1156: The Importance of Communicating Purpose Internally & Externally w/ Colt Briner

WEBVTT 1 00:00:00.000 --> 00:00:04.200 Are you trying to establish your brand as a thought leader? Start a PODCAST, 2 00:00:04.679 --> 00:00:09.750 invite industry experts to be guests on your show and watch your brand become 3 00:00:09.789 --> 00:00:14.830 the prime resource for decision makers in your industry. Learn more at sweet phish 4 00:00:14.910 --> 00:00:24.300 MEDIACOM. You're listening to be tob growth, a daily podcast for B TOB 5 00:00:24.420 --> 00:00:28.539 leaders. We've interviewed names you've probably heard before, like Gary Vander truck and 6 00:00:28.579 --> 00:00:32.380 Simon Senek, but you've probably never heard from the majority of our guests. 7 00:00:33.020 --> 00:00:37.770 That's because the bulk of our interviews aren't with professional speakers and authors. Most 8 00:00:37.810 --> 00:00:41.929 of our guests are in the trenches leading sales and marketing teams. They're implementing 9 00:00:41.969 --> 00:00:46.969 strategy, they're experimenting with tactics, they're building the fastest growing BTB companies in 10 00:00:47.009 --> 00:00:50.280 the world. My name is James Carberry. I'm the founder of sweet fish 11 00:00:50.359 --> 00:00:53.880 media, a podcast agency for BB brands, and I'm also one of the 12 00:00:53.960 --> 00:00:58.159 cohosts of this show. When we're not interviewing sales and marketing leaders, you'll 13 00:00:58.200 --> 00:01:00.880 hear stories from behind the scenes of our own business. Will share the ups 14 00:01:00.920 --> 00:01:04.549 and downs of our journey as we attempt to take over the world. Just 15 00:01:04.709 --> 00:01:12.109 getting well, maybe let's get into the show. Hey, everybody, logan 16 00:01:12.150 --> 00:01:15.870 with sweet fish here. Before we get straight into today's interview, I wanted 17 00:01:15.909 --> 00:01:19.340 to let you know about another podcast you might enjoy. If you were a 18 00:01:19.459 --> 00:01:25.900 regular listener of this show, you'll probably really like the B Tob Revenue Executive 19 00:01:25.939 --> 00:01:30.980 experience with Chads and person over at value selling associates. Chad is a good 20 00:01:30.019 --> 00:01:34.129 friend of ours here at Sweet Fish, a phenomenal podcast host. I really 21 00:01:34.250 --> 00:01:40.129 liked one of his older episodes from probably a year back, with Todd Capony, 22 00:01:40.370 --> 00:01:46.290 the author of the transparency sailed. Great conversation about leveraging honesty, transparency 23 00:01:46.370 --> 00:01:51.840 and a value added approach in BB sales. Check out the BDB revenue executive 24 00:01:51.879 --> 00:01:56.719 experience with Chad Sanderson on apple podcast for anywhere you do your listen. All 25 00:01:56.760 --> 00:02:01.150 right, now let's really get into the show. Welcome back to beb growth. 26 00:02:01.230 --> 00:02:05.989 I'm Logan Leles and sweet fish media. I'm doing today by cult briner. 27 00:02:06.150 --> 00:02:09.229 He is the CMO over at ensemble health partners cold. How you doing 28 00:02:09.270 --> 00:02:12.990 today, man? Doing Great, Logan. Thank you for having me on 29 00:02:13.110 --> 00:02:15.939 the show. We are surviving in northern California. So far, so good, 30 00:02:16.659 --> 00:02:22.699 man. We're going to be talking about communicating purpose internally and externally one 31 00:02:22.780 --> 00:02:27.500 the importance of that and to how to partner with other functional areas and other 32 00:02:27.620 --> 00:02:30.409 functional leaders to do that effectively. Before we do that, I would love 33 00:02:30.490 --> 00:02:35.330 for you to give us a little bit of background on yourself and a little 34 00:02:35.330 --> 00:02:38.569 bit on what you and your team are up to these days. Man brought 35 00:02:38.610 --> 00:02:40.530 on and thank you for that. So background for me. I've been in 36 00:02:40.650 --> 00:02:46.520 the healthcare financial management space for I guess, about six years. The role 37 00:02:46.599 --> 00:02:50.879 that I've had right here as cheap marketing officer flows pretty naturally from the roles 38 00:02:50.919 --> 00:02:53.639 that I've held. They've touched on, you know, product management, product 39 00:02:53.759 --> 00:02:59.310 marketing, St overall sort of management of an organization and then finally, specifically 40 00:02:59.389 --> 00:03:01.389 into the end of the marketing role. As far as what we're doing for 41 00:03:01.469 --> 00:03:07.629 ensemble specifically, just a bit background on ensemble itself. So the space of 42 00:03:07.710 --> 00:03:12.389 interaction between healthcare providers and healthcare payers, like insurance companies and Medicare Medicaid, 43 00:03:12.430 --> 00:03:15.979 has become really complicated. So what we do as an organization is we offload 44 00:03:16.060 --> 00:03:20.659 that from the provider so they can focus on providing good health care. As 45 00:03:20.740 --> 00:03:23.740 far as bringing that message out into the market. Obviously that's my main charter 46 00:03:23.900 --> 00:03:28.289 and we do that with sure thought leadership. We also do that with some 47 00:03:28.449 --> 00:03:31.409 personality, bringing a little humor into a space that basically hasn't pulled the joke 48 00:03:31.530 --> 00:03:36.210 since maybe, Oh, two hundred and three, and then, you know, 49 00:03:36.289 --> 00:03:40.009 really representing the organization. As far as our our results goes, we've 50 00:03:40.009 --> 00:03:45.000 got super, super strong results for our clients and we rank really well in 51 00:03:45.439 --> 00:03:49.400 third party research. So we really trying to just reflect that in the market 52 00:03:49.439 --> 00:03:52.039 place. That's basically my role. I love it. Man. Thank you 53 00:03:52.159 --> 00:03:55.629 for sharing your background. You've got some unique experience there, from Product Marketing, 54 00:03:57.110 --> 00:04:00.189 overall marketing team leaderships, some product management as well. Man, and 55 00:04:00.430 --> 00:04:04.789 so we're going to be talking about how different functions can work together to communicate 56 00:04:05.349 --> 00:04:10.900 purpose internally and extraly. I talked to a lot of marketing leaders that are 57 00:04:11.300 --> 00:04:15.659 looking at how do we tell a better story externally and not just feature jump 58 00:04:15.939 --> 00:04:18.660 on our clients. But you know, the next level, deeper than that 59 00:04:18.819 --> 00:04:23.980 is, are we telling the same story externally that we are internally and are 60 00:04:24.060 --> 00:04:26.889 we communicating that purpose? I would love for you to share a little bit 61 00:04:26.930 --> 00:04:30.490 about why you're passionate on this topic being of it for marketing leaders, and 62 00:04:30.569 --> 00:04:34.129 then we'll get into what are some of those ownerships and how can you manage 63 00:04:34.129 --> 00:04:38.170 them effectively? Great, well, thank you for kicking that up. So 64 00:04:38.209 --> 00:04:41.879 about my favorite topic to talk about, the importance of purpose. For me, 65 00:04:41.959 --> 00:04:45.040 I think it's a little hard to overstate. If I think about historically 66 00:04:45.079 --> 00:04:47.759 in the space of business, you've had major paradigm shifts, Major Sea Changes, 67 00:04:48.000 --> 00:04:54.230 and they've been things a simple and and historic as electrification, manufacturing, 68 00:04:54.269 --> 00:04:58.269 a line production. Then you get into digitization, getting on to Web, 69 00:04:59.149 --> 00:05:03.110 two pot O g getting into social media. These sea changes have defined major 70 00:05:03.230 --> 00:05:06.899 swaths of winners and losers, the people who got onto e commerce, while 71 00:05:06.899 --> 00:05:11.699 those who didn't, I mean sears, would