowledge grief or understand grief. We think of it as these stages and steps. And really, that’s not what it is. It’s those steps, those stages, that we hear about are pieces of the grief. But they can happen simultaneously. You can move forward. You can move backwards. You dance within the grief throughout the season.

Rayna Neises: [00:31:56] So, I think definitely it is unsettling when you have spent so much of your time and so much of your energy focused in on one person or one activity. And especially by the point in time when you lose that person, because like I mentioned earlier, it’s one of those things that that amount of time, that commitment, is going to increase at the end of your loved one’s life. It just is. And so, that’s something that you have spent a great deal of time with them there at the end. And then, suddenly, like you said, they’re gone.

Rayna Neises: [00:32:33] For me, personally, I called it an untethering. The best description I had was, my dad was my last parent. He was kind of my always come back to home place and then he was gone, and that was very difficult. I did not expect grief to be as overwhelming for me as it was. I knew that I agreed throughout my season. I knew that it was coming. I mean, we’re taking care of someone with a terminal illness, but it is still surprising when you reach the end. And at the same time, I think it can be very unsettling.

Rayna Neises: [00:33:15] I called it grief brain. I found myself not being able to accomplish tasks that I had accomplished in the same period of time. Sometimes it took twice as long. It was exhausting. I found myself tired when I didn’t do anything. And so, it was a long period of time that I was thankful I had counsel to just rest, and to allow it to be what it was, and to be in the grief, and not to try to push through it or to try to ignore it.

Rayna Neises: [00:33:45] So, I think for everybody, it’s different. Like, all emotions, I think, it definitely is a time where it’s surprising. And, for me, honestly, that’s where the name of my book came from. As I looked back, I didn’t regret what I did. I didn’t regret investing as much of my time and energy in my dad, and building the memories, and having the opportunities of the joy that we experienced during that four-and-a-half years that I spent with him. I was able to look back and say, “I don’t regret any of those things that I did.”

Rayna Neises: [00:34:15] And, for me, taking that experience and pivoting with my business was part of what helped me move forward. So, I think it’s important to find what you can take from that time. And, for me, it was important for me to give to others and that really helped to move me forward and out of that grief.

Mike Blake: [00:34:37] And I wonder also if one is in that position for, you know, years, that that becomes part of your identity as well. And part of your identity is passing away right along with the relative.

Rayna Neises: [00:34:55] Definitely.

Mike Blake: [00:34:55] And, again, I’m being amateur psychologist here. But that does sound like that would be jarring.

Rayna Neises: [00:35:03] And I think that’s part of why I think it’s so important to teach people, just like anything else, just like workaholism, all of those things can become extreme. Even as a caregiver, if that is all that you have in your life, you’re going to find yourself even more in a depth of depression and struggling with how to go forward. If you maintain a healthy life with caring, being integrated into part of it, then you’re going to find yourself having a marriage to walk back into, having a relationship with your children and other friends. You know, those things are still there. If you neglect them for the entire time that you’re in a caregiving season, you’re going to find that they aren’t there and you’re going to be, you know, in a lot worse shape.

Mike Blake: [00:35:49] We’re talking to Rayna Neises. And the topic is, Should I become a caregiver? I want to switch gears a little bit to talk a little bit more directly about managing the professional side of one’s life in this kind of scenario, the caregiver scenario. And one question I’d like to cover is, if you have an employer, how do you approach that conversation with an employer about being a caregiver? And I guess giving them a heads up that this is going on and you just want to make your employer aware of it. How do you approach that? And what do you hope to achieve with your employer by having that conversation?

Rayna Neises: [00:36:36] So, in my employee/employer situations, I think I’ve been as a teacher and then, also, working in other industries that just having that personal relationship with my boss. So, I just made sure that I made an appointment, went in and just said, “This is where we’re at. My mom is progressing in her disease. We’ve reached a point where we think we’re going to lose her. I just want you to be aware that we’re probably talking within weeks that she’s going to pass away. And remind me again the policy of how long I can be gone and those kinds of questions.”

Rayna Neises: [00:37:11] If you’re not at the end, then I think just letting them know that this is something that’s going on in my personal life, and that I have the support that I need to be able to continue to do what I need to do here at work. But I do want you to know there might be emergencies that come up here or there and that I’ll do the best I can to juggle as I need to.

Rayna Neises: [00:37:31] But I think knowing that you have family leave time or a leave time to be able to take those loved ones to the doctor’s appointments or do those things that you need to do, it’s important to be communicating that those are going to be needed. At the same time, I think as an employee, it’s really important to honor your responsibilities and make sure that you have the support that you need to be able to continue to do the best you can at your work.

Rayna Neises: [00:37:56] And, also, to deal with your emotional needs. You know, just because you’re in this season doesn’t mean it’s okay to not be healthy. So, if you need to get the support of a counselor or other people in that way, too, I think that’s important. Because your job, they need you to perform the best that you can at that point.

Mike Blake: [00:38:15] So, on the other side of the coin, how can employers be supportive of caregivers – assuming this is desired – so that they can remain employed by the company and still deliver the value or at least most of the value that they have been delivering?

Rayna Neises: [00:38:31] I think at this time with COVID, we’ve learned that working from home actually can have a good productivity. And so, being flexible and open to options that are available for your employee, I think, is an important piece of that. Realizing that emergencies are going to creep up. And just like you have a new mom who has a tendency to have a sick child and need to be at home more than a person who’s in this season of their life is probably going to find themselves needing to go to doctor’s appointments, needing to take off at last minute a little bit more than they probably did before they took on this role.

Rayna Neises: [00:39:08] So, I think there’s just an understanding of them being willing. They are trying to do the best that they can and not feeling like they’re using that as an excuse. But rather being supportive and that helping to problem solve, being flexible with their schedule as far as allowing them to come in and make up hours or stay late on another day if they need to leave for a doctor’s appointment, those types of things. I think just even as the boss asking the question “How’s mom doing?” can really help that employee feel appreciated, understood, and just build that loyalty even more.

Mike Blake: [00:39:43] Rayna, this has been a great conversation. We could go so much more in depth, but probably the best thing to do is to refer people to your book. You certainly can learn a lot of lessons from that, I’m sure. But aside from that, if people have questions we haven’t addressed or if there’s something they’d like to go into more depth than we were able to today, can they reach out to you? And if so, what’s the best way to contact you for more information?

Rayna Neises: [00:40:06] Definitely. So, my website is aseasonofcaring.com. And there’s a contact form on there, you can make a time to schedule a time to talk. I would be more than happy to answer any questions to try to support people in any way that I can. You can also find out more about the book at noregrets-book.com. And there’s some preorder offers available here for the next month or so. And then, you can just find it at all major retailers after June 1st.

Mike Blake: [00:40:34] Well, that’s going to wrap it up for today’s program. I’d like to thank Rayna Neises so much for joining us and sharing her expertise with us.

Mike Blake: [00:40:41] We’ll be exploring a new topic each week, so please tune in so that when you’re faced with your next business decision, you have clear vision when making it. If you enjoy these podcasts, please consider leaving a review with your favorite podcast aggregator. It helps people find us that we can help them. If you like to engage with me on social media with my Chart of the Day and other content, I’m on LinkedIn as myself and @unblakeable on Facebook, Twitter, Clubhouse, and Instagram. Once again, this is Mike Blake. Our sponsor is Brady Ware & Company. And this has been the Decision Vision podcast.

 

Tagged With: A Season of Caring, Brady Ware, Brady Ware & Company, Caregivers, caregiving, elder care, Michael Blake, Mike Blake, No Regrets, Rayna Neises

Decision Vision Episode 114: Should I Let My Children Take Over the Business? – An Interview with David Ray and Matthew DiCicco of Eubel, Brady & Suttman

April 29, 2021 by John Ray

Eubel, Brady & Suttman
Decision Vision
Decision Vision Episode 114: Should I Let My Children Take Over the Business? - An Interview with David Ray and Matthew DiCicco of Eubel, Brady & Suttman
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Eubel, Brady & Suttman

Decision Vision Episode 114:  Should I Let My Children Take Over the Business? – An Interview with David Ray and Matthew DiCicco of Eubel, Brady & Suttman

Only one in nine businesses make it to the third generation of family ownership. David Ray and Matthew DiCicco of Eubel, Brady & Suttman joined Mike Blake to cover some of the financial and psychological issues of transferring a business to the next generation, and the factors which go into that decision. “Decision Vision” is presented by Brady Ware & Company.

Eubel, Brady & Suttman Investment and Wealth Management

Eubel Brady & Suttman was formed when three friends came together as business partners more than two and a half decades ago. From the very beginning, a high value has been placed on trust, friendships, caring for clients, long-term investment results and a single value-oriented investment philosophy focused on absolute rather than relative returns. EBS clients are business partners and often become friends. They strive to communicate accordingly – being as transparent as possible. For EBS, Investing in You is about taking the time to learn what is important to every client, those they care about and how the firm’s investment and wealth management processes might provide them peace of mind.

Company website

David Ray, Chief Operating Officer, Eubel, Brady & Suttman

Eubel, Brady & Suttman
David Ray, Chief Operating Officer, Eubel, Brady & Suttman
David is responsible for the day-to-day business operations for the firm. He is also a member of the Consulting Services Group where he works with individual clients and business owners. David has 38 years of corporate management experience. Prior to joining EBS in 2003, he worked in various financial and management capacities at The Berry Company and as Chief Financial Officer of AcuSport Corporation. David holds a B.S. degree in Accounting from Wright State University in Dayton, Ohio and an M.B.A. from the University of Dayton in Dayton, Ohio.

 

Matthew DiCicco, Senior Vice President of Consulting Services & General Counsel, Eubel, Brady & Suttman

Matthew DiCicco, Senior VP Wealth Management / General Counsel

Matt is responsible for developing long-term relationships with high net worth individuals and business owners, and serving as the firm’s general counsel. He takes a collaborative approach and applies the experience gained through his prior law practice to help clients address their unique circumstances. Prior to joining EBS in 2016, Matt practiced law in the private sector for more than 15 years. He holds a B.A. degree in Psychology from Gannon University in Erie, Pennsylvania and a J.D. from the University of Dayton in Dayton, Ohio.

 

Mike Blake, Brady Ware & Company

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

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

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

Brady Ware & Company

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

Decision Vision Podcast Series

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

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

Connect with Brady Ware & Company:

Website | LinkedIn | Facebook | Twitter | Instagram

TRANSCRIPT

Intro: [00:00:02] Welcome to Decision Vision, a podcast series focusing on critical business decisions. Brought to you by Brady Ware & Company. Brady Ware is a regional full service accounting and advisory firm that helps businesses and entrepreneurs make visions a reality.

Mike Blake: [00:00:21] Welcome to Decision Vision, a podcast giving you, the listener, clear vision to make great decisions. In each episode, we discuss the process of decision making on a different topic from the business owners’ or executives’ perspective. We aren’t necessarily telling you what to do, but we can put you in a position to make an informed decision on your own and understand when you might need help along the way.

Mike Blake: [00:00:41] My name is Mike Blake, and I’m your host for today’s program. I’m a director at Brady Ware & Company, a full service accounting firm based in Dayton, Ohio, with offices in Dayton; Columbus, Ohio; Richmond, Indiana; and Alpharetta, Georgia. Brady Ware is sponsoring this podcast, which is being recorded in Atlanta per social distancing protocols. If you would like to engage with me on social media and my Chart of the Day and other content, I’m on LinkedIn as myself, and @unblakeable on Facebook, Twitter, Clubhouse, and Instagram. If you like this podcast, please subscribe on your favorite podcast aggregator, and please consider leaving a review of the podcast as well.

Mike Blake: [00:01:15] So, today’s topic is, Should I let my children or family take over the business? And, you know, this is not a topic that people run into every day, but it is a topic that has a lot of depth to it. And most of us, if we’re not in a family business, we probably know somebody that is. And it might be a business that’s been in the family for one generation, it might be a business that’s been in the family for many generations. And, interestingly, on a side note, some of the businesses with the most longevity are insurance businesses, interestingly enough.

Mike Blake: [00:01:50] And I wonder if the fact that they have this actuarial model somehow enables them to manage risk over the long term, maybe, than other firms. But it is a fascinating topic. And I think given the way that our economy is shaping capital gains, tax changes, notwithstanding, that family businesses are going to become an increasingly important asset. You know, we live in a time of great uncertainty and there’s a lot of literature now coming out of both The Wall Street Journal and The Economist that, you know, for the time being, the notion of this risk-free rate of return of a five percent that most of us have grown up with counting on is really not in the cards.

Mike Blake: [00:02:37] People who are millennials or And Gen Xers may be fortunate to have a risk- free rate of return of two to three percent, frankly, and there are a lot of factors going into that. But I’m not going to discuss it in this particular program. But, you know, a family business is potentially a tremendous asset for wealth building, for legacy building, for taking care of one’s children or not. Warren Buffett’s been very clear, he’s not going to leave a whole lot of money to his children. Bill Gates is sort of the same way. But everybody approaches this differently.

Mike Blake: [00:03:16] And intergenerational businesses do sort of take on a life of their own. I have a few clients like that where I’ve helped them write their family business charter, the family charter, which is sort of like the constitution of how are you going to govern these things. And there are businesses that are multigenerational family businesses that are names that you may not have realized. Kikkoman, the soy sauce maker in Japan, is a business that traces back to a group of eight families that are still in ownership today, back in the 17th century. The Rothschilds date back to the 18th century back in Bavaria. Something closer to home, you know, the Fords are on their fourth generation. And the Mellon’s are in something like their sixth or seventh generation. So, you know, they are around and they may not be as visible, but they’re around.

Mike Blake: [00:04:09] So, I hope you’ll find this a very interesting topic, even if it doesn’t necessarily apply to your particular situation. Or maybe you’ll decide you want to make it a situation. If you’re just starting out with your business, maybe this will inspire you to create an asset that can be valuable to future generations to come.

Mike Blake: [00:04:28] And joining us today are David Ray and Matt DiCicco of Eubel Brady & Suttman. With over 40 years of corporate management experience, David has successfully held multiple positions within the C-Suite prior to joining EBS in 2003. Today, David is responsible for the day-to-day business operations of EBS. As a member of the Wealth Management Group, David works closely with high net worth individuals and brings the ability to assist clients with the preservation and growth of a closely held family business. David also brings a unique talent through his study of behavioral assessment and talent optimization. Using behavioral analysis, David helps business owners and clients define and develop an ideal state definition for their personal business and financial future.

Mike Blake: [00:05:12] Matt joined EBS in 2016 after practicing law in the private sector for over 15 years. Today, Matt applies his experience to serve high net worth individuals and business owner clients as a member of the Wealth Management Group of EBS. Whether a client has a family member going through divorce, a probate question, or an issue burdening their business, Matt is the legal resource to provide direction. Utilizing a proactive approach, Matt helps clients prepare for the positive and negative life issues that may impact their portfolio. Matt is also responsible for managing the legal risk within EBS’s private investments.

Mike Blake: [00:05:45] Eubel Brady & Suttman was formed when three friends came together as business partners more than two-and-a-half decades ago. From the very beginning, a high value has been placed on trust, friendships, caring for clients, long term investment results, and a single value oriented investment philosophy focused on absolute rather than relative returns. EBS’s clients are business partners and often become friends. They strive to communicate accordingly being as transparent as possible. For EBS investing in you is about taking the time to learn what is important to you, those you care about, and how the firm’s investment and wealth management processes might provide you peace of mind. David and Matt, welcome to the program.

Matthew DiCicco: [00:06:23] Thank you.

David Ray: [00:06:24] Thank you very much, Mike.

Mike Blake: [00:06:26] So, I read a statistic that indicates that something on the order of eight out of ten family businesses have no succession plan whatsoever. Do you think that’s an accurate statistic? And if so, why do you think that number is so high? And this seems high to me.

David Ray: [00:06:46] Mike, I think, one of the challenges we’ve got with answering that question is, succession, if you say you have a succession plan, I think means a lot of different things to different people. And in our experience, we would view succession plan and having one in place as having a number of elements. It would include, for example, the management succession, the depth of your bench. It would include estate and tax strategies. It would include how are you going to work with families, something you alluded to in your opening comments, kind of what is the philosophy of the family around the business, and the role of active shareholders as well as those that aren’t involved in the business.

David Ray: [00:07:33] And then, ultimately, what’s the vision for the company down the road, whether it be sold or transferred or whatever that might be. So, it’s a pretty all encompassing definition in terms of the way we look at it. And, frankly, it’s not something as a to-do item. We look at it as kind of an ongoing item that’s key in governing the business correctly.

Matthew DiCicco: [00:07:58] And, Mike, I might add to that and say, when you referenced no succession plan, I think that that implies that they have no plan at all in place. I think that most business owners have some idea of what they want to do with the business some day, some conceptual idea. Now, that conceptual idea may very well change as they become educated about their options and consequences of the different strategies they wish to employ. But I think that that statistic is high. I think that most people do have some conceptual idea of what they want to do with the business.

Mike Blake: [00:08:32] So, I want to share an observation with you, you know, it seemed to me that back in the first decade of this century, I think there are a lot of predictions that somewhere around 2010, 2011, that a lot of family businesses were going to turn over. That people simply were going to have to sell their businesses. And I think investment bankers, in particular, were kind of licking their chops saying, “Oh, boy. We’re going to have the best years ever selling all of these family businesses.” And, you know, I’m not sure that that’s necessarily happened. I think that baby boomers are hanging in their businesses longer than a lot of people would have predicted. Do you agree? Do you have a similar observation? And if so, what do you think is driving that?

David Ray: [00:09:20] I would say that that’s probably correct. We were exposed in some previous presentations to a number of over 15 million private businesses and about two-thirds of those are controlled by baby boomers, Michael. And I think, frankly, one of the things that we’ve seen with many of our business owner clients is, frankly, they’d like to be farther along than they are.

David Ray: [00:09:48] However, in many cases, for you to take on some of these succession issues related, for example, to developing your management team and your bench strength, it is the equivalent of adding a part time job. And most of the business owners I know are operating the business day-to-day, frankly, are working way more than 40 hours anyway. And so, when you look at the possibility of adding on to a part time job, that’s just something that’s not practical for them to do both. I think that’s one big issue.

David Ray: [00:10:20] And I think the other one is that, people, in some cases, get so much out of running the business and are so excited about it. That’s one of those things that’s easy to procrastinate, until there’s some kind of event where you really have to act. And we see that in many cases where you have fewer options, in fact, because of the whole situation or whatever it might be becomes a reality.

Matthew DiCicco: [00:10:47] Yeah. I may speak more to really what’s driving this. And, you know, one thing I would say is, medical advancements or living longer or healthier, valuations are high right now, so, frankly, it limits the buyer pool. And then, you know, when things are good, when you’re feeling good – pre-COVID – the business is throwing off cash, valuations in the market – I think you referred to, you know, a two to three percent risk-free rate of return – when you get a whole bunch of money for your business, now, you have to figure out what you’re going to do with that money. And there’s not a lot of good options.

Matthew DiCicco: [00:11:26] So, when you’re doing good and you’re feeling good and your business is throwing off cash, it tends to lead to procrastination. And then, you can look at all the reasons why people procrastinate in the formulation of a formal strategic plan and the implementation of a formal strategic plan. And there’s lots of reasons, right? You know, one of those is tough decisions have to be made. You’re making decisions about your baby. For some people, their lifetime of work and achievement that they almost view as being a reflection of themselves, a piece of themselves. And, you know, when you have family members involved in the business, it requires tough decisions to be made with regard to those family members.

Matthew DiCicco: [00:12:11] And then, finally, there’s finality. When you make that decision, you formulate that formal plan, you begin to implement that plan, and changes start to be made. That is a real life changing moment for some people.

Matthew DiCicco: [00:12:27] So, Mike, one of the things that the David and I work together on is utilizing what — and then that succession blueprint. We’re helping business owners proactively define what a successful transition would look like for them. And in doing that, we’ll provide insight into their own behavior and the consequences of their behavior can have on planning the transition. As well as just identifying priorities, identifying the marketability of the business, what can make it more or less valuable. As well as providing some different ranges of valuations on a roughly right type of basis.

Matthew DiCicco: [00:13:08] And helping them using one of our proprietary models identify what that retirement is going to look like and what this hypothetical pot of money is going to do for them based upon their own anticipated needs. And sometimes just providing a lot of education and peace of mind can help them get over that procrastination stumbling block and start making decisions whereby they can transfer to the next generation.

Mike Blake: [00:13:36] So, I think I’m going to want to come back to that succession blueprint. But before I do, you said something at the outset of that answer that I think I’m going to make up a new word, just subtle smart. And because of that, I want to come back because I think it’s so important and it’s easy to miss. And that is that, when you sell a business, you suddenly become an investor, especially if most of your investable assets have been locked into the business. And I think something that gets missed – and I advise my clients on too – is, when you sell your business, ostensibly, you have this big pile of cash. You now need to do something with or should do something with. And is it going to generate as high a return on a risk adjusted basis as what you are already doing?

Mike Blake: [00:14:24] And trying to map that puzzle is not as easy as it sounds. And on this I’d love you to comment, a market like what we have today, I think is actually a double edged sword. Because on one hand that may allow you to sell your business for an attractive valuation. But on the other hand, when you have a market that might be at the top – and I’m not going to I’m not going to offer hard or fast comment. I’m not a RIAA. I’m unlicensed – but if you are at a high point in the market, what kind of returns are you going to get at that particular point in time? It’s just how high can these things go in the short term?

Mike Blake: [00:15:06] And, you know, that’s a subtle question that you have to think about. And maybe that may lend to a decision to keep the business in the family simply because of a market timing issue. Every CFA in the world is just about to point a gun at my head. I’m not advocating market timing. But if you have a market environment where returns are hard to come by, I do think it’s only prudent to look at that environment when you sell your business into it. I took much more time asking that question than I should have, but I love you to react to it.

David Ray: [00:15:45] So, it’s funny, because Ronny, one of our founding partners, talks about this issue a lot with business owners and with us internally. And you’re exactly right, Michael, and I’ll use an example. I think I’ll use an example, if you had bought Cisco Systems and you really liked the company in 1999. And 20 years from then, you plan to retire. Actually, when you liquidated that 20 years later, you would have had a pretty substantial double digit loss. And it’s because Cisco sold at a very high price.

David Ray: [00:16:21] And one of the things that generally is the case is, private markets and valuations you get in sales in the privates tend to follow the public markets. And, therefore, to your point, if valuations are high and you’re getting a good number on a sale to have a private business, it’s very important that you go in with both eyes wide open from a preservation of capital standpoint. Because the last thing you really want to have somebody do is to go through and to work their tail off and then, all of a sudden, reinvest and have losses that are significant. So, I think that’s something as we work with clients, we really try to manage expectations when prices are very high in terms of that reinvestment strategy.

Matthew DiCicco: [00:17:06] Yeah. And what I would say in addition to that is, we work very hard to minimize the risk of a permanent loss of capital. So, you liquidated your business for a good number. We’re going to employ several different strategies to try to minimize any risk of you throwing it into an investment now at a high number that may ultimately come down. It may not recover by the time you’re ready to use this asset. So, that could be a whole another podcast on the different strategies [inaudible], but we do employ them.

Mike Blake: [00:17:37] So, a concern I hear – and you touched on a little bit, but I’d love you to expand upon it – frequently in transferring a business within the family is the risk of creating family strife. And for good or ill, I make a lot of money on adjudicating, in effect, or refereeing those family strife kind of issues. And I’m curious, is that a consideration that you see frequently? Is that a realistic fear? And if so, what are some tips you can provide to manage it or even assess if that family strife even is manageable?

David Ray: [00:18:12] Well, to answer your question, we see it a lot particularly in situations where you have some family members who are active in the business, may have a managerial role, but may have an employee role, whatever it might be. And then, you also have other folks who live off the dividends, let’s say, of the cash flow of the business. And particularly at times when the owners and operators of the business may be looking at long term issues, and that may, for example, behoove the business to defer dividends, for example, that’s going to create some strife. But there’s also personality related issues that we see that create strife. There’s extreme examples that we’ve seen where a judge had to even intervene. And for board meetings have representation for kind of a divided family here in a business not too far from us. So, this is a huge issue.

David Ray: [00:19:10] But I think the one lesson that we see and we think is really important is, yes, there’s going to be strife. But if you don’t deal with that strife proactively, the strife down the road can be much more painful. And so, one of the things that we try to do is to kind of work with folks, give them behavioral insights on things that may help them understand why someone may be looking at the same situation differently than they do. And try to, in some cases, even encourage conversations and have kind of whiteboard sessions to really get to the bottom of these issues so that there can be a continuity in terms of how these things are addressed.

Matthew DiCicco: [00:19:54] And I think David and I could both spat off a bunch of examples. As, Mike, I’m sure you could as well, of the various causes for family strife. There’s lots of different things that that can cause it. But, you know, frankly, in terms of managing it, some of the more effective things that I’ve seen have just been where you have a strong family member, business owner-member, who’s willing to set expectations of the next generation early on.

Matthew DiCicco: [00:20:21] And then, secondly, have the confidence and the courage to put the right person in the right seat. And that’s not always the easiest thing to do. But, you know, frankly, managing and promoting your kids as you would any other employee, having defined job descriptions and duties, having performance reviews and those types of things, I think, can be helpful.

Matthew DiCicco: [00:20:42] But then, also, actually one unique thing that David and I have seen is a family business, multigenerational, where all of the kids in the next generation were required to complete college, and work outside of the family business for a period of years before they were even eligible to work in the family business. And by that point, some of the folks decided, “I’m not that interested anymore. I found what I like over here.” And for the ones that did come back, they now have real world perspective. They’ve had to work for somebody. They’ve had to answer to somebody that’s not mom or dad, or grandma, grandpa, or whoever else is there.

Matthew DiCicco: [00:21:19] You know, I can tell you, I think it’s exceptionally valuable. And that I have some investments and businesses of my own and I’ve fired my own son. And, you know, it’s a tough thing to do, but sometimes it’s the right thing to do and it certainly provides an education.

Mike Blake: [00:21:37] Well, you know, you talked about a future podcast topic, firing your own son, that’s about as real and raw as it gets.

David Ray: [00:21:45] Mike, my first business – as a side – I fired the guy who became my best man later in my wedding. So, yeah, we’ve got a whole topic opportunity there.

Mike Blake: [00:21:56] Well, boy. We’ll have you back. So, to me – and this is a an uneducated view – it seems like keeping the business seems like almost kind of a natural thing to do. It seems, at least on the surface, you don’t have to go find a buyer, for example. You know, at some point, you let somebody take over the family business. We’ve talked about the complexities in doing that. But at a very high level, that just sort of seems like the path of least resistance. In your experience, do you think that more business owners than not actually take that path? Or do more of them tend to gravitate towards some sort of external exit?

David Ray: [00:22:36] The statistics would show – and we’ve seen a couple of independent studies on this, and I’ll quickly reference one – that you take nine businesses, four tend to vanish before they get through a second generation, two are sold, three get to the second generation, but only one of those get to a third generation. So, the statistics would suggest that it’s a tough road. And I think Matt kind of alluded to this previously, but I think the more professional the management approach is, probably, the greater chance that you have to pass the business through generations in an orderly manner and continue to grow the business in value.

David Ray: [00:23:17] And, you know, we use EOS as a governance management system at our company, you know, there’s a bunch of successful ones. But in our experience and in doing some of these companies, the disciplines that they have in place, which you can pick up on pretty quick just kind of spending time with managers or touring facilities, they’re kind of the key to the ability to keep things thriving.

Matthew DiCicco: [00:23:47] Yeah. I would add that, you know, I think a lot of it depends on the type of business and then also what’s important to the owner and to the family. You know, is this a business that started as a family business, like a family restaurant or a family nursery or something like that? And other people, frankly, they are just serial entrepreneurs, right? They can’t wait to stand up the next idea, and grow it, and sell it, and amass generational wealth by building and selling companies over the course of their career. So, I mean, I would say that it’s a little bit specific.

Mike Blake: [00:24:22] So, you know, that phenomenon you just brought up segues, I think, nicely into a question. Is that, there’s a phenomenon out there called shirtsleeves to shirtsleeves. And the the notion there is that, if wealth is built in one generation, usually around a family business, that it’s typically gone by the third generation. And that might almost seem to argue against trying to keep the business in the family, because, statistically speaking, the subsequent generation just may not be equipped either emotionally, skill set, or otherwise to take on that responsibility. Would you agree with that? I mean, it sounds like at least the statistics bear that out. If only one in nine of those companies ever make it to the third generation or less than that. But what do you think about that?

David Ray: [00:25:13] You know, I think it goes back to Matt’s point, I think it is kind of facts and circumstances. I could cite an example where the first company I was in made it very successfully to the third generation. There was a sale that the third generation key person stayed on. But, frankly, chose of his own accord to leave, frankly, because of some differences of opinion and he wasn’t used to reporting to somebody. I think that’s a key part of it.

