Transcript
WEBVTT
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Are you trying to establish your brand
as a thought leader? Start a PODCAST,
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invite industry experts to be guests on
your show and watch your brand become
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the prime resource for decision makers in
your industry. Learn more at sweet phish
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MEDIACOM. You're listening to be tob
growth, a daily podcast for B TOB
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leaders. We've interviewed names you've probably
heard before, like Gary Vander truck and
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Simon Senek, but you've probably never
heard from the majority of our guests.
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That's because the bulk of our interviews
aren't with professional speakers and authors. Most
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of our guests are in the trenches
leading sales and marketing teams. They're implementing
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strategy, they're experimenting with tactics,
they're building the fastest growing BTB companies in
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the world. My name is James
Carberry on, the founder of sweet fish
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media, a podcast agency for bb
brands, and I'm also one of the
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cohosts of this show. When we're
not interviewing sales and marketing leaders, you'll
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hear stories from behind the scenes of
our own business. Will share the ups
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and downs of our journey as we
attempt to take over the world. Just
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getting well maybe let's get into the
show. Hey, everybody, logan with
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sweet fish here. Before we get
straight into today's interview, I wanted to
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let you know about another podcast you
might enjoy. If you were a regular
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listener of this show, you'll probably
really like the B Tob Revenue Executive Experience
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With Chad Sanderson over at value selling
associates. Chad is a good friend of
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ours here at Sweet Fish, a
phenomenal podcast host. I really liked one
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of his older episodes from probably a
year back, with Todd Capony, the
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author of the transparency sailed. Great
conversation about leveraging honesty, transparency and a
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value added approach in BB sales.
Check out the BB Revenue Executive Experience With
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Chad Sanderson on apple podcast or anywhere
you do your listen. All right,
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now let's really get into the show. Welcome back to be tob growth.
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I'm Logan lyles with sweet fish media. I'm joined today by Garrett Justice.
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He is the head of marketing over
at Lucid Press. Garrett, how's it
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going today, man? Hey,
it's going really good. Glad to be
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with you. Thanks, Logan.
I love it, man. I love
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to talk with folks here in the
Rocky Mountain Tech Corridor that's booming these days,
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and Utah and Colorado. How's the
weather out in Utah Today? Man,
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a little little bit rainy today,
but you know, it could be
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worse. So yeah, awesome,
man. Well, we're going to be
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talking about waste a capitalize on improved
Roy through better design and brand consistency.
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But before we do that, Garrett, I would love for you to give
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listeners a little bit of background on
yourself and what you and the team at
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lucid or up to these days.
Man, yeah, sounds good. So
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Lucid press is the second product of
lucid software. So many of your bb
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listeners are probably familiar with our sister
product of Lucid Chart, so web based
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diagramming and data visualization platform. So
Lucy press uses a lot of the same
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underlying technology is lucid chart, but
it's a pretty different product. So Lucy
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press is really what we call a
brand templating platform. It's really about empowering
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organizations to set up libraries of lockable
templates for all the sales are marketing collateral
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or design pieces that people might need
to create and through the lockable templates,
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the Nice thing about that is people, even those without a design background,
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can go and and customize the templates
to create things like ebooks or social media
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graphics or sales one pagers or presentations, you kind of name it, without
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having to go to the central marketing
or design team. So it helps alleviate
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some of that the that backlog of
small request that a central marketing or design
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team gets and it helps people get
create really great content even quicker and get
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it out there. That's awesome and
I love the way that you guys are
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expanding on the tool set, taking
some of the technology that's been applied to
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solve certain problems. You know,
the visualization tool that you guys are now
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applying to help sales people look at
organization charts, kind of layering on top
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of some of the other ways that
people have used lucid chart in the past
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and now taking some of those underlying
things and and helping marketers in this way.
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I you know, this idea of
brand consistency, design consistency is something
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that we've talked about here internally at
sweet fish and I'm excited to hear from
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you a little bit about you know, why it's important. I know you
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guys have done some research on this
topic here recently and some steps that marketers
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can take. But I think in
this conversation, anytime you talk about brand
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and design, we kind of need
to just take a second and unpack those
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terms. Would you mind doing that
from your guys perspective real quick, Garrett?