still be here. Blockbuster Tower, 72 00:05:11.860 --> 00:05:15.259 records, orders, books, all very well known examples in our recent 73 00:05:15.379 --> 00:05:19.939 history. I genuinely believe that the next major sea change is going to be 74 00:05:20.060 --> 00:05:26.250 couched in the space of purpose. Organizations that know how to communicate and lead 75 00:05:26.410 --> 00:05:29.810 with purpose are the ones who are going to survive, versus those who think 76 00:05:29.850 --> 00:05:31.649 that they're just here to make the next widget, they're just here to deliver 77 00:05:31.730 --> 00:05:35.959 the next whatever they deliver. And I believe this because the opportunity that's available 78 00:05:36.000 --> 00:05:41.920 to people now is so powerful, even as individuals, that anybody can pick 79 00:05:41.959 --> 00:05:46.519 up, you know, cell phone and record themselves and put something out on 80 00:05:46.639 --> 00:05:49.029 kickstarter and boom, there in business. So if you have even a little 81 00:05:49.470 --> 00:05:54.790 passion or a little sense of purpose and you need a chemical engineer, you 82 00:05:54.910 --> 00:05:58.350 can go rent one on up work right. But if you need to get 83 00:05:58.389 --> 00:06:00.430 production capacity down the street from the sea and sea machine, you can rent 84 00:06:00.509 --> 00:06:05.500 thirty minutes. Anyone can do anything. So if you're a major organization and 85 00:06:05.860 --> 00:06:10.620 you're not giving people an opportunity to align with purpose, you're going to be 86 00:06:10.660 --> 00:06:15.339 the next you know, tower wreckers man. So many good examples there of 87 00:06:15.420 --> 00:06:19.850 people that you know one and especially lost with these major see changes. It 88 00:06:19.970 --> 00:06:24.009 makes me think of, you know, the best sales deck. Ever, 89 00:06:24.050 --> 00:06:27.490 as I believe Andy Raskin put it, from Zora that you know, you 90 00:06:27.649 --> 00:06:30.769 speak about these changes and it's not just about that. We need to, 91 00:06:30.970 --> 00:06:32.240 you know, make these up and try and speak to them. As you 92 00:06:32.439 --> 00:06:36.680 pointed out, these things are really happening. Just quick side note. Another 93 00:06:36.800 --> 00:06:42.600 show that we produce called predicting the turn with Dave Knox really digs into this 94 00:06:42.720 --> 00:06:46.480 episode. So if you like this conversation. Guys, definitely check that out. 95 00:06:46.560 --> 00:06:47.550 Had to plug in there. Is what you're saying. They're called. 96 00:06:47.870 --> 00:06:50.790 Just made me think of it. So let's get into the tactics now. 97 00:06:50.829 --> 00:06:56.750 Up, yeahm unicating purpose internally and externally. There are really two key partnerships 98 00:06:56.750 --> 00:07:00.069 you should look at if you are an organization of size, and that first 99 00:07:00.149 --> 00:07:04.019 is your internal calms team. Tell us a little bit about the importance of 100 00:07:04.139 --> 00:07:09.259 that in some of the things that you've seen done well to make sure that 101 00:07:09.339 --> 00:07:15.420 you're communicating purpose internally and finding a partner with your internal calms leader, Sir, 102 00:07:15.540 --> 00:07:17.649 and I can give you some great examples. So first wise, it 103 00:07:17.730 --> 00:07:21.970 important to create a strong partnership between your marketing, which is your outbound, 104 00:07:23.089 --> 00:07:27.009 and your intercommunications, obviously being your inbound. And I think it comes down 105 00:07:27.089 --> 00:07:31.920 to how quickly purpose can devolved a platitude where your you've crafted a beautiful, 106 00:07:32.000 --> 00:07:35.800 the even poetic, right purpose statement and it sounds cool and it makes a 107 00:07:35.879 --> 00:07:42.199 great headline, but unless you've internalize it and you're genuinely operating from delivering on 108 00:07:42.319 --> 00:07:47.509 that purpose, it becomes transparent. We have developed as as consumers, as 109 00:07:47.589 --> 00:07:54.069 citizens, as people great detectors for B S, essentially, and we've seen 110 00:07:54.149 --> 00:07:59.819 it. We've now seen it where companies will communicate purpose and we recognize propaganda. 