David Ray: [00:25:42] But it depends probably, Michael, more than anything else about how valuable that business is. Because you’ve got a really valuable business that is being run effectively by the family, then it’s easy to keep going. But if you can start to see the wheels slow down, the other family members who are owners, and there’s just not the level of professional management that needs to kind of take to the next generation. If you don’t do something, like trying to sell, for example, or at least take some money out, then all you’re doing is seeing that golden goose kind of a road.

Matthew DiCicco: [00:26:18] Yeah. And I’ll really be interested to see how that statistic may change with the advent of the technological advances that we have of late. Because I can think of several examples where there is a multigenerational family business that everybody has done very well. And then, you have the younger generation come in and utilize this thing called the Internet and they explode it. And, you know, it wouldn’t surprise me if you see a lot more of the younger generations coming in and taking a good, strong family business, and scaling it through technology.

Mike Blake: [00:26:53] That is a fascinating and a very compelling statement, and I haven’t given any thought to that. But, I mean, it makes sense to me – it’s also hard to put this into words. The fact of the matter is that we’re all surrounded by technology, right? Many of us maybe more than we want to. And it’s not like growing up around a car company or a candy company where you don’t just build cars or make candy over the course of your normal life, but you certainly interact with technology over the course of your normal life. Right? And that could provide sort of an environment for companies in that industry, at least, or families whose companies are in that industry to sort of have a head start in terms of the mentality about technology and how it changes. And don’t get too comfortable in so many of the other rules that make technology businesses different.

David Ray: [00:27:53] And I think to Matt’s point, if you look at some of these companies that have had in the past but have basically been forced into embracing e-commerce, and if they’ve got the right firepower behind them, they, in some cases, are experiencing very explosive growth on that segment of their business.

Mike Blake: [00:28:18] So, you know, not everybody is built to run a business necessarily. Have you encountered scenarios in which a business, maybe an owner really wanted to pass their business on to children or at least a family member. But to your mind, they weren’t really qualified. And maybe the children themselves said, “I don’t want to do this. I’ll run this into the ground. Just sell it.” What’s your advice in those circumstances? Do you just sort of then ride that out? Or do you try to be proactive in trying to get family members interested and skilled to run the business? What, in your mind, is best practices in that kind of scenario?

David Ray: [00:29:04] Well, on this behavioral side that you touched on, that’s something that we’re fascinated by and have learned a lot from. And I learned a lot from a guy named Michael Bole, who we still use, frankly, to talk to some of our business owner clients about this very issue, Michael. And I will tell you that, often without someone knowing it, they may take that next generation and kind of force them into a role that, frankly, does not give them satisfaction. They may have the confidence to do it. But, frankly, over time, they don’t get much satisfaction out of it.

David Ray: [00:29:46] And that can be something that leads to an erosion of value of business. Not to speak of, you might be contributing to that child not having as happy a life as they deserve and should have. And we’ve seen that. For example, if you get a really extroverted individual who ran the business, was great at creating relationships, and drove sales through that relationship building. And all of a sudden, you’ve got somebody that comes along that’s much more operational oriented and you try to put them in that role. We’ve seen that kind of scenario. And it’s important to kind of recognize that not just is the competence there and the desire, but is there a fit from the standpoint of a behavioral match on success for that type of job?

Matthew DiCicco: [00:30:34] Yeah. And that’s part of that succession blueprint. Some of the tools that we can offer to assess multiple factors, such as the aptitude, the competence, desire, and interest. And there’s more to the decision of finding the right person for the right seat than just who you were born to, right? So, I mean, if you’re really looking for the overall right person to move the business forward, sometimes that’s going to result in decisions that, you know, might not be the best for the family, but it’s best for business versus the opposite.

David Ray: [00:31:12] And, Mike, obviously, I think maybe one of the trickiest combinations is that, you’ve got a child who really desires to be a part of the business and take it over. But, frankly, just the aptitude or the ability to embrace what’s necessary just isn’t there. And that can create for some significant family challenges that are very apparent to the employees. Probably the employee knows better than anybody that that kid is capable of running the business.

Matthew DiCicco: [00:31:43] Yeah. And that child may have a role. It may not be in the role of –

David Ray: [00:31:47] A leader.

Matthew DiCicco: [00:31:48] Right. Exactly.

Mike Blake: [00:31:50] And at least not right away, right? I mean, the beauty of a family business, I do think the time horizons are expanded. And I think, in fact, there’s data out there that suggests that family businesses tend to outperform their non-family counterparts. I think one of the things that drives that is the fact that they tend not to make snap decisions. They tend to really kind of take their time. And, frankly, they have a longer investment time horizon, too, because they’re generally not wired to a quarter to quarter basis.

Mike Blake: [00:32:22] So, in that scenario that you described with a child that would like to take over the business, in a family scenario, I imagine that means the conversation isn’t necessarily know, but just simply not yet. Whereas, in a more “professionalized environment,” for lack of a better term, it’s more like up and out. You’re not going to give me the opportunity that I’m out.

David Ray: [00:32:44] Yes.

Mike Blake: [00:32:46] And so, I want to switch gears here. I want to talk a little bit about valuation, because that’s near and dear to my heart. And I think one of the trickiest things about a family business and one of the drivers of the decision, of course, is, what is the value of the business and what is its value to a third party buyer versus the value to the business.

Mike Blake: [00:33:16] And an observation I hear frequently, particularly from investment bankers and private equity folks is, “I couldn’t sell that business” or “I couldn’t buy that business because the seller was simply irrational.” And I kind of wonder about that because I wonder if maybe they’re irrational because the seller isn’t a private equity group. They’re not an investment banker. But I kind of wonder if sometimes the business can just simply be worth more to the current owner than it is to anybody else. And that doesn’t make anybody’s fault. That’s just kind of how the numbers kind of work and how the values kind of work. What do you think about that? Am I crazy? Do I have three heads for saying that? Or do you think there’s a grain of truth in that notion?

David Ray: [00:34:04] I think that I would tend to agree with you. And particularly, if you don’t just measure in purely an economic sense, there’s a lot of things we’ve seen that are run through the business that enhance the quality of life that by themselves can make the business more valuable to that owner. That is a significant issue that we see that can really enhance lifestyle that you would lose if you sold the business. So, I think you’re exactly right on that one.

David Ray: [00:34:43] In fact, Matt and I were talking about this in preparation. And I was telling him, all the folks I’ve sat down with that have never sold their business, I’ve only seen one that really had some internal resources that had their arms around what the business was really worth to a sophisticated buyer. And so, there really is two different notions about what a business is worth. And I think it’s really hard to keep it purely economic because of legacy issues, and lifestyle, and other things that that business owner enjoys along with the economics.

Matthew DiCicco: [00:35:21] Yeah. And, you know, we typically come across situations like that. Oftentimes, it has been brought about by locker room talk or golf course talk or cocktail party talk where, you know, they hear so-and-so got a certain EBITDA multiple for their business or, you know, Sally’s Machine Shop sold for, you know, whatever down the street. And so, therefore, my business must be worth at least that. And those situations really require education, Mike.

Matthew DiCicco: [00:35:52] And that’s where this business marketability element of that succession blueprint comes in, where, you know, we look at the different factors that impact multiples and valuation such as the type of the business, the health of the business. You know, they have a ton of revenue, but it’s concentrated in one or two customers or they don’t have recurring revenue. Every single dollar is a unique customer in a single transaction. They don’t have a moat. They don’t have any real competitive advantage. They don’t have a stable management team. I mean, you can think of all the different reasons that impact valuation.

Matthew DiCicco: [00:36:29] And sometimes helping them just understand what is impacting the valuation, but more importantly, here are some steps we can take on a going forward basis to improve valuation and improve marketability. And here’s a due diligence checklist. And this is what your prospective buyer is going to be asking of you. So, rather than try to do all this in, you know, 30 days, when you get the request for information, why don’t we change some policies and procedures on a going forward basis to start compiling that data and then you’re ready to go. You have like a very organized well run machine when you’re ready to sell. And that also improves valuation.

David Ray: [00:37:09] And, Michael, related to that, one of the tools we’ve used with business owners that we’ve worked with is to basically go through a quick assessment based on eight factors that we think drive business value through the eyes of sophisticated buyers. And try to get them to critically and independently think about where they are on those eight factors. And then, we often take some of that information and use this provider model we’ve developed for business owners that simulates liquidation at different valuations. And then, your ability to kind of sustain a lifestyle, all of that. But it really is.

David Ray: [00:37:47] Things like culture are very important in, for example, assessing value, depending on the buyer, of course. But things like that – obviously Matt alluded to this – if you got a subscription type business where the cash flows are really predictable, you’ve already got a foot up on a lot of folks.

Mike Blake: [00:38:07] But when we think about transferring a business, the word that comes to mind is selling the business. But it occurs to me that there’s more than one way to kind of skin that cat, right? You don’t necessarily have to. Or are there other ways to effectuate a transfer of a business to family members other than simply selling it to them? And if so, what are the most common ones that you see?

Matthew DiCicco: [00:38:32] Yeah. And there are several estate planning type tools that can be implemented. And right now, frankly, you’re seeing somewhat of a push in this area because of the current estate tax and estate and gift tax exemption for 2021, so 11.7 million per person and 23.4 for a husband and wife. You know, you can take advantage of that. Now, that all is expected to sunset with the Tax Cut Jobs Act on December 31 of 2025, and there’s several different plans that are out there right now. The Biden Plan, you know, I expect it’ll probably be somewhat of a reversion back to 2009 rates to three-and-a-half million for the estate tax, maybe a million for the gift tax.

Matthew DiCicco: [00:39:19] But, you know, so there are estate planning tools that you can use and there are several. Most of which, you know, I would recommend you talk to your legal advisor or to Brady Ware, or your tax advisor. But things like the Grantor Retained Annuity Trusts and the Grantor Retained Unitrust, the GRAT and the GRUT, both allow you to create an irrevocable trust. And put those business assets in there for a defined period of time and transfer to another generation. Intentionally Defective Grantor Trust, where the guarantor business owners pay taxes to allow the trust assets to appreciate. So, there are several different estate planning tools that can be used. That could be another topic in and of itself.

Matthew DiCicco: [00:40:10] But another thing that I’ve seen used quite frequently is creating and gifting non-voting shares of stock, voting and non-voting shares. And that’s also sometimes a way to manage those family dynamics that come up where you can have one family member of the next generation that’s really been active in the business. But you have several family members that work in the business and take income from the business and rely upon it. And so, you can create family voting and non-voting shares or membership units. And the benefit of that, when you’re transferring it from the parent-donor down to the kid, the parent-donor can retain the voting shares, the kids can get the non-voting shares, and then the gifts can be discounted for lack of marketability, lack of control, discounts, other things to try to get under those as gift exemption should they decline.

David Ray: [00:41:10] And, Mike, the one thing I’d add to that is that, one of the challenges we’re seeing in this environment is, with some of the multiples that are being paid by private equity with the amount of money they have sitting on the sidelines, that if there’s a material number of shares that need to be transferred with a single owner, that owner is probably going to have to be somewhat altruistic in order to be able to transfer rather than to sell outright to somebody. And so, that’s kind of created a challenge for some businesses in this high valuation environment.

David Ray: [00:41:46] The other thing we’ve seen, you have to have a certain size for this to make sense because there’s a lot of administrative costs associated with it. But we’re seeing more ESOP transactions, frankly, with some of the folks that we deal with. And we know a couple of them really well that are in the throes of an ESOP transaction. That’s another alternative in this area.

Matthew DiCicco: [00:42:08] And it would not surprise me if, you know, right now, the maximum capital gains rate is 20 percent with the addition of 3.8 percent on top of that for a combined total of 23.8 percent. Some of the proposals that I’ve seen coming out yesterday, Bloomberg reported that it was going to be 39.6 percent under Biden’s Plan as the top capital gains rate, with that additional 3.8 percent. CNBC reported today, it’s likely going to be less than that, but nobody really knows. But if that doubles, I think you’re going to see more and more folks that are looking to avoid any way they can that capital gains rate, which may cause them to want to seek an alternative other than to sell it in a third party transaction.

Mike Blake: [00:42:56] We’re talking to David Ray and Matt DiCicco of Eubel Brady & Suttman. And the topic is, Should I let my children or family take over the business? You know, working with your clients and just talking to them, I’m curious, is there any kind of consensus or common sentiment around giving their children a leg up in life? You know, many of these businesses were probably created in that generation. They’re self-made high net worth individuals as opposed to having inherited it. Do you find that it troubles them at all to turn something over a big head start to their children? Or maybe, do they tend to find that gratifying that they consider that an accomplishment of their lives? Where do most of your clients, you think, fall on that spectrum?

David Ray: [00:43:43] And, Michael, it’s a pretty simple tool we use is what we call an ownership issues assessment. And one of the things on there, it asks basic questions like, you know, how important is it to you to maintain the culture whether you transfer the business or sell the business? And so, it gives you insight into how important legacy is to them. And I believe, by and large, other than maybe the exception where somebody is just trying to maximize money, they’re just a person who just wants to make money.

David Ray: [00:44:17] But I think most folks, those soft issues like you’re talking about, are important to them. They’ve worked hard, maybe they’ve inherited this business from their mother or father, and they’ve worked hard to try to maintain that business’s reputation and grow its value. And they want to see it passed to the next generation. And that legacy is important to them. And so, in those cases, I think they are trying to do everything possible to (A) create interest from that child, and then (B) to prepare them. And Matt alluded to some things earlier, where they may go out and work in another company, get some training through that, and then come back in more prepared. But yes, we see that pretty regularly.

Matthew DiCicco: [00:45:00] And I think some people would say that shirtsleeves to shirtsleeves, you talked about earlier, is caused by as generations turn, they lose the hunger, the ambition, the drive. They’ve grown up privileged and wealthy. And how do you continue to stoke that fire into the next generation? So, some would say giving them too much of a head start in life is actually a bad thing. You know, others feel differently. But, yeah, I mean, that is a problem of balancing that approach to make sure that the kids still have drive and ambition and want to move on to the next level.

Mike Blake: [00:45:37] We only have time for a couple more questions. But before we do wrap up, one question I did want to make sure that I ask you is, how important is legacy to your clients? And how important is it to them that what they built simply survives beyond their own lifetimes? And maybe you can even touch upon whether or not you find how frequently your clients want to have their legacy live on maybe through charitable contributions, foundations, things of that nature? But starting with focusing on the business, you know, how important is it to your clients that they just simply want to make sure that whatever they built doesn’t go away like a couple of years after they step back. Even taking out the financial consideration, they just don’t want to see what they built over decades turn into, you know, a pile of sand.

David Ray: [00:46:36] I think I’ll use an example. When you go back to like, ’09, ’10, right after the Great Recession, trying to come out of that, there were some people who were going into that, the legacy was really important. But they became so beat down by what they had to go through and how the business suffered. And I believe this is the case in the COVID environment with certain businesses, where some of those have really gotten beaten up. And so, I think, Michael, in those situations, you’ve got people who all of a sudden kind of threw that legacy to the side of the road, that lays the issues to the side of the road.

David Ray: [00:47:14] However, I think by and large, there is great pride and there is a part of their self-image – that Matt touched on earlier – that is the business. And, in fact, I think that’s one of the reasons that slows down this process of getting into succession planning, because there’s such an attachment between their self-worth and the image of the business that the business owner has trouble separate themselves from that. And so, I would say, based upon just that issue alone, that that legacy issue is very important if you survey the majority of the people that we deal with.

Matthew DiCicco: [00:47:53] Yeah. And I guess to add on to that, I would say that I see this issue of legacy being more important to those folks that founded the business, you know, the ones that grew the business from the start. And legacy is not just tied to themselves or their family or the business itself. A lot of times legacy includes those relationships with employees, with customers, with vendors, a number of different folks that in many regards grew up with that business owner, and with the business, and wanting to make sure that the business vision and relationships continue on into perpetuity becomes very important.

Mike Blake: [00:48:35] This has been a very insightful conversation. I think our audience is going to get a lot out of this. We didn’t get to cover everything, and I think we could have covered today probably even a fraction of it. But if people want to follow up, they have questions about this issue of transferring a business to family members, whether it’s a next generation or just simply within the same one, can they contact you to to discuss it? And if so, what’s the best way to do so?

Matthew DiCicco: [00:49:00] Yeah. We would welcome that, David and I would. And either, the best way to reach us through our 800 number, 800-391-1223. Or you can go to our website by Googling Eubel Brady & Suttman Investment Wealth Management or going to ebs-asset.com. We would love to talk to you.

Mike Blake: [00:49:26] Well, that’s going to wrap it up for today’s program. I’d like to thank David Ray and Matt DiCicco of Eubel Brady & Suttman so much for joining us and sharing their expertise with us.

Mike Blake: [00:49:36] We’ll be exploring a new topic each week, so please tune in so that when you’re faced with your next business decision, you have clear vision when making it. If you enjoy these podcasts, please consider leaving a review of your favorite podcast aggregator. It helps people find us that we can help them. If you would like to engage with me on social media with my Chart of the Day and other content, I’m on LinkedIn as myself, and @unblakeable on Facebook, Twitter, Clubhouse, and Instagram. Once again, this is Mike Blake. Our sponsor is Brady Ware & Company. And this has been the Decision Vision podcast.

 

Tagged With: Brady Ware, Brady Ware & Company, business succession planning, business transition, David Ray, EBS, Eubel Brady & Suttman, Family Business, family business transition, Matthew DiCicco, Michael Blake, Mike Blake, wealth management

Decision Vision Episode 113: Should I Disclose My Mental Illness? – An Interview with Jacqui Chew, iFusion and TEDxAtlanta

April 22, 2021 by John Ray

Jacqui Chew
Decision Vision
Decision Vision Episode 113: Should I Disclose My Mental Illness? - An Interview with Jacqui Chew, iFusion and TEDxAtlanta
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Jacqui Chew

Decision Vision Episode 113:  Should I Disclose My Mental Illness? – An Interview with Jacqui Chew, iFusion and TEDxAtlanta

Diagnosed with bipolar disorder in 2005, Jacqui Chew seeks to normalize the conversation around mental illness. In a candid and open conversation with host Mike Blake, Jacqui discussed the journey to her diagnosis and how she’s learned to manage it. She also offered advice to HR directors and the rest of us who are approached by an employee or friend who discloses their mental illness. “Decision Vision” is presented by Brady Ware & Company.

Jacqui Chew, iFusion and TEDxAtlanta

Jacqui Chew is an award-winning marketing and business executive with more than two decades of experience delivering creative, data-driven strategies for venture-backed, high-growth companies. A proven positioning expert, brand builder, and innovation thought-leader with P/L experience, her programs contribute to MQL growth.

A creative problem solver and convener, Jacqui believes in the potential for ideas to change the world. As licensee of TEDxAtlanta, one of the largest TED affiliates in the region, she galvanizes a team of volunteers to produce the annual TEDxAtlanta show. Under her leadership, tickets for nine of the 11 sold out weeks before. This must-attend event has become the platform for tomorrow’s leaders playing host to renowned bioethicist Paul Root Wolpe, hunger eradication entrepreneur Jasmine Crowe, and Ryan Gravel, the “father” of the Atlanta Beltline.

Jacqui served as senior vice president of marketing at Avertium, an award-winning cybersecurity firm founded from a three-company roll-up. She led brand marketing, demand generation, social media, PR, sales enablement, analytics, marketing operations, and communications. During her tenure, Jacqui spearheaded the company’s successful repositioning, messaging and rebranding and, its CRM/marketing automation platform integration. She also worked cross-functionally to support the acquisition of a fourth company during this period.

Previously, as CMO-in-residence at the Advanced Technology Development Center at Georgia Tech (ATDC), a globally ranked business incubator, she worked with the 170+ companies to develop their go-to-market and product strategy. During her tenure, she also developed and taught the incubator’s first strategic marketing curriculum.

Prior to ATDC, Jacqui founded iFusion, a fractional CMO consultancy for high-growth venture-backed companies. Primary client projects: positioning, messaging, customer journey mapping, marketing plan development and marketing and sales alignment. The company led the launch of more than two dozen companies/products and contributed to $100+m in funds raised.

Jacqui served in executive marketing roles at PeopleSoft (acq by Oracle), Stonesoft (acq by McAfee now Intel), Silverpop(acq by IBM) and worked, on the agency side, with IBM Global Services, The Weather Channel, KontrolFreek, MessageGears, Preparis, Venture Atlanta, EarthLink and eBay.

Website | LinkedIn | Jacqui’s TEDx Video

Mike Blake, Brady Ware & Company

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

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

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

Brady Ware & Company

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

Decision Vision Podcast Series

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

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

Connect with Brady Ware & Company:

Website | LinkedIn | Facebook | Twitter | Instagram

TRANSCRIPT

Intro: [00:00:02] Welcome to Decision Vision, a podcast series focusing on critical business decisions. Brought to you by Brady Ware & Company. Brady Ware is a regional full-service accounting and advisory firm that helps businesses and entrepreneurs make visions a reality.

Mike Blake: [00:00:21] Welcome to Decision Vision, a podcast giving you, the listener, clear vision to make great decisions. In each episode, we discuss the process of decision making on a different topic from the business owners’ or executives’ perspective. We aren’t necessarily telling you what to do, but we can put you in a position to make an informed decision on your own and understand when you might need help along the way.

Mike Blake: [00:00:40] My name is Mike Blake and I’m your host for today’s program. I’m a Director at Brady Ware & Company, a full service accounting firm based in Dayton, Ohio, with offices in Dayton; Columbus, Ohio; Richmond, Indiana; and Alpharetta, Georgia. Brady Ware is sponsoring this podcast, which is being recorded in Atlanta per social distancing protocols. If you would like to engage with me on social media with my Chart of the Day and other content, I’m on LinkedIn as myself, and @unblakeable on Facebook, Twitter, Clubhouse, and Instagram. If you like this podcast, please subscribe on your favorite podcast aggregator, and please consider leaving a review of the podcast as well.

Mike Blake: [00:01:15] Today’s topic is, Should I be open about my mental illness? One in five U.S. adults report that they suffer with some sort of mental illness, and an estimated two-and-a-half percent of U.S. adults experience bipolar disorder at some point in their lifetimes, 7.1. percent of U.S. adults are characterized as having major depression. And these are numbers that go back to 2019. And in case you haven’t heard, most of us had kind of a rough year in 2020. We had a combination of a once in a century global pandemic. We had unprecedented, massive social upheaval. And in some places in the country, we had murder hornets.

Mike Blake: [00:01:59] And, you know, for a lot of us, it’s been a rough ride, a lot rougher than usual. And most of us, I’m sure, have heard, many have read, and seen many stories of the mental toll that the pandemic has taken on many of us, ranging from job loss to being cooped up at home, to having to take on home roles that we were not prepared for. For example, I am the world’s lousiest Spanish teacher for home schooling our son, which is not necessarily our plan. We can only hope we can order a Taco Bell because I think that’s the only thing I’m qualifying him to do. But his ten, he might grow out of it.

Mike Blake: [00:02:39] And, you know, you think about mental illness, and I’m hoping that kind of one good thing that comes out of the pandemic is, I hope it makes us more aware of mental illness and it kind of give it its due. You know, years ago, I served on the board of a nonprofit called Care and Counseling Center of Georgia, whose mission was to provide mental health care services to low income folks. And they did a really good job of it in spite of my being on the board.

Mike Blake: [00:03:13] But one of the things you learn about mental health and mental – you will actually learn about two things. Number one is, your mental health is still sort of taken a backseat to so-called physical health. And, you know, you grow up and you talk about people who are either tough or they’re not tough. And some people of faith will claim that that makes them impervious to any kind of mental illness and so forth. Even to the point where, you know, it wasn’t that long ago, I think a lot of people thought that mental illness was a choice.

Mike Blake: [00:03:51] And secondly, I think people are understanding now that not only does it need to be destigmatize, but the thing on mental health is that if you don’t have mental health, a lot of bad downstream things happen. They can happen at the micro level where it impacts your job, it impacts your personal relationships, it impacts your ability to be a fully engaged, fully actualized member of society, fully actualized person. And in very extreme cases, particularly the United States where gun ownership is plentiful, mental illness that is either undiagnosed, untreated, unmonitored, simply not paying enough attention to, can have, frankly, catastrophic results.

Mike Blake: [00:04:38] And I can’t help but wonder how different might our world be if we gave, frankly, mental illnesses its due. And I think now as we are entering this this trans-pandemic phase where, you know, many of us are becoming vaccinated and we’re starting to kind of wrestle with returning to work, we’re wrestling with returning to restaurants, going back to baseball games, and so forth. And, you know, the mental health issues aren’t going away. In fact, you could argue that there are more mental health issues that are going to be created by sending people back to the office.

Mike Blake: [00:05:18] And I think and I hope that one thing is abundantly clear that, you know, mental health simply cannot be ignored anymore. It’s not the moral thing to do. And I would argue it’s not the business correct thing to do. Because if you have even a small business of 25 people, statistically speaking, five of those people are really struggling with a diagnosable disorder. And one of them probably has something akin to bipolar disorder. And they’ve just done a very good job of hiding it or we’ve done a very good job of not seeing it.

Mike Blake: [00:05:57] And so, therefore, I wanted to cover this topic. It’s not an easy topic. I’m certainly not a physician, but I think it’s so important. I think we have to equip ourselves. Statistically speaking, again, there are thousands of listeners listening to this that are struggling with this question. And then, for people like me, who at least I don’t believe that I have a diagnosable mental illness, others may disagree, but I don’t believe that I do.

Mike Blake: [00:06:22] But I do want to make sure that every resource is available in my network and my company – of which I’m a shareholder – that if there are folks – again, statistically speaking, there are a number of people – that are struggling with mental illness of some kind that we, as a company, do the right thing. That we are compassionate, that we are accommodating, and that we stand up for them, and we don’t abandon them. We don’t try to force them into the shadows. And so, I hope that that thesis makes sense to use as we kind of go through, I think, what is a very challenging and necessary topic.

Mike Blake: [00:07:01] And joining us today to help us talk about this is Jacqui Chew. Jacqui works at the intersection of storytelling, innovation, and business. And I’ve known her for a long time. In fact, I took over her office once. She deploys the power of narrative design and reframing an organization’s brand story for resonance and to inspire action. Described as the Lara Croft of problem solving, Jacqui is a seasoned business operator with a passion for building inclusive teams and working cross-functionally to bring disparate groups together towards a common goal.

Mike Blake: [00:07:33] As the curator and licensee of TEDxAtlanta, Jacqui is always on the lookout for change makers and innovations that are solving for the challenges of today and those just around the corner. Under her leadership, first of TEDxPeachtree from 2009 to 2018 and presently of TEDxAtlanta, Atlanta has grown in recognition within the global TEDx community as an innovation hub for technology, health care, and social impact initiatives. And I’m a big fan of TEDx. I watch three to four TEDx videos a week. And I’ve watched Jacqui’s video as well, we’ll refer to that in our conversation. Jacqui is resourceful, tenacious, and well-networked in the Atlanta business, social impact, and technology communities. Jacqui Chew, welcome to the program.

Jacqui Chew: [00:08:16] Thank you for having me, Mike.

Mike Blake: [00:08:21] So, Jacqui, I brought you on because you’ve chosen to hold yourself out there as a person that has bipolar disorder and has figured out how to navigate life with that particular disorder. So, you know, I’ve read about bipolar disorder. Thank God I don’t have it. I don’t have a family member that has it. I have a couple of friends that have. But explain to the audience in your kind of best terms, how would you describe bipolar disorder to somebody?

Jacqui Chew: [00:08:54] So, first of all, I would call it a mood disorder, because the symptoms manifests itself in extremes in mood changes. And this isn’t to be confused with a person who is “moody.” But mood changes from the standpoint of severe depression to the point where you would lose interest in what you normally enjoy. Or you have a really severe depressive episode would be if you are unable to sleep and you find yourself crying uncontrollably at absolutely nothing, severe fatigue. So, these are severe manifestations of depression. So, there’s that aspect of it.

Jacqui Chew: [00:09:50] At the worst in terms of depression, the worst manifestation of a symptom on the depression side is suicide, thoughts of self-harm and, in some cases, self-harm. So, that’s that part of it. The other side of the equation or the other end of the pendulum is mania and manic episode. So, mania is generally characterized as severe anger to the point of violence. So, for instance, this individual that I know from our support group sessions, when he is in mania, he specifically does not drive. He actually specifically has stopped driving because there are certain types of traffic situations that trigger the symptoms and cause him to act out in violence.

Jacqui Chew: [00:10:59] Other expected symptoms of mania is excessive shopping. You know, maxing out your credit cards. And then, yet another is hypersexuality, which can be really, really hard. Now, I’m not a doctor. These are sort of observations and sharings over the years since – gosh – I’ve been going to support group sessions and since 2005. So, over the years, these are some of the experiences that my fellow attendees have shared with the group. And so, these are some of the symptoms. It’s generally two opposite extremes experienced by an individual, and each of those extremes could be experienced by the person for a couple hours, a couple of weeks.