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Yeah, for sure. I mean
those are big terms that are pretty
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loaded and they mean lots of things
so lots of people. So you know
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today, as as I kind of
speak about design and brand, there's a
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few different types of design, and
this is for those of you who are
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designers. I'm not a designer by
trade, so this might be an oversimplication
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for any listeners who might have a
design background, but there's a few different
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types of core design, especially when
it comes to you know, beat it,
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the B Tob World. There's products
and service design. That's like the
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core product or service that you create, whether it's a physical or digital product
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or services attached with that, and
a lot of times people talk about the
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design of that can be the UX
of it, it's a web based product
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or the physical design of it,
and and often when people speak about design,
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that's what they think about. Another
part of design, though, is
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really about graphic design or the web
design and that's really impacting all the other
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supporting interactions that are outside of the
core product or service. So we ought
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when we talk about design, I
think we often talk about the first the
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product in the service design, but
we forget about all the marketing and sales
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materials and that's actually where the sheer
volume of interactions are that cut summers have
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with design that your company is creating. So I think it's interesting to kind
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of delineate between the two of those. Yeah, I think that makes a
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lot of sense. There was a
quote I saw in a deck that you
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guys put out and it was this
marketing is the truth of you translated into
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the language of your customers, and
it kind of called out that, you
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know, brand equals that truth of
you and design is the language and so
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the language that whatever it is your
product or service or the information about your
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product your service, that the message
is how it gets translated. I thought
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that was really interesting then. Yeah, and it kind of builds, you
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know, speaking to that branding piece. You know, the truth of you
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kind of builds on there's a famous
Jeff bezos quote where he says your brand
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is what people say about you when
you're not in the room, and I
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like that because it's really like getting
at it's the truth about who you are.
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It's not just, you know,
who you want to be or who
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you say you are. It's like
the truth of who you really are,
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and that's definitely true when it comes
to, you know, branding. It
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starts with who you are as a
company, what you do and why you
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do it. And then oftentimes when
we think about branding, we think about,
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you know, the logo and the
colors and everything else, and that's
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just the visual expression of who you
are as a company at your core,
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if that makes sense. Yeah,
absolutely so, as we talked about earlier,
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we're going to get into some steps
you can take for better brand and
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design consistency and why those lead to
better Roy but before we get into what
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steps you should take, I think
we should take a second to talk about
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the why. There are some factors
in the world right now, in the
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markets that we serve, that are
affecting this correlation between better design, more
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consistent branding and Higher Roi, and
the first one of those is that the
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world has come to expect great design
everywhere right. Yeah, and I think
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that's definitely true and no quick example
of that I find pretty interesting is anyone
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who's familiar with the web the words
to be seen the Webby awards to the
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side out there that kind of rates
some of the best, you know,
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web pages and they've expanded since then
every year. So they started in nine
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hundred and ninety seven with just know, the best home page. It's really
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interesting. I've looked at some of
those archives of the best home page from
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N Ninety Seven. You compare that
to the best home page that they've scored
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of today and it's just, you
know, the it's just drastic the change.
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And you can pull anyone off the
street, regardless of whether they have,
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you know, a design background or
not, ask them which of these
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is better design, and everyone picks, you know, the more recent one.
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And that's not just a nature of, you know, the changing trends
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in web design. That exists across, again, everything that your company is
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designing, that the world is just
come to expect great design, not even
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just the core product or service,
but all of those other touch points,
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which is often, you know,
marketing and sales touch points along the way.
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Yeah, that makes a lot of
sense, man. I definitely want
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to make sure we linked to that
in the show notes because I think that
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that's just I haven't been to that
site to look at those rankings, but
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I think it would be really interesting
to look at. Okay, what one
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best home page in one thousand nine
hundred and ninety seven versus, you know,
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two thousand and eighteen? They're going
to be some stark differences. Part
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of it is, you know,
the technology, but also just everything about
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the way things have progressed over the
last twenty or so years makes better design
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easier and therefore, you know,
kind of the bar is higher. The
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other factor that's contributing to this is
something we talked about a lot here at
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sweet fish and we're we encourage a
lot, is that more people within your
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organization, and essentially everybody should be
a content creator of some former fashion who.