111 00:08:00.139 --> 00:08:07.220 So unless you've really operationalized and communicated internally what your purpose is and everybody's 112 00:08:07.220 --> 00:08:09.699 on board with that and it's actually happening, it won't be long before it 113 00:08:09.899 --> 00:08:13.370 just sort of falls apart and you can waste a huge amount of effort right. 114 00:08:13.769 --> 00:08:18.370 Your top level leadership can believe in something very strongly, unless that's genuinely 115 00:08:18.490 --> 00:08:22.370 owned by your operational staff, you won't get there. So the importance of 116 00:08:22.410 --> 00:08:26.850 that partnership. That's that's why that's there. That's what that partnership means to 117 00:08:26.889 --> 00:08:30.480 be strong. So tactically, how do you do that? Try to make 118 00:08:30.519 --> 00:08:35.759 sure that any individual who has a line or a compartmentalized function understands how that 119 00:08:35.960 --> 00:08:41.159 function rolls up into delivering on the company's greater purpose. So, for an 120 00:08:41.200 --> 00:08:45.750 example, ensemble's purpose right is to offload the burden of revenue cycle management so 121 00:08:45.830 --> 00:08:50.470 that providers can focus on providing care. So if you're a biller or a 122 00:08:50.590 --> 00:08:54.149 coder or a collector who works inside Ensemble's office literally a thousand miles away from 123 00:08:54.149 --> 00:08:58.659 the hospital that we're supporting. How do you have any sense of improving the 124 00:08:58.740 --> 00:09:03.860 physicians experience, the patient's experience? What I do as a marketer is I'm 125 00:09:03.860 --> 00:09:07.340 going to go and I'm actually going to speak to the leadership of that organization 126 00:09:07.580 --> 00:09:11.049 and ask them, Hey, when, when ensemble finds an extra hundred million 127 00:09:11.169 --> 00:09:13.809 for you guys, what does that really mean? And I get answers like 128 00:09:13.929 --> 00:09:18.490 well, or when MRI machine cost me three million dollars. So that helps 129 00:09:18.529 --> 00:09:20.850 me there. If I want to provide charity care to an extra a hundred 130 00:09:20.889 --> 00:09:24.720 thousand people this year, while it cost tenzero per person per year to do 131 00:09:24.879 --> 00:09:28.960 that. So there's that. You start to get concrete, connect the dots, 132 00:09:30.159 --> 00:09:33.200 realities coming from the people that you serve, and then take those stories 133 00:09:33.279 --> 00:09:37.639 and bring them internal. Then you push even further out. Okay, well, 134 00:09:37.840 --> 00:09:41.309 what's the point of having a three million dollar MRI? Okay, we'll 135 00:09:41.350 --> 00:09:43.830 call what happens when I can bring that MRI in, especially the newest one, 136 00:09:45.590 --> 00:09:50.149 is I have the ability to to achieve early detection on specific disease states, 137 00:09:50.269 --> 00:09:52.419 and this year I'm going to project about fourteen lives we're going to save 138 00:09:52.779 --> 00:09:56.259 because we brought in that new MRI. You bring that story back to the 139 00:09:56.340 --> 00:10:00.860 person who's just doing the you know, the quickie clacky on the keyboard in 140 00:10:01.019 --> 00:10:03.700 a cubical a thousand miles away, and now they feel like well, damn, 141 00:10:05.059 --> 00:10:09.289 my work means something. Right. So you have you can try, 142 00:10:09.370 --> 00:10:15.129 as a passionate, believing leader in what you're doing, to convince your staff 143 00:10:15.250 --> 00:10:18.529 that that what you're doing has