Jacqui Chew: [00:11:59] I’ll give you an example. There was a point in time when I wasn’t diagnosed, which I remember staying up for three days and going through a complete cleaning of my house. Now, I did end up with a very clean condo, but I didn’t realize at the time that I was experiencing mania and that I wasn’t able to sleep. I was hyperactive. There was just a lot of energy. And I was probably a lot blown up. I was testier and quicker to anger than normal. And this went on for a couple weeks, as I recall. Now, looking back after my diagnosis in 2005, I recognized through my therapy sessions that these moments in time or periods in my life that I had dismissed as just me being the eccentric me that I am were actually symptoms. I was experiencing episodes. That was a very long explanation.

Mike Blake: [00:13:13] Well, I think it deserves it. And for the audience listening at home, too, I think bipolar disorder until recently was more commonly known as manic depressive disorder. Correct?

Jacqui Chew: [00:13:26] Yes. Correct.

Mike Blake: [00:13:27] That’s sort of the new or maybe that’s the clinical. I’m not sure why the name change. But if it sounds like manic depressive disorder, the answer is, yeah, because it is. So, you know, I watched your video and you described a time which I guess is 15, 16 years ago when you kind of came to a crisis point effectively where you sought specific medical attention, and I want to come to that.

Mike Blake: [00:13:56] But before I get to that particular moment, I’m curious, before you got to that moment, was there a gradual kind of trail of breadcrumbs, if you will, of increasingly frequent or severe symptoms that led you to that point where, “Man, this is not right. This is not what most human beings have to go through.” Or as is the case with something like schizophrenia, did one day all of a sudden or in a very short period of time, you simply became bipolar. Does it work one of the two ways? Did you have one of those two experiences?

Jacqui Chew: [00:14:34] I can’t speak for, you know, my peers. But I can tell you, for me, I had no idea that anything was wrong with me. That period of time of three days where I stayed up and cleaned my loft, I think that was back in 2004. And I wasn’t diagnosed until towards the end of January of 2005. And the reason why I know this is because – and I talk about this in my TED talk – it was an evening, I was watching Jeopardy, and then I was prompt while I was watching Jeopardy, which is not something that you would normally do. Though, I didn’t think very much of it, actually, which is kind of strange in and of itself now in hindsight.

Jacqui Chew: [00:15:30] And the next day going into work, I found myself, essentially, just staring at a document for a very long time. It didn’t seem like a very long time, but it turned out to be a very long time and then realizing that I wasn’t processing any of the words that I was looking at. And that was when it was like a stroke of panic. It was a surge of panic where I knew something was wrong, I didn’t know what was wrong. So, I called my regular doctor and it was an emergency. I called him and I explained what had happened. I didn’t explain the night before and the crime, but I just explained to him that I really couldn’t understand anything that I was reading.

Jacqui Chew: [00:16:27] He was clearly concerned and he gave me the names of three doctors and phone numbers. Now, that in and of itself was a little strange because I could write numbers and read numbers, but I couldn’t really write the names of the doctors and read it back to myself. I don’t really know how to explain that. So, I had to remember, so I, essentially, just remembered the first name and wrote down the first number, because that’s all that I could process at the time. And so, I was very fortunate.

Jacqui Chew: [00:17:06] Now, I called that particular doctor, that psychiatrist. Now, he couldn’t see me for a-month-and-a-half. I mean, that kind of tells you, 2005, our health care system was just not geared toward helping people with mental health challenges. So, unless, of course, had I said to my doctor that I thought about killing myself, I had thoughts of self-harm, that would have been a whole different ball of wax.

Mike Blake: [00:17:38] Right. You have to move to the front of the line at that point.

Jacqui Chew: [00:17:40] Pretty much. And there’s another story about that. I’ll explain that in a second. So, there wasn’t a slot in time for six weeks. I made the appointment. I wrote down the date. And then, I was very fortunate because a few days later the office called me. The doctor’s office called me and said, “Hey, we have a cancellation. Would you like to come in? Are you available to come in?” And I did. So, that was super fortunate for me because, at that point in time, I was starting to hallucinate. And I knew I was hallucinating because there’s no way that I was hanging off of the rafters on my loft with a noose around my neck. I knew that wasn’t happening. So, I knew I was hallucinating. So, that began my journey until today. That was how it all began.

Mike Blake: [00:18:48] So, when you were first diagnosed, did you feel that you had to hide your condition? Did you feel like you sort of had to tell the whole world? Did it not make an impact if you felt like it’s just like being told I have arthritis? How did you kind of emotionally react to that?

Jacqui Chew: [00:19:12] Well, so you have to remember, this is 2005, before people could talk about these things, before it was normal. I mean, ADHD in your kid was something to be ashamed of, still, at the time. Or people would talk about their kids in [inaudible] like, “Oh, my child has autism.” Just none of this was okay to talk about. And so, I’m thinking about becoming an evangelist or raising awareness. I wasn’t. I had no idea, first of all, what this is all about.

Jacqui Chew: [00:19:56] First of all, I wasn’t diagnosed with bipolar disorder. My original diagnosis was schizophrenia. Which, you know, there are similarities in symptoms. I mean, the fact that I was seeing myself hanging from the rafters and I was hearing voices, that is classic schizophrenia symptoms. So, I was diagnosed that way and I was prescribed medication for that. And along with going into therapy with my psychiatrist, he also recommended that I go to a support group on a regular basis. So, I didn’t know that it was a lifelong condition. That there is no cure. I had no clue. And it was one of those, like, eye for an eye. So, if I take my meds, I do all the things that my doctor wanted me to do, I’m going to be okay. All of this will stop. And I can just move on. So, this is 2005, and I did.

Jacqui Chew: [00:21:15] And then, for the longest time, I just assumed that I was fine. [Inaudible]. Now, we did find out six weeks later or two months later that the schizophrenic diagnosis was incorrect. It was bipolar disorder because my hallucinations receded once I was putting into place some of the sleep hygiene, the official term. Like, taking the television out of your bedroom. By the way, you cannot or should not, no one should be watching television and go to sleep. It’s really bad for you. I can’t tell you the science behind it, it was explained to me, I forget. But it’s really bad.

Jacqui Chew: [00:22:03] And so, just practicing good sleep hygiene, getting eight hours of sleep, ensuring that it’s deep REM restful sleep. Those were the measures that I took. When I went back to my sixth week visit, it was hallucinations that got away. Some of the other symptoms still persisted. And he was able to give me a correct diagnosis of bipolar disorder and then we went from there. So, I was in no way thinking about telling people. It was more about getting well. How do I get well? How do I ensure that I can cognitively process reading works?

Jacqui Chew: [00:22:55] I’m a knowledge worker. It’s what I do for a living. I’m a writer. I tell stories. I read messaging. I help entrepreneurs with their positioning. And if I’m unable to be on my game from a cognitive function point of view, then I don’t have a way to be self-sufficient. It’s Maslow’s Hierarchy of Needs. You first have to take care of your bare essentials. And because I was living on my own, my family is still 10,000 miles away. I essentially was my own person, my own provider, and I had to take care of myself. So, that was the sole focus.

Jacqui Chew: [00:23:46] I have to tell you that this erroneous notion that bipolar can be cured. And after a period of time, I can just go back to doing all the things that I used to do. You know, that’s not even good for me, was a really bad thing and catastrophic because I had a relapse and a really severe episode of 15 months starting February-ish of 2008. And I didn’t come out of it until July, August of 2009.

Mike Blake: [00:24:20] And, you know, that’s something I think is very underappreciated, maybe unappreciated, about mental illness. I’m not a doctor either, but I’m not aware of any mental illness that is considered curable. I’ve never heard a psychiatrist say, “I cured somebody of X or Y.” Right now with the current state of the art science, it’s all about treatment and management. Right? Again, unless there’s a radical shift in technology, it ain’t going away. And if you’re afflicted in some way like that, then it’s just going to be your companion.

Jacqui Chew: [00:25:01] Right. Well, you know, it’s amazing. We know we have gone so far or come so far in terms of technological advancements. Advancements in all kinds of areas. But scientists are still somewhat mystified by the brain and how it works. They do know that it’s a chemical imbalance. It is truly a chemical imbalance. They’re not entirely sure what causes it altogether. They know that some types of bipolar disorder, and there are four types. Some types are triggered by damage to the hippocampus part of the brain. Some of it has to do with the neurotransmitters not firing the right way. So, there’s not a lot of clarity.

Jacqui Chew: [00:26:10] And then, of course, there’s environmental factors as well. There are theories that it’s genetic – actually, it’s not a theory. They’ve done experiments with twins and they’ve seen that mood disorders, there’s a genetic underpinning to mood disorders. And environmental factors like stress or death in family or substance abuse, those factors could trigger symptoms.

Mike Blake: [00:26:50] So, yes. I want to kind of seize on that a little bit, grab a hold of that for a little bit, because you mentioned in your video that you had to implement a certain rule. Because there’s one certain work trigger that you highlighted. So, I was wondering if you could talk about that and has it worked?

Jacqui Chew: [00:27:10] You are referring, like, to the no asshole rule.

Mike Blake: [00:27:15] I am indeed. Thanks for coming on the podcast anyway. I hope you’re alright.

Jacqui Chew: [00:27:23] You know, I think so. So, in mood disorders, like for me, there are stressors and there are triggers. So, stressors are conditions that kind of exacerbate that gives me a heightened sense of stress – hence, stressors – which then triggers a certain emotion. Triggers are, literally like for me – I can’t speak for the rest of my peers here – there are certain behavior, certain personality types, and, sometimes, in some cases certain phrases that trigger me to anger, to behave in a certain way that I have no control over. And they also trigger such an overwhelming sense of doubt and fear and shame, even, that I have no control over. It’s completely irrational and I have no control over it.

Jacqui Chew: [00:28:38] And so, the no asshole rule has everything to do with a certain kind of personality that, unfortunately, is quite persistent in the technology, I dare say, in this –

Mike Blake: [00:28:54] There’s no shortage of assholes. Yeah. Yeah.

Jacqui Chew: [00:28:59] Yes.

Mike Blake: [00:28:59] And we make more.

Jacqui Chew: [00:29:01] So, when I say asshole, what I mean is there are certain traits. Like, people who always demand more and they move the goalpost. I think we’ve all experienced coworkers or managers like that, who they demand without ever providing positive reinforcement. And when a certain goal had been attained, instead of taking a moment to acknowledge or appreciate, they move the goalpost just a little bit further. And for me, that sort of personality is a trigger for me. And so, I’ve tried very, very hard to steer away from working with people like that. And in many cases, I’ve had to develop coping mechanisms. So, you hear that a lot if you come to my group support sessions. We talk about coping mechanisms.

Mike Blake: [00:30:25] I’m sure you do.

Jacqui Chew: [00:30:26] And just techniques to moderate the impact of certain kinds of behavior that trigger us. Because in many cases, in the workplace, you can’t always remove yourself from personalities like that. You just have to find ways of reducing and minimizing the exposure to personalities like that.

Mike Blake: [00:30:53] So, I’d like to talk about that because I think that’s a very important subject and starts to intersect with the business part of it, if you will. And what I’d like to ask about that, first of all is this, is that, given that you know these things about yourself, do you entirely take it upon yourself to minimize your exposure to these triggers? Or do you kind of try to work with the people that you’re involved with and say, “Hey, look. You know, I sort of have this thing going on and these four things are really not good. And I’d like to try to avoid those in this environment as much.” can you have conversations like that? Am I just sort of off the reservation?

Jacqui Chew: [00:31:45] If I care enough about the person and respect the person enough, quite honestly, Mike, I’ll take the trouble to do that. Because honestly – let me give you an analogy and perhaps this would become clear. If someone is being abusive or discriminatory toward me, it is not my responsibility to tell them that they are and to teach them some other way. I don’t think it’s my responsibility. And I don’t want to carry that burden. That’s me personally. I know other people would.

Jacqui Chew: [00:32:25] However, if I care and I respect the person enough, and want to continue to have a relationship with that person, an ongoing sustainable relationship with that person, then I would because I want a sustainable ongoing relationship. Then, the amount of investment that I would have to make that the outcome warrants the investment. Because it’s a big investment. It is very difficult. So, first of all, that person has to have some semblance of empathy.

Mike Blake: [00:33:04] Yeah. That it’s a nonstarter, right?

Jacqui Chew: [00:33:08] Correct. One of the primary reasons why assholes are assholes, Mike, is because they lack empathy and self-awareness. And I, in my years, have come to the conclusion that some people just can’t help themselves. And who am I to help them stop being an asshole? So, I’m just going to work with them as best as the situation calls for it to get the job done, to accomplish the goal, and move on. That’s how I feel. That’s my coping mechanism. It would take too much energy for me to manage my disorder and try to change these people.

Jacqui Chew: [00:34:00] The situation is quite different if a person is exhibiting these behavior traits, these less desirable behavior traits, but has some semblance of empathy. They just don’t know it. They don’t know what they’re doing. But if they did, if I thought that if they did know what they were doing, and it’s the impact of their behavior on others that they would consider a different way. If I detected that and I wanted a sustainable relationship with these people, I would make the investment.

Jacqui Chew: [00:34:39] And yes, I would absolutely say, “Look -” and I would train it to the standpoint of I have a mood disorder. And that, too, is a very self-centric thing and that’s just not my style. I would make the standpoint of, “Look, when you say these kinds of things in this sort of a situation, you may not mean it this way.” But let me tell you how it’s being perceived. And if this is not the way you want it to be perceived, then let’s find a better way of articulating your thoughts. And that’s how I do it.

Mike Blake: [00:35:20] So, beyond this particular approach, which is a very sort of – let’s call it – individualized or even a non-scalable approach, because that’s been focused to one person at a time. And I think that’s part of where the ROI equation comes in that you’re describing. Are there other things that you need to do to kind of protect yourself? For example, I would imagine because you said that a good sleep schedule is essential to managing your condition. To me, that says it would be very difficult for you to be in a culture that thrives on the all-nighter. It sounds like that’s something that could be not only suboptimal, but potentially even dangerous for you.

Jacqui Chew: [00:36:05] Yes. And, actually, when I violate my no asshole rule and I allow myself to be consumed by let’s work an all-nighter type of culture is when I get into trouble. I literally get myself very sick. And so, yes, there’s a measure of protection that I have to put around my boundaries. So, this is where boundaries come in. And people without the bipolar disorder have boundaries.

Jacqui Chew: [00:36:41] Now, what is really interesting, I think, in my situation that I think is worth noting for your listeners who may find themselves in a similar situation is, I am naturally a high performance, hard charging individual. That is my nature.

Mike Blake: [00:37:04] Yeah. I’ve seen it.

Jacqui Chew: [00:37:04] Unfortunately, my nature is hurtful to my condition. So, I have to fight my default and learn a new default. And so, what I’ve done is learning a new default – perhaps, old dogs can’t learn new tricks, as the saying goes. Learning a new default has proven to be too difficult. So, what I’ve done is I’ve created extensions to the default. So, it’s like home improvement. I’ve added extensions and caveats to the default where, yes, when it is absolutely necessary, I will work the 80 hour week. But I will not work the 80 hour week, I would work for a week, maybe two, at most. And then, I have to go back to a 40, 50 hour week, which is a normal week for me. Or I take a mental health game – you hear people say that all the time – where you take a Friday and you just switch it up.

Jacqui Chew: [00:38:18] Now, I have learned as a coping mechanism to turn off my phone and go off grid one day out of every weekend. You have Saturday, you have Sunday, so I either pick a Saturday or Sunday – usually it’s a Sunday – where I completely go off grid and I do not check phone, emails, nothing. So, it’s kind of like an electronic detox or digital detox.

Mike Blake: [00:38:51] Well, you know, I mean, a lot of the things you’re describing sound like they’re probably pretty useful for people that aren’t fighting bipolar disorder, frankly. I can tell you something, I’ve started to become very mindful of my own sleep schedule, because when you can operate in short sleep, it’s a blessing and a curse. It’s a blessing because it allows you to to do more. But for me, Parkinson’s Law just takes over. And all it does, it allows me to outwork my mistakes. And that’s not really an optimal place to be anyway. So, you know, the way you described these sort of parameters in a way that I think are consistent with kind of best practices for mental maintenance anyway.

Jacqui Chew: [00:39:39] Indeed. So, many of the measures that I’ve taken, anyone and everyone, really, should take regardless of what sort of a workspace they’re on, it really doesn’t matter. And so, I’ll be very specific. If you have a television in your bedroom, remove it. This is probably the hardest one for most people, because a lot of people I know have televisions in their bedrooms. It’s terrible. Eight hours of sleep? Now, some people need eight. I need six hours of sleep. Six good hours of sleep is sufficient for me. It’s the quality sleep more than the quantity of sleep.

Jacqui Chew: [00:40:31] So, for me to process problems, I need to be doing something else. So, this is the other thing about corporate America is, it’s not always forgiving about extracurricular activities. There are some cultures that they don’t condone a person, an employee, having nonprofit work or volunteer work or anything like that, when they want you and all of you and all of your time.

Jacqui Chew: [00:41:06] So, I stay away from cultures like that because that is not how I operate ultimately. My optimal goal is the ability to problem solve at work, but I’m on problem solving whilst I’m doing other things, other activities that are not work related, like organizing TEDxAtlanta. That actually is invigorating. It’s a very renewing process of organizing that endeavor. And it helps me process the other kind of work problems that I have, the revenue generating problems that I have that I’m helping to overcome and add value to. That is my mode.

Jacqui Chew: [00:41:47] So, I think people have to find what works for them. I’m describing what actually works for me in this instance. The whole sleep hygiene thing, absolutely, that works for everybody. That applies to everybody. The hours, that’s individualized. Everyone has a sweet spot. And then, finally – gosh – a lot of what happens that may not be obvious is that people with bipolar disorder, when there is an episode and there’s a true multi-week, multi-month episode of depression, what it does is, it also completely obliterates your self-confidence. And one of the ways to rebuild self-confidence is to do volunteer work.

Jacqui Chew: [00:42:43] So, when I experienced the very long episode from February 2008 to 2009, July, August, was the way I slowly came back to the world, so to speak, was beyond the talk therapy, beyond the medication, beyond the group support sessions every two weeks, every month. I also began to volunteer at, actually, St. Vincent de Paul in this case, where something as simple as stocking shelves at the food bank. So, rebuilding a sense of confidence is really, really important in the recovery process as well. And engaging in activities that reinforce your sense of self when you’re not in an episode, when things are being managed, when your condition is being managed is also very important.

Mike Blake: [00:43:58] So, one question I want to make sure to get to is – and I’m curious about this for myself, because as a manager, as a leader, I may encounter this – if somebody that were in my charge were to approach me and sort of close the door and just say, “Hey, look. I’ve got this issue. I’ve got this issue of bipolar disorder. And I just want to let you know about it, because some things you may not expect to happen, might happen. Or I may have specific needs, I need help manage it.” What’s the best way for me to react to that? Should I react to it? Do I hit them off to H.R.? I mean, how can I engage constructively in that conversation?

Jacqui Chew: [00:44:50] Well, that’s a tough one, Mike, because you’re now wandering into labor laws and H.R., all of that. That’s the difference. So, I’ll tell you how I react in the past to team members who come to me whose work performance had visibly, obviously fallen off. And I’ve had this composition, I initiated a conversation. And then, they told me that there has been a series of deaths in the family and they were just not feeling well. It’s months apart. So, first of all, regardless of what your H.R. policy is about this, I think it’s important to just listen. Sometimes the best action is no action. And sometimes the person may just want to be heard.

Jacqui Chew: [00:45:50] People have to consider that. I mean, there may not be an action necessarily. The person, they just want to be heard. Because it’s very lonely when you’re experiencing symptoms. You feel like you’re the only one in the world feeling it when it’s not true. But your brain is telling you that you’re the only one. So, just being an ear and not committing to anything, not saying anything, and just understanding and showing kindness and empathy, that sometimes can be enough.

Mike Blake: [00:46:34] I really like that. And, you know, it reminds me actually of a quote from Art of War that suggests that one of the hardest things to do but the best thing to do is simply nothing. I’m paraphrasing. It’s really, one of the hardest things to do in battle is wait. But, you know, it translates very well there that sometimes the best thing to do is just nothing. And for somebody like me who prefers to be proactive and, frankly, would like to help, if somebody comes to me with something like that, my first instinct is how can I help? Even though I am patently unqualified to help somebody. I don’t have that condition. I’ll have medical training. You know, I read what I read on the Internet, half of which is probably wrong. But I think that’s a really good piece of advice. I really do. And it’s surprisingly hard.

Jacqui Chew: [00:47:32] Yes, it is. So, being heard is often times the best answer for the person across the table who is sharing something that is very difficult for them to share. Making sure that they feel heard is possibly the best gift that you can give them as manager. Now, I think, though, the situation would be different if you are sensing that they could possibly hurt themselves. It could be in that state. You never know. So, first of all, you never know. But if you even have a glimmer of that, then it’s time to have a conversation with your H.R. to better understand all the different angles.

Mike Blake: [00:48:32] We’re talking with Jacqui Chew, and the topic is, Should I be open about my mental illness? And that conversation is adjacent to something that I started a conversation in our company, about, three years ago – not long after I joined, actually. And this is in the wake of the Ohio State scandal where one coach was abusing his wife, and other coaches knew, and apparently didn’t do anything. Certainly, not enough to kind of intervene in that. And the question I ask and still ask – because there’s really no great answer – is, as an employer, as a leader, if I hear something like that in my firm, what are my obligations, both ethical and legal? What are my constraints, both ethical and legal? And I think what you just described is actually quite adjacent to that.

Mike Blake: [00:49:32] So, we need to wrap up here. We could do this for a lot longer, but we have limited time. I want to be respectful of the rest of your day. But I am curious about about one thing, you know, in the 15, 16 years that you’ve struggled with this and have become an advocate for awareness, do you think that as a society we’ve gotten better at acknowledging the importance, severity, and impact of mental illness?

Jacqui Chew: [00:50:03] Unequivocally, yes. And it’s been accelerated by the onset of COVID. Ironically, COVID has affected such a large swath of the population in terms of the social distancing and isolation having such a profound impact on a person’s psyche and for many people. That it has given those of us who were diagnosed before, who have diagnosed condition, it’s given us a broader audience. There’s more empathy. There’s less likelihood of the other person, saying, “Oh, it’s all in your head.”

Mike Blake: [00:50:51] Right. It’s a stupid thing to say.

Jacqui Chew: [00:50:57] Well, people say it.

Mike Blake: [00:50:59] There’s no shortage of stupid things for people to say. But go on.

Jacqui Chew: [00:50:59] There you go. Or this notion that, if you take a pill, if you take a series of pills, and you go to your doctor, you’ll be fine. Because the pandemic has affected so many people in so many different ways that there’s a really good chance if you talk to your neighbors, they know someone in their family or they know someone in their second ring of peers or friends and associates who’ve been affected by the pandemic from a mental health point of view.

Jacqui Chew: [00:51:37] So, my point is, mental health issues are more prevalent as a result of the pandemic. And, therefore, the conversation around it is just more mainstream. COVID has mainstreamed mental health, and the challenges, and the symptoms, and the problems. And there’s a distinct level volume of conversation that’s happening on social media, on Clubhouse, and on Twitter.

Jacqui Chew: [00:52:14] I mean, even at Ted, I spent my lunch time listening and watching a whole panel of iconic TED speakers as part of this thing that Ted puts together. And Monica Lewinsky was there. She’s a huge advocate for mental health and normalizing the conversation around mental health. She shares my vision and my wish that – gosh – I wish that it could be a dinner table conversation, just like diabetes. Like, talking about how’s your dad’s diabetes coming along? How’s he managing it? Is he exercising? I wish we could talk about how’s your brother’s mood disorder coming along? Is he getting his weekly needs? I mean, I would love to see that happen. And I think we are closer. We’re not there, but we’re closer because of the pandemic.

Mike Blake: [00:53:10] I think that’s a great place to put a pin in this and wrap it up. And maybe we’ll do a part two at some point. I only got through about half the questions, but that’s fine. How can people contact you for more information about this, maybe just to share their journey or get your advice?

Jacqui Chew: [00:53:28] Sure. So, I’m active on Facebook. It’s just Jacqui Chew. I’m also active on LinkedIn, also Jacqui Chew. And I have a website, jacquichew.com.

Mike Blake: [00:53:39] Yeah. As you can tell, Jacqui is not an introvert. She is not hard to find. And that’s going to wrap it up for today’s program. I like to thank Jacqui so much for joining us and sharing her expertise with us. And on a side note, frankly, just for having the courage to be this advocate, I am confident that it has helped a lot of people over the way. And I’m equally confident is going to help at least a few listeners to this program.

Mike Blake: [00:54:05] We’ll be exploring a new topic each week, so please tune in so that when you’re faced with your next business decision, you have clear vision when making it. If you enjoy these podcasts, please consider leaving a review with your favorite podcast aggregator. It helps people find us that we can help them. If you like to engage with me on social media, with my Chart of the Day and other content, I’m on LinkedIn as myself and @unblakeable on Facebook, Twitter, Clubhouse, and Instagram. Once again, this is Mike Blake. Our sponsor is Brady Ware & Company. And this has been the Decision Vision podcast.

 

Tagged With: atdc, Bipolar disorder, Brady Ware, Brady Ware & Company, iFusion, iFusion Marketing, jacqui chew, Mental Illness, Mental illness stigma, Michael Blake, Mike Blake, schizophrenia, TEDxAtlanta

Decision Vision Episode 112: Should I Market with Search Engine Optimization (SEO)? – An Interview with Ian Lurie, Ian Lurie, LLC

April 15, 2021 by John Ray

Ian Lurie
Decision Vision
Decision Vision Episode 112: Should I Market with Search Engine Optimization (SEO)? - An Interview with Ian Lurie, Ian Lurie, LLC
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Ian Lurie

Decision Vision Episode 112:  Should I Market with Search Engine Optimization (SEO)? – An Interview with Ian Lurie, Ian Lurie, LLC

Ian Lurie nerds out, as he terms it, on SEO, considering it both an art and a science. On this edition of “Decision Vision,” Ian and host Mike Blake discussed how SEO impacts a business’s visibility and success, mistakes businesses make with SEO, why good SEO is akin to building an asset, and much more. “Decision Vision” is presented by Brady Ware & Company.

Ian Lurie, CEO of Ian Lurie, LLC

Ian Lurie, LLC provides digital strategy, content, and SEO consulting to small businesses and Fortune 500 companies alike.

Ian Lurie is a digital marketing consultant, SEO, content guy, and overall digital marketing nerd. He has 40,000+ hours of experience in internet marketing. Ian uses both sides of his brain as a content creator, search engine optimization nerd, and data addict. He is a speaker and author as well.

Ian founded Portent, a digital marketing agency, in 1995, and sold it to Clearlink in 2017. He’s now on his own, consulting for brands he loves and speaking at conferences that provide Diet Coke. He’s also trying to become a professional Dungeons & Dragons player, but it hasn’t panned out.

He has a TikTok profile, but his kids are embarrassed by it, so we’ll leave that out.

Company website | LinkedIn

Mike Blake, Brady Ware & Company

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

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

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

Brady Ware & Company

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

Decision Vision Podcast Series

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

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

Connect with Brady Ware & Company:

Website | LinkedIn | Facebook | Twitter | Instagram

TRANSCRIPT

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

Mike Blake: [00:00:21] Welcome to Decision Vision, a podcast giving you, the listener, clear vision to make great decisions. In each episode, we discuss the process of decision making on a different topic from the business owners’ or executives’ perspective. We aren’t necessarily telling you what to do, but we can put you in a position to make an informed decision on your own and understand when you might need help along the way.

Mike Blake: [00:00:40] My name is Mike Blake, and I’m your host for today’s program. I’m a director at Brady Ware & Company, a full service accounting firm based in Dayton, Ohio, with offices in Dayton; Columbus, Ohio; Richmond, Indiana; and Alpharetta, Georgia. Brady Ware is sponsoring this podcast, which is being recorded in Atlanta per social distancing protocols. If you would like to engage with me on social media with my Chart of the Day and other content, I’m on LinkedIn as myself, and @unblakeable on Facebook, Twitter, Clubhouse, and Instagram. If you like this podcast, please subscribe on your favorite podcast aggregator, and please consider leaving a review of the podcast as well.

Mike Blake: [00:01:16] So, today’s topic is, Should I market with Search Engine Optimization or SEO? And before we dive into that, you may hear some pauses throughout this podcast. I came down with a touch of bronchitis yesterday. But I’m a lunch pail guy. I don’t have a lot of talent, but I play hard to make sure I stay on the team. So, I think that we’ll get through it. So, if you notice some gaps, that’s just me trying not to blow your eardrums out as I’m hacking something up. But on with the show.