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So can you speak to that reality
a little bit, to Garrett internally
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and how that affects the importance of
design consistency? Yeah, for sure.
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So again, anyone who's been who's
familiar with the Netflix series madmen, you
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know that kind of the s advertising
age. This is definitely an oversimplification,
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but you know really in the madman
age of the s marketing was really a
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strategic marketer or advertiser doing mass marketing
to a mass audience. And today,
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if you think about it, it's
completely different. Everyone across your company,
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sales people, employees, maybe even
venders or partners, are creating quote marketing
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right, unquote. So some some
type of content with your brand on it
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for increasingly fragment and audiences and a
variety of channels and mediums, and it
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creates some challenges. Is For most
organizations to having something be very consistent.
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And so you have a combination of
the world expecting great design and all of
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these people across your company who aren't
trained as designers now creating stuff and it
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and there's some big challenges for for
many companies when it comes to how do
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you then be consistent? Right?
Yeah, absolutely so. That is a
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great segue. I think that you
have teed us up really well, Garrett,
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to to talk about these three ways
that you can improve your design consistency.
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Why it's important, you know kind
of what you said said. Their
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echoes, the Jeff bezos quote that
you mentioned earlier, than your brand is
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what people say about you when you're
not in the room because of all these
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things that are affecting it reminds me
of something I heard step Goden say.
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I'm not I'm probably not going to
be able to quote him specifically, but
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you know, everything is marketing,
and so everything that's going out, every
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interaction, every piece of collateral,
every piece of messaging, every design element
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is marketing, whether it's created by
marketing or not, you know, which
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fits in line with what you were
saying about everyone being a content creator.
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So let's get into these three steps
that folks can take to improve this because
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of these situations that we're talking about. The first is to remove confusion about
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your brand by answering strategic business questions. Can you tell us a little bit
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about what marketing teams and organizations as
a whole can do better here, Garrett?
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Yeah, so it's kind of going
back to what we're talking about the
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beginning about, you know, brand
is who you are at your core and
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it's what you do and it's how
you behave. And a lot of time,
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they think people get into trouble with
design because they haven't answered those core
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questions that are really just core strategic
business questions that help them solidify their brand
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so they don't because they haven't answered
those things. They don't really have a
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yard stick to measure the design against
anything. It's just well, does this
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look good? It's not necessarily what
does this fit with? These the answers
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to some of these questions, these
core business questions, that that we've answered.
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So to build on that a little
bit more, one example that I
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really love is there's a book by
a guy named Patrick Lency one and it's
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called the advantage, and one of
the things I love about that book is
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he outlines six strategic business questions that
organizations need to align behind, especially the
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leadership teams. We've used this here
internally and it's helped a ton for bringing
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the lineman across the team, but
also alignment to our brand, and then
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it helps us create that yard stick
for the that visual expression of our brand,
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some of the design. So the
six questions that he mentions in that
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book, the first is why do
we exist as an organization? Second is
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how do we behave? The third
is what do we do? What do
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we do as a company? Fourth
is how will we succeed? FIV is
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what is most important right now and
the sixth is who must do what?
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I just actually like the first three
of why do we exist, how do
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we behave? What do we do
when it comes to solidifying your brand?
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And those seem like such simple questions, but it's it's pretty staggering sometimes if
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you if you're just go ask across
the organization different people to answer those questions,
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the very different answers that you get. So you can bring a linement
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behind some of those core questions that
help bring definition to your brand. It
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helps to have kind of that yard
stick of measuring great design and it removes
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that confusion to help you build a
strong room, more consistent brand. Some
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make sense. Oh, it makes
total sense. I love what you said.