purpose and meaning and try to pull an organization 144 00:10:18.610 --> 00:10:24.200 that's growing literally like a thousand new employees per year, and that will exhaust 145 00:10:24.240 --> 00:10:28.320 you. But if you can get that that line level of an organization to 146 00:10:28.480 --> 00:10:33.720 internalize and recognize how what they do leads to, in this case, saving 147 00:10:33.879 --> 00:10:39.909 lives, that that base of the pyramid will drive your organization forward for you 148 00:10:39.070 --> 00:10:43.909 and it becomes a self fulfilling, proper prophecy. That's that's truly remarkable. 149 00:10:43.350 --> 00:10:46.590 Yeah, I love what you're saying. They're there's you know, you and 150 00:10:46.669 --> 00:10:54.500 I have talked a little bit offline about taking BC examples into bb marketing and 151 00:10:54.820 --> 00:10:56.779 one that I've noticed, I've talked with other people about. I don't know 152 00:10:56.860 --> 00:11:01.100 if it's going on, if it's an ad campaign outside of here in Colorado, 153 00:11:01.139 --> 00:11:07.570 but children's Hospital in Colorado has this great add spot and it's kids talking 154 00:11:07.730 --> 00:11:11.090 and they're talking about the very specific things that they need differently. You know, 155 00:11:11.250 --> 00:11:16.610 there their hearts beat faster, they need distraction from the needle and all 156 00:11:16.690 --> 00:11:20.240 these little things and as a parent of two kids, tend an under I'm 157 00:11:20.279 --> 00:11:22.879 like, that's true, that's true, that's true. and kind of the 158 00:11:22.000 --> 00:11:26.519 punch line was, you know, we're kids, we're different and we need 159 00:11:26.600 --> 00:11:31.360 a different hospital and that connection to the purpose, the front line, back 160 00:11:31.519 --> 00:11:33.509 to you know, in this case, why you would choose children's hospital. 161 00:11:33.629 --> 00:11:37.710 But I think that's a good example of how they're communicating that purpose externally. 162 00:11:39.110 --> 00:11:43.950 And then what you're saying is take those stories make sure that you're communicating them 163 00:11:43.590 --> 00:11:48.659 internally the very same way. Right, exactly. Correct. Yeah, and 164 00:11:48.940 --> 00:11:52.139 one of the things that happens especially, you know, if you're a teeth 165 00:11:52.179 --> 00:11:56.299 marketing officer or somebody else who's holding a leadership roll, the dots are already 166 00:11:56.299 --> 00:12:00.100 connected in your mind. You know how that works, but especially if you 167 00:12:00.220 --> 00:12:01.690 have you know, you have staff. They're brought in at like, you 168 00:12:01.769 --> 00:12:05.370 know, sixteen an hour, twenty an hour level. Don't forget, you 169 00:12:05.450 --> 00:12:09.370 know, they haven't been in your space for twenty years and those dots aren't 170 00:12:09.370 --> 00:12:13.730 naturally connected in their minds. The time that you take to educate those folks 171 00:12:13.850 --> 00:12:18.480 on how those connections exist is worth it. Right. They may be learning 172 00:12:18.639 --> 00:12:22.879 really well the specific function they're involved in, but how it fits into the 173 00:12:22.000 --> 00:12:26.000 bigger picture is something that you should take the time to educate them on. 174 00:12:26.519 --> 00:12:31.190 Create the clear connections in the process that they're involved in and how it ultimately 175 00:12:31.269 --> 00:12:37.669 yields to that result. That's so important and it's not a once in a 176 00:12:37.750 --> 00:12:41.509 year thing. You make it part of your daily meeting, you make it 177 00:12:41.629 --> 00:12:46.059 part of your your quarterly team meetings, you make it part of your biennual 178 00:12:46.179 --> 00:12:50.820 Town Hall Company Wide And just keep driving that message home. If you do 179 00:12:50.139 --> 00:12:54.659 that, even if you had to take time away from other agenda items, 180 00:12:54.700 --> 00:12:58.649 I just believe so strongly and how, ultimately that's going to empower your organization. 