Mike Blake: [00:01:47] So, I want to talk about SEO because I think SEO has sort of fallen to the background a little bit in terms of the common vernacular, and, certainly, it hasn’t gone away by any stretch of the imagination. But I think there’s a lot more chatter right now around marketing, through LinkedIn, and marketing through Facebook, and marketing through YouTube. And, of course, you know, the podcast we do does have marketing value to it. I’m not going to sit here and say that it doesn’t.

Mike Blake: [00:02:19] But, you know, before the advent of social media, really everything was about SEO. It’s all about where are you going to fall in terms and be presented in a search. And what we’re going to talk about today is that, you know, there are lots of sneaky search engines around there that, if anything, have made SEO more pervasive rather than less. But it may have changed.

Mike Blake: [00:02:44] And to be perfectly candid, I have not looked at SEO in a meaningful way, I think, in ten years. It just hasn’t been on my business radar screen personally. But I’m sure it’s on the business radar screens for you guys, at least some of you. And I may learn in this podcast that it needs to be on my radar screen. So, you know, it’s a topic that I think is sort of one of these unsung heroes and one of these topics that’s sort of in the background. And I want to give it the light of day that it deserves.

Mike Blake: [00:03:17] And joining us today is Ian Lurie, joining us from California, who is a digital marketer and with a 25 year intolerance of trendy concepts and nonsense – so a man that is near and dear to my heart. Someone told him to say no to bullshit – I can say that because this is the internet – so he’s trying really hard not to. Ian uses both sides of his brain as a content creator, search engine optimization nerd, and data addict. Ian founded Portent, a digital marketing agency in 1995, and sold it to Clearlink in 2017.

Mike Blake: [00:03:53] He’s now on his own consulting for brands he loves and speaking at conferences that provide Diet Coke. He’s also trying to become a professional Dungeons and Dragons player, but it hasn’t panned out. He has a TikTok profile, but his kids are embarrassed by it – so we’ll leave that out. Ian Lurie, welcome to the program.

Ian Lurie: [00:04:09] Thanks, Mike. If you start coughing, I never shut up so I can always fill in the gaps.

Mike Blake: [00:04:15] Well, good. You’re going to be my human cough bud, so that’s good.

Ian Lurie: [00:04:19] And the other thing is never call someone from Washington, never say that they’re from California. I’m actually based in Seattle, Washington, right now.

Mike Blake: [00:04:27] I beg your pardon.

Ian Lurie: [00:04:28] It’s okay. I just wanted to make clear that, you know –

Mike Blake: [00:04:31] No. I’m glad that you reminded me. I knew that. And you know what? I’m just going to blame it on the Sudafed and Mucinex that I’m on.

Ian Lurie: [00:04:41] Yes. Absolutely.

Mike Blake: [00:04:41] That sort of blanked out on me.

Ian Lurie: [00:04:42] The big difference is we don’t have a basketball team, so just kind of keep that in mind.

Mike Blake: [00:04:49] That is a shame, isn’t it? I’m old school enough that I remember back then they were called the Seattle SuperSonics because of only being in town. But I think you’re supposed to get a team in the next couple of years. If I’m not mistaken, you guys are going to get the next expansion team.

Ian Lurie: [00:05:05] Yeah. Yeah. We’re supposed to win a World Series, too.

Mike Blake: [00:05:07] So, before I get into this, I don’t understand why it hasn’t panned out to become a professional Dungeons and Dragons player. Just do what critical role does, become professional voice actor yourself, get five or six other professional voice actors, get your own studio, and produce a video cast of your game every week, and off you go.

Ian Lurie: [00:05:30] I shouldn’t say it hasn’t panned out. I should say it doesn’t make any money. I could be a professional Dungeons and Dragons player. I’m just not going to make any money doing it. That’s the difference.

Mike Blake: [00:05:44] Fair enough. So, Ian, thanks for coming on the program. You’re a good sport. I like to remind everybody what is exactly search engine optimization?

Ian Lurie: [00:05:56] So, SEO is about improving visibility anywhere anybody searches for anything online. And I suspect we’re going to talk more about this, but Google is the big one. The main thing is, an SEO works to ensure better visibility on any search engine.

Mike Blake: [00:06:19] And you’re right, we’re going to talk about this a little bit later so I don’t want to get ahead of myself. So, instead, what I want to do is I want to draw the line between SEO and something called search engine marketing. Is SEM still a thing? And if it is, what is the difference between the two? How are they related? How are they different?

Ian Lurie: [00:06:38] So, SEM is definitely still a thing. There used to be a big argument about whether SEO is part of SEM or not. But, now, as the accepted definition is that SEM is paid search advertising. You, actually, are paying by the click. It’s an auction of some kind where you say to Google, or Bing, or Amazon, or whoever, you’re going to pay X number of dollars every time someone clicks on your ad. And in exchange for that, you will be positioned in a certain place in those paid ads. There’s a lot of bits to it. There is an algorithm that helps.

Ian Lurie: [00:07:10] But with search engine optimization, you are not paying Google, nor can you pay Google to improve your rankings. There’s no way to influence those rankings by sending money to Google. You can send it to me. I’ll do my best. But Google will not accept money in exchange, nor will Bing, nor will Amazon, or anybody else.

Mike Blake: [00:07:34] And you say that in kind of an interesting way. So, they will not accept money, I mean, is it a matter of principle because they’re trying to keep their search engine optimization engines and the reputation clean and they just want to create that clear delineation? Or they just haven’t figured out how to monetize it that way yet?

Ian Lurie: [00:07:51] Well, paid search ads, search engine marketing, that is how they monetized it. Because the paid ads show up above and below the organic results, the unpaid results. That is why Google can now buy and sell the entire planet any time they want, is because businesses everywhere pay them by the click to occupy real estate that surrounds – what we call – the organic results. The results where you can’t pay. The results that you influence through SEO.

Ian Lurie: [00:08:21] Google won’t accept money for those, in part, because they want to maintain their credibility. And Bing is the same. They want to maintain their credibility as a search engine, in part, because the antitrust lawsuits would ramp up that much faster. And in part, because, I think they want to deliver good results. And results that are based on paying by the click can be good. And as I said, Google and Bing have algorithms that try to make sure that you place ads that will satisfy the user, but it’s not quite the same as a completely organic algorithmic search result. And, by the way, tell me if I’m nerding out too far, too fast here. Just say interesting or something and I’ll stop and I’ll rewind.

Mike Blake: [00:09:05] Well, I’ll tell you what, I’ll blink three times if that happens.

Ian Lurie: [00:09:09] Okay. All right.

Mike Blake: [00:09:09] But I think this is great because I do think that even if you’re not a tech, if you’re going to make an informed decision about this stuff, you need to have at least a remedial knowledge of how this works. Because, otherwise, you don’t really know what you’re spending money on. You don’t know if you’re spending it on the right team, on the right technology, on the right processes. And that’s no good.

Ian Lurie: [00:09:33] Another way to look at it is, if you do the right things for SEO, there’s a certain amount of a flywheel. This guy, Andy Crestodina, a colleague of mine who’s way smarter than me, talks about how SEO is a sailboat and SEM is a rowboat. So, to some extent, you still have to maintain the sails and everything. But to some extent, the wind keeps you going. You don’t have to keep pouring money into ads.

Ian Lurie: [00:10:00] SEM, you can accelerate whenever you want, you can turn whenever you want, but it requires constant energy to keep it going. So, each has an advantage. But that’s probably the biggest difference. You will always pay for SEO, but you will not pay for every single person who comes to your site. You will not pay more because you’re getting more traffic from organic search.

Mike Blake: [00:10:21] That’s really interesting. So, in the terms of a finance nerd like me might understand, SEO is more about building an asset, whereas, SEM is paying for a service.

Ian Lurie: [00:10:31] Yes. Yeah. That’s a very good way to put it. SEO, I always used to call it an annuity, which I probably just mangled it. But you’re putting money in, you’re investing in it, and you will steadily get a return. Whereas, SEM is much more you’re paying for something that you’re going to get right then and you must continue to pay for it if you want to continue to get it.

Mike Blake: [00:10:54] And of course – I shouldn’t say, of course – but it seems to me that the notion of ad retargeting on social media, that’s really just a cousin or on the family tree of SEM, correct?

Ian Lurie: [00:11:06] It’s another form of paid media. I mean, if we go back before the internet, there was earned media, which is the ability to get a cool story written about you in the newspaper or wherever. And then, there’s paid media, where you buy a T.V. ad or something like that. Paid social advertising is paid media. Getting someone to say something wonderful about you in social media is earned media. And it’s the same with search, organic search SEO is about earned media, paid search. SEM is about paid media.

Mike Blake: [00:11:35] So, the next question, which is an important question, but I think it’s hard even for somebody like you to answer, because I suspect the answer is so expansive. But what are the elements of SEO? What are the things that – I know I used to go into SEO. I don’t even know if those things are relevant anymore. But as of today, 2021, what are the elements that go into it to make it work?

Ian Lurie: [00:11:58] So, I can give you three elements that never change, and I can give you a few details about each one. So, search engines require visibility, relevance, and authority. Visibility is about ensuring that a search engine can find you and crawl your website. So, it’s just making sure that Google, Bing, whoever, can actually get through your content. If you’re on YouTube, it’s making sure that your content is rendered sufficiently well that YouTube can figure out what’s there. So, that’s visibility, it’s just making sure that computers can see “your content”.

Ian Lurie: [00:12:34] Relevance is making sure that search engines, whatever they are, can understand what you’re talking about and match you up with whatever the query is. So, visibility is making sure you’re available. Relevance makes sure that it makes sense. Authority is all about – and everyone talks about links – links are part of it, but depending on the search engine, it may also be sales per click. It may be shares and likes and plays, whatever. But authority is the measure of how important you are compared to other folks in your space.

Ian Lurie: [00:13:09] Visibility is all about technology. It’s making sure that your site – that’s where I would have to nerd out pretty deeply – but it’s about how your site is built and delivered. Relevance is about content, how you say it, how you structure your site. Authority is about how many people see and care about what you do and say. So, those are the three basics. The tactics involved, we could spend a week, so I’ll stop.

Mike Blake: [00:13:35] Okay. Maybe if we have time we’ll come back to that. But that segues nicely into the next question, which is, when we think of SEO, I think now most of us think of Google. Now, I’m of a certain age and I think you are, too, that we remember such names as Web Crawler, Lycos, AltaVista, Ask Jeeves. Google didn’t use to be a thing, right? But I think there’s a temptation to think that we only now have one, or maybe two search engines if you think Yahoo! is still relevant, I’m not sure it is. But, certainly, Google is out there. But my impression is that search engines have simply migrated into different platforms haven’t they?

Ian Lurie: [00:14:21] Yeah. I mean, Google still dominates the planet. But YouTube is the second biggest search engine on the planet. Amazon is probably number three. Bing is number four. And understand, Bing has five to ten percent of the market, but that’s five to ten percent of everything. Right? That’s a big five to ten percent.

Mike Blake: [00:14:40] I’m surprised it’s that high.

Ian Lurie: [00:14:42] This is just for me looking at client data. Some of my clients get only one percent or two percent of their traffic from Bing. Some get as much as 15 to 20 percent. But most of them are in the five percent range. Google, obviously, is still the biggest generator of traffic, and YouTube is owned by Google. If you sell a product, though, on Amazon, obviously, Amazon is the search engine that you care about. So, there’s more to it than Google. But, yeah, Google dominates the landscape.

Mike Blake: [00:15:12] Is there a search engine that you’re aware of on the Apple side of ecosystems?

Ian Lurie: [00:15:18] Apple is building a search engine. So, we’ll see. Hopefully, it goes better than Apple Maps when it launched.

Mike Blake: [00:15:25] It couldn’t go worse.

Ian Lurie: [00:15:26] Yeah, it couldn’t go worse. I am skeptical. And, again, we can do another podcast about this, but I’m skeptical about Apple’s ability to seize a large part of the market. I think that they can grab Apple users to some extent. But as much as I love to talk about it, we are a very small slice of the population.

Mike Blake: [00:15:46] Yeah, me too. I’m a Mac user and Apple mostly through our ecosystem too. But as you mentioned, I kind of wonder if they’re kind of too late to the party like they were with Homepod. Homepod could have been a player in the home automation market, but I think you’re too late. And I think they’re probably five years too late in the search engine area, unless they just come up with something that just blows you away somehow.

Ian Lurie: [00:16:16] I mean, again, this is going to sound terrible, but it can’t be Safari versus Chrome, right? They’ve got to do something better than that. So, we’ll see. I mean, Apple, in my opinion, is great at certain things. And we’ll see if they can match up with a company whose sole purpose in the universe is to build a great search engine. That’s going to be the biggest obstacle they’re going to face.

Mike Blake: [00:16:41] So, as I mentioned at the top of the program, I looked into SEO quite a bit a decade ago. I have not paid that much attention to it. You’ve been in it for pretty much your whole career in some form or fashion. How has SEO changed since the last time I looked at it, say, around 2010, to today in early 2021?

Ian Lurie: [00:17:05] So, there’s really two big changes, one nerdy and one not. The non-nerdy one is how much more complicated the search results have become. Google and Bing have a lot more search features in them now. So, if you do a search result, you’ll see like a box at the top. Sometimes it has the shortest answer to your question. Google or Bing may be pushing in some kind of scraped result or tool. So, like, if you try to do a speed test right now of your internet connection on Google, instead of just showing you speedtest.net, there’ll actually be a box that shows up that let’s you use Google to do the speed test. If you ask, “How do I cook pancakes?” You’ll actually get a recipe at the top of the page.

Mike Blake: [00:17:44] That’s true. Yeah, I hadn’t noticed that. That’s very subtle. But you’re right.

Ian Lurie: [00:17:49] And it’s a subtle way, again – hopefully, not many people from Google listen to this. I’m a fan of a lot of people at Google – that Google is attempting to become a publisher instead of a search engine and keep you on Google at all times. It’s basically the real estate dedicated to what used to be called the 10 blue links. The traditional search results has become smaller and smaller. All of those search features, like that answer box, those are still part of a search engine and you can optimize for those locations, but search has changed.

Ian Lurie: [00:18:24] Now, the nerdier side is, of course, Google and Bing have both gotten – but Google in particular – much better at understanding language. Google’s ability to understand a query, what you really mean when you search for something in the context of other searches you’ve made and other searches other people make, has grown by leaps and bounds. Their ability to figure out the true meaning of words on a page has also grown by leaps and bounds.

Mike Blake: [00:18:50] I agree. And, in fact, this show is very much a beneficiary of that. Because the reason that we retitle our shows as questions is because Google now allows and really encourage you just to simply type out a question. And that’s been a big hit. And I don’t want to steal a thunder away from our producer, it’s really John Ray who thought of it. But I think we kind of stumbled upon it. We didn’t really know that. But once we figured it out, we discovered that we were drawing a much larger audience from Google, from search engines just by that tweet.

Ian Lurie: [00:19:29] Mm-hmm. Well, you know, you remember Ask Jeeves, right?

Mike Blake: [00:19:33] I do.

Ian Lurie: [00:19:33] And their whole thing was you could just ask it a question. Well, guess what?

Mike Blake: [00:19:38] And in fact, I believe it was Google who bought Ask Jeeves, if I’m not mistaken.

Ian Lurie: [00:19:41] I think so. Yeah. I’m not sure.

Mike Blake: [00:19:43] At that time they’re ask.com, I think, or something like that.

Ian Lurie: [00:19:46] Yeah. That’s right. But the complexity of results, I think, is the most obvious change for the average person. Just how much more stuff there is that shows up on the page.

Mike Blake: [00:19:57] Yeah. And I guess getting into that, too, because it used to be that the search engines would pretty much just bring you to other web pages. Now, they’re bringing you podcasts. They’re bringing you video clips. They’re bringing you social media fragments. So, the universe of things to be searched and the format of the results is vastly expanded too. I think, suddenly, because of this conversation, I’m gaining in admiration for just how deep this technology has gotten in such a short period of time.

Ian Lurie: [00:20:31] Yeah. I have a genuine nerdy admiration for it. And as a marketer, I have a grudging admiration for it. And as a free speech advocate, I have a grudging respect for it.

Mike Blake: [00:20:47] So, my impression – and correct me if I’m wrong – and one of the reasons I kind of stepped away from SEO is that, it seems like an all or nothing game. That, you’re either at the top of a search engine results or you’re just nobody, nowhere to be found. Is that true? Was that ever true and I just didn’t get it? And if it’s not true, how can that kind of be nuanced? And I say that in this context, that, my impression of SEO is that, in many cases, it’s not just a pay to play, it’s a pay to win game. And if you don’t have a certain budget, why bother? Because if you’re a retail store and you’re in there with Walmart, you’re just not going to be able to match them dollar for dollar. So, that’s a long preamble to the question of, if you can’t match your competitors dollar for dollar for SEO, is it still worth doing?

Ian Lurie: [00:21:42] So, that’s a two part question. The first one, is it a zero sum game? And the answer is, if you look at one term, it’s a zero sum game. But smart SEO doesn’t focus on one term. It focuses at an enormous number of terms, some of which you don’t even optimize necessarily for most of the individual search phrases. That’s that visibility part. And that relevance part is, make sure that your site is visible so that Google and Bing can crawl it and find all the stuff. And then, work on relevance first to make sure that Google, Bing, YouTube, whoever, can figure out what you’re talking about in this stuff. And you will start to rank for things.

Ian Lurie: [00:22:25] Everyone can’t optimize for everything. Even Walmart can’t optimize for everything. So, if you do it right and you’re persistent, you will probably match up with them at some point because you will start to rank for terms that they simply miss.

Mike Blake: [00:22:40] Go ahead.

Ian Lurie: [00:22:40] The other real quick thing is, companies like Walmart are very good at certain kinds of SEO. But what they’re terrible at is changing and fixing things. And I have some wonderful clients that are very large, and I shouldn’t say they’re terrible at it. They are not structurally built to make rapid change. There are many things where they have to be much more deliberate.

Ian Lurie: [00:23:06] So, if you are a smaller organization, a small business, one advantage you have is that you can make changes and adjust much more quickly. If you want to become more relevant for a particular concept, you could theoretically put together stuff and publish it much more quickly. You could do a set of videos much more quickly because you don’t have to go through legal, and a marketing team, and a branding team. If you have a visibility issue on your site and you need to change something in WordPress or change something in the way your videos are done, you don’t have to go through a whole IT team. At most, you’ve got to go on Upwork and hire a developer to fix it for you. It’s a much quicker process.

Mike Blake: [00:23:47] Okay. So, that’s really interesting, and I think it gives hope to our listeners. I don’t think any of them are working for Walmart at a high level. And it leans actually nicely into the next question, which is, how much of this is art and how much of this is science? If I’ll just direct this to you, Ian Lurie, do you distinguish yourself as somebody who sort of understands SEO from a different angle, a different perspective, maybe from other SEO experts. And, therefore, there’s a potential for creative differentiation that you can find those search terms that others might be missing, or those other tags, or other SEO elements that others are missing, and, therefore, creates sort of an outsized performance for the client.

Ian Lurie: [00:24:41] So, I flatter myself by thinking that I have a foot in both the left and right brain sides of this. So, I do work on the technical stuff quite a bit on visibility, and that’s much more science. And I work on the relevance and authority side, which is much more art. There is science involved with relevance and understanding how machines process language. But, ultimately, Google and Bing do not give us a manual regarding their algorithms.

Ian Lurie: [00:25:15] So, no matter how much science you apply, at some point, you are making highly educated guesses and doing a lot of research and thinking about what your audience is going to best respond to as one way to generate a positive outcome in SEO. So, it’s a little bit of both. I’m not going to try and suggest that I’m even among the best at SEO. There are a lot of amazing SEOs out there. But that is what a lot of folks bring to SEO. It’s why I love it. Because I come from a creative background and both my parents are scientists or a liberal arts background and both my parents are scientists. Being able to put those two things together is a professional paradise for me.

Mike Blake: [00:26:03] Yeah. So, my impression and you’re starting to dispel it, but I want to drill a little bit deeper because I think this is really interesting and relevant. We had a guest on a few weeks ago, his name is Adam Houlahan, and he’s one of the top experts on LinkedIn. And he actually has a bank of people under his employ whose sole job is to understand the nature of LinkedIn algorithms so that he can then help his clients monetize their own LinkedIn presences better. Do people do something like that with search engines as well to try to understand it or glean their algorithms better or somehow reverse engineer it? And if so, is that even a useful thing?

Ian Lurie: [00:26:56] I don’t want to start a nerd fight, but when I ran my agency, I had teams of people who also did their best to understand the Google algorithm. But you can no more confirm and scientifically prove how the LinkedIn algorithm works than you can the Google algorithm. I just got to put that out there.

Mike Blake: [00:27:15] I think in fairness, you can say that he could prove it. I think just simply said that they were able to run tests that led data to ease you in a certain direction.

Ian Lurie: [00:27:25] Yeah. And you can do the same thing with Google to some extent. And it pays to chase the algorithm a little bit. But there are those three basic rules of visibility, relevance, and authority. And you don’t need to understand the algorithm to understand those. Now, knowing the algorithm can help you avoid some kind of tricks that people recommend, the tactics that don’t really work but make people think they work. And knowing the algorithm can also help you figure out that there are certain things that are more important on a page than others. You know, a good title tag, writing really well as opposed to repeating the same keyword 52 times on the page. That’s where understanding the algorithm can really, really help.

Mike Blake: [00:28:19] Now, there was a time when entrepreneurs and small businesses could effectively put into place some kind of useful SEO. And maybe I’m talking about 20 years ago or 15 years ago. Has SEO simply grown up so much that maybe that’s no longer feasible? Or are there scenarios where somebody could plausibly apply some DIY, maybe with a little bit of effort and learning, to raise the SEO effectiveness of their own web presence?

Ian Lurie: [00:28:56] I think you absolutely can. I worked with a lot of really, really small clients. A lot of it is relative, like, maybe you’re not going to compete with Walmart, but maybe you can triple your organic search traffic. SEO is DIY. No matter how big your organization is, eventually you have to look to visibility, relevance, and authority. And someone’s going to have to make those changes.

Ian Lurie: [00:29:23] So, again, you’ve got some advantages as an individual or a really small business as much as you don’t have an IT team. That also means you don’t have to worry about IT resource constraints. You know, somewhere along the way, you can find someone to help you work on that site. Creating content, you have less time, maybe you don’t have a team to do it. On the other hand, it’s going to come directly from the person who knows most about it. So, you’re probably going to create the best content on a particular topic. So, you absolutely can DIY it. And, in fact, it’s easier to compete in the SEO world than in the SEM world.

Mike Blake: [00:29:56] And I think that’s right. Before I joined Brady Ware, I guess, about three-and-a-half years ago now, I had my own company, Arpeggio Advisors. Now, I was pretty active in terms of creating content for that website. And I’m in a niche business valuation and so forth, so, fortunately, I didn’t have that many competitors online. But even with the modest amount of content that I create, I might have had like 30 pieces up there or something. I think even at least two years after I stopped using the website entirely, it’s still ranked in the top five for business valuation firms in Atlanta.

Ian Lurie: [00:30:36] Again, it’s an annuity, right? You don’t have to buy inventory. You’re not paying constantly for advertising. Stuff you write now will probably pay off later. Videos you record now will pay off later. So, yeah. No, that totally makes sense to me.

Mike Blake: [00:30:53] I’m going off script a little bit here, and I’m also sort of cornering you in a little bit of free advice while I’m doing a podcast interview, but I think others will benefit too. Is there a kind of a minimum amount of content you have to shoot for before you start getting some leverage behind your SEO?

Ian Lurie: [00:31:14] No. Usually, the biggest obstacle I find for clients is visibility, not relevance. And any content is better. Steady growth is very important. And stuff that’s truly useful for your audience. So, if you sell running shoes, writing 52 articles about the history of the running shoe is probably not as important as two really good articles on selecting and sizing the best running shoe. So, I would always look to that.

Ian Lurie: [00:31:50] Assuming you could produce great content, more is always better. But none of us have infinite resources. So, I was just going to say, you also have to remember that everything you have on your site is content, product description, service descriptions, descriptions of what you do, case studies. Everything is content, so optimize what you got first.

Mike Blake: [00:32:12] So, this brings up – and you touched on it earlier, but I think it’s such an important point, I want to underscore it – that SEO is a commitment, right? One of the things I’m curious about whenever I have these conversations is, who shouldn’t do it SEO? And it sounds like somebody who shouldn’t do SEO is somebody who isn’t willing to kind of make the commitment into the flywheel to initiate the flywheel, sort of apply at least some minimum momentum to keep it going. If you really just want a one-off step, then just go over to the SEM side.

Ian Lurie: [00:32:47] I mean, probably you already can tell I have opinions. Don’t invest in SEO if you don’t want to grow your business. And that sounds like really cheesy marketing speak, and I’m not coming at it from that direction. Again, investing in SEO starts with visibility. If you’re not willing to make the investment in a website that a search engine can easily crawl and index, then I would say you’re probably at a point where you’re not really investing in your online business. And I’m not saying that that is a choice. And I’m not saying that’s wrong. It’s all about context. But if you’re investing in a quality website and you’re spending time on quality content, including product descriptions, then you’re already investing in SEO. So, you should definitely do it.

Mike Blake: [00:33:41] So, we’ve probably covered this indirectly, but I want to make it explicit. What is the most common mistakes you see being made with SEO?

Ian Lurie: [00:33:55] Websites that are invisible in some way, especially folks who hire developers who say that they know SEO and then build a site that is completely invisible to search engines. Quantity over quality is the most common SEO issue. I see hiring someone for $5 a blog post to write 200 blog posts, Google has actually specifically put together algorithms that hammer sites like that now.

Mike Blake: [00:34:23] Oh, really?

Ian Lurie: [00:34:24] Oh, yeah. Oh, yeah. So, quantity over quality is a mistake. Attempting to manipulate lengths and gain links in manipulative ways is another common mistake. But the biggest one is that initial investment, it’s how you build your site. And this is, unfortunately, the hardest part for a business owner to understand and grasp because it requires technical expertise. And it’s not fair that a business owner should have to understand that. But there is a little bit of caution when you’re building the site. And I’m not talking about a beautiful design, which is great. I’m talking about just basic functional, useful website infrastructure.

Mike Blake: [00:35:10] I mean, does that go into the architecture of the site too? Is that SEO managing, for example, site bounces which can include just people being frustrated with a poorly functioning site and they throw their hands up and go someplace else.

Ian Lurie: [00:35:23] Yeah. I mean, bounce rate is a hard one because sometimes a high bounce rate means people are getting exactly what they want. The Portent blog, my old agency, had an 88 percent bounce rate. But that was because people found the article, got what they wanted, and left. But bounce rate is an important one of site performance. Ignoring the SEO side, just paying attention to one of the indications of quality of your site. If it takes five seconds or ten seconds for a page to load, that’s a problem. Does your site work on mobile? Does it offer really good experience on mobile? Is all the same content visible on mobile? Those are all important things as well.

Mike Blake: [00:36:05] I’m glad you mentioned those two things because I wanted to get into that just a little bit. So, you do think that mobile is important? Sort of what I’ll call mobile desktop parity is important.

Ian Lurie: [00:36:17] It is no longer a parity. Google has said that they are shifting to a mobile only index. Meaning that if content is not visible on mobile, they will not index it. We’re not accessible on mobile, they will not index it.

Mike Blake: [00:36:30] Wow. Okay.

Ian Lurie: [00:36:31] Yeah. They talked about mobile first for a long time, but there was a minor nerd riot on Twitter because it became clear that Google is actually moving to mobile only.

Mike Blake: [00:36:44] That is interesting. So, I mean that’s a big learning point for our audience, is that, you know, ignore mobile at your peril because it can effectively invalidate all your other SEO.

Ian Lurie: [00:36:59] I mean, anyone building you a reasonably good website should be building a site that offers a really good mobile experience. If it does not, then – I’m sorry this is another opinion of mine – but you should not be paying them to build your website.

Mike Blake: [00:37:15] I mean, do the the Squarespace’s and the Wix’s of the world, are those templates reasonably mobile friendly?

Ian Lurie: [00:37:23] Some of them are very mobile friendly. You need to test the templates. But, you know, it is all about the template. And, yes, some of them are great.

Mike Blake: [00:37:34] Okay. So, how long does it take to kind of see results from improved SEO performance? Is it a right of way? Do you have to kind of wait a few weeks, a few months?

Ian Lurie: [00:37:50] In the SEO industry, the going joke is the phrase, it depends. Because almost any question you ask can be answered that way. And it does depend. If your site has a technical problem, a visibility problem, it is possible that when you fix it, you will see results very quickly because Googlebot and Bingbot will suddenly be able to crawl your content. On YouTube, if there’s something that was just preventing your content from appearing, obviously, you fix it and you see results right away. If you have a different issue, if there’s a relevance challenge, something like that, it could take quite a bit longer. And there’s this subtle, messy in-between space where you’re probably looking at, you know, anywhere from weeks to months to move up. So, if you think about the sailboat analogy, it takes some time to get going.