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They're about. If you don't have
that yard stick, then it's does
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this look good to you? and
then it just becomes subjective. And you
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know, I heard Dave Gerhardt at
drifts say something the other day when he
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was talking about kind of limiting the
number of inputs on your marketing decisions.
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When you open it up to everyone, you know everyone's got an opinion on
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marketing because it's so public facing and
everybody, like you said, can understand
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good design or not, and you
know it having something to go back to
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other than just does this look good? The question is, does this?
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Does this align and what you're recommending
there about Patrick Lindsay only spook the advantage.
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I can't recommend that enough to folks. I'll make sure that we put
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a link to that in the show
notes because it was some of the the
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chapters of that book that we're very
informative for us. Garrett, last year
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at a as a team here at
sweetfish, we went through and in modified
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our core values. We kind of
we had seven. We felt like that
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was too much, as too many
for people to remember, and we went
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through a process and it took us
two days in a leadership off site.
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Again. You, as you mentioned, like who we are, how we
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behave. Those seem like, Oh
yeah, I kind of everybody understands that,
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but you can really it might seem
fluffy and I can tell you going
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into that exercise ourself as a team, it felt like are we really going
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to get value out of that?
And I can tell you over the last
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year we really took time to dig
into those questions and everything comes back now
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to our three core values that we
mentioned sometimes here on the show, and
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it has given us that yard stick
to go back to, not only from
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a design perspective but in a lot
of different things. So I completely agree
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with what you're saying there, man. So step one is removing confusion by
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answering these strategic business questions. You
might want to check out the advantage from
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Patrick wince he only for some help
on how to do that. The second
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step is empowering creatives to define the
visual expression of your brand. So if
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you understand what your brand is at
the core, now it's about making sure
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that the visual representation is not just
something that, quote unquote, looks good,
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but aligns to that brand that you've
defined. Tell us a little bit
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about this step. Here it.
Yeah, I think this is this is
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especially an interesting one for us as
marketers. You know I'm you know I'm
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a marketer at my core, and
we often were close to the creator of
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in the brand stuff, even though
we might not be the experts. It
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might be someone on our team or
someone were closer with who really have that
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deep background in design or in brand. So we often have opinions on things,
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but they might not be necessarily well
founded and I think that it's hard
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sometimes to remove ourselves and let the
designers, the creatives, be the experts
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that they are and go and define
then the visual expression of the brand as
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marketers and as leaders and executives.
Really, when we try to meddle with
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that process often we just get in
the way. The thing that we really
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need to focus on is to define
a really good creative brief, which is
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essentially just the answers to those strategic
business questions, and then get out of
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the way and let the creatives go
and do what they do best, be
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creative based on the feedback we've already
given them through answering those strategic business questions,
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and they can develop. You know, I've found that when you when
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you kind of let them loose at
that point but have given them that that
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direction through answering those questions, they
then develop awesome stuff that probably wouldn't come
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about if you were kind of hovering
over and and giving input at every step
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along the way. That makes sense, man, that makes total sense.
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I feel like I'm talking too much
about sweet fish here today, but you
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are just echoing so many things that
we've been going through as a team.
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We recently promoted our lead designer on
the team here at sweet fish to a
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new role that our CEO James has
been filling for a bit in creative director,
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and exactly that process that you're talking
about, when you have people at
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Executive leadership that understand where we're going
and obviously the mission and our values are
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at their core, there are things
that they want to see in that visual
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expression. But then truly handing it
over, and for anybody who didn't catch
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everything of what you said, you
very clearly laid out some steps there and
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how the executive leadership team can hand
over the pieces that need to be handed
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over to the design team with the
proper direction. So I would suggest people
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hit that fifteen or thirty second back
button and replay what Yearrett was saying here,
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because again it's just echoing so much
of what I see our team going
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through. So I can hear the
truth of it. This is not just
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fluffy stuff, guys. This is
very tactful way for a better design and
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branding, Garrett, I love it, man. So we've got step one,
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removing confusion by answering those business questions, empowering creatives, which again I
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love what you said there, and
then third be consistent and you have some
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stats. I saw something you posted
on Linkedin a while back about what marketers
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see in the correlation between consistent design
and branding and improved our why? Speak
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to us a little bit about that
and then how folks can do this better.