181 00:12:58.690 --> 00:13:01.929 Yeah, what I hear you say in they're called are two things that 182 00:13:03.330 --> 00:13:07.889 it takes consistency, it takes a commitment over the long haul and then you 183 00:13:07.009 --> 00:13:11.769 know, as you partner with your internal comms leaders, you're connecting the dots 184 00:13:11.929 --> 00:13:15.879 to okay, what we do affects this, but take it to the ends 185 00:13:15.960 --> 00:13:20.279 degree. Take it this function internal comms. Here's how you can relate this 186 00:13:20.399 --> 00:13:22.600 to our h our team, here's how you can relate this to our customer 187 00:13:22.639 --> 00:13:26.120 success team. So I love what you're advocating for there, and it's it's 188 00:13:26.149 --> 00:13:31.230 a natural progression right. So I think that that's really good advice for folks. 189 00:13:31.470 --> 00:13:35.309 The other area that you and I have talked about that the other functional 190 00:13:35.429 --> 00:13:37.909 department marketers need to get on the same page when it comes to purpose is 191 00:13:39.309 --> 00:13:43.980 definitely recruiters. So can you talk to a little bit about how getting on 192 00:13:43.059 --> 00:13:48.860 the same page when it comes to purpose with marketing and recruiting can yield some 193 00:13:48.980 --> 00:13:52.779 positive effects and maybe how to go about it? Man Yeah, another great 194 00:13:52.820 --> 00:14:00.129 point. What we find just statistically in terms of how much better engaged employees 195 00:14:00.169 --> 00:14:03.090 are, how much more they commit, how much more they are able to 196 00:14:03.169 --> 00:14:07.049 speak to your organization as something that they're proud of, how they become advocates 197 00:14:07.090 --> 00:14:11.559 for you. All these things are enhanced when organizations are operating from a center 198 00:14:11.639 --> 00:14:16.159 of purpose. As far as how to extend that into the space of HR 199 00:14:16.360 --> 00:14:20.799 and recruiting, empowering those people when they go to like college campuses or what 200 00:14:20.960 --> 00:14:24.909 have you with with collateral pieces, videos up on a TV that are bringing 201 00:14:26.070 --> 00:14:31.110 the voices of purpose from your organizational leaders, from the leaders of the clients 202 00:14:31.149 --> 00:14:33.830 that you support, how the work that you do is ultimately leading into the 203 00:14:33.909 --> 00:14:37.429 community. That's a very, very powerful and meaningful to people who are looking 204 00:14:37.429 --> 00:14:43.179 for some way to commit the life energy that they're going to exchange with a 205 00:14:43.259 --> 00:14:48.539 business into will ultimately be, yeah, sure, compensation, but meaning in 206 00:14:48.580 --> 00:14:50.779 their lives. I love the way that you put that, man a, 207 00:14:52.340 --> 00:14:56.850 what was that? Exchanging the life energy that going to invest me, and 208 00:14:56.970 --> 00:15:00.570 that is just a great way to put what we're really doing when we decide 209 00:15:00.570 --> 00:15:03.049 to join an organization, when we decide to stay with an organization. And 210 00:15:03.690 --> 00:15:09.519 so you know that sense of purpose and getting on the same page with recruiters 211 00:15:09.559 --> 00:15:13.080 can definitely yield some good results. Without naming names throwing anybody under the bus, 212 00:15:13.159 --> 00:15:16.559 I think we learn from, you know, good examples and we also 213 00:15:16.639 --> 00:15:20.200 learn from, you know, the pitfalls where it's not done well or things 214 00:15:20.240 --> 00:15:24.590 like that. And so you mentioned, as you partner with internal calms, 215 00:15:24.990 --> 00:15:28.429 that purpose can turn to platitude. Have you