Mike Blake: [00:38:41] Yeah. Okay. Now, in terms of web functionality, I think there are websites out there that you can basically put in your domain and they’ll issue a report that talks to you about your web functionality, accessibility, broken links, et cetera. Are those useful kind of self-help diagnostics or do you really kind of need to bring somebody in who’s an expert to test your website for you to figure that out?

Ian Lurie: [00:39:06] It depends on the tool. Most of the free diagnostics are not terrific. There are companies out there like Moz and folks like that that offer decent diagnostics. But all that stuff has to be taken in context. Those tools will give you objective measurement of things that you’re doing. And they don’t necessarily understand your industry. They don’t understand your own resource challenges. They don’t understand the history behind the building of your site.

Ian Lurie: [00:39:32] And just so you know, you can send me questions and I will not charge just to answer basic questions. I would recommend talking to someone who knows something about this stuff. And always keep in mind visibility, relevance, authority. Keep it that simple in your mind. If you’re looking at your site and you see an issue that is affecting visibility, if you think it’s very difficult to figure out what a page is about, those are problems and you need to think about them. If it’s very hard to find a piece of content on your site, that’s a problem you need to think about it. So, there’s a lot you can do. Use those tools, but be very careful when you look at their feedback.

Ian Lurie: [00:40:12] Also, the stronger the sales pitch after you run the tool, the more suspicious you should be. And if the tool requires that you register before you get the report, don’t use it. Sorry. I have a lot of friends who will get mad at me, but just don’t. Just because I’ve built those myself, and I’m telling you right now, I’m only giving you one tenth of the story.

Mike Blake: [00:40:32] Well, I mean, clearly, they’re simply lead generation funnels or something else. We’re talking with the Ian Lurie of Ian Lurie LLC. And the topic is, Should I market with Search Engine Optimization or SEO? We’ve touched on this a little bit, but I want to make this clear. And that is, my impression is that at the end of the day, if it’s my website, I still don’t really own that real estate. Google does for all intents and purposes. And, therefore, I shouldn’t necessarily expect to have 100 percent control over my SEO outcomes. It doesn’t entirely depend on what I do, is it or does it? Is there, in fact, a perfect algorithm, perfect conversation, perfect combination, perfect best practices? Or if I do everything right, that I’m just almost guaranteed success?

Ian Lurie: [00:41:30] Patience definitely makes a big difference. You know, consistent application of good tactics makes a difference. But in the end, algorithms change, Google changes. I’m always telling clients – because I don’t just do SEO – to diversify channels as much as they can, diversify search engines as much as you can, and understand applying the right tactics and strategies will help you. And it will get you consistent and consistently improving results.

Ian Lurie: [00:42:05] But in the end, it is Google’s world and we live in it. And to some extent it’s true with Bing as well. There are things you can do to perform better within those algorithms. But we will never have complete control over it.

Mike Blake: [00:42:21] Again, the boat analogy, I think, seems to apply because I can control what I do on the boat, but I can’t control the current and I can’t control the wind.

Ian Lurie: [00:42:30] Yeah. You can take best advantage and you can position yourself to take best advantage of the wind, and the currents, and the weather. And even in a rowboat, you’re still somewhat subject to them, but you can do your best to be ready and to capitalize.

Mike Blake: [00:42:48] So, let’s say that somebody in our audience – I hope somebody in our audience – is now thinking they want to up their SEO game and they feel like they need help from somebody like you to help them do that. How do you find somebody that’s really good? I guess the question is, are there any credentials, any special training, or degrees that people normally get to demonstrate their command of the SEO world? Is there anything like that? And if so, which are the ones that clients ought to be looking for?

Ian Lurie: [00:43:26] I’m a history major. I was a history major, so there’s definitely no degrees. I actually think a lot of it is about ability to explain what you’re going to do and why it matters. There is no credentialing. There is no good credential out there. There is no good certificate out there, partly because it evolves so quickly, partly because we don’t know the algorithm, and partly because I just haven’t seen a good credentialing system. And it’s been tried in our industry many, many times.

Ian Lurie: [00:43:55] But find someone who can explain what they’re going to do and why it matters. Truly explain it, like it makes sense to you. Not saying, “You need more links because”. But explain why. You know, “I would like you to make this change to WordPress because” and make it make sense. If they can’t do that, I would be concerned. And then, look at whether you’re comfortable with that person. Because you’re hiring a consultant or a consulting agency like you hire any other consultant or consulting agency. You need to be able to work with them and you need to want to work with them.

Ian Lurie: [00:44:33] Unfortunately, that’s the best I can do. The two danger signs are, if someone tells you that they know someone who used to work at Google or they have some kind of inside track, there is no such thing. And the other one – you may want to edit this one out – if they are making a big deal out of the fact that they have a credential from somewhere, that makes me a little bit nervous. And maybe they’re legit, but it makes me a little nervous because it’s impossible to be credentialed for something when there are a couple of hundred algorithm updates every single year.

Mike Blake: [00:45:15] Well, first, whenever somebody says you may want to edit this out, that guarantees we’re not going to edit it out.

Ian Lurie: [00:45:21] Well, that’s why I didn’t say it before.

Mike Blake: [00:45:23] It’s too juicy. It’s too juicy. But, I mean, look, it’s not unfair. In my industry, we do have professional credentials. And while I do think they have some meaning, I tell people that if there are people have a bunch of letters after their name that I would not trust to do a valuation of a lemonade stand. And there are people who are completely uncredentialed that are very competent business appraisers that can do a great job for you. And credentials are fine, but at the end of the day, all the credential really says is that, “I passed a series of exams and I paid to take those courses. I’m current on the annual fee. And I haven’t done something so egregious as a professional that they’re taking it away from me.”

Ian Lurie: [00:46:11] They threw me out.

Mike Blake: [00:46:12] That’s it.

Ian Lurie: [00:46:14] Yeah. A big difference with SEO and a lot of marketing is, there has never been an accepted curriculum that will make you good at SEO or really good at marketing. And that makes it even more difficult. And by the way, I have a law degree, too. I never practiced. But there is a certain set of things you must learn to be minimally qualified to be an attorney. And those things, to some extent, can be quantified because you took the bar and you passed it.

Ian Lurie: [00:46:42] With SEO, it is far more difficult. Even as a technical SEO, it’s difficult. You can look at what I know about websites and computers and how websites work. And assuming you can actually understand any of what I talk about – and I’m not saying that you don’t understand it because you’re dumb. I’m saying you don’t understand it because you actually have a life. Even assuming you could understand it all, that doesn’t mean that I’m establishing my qualifications as a consultant. So, it is very similar in a lot of ways. And in some ways, it’s even more difficult because there is no primary credentialing body for SEO and there may not be for decades.

Mike Blake: [00:47:22] I want to go back and underscore the I know a guy at Google kind of thing. You know, I would imagine the reason that cannot possibly be true is because Google will fire and then sue anybody that is disseminating information about their algorithm, because that’s a trade secret. And that person will be blackballed from their job, from that industry, and they’ll be paying Google for the rest of their lives.

Ian Lurie: [00:47:48] Yeah. I mean, there’s that. There’s also, I’m pretty sure Google plants some kind of explosive in people’s brains when they leave. People at Google don’t become SEOs. People who truly understand the ins and outs of the algorithm don’t become SEOs. Try to prove me wrong. I dare you. You will not.

Ian Lurie: [00:48:14] I can hire someone who worked at Google, but they’re not search engineers, because they’re the ones who signed the non-competes and the nondisclosures and the non-everything else. So, it’s very unlikely I’m going to find someone from Google who’s going to truly give me an advantage as an SEO.

Mike Blake: [00:48:33] Well, even if you did, how long before their knowledge becomes obsolete? Six months maybe?

Ian Lurie: [00:48:39] There’s that too. Yeah, there’s that too. You know, things evolve awfully quickly, and it might be a couple of years, but at some point their knowledge will become obsolete.

Mike Blake: [00:48:50] You want to become a professional Dungeons and Dragons player, well, what [00:48:55] edition? [00:48:56] If you’re a first edition player, your knowledge is not going to be that useful in fifth edition.

Ian Lurie: [00:49:03] Well, and then, of course, now that there’s the internet, there’s new rules and things for Dungeons and Dragons coming out on a daily basis. So, even somebody who works at Wizards of the Coast, the company that makes it, they cannot give you all the secrets of Dungeons and Dragons.

Mike Blake: [00:49:16] No. That’s right. Ian, this has been a terrific conversation. And I learned stuff and I’m very confident the audience has learned some very valuable things. If people want to contact you for more information, either to ask a question we didn’t cover or go into more depth than something that we did, how can people best contact you?

Ian Lurie: [00:49:36] So, you can reach me, just email me directly. It’s ian, I-A-N, @ianlurie.com. Or just send me a tweet just @ianlurie. Either one of those works. My last name by the way is L-U-R-I-E, I can barely spell it.

Mike Blake: [00:49:52] Very good. Well that’s going to wrap it up for today’s program. I’d like to thank Ian Lurie so much for joining us and sharing his expertise with us.

Mike Blake: [00:50:01] We’ll be exploring a new topic each week, so please tune in so that when you’re faced with your next business decision, you have clear vision when making it. If you enjoy these podcasts, please consider leaving a review with your favorite podcast aggregator. It helps people find us that we can help them. If you like to engage with me on social media with my Chart of the Day and other content, I am myself on LinkedIn, and @unblakeable on Facebook, Twitter, Clubhouse, and Instagram. Once again, this is Mike Blake. Our sponsor is Brady Ware & Company. And this has been the Decision Vision podcast.

 

Tagged With: Brady Ware, Brady Ware & Company, digital marketing, digital strategy, Ian Lurie, Michael Blake, Mike Blake, search engine marketing, search engine optimization, SEM, SEO, SEO consulting, seo optimization

Decision Vision Episode 111: Should I Retire? – An Interview with Brian Falony, Director of Marketing, Brady Ware & Company

April 8, 2021 by John Ray

Brian Falony
Decision Vision
Decision Vision Episode 111: Should I Retire? - An Interview with Brian Falony, Director of Marketing, Brady Ware & Company
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Brian Falony

Decision Vision Episode 111: Should I Retire? – An Interview with Brian Falony, Director of Marketing, Brady Ware & Company

On the eve of his retirement from Brady Ware & Company, Brian Falony joined host Mike Blake to discuss the considerations he weighed as he made the decision to retire from the workforce. “Decision Vision” is presented by Brady Ware & Company.

Brian Falony, Director of Marketing, Brady Ware & Company

Brian Falony
Brian Falony, Director of Marketing, Brady Ware & Company

Brian joined Brady Ware in 2017 and has more than 25 years of experience helping accounting firms grow their practices. He led the marketing functions for two of the top 50 CPA firms in the U.S. and has consulted with firms across North America on improving their marketing programs. Brian will lead the firm’s overall marketing efforts with a focus on growth.

Brian is a member of the Association for Accounting Marketing where he has served on several committees as well as the Board of Directors. He is also a member of the Association’s Hall of Fame.

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Mike Blake, Brady Ware & Company

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

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

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

Brady Ware & Company

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

Decision Vision Podcast Series

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

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

Connect with Brady Ware & Company:

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TRANSCRIPT

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

Mike Blake: [00:00:21] Welcome to Decision Vision, a podcast giving you, the listener, clear vision to make great decisions. In each episode, we discuss the process of decision making on a different topic from the business owners’ or executives’ perspective. We aren’t necessarily telling you what to do, but we can put you in a position to make an informed decision on your own and understand when you might need help along the way.

Mike Blake: [00:00:41] My name is Mike Blake, and I’m your host for today’s program. I’m a director at Brady Ware & Company, a full service accounting firm based in Dayton, Ohio, with offices in Dayton; Columbus, Ohio; Richmond, Indiana; and Alpharetta, Georgia. Brady Ware is sponsoring this podcast, which is being recorded in Atlanta per social distancing protocols. If you would like to engage with me on social media with my Chart of the Day and other content, I’m on LinkedIn, and also @unblakeable on Facebook, Twitter, Clubhouse, and Instagram. If you like this podcast, please subscribe on your favorite podcast aggregator, and please consider leaving a review of the podcast as well.

Mike Blake: [00:01:17] Today’s topic is, Should I retire? And our guest – that I’m going to bring on in just a minute – is a dear friend, and professional colleague, and mentor of mine, who has reached the stage of his life where he is going to retire from our firm. I don’t know if it’s been formerly announced, so I’m not going to mention it right now, but soon. It’s a known quantity by the time this thing gets published, I’m sure it’s going to be more known.

Mike Blake: [00:01:51] But, you know, it occurs to me that retirement is one of the most consequential decisions that all of us, we hope, will make in our lives. It’s consequential from a business perspective. It’s, of course, consequential from a personal perspective. And a decision to retire is so weighty and is so complex and is intertwined with the hard material discussions and considerations as well as the emotional and profound personal considerations.

Mike Blake: [00:02:30] And, you know, we’ve been thinking about retirement as a society for a while. I remember ten years ago or 15 years ago that we thought for sure there was going to be this wave of businesses that was going to be up for sale, and this wave of executives that were going to have to retire. And interestingly, they, largely, didn’t. I mean, some did, of course. But, you know, first of all, with the profound financial implications of the financial correction of 2008 and 2009, simply for many people moved the goalposts for retirement back from a financial perspective and did so in a significant way.

Mike Blake: [00:03:17] But, also, sort of a funny thing happened is that, the human lifespan and the human useful lifespan has increased significantly since World War II. And I’m not going to get into a big discussion as to why that is. There are lots of theories. But you just can’t deny the fact that more people are living into their 90s. You know, renowned children’s author, Beverly Cleary, just passed away at 104. I didn’t even know she was still alive. But when I was in my single digits and in the 70s, I was reading her books right along with everybody else. And that’s just an example. But not only are people living longer, they’re living longer in a state of greater health and in a state of greater vibrancy. And in particular, if we ever really get a handle on Alzheimer’s, watch out, because, you know, I don’t know that 65 is going to be the bogey for retirement. I don’t know that it’s necessarily economically sustainable. And again, that’s a different podcast, so maybe the Chart of the Day.

Mike Blake: [00:04:19] But coming back to where we are, you know, regardless of the social implications and the economic implications, at the end of the day, our podcast is about making critical decisions. And usually ones that are hard to reverse. And when you really get down to it, it’s hard to think of many personal decisions that are much more impactful, that have much greater and far reaching implications than should I retire. So, that’s why I want to cover this today. And I hope many of you will find this of interest and helpful.

Mike Blake: [00:04:57] And joining us today is my longtime friend and mentor, Brian Falony, who is Director of Marketing for my firm, Brady Ware & Company. We actually met when we are working with another accounting firm. I went back and checked, it’s actually about 12 years ago. And I suspect that we grew a friendship quickly because I was an accountant that actually was interested in marketing. But, ha, the joke’s on you. I’m not really an accountant. I just have to work for an accounting firm so the record is unblemished.

Mike Blake: [00:05:28] But, you know, he and I have maintained a long relationship, a great relationship now across two firms. He actually recruited me into Brady Ware. And I hope that’s not one of the reasons he’s being put into retirement. It might be, we’ll get into that. And as I said, he’s retiring soon. So, I thought, what a cool idea to get into the head of somebody who is actually in retirement, not thinking about retirement, not did it a year ago, but is actually sort of in process, kind of like watching an eclipse as it’s happening.

Mike Blake: [00:06:05] Brian has more than 30 years of experience helping accounting firms grow their practices. He led the marketing functions for two of the top 50 CPA firms in the U.S., and has consulted with firms across North America on improving their marketing programs. Brian leads the firm’s overall marketing efforts with a focus on growth – at least he will until he retires. Brian is a member of the Association for Accounting Marketing, where he has served on several committees as well as the board of directors. He is also a member of the Association’s Hall of Fame – which I did not know. And, again, this is one of these things, just like last week, you get into somebody’s bio, you find some cool things about them you didn’t know in spite of how long you knew them.

Mike Blake: [00:06:45] And I think it’s worth saying that, also, Brian has been one of the thought leaders that helped put this podcast together. It was he, in a lot of ways, helped make this possible and rallied the support of the firm behind it. And it’s a fair statement to say, this podcast would not be here, I think, without Brian’s help. And to him, I’m very grateful for that. And I hope our listeners will acknowledge that. Brian, thank you so much for coming on the program.

Brian Falony: [00:07:13] Well, thanks, Mike. That was a great introduction. I’m not sure that I’ll live up to all of it, but I’m ready to talk about it.

Mike Blake: [00:07:22] Well, you are retiring. You are retiring, right? I mean, you are qualified to talk about that because you are, in fact, retiring. You don’t reverse that decision, right?

Brian Falony: [00:07:30] That is true. That is true.

Mike Blake: [00:07:32] So, you know, talk about your career as you kind of look back and you’re talking to somebody about what you have done over the course of your business life, how would you summarize it?

Brian Falony: [00:07:44] Well, actually, I had two careers. Right out of college, I started working for the office furniture industry. My dad was actually working in that industry. And he kind of got me an entree into it. And I worked for firms like Herman Miller and Haworth for about 17 years. And then, in, I think, 1989, Herman Miller, being a public corporation, had a big cutback. And, suddenly, there I was without a job and had a family and a house and all of that. So, I started searching around, landed a job, and had to move from West Michigan down to South Bend, Indiana, sold the house, moved the family. Six months into the new job, I decided I would have been better off staying unemployed. So then, I started searching again.

Brian Falony: [00:08:29] And there was a firm called Crowe Chizek down in South Bend, Indiana. And I had an opportunity, go in and talk to them about their marketing director position. They took a chance on me and I had no idea about working in accounting, but I took a chance on them. I found out that I absolutely loved working with accountants, working in a less hierarchical structure, and working in an area where I could make a meaningful impact on the growth of a firm. I worked for them for a few years.

Brian Falony: [00:09:04] I took another job which moved me to Atlanta, consulting. I worked for an association of accounting firms and consulted with them for a number of years. And then, had a great opportunity to go back into a firm. And so, I’ve been in firms. I’ve been consulting with firms. I’ve been with a company that’s no longer in existence, Peachtree Software. They were bought up. But for the last 30 years, I’ve been working with accounting firms and have just absolutely loved what I do, helping these firms grow and helping individual accountants find new clients and develop relationships with those clients.

Mike Blake: [00:09:45] So, you’ve done all that. You’ve enjoyed and produced, you know, the success that you have. What goes into the decision to decide you’re going to retire?

Brian Falony: [00:09:59] I think there are a couple of things, and I’m going to speak for me here. But I started over the last couple of years, I started to realize that there were parts of the job that I really, really liked. But then, there were other parts of it that it just wasn’t my main interest. And my interests were changing a bit. And so, when you start to get that feeling that – gosh – it’s just not exactly what you wanted to do. And that started me thinking about it.

Brian Falony: [00:10:35] And then, the other thing that went into that decision is, I’m a relatively older person. I did not grow up with the internet. I did not grow up with a lot of the technology that we have today. And I started to think, you know, the way marketing is going within CPA firms, it may require a different skillset than what I bring to the table. And maybe it’s time for the firm to start looking for somebody that has that skillset that can take them to the next level, can take them over the next few years, and really embrace the technology that is taking over our world.

Mike Blake: [00:11:21] You know, that’s interesting, and I think there’s a very visible analogy to that, and that is in sports coaching. I know you follow sports, at least, a little bit. And I’m sure you’re cognizant of the fact that many sports, particularly baseball but has spread to others, have gone deep into data analytics in terms of how they build teams on field, decision making, and so forth. And what we saw, about, starting ten years ago in baseball and maybe five to seven years ago in the other sports, were the old school coaches retiring. Not because they had lost the ability to coach a football game and select players and train players per se, but they started to recognize that in order to be successful or to get that next job, they were going to have to embrace analytics.

Mike Blake: [00:12:19] It means going back to school for computers, which means having to go back to school for some form of data science. Which, just is not the kind of thing that say, you know, Don Shula was going to do, right? It’s not what Joe Torre was ever going to do, right? And so, rather than retool – it didn’t mean they all of a sudden become bad coaches, but it simply was a scenario in which their industry evolved in a direction where you have to make a decision. (A) You don’t want to do it. And (B) is it worth doing, given the fact that I may not necessarily have that many working lives left. Does it even make sense to do that from an ROI perspective?

Brian Falony: [00:13:03] Yeah. And I think it’s not only the internal looking that you just described. But I think if an executive is really dedicated to the firm that they work for, I think they also have to, in their mind, ask that question, is the skillset that I have what is needed to take my firm to where it needs to go?

Mike Blake: [00:13:32] Yeah. But I guess, also, the other consideration, too, I mean, you could have simply left Brady Ware and moved to another accounting firm. So, it’s not just about the need for that firm, I imagine, but it’s also sort of the needs of the market generally. And that doesn’t mean that what you bring to the table is obsolete – I’ll just call it sort of old school, if you will, or OG marketing – it’s still very valuable. And it’s going to come back with a vengeance. So, say, I’ll get vaccinated and start meeting each other again. But it’s going to be one tool as opposed to the tool.

Brian Falony: [00:14:10] Yes. I agree totally.

Mike Blake: [00:14:14] And a tool that’s more relied upon, I think, by certain demographics, one versus the other. Again, as you mentioned, just based on how people grow up and what their comfort level is with different kinds of marketing platforms.

Brian Falony: [00:14:26] Absolutely.

Mike Blake: [00:14:28] So, I’m going to quasi-out you a little bit. I know that you’re not 65. I know that you’re older than 65. I’ll let you disclose your age if you choose to. But I know you didn’t retire exactly at 65, which is our firm’s ostensible mandatory retirement age. And that’s sort of a frequent finish line for many people’s careers, I’m not sure how long term sustainable that is given the economics. But, for now, it is what it is. Why didn’t you just retire at 65, kind of like everybody else? What kept you wanting to continue?

Brian Falony: [00:15:07] Well, at the time, I was working for a company called Thomson Reuters. And I had started out working for a company called BizActions, which was then bought by Thomson Reuters. And I had the opportunity to help CPA firms use a tool, an electronic newsletter tool, to help develop their business. And when Thomson Reuters bought it, my job changed significantly and became a little bit less fun. But I wasn’t ready to hang it up yet.

Brian Falony: [00:15:39] And so, one day, I was talking with one of my customers, Brady Ware & Company. I was talking to my contact with Brady Ware. And I’d seen on LinkedIn that they were looking for a marketing director, and I said, “Gee. I see you’re looking for a marketing director.” She says, “Yeah. Do you know anybody?” And I said, “Well, as a matter of fact, I do.” And because we had developed such a good relationship, I started working for Brady Ware.

Brian Falony: [00:16:08] But, really, at the time I was 65 years old, I wasn’t ready to hang it up at that point in time. I knew that I really loved going into an accounting firm and bringing my skills into their marketing program. And getting them to the part where they’re directed, and they’re growing, and everybody is being successful in growing the firm. So, I thought this was a great opportunity. I did, however, say to the managing partner who is doing the hiring, I said, “I want you to realize I am 65 years old. I plan on retiring at age 70. So, just understand that this is a five year maximum gig. And I’ll be happy to work with you in that transition when the time comes.”

Brian Falony: [00:16:54] Well, that was a number of years ago. And, now, that I am 70 years old, it is time to actually put that in place. And so, he and I started talking, probably, about a year ago on the transition. I let him know that 70 was coming up and that we had discussed this. And so, we’ve been working on the transition for about a year.

Mike Blake: [00:17:18] So, as you approach this decision, other than the financial peace – and financial, I think, concerns everybody to some extent. Maybe not. I don’t want to put words in your mouth – but what concerns you most about the decision to retire, if anything? Was there anything that worried you, concerned you, bothered you, made you hesitate in any way?

Brian Falony: [00:17:39] Well, it’s something that I’m still having to deal with in my head. And that is for, roughly, 47 years, ever since I graduated college, I have been in marketing. I have progressed through marketing up to the director level. I have been the breadwinner for my family. I can’t tell you the last time I took more than about two weeks off from work. And so, I think there is a little bit of a loss of identity. Like, “Who am I going to be in this new career?” And I’m still working on that. I think I’ve got a solution for it. And I’m hoping that it all works out well. But that is still a concern. And I think for a lot of people that have had a good long career and really loved what they’re doing, that loss of, “Well, this defines who I am. How do I get that new definition?” can be a pretty significant issue that needs to be considered.

Mike Blake: [00:18:49] Yeah. And, you know, I spoke with a friend, that you and I both know, last week. And she retired, actually, about a year or almost a year ago. And I’m going to have another conversation with her next week. But she wasn’t overly thrilled with her retirement either. And the thing that she told me that she’s really struggling with is building that identity. You know, there’s only so many books you can read, if you’re the most voracious reader in the world. And so, like I said, I got on the phone with her and helped her brainstorm and kind of think about what might be next. And, you know, I think it is jarring.

Mike Blake: [00:19:32] My dad, he retired, I guess, about eight, nine years ago. And he’s a very good retiree. He had no desire to go back to work. He’s a little bit a nonprofit. He’s a big time bridge player, that sort of thing. But, you know, I can appreciate for a lot of people that’s not easy, especially if you’ve been sort of in an intense environment where your whole day, your week, your month, your year is structured around work. You just have that become a vacuum. It’s almost an embarrassment of riches in terms of time. It’s a different kind of time management problem.

Brian Falony: [00:20:08] Yes, it is. And we’ll see how that goes.

Mike Blake: [00:20:12] So, how would you characterize your retirement planning process? When did you start to get serious about it? Was it phased? Was it consistent? Was it, “Oh, crap. I’m behind. I got to hurry up.” And it’s probably sort of different for different aspects of retirement. But how would you characterize it in your particular case?

Brian Falony: [00:20:38] Well, it was pretty well planned. And if you ever talk to my wife, she’ll tell you that I’m very annal about process and planning and all of that. So, you know, as I alluded to earlier, I had told the managing partner of Brady Ware when he hired me that there was a limit on this. So, I had already started thinking about what does this look like. And then, I kind of put off any kind of planning until about a year ago. And when I turned 69, I said, “You know, I really have to be in a position to make this a successful and a smooth transition, so I better start planning now.”

Mike Blake: [00:21:22] And so, I talked to the managing partner, like I said, a year ago. And then, we got serious about putting a plan together, probably, starting six months ago. And we have a structured plan that laid out dates for hiring a consultant to determine what kind of a transition we wanted to make in sourcing, hiring, putting up the ads for candidates, evaluating the candidates. So, there was a pretty good plan there.

Brian Falony: [00:22:01] On the personal side, I’ve also been planning and talking to a couple of my contacts within the industry about possible consulting work and things like this. So, there’s that other side of the plan, the personal side of the plan. But I’ve been working on that for probably about the last year just to make sure that it is a good, smooth transition.

Mike Blake: [00:22:28] So, you’ve been involved, you said, in helping to choose your successor. How much involvement have you had? And do you think that involvement is likely going to be best practices for many firms? Or maybe best practice is more or less involvement?

Brian Falony: [00:22:48] That’s a really interesting question. As you said, I have been involved. I have interviewed some of the candidates. I definitely interviewed the successful candidate. But I think part of that is going to depend on the personality of the of individual retiring. I went into this with an idea that within the accounting marketing profession, most times marketing directors don’t retire. They leave and get another job, they get fired, whatever. And it’s a very difficult transition. One of the things I wanted to do in this is, try to make a smooth transition to see what goes into making that happen. So, I had the mindset that I really wanted to help with that.

Brian Falony: [00:23:46] Other people that may have a different attitude, may have the attitude that I’m the best one that’s ever been in this position, it would be a little harder for them to step back and say, “All right. Who is going to be a great person to replace me? Do some of the things that I can’t do and take the firm to the next level.”

Brian Falony: [00:24:07] So, I think going back to your original question, how involved should the person be in bringing their successor, I think if they’ve got the attitude that, this is a process that I can significantly help move my firm to the next level by doing this, then they ought to be very involved. If it’s, on the other hand, a person who thinks that they can’t be replaced, they probably ought to not be terribly involved because they’re going to look for the negative sides of anybody that’s going to come in and replace them.

Mike Blake: [00:24:39] Right. There are, in fact, the process. So, I imagine the other piece of this, too, is the circumstances under which the retirement is occurring. In your case, you know, you’re managing an orderly retirement. You’re obviously departing from the firm or separating from the firm on very good terms. Not every retirement occurs in that direction that way, right?

Brian Falony: [00:25:01] That’s true. That is true.

Mike Blake: [00:25:03] You know, you don’t necessarily want to have the person that you’re effectively booting out, trying to be involved in the successor. It’s hard to see how that would be a constructive conversation and relationship.