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Yeah, so this last steps interesting
because it sounds so simple, be
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consistent, but it's really like one
of the most the hardest, you know,
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most complex things of how do you
actually execute that across to growing organization?
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So, you know, to mention
some of those stats, there is
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a will value, a real business
value to being consistent and building a consistent
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brand and having consistent design across everything
that you do. Our team did a
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study recently where we talked to lots
of markers across all industries, be to
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BBTC, all of it, and
found, you know, similar results across
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doesn't matter the type of industry or
or type of business that you work in.
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One of the interesting stats from that
was that brands that present themselves consistently,
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marketers, senior marketing leaders estimate that
if they were always do that,
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they could see up to a thirty
three percent increase in revenue. And we've
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also found that brands that present themselves
consistently experience up to four times the visibility
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compared to brands that don't in the
markets that they serve. So there's there's
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a real impact from doing this.
It's a longer term game. It's not
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something that is just going to happen
right overnight, right, but there's there's
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plenty of other studies out there.
I mean there's a there's a really interesting
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study from mckinzi, the consulting firm, and that they did just about a
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year ago that found that the financial
return from some of these design centric,
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brand focused companies is usually twice as
high as those who aren't focused on building
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a strong brand or strong design.
So again, I've had a ton more
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stats I could share, but like
those are some of the ones that I
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found most interesting and it really highlights
this point that there is a real business
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reason for building strong design and a
strong brand. Yeah, absolutely. Man,
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on this show we've talked a lot
about you know, pointing to Gary
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V in as an example of why
quantity of content matters, and something that
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James and I were talking about the
other day is you know, if you
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follow Gary V and you watch some
of his videos, what is he always
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have? There's that little, you
know, pop or like click sound,
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that that sound that you identify with
a Gary v Video on social and that
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is an example of that brand consistency
that you know. It's not going to
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lead to, you know, fifty
more leads tomorrow because you put a consistent
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sound at the end of beginning of
your social videos, but it is something
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that adds up overtime and overtime,
and so when you're putting out more content,
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the consistency of those elements, you
know, auditory, visual and in
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every aspect of design, it makes
a big difference that I think you've shared
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some some pretty compelling stats on that
today, Garrett. Man, this has
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been such a great conversation. I'm
getting fired up because everything that you're saying
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Aligne so much with what we've been
experiencing. So I know that listeners are
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going to get value out of this. And for anyone who isn't directly connected
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with you, Garrett, if they
want to reach out as some follow up
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questions on this topic or just follow
along with you because you brought so much
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value today, what's the best way
for them to reach out? Man,
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yeah, the best way is probably
just via linkedin. So you can find
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me just Garrett Justice on Linkedin.
Would love to connect and answer any questions
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or continue the conversation with anyone who's
interested. Awesome, man. Thank you
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so much for being on the show
today. This was a lot of fun.
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Yeah, no problem. On the
last thing I mentioned, Logan,
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to is you know, I mentioned
some of those stats that I shared from
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the study. Yeah, the impact
of rank consistency. So if anyone's interested
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in that too, I'm happy to
send you a copy of that research that
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we've done. It's it's been pretty
interesting in and as we continue to build
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on it and do more research into
this space, uncovering some of those insights.
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Absolutely man. I love that offer. For folks who aren't connected with
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Garrett yet on Linkedin, he and
I just connected via Linkedin a few weeks
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back before this interview, so I
can tell you he's responsive. He'll get
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you that deck he's talking about with
some of that information. So reach out
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to him. Will Link to Garrett's
linkedin profile in the show notes. Make
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it very easy for people to reach
out Garrett. Thanks again, man.
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This was such a fun conversation.
Yeah, thank you, logans. Has
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Been Great to be on the show. We totally get it. We publish
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00:22:51.000 --> 00:22:53.480
a ton of content on this podcast
and it can be a lot to keep
333
00:22:53.480 --> 00:22:57.359
up with. That's why we've started
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