seen a partnership with HR and 216 00:15:28.870 --> 00:15:35.549 talent leaders and recruiting leaders go badly, or just any pitfalls you would recommend 217 00:15:35.590 --> 00:15:39.179 that folks look out for as they partner with those teams, between marketing and 218 00:15:39.340 --> 00:15:43.659 the talent teams. Yeah, that's a really great question and I think that 219 00:15:43.860 --> 00:15:48.379 there's there's two things that are going to play into their it's accountability and empowering 220 00:15:48.460 --> 00:15:52.250 voices. So accountability means that if you're going to put purpose at the center 221 00:15:52.289 --> 00:15:56.809 of your management agenda, it's what you're delivering on for the clients that you 222 00:15:56.889 --> 00:16:02.450 support, for the communities that you are interacting with. Accountability means you know, 223 00:16:02.490 --> 00:16:04.879 if you're as a member the organization, as a team within the organization 224 00:16:04.919 --> 00:16:11.440 or whatever component of the structure, if you're not operating on that that purpose, 225 00:16:11.480 --> 00:16:12.879 if you haven't put it at the core of your management agenda, you're 226 00:16:12.879 --> 00:16:15.480 not talking about it every day. You're going, yeah, yeah, we 227 00:16:15.639 --> 00:16:18.669 do talk about that, but now let's focus on you know, what's revenue. 228 00:16:18.669 --> 00:16:22.629 Right, go back to the revenue chart. You need to have accountability 229 00:16:22.669 --> 00:16:26.110 there to make sure that you continue to drive on purpose. And then empowering 230 00:16:26.190 --> 00:16:30.909 voices means it's not get getting people to channels to tattle tell, it's making 231 00:16:30.950 --> 00:16:34.899 sure that everybody understands. What are the communication channels that exist in this organization, 232 00:16:36.659 --> 00:16:40.059 so that we can hear your best ideas, understand where we're failing, 233 00:16:40.500 --> 00:16:44.259 talk about how to improve every channel that exists, all the way up to 234 00:16:44.299 --> 00:16:48.090 leadership, so that it's not punitive, so that it's not embarrassing, so 235 00:16:48.210 --> 00:16:53.570 that it's not anything but empowered voices throughout your company. Those are the two 236 00:16:53.610 --> 00:17:00.090 pieces that I think really really make it possible to preserve purpose versus platitude. 237 00:17:00.090 --> 00:17:03.519 I love it, man. Well, I didn't even prep you on this 238 00:17:03.720 --> 00:17:07.200 final question, but I never let our guests go lately without asking them a 239 00:17:07.759 --> 00:17:12.599 question that ties to one of our core values and a purpose that we hold 240 00:17:12.759 --> 00:17:15.990 near and dear and that's never stopped learning. So cold I'm going to put 241 00:17:17.029 --> 00:17:19.269 you on the spot here. Whether it's related to today's topic, marketing, 242 00:17:19.710 --> 00:17:23.750 personal and professional development. What's a resource you might want to share with Bebe 243 00:17:23.829 --> 00:17:27.910 Marketing folks that are listening to this that they should have in their will house, 244 00:17:27.910 --> 00:17:32.819 a resource you find yourself going to lately? Man the Ted Radio Hour. 245 00:17:33.099 --> 00:17:36.140 I'm a big fan of the Ted Radio are love consuming that content. 246 00:17:36.339 --> 00:17:38.940 Lots of great ideas have been there as a bob market. I take a 247 00:17:38.980 --> 00:17:45.009 lot of cues from BTC. Just look at what's coming across in the big 248 00:17:45.130 --> 00:17:48.569 players that you know as brands that have established something that you connect with, 249 00:17:49.009 --> 00:17:52.769 right. So, so if you're a brand and you haven't put some kind 250 00:17:52.769 --> 00:17:56.170 of personality out there, it's not going to be easy for people to connect 251 00:17:56.170 --> 00:17:59.559 with you, and connection is important these days. So I use just regular 252 00:17:59.599 --> 00:18:03.799 advertising and I'll be honest, ie off and steal and parody or regular advertising. 