Brian Falony: [00:25:15] Yeah. Yeah. The plan is to have my successor in place and for me to work with him for probably about four weeks. And I’ve given this some thought and I’m thinking that, like, the first week, I’m still going to be the marketing director and he’s going to be learning from me. The second week, it might be kind of half and half. And by the third week, he’s going to be the marketing director and I’m just going to be there as a resource to him for a couple of weeks.

Mike Blake: [00:25:42] Okay. Now, you really gave the firm five years notice, when you really get down to it, right? But then, you sort of reminded our managing partner – I don’t know if I should say his name, but I guess not. I don’t know if it matters or not. People can look it up – you gave him notice saying, “Hey, look. You know, we’re sort of at the fourth quarter here. You know, we need to start acting.” So, in effect, that was a year long runway. Do you think a year is best practice in your ideal world might you have started a transition process earlier? Is it perhaps too much that maybe a year just seems so far away in retrospect? What’s your view on that?

Brian Falony: [00:26:34] I think a year is probably good. I wouldn’t make it less than six months. But then, I wouldn’t make it longer than a year either. And one of the things that I’ve noticed particularly, probably, in the last couple of months, is that, in interactions with some of the folks in the firm, I get the feeling that they’re looking at me as a lame duck. And so, I think if you start this process too soon, like more than a year out, the person could find themselves in that lame duck position a lot earlier than they need to be. So, I would say probably somewhere in the six months to one year range, at least from my experiences, is a pretty good amount of time.

Mike Blake: [00:27:25] Right. Right. And, of course, we’re talking about an executive position too. A position that’s more of a staff position. You may not necessarily need that long a transition. But the bulk of our listeners are in that executive position, so I think that answer is most relevant to them.

Mike Blake: [00:27:47] The question I’d like to ask is, a lot of people – and I’m starting to get to this age now where people are very fixated on it – have sort of a magic financial number. Where their basis is, you know, if I hit this, I’m going to retire. In government, if I hit 20 years of service, I’m out. Or, you know, for the rest of us mere mortals, if I have this much in the bank, that said, I’m out. You know, how important was that to you in terms of the timing and decision to retire?

Brian Falony: [00:28:15] It was a factor, but I don’t think it was the major factor. One of the things that I considered is – and this may change, but for right now -you’ve maxed out your Social Security at age 70. So, I knew 70 was kind of where I wanted to be. What was more important to me was having zero debt going into it, so that was a goal. But, you know, I don’t think there was a specific financial number in mind.

Brian Falony: [00:28:58] I wanted to make sure that I had enough in between my retirement savings and my Social Security that we’re not going to have to significantly downsize our lifestyle. That’s probably the biggest consideration, just having enough to enjoy the time that I have left, and provide for my wife, and just do some of the things that we have not been able to do because I’ve been tied up with work for all these years. But there wasn’t a magic number out there. There was a lot of factors that went into it. I don’t know if that helps, but that was kind of what was going in my mind.

Mike Blake: [00:29:47] Well, I think it’s interesting. This is one of those answers that I think is going to differ person to person. I know some people that they look fanatically at their brokerage accounts or savings accounts, whatever it is, their total assets, and they say, “If I hit this number, then I can basically give the world a finger. And then, my whole world changes after that time.” And, you know, of course, we all hear about government employees that the saying is, they know to the day when they’re eligible to receive full retirement.

Mike Blake: [00:30:22] And I was just curious, in your perspective – it sounds like it’s not – it doesn’t sound like you’re fixated on a number that basically was your “freedom number”. Obviously, you want to retire at a time when you can provide for yourself. That doesn’t make any sense not to do if you can help it. But at the same token, it doesn’t sound like you hit a finish line. I’ve made the number. And, therefore, I’m just going to sort of hit a switch and go into retirement mode. It’s much more holistic than that.

Brian Falony: [00:30:52] Yeah. I think that’s a fair description, Mike.

Mike Blake: [00:30:57] So, I see retirement as falling into one or two buckets. And I think I know the answer to this question, but I don’t want to assume. And one of those buckets is, retirement just simply closes a book. It’s a big ending that transitions into something just entirely different. And, again, my father was this way, my grandfather was this way for sure, my mother was this way. They just retired and just never looked back in any way, at least as far as I could tell.

Mike Blake: [00:31:39] And then, there’s another school of thought that says, “Well, this is just a different chapter where I’m still going to be around. I’m still going to be doing stuff. I’m not going to necessarily have ‘being retired’ as my identity. It’s simply a financial status,” if you will. I’m curious as to which bucket you would like to see yourself in and what’s attractive about that to you?

Brian Falony: [00:32:03] I think I would up for bucket number two as opposed to bucket number one. As I said earlier, when I fell into this career of professional services, marketing, and particularly marketing for accounting firms, I found something I really loved. And you mentioned earlier that I’m a member of the Association for Accounting Marketing and I’ve served on the board of directors and a number of committees there. And that association has been critical to my career. And I love the people in the organization. I love the organization.

Brian Falony: [00:32:42] So, I plan to stay involved with that organization even after I retire. And through that organization, I’ve met a number of people, some of whom have gone out into the consulting world. And I’ve talked to a couple of them about possibly working with them on some part time consulting engagements, things like that. Because, like I said, I love this profession and I do have, I believe, some things that I can give back to some other firms. So, I plan to keep my hand in at least a bit, not full time, but at least a bit, and just give back a little bit to this profession that has been so good to me.

Mike Blake: [00:33:24] You know, one of the things that I’ve seen some organizations do, and this is something I believe they have borrowed from academia, is, they established an emeritus role. And I think that’s actually really smart because one of the things I think that firms make a mistake on, you know, we have these well-intentioned retirement ages. And the goal mainly of the retirement age is to make room for the next generation, basically. But hitting the ejector seat on people that have potentially a-half-a-century of experience – I don’t care how much technology has changed – there’s going to be value to that half century of experience, for sure. You know, to have a role for that emeritus, whether it’s in a firm, whether it’s in an organization – hopefully AAM has something like that available for you. If not, they should – what do you think about roles like that? I mean, is that a real thing or is it just window dressing or am I making something that really isn’t a big deal? How do you kind of react to that?

Brian Falony: [00:34:28] Actually, I hadn’t thought about that until you brought it up. But I think it’s a really good idea. It’s certainly not going to be for everybody. But I think there is a lot of experience that goes out the door, and firms and individuals could benefit from that. I think there’s a tremendous opportunity for mentorship relationships within firms that could be enhanced by that person not being in a direct reporting relationship.

Brian Falony: [00:35:05] That’s one of the things that I found interesting about CPA firms, is, most of them that are at the partnership type have a defined retirement date where people have to sell back their ownership, and it’s usually 65. And there’s a lot of experience that walks out the door when that 65 hits and they have to sell their shares back. It’s experience that the firms themselves, I think, could benefit from in some fashion if they had what you call an emeritus type position. So, in hearing you talk about that, I think that’s probably not a bad idea.

Mike Blake: [00:35:48] Yeah. And maybe it’s something I’ll bring up with the other partners in the firm. So, we’re talking with Brady – I’m sorry. We’re talking with Brian Falony of Brady Ware & Company. And the topic is, Should I retire? Did the pandemic impact your decision to retire at all? And if so, how?

Brian Falony: [00:36:07] Not really. I’m one of these people that I’ve never been particularly concerned about the pandemic per se. So, I haven’t altered my work style much because of it. Now, the big change for me when the pandemic hit was, I was flying up to Dayton, Ohio usually about once a month. And I don’t think I’ve been up there since January of 2020. So, I’m not getting those Delta miles anymore. But the pandemic really didn’t have a lot to do with it. In fact, if the pandemic had had any effect, the only effect I could see is I might have postponed it another year since I won’t be able to do some of the traveling I wanted to do in retirement. But the pandemic really has not affected my decision one way or the other.

Mike Blake: [00:37:02] And that’s interesting because in considering what you said at the outset of our conversation, you talked about the approach to marketing being much more technologically focused as one of the motivations to retire. And I would have anticipated you saying that, clearly, marketing as much as anything has been forced to undergo a massive digital transformation. Because we can’t go to the conferences, and trade shows, and networking meetings, and coffees, and after dinner drinks and happy hours, all that good stuff. And I was curious if the sudden reliance on that – and I may be putting words in your mouth, so feel free to tell me to go jump in the lake – knowing the kind of person you are, how much personal contact means to you, and how much relationships means to you, you know, I wonder if kind of just the pandemic and the digital transformation for somebody like you would just take a lot of the fun out of it.

Brian Falony: [00:38:13] Maybe. But I think one of the things that the pandemic did, going back to what you just said about the change and the greater use of technology, is, it really spurred me to dig in and learn better how to use this technology that I’m not a native to and have not grown up with. It reminds me of something I got from my old aunt who just passed away, she was 98 years old. I last saw her, probably, about five years ago. And she said, one of the things that kept her going at that point in time was when she got up every day, her goal was to read something and learn something new every day. And as long as she did that, then she felt she was living well.

Brian Falony: [00:39:08] And so, when I reflected back on that, I said, “Here’s an opportunity for me to really dig in and learn something new, and see if I can enhance my skillset with it.” And so, rather than being a turn off and losing that contact – yeah, I do miss the personal contact. I do miss the face to face. I miss sitting down in your office with you and talking over your huge screen – but on the other hand, it has also spurred me to really dig in and learn new things. And so, I think there’s pluses and there’s minuses.

Mike Blake: [00:39:44] What are you looking forward to most in retirement?

Brian Falony: [00:39:50] One of the things is, as I noted before, giving back somewhat to my profession and trying to help and mentor some younger folks in the accounting marketing profession, because it can be a tough profession. But I’m also looking forward to exploring some other interests. I have a strong interest in science, and particularly astronomy and things like that. And I plan to spend some time reading and learning about that. And I might even dust off my log book and go out and go back to flying a little bit. You know, get current back so that maybe I can take my grandkids up for a flight one of these days.

Mike Blake: [00:40:34] Well, I’m sure they love that. For somebody who went to pilot training myself for a while, the navigation is a lot easier now, so you might want play with that. Brian, this has been great. I really appreciate you taking some time to talk to us. And I think our conversation is going to help a lot of people who are thinking about retirement sometime in the short to medium term. If people want to follow up on a question I didn’t ask or maybe want to go deeper on something that we talked about, can they reach out to you? And if so, what’s the best way to do so?

Brian Falony: [00:41:07] Yes, they can. And Mike, thank you. This has been a fascinating discussion. But if people need to get a hold of me, probably, since I will not be at Brady Ware for more than another few weeks, best thing would be to email me. And my personal email is F as in Frank-A-L-O-N-Y-B@earthlink.net.

Mike Blake: [00:41:33] Well, thank you, Brian. And that’s going to wrap it up for today’s program. I’d like to thank Brian Falony so much for joining us and sharing his expertise with us.

Mike Blake: [00:41:41] We’ll be exploring a new topic each week, so please tune in so that when you’re faced with your next business decision, you have clear vision when making it. If you enjoy these podcasts, please consider leaving a review with your favorite podcast aggregator. It helps people find us that we can help them. If you like to engage with me on social media with my Chart of the Day and other content, I’m on LinkedIn, and @unblakeable on Facebook, Twitter, Clubhouse, and Instagram. Once again, this is Mike Blake. Our sponsor is Brady Ware & Company. And this has been the Decision Vision podcast.

 

Tagged With: accounting firm, Brady Ware, Brady Ware & Company, Brian Falony, career, marketing career, Michael Blake, Mike Blake, retirement, retirement planning

Decision Vision Episode 110: Should I Pivot my Company? – An Interview with Helene Lollis, Pathbuilders

April 1, 2021 by John Ray

Pathbuilders
Decision Vision
Decision Vision Episode 110: Should I Pivot my Company? - An Interview with Helene Lollis, Pathbuilders
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Pathbuilders

Decision Vision Episode 11o:  Should I Pivot my Company? – An Interview with Helene Lollis, Pathbuilders

As CEO of Pathbuilders, Helene Lollis started the year 2020 planning her company’s 25th anniversary celebrations. Those plans quickly faded, however, as a pandemic created an enormous challenge for a business based on in-person learning. Helene spoke with host Mike Blake on how she guided a pivot for Pathbuilders and how the company thrived because of it. “Decision Vision” is presented by Brady Ware & Company.

Pathbuilders

Pathbuilders is a professional mentoring and leadership development company. They offer cross-company mentoring programs for women at each phase of their careers, and custom programming for organizations focused on developing high-potential women and men, creating mentoring cultures, launching women’s initiatives, and retaining key talent.Pathbuilders

At Pathbuilders, they design and deliver high-impact mentoring programs for organizations using custom tools and proven methodologies that create formalized learning environments. It is the purposeful structure and practical nature of their content that make the learnings applicable and actionable, and we pride ourselves in creating lasting mentoring relationships for our clients that directly impact retention, promotion, and satisfaction.

Company website | LinkedIn

Helene Lollis, CEO, Pathbuilders

Helene Lollis, CEO, Pathbuilders

Helene Lollis is the chief executive officer of PATHBUILDERS, an organization focused on moving women forward and increasing gender diversity in leadership. For 25 years, Pathbuilders has focused on advancing top-tier talent through high-impact mentoring, professional development, and consulting with senior executives to create cultures where women thrive. Helene guides strategic direction and program development consults with key clients and represents Pathbuilders in the community. Trained as an engineer, Helene spent 12 years with Amoco and BP Corporations in plastics process design, product development, marketing, strategic planning, and company mergers and acquisitions.

Helene is frequently invited to speak on the topics of mentoring, women in the workplace, and career planning. She has been published in HR Magazine, Diversity Executive, and Talent Management and has been featured in The Wall Street Journal. Extremely active in the community, Helene is a past chair and on the executive board of Junior Achievement of Georgia and is a Trustee of the Woodruff Arts Center, where she is a chair of its Women’s Giving Circle. She serves on the Boards of the NC State University Engineering Foundation, the Rotary Club of Atlanta, and SHRM-Atlanta and has previous board service with the Metro Atlanta Chamber and Leadership Atlanta. She is also a member of the International Women’s Forum.

Helene was proud to be recognized as one of Atlanta’s Most Admired CEOs by the Atlanta Business Chronicle in 2020. She received the Gold Leadership Award from the Junior Achievement USA Board of Directors for her service to JA. She was inducted into the YWCA Academy of Women Achievers, and she was recognized as the Guiding Star by Emory’s Executive Women of Goizueta. Helene served as a subject matter expert at The Wall Street Journal Executive Task Force on Women in the Economy. She received her bachelor’s and master’s degrees in chemical engineering from NC State and Purdue Universities.

LinkedIn

Mike Blake, Brady Ware & Company

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

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

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

Brady Ware & Company

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

Decision Vision Podcast Series

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

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

Visit Brady Ware & Company on social media:

LinkedIn:  https://www.linkedin.com/company/brady-ware/

Facebook: https://www.facebook.com/bradywareCPAs/

Twitter: https://twitter.com/BradyWare

Instagram: https://www.instagram.com/bradywarecompany/</a

TRANSCRIPT

Intro: [00:00:03] Welcome to Decision Vision, a podcast series focusing on critical business decisions. Brought to you by Brady Ware & Company. Brady Ware is a regional, full service accounting and advisory firm that helps businesses and entrepreneurs make visions a reality.

Mike Blake: [00:00:23] Welcome to Decision Vision, a podcast giving you, the listener, clear vision to make great decisions. In each episode, we discuss the process of decision making on a different topic from the business owners’ or executives’ perspective. We aren’t necessarily telling you what to do, but we can put you in a position to make an informed decision on your own and understand when you might need help along the way.

Mike Blake: [00:00:44] My name is Mike Blake, and I’m your host for today’s program. I’m a director at Brady Ware & Company, a full service accounting firm based in Dayton, Ohio, with offices in Dayton; Columbus, Ohio; Richmond, Indiana; and Alpharetta, Georgia. Brady Ware is sponsoring this podcast, which is being recorded in Atlanta per social distancing protocols. If you like this podcast, please subscribe on your favorite podcast aggregator and please consider leaving a view of the podcast as well.

Mike Blake: [00:01:12] So, today’s topic is a topic that we’ve visited before. We had Brandon Cooper on talking about pivoting a company. And today’s topic is, Should I pivot my company? And as I mentioned when we crossed the 100th episode threshold that, I decided that I wasn’t going to be afraid to revisit topics, because, you know, a lot of people approach the same problem or decision with a different fact set with a different fact set, with a different set of priorities and with, frankly, a different set of circumstances.

Mike Blake: [00:01:50] And, therefore, I’ve decided and the listenership seems to agree given the rise of numbers we’ve had, that it’s okay to kind of revisit a problem again and again. We’re not going to make this the pivot our company podcast or it’s all pivots all the time. But, nevertheless, I do want to come back and revisit these conversations.

Mike Blake: [00:02:12] And, of course, we have this thing called coronavirus, which as of March 25th, when we are recording this podcast, it looks like we are at least in a position where we’re seeing a light at the end of the tunnel. We’re not there. We’re not post-pandemic. I call it trans-pandemic. But we’re certainly getting there. And as many of us know, COVID has presented us with decisions we would not have ever imagined we would have needed to make. And probably if we did make them, we had to make them in a way that would have been different in the pre-pandemic environment.

Mike Blake: [00:02:50] And Brandon’s conversation was more about – or was about a circumstance where a pivot was required in a pre-pandemic scenario. But our guest today is going to come in and talk to us about the decision to pivot a company during the pandemic as a result of the pandemic. And I think a lot of companies can recognize this.

Mike Blake: [00:03:16] And even though we are emerging from the pandemic at this point, it’s still going to be instructive because we don’t know when that next external shock is going to happen. We don’t know when the next pandemic is going to happen. I mean, frankly, you know, if we’re honest about it, we don’t necessarily know that we have COVID licked. I mean, I think right now we have the upper hand, but there are mutations out there. You know, we just don’t know. So, I do believe that this is going to be somewhat of an evergreen topic for good or ill.

Mike Blake: [00:03:46] And helping us with this is my long time friend, Helene Lollis, who is the Chief Executive Officer of Path Builders. An organization focused on moving women forward and increasing gender diversity in leadership. Extremely active in the community, Helene is a past chair and on the executive board of Junior Achievement of Georgia – she’s been doing that forever, I know – and as a trustee of the Woodruff Arts Center, where she is the chair of its Women’s Giving Circle. She serves on a bunch of other boards, too, it’d take out the program to list all of them. Just take my word for it, she does a lot of stuff.

Mike Blake: [00:04:21] Helene was also recognized as one of Atlanta’s Most Admired CEOs by the Atlanta Business Chronicle in 2020. She received the Gold Leadership Award from the Junior Achievement USA Board of Directors for her service to Junior Achievement. And she was inducted into the YWCA Academy of Women Achievers and was recognized as the Guiding Star by Emory’s Executive Women of Goizueta, which is their school of business. She was trained as an engineer – which I did not know. And I’m embarrassed that I did not know this. I never asked.

Helene Lollis: [00:04:49] Why don’t you know that?

Mike Blake: [00:04:49] But she was trained as an engineer and received her Bachelor’s and Master’s Degree in Chemical Engineering from North Carolina State and Purdue University. And spent 12 years at the Amoco and BP Corporations in plastics, process design, product development, marketing, strategic planning, and company mergers and acquisitions.

Mike Blake: [00:05:08] For 25 years, Path Builders has focused on advancing top tier talent through high impact mentoring, professional development and consulting with senior executives to create cultures where women thrive. Boy, do we need that today. And Helene guides strategic decision and program development, consults with key clients, and represents path builders in the community. Helene Lollis, welcome to the program.

Helene Lollis: [00:05:30] Welcome. I wish I sent you a shorter bio.

Mike Blake: [00:05:34] No, I’m glad that we got that out there. The cool thing is, I mean, I’ve had a lot of friend whom I’ve known for some time, and it’s uncanny how many things I learn about them when I actually have to go and do the homework and learn about the bio. Fortunately, I haven’t found that somebody was like a convicted felon or anything, that might be kind of awkward, or a traitor to the state. But, you know, I did not know that you have that long background in engineering and material science before you moved into this. And at some point, I hope our conversation will come around to how does that background give you, maybe, a different perspective on the things that you do, because I suspect that it does.

Helene Lollis: [00:06:19] It does. Yeah.

Mike Blake: [00:06:20] As opposed to what I would expect a more kind of human resource background, for example.

Helene Lollis: [00:06:25] Yeah. I would tell you, my team knows every single day that I’m an engineer. You know, it’s a way of thinking. It’s a way of framing. There’s no question. And even in the processes of the things that we do at Path Builders, there’s engineering all around.

Mike Blake: [00:06:40] So, before we get into this, I’d like you to describe Path Builders. I mean, you really have been, as your bio reads, a fixture in the community. What does Path Builders do and what is the origin story of Path Builders?

Helene Lollis: [00:06:56] Yeah. So, our focus is helping companies to move women forward and to elevate their best talent every single day. And we’re probably best known for large scale mentoring programs where we match women with mentors and peers, and take them through experiential learning to really equip them to be better able to move into leadership roles inside their organizations.

Helene Lollis: [00:07:21] But if the company was actually an Anderson incubator business back in the 90s, I was a mentee, actually, in one of the programs. So, I was working for Amoco at the time. They placed me in the program as a mentee. The gentleman with whom I was matched as my mentor is still my mentor. I talk with him on Saturday. So, it clearly was rather pivotal in my own career. So, we’re probably best known for those cross-company mentoring programs.

Helene Lollis: [00:07:53] But I bought the company in 2002 after leaving BP. And, initially, kept the dynamic that the previous owners had in place, this model of mentoring women. I felt right away a couple of things. One, they were starting too late. They were kind of starting with director level women who could be officers. And if you’re serious about building a pipeline of female talent, you got to start earlier than that. And, two, we’re exclusively working with women. And to create environments where women thrive, you’ve got to be working with both women and men. So, the nutshell is, we work with organizations to move women forward. We work to really develop talent and leadership benches with both women and men inside organizations.

Helene Lollis: [00:08:40] And then, I would say, the last few years, what we have added to complement all of that is consulting at the C-suite on how do you create an environment where women can thrive and women can move forward. How do you change the dialogue in the C- suite to be around how gender is strategic to really building a great company.

Mike Blake: [00:09:01] So, you are doing that. I know you had a lot of very high profile clients. But the thing that struck me is, you’ve been working with the U.S. Military for a long time now, at least you had been. I presume that’s still the case. And then, one year ago happens, right? It was just around St. Patrick’s Day or a little bit before then, when, frankly, our world changed. So, you know, coronavirus happens. The next thing you know by, I guess, April, a lot of us are told to “shelter in place”. And what happened to Path Builders at that point?

Helene Lollis: [00:09:36] Yeah. So, I said the company is 25 years old, actually, last March was the 25th anniversary. And we had this fantastic plan that it was going to be a year of parties. And my leadership team had actually built this fantastic idea. Instead of having one big event, we were going to have a whole year of pop-up parties. And one of our clients, WesTrac, had already signed on to be the first pop-up party. And we were going to be inside all of our clients, helping them to celebrate their commitment to women. And then, a week later, we decided we’re probably not going to have at least that first pop-up party.

Helene Lollis: [00:10:17] So, long story short, I had no idea that what started out as a year thinking it was going to be celebrating an anniversary, two enormous changes. So, one, completely reinventing how we deliver. But I will also say, overnight, we shifted from being a sales driven company to being a marketing driven company. You already highlighted how much I do in the community. My whole team is out and about and it was very much being with people talking about what we do. That was one of the primary drivers of really where our clients came from. And clearly those opportunities were gone. So, I mean, not only were we shifting how we do what we do, but we were even shifting how we built the pipeline for what we do.

Mike Blake: [00:11:00] So, as coronavirus hit – and I’m curious where you kind of fall with this – my own perspective was, you know, I knew it was serious, but my own reaction was kind of incremental. Things are changing, but do I have to necessarily blow everything up to survive? I’m not there yet. So, here are five or six things I think are going to be kind of small changes and maybe we can kind of ride it out. Was that your experience, too? And if so, what were the small changes that you tried and maybe worked or didn’t work?

Helene Lollis: [00:11:35] Yeah. So, I’m fully transparent that there were four [inaudible], and I lived in each of those stages for a period of time. I mean, number one was the very simple denial, “Helene, this can’t possibly be happening. This isn’t the way we do things.” And I remember initially having that moment of paralysis of, “Oh, my gosh. We can’t do what we do in this environment.” And the reality of it was, you couldn’t survive that way, right? So, we moved to the, “Okay. If we have to, for a few weeks, do whatever.”

Mike Blake: [00:12:14] Thus bargaining.

Helene Lollis: [00:12:17] Yeah. Exactly. I can hang right with Elisabeth Kubler Ross right through this whole dynamic. Absolutely. But then, we thought, “Okay. We’ll do a couple of webinars from the basement of my house and it’ll be okay.” And it was talking about things that worked and things that did not work. We pride ourselves on flawless execution, and that means there are a lot of people monitoring different aspects of things. And so, we were doing what we deemed to be interactive workshops, but literally two of us in a basement. The rest of the team we were communicating with through Teams. And so, here, I’m trying to deliver a workshop while communicating with my team on Teams, while silently communicating with my – bless his heart – husband trying to manage the technology.

Helene Lollis: [00:13:06] And I will tell you, the morning of a huge program launch, I will never forget when the people across the street from us had one of those chipper trucks drive up in front of their house. And my husband and I are literally, like, putting together our cash. Like, could we come up with 100 bucks to make these people go away? We can’t so much of a run.

Mike Blake: [00:13:24] Wow, what a story.

Helene Lollis: [00:13:26] So, I mean, recognizing those moments – unbelievably they finished before so we didn’t have to pay them. But then, we had a client who just said, “You know what? We’ve been waiting and we don’t want to wait anymore. We’re ready to go.” And it was a client where we were working with developing all of their newly promoted managers and directors. And we had designed it as opportunities where they would be convening in one of their offices, so either in Chicago or Atlanta or New York. And it was as much about developing managers and directors to be great leaders as it was about them building a leadership team.

Helene Lollis: [00:14:05] So, the way we had designed the program was about being in-person together and relationship building. And so, we just kept postponing. We kept saying, “Well, we’ll wait until we can do that.” And they came back and said, “You know what? We’re ready to go. Figure it out, make it happen.” And so, we said, “Okay. Will you give us the space to completely redesign the program?” Because we can’t just pick it up and and pretend it’s the same online. And so, absolutely fantastic working with them. But we went back to the drawing board and we said, “Okay. So, instead of a monthly gathering, this now needs to be two week touch points.” And there’ll be certain sorts of breakout groups we do when they’re in session with us. But then, certain learning teams that they’re going to be connected to and we’ll build discussion guides and threads through all of that.

Helene Lollis: [00:15:02] So, phase three for us was, we can make – I guess that’s really phase two, we can make something that’s meaningful. Phase three, for me, was the, “Oh, my gosh. This might have some legs.” We’re actually creating connectivity, and relationship, and trust building that is not only positively impacting these people as leaders, but now they’re actually able to extend their network more broadly than they might have been able to otherwise. And then, finally, stage four for me was, this is probably something we should have done a long time ago.

Helene Lollis: [00:15:43] In the fall, we launched a program, a cross-company program completely designed to be in the online world. And first time coming out of the blocks are amazing. Clients trusted us so much. We had women from 11 states the first time we set it up to go forward. And, now, it’s such an interesting time to be having this conversation because now we’re really trying to figure out who are we going to be after, when we’re no longer trans-pandemic, as you said, but when we are perhaps actually post.

Mike Blake: [00:16:17] So, I’m going to go off-script here, because what you said and the way that you said it brings something that is, I hope, an important observation. And that is that, in all those sort of stages of grief, the one that I don’t think that you had, or at least if you did, it lasted for probably about 18 seconds, was the depression part. I think it sounds to me and knowing you as well as I think that I do, I think that this is right is that, you quickly recognized that just sort of things had to change. And you can be frustrated with it all you want, but at some point you got to solve the problem.

Helene Lollis: [00:16:57] Yeah. And, I mean, I think some of that is just a bent to the eternally optimistic entrepreneur, right? But I’d be a liar. I mean, (A) Elisabeth Kubler Ross would tell you, you don’t get to skip stages. So, clearly, I had to be there, and maybe it was a short visit point. But there were certainly moments right before going live with big offerings where that inner voice does this, “This can’t be happening to us.” But I will tell you, again, unbelievably loyal clients. Suddenly, the feedback we were getting after we got out of the basement – the basement, the feedback wasn’t too great, to be completely honest.

Helene Lollis: [00:17:43] But we were back in the office and starting to build out a Zoom studio in April and May. And I will say, largely because we had not done a lot of this, it was a brand new world for us. So, we weren’t tied to any mindset of what online delivery was going to look like. And so, I think that the creativity – and I mean, I can’t say enough positive things about the team around me – we had and the way we were redesigning to create experiential learning, we started getting such great feedback so fast that it pulled us through that curve pretty quickly.

Mike Blake: [00:18:25] So, I’m curious. I think a lot of us have had to, on some level, become amateur video and audio engineers, like it or not. Otherwise, I mean, you just can’t communicate. And as much as sort of Zoom and other platforms are interesting, one, they don’t all work the same. And number two, they are not the realization of AT&T’s video phone. You don’t just simply pick up the handset and you’re talking to somebody on video.

Mike Blake: [00:18:57] What was it like? Were you energized about the opportunity to pick up an entirely different skillset? Was your team energized about that? Were they scared? Were they frustrated? Was it a cocktail of all three? What was that like?

Helene Lollis: [00:19:11] Yeah. I don’t know that any of us took the time to contemplate it as a wonderful learning opportunity. I don’t know that that one existed. I will tell you what the team says to me. The team says to me, there was just never a moment – and I guess they mean me – at which I wasn’t just saying we are going to do this. Like, it’s just we must, we will. The mission is too important, we’ve got to continue doing what we’re doing.

Helene Lollis: [00:19:48] I will say, though, you are absolutely right in terms of this team of people who were expert at making something happen in a big ballroom, suddenly becoming producers, and onscreen personalities, and learning so fast that, quite frankly, we were doing it before we even understood what we were doing because necessity drove us to do that. So, I don’t know, I mean, I think now in retrospect, it’s easy to look back and think, “Oh, my gosh. What a fantastic learning year it was”. In the moment, you just kind of feel like you’re living in the hell of, “Okay. I don’t know.” And I can remember any number of times where we would be getting ready to go live with a couple hundred people from all over the country coming on. And we would all just kind of look each other in the eye and say, “Here we go.” I lost you.

Mike Blake: [00:20:47] Yeah. We’re going to push this button and hopefully it works, right?

Helene Lollis: [00:20:50] Okay. Yeah, yeah. Crossed fingers.

Mike Blake: [00:20:53] So, I want to be clear, you know, comparing kind of pre-COVID Path Builders to post-COVID Path Builders, what are the big differences? Or if you had to describe the before and describe the after, what do those look like?

Helene Lollis: [00:21:08] Yeah. So, the bulk of our work was, literally, we have rented a tremendous amount of ballroom space in the Atlanta area and we have traveled to our clients. So, while we don’t have offices in other locations, we’ve always gone wherever clients are. And so, if I go back even just the year before the pandemic, I spent a lot of time in New York. I had clients in Texas, and California, and Chicago, and wherever clients needed us to be live.

Helene Lollis: [00:21:43] And we pride ourselves on part of the development experience is rich interactive peer exchange. So, what it looked like was, somebody facilitating a workshop, tabletop exercises, super thoughtful seating arrangements that propagated networking, teaching people how to have dialogue and conversation. But I will also say that much of our work is surrounding creating powerful mentoring partnerships. And so, we always met every single individual with whom we were working individually for what we used to call an hour long behind closed door interview.

Helene Lollis: [00:22:27] And so, Mike, I was skeptical if even the interview piece would be able to have the same integrity to it, to really understand what was making people tick, and what their opportunities were, and what their challenges were. But if I had to come down to one element that gave me the greatest pain, what we go through when we first introduced a mentee to a mentor, we have to be really focused on the fact that we don’t want people to have preconceived notions because we’re creating mentoring partnerships that would never happen on their own.

Helene Lollis: [00:23:02] And so, if people are prejudging their partner before they meet them, that works against us. And so, when mentee and mentor meet for the first time, the first couple of experiences that they have together was always pretty carefully planned in a live environment and recreating – I wouldn’t for a second dismiss how hard it was to get all the technology in place to do what we do. But when I think about the big lift, it was, how do we redesign moments of individuals interacting so that the same sort of trust building relationship can be there to create the vulnerability that we know has to be there or people just don’t grow.

Mike Blake: [00:23:42] So, as you say that, a thought occurs in that. I wonder if Path Builders in some respects is impacted even more than most because, not only is your service delivery impacted, but the downstream effects after your service delivery and how you’re training people to communicate and build relationships are now impacted, right? It’s not just that you have to deliver things over video, but, now, how do you be an effective mentor remotely? How do you build real relationships virtually? And that may or may not be the most desirable goal, but, you know, July of 2020 is all you got. And some of that is probably going to stay. I think most of us think that some of that’s going to stay. In what proportion? That remains to be seen. And so, I’m curious, is that also kind of a part of the calculus that makes that sort of extra challenging for you guys?

Helene Lollis: [00:24:52] Yeah. So, you’re absolutely right on that. The creation of a lasting relationship. I mean, I commented at the top of our time that I’m still connected to my mentor and that, 20 years later, is still my mentor. That emotion of, will we do enough for that to even be feasible? Again, I will tell you that what it took was being highly prescriptive. Like, where it used to be, we kind of celebrated how we put people together. But then, we gave them a little space to be natural. We couldn’t afford that anymore because, now, it’s the silence of before a conversation and after a conversation, which we all know creates a degree of awkwardness.

Helene Lollis: [00:25:35] And so, thinking about how we were using music and what were the first questions they would ask each other, I mean, all of that was so highly scripted to bring them to a point where we knew that they would go forward. But, now, in answer to the question that you closed with there, Mike, the thing that had us so getting out of bed in the morning right now is the more senior people we work with, we’re always going to be at a level where their companies would pay to put them on an airplane to go someplace. When I think of the work we’re doing with manager level individuals who now have an ability to build a national network, that was never going to happen without this.

Helene Lollis: [00:26:19] We launched a program in three weeks, it’s one of our programs for women new managers. It’s got women from 15 states in Canada. And the thought that those individuals, on a monthly basis, are building close trusting personal relationships with women from all across the country, that was never going to happen for them at the manager level before. So, it absolutely informs where do we go from here?

Mike Blake: [00:26:46] That’s fascinating. That went in a direction I did not anticipate. But you’re right, I mean, to me, what you’re really talking about is that, it enables you to scale your impact in a way that just simply would not have been possible in person. The benefit of digital today is scale.

Helene Lollis: [00:27:04] Yeah. Yeah. And I will tell you, I’m in a CEO peer group. We just, in the first quarter, did our go around the room and tell each other what we do well and what we suck at because we’re peers and that’s what we do for each other. And to a person, my whole group said, “Fantastic watching how you pivoted. Hate that it took a pandemic to make it happen.”

Mike Blake: [00:27:31] It’s that classic necessity being the mother of invention, right? But it also created the conditions, too. Because, you know, in the start of this thing, many of us are resistant. We really resisted Zoom. You know, we talk about Zoom fatigue and I got to do Zoom calls. And I can’t speak for other people, but for myself, I’ve gotten used to Zoom now. I’ve gotten used to seeing my mug on camera. And become more comfortable that it’s not nearly as emotionally and mentally draining as it once was. You know, the pandemic also created the conditions, I think, for a market that was receptive to this kind of delivery.

Helene Lollis: [00:28:13] Agreed. Yeah. I will tell you, though, you asked earlier around learnings and things that we extracted from things that were challenging. One of the things we never saw coming was, we need to be brokering very different conversations with our clients about the expectations that they are putting on their people. And so, what I mean by that is, like, we just assumed if we have an event, people show up and they listen. And the downside of what you just said with that comfort is, I have watched far too many people start to move into a mode of audit. That, quite frankly, the work that we do, where we’re focused on experiential learning, doesn’t play well in audit mode.

Helene Lollis: [00:29:03] And, quite frankly, it causes us to be very provocative with participants in our programs about, if you’re auditing today, how much of your career are you auditing? And, literally, recognizing now that when we go inside a client, we’re having to have conversations with the client around, “We need you saying to your folks this is a cameras on experience. This is a get into breakout groups and have dialogue.” Because one of the things we have learned looking over the past 12 months is, you having your camera off in a breakout room doesn’t only negatively impact you from the lack of exposure. It’s impacting the other people in the room.

Helene Lollis: [00:29:43] And I’ll tell you the quote one of the women shared with us. She go into a breakout room and somebody’s got their camera off, “It’s like there’s this big black creepy box sitting there. And I wonder if the big black creepy box is listening to me or if it’s going to speak.” And I think we’ve got to be really clear, especially as we start to move into hybrid mode now, we’re talking a lot with our clients around what are the norms that you’re putting in place so that folks don’t live in audit mode?

Mike Blake: [00:30:12] Yeah. That’s interesting. And the one thing, I think, the technology has not yet fixed in-person and maybe virtual reality will be the thing that crosses that. But, frankly, it’s just knowing that the people in the room are paying attention. The downside to virtual is that, it’s too easy to pretend that you’re paying attention when you’re not. And, yeah, I can imagine that. In particular, if a leader looks like they’re “in audit mode” what a disastrous message that sends to the rest of the group.

Helene Lollis: [00:30:50] Well, and as somebody who’s been accustomed to working with large groups in ballrooms, I always had the ability to walk over to a table and stand near someone and make them uncomfortable. I don’t have that ability any longer. And, you know, when you’re in the space of developing people, people have to want to be a part of that. But I’m also going to be super frank, one of our biggest challenges is, there’s a lot of really lousy online stuff out there. And if you’re entering with the mindset that this is going to be another lousy online thing. And then, we’re bringing you together, tossing you into a breakout, and telling you to go on a scavenger hunt in your house as a way to get to brainstorm what it’s like to work with people, and you’re in a mode of thinking you’re going to show up and have your camera off were a little bit of a surprise.

Mike Blake: [00:31:50] Yeah. So, I want to ask you a question that may be blatantly unfair, but I’m going to kick myself if I don’t ask the question. And your response to the last one sort of led into it. And that question is this, is a digital relationship perhaps even better for women with the challenges they face? And I mean two things. One is, for good or ill, women still bear primary responsibility for home management and child development. And that, in my view, unfortunately, has not changed materially. And you can’t fix that. But at least the digital world, I think, in some cases gives a woman a fighting chance to balance some of that or at least levels the playing field where you’re not present, where some of your other cohorts are also not present for certain things. And you know as well as I do, that lack of presence, whether consciously or unconsciously, can be a barrier to career development.

Mike Blake: [00:33:00] And the second – and I have to ask this question, because it just begs the asking – frankly, is it safer for women? We both know – you know, I’m sure, a hundred times more than I do – the workplace can be very predatory towards women in certain cases, right? We have a governor in New York that seems like every day has got another allegation. And I don’t know if they’re true or not, but it’s bad optics at the minimum. At least in the digital world, do women feel safer? Is the digital world potentially a leveler of the playing field for some of the women that you’re coaching?

Helene Lollis: [00:33:42] Yeah. I mean, it’s an interesting question and I think it’s going to be something that we’re all challenged with as we start to think about this whole return to work, back to work mindset, and what that is. I will tell you, we’re working pretty closely with women to get them today thinking about the strategy of what return to work looks like for them. Because you’re absolutely right, and I’ll add to your list that women, in addition to child care, it’s elder care as well. So, I mean, it’s on every side of the spectrum, right, that women take the challenges on.

Helene Lollis: [00:34:19] I mean, I will say, I agree that there is an access element that is probably positive. There are no question women that, because of getting kids on the bus, miss and choose not to participate in things if I have to drive an hour someplace to get to an experience. So, no question that access element is there.

Helene Lollis: [00:34:45] I will tell you, we have mentoring partnerships where both mentee and mentor, especially in an environment where we’ve got about 80 percent of our mentors repeat from year to year, mentors are telling us that in some cases they actually feel like they’re getting to a degree of depth faster than they did when there was a lot of we’re eating breakfast or lunch and we end up talking about a lot of random things. Part of that is the online world. Part of that is what you just said, the comfort we’re all building with Zoom.

Helene Lollis: [00:35:19] I hesitate to jump into your thread of safety only because, at the end of the day, there is a real world and we need to be in it. And I do not think that the answer is just extracting ourselves from that reality as a way to advance in that reality. And I feel that we absolutely have to be really strategically thinking. I mean, Wall Street Journal had a whole section last week around this whole idea of what return to work is going to look like, what hybrid is going to look like. And one of the huge challenges managers are facing right now is figuring out, “How do I make sure that I’m continuing to create exposure opportunities for individuals to have informal conversations?” This world is particularly challenged in creating informality.

Helene Lollis: [00:36:17] So, I totally see why the depth of a mentoring conversation actually might be there online. What we are hearing so loud and clear from women, Mike, is, they didn’t realize how much learning there was from the, “I’m in the middle of a meeting and the senior leader turns to me and says one quiet thing and that becomes a launch point for something.” Or,” I hang around five minutes after the meeting and get to express my interest in being on that new project.” And the loss of that informal interaction, I think, from a long term standpoint would exceed the benefit of what you’re talking about.

Mike Blake: [00:36:57] Interesting. Okay. So, getting back to the topic at hand, we’ve talked about your service delivery having changed as a result of the pandemic. Has it impacted your business model at all? For example, it occurs to me there might be an opportunity for more modular offerings or things that are prerecorded. I don’t know if you’re pursuing that, but it seems to me there might be opportunities to have a more diverse business model as a result of the pandemic. Is that something you’ve thought about? And if so, what are your thoughts on that?

Helene Lollis: [00:37:36] Yeah. So, you know, it’s interesting, the video thing comes up a lot. And our model is so interactive. Our model is so driven by scripting what the conversation is that you’re going to have in a breakout, and mixing you into a different breakout, and having that experience. So, I will say, yes, there are absolutely elements of the model that are changing. So, in addition to the large scale programs that we run and the custom programs that we do inside organizations, we also have public programming.

Helene Lollis: [00:38:12] And maybe a week ago, it became evident to us, “You know what? Public programming is never going back to a ballroom.” Like, that will forever be something that is all around reach and making sure we are getting more and more, in this case, women focused on great content, great ability to interact. I will also say that, clearly the business model has changed in terms of the ability to work with global clients. And so, we have organizations now where, you know, we do each workshop several times and we pick up the team in Israel at one time a day. We pick up the team in Asia at another time of day. And in a world where that used to mean jumping on an airplane and now, absolutely, we’re able to design series for global clients in a way that we’ve never been able to before.

Helene Lollis: [00:39:08] I will also just say that, as we look at this world of not only the program execution, but the consulting, we work with C-suite leaders to really help increase their awareness around gender diversity, change their dialogue around diversity, get them to think about their talent plans. And one of the biggest hurdles that has typically been in place for us to have a great session with a C-suite is their ability to be in the same place at the same time. And so, absolutely, that is an added opportunity that now we’ve got an ability to convene those individuals and, I think, be able to have at least more frequent touches. It would be like, “Okay. They’re going to be together this day, pack it all in. We’re going to do a four hour session.” Where, now, we’ve got the ability to really thoughtfully think how do we move an executive team’s awareness because I can work with them for individual hours instead of a four hour session. Does that make sense?

Mike Blake: [00:40:12] It does make sense. And it also, for me, raises the question then, has the pandemic with digitization or digital transformation, has that led to opportunities maybe for longer term times of engagements, too? Because I imagine in your world, you do a workshop and the way I’ve understood workshop – I’m not a workshop guy – you’ve had to basically get the unanimous consent of the UN General Assembly to get all the people at the same time. They’re going to commit. They’re going to be there in the same room, same time for four hours, go. And if you don’t do it in that four hours, it all blows up. And the plan is still in line for five years.

Mike Blake: [00:40:57] And on the one hand, I can see the value in the intensity of that. But on the other hand, it seems to me that it opens up now a vista or an opportunity of a different kind of instruction that can be delivered over time, which has some benefits over a one shot intense kind of workshop.

Helene Lollis: [00:41:20] Yes. So, we’ve never been one shot, intense kind of workshop people. But I will say, you’re absolutely correct in this environment aligning better with that. So, our model has always been those one shot things are great if you want to inspire people and charge them up. It’s not going to develop people. Development is a step-by-step process over time where you try some stuff and then you’ve got people you can talk about with what worked and what didn’t work. And then, you try some more stuff. And so, absolutely, this format allows us, I think, to be more impactful with that, because of what you said, it’s hard to get everybody to fly into the Chicago office to do that.

Helene Lollis: [00:42:04] My sense is where we will evolve to, is, there will be moments in programs that are like that. There will be a big kickoff where it is live and in-person. But then, the execution throughout the months that follow, the beginnings, endings, things like that. But, absolutely, this format lends itself to that ability to make sure we’re having that high touch connectedness that really allows development to happen.

Mike Blake: [00:42:36] Do you ever record any of those interactions?

Helene Lollis: [00:42:38] Yes. So, I will say that is different. It did used to be a world where, if you missed, you missed. And so, absolutely, now we’re recording so that if something does happen on that day or whatever happens, yeah. So, now, we’re writing into all of our contracts with clients that we will record and make that available for the term so that people can get up to speed. So, certainly, that’s a new add that wasn’t there before.

Mike Blake: [00:43:06] We’re talking with Helene Lollis of Path Builders. And the topic is, Should I pivot my company? Is there anything from pre-pandemic Path Builders that you’re still trying to figure out how to bring into trans and post-pandemic Path Builder? Something that still is a work in progress that you want to make sure carries over?

Helene Lollis: [00:43:27] Yeah. So, yes, and it’s funny because we were holding out and we weren’t going to do it. And folks came to us and said you need to do this. So, we’ve identified what we see as the four key stages in a woman’s career. And so, entry level women, women learning to manage, women learning to lead leaders, and then executive suite women. At the executive level, we have always hosted these intimate, small, invitation only dinners, where we bring together women that are all facing the same sort of issues. And it was always a lovely private club, nice dinner, nice wine opportunity to come together. But really to dive into really substantive issues that maybe you can’t talk about all the time. And almost in that vision of the officers club where you get to have some of those conversations. And we had just been avoiding it, Mike. We just were like, “Oh, we can’t do and bring you dinner.” And women came to us and said, “What’s up? Like, we’re ready to have one of these.”

Helene Lollis: [00:44:36] So, literally, a couple of weeks ago, we moved heaven and earth and worked with this fantastic little wine shop in Atlanta where they created these special little wine and cheese plates. And we had them TaskRabbit it all over the city. And then, oh, my gosh. Two people from Florida signed up. And, oh, my gosh. Somebody who just happened to be skiing in Colorado signed up and somebody in Richmond signed up. And so, suddenly, we were working with all of these different little shops, sending little bottles of wine and food.

Helene Lollis: [00:45:13] There’s still something so magical about creating those safe environments where we get to have conversation. And there’s a social element to it as well. And, you know, they loved the first one. I’m not so sure my team did. It was a little bit of a lift, maybe all of that happened. But, clearly, we’ve got to be able to come back to do something and maybe it evolves to where it travels from city to city.

Mike Blake: [00:45:42] So, as you look back at your transformation, are there any decisions you look back and said, “You know what? If I had to do that over again, I would have done it differently or sooner or later.”

Helene Lollis: [00:46:03] Wow. Yeah. You’d think I would have been prepared for that question.

Mike Blake: [00:46:09] I mean, maybe the answer is no. I mean, maybe you’re happy with everything the way turned out, and that’s fine.

Helene Lollis: [00:46:13] You know, I don’t know, that is not to make it sound like it was easy. That is not to make it sound like there weren’t things that we didn’t do particularly well. I’m just not one for regret much. I mean, things that didn’t go well, we fixed it the next time. Yeah. Now, if I think back to those first couple of webinars in our basement, I wouldn’t mind erasing that from my memory. I will tell you, the very first that we did out of the basement was a group mentoring program where there are three men. So, everybody’s from different companies, three mentees, one mentor. And I’m not going to remember, but maybe there were 40 or some odd groups. And I will never forget the first time we hit that button to go into breakout rooms. And I think it took us half-an-hour to get everyone in breakout groups, which now totally cracks me up since that’s now a 30 second activity.

Helene Lollis: [00:47:13] But, yeah, was there stuff we didn’t do well? Absolutely. I don’t have regret. I think everything we did, we learn from, and we may have changed it. But maybe we needed to screw that up to be able to figure out what it needed to look like going forward. And I hope that doesn’t sound too gratuitous. I’m not sure I would actually do it differently.

Mike Blake: [00:47:35] Well, look, I think if it’s true, it’s not gratuitous. So, you know, if you think it’s true, I’m sure that it is, so that’s fair. And you said yourself, the first few webinars, you know, that’s a learning curve. We’ve all had to learn how to present in this world. And, for me, you do much more presenting than I do because that’s what you do for a living. The first few webinars I’ve done over Zoom, where you have to generate all the energy yourself, there’s no audience to generate it from, they look like hostage tapes, man. Literally, it looked like I was kidnapped someplace and they just ripped the duct tape off of my mouth. And you’ve got to free some people out of a German prison somewhere or I’m not going to get let out by this people. They’re that bad.

Mike Blake: [00:48:29] Yeah. I will tell you, though, I mean, it’s caused us to think about – I mean, the bookends on a meeting are silent, which is such a different norm. One of the things we focused on a lot is sound and feeling and how there’s got to be music on the way in.

Helene Lollis: [00:48:47] And one of the things I was most struck by was, early in the pandemic, one of our participants said to us that she missed the energy of the room. And when we did a deep dive on that, what we really recognized was, when you’re surrounded by other people who care about what you care about, even if you aren’t hearing the words of the conversation, the energy of that conversation when everybody cares about the same thing, opens you up to listen in a way that isn’t there when it’s silent and you’re sitting at your home PC drinking a cup of coffee. And then, boom, it turns on and somebody is speaking.

Helene Lollis: [00:49:27] Like, none of that preparedness for embracing insight and knowledge is there. And you’re absolutely right, I mean, we’ve worked really hard how do we create mood and how do we really think about. So, I mean, this is perhaps a silly little thing. But now that we’ve done it, it’s another thing that we think we’ll probably never go back. We now create welcome kits for all of our participants, where a box comes and it’s a Path Builder’s box. And you’ve got your Path Builders pen, and your Path Builders coaster, and your Path Builders – now, we’re doing ring lights for their laptops. I mean, we need to do something for them to feel that sense of connectedness and togetherness that they might be getting if they were in a ballroom together. But, now, that I think of some of those elements, that’s some of the stuff that just won’t go away.

Mike Blake: [00:50:22] You know, it’s really interesting, that just gave me an idea I’m going to steal from my own practice. I mean, the move to virtual and digital does provide an opportunity to embrace a different kind of client onboarding. And who doesn’t love to receive a welcome kit? And it could be stupid. It could be one of those stress balls or whatever, and maybe a COVID mask or something – I don’t know. A little go on or some big ass mug or something like this. But, you know, it’s those those simple things. And even grown ups like to receive something in the mail that isn’t a bill. It’s something that they didn’t pay for. That just is never going to go away, right? I may steal that idea. That’s a great client onboarding idea.

Mike Blake: [00:51:10] Helene, you’ve been very generous with your time and I want to be respectful of that generosity. But I’ll close the question I always close with, which is, if one of our listeners or some of our listeners have a question that we didn’t cover, they like to go into more depth than we were able to today, can they contact you with questions about how you pivoted? And if so, what’s the best way to do that?

Helene Lollis: [00:51:32] Yeah. Absolutely. And thank you for asking. So, website, pathbuilders.com, I’m sure is the easiest. Not to be confused with Pathfinders because the car makes people think Pathfinders. We’re actually Path Builders. But I will say, not only about pivoting, but, Mike, I feel like we’ve gotten such insight into what could be holding women back right now in this – I’ll go with your phrase – trans-pandemic environment. And if that’s something people find value in talking about as well, I’d love to talk with folks about that.

Mike Blake: [00:52:05] Excellent. Well, that’s going to wrap it up for today’s program. I’d like to thank Helene Lollis so much for joining us and sharing her expertise with us. We’ll be exploring a new topic each week, so please tune in so that when you’re faced with your next business decision, you have clear vision when making it. If you enjoy these podcasts, please consider leaving a review of your favorite podcast aggregator. It helps people find us that we can help them. Once again, this is Mike Blake. Our sponsor is Brady Ware & Company. And this has been the Decision Vision podcast.

 

Tagged With: Brady Ware, Brady Ware & Company, gender diversity, Helene Lollis, mentoring, mentoring women, Michael Blake, Mike Blake, Pathbuilders, pivoting your business, Women in Leadership

Decision Vision Episode 107: Should I Actively Use LinkedIn? – An Interview with Adam Houlahan, Prominence Global

March 11, 2021 by John Ray

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Decision Vision Episode 107: Should I Actively Use LinkedIn? - An Interview with Adam Houlahan, Prominence Global
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Decision Vision Episode 107: Should I Actively Use LinkedIn? – An Interview with Adam Houlahan, Prominence Global

Adam Houlahan of Prominence Global joined host Mike Blake to discuss his journey to recognition as a LinkedIn authority, why using LinkedIn can be so rewarding for business owners and professionals, why so many users get LinkedIn wrong, how to effectively use LinkedIn to build relationships, and much more. “Decision Vision” is presented by Brady Ware & Company.

Prominence Global

Prominence Global is, you’ll find, very different. They help their clients position themselves as industry leaders who are the envy of their peers. Their mantra is authenticity. They create intelligent strategies that cut through the noise that is social media. They do that by being authentic, courageous, and committed to make a difference in their world too. They value transparency. More is learned from mistakes than successes, sharing both is their commitment to honesty and truth.

Ethics in marketing is in their DNA, they are not afraid to say ‘no’. They seek continuous improvement through innovation They are constantly curious in growing themselves, their team and the service they provide.

They understand there is no cookie-cutter program that suits every business. They develop solutions that are as individual as their clients are. They believe real and meaningful change comes through the world’s entrepreneurs.  They create a powerful on-line presence for each client that grows & accelerates their global footprint, so that together they really can make a huge impact.

Company website | LinkedIn | Twitter | Facebook

Adam Houlahan, CEO, Prominence Global

Adam Houlahan is an International Keynote Speaker specializing in LinkedIn strategies for entrepreneurs, and CEO of the highly successful LinkedIn agency, Prominence Global. He hosts arguably the world’s largest free on-line LinkedIn training event with thousands of people registering every 10-weeks and is considered to be one of Australia’s leading experts in harnessing the power of LinkedIn for business.

Adam is also the author of three Amazon best-selling books Social Media Secret Sauce, The LinkedIn Playbook, and Influencer. Adam co-authored a fourth international best-seller Better Business, Better Life, Better World. He believes real and meaningful change comes through the world’s entrepreneurs. His purpose is to positively impact 12 million people in need and has surpassed 4 million on the way to that target.

LinkedIn | Twitter

Mike Blake, Brady Ware & Company

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

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

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

Brady Ware & Company

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

Decision Vision Podcast Series

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

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

Visit Brady Ware & Company on social media:

LinkedIn:  https://www.linkedin.com/company/brady-ware/

Facebook: https://www.facebook.com/bradywareCPAs/

Twitter: https://twitter.com/BradyWare

Instagram: https://www.instagram.com/bradywarecompany/

TRANSCRIPT

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

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

Mike Blake: [00:00:40] My name is Mike Blake, and I’m your host for today’s program. I’m a director at Brady Ware & Company, a full service accounting firm based in Dayton, Ohio, with offices in Dayton; Columbus, Ohio; Richmond, Indiana; and Alpharetta, Georgia. Brady Ware is sponsoring this podcast, which is being recorded in Atlanta per social distancing protocols. If you like this podcast, please subscribe on your favorite podcast aggregator, and please consider leaving a review of the podcast as well.

Mike Blake: [00:01:06] So, today’s topic is, Should I actively use LinkedIn? And, you know, this is an interesting topic, I think, from so many levels. One, the pandemic has created opportunities and necessities that I think are far-ranging. And I don’t need to lecture people by now, at least here in the United States, it’s been a year since this thing has really hit. And we know what kinds of changes that it has created. And one of them has been that, you know, we’re just not selling and marketing the way that we once were. That will likely come back as we enter sort of a trans- pandemic and then a post-pandemic world. But for the time being, if you want to talk to people, for the most part, at least in the United States, it’s going to be in some digital virtual format.

Mike Blake: [00:02:01] And then, when we consider that there’s been massive displacement in our country and elsewhere with respect to employment, people are turning to LinkedIn once again in droves because that is, at least, one way that you’re going to get your next job, particularly if you’re in a technical or a professional field. And then, finally, it’s good to kind of touch base because, you know, the social media landscape is changing so rapidly and evolving that, you know, while LinkedIn has maintained its space and, of course, Facebook has maintained the space where it is, and YouTube, and so forth, yet we’re seeing new entrants such as Clubhouse, that is all the rage. We’re seeing the the ascent of TikTok and so forth, which is setting the world on fire. And, you know, that’s probably going to be the way the things are for a while, that we’re going to have to kind of touch base and take a look back and make sure the things we are using are as useful as we thought they were and that we’re achieving the same goal. And for a lot of people, I still think they need to be convinced candidly that LinkedIn is a viable platform.