253 00:18:03.920 --> 00:18:08.400 You look at something really successful like all states mayhem. I love that 254 00:18:08.440 --> 00:18:11.839 as something that you can charity and work with. I mean the millions of 255 00:18:11.869 --> 00:18:17.789 dollars that they've spent to make that a mean. Essentially, look for memes 256 00:18:18.390 --> 00:18:22.710 and leverage them in your own marketing, because people know how to connect with 257 00:18:22.750 --> 00:18:26.710 it and they recognize it and if it makes them laugh or it's interesting, 258 00:18:26.789 --> 00:18:29.619 I think you're going to win. Yeah, I can totally relate to that. 259 00:18:29.779 --> 00:18:33.859 You know, our random channel on slack here internally, it's Sweetish, 260 00:18:33.140 --> 00:18:37.339 is just full of all sorts of gifts. I mean it's how we communicate 261 00:18:37.380 --> 00:18:40.900 as a team and we had this epiphany. Why are we not using that 262 00:18:41.099 --> 00:18:44.450 in the way that we engage our community via email, and so now you 263 00:18:44.529 --> 00:18:47.450 know a lot of our sign ups for our emails and things like that is 264 00:18:47.490 --> 00:18:49.609 like, you know, you want some marketing nuggets and you also want all 265 00:18:49.650 --> 00:18:52.970 the gifts. So, man, what you're saying, they're just totally rings 266 00:18:53.049 --> 00:18:56.640 true with what we're experiencing right now. So I love it cold obviously you 267 00:18:56.759 --> 00:19:00.480 are an experience market or you're bringing tons of knowledge. So listeners today. 268 00:19:00.519 --> 00:19:04.599 So anybody listening to this that wants to learn more about what you guys are 269 00:19:04.599 --> 00:19:08.079 up to or just stay connected with you and follow along with you linkedin. 270 00:19:08.240 --> 00:19:11.670 Otherwise, what's the best way for them to reach out or stay connected? 271 00:19:11.750 --> 00:19:14.309 Man, yeah, Linkedin is the best way to reach me. I don't 272 00:19:14.349 --> 00:19:15.950 think there's any more than one cult brianer out there, so that's how you 273 00:19:17.109 --> 00:19:19.349 find me on that. Coulte Brianercom also a place where you could check me 274 00:19:19.430 --> 00:19:22.630 out. I have a few videos up on youtube if you want to see 275 00:19:22.710 --> 00:19:25.980 some of the talks that I've been doing. Awesome and and well, I 276 00:19:26.059 --> 00:19:29.500 really appreciate it. This has been a really fun conversation. Thanks so much 277 00:19:29.500 --> 00:19:32.539 for jamming on purpose with me today. Man, absolutely logan. Thank you, 278 00:19:32.579 --> 00:19:37.180 man. Hey, everybody, logan with sweet fish here. If you're 279 00:19:37.220 --> 00:19:41.930 a regular listener of BB growth, you know that I'm one of the cohosts 280 00:19:41.970 --> 00:19:44.930 of this show, but you may not know that I also head up the 281 00:19:44.970 --> 00:19:48.490 sales team here, is sweetfish. So for those of you in sales or 282 00:19:48.569 --> 00:19:52.049 sales offs, I wanted to take a second to share something that's made us 283 00:19:52.170 --> 00:19:56.680 insanely more efficient lately. Our team has been using lead Iq for the past 284 00:19:56.720 --> 00:20:00.400 few months and what used to take us four hours gathering contact data now takes 285 00:20:00.440 --> 00:20:04.519 us only one. Or seventy five percent more efficient. We're able to move 286 00:20:04.720 --> 00:20:11.630 faster withoutbound prospecting and organizing our campaigns is so much easier than before. I'd 287 00:20:11.630 --> 00:20:15.390 highly suggest you guys check out lead Iq as well. You can check them 288 00:20:15.430 --> 00:20:21.109 out at lead iqcom. That's Elle a d iqcom.