Mike Blake: [00:03:24] And I had a conversation with somebody not that long ago, and I will not sell them out here online, but, you know, they did tell me sort of very dismissively, they thought that LinkedIn was basically a method by which we’re told by which their competitors could simply poach their employees. And that’s a pretty cynical view, but it’s not a uniquely held one. And so, I happen to be a LinkedIn fan. I’m an active user of it. I like to think that I’m a Power User, although I think our guest is going to find holes in the way that I use it because he’s the expert and not mine.

Mike Blake: [00:03:57] But we’re very fortunate that joining us today from Surfers Paradise, Queensland, Australia – and I’ve got to ask you about that – is Adam Houlahan, who is CEO of Prominence Global. Adam is an international keynote speaker, specializing in LinkedIn strategies for entrepreneurs and CEO of the highly successful LinkedIn agency, Prominence Global. He hosts arguably the world’s largest free online LinkedIn training event, with thousands of people registering every ten weeks. And is considered to be one of Australia’s leading experts in harnessing the power of LinkedIn for business. Adam is also the author of three Amazon bestselling books, Social Media Secret Sauce, which I’m reading right now; the LinkedIn Playbook, which I have read and led me to invite Adam to the program; and Influencer, which is on the queue. Adam co-authored a fourth international bestseller, Better Business, Better Life, Better World.

Mike Blake: [00:04:51] Prominence Global, as you’ll find, is very different. They help their clients position themselves as industry leaders who are the envy of their peers. They developed a range of support services to cater to every need. They host free web events. There are free community that you can join, a free Profile Optimization course, an Inner Circle Solo, Inner Circle Academy, Inner Circle Legends, and maybe Adam can tell us exactly what those mean. These programs are an intensive deep dive, a superb results producing methodology that creates a cutting edge lead generation sales funnel for almost any industry. The difference is simply how much support you need from their team of dedicated professionals. Adam, welcome to the program.

Adam Houlahan: [00:05:29] Thank you. And a very, very comprehensive introduction there. Well done. Thanks, Mike.

Mike Blake: [00:05:36] Well, thank you. That’s probably a very kind way of saying long winded, but I’m just going to take it at face value. So, I do want to ask you about Surfers Paradise. Are you a surfer yourself?

Adam Houlahan: [00:05:49] Interestingly, no, but where I live is a bit of a surfing mecca in the world. It’s kind of like the tourist capital of Australia, I suppose. And, fortunately, here in Australia, we can still travel around the beach, not so much international people. But I get to live right on about ten beaches within about a half-hour drive, which is fantastic.

Mike Blake: [00:06:16] So, I’m curious, so you are able to travel fairly freely within the country, but international travel, I guess, is shut down as it is in most places.

Adam Houlahan: [00:06:26] Yeah. So, it’s not easy to travel outside of Australia, but, fortunately, we seem to have the pandemic under control. There’s very few cases here in Australia. And they can still go on holidays and travel around. And our economy’s doing quite well, so we’re very blessed. I suppose it’s one of the advantages, Mike, of being an island nation in the middle of nowhere, it’s easy to close your borders.

Mike Blake: [00:06:51] I suppose that’s true. Well, well done and bravo. And, hopefully, we’ll catch up to you guys sooner rather than later. So, Adam, I’d love it if you could tell us your origin story. How did you become involved in LinkedIn? And then, could you sort of take us from that point to how you became one of the world’s leading experts on the platform?

Adam Houlahan: [00:07:15] Yeah. I’d love to. So, it all started about ten years ago now. And for the very first time in my life, I actually worked for somebody else. I was running a company based here in Australia that is a bit of a global player. And we’re exporting organic skincare products to about 64 countries around the world. At that time, I didn’t really know much about LinkedIn, or any other social media for that matter. But what I did notice was that, we were doing a little research on why other companies in that same space around the world were doing well. And it turned out to be that they were really good early adopters of social media from a business perspective. And that kind of piqued my interest on how that could be used for really high quality business.

Adam Houlahan: [00:08:03] And so, I just really immersed myself into learning about it, social media in general. But the more I did, the more I just personally resonated with LinkedIn. It seemed like a very difficult platform to master, and it is. Yet it just kind of made sense to me. And so, I just kept trying different things and learning. As I said, this is the only time I’ve ever worked for another company, and I got to the point where I really wanted to get back into my own thing. And I thought, I’m doing pretty well with LinkedIn myself. I can probably help other people do that.

Adam Houlahan: [00:08:41] So, I started really as just a consultant, just myself coaching a few people. And the interest in it was surprising. And we just kept growing and growing, and we had varying team members to sort of deliver that. And, now, we’re a global team of amazing people. We have a team in North America, in the Philippines, and UK, here in Australia, and we get to work with amazing, amazing people all over the world. And we just specialize in this base of a platform called LinkedIn.

Mike Blake: [00:09:15] So, what did it take to go from user to active user to an expert? Was it intense study? Was it a lot of trial and error? Do you know people who wrote code at LinkedIn? What did it take to develop that level of expertise that you now have?

Adam Houlahan: [00:09:32] I guess it’s that old saying, the ten thousand hours of putting in your time as well as funny things. I often get asked the question like, “How did you become an overnight expert?” Well, I didn’t. I mean, I did my time. It’s a lot of hard work. And as you said, a lot of trial and error, and it still is. We have people on our team, a data scientist, and all they do is kind of monitor algorithms and what’s working and what’s not, and find patterns and commonality and things. And as you’re aware, not only LinkedIn, no social platforms really share their algorithms. So, we spend a lot of time working this stuff out and, eventually, came up with a process that just worked. And we’re fortunate enough to work with over 200 people around the world. And so, it’s not just now, where it’s just what I see in what I’m doing, we get to see the results of what hundreds of accounts are doing. And, of course, that exponential sort of data capability is what helps us to really hone down on what actually is a methodology that works.

Mike Blake: [00:10:58] So, of course, LinkedIn is now one of many social networks. What made you choose to focus on LinkedIn? And I mean, are you active at all in other social networks as well?

Adam Houlahan: [00:11:13] I have other accounts like Twitter and LinkedIn – sorry – Facebook and Instagram. But to be honest, I spend 95 percent of my time on LinkedIn. And I think the differentiator there is that LinkedIn, it wasn’t the social platform. It’s very much a social platform from the business perspective as opposed to many others have a more social – they certainly have a business aspect to them. And there’s certainly industries and businesses that are better served by other platforms – but it’s the general SME, B2B market. There’s really no comparison, in my opinion, anyway.

Mike Blake: [00:12:00] And, you know, it’s interesting how LinkedIn has managed to more or less preserve its status as a network for professionals as opposed to personal purposes. And one example I have, as I’m sure you’re aware, in the United States, we have an unusually polarized political culture. I cannot remember in my 50 years seeing anything like it. And even so, when you see something spill over into the political on LinkedIn, it feels like nails on a chalkboard. I mean, it stands out right away. You can feel sort of the uncomfortableness of it being there. There’s something about LinkedIn, the culture of the users, I’m not sure, but they’ve managed to sort of keep it away. Whereas, with Facebook and Instagram and the others, it really is kind of a free for all.

Adam Houlahan: [00:12:51] You’re right. And interestingly enough, algorithmically, it’s one of the things that LinkedIn sort of manage well. So, I wouldn’t say you don’t see any of that type of content on LinkedIn. It’s certainly there. But the difference really is that they’re suppressing a lot of that out of their feeds. So, let’s be honest, there’s 750 million-plus users on LinkedIn, and probably 95 percent of them don’t really know exactly what is best practice and what works. And it’s not uncommon that it gets used like other platforms. The difference is that LinkedIn’s algorithms can spot a lot of that and actually cut it off before you see the high majority.

Mike Blake: [00:13:48] So, you said something I wanted to dive into a little bit. And you sort of answered the question and that is, it sounds like you think that most people are not using LinkedIn correctly or at least anything approaching the fullest capabilities of the platform.

Adam Houlahan: [00:14:03] Exactly. And I can give you a more specific number than that. In my opinion, it’s probably about the top 0.02 percent of people truly understand how to leverage it to its greatest capability and are rewarded by it. It’s interesting, you sort of mentioned earlier about someone you had a conversation with that had that view that it was just a place to poach team members and things like that. And I’m not saying that that type of thing doesn’t happen, it certainly does. But the real power of LinkedIn is – and I’m going to get some pushback on this one. But what I’m going to say is, it’s actually not a great sales platform and that’s what most people try and use it for. And the people who truly get the results from it truly understand its power are not actually trying to use it as a sales platform. However, because they know how to do it well, they enjoy more sales off the back of that process than 98 or 99 percent of people on the platform.

Mike Blake: [00:15:16] And I’m curious – you may not have specific insight, but I’m curious. Do you think that LinkedIn was designed to be as complex as it is, where there’s only a very small number of intelligency, if you will, or the Illuminati that really understand LinkedIn to its core? Is that the intent or is that something that simply evolved over time as new ideas, new functionality, new data has become available?

Adam Houlahan: [00:15:45] Mike, it’s a great question. And I think the reality is, I think, it’s just evolved over time. If you really go back to LinkedIn’s early days, it was a jobsite, to be honest. It’s a place where you pass your resume. And while it’s still used for job placement – and very, very well, some of them are successful clients, are recruitment agencies – but the reality is – and I think if you kind of put a line in the sand of where that really accelerated, it’s probably around the time Microsoft shelled out $26 billion dollars to buy it. Clearly, a company the size of Microsoft, again, have the resources and the capability to do whatever they wanted with the platform. And I think they’ve actually done more good than bad.

Adam Houlahan: [00:16:43] However, as you point out, in that process, it has become a little bit of a degree of complexity in how the algorithms treat different things that happened on there. And let’s be honest, the old platforms are algorithm-driven. Everything is algorithm-driven. LinkedIn just is what we call hyper-driven by their algorithms. So, the difference between really leveraging the platform well and not so well, it comes down to what we call algorithm intelligence.

Mike Blake: [00:17:20] Now, this may be an unfair question. And if it is, tell me and I’ll talk about something else, but I’m going to throw it out there anyway. Because of that, I wonder what your view is on that complexity of LinkedIn relative to other platforms. Let’s just say Facebook, for example. Facebook can be used to accomplish something similar, but an entirely different way about it, an entirely different business model in a lot of respects. You know, in your view, assuming that you sort of were at a flat footed start with knowledge of LinkedIn versus Facebook or other platforms, where do you think LinkedIn ranks in terms of complexity among the other platforms that are out there? Is it about average? Is it harder than most? Easier than most? Do you have an opinion on that?

Adam Houlahan: [00:18:07] Definitely. I’d say, definitely, it’s harder. Comparing to Facebook, it’s quite normal. Like you said, you have that flat foot stand and start. Really, the difference that I would suggest is that, with Facebook, even if you had a flat foot stand and start, yes, you can do some courses and educate yourself on how the ad platform works. And the reality is, the only way you can leverage real value from Facebook is through marketing budget. So, if you don’t have marketing budget, then you can have all the know how in the world. You’re just not going to get traction on Facebook.

Adam Houlahan: [00:18:53] Conversely, on LinkedIn, if you invest that time in that same education process, you can actually get around amazing results with no budget. You actually alluded to the reason, which you said, was a difference in business model. LinkedIn’s business model is incredibly different to Facebook. Facebook is a pay to play. It’s just that simple. It seems driven around the ad platform. With the LinkedIn, LinkedIn actually generates very high majority of their revenue through subscriptions. Meaning, that people have a subscription to the Premium platform sales navigator, the recruiter licenses, and there’s a whole bunch of other ones out there as well.

Adam Houlahan: [00:19:40] So, they have a, in my opinion, a much better model because it’s – what we call -a recurring profit model. They get paid every month regardless of the value event. They do have an end platform, as you know, but it’s really not the main driver of the revenue. So, what they really want is amazing content creators. So, if you want to dominate the platform, you’ve got to up your skill in content creation, and that’s what they really want. Because they want conversations that stay on the platform and want it to be a place where you come to it for.

Adam Houlahan: [00:20:18] If you think about why people go onto social platforms, in the simplest sense, it comes down to two things, they’re there to be entertained or educated or informed. So, LinkedIn wants to be that place for education and information. Not so much the entertainment part of the process. And it’s done a really good job at doing that. But, as we said, getting the traction on that is not simple.

Mike Blake: [00:20:46] So, you touched on something that I wanted to make sure to ask, of course, LinkedIn now does have fee-based services that do something. Each one kind of does something a little different, which is interesting. It’s not just a tier, but it’s a scope. What’s your view on the fee-based LinkedIn services? And do you think that the typical Power User would ought to at least strongly consider investing in one or more of those services?

Adam Houlahan: [00:21:12] Again, if you’re saying for Power User, then 100 percent you are going to have a Sales Navigator subscription. Now, in the U.S., I think that’s at around $65 a month. It’s around AUD 100, they’re kind of converts as the same thing, £50 in the UK. that sort of thing. So, it’s not a big investment. Realistically, if you’re really going to leverage a platform for high-level business use and success, $60 a month is not a big investment. As you said, there are other higher-level subscriptions. But the reality is the high majority user, you can do incredibly well with that subscription.

Mike Blake: [00:22:00] What do you think is the most understood thing about LinkedIn? What do a lot of people get wrong?

Adam Houlahan: [00:22:07] Most misunderstood, did you say?

Mike Blake: [00:22:08] Yeah. Most misunderstood.

Adam Houlahan: [00:22:10] Yeah. So, I think one of the most misunderstood thing is that, there’s this belief that it’s an amazing tool for sales. And reality is, it isn’t. What it is an amazing tool for is positioning yourself as a subject matter expert. And using that platform to reach out and educate and inform a marketplace that leads to having conversations off the platform. What the high majority of people are doing, as you mentioned with everything that went on in 2020, there was a massive amount of people that moved to LinkedIn. Some of them are already there, there’s a lot of people that would have a LinkedIn profile because someone just told them they should have but they never really used it. So, a lot of those people started using that account or they came across to set one up for the first time.

Adam Houlahan: [00:23:14] And through a mixture of not really understanding how the platform works, and desperation, or having to develop a new business model of how to get conversation, how to network, so to speak, they really missed the true value of what LinkedIn is all about. And interestingly enough, LinkedIn actually had to react. There was so much, let’s just say, low-quality activity that they actually introduced a spam filter into even – what’s called – messaging. So, you know, in the old days – when I say the old days, I mean about 2019 and even 2020 – a lot of people just thought that you connect with people and then you just kind of message and pitch them. And even these low-level programs around you’ve probably seen that say, “Oh, we can automate doing all this stuff.” And so, LinkedIn reacted to that and they introduced the spam filters, which again, algorithmically could detect a lot of this stuff. So, a lot of people are still punching at all these direct messages and not realizing that nobody’s actually even seen them because they’re just getting directed into the spam filters.

Mike Blake: [00:24:38] So, how much time does one have to invest to use LinkedIn in your mind properly? I know that’s a loaded question, because I imagine your answer might be that, theoretically, you can invest every minute, every day in it. But from sort of a typical Power User’s perspective that doesn’t have banks or armies of data analysts and personal assistants and so forth. But somebody just says, “Look, I want to become fluent in LinkedIn. I want to make it a big part of how I position myself in the market.” How much time do you think a typical person who wants to accomplish that needs to budget, say, on a weekly basis?

Adam Houlahan: [00:25:19] It’s a good question. And what I would suggest is, there’s a big difference between the terminology you’re using. The Power User is going to be a different level of use than to the majority of people that just want to get some good results. What I would say is, someone in that top 0.02 percent that we were talking about earlier are really doing this at a high level. On a monthly basis, it takes about 75 hours per month of work to make — happen. But the reality is that, you don’t necessarily need to be at that level to get results and you can certainly get results at a lower level. And the reality is, if you’re very strategic with your time and you sort of work to a plan, you can really get good results if you invest about an hour a day.

Mike Blake: [00:26:14] Okay. So, I mean, it is something that realistically somebody could embark on themselves and do something useful of, it sounds like.

Adam Houlahan: [00:26:24] Yeah, 100 percent. You don’t have to just be those Power Users to get results. It’s not like a deadline and saying you’re above it and you’re getting results and below it if you’re not. It’s a diminishing sort of level of result as you tee down to that. But we’ve proven it many, many times, so many people, as you mentioned, some of the programs, their solid programs, that’s what’s it designed for. Hence, the name. It means doing so. But if you follow the methodology and you diligently implement that hour or so a day, you can get very, very good results.

Mike Blake: [00:27:03] So, when you embrace LinkedIn and you’re moving towards expert level, what was it about your LinkedIn experience that made you feel like, “Okay. I’m on to something. I’m successful using this platform. I’m becoming a Power User.” What was the feedback, if you will, that LinkedIn was giving you that told you that you were really on to something and you’re getting good ROI on your time invested?

Adam Houlahan: [00:27:31] There’s probably two different versions of that. So, one part for me was, actually, being invited by Microsoft to become one of their Australian based ambassadors. So, obviously, that gave me a lot of insight, intel, into probably levels that many other people didn’t get. I still regularly get contacted by them for my thoughts on certain things. So, that certainly is at a different level. But in the more general sense, I think it was just the fact that I was able to take a company business events of around four or five companies prior to this. I wouldn’t say I’m a beginner as far as building a business. But I was certainly a beginner as far as building a LinkedIn business. But to how quickly we got traction and how quickly we were able to get growth, and then, clearly, we were using our own sort of IP, and we were using LinkedIn as the platform to generate all of that business. So, the success we had from me being a single sole consultant to a team of 18 people, that’s certainly a consistent journey. And that’s still a growing journey now, so that was really the validation for us, I suppose.

Mike Blake: [00:29:04] So, I’m going to steal one thing from your book, and I hope that you don’t mind, but I just think it’s a critical question for the podcast. And that is, for a LinkedIn user, what should be their KPIs or key performance indicators they’re looking at to ensure or track whether or not what they’re doing is a right thing so that, you know, they keep doing it if it’s doing well or they do something else if they’re not getting results? Realizing it’s not a sales platform, so judging it by the number of sales you generate is neither appropriate nor fair, what would be the appropriate KPIs to look at as a LinkedIn user?

Adam Houlahan: [00:29:42] It’s a great question. I would suggest that it’s still appropriately fair to track those sales conversations and conversions, albeit that they happen often – they should be happening off the platform. But the KPIs are what generates those conversations, and sales, the back side. So, it really boils down to a few key things. It’s not a lot of stuff that you don’t want to bog down in spending all your time on, either analyzing metrics or whatever.

Adam Houlahan: [00:30:17] But what you should be tracking on a regular basis is not only your growth in first degree connections, but more importantly, it’s the acceptance rate. So, how many connection or question you send are being accepted? If that’s below 30 percent, then there’s a problem there. It means that the market is not resonating with what you’re doing. It means that even your profile needs some work. Or, your messaging and connection strategy need some work. So, that’s the number one thing, you’ve got to maintain above 30 percent acceptance rate, whether you send ten connection requests or 100, it doesn’t matter. It’s the acceptance rate reaction that matter.

Adam Houlahan: [00:31:07] And then, the second thing is, you have to be creating content. If you want to get traction on LinkedIn, you’ve got to be a content creator. So, you need to be sort of across what level of tractions that a content is getting. So, how many views are you getting? Where are those views? LinkedIn is trying to make a connection between your profile, who you’re connecting with, and the content you’re creating. And if they can understand that, then they’re going to show it to the right type of people. So, you’ve got to look at some of the metrics, who is viewing your content and where they are, and is that aligned with the type of people who want seeing your content. So, they’re the two key ones in that area.

Adam Houlahan: [00:31:54] And then, of course, the final one, in my opinion, is how many people are willingly moving from LinkedIn into your database? Meaning, your CRM, your email list, whatever. And, again, I don’t mean these cheesy sort of platforms and bots and things that go and scrape a whole bunch of people’s information, apart from the ethical issue of that. There is no true credibility in what you’re doing if you do that. It’s how many people are willing to go from the interaction with you on LinkedIn into your CRM. And then, of course, the growth in your CRM that’s specifically attributed from LinkedIn. And, of course, how many sales conversations are you generating of that process? Because, clearly, you do need to have a sales process that is part of your LinkedIn sort of strategy. It’s just that it’s going to happen off LinkedIn, but you still need to know what it is. It’s still made world class and you still need to be able to track it.

Mike Blake: [00:33:07] So, you mentioned a couple of things I thought, for me, they’re extremely great takeaways from the book. And one of them is that, LinkedIn use is active. It’s not passive. And I imagine – and please correct me if you think I’m wrong – a common mistake made about LinkedIn is, you put up your profile and you aggressively wait for people to follow you and connect with you. And that’s probably not particularly effective. And then, the second is conversion – which I haven’t thought about until you mentioned it, until I read your book – which was, you need to then take a next step to get people to agree to get off of LinkedIn and onto something kind of more proprietary that you can control and have more direct communication with the user and with your network.

Adam Houlahan: [00:34:02] Well, yeah, exactly. I mean, at the end of the day, the only thing you truly are in control is your website and your database. All of your social platforms, whether it’s LinkedIn, Facebook, Instagram, Snapchat, Clubhouse, any of them, you actually rent access to those. You have no actual say on what happens. You may leverage it better than others, but you’re still at the mercy of those who control that as to what happens. And I can tell you, every week, we get contact by people who have lost their link access to their LinkedIn accounts for numerous reasons and said, “Oh, this is my main source of lead generation. I’ve just lost it. How do I fix that?”

Adam Houlahan: [00:34:46] One, to have lost it, you must have been kind of doing something bad anyway. But the reality is that, if you’ve been building your database off LinkedIn and you’ve got a lot of activity happening there, it should be a blip in the road. It shouldn’t be the detriment of your business.

Mike Blake: [00:35:09] So, how are a lot of people misusing LinkedIn? What are most people doing wrong that they think that they’re doing right and they should change right now?

Adam Houlahan: [00:35:19] How long have we got? Let’s look on the 80-20 rule. Let’s look at the 80% of the outcome. The first thing is, it’s in their messaging strategy. So, it’s that spray and pray approach. You’re connecting with everyone and everyone and then just pitching. I’m sure you’ve had it happen to you plenty times, you might be connected with somebody, then the very next day, you get some sales pitch about – I think your background is being an accountant, which in your world would be fine. But just recently I had somebody connect with me and then send me a message saying, “We got the most amazing program for accountants -” true story “- and we’d love to help your firm to generate new leads for a [inaudible].” “Well, great. Except we’re not accountants.”

Adam Houlahan: [00:36:28] So, it’s this sort of untargeted process. So, it’s a different course frame. You just punch it out to everyone, whether they’re interested or not, hoping that one percent of those people would engage on that. And the reality is that, if you got a one percent actual conversion on that, you’d be doing incredibly well. If you think that through, one percent, you sent out 100 messages tomorrow and one person engaged about that, I think you’d be happy. If you got a [inaudible]. That’s great. I’m going to do that everyday. So, that’s what I would do. But the reality is, it’s way, way, way lower than one percent. It’s, like, less than one in a thousand. And the point, though, is that if you got one in one thousand, you’ve also really annoyed 999 people. So, it doesn’t position you as someone with credibility and authority, that sort of thing. So, that’s the big one.

Adam Houlahan: [00:37:29] The secondary one is the content strategy. So, they’re using it like they probably got a buffer account, or Hootsuite, or one of those scheduling platforms, and they’re punching out the exact same content across multiple platforms because somebody said it was really cool to do that. The reality is that, LinkedIn doesn’t like content that has links to external content. So, if you’re sharing content that takes people off the LinkedIn platform, it doesn’t matter where you take them, whether on your website or landing page – I mean, you could write a post and link to an article on LinkedIn’s blog. And so, this is the greatest piece of content ever created and everybody should read it – LinkedIn will still suppress it because they’ve got some algorithms, are not looking at what the content is. Just if it doesn’t have a link there, yes, this is not quality content.

Adam Houlahan: [00:38:29] And I guarantee you right now, if you went and scrolled through your LinkedIn profile, you wouldn’t have to go past two or three before you’d see one with exactly that type of content. But the interesting part of that, Mike, is, even though you see that one, there’s a hundred for every one you see being suppressed that you don’t see because the algorithms are just torturing them out.

Mike Blake: [00:38:53] You know, that’s interesting. I tend to rely on outside information when I do my posts. I happen to have a chart of the day, and I don’t write these charts myself. So, I want to give due attribution to the people that created it. And I do link, and that probably is undermining my visibility. But at the same time, since I am, in effect, ripping off somebody else’s content, I feel like that’s a price I have to pay ethically to give credit where credit is due, frankly.

Adam Houlahan: [00:39:26] And you’re right. I mean, if it is someone else’s content, you should be attributing them or giving them the kudos for it. Probably the message here is, it’s not really the best use of content falling in. If you want to really get traction, you need to be the author. You need to be the creator of the content. You need to be the one with the opinion.

Adam Houlahan: [00:39:52] And, again, touching on something you said earlier about the political scene in the U.S. with the polarization, the very truth is that, actually, in some ways you can use your content for polarizing an audience in a positive way. And what I mean by that is that, at the end of the day, there’s thousands of people potentially viewing that content, not every one of them are going to be in alignment with it. So, by having a bit of an opinion about something, you can polarize an audience. And the ones who are not your tribe, so to speak, say so. And then, you know the ones who are, so you keep sort of interacting and engaging with those ones.

Adam Houlahan: [00:40:44] I’m sure your previous president, let’s just say, was very, very good at polarizing audiences. But he was also very, very good at then leveraging the part of that market that didn’t resonate with his message. He wouldn’t have been president if it hadn’t been. And the reality is that, your content strategy really has to be as you, the author, more so than someone else’s content. Because, basically, what you do is transfer that authority to the author of that content.

Mike Blake: [00:41:19] Right. We’re talking with Adam Houlahan, CEO of Prominence Global. And the topic is, Should I actively use LinkedIn? We just have time for a couple more questions then we have to let you finish your day and at least another work week. How do you keep up with all the LinkedIn algorithm changes? These algorithms change with some kind of periodicity. And if we don’t keep on top of them, you very quickly fall out of date. How do you stay on top of that?

Adam Houlahan: [00:41:51] Well, for us, it’s not difficult because we have a team of people, but that’s their job to do that. I’d be quite open and honest with you, it’s not me sitting there doing that all day. So, for us, the size of the company that we are, we have that ability to do that. For an individual to do that, I would suggest it’s near impossible. And I often see this modeling team. I shouldn’t laugh when I say this, but, often, people say, “I’ve tested this and it works.” And I would say, “Well, how many accounts did you test that across?” “Oh, mine.” “Great. You think that means it’s the same from all 750 million of us. I guarantee you, it isn’t.” And so, to really do that effectively, you need a much, much wider test base than one single account. So, be very, very careful of the information that you see that suggests that this is being well-tested and proven if it hasn’t been well-tested and proven across 50 plus LinkedIn accounts.

Mike Blake: [00:43:07] So, as we wrap up here, I suspect at least some of our listeners, they’re thinking very, I think, critically about their LinkedIn profile right now. What’s one thing you would suggest that people go look at first just on a LinkedIn profile to make it more attractive, to make it more impactful on the platform?

Adam Houlahan: [00:43:28] Mike, the easiest thing would be, go on our website. We have a free Profile Optimization course there. Over 17,000 people around the world have used that to improve their profile. But, again, we did the 80-20 rule. You’ve got to have a really good background image. You’ve got to have a good profile image. You’ve got to have written your About section and a thing that talks about yourself really, really well. But what is really well? It’s well-documented and outlined in that free course, and I highly recommend that. I guarantee you, you comment what’s in there, and it will put you in the top five percent of that 750 million profiles.

Mike Blake: [00:44:13] Adam, this has been wonderful, and I cannot thank you enough for being so generous with your time. If people want to contact you for more information or maybe your organization, what’s the best way for them to do that?

Adam Houlahan: [00:44:26] One, I spend a lot of time on LinkedIn, so if you’re going to connect with me, though, make sure you leave me a message and say, “Hey. I listened to Mike’s podcast and I want to connect.” Otherwise, I probably won’t accept it. But other than that, just go even to my personal website, adamhoulahan.com, and you can link off to our company site and everything there.

Mike Blake: [00:44:49] Well, very good. That’s going to wrap it up for today’s program. And I’d like to thank Adam Houlahan so much for joining us and sharing his expertise with us. We’ll be exploring a new topic each week, so please tune in so that when you’re faced with your next business decision, you have clear vision when making it. If you enjoy these podcasts, please consider leaving a review of your favorite podcast aggregator. It helps people find us that we can help them. Once again, this is Mike Blake. Our sponsor is Brady Ware & Company. And this has been the Decision Vision podcast.

 

Tagged With: Adam Houlahan, authenticity, Brady Ware, Brady Ware & Company, LinkedIn, linkedin coaching, Michael Blake, Mike Blake, networking on LinkedIn, Prominence Global, using LinkedIn

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